Three key areas need to be addressed in the business plan:
strategic need, local need and sports development3
3 Sports development information on how
Think about whether a funder would to use this tool can be
be interested in investing in a project found on CSP or Sport
if they could see any improvement as a England websites.
result. Sports development is one way of Linked to this advice,
proving this and is often ignored when you need to identify
planning a new facility. what is limiting your
It’s critical to identify potential new development. Is it
customers. Most funding bodies will poor changing facili-
want to see an increase in participation ties, bad drainage, a lack
as a result of their investment and will of floodlit facilities, or
want to ensure that it is a benefit to the indoor space or just the
local community – they want some pay- location, which means All of these make up your project and
back for their investment. you can’t expand and therefore if they can be presented in a clear and
It’s no use seeking to improve your ex- need to find another site? logical way, then your chance of secur-
isting facilities if this will only benefit a Taking all of this into account will ing funding increases.
small group of people. CSPs, local author- demonstrate to a potential funder that
ities and Sport England, to name a few, you’re planning ahead and thinking The funders
want to see an increase in participation about how your club will grow and ben- It’s worth remembering that any
and will only support projects which can efit the local community. organisation that’s prepared to fund a
demonstrate they can achieve this. Sports development planning is about sports project will have its own agenda
Two new tools which are available to having a clear vision for the future and it – whether that’s increasing participation
help you make the case are Active Peo- can be summarised in six key words: or a specific interest in your sport. The
ple and Market Segmentation. Aims What are you aiming to achieve? key message here is to get to know your
• The Active People Survey is the largest How are you going to do this? funders and be clear about what their
survey of sport and active recreation Who is going to do the work? criteria are. Are they seeking payback in
undertaken in England (see p44) and When what are the timescales involved? any form? Are they focusing on any spe-
now has three years’ worth of available What is the project? cific target groups such as young people
data. It creates a baseline against which Review How will you know what has or people with a disability.
active participation can be measured been achieved? (You need to Make sure that you read the funder’s
anywhere in the country and is a valu- have a way of reviewing the documentation carefully before
able tool for anyone planning a new progress throughout the project). you begin to complete it. If you are
facility to use in identifying their local unsure about anything, then seek
participation rates. Full details can be Your project clarification. Many funders are happy
found on the Sport England website In addition to all of the above, there are to offer advice and would prefer people
(www.sportengland.org). a host of other issues you will need to to come to them first to see whether
• Market Segmentation is tool that has consider about your project. their project is eligible before an appli-
evolved from the Active People Survey. These include: cant spends a lot of time developing
It helps to understand what motivates • Marketing of the facility/project a project that isn’t fundable.
people to play or not play sport. • Access issues In other words, in order to obtain
Based around 19 common groups • Charging policies funding – know your project, know your
of people, it can be explored at differ- • Management of the facility funder and above all, keep it simple. ●
ing geographic levels, to find out what • Operational issues
people’s sporting habits are in a commu- • Programming For more information contact Liz or
nity, local authority or region. Detailed • Income and expenditure plans Mike at
syzygy@syzygyleisure.co.uk
Issue 1 2010 © cybertrek 2010 Read Sports Management online
sportsmanagement.co.uk/digital 43
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