2. Contents
EXECUTIVE SUMMARY ............................................................................................................................ 2
Introduction ............................................................................................................................................ 3
Objectives ........................................................................................................................................... 3
Mission Statement .............................................................................................................................. 3
Vision................................................................................................................................................... 3
Value to customers ............................................................................................................................. 3
Company Summary ................................................................................................................................. 3
Company ownership: .......................................................................................................................... 3
Start-up plan: ...................................................................................................................................... 4
Company locations:............................................................................................................................. 4
Product ................................................................................................................................................ 4
Competitor Analysis ................................................................................................................................ 4
Threats and solutions.............................................................................................................................. 5
Market Environment ............................................................................................................................... 5
Market research ...................................................................................................................................... 5
Marketing Plan ...................................................................................................................................... 10
Segmentation .................................................................................................................................... 10
Targeting ........................................................................................................................................... 11
Positioning ........................................................................................................................................ 11
Product .............................................................................................................................................. 12
Price .................................................................................................................................................. 12
Place .................................................................................................................................................. 13
Promotion ......................................................................................................................................... 13
Industry Analysis ..................................................................................................................................... 5
PEST ANALYSIS .................................................................................................................................... 5
Porters 5 forces ................................................................................................................................... 7
Organisational Structure ....................................................................................................................... 15
Operations ............................................................................................................................................ 17
Financial Plan ........................................................................................................................................ 18
Bibliography .......................................................................................................................................... 21
3. EXECUTIVE SUMMARY
Football in India is at an all-time high. The face of the sport in the country is changing. The
sports history dates back to the late 1800’s and its subsequent growth means that today it
boasts 83 million viewers(Akinyemi, 2011). The popularity of the English Premier League
has mushroomed among India’s affluent middle class.
Although the great signs of progress shown towards following the sport and its viewership,
the real scenario bears another picture. The sport in the country is pervaded with red tapism,
bureaucracy and corruption. There is lack of large investments and presence of poor
infrastructure which are hampering the growth of the sport with in the country. There is large
room for change at all levels.
Through Happy feet football academy we bring world class training facilities to the country
and are proud to be the pioneers in the services we offer. This idea lies in the passion for the
sport held by the three partners Sami Savanur, AvinashMalani and Nikhil Punjabi. In this
business plan we outline the framework of how we attempt to achieve our vision and future
plans for the business and the growth of the sport.
We start with elaborating on the company profile and the products we offer. We plan to bring
in international coaches, players and conduct international tours to give our students a
completely experience of how the sport is administered in Europe. Through this we aim to
give them the opportunity to pursue their passions as a career.
Next we highlight the extensive market research and environmental scan that we have
conducted which is brought about in our marketing plan.We highlight who are target market
is and our market entry strategy by capturing the international schools which is as yet
untapped.
After this we look into the daily operations of the academy and the organisational structure.
We go on to highlight the work culture that we plan to adopt. Our team comprises of very
esteem coaches procured from the Uk and India respectively to provide students at the grass
root level to master the game.
Finally we discuss the financials of the firm and how we plan to make it a profitable
organisation by giving a detailed break up of our expenses, profits and the projected sales that
we aim to achieve.
4. Introduction
Objectives
Happy feet through its efforts intend to change the way India perceives the king of all sports. We
plan to achieve this to start by tying up with international schools in Maharashtra. At happy feet we
strive to instil football passion into young hopefuls. This will be achieved through professional
football training and building a sound youth system where youngsters progress from one level to
another. Efforts will be directed towards offering international exposure through various sports
tours and events.
Mission Statement
Our mission is to nurture the physical, mental and emotional growth of the youth through the sport
of football at the grass root level. We strive to provide the environment where “footballers are bred
not born”.
Vision
Happy feet is envisaged to have the following attributes:
World class infrastructure and facilities in terms of training ground, equipment, training
techniques, modules etc.
Be a breeding ground for world class talent
Establish a sound youth system
Contribute not only to the development of football but also good human beings
Value to customers
Happy feet will bring to Indian soil quality of football training for the youth in par with European
football academies. This initiative will bring international exposure to the country which lacks basic
infrastructure in the sport. We also aim to provide value by furnishing these services at affordable
prices.
