Increasing Relevance: Video on Demand Project
Strategic Issue:
The Center for Association Resources was presented with the strategic challenge of reaching domestic and international members and non-members that are unable to attend the regularly scheduled educational events and annual meetings due to time and financial constraints. The Center was requested to provide additional education outlets for recognized experts to reach the worldwide audience of practitioners around the world and to further reinforce leadership’s position in the practice area of educating those who treat, or who desire to treat, temporo-mandibular joint and muscle disorders (TMJ).
Strategic Approach:
Within ten weeks of the initial discussion with the education chairperson, during which the vision and basic requirements were articulated to The Center, a prototype for a video on demand system was made available for review and feedback. The system was comprehensive in its ability to meet the very high standards that were set forth by the client. Unlike Internet streaming video services or YouTube®, the sophistication level of the solution had to be higher in order to deliver programming as intended and to protect the academic, intellectual property, security, and financial interests of the organization and the speakers. In addition, it offers a continuing education utility to allow for testing, which is one of the major benefits.
In addition to the technical capabilities of the solution, The Center prepared a comprehensive business plan and corresponding financial models to describe how the system would be managed; how the royalty and right-to-broadcast agreements would be structured; and what the economic life and break-even analysis would show about the capital investment, product pricing, and affordability of the solution. Initial and ongoing markets were identified in addition to a management structure in support of the client’s education committee charge to optimize the education of TMJ professionals as well as the general public.
Resulting Changes:
The project is in the implementation stages with specific market identification and marketing effort at the forefront of this initiative. Growing associations must be free to take risks, try new approaches, and invest in solutions as they see fit. Using comprehensive business models, associations must build capacity and compete for resources needed to achieve their mission. The officers and directors were equipped by The Center to make an informed strategic decision, with eyes wide open. Since the proposed solution was presented, two international chapters of over 200 members have formed or are in the final stages of being formed. The client has actively demonstrated its commitment to serving its foreign members.
