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- Herausgeber: Books on Demand
- Kategorie: Fachliteratur
- Sprache: Englisch
This book is written for esports teams, organizations and sports clubs working with esports. It exists to provide a wide range of ideas and suggestions of potential revenue streams so you can develop and run profitable esports teams and organizations. You will get a collection of successful experiences and strategies from over 100 esports clubs and organizations and ideas from over 50 brands, esports and gaming industry leaders to understand why and how they execute partnerships in esports. The suggestions found in this book are all based on personal experiences working to help build esports in Denmark. All the advice provided to you has been tried and tested in esports organizations of all sizes and will hopefully help you achieve your organization's goals as well. This book includes: + Experiences from over 100 esports organizations + 23 concrete ways to generate revenue + Ideas from esports industry leaders + A case study of an active esports organization
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Seitenzahl: 89
Veröffentlichungsjahr: 2019
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Table of Contents
Introduction
About the author
Chapter 1 Define your management team
Chapter 2 Define the organization and your goals
Goals
Creating the story of your esport organization.
Case Study: Apple and their why
Chapter 3 Financing
Chapter 4 Defining your services and products
Chapter 5 Creating your sales & marketing deck
Chapter 6 Presales
Chapter 7 Sales
Chapter 8 Partnership management
Chapter 9 Ideas to generate revenue
Create revenue: ideas
Chapter 10 Fundraising
10 step guide to apply for grants and funds
Chapter 11 Investors
Chapter 12 Case Study: Bredballe IF esport
Chapter 13 Inspiration from the esports industry: Razer
Chapter 14 Inspiration from the esports industry: Red Bull
Chapter 15 The S-11 model
Outro
Introduction
Running an esports team or organization is hard and expensive. This book is written for esports teams, organizations and sports clubs working with esports. My mission is to provide a wide range of ideas and ammunition for potential revenue streams so you can develop and run profitable esports teams and organizations.
In 2015, I founded what is now one of the biggest esports organizations in Denmark with several teams and coaches, as well as hundreds of paying members and profitable revenue streams. In 2017, I was hired as the Esports Project Manager at Danish Gymnastics and Sports Associations (Danske Gymnastic& Idrætsforeninger) (DGI). DGI is a sports association in Denmark that works to better the conditions for more than 6,500 member sports clubs and their more than 1.5 million members. My job is to lead a team of 14 people to develop esports activities in the 6,500 sports clubs around Denmark. For the last two years I have heard the same question over and over, “How can we make money to develop and run our esports team or organization?”
It is a fair question, as running an esports team is expensive. Depending on the size and ambition of the organization, you need money to pay for expenses such as salaries, apparel, media and content production, travel and accommodation, tournament fees, software, hardware, gear, sales and marketing. Additionally, you have to consider costs incurred from location, rent, utilities, internet, food and so on.
This book is a collection of successful experiences and strategies from over 100 esports clubs and organizations in Denmark. I have met and talked to over 50 esport and gaming industry leaders and brands like; Logitech, Microsoft, Red Bull, Razer and Intel, to understand, why and how they do esport partnerships.
This book is designed to provide you with an inspirational catalogue of ideas for you to create several profitable revenue streams, and thus, securely manage the operation and development of your esports team, organization or sports club.
The suggestions found in this guide are all based on my personal experiences working to help build grassroots esports in Denmark. All the advice that I give you has been tried and tested for esports organizations of all sizes, and I hope that it will help yours as well.
KEY TAKEAWAYS IN THIS GUIDE:
Develop strong teams and work with great people.
Build a unique mission statement based on your core values and vision.
Set simple and clear goals.
Plan 1, 2, and 3 years ahead.
Reduce your costs.
Understand why your organization is unique and how you can make a difference to partners.
Secure the revenue streams you will need to achieve your goals.
Understand how you make profit and how you scale your business.
Work hard and focus on partnership sales every day.
Be quality-oriented in everything you do.
Continuous development and learning.
Happy Reading,
Martin Fritzen
About the author
Martin knows all about success in esports. He founded what is now one of the biggest esports organizations in Denmark with several teams and coaches, as well as hundreds of paying members and profitable revenue streams. He is now leading esports activities at DGI - a sports association in Denmark that works to better the conditions for more than 6,500 member sports clubs and their more than 1.5 million members.
