Re-thinking membership dynamics opens new options for growth
Matching price to value
Barcley analysis looked at the relationship between the value delivered to members compared and the price they paid. Viewed across its member segments it was clear there was a considerable amount of free riding taking place owing to their relatively flat membership pricing structure.
Specifically, outsized benefits were be collected by
- High maintenance, relationship heavy members
- Industry heavyweights
- Excessive users of ancillary services
Barcley worked with the executive team to develop a range of options to adapt the operating model of the association to address this imbalance including a detailed review of user pays models, community platforms and more government centric funding models.
Both entities have since voted for the most radical changes to their constitutional since their inception ensuring the long-term sustainability of their revenue model and setting the stage for them to more tightly align their service offering to the way that members perceive value.