KNOWLEDGESTREAM AT-A-GLANCE

Creating a Unique Value Proposition for Convet.it

ABSTRACT

We'd love to get some feedback from "people in the know" about the Convetit value proposition. Our goal is to create a compelling, differentiated positioning for Convetit to fulfill the goal of generating fresh knowledge at scale.

PARTICIPANTS

Dawn Houghton
Innovation Consultant
Jahnia Sandford
Marketing, Media and Consumer Intelligence Strategist
Raoul Gruenberg
Proven Executive: Best Practices + Worldwide Vertical Expertise
Alexander Greene (LION)
Researcher. atgreene@hotmail.com / Skype alex.t.greene.000
Christine Hade
Omni Channel Brand Marketing & Innovation Executive
Fehmida Kapadia
Helping organizations adopt a customer-centric approach to manage their innovation and marketing strategy.
Dr. Ernest Fongwa
Specialist in Environmental Engineering, Management Science & System Modelling
Theodore Le Duy
Senior Consultant at ERM: Environmental Resources Management
Gerard Dumancas, PhD
Associate Professor of Chemistry and the Huie Dellmon Trust Endowed Professor of Science at LSU - Alexandria
Joana Santos
Digital Marketing Consultant
Patrick Henz
Head of GRC US, Regional Compliance Officer Americas, Futurist, Storyteller, AI.
Irina Koulikova
Manager Bain & Company
Deborah Dixon
Beehive Biotech Consulting, Owner
Katie S
Sebastian Grodzietzki
CGO @ PARIS AG | MD @ multiple | Serial Founder | Business Angel | Chief Advisor (IoT, Digital Transformation, EduTech + Growth) | Speaker
View More >

OBJECTIVES

1. Validate benefits and opportunities: Get a diverse group of participants perspective on what they love about Convetit and opportunities for improvement.

2. Get feedback on brand proposition: Give the board an opportunity to react to and build upon the proposed positioning ideas.

3. Get thoughts on how to improve the experience: Give the board an open forum to suggest improvements that will enhance the value proposition.

4. Gauge reactions to potential new brand names: Based on the conversation, ask participants to give their reactions (and ranking) for top 4-5 brand nam

100% Complete
Start Date: May 29, 2018
End Date: Jul 13, 2018
1507

CONTRIBUTIONS

ACTIVITY

45 Days

9 Themes

25 Contributors

459 Posts

1048 Comments

213 Followers

OUTPUTS

9 Slide Deck

THEME #1

Favorite Thing & Top Improvement

THEME SUMMARY

There is love for Convetit as a place where diverse groups of experts curate & share knowledge, problem solve and create relevance. There are also opportunities for improvement around the experience.

  • The diversity of thinking makes it different and better than knowledge a company can get internally.
  • Most panelists like the ability to share and learn from each other, and appreciate the facilitation and curated approach.
  • There are opportunities to expand the breadth of products Convet.it offers for even more value.
  • There is also the opportunity to create more transparency around the point system, as well as improve training and the UX experience and even provide certification.

Favorite

Ability to explore relevant business topics with such a diverse set of experts who normally would not encounter. It is a learning platform for clients and participants. It provides valuable outside perspective that unfortunately many companies don't actively seek.

Curate credible knowledge and insights in a very short period of time through the different panels of experts.

Improvements

Deliverables could expand in breadth - Convetit does what it does really well and for exploration, the deliverables are great. However, the platform can be used for more things (like consumer research) or used in different ways (like quantitative research) or packaged to deliver more than opinions.

I still don't understand much about how I get points and how these points are connected to payments and also I should say I never got a response to my question about payments timing.

THEME #2

Why does Convet.it exist?

THEME SUMMARY

Convet.it exists to curate credible knowledge at a global scale -- and solve problems.

  • Knowledge creation and sharing seems to be the primary reason for being. But Convet.it is able to do this better with curation, credible experts and scale.
  • Convet.it also enables a learning mindset -- which is important for all stakeholders (clients, participants, facilitators, viewers)
  • Convet.it exists because of people, and our quest for sharing and learning.

Knowledge creation is at the center of what Convet.it provides -- but doing this with a curated, credible approach fast and at scale is a differentiator. As a result, it can solve problems.

To create credible knowledge at a global scale.

An online platform that brings experts and solution seekers to problems together to build knowledge for solving problems.

Convet.it enables a learning mindset -- which is a modern approach to sharing, learning, self-expression and insight generation.

It is the perfect reflection of modern society in which everyone shares a large amount of information from everywhere around the world.

To address the need of participants to express the things that drive them, and the need of the sponsors to answer imponderable questions they cannot obtain any other way.

