Business Plan 2017-2022Achievement Through Football Southend YFC

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CONTENTS

1. Executive Summary

2. Description of the Business

3. Aims and Objectives

4. Background and History

5. Market Analysis

6. Resources

7. Risk Analysis / SWOT Analysis

8. Marketing

9. Finances

10. Work plan

2EXECUTIVE SUMMARY

We provide weekly football coaching sessions to young people who are at risk of being excluded from school and live in areas of deprivation within South Essex. We aim to provide a safe and secure environment for young people and to provide them with increased opportunities to improve their health, wellbeing and confidence. Since our conception in 2012, in an age where gang culture is prevalent, we have aspired to grow ATF and its brand to become a club that young people have looked on with both a sense of pride and an added sense of belonging to their community.

In the last five years, we as a club have achieved a great many things. We are now supporting 250 people a week. Our Classes and engagement with hard to reach groups build community links and tackle cohesion. We also support ex-offenders through integration back into society supporting people not to reoffend. We train young people in coaching and life skill providing apprenticeships and accredited training.

From bringing the World Cup Trophy to Southend to setting up a counselling scheme for young people struggling to cope with the pressure of modern day life, we believe we have been successful in building the foundations of a club that can continue to make a significant difference to our members and the wider community.

We still aspire for sport to become a lifestyle choice for young people and a support mechanism that will help them not to just cope but also to thrive as they reach adulthood. Our staff are now perceived as more than just coaches who deliver an hour session of football, but as mentors and role models for young people who provide support and a gateway to a more positive future. We remain committed to ensuring young people who become members of ATF have a better understanding of the consequences of their actions and to unlock the potential of their individual skills through positive thought and goal setting.

Since the club was formed, our communities continue to be challenged by significant social issues. Racial discrimination and hate crime, cyber bullying, anti-social behaviour, vulnerable young people being targeted by gangs are all real and relevant issues that we see on weekly basis.

Our joint research into the experience of young people accessing services in Essex that was commissioned in 2016 by Healthwatch Essex and our subsequent

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strategy workshops supported by SPORTED in 2017, have flagged a real focus on mental health issues as a substantial unmet need. ATF is recognised as one of the most successful Sport for Development programmes in Essex and the UK.

We have established excellent working partnerships with Streetgames, Active Essex, Essex FA, Essex Probation, Essex Healthwatch, SPORTED, Association of Voluntary Services, local schools and disability action groups.

Our sessions are now multi sport and being delivered in sports arenas youth centres and communal grounds.

We have achieved our initial target for setting up a girl’s team and running disability sessions. This work is now leading to possible development through the This Girl Can national agenda for improving participation in female sport.

Whilst the majority continue to be provided at no cost to the individual, we need to consider how we can become sustainable through other revenue streams. Like all organisations we are now looking at long term financial sustainability and development.

Through the lifetime of this business plan we will look to establish ATF into a registered charity that will secure its future and help secure the next part of our journey.

The project continues to grow its volunteer base and this year we have recruited our two apprentices through the Core Coaching initiative.

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2.12.2

2.1 Business Name - Achievement Through Football

Achievement Through Football was formed in June 2012. The club was set up to provide structure and greater financial stability to football initiatives that had been running successfully over 2011-12. We are registered as an affiliated football club SOUTHEND ATF YAFC. The current economic climate continues to dictate that local public services do not currently have the capacity to deliver an extensive programme of youth engagement. We have set up and operated with the intention of adding capacity and empowerment to the community whilst delivering social change.

2.2. Location and Area of Operation

We currently operate in the following areas:

Shoebury Youth Centre - Weekly sessions are run from the youth centre which is situated within a densely populated housing estate. The sessions cover age groups 12-16 and on average attract around 30 children on a weekly basis.

Milton Primary School – Weekly multi-sport sessions run from the school twice weekly one session mixed gender and one session for girls only. On average attracts around 40 children a week. The session was set up to encourage greater cohesion following racial tension within the area.

PlayFootball The Chase –Football sessions run on Tuesdays and Wednesday’s adult only. This group compromises ex-offenders, BME community members (predominately Zimbabwean and Roma) and those at risk of exclusion. On average around 50 attendees a week. The group have entered a team into the mid-week league a Monday night.

