Lessons from Business: How to Run a Successful Club or Society
IntroductionsDave Jarman:
Head of Enterprise Education Ex Careers Service & UBU Ex Sabbatical Officer Ex Society & JCR President
Principles: You’re all running a business
that provides a service to a customer (your members)
You’re trying to create value (profit) for your organisation
You’re trying to create a valued experience for your customers
The Lessons
1. Understanding your Market2. ‘Product vs. Price’3. USPs4. Goals, Culture, and Strategy5. Talent Management
Lesson #1
Understand your market Market = Audience Customers = Members You’re trying to encourage Customers to ‘buy’ a product or
service from you – a membership and then regular engagement Customers buy things that solve problems or fill gaps in their
lives Markets have segments of customers who buy different things in
different ways and for different reasons
What problem are you solving for your members?Could you describe your ‘average’ customer?Why do they buy your product or service?
Lesson #2
‘Product’ vs. ‘Price’ People buy a product or service because it makes them happy It also has to do this better than an alternative product or
service Every product or service also has a cost – financial, time &
effort, reputational, etc… Is your product worth your price?
Can you define the value of your product or service in 3 bullet-points?
How could you improve your product or reduce the ‘cost’ of membership?
Lesson #3
USPs – Unique Sales Proposition What is UNIQUE about what your group offers? What is better about your product or service than other
competitors or alternatives? Is your group distinctive in any way? Are you easily recognised
and does your activity and image send the right messages?
Can you define 1-3 USPs for your group?How could you improve your ‘brand’ with students –
what kinds of values do you want students to associate with your brand? Exciting, Professional, Friendly, Reliable, Caring, Convenient…
Lesson #4
Goals, Strategy, and Culture Do you have a vision for how your group will look and operate
in 1-2 year’s time? Do you have goals and strategies for achieving those goals
that your membership understands? Does your group’s strategy survive the handover process? What kind of culture do you need to create to run the group
you want to have?
Sketch out some goals and think about how you’d share these
What kinds of characteristics would you want to be part of a group culture?
Lesson #5
Talent Management: How do people find their way into power in your group? Do the right people find their way into power in your
group? How do you spot, support, and manage talented
members into power (without rigging elections)?
What characteristics do you think your group leadership should have?
How are new members likely to develop and improve those skills required?
• What is the RBS ESSA?A recognised national accreditation for student societies to reward and recognise these skills
• Why apply?• Give your CV a boost • Enter the awards to win a share of £61,000
prize money• Be invited to the RBS ESSA Awards attended by
top UK employers & sponsors • National press coverage for your society
How to apply:
• Visit www.rbsessa.com
• See if your society meets the entry criteria
• Apply for accreditation and enter the awards online
Societies
www.bristolinc.org.uk www.facebook.com/enactusbristol www.inhouse-media.com
New Enterprise CompetitionOpen to students, staff, and
recent graduates4-page Business Plan
submission by May 2014Shortlist through to
presentation panel in Autumn 2014
£35,000 prize fundAdvice & workshops availableConcepts, Plans and Trading
start-ups all welcome and judged separately
www.bristol.ac.uk/red/nec
Business start-up supportAdvice & guidanceSeed funding (£30k)Desk spaceEducation & Networking
events – ‘Monday Means Business’
Mentoring match-makingSummer Enternships (£1500 +
desk)Surgeries:
Book-keeping Branding IP & Legal Matters
www.businessbasecamp.co.ukTwitter @BristolBasecamp
Facebook search ‘Bristol Basecamp’
Basecamp Master-classesWeekly short talks on start-
up: Generating ideas Good Ideas vs. Good
Business ideas Understanding the market Company Formation Resources for start-ups IP for start-ups Finance Elevator Pitches Business plans
www.businessbasecamp.co.ukTwitter @BristolBasecamp
Facebook search ‘Bristol Basecamp’
www.bristol.ac.uk/studententerprise