Sports Fan Development Institute Business Plan for Mark Cuban


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A business plan overview for the Sports Fan Development Institute powered by Game Day Communications prepared for Mark Cuban in response to his "Stimulus" Business Plan Challenge.

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Sports Fan Development Institute Business Plan for Mark Cuban

  1. 1. Sports Fan Development Institute powered by Game Day Communications Presented to Mark Cuban by Jackie Reau [email_address]
  2. 2. About Game Day Communications <ul><ul><ul><li>Co-founded and led by former ESPN Anchor Betsy Ross </li></ul></ul></ul><ul><ul><ul><li>Based in Cincinnati </li></ul></ul></ul><ul><ul><ul><li>Boutique PR firm specializing in sports and cultural entertainment </li></ul></ul></ul><ul><ul><ul><li>Media relationships (local to national sports media) </li></ul></ul></ul><ul><ul><ul><li>Influencer relationships (team stakeholders, fan development, tourism, corporate sponsors) </li></ul></ul></ul><ul><ul><ul><li>Digital Media/Social Media Evangelists </li></ul></ul></ul>
  3. 3. Some of our Clients
  4. 4. Overview <ul><li>The Sports Fan Development Institute powered by Game Day </li></ul><ul><li>Communications is a research-based business concept to assist sports </li></ul><ul><li>teams and events in creating strategic plans to grow fan bases </li></ul><ul><li>using traditional and social media applications, sponsorship activation </li></ul><ul><li>opportunities and revenue streams for current and existing </li></ul><ul><li>programs/initiatives. </li></ul>
  5. 5. The Need <ul><li>In recent years before “stimulus” was a front-page news discussion, </li></ul><ul><li>many sports teams/events—professional, collegiate and amateur--have </li></ul><ul><li>been fighting to save their fan base while seeking opportunities to </li></ul><ul><li>engage new fans. We believe there is an opportunity to create a road </li></ul><ul><li>map to success for interested teams and events. </li></ul><ul><li>Many ticketing/marketing staff for teams are young, inexperienced and </li></ul><ul><li>rotate through the organization, leaving no institutional knowledge or </li></ul><ul><li>history. A strategic plan will allow a team or event to enjoy a tradition of </li></ul><ul><li>success even during staff transition. </li></ul>
  6. 6. The Real Need: Captivating the Next Gen of Sports Fans <ul><li>Youth participation in many sports is declining, i.e. baseball among </li></ul><ul><li>youth, especially African-American. There have been many studies on </li></ul><ul><li>linking athletic participation to success in school and life. </li></ul><ul><li>The Institute will help sports teams/events to understand </li></ul><ul><li>and engage the next generation of sports fans along with </li></ul><ul><li>their parents and/or care givers. </li></ul>
  7. 7. The Concept <ul><li>The Sports Fan Development Institute powered by Game Day </li></ul><ul><li>Communications will use a three-pronged approach: </li></ul><ul><ul><li>Sports Fan Experience Audit </li></ul></ul><ul><ul><li>Sports Fan Development Plan & Execution </li></ul></ul><ul><ul><li>Serve as an on-going resource for sports teams and events </li></ul></ul>
  8. 8. <ul><li>The Sports Fan Experience Audit will be the primary tool used to </li></ul><ul><li>educate teams on how to improve their overall experience from </li></ul><ul><li>“ street to seat.” The audit will be conducted on site. </li></ul><ul><li>We will personalize the audit and engage an agreed-upon </li></ul><ul><li>minimum of current fans to create a benchmark for the </li></ul><ul><li>team/event. </li></ul>Sports Fan Experience Audit
  9. 9. Sports Fan Development Plan & Execution <ul><li>Once the audit has been completed, we will seek to work with the team </li></ul><ul><li>to develop a strategic Sports Fan Development Plan with the following: </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Key Messages </li></ul></ul><ul><ul><li>Target Audience(s) with demographics, psychographics (segmented) </li></ul></ul><ul><ul><li>Strategies of engagement: direct to fan marketing, experiential special events, pricing, traditional media & messaging, social media and player involvement/access </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Monitor/Measurement </li></ul></ul>