Rochford – 2 sessions run here on a weekly basis. A multi-sport session for younger residents and an outdoor football session run from Rochford Recreational Ground, and at King Edmond

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DESCRIPTION OF THE BUSINESS

School in the winter. The sessions have been set up in response to anti-social behaviour in the immediate area. Around 30 young people attend the weekly sessions.

Victoria Ward, Warrior Square – This session aims to engage with children, in 11-16 year age group, who are living within the town centre tower blocks and also those who are currently part of the youth offending system. It was initially developed in partnership with The Integrated Youth Service there is a large cohort of Roma young people who have been attracted to the sessions. On average around 20 young people attend the sessions.

Wakering – 2 weekly sessions are run here, a multi-sport session from Great Wakering Primary and a football session from Wakering Recreational Ground. Once again, these sessions have been set up to increase youth engagement and tackle anti-social behaviour within the area. On average around 30 young people attend the sessions

Southend Soccability – A session that is run in partnership with Southend Soccability at PlayFootball, The Chase. The sessions are aimed for people with all types of disabilities and provide a welcome and safe environment for our participants who may feel more comfortable in this inclusive setting. The sessions are popular and have an average attendance or around 40 people of all ages.

Football Tournaments – ATF run holiday tournaments for children who have participated in the sessions outlined above and have been entered as an introduction into structured league football. It allows families and young people from the different sessions to come together and meet the wider ATF family.

Art and Culture – Sessions are run throughout Southend to focus on the heritage and culture of Southend. The sessions are used as a tool to bring communities together and foster a sense of pride and responsibility for the community. Examples of this work include: A mural that highlights the profile of a 98 year old local D Day and Dunkirk Veteran who resides close to a school within a local estate; and a film made by students interviewing older people within sheltered housing schemes recounting there memories of growing up in the town. We have also worked very closely with a local street artist who has run projects, displays and exhibitions with groups from Shoebury and Westcliff. His work aims to provide a broader appeal for ATF, for those who may not be keen on sporting activities.

The Garden Gang - young people who are excluded from mainstream education have worked in sites across the town, gaining an understanding of wildlife and horticulture, whilst maintaining areas within estates that have become overgrown. The project, run in partnership with local gardening experts has the potential to be expanded and can provide a

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resource for an unmet need for gardening skills, environmental improvement and social cohesion.

Counselling Services – We have set up a counselling service aimed at providing a fast, measured response for our users in crisis, in response to needs identified through research amongst our young people. The service is run by a NHS drug and alcohol specialist and run in partnership with Southend College. It utilises supervised trainee counsellors which means it can operate without a waiting list.

Fit Club - In partnership with Streetgames, ATF has run Club 1 initiatives that encourage solo fitness activity for those who are not comfortable in a team setting. The sessions have covered boxing, dance and free access to the gym

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3.1 Charitable Objectives:

To advance in life and help young people through:(a) The provision of recreational and leisure time activities provided in the interest of social welfare, designed to improve their conditions of life;(b) Providing support and activities which develop their skills, capacities and capabilities to enable them to participate in society as mature and responsible individuals.

- To help young people, especially but not exclusively through leisure time activities, so as to develop their capabilities that they may grow to full maturity as individuals and members of society.- To act as a resource for young people up to the age of 25 years living in South Essex by providing advice and assistance and organising programmes of physical, educational and other activities as a means of:(a) advancing in life and helping young people by developing their skills, capacities and capabilities to enable them to participate in society as independent, mature and responsible individuals;(b) advancing education;(c) relieving unemployment;(d) providing recreational and leisure time activity in the interests of social welfare for people living in the area of benefit who have need by reason of their youth, age, infirmity or disability, poverty or social and economic circumstances with a view to improving the conditions of life of such persons.

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AIMS AND OBJECTIVES

In line with the charity commission we will look to support our objectives by working towards the following measured outcomes;

Charitable purpose

Input Outcome

The advancement of health and saving lives

To provide help and advice on adopting healthy and active lifestyles including operating projects offering opportunities to take part in sport and exercise.