Company Summary
Happy feet football academy is an initiative started by three friends with the vehemence to give back
to society the one thing they are passionate about the most, football. The retail format of which will
be set by adhering with International schools and providing world class football training to their
students from grass root level. Happy feet is the first of kind football academy in the country
providing high quality training at affordable prices.
Company ownership:
The ownership of the company will belong to three people: Sami Savanur, AvinashMalani and Nikhil
Punjabi with each sharing profits and losses equally.The business will be registered as a partnership
and the above mentioned people would be involved in the management of the company as well.
5. Sami Savanur would be actively involved with on ground activities, AvinashMalani would look after
marketing and business development and Nikhil Punjabi would be looking after the accounts and
operations.
Start-up plan:
We would be getting our initial investments from an investor who would be having a 20% share in
the company. We will be approaching the investor for $25000 of start-up capital.
Company locations:
The company office will be located in the city of Pune and operations will be carried out at the
international schools in Mumbai and Pune respectively. In the third year we plan to set up another
office in Mumbai.
Product
Product description - Our product is to offer world class football facilities with training and coaching
at residential camps set up at various international schools by tying up with them initially in the
cities of Mumbai and Pune. These would be specialized long duration camps unlike most of the
academies that offer short term clinics.
Futebol De Salao – We plan to incorporate the Brazilian method of Futebol De Salao as a part of our
training. It is a variation of the conventional football and is the best medium for the development of
the player’s ability to transfer and use their skills effectively in the difficult physical and psychological
conditions of the game. The ball used is an important factor, due to its small size and heavy weight;
it restricts players from playing long, aerial passes and encourages constant circulation and recycling
of the ball (braziliansoccerschols, 2013).
Competitor Analysis
Competition does exist in the arena of sports training and coaching. As our plans are to start up in
the cities of Mumbai and Pune, we have considered the direct competitors to us in these particular
cities. In the city of Mumbai, our major competitors include BaichungBhutia Football Schools. This is
an academy started by India’s longest serving football captain, BaichungBhutia. This academy is in
the start-up stage but has plans to open similar schools across the nation targeting children in the
age group 5 to 18 years. Besides, we also have Manchester United Soccer Schools as our competitor
in the city of Mumbai. This academy would be delivering a series of short term skill development
programs in the Manchester United way. Without underestimating their threat as a competitor, we
believe that our academy will focus more on the development of football as a sport as compared to
the many others who would concentrate more on building their brand image.
For the city of Pune as well, we have looked at two potential competitors. Soccernova is an academy
that has an alliance with the Brazilian Soccer Schools and their coaching standards. Their
professional football training progresses from one level to another. Another competition we see is in
Peninsula Pune FC Academy (PPFCA). It is a trainingacademy launched by the I-League club Pune FC.
6. Threats and solutions
Entry of international soccer clubs – With clubs like Liverpool and Barcelona planned to enter the
market in 2014 they possess a threat to eat up market share. Hence we plan to capture the niche
market of international schools and get established within the market.
International schools rejecting tie ups – In case of this situation which is less likely. We will modify
our business model by setting up our own independent facilities and residential camps where
trainings would be conducted and open to the general public
Sports injuries – Injury in sports is a certainty but the way they are treated and not neglected is what
matters thoroughly. Hence we have professional Physiotherapists on ground all the time
Summer holidays creating lack of business – The month long holiday when students are away would
be utilised to conduct soccer camps and open to all students.
Market Environment
According to the report Developing football in India broad cast rights for the FIFA world cup have
risen by over 1000% in 8 years, showing an astounding growth from $3million in 2002 to $43 million
in 2010.The report also shows a 60% increase in numbers watching football on TV since 2005.
Football also attracts the second highest sports sponsorship in India after cricket. The report also
highlights that 47% of India’s population describe themselves as football fans (Sportspath, 2012).
Focusing on the state of Maharashtra where we plan to start operation the prospects of growth
seem commendable. In all there are 20000 schools which are playing football and there are 25
million kids between the age group of 6 – 17.The Western Indian Football Association has entered
into a strategic partnership with Sporting Ace Private Limited and come up with an ambitious plan to
develop football in the state. The partnership will see an infusion of Rs 100 crores and plan to
generate 5000 All India Football Federation trained coaches in the next three years.
