Swindon Town FC Business Presentation

Swindon Town FC Business Presentation

Our Vision

Steve Murrall – General Manager Tuesday 9th July 2013

STFC Business Presentation – Our Vision

Welcome What can you expect from this evening? •  To be updated on progress so far •  To understand where we are trying to take this business •  To feel that the communication is improving


MISSION STATEMENT

To create a community centric, self-sustainable business that supports the infrastructure, personnel and training facilities of the club. Providing a

playing budget that will empower the team to challenge for on the pitch success, and to win promotion to the Championship.

To encompass the community regardless of race, gender, age or ability

creating a truly interactive club that understands the history, aspirations and expectations for the future of the catchment area.

The club will provide entertainment at appropriate pricing whilst proactively and purposely engaging with its members, supporters, sponsors and the

media. These are our lifeblood and as much part of the Club as our Players, Coaches, Staff and Board.


The Board

Who’s Who on the board Jed McCrory – Chairman As Chairman Jed has taken a hands-on approach to pushing the club forward from both a business improvement perspective and from a future development standpoint. Jed has many years experience across many platforms, including corporate governance, digital media, land development and building strategic partnerships. Being the figure head of the club Jed is keen to engage the community, embrace the youth and ensure the club is accessible to all. The main drive is to create a sustainable business model to ensure the club no longer needs to rely on a wealthy benefactor.

Jed McCrory – Chairman


The Board

Who’s Who on the board


Steve Murrall – General Manager Replacing the previous role of CEO the role of General Manager is to put into place the vision of the board within the business and ensure the day to day operations are carried out effectively, incorporating new revenue streams and greater transparency. Steve brings with him a mix of operational and sales excellence developed over 20 years within blue chip organisations as well as a ‘make it happen’ approach to the challenges businesses face. Ensuring the club carry out the reorganisation and continual development in a fair and communicated way to staff, fans and all others concerned with the club.

Steve Murrall


The Board



Steve Murrall

Sangita Shah – Non Executive Director Sangita has a long track record working in senior positions for corporate organisations including Unilever, Mars, KPMG and Ernst and Young. She is a regular advisor and senior consultant to a number of organisations which have included HM Cabinet Office, Commonwealth Business Council and HSBC. She is Past President of the Chartered Institute of Journalists and was voted one of Britain’s top 40 media assets and is a frequent key note speaker in a number of forums including the Windsor Leadership Trust. By training she is a qualified accountant and read MSc Economics at University of London. Sangita brings a level of business acumen that will greatly assist the business in achieving its objectives.

Sangita Shah


The Board



Lee Power – Director in charge of football matters Lee has joined the board to bring the contacts and expertise on a purely football level. Working closely with the manager Lee will ensure the budget is achieved and the players Kevin needs are made available to him within that budget. Working in football from player to business man Lee brings the football world experience to the team.

Lee Power

Steve Murrall

Sangita Shah


The Rest of the Team: Operations


The Football Management Team

Kevin MacDonald Manager Mark Cooper Assistant Manager Fraser Digby GK Coach Paul Godfrey Club Physio Mike Cooper Assistant Physio Roger Jones Kit Man


Current STFC Squad Members

Wes Foderingham Troy Archibald-Henville Jay McEveley Alan Navarro Luke Rooney

James Collins Nathan Thompson Andy Williams Louis Thompson Miles Storey

Paul Benson Darren Ward Paul Caddis


Kayden Jackson Leigh Bedwell Aaron Oakley Alex Ferguson Connor Waldon

Mark Francis Jack Barthram Tijane Freitas Reis Grant Hall Massimo Luongo

Alex Smith

Current STFC Squad Members

Nathan Byrne Alex Pritchard


The Academy Team

Jeremy Newton CoE Manager Karen Ainscow Youth Secretary Shaun Wood Development Stage Coach Steve Hale Goal Keeping Coach Dave Warren Recruitment


Steady the ship •  How

Reduce overheads •  What did we do?

Increase revenues •  Immediate wins

Delivered Projects in less than 4 months •  New Ticketing System •  Shop and ticket office integration •  Catering Deal •  New Training Facilities •  New Coach (transport)

What were and are our Key Objectives

Upon Arrival


How did we ‘Steady the Ship’ • Immediate controls implemented • Measurements devised and implemented • Structural integrity • Identified team members • Reviewed funding lines • Engaged professional services • Reviewed all contractual obligations • Took hard decisions

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What did we do to reduce overheads? • Reviewed playing budget and set a more realistic level • Reviewed staff levels and implemented a restructure process

reducing non footballing staff from 28 to 14, broken down as follows:

•  4 volunteer redundancies •  7 TUPE Agreements (Lindley) •  2 retirements •  1 other

This process reduced the non football wage bill from £775k per annum to circa £350k per annum with no negative impact on the business. In addition we reviewed all service contracts including vehicles, power, maintenance and facilities, ensuring we were achieving value for money.

