André De Giorgi

Football Academy

Erasmus +

Business Plan

My football academy will help the younger generations play football in a motivated,

energetic, and positive environment where little kids enjoy their passion while being

aware of sustainability through:

1) football training sessions around the aims of the 2030 Agenda. Each goal is

an indispensable piece of a complex puzzle, and they all interact and influence each

other. They allow us to convert fundamental principles into concrete actions, so that we

can tackle the most urgent issues facing the world today. At the heart of the 2030

Agenda are five critical dimensions: people, prosperity, planet, peace and partnership.

Together, these five P's are the lens through which the 2030 Agenda intends to build a

better world. The 2030 Agenda inspires us to critically rethink our approach to

development on a global scale. It is essential to promote knowledge of the SDGs in

order to mobilize support and raise awareness of these issues. But the true key to

achieving them lies in the concrete steps that each of us can take, building a sustainable

and fair society from the ground up

2) Sustainable football kits that my academy will use to reach a positive and

sustainable impact on education, training, youth and sport policies and practices

3) Attending events in the fields of education, training, and youth

 4) Strategic partnerships in the field of education, training and youth

5) Capacity building in the field of youth

6) Social inclusion and common values: the contribution in the filed of

education and training

7) Overall responsibility for the supervision and coordination of the structures in

charge of implementing the Program at national level (indirect management)

8) to foster quality improvements, innovation excellence and internationalization

at the level of education and training – Portugal based project

9) to improve the level of key competences and skills of young people, including

those with fewer opportunities, as well as to promote participation in democratic life in

Europe and the labor market, active citizenship, our EU common values, intercultural

dialogue, social inclusion, and solidarity

10) to foster quality improvements in youth work, notably through enhanced

cooperation between organizations in the youth field and/or other stakeholders

11) to promote and support good governance in sport and dual careers of athletes
 12) to promote voluntary activities in sport, together with social inclusion, equal

opportunities and awareness of the importance of health-enhancing physical activity,

through increased participation in, and equal access to sport for all

13) Integrity of sport to broaden the societal context and build a more inclusive

society

14) Education and the development of knowledge and skills are key drivers for

sustainable development: achieving all sustainable development goals (SDG’s) and in

particular SDG 4 aiming to “ensure inclusive and equitable quality education and

promote lifelong learning opportunities for all”

15) support and reinforce the development of key competences for all

individuals from early childhood and throughout life. Critical thinking and creativity are

going to be our main focus to improve class engagement

16) Job creation, economic growth, and social inclusion. Raising awareness of

the importance of Europe’s cultural heritage through education, lifelong learning,

informal and non-formal learning, youth as well as sport, including actions to support

skills development, social inclusion, critical thinking and youth engagement.

17) Promote intercultural dialogue (between teachers and students & between

students) and promote knowledge about and acceptance of diversity and tolerance in

society - Remodeling the way of teaching – more efficiently

19) Engaging, connecting, & empowering youth

 20) Strengthening young people’s sense of initiative, notably in the social field

and to support their communities

21) Grassroots sports – integration of young people with migrant background,

promotion of good governance principles, and the fight against violence and intolerance

in sport

22) Supporting a network for inclusive education that allow young people to

have direct contacts with positive role models, such as entrepreneurs, artists &

sportspersons

23) Innovative, inclusive, and sustainable economy

Technical path:

1) Body coordination that will help them be more aware of their own body which plays

a vital role for their consciousness, self-improvement, and self-belief.

2) Psychological stability – balanced psychological behavior it is crucial for kids to

have a group where they are valued, appreciated, and respected to direction themselves

in the right path with the right attitude and mindset towards the bright future that they

are capable of achieving; 3) self-motivation which is the most important point for me, as

each human has the ability to have intrinsic motivation to each task they do, however,

not every human realizes how important this is. Not every job will be the most fun or
have the highest intellectual stimulation, nevertheless, if every person finds something

that really excites them and that motivates them, their efficiency and performance levels

rise. These motivators are play, purpose, and potential. I will develop those in classes

concerning self-improvement and sustainability. It is known that by successfully

engaging one student, the teacher is more likely to effectively pass the message to other

students.

