Version: 1.0
Last Updated: December 2025
Audience: Marketing, Product, Executive Leadership, Engineering
Status: Planning Document
The Jobs to be Done (JTBD) framework focuses on what people are trying to accomplish, not just what features they want. When someone “hires” a product, they’re hiring it to do a job for them.
When [situation], I want to [motivation], so I can [expected outcome].
This framework helps us:
Champions don’t wake up thinking “I want a web portal.” They think:
The Champion Portal succeeds when it helps Champions accomplish these jobs better than their current alternatives (Facebook groups, email chains, doing nothing).
These are the primary things Champions are trying to accomplish:
When I move to a new city or want to expand my Belmont network, I want to find other Champions/alumni nearby, so I can build meaningful local connections.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Ask on Facebook, search LinkedIn, email Engagement Team |
| Features That Address This | Directory, Search, Profile visibility |
| Phase | Phase 1 |
Marketing Angle: “Find your Bruins. Wherever you land.”
When I want to be available to fellow Bruins, I want to have a visible profile with the right information, so I can be discovered by Champions who could benefit from connecting with me.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🎯 High |
| Current Workaround | None (Champions can’t opt-in to being found) |
| Features That Address This | Profile Management, Privacy Controls |
| Phase | Phase 1 |
Marketing Angle: “Make it easy for your people to find you.”
When I want to bring alumni together in my city, I want to easily organize and promote an event, so I can create connection without bureaucratic friction.
| Attribute | Value |
|---|---|
| Importance | 🔶 High |
| Current Satisfaction | ⚠️ Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Email CLC/Engagement Team, create Facebook event, word of mouth |
| Features That Address This | Event Submission, CLC Approval, Event Calendar |
| Phase | Phase 2 |
Marketing Angle: “Host a meetup in minutes, not days.”
When I have a story worth celebrating (promotion, publication, award, life milestone), I want to share it with my Champion community, so I can inspire others and stay visible.
| Attribute | Value |
|---|---|
| Importance | 🔶 High |
| Current Satisfaction | ⚠️ Low |
| Opportunity Score | 🔶 Medium-High |
| Current Workaround | Post on social media (mixed audience), email Engagement Team |
| Features That Address This | Story Submission, News Feed |
| Phase | Phase 2 |
Marketing Angle: “Celebrate wins with people who get it.”
When I’m busy with life but want to stay connected to Belmont, I want to see what’s happening without active effort, so I can feel part of the community even when I’m not contributing.
| Attribute | Value |
|---|---|
| Importance | 🔶 High |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Occasional email newsletters, social media |
| Features That Address This | Dashboard, Activity Feed, Discussion Boards |
| Phase | Phase 1 (Dashboard), Phase 3 (Boards) |
Marketing Angle: “Your Belmont feed. No algorithms. Just community.”
When I find a Champion with shared interests or expertise, I want to reach out to them directly, so I can start a conversation without sharing my personal contact info publicly.
| Attribute | Value |
|---|---|
| Importance | 🔶 High |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Find them on LinkedIn, ask Engagement Team for introduction |
| Features That Address This | Contact Button, Email Relay, Direct Messaging |
| Phase | Phase 1A (email relay) → Phase 4 (full messaging) |
Marketing Angle: “Say hello without giving away your inbox.”
When I want to support Belmont or fellow alumni, I want to find simple ways to contribute (donate, mentor, volunteer), so I can make an impact without navigating bureaucracy.
| Attribute | Value |
|---|---|
| Importance | 🟢 Medium |
| Current Satisfaction | ⚠️ Low |
| Opportunity Score | 🔶 Medium |
| Current Workaround | Visit giving website, respond to email appeals |
| Features That Address This | Giving Links, Mentorship Program |
| Phase | Phase 2 |
Marketing Angle: “One place to give, mentor, and volunteer.”
When I’m traveling or interested in connecting with Champions in another city, I want to see what’s happening there, so I can attend events or meet people when I visit.
| Attribute | Value |
|---|---|
| Importance | 🟢 Medium |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🔶 Medium |
| Current Workaround | Ask in Facebook groups, search LinkedIn by location |
| Features That Address This | Visit Mode, City Switcher |
| Phase | Phase 5 |
Marketing Angle: “Bruins are everywhere. Find them.”
