the asae focus framework: an innovative way to select & sunset programs, products, &...
TRANSCRIPT
The ASAE Focus Framework
An Innovative Way to Select & Sunset Programs, Products, & Services
June 2, 20152:45 - 3:45 p.m.
Amy Hissrich, CAEMariah Burton Nelson, MPH, CAETWITTER: #MMCC15
Who We Are
Who We Are
Co-Designers(along with others)ASAE’sFocus Framework
Who Else We Are
Who Are You?
What do you most want to know?
What We’ve Got Planned
1) Do you need the ASAE Focus Framework?2) How we developed the Framework3) Our results so far4) Workshop: Time for you to apply ASAE Focus
Framework to your association, regardless of staff size, budget, priorities
5) Answers to Your Questions
Do You Have… (1-5 scale)
1) A clear, consistent, data-driven process for determining what to create and discontinue?
2) A culture that rewards new ideas?3) A systematic method to solicit, categorize, and act on
new ideas?4) Products organized in one database so you can see how
they’re performing & compare to each other?5) Decision-makers with expertise in pricing, marketing,
business, finance, content, and education?
Can you relate?
“The cost of doing too many…
…small, unproductive projects is not the financial cost. It’s that you dilute
and distract resources away from doing big, great things.”
-- David Matheson, product-portfolio expert
Our Solution: ASAE Focus Framework
A disciplined, strategic process for deciding what to create, what to discontinue, and how to balance the whole portfolio.
Three Parts
How Was the ASAE Focus Framework Created?
Corporate Best PracticesStaff/Board inputPilot Testing
Who’s on ASAE’s Focus Team?
Important Considerations
Results: Idea Generation
Brainstorming with members at Leadership Retreat; post-conference debriefsIdea Pipeline Group
Results: Product Review
15 new products403 legacy products reviewedEfficiency Transparency
Culture change: Sunsets before NPD reviewAcceptance of new system
Results: Portfolio Analysis
Annual report about 508 products, patternsAll products sorted into 14 product linesClear financial charts, summariesImplications for action
What Is a Product?
Anything we produce & distribute, for a fee or for free
What Is NOT a Product?
Governance, Finance, IT, Web, Social Media,
Marketing… and projects, tasks
ASAE’s Review Criteria
Innovation (not required)
Value (Strategic Fit, Member Needs, Market Viability, Feasibility)
Financial Net (Projected $)
Red Flags
1) Staff/Members Develop Idea
2) Proposal Goes to Focus Team
3) Focus Team Scores Proposal
Two Options
Cultural Challenges
1)“Who gets to be on the Team?”2)“Will decisions be fair?”3)“We’re losing autonomy.”4)“Hurry up – but all must be included.”5)“We were already successful.”6)“Why focus on money?7)“How can we be truly innovative?”
Your Turn…
1) People2)
Priorities3) Process
1) People: Build the Team
Who will be on Focus Team?Leader?CEO/Board support?Involve others?
2) Priorities: Begin Where?
3) Process: An Efficient Method
How often will you meet?What review criteria?Review all products, or just new?Who has final authority?
So… Start Somewhere
And Start Here
Onsite at MMCC bookstore
Questions? Contact us!
Amy HissrichVP, Web [email protected]
Mariah Burton NelsonVP, Innovation & [email protected]