hbs community partners: california ymca youth & …
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HBS Community Partners: California YMCA Youth & Government
Consulting Project
Final Presentation and Discussion
January 25, 2019
The Volunteer Team
Kunal Merchant
• Managing Director of Lotus Advisory.• HBS MBA ‘07
Jim MillsConsulting Partner
• Consultant
• HBS MBA ‘86
John Senaldi
• CEO and Founder of Freeslate, Inc.• HBS MBA ‘93
Cindy WangProject Liaison
• VP Marketing & E-Commerce, Tea
Collection.
• HBS MBA ‘03
Context
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● CYYG initially engaged HBS Community Partners (HBSCP) to help assess how CYYG might elevate its brand, expand its participant base, and optimize its relationship with Y.
● HBSCP’s midterm presentation in November 2018 provided early thinking on competitive analysis, market positioning and Y affiliation.
● Based on CYYG feedback, HBSCP shifted its focus for the second half of the engagement to examine two areas:○ Further analysis of competitive landscape.○ “Dabbling” with a new program model in Fresno.
Executive Summary
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Recommendations are in two areas:
• Differentiating CYYG vs competitors.
o Depth of Civic Skills via progressive, experiential knowledge.
o Solid partnerships provide strong “cost-to-student” advantage.
• Learning roadmap for exploring new approaches in Fresno (vs. specific plan and programming direction).
o Prioritization of desired “strategic insights” and early learning drive specific program choice(s).
o Checklist to ensure prepared for success.
Competitive Analysis
John Senaldi, Cindy Wang
CYYG Sits Within Two Crowded Markets
YOUTH DEVELOPMENT CIVIC ENGAGEMENT
6
CYYG’s Primary “Sub-segment” is “Civic Skills”
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Competitive Comparision
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• Program strength aside, CYYG in general compares unfavorably against competitors in driving awareness.
CYYGBoys (Girls) State
US Senate Youth
Mock Trial (ConstRights Fndtn)
Junior State of America
(JSA)
Model UN
Duration / Depth
Inclusion (= GOOD)
Awareness M-L High M-H M-L High M-H
Cost (to Student)
Partner Strength
Worst Fair Better Note: Exclusivity, Student Cost and partner strength linked
Current Positioning: Cost-Challenged
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PR
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EP
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: K
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COST (to student/delegate)D
EE
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LOW HIGH
LOW
: sh
ort
con
fere
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s
While depth is strong,
inclusion goal presents
cost (per delegate)
challenge
Mock Trial
CYYG Needs to Focus on Its Strengths
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• Current promotional material (including website) is too broadly focused on youth development, diluting its biggest differentiation and strength in civic skills.
• Clearly articulate mission and differential values in all promotional materials.
– Purpose: to “strengthen our democracy” – is this what will resonate
with target customer?
– Focus is to build: solid civic skills.
– By building deep knowledge of how our government (democracy) works.
– By providing progressive learning and deep experiential activities over long term (6 months).
• And highlight more specific differentiation vs. more comprehensive programs.
Develop a More Holistic Approach to Partnerships
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• Network/partnerships critical to driving awareness and fundraising.
• Look into development of deeper partnerships?
– Constitutional Rights Foundation seems to have teachers “locked in” through professional development and other programs, Common Core, etc.
– Explore CA Foundations with focus on Civic skills?
– Explore complimentary collaboration with / introductions by Youth Leadership Institute (YLI) (strong presence in Fresno).
– Explore CA “law” that sponsors Y&G tied to Foundation funding of Sacramento week?
And Expand Access to Students
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• CYYG seeks to expand accessibility to lower income student populations.
• To do so, CYYG must reduce cost to students in one of two ways:
- Reduce actual costs of program (e.g. less depth, shorter program).
- Decrease cost to students (e.g., subsidize via fundraising, partnerships).
• Fresno offers opportunity to experiment with an alternative program model along one or both of these lines.
Fresno “Dabble” Roadmap
Kunal Merchant, Cindy Wang
Why Fresno?
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Fresno is an attractive “test market” for an alternative program model for several reasons:
- Existing presence (CYYG already has some relationships and infrastructure in place).
- Open sandbox (limited Y presence).
- Target population (73,000 students in Fresno USD, including many who meet target demographic profiles).
- Proximity (<3 hour drive from main CYYG HQ in Sacramento).
