abpmp strategic marketing plan

ABPMP Strategic Marketing PlanBoard of Director’s MeetingSeptember, 2012

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Table of Contents

• 1.0 Executive Summary• 2.0 Situation Analysis• 3.0 Marketing Strategy• 4.0 Marketing Mix• 5.0 Financials• 6.0 Controls

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1.0 Executive Summary

• Tough economic times demand that companies cut cost while continuing to deliver the optimal levels of goods and services.

• BPM provide the means for companies to optimize their processes that can help achieve this goal.– The need for educational programs and BPM

Certification is stronger than ever and Corporations are looking for a credible institution to provide the services.

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2.0 Situation Analysis• Market Needs• The Market

– Market Analysis– Market Demographics– Market Trends– Market Growth

• ABPMP– Mission– Service Offering– Positioning

• SWOT• Competition

– Direct Competition– Indirect Competition

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Market Needs• Market Needs

– There is continuing, growing need for a BPM practitioner-based certification in the marketplace. Companies are embarking on business process management endeavors in record numbers and are looking for two distinct things:

• What? – the what of BPM are the knowledge, skills and competencies required to perform BPM successfully

• How? – the how of BPM are the governance & organizational practices, process methodologies, and best practices for performing BPM successfully

– There is tremendous need to develop more competent BPM practitioners, especially for Process Managers, Process Design/Redesign &, Analysis and BPM Knowledge Management.

Source: BPTrends: State of BPM 2008

6

2.0 Situation Analysis• The Market

– Market Analysis– Market Demographics– Market Trends– Market Growth

7

The Market• Market Analysis

– The market for non-software related BPM is not well defined and the only data available are surveys done by BPTrends in 2006 and 2008 and are provided in this section.

• Most of the major BPM efforts have been performed in larger organizations and have focused on the entire enterprise.


8

The Market• Market Analysis

– The market for non-software related BPM is represented in the table below. Financial Services and Consulting still dominate. There is ample room for growth across industries.


9

The Market• Market Demographics

– According to BPTrends, the US and Europe have demonstrated industry leadership in terms of responses, however, according to ABPMP membership, North & South America have demonstrated commitment to the profession.


Source: ABPMP Member database

ABPMP Chapters NumberUSA 15Canada 1Central/South America 4Europe/EABPM 6Asia 1Middle East 6Africa 1

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The Market• Market Trends

– Organizations have undertaken various types of process initiatives, however, less than 30% are consistently undertaking process endeavors.


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The Market

• Market Growth– The market for non-software related BPM tends to correlate with

software related BPM efforts. – There is a clear trend toward spending more money on BPM which

might be reflective of an increased commitment by organizations to BPM Source: BPTrends:

State of BPM 2010

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2.0 Situation Analysis• ABPMP

– Mission– Service Offerings– Positioning

• SWOT• Competition

– Direct Competition– Indirect Competition

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2.0 Situation Analysis• ABPMP

– The Association of Business Process Management Professionals is a non-profit, vendor independent professional organization dedicated to the advancement of business process management concepts and its practices. ABPMP is practitioner-oriented and practitioner-led.

– ABPMP produces educational and networking events for continuing education and sharing of best practices, new ideas, and experiences of its members and professional colleagues.

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2.0 Situation Analysis• ABPMP Vision:

– ABPMP will lead the development of BPM as a mainstream discipline– ABPMP will be the global center for the community of practice in

Business Process Management – ABPMP will be the professional society for business process

management professionals– ABPMP will be the recognized authority for certifying BPM practitioners– ABPMP will recognize, acknowledge and honor those who make

outstanding contributions to our discipline

• The Mission of ABPMP is:– to engage in activities that advance the practice of business process

management, – to promote and evolve a Common Body of Knowledge in this field– to foster the development and advancement of the skills and

competencies of the professionals who work in this discipline– to validate the professional qualifications and certify BPM practitioners

Relationships• Relationships:

1. Members2. Chapters3. Government4. Training Providers5. Affiliates (EABPM)6. BPM Community (PMI, IIBA, BAA)7. Competitors (BPM Council, OMG)

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Service Offerings• BPM CBOK®• CBPP® Certification• Workshops (In Development: CBPP® prep, BPM 101)• Sponsorships• ABPMP Website (Information portal)• BPM Model Curricula• Social Media groups (Linkedin, Facebook)• Job Postings• Consultant and Training Provider Registry• Recognition of Outstanding BPM practitioners (future)• Specialized Events (BPM day, Executive Day, etc.)• Newsletters/Blogs (future)• Conferences (future)• Other publications (future)