Improvement in physical fitness, reduction in obesity in young people

The advancement of health and saving lives

To provide counselling services to young people facing mental health problems such as self harming and substance abuse.

Improvement in mental health reduction in incidents of self harm and substance abuse in young people.

The advancement of citizenship and community development

To provide mentoring services via our team of qualified football coaches and project leaders

Signposting users to external agencies.

Number of volunteers engaged with

The advancement of education

1. To offer opportunities to allow young people to gain new skills such as training as a football coach, learning first aid skills and becoming involved in the running of ATF projects.

Number of coaches trained

Number of coaches employed by other organisations.

Number of people qualified in First aid. Increase in the number of volunteers in ATF

The advancement of amateur sport

2. To offer football scholarships allowing young people the opportunity to join teams playing in a local football league.

3. Number of people playing in a local football league.

The advancement of citizenship and

4. To encourage engagement between young people from BME

Reduction in hate crimes

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community development

groups and those of the local white community.

reported

The advancement of citizenship and community development

5. To provide support in helping young people face wider issues confronting them such as possible involvement in gangs, carrying of knives, cyberbullying and unemployment with the support of our team of trained coaches, mentors, and counsellors.

Reduction in anti-social behaviour orders.

Reduction in reoffending rates

The advancement of citizenship and community development

6. To run projects that foster a sense of pride and belonging within the local community.

Reduction in anti-social behaviour orders.

Reduction in reoffending rates

Increase intergenerational liaison

3.2Values of the organisation

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• Charitable purpose and objectives• Quality • Equality• Harness local enterprise• Partnerships• Adaptability and flexibility • Transparency and openness• Continual improvement• Communication

3.3 Objectives and Activities

1. To create a charity which will:

• Provide quality sports and leisure activities to young people • Provide local employment• Provide local training and skill development, and Lifelong Learning

activities• Social and improve physical and mental well-being within the users• Enable users to be involved in the charity’s management and delivery• Use interventions to tackle the root causes of inactivity, offending and

social isolation

2. To grow and increase delivery

• Within the existing areas• In the surrounding areas of South Essex

3. To create local employment opportunities by

• Encouraging local supply chains• Employing local labour• Encouraging apprenticeships

4. To become a profitable organisation in our own right by

• Generating an income from a proportion of our activities for example holiday clubs

• Reviewing and evaluating our mission on a regular basis• Reviewing and evaluating our service on a regular basis

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5. Short term objectives (Year One, 2017):

To secure funding for our fledgling counselling project To expand apprentice scheme To develop workshops for young people around positive behaviours and building

family relationships Explore new opportunities for partnership working To secure larger funding for 3 years plus operation Complete registration of charity Become an accredited Charter Standard Club

5.1 Medium term objectives (Years Two & Three, 2018 – 2019):

To develop a peer mentoring scheme aimed at reducing offending To raise awareness around gang crime and grooming for young people Refresh relationships with Police and Probation Build links with alternative education provision Work with hidden communities to build trust with statutory agencies Secure funding for transport for activities Provide funding for an administrator and project manager

5.2 Long term objectives (Year Three and beyond, 2020 onwards):

• Look to establish a base and facilities independent of other organisations

• Establish • Provide coaching charged direct to the client group to build capacity

12BACKGROUND & HISTORY

ATF was formed in June 2012. The club was set up to provide structure and greater financial stability to football initiatives run successfully over 2011-12. Local public services did not have the capacity to deliver an extensive programme of youth engagement. To secure the long-term future of the projects, to enhance the existing sessions and to increase the amount of coaching sessions being delivered. ATF was developed as an independent organisation.

Since we were formed we have grown and exceeded the initial targets from our first business plan. We have provided weekly football coaching sessions to over 200 young people who were marginalised or at risk of being excluded from school and reside within South Essex. The project has been inclusive to all and has allowed participation regardless of skill level, also providing an opportunity for young people for self progression, to undertake accredited training, become qualified to coach, design kits, help to run the club, arrange friendly matches and participate in a twice-yearly Community Cup to bring all the respective areas together.