Industry Analysis
PEST ANALYSIS
Political
The Government of India has been taking several steps to facilitate the growth of Football and other
competitive sports in the country. A major step toward this is taken by the government approving All
India Football Federations bid to host the 2017 under – 17 football world cup (Goal, 2012).The
government will support all efforts that envisage the hosting and staging of the world cup by
providing world class infrastructure and six top class venues. The government will also guarantee
7. security, accommodation, transport and airport facilities (Goal, 2012). With the world cup being
staged in the country, it will stir a revolution of fan following and we at Happy Feet can work toward
providing the country with talent to achieve this feat.
The Indian football system is tainted with corruption and inefficiencies. This exists at all levels
starting from the district level of competition to the national level where there is bribery in a major
sense.Two years ago the hockey federation of India was stripped off by the Indian Olympic
association after the government found out about widespread corruption and bribery. The most
celebrated event of Indian sport, The Indian Premier League has been rubbed in with a tremendous
amount of allegations and kickbacks and bud rigging during the awarding of franchises (Ambers,
2012).
Economic
In the last couple of years things have looked bright for Indian football with IMG – Reliance acquiring
the commercial rights of Indian football for 15 years at USD 140 million, acquisition of clubs abroad
by Indians and NRI’s, entry of major European clubs to India and support of FIFA to AIFF (Anglian
Football, 2012).
The Indian football league clubs spend collectively USD 30 million (approx.).Each season budget
ranges from USD 1000000 – 3000000 for these clubs and 90% of expenditure is on player
compensation (Anglian Football, 2012).
The Indian Economy has been on the rise at a steady pace of 6 – 8 % growth. It is the tenth largest
economy in the world by nominal GDP. India falls into one of the G- 20 major economies and is a
member of the BRICS. These factors provide a potentially profitable environment to invest in.
Social
India is the second most populous country in the world and its large reserve of human capital is
crucial to the nation’s economic development. The countries growing technically skilled workforce
draws international players to locate facilities there. Inflation and employment rates which are
relatively high remain major challenges for the Indian economy. The expanding middle class in
India’s urban areas is likely to help fuel the countries future economic growth (Texas, 2012).
A major deterrent for the growth of any other sport in the country is the pro cricket mind-set that
the country possesses. This results in neglect of other sporting competition and potential. Having
considered this as previously mentioned there is a huge rise in football following in the country. 47%
of Indians consider themselves as football fans. The viewer ship of European football is on the rise.
With the opening of venues such as Manchester United football Cafes all over the country, there is a
strong platform to unite people who are passionate about the sport.
Technology
The major drawback in Indian football is the lack of infrastructure and technology at grass root level
and national level simultaneously. With stadiums crumbling and pot holes on pitches it becomes
difficult for the sport to prosper. In Goa, the Fatorda stadium was deemed to be not good enough to
host Asian Football Confederation matches as it dint even have flood lights (Srivastava, 2011).Also in
8. Kolkata the Mohan Bagan and East Bengal grounds are not in proper conditions hence matches are
held at the Salk Lake stadium.
There is strong requirement of world class state of the art facilities. Such facilities are made available
by international schools such as American School of Bombay which have state of the art football
pitches, heated swimming pools, gymnasiums etc.
Porters 5 forces
Threat of new entrants - medium
As the market is very lucrative there may be a chance that big Indian companies such as Reliance
and investors such as The Sahara Group may shift their financial assistance from cricket and hockey
to football. There is also a chance of other international football academies to follow the footsteps
of Manchester United soccer schools and enter the market. Speculations have already been made
about the entry of Italian football club Inter Milan. The sales and marketing manager Barbara Biggi
informed Times of India that they are looking for partners in the country to support the
Infrastructure (Mohan, 2012).
The major issue observed with these new entrants is the fact that nothing concrete has fallen into
place as of today and majority of the projects would fall into place late end of 2013 or by
2014.Concequently we wish to capitalise on this opportunity and gain market leadership.
