2009-2011 Strategy

2009-2011 Strategy

Kenya Rugby Football Union

Core Business, Mission, Vision and Values

3

Core Business

1. To enable a sustainable environment for the game of rugby.

2. To secure resources i.e. financial, human, technical and technological

3. To govern, grow and enhance stature of the game.

4

Mission

Provide an enabling environment for Rugby to grow in Kenya, by securing a sustainable resource base to govern and enhance the stature of the game

5

Mission Statement Implications Effective governance and management High standards of performance – the leading rugby nation in Africa High and sustainable financial resources (enhanced financial control and resource optimization) Effective rugby development :

Radical growth in personnel (players, administrators, referees, coaches) and fan base. Overhauling infrastructure

Ruthless execution of strategy

6

Vision

Kenya Rugby is among the world’s most successfully governed, played and managed as well as enjoyed by all Kenyans

7

Vision Statement Implications Rugby as a sport enjoyed by all Kenyans

Profile: ‘a national sport’ (large following, played everywhere in Kenya); ‘game of choice’; ‘preferred sport’

Performance: most competitive and entertaining game

Best governed, managed and socially responsible Kenyan sport

Be amongst the most successful rugby playing nations in the world 15s – top 24 7s – top 5 Qualify for all World Cups International fixtures at par with top rugby

nations Beat South Africa (on and off the field)

8

Core Values

Integrity Discipline Teamwork Professionalism Entrepreneurship Excellence Stewardship Social Responsibility

Analysis of the Environment

PEST Analysis

11

PoliticalIs rugby on the national political radar? Is rugby on the national political radar? No direct indication of interest. Government co-operation closer but still insufficient. Opportunity in Constituency (Sports) Fund Kenyan sports politics disorganized – good and bad for Rugby No formal sports policy in place Soccer :

Disorder has been good for rugby; KPL reorganizing soccer, KPL wants to discuss broader sports picture with KRFU. (KRFU can use

this as a path to Super Sport - Sale of Broadcast Rights, technical capacity)

Government and National Sports Organizations i.e. NOCK, KNSC: Perceive KRFU as well organised and financed - detrimental to rugby Greater appreciation of successes of Kenya Rugby

2320

Economic

12

Is the national economic environment capable of absorbing Rugby’s Is the national economic environment capable of absorbing Rugby’s financial ambitions?financial ambitions? What is the top line figure Rugby is looking for?

General ambition is 150M (recurrent expenditure) Realistic situation: 2009 – 105m, 2010 – 130m, 2011 – 163m (i.e. a 25% growth rate

each year) No – general ambition (150 million in 2009). Yes – realistic situation (105 million) What are the simple broad ways of achieving this?

Government Private Sector Partnerships External Partnerships e.g. virgin, partner unions, IRB

Lower IRB revenues projected from RWC 2011 – grants expected to be lower Higher corporate awareness of Rugby potential Global Economic down turn

Socio-Cultural

13

Is Rugby on the national social radar? YESIs Rugby on the national social radar? YES Is it still a minor sport (No!)/sport for a minority(N)?

Penetrating but still considered elitist Club structure expansion not matching schools

Rugby perceived as orderly and succeeding and public has high expectations Low spectator numbers but high enthusiasm and passion of existing fans Is rugby culture changing to foster the Mission and Vision? Yes;

Some misconceptions still exist last 4 values need more emphasis i.e. Professionalism, Excellence,

Stewardship, Social Responsibility Has Rugby’s image improved significantly? Yes How do we expand increasing rural interest? (Western Kenya may be

currently capable of attracting higher audiences than Nairobi)

Technological

14

What broad technology exists nationally (and/or internationally) to What broad technology exists nationally (and/or internationally) to facilitate Rugby’s ambitions?facilitate Rugby’s ambitions? How do we get rugby material out nationally?

E-mail , website (insufficient usage), paper How deep is national computer (and internet) usage?

Low penetration How much of the game is recorded and/or available on TV?

Low usage What software packages exist to further KRFU Mission?