Relationship Map

Membership

CBPPCertification

BPM CBOK

Training Providers

BPM Workshops

BPM Conferences

BPM Registry

Chapters Career Postings

Blogs

Global Centers

Global Centers Structure

ABPMP International

North America

South America Europe Middle East India China Africa Australia Japan

• Country Boards to coordinate:• Chapter Development• Certification• Workshops/Certification maintenance• Training Providers

• Structure by geography/language combination (have to have local flavor for adoption)

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Training Provider Program• Purpose

– To accredit organizations and institutions around the world interested in providing continuing education on BPM

• Accreditation– Organizations and institutions that become eligible for

the Training Provider Program will receive the designation of “ABPMP Qualified Training Provider (QTP)” or the corresponding translation in the local language

• Commitment– QTP must express commitment with the continuing

BPM professional education in the long run and uphold ABPMP professional code of ethics and highest standards of conduct

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Training Provider Program (cont'd)

• Scope– QTP must be capable to providing up-to-date

training in BPM to fully support professional development and career building

– Training Provider Program comprises of two types of agreements: • Professional-oriented training• Academic course

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Program rules

• A BPM course under the QTP agreement should:– Be aligned to the BPM CBOK

• Enforcing CBOK as the main reference on BPM– Teach around the reference curriculum

proposed by ABPMP Education Committee• Courses content may differ, but the objective to be

achieved may not– Cover theory and practice

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Program rules (cont'd)

• A BPM course under the QTP agreement should (cont'd):– Be online, face to face, recorded or a

combination of these modes• Permitting flexibility for different audiences and

needs• QTP course coordinator must be a CBPP• Instructors are also encouraged to be

CBPP

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• The local ABPMP Chapter keeps a website in the country’s official language to display QTP names and contact data, along with other information of local interest– This encourages decentralization of website building

and maintaining around the world in native languages rather than being all centralized under ABPMP International website • Examples

– http://www.abpmp-br.org (Brazil)

http://www.abpmp-br.org/

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• The ABPMP logo can be included in the QTP course folder

• QTP courses are encouraged to provide a feedback form for the students to assess classes

• QTP courses should enable forums for the students to discuss the topics and a mechanism to place questions for the instructors

• QTP should have a page published on its own website to display course details

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• Depending on the performance or violations of the code of ethics or standards of conduct, any QTP can be disaccredited

• In order to become a Training Provider, the organization or institution must submit to the local ABPMP Chapter a course description showing the disciplines, content, sequencing, instructors, teaching mode

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• For Training Organizations ONLY (not applicable for Academic Institutions)– 8% of the gross revenue (or a flat fee) must

be transferred to the ABPMP in the country as an accreditation fee

Integration

• Member/Brand association• Recognition of members and their

accomplishments– Certification

• Qualified Training Providers– Will market ABPMP and Certification to

people/members

Training Provider Integration• Publish Model Curricula to QTPs and Universities• QTP’s must be CBPPs• Must all be enabled by Qualified Training Provider Program

– Quarterly “Bootcamps” that precede a planned certification exam at specified locations around the country.

– Bootcamp “track” at Forrester/Gartner/IRM UK BPM Conferences – add an extra day for CBPP exam

• Chapter Events– Internally must be enabled by ABPMP CBPP Bootcamp material (with sample 3 –

5 questions per section)• Action: VP of Education to drive QTP program• Action: Appoint Directors by Geography to orchestrate Chapter

development

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Reference curriculum

• BPM Basic topics– Introduction to BPM and to the BPM CBOK– Process Modeling– Process Analysis– Process Design– BPMN - Business Process Modeling Notation– Process-oriented Organization, Roles and

Responsibilities– Process Performance Measurement– Process Quality Assurance

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Reference curriculum (cont'd)

• BPM Intermediate topics– Process Transformation and Innovation– Business Process Patterns, Best Practices

and Reference Models– Change Management– Risk Management in Process Change– BPM Office– Process Performance Management– Process Outsourcing – Shared Services

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Reference curriculum (cont'd)

• BPM Advanced topics– Process Improvement Methodologies (Six Sigma &

Lean)– Statistical Process Control (SPC)– Business Processes financials– Process Project Management– Service Design– Outside-In Process Design– Green BPM– Enterprise Process Management– Business Process Maturity– Business Process Management Technology

Independent Consultant Registry• Initial Independent consultant registry went live in April

2012 with help from Affiniscape• Current members can “opt-in” on their member profile

and provide specifics on BPM experience and bio’s• 34 registered members so far• What member types are eligible for this service?• Need more help from Affiniscape to complete reporting

and publishing features

QTP Registry

• Received requirements for information capture• Approach will be similar to ICR form and

reporting; new member type called “QTP”• Have not started build-out of forms or reporting

as of yet• Need to schedule time with Affiniscape to

determine best approach • Initial QTP registry capability will probably be

available on Members 24x7 in July 2012

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BPM CBOK® Long Term Strategy• The CBOK® was released in April, 2009 and has

been tracking to the revision roadmap for an (2 year) update cycle. The current version is 2.0

• Version 3.0 should launch in Sept, 2012.

