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FAIRNET BUSINESS PLAN
I. Abbreviations Used
A. SLED
SLED, the Statewide Library Electronic Doorway, is an easy-to-use
menu system to connect people to library, government, local
community, and Internet information resources. More connections
to information resources will be added to SLED as they become
available.
Please note that SLED connects you to other computer systems to
retrieve information. These computer systems will often have
different commands and operate quite differently from SLED.
Please make note of the escape character (or logoff or quit
command) that gets you out of the remote system and back to the
SLED menu. SLED is brought to you by Alaskan libraries. It is
principally funded by the Alaska State Library and Rasmuson
Library, University of Alaska Fairbanks.
SLED's first run occurred in March, 1994.
B. ISP
An independent service provider, offering access to the Internet
either by dedicated modem connection or by dial up connection.
C. CPB
The Corporation for Public Broadcasting, the grant issuer.
II. The Project Mission
A. What are the purposes of this project
1. Develop a community information resource that is accessible
electronically via computer. Components will include:
a) Public television and radio information
(1) Public television and radio programming information
(2) Transcripts of programming
(3) Forums for public television and radio
b) Local government access
(1) Borough assembly agenda and minutes
(2) School board agenda and minutes
(3) City of Fairbanks agenda and minutes
(4) City of North Pole agenda and minutes
(5) Electronic mail access to local elected officials
c) School mathematics assistance and support
(1) Math homework assistance on-line and help line
(2) Challenge problem of the week for motivating on-line problem
solving at each grade level
(3) Extended learning list for on-line reference of books, software
and other programs
d) Community networking
(1) Community services and information database
(2) Community events bulletin board
The Fairbanks Convention and Visitors Bureau maintains a
partial list of community activities. We will either mirror
that database on FairNet's server or we will provide a link to
the database at its present location.
e) Library-related services
(1) Local and statewide public, school and university library
catalogues
(2) Provide community information database from the public library
and Crisis Line
(3) Electronic mail reference line for the public library
f) Strengthening volunteeerism
(1) Volunteer Opportunity Directory
(2) Volunteer training resources
(a) Boardsmanship Seminars
(b) Training and seminar schedule
(c) On-line resources
(3) Volunteerism forum
(4) Employee Volunteerism
(5) Youth as Volunteer Resources
(6) Volunteer Legal Handbook
(a) Printed Edition
(b) On-line Edition
URL: http://www.polarnet.com/Users/vlh
(7) Nonprofit leadership
2. Support for Alaskan PBS on-line
a) World-wide Web access link
3. Internet connection for those without current access
a) Terminals located at Noel Wien Public Library
(1) Access to SLED
(2) Limited Internet access via browser
(3) Fairnet-only electronic mail accounts
b) Terminals located at other community centers
(1) Computer literacy labs
(2) School computer labs
(3) Computer terminals in rural communities
Our goal is to provide access to an area about the size of New
Jersey.
B. How do those purposes fit in with any larger educational or other
institutional mission
1. Coordinated with long-range plans of
a) University of Alaska Fairbanks
(1) KUAC Television and Radio
(2) Alaska One Television Network
(3) Rasmussen Library
b) Noel Wien Public Library
c) Fairbanks North Star Borough School District
d) Volunteer Action Center of the United Way of the Tanana Valley
2. Presently developing collaborations and relationships with
a) Fairbanks North Star Borough
b) Fairbanks Crisis Line database
c) Greater Fairbanks Chamber of Commerce
C. What are the strengths and weaknesses of the project
1. Strengths
a) The Borough has a very high level of computer ownership and
skill
b) Broad level of nonprofit agency support
c) Close coordination among participants
d) Strong representation on Board from collaborating agencies
e) University of Alaska Fairbanks provides access to strong
technical skills
f) High degree of cooperation with ISP
g) Existing high level of Internet connectivity in School District
h) All teachers and librarians state-wide have Internet accounts
(1) School District provides free access
(2) Outside of School District, nominal fees
i) Existing ISP's have market penetration in excess of 1%
j) High level of commitment from organizing committee/sponsors
2. Weaknesses
a) Financial resources seriously limited
(1) Small population base further limits fund-raising
b) Competition for nonprofit funds is very high
c) Project is presently behind the schedule set out in grant time
lines
d) Collaborating agencies have experienced unanticipated changes
e) There have been changes in personnel among FairNet
representatives and liaisons
D. Who or what is the competition and how does the project measure
up to the competition
1. Direct competition
a) Private sector competition or perception of competition
b) National commercial on-line services
(1) Local access nodes
(a) Compuserve
(b) America Online
c) SLED
d) Other content providers
2. Indirect competition
a) Local newspaper
b) Local broadcast media
c) Competition for revenue from other nonprofits
3. Comparison with the competition
a) Positive elements
(1) We provide free access to information
(2) We provide coordination of otherwise competing providers
(a) Collaborations should provide an advantage
(3) We have a local focus and offer local service
b) Negative elements
(1) Computer and modem required for access
(2) Difficulties in setting up access
(3) Subject to network/bandwidth limitations
(4) Learning curve for new users
E. How does the project complement and/or support similar projects
conducted on the national, state and local level
1. Use of HTML
a) Full WWW connectivity
2. Access to other Internet services
3. Access to regional data
a) SLED
b) Alaska legislature
4. Information exchanged in both directions
5. Coordinated through the CPB
III. The Overall Environment and Public Marketplace
A. What are the marketplace opportunities and threats
1. Opportunities
a) Absence of central clearinghouse for community information
b) Overall high level of interest in network technologies
c) General willingness and cooperation
We have found a surprisingly high level of willingness to listen
and efforts to cooperate among the sponsors, users and potential
information providers with whom we have met. Enthusiasm for the
project is high.
