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1998 Business Plan Exec Summary

Business Plan Report to Council 5 October 1998

Executive Summary

Business Description

The Internet Society of New Zealand was established to promote and have stewardship of the Internet in NZ. It performs these functions by:

  • Encouraging the Internet community to contribute to policy making by becoming members of the society and 'having their say'
  • Operating list servers to enable contribution and discussion from the wider Internet community
  • Running fora and seminars on emerging Internet issues
  • Lobbying government on Internet issues
  • Publicising Internet issues to the wider public
  • Participating in International fora and association meetings wih relation to Internet technical and organisational matters
  • Creating and promulgating codes of practice for the Internet industry.
  • Creating policy on DNS management which it implements through its operational company, The New Zealand Internet Registry Limited.

Current Position and Future Outlook

The Society currently has around 170 members and is not attracting new members in great numbers. Increasing membership has not been a high priority in the light of the operational problems the Society has had in dealing with the management of the .nz domain. These problem have now been mostly taken over by the registry company and all that remains is to complete and formalise a number of policy issues.

The rapid growth of the Net, especially in the commercial sector tends to create pressures and conflicts, many of which flare up suddenly and have been difficult for the Society to either forsee or to deal with in a timely or satisfactory manner. These issues will continue to arise with increasing pace and regularity. The issues themselves are very likely to become more serious and involve the threat of litigaion, especially as the Society's general philosophy is often in conflict with the business goals of individuals and corporates. In order to strengthen its ability to survive these challenges, the Society needs to expand its membership base, especially with Internet related businesses and with general corporate users. Unless this happens it will be subject to constant challenges on the basis of its non-representational position.

Growth Potential

The Internet is growing at a furious pace. The majority of the population of New Zealand might be expected to have access to the Net within the next five years. The Society has the ability to greatly extend its membership provided it can make the potential members aware of the benefits of belonging. At present these benefits are nebulous - even to ISOCNZ councillors.

Assets

The primary intangible assets of the Society are the enthusiasm, dedication and wide range of skills of its Councillors.

The tangible assets include a small reserve of funds and the ownership of the registry company.

Mission

To effectively provide responsible stewardship and nurture the fabric and growth of the Internet

Business Goals

Service Uniqueness and Market Competition

The Society has only one unique attribute, the delegated management of the .nz domain.

Competition is unlikely to challenge that particular attribute although nothing in this life is certain and the Society would be well advised to develop a 'plan B' in the event that the manner in which first and second level domains are managed. Because the Society's management of .nz is at the pleasure of IANA, its hold over that management should be seen as fragile at best.

In the area of provision of service to the membership at large, there are other organisations already established which offer to provide some services in the Internet area - some strongly established, one about to fail and another in startup mode. ISOCNZ has, by no means established itself as a market leader in the area.

Goals and Objectives

The following are the major goals and objectives of the ISOCNZ Business Strategy

6A Goal: To ensure the operational aspects of ISOCNZ are professionally managed.
  Objectives :
 
  • To develop the ISOCNZ Business Plan
    • Prepare headings and outline
    • Place on agenda of May 21 meeting. Disseminate outline/headings to Councillors, requesting that they think about it and consider points for SWOT identification
    • Councillors to submit issues for discussion at Forward Planning meeting (see below) by May 31 JAH
   
 
  • To hold two day Forward Planning meeting (July). Councillors, P.O'B
    • ½ day on structure
    • ½ day on Business Plan development(facilitator)
    • 1 day - forward planning (facilitator)
Rules: No operational issues
Invite observer to help identify issues (ExecDir, PR)
a good note taker
   
