Beech Acres Parent Coaching Initiative

1
Beech Acres Parent Coaching Initiative

• Phase I Summary Recommendations
• Provided By LHF, Inc.
• September 26, 2002

MyParentSource.com
2
Purpose of Meeting

• To review findings in Phase I
• To make decisions regarding next steps in project

3
Description of 5 Phase Approach to Project

• Phase I General Planning and Program
  Rationale Building
• Phase II Market Research Pilot/Prototype
  Design
• Phase III Pilot Product Development and
  Pre-Launch Preparation
• Phase IV Pilot Implementation Management
• Phase V Evaluation

FOR MORE INFO...
See original project proposal
4
Phase I Deliverables/Activities

• High Level Market Analysis
• Immersion Meetings
• ID programs to include
• ID possible Pilot focus/models
• ID Materials/Needs to virtualize
• ID LHF/BA relationship

FOR MORE INFO...
See original project proposal
5
Phase I Questions

• Is there a need in the market and Does BA have
  the ability to meet that need?
• What will it take to achieve a successful pilot?
• What do we hope to accomplish?

6
Phase I Questions The Answers

• Is there a need in the market and Does BA have
  the ability to meet that need?
• Yes, however BAs biggest challenge will be in
  program/material development and organizational
  change to meet the market need.

7
Phase I Questions The Answers

• What will it take to achieve a successful pilot?
• Complete quality review of existing materials
• Serious consideration on where to place the
  project to assure success
• Properly positioning the program with the right
  audience/market
• Un-wavering resolve to be successful in the face
  of change

8
Phase I Questions The Answers

• What do we hope to accomplish?
• Significantly increase Beech Acres ability to
  influence and create family webs of support
  beyond current capacity
• Use technology to improve connectivity and
  enhance relationships with customers coach and
  encourage
• Have coaching initiative result in a tool that
  can be used to
• Attract funding
• Strengthen partner relationships
• Create a product that can be financially self
  sustaining
• Provide greater access and convenience to
  consumers participating in Beech Acres programs
• Provide a private label product that can be sold
  to other cities and organizations
• Provide efficiencies in delivery of current
  programs to improve their reach into the
  community and reduce expense

9
Phase I Questions The Answers

• Be a catalyst for the evolution of Beech Acres
  culture into a more market/customer driven
  organization with a cornerstone rooted in a
  coaching philosophy
• Utilize new and developing organizational
  processes with this project to evaluate their
  appropriateness

10
Phase I Key Findings Recommendations

• Immersion meetings
• SWOT analysis
• Product/Pilot themes
• Key decisions to move forward

11
Phase I Findings High Level Market Overview

• Process
• Web Search and Telephone Contact
• Findings
• Current parent market
• Product sales
• Gurus
• Free info and services to sell product

FOR MORE INFO...
See Market Summary Report
12
Phase I Findings High Level Market Overview

• Parent Coaching
• Cottage industry
• Counseling based

FOR MORE INFO...
See Market Summary Report
13
Phase I Findings Immersion Meetings

• Purpose
• Meet with broad variety of departments and staff
  
• Identify likely program candidates for inclusion
  in pilot
• Identify materials and technology
• SWOT analysis

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Phase I Findings Strengths.W.O.T

• Sufficient Experts
• Small success stories
• Adequate resources
• Vision of leadership
• Business community connections
• FLOK
• Existing client base

FOR MORE INFO...
See Observations Summary Report
15
Phase I Findings S.Weaknesses.O.T.

• Lack of vision commitment at the staff level
• Current financial/organization reality
• Sales prowess
• Lack of organization and quality control related
  to material (1/3 owned, 1/3 copied from other
  sources, 1/3 licensed). Majority is not in an
  electronic format.

FOR MORE INFO...
See Observations Summary Report
16
Phase I Findings S.W.Opportunities.T

• Win over staff with a winner
• Capitalize on success of existing programs
• Tap existing client base
• Reduction of duplication
• Improved referral to resources
• Improved training and program delivery

FOR MORE INFO...
See Observations Summary Report
17
Phase I Findings S.W.O.Threats

• Current financial reality
• Staff paralysis in current environment
• Not overcoming current staff beliefs
• You dont know what you dont know

FOR MORE INFO...
See Observations Summary Report
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Phase I Findings S.W.O.Threats

• You dont know what you dont know
• A coachs skill set consists of

Process Skills Broad Knowledge Big
Picture
Goal Setting Facilitation Motivation
Reward
A mile wide and an inch deep
FOR MORE INFO...
See Observations Summary Report
19
Phase I Findings S.W.O.Threats

• You dont know what you dont know
• Majority of current BA staff

Significant Depth in content area, which results
in being An inch wide and a mile deep
FOR MORE INFO...
See Observations Summary Report
20
Product/Pilot Recommended Themes
FOR MORE INFO...
See Observations Summary Report
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Product/Pilot Key Questions

• Will the consumer use/purchase the product, if
  sohow much?
• What makes a successful coach?
• Can the program be financially viable?
• Can BA support and operate the program
  successfully?

