CHOOSING WINNERSHow to Select the Right Programs,
Products, and Services for Your Association
Mariah Burton Nelson, CAE VP, Innovation & Planning, ASAE
Agenda
1) Me2) ASAE3) You
My Office at ASAE
At a Masters Meet with Mom
What Is New Product Development?
A disciplined, strategic process for deciding what to create, what to discontinue, and how to balance the whole portfolio.
For publication announcementemail Mariah now.Subject: FOCUS [email protected]: @TallMariahSubject: NPD List
New Workbook Coming Soon
Self-Assessment
1) We have a clear, consistent, data-driven process for determining which programs, products, and services to create and which to discontinue.
2) We have an organizational culture that is open to new ideas, rewards new ideas, and hires for creativity.
3) The programs, products, and services we offer are organized and categorized in one easily accessible database so we can review them to see how they’re performing, compare them to each other, and balance the whole portfolio.
4) The people who make decisions about the products have the appropriate expertise (pricing, marketing, business, finance, content, education), collaborate well together across departments, and have adequate time to do a good job.
5) We have a systematic method to solicit, categorize, and act on new ideas.
Three Interconnected Parts
What Counts as a Product?
• Anything we produce & distribute, for a fee or for free
What Does NOT Count as a Product?
Support: Governance, Management, Finance, IT, Web, Social Media, Marketing
Projects: Plans, tasks
What Criteria?
Innovation (not required, but desired)
Value (Strategic Fit, Member Needs, Market Viability, Feasibility)
Financial Net (Projected $)
Red Flags (potential problems)
How Was ASAE’s Process Created?
1) Corporate best practices: Stage-Gate, modified for ASAE
2) Staff input via “Listening Tour”
3) Pilot testing
Staff Requests
1) Inclusion 2) Transparency3) In-person communication4) Systems thinking5) Data-based decision-making6) Simple software7) Streamlined process8) Decouple discontinued products from staff
performance. Don’t say "Product X is being discontinued because it was run poorly."
Who’s on the NPD Team?
Staff with expertise in business, fundraising, innovation, staffing, law, marketing, meetings, membership, programs, publications, Web, finance, research, & partnerships.
NPD Team Responsibilities
• Green-light products that…– Serve members AND–make good business
sense…• “Sunset” products that…– have outlived
usefulness –OR generate low ROI
STEP ONEStaff/Members Develop Idea
STEP TWOProposal to NPD Team
STEP THREE NPD Team Scores Proposal
Two Possible Decisions
Next Up: Idea Generation
Choose Strategic Buckets
Solicit ideas from members, staff
Develop some into proposals
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?”
How Can You…
create a disciplined, strategic process for deciding what to create, what to discontinue, and how to balance the whole portfolio?
Three Key Steps
1) People2) Priorities3) Process
People: Build the Team
a) Who will be the decision-makers? b) What expertise should they have? c) Who will be in charge? d) How can you obtain and
communicate CEO support?
Priorities: Decide What’s Important
a) What review criteria will you use?b) Begin with Product Review,
Portfolio Analysis, or Idea Generation?
c) Review all products, or just new?
Process: Create an Efficient Method
a) How often will you meet?b) What goals will you set?c) How will you involve other staff
and members?d) What is your vision of success?
Questions?
Let’s Stay in TouchEmail Mariah Now:[email protected] line: Focus
Twitter: @TallMariah