ATF uses sport as a vehicle to engage with children and young people to combat anti-social behaviour and other underlying issues associated with the deprived wards of South Essex. A core target is to engage with young people aged 11-25 who are marginalised and are at risk of exclusion. They tend to be in or around gang affiliation and have low expectations and aspirational goals

We have become a multi-sport club that has also expanded into gardening and horticulture, arts, culture, media and heritage. We have found that these activities are all successful hooks to engage a wider range of young people.

Our work within hidden communities has been a key component of our work. We have successfully engaged with our Muslim, Zimbabwean, Roma and Eastern European communities.

We have provided support for 71 of our service users who have identified as having a need for mental health support Our staff members are all FA Level 2 sports coaches who also have received Youth Work Training and act as mentors for the young people and facilitate support planning to help build the young peoples’ confidence and improve aspirations.

We have run workshops, seminars and short talks on the following topics delivered with the support of our key partners: drugs and substance misuse, communication skills, sexual health and self-awareness, sports leadership courses, vocational learning in life skills such as

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active and healthy lifestyles, winning edge training (to challenge negative behaviour patterns), employability and personal development

We have supported employment opportunities through the Core Coach Apprentice Scheme, work experience placements and volunteers running the sessions themselves.

4.1 Creative Workshops

As we have reached the end of the lifespan of our first business plan, we have run workshops to identify and prioritise the needs for our services.

Workshop 1 involved our statutory partners and a range of community groups. We identified needs in 6 key development areas: health and wellbeing; substance abuse; crime and disorder; education employment and training; social exclusion; and “other” social development needs.

The key needs identified were: improving mental health; improving family and community relationships; and preventive measures to address health and wellbeing issues.

These findings are further supported by our 2016 consultation involving over 200 young people: https://www.healthwatchessex.org.uk/wp-content/uploads/2016/01/SWEET-Report.pdf . 3 in 10 participants told us about a mental health issue that they, or someone they knew, had experienced. Participants spoke of poor mental health as something that commonly affected their relatives.

Workshop 2 focused on our service users, delivery partners and a range of community champions representing the interests of women and girls, people with disabilities, older people, people on low or no income and those from hidden communities.

We identified barriers to involvement in sport and activity including: religious restrictions; social isolation; sport that does not suit girls; isolation; lack of motivation, lack of money and restrictions to access to sport due to the financial and organisational barriers.to childcare.

We identified those community members most at risk of being inactive, considered how to identify and engage with these people, how to involve them and sustain their involvement in activity and how to move them on to other sports and activities.

These findings are reflected in our objectives and working with partners, we will look to engage with those from disadvantaged backgrounds and provide a range of suitable physical activities to motivate these people to become involved in activity and improve fitness. Through modelling behaviours and other interventions, help improve confidence and promote better mental health.

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4.1 Key Partner Organisations

Integrated Youth Services

Have provided us with free use of the Shoebury Youth Centre at Shoeburyness They have also provided us with staff support and helped us to organise tournaments.

Local Schools

Both Milton Primary and Shoeburyness High School have provided us with free use of their facilities and football pitches. We run numerous initiatives in partnership and the schools make referrals to ATF for children who match our criteria.

Southend Church League

The church league have provided scholarship opportunities for our young people to enable them to participate in structured football teams. We have 3 teams operating within the league covering age ranges from 11- 25. The flexibility of the league allows those with chaotic backgrounds to participate. The league also provides additional support networks and a ‘family’ environment to harness untapped talent.

Essex Police

The police have provided us with support to deliver the sessions in the parks during the summer schools. Partnership working means that our coaches can feel more confident to deliver the sessions safely and are aware of the support that can be provided if necessary. Funding from Police Crime Commisioner has also been provided to run sessions for ex-offenders. The police have utilised and supported our counselling services and remain a strong supporter of ATF.

Southend Probation

Working in partnership with probation, ATF have provided training for ex-offenders referred through the probation team. A team has now been established and has entered a local league football.

Estuary Fringe

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Local artists who have provided the framework for our art projects

Southend Soccability

Southend Soccability have worked closely with us to develop an inclusive session for people with a range of disabilities.