Rugby Ready High costs limiting elite coaching / performance Our technology inadequate to facilitate rugby ambitions

OFTA Analysis

Organization & Structure

16

What are Modern Rugby’s principle functions? Does KRFU’s organizational What are Modern Rugby’s principle functions? Does KRFU’s organizational structure fit the strategy?structure fit the strategy? Modern Key functions:

Governance, Finance, Administration and Logistics, Marketing, Communication, Commercial, Operations, Elite Performance, Development, Technical Services, Medical and Anti Doping)

Current Structure – Governance, Administration and Development Kenya Rugby Ltd Unused Technical focal point needs definition KRFU’s current structure does not fit its ambitions

Financial (Summary 2004 – 2007)

17

Ks

hs

. M

illi

on

s

Financial

18

What is the state of KRFU’s finances? What is the state of KRFU’s finances? What are KRFU’s key cost and revenue centres?What are KRFU’s key cost and revenue centres? 2007 financials:

Income,37m; Expenditure,30m; Liabilities (1.7m) 46% revenue from Partnerships 41% revenue from IRB Grants 47% expenditure is national teams (administration - 17%, development

programmes - 16%) Aim to make development programmes at least 35% of a higher resource base Improving revenue Improving Debt portfolio Financial processes and procedures need documenting KRFU, Clubs competing for same “corporate pot”

Technical

19

What is the state of KRFU’s technical capacity? (High What is the state of KRFU’s technical capacity? (High

Performance, Performance, Participation)Performance, Performance, Participation) High performance structure weak Performance structure inadequate:

Senior player / referee numbers are low (low retention because of limited playing opportunities & career paths)

Senior player, coach, referee skill levels (set plays, defence, strength & condition) require attention

Skill analysis especially from match & video records needs to be entrenched as part of technical culture

Club technical structure weak Player retention poor (school-club transition) Inadequate equipment / facilities

Participation i.e. veterans, touch, etc - May be useful in keeping and developing networks

Administration

20

What is the state of KRFU Administration and Governance?What is the state of KRFU Administration and Governance? No board charter Operations good (importantly aided by many committed volunteers) Marketing weak Financial processes requires documenting Union/Member Club link weak (club administration weak, information

from Union not reaching Club roots)

SWOT Analysis

22

SWOT Analysis

Strengths Credible organisation in public

eye good performance annual returns Public Recognition (SOYA, etc)

Strong volunteer commitment Success on the field? Greater TV interest Emerging national sport culture

Weaknesses Inadequate financial & technical

resources Small player base

Senior Few clubs Low number of qualified game

officials Serious problem

Budgeting & fiscal management Secretariat understaffed

23

SWOT Analysis

Opportunities Improved corporate awareness ,

interest and partnerships Increased public interest in rugby More strategic partnership with

IRB, Corporate World Online resource packages

available Improved overall rugby structure Increasing GoK interest,

awareness & partnership. Strategic partnership with “BIG”

Unions

Threats Rising costs of running rugby Misconceptions of rugby Many school players leave the

game Low fan base

Serious problem! Rising cost of running rugby Improving soccer management High interest in soccer by

politicians

Strategic Goals & Initiatives

25

Goal 1: Grow Rugby Personnel Numbers and Enhance CompetitionsWhat do we want to do?Grow and retain the numbers of players, coaches, referees and

administrators and enhance competitions in order to: Improve the quality of the game. Increase the personnel base. Manage school to club transition to improve retention rate.

Desired impact/result: Better base for higher standards of playing performance:

More clubs and league expansion throughout the country. Better base for effective rugby development

26

Initiatives By whom By when

1. Produce report documenting: Historical data to determine conversion rate, Number of personnel (players, referees, coaches administrators) at each level, Desired growth and retention targets for each level for the plan period.

