APPROACH AND METHODOLOGY
Cherokee intends to sell MAP at an affordable price to those able to pay, and use revenues to support MAP donations to appropriate parties around the world.
Cherokee will enroll an initial MAP user with whom it will work to refine MAP's content and presentation. Cherokee will then acquire 5-10 new customers to further refine a MAP product. Once scalable, Cherokee will build MAP awareness through member organizations of target constituents and joint venture arrangements with international partners.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
October - December, 2010:
Cherokee will enroll at least one customer/community as the first external MAP user.
Cherokee will work to understand external project leaders' needs and preferences as they tackle a brownfield redevelopment project. With user input, Cherokee will build a scalable and user-friendly product. Cherokee envisions MAP as a web-based platform or a software application distributed via CD.
Cherokee will add at least one, and perhaps more, collaborating partners to this CGI commitment.
January - March, 2011:
Cherokee will develop a MAP business model to integrate both paying MAP customers and a set of criteria to use for donating MAP. The model will include an appropriate ratio of product licenses sold to those donated.
Cherokee will develop a MAP Joint Venture with at least one international partner.
July- December, 2011:
Cherokee will acquire at least 5 MAP customers who commit to using MAP and providing feedback to improve the user experience.
Cherokee MAP will participate in at least one annual conference attended by those within MAP's target customer base.
Cherokee will develop a mechanism to measure and report MAP's impact on its users' projects.
Cherokee will finalize a MAP roll-out plan in the last quarter of 2011 and will initiate a MAP roll-out in the first quarter of 2012.
The National Brownfield Association states: 'No one knows exactly how many brownfields there are; estimates range from 400,000 to more than a million in the United States alone.' In a 2009 report, the U.S. EPA reported tracking 490,000 potentially contaminated U.S. properties, representing 15 million acres. The EPA defines brownfields as 'real property, the expansion, redevelopment, or reuse of which may be complicated by the presence or potential presence of a hazardous substance, pollutant, or contaminant.'
Many brownfields are well-situated urban sites which, if redeveloped, would help slow urban sprawl. The EPA estimates each redeveloped acre of brownfield preserves 4.5 acres of green field. (George Washington University 1997 study)
Large, industrial cities are clearly potential MAP customers. MAP's potential to affect rural communities is less obvious but very real. Many brownfields are located in rural communities and are obstacles to revitalization.
Recently, Cherokee met with a rural, mountain community to discuss MAP. This town has a declining population and is economically challenged, yet is a proud, independent community with creative and committed leaders. Some leaders envision a sustainable, green, small town future, with alternative energy projects providing green jobs and reducing the community's reliance on the grid, and with residents who telecommute to work but walk to downtown markets to buy local products. But the town has environmental issues, and some in the community view them as insurmountable.
This town is likely an early MAP customer. Some leaders here are convinced MAP is critical to engage the broader community in plans to transform the town. MAP will make its impact, they think, by inspiring confidence that there are ways to address the town's environmental issues. They are hopeful MAP will help solve problems and build momentum towards a shared commitment for a new future.
There are thousands of similar towns in the U.S., according to one sustainability expert with whom Cherokee recently spoke. Cherokee is enthused to see MAP's potential impact in an unexpected rural market and intends to prove the MAP concept there before leveraging and scaling MAP domestically and internationally.
Abroad, many countries are likewise experiencing rapid development and significant urban sprawl. Cherokee's MAP will catalyze brownfield redevelopment, economic development and responsible environmental action by providing project leaders around the world with tools to understand and address their specific brownfield issues with concrete steps.