 
  • To create the position of Executive Director. This person would be contracted to manage the operational aspects of ISOCNZ on a professional basis. JH. Priority A
    • To define and set down what is required of this contractor.
    • To provide appropriate guidance, support, time, resource, timely response and remuneration.     Exec. Ongoing
    • Provide technology for call centre, linking ExecDir, NZIRL and JAH
    • Upgrade the letter head and all stationery - include address, other contact information. Also include slogan under logo, eg "Steward of the Internet in New Zealand"
    • Establish a logging system for complaints/enquiries. Report the most common to Exec/PR for proactive response where appropriate.       ExecDir
    • Establish tracking system to ensure queries passed on to Committee members (etc) were satisfactorily dealt with.   ExecDir Priority A
    • Monitor ISOC-L and NZ GEN lists and report issues as appropriate. ExecDir
    • Establish regular reporting      Exec. ExecDir A
    • Establish regular performance guidance and appraisals     ExecDir B
   
 
  • To establish a contract with a professional public relations company to work with ISOCNZ senior executives and the communications committee to ensure effective communication across all identified target audience groups.
    JH. Priority A
    • To define and set down what is required of this contractor.
    • To present the communications comments and recommendations to this contractor (2x reports, J Palmer)
      JH. Priority A
    • To provide appropriate guidance, support, time, resource, timely response and remuneration.   Exec. Ongoing

Note that it may be appropriate for the Registry Company to also engage this company to undertake PR activity and assist with communication. It must be recognised, however, that ISOCNZ and the Registry are separate clients.

  • To address some strategic management and communications dilemmas caused by the current structure. (I recommend this as I believe the Council of 20 members, while representative of the broad spectrum of the industry, is too large for efficient strategic planning and speedy response to the media and public. In addition to Council, I recommend you consider forming two smaller, tighter groups. This would allow:
    1. More effective initial planning. The group would initiate and develop policy to a point where it can be discussed at Council, views noted, and if necessary modified.
    2. Fast communications response when required.

So -

    1. Establish a small management team for fast response strategic planning.
      I suggest the team would be comprised of Chairman, Treasurer, Secretary, Chairman of the Public Affairs Committee, Manager of NZIRL, Executive Director and the PR consultant. This team would:
      • Arrange regular (6 monthly?) Executive getaways to project and discuss issues and undertake forward planning. (Possibly an 'observer' to pick out issues arising, and to assist in formulation of crisis response planning).    ExecDir Priority A
    2. Establish a crisis communication procedure, to be activated as required to address communications issues which arise suddenly and require fast response (e.g. media enquiries about major Internet issues, or requests for information by key people about specific issues (eg Minister).
    3. Such media or political issues are likely to be specific to particular topics, e.g. education, pornography, encryption, privacy, etc. I suggest that the Chairman, together with the Council member most appropriate to advise and comment on the specific area, be responsible for formulating response.    JAH. Priority A
  • As part of executive getaways, attempt to foresee communications issues that may arise over the next six month period, and plan accordingly. (Possibly an 'observer' to pick out issues arising, and to assist in formulation of crisis response planning).    Exec, PR. Priority B
      1. Ensure the crisis communications people undertake media training. This could be a session included in the first getaway.    PR. Priority B


Note

  • The media won't hang around waiting for consensus by committee. They want instant response (unwise, usually. Buy yourself a few minutes think time while you consider the most appropriate response and possible opportunities).
  • Also - may I respectfully suggest that ISOCNZ consider if 'Chairman' might be forsaken in favour of 'President'' My informal and not exactly comprehensive research indicates most similar industry bodies (in the technology centred 90s) have presidents.
    This title of President indicates:
    • a more up to date image
    • the image of proactive, participatory leadership (whereas the 'chairman' conjures images of an elderly, cigar smoking in a board room, guiding decisions based on reports to board, rather than from active experience of the coalface.)
    • and overcomes the awfully politically correct 'chairperson', it is genderless.
  • To appoint a Deputy Chairman/President to ensure consistency of leadership in the event of the Chairman's unavailability.
  • To create a model of policy information flow.
    • define the function, direction and communications responsibility of each box within the model.
    • ensure this is effectively communicated to all staff and relevant people.
  • To positively promote an understanding of the role of ISOCNZ across a broad target band.
    • Produce pamphlet ' ISOCNZ - What, Why and How' , outlining vision and goals, structure, benefits of (a) having a steward and (b) being a member, services, briefly the role of NZIRL and fees structure. PR. Priority A
    • Get an article in NZCS magazine re evolution of a more structured and better ordered ISOCNZ, promoting services and one point of contact.PR/ExecDir Priority A
  • To devise guidelines to prevent over-response and weakness in closing debate and implementing decisions and action, particularly in relation to Email messages re e.g. press releases, letters etc. (Suggestions were made in report #1. 5a, and are attached as appendix ii). Exec and ExecDir Priority A
  • To promote the variety of expertise and skills that Council members bring to ISOCNZ. We suggest a web page (that can be printed out for hard copy when appropriate) providing photo and brief relevant biography of each member.PR Priority ?
   
