The ASP 2020 Strategic Plan outlines the organization's mission to help people and organizations succeed through improved strategic thinking, planning, and action. The plan's vision is to achieve superior outcomes through strategy. It identifies five key strategies: 1) Develop a new business model, 2) Define customer segments and services, 3) Enhance customer access and service delivery, 4) Build out the Body of Knowledge and market certification, and 5) Adopt an effective leadership structure. The plan also lists strategic goals, action steps, and deliverables to implement the strategies between 2014-2015.

1. ASP 2020 Strategic Plan
MISSION
ASPis a non-profitprofessionalsocietywhosemissionis to helppeopleandorganizationsto succeedthroughimprovedstrategic thinking,planningandaction.
2020VISION
Achievingsuperioroutcomesthroughstrategy
STRATEGIES
1. Developand
implementa new
businessmodel for
ASP.
2. Definecustomersegments,
valuepropositions,services
and contentneeds; develop
top priorityservices/content.
3. Enhance customeraccess and service
delivery;developand implementa
transformationalmarketingand
customer/member developmentplan.
4. Build out the Body of
Knowledgeand aggressively
marketCertification.
5. Defineand adopt a leadershipand
administrative structureand policies
that willbest enable ASP to deliver
on its vision.
2014-2015STRATEGIC GOALS& METRICS
RedefineASP’s businessmodel Generateimmediate net revenue Enablegreateroperationaleffectiveness
• Model adoption
• Realignment of strategies and
actions to model
• Net revenue contribution
• Immediacy of net revenue
contribution
• Risk/return trade-off
• Up-front funding
required
• Board focus on strategy and policy
• Reduced execution by volunteers
• Committee deliverables
• Follow-through on strategy
• Timely reporting and monitoring
• Efficiency and expense reduction
2014-2015ACTIONSTEPS
1. Form business model
task group
2. Conduct research
3. Analyze the research
4. Develop business
model in a facilitated
workshop
5. Present to Board for
review and approval
6. Revisit and align
strategies and action
steps to new model
1. Form customer segmentation
task group.
2. Determine segments
3. Identify key services/ content
valued by each segment
4. Prioritize existing and new
services/content by value to
and across segments, resource
needs, revenue
5. Recommend services/ content
development
6. Board assigns development
1. Task committees (e.g. Marketing &
Membership, Chapters, International)
2. Assess effectiveness of delivery channels
(e.g. chapters, website)
3. Recommend actions and budget for
improving or expanding channels
4. Improve/expand channels
5. Create and gain approval for:
a. Brand strategy and messaging
b. Pricing strategies
c. Marketing plan and budget
6. Drive execution
1. Task the Certification Ops
Team; form BOK task group
2. Decide scope of BOK build
out; develop plan/budget
3. Secure Board approval and
raise needed funding
4. Write and validate content
5. Revise and validate exams
6. Publish
7. Develop and gain approval
for marketing plan/budget
8. Execute plan per budget
1. Form governance task group
2. Identify key issues
3. Develop and recommend:
a. Clear roles and responsibilities for
Board and staff
b.Needed processes/protocols (e.g.
planning, committees, reporting,)
c. Bylaws amendments to improve
governance
d.New/improved policies
4. On Board approval, publish in a
coordinated manner
DELIVERABLES
• New business model
• Realigned strategies
and action steps
• Customer segmentation
• Services/content
recommendations to drive
development
• Channel recommendations and budget
• Brand strategy and messaging
• Pricing strategies
• Marketing plan/budget to drive actions
• BOK build-out plan/ funding
• Built out BOK
• Marketing plan and budget
• Effective marketing program
• Recommended roles/responsibilities,
processes and protocols, bylaws
amendments, policies
• Volunteer leadership handbook