Threat of substitutes – Medium to High
As mentioned earlier with cricket being the countries favourite sport and hockey being the national
sport the consumer could possibly switch to playing any of these sports. This could result in loss of a
long term consumer.
We feel that even though this threat could be relatively high the latest reports show that 47 % of
Indians describe themselves as football fans giving us a huge window of opportunity.
Bargaining power of customers – low to medium
The customers would have a relatively low bargaining power as the cost of packages we offer are
provided at relatively affordable prices as compared to Industry standards. The countries reputed
Karnataka Institute of Cricket charges a fee of Rs 5500 for a month for their weekend sessions.
Hence our prices for the three month package Rio are comparatively affordable (KIOC, 2012).
Bargaining power of suppliers – Medium
The main form of suppliers for us would be sport companies such as Puma, Adidas or Nike. These
would be the companies from which we would be looking to source our football equipment such as
jerseys, boots, footballs etc. We are already in talks with Puma as one of our partners, Sami Savanur
is an ex-employee of the company and through his contacts with the company we are going to get
large discounts on bulk purchases of the goods.
9. There is also the presence of smaller football equipment companies such as Nivia and Umbro who
could also be our potential suppliers. These are smaller sports equipment companies and could
provide quality goods for a lesser costs. Consequently the switching cost to alternative companies is
relatively less.
Competitive rivalry within the industry – Medium
The rivalry between the current market players is currently low as all are currently operating at a
smaller market size. Each competitor has a niche market size. Although considering this situation
with the potential growth in the market size and entry of new competitors there is strong possibility
of intensification of competition. The international players will try to get hold of market share. A lot
of the international football academies are looking at major cities like Mumbai and Delhi to enter
the Indian market.
10. SWOT MATRIX
STRENGTHS WEAKNESS
Tie-ups with schools advantageous Initial dependency on available
Group of skilled and experienced infrastructure of schools.
staff and management. New start-up, hence unrecognised
International tours part of programs. brand name.
OPPORTUNITIES THREATS
Rising interest and viewership Unsuccessful past of Indian Football
Increasing FIFA and AFC interest in Political interference
Indian Football Legislative problems in India
Corporate houses showing interest in Satisfaction with low success
Indian football
Elite class showing more interest in
Indian Football
11. Market research
To validate our business model we have conducted both primary and secondary research. The
primary research involved conducting a survey through a questionnaire with 15 parents from
Symbiosis International School, Pune on questions relating to football and whether they see their
children playing the sport and how much time would they permit in a week. (See Appendix)
The research highlighted positivity in the minds of the parents with regards to health and fitness of
their children through sports. All though parents are still not entirely convinced on the future of
football in India, hence we feel through Happy Feet we can strive towards our mission to uplift the
sport in the country.
Marketing Plan
Segmentation
Since the market that we aim towards targeting would be students, hence the main segmentation
would be on the premises of schools.
We’ve segmented the schools within the state of Maharashtra on the basis of the graduation
certificate they offer –
1) Maharashtra secondary schools – 13,835
2) Indian certificate of secondary education schools – 196
3) International baccalaureate schools - 96
The next segmentation would be on the basis of age group of students enrolling within our programs
as our programs would be focusing different forms of training for different age groups. The age
groups would be divided in the following manner –
1) 8 – 10 years
2) 11 – 12 years
3) 13 – 14 years
4) 14- 16 years
5) 16 and above
India is one of the fastest growing economies in the world having clocked a growth rate of 8.3% in
2010.The Indian middle class is expected to be approximately 50 million people . Hence we’ve
segmented the population on the basis of the social class –
12. Income Class Monthly family income % of Total population
Poor < USD 150 54%
Lower Class USD 150 – 350 41%
Middle Class USD 350 - 840 4%
Upper Class USD 840 – 1700 0.5%
Rich > USD 1700 0.5%
Targeting
From the above segmented market that we have identified we would like to direct our focus
towards the international schools to start off with. We have identified it as a niche market which will
provides us the untapped gap within the industry. On the basis of our competitor analysis we have
identified that none of the competitors have successfully managed to establish any sort of tie ups
with the International schools to provide football training services to their students.
