the roadmap charting the future course of my-kart
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the roadmapthe roadmap
charting the future course of my-kart
2
project proposal
http://www.my-kart.org/
agenda & objectivesagenda & objectives
sell the vision identify the issues plan actions agree roadmap assign roles
3
project proposal
http://www.my-kart.org/
talent discovery and development is core...talent discovery and development is core...
explore far & wide to discover the
talented amateur
explore far & wide to discover the
talented amateur
select & refine the talent
select & refine the talent
manage, promote and market the
talent
manage, promote and market the
talent
talenttalenttalenttalent
myKART is like an oil and gas company but dealing with racing talent
4
project proposal
http://www.my-kart.org/
...searching for diamonds in the rough......searching for diamonds in the rough...
search far & wide skills
development: driving technical strategy communication public relations sports
psychology aspiration to go all
the way formula racing touring cars
myKART is about discovering, developing and delivering racing talent by popularising grassroots motor-sports
5
project proposal
http://www.my-kart.org/
...thus, we must create the infra & supply...thus, we must create the infra & supply
affordable amateur series
progression paths
development
programmes
sponsorship opportunitiesalways focus on building the grassroots
always focus on building the grassroots
always focus on building the grassroots
always focus on building the grassroots
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project proposal
http://www.my-kart.org/
target marketstarget markets
Fun karters Career karters
What they want member benefits discounts safe & fun racing Networking
organised events / series championship reward &
recognition driver development progress in racing career
Who are they professionals, managers, entrepreneurs
teenagers, personalities, enthusiasts
What they offer A pool of drivers, potential future talent & succession talent supply / builds corporate awareness
Financial benefits, talent management & commercial opportunities
What we provide Regular events at affordable rates
sustainable & structured growth & development programme
How we provide member leagues social events
annual series media coverageth
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* myKART must continue to focus on the fun karter to lead to the career karter
7
project proposal
http://www.my-kart.org/
providing end to end motor-sports activitiesproviding end to end motor-sports activities
amateur amateur activitiesactivities
driver driver developmentdevelopment
sponsorshipsponsorship& rewards& rewards
talenttalentmanagemenmanagemen
tt
KART seriesKART series
driverdriveracademyacademy
TV & mediaTV & mediacoverage*coverage*
merchandisingmerchandisingprize moneyprize money
professionalprofessionalservicesservices
* inclusive national & regional events* inclusive national & regional events
ancillariesancillaries
suppliessupplies
technical technical supportsupport
manufacture & manufacture & assemblyassembly
event event managementmanagement
team team managementmanagement
there is a wide range of activities and businesses to support the myKART objectives of discovering, developing and delivering racing talent
8
project proposal
http://www.my-kart.org/
the foundation of Malaysian motor-sportsthe foundation of Malaysian motor-sports
individuals companies nation
affordable and fun series for amateurs
open access to wider consumer segments
making racing more accessible & building more awareness
clear career progression and development
new business opportunities (new products)
builds strong foundation for world class drivers
creates abundant & sustainable supply of racing talent
sponsorship assistance
brand building, merchandising opportunities
international recognition & exposure
9
project proposal
http://www.my-kart.org/
my-KART S.W.O.T. analysismy-KART S.W.O.T. analysis
strengths experience since 2001 rapport with circuit
operators strong & diverse
membership existing corporate network professional
weaknesses funding corporate awareness &
support unknown ‘name’ in market ‘elitist’ perception amateur karting not ‘real
thing’
opportunities F1 exposure growing interest in motor-
sports government support affordable karting
experience the next generation
threats economic slowdown affecting
sponsorship established players government backed player
endend
thank you for your attention
11stst my-KART Foundation my-KART Foundation ConferenceConference
Summary of meeting discussion
12
project proposal
http://www.my-kart.org/
key issues to be addressedkey issues to be addressed
entity & management structure club vs. enterprise
politics & governance existing players (KKS / KKW) personalities AAM / Nathan KBS circuit operators suppliers corporations / sponsors
patronage personalities & support
identity & branding what is myKART for the layman
Microsoft Excel Worksheet
project project summary summary
reportreport
13
project proposal
http://www.my-kart.org/
entity & management structureentity & management structure
decision needed: whether to form club or enterprise?action: to understand AAM requirementshelp needed: Fazz to discuss with experienced people in the field:
Steward: Ron Lim (veteran racer) Brian F: Faizul (m/sports commission) Yusnee: Adien / Tg Djan (proton motorsports)
club / association enterprise / sdn bhd
fund raising easier, commonly practiced
perception of company profiteering
not allowed by AAM?
