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ACCE Chamber
Operations Survey Customer Measures
Market Penetration
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Survey Question
Total number of member accounts 2005 ÷ Total number of businesses
Using the graph
Click on the Dues Volume row (in table) to display the chart for each.
Mouse over each bar on chart to display actual values.
Click Here for Excel Spreadsheet
More...The market penetration rate from this graph and the average member dues investment in slide 07 can be used to analyze potential membership dues. Being on the low end of market penetration for your peer group may mean you are missing membership revenue opportunities from non-members, while being on the low end of the average member dues investment among peers may indicate you are missing membership revenue opportunities from current members.
A few non-performance factors influencing a chamber's market penetration rate are:
- Local competition - The chamber with a 92% market penetration has 320 members in a county with 348 non-farm businesses. Areas with so few businesses could not likely support more than one business-based nonprofit and this chamber has done a great job of involving most of the businesses in their area.
- Chamber strategy - some chambers are more targeted in their membership recruitment verses going after any and all businesses in their service area.
- Definition of businesses in service area - Chambers use different sources to distinguish the number of business in service area.
Source: 2005-6 Chamber Operations Survey conducted annually by the American Chamber of Commerce Executives
© 2006 ACCE