As majority of international schools are residential and possess top notch infrastructure and facilities
our aim will be to harness this advantage and utilise it to provide students with an international
training environment. In the schools we will be targeting students from the age group of 8 to 17
years. The main focus for our programs with regards to these schools will be to target the upper
middle class and rich families. In the future when we plan to rent our own training ground we will
then be targeting the middle class and lower middle class families.
To name a few international schools –
Symbiosis international school, Pune
American school of Bombay, Mumbai
Mercedes Benz international school, Pune
B.D. Somani International school
Positioning
Happy Feet follows two positions strategies -
Benefit positioning - we provide benefits by giving high quality football coaching in India for the
fervent and die hard football fans that unfortunately do not get this service in the country.
Price positioning: Happy Feet services are at a lower price when compared to the pricing of the
competitors.
Happy feet aims to be positioned as the pioneer of creating a football revolution in India at the grass
root level. We will be positioned as the pioneer in the country to bring in UEFA A licenced coaches
such as Mr Tony Rickets and to organise tours for students to Bristol Rovers football academy in
England giving our students the opportunity of international exposure to training.
13. Product
Our product and services offered will be segregated for both students and coaches, as we strongly
believe for the development of the sport it is essential that not only students are trained well but
training starts from creating well experienced coaches who can in turn pass their knowledge to the
students.
For Students – The training programs will be broken down into various soccer clinics depending on
the duration and intensity of training. They will be called as Rio (3 months), Samba (6 months) and
Carnival (9 months) respectively.
• Residential camps offering world class training and facilities
• Specialized long duration training programs
• Futebol de Salao workshops
• International tours to various destinations
• Interschool Futebol de Salao competition
For coaches – We have devised an exclusive training program for coaches called the Happy Feet
youth coaching badge which will help them get well trained in the following aspects -
• Coaching essentials
• Components of football
• Dealing with age groups
• Sports nutrition / medicine
• Sports psychology / sociology
Price
Our pricing strategy has been formulated after our market research that we conducted on the
international schools parents. We have identified that majority of the parents were willing to spend
between 4000 – 8000 per month on football training for their child.
14. How much are you will to
spend on football per
month?
less than USD 80 USD 80 - 160 Greater than 160
29% 30%
41%
We were able to conceive our program prices after analysing all the expenses that would be incurred
and the profit margin that we would be achieving in the following years. Our strategic alliance with
Filton College in England has helped us provide international tour packages at considerably nominal
prices. It has also been the foundation to assist us in bringing UEFA A licenced coaches such as Mr
Tony Rickets to the country to conduct training programs for our students.
The package prices will be as follows –
• Rio (three months) – USD 140
• Samba (six months) – USD 300
• Carnival ( nine months) – USD 450
• International Tours – USD 1200
• Academy youth coaching batch – USD 300
Place
As we plan to enter the market through targeting international schools the centres for training will
be the facilities of these schools. The training camps will be held in each school for three days a
week, with two hour training sessions. The company will have office in the city of Pune where all the
off ground activities will take place. We will conduct the visual / classroom training sessions for our
coaches in the office. In the year 2015 we plan to lease our own football ground to expand our
services to a larger audience. In 2016 a new office will be set up in the city of Mumbai to cater to the
growing consumer market.
Promotion
Since our main target market in the initial stages are the international schools, our main focus would
be the parents and students of these schools. So for the same we plan to organise various high tea
parties and seminars in the school premises promoting the cause of the sport. We will leverage our
15. brand by focusing on the international tours we are offering, the UEFA A licenced coaches we plan to
bring down and reputed international football players who will make short visits to impart their
esteemed sporting experiences. Through these activities we plan to achieve enrolment of 100
students per school.
We plan for the optimum utilisation of the tool of social media. Various activated will be conducted
on the online portal for the same –
Creation of a Happy Feet website
Creation of a Happy Feet Facebook page
Creation of a Happy Feet Twitter account
Using famous celebrity bloggers such as Miss Malini to promote the brand on her website,
blogs, twitter and Facebook accounts
Videos of football coaching, training sessions and tournaments will be uploaded on YouTube
and other networking sites.
