Outline through 4Bs

Here's my basic outline of what I have so far up to the 4Bs, and I'll write up my brain-notes for this week in another entry.

Gift of Life

ORGANIZATIONAL OBJECTIVE
Fundamental Entity: Gift of Life (Michigan's federally designated organ and tissue donation program)
Core Competence: Data and relationship management (Main liason between donors, hospitals, transplant centers)
Goal: To keep all info correct and confidential, and to respond quickly to concerns and the requirements of clients

MARKETING OBJECTIVE/SOURCE OF VOLUME
To increase the number of donors in Washtenaw County in 2010
Aquisition either way, stimulate demand or steal share is still negotiable (see both below)

Stimulate demand for organ donation

• Customer definition: people not aware of organ donation, or those who would be but haven't researched enough to understand the issue
• Other players: none (in Michigan)
• Bodies Q: Why are people staying out of my category? lack of information, or belief system
• Bodies #: **Still unknown, scheduled call with organization for later this week
• Beliefs %: Number that can be converted with education, should be able to see trends based on upcoming call
• Behaviors Changed: Same as above
• Key Metric: Number of donations after campaign
  

OR Steal share from the grave

• Customer definition: people aware of organ donation who have opted out but may be willing to change their minds
  
• Other players: black market organ sanctuaries (kidding), grave
  
• Bodies Q: Why are people staying out of my category? lack of information, or belief system
• Bodies #: **Still unknown, scheduled call with organization for later this week
• Beliefs %: Number that can be converted with education, should be able to see trends based on upcoming call
• Behaviors Changed: Same as above
• Key Metric: Number of donations after campaign

Because these are pretty similar, I think my best bet is with stimulate demand for organ donation, but it's hard to know the difference between the results I could see with this and with 'stealing from the grave' without some numbers to back up my assumptions. My call with the organization this week should help me better understand the market, and which of these approaches would make more sense. (Although again, they aren't too dissimilar).