Hawthorn Football Club Board, management and staff have committed to an ambitious five year plan to continue to transform the Club both on and off the field. The successful execution of this business plan will enable the Hawks to secure their 10th and successive premierships and to become the first Victorian based AFL club to secure a membership base of over 50,000 members.
In its endeavour to provide the Hawthorn football department and senior coach the resources required to succeed at the very top level, the Club’s administration has committed itself to deliver a sustainable annual profit of no less than $2m, build a net cash asset base of no less than $20m and be the most professionally operated AFL club.
The plan titled five 2 fifty will see the Club capitalise on many bold decisions, including:
• Our move to Waverley
• Our long-term partnership with the Tasmanian Government
• A home ground advantage at Aurora Stadium
• Access to a Tasmanian community of 480,000 people
• An increase in the business activities of the Club
Over the next five years, the Club has committed to strategies that will win 2 premierships and achieve 50,000 members. five 2 fifty.
In preparing the Club for the success that is five 2 fifty, it required a fundamental change in the way football had been approached at Hawthorn through the past decade. It took tough decisions. It required a total overhaul of the playing list, and a commitment by the Club to stay the course as Alastair Clarkson and his coaching team moulded a promising yet relatively untried group of young men into a team capable of winning premierships. It has taken the sacrifice of short term success, where experience and education were valued over premiership points.
While Clarkson has been preparing his troops on the field, the Hawthorn administrative team, under the direction of the Board, have been making sound economic management decisions off the field. This coupled with the important yet emotional move from Hawthorn’s traditional home at Glenferrie Oval to the state-of-the-art training facility at Waverley Park, has helped deliver a new dawn to the Hawks.
five 2 fifty recognises those things fundamental to success in modern football. It is a business plan which aims to secure success for future generations of Hawthorn supporters, while delivering the Club premiership success for ‘today’s’ members.
The plan… five 2 fifty
To achieve these goals, the Hawthorn Football Club recognises that the first step is to become the most professional Club in the league. The Board places significant emphasis on a whole of club approach which starts with our people – on and off the field, our service to members, and our processes and technology.
The Board is committed to building our financial security through recording annual profits and increasing our assets.
Specifically the Hawthorn Football Club will focus on the following key strategies:
Administration – be the most professionally run AFL club
• The Club will employ staff who are among the best available, people who are committed to delivering our business plan.
• The Club will offer training to all staff to add to their professionalism.
• The Club will provide a range of incentives, to encourage and reward performance.
• The Club will develop a clear career path for all staff.
• The Club will at all times be concerned with the welfare of all staff.
Financial Strength – deliver sustainable annual profits of no less than $2m, build net cash asset base of no less than $20m
• The Club will continue to develop and foster a close working relationship with the AFL Commission and Executive.
• Increased on-field success will drive match day revenue streams.
• The Club will generate increased revenue through increased merchandise sales through new offerings, trigger events at retail outlets, web communications and improved access to an e-commerce relationship to the Club for members.
• Drive Sponsorship revenue through capitalisation of on-field success.
• The Club will grow traditional football revenue at a minimum of 10% per annum.
• Grow existing asset base and drive new business acquisition agenda.
• Establish the Hawthorn Foundation.
Delivering financial stability and growth off the field will allow the Club to gain its advantage on the field through increased resourcing of the football department in its quest to deliver success.
The football department will focus on the following key strategies as it endeavours to return premiership glory to the Hawthorn Football Club.
Football Department – win 2 Premierships
• The Club will invest in our on-field leaders and their successors.
• The Club will invest in innovative cutting edge practices.
• The Club will continue to execute and recruit the Premiership Model strategy.
• The Club will recruit and retain the best coaching and support staff.
• The Club is committed to the ongoing investment in facilities and equipment at its state-of-the-art training facility at Waverley Park.
• The Club will at all times be concerned with the welfare of players, coaches and support staff while at the Club, but with special emphasis on ensuring when an individual leaves the Club they are well prepared for life beyond the Hawthorn Football Club.
With continued on-field success and development in new markets, including Tasmania and the eastern wedge, the Club aims to be the first Victorian AFL club to boast a membership base of 50,000 members.
The Club will focus on the following key strategies in delivering this ambitious target:
Membership – establish a base of no less than 50,000 members
• Execute targeted recruitment programs based on professional and extensive research.
• Improve Membership package value proposition to each member.
• Reduce annual churn rate of memberships to less than 10%.
• Improve connectivity to each member through person-to-person, post and enhanced email communication.
• Grow member and supporter database, improve both quality and quantity of data.
• Develop hawthornfc.com.au as the first port of call for all Hawks information and position it as a daily ‘must see” destination.
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