Forest Research Strategy Development Towards Bold Growth and Identity Reinforcement
Engage in a strategic overhaul aimed at revitalizing the forestry agency's brand image, culture, and operational focus. Emphasis on transitioning from survival mode to catalyzing growth, setting ambitious future goals, and enhancing organizational efficacy. Key milestones include internal consultations, strategic document iterations, and a high-profile launch at the Royal Welsh Show.
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Presentation Transcript
Forest Research Towards a New Strategy
Context The full devolution of forestry & transition of FR to be part of an England-only Forestry Commission, but with a GB-wide remit, provides the perfect opportunity for FR to refresh its offer and to articulate a new, bold, concise and ambitious strategy for the agency. Our strategy will strengthen our sense of identity and Remind people what FR is brilliant at what FR has done and does do for UK forestry Say how FR will move from a culture of survival (the day job) to a culture which supports growth and the delivery of aspiration/ambition for FR and the sector Say what FR wants to do what FR wants to be brilliant at in the future 2 28/09/2024
Development Process Externally facilitated Executive Board away day: October 2017 Externally facilitated Staff working group day: December 2017 FR Strategy Background Note summarising the context and our discussions to date issued to all staff on 26 February 2018 Straw Man on the possible structure & headline items we might want to include in our strategy issued to all staff on 26 February 2018 Draft graphics summarising what our organisational objectives could be and how we could deliver them issued to all staff on 26 February 2018 3 28/09/2024
Development Process (cont.) Staff consultation on first draft closes on 26 March Based on the responses received a second draft strategic document will be issued to staff & key stakeholders on 23 April An implementation group will finalize the document by 26 May Final Strategy will be provisionally launched at the Royal Welsh Show (23-27 July); full communications plan to be prepared including, for example, YouTube videos of FR Case Studies Monday 1 April 2019 FR Strategy will underpin FR s revised operating model and be fully included within FJPs for 2019 and beyond 4 28/09/2024
Key questions to keep in mind Who is this ambitious plan aimed at? What must it convey to the given audience? What impact do we want to have on this target market? 5 28/09/2024
Analysis Current Uncertainties: Change Competition Fluctuating demand Capacity Funding Skills Conflict (core work versus commercial) Facilities Silo behaviours Corporate systems 6 28/09/2024
Analysis (cont) Future uncertainties: Does FR survive? Is our income sustainable? Are we resourced to deliver? No silos coherent culture Right balance between long & short term research (core & commercial) 7 28/09/2024
What would a positive future look like? FR is recognised as the supplier of choice FR produces world-leading science FR is recognised as great value FR has a wide and varied income stream FR continues to employ, attract and retain world class scientists and data analysts FR is designed, and able, to flex FR remains as a public body with a reputation for its science quality and independence FR has a coherent culture 8 28/09/2024
What would a negative future look like? FR is no longer a go-to body FR is dependent on unsustainable funding streams Staff morale and retention is poor Organisational change remains the focus FR has no coherent culture 9 28/09/2024
Key issues to address Client relations (Top 20) Staffing Research/offer prioritisation Culture Better corporate systems Marketing and Profile New business approaches (e.g. flexible pricing; JVs; strategic partnerships; key services and products) 10 28/09/2024
Strategy Straw Man A new and ambitious vision: To be a world leader in applied forestry science and a trusted global provider of tree, wood and forest related scientific expertise, evidence, products and services. OR Forest Science delivering business growth for our customers To achieve this we will focus on four themes 11 28/09/2024
Theme 1 Engaging with customers Our customers are our primary focus. We provide them with the timely, accurate and reliable research, data and information they need to develop and grow their businesses or produce relevant policies. We will work with our customers by: growing our relationships with our key customers delivering business growth for our customers refining and developing the range of products and services we offer providing and articulating insight and challenge increasing our digital presence and our commercial activities 12 28/09/2024
Theme 2 Developing our science Using and adapting new technology, techniques and approaches are fundamental to our research activities. Our science and data provision will be: leading edge and customer focused solution-focused (if you have a challenge we can solve it ) applied and relevant well communicated and easily understood 13 28/09/2024
Theme 3 Increasing our value and worth We understand the current scenarios regarding our forests but to offer the best research advice and data to our customers and to grow our business we will: Develop new and existing strategic partnerships across the globe to consolidate and enhance our offer Provide constructive challenge to our partners customers and the sector regarding their future tree, wood and forest related risks and opportunities 14 28/09/2024
Theme 4 Working together Our people are fundamental to our success. The expertise, pride and passion of our staff have helped make us the UK s leading provider of applied forest research. We recognise that our future reputation is dependent on the work we will do and not on the work we have done. We will continue to develop by: investing in our staff and our facilities providing opportunities for career development and encouraging innovation rewarding hard work and commitment 15 28/09/2024
Key USPs Information assets Interdisciplinarity Value to Government Value to sector Brand integrity Collaboration and networks Skills pipeline 16 28/09/2024
Key investments & developments International tree health biosecurity and diagnostics centre Forest management information hub Forecasting, modelling and decision support system products and services Strategic partnership delivery model (e.g. joint IP development; data sharing; staff exchanges) 17 28/09/2024
Forest Research 6 Cs Strategy Communication Creativity Increasing our value and worth VISION: To become a world leader in applied forestry research and innovation Working together Developing our science Challenge Culture Engaging with customers Customers Capacity
Draft FR Organisational Objectives Attract investment to sites New ERP systems Public/Private partnerships Innovation funds Joint ventures Strategic partnerships New products and services CREATIVITY CAPABILITY Actively challenge conventional thinking Learn from our customers Provide quality science FR VISION CUSTOMERS CHALLENGE Customer Success Managers Define core products and capabilities Flexible, customer first approach Secondments to/from our customers/partners Work shadowing Skills/knowledge exchange CULTURE CAPACITY Describe and model FR Values Reward people for jobs well done Support career development Draft FR organisational objectives and examples of what could be done to deliver them. 19 28/09/2024
