BUSINESS PLAN
Review V.1.
HIGH-LEVEL OVERVIEW:
We believe the document is helpful as a first-stage offer but requires a more connected and precise delivery plus reduced peripheral information. An increased level of detail about the uniqueness of the market demand, the passion of the sector and scalability. The Tech proposition is also necessary alongside a deeper reference to the proposition’s marketing & sales approach. The Founder team profiles can be presented in a more personalised fashion with greater detail around both the commercial experience of each member and the ‘story’ that drives the passion of Paul and any other members of the team who are embedded in the magic of the beautiful game.
The overall document can also benefit from a more simplistic and professionally delivered graphical design from which investors can navigate towards a rational journey. As an indication of this the Blockchain and Tokenisation sections as with each key area, require an introductory narrative to create a sense of easy understanding. To maximise the effect our view is the document’s key data be integrated into one web-based presentation which also serves as the Pitch Deck - the more formal Business Plan and all relevant financial information can also be stored within the same presentation allowing turn-key ‘one-stop’ opportunity that benefits from a consistent narrative tone and coherent look & feel. The following observations have been made on a more direct appraisal of the document.
1. Executive Summary
Strengths:
Clearly describes the app’s purpose and unique selling points (fan atmosphere scoring and gamification).
Highlights revenue streams and features concisely.
Suggestions for Improvement:
Target Audience: Add a sentence emphasizing how Atmosphere90 bridges the gap between in-stadium fans and remote supporters.
Call to Action: Conclude with a stronger, visionary statement about how Atmosphere90 can redefine football fandom globally.
2. Company Description
Strengths:
Strong mission and vision statements.
Core values resonate well with football culture and fan loyalty.
Suggestions for Improvement:
Innovation Emphasis: Elaborate on how Atmosphere90’s technology creates a transformative fan experience, e.g., "leveraging cutting-edge geolocation and noise-capturing algorithms."
Community Building: Include how the platform fosters a sense of belonging among fans worldwide.
3. Market Research and Analysis
Strengths:
Well-defined target audience and alignment with market trends.
Acknowledges competition while emphasizing differentiation.
Suggestions for Improvement:
Market Size: Include data or estimates about the football app market or fan engagement industry.
User Personas: Add brief descriptions of typical user profiles to personalize the target market analysis (e.g., "young tech-savvy fans," "season ticket holders").
Competitive Advantage: Expand on what makes the app indispensable for fans compared to fantasy sports or other fan engagement platforms.
4. Organisation and Management
Strengths:
Clear definition of roles for leadership and teams.
Suggestions for Improvement:
Organizational Chart: Include a brief mention of planned reporting structures or collaboration tools to show operational efficiency.
Growth Plan: Highlight future plans for team expansion as the app scales.
5. Products and Services
Strengths:
Features like fan rewards and chant forums are innovative and encourage engagement.
Gamified aspects like atmosphere scoring and betting are appealing to competitive fans.
Suggestions for Improvement:
Technology Focus: Provide more technical clarity on how real-time atmosphere scoring will work (e.g., algorithms, smartphone integration).
Data Use: Highlight how data (e.g., crowd noise patterns) could provide actionable insights for clubs or leagues.
Future Features: Mention potential future features or integrations (e.g., VR experiences, live commentary synced with atmosphere scores).
6. Marketing and Sales Strategy
Strengths:
Multi-faceted approach leveraging social media, influencers, and partnerships.
Taps into football communities effectively.
Suggestions for Improvement:
Retention Strategy: Explain how Atmosphere90 will keep users engaged during off-seasons or less active periods.
Metrics: Define KPIs for success, e.g., downloads, monthly active users (MAU), or user engagement time.
Partnership Examples: Include potential examples of clubs or leagues that would align well with Atmosphere90's mission.
7. Operational Plan
Strengths:
Focus on app development and long-term partnerships is strategic.
Mention of user support ensures a fan-centric approach.
Suggestions for Improvement:
Launch Timeline: Add a roadmap for app development, beta testing, and official launch.
Risk Mitigation: Include potential operational challenges (e.g., app scalability or user privacy concerns) and how they will be managed.
8. Financial Projections
Strengths:
Identifies clear revenue streams from subscriptions, ads, and partnerships.
Funding approach combines equity, crowdfunding, and grants effectively.
Suggestions for Improvement:
Revenue Estimates: Include projections (e.g., year 1 revenue, breakeven point) to build confidence in financial viability.
Scalability: Highlight how revenues could scale as the app expands globally or partners with major leagues.
Costs Breakdown: Provide a high-level overview of initial costs (e.g., app development, marketing, operational support).
9. Funding Request
Strengths:
Clear explanation of initial funding sources.
Crowdfunding is a great idea for football fans to invest in something they’re passionate about.
Suggestions for Improvement:
Investor Pitch: Frame this section as an invitation for potential investors, emphasizing ROI potential.
Grant Examples: Mention specific grants that could support Atmosphere90, especially in sports innovation or tech.
Final Recommendations
Branding: Consider emphasising the emotional and community-driven aspects of Atmosphere90 more prominently.
Scalability: Highlight plans for expanding to other sports or markets (e.g., basketball or rugby) after initial success.
User-Centric Design: Include a sentence on how user feedback will shape future updates, signaling commitment to fans.
DETAILED OVERVIEW:
1. Executive Summary
Strengths:
Clear concept and potential for fan engagement innovation.
Aligns well with existing trends in gamification and sports tech.