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Product/Pilot Themes

• General Consumer
• Mass market product
• Catch all topic areas
• Primary intake for customer to facilitate access
  to BA services

FOR MORE INFO...
See Observations Summary Report
23
Product/Pilot Themes

• Training
• Internal for staff
• External for program delivery people
• Certification program

FOR MORE INFO...
See Observations Summary Report
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Product/Pilot Themes

• Underserved
• Subsidized
• Expose to internet
• Other benefits
• Job search
• Current world
• Homework
• Support tool for social workers

FOR MORE INFO...
See Observations Summary Report
25
Product/Pilot Themes

• Volunteerism
• Easy Access
• Inexpensive staff pool

FOR MORE INFO...
See Observations Summary Report
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Product/Pilot Themes

• FLOK/Speakers Bureau
• Create ongoing relationship, not just episodic
  event
• Speaker product offering

FOR MORE INFO...
See Observations Summary Report
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Product/Pilot Themes

• Teens
• Teen portion to site
• Know what theyre thinking too
• Tie into schools

FOR MORE INFO...
See Observations Summary Report
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Product/Pilot Model

• FLOK Speakers Bureau

My Speaker Source
My Parent Source
My Training Source
Coaching Software

• External Customer

• Internal Customer

• BA Education Resources
• BA TrainingResources
• BA services

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Product/Pilot Model

• Include Materials
• Parent Source Info Line
• GEMS
• Absorb
• Intake calls
• Outgoing coaching
• Promote as
• Stand alone program
• Add on to existing programs
• Offer subsidized version for underserved
• Staffing with hand selected and trained BA staff
  (2 to 4 people)

My Parent Source
Coaching Software
http//216.68.20.20/hotfix/mpc/
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Product/Pilot Model

• Include Materials
• 1 Training/OD
• 1 Facilitator training for a GEMS program
• Position as
• Follow-up tool
• Certification requirement
• Staff with one hand selected staff person

My Training Source
Coaching Software
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Product/Pilot Model

• Include Materials
• 1 or 2 selected speakers with high volume
  requests from FLOK participants
• Position as
• Private label marketable follow-up tool
• Revenue generator
• Staff with speakers and/or their staff

My Speaker Source
Coaching Software
32
Pilot Recommendations Minimum Requirements

• Develop pilot for General Consumer product
  MyParentSource.com
• Include subsidized access for underserved
  population
• Select project steering committee that
  collectively will be accountable for achieving a
  pilot and its core elements
• Developing vision/mission of program
• Selecting core education materials
• Selecting coaches
• Develop pilot model and coaching philosophy/model
  
• Software customization and content
• Marketing/sales to solicit pilot participants

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Pilot Development Options

• Stretch Option
• Includes all elements in minimum and any or
  all of the following
• Develop secondary product version for training
  purposes.
• Include Teen access concept.
• Creating a FLOK/Speaker bureau product

34
Alternations to Original Timelines and Phases

• Phase I
• Time increase to sell concept and retrieve
  information, reducing time to do visioning
  exercise with strategy team.
• Timeframe August to September 30th. Completed
  on time.
• Phase II
• Add selection of project steering team.
• Add visioning process/meetings to timetable.
• Add additional time/effort to review and select
  education materials for pilot.
• Add financial model development for future
  product (speculation)
• Timeframe October 1 through November 9th
• Should be able to meet timetable

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Alternations to Original Timelines and Phases

• Financial Projection Example
• Coach salary benefits _at_ 40,000 yr.
• Member load of 250 per month _at_ 24.95 pm/pm which
  equals 74,850 yr.
• Net income 34,850
• Other factors
• Sales/marketing expense
• Support staff/management
• Office
• Software and hardware
• Coach Training

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Alternations to Original Timelines and Phases

• Phase III
• No Change
• Phase IV
• No Change
• Phase V
• No Change

37
Timeline at a Glance
Decisions
FLOK
Phase III
Phase V
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Fundamental Decisions to Proceed

• Go or No Go with project
• What is a realistic resource commitment that BA
  can commit to in the established timeframe
  (people, , organizational energy)
• Is the timeframe realistic
• What position do you wish to take as it relates
  to the product itself (own, partner, license)

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Fundamental Decisions to Proceed Continued

• Where and how will this project be managed
• In specific department
• External to organization
• Internal bubble
• Selection of steering team/committee

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Fundamental Decisions to Proceed Continued

• What will be your preferred relationship with
  LHF
• Software ownership is a key issue in relationship
  future
• Final decision does not need to be made until 1st
  of November, until then a work made for hire
  relationship can stay intact

FOR MORE INFO...
See Observations Summary Report
41
Conclusion

• There is a market need and BA can satisfy that
  need
• There will be more work than anticipated to
  organize and virtualize materials, as well as
  building staff commitment
• This work would need to be done regardless of
  project
• Timeframes are achievable as long as key
  decisions are made quickly (next 5 to 7 days)