Duane Capuano Digital Strategy Case Study PDF

Digital Strategy
BUSINESS DIGITAL TECHNOLOGY

STRATEGY STRATEGY STRATEGY
the key to
digital transformation
Introductions
• Duane Capuano
Senior Consultant
Tecker International
• James Wilkinson
Executive Director
Society for Vascular Ultrasound
(SVU)
the key to
Agenda
I . A s s o c i a t i o n I n f o r m a t i o n Te c h n o l o g y :
Challenges and Opportunities
II. Case Study:

S o c i e t y f o r Va s c u l a r u l t r a s o u n d ( S V U )
III. Discussion:
A s s e s s i n g y o u r o r g a n i z a t i o n ’s d i g i t a l
infrastructure
I V. Q & A
V. C o n c l u s i o n
the key to
Association Information Technology (IT)
Challenges/Opportunities
EDUCATION
MARKETING IT MEMBERSHIP
PUBLISHING
the key to
IT vs. Digital Infrastructure
IT Digital
Software Software
• Calendar • AMS
• Word Processing • LMS
• Presentation • CMS
• Spreadsheet • Marketing Automation/E-mail
• Virus Marketing
• Accounting • Webinar/Virtual Events
Hosting/Internal Networks Platforms
Hosting/Wi-Fi/LAN • Website
VPN/Intranet • Mobile
• Print
• Social Media
Policies Emerging Technologies
• BYOD • Artificial Intelligence
• Disaster Recovery • Virtual Reality
the key to
Association IT
Resource Approaches
Staff Resources IT Infrastructure Digital Infrastructure
No IT Staff IT vendor(s) Specific projects
outsourced to IT
vendors
Small IT /IT Staff with IT Staff and IT vendor(s) Specific projects
insufficient resources outsourced to IT
vendors
the key to
Association IT
Resource Approaches
Staff Resources IT Infrastructure Digital Infrastructure
Sufficient IT Staff – IT Staff Business units work
Not Responsive around IT department
to outsource specific
projects
Sufficient IT Staff – IT Staff Business units work
Responsive collaboratively with IT
department to
outsource specific
projects
the key to
IT Executive Perspective:
Technology Projects vs. IT Resources
ALL DEPTS.
New Website
EDUCATION
MEMBERSHIP New LMS
New AMS
MARKETING
Marketing PUBLISHING
Automation New CMS
Software
the key to
Executive Director Perspective
on Technology Projects
Marketing AM
Automation S
LMS
Software
How do I get
my staff
to think more
strategically
about New Website
technology?
the key to
Executive Management
IT Leadership Challenges
• No IT staff
• IT staff with technical skills but no
senior management experience
(e. g. webmaster)
• Cross-Department Leadership
– IT Executive/Staff frustration with Business
Units/Executive Management
– Business unit frustration with IT Executive/Staff
the key to
Executive Management
IT Leadership Challenges
• Board of Directors Approval for
Technology Investments
– Knowledge of Technology
– Strategic Rationale for Investment(s)
– ROI
the key to
Society for Vascular Ultrasound
2016 Background Information
Overview SVU is the community of vascular lab

professionals, leading the way for high
quality care of vascular patients.
Membership 5,700+ members:
• Vascular technologists
• Surgeons
• Lab Directors
• Academics
• Student
Staffing 4 staff including Executive Director
No IT Staff
the key to
SVU
2015 Financial Overview
Revenue Total Revenue % of Total
Source Revenue
Membership $800,000 57%
Annual $325,000 23%

Conference
Publishing $120,000 8.5%
Education $100,000 7%
Total Revenue $1,400,000
Total IT $56,000 4%
Expenses
SVU
Challenges
• No Strategic Plan
• IT/Digital Infrastructure Challenges
o Association Management System (AMS)
o Learning Management System(LMS)
o Website
• Limited Information Technology
Budget
• No IT Staff
the key to
SVU Executive Director
IT Challenges
• How does SVU prioritize its IT
infrastructure issues: (1) AMS,
(2) LMS and (3) Website?
• Are there other issues with SVU’s

IT infrastructure that need to be
addressed?
• How does SVU justify IT investments

to its Board of Directors?
the key to
Digital Strategy
STRATEGIC DIGITAL TECHNOLOGY

PLAN STRATEGY STRATEGY
the key to
Strategic Plan
the key to
Information Technology Strategy
Definition
IT Strategy:
• Is an iterative process to align IT capability
with business requirements
• Sets direction for IT function in an
organization
• Ensures that maximum IT dollars are
spent on value creation activities for the
business
Source: CIO Index
the key to
SVU Digital Strategy
Overview
• Financial
• Strategic
• Operational
the key to
How does SVU’s Digital Infrastructure
Support its Revenue Sources ?
Revenue 2015 Revenues Digital Infrastructure
Source
Membership $800,000 AMS
Community
E-Commerce
Annual $325,000 AMS
Conference Community
E-commerce
Event App
Publishing $120,000 Abstract Management
Publishing (Journal)
Content Management
Software (CMS)
Education $100,000 LMS
Webinar/Virtual
Software
SVU
2017 Strategic Initiatives Overview
Initiative Description
#
1. Make profession relevant, establish the value
and quality of vascular sonography.
2. Address early career skills gaps, no clear career
ladder, preference for low cost, hands-on
learning.
3. Make external audiences aware of the clinical
value of vascular ultrasound and its patient
outcomes.
How can SVU’s Digital Infrastructure
Support its Strategic Initiatives ?
Initiative Description Digital infrastructure
# Required
1. Make profession AMS
relevant, establish the Community
value and quality of Publishing
vascular sonography. Abstract Management
CMS
E-mail Marketing
Social Media
2. Address early career AMS
skills gaps, no clear Community
career ladder, LMS
preference for low cost, Webinar/Virtual Event
hands-on learning. software
CMS
E-mail Marketing
Social Media
How can SVU’s Digital Infrastructure
Support Its Strategic Initiatives ?
Initiative Description Digital infrastructure

