4. Background
Involved with ETTA for 20 months
Previously lecturer in Sport & Business Management
Employment/Voluntary work in Cricket and Rugby Union
ETTA currently offers qualifications endorsed to UKCC Level 4
Licensing was only partially embedded
No clear coaching strategy existed
Communications issues across coaching and the ETTA
Ineffective departmental budget management
Limited coaching resources - particularly in between quals
10. Cultural Change
Stories
Rituals &
Symbols
Routines
Cultural
Paradigm/
Web
Control Power
Systems Structures
Organisational
Structures
*Adapted from Johnson and Scholes (1992) ‘BOOK TITLE’
13. Objectives
Value for Money
Efficiency & Investment
Profit
Re-integrate profits in coaching and coach development
Self sufficient department by 2016 - including staff (16) costs
Establish coach education and workforce development as a priority
objective for table tennis
Quality delivery
Innovate in all areas of practice
16. ETTA Business Plan - Profit.....Why?
1.Effective provision of learning resources and workforce
development: Establish systems that will enable the provision of effective
learning resources and the development of appropriately skilled workforces,
to support the development of coaches.
17. ETTA Business Plan - Profit.....Why?
1.Effective provision of learning resources and workforce
development: Establish systems that will enable the provision of effective
learning resources and the development of appropriately skilled workforces,
to support the development of coaches.
2.Targeted development of coaches: Establish appropriate systems
to identify, train, qualify and support quality coaches for specific populations
within sport: commencing with coaches of high performance athletes; talent
identified athletes and children, inclusive of disabled people.
18. ETTA Business Plan - Profit.....Why?
1.Effective provision of learning resources and workforce
development: Establish systems that will enable the provision of effective
learning resources and the development of appropriately skilled workforces,
to support the development of coaches.
2.Targeted development of coaches: Establish appropriate systems
to identify, train, qualify and support quality coaches for specific populations
within sport: commencing with coaches of high performance athletes; talent
identified athletes and children, inclusive of disabled people.
3.Specialist qualifications and CPD: Develop specialist qualifications
in coaching, linked to pathway phase/target group/disability and
commencing with the inclusive coaching of primary age children as a first
step.
33. Bridging Previous Qualifications
ETTA awarding body for decades
Cost of coaching/development minimal
Resistance to bridging/UKCC process
Minimum sales price to attract/sustain interest
ETTA subsidy
How to cover cost of subsidy?
How much to subsidise?
Impact of subsidy
36. Home Country Variations
ETTA recognised centre for England and Wales
ETTA develop course materials and learner pack - potential
branding/development costs for Home Countries
Scotland controlling course programme and costing
NI have now opted to join Coaching Ireland
Implications within Home Countries:
Delivery workforce availability/training/quality
Increased workforce costs
Course programme requirements
Working with each Home Nation to achieve financial viability
39. Costing the Programme...
Regular assessment of the programme
Contributing to the business as a whole?
Could the product/programme be improved? eg. should more of one
product be sold than another? possibly effect the number of courses delivered?
All courses/products must break-even individually or as a whole
If Profit is a factor what is the required margin?
Marginal costing approach adopted
42. Marginal Costing - Limiting Factors
In some decision making situations fixed costs are irrelevant to the
decision
Most businesses are constrained in production or sales by limiting
factors or scarce resources - variable costs
These limits can be internal or external
The key issue is which product or service makes best use of the limiting
factor - how should the course programme be altered to reflect this?
Contribution will be maximised by earning the biggest possible
contribution per unit of limiting factor
Sales should be accepted if there is spare capacity and they increase
contribution
Profit maximised if contribution is maximised – Marginal Costing
Variable costs must be kept under control
45. Fixed vs. Variable Costs
Fixed Costs: Incurred for a period of time but unaffected by
fluctuations in the level of production or service.
Fixed costs MUST be paid.
Variable Costs: Fluctuates dependent on level of activity.
Variable costs impact the ability to pay fixed costs and
contribute to a profit.
Sales
less Variable Costs
= Contribution
less Fixed Costs
= Profit
Variable costs and Sales price can be manipulated.
52. Administration
Staff focussed almost entirely on course and coach
administration
Insufficient time to reflect and assess programmes/products
Satisfactory use of technology - room for improvement
Redesign departmental function and align job descriptions
Review departmental resources
Digitise resources - use of candidate CD and online learner
management system
Estimated 30% reduction in department administration
Cost reduction - printing and postage
Focus more time on candidates/coaches
55. Workforce
Mixed level qualifications for workforce
UKCC = CTS/IAPS/CIVPS
ETTA Awards = UKCC L2/ETTA L3-4 Coach (some hold CTS)
Small annual income
Competitive market - challenging variable cost to pay market
value
Need to maintain quality workforce
Introduce Workforce Licence
Contract of employment to complete ETTA required level of
delivery
Opportunity to increase annual income
Licensed to sell ETTA award courses = Profit Share
New sales force for ETTA = increases profit
58. Coach Licence
Centrally managed
IT provision for coach to self manage their coaching career
Reduce central administration time/cost
Now part of the ETTA rules structure
Requires significant benefits to attract coaches
Benefits to licensed table tennis coaches:
Insurance - Civil liability cover (£10 million), Personal accident cover,
Temporary disablement & inability to work cover, Legal Protection
Access to any ETTA generated bursary schemes
Potential to become an ETTA and UKCC Tutor/Assessor/Verifier
ETTA SportsLog Account - online player/coach logbook
ETTA Coach & Learner Management System
ETTA Coach Development System - Video and Session Planning Tool
Access to table tennis coaching research online
61. Income Generation
ETTA significantly financed by grants (84% of turnover 2009/10)
Untenable situation
Few revenue cost centres - coaching has a significant
responsibility
UKCC course programme = limited profit
Education sector = significant opportunities
ITTF has 220 member nations = target market
Technology is the key
Easy to access
Easy to translate
Cost effective
Aim to increase coaching department turnover by 500% by 2016
64. Marketing
Marketing and communications critical to success
Current market place congested
Potential link with PR/Commercial partner
Use of video and technology
Coach Recruitment Video - What? How? Why?