• The CBPP® will follow a strategy of releasing alternating years following the release of the latest version of the CBOK®.

BPM CBOK® Sales to Date*

Janu

ary

Februa

ryMarc

hApri

lMay

June Ju

ly

Augus

t

Septem

ber

Octobe

r

Novem

ber

Decem

ber

0

50

100

150

CBOK Monthly Sales 2011

e-Store Amazon

Units

E-Store Amazon2011 January 20 59 79

February 6 63 69March 33 65 98April 37 37May 1 51 52June 2 50 52July 1 35 36

August 64 32 96September 9 51 60

October 50 32 82November 8 24 32December 49 24 73

Total 243 523 766

2,030 units sold since launch in April 2009

Janu

ary

Februa

ryMarc

hApri

lMay

June Ju

ly

Augus

t

Septem

ber

Octobe

r

Novem

ber

Decem

ber

0

50

100

CBOK Monthly Sales 2012

eStore Amazon

Units

E-Store Amazon2012 January 5 26 31

February 5 44 49March 5 17 22April 3 10 13May 1 19 20June 4 15 19July 52 16 68

August 5 48 53September 1 28 29

October 4 19 23November 68 23 91December 3 10 13

Total 156 275 431

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CBOK® and CBPP® Roadmaps

The CBPP™ will release updated exams in alternating years to the CBOK® releases

4.0

4/15

3.0

4/13

5.0

4/17

2.0

4/09

CBOK®

CBOK® Version

Year

German

Portuguese2.0

4/10

All4.0

9/15

GermanPortuguese

3.0

9/13

All5.0

9/17

English2.0

1/10

CBPP®

CBPP® LanguageCBOK® Version

Year

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Certified Business Process Professional (CBPP)®• CBPP® Launch Schedule

– January 2010 worldwide in English– By April 2010: German, Portuguese available– Q3’13 (Tentative): French, Spanish– Q1’14 (Tentative): Japanese, Mandarin

• CBPP® Exam Launch:– Exam available through the online testing platform

globally– Marketing to the BPM community will begin in January

2013– Global Test Centers to be setup by continent or

country (50 countries/50 cities campaign) and will be aligned to Training Providers availability to support

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Chapter Certification Strategy

• Chapters will be CBPP® feeders for both members and non-members.

• Chapters will own the process at the local level

• If no local Chapter, then Regional, if no Regional, then National

Member

Non-Member

LocalChapter

RegionalChapter

Local Chapter?Local

Chapter? Yes

No

Regional Chapter?

Regional Chapter? Yes

No National

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Chapter Certification Strategy

• Chapters or Training Providers will proctor all CBPP® exams at the local (and Regional) level for members and non-members.

• If no local Chapter, Regional, or National, then exam will be proctored at Kryterion location

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CBPP® Exam Process

• Candidate registers online at website• Candidate receives confirm number• Confirm number is used on event day

to launch the exam (paired with password entered by the proctor)

• ABPMP will receive notification of successful candidates

• Certificate issued at Chapter events or by mail

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CBPP® Study Guide• There is a tremendous need to create a CBPP®

Study Guide for use by all the Chapter members and all non-members who want to take the certification exam.

• This is an opportunity to drive membership growth by offering a service at the Chapter level

• This is a revenue opportunity for ABPMP and for the Chapters

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CBPP Study Guide and CBPP® Proposed Roadmaps

The CBPP® Study Guide will release updated versions prior to updated CBPP® Exam

3.0

2/15

2.0

9/14

4.0

12/17

1.0

9/13

CBPP® Study Guide

CBPP® Version

Year

GermanFrench

PortugueseSpanish

4/10

All

9/13

All

1/12

All

9/15

English

1/10

CBPP® Exam

CBPP® Language

Year

Needs to be Updated

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BPM 101• There is a tremendous need to revise and

maintain the BPM 101 Course for use by all the Chapter members.

• This is an opportunity to drive membership growth by offering an educational service at the Chapter level

• This is a revenue opportunity for ABPMP and for the Chapters

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CBOK® and BPM 101 Proposed Roadmaps

BPM 101 will release updated versions annually with the CBOK® releases

4.0

4/15

3.0

4/13

5.0

4/17

2.0

4/09

CBOK®

CBOK® Version

Year

5.05.0

9/17

4.04.0

9/15

6.06.0

9/19

3.03.0

9/13

BPM 101

BPM 101 LanguageCBOK® Version

Year

Needs to be Updated

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Virtual Educational Programs• Webcasting, Social networking, etc. to

Market ABPMP Products & Services– Webcasting – GoToWebinar– Social Networking – Linkedin, Facebook, etc.

