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Strategic Planning Survey – City Edition
Mission, Vision & Values
The outcome of this process is to create an agreed upon mission and vision for the City.
Before we go too far, it is important to review of the meaning and purpose of good mission and vision statements.
tells you the fundamental purpose of the city. It defines the ideal inhabitant and the critical processes. It informs you of the desired level of performance.
(Should align with Values)
outlines what the city wants to be, or how it wants to align itsef in the world in which it operates. It concentrates on the future. It is a source of inspiration. It provides clear decision-making criteria.
(Values drive it)
To expediently get to our mission, vision, and values we will rely on “
The Golden Circle” by Simon Sinek
. The Golden Circle concept tells us that all organizations and cities function on three levels. The idea is that people and cities should begin the explanation of what they do by starting with “why.” The best vision statements are those that capture the reason for the city’s existence – why we are here. If you haven't heard about Simon Sinek's Golden Circle before, here is a short video in which he describes it.
What do you do?
In your opinion, what role in the area does your City perform? How is your City different than others in the area?
In your opinion, how does your City do it?
In your opinion, why does your City exist? (Besides the obvious -- because people live here.)
For the section, we will utilize a “business canvas” based on the book
Business Generation Model
by Stanford Professors Alexander Osterwalder and Yves Pigneur and over 40 co-authors with strategic planning expertise. The model is specifically designed to allow business leaders to engage in wide ranging discussions about concerns and opportunities. The model is robust, and ideal for distilling general planning directives into specific strategies.
Our goal is to identify key strategic issues in four of the areas of the canvas: (1) Stakeholder Segment; (2) Value Proposition; (3) Stakeholder Relationships; and (4) Delivery Channels.
Target Market Segment
Who is the target market for your City? What defines them?
Your target market represents your most ideal inhabitant. "Everyone" is NOT a target market. Who is your best inhabitant (individual or business - be specific families, retirees, big business, small business)? This is probably your target market.
Who are the stakeholders for your City? What defines them?
Stakeholders are groups or individuals who are directly impacted by the decisions and actions of a City. And that table can turn – stakeholders can impact a City with their decisions and actions.
What does the primary target market value? What do they want from the City?
What do the stakeholders value? What do they want from the City?
What should define your City's experience for your target market?
What should define your City's experience for your stakeholders?
What delivery channels does your primary target market demand? (social media, website, educational meetings, other means?) Do you need to develop more?