BSBLDR811 - Lead strategic transformation

CHANGE MANAGEMENT STRATEGY

Learner Name Sharmin Alamgir

Workplace/ Bounce Fitness

Organisation

VERSION CONTROL AND DOCUMENT HISTORY

Date Summary of Modifications Version

23/05/2024 Proposed Change Management Strategy 1

25/05/2024 Proposed Change Management Strategy 1.1

INTENDED OUTCOMES OF THE CHANGE MANAGEMENT STRATEGY

Long-term goals
The targets set by the organisation over an extended time period.

GOAL TIME PERIOD (YEARS)

To be the number one fitness app in Australia 5-6 years

Short-term goals
The interim targets set by the organisation over smaller time periods to reach a long-term goal.

GOAL TIME PERIOD (MONTHS)

a. To grow 20% increase in sales revenue by the end of fiscal 1year

year by introducing Bounce Fitness app that offers online
programs and services

b. Increase market penetration by 15% through utilisation of

marketing strategies every quarter. 1-3 years

Reasons for update:

1. Incorporating the feedback received from stakeholders
2. To be able to present a more detailed management strategic outline
Add rows as necessary.

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CHANGE MANAGEMENT STRATEGY

Timeframes
Broad schedule or master calendar for the strategic change initiative.

Start Date (dd/mm/yyyy) 01/07/2024

End Date (dd/mm/yyyy) 30/06/2025

 Create proposal on developing a fitness app that

provides
online programs and services.
Milestone 1  Identify target market and the types of programs and
Interim
01/07/2024 services to offer
milestones
 Conduct a marketing research and feasibility studies
Add rows as including KPI reports, and ROI then submit proposal
necessary. and obtain approval from stakeholders.
 Develop the Bounce Fitness App
Milestone 2
 Come up with programs and services to offer based on
30/09/2024 market research data.

Milestone 3  Do a software test run, conduct survey and get

feedback from
31/12/2024
selected market target.
 Make any changes based on feedback

Milestone 4  Launch app in public

 Start marketing promotion strategy
31/03/25
 Social media exposure

Milestone 5  Monitor and track progress from app and evaluate

against companies’ transformation target goal over the
30/06/2025 next few years.

Innovation
The underlying revolutionary idea that will drive strategic change of the organisation.
Developing a Bounce Fitness app aims to attain sustainability
Type of innovation

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 as part of strategic change by offering online services and
Degree of change proposed i.e.,
program through the app. This app’s main objective is to
Disruptive vs. sustaining
provide clients mobility access by giving them access to the
innovation
programs offered, track and saved their fitness progress, allow
Disruptive innovation refers to a them to customised fitness meal plan.
concept, product, or a service
that either disrupts an existing With this innovation it will encourage the client’s retention to
market or creates a completely increase progressively by having them on a monthly
new market subscription aligning towards Bounce Fitness sustainability in
segment. terms of revenue.

Sustaining Innovation refers to a

significant improvement on a
product
that aims to sustain the position
in an
existing market.
Updated Digital Marketing Services via App
Source of innovation
Online service offered in the app includes:
Which aspect is being innovated Online Classes
i.e., business model/product or  Zumba Aerobics
service offerings/marketing  Customised Exercise program
 Yoga Classes
 Meditation
 Steps
 Dance Class
 Pole Dancing

Client Access
 Tracking and saving progress
 Allowed synchronization of activities from the app to
their fitness device
 Download instructional videos
 Create appointment online
 24/7 Customer service

Extra Feature
 Customised Meal Plan
 Calorie Tracking

Promotion
14 Days Free trial prior to subscription
Book App Demo Online

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 Restructuring
Realigning the organisational structure to suit the requirements of strategic change.
Bounce Fitness existing organization solely relies on. Traditional
Current organisation structure
and
This refers to the existing way in outdated marketing approach such as:
which the organisation is  Client Walk-Ins
arranged, including roles,  Brochure and Leaflets
reporting relationships and  Enquiry via website
Workflows.
 Hire a National Sales Manager to overlook sales activity
Proposed organisation
and monitor monthly subscription, will work above all
structure
managers from every branch and monitor each branch
This refers to a proposal in the performance. Will report directly to CEO
change management strategy to  Assign a Sales/Account Executive to perform app
rearrange the organisation, demonstration to clients
including certain roles,  Hire Training support available 24/7
reporting relationships and  Prioritised and give budget allocation towards IT
workflows. department

 Hiring a national sales manager will insure efficiency in

How will the proposed
monitoring progress for each branch. Simplifies the
organisation structure support
process of having to report only the national sales
the strategic change?
manager instead of all 6 managers from every branch
This refers to the logic or to CEO.
reasoning behind the proposed  Sales Executive will drive up more membership
rearrangement of the  Support ensures client retention and able receive real-
organisation to support time feedback from customers.
strategic change.  Allow overtime and software test run for IT developers
to fast track apps development.

