c ommunity p roject mba 2012/2013 jaime guzmán leigh fisher kotaro kawauchi eiichi kiyokawa
TRANSCRIPT
COMMUNITY PROJECT
MBA 2012/2013
Jaime GuzmánLeigh FisherKotaro KawauchiEiichi Kiyokawa
Project scope
Client brief
The ultimate aim of the Transition Town initiative is to build resilience into our community so that when fossil fuels are no longer available or are prohibitively expensive we already have some practical local alternatives in place. We believe that building this resilience will also help us combat the adverse effects of climate change.
The next part of our mission is to get more people in Berkhamsted involved. We want as many people as possible to join our action groups and to come up with ideas on how to use less energy. From small ideas like making our town ‘plastic bag free’ and trying to grow increasing amounts of our own food locally to large ideas like providing some sort of local sustainable energy supply.
This will not be an easy process, but it offers us a unique opportunity to help shape our local community and work together on local initiatives that may one day be key to maintaining our standard of living in the face of Peak Oil and Climate Change.
Review TTB strategy
Assess similar successful initiatives
Identify opportunities for TTB to build on its achievements to date
Make practical and feasible recommendations for moving forward
Project objective
Get more people involved Benchmarking / best practice
TTN
TRANSITION TOTNES
Towns in the area
BERKHAMSTED
national
community
non active members
Core Non Active Members
Core Active members
Learning from other organisations
BERKHAMSTED
Project background
Local responses to build resilience in response to the global challenges of climate change, economic hardship and shrinking supplies of cheap energy
Community-led process for stronger and happier villages/towns/cities/neighbourhoods
Over 1000 highly diverse communities across the world - urban, rural, developed, emerging . Most are registered on the international website…Tring
Projects in areas of food, transport, energy, education, housing, waste, arts etc.
Rob Hopkins, author of the Transition Handbook, co-founder of Transition Network and Transition Town Totnes is available to TTB
Transition Initiative... What is it?
Transition Towns is a BRAND founded (in part) upon permaculture principles
2-fold purpose to disseminate transition concept and support communities around the world through adopting the transition model
1988 Permaculture, a Designers Manual by Bill Mollison 1988
2003 Permaculture: Principles and Pathways Beyond Sustainability, David Holmgren
2003 EDAP generated as a student study at Kinsale Further Education College, Ireland presented to Kinsale Town Council and adopted. Rob Hopkins, permaculture teacher
2004 Transition Town coined by students Louise Rooney and Catherine Dunne
2005-2006 Rob Hopkins and Naresh Giangrande developed concept in Totnes, Devon
2007 UK-based charity Transition Network founded
Transition Towns…what are they?
2008First meeting - early 2008, date not known, no records Great Unleashing Sunday 9th November2008
2009 Various talks and films, an early programme of events
2010Individual projects emergingJohn Negus – Home Grown talk; Sunnyside Grow Your Own event – 23rd May. Mini orchard Normandy Drive; Car Free day 22nd June;
2011 Increasing community support and profiling TTBCar Free Weekend – 16th-18th September; Ashridge Local Food Workshop – February
2012First community events to raise awareness and promote local & strategic partnershipsAshridge Local Food Workshop – February
TTB story…
Methodology
Secondary sources
Website comparison Academic literature
Primary sourcesQuestionnaire Interviews
Information gatheringPrimary research Secondary research
Methodology …3 steps
TRANSITION INITIATIVE
TTB categories & relationships
COMMUNICATIONORGANISATION
Review “basics” to build solid foundations for the Transition
Initiative
Best practice analysis based on Transition Town Totnes
Review communications strategy based on comparable
organisations websites
Not sufficiently connected with TTN
No formal Energy Descent Action Plan
Only short term strategy displayed
TTB findings.... communication & initiative
TRANSITION INITIATIVE
COMMUNICATION
No clear communication strategy
No statistics of visitors to the website and feedback
No follow up on feedback (quantifiable) from website forum
No email group feedback available
Organisational identity / clearer definition– KPI... falling membership & involvement
Organisational objectives / purpose not clearly linked to BRAND
Organisational structure not clearly defined– Leadership– Management team– Succession
TTB findings....the organisation
Organisational processes not in place– Formal management & membership
meetings– Formal systems for communications,
management vs membership
Organisational sustainability questionable– KPI...Administrative support stretched;
Volunteer involvement; Financial base– Legal entity & protocols
Organisational integrity...investment in on-going training and dissemination
Organisational culture is not clear enough to be attractive
ORGANISATION
Vision, strategy and objectives aligned Objectives are process focused Clear timeline 20 years Connected to Transition Network and
other organisations
Company structure: limited by guarantee; registered with Companies’ House and a registered charity
Decentralised organisation structure Decisions by consensus Decision making as simple as possible
Working today on website, Facebook, books, movie, face 2 face, conferences
Working towards on a portfolio of indicators
Construction of action plans
Working on communication strategy including metrics
Best practice....Transition Town Totnes TTT
Website ...most effective communication
Vision +++ ++ ++ +
Mission +++ ++ + ++
Objectives +++ + + +
Strategy +++ + + +
Structure +++ ++ ++ +
Process +++ +++ +++ +
K P I´s - - - -
Finances +++ +++ +++ +
Communication +++ +++ +++ -
Leadership +++ ++ ++ +
Training +++ + + -
Recommendations
Visualisation
Ideas
Financial Stability
Communication(supportive ideas)
PLAN
Achievement
NetworkTTN
CommunityCouncil
Enterprises
Recommendation overview
Roadmap ....integrate actions & strategy
‘Have a common goal (solidarity)’
Valu
e re
latio
nshi
ps (s
ocia
bilit
y)
High
High
Low
Ideas
Solid & Social
Invite Transition Network support and follow their advice
Seek other Transition Town contacts to hear their stories and be encouraged
Seek external TTB facilitation for re-visualisation & re-engineering of TTB• Mission, vision & strategy…short, medium & long term• Purpose & objectives…policy, procedures & activities• Structure & systems • Leadership & decision making• Financial model, legal & administrative steps
Formulate Berkhamsted Energy Descent Action Plan with timeline
Seek political, regional and community support for funding, staffing and office
‘TTB... back to basics & rebuild foundations’
TTB... recommendations & way forward
10 miles
TTB & opportunity with Transition Network
In Hertfordshire, 5 similar initiatives within a 10 mile radius. Promoting a “mini” network among them could enhance organisations; achieve economies of scale and influence local government more.
Project group recommendations...
SHORT TERM MEDIUM to LONG TERM
Organisation
• Facilitate structural re-engineering• Review legal entity to enhance
fundraising opportunities
• Consider hiring full time staff• Consider a physical place to
attend the public• Design KPI´s that are easy to
follow up and measure
Initiative
• Re-launch with Programme of Events• Build short, medium and long term
strategic plans• Conduct a survey among the network
to get direction• Train core members with TTN
• Foster the initative within schools and local organisations through programmes & events
Communication• Create a communication strategy that
involve other TT.• Create a more efficient web based
communication platform
• Create a “mini network” with the Transition Towns in Hertfordshire.
• Raise brand profile & community awareness
• Establish closer relationship with local government
Transition Town BerkhamstedJohn Bell, Bridget Wilkins, Wendy Conian, Bruce Nixon and wider community members
Transition Town Totnes Ben Brangwyn
Ashridge Business School Ilze ZandervoortShadi Kelly
Acknowledgments