1. Strengths
1.1. People
1.1.1. Contacts in MH
1.2. Organization
1.2.1. PESI owned
1.2.2. Access to mail lists, customer data
1.3. System/Communication
1.3.1. PESI IT/Graphics/Mail List
1.3.2. Website /Tech/CE21 Platform
1.4. Products
1.4.1. Existing Certification with track history
1.5. Finance
1.5.1. PESI funding
1.6. Credentials
1.6.1. IATP brand
1.6.1.1. Board members of repute
1.7. Knowledge
1.7.1. Trauma training world
1.7.1.1. CE world, MH,
1.7.2. Direct mail marketing expertise
1.7.3. Key relationships within Behavioral Health
2. Opportunities
2.1. Market
2.1.1. PESI files, course, marketing expertise to borrow from
2.2. Competition
2.2.1. MH smaller niche companies without resources to scale
2.3. Technology
2.3.1. CE21 platform
2.4. Economy
2.5. Society
2.5.1. Microcrednetialing
2.6. Legislation
2.6.1. None exists to regulate our actions
3. Threats
3.1. Market
3.1.1. Dependent on large volume training entities, PESI; market expansion small
3.1.1.1. MH Market
3.1.1.1.1. Danger with small nichey one and if they don't work as topics, coursework to support them
3.2. Competition
3.2.1. Training = certification entities, ITTI, ex.
3.3. Technology
3.3.1. CE21 time to develop, website needs updating for sense, managing multiple brands/website (EVGCI, IATP, ADHD, ICATP, MHINI
3.4. Economy
3.5. Society
3.5.1. PESI/Evergreen connection and one hand feeding other risk of prorfsesional opinion
3.6. Legislation
3.6.1. Regulation of Certification as industry
3.6.1.1. Impact to PESI from CE providers if viewed poorly
4. Weaknesses
4.1. People
4.1.1. 2
4.2. Organization
4.2.1. Limited knowledge of the 2
4.3. System/Communication
4.3.1. CE21 limitations for marketing; marketing platform
4.4. Products
4.4.1. Inherited small volume products, too niche and specific to one training entity i.e. forensic
4.4.1.1. Time to conversion of new products
4.4.1.1.1. Lack of historical data
4.4.2. How to expand into totally new market beyond MH world
4.4.2.1. CZ limited network other industries
4.5. Finance
4.5.1. Low revenue
4.6. Credentials
4.6.1. Too many niche ones
4.6.1.1. Difficulty in defining new ones as easy-to-understand offer. Complexity
4.7. Knowledge
4.7.1. Technical e-marketing skills, digital world
4.7.1.1. Markets beyond Behavioral Health