• Continuing educational credits– Training Provider content based on BPM

CBOK ®– ABPMP Driven GoToWebinar for:

• BPM CBOK® • CBPP® Workshops • BPM 101

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Local Chapter Programs & BPM Conferences• The strategy is for Corporate to provide content

for the Chapters and Training Providers, and the Chapter or Training Provider will run their own programs or conferences and charge appropriate fees for that content.– Local Chapter Programs

• Monthly and Quarterly professional development programs– Continuing educational credits based on:

» BPM CBOK® » BPM 101» CBPP® Workshops

– BPM Conferences• Regional and National Conferences

– Continuing educational credits based on:» BPM CBOK® » BPM 101» CBPP® Workshops

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National BPM Events

• The strategy is for Corporate to develop a National Conference Events platform.

– BPM Conferences• Regional and National Conferences

– Continuing educational credits based on:» BPM CBOK® » BPM 101 (?)» CBPP® Workshops

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Positioning• BPM CBOK®

– The Core Knowledge Areas & Reference for BPM practitioners.• Certified Business Process Professional (CBPP)®

– Government, Corporate and Community recognized certification for Business Process Professional Practitioners

• CBPP® Workshop Study Guide– The study guide for the CBPP® exam

• BPM 101– A tutorial to get started in BPM (BPM for beginners)

• Virtual Educational Programs– Where BPM practitioners can go to learn the “what” and “how” of

BPM• Local Chapter Programs

– The heart and soul of ABPMP for all professional development• BPM Conferences

– Regional and National Conferences– The practitioners conference led by practitioners

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Positioning & Target Audience

• BPM CBOK®–The Core Knowledge Areas &

Reference for BPM practitioners.– Target (Broad) audience:

• Business & IT BPM personnel in small, medium and large businesses, BPM COEs, BPM Consultants, etc.

• Training Providers as key partners• Leverage Sponsors (e.g., Accenture, IBM,

Oracle, etc.)• Look at alliances with IIBA, PMI

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Positioning & Target Audience

• Certified Business Process Professional (CBPP)®– Government, Corporate and Community

recognized certification for Business Process Professional Practitioners

– Target (Broad) audience: • Business & IT BPM personnel in small, medium and large

businesses, BPM COEs, BPM Consultants, etc.• Training Providers as key partners• Leverage Sponsors (e.g., Accenture, IBM, Oracle, etc.)• Look at alliances with IIBA, PMI

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Positioning

• CBPP® Workshop Study Guide–The study guide for the CBPP®

exam– Target Audience: Anyone

planning to take exam

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Positioning

• BPM 101– A tutorial to get started in BPM

(BPM for beginners)– Target (Broad) audience:

• Business & IT BPM personnel in small, medium and large businesses, Business Analysts, Project Managers, Consultants, etc.

• Look at alliances with IIBA, PMI

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Positioning

• Virtual Educational Programs– Where BPM practitioners can go

to learn the “what” and “how” of BPM

– Target (Broad) audience: • Business & IT BPM personnel in small,

medium and large businesses, Business Analysts, Project Managers, BPM Consultants, etc.

• Look at alliances with IIBA, PMI

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Positioning• Local Chapter Programs

– The heart and soul of ABPMP for all professional development

• BPM Conferences– Regional and National Conferences– The practitioners conference led by practitioners

• Target (Broad) audience: – Business & IT BPM personnel in small, medium and large

businesses, Business Analysts, Project Managers, BPM Consultants, etc.

– Training Providers as key partners– Leverage Sponsors (e.g., Accenture, IBM, Oracle, etc.)– Look at alliances with IIBA, PMI

56

SWOT• Strengths:

– Local Chapters, FTF program meetings– BPM Common Body of Knowledge– BPM Certification– Expertise, Knowledge base

• Weaknesses:– Lack of Training Provider Networks (global)– Credibility– Volunteer-based organization– Lack of funds to transition to next level of operations

• Opportunities:– Products and Services– Virtual education via Webcasts– Expand and strengthen Chapters in US, Latin America, Europe & Asia– Explore International Association Alliances– More robust website that takes advantage of Web 2.0 technologies and social networking

capabilities• Threats:

– Lack of burning “Web 2.0” platform for website– Death by committee and lack of a discipline of a “task master”– Competition for same people (practitioners)– Lack of BPM market recognition between other Associations (BPMInstitute) and Organizations

(BPTrends)

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Competition• Direct Competition

– BPM Institute– BPM Council.org– IIBA

• Indirect Competition– PMI– BPTrends

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3.0 Marketing Strategy• Value Proposition• Critical Issues• Financial Objectives• Marketing Objectives• Target Market Strategy• Messaging

