This is part of the Opportunity Development series of workshops. Alternatives to this workshop are the Force Field Analysis and the Framing Exercise.
- Example and template of the Stakeholder map -- page size for individuals and a wall poster size.
Setting: Set up space for small breakout groups. The example and the template of the Stakeholder Map should be copied for individuals and at 2x flipchart size.
Types of participants: Extended project members
Pre-Work Required: An example of a stakeholder should be collected or created as an example.
1. A stakeholder is anyone who is influenced by or influences the opportunity or project. The Stakeholder Mapping tool is designed to identify those key stakeholders. We will look at their current level of support and their level of influence on the opportunity or project.
2. We are going to use a 3x3 matrix to do this. On the side we will have interest and support and along the bottom we will have influence on the project or opportunity. Both dimensions will have the levels High, Medium and Low. (See the diagram in the file.)
1. Review the Opportunity Statement and the Business Context Diagram.
2. List the stakeholders from the Business Context Diagram on a flipchart. Ask the group to add to it.
3. Group stakeholders into categories such as suppliers, leadership team, competitors, etc.
4. Agree to a definition of influence, support and interest. It should be as objective as possible. For example high influence would be 'could stop the project', medium influence is 'could slow the project down' and low influence is 'someone has to work with them'.
5. We are going to have groups work on placing each stakeholder in an influence high medium or low position, in an interest high medium or low position and in a support high medium or low position. If interest and support are the same just put one card up. If they are different then use the two coloured cards. For example, competitors affected by the project might have a high interest and a low support. So one competitor card would be green in the low support position and one orange competitor card would be place in high for interest. It is important to locate each stakeholder in high medium or low. It is not important to place them in so sort of relative position within those categories.
6. Assign those who are most familiar with the group of stakeholders to put them on the chart. Give them 15 - 20 min. depending on the number of stakeholders.
7. When the groups are finished, ask for reports. It is important to locate each stakeholder in high, medium or low. It is not important to place them in sort of relative position within those categories.
8. The following discussion might be useful after each report:
a. Are there any questions to clarify?
b. Are their points of disagreement? (If yes then ask, "What is the disagreement?" Ask the person who gave the report to explain how they came to their conclusion. If there is still disagreement you might walk through the meaning of Influence, Support and Interest.)
9. It is easy to get into discussions that don't further the project so keep people moving.
10. If necessary a more detailed analysis can be made using NICE (Needs, Interests, Concerns and Expectations) analysis.
1. If either the Opportunity Statement or the Business Context Diagram has not been done, the facilitator can have the project owner or champion to say what they are from his perspective.
2. Normally if there is disagreement it has to do with the definition of Influence, Support and Interest.
1. Thank the group and move on to the next Workshop.
Follow-Up Required: If there is time begin the Stakeholder Management Plan. Ask the same teams to fill in the chart.
Usual or Expected Outcomes: A Stakeholder would be the minimum output but also there could be a NICE diagram and an Initial Stakeholder Management Plan.
How success is evaluated: The Stakeholder map is agreed on.
Derived from: unknown