Beyond functional tasks, Champions have emotional needs:
When I’m far from Nashville or years past graduation, I want to feel part of something bigger, so I can maintain my Belmont identity as part of who I am.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ⚠️ Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Annual events, occasional emails, nostalgia |
| Features That Address This | Entire portal experience, Dashboard, City community |
| Phase | All Phases |
Marketing Angle: “Once a Bruin, always a Bruin. Now with a home base.”
When I put effort into being a Champion, I want to see that my contributions matter, so I can feel valued and motivated to continue.
| Attribute | Value |
|---|---|
| Importance | 🔶 High |
| Current Satisfaction | ⚠️ Low |
| Opportunity Score | 🔶 Medium-High |
| Current Workaround | Occasional thank-you emails, annual recognition |
| Features That Address This | Activity visibility, contribution tracking, recognition features |
| Phase | Phase 1 (Profile), Phase 6 (Reporting) |
Marketing Angle: “Every event you host, every connection you make—it counts.”
City Leadership Council members have unique coordination responsibilities:
When I’m leading Champions in my city, I want to see who’s active and engaged, so I can coordinate effectively and welcome new members.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Maintain personal spreadsheet, ask Engagement Team |
| Features That Address This | CLC Dashboard, City Directory, Activity Indicators |
| Phase | Phase 1 |
Marketing Angle: “Your city at a glance. Who’s in, who’s active, what’s happening.”
When a Champion submits an event, I want to review and approve it easily, so I can keep things moving without bottlenecks.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ❌ Very Low (process doesn’t exist yet) |
| Opportunity Score | 🎯 High |
| Current Workaround | Email threads with multiple back-and-forths |
| Features That Address This | Event Queue, Approval Workflow, One-Click Approve |
| Phase | Phase 2 |
Marketing Angle: “Approve events in 60 seconds, not 6 emails.”
When I have news or announcements for my city’s Champions, I want to reach them all at once, so I can keep everyone informed without individual emails.
| Attribute | Value |
|---|---|
| Importance | 🔶 High |
| Current Satisfaction | ⚠️ Low |
| Opportunity Score | 🎯 High |
| Current Workaround | BCC email lists, Facebook group posts |
| Features That Address This | City Discussion Board, Pinned Announcements |
| Phase | Phase 3 |
Marketing Angle: “One post reaches your whole city. Instantly.”
When discussions go off-topic or problematic content appears, I want to moderate effectively, so I can maintain a welcoming community.
| Attribute | Value |
|---|---|
| Importance | 🔶 High |
| Current Satisfaction | N/A (new capability) |
| Opportunity Score | 🔶 Medium |
| Current Workaround | Report to Engagement Team, manage Facebook group |
| Features That Address This | Moderation Tools, Flag/Remove, Edit/Lock |
| Phase | Phase 3 |
Marketing Angle: “Your community, your standards.”
Staff supporting the Champion program have operational needs:
When someone signs up to be a Champion, I want to match them to their alumni record fast, so I can give them access and keep onboarding momentum.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ⚠️ Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Manual lookup in Alumni Lookup, update spreadsheet |
| Features That Address This | Verification Queue, BUID Search, One-Click Link |
| Phase | Phase 1 |
Marketing Angle (Internal): “Verify a Champion in 2 minutes, not 15.”
When I’m reporting to leadership or planning strategy, I want to see Champion activity metrics at a glance, so I can demonstrate value and identify opportunities.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Manual spreadsheet tracking, anecdotal evidence |
| Features That Address This | Activity Dashboard, City Health Metrics, Reports |
| Phase | Phase 1B (foundation) → Phase 6 (advanced) |
Marketing Angle (Internal): “Real numbers, real insights, no spreadsheets.”
When Champions update their profiles, I want to export changes to our CRM, so I can maintain data integrity across systems.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Manual re-entry of any changes Champions report |
| Features That Address This | CRM Export, Change Log, Batch Download |
| Phase | Phase 1 |
Marketing Angle (Internal): “Profile changes flow to Salesforce. Automatically.”
When I’m spending time on routine admin tasks, I want to automate or delegate where possible, so I can focus on relationship building.
| Attribute | Value |
|---|---|
| Importance | 🔥 Critical |
| Current Satisfaction | ❌ Very Low |
| Opportunity Score | 🎯 High |
| Current Workaround | Accept the manual workload |
| Features That Address This | Self-service profiles, CLC delegation, automated workflows |
| Phase | All Phases |
Marketing Angle (Internal): “Let Champions help themselves. You focus on strategy.”
