Universidad Europea de Madrid - UEM. Escuela Real Madrid. Sports Management Masters Thesis: Global Scouting Group

MBA in Sports Management Final Thesis Presentation

Raul Finol – Matheus Sell Koerich Aya Lebdi – Marcos Ruano

Global Scouting Group The idea

• Concept developed by our team to respond to demand for scouting services

• Idea was born during our trip to NYC

• 4 members of different nationalities and backgrounds

• Project based on concepts learnt during academic year

Football’s rapid growth + Brazilian players in foreign

leagues Global Scouting Group

Mission, Vision, Values

Mission To help Football clubs with limited resources in Europe, North America and Middle East discover & sign young players using innovative methods and a global approach Vision To be recognized by our stakeholders as the most successful and respectful company within the Football industry, leading the talent Identification market around the world Values Honesty, Integrity, Respect, Passion, Leadership

Global Scouting Group

Name

• Global: international company with worldwide

approach

• Scouting: main business activity

• Group: operating as a team under a holding

company

Logo

• Simple, easy to remember

• Blue color: trust, loyalty, professionalism

• Round shape: unity, openness, partnership

• Laurel wrath & star: excellence, victory

Both name and logo registered will be protected by trademarks and patents

Responsibilities

Aya

• Middle East Area Manager

• In charge of marketing and PR

• Passion for sports and customer service

• Fluent in Arabic, French, and English

Matheus

• South America Area Manager

• In charge of general management & strategy

• Broad knowledge in sports and extensive network of connections

Raul

• North America Area Manager • In charge of company’s finances • CPA, CMA designation from Ontario • 8 years or experience in financial

corporations

Marcos

• Europe Area Manager • In charge of sales and market

development • More than 8 years of experience in

sales • Master in International Business

Locations GSG will be a holding company with 4 subsidiaries

Launch Strategy

The Brazilian Exodus

• The influx of Brazilian players into foreign leagues dates back to the beginning of the 20th century

• The main reason is of financial aspect

• Other reasons: quality of life, safety, visibility, prizes

• Main destinations in Europe: Portugal, Italy, Germany and Spain

• Other main destinations: Japan, USA, Paraguay, Turkey and UAE

Our Markets

Brazil

• The land of Football

• One of the top suppliers of Footballers

• 650% growth in players’ export since the 80s

• Grassroots programs spread all over the country

• Youth programs and transactions constitute important part of clubs’ budgets

Our Markets

Europe • Best leagues and highest budgets • More than 14,000 international transfers

between 2011 and 2013 • More than 50% of international loans involve

players under 23 • Freedom of movement and convenient transfer

rules • Portugal being the top host country for Brazilian players due to cultural similarities

Our Markets

North America • Football’s popularity emerged in the 70s

• More than 100,000 kids in Football clubs in the USA

• Football is the #1 sport for kids in Canada

• 3 professional leagues: United Soccer League (USL), North American Soccer League (NASL) and Major League Soccer (MLS)

• More flexible rules with time concerning acquisition of international players

Our Markets

Middle East

• Football is the most popular sport and has a big impact on people

• Region with a lot of potential for the future

• Turkish Super Lig and Emirati League lead the way

• High budgets and interest in foreign players

Strategies

PESTLE Analysis

SWOT Analysis

To reach our objectives, we have to carefully consider the favorable and unfavorable factors inside and outside our company

Target Customers

Strategic Objectives

2018

• Physical offices in Toronto and Beirut

• Place the website in top search engines

2019

• 15 long term agreements with clubs

• EBITDA of 2.8 million USD

• 500,000 followers on Instagram

Marketing Mix

Putting the right product in the right place, at the right price, at the right time

4 P’s • Product/Service: Reports,

Videos, Performance Analysis, Market Research

• Place: Website, Door to Door, Web Conference, Appointment

• Price: Standard / Professional / Ultimate Package

• People: Target Customers, Employees

Online Presence

Website

• Main point of interaction with our stakeholders

• Available in English, Spanish and Portuguese

• Will cover our history, news, projects, partnerships, player achievements

Online Presence

Social Media

• Efficient tool of communication and to increase reach and awareness

• Facebook and Instagram will be our main channels

• Posts consistent with website

• Simple content that grabs attention

• Seeking to create an online community

Technology

Technological resources will allow GSG to serve its customers more efficiently

Wyscout

• Extensive Football software and database

• More than 330,000 player profiles

• Used by more than 500 teams

• Great support tool to our experts’ opinions and assessments

Financials • GSG will adopt the cash basis to account for revenues and expenses • It will be a limited liability partnership

– Offers credit protection – Allow income splitting between partners

• Financial diversity: bank accounts USD, Euro and Pounds • Initial investment of 80,000 USD, 20,000 USD/Member • Main expenses: rent, transportation, communication, legal fees, website

design, and salaries • Loss in 2016 will be ($40k) and profits to be generated in 2018 or 2019 • Selling scouting packages in 2017

Conclusion

• Football is strong in Europe especially with the new TV contracts in the EPL

• Football is gaining respect professionally in North America

• Scouting industry is competitive but we feel there is a gap in it

• We are all passionate about sports and helping change the world through it

• Want to help young players achieve their professional goals

Thank you!