RSM 31st Jan 2009

2. Establish and implement policy on Under 20 development at Club level

KRFU Board / RSM

28th Feb 2009

3. Execute 10 competitions for Under 20 RSM 30th Nov 2009

4. Strengthen age grade program by launching primary schools program in conjunction with GoK

RSM 31st Jan 2009

5. Re-package Eric Shirley, add excitement and ensure it is a progression from U20

GM / RSM 31st Mar 2009

Goal 1: Grow Rugby Personnel Numbers and Enhance Competitions

27


6. Execute 45 age grade tournaments as follows:

36 U14 competitions 8 U16 provincial tournaments 1 provincial 7s U19 tournament

RSM 30th Oct 2009

7. Establish policy on Affirmative Action to support growth of Clubs outside Nairobi

KRFU Board / RSM

31st Mar 2009

8. Implement Affirmative Action Policy to support Clubs outside Nairobi by:

Supporting Western RFC in ESS Supporting Regional Leagues Supporting Home ground Advantage for ESS / U20 teams outside Nairobi Cash/resource incentives/support where possible

RSM 15th Apr 2009

Goal 1: Grow Rugby Personnel Numbers & Enhance Competitions

28


9. Support the establishment of Regional Sub Unions in West Kenya and Mombasa

KRFU Board / RSM

30th Oct 2009

10. Establish and implement policy on provision of support and incentives for Clubs with a women's team.

KRFU Board / RSM

30th Apr 2009

11. Execute 5 tournaments for women at Club level as follows:

2 10s tournaments 2 7s tournaments 1 15s tournament

RSM 30th Oct 2009

12. Ensure 50% conversion from trained to practising referees

RSM 30th Nov 2009

13. Establish and implement policy on retention of match officials

KRFU Board / RSM

31st May 2009


29

By whom By when

15. Support the establishment of Regional Sub Branches for Referee Society in Rift Valley, West Kenya and Mombasa

KRFU Board / RSM

31st Aug 2009

16. Phase I re-orientation of national season to conform to international structure

RSM/ KRFU Board

15th Feb 2009

17. Revive and enhance regional competitions /subsidiary competitions

Western Kenya League Coast U20 Circuit Universities U20 Circuit

RSM 30th Sep 2009

18. Successfully stage the Junior World Rugby Trophy

KRFU Board / KRL Board

5th May 2009

19. Successfully stage the 14th Edition of the Safari Sevens

KRFU Board / KRL Board

25th Jun 2009


30


20. Successfully stage the Rugby Super Series and ensure participation of 1 franchise from Tanzania and 2 from Uganda

GM 30th Apr 2009


31

Initiatives - 2010 Initiatives - 2011

Grow U20 competitions by 25% Introduce an Under 20 league as progression to Eric Shirley

Grow age grade program in primary schools by 25%

Grow age grade program in primary schools by 25%

25% increase in age grade tournaments.

25% increase in age grade tournaments.

Support the establishment of Regional Sub Branches for Referees Society in Central, Nyanza and Eastern

Support the establishment of Regional Sub Branch for Referees Society in Nairobi

Provide support and incentives for Clubs with a women's team (25% growth).

Provide support and incentives for Clubs with a women's team (25% growth).


32


25% growth in women's tournaments at Club level.

25% growth in women's tournaments at Club level.

25% growth in Implementing Affirmative Action Policy to support Clubs outside Nairobi

25% growth in Implementing Affirmative Action Policy to support Clubs outside Nairobi

Ensure 65% conversion from trained to practising referees

Ensure 75% conversion from trained to practising referees

Execute policy on retention of match officials (25% increase in retention)

Execute policy on retention of match officials (25% increase in retention)

Phase II re-orientation of national season to conform to international structure

Phase III re-orientation of national season to conform to international structure


33


Successfully stage the 15th Edition of Safari Sevens

Successfully stage the 16th Edition of Safari Sevens

Successfully stage the CAR Women’s 7s Tournament

Successfully stage the CAR Senior 15s Tournament

Successfully stage the XX Edition of the Rugby Super Series

Successfully stage the XX Edition of the Rugby Super Series


34

Goal 2: Skills Enhancement

What we want to doImprove/enhance the skills level of players, coaches, referees and administrators in order to improve overall performance.

