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SBDC presentation for Penn Club

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Wharton Small Business Development Center SBDC presentation for the Penn Club of Philadelphia.

Wharton Small Business Development Center SBDC presentation for the Penn Club of Philadelphia.

Published in: Self Improvement

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  • 1. SBDC Business Consulting Penn Club of Philadelphia Board Presentation May 12, 2009
  • 2. Agenda
    • Review analysis of membership and sales
    • Discuss additional suggestions
  • 3. Project Scope
    • Analyze membership activity to identify opportunities to improve clubs performance and drive growth
      • Understand Penn Club’s member and user base
      • Analyze sales performance
    • Recommend opportunities to improve performance
      • Additional metrics to track
      • Opportunities to drive growth
      • Important issues to consider
  • 4. Limited Membership Penetration 100% 38% 16% 34% Less than 7% of local alumni are registered users
  • 5. Experiencing Extensive Churn
    • New membership is growing year over year
    • Consistently churning substantial membership
  • 6.
    • 27% of sales have come from 6% of customers
    • 59% of customers have purchased items and failed to make additional transactions
    Repeat Users Drive Value 6+ Purchases 2-5 Purchases Single 50 288 485 823 6% 35% 59% 14,592 24,384 14,261 53,237 27% 46% 27% Note: All figures include only activity over the past 24 months Customers Total Order ($)
  • 7. Membership Concentration Philadelphia PA suburbs New Jersey Delaware New York Other Members 750 511 107 17 17 32 1,434 52% 36% 7% 1% 1% 2% Note: 1,490 members do not have a address listed
  • 8. Opportunities – Improved Data
    • Purge member list to focus on strong core
      • 2/3 of users are inactive
      • Reactivate or eliminate dormant accounts
    • Reach out to non-renewing members
      • Opportunity to understand causes of churn
      • Initiate dialogue to reconnect
    • Enhance records
      • Track demographic data to target activities
      • Look enhance information on current members
  • 9. Opportunities – Membership
    • Create and reward ambassadors
      • Discount on membership for recruiting friends
      • Status for activity and inclusion
    • Encourage membership
      • Reimbursement of non-member premium
      • Discount tickets for first purchase
    • Incentivize long term commitment
      • Discounted multi-year membership
      • Automatic renewal
  • 10. Remaining Questions
    • Pricing – What is the appropriate pricing to drive membership?
    • Churn – What is the best way to address the extensive churn?
    • Inclusivity – How do we engage unaddressed members?
    • Additional data – What else do we need to track to optimize performance?