Free training will be imparted to students who are talented at the sport but not financial stable. For
our first international tour we plan to give scholarships to 5 students who enrol in our camps. This
aspect will be highlighted in our promotions through pamphlets and brochure which will be
distributed in the schools and various locations such as shopping malls and multiplexes.
16. Organisational Structure
Sami Savanur AvinashMalani Nikhil Punjabi
AKFDC Coach Business Operations
Manager manager
AIFF licenced
coach
Physiotherapis
t
Happy Feet
youth badge
17. Organisational Structure
Our teams would be divided in the following manner.
On Ground activity – The on ground team would be responsible for the coaching and training
perspective that the academy has to offer to both the students and the prospective coaches join our
coaching program. This team will be headed by Sami Savanur. It will comprise of the AKFDC coaches,
AIFF coaches and Happy Feet academy coaching batch and physiotherapists.
Business Development - This team would be headed by AvinashMalani who would overlook the
marketing and business development aspect of the organisation. He would be provided competent
business managers who would be responsible for –
Setting up the tie ups with the international schools
Working with different venues for holding promotional soccer camps
Generating strategic alliances with International football clubs such as Bristol Rovers which is
owned by Filton College in Bristol, England.
Marketing and promotional activities of the brand
Working on tie ups with reputed footballers and world class licenced coaches to provide
soccer clinics for our students and coaches
Operational team – This team will be headed by Nikhil Punjabi and be responsible for all the
operational and financial aspects of the company. This would involve –
All office related activities
Collection of all the fees for the various programs offered
Maintaining accounts
Importance of HR for Happy Feet
Human capital is the starting point and a strong foundation of a successful business. We understand
the strategic implications of the knowledge-driven, service-intensive economy and the fact that
skilled and motivated people are central to the operations of any company that wishes to flourish.
Thus we aim to be a human capital centric organisation that attracts talented individuals and enable
them to work together in an effective manner. This will enable our “people” resources to become
our premier competitive advantage
At Happy Feet Football Academy we thoroughly understand the importance of our various teams.
For any sports academy the core competency lies in its esteemed team of coaches as parents are
interested in ensuring their children get highly skilled training and simultaneously are concerned
with the levels of safety under which training is conducted. Our esteemed coaches will be derived in
the following way –
18. Head Coaches–Our head coaches will be selected from the esteemed institute of AbhijeetKadam
Football Development Centre in Pune. Pune based education giant BharatiVidyapeeth has partnered
with Liverpool FC – the most successful football club in the history of English football, The FA- English
football’s governing body, UK based International Company KickWorldwide and Southgate College to
establish AbhijitKadam Football Development Centre.The centre gives its students who are enrolled
for the coaching programs the opportunity to get international exposure by studying for the second
year of the two year sports management course at the University of Southgate, England. The
knowledge these coaches can impart will truly benefit our students (AKFDC, 2012).
Assistant Coaches -The Western India Football Association (WIFA) under the aegis of the All India
Football Federation has laid the foundation to the coaching ladder with the introduction of the AIFF
‘D’ License coaching programme, which is the first of its kind in India. Through this initiative the
organisation plans to generate 5000 coaches in the next 3 years (WIFA, 2012). We at Happy Feet
want to give these coaches the opportunity to assist our head coaches and impart their skills to our
students.
UEFA A Licenced coaches and International footballers – We plan to have soccer clinics held by Mr
Tony Ricketts who is the head coach of Bristol Rovers football club. He is also the esteemed holder of
a UEFA ‘A’ licenced coaching certificate. The UEFA A License is the highest practical coaching licence
available and focuses specifically on the European competitive level of football (FA coaching courses,
2012).Through his visits he will not only help our students benefit but also help our coaches improve
their standards of coaching.
We also plan to bring down international football players such as Park Ji sun and Edgar Davids for
short visits to our training centres as they will serve as role models for our students who can then
inspire to achieve their success.
Sports physiotherapists – We are looking at hiring physiotherapists who would be on ground during
our training sessions to monitor student fitness and reduce chances of injury through the sport and
conduct class room sessions to train our coaches on sports medicine and other aspects.We are
looking at hiring physiotherapists from the Indian Association of Physiotherapists which is an
organisation of professionals representing more than 25000 physiotherapists (Physiotherapy India,
2012).
