Client description: Private industry association

Practice area: Strategic Positioning and Planning

Geographic scope: US

Industries involved: Healthcare, photography, imaging software

Services applied: Strategic positioning; corporate strategy

Business challenge: This Industry Association had seen a dramatic decline in membership as technology and changes in markets began to marginalize its original purpose.

Methodologies: Geo Strategy Partners conducted stakeholder interviews and additional secondary and primary research to understand the overall competitive environment. Based on these insights and findings a report was prepared and submitted to the client along with an agenda for a facilitated strategic positioning session. The three-day session included two Geo Strategy Partners principals and 8 board members. We were able to reinvigorate the original purpose of the association through an innovation in the business model which expanded the mission to serve non-members with value-added training and services and to benefit its members and fee-paid providers of these servcies.

The result: The association became a global virtual community focused on the needs of an expanding large population of “users” rather than just a “club” with declining membership.