Streetgames

Becoming a Doorstep Club and part of the Streetgames Network has given ATF access to training, volunteer support and a development officer as well as membership to the Eastern Region partnership.

Active Essex

A successful partnership with Sportivate providing funding, free accreditation courses, coaching bursary, support to gain apprentices.

4.2 Accreditation/Standards to be met

We have a vision for ATF to be viewed as a high quality organisation and in order for us to be recognised as a provider of quality services. We aim for the club to achieve its FA Charter Standard within the next 2 years. This aspiration has been delayed as we have only recently registered a team into a local league.

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MARKET ANALYSIS

5.1 Why is there a need for this service?

The Milton, Victoria, St. Luke’s & Kursaal wards are the most deprived wards in Southend, rating in the top 10% (Kursaal) to 23% (St. Luke’s) of deprived wards in the UK. These indices include income deprivation, employment, health, education, housing, access to services and child poverty. (Office of National Statistics (ONS)). In addition, all these areas are identified as ASB ‘hotspots’ by the social housing provider, South Essex Homes. Southend on Sea shows a higher rate of obesity than the rest of England for children of year 6 age. 24.8% of 16 year olds are overweight or obese. (Southend on Sea Public Health Profile 2012). 1 in 4 children in Southend live in poverty (audit commission). Rochford and Wakering report high levels of anti-social behaviour linked to young people within the area. Rochford is within the 20% most deprived areas of Essex. Sport England statistics indicate that participation in sport in the Southend area has declined in 4 of 5 key performance areas over the last 10 years,

5.2 Competition

ATF faces competition from 2 established coaching organisations:

Southend United Community Trust

Provide training and coaching for schools in the area, charging participants directly, therefore not accessible to ATF’s target group. However, they also provide a popular 5 nights per week opportunity to play football free of charge. They have limited engagement with “hidden” communities and no direct offer of local league football.

ASSA

Proivde coaching privately to young people in a similar capacity to SUFCCT. Sessions are run in a wider geographical area (for example Basildon) and free sessions are provided which are funded through similar streams that ATF are trying to attract.

Other competitors in the sector include:

LA Youth Provision

Provide youth clubs, working with young people at risk of exclusion. Schools Sports Partnerships East and West. Formerly funded by schools, they have become direct competitors finding funding from the same streams as ATF. There has been a vast reduction

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in provision and frontline staff in these clubs who are very willing to work in partnership with ATF.

Essex Girls and Boys Club

Aiming to further the development of and education of boys and young men and girls and young women, to help them achieve their physical, mental and spiritual potential, enabling them to grow to their full potential as individuals and members of society EG&BC have little known involvement with Southend. ATF need to make better links to understand opportunities.

Essex Elite Coaching

Charged for football provision focusing on younger age group. Providing after school cessions, soccer schools and holiday clubs. The sessions are run for more affluent families.

Soccability provision

Affiliated football clubs providing sessions for young people with disabilities. We have established excellent partnership relations with Southend Soccability.

YMCA

Wide varied provision of opportunities for young people. Apprentice scheme, alternative schooling and art and culture studies. Strong brand and identity. We have run limited sessions together in the past.

SAVS – Triple T’s

Children from central Southend have Triple T’s clubs to help inspire them and raise their aspirations with the support of local sponsors and organisations. Funding provides weekly sessions for youngsters aged 8-11 years. Turning Tides run the clubs along with a team of volunteers. They give the youngsters the chance to try out new activities such as First Aid and learn more about the place they live through visits to and from the local fire station, coastguards and the police station. The aim is to give the opportunity to broaden outlook and achieve potential. The club is limited in its area of operation within Victoria.

5.3 USP

ATF’s USP is that its services to young person are provided free of charge. By providing services directly through funding we are able to engage with those are on the margin of society and live in areas of deprivation. We are therefore able to challenge negative behaviour patterns with those who are most likely to cause antisocial behaviour. In addition

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to this we provide a pathway into structured local leagues and sports clubs alongside scholarships and sponsorship.

