Includes interview, writing, proofing, layout, graphic design, etc. This gets us a finished product. We hope to show that Drupal is a viable solution for X Industry and that by using Drupal, people will get Y & Z. Writing and editing a great case study takes about 10 hours. layout and design would take another 10 or so. This should get us a template that we can reuse so future case studies are greatly reduced in price - basically writing only. We will release both PDF and Indesign (or whatever) versions so that it can be edited and personalized by any Drupal agency.