Fusion Productions - Integrating Meetings, Learning & Technology

The first step in the development an "e.comm.unity" is defining a dynamic business strategy based upon the opportunities to provide increased value for the association's member and user community. Developing this strategy requires an understanding of the unique attributes of the association and its community, and the capabilities and unique attributes of the Internet technologies. While it may seem deceptively simple, it is often uncommonly difficult to develop a sustainable and defensible e.comm.unity strategy.

An effective e.comm.unity strategy should be sustainable while providing compelling value add to its constitutientcy, and competitive advantage. Over time, it should enable high value added products and services that an association can uniquely deliver, encourages its members and users to remain and sustain their membership, especially since digital alternatives are only "one click" away. Developing and maintaining an effective strategy requires constant competitive analysis, especially with a view towards new emerging competitors or alternatives. It should also be based on core competencies and services to be provided, with a view of value as perceived by your members and users. Some of the questions to consider when developing your e.comm.unity strategy include:

Is our current association business model sustainable given the impact of the changing demographics, the Internet as a new communications medium, and the alternative forms of networking and education that are arising as a result of the new economy?

What are our core strategic assets and capabilities?

Will they remain strategic in a networked economy?

Who are our competitors? What new competitors will emerge?

Which processes should be fundamentally rethought and digitally enabled?

Which processes do we tackle first and why?

Why will members/participants be compelled to join and continue? What is our defensible value proposition?

How do we remain fiscally competitive when members and users have better access to market and professional information, have higher expectations, and products & services become commodities

What new markets, products, and services should our association be pursuing?

Who should I partner with and how do I convince these other organizations to partner?

What organization will I need internally to drive this initiative?

How do I build member loyalty and high switching costs — attracting members and users to our site and keep them coming back?