PowerPointPrsentation

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STRATEGIC PLAN OF THE IEOA WORKING-GROUP present
ed by Frank Kemperman and Michael
Mronz December 1st, 2000
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Strategic Plan of the IEOA Working-Group Table of
contents
The Strategic Plan of the IEOA Working-Group
consists of the following items

• Core Values

• Mission

• Vision

• Objectives

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Strategic Plan of the IEOA Working-Group CORE
VALUES
The core values are
THE HORSE love confidence emotion
INTEGRITY open minded educated
EQUALITY men and women young and old
DRAMA high energy spectacular high performance
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Strategic Plan of the IEOA Working-Group MISSION
The mission is TO DELIVER THE EQUESTRIAN SPORT
TO ITS RIGHTFUL GLOBAL POSITION IN THE WORLD OF
SPORTS.
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Strategic Plan of the IEOA Working-Group VISION
The vision is HORSESPORT REACHES WORLD-WIDE
MAINSTREAM FRONT PAGE SPORT STATUS.
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Strategic Plan of the IEOA Working-Group OBJECTIV
ES

• The objectives
• We must create one product that is the highest,
  most compelling representation of the sport.

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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

1.1 Establish a uniform competitive format
1.1 a) League system
Tier 1 Super League 10 events Tier 2 World
League 30 events Tier 3 International
League 50 events Tier 4 Challenger League
open
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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

1.1 Establish a uniform competitive format 1.1
b) Competition formula
The following aspects should be equal at all Tier
1 events

• days of the competition

• technical schedule of the competitions

• number of starters

• number of obstacles

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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

1.2 Classify level of events 1.2 a) Criteria for
categorisation a. Infrastructure The
infrastructure will be judged by following
criteria

• groom facilities

• footing

• stables

• sponsor facilities

• obstacles

• press facilities

• training facilities

• spectators facilities

• hotel facilities

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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

1.2 Classify level of events 1.2 a) Criteria for
categorisation b. Prize-Money (total money of all
international competitions)
gt Euro 500.000 Tier 1 Super League
gt Euro 300.000 Tier 2 World League
gt Euro 200.000 Tier 3 International League
gt Euro 100.000 Tier 4 Challenger League
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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

c. Standard of organisational level

• organisation with a good foundation

• managed by qualified experienced people

• good financial foundation

d. Media interest

• (inter)national equestrian media

• (inter)national media

• television

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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

e. Spectator attendance

• a high spectator attendance should not be
  concentrated on the final
• day of the event only

• the event should be compared with other
  equestrian events in the
• concerning country

f. Quality of competitors

• the number of riders from the top of the World
  Ranking List will
• decide the quality of the event

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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

g. General impression

• a Committee consisting of riders, organisers and
  FEI officials will be
• founded to evaluate the events according to
  the above mentioned
• criteria on a yearly basis

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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

1.2 b) Calendar

• fixed dates for the events

• Tier 1 event dates should be protected

• riders participating in the series are not
  allowed to participate at other events on the
  same date/weekend as a series event

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Strategic Plan of the IEOA Working-Group

• We must create one product that is the highest,
  most compelling representation of the sport.

1.3 Develop a bona fide ranking system a)
RANKING LIST - POINT SYSTEM (example) prize-money
per class 1st 2nd 3rd 4th
5th 6th 7th 8th 9th 10th
Euro 120.000 200 180 160
140 120 100 80 60 40 20
Euro 80.000 140 120 100
80 60 40 30 20 15
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Euro 40.000 50 40
35 30 25 20 15 12 8
4
Euro 10.000 20 18
16 14 12 10 8 6
4 2
Olympic Individual as gt Euro 120.000 factor 4
-- Olympic Team Medals as gt Euro 120.000 factor
3 Continental Championsh. as gt Euro 120.000
factor 3 -- Continental Championsh. JR/YR as
Euro 80.000 Tier 1 events factor 2 / Tier 2
events factor 1,5
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• Strategic Plan of the IEOA Working-Group
• We must create one product that is the highest,
  most compelling representation of the sport.

1.4 RANKING LIST HORSES

• horses are a very important factor in our sport

• ranking list should be independent from
  riders/owners

• ranking list should be based on the prize-money
  (per year / life prize-money)

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Strategic Plan of the IEOA Working-Group OBJECTIV
ES
The objectives 1. We must create one product
that is the highest, most compelling
representation of the sport
2. We must establish an unassailable position
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Strategic Plan of the IEOA Working-Group
2. We must establish an unassailable position
2.1 Create a market driven, strong, professional
organisation

• the organisation must be separate from FEI /
  IEOA / IJRC, etc.