decision making / governance
bureaucratic / slow process
efficient thru delegated authorities & mandates
profit making subject to members direction
accepted / common
entity objectives:entity objectives:
discover & discover & develop talentdevelop talent
organise eventsorganise events
seek seek sponsorshipsponsorship
to profitto profit
14
project proposal
http://www.my-kart.org/
politics & governancepolitics & governance
their agenda / risk strategy
existing players (KKS / KKW)
dominance in local karting scene; eliminate competition
avoid direct comparison complement and alliance
AAM / Nathan control over all motor-sports activities; clampdown on amateur events
compliance managing Nathan
KBS less focus on non-elite sports
favours / preferred parties
avoid early reliance
circuit operators profit making negotiation for long term partnership and rates
corporations / sponsors
what is the exposure? control over events
build the member base build the programme insist on myKART control
over activities and events; negotiate
action needed: meeting with
experienced racers / karters / organisers
understand the politics
15
project proposal
http://www.my-kart.org/
my-KART patronagemy-KART patronage
action: to identify best option for
myKART patronage to make appointments to
meet with these potential patrons
to be done once myKART proposal and plans documented
definition figurehead for myKART
role / purpose
to open doors for sponsors & protect myKART
qualification experience in m/sport, passion, aligned with myKART, strong contacts, and clout in industry
Potential Patrons background
Ron Lim veteran racer of 30 years in Malaysia
Datuk Hishamuddin minister / politician / karting enthusiast
Datuk Mokhzani SIC boss, racing enthusiast
Tan Sri Azman Yahya
racing enthusiast / former Danaharta boss
Faez Yahya WALD
Alex Yoong former F1 driver
16
project proposal
http://www.my-kart.org/
brand & identitybrand & identity
need to clear define the myKART brand & identity and what it stands for: unique proposition: discovering,
developing and delivering racing talent
values: safety-first professionalism diverse innovative driver led respect passionate
methodology: popularise grassroots motor-sports and managing the talent
action needed: communication strategy, coaching from PR experts (Naliza)
17
project proposal
http://www.my-kart.org/
high level roadmap / timelineshigh level roadmap / timelines
short-term (1-6 mths)
1. understand legal / AAM issues
2. register club / co (biz model & membership)
3. understand politics / governance
4. patronage5. documentation6. products &
merchandising
medium-term (7-12 mths)
1. forge alliances2. corporate
funding3. obtain
sponsorship4. K1 class5. driver
academy / training
long-term (13-24 mths)
1. media coverage (i.e. TV, 8TV)
2. investment (e.g.. junior formula)
3. technical up-skill
future (beyond 2 years)
1. team management
2. circuit ownership
3. club house
on-going activities: amateur events & recruitment stakeholder management develop informal links, MOUs & alliances with personalities
18
project proposal
http://www.my-kart.org/
foundation member rolesfoundation member roles:: role :: description :: who
lead overall responsibility in driving the myKART project
Fazz
stakeholder liaison dealings with Govt, existing industry players, personalities, patronage, local authorities, AAM
Fazz
operations event managements & preparation Fazz / Azlan / Edy
financial financial management; financing Azlan
commercial management
sponsorship, commercial agreements, advertising & promotions
Brian E & F
media / PR PR, media liaison, TV slots, electronic and print material, press releases
Naliza / Rizal
technical kart specifications, rules & regulations, enforcements
James / Julian
members member value proposition for casual and career karters
Naza
trading / procurement
merchandising, purchasing, fund raising Joey Teo / Steward
legal & secretarial understanding the rules and laws on organised motorsports, entity formation, intellectual property and trademark protection
Yusnee / Wei Li
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