(1) ISP's
The ISP's with whom we have spoken do not perceive us as
competition, but rather as a benefit. We will assume control
and sponsorship of some service the ISP's now provide as a
loss-leader. And they perceive us as a marketing force for the
kind of full, unrestricted access that they offer.
(2) Information resources
We have received generally positive responses from those we
have contacted regarding information content.
2. Threats
a) Fear and uncertainty regarding new technology
b) Limited resources
(1) Financial
Any nonprofit corporation must be concerned about meeting its
financial needs. While Fairnet will do all it can to keep
those financial needs to a minimum, there will still be
unavoidable expenses. The competition for donor dollars is
extremely high.
(2) Volunteer/board time
Of necessity, Fairnet will be a largely volunteer organization.
From the board of directors down, it will necessarily rely upon
volunteer services. Locating, training and sustaining those
volunteer resources will be difficult.
c) "Wait and see" attitude in users
d) "Wait and see" attitude in information resources
e) Strength of FairNet as a new nonprofit corporation
f) Perception of hazards on the Internet
g) First impression syndrome
When we demonstrate FairNet and its services to potential users,
we will many times have one time and one time only to make a
good impression. In any demonstration, there is always the
chance for a glitch.
h) Changes in technology
In the history of technology, there has never been an industry
that has changed as rapidly or dramatically as information
technology. Not only is it difficult to adapt to change, it is
difficult to foresee. The explosive growth in the Internet, for
example, was generally not foreseen by industry pundits. There
will always be the threat that the very technology that makes
Fairnet possible will make it obsolete.
B. What action will the board take with response to them
1. Commitment to high quality and volume of content
2. Community awareness
3. Community education
4. User training and orientation
a) Strong, effective training
b) Clear, coherent user manuals and instructions
5. Evangelizing FairNet
6. Developing clear policies on information posting and permitted
Internet links
a) Unclear legal issues
b) Ongoing controversy over content
C. What are the key factors for marketplace success
1. Increase community awareness of existence and purpose
2. Collaboration with others
a) Original grant applicants
b) Community information resources
c) Funding sources
d) Technology providers
3. Making the best possible first impression
4. Continued strong local demand
D. What are the marketplace rules of the game; i.e., available
strategies affecting the project that will permit success
1. Encourage participation by private sector
a) Distribution of FairNet literature
(1) Computer stores
(2) ISP's
2. Make FairNet the primary resource for local information
3. Make FairNet a marketing strength for ISP's
E. What tactics will the board use in applying these strategies? Or,
how will the board change strategies and tactics to ensure
project success
1. Close communication/feedback with users
a) Encourage electronic feedback
b) Periodic survey of users
2. Active user participation in FairNet structure
3. Monitor timeline on an on-going basis
4. Quick adaptation and response to changes in technology
IV. The Project Team
A. What are the staff requirements
1. Must be very lean; low staffing levels
2. Management
3. Marketing
4. Training
5. Technological
6. Evaluation/monitoring
7. Risk Management
B. Do they meet the administrative and marketing needs of the
network
1. Believe adequate now
2. Review to monitor effectiveness
C. How will these needs and relate staff requirements change over
the next 3 - 5 years
1. Increased usage will increase staff/support needs in all areas
2. Help desk
D. Are the necessary skills on hand now to achieve project
objectives
1. Resources
a) Computer hardware
Resources to get started are in place. Purchases are made at the
last minute because computer hardware prices fall over time.
b) Computer software
Computer software is in place for the targeted level of delivery
of services.
c) Connectivity
Two of the 8 dial lines are in place. TCP/IP connection is in
place.
d) Content
e) Financial
f) Volunteers
(1) Issues to be resolved before active volunteers implemented
(a) Policies and Procedures
(b) Training and orientation
(c) Risk Management issues and concerns
2. Coordination
3. Structure
E. If not, how will the board secure them? Full time employees? Part
time? Consultant? Professional services agreements? Volunteers
1. Heavily reliant on volunteers
2. Contract services exclusively
a) Minimize overhead by avoiding payroll and related costs
V. Marketing Plan
A. Who are the potential users/consumers of the project?
1. Everyone in the Fairbanks North Star Borough
According to available demographic information, there are
approximately 77,720 persons in the Fairbanks North Star
Borough.
2. All persons in the KUAC broadcast area
According to available demographic information, there are
approximately 90,000 persons in the KUAC broadcast area.