Teaching method:

My method of teaching will focus on a relaxed way of teaching which is going to be

step-by-step process focusing on kids’ curiosity to spark their inner motivation. This

way they will be more receptive to important messages later. In my football academy, I

will support and teach kids with disabilities on how to live in a more sustainable way,

and self-direct them among people with disabilities since they show higher levels of

dignity, curiosity, empathy, and fairness and see an upturn in environmental concern.’

the instructors are passionate about teaching this sport.

Starting by describing the philosophy behind the project, I would like to present

the logo…The first element of my logo is the shield because it is very important for all

team members to always have each other’s back. I believe this symbol represents the

perseverance, and willpower. It is also a symbol of protection in the wars between

countries and generates high feelings of protection which is aligned with my values of

honor and respect. When these morals and values are achieved and are part young

adults’ minds, it means that the brand resonance is accomplished. Only this way I can

create a great culture and a positive environment within the Academy.

The second element is the lion which symbolizes strength, courage, and
leadership. Courage is a skill that a player must have to be part of my team. As Winston

Churchill said: “success is not final; failure is not fatal: it is the courage to continue that

counts.” However, a team is successful if there is a good leading methodology. My

academy will have players that lead by example and actions instead of words. Only

developing this type of leadership, I can create a cohesive group where players feel

engaged at all times.

Also, the color gold, is associated with illumination, love, compassion, courage,

passion, and wisdom. This color is around the lion because the representation of the

lion’ mindset in my club, can spread the love, compassion between youngsters where

courage, passion, and wisdom are instilled in their hearts. Moreover, the lion is

represented with all the four legs and not just its face, in order for the young adults to

realize that it is a step by step process where they start at the lowest levels and can go all

the way up depending on their willpower. In addition, the lion builds brand equity since

he is easily recognized worldwide because of his leadership.

The third element is the crown and it represents honor, and glory. A crown

represents not only recognition, but also a reward which is a consummation at the end

of an effort. A crown reflects the glory of a kingdom and therefore crowns are made

with precious metals and jewels. In my academy, a crown represents not the victories

but most importantly the efforts that these youths make in their daily lives. It is why, in

the end of the second year of this academy, I will have a party to recognize all the

efforts

from these youths.

The fourth element is the laurel wreath which was a symbol of victory and honor

in ancient Rome and Greece. In ancient Greece it was awarded to winners of athletic

competitions, while in ancient Rome it was awarded to successful leaders during their
victories. This object is used across different geographic boundaries and cultures from

the past until the present days. It is very easily recognized not only by historians, but

also, by common people in todays’ society. It is a very meaningful, and memorable 3

object in past and todays’ sports society to recognize the elite athletes in the Olympics

that won a medal. It is also a rich visual and verbal imagery since it builds

harmony within elite athletes and creates a positive image of a victory as well.

Brand response is built based on all the values, morals, feelings associated with

success and the respect earned from the others. I use different elements that speak to the

past and tradition. Education, tradition, and the past are very important to me because it

builds your character, all your values and morals so basically who you are as a person.

Target market:

The target market will include football players (men and women) from 6 years

to 12 years old. This way I can develop teenagers so they can be the best version of

themselves.

Brand mantra:

My Brand Mantra is going to be: Passionate Athletic Achievement. The

word achievement describes the professional environment, the positive energy around

the place by accomplishing together a certain goal such as: improvement of the

physical skills such as: acceleration, change of direction, soccer skills, or quickness of

the execution; and behavior competencies for example: tolerance, respect, diversity,

inclusiveness, creativity, and passion. The word athletic, describes the healthy lifestyle

that these youths should follow in their lives aligned with their goals. The word
passionate shows the connection between the past, the present, and the future in their

lives.

Brand positioning:

My competitive frame of reference is Football Coaching. This Football

Coaching is going to be a very specific and adaptable training sessions where the

players will improve their agility, mobility, explosiveness, acceleration, change of

direction and pace, and flexibility. Each player will have a specific training program for

his/her needs regarding his/her position and physical abilities.

My points of difference are sustainability, coaching & mentoring, and inclusiveness.

I was a former college soccer athlete, youth football coach for four years in a

completely different country out my comfort zone and in the other part of the world.

And I have also played semi-professional football in Italy, so I am around the game for

a while now. This is particularly rare in Portugal (where I want to locate my business)

because most of the owners are ex-professional or semi-professional athletes, not

student-athletes that studied and played in United States of America.