– Branding– Target Market Messaging

• Strategy Pyramids– Program Expansion– Fundraising

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Value Proposition• ABPMP Products & Services• ABPMP Brand

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ABPMP Products & Services• BPM CBOK®• Certified Business Process Professional (CBPP)®• CBPP® Workshop Study Guide• BPM 101• Virtual Educational Programs

– Webcasting, Podcasting, etc.– Continuing educational credits

• Local Chapter Programs– Monthly and Quarterly professional development programs– Continuing educational credits

• BPM Conferences– Regional and National Conferences– Continuing educational credits

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ABPMP Brand

• What is the value of the ABPMP brand? – Tangible (Intellectual Property)

• BPM 101 • BPM CBOK®• CBPP® Certification• CBPP® Workshop Study Guide• ABPMP sponsored Webcasts/Online Review sessions• Practitioner Conferences

– Intangible• Networking?• ????????

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3.0 Marketing Strategy• Critical Issues:

– Lack of Training Provider network– Funding– Volunteers– Lack of Industry Credibility

• Financial Objectives:– Make CBPP® profitable and achieve payback in first year– Grow BPM CBOK® sales domestically & internationally

• 5,000 units– Grow BPM 101 training in Chapters

• At least 100 people trained in 2014• Marketing Objectives:

– Establish CBPP® as the defacto standard certification for BPM• Leverage BPTrends – Write article for the 20k users • Get advertisement at Gartner/Forrester BPM Conferences

– Establish BPM CBOK® as the “reference” for BPM practitioners• Leverage BPTrends – get article/review out to 20k users, Get reviewed by Gartner/Forrester

– Establish BPM 101 as foundation for BPM beginners• Develop a business model for Chapters (VP Conference Services)

• Target Market Strategy:– Go to market strategy for Corporate COEs, IT BPM and Business BPM Practitioners– Develop a business model with Sponsors, Accenture – potential global Training Provider? (VP

Relationships/Marketing)

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3.0 Marketing Strategy• Messaging:

– Branding – ABPMP CBPP® is the defacto standard certification for BPM professionals

– Target Market Messaging – Are you BPM Certified?• Strategy Pyramids:

– Program Expansion• BPM CBOK®

– Co-Marketing with Corporate Sponsors (Accenture, Oracle, etc.)– National Marketing Campaign– BPTrends newsletter– Chapter marketing to members and prospective members

• CBPP®– Co-Marketing with Corporate Sponsors (Accenture, Oracle, etc.)– National Marketing Campaign– BPTrends newsletter– Co-Marketing with Gartner, Forrester – Chapter marketing to members and prospective members

• CBPP® Workshop Study– Chapter marketing to members and prospective members– Marketing relationships with Gartner, Forrester, and BPTrends

• BPM 101– Chapter marketing to members and prospective members

– Fundraising• Corporate Sponsorship program (Gold & Platinum levels)• Software vendor sponsorship program (Gold & Platinum levels)

Chapter Job Services

PlacementServices

Host MiniJob Fare

JobSite

Email JobAlerts

ChapterNetworks

ChaptersCorporateHR

Value = $$$$

Chapter Skills Services

Roles Skills Certification Degree Salary Survey

ChaptersCertification

(CBPP)

Value = $$$$

UniversityDegree

Programs

BPM CBOK

Chapter Marketing Services

Newsletter CorporateWorkshops

Local MediaInterviews

Guest Speaker

Local Symposium

ChaptersWebsiteInformation

Awareness

SocialMedia

• Professionals• Corporations• Universities• Workers (Managers, Specialist & Generalist)

Chapter Meeting Services

Member Presentation

& Industry

AdvancedCBOK

Workshop

CertificationPrep

Session

SocialEvent

ChaptersMember

Presentation & Industry

AdvancedCBOK

Workshop

CertificationPrep

Session

CharityFundraiser

Member Presentation

& Industry

AdvancedCBOK

Workshop

CertificationPrep

Session

AnnualChristmas

Party

January February March April

May June July August

September October November December

ProfessionalMembers

AssociateMembers

Workshop Schedule

Chapter Business Services

Candidate Screening

Fee

Job Posting Fee

Local BPM Symposium

BPM Executive

Workshops

Chapters

MemberDues

CertificationCommission

On-site CorporateWorkshops

ChapterFundraiser

Contract to Hire Fee

UniversityDegree

Commission

LocalLectures

BPM Course Portal

EventSponsors

NewsletterAdvertisement

Monthly Meeting

Sponsors

Revenue

Chapter Structure

Operate like a franchiseEstablish a licensing fee & revenue sharing

model with the chaptersCentralize monthly workshop ScheduleEstablish stronger ties with BPM Vendors (i.e.