# Required
3. Make external audiences AMS
aware of the clinical Community
value of vascular CMS
ultrasound and its E-mail Marketing
patient outcomes. Social Media
How does SVU’s Digital Infrastructure
Meet its Operational Requirements ?
Category Digital Fit with Staff Integrates with
Infrastructure Member/Needs Other Systems
(Y/N) (Y/N)
Membership AMS N N
Community Y Y
Event App N N
Education LMS N Y
Webinar/Virtual Y N
Events
Publishing Abstract Mgmt. Y N
Publishing Y N
CMS Y Y
Marketing E-mail Marketing Y N

Social Media N N
SVU
Vendor Research Priorities
Category Digital Fit with Fits with
Infrastructure Operational Strategic
Requirements Requirements
(Y/N) (Y/N)
Membership AMS N N
Community Y Y
Event App N N
Education LMS N N
Webinar/Virtual Y N
Events
Publishing Abstract Mgmt. Y Y
Publishing Y Y
CMS Y N
Marketing E-mail Marketing Y Y
Social Media N N
IT Strategy/Assessment Report
• Digital infrastructure:
ü Assessment
ü Vendor research
ü Recommendations
• 2018 -2020 IT Budget
• Implementation Plan
the key to
SVU 2018 -2020 Digital
Infrastructure Budget
Category Digital 2017 2018 2019 2020
Infrastructure Expenses Estimated Estimated Estimated
Expenses Expenses Expenses
Membership AMS
Event App
Community
Education LMS
Webinar/Virtual
Event
Publishing CMS
Publishing
(Journal)
Abstract Mgmt.
Website
Redesign
SVU 2018 -2020 Digital
Infrastructure Budget
Category Digital 2017 2018 2019 2020
Infrastructure Expenses Estimated Estimated Estimated
Expenses Expenses Expenses
Marketing E-mail
Marketing
Social Media
Total Digital $40,000 $90,000 $125,000 $80,000
Infrastructure
Expenses
Other IT $20,000 $20,000 $20,000 $20,000
Infrastructure
Expenses
Total IT $60,000 $110,000 $145,000 $100,000
Expenses
Presenting Digital Strategy
to SVU’s Board of Directors
• IT Strategy/Assessment report
• Board of Directors Response
the key to
Assessing Your Organization’s
Digital Infrastructure
• How Does Your Organization’s
Digital Infrastructure:
q Support its Revenue Sources
q Enable the Implementation of its
Strategic Objectives
q Meets its Operational Requirements
the key to
How Your Organization Digital Infrastructure
Support is Revenue Sources?
Revenue Revenues Digital Infrastructure Checklist Vendor
Source
Membership AMS
/Annual Community
Conference E-Commerce
Event Management
Publishing Abstract Management
Publishing (Journal)
Content Management Software
(CMS)
Education Learning Management System
(LMS)
Webinar/Virtual Software
Other
How does your Organization’s Digital
Infrastructure Support its
Strategic Initiatives?
Digital Infrastructure Software Categories
Description Membership Education Publishing Marketing
Software Software Software Software
(e.g. AMS) (e.g. LMS) (e.g. CMS) (e.g. E-mail
Marketing)
How Does Your Organization’s Digital Infrastructure
Meet its Operational Requirements?
Category Digital Infrastructure Fit with Staff Integrates with
Member/Needs Other Systems
/ (Y/N) (Y/N)
Membership AMS
Community
Event App
Education LMS
Webinar/Virtual
Events
Publishing Abstract Mgmt.
Publishing
CMS
Marketing E-mail Marketing
Social Media
Questions
the key to
digital transformation 34
Digital Strategy
Key Questions
ØH ow a re yo u r o rga n i zat i o n ’s te c h n o l o g y
i nve st m e nt s l i n ke d to i t s st rate g i c p l a n ?
ØW h at i s t h e d i g i ta l i nf ra st r u c t u re t h at
s u p p o r t s yo u r o rga n i zat i o n ’s :
• Primary sources of revenue
• Strategic initiatives
ØTo w h at ex te nt i s t h e d i g i ta l
i nf ra st r u c t u re o f yo u r o rga n i zat i o n
m e et i n g t h e n e e d s o f staf f / m e m b e rs ?
the key to
For more information about Digital
Strategy and SVU’s Case Study
• Duane Capuano
Senior Consultant
Te c ke r I n t e r n a t i o n a l
Phone: 703-255-1186
E - m a i l : d c a p u a n o @ t e c ke r. c o m
• James Wilkinson
E xe c u t i v e D i r e c t o r
S o c i e t y f o r Va s c u l a r U l t r a s o u n d ( S V U )
Phone: 301-459-7550
e-mail: jwilkinson@svunet.org
the key to

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Digital Strategy

BUSINESS DIGITAL TECHNOLOGY

II. Case Study:

Overview SVU is the community of vascular lab

Annual $325,000 23%

Total Revenue $1,400,000

• Are there other issues with SVU’s

• How does SVU justify IT investments

STRATEGIC DIGITAL TECHNOLOGY

Initiative Description Digital infrastructure

Marketing E-mail Marketing Y N

• Board of Directors Response

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