Business Model draft project paper project proposal project

Business Model draft project paper project proposal

project proposal National aspiration Malaysia aspires to be the region’s top automotive and motor-sports country. ts or p s or ot lm b a n io hu reg Its Sepang F 1 Circuit is recognised as world class. Petronas, the country’s national oil company has been a key sponsor and partner in F 1 for ten years. A key factor to sustain the country’s leadership in motor-sports is the coordinated development of grassroots motor-sports. For circuit racing, no other form of motor-sports reaches the masses at the grassroots as karting. The increasing popularity of motor-sports and Formula One raises the awareness of karting as the entry level to full fledged motor-racing. http: //www. my-kart. org/ 2

project proposal Growth of karting Karting has been a long time hobby in the country. Some participate in expert national and international karting competitions. And many dream one day to go all the way to Formula One. But like all motor-sports, karting is still expensive for the masses and thus limited to a select few. This limits the numbers graduating through the ranks right to the pinnacle. Alongside this, amateur karting swiftly gains popularity in Malaysia. Circuit operators now offer exhilarating karting experience to enthusiasts without the need of owning a kart. g fa in c a r or- e as b n These are the enthusiasts who love watching and even participating in competitive racing, but do not necessarily have the financial means to do so. t mo http: //www. my-kart. org/ 3

project proposal Amateur karting and my-KART the t n tale am pyr id Amateur (ie rental) karting is the first step into motor-racing. This is the feedstock and fan base necessary to build sufficient numbers to progress into national and international karting competitions and then on to formula racing. There is a clear need to develop the local motor-sports industry in a holistic manner, with clear focus needed at the “upstream” grassroots level. The my-KART project is an upstream and downstream motor-sports development project with clear focus on more upstream with development and marketing in the downstream. http: //www. my-kart. org/ 4

project proposal my-KART vision § § http: //www. my-kart. org/ Vision: To be the preferred organisation for organised amateur karting and talent development Mission: To popularise grassroots motor-sports Member proposition: Affordable, safe, fun, competitive karting with opportunities for progress Core purpose: Helping you become a champion. 5

project proposal About my-KART Experience in organising amateur racing series since 2001. Club members comprise of over 50 core members from various industries and at various levels of seniority with significant representation in the professional, entrepreneur and management segments. Race events are organised monthly with strong focus on safety, and structural approach to karting. Members enjoy affordable karting within an environment which emphasises safety, yet is also fun and competitive. my-KART continues to experience strong growth with regular turnouts now averaging 50 drivers per event. http: //www. my-kart. org/ 6

project proposal S. W. O. T. http: //www. my-kart. org/ strengths § experience since 2001 § rapport with circuit operators § strong membership § existing corporate network weaknesses § funding § corporate awareness & support § unknown ‘name’ in market § ‘elitist’ perception § amateur karting not ‘real thing’ opportunities § F 1 exposure § growing interest in motor-sports § government support § affordable karting experience § the next generation threats § economic slowdown affecting sponsorship § established players § government backed player 7

project proposal The Formula One opportunity Interest in karting activities continues to grow. The catalyst driving this growth comes from the country’s aspiration to develop a local automotive industry together with its increasing involvement in motor-sports activities especially Formula One. A number of companies with offices in Malaysia are currently involved in motor-sports: http: //www. my-kart. org/ industry companies oil & gas Shell, Petronas, Exxon. Mobil automotive Proton, auto companies (BMW, Toyota etc) and car clubs ICT HP, Sun Microsystems Consumer products Panasonic, TAG Heuer, Seimens, Canon, Kenwood, Pioneer Tobacco BAT, JTI Professional services Allianz, Accenture, HSBC Others Fed. Ex, Glaxo. Smith. Kline 8

project proposal An untapped market Like many nations, Malaysia has a growing segment of population who are passionate about motor-sports. Unlike, many nations, grassroots motor-sports remain undeveloped despite the presence of Malaysian companies in Formula One. Motor-racing remains an expensive hobby for many, and the entry level currently is very high – thus restricting participation to a select few. The success of the Cub Prix races, which attracts about 30, 000 spectators at each event, shows that the demand for motor-sports at the grassroots level remains relatively untapped. http: //www. my-kart. org/ 9

project proposal Meeting The Demand The primary target of our amateur karting events are company employees, particularly those in companies with high profile motor-sports associations. Many of these companies organise events for their employees as well as their customers. Shell is one of the more active companies when it comes to karting with at least 2 kart events per month attended by a total of 100 drivers. In addition to the corporate segment, there is a growing segment of motor-sports fans at the secondary and tertiary levels of education who are likely to participate in organised karting events. corporate & enthusiasts http: //www. my-kart. org/ secondary & tertiary levels future generations 10