5.4 Pricing Policy

• Prices of coaches are competitive and allow for mentoring and support for vulnerable client group where appropriate

• Sessions are run free of charge to allow participation of socially isolated young people

• Income through external funding/fundraising to enable the project to remain sustainable

• Funding is attracted through working with Streetgames, Active Essex and the local Association of Voluntary Services

We will require the following types and volume of resources to support our organisation in the present and also bearing in mind what further support will be required to meet our plans for growth in the future.

• Physical Resources

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RESOURCES

Ideally we would like office space provision and a base. We need annual necessary sports equipment to enable us to continue to provide sessions, facilities in which to run the sessions in our targeted areas throughout the year and transport to take young people to and from tournaments.

• Staff

• One Project Manager to attract funding, supervise staff, liaise with clients and organise sessions

• Six Part Time FA/Multi Sport Level 2 Coaches who have experience in youth work to deliver the sessions

• Administrator to assist in providing structure, oversee paperwork and support organisation

• Board of Committee Members to provide governance and leadership to steer the organisation

• Systems

• IT system and website

• Internal and External Processes and Procedures

• HR, payroll, finance, customer care, complaints policy, health and safety policy, safe guarding procedures, equality and diversity policy

• Public insurance covered through the Essex FA

7.1 SWOT Analysis

Strength WeaknessProvide sessions free of charge to the client group

Reliant on attracting funding which is time consuming, cannot provide long term security and can prohibit long term planning

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RISK ANALYSIS/SWOT ANALYSIS

Work with hard to reach client group that other organisations will not consider/struggle to engage with

Coaches who have an empathy and understanding of client group and who are prepared to provide mentoring and support

The capacity to enhance community cohesion

Provide training and employment opportunities to young people

Nature of client group means that there is a high risk of having to deal with difficult behaviour on a regular basis

Small organisation and limited initial funding

Currently reliant on the individual rather than the organisation

Opportunity ThreatUSP no other organisation offers free sessions within Southend

Increase work in local schools, parish councils and targeted areas identified through the police

Develop training programme that addresses negative behaviour patterns of young people

Explore options for further art, heritage, culture and horticulture projects

Expand counselling service provision

Lack of funding will affect long term viability of the organisation

Other organisations bidding for the same funding making Southend an unattractive area to potential funders

Lack of capacity means the organisation is too reliant on to few individuals

7.2 Understanding the strengths, exploring opportunities

Strength How to maximise Provide sessions free of charge to the

client group Established trust and reputation with

minority communities Coaches from the communities

themselves

Increase knowledge of available funding streams

Identify training to improve bid writing

Develop brand Develop and deliver communications

strategy Raise awareness of impact of

sessions to improve organisational reputation

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Develop M & E systems, capture case studies and outcomes more effectively

Work with hard to reach client group that other organisations will not consider

Increase links and develop partnerships with the following agencies: Homeless Centre, Probation, Police Commissioning body, Local Authority and Youth Offending

Coaches who have an empathy and understanding of client group and who are prepared to provide mentoring and support

Increase capacity of coaching pool by identifying desirable personality traits

Diversify coaches delivering the sessions

Consolidate funding to enable the organisation to be able to offer a settled pattern of employment

Develop training package for coaches

The capacity to enhance community cohesion

Strengthen links with community cohesion champions

Provide training and employment opportunities to young people

Explore and identify training provider to become a partner to deliver training to young people in partnership with ATF

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DETAILS OF MAIN RISKS AFFECTING PROJECT.

LIKELIHOOD OF RISK/ THREAT

CONSEQUENCE OF RISK/ THREAT

STEPS TO BE TAKEN TO MINIMISE AND MITIGATE RISK

WeaknessesLow/ medium/high

Reliant on attracting funding which is time consuming, cannot provide long term security and can prohibit long term planning

Medium Popular sessions are withdrawn

Loss of employment and valuable staff

Organisation no longer able to trade

Strengthen links with Association of Voluntary Services who provide support and identify opportunities for funding

Develop brand to attract funding and donations from the private sector/CSR

Look to develop business with external providers

Nature of client group means that there is a high risk of having to deal with difficult behaviour on a regular basis

High Staff subject to verbal/physical abuse

Unacceptable behaviour from young people cause issues for providers of facilities

