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Stakeholder Analysis Pacific Region – Starwood One Tool Library

Rodney Brack – MBB Starwood Hotels – Pacific Region

Stakeholder Template

Template based on minitab solutions

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Stakeholder Analysis• Why is it important?

– Stakeholder management is critical to the success of every project in every organization I have ever worked with. By engaging the right people in the right way in your project, you can make a big difference to its success... and to your career."

Experienced Project Manager

• What is a stakeholder?– A stakeholder is any group/individual that are affected by your work, who

have influence or power over it, or have an interest in its successful or unsuccessful conclusion.

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Completing Stakeholder Analysis

1) Brainstorm Stakeholders – remember that although stakeholders may be both organizations and people, ultimately you must communicate with people. Make sure that you identify the correct individual stakeholders within a stakeholder organization.

2) Prioritize stakeholders – calculate attitude, activity, power & interest of stakeholders

3) Interpret graphs : identify roadblocks, supporters & those vital to the project

4) Determine strategy – use quadrants & PAIN!

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Attitude, Activity, Power & Interest

• Attitude :– -10 (strongly against) – 10 (strongly for)

• Activity :– 0 (completely passive)– 10 (strongly active)

• Power :– 0 (no effective power)– 10 (powerful influence)

• Interest :– 0 (no interest)– 10 (very interested)

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Template

Example

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Attitude vs Activity

Adversarial = “roadblocks”Supportive : use to overcome “roadblocks”

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Interest vs Power

Stakeholders in to the right of the line can be powerful supporters or detractors!

To shift critical stakeholders to vital region is best achieved by increasing interest.

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Interest vs Power – 4 Quadrants

A different strategy is appropriate for each quadrant.

Keep Satisfied – avoid boring with too much

info

Monitor – Minimum Effort

Manage Closely : fully engage make, most

effort

Keep Informed : great source of ideas

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Influencing Stakeholders

• Persuade: Create a compelling case using data, and examples

• Appeal: to the stakeholders’ ideals, values, visibility, ambition, greater good, etc.

• Involve: them in the project

• Negotiate: Do you have something of value that you have that they want?

• Tell: Can you use your authority or peer pressure? Who on the team has the best chance of winning him/her over?