Desired impact/result: (Mission) base for higher performance standards

Greater talent pool for national teams selection (Mission) Base for high sustainable financial resources

(Vision) More fans More enjoyable game Increased gate revenues Enhanced sponsorships

35

Goal 2: Skills EnhancementInitiatives By whom By when

1. Increase rugby personnel numbers at each skill level by organizing and delivering Clinics and Courses as follows:

Level I Coaching & Officiating – 32 courses Level II Referees (attendance) – 7 course Level II Referees (accreditation) – all grade one and international referees. Level I Coaching & Officiating – 16 courses Level II Coaches (attendance) – 8 courses Level II accredited Coaches – (all national teams coaches) Referee Coaching - 7 courses Referee Performance Assessor – 2 courses IRB Certified Educators – 1 course IRB 7s Coaching (attendance) – 7 courses IRB 7s Coaching (accredited) – National 7s Mgt.

RSM 31st Oct 2009

2. Introduce and run at least 4 courses on Club Administration and Management

RSM 30th Oct 2009

36



3. Execute Level 8 Coaching and Refereeing Course for all Kenya Cup sides with at least 35 participants at each course

RSM 30th Oct 2009

4. Ensure all Kenya Cup Club Coaches attend IRB Level 2 Course and begin accreditation process

RSM 30th Oct 2009

5. Ensure all National Squads Coaches attend IRB Level 2 Course and begin accreditation process

RSM / NSMC

30th Oct 2009

6. Formalize High Performance and Talent Identification Program with Western Province

First batch of 2 Coaches, 1 Referee, 1 Administrator exchange tour to Western Province / Kenya

Introduce first batch of five U19 players to Talent Identification/High Performance program with Western Province

RSM 31st Jan 2009July 2009(Inbound)Sept 2009(outbound)

30th May 2009

37



7. Expose selected Coach to Stellenbosch University Strength and Conditioning Program

KRFU Board

1st May 2009

8. Expose selected Doctor to University of Cape Town Sports Medicine course

KRFU Board

1st May 2009

9. Ensure all referees receive Performance Coaching and Assessment reports as follows:

International – 5 reports – 80% average rating Grade I – 4 reports – 75% average rating Grade II - 3 reports – 70% average rating Grade III - 1 report – 60% rating

RSM 30th Oct 2009

10. Establish and implement policy on Elite Referees at KRFU

RSM 1st Apr 2009

38



11. Lobby for and support identified KRFU referees to 6 IRB internationally recognised tournaments and fixtures as follows:

JWRT IRB 7s Circuit CAR U18 CAR RWCQ Safari 7s Western Province

RSM 30 Nov 2009

12. Increase/widen use of video analysis to cover:

Internationals RSS Cup Finals Selected league games NSC

RSMRDOEducatorsCoaches

30 Nov 2009

39

Goal 2: Skills EnhancementInitiatives - 2010 Initiatives - 2011

Increase by 25% rugby personnel numbers at each skill level by Executing Clinics and Courses

Increase by 25% rugby personnel numbers at each skill level by Executing Clinics and Courses

Run atleast 4 courses on Club Administration and Management

Run atleast 4 courses on Club Administration and Management

Execute Level 1 Coaching and Refereeing Course for all Kenya Cup sides with atleast 35 participants at each course

Execute Level 1 Coaching and Refereeing Course for all Kenya Cup sides with atleast 35 participants at each course

Ensure all Kenya Cup Club Coaches complete IRB Level 2 accreditation

Ensure all Kenya Cup Club Coaches complete IRB Level 2 accreditation

Ensure all National Squads Coaches attend IRB Level 2 and are accreditation

Ensure all National Squads Coaches attend IRB Educators Course and are accredited

40



2nd batch of 2 Coaches, 1 Referee, 1 Administrator exchange tour to Western Province

3rd batch of 2 Coaches, 1 Referee, 1 Administrator exchange tour to Western Province

2nd batch of 5 U19 players to TI/HP program with Western Province

3rd batch of 5 U19 players to TI/HP program with Western Province

Organize and deliver age grade courses (25% increase)

Organize and deliver age grade courses (25% increase)

Identify and send a resource to Western Province for strength and conditioning training

Identify and send a resource to Western Province for strength and conditioning training

Identify and send a resource to Western Province for sports medicine course

Identify and send a resource to Western Province for sports medicine course

41



Ensure all referees receive Performance Coaching and Assessment reports (25% increase)

Ensure all referees receive Performance Coaching and Assessment reports (25% increase)