Serious harm or injury to participants/staff

Provide training to coaches on challenging difficult behaviour and effective youth work

Increase capacity of staff to improve safety and handling of difficult situations

Review safeguarding and health and safety policies

Work in a consistent manner with agencies to ensure issues are dealt with in partnership and in a consistent way

Small organisation and limited initial funding

Medium Increased pressure on small work force

Not realising full potential Not able to maximise

Develop volunteering pool Focus on strengthen successful

sessions not on expanding too quickly Develop brand to increase capacity

opportunitiesCurrently reliant on the individual rather than the organisation

High Current staff can only current deliver sessions

ATF is wholly operational and not strategic

Increase capacity of staff by diversifying coaches who deliver sessions

Encourage coaches to have ‘buy in’ of the organisation’s philosophy

DETAILS OF MAIN RISKS AFFECTING PROJECT.

LIKELIHOOD OF RISK/ THREAT

CONSEQUENCE OF RISK/ THREAT

STEPS TO BE TAKEN TO MINIMISE AND MITIGATE RISK

ThreatsOther organisations bidding for the same funding making Southend an unattractive area to potential funders

Medium Loss of potential income streams

Other organisations replicate work that is currently taking place

ATF not seen as an attractive option for funders due to duplication

Improve relations with identified key partners

Develop partnership arrangements with partners

Enter into joint funding bids

YOS may withdraw offer of free use of facilities

Medium Loss of the main area of delivery

Continue to strengthen relationship with YOS

Build into funding bids provision for funding for facilities making ATF a more attractive prospect

6.3 Risk Analysis/Risk Minimisations (weaknesses and threats)

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With support from Sported and the media consultancy we will look to strentghen our brand and marketing strategy. We have already produced some excellent outcomes and life changing case studies and these needs to be communicated as the project has a huge impact on the young people of the area.

An example of identified potential revenue sources are Parish and Local Councils, Schools, Drug and Alcohol Teams and Probation. We will work with Southend Voluntary Association to explore the possibility of becoming a CIC and give presentations to the relevant local strategic boards to offer free bite size trials of the project to show how we can contribute towards tackling ASB.Marketing our business will be a key element to the success . Over the next year we plan to:

Identify potential partners to assist in developing brand and website to raise awareness of organisation’s aims and objectives.

Promote case studies, training provided, reports of outcomes from sessions and matches played.

Produce promotional material to highlight good work that has been completed.

Identify young people to assist in developing and updating digital inclusion strategy including the use of social media including Twitter and Facebook.

Identify and approach potential funders and donators through a targeted and sustained approach to increasing capacity of the organisation.

Work in in partnership with local news agencies to promote the positive work of the Club

Continue to develop and promote the Club as a brand and raise our profile in the local borough and beyond

Look to create partnerships with local business and influencers to highlight our aims and objectives and to attract new audiences

MARKETING

WORKPLAN Year 126

This section contains key milestones that we will achieve in Year 1 we will review the workplan at the end of each year in line with the strategic objectives and update the strategy.

Action Date milestone Resources requiredSecure funding to ensure continuation of existing projects

February 2018 In place

Undertake review of sessions to ensure they fit in with charitable objectives

March 2018

Target projects that match our identified priorities with support in health and wellbeing; substance abuse; crime and disorder; education employment and training; social exclusion; and “other” social development needs. Target outcomes improving mental health; improving family and community relationships; and preventive measures to address health and wellbeing issues.

March 2018 Additional resources required

Identify potential partners for future funding bids

May 2018

Identify similar organisations within the country to learn from good practice

March 2018

Identify projects that overcome financial and organisational barrier, provide child care provision and also alieviate other barriers to activity within the core group that include; religious restrictions, social isolation, sport that does not

June 2018

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suit girls, isolation and restricted access because of a financial barrier.

Look to identify partner organisations for larger funding bids

September 2018

Expand mentoring and counselling project

Sep 2018

Carry out strategic review of partners

Oct 2018

Refresh marketing strategy March 2019Secure long term partnering arrangements for use of facilities

April 2019

Find funding for transport April 2019

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