How non-profit associations can startup and grow for-profit ventures that advance mission and financial goals

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Innovation Ecosystem
Extracting Lessons
Creating Value
Barry J Barresi CEO
Association Ventures

2. What did I learn about value creation ?
Association CEO, past leadership roles, customer discovery
P + E = T = V

3. Value
Creation
Map
Find
Choose
Trust
Discover
Build
Grow
Purpose Empowerment
Purpose and empowerment nurtures trust
which opens the path to value
Getting it Started
Map your Ecosystem
Find the upside to disruption
Choose your innovation ambition
Getting it Done
Discover opportunity and fitness
Build your venture platform
Grow the value of your venture

4. My Lessons about Value – Birth of Association Ventures
Getting it Started (Purpose)
Map your Ecosystem
Find the upside to disruption
Choose your innovation ambition
Getting it Done (Empowerment)
Discover opportunity and fitness
Build your venture platform
Grow the value of your venture

5. Map Your Ecosystem
Who are the players and
how are they related ?
Stakeholders : have specific interest in
association success and control of
outcomes
Partners : seek to collaborate with
association on common goals
Producers : providing value as suppliers
Consumers : accessing value from the
association, including members and
non-members

6. Find the Upside to Disruption
What Forces and Megatrends Impacting Your Members, Your Ecosystem Your Association ?
Technology
Demographics
Megatrends
Source: Digital Vortex: Global Center of Digital Business Transformation

7. Choose
Your
Innovation
Ambition
Total innovation
management
invests at three levels
of ambition
Create new markets,
Target new customer
needs
Enter adjacent markets,
Service adjacent
customers
Serve existing markets
and existing
customers
Use existing
products and assets
Develop new
products and assets
Add incremental
products and assets
FROM: “Managing your Innovation Portfolio,”
Bansi Nagji and Geoff Tuff,
May 2012 HBR

8. My Lessons about Value – Birth of Association Ventures
Getting it Started (Purpose)
Map your Ecosystem
Find the upside to disruption
Choose your innovation ambition
Getting it Done (Empowerment)
Discover opportunity and fitness
Build your venture platform
Grow the value of your venture

9. Build
Platform
Discover
Opportunity and Fitness
Grow
Value
Venturing as a Modular Process
Purpose Driven Learning
Serving Mission + Growing Margins
Empowering the people in
associations
to venture beyond their
comfort zone and
embrace intrapreneurial
innovation
to advance their association
and themselves

10. Find Focus Zone Collect Empathy Maps
Prioritize what
market and
customer
segments most
important to
your purpose
and mission
Map how the
customer thinks
and what they
hear, see, say
and do in
context of pain
and gain points
Measure Compelling Needs
Find Jobs to be done with customer definition of
success with desired outcomes ( Hire a job )
DISCOVER OPPORTUNITY
Purpose
Driven
Learning

11. Audit Relevant Resources
Assess Intrapreneurial
Capacity
What does
association
already have in
place to support
development of
new solutions
How dimensions
of leadership,
governance,
processes,
talent, and
finance compare
with best
practices
Determine Collective
Ambition
Measure all stakeholder consensus on willingness to innovate, desire to
build business venture and agreement of what defines success
DISCOVER FITNESS
Purpose
Driven
Learning

12. Fortify Capacity Focus on Success
Address fitness gaps,
align all stakeholders
ambition, finalize
venture platform
operational plan,
increase competitive
advantage
Select highest
ranked product
ideas by market fit
and profitability
potential,
Free up internal
resources
Assemble Team
Pick internal team leader, assign external experts
Integrate talent, evaluate and coach performance
BUILD PLATFORM
Purpose
Driven
Learning

13. Scale Business
Launch Start Up
Add resources, establish strategic partnerships for
distribution and value creation
Lean start up
launch of MVP,
test, learn, pivot,
iterate
Retool Model
Achieve product market fit and
proof of concept
GROW VALUE
Purpose
Driven
Learning

14. Process
Nurtures
Trust
Collective Genius
Achieve trust among all
association stakeholders
Gain willingness and
ability to innovate
Collective Genius by Linda Hill et al,
June 2014 Harvard Business Review

15. Value
Trust
Purpose + Empowerment

17. Thank You
BarryBarresi@associationventures.com