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Jim Kasch, director of marketing, business development and alternative delivery for Vista FCU, told The Credit Union Journal's SEG & Business Development Conference that in addition to knowing itself, a credit union also needs to conduct a thorough analysis of its competition.

To that end, he said understanding the competition requires an understanding of:

* The percentage of the U.S. population that belongs to a credit union.

* The percentage of the credit union's field of membership that has joined a credit union.

* The percentage of your field of membership that belongs to your credit union.

* Where all those eligible members who could be joining the credit union are instead doing their financial business?

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