• distribution of organisation shares

• Event Organisers Riders FEI

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Strategic Plan of the IEOA Working-Group
2. We must establish an unassailable position
Organisation structure
SERIES
Organisers FEI Riders
Board
Sports department Marketing / Media department
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Strategic Plan of the IEOA Working-Group
2. We must establish an unassailable position
2.2 Secure commitment of all stake-holders

• all stake-holders must fully agree to and
  support
• the concept of the series

2.3 Create a balanced world-wide presence

• create a series with events from different
  continents
• all over the world

• events should be scheduled by geographical order

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Strategic Plan of the IEOA Working-Group OBJECTIV
ES
The objectives 1. We must create one product
that is the highest, most compelling
representation of the sport 2. We must establish
an unassailable position
3. We must secure revenue sources
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Strategic Plan of the IEOA Working-Group
3. We must secure revenue sources
3.1 Market the concept to event organisers

• sponsor-rights will stay with the organisers

• in the future there could be more world-wide
  sponsors
• interested in the project and the
  event-organisers could give
• more commercial rights to the series

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Strategic Plan of the IEOA Working-Group
3. We must secure revenue sources
3.2 Increase the TV penetration

• the international TV-rights are owned by the
  organisers

• the series will sell the international TV-rights
  for the
• organisers on a central base

• each event-organiser will keep the TV-rights in
  his own
• country

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Strategic Plan of the IEOA Working-Group
3. We must secure revenue sources
3.3 Capture world-wide and local sponsors

• the goal should be to achieve a stable
  percentage of the
• market

• it is important that the series organisation
  knows the
• chances and advantages the equestrian sport has
  to offer

• the horse-sport has to change in order to reach
  the goal
• of being a front-page sport

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Strategic Plan of the IEOA Working-Group OBJECTIV
ES
The objectives 1. We must create one
product that is the highest, most compelling
representation of the sport 2. We must
establish an unassailable position 3. We must
secure revenue sources
4. We must create positive media interest
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Strategic Plan of the IEOA Working-Group
4. We must create positive media interest

• 4.1 Trailor presentation to broadcaster needs
• the series should be presented in a
  professional manner
• the series should fulfil an advisory role
• the TV-broadcasters do not always have enough
  knowledge of the sport

4.2 Market aggressively to broadcasters world-wide
4.3 Retain strong PR firm
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Strategic Plan of the IEOA Working-Group
4. We must create positive media interest

• 4.4 Create heroes / stars
• stars should be created in the media to make
  the sport more popular
• riders need to be coached and supported in
  order to learn to be a star
• horses can also be stars

4.5 Secure non TV media for exposure (print,
radio, etc.)
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Strategic Plan of the IEOA Working-Group OBJECTIV
ES

• The objectives
• 1. We must create one product that is the
  highest, most compelling representation of the
  sport
• 2. We must establish an unassailable position
• We must secure revenue sources
• We must create positive media interest

5. We must innovate
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Strategic Plan of the IEOA Working-Group
5. We must innovate
5.1 Benchmarking with other (recreational) sports
5.2 Evaluate success failures of horse sport
history
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Strategic Plan of the IEOA Working-Group OBJECTIV
ES

• The objectives
• 1. We must create one product that is the
  highest, most compelling representation of the
  sport
• 2. We must establish an unassailable position
• We must secure revenue sources
• We must create positive media interest
• We must innovate

6. We must have complete knowledge about our
industry
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Strategic Plan of the IEOA Working-Group
6. We must have complete knowledge about our
industry
6.1 Create methodology to evaluate the
importance of the various events
6.2 Create standards for the development of
riders and horses to our format
6.3 Create standards to present facts and
figures about the (inter) (national)
horse-industry
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Strategic Plan of the IEOA Working-Group
TIME-SCHEDULE

• January October 2000 developement of the
  concept

• December 2000 presentation of the concept

• January June 2001 discussions with partners

• 2001 / 2002 START WITH SERIES

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Strategic Plan of the IEOA Working-Group
CONCLUSION

• Create a new organisation with organisers, riders
  and FEI

• Limited number of categorised events, i.e.
  quality is more valuable than quantity

• Create a uniform format of series event, i.e.
  more understandable

• Impartial evaluation criteria for the
  categorisation of events

• Everyone involved in the series must commit to
  the criteria/rules of the new organisation

• Professional media representation and public
  relations must be a major subject

• Create stars

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Strategic Plan of the IEOA Working-Group
THANK YOU