I still don't have my MV figured out and this is because I don't think I have defined my category and competitors right. I think the rest of the strategic quadrant is right but the category is a struggle. Because 60-MM does more than just raise money to allow walkers to participate. This is out main activity but it is not our only activity. The men also make public appearances to raise awareness, on event we act as a distraction to help walkers physically make it by distracting them with the calendars or just walking beside them. The trouble is it is easier to identify the benefits we provide to the recipients than it is to define what we do for the donors. I n addition many of our donors are our beneficiaries. So should the category definition focus on the donors or benefices? Since the goal is to increase funding I guess the question is what category do our donors see us in?
Maybe we are a "Support services for 3-Day walker". This encompasses the many things we do and defines our competitors. As Walker Teams, Volunteer Crew, 3-Day Staff, friends and family. OK I'm really liking this category definition. Let's see where this takes me.If you are luck I'll have a more coherent post by tonight.
Category Definition
Support services for 3-Day walker
