A cross-discipline team at ASAE is inventing a new product development process for associations so that you don’t have to. Here's a summary of how ASAE evaluates new product proposals, who makes the decisions, and with what criteria. This presentation to the Kansas City Society of Association Executives (KCSAE) also explains how to encourage innovation, fill the idea pipeline, and analyze and balance an organization’s entire portfolio of programs, products, and services.
The final slides pose questions designed to help you create a process for making decisions about what programs, products, and services to offer—and which to discontinue, and when. This step-by-step process will help you put ASAE's new product development principles into practice at your own association - based on your size, resources, and needs.
By Mariah Burton Nelson, VP, Innovation and Planning, ASAE
Thank Cynthia, Keith Kansas City… American Academy of Family Physicians… Stacy Brungardt, ED, Society of Teachers of Family Medicine? Founding board member, American Board of Family Medicine (Practice). No one grows up wanting to become an association executive. My story: Writer, athlete, SWGet. Travel. AAHPERD. ASAE Agenda: ASAE, then Exercises – interactive. Q and A Promise- Process for making deliberate decisions about what to create, what to discontinue, how to free up time for innovation, execution, excellence.
Here’s a typical association exec. Can you relate?
When you try to be all things to all people, and try to satisfy every member or board member who wants you to create something to meet their needs, you can get buried by all your STUFF, and your members can have a hard time finding what’s important.
This is what we’re after. Order. Beauty. Space. Space to think.
This is the goal too: Alignment of all the programs, products, and services you offer.
This is what we’re after too: A celebration of new ideas.
Making Go/No-Go Decisions at ASAE, for KCSAE, by Mariah Burton Nelson
What’s the Purpose?
Strengthen the Organization.
What Are the Benefits?
• Better products
• Better ROI
• Happier members
• Green-light products that…
– Serve members AND
– make good business sense…
• “Sunset” products that…
– have outlived usefulness
– OR generate low ROI
What Counts as a “Product”?
for a fee or
What Does NOT Count as a Product?
• “Support and Enablers”: Governance,
Executive Management, Finance, IT, Web,
Social Media, Marketing
• Projects (plans, undertakings, tasks) e.g. Web
updates, research, presentations, meetings.
What Criteria Does ASAE Use?
Innovation (not required, but desired)
Value (Strategic Fit, Member
Needs, Market Viability, Feasibility)
Financial Net (Projected $)
Red Flags (potential problems)
1) If Value <3.5 = RED*
2) If Value = 3.5+, review $Net
a) If $Net >0 = GREEN.
b) If $Net <0, discuss
3) If Red Flags >3.5, discuss.
4) *If Innovation >3.5 -> R&D
How Was Our Process Created?
1) Corporate best
Robert G. Cooper’s
2) Staff input via
3) Pilot testing
3) In-person communication
4) Departmental trainings
5) Clear information in variety of formats
6) Systems thinking
7) Research and data-based decision-making
8) Simple software design
9) All info in one easily accessible place
10) Streamlined, fast process
11) Decouple discontinued products from staff
performance. Don’t say "Product X is being
discontinued because it was run poorly."
Who’s on the NPD Team?
9 Review Team staff members
with expertise in business,
publications, & partnerships.
6 Resource (budget) Team : IT,
Web, HR, Meetings, Research,
APPLICATION STEP ONE
Staff/Members Develop Idea
Complaints and Challenges
1) “Who gets to be on the NPD Team?”
2) “Will decisions be fair?”
3) “We’re losing autonomy.”
4) “Hurry up – but everyone must be
included & happy.”
5) “We were already successful without this.”
6) “Why focus on money?
7) “How many products DO we have?”
8) “How many products SHOULD we have?”
9) “How can we be truly innovative?”
How Can You…
& Strengthen Your
Three Key Steps
People: Build the Team
a) Who will be the decision-makers?
b) What expertise should they have?
c) Who will be in charge?
d) How can you obtain and
communicate CEO support?
Priorities: Decide What’s Important
a) What review criteria will you use?
b) Begin with Product Review, Portfolio
Analysis, or Idea Generation?
c) Review all products, or just new?
Process: Create an Efficient Method
a) How often will you meet?
b) What goals will you set?
c) How will you involve other
staff and members?
d) How can you measure – and
ensure – success?
Let’s stay in touch
ASAE Member Collaborate
Group: Ideas & Innovations
Innovation is always unfinished:
a work in progress!