Smart goals

[-luke]

Originally Posted by FieldtownRed

"Wrexham AFC the club that Represents ‘Half a nation’"

Yet nothing in the objectives that I can see about reaching out across north wales - apart from maybe the grassroots football day.

This statement boiled my blood a bit. What does it even mean.

[Quay Red]

Originally Posted by -luke

This statement boiled my blood a bit. What does it even mean.

If memory serves me well, this was a headline statement at the My Racecourse launch, indicating that our target fanbase was the whole of North Wales and more.
It was pointed out that many fans come from over the border.

[EnglishRed]

Originally Posted by -luke

Just wondering if anyone else had a chance to read the objectives yet.

https://wst.org.uk/wp/?page_id=179

Had a scan of the Smart Objectives document. My understanding of the SMART goals is that they should be measurable for the most part, but there seems a distinct lack of measures in place. I know not everything can be measured in numbers of course.

Community Group – 12 specific activities, only one of which has a measure which was to achieve more than 1300 ticket take up for Grassroots football day.

Revenue Group – 10 activities, 1 measurable KPI to generate £12k on Xmas raffle. Other KPIs are TBC or vague, for example the Match Day Hosting activity has the KPI of “New Sponsors”

Communication Group – 10 activities, 0 measures

Operational Group – 10 activities. Measure assigned to secure 2 year lease of nineacres field while development of Groves is ongoing. There are obviously goals in here around season ticket sales, paying attendees etc which do not need a KPI because they are binary, i.e. we will either sell more than 2115 tickets or we won’t

Ownership Membership – 10 activities, 0 measures.

I’d encourage people to have a read of the Smart goals. Many of the objectives seem like things we should be doing as business as usual (i.e. sponsorship, membership engagement and growth, better comms). It was indicated that the goals would be fundamental to our success, but whilst certainly achievable I don’t feel like they have been thought out that well.

Additionally, not sure the prioritisation of some of these things is correct. Given our current situation, for me I would de-prioritise the training ground. If relegated, assuming some cost is going to be incurred I’d probably focus budget on first team activities. Additionally, some of the facility upgrades with the exception of the disabled supporters platform (incidentally this seems to have the longest lead time) could be deferred. We have prioritised remodelling the dug outs over improving the food kiosks and the quality of their products and service levels particularly in the tech end. Food and Drinks are probably the second biggest factor in the matchday experience next to the football itself and we are severely lacking.

Feel a bit like the SMART goals weren’t all that smart at this stage. Just expected a bit more. Acknowledge these may be a work in progress, just wondered if anyone else had a view. I had a read of the Strategy House document too and was pretty underwhelmed by that also.

You're right, those aren't Smart objectives as I understand them. As you say they largely aren't measurable, and they don't appear to be Time related. Two of the 5 elements of SMART! They mostly seem to be ambitions or vague action plans.

[-luke]

There are 2 goals in there also that say

Sell 2115 season tickets
Achieve better or average of 2174 paying attendees per game at £10 per head.

I think the £10 value tag added as the mid point between highest and lowest value tickets.

So lets assume a child attendance amongst gate paying supporters of 30% of the 2174 would equate to something like an extra 650 on top of 2174 to account for children. To achieve goal we would need something like 4941 attendance each game. Im making massive assumptions around number of paying fans clearly, but this seems like a really unnachievable goal.

Im quite frustrated by this the more I read. Perhaps I shouldnt be but things like the goals mentioned on attendances highlight just how out of touch people are.

[Quay Red]

Originally Posted by -luke

There are 2 goals in there also that say

Sell 2115 season tickets
Achieve better or average of 2174 paying attendees per game at £10 per head.

I think the £10 value tag added as the mid point between highest and lowest value tickets.

So lets assume a child attendance amongst gate paying supporters of 30% of the 2174 would equate to something like an extra 650 on top of 2174 to account for children. To achieve goal we would need something like 4941 attendance each game. Im making massive assumptions around number of paying fans clearly, but this seems like a really unnachievable goal.

Im quite frustrated by this the more I read. Perhaps I shouldnt be but things like the goals mentioned on attendances highlight just how out of touch people are.

I have not read the Script so won't comment on it's content.
It seems to me that the only way that any of the "so called" aims are achievable is if we have decent progress ON THE FIELD. Most things would fall into place if we had a successful team.

[FieldtownRed]

Originally Posted by Quay Red

I have not read the Script so won't comment on it's content.
It seems to me that the only way that any of the "so called" aims are achievable is if we have decent progress ON THE FIELD. Most things would fall into place if we had a successful team.

Agreed, so objectives should focus on the efficiency and functioning of the various departments in the club rather than simply say we need 2000 season tickets to be sold.

[FieldtownRed]

No mention in the objectives of the summer concerts yet the Murder Mystery event is mentioned as a winter fundraiser??
Surely the summer concerts are a much bigger source of income purely on the number of attending compared to the murder mystery?

And...shouldn't there be an objective of using the Racecourse on non-matchdays - conferences in the MRS suites etc etc?

[-luke]

Originally Posted by Quay Red

I have not read the Script so won't comment on it's content.
It seems to me that the only way that any of the "so called" aims are achievable is if we have decent progress ON THE FIELD. Most things would fall into place if we had a successful team.

I dont disagree in the main. Other than being poorly executed, some goals could have been prioritised differently though. The dugouts stick in the throat, yeah it is nice to see improvements but as i said improve other aspects of the ground first. Food kiosk in tech end is vile, as are the toilets. Training ground if we get relegated is probably going to be pointless as at some point i reckon going part time will be on the table.

[Quay Red]

Originally Posted by -luke

I dont disagree in the main. Other than being poorly executed, some goals could have been prioritised differently though. The dugouts stick in the throat, yeah it is nice to see improvements but as i said improve other aspects of the ground first. Food kiosk in tech end is vile, as are the toilets. Training ground if we get relegated is probably going to be pointless as at some point i reckon going part time will be on the table.

Dug outs. Method of improving ground facilities to international standard using some of the windfall money to avoid some tax.
Agree about Tech End facilities. Complete overhaul required. Improving the catering throughout the ground is also important. There must surely be scope for providing Burgers etc rather than pies and rubber hot dogs. This could be done by concessions.
Training ground, probably still needed in the future but in the event of the drop could be ditched.
I am an optimist and although we are in a dangerous position, I don't think we have that many poor players. I think we have a limited manager but not that limited that he won't turn things around. It won't be pretty but it will hopefully be effective. ( Crosses fingers etc)