Making

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• Making
• Wood Buffalo Smile Creating a Better Future
• -------------
• Jim Bottomley
• June 7, 2006

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The Future
?
?
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Wood Buffalo Issues

• Future dramatic growth
• Does boom mean bust?
• Catching up on infrastructure
• Improving quality of life future economic
  success
• Tonight How to rethink
• economic development and community branding?

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Change results in bothopportunities and threats

_
Change
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The key to managing change isdetermining how to
react to it...

• Actions to embrace opportunities
• Actions to minimize or avoid threats

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Fort McMurray

• Attention is greatest on centres of
• growth, where the opportunities are greatest -
  Toronto and NY
• 2. The oil reserves of Saudi Arabia in
• a world that is very thirsty for
• energy draws attention
• 3. How does the media best sell
• stories?
• 4. Fort McMurray is World Class

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Trend Areas

• 1. Technology
• 2. Economic
• 3. Social/Cultural
• 4. Demographic
• 5. Political/Legal
• Technology is the lead-edge of change

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New Technology Impact on the Economy

• Higher levels of productivity
• based on new technologies
• - Industry redefinition
• job change and/or possibly loss
• But always
• Career Shifting Role Change

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Major World Economic Eras
1. Hunter Gatherers 2. Agricultural Age (90 to
2) 3. Industrial Age of Jobs 1900 1951 1986
1999 2005 in Production 69 53 30 15
13 4. Information Age A whole new set of
opportunities and challenges...
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The Rise of Small Business

• Transitions between economies maximizes
  opportunities for small business creation
• Government services tend to be defined based on
  large company models / needs
• Supports? - Internet Search Optimization
  Angel Networks

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Wealth Technology X Resources
New Technology comes from Information Sharing
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The Ultimate Regional Alliance Forming
Regional Clusters

• Centres of Excellence are mostly associated with
  research only
• Clusters focus on area of lead-edge need, with
  collaborative public and private sector partners
  conducting research, commercialization and
  serving to promote regional economic growth
• Recruitment retention tie to regional identity,
  economic development quality of life

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The Regional Clusters Ultimate Goals

• 1)Develop new products and services which could
  be exported creating high paying jobs
  economic growth for the area
• 2)Branding the region to attract investment,
  skilled labour and additional Cluster partners
• 3)Synergies for Cluster Partners

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Cheap and Cheaper
Estimated banking costs per transaction US
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Aging Population

• Baby boomers currently 40-60
• with peak year at age 45
• Single parent families are biggest growing family
  type
• Baby Boomers seeking nature, safety, comfort,
  convenience, friendliness good health care
• Highly skilled people in their earlier years want
  action, vibrancy diversity
• The future of crime is fraud

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PerceptionIm Not Aging like everyone else.

• Recent research has shown
• Boomers generally perceive themselves as 14
  years younger than their actual age
• An example Gap is launching a line of clothing
  for women over 35 actually over 50
• Lifestyles now more important than age

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Social Trends

• Connecting with nature
• active outdoor lifestyles sought
• Stress relief seeking life balance convenience
• Cocooning safety security
• Return to family values
• - Inter-family experiences sought
• The creative class seeks vitality stimulation
  is time-challenge
• Alternative work styles possible
• Caring Capitalism being encouraged

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Most ImportantSocial/Cultural Trend

• The Rise
• of
• Individual Power
• Through
• Knowledge

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Result

• More demanding, knowledgeable customers
• Focused need satisfaction strategies are the key
  to success in the new economy
• Customers will increasingly want to partner
  with organizations to achieve need satisfaction
• Effective marketing and sales strategies are
  changing

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From Mass MarketstoNiche Marketsto aTarget
Market of One
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The 5th Economy Is Coming

• A combination of
• DNA
• Computerization
• Robotics Process Automation
• Nanotechnology
• Driven by Customization

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The Life Science Revolution

• A whole new language ATCG
• Leukemia is actually 500 diseases
• BIG IMPACT ON HEALTH CARE
• - 1991 to 1996 from 4,000 to 500,000 patent
  requests involving genetics
• Advice
• The Healthcare HOWS will dramatically change in
  future !