Operations
As our organisation is not a conventional company hence many aspects of the supply chain such as
the distribution networks are relatively not in existence.Our main focus is towards our daily
operations and efforts in ensuring our service reaches our consumers effectively.The service is
divided into two programs, firstly for students and secondly for coaches. We are looking at 4 tie ups
in the first year, two centres in Pune and two in Mumbai. Training sessions will be held 3 days a
week at each centre and each centre will hold sessions on alternate days for us to focus all efforts on
19. the students of one school per day of the session.Through the Happy Feet youth coaching batch that
we offer, the students of that will have class room sessions at our office to help them get trained and
during the training session they will get the chance to apply the coaching on field effectively.
Financial Plan
The purpose of this is to let the investors be aware of the financial details relating to operations,
products and services in the current business plan. The initial cost of setting up the company would
be approximately USD 85000. This investment amount would be procured from the three partners;
each bringing in USD 20000.
How much Investment from Investor
The remaining sum of USD 25000 will be obtained from an angel investor. We are looking at offering
the investor a 20% stake in the company and profits and losses will be shared by him in that manner.
Where will the funds be used
For the optimum utilisation of funds from the investors we are looking at procuring funds for majorly
the following expenses –
Royalty paid to international schools
Marketing expenses
Purchase of football equipment
When will the funds be needed
The complete sum required for marketing expenses and football equipment will be needed in the
first month itself. The royalty paid to schools will be done each month in equal instalments. Hence
this amount can be paid by the investor each month or on quarterly basis.
Projected sales forecast for 5 years
Enrolment Enrolment Enrolment
Enrolment Enrolment
(over a (over a (over a
(over a period (over a period
PACKAGES period of 9 period of 9 period of 9
of 9 months) - of 9 months) -
months) - months) - months) -
2013 2014
2015 2016 2017
Package Rio (3 months) 300 306 337 377 434
Package Samba (6 months) 70 71 79 88 101
Package Carnival (9 months) 50 51 56 63 72
International Tour 50 51 56 63 72
AYCB (Coach Program) 15 15 17 19 22
TOTAL 485 495 544 609 701
20. Statement of expenses
PARTICULARS 2013 (INR) 2014 2015 2016 2017
License and Registration 91
Transport Van (2 Vans) 3,632 908
Ground Lease/Rent 4,358
Equipment 4,540
Office Space Deposit (Refundable) 817 1,362
Office Rent 3,269 3432 3604 9231 9693
Office Furniture 1,090 1,362
Salary and expense to Mr Tony Ricketts 6,000
Salary and expense of International footballer 6,000 6,000
Fuel and Maintenance 2,179 2397 2637 2900 3190
Electricity & Utilities 218 229 240 252 265
Salaries 34,865 38,351 53169 58486 64334
Scholarships offered 2,724 2,724 2,724 2,724 2,724
Special Scholarship (Teach For India) 2,724 3,632
Royalty to Schools 14,527 15980 17578 19335 21269
Marketing expenses 5,448 3,632 3995 4394 4834
TOTAL 79,397 75,468 88,304 100,955 115,941
Income generated from various programs offered
Income 2013 2014 2015 2016 2017
RIO 37,800 38,556 42,412 47,501 54,626
SAMBA 18900 19278 21206 23750 27313
CARNIVAL 20250 20655 22721 25447 29264
International Tours 4500 4590 5049 5655 6503
AYCB 4050 4131 4544 5089 5853
TOTAL INCOME 85,500 87,210 95,931 107,443 123,559
PROFIT MARGIN 6,103 11,742 7,627 6,488 7,619
21. Cash flow for the year 2013
Particular Q1 Q2 Q3 Q4
AMT AMT AMT AMT AMT AMT AMT AMT