Another point of differentiation is that I did my bachelor’s in Business Management

Administration while most of the competition does it in Sport Management so I have a

broader view on how to create a successful business. Furthermore, I was accepted into a

program of young entrepreneurs financed by the European Commission based in

Brussels where you learn hands-on how to make a successful business and you gain the

know-how of starting your own business. This fact would attract people because they

would know that I studied in a detailed way how to create great human experience, high

quality service in a sustainable and profitable way.

Also, I have a Masters in Sport Management done in New York at Adelphi University

which is more specific to what I wanted to do. This master gave me the ability to think

and better understand how the sports world interacts and works in harmony with the rest

of the industries. This picture helped me to link business with sport management in a

way that I could do great partnerships associated with what sport consumers want since

I know both worlds. My experience (out of my comfort zone) helped me to achieve the

patience necessary to help and develop other athletes’ abilities where mutual

communication plays a vital role in the process. I also acquired great listening skills

which is key to better understand the athletes’ needs. This is a point of difference

because I am very flexible with my training program so I can discuss, and readjust

programs to be in harmony with the young generations.

I also know four languages that are: Portuguese, Italian, Spanish, English so I

can better communicate with different athletes from all over the world. As Lisbon is one

of the fast-growing cities around the globe and it is the Green Capital of Europe in

2020, this can be a great opportunity. In addition, this experience facilitated my learning

skills on how to be a great teammate, as well as, creating a mindset to get better and

learn something new every day.

Partnerships:

In addition, I can explore partnerships with successful companies in the sport

industry or in other industries in Portugal or abroad that I believe that can better match

my vision.
Competitors Analysis:

At Sport Lisboa and Benfica there is a football specialization and high

performance training. This elite program has a target market of youngsters that were

born between 2001 and 2007. This club is by far the most organized and provide the

highest quality sessions for youngsters in Portugal. This program allows not only the

development of a player’s technical, tactical, physical but also the psychological skills

that a player must have later on. It is a great methodology because it can develop from a

young stage a strong psychological component that permits players to better deal with a

defeat and can generate a good level of healthy competitiveness which is required if a

player wants to aspire to better opportunities in football.

Another competitor is Estoril Praia Elite Program which is an international

football organization for youths as well. It focuses on player development which is my

focus as well. It has good partnerships with extra-football activities like beach soccer

training, paddle surf and surf sessions, foot golf, watching Estoril Open (Tennis

Competition), between others. This is a great way to build team culture and healthy

competition. Hugo Leal, project founder manager said: “Our program, it’s not only

about football. It’s about life.” I completely share this view about this incredible sport

and I will embrace it in my academy. This program has an annual base program, and an

intensive base program. The annual program goes from a period of 13 weeks to 44

weeks, while the intensive program goes from a period of 1 week up to 12 weeks.

According to their website their annual program price is 9,000 euros and the intensive

program goes from 390 euros depending on the weeks you do. Moreover, Sporting also

has one of the best academies in the world, but it does not have a paying academy like

Benfica or Estoril. So, they just focus on the competitive side. These academies, are the

largest ones in Lisbon and are directly connected to professional football teams.
The previous academies are very expensive, and their focus is related to the

development of technical skills, while my academy will focus on developing technical

and behavioral skills. While also, being inclusive and affordable for the majority of

Portuguese citizens.

In addition, small academies like mine, are closer to “free time activities” and

schools, for younger generations as an instrument of developing their sport

competencies and crucial behaviors for their education as young adults. It is very

important that youths have other activities, so they can expand their possibilities,

mentality, and character at such a young age. In my organization, I will promote lower

costs, and high-quality services.

Furthermore, there are three other football academies in Lisbon. One of these, is

CIF, which have a cost per month around 35 euros if a kid would like to practice once a

week, 47 euros if he wants to practice twice a week, and 62 euros if he practices three

times a week. For a youngster that wants to have twice a week training session, the

tuition will be 30 euros; for 3 sessions/week it will be 40 euros; for 4 sessions/week it

will be 50 euros; and for 5 sessions/week it will be 60 euros.

