The value creation of a non-profit is dependent upon its
strategic positioning. This means a social entrepreneur must define the
position, make trade-offs and forge a fit among all possible activities related
to the mission. Your non-profit cannot
be all things to all people, so you must choose what not to do.
Think about how you want to serve your market. There are a
few basic choices, serving a few needs of many customers within the target
market or serving broad needs of a few customers. Develop your solution and brand to be meaningful and consistent. Serve one market well before exploring growth opportunities.
Be sure to create a good fit among activities because it
drives competitive advantage and sustainability. If done well, it will leave
competitors struggling to imitate your success. Your position should be able to discover new
opportunities that are not always obvious, and may be unique to the marketplace. Be specific in your strategically planned activities and stick to those decisions.
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