3 Elite Referees to attend elite courses at Freek Burger Referee Academy in South Africa

3 Elite Referees to attend elite courses at Freek Burger Referee Academy in South Africa

Lobby for and support identified KRFU referees to 6 IRB internationally recognised tournaments and fixtures (25% increase)

Lobby for and support identified KRFU referees to 6 IRB internationally recognised tournaments and fixtures (25% increase)

25% Increase in use of video analysis 25% Increase in use of video analysis

42

Goal 3: Visibility & Awareness

What we want to doImprove/increase visibility and raise awareness about the game in order to : Increase popularity Make rugby more marketable Enhance understanding of the rules of the game

Desired impact/result Increased revenues - ticket sales and sponsorship Increased revenues – Broadcast rights Increased spectator interest

43



1. Engage PR & Marketing agency to guide the (re-)branding effort

GM / KRL Board

31st Mar 2009

2. Brand all Kenya Rugby Products & Events GM/ KRL Board

30th Oct 2009

3. Begin a public education program to communicate basic concepts of rugby

GM/ KRL Board

31st Mar 2009

4. Enhance Corporate Social Responsibility campaigns by having at least 1 CSR activity every quarter

GM/ KRL RSM / KRFU Board

31st Mar, 30th June, 30th Sept, 30th Nov 2009

5. Develop a plan to enhance communication about KRFU, its events and products and execute the plan.

GM/ KRL Board

30th Apr 2009

44



6. Launch nationwide rugby clinics involving national team players and corporate partners (1 per quarter)

GM /RSM 31st Mar, 30th June, 30th Sept, 30th Nov 2009

7. Collaborate with KRFU partners to set aside 5% of adverts spend(for sponsored events) for KRFU communication messages

GM 30th Apr 2009

45



Partner with one of the local broadcasters to screen atleast 1 Rugby game per month

Partner with one of the local broadcasters to screen atleast 2 Rugby games per month

Partner with one of the local broadcasters to have half hour Rugby highlights program

Partner with one of the local broadcasters to have half hour Rugby highlights program

Hold 2 CSR activities every quarter Hold 2 CSR activities every quarter

Hold nationwide rugby clinics involving national team players and corporate partners (2 per quarter)

Hold nationwide rugby clinics involving national team players and corporate partners (2 per quarter)

Revision and Execution of communication plan

Revision and Execution of communication plan

46

Goal 4: Rugby Infrastructure

What we want to doImprove & expand rugby infrastructure (including equipment) in order to increase opportunities (broaden access) for playing the game.

Desired impact/result: Improved quality of the game More players (greater proportion of general population playing rugby) More spectators

47

Goal 4: Rugby InfrastructureInitiatives By whom By when

1. Increase the seating capacity at the KRFU grounds on steel scaffold to 15,000 pax

KRFU Grounds Dev. Comm. / GM

15th May 2009

2. Obtain permanent secure water source by sinking a borehole on KRFU grounds


15th Feb 2009

3. Acquire gym for National Team training GM 31st Mar 2009

4. Improve facilities at KRFU grounds: Fabricate New/Expand office facilities Improve/Expand shower facilities Improve/Expand changing rooms Fabricate Doping Control and Medical Room Improvement of VIP areas / Sitting areas Turnstiles


15th Apr 2009

48

Goal 4: Rugby InfrastructureInitiatives By whom By when

5. Establish policy on “Equipment Fund” to withhold 2.5% of Cash Sponsorship.

KRFU Board 31st Mar 2009

6. Generate equipment fund to support club equipment needs as per policy

KRFU Board 31st Dec 2009

7. Develop and enforce standards for: Strength & conditioning facilities Grounds facilities Match requirements

RSM 30th May 2009

8. Seek strategic partnerships ( GoK, others) to acquire Unga Ligi Ndogo Grounds (and draw plans for its development)

KRFU Board 30th Jun 2009

9. Facilitate enhancement of Impala Rugby Playing Surface / facilities in view of JWRT


5th Apr 2009

49

Goal 4: Rugby InfrastructureInitiatives – 2010 Initiatives - 2011

Survey and design of secure perimeter and terraces for KRFU grounds

Installation of Floodlights on KRFU Grounds (both pitches)

