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Visioning The Future: AIA in 2012 Moderators: Brad Morris Marc Brazeau February 18th, Bestbuy Distributors Limited. 3355 American Dr., Mississauga, Toronto, ON L4V 1Y7
AIA Today • Strategic planning – August 2009 • YES workshop outcomes • December visioning exercise
A Practical Vision AIA 2013 What do you see? What is the Association accomplishing?
Strategic Platforms • Market Research – Initial discussion completed • Membership – Initial discussion completed • Government Relations • Industry Image • Standards • Charities/Scholarships • Communications
1. Market Research What is the vision? What is the goal? Internal department handling research and analysis? Partnership with major research group(s)? What type of research should AIA be conducting? Generating 20% operating revenues? Trusted industry data source? Initial Discussion Completed
Market Research Workshop Notes • AIA as facilitator – not developing in-house research expertise • Focus on partnerships – utilize existing expertise • Represent the industry – provide the data, up to member to use it • Promote what is available to stakeholders – communicate • AIA to identify data gaps (SWOT) - what is needed? • Provide: Gap analysis (SWOT) on what is needed but not available Trending data Data analysis – the why and the what next High level category data • Level of information complimentary and a level that is a cost • There is a link to membership that needs to be looked at • Connect value to the membership fees
Action Items Market research committee to evaluate member needs and data gaps Clear listing of what is available through AIA Links where possible to key providers AIA to ensure it acts as the facilitator not the research company itself
2. Membership • What is the Vision? What do we mean by automotive aftermarket? 2012 - who does AIA represent? Where do ASPs fit? Collision shops? Glass repairers? Heavy Duty? Dealerships? Who should AIA NOT represent? What does that look like? Membership? Associated membership? How are members defined? Initial Discussion Completed
Membership Workshop Notes • What does aftermarket mean: Does AIA really represent the whole industry? Who is missing? • AIA does not represent the whole aftermarket • Say the voice and resource – AIA is the largest voice so claim is valid • Do not want to represent everyone – monopolies are not good • If aiming for new membership groups - need to ask who the AIA pillars will benefit amongst non-members?
Membership Workshop Notes • Identifying and developing strategic alliances • Possible new membership categories would be: heavy duty, used car dealers, suppliers to the industry e.g. master mechanic • Identify partnerships e.g. the Retail Council of Canada • Direct fits for membership unlikely for dealers, asp’s and collision shops • Need to conduct a SWOT analysis to identify the most likely groups for membership and for partnerships • Question: is there a role for associate membership e.g. MAP or ICAR
Action Items • AIA to research potential new membership categories and identify the most viable • AIA to create a business plan for the top one or two opportunities to present back to the Board for discussion • AIA to identify partnerships with other related groups that could enhance membership such as the Retail Council of Canada
3. Government Relations • What is the Vision? What is the goal? Federal and provincial issues? Internal lobby team? Legislative/regulatory tracking with monthly notices? What legislative interpretation or committee work is important? What is the balance (regional vs. national issues)?
4.Industry Image • What is the Visi0n? What does it mean for AIA? What is the goal? What is the focus, BCCA? What does AIA do versus the industry? Where do other associations like CARS/CAF come into play? Do events fit? Training?
5. Standards • Is there a Vision? Where does AIA fit in setting industry standards? Product quality, training, business, “know your parts” program, MAP Where do business standards fit? MAP other? Where does training fit? What is the role for the Association versus industry? AIA establishing standards? Monitoring? Arbitrating? Partnering with other organizations?
6. Charities/Scholarships • What is the Vision? What is the national role? What is the division role? Does this activity stand alone? What is the goal?
7. Communications • What is the Vision? Is AIA the central source of Industry Information? What does that mean? What tools are important? Website Magazine Enewsletters Blogs
Obstacles/ Things to think about? • Market research • Government relations • Industry Image • Membership • Standards • Charities/Scholarships • Communications • Other
Priorities What/ where are the priorities from the Visions created?
Next Steps • Write it all down • Review – what can be done what cannot • Implementation – year 1, 2, 3 • Review – is this achievable? • Strategic initiatives • Budget implications