Write your strategy with scalability in mind so that as your organization grows or diversifies, your program can grow with it. Have short, medium and long term goals which align with the future goals of both the wider community and the organization.
Consider things like:
- YOUR FUTURE AUDIENCE
Will your audience change as the business matures? Will they belong to the same psychographic or demographic as your current members?
- LONG TERM ORGANIZATIONAL OBJECTIVES
Does your organization have plans to expand into overseas markets? Is your program able to be replicated in those places?
- POTENTIAL FUTURE RESOURCE
Will there be budget in the future to support expansion of the program? Will you be able to make a full time hire or do you need the program to be self-supporting?
- CHANGING USER MOTIVATIONS
Will your members have the same motivations in the future? Will culture or demographics change?
- NEW COMPETITORS IN THE SPACE
As the market changes, will you need to adapt your program to be more attractive in a competitive environment?
Build flexibility into your strategy so that as your organization grows your program can scale to fit without having to reconsider goals or objectives. If your program goal is driving referrals and an organizational strategy is growth into international markets, create a framework that doesn’t reference country specific terminology or infrastructure so that the program can be replicated to work in future markets.
The Cisco Champions Program is designed to nurture product influencers. They have designed and built a program framework that is replicated across different areas of interest and geographical areas within the company. This allows the program to scale well.
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