Target Market: Fresno County
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Total Population: 989,255
Total Households: 301,824
% Population Under 18: 28.5%
Median HH income: $48,730
Primary School District: Fresno Unified
Total enrollment: 73,000
Fresno: Defining Success
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What would it take for a Fresno “dabble” to be successful?
IMPACTFUL
CYYG able to serve new higher need population in meaningful way.
SELF-SUSTAINING
Fresno program can pay and run itself without undue strain on broader CYYG finances and operations.
INSIGHTFUL
CYYG gathers meaningful insights to inform broader questions of growth, strategy, marketing, partnerships, and programming
Fresno: Checklist Before Embarking
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STEP 1: SQUARE UP WITH THE Y
CYYG gets clearance and blessing of Y to embark on different program model in Fresno.
• Incubation of Fresno program within existing CYYG entity?
• Formal MOU or equivalent to cover use of Y marks, branding and other IP?
• Notification and consent from state alliance and other key actors?
• Other legal, financial and administrative considerations?
Fresno: Checklist Before Embarking
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STEP 2: FIND A LOCAL CHAMPION
CYYG identifies one or more influential individuals in Fresno market to open doors and raise awareness of CYYG’s desired plans.
Potential options:
• Hon. Lee Brand (current Mayor).• Hon. Ashley Swearengin (former Mayor, current ED of Central
Valley Community Foundation).• Fresno USD Board and Superintendent.• Prominent CYYG alumni?• Other prominent residents.
Fresno: Checklist Before Embarking (cont’d)
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STEP 3: SECURE STRONG LOCAL PARTNERS
In absence of Y infrastructure, CYYG will need strong local partners to accelerate access in four areas:
• Access to STUDENTS: school district, youth programs, etc.
• Access to MONEY: foundations, individuals, corporations, etc.
• Access to FACILITIES: government, universities, High Schools, etc.
• Access to TALENT: sources of potential staff, volunteers, administrators, etc.
CURRENT PARTNERS● City of Fresno● Fresno Convention & Visitors
Bureau● Fresno Downtown Association
POTENTIAL PARTNERS● Fresno State University● Fresno Unified School District● County of Fresno● Downtown Fresno Foundation● Fresno Regional Foundation● Center Valley Community
Foundation● Local companies & HNW
individuals
Fresno: Checklist Before Embarking (cont’d)
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STEP 4: MAKE IT PENCIL
CYYG should expect Fresno to quickly achieve a “break-even” or better financial position within 2-3 years.
• Raise a minimum amount of seed funding - ideally multi-year.
• Optimize economies of scale from existing CYYG (shared staff, resources, materials, etc.).
• Reduced or distributed cost model.
Fresno: Checklist Before Embarking (cont’d)
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STEP 5: BUILD THE RIGHT TEAM
CYYG needs a solid management and operations team in market, and/or create a plausible method to leverage economies of scale from nearby (i.e. Sacramento) resources.
STEP 6: PREPARE A TIGHT COMMUNICATION PLAN
CYYG needs a strong narrative to articulate the Fresno decision to three key audiences:
• Internal CYYG and Y stakeholders’• Fresno partners and intermediaries (current and new).• Fresno students, parents and public as a whole.
STEP 7: ESTABLISH CHECKPOINTS UPFRONT
CYYG needs to set a clear calendar of checkpoints/milestones to regularly assess whether the Fresno is achieving intended goals.
Fresno: Potential Approaches
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As CYYG works to fulfill the checklist, it will also face a choice on how best to approach Fresno.
Approach 1: Same Depth, Same Cost
• Replicate current model in Fresno with minimal changes.• Key insight for broader CYYG strategy: can we execute our current model without
the Y?
Approach 2: Same Depth, Less Cost
- Replicate current model in Fresno but leverage partners to reduce or distribute cost.
- Key insight for broader CYYG strategy: can we cut costs by partnering more
effectively?
Approach 3: Less Depth, Less Cost
- Pilot new “leaner” model that is more affordable to target students .- Key insight for broader CYYG strategy: can we run cheaper programs that still
have enough impact / alignment with our mission?
Decision Driver: Prioritize the key insights and couple that with early Fresno learnings to drive the decision on which approach to pursue.
Decision Driver: Prioritize the key insights and couple that with early Fresno learnings to drive the decision on which approach to pursue.
