NGO

Melbourne-based firm .id (informed decisions) have just launched economy.id, an online economic profile to “describe, explore and promote” local economies.

economy.id joins the .id stable of profiles and other web-based programs, including profile.id, atlas.id, forecast.id and housing.id. .id’s main client base is local government, with over 180 councils and regional organisations of councils across Australia using one or more .id product. However the beneficiaries of economy.id and the company’s other products are not just councillors and local government staff, as most councils also make these products available online for local residents, businesses, community organisations and others to use (click here for an overview of .id’s products).

economy.id (which so far can be viewed for Penrith City Council in NSW, the City of Monash in Victoria and the City of Joondalup in WA) has a deceptively simple structure. It sets out to answer questions in two key sections called “our economy”, focused on economic characteristics and performance and “our resources”, which concentrates on profiling the resident workforce as well as the labour force and key local infrastructure.

The questions include, for example, “what is the size of the local economy?”, “how is the local economy performing?” and “what are the local labour force characteristics?”. These questions economy.id attempts to answer through a series of accessible tables, graphs and thematic maps – and whilst the focus is on the local, most tables and graphs provide comparisons to relevant metropolitan and state level benchmarks.

Like the company’s other products, economy.id is hosted on the .id server, but councils and other clients can customise the profile’s appearance, incorporating their logos and linking it to their own websites. This approach is consistent with .id’s other products and the company has largely succeeded in maintaining a similar look and feel.

This belies the complexity involved in putting together a local economic profile, which has required the integration of a wide variety of data, including information from the census, national accounts, and other ABS data sources, DEEWR small area labour markets data and input-output modelling from REMPLAN. The latter is particularly significant for councils, providing accessible input-output modelling at the local level.

All this means that economy.id moves well beyond the parameters of .id’s “flagship” product, profile.id, which is mainly based on census data. Not surprisingly the costs are also higher, with an up-front charge of $35,000 and an annual fee of $7,500, the latter covering hosting the profile, regular updating as new data becomes available and a comprehensive training program. However, as a council staffer pointed out at the NSW launch, economy.id has the potential to deliver significant savings to councils in financial and staff resources.

Until now, councils interested in researching and analysing local economic performance have had to commission either academic researchers or private consultancy firms, usually on a one-off basis. Invariably this approach is very expensive and whilst the results can be and often are of a high standard, this has not always been the case. In addition the data produced has usually been static in nature and difficult to update, with limited community access, especially online.

economy.id succeeds in addressing these issues. It also provides a more consistent and higher standard of economic data available for use within council (ensuring, for example, that all reports to council use the same economic parameters and even the same graphs and tables) and in promoting the local area for investment. This information will also put councils in a much better position when negotiating with state government, federal government and the private sector.

This is not to say that economy.id is perfect. Ideally, some modules such as local infrastructure will be fleshed out with more material in future. In addition, the issues noted in the supporting information regarding data sources and quality need to be considered carefully. Whilst economy.id may not meet everyone’s requirements for local economic analysis but it will go a long way by providing a baseline of the best available and up-to-date economic data in a consistent and accessible format.

Whilst councils need to decide whether this product will meet their local needs (and, as with all web-based products, should always assess the relevant Web 2.0 risk factors discussed here), economy.id has the potential to provide great value for money. It will allow councils and others using economic information to redirect their resources away from basic number-crunching, formatting and presentation to more strategic analysis of the results.

Ultimately it will also provide a great local community resource. Local communities, businesses and organisations may well be the major beneficiaries, especially if enough councils across the country or even within a particular region adopt economy.id as their standard for local economic profiling and make it publicly available through their websites.

Disclaimer: whilst the author has no current relationship with .id, he was once involved in commissioning the company to prepare a regional profile based on the 2006 census.

Before I return to NSW growth, employment and infrastructure – and in case some of you are getting bored by these weighty matters – I thought I would make a brief diversion into the practical side of strategic thinking.

When we initiated this blog, we stated that we wanted to look at strategic thinking within organisations, as well as examining “big picture” strategic planning affecting the wider community. An important aspect of this is the use of new tools to assist in strategic planning and thinking, including project planning and organisation management.

One such tool is mind mapping software. Mind mapping has been around for a long time as a manual, pen-on-paper exercise. Wikipedia provides as good a definition as any:

“A mind map is a diagram used to represent words, ideas, tasks, or other items linked to and arranged around a central key word or idea. Mind maps are used to generate, visualize, structure, and classify ideas, and as an aid in study, organization, problem solving, decision making, and writing.”

Many organisations, consciously or otherwise, use a form of “manual” mind mapping when they hold brainstorming sessions to develop strategic plans, set up projects or respond to new opportunities or unexpected crises.

However there are often problems with the manual approach. Most of you will be familiar with the brainstorming process – a room full of people around a whiteboard or gathered in small groups with sheets of butcher’s paper, trying to capture the “big picture”. At the end of the forum, someone has the unenviable task of translating a set of indecipherable notes linked by a scrawl of lines and arrows into some sort of report.

The result often bears only a limited resemblance to the original session because the “tools of trade” such as whiteboards and butcher’s paper are inadequate to the task. In addition the linear structure of a written report is often too limited to properly present the big picture that everyone was seeking in the first place. And even if you do have a printout of the original whiteboard scribbling that is legible, it often becomes a static document, disconnected from the following implementation processes.

Mind mapping software presents an effective tool to overcome these limitations. There are dozens of mind mapping programs out there, but most work the same way, allowing a single user planning a project – or with the aid of a data projector and screen, a group of participants developing a major strategy – to add ideas as branches to a core concept. The software allows you to move these ideas around the resulting tree on screen, detaching them from one branch and attaching to another, and to add new ideas as sub-topics to these branches, as the following example shows:

Most programs will allow you to prioritise these topics and sub-topics, to format them in other ways and to add information such as deadlines, resources, document files and web links. These features point to what may be the greatest advantage of the software over the manual approach – the efficiency and flexibility of the documentation process.

All mind mapping programs can provide a simple, visual one-page map of a planning session. By themselves, these are often much more effective than a conventional report. However, these maps can also become effective “live” management documents which can be used as frameworks for implementing an organisation strategy or to manage a project.

Some programs feature extensive project management features to record and “roll-up” progress directly on mind maps and/or allow them to be synchronised with project management programs, as well as with Outlook and other office software. These maps can be used to as overarching project files to manage all resources associated with the project and to present progress on implementation at team meetings.

There are many different mind mapping programs and I don’t intend to review them all here. Virtually all companies provide free trials and some online Web 2.0 programs have feature-limited versions which are free on an ongoing period. There are also free, open source programs and many are also cross-platform. Some of the major programs are:

As well as strategic planning and project development, mind maps can be used for a wide range of other purposes, which I’ll discuss in a future post.

At Gooding Davies Consultancy we use MindManager extensively and can provide a range of strategic planning and program management solutions for your organisation based on this versatile program.