Much is understood about success factors, issues, and lessons learned in implementing e-Learning in the context of higher education. A consensus is emerging that suggests that each institution is unique and hence requires a highly customized e-Learning strategy. This paper presents a strategy formulation process that takes a community building view towards strategy formulation. In specific, the process uses the future search conference and the Cademenos model of growth of e-Learning within higher education. An application and evaluation of the strategy formulation process at an American University is presented.