Oracle, Six Sigma, etc)

Prepared by May 21, 2010

Chapter Structure Leverage large corporation & professional services

organizations in establishing chapters Publish research in MIT Sloan Management Review Strengthen our Brand through high-profile marketing

initiatives Promote our profession as the skills & job of the future

Prepared by May 21, 2010

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4.0 Marketing Mix• Pricing• Promotion

– Public Relations– Advertising– Direct Marketing

• Web Plan– Website Goals– Website Marketing Strategy– Development Requirements– Website Milestones

• Implementation Schedule– Milestones

• Funding Plan– Funding Strategy– Funding Process– Funding Account Plan– Funding Pipeline

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Pricing• Intellectual Property

– BPM 101 ($200)– BPM CBOK® (sales - $49.95)– CBPP® Certification ($500/$650)– CBPP® Workshop Study ($350)– ABPMP sponsored Webcasts/Online Review

sessions (?)– Practitioner Conferences ($1,295-$1,495?)

73

Promotion• Public Relations

– Should we explore hiring a firm?• Association Management Company

– Help with day to day operations/database management/marketing• Advertising

– We need a budget ($5,000?)• Direct Marketing

– Corporate Sponsorships – sponsors promote our BPM CBOK® and CBPP® as part of their conferences/workshops (See Sponsorship program in Appendix)

– Alliances with Analyst Organizations (Gartner, Forrester, etc.)– Work with BPTrends to promote our Products & Services (access

to 20,000 members)– Trade Journals

74

Website Plan• Website Goals

– Short Term• Clean up membership database

– Long Term• Migrate to new platform that takes advantage of Web 2.0

technologies. (more “viral” marketing capabilities) Members 360 (Affiniscape)

• Database marketing– Build mailing database from emails captured from Createspace CBOK

sales, WebAssessor emails for non-members• Double website hits in one year

• Website Marketing Strategy– Monthly newsletter or article – see below re: BPTrends– Targeted emails to members and non-members– Co-marketing with BPTrends to drive website traffic for

educational programs, certification, Chapter/Regional Events

YourMembership Upgrade Proposal • YourMembership is a TOTAL solution that provides a

comprehensive view of an individual member’s history, relationship, and interaction with the association

• Modules and Features that Members24x7 does not have:– Professional development & certification management– Enhanced reporting tool– Ability to create Smart Groups and inherited relationships– Advanced dues rules/ renewal rules– Tracking members’ relationship with their company– Events, forms, surveys, conferences, etc. automatically tied to the

database and an individual or company record– Automatic creation of website content– Enhanced blast email

YourMembershp Upgrade Proposal • Direct upgrade path from Member 24x7 including email• Given expected growth in ABPMP membership following

the publication of CBOK 3rd Edition, New platform can make it easier to manage the day to day operations of our association

• Costs:– Annual subscription fee: $8,500– Once time implementation fee: $3,000-$4,000 (includes training)– Post implementation service fees: $125/hr.

• Timeframe– Conversion to new platform takes about 90 days– If we start in June, could potentially be live in September

• Affiniscape proposal attached on next page

Association Management Proposal • Brett Champlin, Tony Benedict and Chris Ottesen to lead

RFP effort– Expect to get RFP responses back by March 2013

• Board to make decision on adoption of Association Management or continuing on current path

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Implementation Schedule• YourMembership• Website Milestones

– Short term – by March 2013– Long term – by June 2013 – new platform/website

• Milestones– Begin Website platform migration in Sept 2012– Complete migration by September 2013

• Move to Association Management– Schedule TBD

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Funding Plan• Funding Strategy

– Initial Corporate and Software vendor sponsorship monies to support in priority order:

• Website• Marketing of ABPMP Products & Services

• Funding Process– VP of Relationships/Affiliations – Baseline sponsorship agreement completed

and is now customizable.• Funding Account Plan

– Setup a Website Fund– Setup a Product Marketing Fund

• Funding Pipeline– Corporate Sponsorships– Software Vendor Sponsorships

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5.0 Financials

• Revenue Forecast– Revenue Quarterly Forecast– Revenue by Program/Product

• Expense Forecast– Marketing Expense Budget– Quarterly Expense Budget– Quarterly Expense by Program

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Proforma Revenue

• Membership Growth Rate is 60% in one year to 1,280• CBPP® Exams total = 1,000

Proforma RevenueMembershipSponsorshipsPlatinumGoldCBOK Sales

Createspace (ABPMP site)Amazon

CBPP® ExamRegion 1 (Americas) - Members

Region 1 (Americas) - Non-Members

Region 2 (EMEA) - MembersRegion 2 (EMEA) - Non-Members

CBPP® Study GuidesCreatespace (ABPMP site)