Screencast/Promotional video
Emag
67. Technology/Resources
New marketplace - younger audience, education sector.....
Must meet the needs of the new coach - but not forget existing
coaches
Technology developed/developing to date:
SportsLog - Online Player/Coach Logbook
SportsLog App - iPhone and iPod Touch App
Learner Management System
Candidate CD
Extensive technical video library
TT Education Tool
Screencasts
ETTA Spotlight
70. SportsLog - Player Logbook
Online interface
Compatible with current Login at www.sportslog.co.uk
version of all web browsers Forgotten password
Email address is unique user functionality
ID iPhone/iPod Touch App
Secure system – password Allows offline data entry and
protected messaging on the move
Login via online portal or app
73. Functionality
Input information on: Print Reports
Training
Messaging system
Goal Setting
Nutrition Improve Coach - Player
Competition communication
Injury Cost covered by
Illness players
Lifestyle/Well-Being
76. EDUCATE - Learner Mgt System
Online portal with database backend
Manage Licence/Quals etc
Coaches can manage their own information
Improved communication with Regional Staff
Exciting features including:
Coach Licence management
Online course booking/payment
Online licence payment
E-learning
Messaging & Communication
Access to latest course information - UKCC, scUK etc
Feedback from ETTA
Resource Management
Access CPD
Video storage
86. EXPLORE - TT Resources Online
One-Stop TT development system
Permission based system
Access to extensive coaching video library
Download video content (Available for 30 days)
Information about latest and recommended courses
Content includes:
Games and Activities
Technique and Skills
Tactics and Strategy
Information about competitions and officiating
Online Session Planner
Include video, text, images
Drag and Drop functionality
Learn how best to deliver your coaching session
97. Screencasts
Aid in reduction of administration time and cost
Affordable, effective user guides for products
50x more likely in top 10 searches on Google if video used within
your website
Google now owns YouTube - presents video results as standard
Introduced for:
UKCC 1st4Sport candidate pack guides
Individual ETTA product user guides
Promotion of product set
Educate the public on each product/programme
100. ETTA SPOTLIGHT - Deployment
Online resource finder
Deployment system for
coaching
Search for coach by:
Location
Qualification
Experience
101. ETTA SPOTLIGHT - Deployment
Online resource finder
Deployment system for
coaching
Search for coach by:
Location
Qualification
Experience
Also search for:
Clubs/tables to play
102. ETTA SPOTLIGHT - Deployment
Online resource finder
Deployment system for
coaching
Search for coach by:
Location
Qualification
Experience
Also search for:
Clubs/tables to play
TT events - ticket sales etc
Available from Sept
Linked to database/
learner management
system - data always
current
105. Cost Benefit Analysis
If finance is an issue for Coaching and project/cost approval
produce a Cost Benefit Analysis (CBA):
Break-Even Analysis
How many products must be sold?
What level of safety is there if the project/product fails?
What is the potential profit?
Payback period of project, eg. Course income vs. Staff training
How much does the project cost?
How long will it take to recoup the investment?
Net Present Value: more accurate analysis of profit over time
How much profit will the product/project ACTUALLY make?
Takes into account the Time Value of Money.
108. Development Partners
SportsLog - Tacklesport
Insurance - Towergate tlc
Video development - SeeThat! Media
Learner Management System (EDUCATE)/EXPLORE
- In To Sport Group Ltd
ETTA Spotlight - Abstraktion
111. The Future.....
UK wide coach licence scheme
Potential for common units
central delivery
Elearning
112. The Future.....
UK wide coach licence scheme
Potential for common units
central delivery
Elearning
SportsLog:
Development of iPad and Android App
113. The Future.....
UK wide coach licence scheme
Potential for common units
central delivery
Elearning
SportsLog:
Development of iPad and Android App
Penetration of international TT market
114. The Future.....
UK wide coach licence scheme
Potential for common units
central delivery
Elearning
SportsLog:
Development of iPad and Android App
Penetration of international TT market
Explore:
Development of accompanying App
115. The Future.....
UK wide coach licence scheme
Potential for common units
central delivery
Elearning
SportsLog:
Development of iPad and Android App
Penetration of international TT market
Explore:
Development of accompanying App
Products for the social market
Development of a National
Curriculum targeted system
Research strategy
implementation
118. What can be learned??
Sales and Variable costs drive income
Fixed costs must be paid but can be manipulated
Integrate coach education into use agreements for facilities/capital projects etc
Ensure each course will break-even
Dept Revenue: UKCC Programme main source?
Subsidising candidates at other levels: Bridging, Level 3/4?
What internal capacity is required? Don’t just look at the course requirements
Is there a better external solution?
Can technology solve your problem?
What is the biggest driver internally? Profit/Admin/Customer Satisfaction?
How will you manage your coach/volunteer data?
Are you maximising use of the marketplace?
What do you need to consider to make/enable change?
Profit Margin - what is acceptable/required?
How will you fill courses? Recruitment strategy?
Maximise sale of the most profitable/popular course to maximise contribution and profit!
