As discussed, using our BMW framework has resulted in identifying Marketing as the strategic challenge for Talentelle.
The proposed HyperMembership program, which is nuclear in nature, is a strategy that only Talentelle can initiate, given the community-oriented nature of our customer base. The goal is to ensure that all women, primarily in Montreal, know about the existence of Talentelle.
There are many social marketing programs in the pipeline, but this nuclear escalation whereby we encourage women to show solidarity by simply forwarding the HyperMembership invitation (a three-page PDF document) to 5 women they care about, will probably become Talentelle's signature social marketing technology.
HyperMembership simply expands our market reach and, through our PIE (partner interaction& empowerment) division, we can then recruit pre-qualified/screened quality providers to help women make judicious self-investment decisions (training, coaching, professional development, etc.).
PRODUCT : HyperMembership will expand our female talent base and allow Talentelle to co-create more value faster, in conjunction with participants. For strategic reasons, new value should be aligned with our three flagship products: ICF, EO and BMW.
HyperMembership increases our membership, thereby creating a vast flow of insight, ideas, and business value which we can channel into open-source projects (like the career solutions database) to benefit all women at Talentelle.
This will create a nuclear value proliferation escalation that, if monetized properly, can become a semi-autocatalytic cashflow proliferation mechanism that leverages Web 2.0, but with a strong sociological twist (that is, inviting women to show solidarity so they win economically since the more members at Talentelle, the faster our product development and the lower our marketing & instructional delivery costs, resulting in a win-win situation for all.
PLATFORM : HyperMembership would test a hyperplatform which, once successful, can help to build tight and cohesive collaboration mechanisms among our members. This revolutionary platform:
Is “sociotechnological” and we have the lead over other players like Linkedin, who are purely technical
Is gender-specific. We are betting that women will be more loyal and show more solidarity with other women than vis-à-vis employers or companies that just want their money.
Most importantly, this Web-based platform would allow Talentelle to capture value (e.g. social capital, trust, etc.) that traditional companies were not able to capture and financialize. Whether or not we are able, in the short term, to financialize that value, one thing’s for sure: the more members who join, the more valuable the Talentelle membership becomes, which will draw more women and create more value in a virtuous cycle manner.
POLITICS : Evidently, HyperMembership will create a powerbase for political leverage.
This will open doors for us in political elite circles.
It is not necessary that the HyperMembership bring 100,000 women to Talentelle, only that via rational and statistically sound projections, we can convince political party strategists that thousands of women can join, via a simple click of the mouse, the Talentelle movement and make their opinions known. No sane politician can afford to ignore the vote of more than half the population.
Given the above, there is a high strategic value attached to the success of HyperMembership. Hence, early and enthusiastic participants (for example, women who forward the Hypermembership invitation to MORE than 5 women) should be rewarded disproportionately with, for instance:
A heavily discounted license to manage a micro-business within Talentelle (assuming they have the minimal entrepreneurial/managerial traits required)
VIP status where they can access a lot of VIP-restricted areas at Talentelle containing valuable instructional materials
Reseller rights so they can, via a simple blog and Payloadz, offer to their contacts (which may be numerous if they use Linkedin) various e-products created independently or jointly or open-sourcely by Talentelle