Harvard Case - Challenges and Opportunities at the Protospace Makerspace
"Challenges and Opportunities at the Protospace Makerspace" Harvard business case study is written by Chris Street, J. Robert Mitchell. It deals with the challenges in the field of General Management. The case study is 20 page(s) long and it was first published on : Jun 7, 2017
At Fern Fort University, we recommend that Protospace implement a comprehensive strategic plan focused on growth, sustainability, and community engagement. This plan should prioritize the development of a clear value proposition, targeted marketing initiatives, and a robust operational framework that leverages technology, partnerships, and talent management.
2. Background
Protospace is a non-profit makerspace located in the heart of a vibrant urban community. The organization provides access to tools, resources, and a collaborative environment for individuals and businesses to pursue creative projects, learn new skills, and foster innovation. However, Protospace faces challenges including limited resources, a lack of clear strategic direction, and a need to broaden its outreach to attract new members and partners.
The case study focuses on the leadership team's efforts to address these challenges and capitalize on emerging opportunities. The main protagonists are:
- Sarah: The Executive Director, a passionate advocate for the makerspace movement, but lacking in formal business experience.
- John: The Board President, a successful entrepreneur with a strong understanding of business strategy and financial management.
- The Protospace Team: A dedicated group of volunteers and staff committed to the makerspace's mission.
3. Analysis of the Case Study
To understand Protospace's current situation and potential future, we can apply a combination of frameworks:
SWOT Analysis:
- Strengths: Protospace possesses a strong community presence, a diverse membership base, and a dedicated team. It also benefits from a unique value proposition that fosters creativity and innovation.
- Weaknesses: The organization faces challenges with limited resources, a lack of marketing expertise, and a need for improved operational efficiency.
- Opportunities: Protospace can leverage the growing popularity of the maker movement, expand its reach through strategic partnerships, and explore new revenue streams.
- Threats: Competition from other makerspaces, economic downturns, and technological advancements could pose challenges to Protospace's sustainability.
Porter's Five Forces:
- Threat of new entrants: Moderate - The makerspace market is growing, but barriers to entry exist due to the need for specialized equipment and community building.
- Bargaining power of buyers: Low - Members have limited alternatives, and Protospace provides a unique value proposition.
- Bargaining power of suppliers: Moderate - Protospace relies on suppliers for equipment and materials, but there are multiple options available.
- Threat of substitute products: Moderate - Other forms of learning and creative expression, such as online platforms and traditional workshops, can be substitutes.
- Rivalry among existing competitors: Moderate - The makerspace landscape is fragmented, but competition exists within the local market.
Value Proposition:
Protospace's value proposition needs to be clearly articulated and communicated to attract new members and partners. This should focus on the unique benefits of the makerspace, such as:
- Access to tools and resources: Providing a diverse range of equipment and materials not readily available elsewhere.
- Community and collaboration: Fostering a supportive and collaborative environment for learning and innovation.
- Skill development and education: Offering workshops, classes, and mentorship opportunities.
- Entrepreneurial support: Providing resources and guidance for startups and small businesses.
Financial Analysis:
Protospace needs to develop a sustainable financial model that addresses its operating costs, invests in growth initiatives, and ensures long-term viability. This might involve:
- Membership fees: Exploring tiered membership options to cater to diverse needs and budgets.
- Workshop fees: Charging for specialized workshops and training programs.
- Partnerships: Collaborating with businesses and organizations to offer sponsored events and programs.
- Grants and fundraising: Securing funding from foundations and government agencies.
4. Recommendations
To address Protospace's challenges and capitalize on opportunities, the following recommendations are proposed:
1. Develop a Strategic Plan:
- Vision and Mission: Clarify Protospace's vision and mission, focusing on its unique role in the community and its commitment to fostering innovation and creativity.
- Strategic Objectives: Define specific, measurable, achievable, relevant, and time-bound objectives aligned with the organization's vision and mission.