People are the engine that makes Convet.it great -- and people want to be part of a bigger purpose.

THEME #3

What is Convet.it replacing? (what brand, business, service, tool, methodology, etc)

THEME SUMMARY

Convetit replaces lots of current options: internal think tanks, research and focus groups, expert network and advisory boards, outsourced consulting service and HR and is a new form of social media.

  • Convetit not only can replace, but supplement internal resources and think tanks, helping employees broaden their perspective.
  • Convetit can replace research and focus groups with a faster, higher quality option.
  • Convetit can replace other expert networks as well as advisory boards with quality experts and curated insights.
  • Convetit also replaces outsourced consulting services by providing high level expert thinking and fresh knowledge creation.

Convetit can replace and supplement internal resources and think tanks and helps teams broaden their perspective.

Convetit can supplement a client's internal team and expertise.  Leveraging the panel helps them build broader perspective and insights more quickly.  So it would be replacing a narrow focus or a "not invented here" mindset.

Convet.it replaces or actually is developed to prevent group think from happening on a project team.

Convetit currently replaces research and focus groups.

I can see convet.it coming up as a viable alternative to internal think tanks and focus groups.

I'd most likely shift budget from focus groups to this (if I was using focus groups), or I'd see it as a supplemental way to support some digital-driven research initiatives.

Convetit can replace other expert networks as well as advisory boards with quality experts and curated insights.

Convetit can greatly replace external advisory boards of companies, foundations, organisations and fact finding missions.

Convetit replaces Expert Networks and Research Platforms.

Convetit also replaces outsourced consulting services by providing high level expert thinking and fresh knowledge creation.

Convet.it is replacing outsourced consulting services but adding an extra value. It brings experts from all over the world, who are able to collaborate in an effective and productive way through the Convet.it platform.

Many views are better than one, therefore many consultant services will be wiped out by Convet.it.

THEME #4

What do you think of the concept of "Fresh Knowledge"?

THEME SUMMARY

The idea of Fresh Knowledge is compelling to some, but to others, it doesn't quite capture the depth of expertise of Convetit.

  • "Fresh Knowledge" connotes modern thinking.
  • "Fresh Knowledge" is about a different perspective.
  • Convetit goes deeper than "Fresh Knowledge"
  • Convetit needs to live up to it

Fresh Knowledge is credible, modern and innovative.

“Fresh Knowledge” is new, unique, trendy, up-to-date and credible. It is shared and created by a diverse group of experts who are committed in delivering the best insights, ideas and visions. Fresh knowledge is about the future and technology trends. Therefore, I do think it describes Convet.it. 

"Fresh knowledge" would imply something which is a modern knowledge. I would say in Convetit, fresh knowledge in the form of ideas can sometimes be formed through brainstorming among participants. I believe fresh and knowledge go together to make something unique.

Fresh Knowledge is about having a fresh perspective, not just "new"

The creation of fresh knowledge requires fluid intelligence, and an ability to solve abstract problems. Fresh knowledge is data which has acquired new meaning which did not exist before, created by the thought processes of increasing neural interconnections in learning, sentient minds.

I definitely think Convet.it is pursuing Fresh Knowledge at scale. Fresh resonates as something that is new. Not in regard to experience, age or time but a unique perspective, a different way of thinking vs. the status quo (not better or worse), a Fresh Perspective, seeing through a different lens.

"Fresh Knowledge" doesn't fully describe the depth of Convetit's expertise

The purpose and value of convet.it to me, actually is that the knowledge is proven and based on practical experiences from experts and done projects. I would rather pay for knowledge that really works/best practice, than new/fresh knowledge that is not necessarily the best approach to a problem.

Convetit might relate to Fresh Knowledge as the knowledge is "just learned". However, I think Convetit is more about the exchange of knowledge leading to a deeper understanding....more like Insight...

Convetit needs to make sure it can live up to the promise of "Fresh Knowledge"

if Fresh Knowledge stays, Convetit has much work to do in living up to this header in the way of presenting itself externally as cutting edge, fresh and innovative and ensuring all client outputs are aligned.

THEME #5

Positioning Thoughts

THEME SUMMARY

The positioning thought has some good ideas but could benefit from taking out jargon, dialing up experts/facilitators, bringing in data and understanding the target and differentiation.

  • Eliminate jargon.
  • Knowledge sharing and connection can be valuable and enhanced.
  • Dial up the power of the facilitators.
  • Opportunity to educate around "flowing knowledge".

SURVEYS

people | 16
Do you believe that "flowing" knowledge is more valuable today than "batch" knowledge?
Yes
68.75% 11 votes
No
12.50% 2 votes
Not Sure
18.75% 3 votes
 

The power of the people (both experts and facilitators) can be strengthened.

