A Study structuring a Global Scouting Grop (for football grassroot) based in Brazil, with offices in Canada, Lebanon and The United Kingdom.

1. MBA in Sports Management
Final Thesis Presentation
Raul Finol – Matheus Sell Koerich
Aya Lebdi – Marcos Ruano

2. 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

3. 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

4. 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

5. 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

6. Locations
GSG will be a holding company with 4 subsidiaries

7. Launch Strategy

8. 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

9. 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

10. 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

11. 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

12. 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

13. Strategies

14. PESTLE Analysis

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

16. Target Customers

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. Thank you!