For the last few years, he has heard the same question over and over, “How can we make money to develop and run our esports team or organization?” This book is based on years of experience building and creating sustainable esports organizations with relevant partnerships, as well as several years of talking with esports organizations and companies sponsoring esports.
”I hope this book will inspire you to think outside the box so you can begin to build profitable revenue streams and achieve your esports dreams, just like so many others.” – Martin Fritzen, 2019.
Chapter 1
Define your management team
Why do you need to define your management team? Investors, brands and partners invest in great teams, want to work with powerful and talented people, and most of all want to be a part of your company’s success. Therefore, it is extremely important that you sit down with your management team and describe who you are, what you have done, why you are unique, and what you will accomplish together.
Brands and partners receive many proposals. You need to stand out and build trust so that when potential partners look at your esports organization, they will see that an investment in you makes sense. Too many esports startups focus on results. As an organization, you also need to communicate your personal values, skills and experiences. Define yourself and your management team by writing 7-10 lines about who you are, your education, your former successes, your skills, your likes and hobbies. For each managing partner, you will also need to list this information and explain why together, you form great management team. Why do you work well together? Why and how are you unique? Why should anyone invest in you and your team, instead of in the hundreds of other esports organizations?
COMPETENCIES IN THE MANAGEMENT TEAM
In a board or steering group in an esports organization, there are different people with different competencies, qualifications, experiences and education.
It makes sense that the tasks that are intended to achieve the goals are handled by people with competencies that fit it. Put another way, the person or persons who work with partnerships must like it, and be good at it.
One person can handle the dialogue with the municipality and local government. Applying for local grants and funds. One person can contact national and international grants and funds. One can work with fundraising from private companies and private funds and grants.
The work of searching for municipalities and foundations is typically about managing their project, their finances, their story (who they are, what they want and why they want to make a difference, etc.), and then applying for an amount to go to X purpose.
Working with partners can be a little more demanding, as you must meet often, present, negotiate, make agreements, cooperate on plans, and on the whole, execute.
It can easily be a special business group that works to contact foundations, municipalities and partners in order to effectively launch negotiations when a new effort and a new goal requires a new partner or economy.
Partnerships come in many sizes and formats. My experience is that the most important thing is that as an esports organization you have made it clear what you want to achieve with the partnership and why. Can you explain why you have just approached this partner and what you want to achieve? Can relevant partners can see themselves in the idea, and can you explain what’s in it for the partner? If so, you are close to success.
Partners also have different goals, just like the sports clubs and organizations. Some want to support the local organization with time, money, equipment or services. Some want publicity and exposure/visibility. Some want activities, content, articles, videos and events. Some want positive press or CSR and some want something completely different.
Therefore, it is crucial that you as an organization find out what your partner wants. Ask the question: “Let’s go forward 12 months and you are, as a partner, really happy about the partnership with our organization. Tell me what has happened. What have we done in the past 12 months that have made you happy?”
The answer to this will tell you what your potential partner is looking for and what goals the partner has. It is not useful, for example, to offer a logo on a website and a player’s shirt, unless it is interesting for the partner. Always be open-minded and curious about what goals the partner isn’t interested in and see if you can meet each other halfway.
My experience is that many partners want to enter esports and that the partners want to make a difference. Partners may not like to - passively - send thousands of euros to an organization where you do not know what the money is going to, but are interested in meaningful partnerships. Ones where you can see that the money and the commitment are making a difference for exactly the target audience and the organization you work with.
Chapter 2
Define the organization and your goals
Before we start looking at money and partnerships in esports we need to start with the basics. Every esports organization must describe its mission, two V´s (vision and values), and goals. An organization’s mission, vision and values set the direction of the organization. These may sound like things that only large companies need (or have the time to do) but you will quickly find that without direction, you will quickly get lost. These are essential, especially in the constantly changing environment of esports and gaming. In this chapter, I will show you how to define the DNA of your esports team through the mission, vision, as well as core values and goals.
When done right, these statements and lists will all tie into each other. The trick is understanding how each component provides value alone and then finding a way to thread them together. Make sense? Hopefully this will help…
MISSION STATEMENT:
The mission statement states what your esports organization actually does. It should be short and easy to remember. A lot of organizations get this wrong and end up using big fancy words that don’t really mean anything. Your mission statement should also be specific enough that people understand what you do and how it may differ from other teams and organizations. For example:
