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 Mnelson@asaecenter.orgTwitter: @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:MNelson@asaecenter.orgSubject line: Focus

Twitter: @TallMariah