The ASAE Focus Framework: An Innovative Way to Select & Sunset Programs, Products, & Services
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ASAE's new Focus Framework answers burning questions such as, How can my organization make good decisions about what to start and what to discontinue? What criteria should we use when selecting or sunsetting programs, products, and services? How should you define product? What would not count as a product? What cultural challenges can you expect? What simple questions can you ask about people, priorities, and process to get started? How can the ASAE Focus Framework be scaled to your organization, regardless of size, budget, and priorities?
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The ASAE Focus Framework: An Innovative Way to Select & Sunset Programs, Products, & Services
- 1. The ASAE Focus Framework An Innovative Way to Select & Sunset Programs, Products, & Services June 2, 2015 2:45 - 3:45 p.m. Amy Hissrich, CAE Mariah Burton Nelson, MPH, CAE TWITTER: #MMCC15
- 2. Who We Are
- 3. Who We Are
- 4. Co-Designers (along with others) ASAE’s Focus Framework Who Else We Are
- 5. Who Are You? What do you most want to know?
- 6. What We’ve Got Planned 1) Do you need the ASAE Focus Framework? 2) How we developed the Framework 3) Our results so far 4) Workshop: Time for you to apply ASAE Focus Framework to your association, regardless of staff size, budget, priorities 5) Answers to Your Questions
- 7. 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?
- 9. “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
- 10. Our Solution: ASAE Focus Framework A disciplined, strategic process for deciding what to create, what to discontinue, and how to balance the whole portfolio.
- 11. Three Parts
- 12. How Was the ASAE Focus Framework Created? Corporate Best Practices Staff/Board input Pilot Testing
- 13. Who’s on ASAE’s Focus Team?
- 15. Results: Idea Generation Brainstorming with members at Leadership Retreat; post-conference debriefs Idea Pipeline Group
- 16. Results: Product Review 15 new products 403 legacy products reviewed Efficiency Transparency Culture change: Sunsets before NPD review Acceptance of new system
- 17. Results: Portfolio Analysis Annual report about 508 products, patterns All products sorted into 14 product lines Clear financial charts, summaries Implications for action
- 18. What Is a Product? Anything we produce & distribute, for a fee or for free
- 19. What Is NOT a Product? Governance, Finance, IT, Web, Social Media, Marketing… and projects, tasks
- 20. ASAE’s Review Criteria Innovation (not required) Value (Strategic Fit, Member Needs, Market Viability, Feasibility) Financial Net (Projected $) Red Flags
- 21. 1) Staff/Members Develop Idea
- 22. 2) Proposal Goes to Focus Team
- 23. 3) Focus Team Scores Proposal
- 24. Two Options
- 25. 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?”
- 26. Your Turn… 1) People 2) Priorities 3) Process
- 27. 1) People: Build the Team Who will be on Focus Team? Leader? CEO/Board support? Involve others?
- 28. 2) Priorities: Begin Where?
- 29. 3) Process: An Efficient Method How often will you meet? What review criteria? Review all products, or just new? Who has final authority?
- 31. And Start Here Onsite at MMCC bookstore
- 32. Questions? Contact us! Amy Hissrich VP, Web Strategies ASAE Ahissrich@asaecenter.org Mariah Burton Nelson VP, Innovation & Planning ASAE Mnelson@asaecenter.org
Editor's Notes
- My name is Mariah Burton Nelson… and this is Amy Hissrich… and we’re here to tell you about ASAE’s new decision-making process – and give you a chance to think through how these principles might work for you, in your association. Very few non-profits have a disciplined system to help them make good decisions about programs products, and services. ASAE studied corporate best practices, created our own model, pilot-tested it, launched it, revised it, and will explain in this session how any association can scale the ASAE Focus Framework to suit their needs, priorities, and budget. But first, let us introduce ourselves.
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- Innovating in plain sight… Asked questions… Now: Workbook to explain our process. Workbook itself a new product, NPD review Beta-tested, storyboards. Structure: ASAE’s Practice Considerations Your Plan
- Reverse Q and A
- This is your friendly neighborhood association exec, the director of marketing department, trying to effectively communicate everything her association has to offer.
- People with expertise in web, innovation, research, learning, IT, finance, marketing, membership, and more.
- CEO support is essential, as is board support. We also deliberately asked all of our staff for input. [Listening Tour story] You can see here what’s important to them. Involvement, simplicity, clarity, transparency. After they told us these things, we went back to them and said, Here’s the new framework, and here’s how it complies with your requests.
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