3. Regions in the KUAC broadcast area outside of the Borough
include
a) Galena
b) Talkeetna
c) McGrath
d) Barrow
e) Prudhoe Bay
f) Nenana
g) Anderson
h) Healy
i) Circle
j) Central
k) Circle Hot Springs
l) Manley Hot Springs
m) Delta Junction
n) Glennallen
o) Denali National Park
p) Valdez
q) Fort Yukon
4. KUAC Alaska One has a statewide presence
5. Primary focus and target audience is Interior Alaska
B. Who will or has access to the project
1. All persons with a home computer, a telephone and a modem
Local computer vendors in the Borough estimate that 40 - 60% of
the population have home computers
2. Students in local schools
All public schools and most private schools have computers
available to students which provide dial-up access to the
Internet.
3. Through computers available at public libraries
Some libraries have computers with Internet access already.
Others have computers with some lesser forms of dial-up access.
Others plan to provide those services. FairNet will attempt to
provide additional computers as resources permit.
4. Rural community access
Most public libraries in rural communities have computers with
dial-up access. Examples include Delta Junction, Healy,
Anderson, Glennallen and Nenana.
5. General access via the Internet
C. What demographic segment of the consumers/users are being
targeted?
1. Those who do not now have Internet access but have computer and
modem
2. Those with neither computers/modems nor Internet access
3. Those with present Internet access
4. Those completely ignorant of computers and the Internet
D. What types of consumers/users are actually being served?
1. Local Internet users
2. Outside Internet users
3. School District students
E. How does the board reconcile the differences?
1. Increasing number of links
2. Improving content
3. Marketing time
4. Education
F. How does the board measure the needs/wants of the
consumers/users?
1.
G. How satisfied are the consumers/users of the project?
H. Are the consumers/users recommending the project to others?
1. Increasing contact from others
2. Increasing offers of URL's from others
3. ISP's are providing support
I. How effective is the marketing for the project?
1. Marketing is just beginning
J. What competition exists for the project?
1. Private content providers
2. Private content editors/designers
K. How is the project different from the competition?
1. No user fee
2. Primary focus is local information
3. Access to those who otherwise would not have access
4. Volunteer-based
L. How will the project complement or compete?
1. Goal is to have FairNet promoted at all computer-training in
Interior Alaska
M. What action will the competition take and how should the board
respond?
1. May not be true competition at present
2. Difficult to assess competition's potential response
3. Encourage collaboration
VI. Financial Planning
A. Provide projections for each major revenue and expense categories
for the next 3 - 5 years
1. Services will be available at no cost to the consumer/users
B. Board should include a best case/worst care scenario over a
period of time and include an explanation of how the board will
cope with worst case events
1. Worst case scenarios
a) Litigation
b) Complete loss of minimal funding
c) Loss of equipment
2. Risk management program
C. Provide rationales for increase or decreases greater than ten
percent
D. Has the board done everything to minimize costs? Maximize
revenues?
E. What effect will these projections have on the project's
administrative, financial and managerial needs
F. How will personnel/volunteer needs change over the next five
years?
1. Increased volunteerism
2. Collaboration with ISP's
G. What effect will this have on salaries and benefits?
1. Rely upon volunteers wherever possible
2. Contracting for services
3. Relying upon in-kind contributions
H. What will the marketing plan cost?
I. What new equipment will be needed?
J. When will the board need to replace or add equipment
1. Rely upon donated replacement equipment
K. How much money is available?
L. How much will be needed?
M. One measurable objective should be to secure continuing full
project funding from non-Annenberg/CPB sources within a specified
time
N. What are those funding sources and how much will the invest?
FairNet recognizes that to attract funding, it must offer
something of benefit.
1. Public sector
a) Local governments with Internet presence
b) State of Alaska
(1) Collaboration with other partners
2. Private sector
a) Sponsorships
b) Collaborations
(1) Computer stores
3. Services to private sector for a fee
4. Products to users
5. User donations/memberships
O. When will they be available?
P. Why won't they be available sooner?
Q. Is there anything that could prevent the project from realizing
projected revenues?
VII. Objectives and Milestones
A. What objectives and milestones will the board use in measuring
project use, marketing and finance?
1. Project use
a) Short term
(1) Beta testing
(2) Grand opening
b) Long term
(1) User surveys
(2) Content responsive to user requests
(3) Measure/monitor use
(4) Obtain full content
2. Marketing
a) Short term
(1) Demonstrations of FairNet to potential users
(2) Demonstrations of FairNet to potential content providers
(3) Coordination with ISP's
(4) Press release
(5) Coordinating hosts for forums
b) Long term
(1) Education of potential users
(2) Satisfy the user needs
(3) Tailor to the user needs
3. Finance
a) Short term
(1) Obtain status as a Internal Revenue Code §501(c)(3) nonprofit
corporation
(2) Meet required grant match
b) Targeted fund raising/budgetary goals
B. What measures will alert the board and others that the project is
operating according to schedule or that the project needs
attention?
1. User numbers
2. User satisfaction surveys
3. Information Resources
a) Links to other services
b) Direct information
c) Currency of information
4. Funding/budgeting shortfalls or surpluses