Stakeholder Analysis
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Stakeholder Analysis

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I use this technique as a part of identifying the Stake holders in any project. Also as a part of structuring Balance scorecard strategy tool

I use this technique as a part of identifying the Stake holders in any project. Also as a part of structuring Balance scorecard strategy tool

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  • 1. Stakeholder Analysis Winning Support for your Projects Eng. Murhaf Ashi November 11, 09
  • 2. Agenda Introduction. Benefits of using a stakeholder analysis. Identifying Your Stakeholders. Prioritize Your Stakeholders. Understanding your key stakeholders. Example of the technique. Conclusion 1 Eng. Murhaf Ashi Stakeholder Analysis
  • 3. Stakeholder in business “ Stakeholder management is critical to the success of every project in every organization I have ever worked with. By engaging the right people in the right way in your project, you can make a big difference to its success... and to your career.“ - Rachel Thompson, Experienced Project Manager - 2 Eng. Murhaf Ashi Stakeholder Analysis
  • 4. Stakeholder Analysis Stakeholder Analysis is a term used in: conflict resolution. project management. Business administration. Stakeholder analysis describe a process where all the individuals or groups that are likely to be affected by a proposed action are identified and then sorted according to how much they can affect the action and how much the action can affect them. This information is used to assess how the interests of those stakeholders should be addressed in a project plan, policy, program, or other action. 3 Eng. Murhaf Ashi Stakeholder Analysis
  • 5. Stakeholder analysis Stakeholder Management is an important discipline that successful people use to win support from others. It helps them ensure that their projects succeed where others fail. There are two major elements to Stakeholder Management: Stakeholder Analysis: is the technique used to identify the key people who have to be won over. Stakeholder Planning: is used to build the support that helps you succeed. 4 Eng. Murhaf Ashi Stakeholder Analysis
  • 6. Agenda Introduction. Benefits of using a stakeholder analysis. Identifying Your Stakeholders. Prioritize Your Stakeholders. Understanding your key stakeholders. Example of the technique. Conclusion 5 Eng. Murhaf Ashi Stakeholder Analysis
  • 7. Benefits of stakeholder based approach You can use the opinions of the most powerful stakeholders to shape your projects at an early stage. Not only does this make it more likely that they will support you, their input can also improve the quality of your project. Support from powerful stakeholders can help you to win more resources. This makes it more likely that your projects will be successful. By communicating with stakeholders early and often, you can ensure that they know what you are doing and fully understand the benefits of your project. This means they can support you actively when necessary. You can anticipate what people's reaction to your project may be, and build into your plan the actions that will win people's support. 6 Eng. Murhaf Ashi Stakeholder Analysis
  • 8. Agenda Introduction. Benefits of using a stakeholder analysis. Identifying Your Stakeholders. Prioritize Your Stakeholders. Understanding your key stakeholders. Example of the technique. Conclusion 7 Eng. Murhaf Ashi Stakeholder Analysis
  • 9. How to Use the Tool Implementing Stakeholder analysis : 1) The first step in Stakeholder Analysis is to identify who your stakeholders are. 2) The next step is to work out their power, influence and interest, so you know who you should focus on. 3) The final step is to develop a good understanding of the most important stakeholders so that you can work out how to win their support. 4) Record this analysis on a stakeholder map. 5) After you have used this tool and created a stakeholder map, you can use the stakeholder planning tool to plan how you will communicate with each stakeholder. 8 Eng. Murhaf Ashi Stakeholder Analysis
  • 10. Identifying Your Stakeholders The first step in your stakeholder analysis is to brainstorm who your stakeholders are. As part of this, think of all the people who are affected by your work, who have influence or power over it, or have an interest in its successful or unsuccessful conclusion. The table below shows some of the people who might be stakeholders in your job or in your projects: Your boss Shareholders Government stakeholders may be both Senior executives Alliance partners Trades associations organizations Your coworkers Suppliers The press and people Your team Lenders Interest groups Note Customers Analysts The public you can only Prospective customers Future recruits The community communicate with Your family individual people 9 Eng. Murhaf Ashi Stakeholder Analysis
  • 11. Exercise S1 Conduct a brainstorming session to identify all of the stakeholders in a certain project . The Exercise should include: • Project detail. • List of all the stakeholders involve in the project. • Exercise time (15 Min). • Team or Individual Exercise. Identifying Stakeholders 10 Eng. Murhaf Ashi Stakeholder Analysis
  • 12. Agenda Introduction. Benefits of using a stakeholder analysis. Identifying Your Stakeholders. Prioritize Your Stakeholders. Understanding your key stakeholders. Example of the technique. Conclusion 11 Eng. Murhaf Ashi Stakeholder Analysis
  • 13. Prioritize Your Stakeholders • You may now have a long list of people and organizations that are affected by your work. Some of these may have the power either to block or advance it. Some may be interested in what you are doing, others may not care. High Keep Satisfied Manage Closely Power/Interest Grid Power Monitor Keep Informed Minimum Effort low low Interest High 12 Eng. Murhaf Ashi Stakeholder Analysis