Installation of secure perimeter and additional terraces

Phased construction of terraces

Development of Pitch II playing surface Resurfacing of pitch I and installation of irrigation system

25% increase in Equipment Fund to support club equipment needs

25% increase in Equipment Fund to support club equipment needs

Utilise equipment fund to secure 1st tranche of equipment to clubs

Utilise equipment fund to secure 2nd tranche of equipment to clubs

Survey and design of expansion of grounds facilities and construction of Corporate Boxes

Expansion of grounds facilities and construction of Corporate Boxes

Feasibility study on establishment of model centre of excellence (rugby academy) in conjunction with Western Province

Establish model center of excellence (a rugby academy) in conjunction with Western Province

50

Goal 5: Management Structures

What we want to doImprove management structures at all levels (the Union, Clubs, Universities and Schools) in order to: Enhance co-ordination of rugby activities Ensure standardization of rugby programs Ensure better financial management

Desired impact/result: Improved management of the game nationally Improved image Improved financial management (discipline)

51

Goal 5: Management StructuresInitiatives By whom By when

1. Establish new Organization Structure of Kenya Rugby i.e. Rugby Services(KRFU) and Commercial Services (KRL)

KRFU Board 28th Feb 2009

2. Entrench regional development units across the country:

Entrench the 7 functional Provincial Development Units in KRFU structure (i.e. Nairobi, Central, Rift Valley, Eastern, Coast, Western, Nyanza. Employ 6 provincial development officers (2 full time in RV and Western) Introduce 4 most viable District Development Units (Kakamega, Bungoma, Nakuru, Mombasa) Employ 4 District Development Officers (2 fulltime in Bungoma and Kakamega)

RSM 30th Nov 2009

3. Finalize and adopt reviewed KRFU By-Laws, Board Sub-Committees and Board Charter

Board / AGM

1st May 2009

4. Formalise all employment at KRFU by issuing employment and performance contracts

KRFU/KRL Board

28th Feb 2009

52

Goal 5: Management StructuresInitiatives By whom By when

5. Establish policy on business continuity and disaster recovery

KRFU Board 31st Mar 2009

6. Engage a consultant to assist in establishing fiscal management best practice and financial processes

KRFU/KRL Board

31st Mar 2009

7. Document KRFU policies and processes leading up to ISO Certification

GM / RSM 31st Oct 2009

8. Hold Board Strategic Planning Forum and Stakeholders Forum

KRFU Board 30th Nov 2009

9. Comply with all statutory and reporting requirements and conduct performance appraisal

KRFU / KRL Board

As and when required

10. Formalize all alliances / partnerships by signing Memorandum Of Understanding (Sadili, Western Province, Other partners)

KRFU / KRL Board

1st Apr 2009

11. Establish and execute policy on Staff Development and Training

KRFU / KRL Board

30th Jun 2009

53

Goal 5: Management Structures


Review staff establishment and structure

Review staff establishment and structure

Expand District Development Units from 4 to 8

Expand District Development Units from 8 to 16

Obtain ISO 9001:2008 Certification by 30th October 2010

ISO 9001:2008 Audit

Hold Board Strategic Planning Forum and Stakeholders Forum

Hold Board Strategic Planning Forum and Stakeholders Forum

Comply with all statutory and reporting requirements and conduct performance appraisal

Comply with all statutory and reporting requirements and conduct performance appraisal

Execute policy on Staff Development and Training

Execute policy on Staff Development and Training

54

Goal 6: National Teams Performance

What do we want to do?Improve the performance of the National Teams in order to: Enter the High Performance Grant bracket Enhance our performance at the international stage (or enhance our

chances of winning major international tournaments)

Desired impact/result: Improved world ranking Qualifications to key international tournaments Enhanced national pride Increased interest from sponsors / partners

55

Goal 6: National Teams PerformanceInitiatives By whom By when

1. Increase the number of 15s Test games the teams play as follows:

National 15 :– 4 to 5 (Elgon Cup 2, CAR Cup 2) Women 15 :- 3 (Win Elgon Cup 2, Tanzania 1) U20 :- 3 to 6 (CAR Under 18, JWRT, Tanzania)

