Your experience may tell you that running a governmental entity is radically different than operating a regular business in the for-profit sector. You face different challenges and hope to achieve a different set of objectives. However, that does not mean you should completely ignore the similarities.

Action idea: In some cases, you should take a page out of a business owner’s book. Treat your governmental entity in a more businesslike fashion. If you adopt some of the same procedures practiced by business managers, your organization may become more successful in the long run.

In particular, it is often advisable to conduct a survey and perform diligent research before you launch a new service. In the governmental world, this is commonly referred to as “needs assessment.” The assessment is used to determine if there is a definitive need in the community for the proposed offering.

Typically, a needs assessment will focus on the following issues:

• Determining if another organization is providing, or is seeking to provide, a comparable type of program or service. In other words, do you have any “competition” in this area?
• Identifying your audience. What is the demographic profile? For example, you might be targeting groups such as high-net-worth individuals, single parents, retirees or some other segment of society. Where do they live? How many people will need your service? These are critical questions to answer.
• Evaluating the targeted group’s needs and desires.

Practical idea: Survey a sample of the group to learn more about their preferences. Sometimes, the results may indicate trends that you do not want to hear, but it is better to find out things sooner rather than later.

How do you conduct a needs assessment? There are several possible methods, but the following are three common examples:

1. Gather data from the community and other organizations that are working on similar problems. Send out some of your staff on a fact-finding mission.
2. Conduct an actual survey through telephone or e-mail contacts. (In some cases, you might even go door-to-door.) Interview leaders in the community, and rely on focus groups run by professional monitors.
3. Use a “SWOT” analysis. This stands for Strengths, Weaknesses, Opportunities and Threats. This methodology, which is commonly employed in business circles, is relatively straightforward. A comprehensive in-house SWOT review can provide valuable information.

Remember that a needs assessment is a tool to determine if a particular service is actually needed. If you were running a for-profit business, you would not devote time, money and energy to a new offering if you did not believe that it would succeed.

Action idea: If you are convinced after the assessment that the need exists, take steps to ensure that you can fulfill the expectations.

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