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A BOLD VISION?

• Could aim to develop a Cluster based on the
  vision
• Together, becoming world leaders in
• improving the quality
• efficiencies of
• Distance Health Care
• utilizing new Technologies

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The Information Beast Has Escaped the Zoo

• Spam 50 of the worlds email is unsolicited /19
  of 20 spam messages come from outside our country
  more often with viruses
• Volume equal to ½ million new libraries of info
  produced in 2002 / 30 per yr from 1999 to 2002/
  Microsoft Data predicts the worlds information
  data base will double every 7 days by 2020

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The Wild Beast Bites

• Oh, for the days of Shakespeare but nevermore
• Research shows that the more TV viewing when
  young, the more ADD it rewires our brains
• Were all the TV Generation
• Were Good at Tuning Stuff Out

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The Wild Beast Bites

• 24/7 communication access
• Info attacks us everywhere and anywhere
• 3,000 ad messages / day
• Marketing Sales Messages must be Focused
  Branding is key

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What business are you in?
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What is thepurpose of your organization?
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• Work
• Meeting Needs
• Success
• Need Satisfaction

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What business areyou in?What results do
youdeliver?
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Better Benefits

• Attract attention in the age of information
  overload drive branding
• Our reason for buying anything
• Drive motivation investment
• Define the value of each step in a process
• Better Benefit delivery
• is our
• collective and individual
• reason for being

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Developing a Compelling Vision

• Key is to identify the end goals of
  collaboration, specifically the need satisfaction
  potential what is the better benefit impact ?
• BIG CITY VS SMALL
• -For smaller regions, need focus not broad
  Cluster themes but niches, potentially linked to
  other larger Clusters

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Evaluating an Opportunity

• Is it on trend?
• - a need that is growing
• Need Satisfiers identified?
• - target groups / defined goals
• Better Benefits provided?
• - solutions delivered in a better
• way than other options

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Potential Clusters for Wood Buffalo?

• Match with regional strengths
• On-Trend world-wide demand themes
• Connect to lead-edge research
• and/or application/testing of the better benefit
  solutions
• Private Public Partnerships

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Marketing/Branding Success

• Positioning Message
• (Better Benefit Message)
• Organization / Community
• is the who/what you are
• that offers better benefit(s)

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Promoting a Region

• Increasingly, not only infrastructure and
  business conditions, but social/quality of life
  factors are important
• In future, companies will locate where people
  want to live
• What are the unique community lifestyle offerings
  in this region?

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Wood Buffalo Branding

• What are the better benefits re. lifestyle?
• What are the better benefits regarding career
  opportunities?
• What are the better benefits for families living
  here?
• For immigrants?

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Wood Buffalo Facts

• Research in 2003 concluded that, although the
  Cost of Living is 14 higher than Edmonton, W.B.
  is 52 more affordable for families
• 2001 to 2004, overall crime rate down 15
  (although some 2005 increases)
• Approximately 47 of residents are under 30 (1.7
  over 65)
• Over 1.2 billion in critical infrastructure
  improvements required over next 5 years

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Branding?

• Fort McMurray is a dynamic city at the edge of a
  vast wilderness playground
• The climate is much warmer than the latitude
  suggests

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Community Branding Challenge

• Difficulty in branding a community when you
  involve the public in creating the strategy, is
  that all sectors/individuals want their message
  to part of the overall branding
• Ends up being we have everything for anybody

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The Anatomy of Innovation
It works
Brass band and fireworks
Maybe not a bad idea
This is taking time

• Attitude to the Activity
• Pessimism Optimism

Results arent visible
Is it worth it?
Enthusiasm
The Dark Night of the Innovator
Skeptical
Start to see payoffs
Existing business is suffering
Weeks or Months Up to Two Years
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In The FutureWell All BeLearning A Living
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Foundations for Cluster Success

• Human Resources
• Technical Capabilities
• Financing / Capital
• Business Environment
• (taxes regulations)
• Quality of Life
• Physical Infrastructure