Slides for the open evening rp 27.05.10

ECFC 20/20 Vision

CONGRATULATIONS

A really successful football club

What this evening all about1. The clubs ambitions2. Keeping you informed3. The people who run the club

Why do we need a strategy?

Who remembers V10?

To achieve our ambitions

Ambitions achieved !!

V

•Turnover up

•Playing budget increased

•Overheads remain level

Exeter City FC Financial Progress over the last 7 seasons

Objectives of 20/20 Vision To provide Club with set of objectives which

everyone can understand, believe in and commit to

To communicate the vision and strategy for Club to all stakeholders

To ensure that strategy drives, and is linked to, day to day activity and annual Budgets

To provide a framework which enables and empowers Club Board, managers and staff

To ensure that the appropriate Board and management structure evolves over time

What’s been happening?

Actions Ensure appointment of independent non-executive

chairman of gravitas and local reputation Agree corporate objectives and strategic plan Produce year one budget which is challenging but realistic

with a baseline that is profitable Recommend organisation structure capable of delivering

medium term strategy and empowering management team Identify ways to transform non-match day revenue from

bars and conferencing Build manageable sales campaign within which specific

corporate customers can be targeted with relevant products

Ensure season ticket prices are at a financially viable level Begin process of communicating with a fan base as

individuals (CRM) Support the community base, raise profile with city and

county councils and support the family focus of the club.

What could it be like?

Living the dream…….

Vision ECFC will be the leading professional football club in the

southwest of England and recognised throughout the football league as a successful club drawing big crowds of loyal fans to its state of the art stadium.

Positioned at the heart of its community and with the Supporters’ Trust as its majority stakeholder, its leads the way in offering an “alternative way” for top class football in England

All stakeholders in the club; staff, fans and business partners buy in to the unique contribution ECFC makes to the whole sub-region with its “family first” approach to match days and 365 days a year usage of its leisure, shopping, meeting and social facilities.

“We own our football club”

“Its not just about the football”

“No ordinary football club”

“Doing it the right way”

Strategic StatementThe fundamental strategy of ECFC is one of

continuous progress as a professional football club, with financial stability ensuring its survival in the football league.

A solid infra-structure within the trust ownership model and strong business leadership will provide recreational and social services for the wider community of Exeter and Devon.

This entails the development of the stadium, the people who run the club and the ongoing support of its many stakeholders.

Corporate Objectives

To experience Championship Football by 2015

To be an established Championship Club by 2020

To be financially secure

To retain Supporters’ Trust ownership

STRATEGIC PLANS

1) MARKETING NS

2) HUMAN RESOURCE FF/NS

3) FOOTBALL and YOUTH JT/PT

4)COMMUNITY and ENVIRONMENT FF

5) PHYSICAL RESOURCE SW/RC

6) FINANCIAL JP

7) COMMUNICATION NS

20/20 VISION : STRATEGIC PLANS

2020 Vision Strategic Action Plan

Strategic Plan:  

Category Plan:  

Action Plan Objective  

Action Steps Description Responsible Supported by Date

Done

Action Point 1        

Action Point 2        

Action Point 3        

Action Point 4        

Action Point 5        

Action Point 6        

Strategic Plan:  Commercial 

Category Plan: Sales  

Action Plan Objective Corporate Boxes 

Action Steps Description Responsible Supported by Date

Done

Action Point 1

A list of prospective clients lists will be created to target specific customers for boxes. As well as this data from the top 500 in EX postcode will

be purchased and added to our data pool.   BH    16.3.10

Action Point 2

 Exact renewal meeting content will be drawn up, to ensure packages are tailored to the clients needs, and that we create the best pitch

possible to them.  BH/MJ/NS    16.3.10

Action Point 3

A show box will be ready and equipped, which will be displayed permanently for all prospective

clients to see  RT  RP  31.3.10

Action Point 4The newly updated commercial brochure will be

ready to send out   RT    2.4.10

Action Point 5

Renewal meetings for box holders need take place, with a grasp of who is renewing at the new

prices and who isn’t.  BH/MJ    16.4.10

Action Point 6

Some meetings may have to take place with existing box holders in the boardroom to give

that added feel of their commitment to the club  BH/MJ   16.4.10

Strategical Approach: Due to the rise of corporate boxes, a variety of tactics come into play. Firstly boxes can be sold in 4/6 game chunks, customers are being highlighted who will purchase these. Non renewals will be targeted for other lounges. Meeting clients individually will be key to ensuring sales

Communication timeline Board overview 28/4/10 BoS 12/5/10 Club/football 18/5/10 Fans/corporate/media* 3/6/10 Business and local authorities June>

*Open Evening “20/20 Vision …and reality”

A workshop where supporters, trust members, clients, press and the general public will be invited to the Park to see, hear, touch and feel the future direction of their Club.

They will meet the people who will manage that strategy and take part in half a dozen mini presentations and Q&A sessions about how the strategy will be delivered.

Organisational route toensure strategy is achieved

STRUCTURE

ECFC Universe

corporateclients

club officials

BoS

manager

supporters

shareholders

board

team

volunteers

community

Exeter City Football Club

Trust

FootballClub

Objectives of organisational structure To achieve 2020 vision strategic aims To streamline decision making process To provide leadership and management for club

officials To ensure the future of ECFC is assured through

control of expenditure and maximisation of income To provide monthly financial statements to the

Trust and Club non-exec. Directors To provide the executive directors with sufficient

authority, responsibility and accountability to drive ECFC forward.

ECFC Boardand Management Team Structure 2010/11

CHAIRMAN

SECRETARY TRUST LEGAL

CLUB CEOVice-chairman/CEO Football

ACC M/MENT ACC FOOD/BEV PROMOTIONS CUSTOMER SALES

SERVICES

H&S ICT SECURITY

MANAGER COE F I C

FINANCE AD Hoc Ad Hoc

HR

We know where we are going,

We know how to get there,

Now let’s do it!

Thanks