CASH FROM OPERATING ACTIVITIES
Cash from operations 21375 21375 21375 21375
License and registration -90
Equipment -4500
Office Rent -810 -810 -810 -810
Office Deposit -810
Fuel and maintanance -540 -540 -540 -540
Electricity &Utilitites -54 -54 -54 -54
Salaries -8640 -8640 -8640 -8640
Scholarships Offered -675 -675 -675 -675
Royalty to schools -3600 -3600 -3600 -3600
Marketing Expenses -1350 -1350 -1350 -1350
306 5706 5706 5706
CASH FROM INVESTMENT
ACTIVITIES
-3600
-4500
-1080
-9180
Net Cash -8874 5706 5706 5706
Opening Balance (Rs 15,00,000) 27000 18126 23832 29538
Closing Balance 18126 23832 29538 35244
22. Bibliography
AKFDC. (1 December, 2012). Retrieved 4 January, 2013, from www.akfdc.bharatividyapeeth.com:
http://akfdc.bharatividyapeeth.edu/About/About-AKFDC/default.aspx
Akinyemi, A. (6 May, 2011). Retrieved 10 30, 2013, from
http://edition.cnn.com/2011/SPORT/football/04/19/football.india.kolkata.derby/index.html
Ambers, L. (2012). Retrieved 3 January, 2013, from www.blogs.bettor.com:
http://blogs.bettor.com/Indian-sports-marred-with-corruption-allegations-besides-those-
relating-to-Commonwealth-Games-preparations-a30522
Anglian Football. (26 July, 2012). Retrieved 3 January, 2012, from www.anglianfootball.com:
http://anglianfootball.com/?p=575
braziliansoccerschols. (2013). Retrieved 6 January, 2013, from www.braziliansoccerschools.com:
http://braziliansoccerschools.com/about-us/how-we-use-futebol-de-salao
FA coaching courses. (2012). Retrieved 4 January, 2013, from www.facoachingcourses.org.uk:
http://www.facoachingcourses.org.uk/uefa-a-licence.html
Goal. (24 Septemebr, 2012). Retrieved 3 January, 2013, from www.goal.com:
http://www.goal.com/en-india/news/136/india/2012/09/24/3400272/goverment-of-india-
backs-aiff-to-host-the-2017-u-17-football
KIOC. (28 December, 2012). Retrieved 28 December, 2012, from www.kioc.net:
http://www.kioc.net/node/176
Mohan, S. (28 November, 2012). Retrieved 27 December, 2012, from www.goal.com:
http://www.goal.com/en-india/news/136/india/2012/11/28/3561468/inter-milan-to-enter-
indian-football-market-report
Physiotherapy India. (2012). Retrieved 4 January, 2013, from www.physiotherapyindia.org:
http://www.physiotherapyindia.org/about/3274-iap.html
Sportspath. (2012). Retrieved 22 12, 2012, from www.sportspath.typepad.com:
http://sportspath.typepad.com/sports-path-e-learning-bl/th.html
Srivastava, A. (10 August, 2011). Retrieved 3 January, 2013, from www.goal.com:
http://www.goal.com/en-india/news/2292/editorials/2011/08/10/2610903/speakout-
where-is-the-infrastructure-in-indian-football
Texas, I. (25 June , 2012). Retrieved 3 January, 2013, from www.prweb.com:
http://www.prweb.com/releases/2012/6/prweb9622861.htm
WIFA. (1 December , 2012). Retrieved 4 January, 2013, from www.wifa.in:
http://wifa.in/?page_id=150
23. APPENDIX -
Hours of football in a
week
Less than 4 hours 4 hours to 8 hours
8 hours and above
25% 15%
60%
Spending in football
>4000 4000-8000 8000 and above
29% 30%
41%
Interested in being
coached
YES No don’t know
4%
21%
75%
24. Which of these is a role
model for your child ?
David Becham Sachin Tendulkar
Michael Schumacher
20%
40%
40%
Which European league
does your child follow
English premier league Italian league
Spanish league
30%
50%
20%
With the Fifa under 17
world cup being held in
India do you see your…
Yes No
25%
75%
25. Does football interest
your child ?
Yes No Not sure
22%
18% 60%
In 10 years where do you
see football in the
country ?
In Par with Cricket National sport Still the same
40%
50%
10%
Would you be interested
in getting your child
coached with world…
Yes No Not sure
32%
54%
14%
26. Does your child hold any
previous experience in
sports /athletics ?
Yes No
40%
60%