One of the points of Convet.it is missing – it’s a 24/7 service with experts around the globe and with knowledge in the different fields. As a client do I really care about the experts being passionate? Probably yes, but I would rather be interested in them being professional and responsible.

Facilitation is what takes the expertise and turns it into the knowledge/outcome clients seek. Kind of like an equation..... Facilitation x (Experts + Knowledge) = Knowledge

Flowing knowledge can be better explained and leveraged as a sharing tool.

If Convet.it has a vision to promote flowing knowledge, it can educate clients to appreciate it. Instead of taking a reactive position by first understanding the client's perception towards 'flowing knowledge', it can take a bolder move to actively educate the client on 'flowing knowledge'.

It takes a person, not AI: an expert, not an expert system: to generate something and attribute meaning, to call it "knowledge," not mere information. Flowing knowledge comes from so many brilliant minds, working together to create meaningful fresh knowledge to meet a sponsor's needs.

THEME #6

Revised Positioning

THEME SUMMARY

The positioning is working but there are still areas for improvement around dialing up the experts, addressing different audiences and ensuring the platform pays off the positioning.

  • Idea of movement/flow resonates.
  • The "expertise of Experts" and the collaborative approach of Convet.it can be dialed up further.
  • Different audiences require different messages.
  • The platform needs to pay off the positioning.

The idea of "movement" and flow is resonating well, and is differentiating.

I like Movement because it has double meaning....It is new and the knowledge flows. Still squeamish on Fresh...maybe it will grow on me as I forget what it means.

The "expertise of experts" can be strengthened -- as well as the collaborative way the platform enables working together to solve problems.

I get the experts work together but I'm kind of missing how their diverse perspectives are better than the individual. Maybe it is Synergistic Knowledge....1+1>2. The >2 comes from facilitation and building on each others point of view. It's also the key advantage over the competition.

I would strengthen facilitators to "subject matter expert facilitation". All researcher companies offer facilitation but rarely are they as knowledgeable on a particular topic as convetit facilitators are.

Different audiences will require different messaging, especially clients vs. subject matter experts.

I would suggest, the platform should be restructured. When you land on the platform, there should a button for the clients and another for the experts to enter the site. This will keep the interface cleaner and Convet.it can have unique positioning for both.

For Decision Makers, Results/Goal Oriented Organizations, Knowledge Seekers and Assessors (Global Thought Leaders, Key Opinion Leaders) that don't have time/resources to manage internally. They want to quickly gather "Intellectual Capital" from panel experts to adapt to their own organization.

The platform needs to pay off the positioning, and there's an opportunity to provide some data to back it up.

I believe we have to back these statements with data -- why they are Unique Selling Points (USPs). Speed is a viable USP b/c we are global and on demand; expertise because we are global and diverse experts. I am sill unclear from this statement on how we're transparent and how we back it up.

I like the idea to include data points, allowing contributors to add quantitative data to backup their opinions. As an analytics person, I like it when people tell me the big picture and conclusions but give me the chance to look at the raw data to draw my own insights.

THEME #7

Pricing Model

THEME SUMMARY

The board was mixed about the optimal pricing model but felt that overall, the pricing model needs to pay off the value equation, be incentive oriented and appeal to multiple use cases.

  • The value equation needs to be compelling and clear.
  • Incentives to trade up should be built in.
  • The pricing needs to appeal to multiple use cases.

SURVEYS

people | 15
Which pricing options do you think are best for Convetit? Pick no more than 2.
Monthly subscription
0.00% 0 votes
Monthly subscription with free trial month
26.67% 4 votes
Subscription and one-off option
26.67% 4 votes
Tiered pricing based on number of boards
53.33% 8 votes
Tiered pricing based on number of topics
26.67% 4 votes
Fixed pricing for month long boards vs. sprints
13.33% 2 votes
Freemium (base service free but charge for additional features and services)
26.67% 4 votes
Custom pricing
13.33% 2 votes
Pre-packaged options plus custom
26.67% 4 votes
Other model
0.00% 0 votes
 

The value equation needs to be compelling and clear -- and explain deliverables for different levels of engagement.

I believe the subscription plans are not clear enough for a customer using Convet.it for the first time. How long will clients have to pay the subscription? Does the monthly price allow a client to create only one discussion panel or is it possible to create more than one panel within each plan?

Convet.it needs to clearly define the output in the structure, using terminology that is simple, universal and non-confusing. Right now I am guessing about a lot of deliverables which makes it very confusing.

Incentives to trade up (volume discounts or tiered pricing) should be built in.