This matrix helps prioritize which jobs matter most based on importance (how critical the job is) and satisfaction gap (how poorly current solutions address it).
| Job ID | Job | Importance | Satisfaction | Opportunity |
|---|---|---|---|---|
| C1 | Find My Tribe | 🔥 Critical | ❌ Very Low | 🎯 Highest |
| C2 | Be Found by Others | 🔥 Critical | ❌ Very Low | 🎯 Highest |
| C9 | Feel Like I Belong | 🔥 Critical | ⚠️ Low | 🎯 Highest |
| E1 | Verify Champions Quickly | 🔥 Critical | ⚠️ Low | 🎯 Highest |
| L1 | Know My City’s Champions | 🔥 Critical | ❌ Very Low | 🎯 Highest |
| C5 | Stay in the Loop | 🔶 High | ❌ Very Low | 🎯 High |
| C6 | Connect Directly | 🔶 High | ❌ Very Low | 🎯 High |
| E2 | See the Big Picture | 🔥 Critical | ❌ Very Low | 🎯 High |
| E3 | Keep CRM in Sync | 🔥 Critical | ❌ Very Low | 🎯 High |
| E4 | Reduce Repetitive Work | 🔥 Critical | ❌ Very Low | 🎯 High |
| Job ID | Job | Importance | Satisfaction | Opportunity |
|---|---|---|---|---|
| C3 | Host a Local Gathering | 🔶 High | ⚠️ Low | 🔶 Medium-High |
| C4 | Share Good News | 🔶 High | ⚠️ Low | 🔶 Medium-High |
| C10 | Feel Recognized | 🔶 High | ⚠️ Low | 🔶 Medium-High |
| L2 | Approve Events Quickly | 🔥 Critical | N/A | 🔶 Medium-High |
| L3 | Communicate with My City | 🔶 High | ⚠️ Low | 🔶 Medium-High |
| Job ID | Job | Importance | Satisfaction | Opportunity |
|---|---|---|---|---|
| C7 | Give Back Without Hassle | 🟢 Medium | ⚠️ Low | 🟢 Medium |
| C8 | Explore Beyond My City | 🟢 Medium | ❌ Very Low | 🟢 Medium |
| L4 | Keep Discussions On-Track | 🔶 High | N/A | 🟢 Medium |
This shows how development phases align with job priorities:
Jobs Addressed: C1, C2, C5 (partial), C9, C10 (partial), L1, E1, E3, E4 (partial)
| Feature | Primary Jobs | Opportunity |
|---|---|---|
| Authentication & Onboarding | C9, E1 | 🎯 Highest |
| Profile Management | C2, C10, E3 | 🎯 Highest |
| Directory & Search | C1, L1 | 🎯 Highest |
| Dashboard | C5, C9 | 🎯 High |
| CRM Export | E3, E4 | 🎯 High |
Strategic Value: Phase 1 addresses the highest-opportunity jobs. This validates the “directory is the killer feature” assumption.
Jobs Addressed: C6
| Feature | Primary Jobs | Opportunity |
|---|---|---|
| Contact Button | C6 | 🎯 High |
| Email Relay | C6 | 🎯 High |
Strategic Value: Multiplies directory value by enabling action. Champions can find people in Phase 1, and now connect with them in Phase 1A.
Why moved up: Job C6 “Connect Directly” is high-opportunity. Waiting until Phase 4 means Champions discover each other but can’t reach each other for months.
Jobs Addressed: E2, E4 (partial)
| Feature | Primary Jobs | Opportunity |
|---|---|---|
| Activity Tracking Infrastructure | E2, E4 | 🎯 High |
| Staff Metrics Dashboard | E2 | 🎯 High |
| CSV Export | E2, E4 | 🎯 High |
Strategic Value: Enables program measurement from day one. Each subsequent phase adds its metrics to this foundation.
Why moved up: Job E2 “See the Big Picture” is critical for program sustainability. Building metrics last means no data to justify continued investment.
