URSTA 2005Spring Conference

April 21 & 22, 2005

Strategic Planning

“Yogi, we’re lost.” “Yeah, but we’re making great

time!”

--Yogi Berra

I skate to where I think the puck will beWayne Gretzky

Strategic planning process

Phase IVImplementing it!

Phase IIIHow will we get there?

Phase IIWhere do we want

to go?

Phase IWhere are we now?

A System of Performance Management

ORGANIZATION-WIDE

Strategic

DEPARTMENTAL/DIVISION

Operational

INDIVIDUAL / WORK UNIT

Tactical

Strategic Planning

3 Components of Planning

Concepts Procedures Tools

Strat-e-g-mapping™ Process WHERE YOU ARE YOUR DESTINATION ROAD TO GET THERE

Identify Products & Services

Determine Key

Customers

Analyze Internal

Strengths & Weaknesses AND External Opportunities

& Threats Set Goals

Establish Organizational

Core Values

Develop a Vision

Write a Mission

Statement

Set Objectives

Identify Performance

Measures

Set Targets

Develop Initiatives

CHECK-IN Evaluate the Plan

Overview strat-e-g-mapping™

Phase I – Where are we now?

Three Steps

STEP 1Products

and Services

STEP 1Products

and Services

STEP 2Key

Customers

STEP 2Key

Customers

STEP 3SWOT

STEP 3SWOT

Phase 1 – Steps 1&2

STEP 1Products

and Services

STEP 1Products

and Services

Products & Services: Deliverables that the customer receives

STEP 2Key

Customers

STEP 2Key

Customers

Customers: Any person, group or organization receiving your product(s) and/or service(s)

Phase 1 – Steps 1& 2Examples

STEP 1Products

and Services

STEP 1Products

and Services

•Highway condition information•Roadway maintenance•Transit service•Transportation services for elderly

STEP 2Key

Customers

STEP 2Key

Customers

•Tourists•Commuters•Businesses•Special needs populations

Means for evaluating

Products / Services Are key functional

areas addressed? Are there P&S you

should be providing? Large # of requests

for some you don’t provide? Should you provide?

Customers Are any key customer

groups missing? If “yes” re-evaluate

your products and services

STEP 1Products

and Services

STEP 1Products

and Services

STEP 2Key

Customers

STEP 2Key

Customers

Stakeholder input

Stakeholders: groups or entities affected by your operations or interested in the issues

Phase I – Step 3

SWOT: Develops a clear sense of reality Strengths: Internal resources or capabilities Weaknesses: Internal deficiencies in resources or

capabilities Opportunities: External factors or situations that

can favorably impact the organization Threats: External factors or situations that can

negatively impact the organization

STEP 3SWOT

STEP 3SWOT

Phase I – Step 3

Visionary leadership Great safety record Committed customer

base

Aging fleet Outdated technology

STEP 3SWOT

STEP 3SWOT

Phase I – Step 3

Support for environmental concerns

Smart Growth model

Decrease in state and federal funding

Increasing customer expectations for service

Political climate

STEP 3SWOT

STEP 3SWOT

STEP 3SWOT

STEP 3SWOT

Organizational dataOrganizational data

Sta

keh

old

er M

eeti

ngs

Sta

keh

old

er M

eeti

ngs

Staff

Staff

Industry InformationIndustry Information

Phase II– Where do we want to go? Four Steps

STEP 4Mission

STEP 4Mission

STEP 5Vision

STEP 5Vision

STEP 6Values

STEP 6Values

STEP 7Goals

STEP 7Goals

Phase II – Step 4

STEP 4Mission

STEP 4Mission

Mission: Statement of purpose; fundamental reason for existence

EXAMPLES: •We put out fires, we save lives, we stay safe

"This Institution supports the Constitution of the United States, its Bill of Rights and its method of representative government. Both our social and economic systems are based on private enterprise from which springs initiative and ingenuity.... Ours is a system where the Federal Government should undertake no governmental, social or economic action, except where local government, or the people, cannot undertake it for themselves.... The overall mission of this Institution is, from its records, to recall the voice of experience against the making of war, and by the study of these records and their publication, to recall man's endeavors to make and preserve peace, and to sustain for America the safeguards of the American way of life. This Institution is not, and must not be, a mere library. But with these purposes as its goal, the Institution itself must constantly and dynamically point the road to peace, to personal freedom, and to the safeguards of the American system."

Transportation Organization

All of us are committed to transportation services that are safe, dependable, courteous and easy to use

Phase II – Step 4 STEP 4Mission

STEP 4Mission

Means of evaluation•Succinct?•Fundamental reason for existence?•Easy to remember?•Easy to understand by staff, customers and stakeholders

Phase II– Step 5

STEP 5Vision

STEP 5Vision

Vision: A word picture of the future that the organization intends ultimately to become or influence

EXAMPLES:•A global leader for integrated transportation services •To be respected worldwide as a progressive team of professionals dedicated to the advancement of transportation safety

Phase II – Step 5 STEP 5Vision

STEP 5Vision

Means of evaluation•Future focused?•Concise?•Will employees see how jobs relate?•Inspirational & compelling?•Consistent with mission?