6B Goal: To promote the use of the Internet within New Zealand.
 

Objectives :

 
  • To proactively demonstrate and promote to the commercial sector the usage of the Net for commerce, and to raise the public profile of ISOCNZ Council members with commercial focus and switched on to commercial realities.
    • Create Councillor profiles and framework for article creation and addressing conferences or conducting workshops
    • Suggest profiles and/or regular columns in trade publications about the Net and its relevance to/use by the particular trade
    • Actively seek to speak/workshop on using the Internet at trade conferences and seminars.
      ExecDir. Priority B.
  • To help the general public with the first step of ' Getting onto the Net' by publishing and widely distributing a pamphlet describing how to get connected. What ISPs are, and what they do. What Internet consultants are, and what they do. What to look for (to meet your individual needs) when choosing an ISP or consultant (enclose with the pamphlet a printout of an up to date list of such people and the services they offer.) Also, general information about the Net in NZ, what domain names are and when it's appropriate to have one (and when it's not), the DNS and registering a domain name. These should state the ISOCNZ position on objectionable material. PR. Priority A
   
6c

Goal: To be effective as the natural point of contact for information, interpretation and education about the fabric and administration of the Internet.

 

Objectives :

 
  • To proactively seek to establish in the minds of New Zealanders the profile of ISOCNZ as the independent advisor and natural point of contact for information, interpretation and education about the fabric and administration of the Internet. Tools include:
    • Pamphlet publication and distribution
    • Education programmes
    • Government liaison
    • Trade targeting
    • Directory listings
    • Articles in magazines, papers, etc
    • Broadcast media profile
  • To ensure the 'one point of (initial) contact is publicised widely
    • check that none of the plethora of contact points previously 'out there' is still operative
    • ensure listing in white pages of all NZ directories ExecDir
    • advertise in Yellow Pages under Internet and Online Services
      consider a 'Quicktips' sponsorship) ExecDir
    • regular entry in Infotech Directory
    • list in NZ Computer Industry Directory ExecDir
    • list in Neilson Media Directory ExecDir
    • Request that member ISPs (who are COP registered) include the ISOCNZ logo on homepage, hotlinked to ISOCNZ homepage JH, ExecDir
    • Devise and mail out a business card sized card and/or sticker giving ISOCNZ contact details PR Priority A
   
6D

Goal: To provide a healthy platform for public debate and discussion of Internet issues.

 

Objectives :

 
  • To provide and maintain ISOCNZ list servers for public posting of comment and discussion of Internet management issues.
    Dir to monitor the list, note pertinent issues and advise Chairperson/Manager NZIRL, who will analyse and respond as appropriate.
  • To actively participate in education sector in relation to
    • the use of the Internet for education
    • education about the Internet
    • educating about the importance of fabric preservation
    • education about the role of ISOCNZ
    • Unofficially research what is happening in current schools and tertiary institutions in computer studies, computer studies teacher training and support, the NZCS education programme etc ExecDir
    • Devise a strategy for ISOCNZ to participate effectively in education programmes
    • Go to the Ministry of Education and offer to help. Be prepared - have suggestions, and a proposal up your sleeves.
    • If Ministry is cool, identify key areas ( eg. training college lecturers) and approach them.
    • Devise courses, programmes, teaching plans and support material etc
   
6E

Goal: To establish, implement, administer and publicise policy in relation to the fabric of the Internet.

