ScotlandIS
Strategic Options for Scotland IS
In recent Board discussions on the objectives and vision of Scotland IS it has been
recognised that there is potential to improve the scope of services and value provided
to our members. However, this has implications for the current organisation and
staffing within the company, and the skills required to deliver the extended services.
This short discussion paper considers the following areas:
Ideas for adding value to our members
Membership segmentation
Implications for the Scotland IS operating model
Adding value to our members and their businesses
Scotland IS through its events and website currently provides members with an
informal networking environment rather than a structured ability to develop their
businesses.
To provide tangible value to our members we should assist them to:
increase the economic success of their businesses
develop practical opportunities to partner with other members for innovation
and coverage in the Scottish market
showcase their products and businesses - within the ICT sector and the wider
market
Lobby government/ public sector on key issues that can assist or constrain
our industry
Some ideas that could help us to achieve the first 3 of these objectives for members
include:
Scotland IS Members Exhibition
An annual event to provide members with an exhibition facility to show their
products and services to other members and invited organisations – including the
large buyers of ICT services in Scotland. This could include specific hot topics or
development areas for member businesses and potentially an element of
recruitment with colleges and schools coming along to visit the exhibition.
A ‘Swap-Services’ facility – to assist member in forming active partnerships and
work collaboratively to the benefit of each business.
A ‘Platinum Members’ support network – to join up platinum members with
SMEs to assist with product development and sales.
Creation of special interest/ focus groups for subsets of members, specific
technology areas or industry sectors.
Harnessing the Scotland IS brand and member companies to provide portal
services through Scotland IS
Scotland IS sponsored training courses for members
ScotlandIS
Membership Segmentation
Scotland IS members range from specialist SME companies to large multi-nationals.
We do not currently differentiate the services provided to these disparate membership
groups. Although the vast majority of Scotland IS members are SME companies,
they are under represented on the Board – which is comprised largely of Platinum
members. We recommend that the Board seeks to redress this balance and provides
additional Board level representation to our SME members, ensuring that we develop
a strategy and services specifically for our SME community.
For Platinum members it is more difficult to see where Scotland IS can provide value
to their businesses. Many of the Platinum members represented on the Board perceive
Scotland IS almost as a form of corporate social responsibility. We propose that the
Board in consultation with Platinum members reviews how to harness this corporate
goodwill for the benefit of all members, particularly the ability of larger organisations
to lobby on behalf of Scotland IS members.
By taking the membership segmentation into account in developing the strategy and
future services of Scotland IS we can develop more sustainable value for all members
and create a stronger voice for the ICT sector in Scotland.
Implications for Scotland IS
Expanding our services and implementing some of these ideas will clearly have
significant implications for the support and skills required within Scotland IS. In the
short term, changes to the Aberdeen staffing will also affect the current organisation
structure. If we are to grow our member numbers and expand the services that we
provide to them, the organisation is likely to need the following roles, although not
necessarily on a full-time basis:
Executive Director
Sales/ membership officer
Exhibition/ events organiser
Lobbying / PR/ research and policy officer
Services manager (to develop and support new membership services)
Administration staff
SME input for focus group services and training/ development programmes
Focussed roles and responsibilities for Board members.
It is anticipated that over the coming months the Board will create detailed proposals
for the development of new or expanded services with associated business cases.
Along with member consultation on the future shape and strategy for Scotland IS,
these will be used to plan the scope and speed of additional staffing within the
organisation.