Geo Strategy Partners conducted stakeholder interviews and additional secondary and primary research to understand the overall competitive environment. Based on these insights and findings a report was prepared and submitted to the client along with an agenda for a facilitated strategic positioning session. The three-day session included two Geo Strategy Partners principals and 8 board members. We were able to reinvigorate the original purpose of the association through an innovation in the business model which expanded the mission to serve non-members with value-added training and services and to benefit its members and fee-paid providers of these services.