Market Analysis

Bob has enjoyed thirty years of running and administering Associations. In doing so he has developed programs and competitions that build Associations from the ground up. Through this experience and his exposure to other clubs and Associations affiliated with the sports governing body (Basketball Victoria), Bob has devised several concepts that he knows will deliver a better product. That better product will attract players who will want to embrace it. Through their participation in these BMBA programs and competitions, they will in turn develop into better players lifting the standard across BMBA programs and competitions.

Bob has extreme confidence in his product suite of competitions, training and development programs. He put them to the test when he was managing the Oakleigh Basketball Association in their time at the GESAC facility. In four short years, the Oakleigh Association went from seventy members to 500+ members, from a $70,000.00 annual turnover to one of $500.000.00 per annum. Beginning with 10 teams Bob used these ideas and concepts to grow teams participating in the Oakleigh competitions to over 100.  

He did this by doing the following:

• Providing longer game times for domestic games than other Associations. Teams were allocated a full hour for game times, while at other Associations they at best received 45 minutes. This ensured every junior player received adequate court time to develop their skills and learn the game.
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• A focus was put on delivering for our members by providing professional services to playing members, through coaches, referees and administrators.
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• All junior domestic teams had coaches appointed that were transparent, properly trained and paid as employees within a profession. These coaches had to be recruited with a basketball background so that EVERY child received the benefit of knowledgeable and experienced coaching.
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• Competitions were structured with innovative game rules and competition by-laws that focused on developing players rather than a win-at-all-costs mentality that exists at other Associations.
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• The referees branch was established to train and supervise our referees to ensure they delivered a professional service rarely seen at competing Associations.
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These innovative competitions and programs provided a basketball product not seen in Melbourne previously and gave the Association enormous leverage in its marketing and promotions. It could legitimately claim to be able to provide a superior product to the community and its participants.

Through all of this, the Oakleigh Basketball Association’s membership grew, team numbers in competitions grew, revenue grew and results through the junior representative teams were outstanding for such a small club in a very short time. This was so successful that neighbouring Associations became concerned with the rapid growth of the Association and sadly conspired with the sports governing body to tear down the Association as it presented too much of a threat to their membership numbers.

From this live trial, Bob knows if his unique basketball product can be replicated in a proper business model where nobody can threaten its existence, it will thrive and achieve the numbers within this business plan.