AmazonCBPP® Study Guide ReviewsChapter BPM 101 TutorialsNational BPM 101 TutorialsInternational Chapters/Affiliate BPM 101 Tutorials

Totals

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total $ 3,200 $ 3,200 $ 1,600 $ 1,600 $ 1,600 $ 1,600 $ 1,600 $ 1,600 $ 1,067 $ 1,067 $ 1,067 $ 1,231 $ 20,431

$ 10,000 $ 20,000 $ 20,000 $ 50,000 $ 5,000 $ 10,000 $ 10,000 $ 25,000

$ - $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 5,067 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 693.88 $ 8,327

$ 2,375 $ 2,375 $ 2,375 $ 2,375 $ 4,750 $ 4,750 $ 4,750 $ 4,750 $ 4,750 $ 4,750 $ 4,750 $ 4,750 $ 47,500

$ 3,125 $ 3,125 $ 3,125 $ 3,125 $ 6,250 $ 6,250 $ 6,250 $ 6,250 $ 6,250 $ 6,250 $ 6,250 $ 6,250 $ 62,500 $ 9,500 $ 9,500 $ 9,500 $ 9,500 $ 19,000 $ 19,000 $ 19,000 $ 19,000 $ 19,000 $ 19,000 $ 19,000 $ 19,000 $ 190,000 $ 12,500 $ 12,500 $ 12,500 $ 12,500 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 250,000

$ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 422.25 $ 3,800 $ 297.38 $ 297.38 $ 297.38 $ 297.38 $ 297.38 $ 297.38 $ 297.38 $ 297.38 $ 297.38 $ 2,676 $ 25,000 $ 50,000 $ 50,000 $ 50,000 $ 50,000 $ 50,000 $ 50,000 $ 50,000 $ 50,000 $ 425,000 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 50,000

$ 3,333 $ 3,333 $ 3,333 $ 10,000

$ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 5,556 $ 50,000 $ 46,816 $ 31,816 $ 60,216 $ 67,047 $ 152,880 $ 119,547 $ 119,547 $ 119,547 $ 122,347 $ 122,347 $ 119,014 $ 119,178 $ 1,200,301

Needs to be Updated

82

Proforma Expense

• Sponsorship costs are noted and may not occur in month stated.• Unit Cost for Exam is $25.00 US for Members/Non-Members, $90.00 US for International

Members/Non-Members• Instructors for BPM 101 and CBPP® receive $20.00/person taught

Proforma ExpensesSponsorshipsPlatinum (50 Memberships)Platinum (10 CBPP®)

Gold (30 Memberships)Gold (2 CBPP®)CBPP® Exam

Region 1 (Americas) - MembersRegion 1 (Americas Non-US) -

MembersRegion 1 (Americas) - Non-

MembersRegion 1 (Americas Non-US) - Non-

MembersRegion 2 (EMEA) - Members

Region 2 (EMEA) - Non-MembersCBPP® Study Guide ReviewsChapter BPM 101 TutorialsNational BPM 101 TutorialsInternational Chapters/Affiliate BPM 101 Tutorials

Totals

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total

$ 5,250 $ 10,500 $ 10,500 $ 26,250 $ -

$ 3,050 $ 6,100 $ 6,100 $ 15,250 $ - $ -

$ 63 $ 63 $ 63 $ 63 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 1,250

$ 225 $ 225 $ 225 $ 225 $ 450 $ 450 $ 450 $ 450 $ 450 $ 450 $ 450 $ 450 $ 4,500

$ 63 $ 63 $ 63 $ 63 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 125 $ 1,250

$ 225 $ 225 $ 225 $ 225 $ 450 $ 450 $ 450 $ 450 $ 450 $ 450 $ 450 $ 450 $ 4,500 $ 1,800 $ 1,800 $ 1,800 $ 1,800 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 36,000

$ 1,800 $ 1,800 $ 1,800 $ 1,800 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 36,000 $ 1,111 $ 1,111 $ 1,111 $ 1,111 $ 1,111 $ 1,111 $ 1,111 $ 1,111 $ 1,111 $ 10,000 $ 222 $ 222 $ 222 $ 222 $ 222 $ 222 $ 222 $ 222 $ 222 $ 2,000 $ 44 $ 44 $ 44 $ 44 $ 44 $ 44 $ 44 $ 44 $ 44 $ 400

$ 222 $ 222 $ 222 $ 222 $ 222 $ 222 $ 222 $ 222 $ 222 $ 2,000 $ 12,475 $ 4,175 $ 20,775 $ 5,775 $ 26,550 $ 9,950 $ 9,950 $ 9,950 $ 9,950 $ 9,950 $ 9,950 $ 9,950 $ 139,400

Needs to be Updated

83

Profit/Loss

• Financial projects are based on assumptions for the number of products and the revenue/costs associated with those products.