 

Objectives :

 
  • To complete and publish the ISOCNZ Policy document.
    • Formulate position in regard to issues and concerns in respect of:
    • Public perception (iniquitous runaway technology corrupting youth)
    • Control
    • Censorship - (free flow of information)
    • Allocation of third level domain names
    • Second level domain name expansion
    • Encryption
    • Pornography
    • Violence
    • recipes
    • Privacy
    • Copyright
    • Trademarks
    • Intellectual property
    • Plagiarism
    • Taxation etc in relation to business/financial transactions conducted through the Net
    • Illegal trading
    • Virus control
    • etc
  • allocate to individual councillors above areas as appropriate, to formulate and draft policy to bring back for discussion. Responsibility. JH. By May 21
  • To promote the Policy document across all relevant target groups. JH/Council/PR co.
   
6F

Goal: To proactively participate in any legal or political discussion and policy setting.

 

Objectives :

 
  • To identify key government/ministerial people, and endeavour to open a regular and helpful open communication channel with them.
  • To promote and discuss ISOCNZ Policy and concerns amongst relevant targets
  • To visibly support the Minister where his (or her) aims and views coincide with those of ISOCNZ
  • Where appropriate, to present to government entities in conjunction with GOVIS and/or ALGIM
  • To initiate and maintain a helpful relationship with David Farrar, providing information, overseas press stories how issues are being handled internationally, problems that are arising, highlighting the benefits (national profitability) of an open, unregulated Net. Include, where appropriate, ISOCNZ comment and preparedness to discuss the information further. Mark. ASAP
  • That ISOCNZ offer, where appropriate, presentations to relevant government department staff to extend their understanding of the Internet and discuss the issues in the global and user context. Mark. Ongoing
   
6G

Goal: To foster and manage relationships with organisations with similar interests world wide.

 

Objectives :

 
  • To establish policy of ISOCNZ's relationship with ISOC.
  • To develop a strategic plan to re-establish a relationship with ISOC.
  • To identify most appropriate 'sister' ISOC groups in various countries for the purpose of exchange of ideas in operation, policy, lobby, keynote speaker exchange, etc.
    • Establish a closed list at Exec level for international ISOC societies.
    • Sponsor a scholarship exchange programme with interested 'sister' countries for (e.g.) IT/Telecommunications/Informational Science students.
Note: - Change IANA delegation authority on IANA page. John Houlker. Immediate
  • To proactively build good relationships with all ISPs and Internet consultants.
    • To compile a complete list of ISPs and Internet consultants
      (Sutorius's list, Mark to contact Sutorius. PO'B's list. ExecDir to coordinate and maintain)
    • To actively pursue and woo non-member ISPs
    • As mentor, to help ISPANZ set up, devise structure, charter etc. JH, PO'B
    • To develop, in conjunction with ISPANZ, a Code of Practice (The ISOCNZ Code of Practice)   PO'B, JH
    • To establish viability of ISOCNZ making available to the public a list of ISPs and consultants who pledge conformity to Code of Practice including a brief information on services each offers, i.e. particular expertise, niche client groups, geographic area served etc.
    • To permit COP signatories to use the ISOCNZCOP logo as endorsement of their standards
    • To set in place rules which allow ISOCNZ to 'strike off' any ISPs which have agreed to the terms of the Code, but subsequently fail to adhere to them.
    • To formulate a marketing/PR plan specific to this group.
    • To assist ISPANZ in production of a regular newsletter to members

Description of the Target Market

NZ Organisations

The target market for membership is:

  • The Internet Industry - the Internet Service Providers, a few of whom are large companies with large numbers of customers and many of whom are small operators with limited cash flow. The Web designers and hosts, most of whom are small businesses.
  • Corporate Internet users. These range from very large companies and non-profit organisations down to very small one-person businesses.
  • Individuals with an interest in the Internet

Business Opportunities

(Here is where we list those organisations who we recognise as potential customers.)