project proposal Existing karting organisations Established karting organisations such as Kelab Kart Selangor, Kelab Kart Wawasan focus their efforts on organising “expert” category karting events involving substantial financial commitment from participants. These competitions are open only to competition license holders registered with AAM. These are serious and experienced karters who have their own karts, or are part of a team and usually come with sponsorship. To date only my-KART targets the amateur rental segments. http: //www. my-kart. org/ 11

project proposal Complementing the competition Racing in the expert karting categories can still be expensive for the average amateur karting enthusiast. my-KART’s proposition to amateur karters is to provide an organised, competitive and visible karting series at affordable costs. By focusing on the grassroots amateurs, my-KART positions itself as a feeder series for expert level karting such as the KKS / KKW organised series and others. In addition to this, my-KART can help manage once off karting events for other organisations, companies, informal groups and clubs. http: //www. my-kart. org/ 12

project proposal Project Goals & Objectives Above all, the my-KART project aims to promote safe and organised racing for enthusiasts and budding professionals. The immediate goal of the my-KART project is to capture the demand for amateur karting activities and sustain an offer of accessible, exciting and popular karting activity for both drivers and spectators. At the same time the my-KART project intends to offer existing members increased benefits to what they enjoy today. The ultimate goal is to become the primary platform for entry into motor-racing activities, with a view to developing, mentoring, managing and graduating a pool of motor-racing talent. http: //www. my-kart. org/ 13

project proposal Target markets The project needs to cater for two clear target customers: § karters who race for the fun and enjoyment § karters who aim to progress further in racing Fun karters What they want http: //www. my-kart. org/ § § member benefits discounts safe & fun racing Networking Career karters § organised events / series § championship reward & recognition § driver development What they offer A pool of drivers and potential future talent 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 high profile series 14

project proposal 3 -phase business plan Phase I – On going. Kick-Off Manage, promote and organise amateur karting events for members, companies, societies and clubs. Phase II – Short Term. Nurture Create the foundation for sustainable growth. Establish formal structure and gain sponsorship, patronage and support for the on going development and progress for the amateur karter. Continued focus on the grassroots fun karters. Phase III – Medium to Long Term. Expansion Expand across geographical locations with increased media coverage. Create driver training schools and talent management programmes for graduation into top tier motor-sports. Develop additional products and services throughout the karting and motor-sports value chain. http: //www. my-kart. org/ 15

project proposal On going and short term activities Organising the events, including the administration before, during and after the events; carrying out on track race management; and addressing safety matters. Sales activities, which includes contacting and obtaining participation from racers; canvassing to generate event spectators. Sponsorship procurement activities, such as obtaining sponsorship or donations including gifts in kind, and determining the appropriate media to publicise the sponsors’ products. Promotional activities services mainly supports Sales and Sponsorships through carrying out road shows, local area promotions activities. http: //www. my-kart. org/ 16

project proposal The my-KART team § Founder: Fazlur Rahman (“Fazz”) § Co-founder: Shahrul Azlan § Yusnee Yusof § Ng Wei Li § Brian Eravelly § Brian Fernandez § Azlee Ideris § Joey Teo http: //www. my-kart. org/ 17

project proposal Key issues § § § http: //www. my-kart. org/ Patronage Sponsorship Media coverage AAM sanction Insurance cover 18

project proposal Next steps What Establish patronage Setup my-KART entity Establish strategy Gain MOU with strategic partners http: //www. my-kart. org/ How § Fazz to arrange meeting with influential leaders in the industry § Form protem committee for Kelab my-KART § Get commitment to form my-KART Sdn Bhd § Establish the my-KART Sdn Bhd and Kelab my-KART § Fazz to lead the my. KART Foundation Conference to discuss subject of strategy, member and administrative matters § Identify the key strategic partners in areas of technical, commercial, and legislation Who When Fazz 15 April 2005 Fazz 30 April 2005 Fazz 31 May 2005 Fazz 15 June 2005 19

project proposal About my-KART The logo The my-KART logo depicts a chequered flag. The upward waving flag indicates a progressive and forward thinking approach. The 4 colours green, yellow, amber and reflects the diversity of grassroots motor-sports. The green colour reflects the targeted grassroots level, and the graduation of colours from yellow to red reflects my. KART’s approach in developing drivers along the chain to higher levels of motorsports from amateurs to champions. About my-KART was founded in 2001 following two years of successful karting activities organised by the Shell KL sports club. my-KART was formed as an initiative to further expand karting interest in Malaysia. http: //www. my-kart. org/ 20