Thank You
Appendix
Competitive Comparison: Program Scope
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Boys (Girls) State
US Senate Youth
Mock Trial (Const Rights
Fndtn)
Junior State of America (JSA)
Model UN
Year Founded 1935 1962 1978 1934 1952 and later
National HQIndianapolis, IN
CA: SD (SF)San Francisco,
CALos Angeles, CA Burlingame, CA Varies
Program(s) Boys (Girls) State / Nation
Washington Week
Mock Trial, Appellate Court,
etc
Chapters & conventions;
summer school @ elite colleges
Model UN conferences
Duration / Depth 1 week 1 week Extended (months)
School year/3 nights; summer:
3 weeks
1-2 days depending on
conference
Sponsor American Legion (&
Aux)
US Senate (Law = Res. 324)
Constitutional Rights
Foundation
N/A N/A
Target Customer(s) HS Juniors HS Juniors High school and middle school
High school students
High school and middle school
Exclusivity (# of delegates)
High (2/school)
1000 boys, 540 girls in CA
Very High(2/state)
Low (8000 in CA)156 teams
Middle/HS in LA
Self-select; 12,000 across US
Self-select
Awareness High Medium-High Medium-Low High Medium-High
Regional Strength? 49 States 50 States (incl DC)
Los Angeles 420 chapters in 28 states (SoCal,
NorCal, Mid-Atlantic)
Usually @ elite colleges’ campus
(i.e. SCMUN, BMUN, HMUN)
Competitive Comparison: Funding
26
Boys/Girls State
US Senate Youth
Mock Trial (Const Rights
Fndtn)
Junior State of America (JSA)
Model UN
Cost (to delegate) Free Free + $10K scholarship
<$100 Convention: by state & package;
$165-$460Summer: $5,650
- $7,500
As low as $15 delegate fee (SCMUN) to
$105 (NHSMUN) + school/del
fees
Funded by American Legion (local
chapters) approx.
$500/delegate
Hearst Foundation (in
perpetuity)
student,foundation,
school volunteer
Fundraising, gov’t grants
Student
Fundraising Total Dispersed into local units (but $>4.8M
nationally)
N/A $1.9M (across programs)
$1.38M * N/A
Revenue N/A N/A $3.2M across programs
$5.59M * N/A
# of Staff 8* for CA Boys
N/A (Hearst Foundation)
16 staff (many programs)
27 employees21 volunteers
N/A
Competitive Comparison: Implementation
27
Boys/Girls State
US Senate Youth
Mock Trial (Const Rights
Fndtn) Junior State of America (JSA)
Model UN
Model AL/volunteer led
Volunteer led/run
Teacher-led with Attorney
Student-led, student-run
School clubs –student run
Nominated by? Local HS: counselor, Principal
Local HS: Principals
Open participation
Open participation
Open participation
Partnerships? Loose: Teachers/guid
ance counselors
Strong: US Senate, Lawyer
association, Dept of Defense
Strong: 3000 judge/lawyer /
teacher volunteers,
County Office of Education
Elite colleges + Beijing Union
Univ
Elite colleges
Other? CRF…gives professional dev
to teachers
Key Stakeholders? guidance counselors,
HS Principles
US gov’t, Lawyers, Judges
Teacher advisors Teacher advisors Teacher advisors
Competition
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Explored Competition from several perspectives:
• Y&G is competing for scarce resources: both fundraising or family expense dollars AND for youths’ extracurricular time
• Sports programs, Music/Arts, Jobs, Social Media, Gaming, etc
• Within Youth Development field, Y&G is competing against:
• Other Youth Development organizations
o Even within YMCA
• Other Civic Engagement organizations Youth Development
Civic Engagement
Fresno Unified School District
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HIGH SCHOOLS
● Philip J. Patino High School of Entrepreneurship
● Bullard High School
● The Center for Advanced Research and Technology
● Design Science High School
● Duncan Polytechnical High School
● Edison High School
● Fresno High School
● Hoover High School
● McLane High School
● Roosevelt High School
● Sunnyside High School
● University High School
MIDDLE SCHOOLS
● Ahwahnee Middle School
● Baird Middle School
● Bullard Talent Middle School
● Computech Middle School
● Cooper Academy
● Fort Miller Middle School
● Hamilton Middle School
● Kings Canyon Middle School
● Lawless Middle School
● Rutherford B. Gaston Middle School
● Scandinavian Middle School
● Sequoia Middle School
● Tehipite Middle School
● Tenaya Middle School
● Terronez Middle School
● Tioga Middle School
● Wawona Middle School
● William John Cooper Academy
● Yosemite Middle School