Development Principle: Every subsequent phase includes its metrics:
Jobs Addressed: C3, C4, C7, L2
| Feature | Primary Jobs | Opportunity |
|---|---|---|
| Event Submission | C3, L2 | 🔶 Medium-High |
| Story Submission | C4 | 🔶 Medium-High |
| Mentorship Links | C7 | 🟢 Medium |
| Giving Links | C7 | 🟢 Medium |
| + Contribution Metrics | E2 | 🎯 High |
Strategic Value: Phase 2 shifts Champions from consumers to contributors. High value for engaged Champions.
Jobs Addressed: C5, L3, L4
| Feature | Primary Jobs | Opportunity |
|---|---|---|
| National Boards | C5 | 🎯 High |
| City Boards | C5, L3 | 🎯 High |
| Moderation Tools | L4 | 🟢 Medium |
| + Board Engagement Metrics | E2 | 🎯 High |
Strategic Value: Phase 3 creates ongoing engagement between events. Addresses the “stay in the loop” job.
Jobs Addressed: C6 (advanced), C5
| Feature | Primary Jobs | Opportunity |
|---|---|---|
| In-App Messaging | C6 | 🎯 High |
| Message History | C6 | 🔶 Medium-High |
| Notifications | C5, C6 | 🔶 Medium-High |
| + Messaging Metrics | E2 | 🎯 High |
Strategic Value: Phase 4 builds on Phase 1A email relay with full messaging features if demand warrants.
Note: Scope of Phase 4 depends on Phase 1A usage data. High contact volume → invest in in-app messaging. Low volume → keep email relay, focus elsewhere.
Jobs Addressed: C8
| Feature | Primary Jobs | Opportunity |
|---|---|---|
| Visit Mode | C8 | 🟢 Medium |
| Map View | C1, C8 | 🟢 Medium |
| Advanced Search | C1 | 🔶 Medium-High |
Strategic Value: Phase 5 enhances existing capabilities. Nice-to-have, not critical.
Jobs Addressed: E2 (advanced), C10
| Feature | Primary Jobs | Opportunity |
|---|---|---|
| City Health Metrics | E2, L1 | 🎯 High |
| Predictive Analytics | E2 | 🔶 Medium-High |
| Champion Recognition System | C10 | 🔶 Medium-High |
| Automated Reports | E2, E4 | 🔶 Medium-High |
Strategic Value: Phase 6 adds advanced analytics on top of the Phase 1B foundation. Enables deeper insights and automated reporting.
Use these angles when marketing to different audiences:
| Job | Headline | Supporting Message |
|---|---|---|
| C1 | “Find your Bruins. Wherever you land.” | Move to a new city? We’ll show you who’s already there. |
| C2 | “Make it easy for your people to find you.” | Create a profile and let fellow Bruins discover you. |
| C9 | “Once a Bruin, always a Bruin.” | Your Champion Portal is your home base—no matter how far you roam. |
| C5 | “Stay connected without the effort.” | See what’s happening in your city without digging through emails. |
| Job | Headline | Supporting Message |
|---|---|---|
| L1 | “Your city at a glance.” | See who’s active, welcome new Champions, coordinate with confidence. |
| L2 | “Approve events in 60 seconds.” | No more email chains. One-click approval gets events on the calendar. |
| L3 | “One post reaches your whole city.” | Announcements, updates, celebrations—instantly delivered. |
| Job | Headline | Supporting Message |
|---|---|---|
| E1 | “Verify a Champion in 2 minutes.” | Streamlined workflow means faster onboarding. |
| E2 | “Real numbers, real insights.” | Dashboards show exactly what’s happening across the network. |
| E4 | “Let Champions help themselves.” | Self-service means less admin, more relationship building. |
Understanding what Champions use today helps position the portal:
| Alternative | What It Does Well | What It Lacks |
|---|---|---|
| Facebook Groups | Familiar, easy conversation | No directory, no structure, no data ownership, algorithm-driven |
| Professional networking | No Champion identity, no Belmont coordination, no event workflow | |
| Email Lists | Reliable delivery | One-way, no community, no self-service |
| Doing Nothing | No effort required | Complete isolation, no community benefit |
“The Champion Portal is the only place built specifically for Belmont Champions. Unlike Facebook groups (where you’re mixed with everyone else) or LinkedIn (where there’s no Champion identity), the Champion Portal gives you a dedicated home to find fellow Bruins, host events, and stay connected—all with data that stays with Belmont, not a tech company.”