Major Products and Services

The major products and services offered by the Society are as follows:

(help!!!)

Other Services

(More help!!!)

Resources Required

In order to achieve the needed expansion the Society will require the following resources:

  • A competent and pro-active secretariat in the form of a paid resource
  • A visible 'Executive Director
  • Office Equipment
  • The ability to mount valued seminars and workshops
  • A substantial membership - to provide credibility
  • A sustainable cashflow

Financial

Revenue Streams

The business plan budget describes a number of revenue streams. This section of the business plan expands on these revenue streams.

Council has determined that 75% of its work relates to the development of DNS policy. The Society develops DNS policy for the efficient, fair and effective operation of the Registry Company(The NZ Internet Registry Ltd). For this reason, NZIRL will purchase DNS policy products from ISOCNZ based on recovery of expenses.

From time to time NZIRL will contract ISOCNZ to run relevant seminars and workshops. ISOCNZ will use the services of the secretariat to organise these events and presenters will be drawn from Council and the wider membership.

Expansion of the Membership will provide a revenue stream, although this will not be the primary rationale behind a programme of vigorous membership recruitment. Members are needed to maintain the credibility of ISOCNZ as the 'voice of the Internet' in New Zealand.

Pricing and Value Issues

The primary product is membership. ISOCNZ will set membership fees at a level which will attract new members but which will also reinforce a concept of value.

ISOCNZ will as the shareholder of NZIRL from time to time recommend to Directors that DNS fees be set at the lowest level which will enable the provision of the most efficient and effective service which can be obtained.

Business Asset Value

Your business will be starting out with a number of tangible assets, detail these here.

Asset   Value

Budgets

This section will contain your budget for the first twelve months together with an explanation of each item. Costs can be taken from Chapter 7.

Market Research and Assumptions

The DNS is growing at approx. 600 registered names per month. There is also a rapidly growing industry which has sprung up to provide Internet-related services to those companies which have decided to use the Internet to do business. This expansion of the DNS indicates that there is a potential membership of possibly 1,000, many of whom will be organisational members. The current fee structure is a significant barrier preventing the majority of these organisations from joining as organisational members.

Market Size

Market Segment

ISOCNZ should focus its efforts to increase membership on individual members and corporate members over a wide range of companies.

Growth Potential

We confidently expect the number of names registered in the DNS to hit 20,000 by mid 1998. Growth beyond this point is purely speculative. Whether ISOCNZ is able to attract a significant number of members outside of the industry itself, remains to be seen.

Business Relationships

ISOCNZ will benefit from establishing relationships at various levels with the following organisations:

  • NZIRL
  • NZCS
  • Uniforum
  • ITANZ
  • ITAG
  • TUANZ(?)

Customer Profile

Members are:

  1. Individuals with a particular interest in the Internet
  2. Corporates who wish to have a say in how the Internet is governed

Competition

Need to get some help here - is the 'netsoc' type of organisation a competitor? - is TUANZ a potential competitor?

Market Share

It is probably not unreasonable to state that the 'market' does not yet recognise that it is such. ISOCNZ must therefore take responsibility to develop the market and its PR efforts should be focussed in this area.

Marketing Plan

The Challenge

  • The marketplace does not know who ISOCNZ is.
  • We are not, ourselves, clear about the benefits of membership.
  • If involvement in decision making is to be a benefit of membership, we must create a structure allows this without capture.

The Message

The message should emphasise the 'stewardship' concept as well as the strongly democratic nature of the Internet and ISOCNZ. One possible area of appeal might be the approach: - be in on the dawning of a new age!!' encouraging prospective members to be involved in growing this new technology.

The Target Audience

We need some details about the nature of the people we are targeting with our marketing plan. This will include their demographics, buying habits, phobias, drivers etc.

Marketing Material

This section should be filled out after we have conferred with our PR company.

SWOT Analysis

Strengths

1.Environmental

  • A large and growing number of people who understand the impact the Internet is beginning to have on our way of life and who want to be involved in its development.