RSM / NSMC 30th Sep 2009

2. Improve performance of 7s: Reach the finals of the CAR Women 7s tournament Reach minimum quarter finals and at least 2 semi-finals IRB Sevens Circuit (attain position 5) Reach the quarter finals of RWC 7s / plate final Retain Safari Sevens Trophy Kenya A:- reach finals of Tangiers / Mosi 7s

RSM / NSMC 12th Dec 2009

3. Introduce performance contracts for players and Squads Management

RSM 30th May 2009

4. Develop a strategy paper for 2015 world cup qualification

RSM / NSMC 30th Jun 2009

56

Goal 6: National Teams PerformanceInitiatives - 2010 Initiatives - 2011

Increase the number of 15s Test games the teams play as follows: National 15 :– 4 to 5 (Elgon Cup 2, CAR Cup 2) Women 15 :- 3 (Win Elgon Cup 2, Tanzania 1) U20 :- 3 to 6 (CAR Under 18, JWRT) Kenya A :- 1 – 2 (Tanzania, Uganda A)

Increase the number of 15s Test games the teams play as follows: National 15 :– 4 to 5 (Elgon Cup 2, CAR Cup 2) Women 15 :- 3 (Win Elgon Cup 2, Tanzania 1) U20 :- 3 to 6 (CAR Under 18, JWRT) Kenya A :- 1 – 2 (Tanzania, Uganda A)

Improve performance of 7s: Reach the finals of the CAR Women 7s tournament Reach minimum quarter finals and atleast 2 semi-finals IRB Sevens Circuit (attain position 5) Attain automatic qualification for next RWC 7s Retain Safari Sevens Trophy Kenya A:- reach finals of Tangiers / Mosi 7s

Improve performance of 7s: Reach the finals of the CAR Women 7s tournament Reach minimum quarter finals and atleast 2 semi-finals IRB Sevens Circuit (attain position 5) Attain automatic qualification for next RWC 7s Retain Safari Sevens Trophy Kenya A:- reach finals of Tangiers / Mosi 7s

Employ on full time basis National 15s and 7s Head Coaches

Employ on full time basis Strength and Conditioning Coach

Execute 2015 RWC qualification strategy Execute 2015 RWC qualification strategy

57

Goal 7: Revenue Generation

What do we want to do?To grow revenues from Kshs 107 million to Kshs 176 million over the next 3 years in order to effectively support all of our programmes, i.e. that they are Adequately funded. (25% growth rate)

Desired impact/result An efficient and effective rugby union Improved cash flows

58



Operationalize Kenya Rugby Limited and transfer all commercial activities to KRL

KRFU Board 28th Feb 2009

Secure all KRFU Intellectual Property Rights of KRFU products / events

GM 30th Oct 2009

Increase range of merchandise products and grow merchandising revenues

GM 30th Oct 2009

Seek Value in Kind / Revenue Share for KRFU TV Broadcast rights

GM 31st Aug 2009

Partner with GoK to underwrite National Team costs

Underwrite 7s RWC costs Underwrite cost of Mobile Gym Underwrite 15s 2009 campaign

KRFU Board 30th Nov 2009

59



Launch a Membership Fan Club for Kenya Rugby

GM 30th Nov 2009

Value In Kind partnerships to underwrite National Team costs:

Kit Partner Boots Partner Nutrition & Supplements Partner Performance Partners Transport Partner Water & Ice Partner Medical/Insurance/Ambulance

GM 30th Jun 2009

Surplus from: Safari Sevens Rugby Super Series Junior World Rugby Trophy

GM / KRL 30th Jun 2009

60

Goal 7: Revenue GenerationInitiatives By whom By when

Value In Kind partnerships to underwrite Event costs:

Security Partners Water & Ice Partners Medical & Ambulance ICT Transport Accommodation

GM 30th Sep 2009

Grow revenue from following sources: Perimeter Advertising Corporate Tents Vendors (Food & Bar) Banquets Tickets Sales (season, corporate and direct)

GM 30th Nov 2009

61



Secure Cash partnerships for KRFU Events & Products:

