NAS Seminar - Creating Value - Day 3

© 2013 National Arts Strategies.

Integrated ActionMaking sure all the pieces work together

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Putting the Pieces Together


Strategic Thinking

Integrated Action

Planning & Communication

Collective Action

Community Value

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How (Choices) Sharing

The Road to Creating ValueWho and What

4© 2014 National Arts Strategies.

Our Plan for Today

8:30 – 9:15 Putting the Pieces Together

9:15 – 10:30 Building Your Integrated Plan

10:45 –12:00 Class Discussion

1:00 – 2:00 Building Your Integrated Plan Continued

2:15 – 3:15 Class Discussion

3:15 – 3:30 Reflection on the Day


Putting the Pieces TogetherDelivering on your value promise

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Lucy and the Chocolate Factory


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Integrated Action

The activities of a museum (or a program) are integrated if they all align to

deliver on the value promise.

Integration ensures resources are used effectively and

the complete audience experience is consistent with the promise.


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Do Museum Actions Hold Together?


Value Promise

AudienceEngagement

Operations

Financial Model

+ Traditional museum goers+ Schools- New demographics

+ membership+ blockbusters- “portfolio”

+ on-site+ school trips- In community- digital

+ within cultural “box”

- Relative to leisure options

+ curation+ conservation+ exhibit design+education- Relationship management- co-creation

+ collections+ venues- technology

+ academics+ collectors+ designers+ museums- parking- retailers- restaurants- redundancy

+ overhead- “starchitects”

+ admission fees+ contributions- broad donor support


Integrated Museum Plan


Building Your Integrated PlanUsing the framework for your organization

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Our Approach to the Canvas Today

1. Build your canvas as a team1. Customer-facing components first2. Operations next

2. “Take a tour” of your colleagues plans.1. What advice can you give them?2. What ideas can you learn from them?

3. Step back and reflect on your completed canvaso What insights do you find?o What issues do you need to address?o If the promise changes, do the activities

change?© 2014 National Arts Strategies.


Value Proposition

Value Proposition

• What value do we deliverto the audience?

• What bundles of services are we offering?


Customer Segments

Customer Segments

• For whom are we creating value?

• Who are our most important audiences?


Customer Relationships

Customer Relationship

What type of relationship will we create with visitors?• Personal assistance• Self-service• Communities• Co-Creation• Other?


Channels

Channels

How will you reach your visitors? How do they like to be reached?• Awareness?• Evaluation?• Participation?• Post-visit?


Revenue Sources

Revenue Sources

Where does revenue come from? What do audiences pay for? What do they really want to pay for?• Ministry funds• Admissions• Memberships• “Extras”• Rental• Touring exhibits• Licensing


Teamwork: Market Strategy


Building Your Integrated PlanContinue using the framework for your organization

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Key Activities

Key Activities

What key activities are required to deliver on our promise, channels, and relationships?• Program• Problem Solving• Networks


Key Resources

Key Resources

What key resources are required to deliver on our value promise?• Physical• Intellectual• Human• Financial


Key Partners

Key Partners

Who are our key partners for delivering on our value proposition?• Special resources and skills• Optimization and efficiency• Risk management


Cost Structure

Cost Structure

What costs drive the overall cost of operations?• Essential• Enabling• Large• Add risk• Promise efficiencies


Teamwork: Operations

A Look at Our DayBrief reflection on the day and plans for tomorrow


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What We Covered

The concept of integrated action The business model canvas Analyzing consistency to deliver on your

promise

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What Does All of this Mean?

Integrated action is essential to:o Create a consistent guest experienceo Use your resources most effectivelyo Create your vision and value for the

community Organizations make 100s and 1000s of

decisionso Of course they get out of synco You need to have in mind a sketch of what

matterso Periodic team review and discussion helps


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What Does It Mean in Your Daily Work? Make sure you know:

o the critical target audienceso The value your museum wants to create

Make your own sketch of the best integrated actionso Do on your own with what you knowo Ask your leadership to help form a sketch

Ask yourself, will this action or this option be consistent with our sketch? Why or why not?



Thank you

NAS Seminar - Creating Value - Day 3

Government & Nonprofit

Transcript of NAS Seminar - Creating Value - Day 3