  10. 10. Resource for sports teams and events <ul><li>Leveraging the web site, , we will launch the web </li></ul><ul><li>site to serve as a community for sports teams/events and their staff. We will </li></ul><ul><li>also use the site to launch a regular “sports fan” study on trends to share with </li></ul><ul><li>participants (attendance/spending trends, successful promotions, etc.) </li></ul><ul><li>The site will include a number of resources: </li></ul><ul><ul><li>Regular e-mail blasts </li></ul></ul><ul><ul><li>Open forums for discussion </li></ul></ul><ul><ul><li>Articles/white papers on best practices </li></ul></ul><ul><ul><li>Links to influencers in sports marketing/promotion/philanthropy </li></ul></ul><ul><ul><li>A Digital Media Network to leverage Facebook, Linkedin, Youtube, Twitter, along with podcasts and video </li></ul></ul>
  11. 11. Management <ul><li>The Sports Fan Development Institute team will include the staff of Game </li></ul><ul><li>Day Communications and prospective advisors, all working together to </li></ul><ul><li>launch the project: </li></ul><ul><ul><li>Jackie Reau, CEO, Game Day Communications </li></ul></ul><ul><ul><li>Betsy Ross, President, Game Day Communications </li></ul></ul><ul><ul><li>Advisors to project to be formally invited (this is a working list used only as an example): Mark Cuban, Dallas Mavericks; Sylvia Lunn, Major League Baseball; Jason Dial, P&G Global Sports Marketing; Tracy Kurdyck, LPGA; and Michael Perry, Enquirer Media; among others. </li></ul></ul>
  12. 12. Prospective Clients <ul><li>We are working to define our prospective clients in three categories: </li></ul><ul><ul><li>Professional sports teams/events </li></ul></ul><ul><ul><li>Collegiate sports teams/events </li></ul></ul><ul><ul><li>Amateur/youth events/organizations </li></ul></ul>
  13. 13. Business Model <ul><li>The business model for the Sports Fan Development Institute </li></ul><ul><li>comprises the following: </li></ul><ul><ul><li>Sports Fan Experience Audit ($2,500-$10,000) </li></ul></ul><ul><ul><li>Sports Fan Development Plan ($10,000-$25,000) </li></ul></ul><ul><ul><li>Sports Fan Development Execution (hourly rate) </li></ul></ul>
  14. 14. Financial “Stimulus” Request <ul><li>We respectfully request $110,000 from Mr. Mark Cuban for </li></ul><ul><li>the launch of the Sports Fan Development Institute to be used </li></ul><ul><li>in the following manner: </li></ul><ul><ul><li>Project Manager: $50,000 annual salary/benefits </li></ul></ul><ul><ul><li>Web site design/launch ( ): $10,000 </li></ul></ul><ul><ul><li>Development of proprietary research tools: $20,000 </li></ul></ul><ul><ul><li>Launch of program for marketing: $30,000 </li></ul></ul><ul><ul><li>A “stimulus” loan will be paid back through a mutually-agreed upon </li></ul></ul><ul><ul><li>timeline and agreement. </li></ul></ul>
  15. 15. Launch Plan <ul><li>For the launch of the Sports Fan Development Institute, we would like </li></ul><ul><li>to partner with Mark Cuban in a media briefing at a sporting event that </li></ul><ul><li>needs fan support. The event would outline the Institute, recognize Mr. </li></ul><ul><li>Cuban for his contributions and showcase the efforts of the Dallas </li></ul><ul><li>Mavericks and their fan outreach and engagement efforts. </li></ul>
  16. 16. Timeline of Project <ul><li>First 30 Days </li></ul><ul><li>Finalize model for Institute </li></ul><ul><li>Finalize business and marketing plan for the Institute </li></ul><ul><li>Hold first advisory board meeting </li></ul><ul><li>Finalize tools for Institute for Fan Development </li></ul><ul><ul><li>Fan Experience Audit tool </li></ul></ul><ul><ul><li>Fan Experience Research tools with benchmarks </li></ul></ul><ul><ul><li>Expected outcomes from Fan Development Plan </li></ul></ul><ul><li>Write, design and launch web site ( ) </li></ul>
  17. 17. Timeline of Project <ul><li>Second 30 Days </li></ul><ul><li>Announce partnership with Mark Cuban </li></ul><ul><ul><li>Schedule media event at a sporting event that needs fan support (TBD) </li></ul></ul><ul><li>Launch marketing plan & media tour </li></ul><ul><li>Sign first client </li></ul><ul><li>Update web site as resource </li></ul><ul><li>Launch first “sports fan” study </li></ul>
  18. 18. Timeline of Project <ul><li>Final 30 Days </li></ul><ul><li>Launch marketing plan & media tour </li></ul><ul><li>Sign second, third clients… </li></ul><ul><li>Launch Sports Fan Institute Digital Media Network </li></ul><ul><li>Announce results first “sports fan” study </li></ul><ul><li>Thank Mr. Cuban for his support and agree on “payback” plan </li></ul>
  19. 19. Questions? <ul><li>Contact: </li></ul><ul><li>Jackie Reau, CEO </li></ul><ul><li>Game Day Communications </li></ul><ul><li>(513) 929-4263 </li></ul><ul><li>[email_address] </li></ul>