The first step to designing an attractive new offering is to consider what each member segment needs. A simple yet effective distinction of the Senate members can be into Startups facing uncoordinated growth after seed-stage, medium family businesses, large traditional companies). The offering differentiation can also consider the wide variation of industry-specific needs.

Specifically, new attractive offerings can be coaching programs. These can be a simple business model check, basic business law support for smaller companies, and digitalization assistance in the medium segment while larger members might appreciate it if the Senat could help them through the jungle of publically available funding. In the basic offering segment, the newsletter could be delivered for free (maybe even only digitally), while events and workshops can be part of the premium subscription. If they include hot topics like digitalization, marketing automation, and data analytics they will likely be well received and transport the image of a modern Senat der Wirtschaft.