mission impossible rapdd 2013 - the results
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Mission Impossible?
This Program Just Might Self-Destruct in 5 Years
Welcome to JAAARJust About Anywhere Association of REALTORS(R)
Education Task ForceChanging the World of Education
The Mission
• Propose & Answer Critical Questions about the direction of the Education program at JAAAR
• Develop a 1:2:3 Year Strategic Plan for the Education Department at JAAAR
• Present & Acquire Approval from the JAAAR BOD
The Situation
• Like many associations, JAAAR had great years in the early to mid-2000’s
• Membership has begun to stabilize after several years of decline (still down 34% from the highest membership count)
• BOD is concerned about the financials of the Education Department (negative for the past 3 years)
The Situation
• During the “glory” days, there were surpluses
• The surpluses generated/funded many new initiatives in the Education Department and elsewhere in JAAAR
• BOD & Committees are leery of taking things off the “buffet” for fear of losing members
The Situation
• 4 years ago, JAAAR launched all new online education partnerships & saw huge increase in online revenue
• Since the launch, online revenue has leveled
• BOD approved a member week offering free CE to all members
• This member week event is held 2 months prior to license renewal
The Situation
• Competition for the education dollar has increased significantly
• The “Real Estate Commission” has instituted 1 or 2 mandatory classes (changing on an annual basis)
• The state association has developed a strategy to provide these mandatory classes statewide at large events
The Situation
• JAAAR has maintained a “club house” approach to offering live CE: meaning smaller class sizes, more often to encourage members to come to the association office
• The education staff was reduced 2 years ago by 1/3
The Situation
• All instructors are paid contractors
• JAAAR does not pay instructors for course development time and thus does not own the course
• JAAAR Marketing Team has been assigned several other priorities with no addt’l staff
• The training facility was last updated 10 years ago
3 Directives
Profit vs Benefit
Challenges Financials
Profit Centervs.
Member Benefit
Directive 1
Directive 1
1’s - Profit Center2’s - Member Benefit
Directive 1
Identify the Pro’s & Con’s of your
Assigned Approach
Directive 1: The Vote
Challenges In Education
Directive 2
Directive 2
Blue = Marketing
Red = Generational
Yellow = Value Proposition
Green = Adv. Education
Directive 2
Identify the +’s and Δ’s of Your Assigned
Challenge
Directive 2: The Vote
Financials
Directive 3
Directive 3
North – Current Club House ModelEast - $49 Unlimited CE paid by all South – Combine Current Model
with Large EventsWest – Dues Increase while offering
Mandatory Hours at No Charge
Directive 3
Identify the +’s & -’s along with sustainability
of your assigned Funding Approach
Directive 3: The Vote
Next Steps
Step 1 - Data Gathering
• In Your Sub-Group: Determine what data/info you already have at hand
• In Your Sub-Group: Determine what other data/info would like to have before formulating recommendations
• In Your Sub-Group: Determine what questions you might have for the other Sub-Groups
Step 2 - Recommend
• In Your Sub-Group: Formulate Recommendations
• In Your Sub-Group: Determine if the recommendation should be for Year 1, Year 2 or Year 3
• In Your Sub-Group: Note if any of your recommendations could include another Sub-Group
Step 3 - Reconvene
• As a Task Force: Review all the recommendations
• As a Task Force: Rank in order of importance/priority
• As a Task Force: Assign a time (Year 1, Year 2 or Year 3) to each recommendation
• As a Task Force: Determine the final list
Step 4 - Present
• Task Force Chair, Ed Director & Facilitator develop the draft recommendation.
• Same 3 meet with CEO; CFO; Current President
• Present and ask for a motion on the recommendations at the BOD
Step 5 - Implement
Step 1 - Data
Your Assignment Today
So How Did This Turn Out?
Real World Case
Business Model
Function as a Member Benefit but run like a
business.
Year 1
• Review current & consider expanding Broker Curriculum
• Reconsider Pricing Model for Future Years
• Review Curriculum for Variety of Topic & Interactivity
• Develop a revised staffing model for Education Department
Year 1
• Develop an Experience Level Rating for All Current Courses
• Launch a revised Deliver Model (combo of club house and large events)
• Launch an Education Competition Response Task Force
Year 2
• Launch revised curriculum (including experience ratings)
• Launch revised pricing model
Year 3
• Develop a business case/model for products and consulting to other associations
Member Benefit Investment
The task force supports operating Education as a member benefit. However, what portion of dues dollars should be allocated to subsidize in the event of negative revenue to expense stream for the department?
The task force would seek a $6-$8/per member cost allocation at year end.
Overwhelmed?•We will capture and share the
work the Sub-Groups have done today
• I will place a copy of this on SlideShare for you to refer to once you get back to the office
• I am offering 15 minute 1:1 sessions starting at 7:30 tomorrow. See me to sign-up!
Thanks!Dwayne Care | 410.790.4628 | [email protected]