  • 14. Prioritize Your Stakeholders For example, your boss is likely to have high power and influence over your projects and high interest. Your family may have high interest, but are unlikely to have power over it. Someone's position on the grid shows you the actions you have to take with them: High power, interested people: these are the people you must fully engage with, and make the greatest efforts to satisfy. High power, less interested people: put enough work in with these people to keep them satisfied, but not so much that they become bored with your message. Low power, interested people: keep these people adequately informed, and talk to them to ensure that no major issues are arising. These people can often be very helpful with the detail of your project. Low power, less interested people: again, monitor these people, but do not bore them with excessive communication. 13 Eng. Murhaf Ashi Stakeholder Analysis
  • 15. Agenda Introduction. Benefits of using a stakeholder analysis. Identifying Your Stakeholders. Prioritize Your Stakeholders. Understanding your key stakeholders. Example of the technique. Conclusion 14 Eng. Murhaf Ashi Stakeholder Analysis
  • 16. Understanding your key stakeholders Key questions that can help you understand your stakeholders are: What financial or emotional interest do they have in the outcome of your work? Is it positive or negative? What motivates them most of all? What information do they want from you? How do they want to receive information from you? What is the best way of communicating with them? What is their current opinion of your work? Is it based on good information? Who influences their opinions generally, and who influences their opinion of you? Do some of these influencers therefore become important stakeholders in their own right? If they are not likely to be positive, what will win them around to support your project? If you don't think you will be able to win them around, how will you manage their opposition? Who else might be influenced by their opinions? Do these people become stakeholders in their own right? 15 Eng. Murhaf Ashi Stakeholder Analysis
  • 17. Understanding your key stakeholders You can summarize the understanding you have gained on the stakeholder map, so that you can easily see which stakeholders are expected to be blockers or critics, and which stakeholders are likely to be advocates and supporters or your project. A good way of doing this is by color coding: showing advocates and supporters in green, blockers and critics in red, and others who are neutral in blue. - Color Coding - Blocker Supporter Neutral 16 Eng. Murhaf Ashi Stakeholder Analysis
  • 18. Exercise S2 Assign each stakeholders with color coding project . The Exercise should include: • Project detail. • List of all the stakeholders names with color coding. • Exercise time (10Min). • Team or Individual Exercise. Assign color coding 17 Eng. Murhaf Ashi Stakeholder Analysis
  • 19. Agenda Introduction. Benefits of using a stakeholder analysis. Identifying Your Stakeholders. Prioritize Your Stakeholders. Understanding your key stakeholders. Example of the technique. Conclusion 18 Eng. Murhaf Ashi Stakeholder Analysis
  • 20. Example of the technique You can create your own example of stakeholder analysis at work - whether for your current role, a job you want to do or a new project. Conduct a full stakeholder analysis. Ask yourself whether you are communicating as effectively as you should be with your stakeholders. What actions can you take to get more from your supporters or win over your critics? The following example shows the stakeholders analysis technique in X- company. It shows all the candidate stakeholder in the companies and there mapping in the Power/Interest Grid. The following table shows the stakeholders: CEO- A.R Mngr- W.B VP- A.A Coworker- A.H GM- A.M Government sector X- company Mngr- A.S Contractor Mngr- H.Q The press 19 Eng. Murhaf Ashi Stakeholder Analysis
  • 21. Mapping the stakeholder: High Keep Satisfied Manage Closely Mngr- H.Q Coding: Supporter GM- A.M Blocker Mngr- A.S CEO- A.R Neutral VP- A.A you can see that a lot of effort needs to be Power put into persuading Monitor Minimum Keep Informed GM- A.M and Mngr- Effort contractor press H.Q of the benefits of the project Mngr- W.B Mngr- A.S need to Coworker- A.H managed well as Government sector low powerful supporters. low Interest High 20 Eng. Murhaf Ashi Stakeholder Analysis
  • 22. Exercise S3 Use the Power/Interest Grid to map all the stakeholders. The Exercise should include: • Project detail. • List of all the stakeholders names with color coding. • Exercise time (20Min). • Team or Individual Exercise. Mapping the stakeholder 21 Eng. Murhaf Ashi Stakeholder Analysis
  • 23. Agenda Introduction. Benefits of using a stakeholder analysis. Identifying Your Stakeholders. Prioritize Your Stakeholders. Understanding your key stakeholders. Example of the technique. Conclusion 22 Eng. Murhaf Ashi Stakeholder Analysis
  • 24. Conclusion As the work you do and the projects you run become more important, you will affect more and more people. Some of these people have the power to undermine your projects and your position. Others may be strong supporters of your work. Stakeholder Management is the process by which you identify your key stakeholders and win their support. Stakeholder Analysis is the first stage of this, where you identify and start to understand your most important stakeholders. The first stage of this is brainstorm who your stakeholders are. The next step is to prioritize them by power and interest, and to plot this on a Power/Interest Grid. The final stage is to get an understanding of what motivates your stakeholders and how you need to win them around. 23 Eng. Murhaf Ashi Stakeholder Analysis
  • 25. Reference Fletcher, A., et al. (2003). "Mapping stakeholder perceptions for a third sector organization. Mitchell, R. K., B. R. Agle, and D.J. Wood. (1997). "Toward a Theory of Stakeholder Identification and Salience. Savage, G. T., T. W. Nix, Whitehead and Blair. (1991). "Strategies for assessing and managing orgnaizational stakeholders. Turner, J. R., V. Kristoffer, et al., Eds. (2002). The Project Manager as Change Agent. Mind Tools Ltd. Weaver, P. (2007). A Simple View of Complexity in Project Management. Proceedings of the 4th World Project Management Week. Singapore. Hemmati, M., Dodds F., Enayti, J.,McHarry J. (2002) "Multistakeholder Procesess on Governance and Sustainability. London Earthscan. 24 Eng. Murhaf Ashi Stakeholder Analysis
  • 26. Thank you Murhaf .Ashi Eng.mashi@gmail.com 25 Eng. Murhaf Ashi Stakeholder Analysis