1. Exceptional Certification The Business Side of Certification Presentation: Certification Network Group – Chicago – 10-16-2012 Roger L. Brauer, Ph.D., P.E. Exceptionalcertification@mediacombb.net www.exceptionalcertification.com

2. Certification Origins? “Now, the Star-Belly Sneetches Had bellies with stars. The Plain-Belly Sneetches Had none upon thars.” -------------- Then, Sylvester McMonkey McBean created a machine that put stars on Plain-Belly Sneetches for a fee. The SNEETCHES By Dr. Seuss

3. GENERAL CONCEPTS

4. WHAT IS CERTIFICATION? A SIMPLE CONCEPT – Set standards for a domain of practice – Evaluate individuals against standards – Award certification to those meeting standards EXECUTION IS – Complex – Expensive – Difficult

5. THE CERTIFICATION LIFE CYCLE for a domain of practice Learn about Practice Domain Training/E ducation Work in Practice Domain Learn about Certif. Apply For Certif. LICENSE? Pass Exam CERTIFIED Hold Certif. Renewal Recertify Terminate Discontinue Drop Death Discipline Not Renew Not Recertify INDIVIDUALS

6. THE CERTIFICATION LIFE CYCLE Learn about Practice Domain Training/E ducation Work in Practice Domain Learn about Certif. Apply For Certif. LICENSE? Pass Exam CERTIFIED Hold Certif. Renewal Recertify Terminate Discontinue Drop Death Discipline Not Renew Not Recertify MANY CERTIFICATION ORGANIZATIONS…. MAIN FOCUS

7. THE CERTIFICATION LIFE CYCLE Learn about Practice Domain Training/E ducation Work in Practice Domain Learn about Certif. Apply For Certif. LICENSE? Pass Exam CERTIFIED Hold Certif. Renewal Recertify Terminate Discontinue Drop Death Discipline Not Renew Not Recertify MANY CERTIFICATION ORGANIZATIONS…. MAIN FOCUS EMPHASIS

8. EVALUATE YOUR BUSINESS MODEL Where is your organization focused? How can expanding your vision improve your effectiveness? Chart your process in detail Identify your strengths and weaknesses Establish strategic, business & action plans Track completion of actions

9. PRINCIPLES Know your domain of practice Know how it works Know who the players are Know how people enter practice Know how people advance in practice – Depth? – Breadth?

10. CUSTOMER SERVICE GOALS Help achieve certification success Help people retain certification Help certificants continue to progress Help employers and users of practitioners make use of certification and find value Help influencers promote certification Help the public use certificants

11. MARKETING

12. CERTIFICATION CUSTOMERS Individuals as Candidates/Certificants Employers of Practitioners Users of Practitioners Instructors/Faculty Who Train Practitioners Others Influencing Practitioners (Industry Associations, Suppliers, etc.) The Public

13. THE CERTIFICATION LIFE CYCLE Learn about Practice Domain Training/E ducation Work in Practice Domain Learn about Certif. Apply For Certif. LICENSE? Pass Exam CERTIFIED Hold Certif Renewal Recert Terminate Discontinue Drop Death Discipline Not Renew Not Recert INDIVIDUALS – USERS -- EMPLOYERS MARKETING Job Analysis Career Info Faculty Career Info Employer Promo Individual and Employer Promo Mentor Promote Surveys -Entry? -Benefits? -Salary? -What is Changing ? Reasons? Recert Quizzes Prof Devel - Helps - Mangmt CLOSE THE SALE

14. EXAMPLES Attracting people to the domain of practice Getting faculty on board Enlist employers who improve employees Enlist certificants (promote, mentor) Reach practitioners without certification

15. MARKETING STRATEGIES Look beyond the methods Look at all customers and their importance Identify the message(s) for each customer Develop marketing plans… – For each customer group – For each certification product – Combine into a global plan

16. SELL PROFESSIONALISM, NOT CERTIFICATION Understand where certification fits in the domain of practice Focus on developing and enhancing practice and practitioners Consider all parts of the Certification Life Cycle

17. EXAMPLES Encourage individual development For certificants, assist in personal development – Development planning tools – Measure and publicize what is changing – Practice information resources: salaries, specialty roles, example job descriptions – Tools for managing continuous development

18. ACHIEVING FINANCIAL SUCESS You must have net revenue and reserves to invest in being better!

19. THE CERTIFICATION LIFE CYCLE Learn about Practice Domain Training/E ducation Work in Practice Domain Learn about Certif. Apply For Certif. LICENSE? Pass Exam CERTIFIED Hold Certif. Renewal Recertify Terminate Discontinue Drop Death Discipline Not Renew Not Recertify MAIN INCOME SOURCES… WHERE MAIN $$ COME FROM BREAK EVEN OR LOSE $$ CONFLICT OF INTEREST

20. BUDGET FOR FINANCIAL SUCCESS Set reserve goals Anticipate major project resource needs – Be able to invest in being better and meeting customer expectations. Include net revenue in annual budgets

21. UNDERSTAND REVENUE SOURCES Application fees Examination fees Renewal fees Recertification fees Miscellaneous income – Publication sales – Late fees and time extension fees Subsidiary or For-Profit Business Unit

22. PRICING STRATEGY No loss leaders (Conduct cost analysis!) Charge what your product is worth Conduct price comparisons – No collusion (anti-trust) All products must have net revenue Regular price adjustments (Don’t lose out to inflation!)

23. CERTIFICATION BUSINESS IS COMPLEX Financial success Quality examination (fully defensible) Know your domain of practice Effective staff Focus on customers, customer service Creative marketing (sell professionalism) Legal protection Effective toolbox Culture for excellence Meet 3 rd party standards Sound planning and constant improvement