Phase II– Step 6

STEP 6Values

STEP 6Values

Values: Principles that govern our behavior and the way in which we do business

EXAMPLES:Customer focusedResults drivenRespectful of others

Values Defined

COMPETENCE: We are a highly skilled and knowledgeable team of professionals that strive for continuous improvement in the delivery of our services

OPENNESS: We accept and share information freely and openly, respecting both our information providers and users to the full extent of the law

RESPECT: We are committed to treating all with consideration and courtesy

Means of evaluating

Do they convey how you want people to act in your organization when no one is looking?

Will employees understand the meaning? Are they easy to remember?

STEP 6Values

STEP 6Values

Phase II– Step 7

STEP 7Goals

STEP 7Goals

Goals: Broad statements of measurable outcomes to be achieved on behalf of customersExamples:• Accessible transportation system• World class customer service• Improve safety

Phase II – Step 7 STEP 7Goals

STEP 7Goals

Means of evaluation•Do they fit within the boundaries of your organization’s mission and vision?•Do they describe the outcomes for your customers (versus action you will take)•Will you be able to measure progress?

Elevator speech – Putting it all together

_______ provides (products and services) to (customers). We are in business to (mission) and we hope to (vision). Success would be (goals).

STEP 4Mission

STEP 4Mission

STEP 5Vision

STEP 5Vision

STEP 6Values

STEP 6Values

STEP 7Goals

STEP 7Goals

STEP 1Products

and Services

STEP 1Products

and ServicesSTEP 2

Customers

STEP 2Customers

STEP 3SWOT

STEP 3SWOT

Phase III – How will we get there? Four Steps

STEP 8Objectives

STEP 8Objectives

STEP 9Measures

STEP 9Measures

STEP 10Targets

STEP 10Targets

STEP 11Initiatives

STEP 11Initiatives

Phase III – Step 8 - Comparison

STEP 8Objectives

STEP 8Objectives

Goals: Broad statements of measurable outcomes to be achieved on behalf of customersObjectives: Statements of what you must do well to achieve a specific goal

STEP 7Goals

STEP 7Goals

Phase III-Step 8Objectives: Statements of what you must do

well to achieve the goal

1.0 Goal: Exceptional customer service

1.1 Deliver Passengers on time

1.2 Deliver luggage with the passenger

1.3 Respond to customers in a timely manner

STEP 8Objectives

STEP 8Objectives

Phase III – Step 8

1.0 To be the employer of choice

1.1 Attract and retain an exceptional/diverse workforce

1.2 Ensure a competitive compensation and benefits package

1.3 Focus on continuous employee development and innovation

1.4 Ensure reward and recognition systems reinforce the mission, vision and values

STEP 8Objectives

STEP 8Objectives

Phase 3 – Step 8

1.0 Accessible transportation system

1.1

1.2

1.3

1.4

STEP 8Objectives

STEP 8Objectives

Phase III – Step 9

Performance Measures: Meaningful indicators that assess progress towards accomplishment of goals and objectives

1.0 Goal: Exceptional customer service

Customer satisfaction rating

1.1 Deliver Passengers on time % of on-time

1.2 Deliver luggage with the passenger % lost

1.3 Respond to customers in a timely manner Time required for refunds & % meeting standards

STEP 9Performance

Measures

STEP 9Performance

Measures

1.0 Right people with the right skills in the right job

1.1 Increase retention of an exceptional and diverse workforce

1.2 Improve your competitive edge

1.3 Reduce skills gap 1.3.1 Training $$ as% of gross salaries1.3.2 Avg trng hrs/FTE 1.3.3 Level 1-4 evals

Measures: Customer Satisfaction

Improvedmission critical results

1.1.1 EEO Stats1.1.2 Turnover rate- high performers1.1.3 % of positive hires

1.2.1 Benefits value 1.2.2 Benchmarked salary study 1.2.3 % of 1st choice acceptance

STEP 9Performance

Measures

STEP 9Performance

Measures

Phase III – Step 11

Initiatives: Specific programs and activities that will help you meet your performance targets

•Conduct an assessment of transportation •needs•Partner with non-profits to expand

transportation alternatives•Implement performance based contracting

STEP 11Initiatives

STEP 11Initiatives

Phase III-Step 11

1.0 To be the employer of choice

1.1 Attract and retain an exceptional and diverse workforce

1.2 Ensure a competitive compensation and benefits package

1.3 Become a learning organization

STEP 11Initiatives

STEP 11Initiatives

Phase IV – Implementation

Implementation:

It won’t happen by accident

Implementing Change Departmental Challenge

The “Do We Have To” Syndrome Create Your Own Vision Sell Your Vision, Don’t Just Share It All Leaders Need To Buy-In Front Line Employees Need To Buy-In Answer “What’s In it for me?” Measure Progress Solicit Frequent Feedback Keep Change Alive And Stay Focused

PlanOwner

StakeholderRepresentation

MonitoringAnd Tracking

Executive Leadership

Goal Champion

GoalChampion

Goal Champion

Goal Champion

AdHoc

AdHoc

AdHocAd

Hoc

AdHoc

AdHoc

AdHoc

Thank you!

Lou O’Boyle

(804)873-3657

Louoboyle@comcast.net