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1.4 Know your stakeholders

There are likely to be several different groups of people taking an interest in your project. Collectively, these people are known as ‘stakeholders’. It’s important to understand the actual stake each group has in the project – otherwise it may be difficult to balance what may seem like competing priorities. Here we outline the key roles.

Sponsor. The person who has asked you to undertake the project, and to whom you are accountable for its success. Often, this will be a senior manager within your organization – maybe your immediate boss. On larger projects, or within larger organizations, you may be asked to report to the sponsor via a project executive.

Customers or users. These are the people who will make use of the product or service you are designing, whether it be a new school, a product launch party or a company database. A key concern for this group is usability.

Suppliers. This group of stakeholders will undertake the design and delivery of your product or service, to ensure it meets the needs of users or customers. Suppliers also play an important part in risk management.

one minute wonder A useful way of classifying a project’s stakeholders is by assessing how interested each group is in the outcome of your project, and the authority they have over it. This enables you to work out the best way to communicate with each group throughout the project, which is essential both in ensuring continued support and in planning your time.

Low interest High interest
Low authority ‘Minimal effort’ ‘Keep informed’
High authority ‘Keep satisfied’ ‘Key players’

Project team. The people who will help you deliver the project. These could be colleagues from within your existing team, others from across the organization, externally recruited specialists, or a mixture of all three.

Project manager. That’s probably you! The project manager is accountable for the planning and delivery of the project, including progress reporting and project team management. Hopefully, one of the reasons you are reading this book is to discover more about this role, which we’ll discuss in more detail in the next section.

Others. Depending on the nature of your project, other stakeholders might include your board of directors, the media, local or national politicians or industry regulators – even your competitors.

Take time to identify the main stakeholders for your project.

Project Management

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