- Target Market: Identify and segment Protospace's target market, including individuals, businesses, and educational institutions.
- Value Proposition: Clearly articulate Protospace's value proposition, highlighting its unique benefits and competitive advantages.
- Growth Strategy: Develop a comprehensive growth strategy that includes strategies for expanding membership, attracting new partners, and increasing revenue.
2. Enhance Marketing and Outreach:
- Brand Development: Create a strong brand identity and messaging that resonates with the target market.
- Marketing Plan: Develop a comprehensive marketing plan that includes online and offline strategies, such as social media, email marketing, public relations, and community events.
- Partnerships: Seek strategic partnerships with local businesses, schools, and community organizations to expand reach and create new opportunities.
- Targeted Marketing: Implement targeted marketing campaigns to reach specific segments of the target market, such as entrepreneurs, educators, and hobbyists.
3. Improve Operational Efficiency:
- Resource Allocation: Develop a system for efficient resource allocation, including equipment, materials, and staff time.
- Technology Adoption: Leverage technology to streamline operations, such as online membership management, scheduling systems, and inventory tracking.
- Volunteer Management: Implement a robust volunteer management system to ensure effective engagement and support.
- Financial Management: Develop a comprehensive financial management system that includes budgeting, forecasting, and reporting.
4. Foster a Culture of Innovation:
- Innovation Management: Implement a structured process for identifying, developing, and testing new ideas and initiatives.
- Employee Incentives: Offer incentives and rewards for innovation and creativity.
- Collaboration and Teamwork: Promote a culture of collaboration and teamwork among members, staff, and volunteers.
5. Strengthen Corporate Governance:
- Board of Directors: Ensure the board of directors has the necessary expertise and experience to guide Protospace's strategic direction.
- Financial Transparency: Maintain transparent financial practices and reporting to build trust with stakeholders.
- Risk Management: Develop a comprehensive risk management plan to mitigate potential threats to the organization's sustainability.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Protospace's current situation, its potential opportunities, and the broader trends in the makerspace industry. They are consistent with Protospace's mission to foster innovation and creativity within the community. They also consider the needs of both external customers (members and partners) and internal clients (staff and volunteers).
The recommendations are designed to be financially sustainable, leveraging a mix of membership fees, workshop revenue, partnerships, and grant funding.
6. Conclusion
Protospace has the potential to become a thriving hub for innovation and creativity within its community. By implementing a comprehensive strategic plan that focuses on growth, sustainability, and community engagement, Protospace can overcome its current challenges and achieve its full potential.
7. Discussion
Alternative options include:
- Focusing solely on membership growth: This could lead to overcrowding and resource constraints.
- Expanding into commercial ventures: This might compromise Protospace's non-profit status and community focus.
Key assumptions include:
- The makerspace movement will continue to grow and attract new members.
- Protospace can secure funding and partnerships to support its growth initiatives.
- The organization can effectively implement its strategic plan and adapt to changing market conditions.
8. Next Steps
The following timeline outlines key milestones for implementing the recommended strategic plan:
- Month 1: Form a strategic planning committee to develop a comprehensive plan.
- Month 3: Develop a clear value proposition and target market analysis.
- Month 6: Launch a new marketing campaign and explore partnership opportunities.
- Month 9: Implement operational improvements and technology upgrades.
- Year 1: Evaluate progress and make adjustments to the strategic plan based on performance metrics.
By taking these steps, Protospace can position itself for success and become a leading force in the makerspace movement.
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Case Description
In early 2017, the directors at Protospace, a makerspace in Calgary, Alberta, Canada, faced some challenges. The nine-year-old member-run organization operated as a "do-ocracy," with a minimum of official oversight. However, the directors and some of the membership wondered whether Protospace could and should scale its growth by recruiting and accepting new members. Would a larger membership help or hinder the membership-driven makerspace? Should the organization hire a staff member so that members would have more time to work on their projects? What would be the implications of a having larger membership and a paid staff member?
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