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total $ 46,816 $ 31,816 $ 60,216 $ 67,047 $ 152,880 $ 119,547 $ 119,547 $ 119,547 $ 122,347 $ 122,347 $ 119,014 $ 119,178 $ 1,200,301 $ 12,475 $ 4,175 $ 20,775 $ 5,775 $ 26,550 $ 9,950 $ 9,950 $ 9,950 $ 9,950 $ 9,950 $ 9,950 $ 9,950 $ 139,400 $ 34,341 $ 27,641 $ 39,441 $ 61,272 $ 126,330 $ 109,597 $ 109,597 $ 109,597 $ 112,397 $ 112,397 $ 109,064 $ 109,228 $ 1,060,901

Proforma RevenueProforma ExpensesProfit/Loss

Needs to be Updated

84

6.0 Controls• Implementation

– Each product or service must have a singular owner who has authority and is accountable for the profit/loss of that product/service

• Keys to Success– Each product or service must have a singular owner

who has authority and is accountable for the profit/loss of that product/service

• Contingency Planning– There will be a backup person for each owner. If an

owner cannot meet the roadmap/timelines, the backup person will implement a contingency plan.

Appendix

ABPMP Corporate Partner & Sponsorship Program

Bronze Sponsorship Level

Bronze Sponsorship Level• Ultra-Small Enterprise (less than 50 employees) -

$1,500.00 per year– ABPMP 1 year membership for 7 company members.– CBPP® fee waived for 1 company member.– Chapter Meeting presence to relevant local ABPMP chapters

• Sponsor speakers and receive recognition at Chapter meetings• Ability to conduct workshops at Chapter meetings

– Access to ABPMP BPM BOK– Company Logo on ABPMP Website

• Logo on top of website, scrolling with other sponsors for 1 year

Silver Sponsorship Level

Silver Sponsorship Level• Small Enterprise (between 50 and 100 employees) -

$3,000.00 per year– ABPMP 1 year membership for 14 company members.– CBPP® fee waived for 2 company members.– Chapter Meeting presence to relevant local ABPMP chapters


– Access to ABPMP BPM BOK– Co-Marketing of CBPP® Certification– Company Logo on ABPMP Website


Gold Sponsorship LevelGold Sponsorship Level• Medium Enterprise (between 100 and 1000 employees)

- $5,000.00 per year– ABPMP 1 year membership for 20 company members.– CBPP® fee waived for 4 company members.– Chapter Meeting presence to all relevant ABPMP chapters


– Access to ABPMP BPM BOK– Co-Marketing of CBPP® Certification– Company Logo on ABPMP Website


Platinum Sponsorship LevelPlatinum Sponsorship Level• Large Enterprise (over 1,000 employees) - $10,000.00

per year– ABPMP 1 year membership for 50 company members.– CBPP® fee waived for 5 company or customer members.– Chapter Meeting presence to all relevant ABPMP chapters

• Ability to conduct workshops at Chapter meetings• Sponsor speakers and receive recognition at Chapter meetings

– Access to ABPMP– Co-Marketing of BPM CBOK ® & CBPP® Certification– Company Logo on ABPMP Website


ABPMP Sponsorship Policies

The Sponsor Relationship• Individuals who work for software vendors are welcome to join the

Association of Business Process Management Professionals (ABPMP) and participate in its activities; however, they must recognize the distinction between practicing and selling, between discussing innovations and promoting their products and services at ABPMP meetings or functions. The following are guidelines for individuals working at software vendor companies who wish to join ABPMP:– Professional (voting membership) is restricted to Individuals who

practice BPM within the vendor company or as a service provided by the vendor to other companies

– Product and sales (or any other area) personnel may join as an associate (non-voting) member.

• The following activities are considered to be unacceptable, and are grounds for censorship and termination of the ABPMP membership:– Promotional letters or emails– Formal hosted events such as organized receptions, social events, golf

outings, or evening events that are scheduled by the vendor locally to compete directly with ABPMP events

Membership List Policy• The Association of Business Process Management

Professionals (ABPMP) under no circumstances will share or exchange its membership list with any commercial organization for any purpose.– ABPMP will send out communications to its members on behalf

of our Sponsors that are part of an event or conference announcement

• In addition to the above statement, the following principles will always apply:– ABPMP will not sell or exchange member lists with any

organization. – ABPMP will maintain complete and accurate records of all uses

of membership and sponsorship/donor lists for at least such time as required by law.

abpmp strategic marketing plan

Documents

bpm source

state of bpm

bpm certification

bpm successfullyhow

bpm knowledge management

major bpm efforts

nonsoftware related

software related bpm