2.Within ISOCNZ

  • A strong Council comprising leading figures in the telecommunications and Internet industries
  • A high level of committment on the part of Councillors
  • A sustainable revenue stream

Weaknesses

  • Falling membership
  • A lack of understanding of the Internet and how it works on the part of the general public
  • A growing inclination towards 'ripping off' the Internet
  • ISOCNZ does not have a clear vision of its future

Opportunities

  • Working in a high-profile industry area
  • Virtually daily opportunities for press statements on Internet developments
  • The opportunity to be seen as representative and the 'informed voice of reason' on Internet matters

Threats

  • Most of the threats to ISOCNZ are coming from those who wish to exploit the Internet for their own gain and who see ISOCNZ as standing in the way of their success.
  • The above people using litigation to prevent ISOCNZ from effectively carrying out its mandate.
  • The possibility of IANA removing the .nz domain from ISOCNZ management
  • Shrinking membership
  • Councillors are being drawn into public debate in situations which can only harm the organisation

Critical Success Factors

The following are seen as the major critical factors in ensuring the success of The Internet Society of New Zealand:

1. Expand the Membership

Barriers:

Benefits of membership are not obvious

Counters:

Establish a clear set of benefits and widely publicise these

2. Establish a Vision for ISOCNZ

Barriers

Councillors are not sufficiently unified in their view of what ISOCNZ is for

Counters

Bring Councillors together for an extended non-operational planning session Encourage free debate amongst councillors as to what they believe ISOCNZ is about Achieve a committed consensus

3. Establish Credibility

Barriers

  1. Councillors indulge in 'slanging matches' with members of the Internet community.
  2. The wider public do not fully understand how the Internet works or what ISOCNZ does
  3. ISOCNZ does not have enough members to be credible.

Counters

  1. Encourage Councillors to consider their position as such and refrain from engaging in pointless debate.
  2. Improve public awareness
  3. Launch a membership drive

Public Relations Consultant

The following are the suggested activities we might assign to a PR consultant:

  • Devise, in discussion with executive, ISOCNZ branding, including a style of presentation (in regards to correspondence, publications, Powerpoint presentations, Internet pages layout, etc) and devise and illustrate easily understood analogies for use in presentations etc.
  • Assist with brand/image separation of ISOCNZ and NZIRL

point of contact publicity

  • Prepare and disseminate to selected publication a media release re 'more structured and better ordered ISOCNZ,' pointing to objectives, policy, services and one point of contact.
  • Publish an article in NZCS magazine re evolution of more structured and better ordered ISOCNZ, promoting one point of contact.   (liaise with ExecDir)
  • Devise and mail out a card and/or sticker giving ISOCNZ contact details
  • Devise a desk gimmick showing ISOCNZ contact details (Christmas, or AGM)

Crisis communication

  • Crisis communication involvement, including forward planning, issues identification development of communications strategies for key issues.
  • Media training for Crisis communication team (and possibly all exec).

General publicity

  • Produce pamphlet ' ISOCNZ - What, Why and How' , outlining vision and objectives, structure, benefits of (a) having a steward and (b) being a member, services, briefly the role of Registry and fees structure.
    • Produce corresponding web page.
  • Prepare and arrange wide distribution of and publicity for pamphlets to help the general public with the first step of 'Getting onto the Net' describing how to get connected. What ISPs are, and what they do. What Internet consultants are, and what they do. What to look for (to meet your individual needs) when choosing an ISP or consultant. Enclose an up to date print-out list of such people and the services they offer (this supplied by ExecDir). The pamphlet would include general information about the Net in NZ, what domain names are and when it's appropriate to have one (and when it's not), the DNS and registering a domain name. Mention ISOCNZCOP. The ISOCNZ position on objectionable material would be stated.
  • Prepare and distribute a pamphlet describing what the ISOCNZ Code of Practice is, and the standards Internet users may expect from ISOCNZCOP registered ISPs.
    • Corresponding web page.

© 1998 The Internet Society of New Zealand
Last updated 5 October 1998

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