Retooling the YMCA of Silicon Valley

Working in a research group of 6 students, we looked at how a district of disparate YMCA branches could retool to better serve their varied constituencies, and more fully embrace new national YMCA programs and objectives relating to Youth Development, Healthy LIving, and Social Responsibility. Faced with big challenges, such a misunderstood brand, loss of income due to the recession, and a perception of low-quality facilities and programs, how can the YMCA of Silicon Valley take advantage of their situation and right the ship?

Each person in the group examined a different offering area of the YMCA, including food/nutrition programs, fitness programs, and youth development initiatives and compared them to a wide range of traditional and non-traditional competitors.

For example, in the fitness category, competitive analysis rated the facilities, hours, availability of outdoors and kid-friendly activities of the YMCA against the JCC, the Parks & Rec department of Palo Alto, and Equinox Gym.

Each of these analysis groups were charted using a tool called a strategy canvas, and then aggregated to get a general picture of how the YMCA of Silicon Valley stood up against its competition. We also used a SWOT analysis and an ERRC grid to evaluate the organization.

After the research phase, each individual created their own strategy for the YMCA of Silicon Valley. My strategy envisions the YMCA of Silicon Valley as a center of excellence on Youth Development. After all, Youth are our future, and now is the time to invest in them. Bring back the community center; expand on teen leadership development through a youth advisory board, mock trial, model UN, and create volunteer groups around causes kids are interested in.

A short implementation plan was created to accompany the strategy, focusing on a core menu of offerings, removal and transformation of gym facilities into youth development centers, and soliciting and incorporating feedback as the programs evolve.

This project was purely speculative, and included no contact with the YMCA of Silicon Valley by the team.

Full project report available upon request.

Date: Spring 2010
Class: Strategic Management
Contributed to: Secondary Research, Writing, Analysis,  Competitive Analysis, Concept Development, Ideation