Kenya 7s Kenya 15s Kenya Women Kenya U20 Age grade program Kenya Cup Enterprise Cup Grand Slam National Sevens Circuit Referees Elgon Cup

GM / KRL 15th Nov 2009

Seek IRB Development Grant RSM 31st Jan 2009

Seek IRB Sevens Grant RSM 30th April 2009

62

Goal 7: Revenue GenerationInitiatives - 2010 Initiatives - 2011

Increase range of merchandise products and grow merchandising revenues by 25%

Increase range of merchandise products and grow merchandising revenues by 25%

Seek Value in Kind / Revenue Share for KRFU TV Broadcast rights (25% increase)

Sell KRFU TV Broadcast rights for Kshs. 10m

Seek 25% in partnership with GoK to underwrite National Team costs

Seek 25% in partnership with GoK to underwrite National Team costs

Grow Tickets Sales revenue (season And direct) for Internationals and Competitions by 25%

Grow Tickets Sales revenue (season And direct) for Internationals and Competitions by 25%

Seek 25% increase in Value In Kind partnerships to underwrite National Team costs

Seek 25% increase in Value In Kind partnerships to underwrite National Team costs

63

Goal 7: Revenue GenerationInitiatives - 2010 Initiatives - 2011

Seek 25% increase Value In Kind partnerships to underwrite Event costs

Seek 25% increase Value In Kind partnerships to underwrite Event costs

Grow revenue from Perimeter Advertising by 25%

Grow revenue from Perimeter Advertising by 25%

Grow revenue from Corporate Tents by 25%

Grow revenue from Corporate Tents by 25%

Grow revenue from Vendors (Bar & Food) by 25%

Grow revenue from Vendors (Bar & Food) by 25%

Grow revenue from Banquets by 25% Grow revenue from Banquets by 25%

Seek an increase of 25% in the surplus of Safari Sevens

Seek an increase of 25% in the surplus of Safari Sevens

Seek an increase of 25% in the surplus of the Rugby Super Series

Seek an increase of 25% in the surplus of the Rugby Super Series

64



Seek a surplus from CAR Women’ s Tournament

Seek a surplus from CAR Senior Men’s Tournament

Seek increase of IRB Development Grant by 25%

Seek increase of IRB Development Grant by 25%

Seek increase in IRB Sevens Grant by 25%

Seek increase in IRB Sevens Grant by 25%

Increase Cash partnerships for KRFU Events / Products by 25%

Increase Cash partnerships for KRFU Events / Products by 25%

Financial Projections

Income & Expenditure (‘000)Income 2009 2010 2011

1. Merchandising 410 513 641

2. Broadcast Rights 1,000 1,250 10,000

3. GoK Partnership 15,000 18,750 23,438

4. Ticket Sales 1,000 1,250 1,563

5. Fan Club Membership 400 500 625

6. Perimeter Advertising 2,000 2,500 3,125

7. Corporate Tents 1,200 1,500 1,875

8. Vendors (Bar & Food) 200 250 313

9. Banquets 200 250 313

10. Cash Sponsorships 53,500 66,875 83,594

11. Safari Sevens Surplus 12,000 15,000 18,750

12. Rugby Super Series Surplus 2,000 2,500 3,125

13. Junior World Rugby Trophy Surplus 1,500 1,875 2,344

14. IRB Development Grant 11,000 13,750 17,188

15. IRB Sevens Grant 5,000 6,250 7,813

16. Unga Grounds Purchase Partnership 60,000 - -

17. Miscl Revenue 480 600 750

Total Revenue 166,890 133,613 175,453

Expenditure

1. Grow Rugby Personnel Numbers & Enhance Competitions 10,505 13,131 16,414

2. Skills Enhancement 4,600 5,750 7,188

3. Visibility & Awareness 3,900 4,875 6,094

4. Rugby Insfrastructure 87,132 33,915 42,394

5. Management Structures 14,340 17,925 22,406

6. National Team Performance 32,000 40,000 50,000

7. Revenue Generation 11,950 14,938 18,672Total Expenses 164,427 130,534 163,168

Surplus (Deficit) 2,463 3,078 12,28666

2009-2011 Strategy

Documents

Transcript of 2009-2011 Strategy