Track whether we’re actually helping Champions accomplish their jobs:
| Metric | Target | Measurement |
|---|---|---|
| Directory searches per active user | 2+ per month | Analytics |
| Champions who view 5+ profiles | 50% in first month | Analytics |
| “I found Champions I didn’t know about” | 70% agree | Survey |
| Metric | Target | Measurement |
|---|---|---|
| Profile completion rate | 80%+ complete profiles | Database |
| Profile views received | Average 5+ per quarter | Analytics |
| “My profile helped someone connect with me” | 40% agree | Survey |
| Metric | Target | Measurement |
|---|---|---|
| Monthly active Champions | 60%+ of verified | Analytics |
| Return visits per month | 3+ average | Analytics |
| Net Promoter Score | 50+ | Survey |
| “I feel more connected to Belmont” | 70% agree | Survey |
| Metric | Target | Measurement |
|---|---|---|
| Staff hours on Champion admin | -50% reduction | Time tracking |
| Champions verified per hour | 10+ (vs. 4 today) | Process timing |
| Support requests to Engagement Team | -30% reduction | Help desk |
Based on this Jobs to be Done analysis:
Based on JTBD analysis, the phase order has been updated:
| Original | Updated | Rationale |
|---|---|---|
| Phase 4: Messaging | Phase 1A: Quick Connect (Contact Button + Email Relay) | Job C6 is high-opportunity; directory value multiplied by ability to connect |
| Phase 6: Reporting | Phase 1B: Metrics Foundation (Activity Dashboard) | Job E2 is critical for sustainability; measure from day one |
New Phase Order:
Phase 1 → Phase 1A → Phase 1B → Phase 2 → Phase 3 → Phase 4 → Phase 5 → Phase 6
See phases/README.md for updated phase documentation.
Every feature phase includes its corresponding metrics:
This prevents “metrics debt” and enables early value demonstration.
Job C10 (Feel Recognized) should inform every feature:
Guiding Question: For every new feature, ask: “How can we recognize the people who contribute?”
The portal should feel like a community, not a corporate tool:
See development/DESIGN-GUIDELINES.md for visual standards.
Directory is the MVP. If we had to ship one feature, it’s the searchable Champion directory. Everything else builds on this.
✅ Add “Contact” early. — ADOPTED: Phase 1A — A simple “send email to this Champion” button dramatically increases directory value.
Dashboard should show activity, not just announcements. Job C5 is about passive awareness. Show “what’s happening” without requiring active effort.
✅ Recognition matters. — ADOPTED as principle — Make contributions visible throughout the portal. Even simple “X hosted an event” notices help.
Lead with “Find your Bruins.” The directory solves the #1 pain point and has the clearest value prop.
Differentiate from Facebook. Champions are tired of algorithms, ads, and mixed audiences. “Your community, no algorithms” resonates.
Emphasize belonging, not just features. The emotional job (C9) is as important as functional jobs. Messaging should feel warm and welcoming.
For CLCs, emphasize efficiency. “Run your city from one dashboard” appeals to their coordination needs.
✅ Warm, not sterile. — ADOPTED: DESIGN-GUIDELINES.md created — Use Belmont colors, real imagery, and friendly language.
Mobile-first. Champions will use this on their phones. Every feature should work well on small screens.
Images matter. Request authentic Belmont photography:
See development/DESIGN-GUIDELINES.md Section 10 for image request checklist.
Validate with real Champions early. Pilot with Nashville CLCs to confirm the directory delivers on Job C1/C2.
Track job completion, not just usage. Measure “did they find Champions they didn’t know about?” not just “did they search?”
Watch messaging volume. If Phase 1A contact button gets high usage, prioritize Phase 4 (full messaging) over Phase 3 (boards).
| Document | Purpose |
|---|---|
| STAKEHOLDER-OVERVIEW.md | Value propositions and feature details |
| README.md | Technical overview |
| phases/ | Detailed implementation plans |
| phases/PHASE-1A.md | Quick Connect (Contact Button) |
| phases/PHASE-1B.md | Metrics Foundation |
| development/DESIGN-GUIDELINES.md | Visual design standards |
| features/ | Feature specifications |
This document should be reviewed quarterly and updated as we learn from real Champion usage.