SBDC presentation for Penn Club

534 views

Published on

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

Published in: Self Improvement
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
534
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

SBDC presentation for Penn Club

  1. 1. SBDC Business Consulting Penn Club of Philadelphia Board Presentation May 12, 2009
  2. 2. Agenda <ul><li>Review analysis of membership and sales </li></ul><ul><li>Discuss additional suggestions </li></ul>
  3. 3. Project Scope <ul><li>Analyze membership activity to identify opportunities to improve clubs performance and drive growth </li></ul><ul><ul><li>Understand Penn Club’s member and user base </li></ul></ul><ul><ul><li>Analyze sales performance </li></ul></ul><ul><li>Recommend opportunities to improve performance </li></ul><ul><ul><li>Additional metrics to track </li></ul></ul><ul><ul><li>Opportunities to drive growth </li></ul></ul><ul><ul><li>Important issues to consider </li></ul></ul>
  4. 4. Limited Membership Penetration 100% 38% 16% 34% Less than 7% of local alumni are registered users
  5. 5. Experiencing Extensive Churn <ul><li>New membership is growing year over year </li></ul><ul><li>Consistently churning substantial membership </li></ul>
  6. 6. <ul><li>27% of sales have come from 6% of customers </li></ul><ul><li>59% of customers have purchased items and failed to make additional transactions </li></ul>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. 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. 8. Opportunities – Improved Data <ul><li>Purge member list to focus on strong core </li></ul><ul><ul><li>2/3 of users are inactive </li></ul></ul><ul><ul><li>Reactivate or eliminate dormant accounts </li></ul></ul><ul><li>Reach out to non-renewing members </li></ul><ul><ul><li>Opportunity to understand causes of churn </li></ul></ul><ul><ul><li>Initiate dialogue to reconnect </li></ul></ul><ul><li>Enhance records </li></ul><ul><ul><li>Track demographic data to target activities </li></ul></ul><ul><ul><li>Look enhance information on current members </li></ul></ul>
  9. 9. Opportunities – Membership <ul><li>Create and reward ambassadors </li></ul><ul><ul><li>Discount on membership for recruiting friends </li></ul></ul><ul><ul><li>Status for activity and inclusion </li></ul></ul><ul><li>Encourage membership </li></ul><ul><ul><li>Reimbursement of non-member premium </li></ul></ul><ul><ul><li>Discount tickets for first purchase </li></ul></ul><ul><li>Incentivize long term commitment </li></ul><ul><ul><li>Discounted multi-year membership </li></ul></ul><ul><ul><li>Automatic renewal </li></ul></ul>
  10. 10. Remaining Questions <ul><li>Pricing – What is the appropriate pricing to drive membership? </li></ul><ul><li>Churn – What is the best way to address the extensive churn? </li></ul><ul><li>Inclusivity – How do we engage unaddressed members? </li></ul><ul><li>Additional data – What else do we need to track to optimize performance? </li></ul>

×