Suggestions for Improvement:
Build on Clarity: Keep the concept succinct and impactful while emphasizing its innovation. Use a tagline like: "Turning Decibels into Victory: Where Fans Compete for Glory."
Inject Emotion and Energy: Open with a question or anecdote, e.g., "What if your team could win because of your passion?"
Highlight Market Opportunity: Briefly reference the growing demand for interactive fan engagement and the proven success of gamification in sports.
Creative Additions:
Add a fictional scenario that showcases the app’s impact, such as a fan leading a chant to tip the scales of a game.
End with an inspirational challenge: “Let’s create a game-changing revolution for fans everywhere.”
2. Company Description
Strengths:
Strong alignment with passion and enthusiasm for football.
Positioned as an innovator in a niche market.
Suggestions for Improvement:
Establish the Brand Personality: Use bold, confident, and passionate language that reflects the energy of a stadium.
Add Authenticity: Include the founding story of Atmosphere90. For example: "Inspired by the power of fans to influence the game, we built Atmosphere90 to give every voice its moment."
Vision for the Future: Articulate a broader vision, like: “To empower every fan worldwide to play an active role in their team’s success.”
Creative Additions:
Introduce a manifesto-style statement that reflects the company’s core values, e.g., “By the fans, for the fans.”
Use football metaphors to enhance storytelling, e.g., “We are the twelfth man for every fan.”
3. Market Research and Analysis
Strengths:
Solid understanding of the gamification trend and sports tech sector.
Identified the growing desire for interactive fan experiences.
Suggestions for Improvement:
Leverage Data Creatively: Include compelling statistics such as: “Over 80% of fans believe they influence their team’s success. Atmosphere90 makes that belief a reality.”
Segment Audiences Visually: Present personas such as “The Die-Hard Devotee” or “The Armchair Activator.”
Show Your Edge: Emphasize how Atmosphere90 fills gaps left by other platforms by combining gamification, fan rewards, and stadium engagement.
Creative Additions:
Use a global map to show potential adoption hotspots based on football fandom density.
Include survey results or anecdotes from focus groups to add qualitative insight.
4. Organisation and Management
Strengths:
Leadership team is knowledgeable and passionate about sports and technology.
Good foundation for building credibility.
Suggestions for Improvement:
Personalize Leadership Profiles: Share engaging stories that highlight team members’ connection to football. E.g., "Our CTO once developed tech that improved stadium Wi-Fi connectivity for fans."
Highlight Roles Creatively: Use football terms, like: “Our CEO is the captain, the CTO is the playmaker, and our marketing team drives us forward like unstoppable wingers.”
Creative Additions:
Add a note about future team expansion to bring in diverse expertise as the app scales.
Include a visual “team lineup” to make the structure more dynamic.
5. Products and Services
Strengths:
The app concept is unique and has strong gamification potential.
Great focus on fan participation as the central value proposition.
Suggestions for Improvement:
Describe User Experience in Detail: Walk readers through a day in the life of an Atmosphere90 user. Highlight moments of excitement, e.g., “Imagine leading the chant that decides the match.”
Expand on Rewards: Offer creative ideas like exclusive NFTs of chants, behind-the-scenes team content, or live polls that influence real-time game experiences.
Creative Additions:
Include stretch goals like integration with AR/VR to create immersive matchday experiences.
Introduce a “fan league” system where users can compete on leaderboards for regional, national, or global rankings.
6. Marketing and Sales Strategy
Strengths:
Good foundation for targeting football fans.
Clear recognition of the importance of partnerships.
Suggestions for Improvement:
Elevate Authenticity: Partner with influential fan groups or ultras to co-create marketing campaigns.
Launch Interactive Campaigns: Create viral challenges like “The Loudest Minute” where fans record and share chants to compete globally.
Engage Younger Fans: Use gamified referral programs and tie-ins with eSports to capture Gen Z.
Creative Additions:
Create regional fan ambassador programs to build grassroots engagement.
Partner with musicians or artists to produce custom chants or fan anthems.
7. Operational Plan
Strengths:
Clear understanding of operational steps to launch the platform.
Focused on scaling responsibly.
Suggestions for Improvement:
Showcase Scalable Features: Detail plans to expand beyond football to other sports or entertainment events.
Leverage Emerging Tech: Highlight future possibilities like integration with smart stadiums or AR-enhanced features.
Creative Additions:
Develop fan-driven roadmaps where users can vote on the next sports or features.
Include a timeline with milestones to make the plan more visually engaging.
8. Financial Projections
Strengths:
Strong focus on potential revenue streams.
Clear understanding of growth potential in the sports tech market.
Suggestions for Improvement:
Visualize Data: Add charts to illustrate projected growth in revenue, adoption rates, and ROI.
Highlight Monetization Creativity: Include examples like partnerships with sponsors for branded fan rewards.
Creative Additions:
Introduce “impact metrics” such as the projected number of games influenced or total fan engagement hours.
Benchmark against similar platforms to validate financial assumptions.
9. Funding Request
Strengths:
Clear articulation of funding needs.
Direct connection between funding and business objectives.
Suggestions for Improvement:
Make it Personal: Frame the funding request as an invitation to revolutionize fandom: “Join us in turning every chant into a roar heard around the world.”
Add Investor Perks: Offer exclusive opportunities like co-branded merchandise, in-app recognition, or access to VIP matchday experiences.
Creative Additions:
End with an aspirational vision: “With your support, Atmosphere90 will be the voice of fans across the globe.”