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 Reengineering
Redesigning the organisation’s business processes to achieve major performance improvements.
The development of this app is geared towards digital
Core processes to be
automation process.
redesigned
Follow Process flow below as structured:
Core processes are critical Apply penetration on market through marketing promotions
sequence of tasks that generate and information drive.
value for the organisation.  Generate leads by posting Bounce Fitness app to all
Redesigning implies making social media platform like the ff:
significant changes in a process  Bounce Fitness Website
to improve its performance on  Instagram
quality, cost, output or speed.  Facebook
 LinkedIn
 WhatsApp
 Snapchat
 Viber
 Once the client clicks on marketing ad, request for
information form is auto generated allowing clients to
input personal details or directly book a demonstration
for the app.
 All generated information is stored in Bounce Fitness
server and is processed on salesforce automated
platform. Then once enquiry is made the sales
executive calls the client to book a demo.
 Once demo is booked. Sales executive should then
convert leads to sales close by giving client free 14days
trial or straight to subscription promo.
 After the client’s trial they are then scheduled for
training of the app and automatically subscribed to pay
month on month allowing them full access on our app.
 Monthly Sales report are interpreted and generated by
National Sales manager to report directly to CEO and
stakeholders.

Head IT oversees all digital update relevant to app

 HubSpot Lead automation platform
Use of technology to enable
improvements  MS Project using Gantt chart as part of timeline
implementation and task distribution
This implies adoption of  Cloud base server.
technological solutions for
performance improvement.
Organising teams to achieve  National Sales Manager to overlook sales activity and
better outcomes monitor monthly subscription, will work above all

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 At least one reorganisation of  managers from every branch and monitor each branch
teams to achieve better  performance. Will report directly to CEO
outcomes.  Assign a Sales/Account Executive to perform app
This implies making  demonstration to clients
adjustments in how a team is  Assigning training support available 24/7.
organised to ensure better
workflows and coordination
HubSpot automation allows bucketing report on progress as
Monitoring and continuous
follows:
improvement of business
 Enquiry
processes
 Demo Booked
At least one monitoring process.  Trial
This implies periodic tracking  Proposal sent
and reporting of outcomes to  Training
enable continuous
 Subscription
improvement.
 Update

COMMUNICATION CHANNELS FOR ORGANISATIONAL PERSONNEL TO CONTACT MANAGEMENT

a. Email

b. Regular face to face/virtual weekly meetings

Add rows as necessary.

MANAGEMENT STRATEGY

Attach email correspondence with the Stakeholders with the Attachment

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Email 1: Consultation Feedback from stakeholders regarding proposed changed management
proposal

Dear Kristine,
We have reviewed the proposal on Change Management you have submitted last
week. Based on your proposal here are some are some feedback from us
shareholders and consultants which we want you to highlight and work on.

Additional Milestone
 Software test run
 Launch App
 Social media engagement
 Monitor and track progress
Innovation
 Add client Access
 Extra Feature
 Promotion
Restructuring
 Add Hire Training Support 24/7
 Present process flow
We expect update on changes to be presented on our next board meeting.

Best regards,
Margaret House
CEO

Email 2: Internal Stakeholder

Greetings!
To all Board of Directors and Stakeholder,

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After series of research, data gathering and through the help of your feedback, I am happy to
present the
updates on proposed Change Management Strategy. Attached is the presentation with the following
changes.
 Additional Milestone
 Update on Innovation
 Update on Restructuring
Please let me know if you have additional feedback on the said proposal.

Best regards,
Kristine

Email 3: External Stakeholders

Greetings!

To all Consultants and Government Agency,

After series of research, data gathering and through the help of your feedback, I am happy to
present the
updates on proposed Change Management Strategy. Attached is the presentation with the following
changes.
 Additional Milestone
 Update on Innovation
 Update on Restructuring
Please let me know if you have additional feedback on the said proposal.

Best regards,
Kristine

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