There should be a clear way to make your customers switch from lower fee option (Thought market leader) to the higher priced option (Enterprise market leader). What you want is to have you customer pay more as she realizes the value of Convet.it and decide to get additional services

What is missing is the single study. Would make more sense for there to be the cost of a Discussion Board and then offering discounts for buying more. What about offering an unlimited high value option?

Pricing needs to appeal to multiple use cases (one offs vs. ongoing, enterprise vs. start ups, research vs. thought leadership)

The pricing for SMBs should be much lower to allow startups and small businesses to gain benefits by using Convet.it services. This would also make Convet.it the number 1 go-to-provider, as the others do not suit to startups in my eyes.

Branding, promotion and media coverage are targeted to public panels. These might be of value for agencies but not for corporate clients. Corporate clients want total confidentiality. I would expect a totally different menu for corporate clients doing research.

THEME #8

Paying off the "movement"

THEME SUMMARY

A movement requires community, purpose and transparency

  • People power the movement.
  • Purpose is essential.
  • Transparency around how the system works is critical.

People power the movement -- without them, there is no movement. And facilitators are at the forefront of the movement.

Facilitators play a very important role in a Movement. Experts/creators fuel the Movement, but you need Facilitators to drive the bus. When you think about a grassroots movement, there would be no Movement without Leaders/Leadership (facilitator) and lots of supporters/volunteers (experts).

A movement is nothing if there isn't a core group of 'perpetrators' for that movement. You need to ensure that there is a group of people that are keeping the lights on. Others can drop in and out. Offering people the chance to share knowledge and giving feedback is a good start.

Defining a purpose for the movement (and measuring it) is essential for the community to rally around.

People who join a Movement are motivated to do so by the basic understanding that you are becoming part of something bigger. You stop being a stranger and become a member when there are two factors present. First, community. Second, a purpose.

Basically, show and prove the movement. It's the only thing investors (now and in the future), including shareholders, client and panelist investors are concerned with long-term. The marketing and media, claims, frameworks and products won't matter if you can’t quantify viability for each group.

Transparency around the "system" is essential and could be improved.

As a knowledge creator, I want to share my knowledge with others and see results.The current system of points/badging helps. But invitation and acceptance to boards feels a bit arbitrary. Some people do not contribute much substantially but are able to rack up points and appointments regardless.

The system is not dynamic and realistic; particularity when thresholds are reached for each award level and paid once, not on a rolling basis. A problem is how experts use the system to create points for each other. Few understand the value of recognition and how to use the tools to recognize peers.

THEME #9

Thoughts on Knowledge Network

THEME SUMMARY

The idea of a Knowledge Network has potential, but must be differentiated and value add

  • Connecting with like minded people is valuable
  • Other networks already exist, this needs to be different
  • Functionality can add value
  • Convetit can own Knowledge Expertise and Creation

Connecting with other like minded people who have participated together on panels would be valuable

I like the idea of a Knowledge Network. I have tried and been unable to search for past comments or past connections in current or past boards and found that frustrating. So being able to revisit Convetit contacts would be good.

I'd be interested in a true business network that vets membership; a Knowledge Network. Seeding my network with the members of the boards that I have participated in would be good. Matching me with other Convet.it members that have the same expertise and industry focus would also be good.

Differentiation, especially from LinkedIn, is essential for this to work

Convet.it Knowledge Network must be able to clearly differentiate itself from Linkedin which is ubiquitous in every professional's life today. How will people join my network? I should be able to add everyone that I have worked with on a panel and mutual interest on a given topic

A Knowledge Network would need to have clear advantages over LinkedIn. I try to connect on LinkedIn with everyone I have met on Convetit. I may not remember them or their expertise, but I can use LinkedIn search to find people with certain expertise. Why is Convetit better to connect?

Functionality such as the ability to search by expert or implementation of support can help add value

The highlights on each participant's personal profile are important, and should be searchable. They should include highlights such as those posts where they received a Facilitator Favourite notation, an award, and most importantly any posts they made which were used in Key Takeaways.

While i think this is a good tool, I would love to see convetit put efforts into developing a tool/solution for clients to access when they need implementation support. This comment has come up in this and the convetit innovation panel. It can add more value to both clients and panelists.

Convetit can own -- and pay off -- Knowledge Expertise and Creation which can provide benefits beyond Convetit

This Knowledge Network, preserving the course of your accomplishments on Convetit, is the best idea to help participants maximise prospects. Everyone should come away with something - even intangible, such as a boost to job hunting. Convetit is for experts not afraid to show off their potential.

One benefit Convetit could build differentiation around tis its focus on "Knowledge Expertise" as opposed to job title, resume, education, accreditations, company history or industry affiliations. All of the systematic structures in place for determining who is knowledgeable on a topic or not.