Date: Fri Aug 26 12:36:46 1994 From: rh@teleconsult.com (Roger Hart in Vancouver)) "Evolving Freenets into a Ubiquitous Community Service -- the Industry Canada Sustainability Study" Roger Hart, Senior Consultant, Teleconsult Limited, Victoria B.C. Executive Summary This strategic and marketing plan, funded by Industry Canada, represents the first step in the evolution of Free-Nets from a grassroots movement into a ubiquitous community service offering dovetailing with the Canadian Information Highway initiative. The strategic plan has been compiled from a careful consideration of Free-Net values, experiences, and stakeholder interviews coupled with our understanding of technology trends and emerging telecommunication opportunities. This plan outlines a vision for the preferred future for Free- Nets. It distinguishes between the role of the community Free-Nets while recognizing the need for a strategic perspective with a regional mandate. The plan is intended to shift the role for Free-Nets from an ad hoc provider of services, totally dependent upon goodwill, to one of being an integral part of Canada's future communication infrastructure the Information Highway. To this end, this plan proposes Community Free-Nets, a multi- faceted initiative that exploits the potential of community sponsored hubs to link all citizens to the Information Highway. The Community Free-Nets initiative aims to develop the following: Community Points-of-Presence: a consistent means of providing local dialling area access to entry level Information Highway services such as interactive forums, E-mail and database access. Community Sponsored Free-Net Associations: Grassroots organizing groups to tailor these services to community needs and to provide required support. Public Domain Tools: Free tools to allow public use of information services in a user-friendly manner. Community Information Services: Interactive information and communication services for the community. Community Host Computer Systems: Computer system components for public access terminals and community resident databases. The Community Free-Nets initiative is a key building block in achieving the stated goal of the Information Highway: Our goal is to build the highest quality, lowest cost information network in the world in order to give all Canadians access to the employment, educational, investment, entertainment, health care and wealth creating opportunities of the Information Age. Community Free-Nets provides the last mile that allows all Canadians access to the Information Highway. This strategic and marketing plan is intended to serve as a communications tool for further consultations with key stakeholders as well as being a draft road map for the implementation of Community Free-Nets. Proposed changes in positioning of commercial and community services as well as funding options can be tested against stakeholder expectations and revised accordingly. To this end, this strategic plan and marketing outlines the direction for Free- Nets, its scope of business services and funding models, and a strategy for implementation. OUTLINE OF PRESENTATION First the bad news . . . Free-Nets, as currently constituted, are difficult to sustain outside large centres. The _Blue Book_ model does not work. The demand for access will always exceed capacity. Attempts to make Free-Nets financially viable can compromise their mandate Now the good news! Free-Nets have succeeded where more powerful players have failed. Their grassroots support is critical to their success. They can become ubiquitous. They can provide all Canadians with access to the _Information Highway_. Our Vision A national network of linked communities with grassroots support, providing local equitable access to basic educational, social, cultural, and commercial interactive communication services. Why are Free-Nets of interest? Free-Nets allow communities to define their information needs. Free-Nets link communities globally. Free-Nets have proven that a strong demand exists for on-line services. Free-Nets have been catalytic in community and economic development. What are the challenges? The early/larger Free-Nets can _cream off_ corporate sponsorship _Piggy-backing_ on an existing institution can become a strain as the demand increases Volunteer _burn out_ is very real Commercial use is controversial Proposed Business Mode A marketing plan is required to generate on-going revenue. Free-Nets must be community-based and serve all communities. Provincial organizations can play an incubator and service role for Free-Nets. National organizations (Telecommunities Canada) play a critical but different role. Marketing Plan Such a plan must identify: who are the Free-Net patrons what is provided _free_ which revenue generating services do not compromise basic Free-Net values how existing expenditures can be more effectively diverted to Free-Nets Community Free-Nets Must be community based Must adhere to agreed Free-Net standards Should serve all communities Will continue to require strong volunteer support Should be able to focus on providing information and communication services Free-Net British Columbia Incorporated in January 1994 as a non-profit society Has more operational and embryonic Free-Nets than any other province Represents and supports community Free-Nets within B.C. Is a _single voice_ to provincial funders and other organizations Telecommunities Canada Will be inaugurated on August 17 Will probably replace NPTN as an umbrella body for Canadian Free-Nets Can represent Free-Nets nationally May face challenges in dealing effectively with provincial governments or regional carriers Proving the Business Model Can Free-Net BC provide: organizational support for local Free-Nets? local dial-up access for every community in B.C.? affordable Internet access for every Community Free-Net in B.C.? access to surplus and donated technology for servers and infostations? an effective marketing strategy? Organizational Support A _lean and responsive_ provincial organization can: approach provincial funding agencies without causing a _ripple_ effect implement a coherent marketing plan without compromising Free-Net values avoid replicating some key staffing functions in over 149 communities Local Access A provincial organization can: approach CRTC, with the support of carriers, to provide community access approach Internet Service Providers to provide province-wide access approach government and corporate sponsors for surplus and donated hardware Revenue Generating Services By organizing provincially and nationally, Free-Nets can develop strategies on: Annual fees for voting membership Donations and charitable status Incubator access for professional and small businesses Community group information services Government information services Demand for commercial services Policy/Regulatory Issues National and provincial organizations can persuade decision makers to: Recognize the role of Free-Nets in providing basic access for all Canadians Support local access proposals Encourage affordable Internet access from all communities -- not just major centres Support representative organizations Mandate the use of Free-Nets for distributing free government information Next Steps? Create Telecommunities Canada Agree on provincial/national responsibilities and avoid duplication Use Free-Net BC as a proof-of-concept for: - obtaining province-wide corporate and government support - providing ubiquitous local access - demonstrating how a coherent marketing plan can generate substantial revenues without compromising Free-Net values Acknowledgements This study was prepared for the Victoria Free-Net Association and was funded by Industry Canada -- Garth Graham aa127@freenet.carleton.ca Coordinator, Canadian Community Networks Conference, and founding meeting, Telecommunities Canada, Aug. 15-17, 1994 Box 86, Ashton, Ont., K0A 1B0, 613-253-3497