Competitive advantages:

I will have two competitive advantages, the first is that in the other organizations

one youngster will not be able to do it 4 or 5 times a week, the maximum is three times

a week. While in my organization there are more options to choose from. Secondly, a

youngster that really enjoys football and wants to do it all the time, (5 times a week)

he/she will have to pay 60 euros which is less than a youngster that just goes three times

a week in other academies.

Business Development Strategy:

1. Interpersonal Relationship Strategy & Word-of-Mouth Strategy

a. Contacting our connections – non-profit and for-profit organizations working

in our preferred sectors lacking consulting support in our specialized services – Based in

Brussels, Belgium / Europe (Interest in Brussels) / Worldwide (Interest in Brussels)

b. Contacting the connections of our connections – non-profit and for-profit

organizations working in our preferred sectors lacking consulting support in our

specialized services – Based in Brussels, Belgium / Europe (Interest in Brussels) /

Worldwide (Interest in Brussels)

2. LinkedIn Niche Strategy

a. Contacting non-profit & for-profit organizations – working in our preferred

sectors – lacking consulting support in our specialized services – Mutual connections

preferred – Based in Brussels, Belgium / Europe (Interest in Brussels) / Worldwide

(Interest in Brussels)

1. Word-of-mouth

Primary business development strategy

born and raised in this beautiful city, which is Lisbon and I attended two great schools:

Colégio de Santa Maria at Lapa and Escola Secundária Pedro Nunes at Estrela both in

the city center. Additionally, I am still in contact with most of my schoolteachers and

this can be a “game changer” for me organization. My plan is to have meetings with

them about creating a partnership with multiple schools around the city to do workshops
there, and to recruit young talents that like football and identify themselves with my

Academy. Additionally, on Saturdays, I will have a practice for youngsters with

disabilities. I believe this way the organization will be for all, and I make sure I am also

helping and collaborating with youngsters with these disabilities.

Aligned with my good network in Lisbon, I have identified the social media

platform LinkedIn & Instagram, as the most used by my generation and the next ones,

as the best platform to communicate. So, I will have a very strong Instagram platform

where I will capture the attention of these youngsters by creating different types of

marketing strategies and activations around different schools.

Happiness and wellbeing are going to be my main topics of Instagram posts.

Here I will create an encouraging atmosphere where smiling, laughing and generally

happy customers can increase user engagement. Coca-Cola is going to be my inspiration

because it is a brand that leveraged emotional content to reach consumers. Its ads

featured photos of happy people and taglines such as "Open happiness," and "Taste the

feeling." Individual talents and skills are important qualities for any business. In order

to develop an effective marketing plan, it is vital to have the right team in place.

My team is going to have high levels of energy, positivity, easygoing, with a

great sense of collaborative, interpersonal, and responsibility skills. I have already

identified two of the individuals of my team, which have done a similar path to mine.

They are both my childhood friends that played with me at Sporting Clube de Portugal

and Belenenses and both went to the States to study and play soccer with a soccer

scholarship like myself.

Market data:

According to Instituto Nacional de Estatística (INE) there are …

Portuguese boys from this age range living in the Portuguese continent. In Lisbon there

are … boys 6 and 12 years old. If I suppose that just 20% of these boys are

passionate about football, there are 15.000 thousand boys available. On the other hand,

there are 75 272 girls between 6 and 12 years old in the Lisbon area. If I suppose that

10% of these girls are passionate about football, there are 7.527 girls available.

Knowing that Lisbon is the capital and largest urban area in Portugal and its population

is increasing and tends to increase in the next years, there is a great business opportunity

to explore.

I am also going to help candidates with financial issues. I believe sports is

for everyone, so I am going to apply for Crowdfunding initiatives that is a Portuguese

company and member of the European Crowdfunding Network in order to help

youngsters that would like to have this opportunity to play the sport they love.

Conclusion:

Finally, I created this business because I believe there is a big market to be

explored in this field in Lisbon. I identify myself with young players because I have

always enjoyed working with them on improving their capabilities´ in different States of

the US, like Tennessee, Mississippi, Florida, and New York. Players with great mindset

review themselves with my path in United States and this can inspire them to be better

every day as well as, it inspires me to be a better coach and thinker of the game on a

daily basis. This experience, helped me to develop other competencies such as: the

sense of entrepreneurship, great work ethic, balance sports with school education, and

physical exercise on a daily routine. I believe these factors come into play for the

development of these young generations.