Concept

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Concept

• Implement strategic objective to Reach more
  people in the federal contracting community.
• Growth through vertical market penetration.
• Market research 2006 membership survey.
• Increase the value of membership by introducing
  new members-only benefits.
• Reach non-members who may feel that NCMA is not
  relevant enough to their particular areas of
  interest.

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Community of Practice

• The concept of a community of practice (often
  abbreviated as CoP) refers to the process of
  social learning that occurs when people who have
  a common interest in some subject or problem
  collaborate over an extended period to share
  ideas, find solutions, and build innovations. It
  refers as well to the stable group that is formed
  from such regular interactions.

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What is Current Association Thinking?

• A highly mobile society has led to the
  disintegration of traditional neighborhoods and
  communities, straining personal relationships,
  and enhancing the appeal of Web-based "virtual"
  experiences as a form of fellowship. To maintain
  their traditional strength as community builders,
  associations must serve a growing appetite for
  virtual connections while continuing to offer
  personal experiences.

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What is Current Association Thinking?

• Many association leaders worry that todays
  professionals lack interest in joining
  organizations, and they point to the declines in
  some association membership levels as evidence.
  But the likelier explanation for such declines is
  that todays professionals are getting what they
  need from other sourcesnamely, relevant and
  targeted information convenient and up-to-date
  delivery service interactive membership
  experiences and, in general, meaningful
  engagement in communities of practice.

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Approach

• Steering Committee (Facilitators)
• The primary role of the facilitator is to
  encourage community members to talk to each other
  and to initiate discussions by posing thought
  provoking questions.
• The facilitator will assist staff in identifying
  hot topics among the community that will lead to
  virtual meetings.
• NCMA staff will identify "leaders, who will act
  as guides to the community, and train them on
  facilitating engaging forums, managing members of
  an online community, making decisions within the
  community, and techniques for improving
  communication with community members.

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Implementation

• At launch, three membership communities will be
  established
• performance based services contracting
• GSA schedule contracting
• small business contracting.
• A special community for New Professionals will
  also be established.
• Launch planned for 4/2008 at World Congress.
• Free membership trial period through 6/08.
• Future expansion decided based on performance.

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Startup Costs (FY07-08)

• E-zine setup 6,075
• CoP web-based system acquisition setup 5,000
• Total startup costs 11,075
• these expenses would be amortized over a 3 year
  period.

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Revenue Model
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Expense Model
For FY07-08, the estimated costs would be
18,847 in the 4th quarter.
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Summary

• This is an effective growth strategy utilizing
  vertical market penetration.
• The financial analysis suggests that NCMAs
  revenues would increase between 75,000-315,000
  annually, and following initial investment in
  non-recurring start-up expenses, would earn
  between 64,528-161,260 in net gains annually.
• We assume that it will take up to three years to
  achieve most likely case scenario.