CoachingEdge (CE) ISIS

 

Assumptions

  • People will find bonifide coaching insights useful
  • Using a weekly email subscription service is the most effective way to aggregate
  • Subscribers will NOT filter an email 25 words or less
  • CE can effectively describe the purpose of the insight in 25 words or less
  • Clickthroughs will increase by using CE
  • Products and services can be directly and indirectly introduced through CE
  • Subscribers can receive a multi-dimensional email message without losing subs
  • CE is part of a knowledge management system
  • CE indirectly supports increased aggregation over time through Coach-Wise
  • CE must be edited and distributed in a way that saves time & money in development
  • CE must evolve to become a full asynchronous system with synchronous and semi-asynchronous components
  • CE will generate increased revenue through a number of avenues
  • CE will create points of access for the B\Coach Community
  • CE will create opportunities for coaches in B\Coach Community
  • CE will become a major indirect prospecting tool for B\Coach
  • CE will become its own brand and thus build brand equity
  • CE needs to stand alone as a brand in order to attract more and more non-denominational coaches.
  • CE insights are converted into CW Objects
  • CW objects are converted into outsight objects
  • CE provides a format for gathering coaching insights
  • CE creates opportunities for discussing insights
  • CE discussion comments are gathered and cataloged with objects in CW

 

 

Vision

 

Now

 

CE is a cornerstone source of aggregation for B\Coach Systems and its points of access.  Anyone who expresses any kind of interest in business coaching from any of the various points of access in both the web and non-web communities is offered the opportunity to receive CE as a regular weekly ezine.  Regular weekly ezines provide an excellent opportunity to offer free coaching insights to coaches and non-coaches alike.  CE has a international subscription base of more than 2500 within six months.  CE becomes recognized as a leader in providing insights into coaching.  The Best of Coaching Edge becomes available as an eBook and in hardcopy within its first year of production.

 

Near

 

CE provides writing opportunities for B\Coaches and additional points of access for new subscribers.  CE continues to provide the basis for the Coach-Wise KnowledgeBase that has grown to more than 100 knowledge objects within one year.  More than 5000 subscribers use CE weekly as a part of their regular reading, learning and growth.  CE sponsors its first online knowledge conference in its second year.

 

Far

 

CE provides a global perspective on coaching insights through it focus of effect on personal, business and network systems.  More than 1000 authors have contributed content relevant to improving performance, change and transformation using coaching insights.  CE has more than 100, 000 subscribers and continues to be one of the leading sources of weekly coaching information.

 

 

Values

 

  • Internal:           Multi-dimensional

 

  • External:         Aggregation

 

  • Financial:       Leverage

 

  • Devlopmental:      Leading-edge

 

 

Principles

 

  • CE never misses a weekly distribution opportunity
  • CE follows the Microcast Model
  • Feedback from CE is reviewed at the highest levels
  • Feedback is used to create evolved responses to insight delivery
  • CE subscribers are given regular/attractive opportunities to purchase
  • Promotional messages are short, clear and professional
  • CE creates opportunities for B\Coach Community members

 

Purpose

 

CE is a weekly knowledge system of coaching insights delivered in a multi-dimensional format to a global subscriber base interested in enhancing conscious competence.

 

Strategic Direction

 

  • Internal: A systemized approach to convert insights into permanent knowledge objects
  • External: Continuous, systematic aggregation of interested parties
  • Financial: Conversion of interest into customers
  • Innovation: Opportunities to gather increasing numbers of insights from disparate sources to build an effective coaching knowledge system

 

Key Success Factors

 

  • Internal:           Number of insights converted into permanent objects
  • External:         Number of subscribers to CE; number of subscribers to CW
  • Financial:       Amount of revenue directly attributed to CE
  • Innovation:      Number of different people contributing insights that are converted to knowledge objects; number of total number of objects created

 

Goals:

Internal:     

  • Establish CE distribution by Jan 25, 2001
  • Establish object form on Coach-wise by Mar 1, 2001
  • Establish CE website by Feb1, 2001
  • Establish CW website by August 2001
  • Establish redundant website distribution by Feb 1, 2001
  • Comvert CW to subscription-based service by Jan 1, 2002

External:    

  • Convert all subscriber lists to CE newsletter by Feb 1, 2001
  • Establish landing page design by Jan 25, 2001
  • Add broadcast messages announcing distribution of CE to major distribution lists by Feb 10, 2001
  • Issue press releases to all coaching related areas by Mar 1, 2001

 

Financial:   

  • Enter promotional messages to all distributions by Feb 1, 2001

 

Innovation: 

  • Convert a minimum of 8 insights per month to objects by Mar 1 increasing at the rate of 10 % per month for each subsequent month in 2001

 

Standards

 

  • Flow of CE Value Chain

 

Writers à Insights à Configuring Editor à Objects à Editor à Coach-Wise à

 

CE Selection à CE List Distribution à CE Feedback à Review à Coach-Wise

 

·        Microcast Model

 

o       [CoachingEDGE] Key Subject Line in 6 words or less

§         Call to action

o       Purpose of Item in 25 words or less

§         Knowledge summary creates learning/selection opportunity

o       Url link

§         Landing point at ezine home

o       Promotional Message in 15 words or less [3 lines/60 ch]

§         Most valuable promo space

o       Promotional message url link

§         Landing page at advertiser

o       Format Explanation of ezine

§         A brief summary of 5 W’s

·        Example:  CE is a weekly knowledge system of coaching insights delivered in a multi-dimensional format to a global subscriber base focused on the leading-edge of enhancing conscious competence.

o       Subscribe link

o       Remove link

§         Link to unsubscribe [linked to autoresponder exit question]

o       2nd Promotional Message

o       Full Text of Item

§         The entire text of the item

o        

§         Secondary promotional space

o       Trailer