Industry association was losing members rapidly and finding their value proposition diminished

This Industry Association had seen a dramatic decline in membership as technology and changes in markets began to marginalize its original purpose.

Geo Strategy Partners conducted stakeholder interviews and additional secondary and primary research to understand the overall competitive environment. Based on these insights and findings a report was prepared and submitted to the client along with an agenda for a facilitated strategic positioning session. The three-day session included two Geo Strategy Partners principals and 8 board members. We were able to reinvigorate the original purpose of the association through an innovation in the business model which expanded the mission to serve non-members with value-added training and services and to benefit its members and fee-paid providers of these servcies.

The association became a global virtual community focused on the needs of an expanding large population of “users” rather than just a “club” with declining membership.