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Immediate wins on revenue • Lindley catering deal worth £4m net contribution to the club over 10

years against previous profits of circa £1m over the same period. • Concerts – 10 year concert deal worth a minimum of £3m profit to

the club over that period with a potential upside of £9m • Entertainment in the Legends, including Soul Nights, Comedy

Nights, and other acts as and when engaged • Maximising the usage of the facilities, current private boxes,

increasing hospitality areas and reviewing sponsorship deals to convert to longer term agreements.

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New integrated retail and ticketing system • Old system was not integrated – We did not Know our customer • Over a 6 month period 5 systems were evaluated • Ticketmaster chosen as preferred supplier – April 13 • Launch of new online shop – June • Opening of new ticket Swindon Store 29.06.13 • Launch of new ticketing site July 13 • New supporters reward scheme Aug 13 • Further improvements due throughout Aug/Sept


Ticketing and retail area integration • Two separate areas with 2 separate sets of staffing - inefficient • New and improved layout • Tickets and Merchandise purchased from the one area • New matchday ticket windows • Swindon Supporters club donation of £5k

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Catering Deal • 10 year deal to outsource all the catering and bar

provision to Lindleys • Deal is provisional on quality • We maintain 70% of profits on wet sales, with no cost • We sell packages and have a set fee for each • type of product • Increased beer outlets • Increased corporate facilities • Relates to the County Ground only • Worth minimum £4m over 10 years to the club • Secures the future for staff • Provides a manageable resource


New Proposed Training Ground • Current training ground not to required standards • Identified new training facility • New pitches currently being laid • Plans submitted June 13 • Currently awaiting planning approval • Move to new training ground planned for late October 2013


Beversbrook Training Ground Proposed Development


Beversbrook Training Ground Proposed Development

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New Team Coach • Current team coach in use for the last

four seasons • New team coach is a vast improvement

with team medical facilities • First Match in use Planned for 12th Oct


Plans for 2013 / 2014 • Continue to implement a self sustainable business model

•  Revenue streams •  Measurements •  New Products – STFC My World

• Extend and Improve the match day experience

•  Greater fan interaction •  More activities

• Engage the Community

•  Player Interaction •  Embracing all sports


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Revenue streams

Annual additional revenue streams (minimum projections) £300k My World – Direct Revenue £200k Catering Deal £750k Concerts £250k Additional Events £500k Additional Sponsorship (including through MW) £2m Additional revenue (conservative)


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Measurements In order to understand our business we need to measure it, the following measurements are being implemented; •  Daily sales activity against target and budget •  Daily commercial activity against cost of sale (retail) •  Weekly and monthly cost against revenue reports by department •  Monthly management review reports


New Products – STFC MYWORLD • On line trusted brand portal • Affiliates programme • No additional spending required • Generates money for the fan and club • Savings for the fan • Business tool for immediate market research • Revenue comes from multi source routes • 95% of filter fees go direct to the fan • Money earned can be spent on line or at the stadium • Model roles out to numerous clubs / sports • Data access is completely anonymous • No forced marketing, everything is through offers


www.stfcmyworld.com

Rewarding the fans Under Development Phase 1 Launch Date: 16.07.2013

www.stfcmyworld.com


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Greater Fan Interaction We intend to make the fan base part of the club through specific projects, these include: •  Engaging fans in real world and online interaction

•  Understanding our fan base more providing facilities and entertainment that is built around that understanding

•  Provide the opportunity for regular feedback from fans

•  Run promotional activity to engage more fans


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More activities We need to offer more match day and non match day activities These should always be community based and offer all members of the community the chance to participate. •  Sports •  Computer suites •  Coffee Shop •  Links to Schools and Colleges


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Player Interaction It will be a contractual obligation on behalf of the players to engage with a community project for 4 hours per week. These may be; Schools Colleges Young offenders institutes Care Homes Other projects We are currently reviewing this with the STFC in the Community Trust.


Embracing all sports We want to bring as many sports to Swindon as possible, we believe that any improvements to the facilities should incorporate the engagement of other sports;

•  Boxing •  Cricket •  Golf •  Rugby •  Bowling

STFC Business Presentation, 2013

•  Championship Football

•  Increased revenue from new products

•  Proven sustainable model that can provide greater budget for football

•  A real long term integrated community club

•  Possible redevelopment of the ground

What were and are our Key Objectives

Longer Term Objectives

Swindon Town FC Business Presentation

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