Niche Marketing your Organisational Learning Offerings
November 5, 2012 Leave a comment
Niche Marketing your Internal Training To External Stakeholders
What is your core Business? For us it is Community Services Activities, in particular crisis support, counselling, Individual support work and Suicide Prevention. One of the challenges I had when I first came into this role was around how to fund all of the training that it was necessary to deliver (both internally and through external providers) to staff and volunteers. This was a particular challenge for us as a substantial proportion of our income comes from the provision of services for Government, with the rest being made up through donations and other income generation where necessary. This meant that while training was both very important and highly valued by the organisation there was a significant challenge around how to fund both a fully functioning L&D unit as well as provide access to externally provided training where it was required as the vast majority of our ‘income’ goes to the delivery of client services.
It became obvious quite quickly that there was a subset of the internal training that we ran for our staff, for example ‘Psychological First Aid‘ that possessed a commercial potential in terms of its content. It was just packaged in a way that wasn’t necessarily appealing to a wider, external audience. It also became obvious quite rapidly that given the high regard for and visibility of a number of our services, particularly in the counselling, suicide prevention and mental health arenas, that we were often asked by organisations to come and speak to their staff about these areas. It was an added bonus that we were also a registered training organisation (RTO). It also got me thinking that given it was a challenge for us, a fairly large organisation to be able to provide the necessary training to our staff that other, smaller agencies and organisation in the sector might also be facing similar if not larger difficulties.
We therefore decided to look at the prospect of commercializing the training we did internally for our staff, around our core business (and this I think is a key idea if you are thinking of doing this) and offering not only to other agencies within the sector but to organisations and businesses outside of the sector as well. Has it been worth it; I think that it has, we have managed to build a commercial training and training consultancy business, that while not large, provides us with an income stream to supplement the funding given to us by the organisation to provide training for our staff, which in turn frees up funds for the delivery of services to clients.
So I challenge those of you in organisational L&D units and the like to think about your organisations core business and training that you deliver around that and see whether or not there is a niche market there that you can utilise. Remember though it should be about that core business, the things that you are known for and are good at, they are the things that are going to give you the best results. So think about it, you never know just how good your bottom line might look next year.