shlb workshop preentation on building the gigabit city

Building the Gigabit City

Objectives of Workshop

• Building blocks for strategy foundation

• Improve ability to advance broadband

• Basic skills for ongoing tasks

• Leverage the e-book

Workshop Format

• General overview of skillset

• Apply knowledge to your community

• Collaboration

Funding Options

• Municipal bonds

• Constituents invests

• Pre-pay for buildout

Funding Options (more)

• Take it to the bank

• Jurisdiction offers assets

• Leverage constituent grants

Organization Structure

• City or county owns infrastructure

• Public utility owns network

• Community creates nonprofit

• Community creates co-op

Organization Structure (more)

• Use existing nonprofit

• Existing co-op transitions

• Business people create company

• Public private partnership

Stakeholder Assessment

• Provide 30,000-foot view

• Initial insight to potential impact

• Captains to lead the charge

• Keys to anchor tenants

Stakeholder Categories

• Local government

• Education

• Nonprofit organizations

• Medical/healthcare

Stakeholder Categories (more)

• Real Estate

• Largest companies

• Media

• Agriculture

Art of the Possible

• Educate to possibilities

• Relate benefits to their world

• What’s that worth to you?

• Many will sell themselves

What You Ask Is Key

• If you have broadband, how can you help

yourself, help others?

• How would broadband change what you

do, how you do it?

• What are impacts of this change?

Constituent Data Collection

• More you know, greater the ROI

• Multiple ways to gather

• Ongoing process

• Gather info, increase supporters

ID Marketing Partners

• Who can make/save money, operate better

• Who’s dedicated to the public good

• Who has marketing leverage

• Who’s willing to commit

Take Me to the Pilot

• You can pilot test anything

• Don’t try to test everything

• Prior previous planning is key

Build on Stakeholder Info

• Test assumptions

• Determine depth of support

• Pre-sell broadband

• Ideally – start a movement

Pilot Guidelines

• Be clear on goals and needs

• Create an ROI if possible

• Budget high

• Manage expectations

Pilot as Marketing Tool

• The pilot project as marketing

foundation

• Make it a big #$%@#! deal

• Roll out the usual suspects

Ottumwa Pilot

• Testing biz model, costs, time

• 6 participants

• Mainly fiber, possibly wireless

• Marketing driver of full buildout

www.cjspeaks.com

E-mail: craig@cjspeaks.com Twitter: @cjsettles