“Let’s Double Association Revenue in 5 Years”
Starbucks CEO Howard Schultz once said “Vision is what you call it when others can’t see what you see.” It’s just the opposite at the Global Cold Chain Alliance, www.gcca.org where, incoming CEO Corey Rosenbusch is building a team of believers. From the Board of Directors to members and staff, Rosenbusch is developing a compelling game plan to satisfy members and double revenues.
Focused Global Alliance
The Global Cold Chain Alliance was originally founded by current President and CEO Bill Hudson. Building a unique, and aligned focus, Hudson has constructed a global powerhouse to serve the food storage and transportation industry. Services expanded from its origin of Research and Science to include: training, business development and Advocacy today.
Under the GCCA umbrella sits a group of three Associations and a Foundation: International Association of Refrigerated Warehouses, International Association of Refrigerated Transportation, International Association of Cold Storage Construction and the World Food Logistics Organization.
Financially solid, the $5.8 million entity with retention nearing 90% is poised for international expansion and revenue growth. When Corey Rosenbusch assumes the helm in 2014, his sights are on GCCA achieving double its current revenue in a five year window.
Mission Focus to Double Revenue
Rosenbusch brings leadership management, with a food industry and agricultural and international background to GCCA. His disciplined and determined focus however is on leveraging the focus of the Association’s mission to double revenue. Whether its opening new markets for his industry, developing new training products, or enhancing issue or regulatory capacity, Rosenbusch has a Core Focus.
Like many successful Associations, GCCA and its incoming CEO maintain a laser focus on maintaining or accelerating connections to the core. In each aspect of his plan, Rosenbusch links current, planned or future offerings to how his industry grows revenues and achieves its business objectives.
A critical part of the Association’s Core is relationships and knowing what really impacts their members’ bottom line.
Data Driven Strategies
For an Association with members doing business in 67 countries, Rosenbusch focuses his organization with data and metrics. The GCCA dashboard includes a concentrated member focus on their key interests and business priorities as well as their participation and engagement. Satisfaction is a high priority, so much so they plan to score member activity in the Association Management Database.
Benchmarking and profitability of his members and GCCA will also be part of the incoming CEO’s dataset.
Alignment to Double Revenue
For Rosenbusch, the Core Focus is in the strategic plan. In order to double revenue, his plan includes a performance management strategy connecting the strategic plan, GCCA’s values and specific objectives.
Challenges and Consolidation
Being prospective in his outlook, Rosenbusch recognizes the shifts within his industry. Once dominated by family owned companies, the once stable sector, experienced a wave of acquisitions. Private Equity Groups recognized the sectors asset strength and now own a considerable percentage of the food storage and transportation industry. As a result, GCCA divides its member service focus 2 ways to satisfy the needs of both segments of membership.
Strong relationships with the industry matter, but for the Private Equity owner ROI must remain visible. Implementing a nimble approach, products and services address needs for both segments of the membership.
The current dues structure is under review, as it’s a concern for Rosenbusch. As companies increase food storage space, member dues decrease. The Association derives almost 60% of its revenues from dues and an internal team is developing a solution.
Unique Opportunities
Despite challenges, Rosenbusch envisions opportunities for GCCA to grow revenues and extend its global reach.
One area of opportunity rests in the Association’s Core Focus, helping the members secure international grants from, among others, the U.S. Agency for International Development (USAID). Grants totaling $1million help the industry establish a beachhead in emerging and developing markets. Once companies are operational, GCCA is in place to provide support. According to Rosenbusch he and his team will monetize the success of these efforts.
“Let’s Double Association Revenue in 5 Years”
Successful Associations innovate as quickly as the global business cycle changes. For the Global Cold Chain Alliance’s Corey Rosenbusch, the road ahead contains both challenges and opportunities. Regardless, GCCA’s incoming CEO and his team are embracing the future as they reach for the stars.
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