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MANAGING CHANGE IN COACH EDUCATIONJon PettCoach Education ManagerEnglish Table Tennis Association
1Thursday, 9 June 2011
Background
Involved with ETTA for 20 months
Previously lecturer in Sport & Business Management
Employment/Voluntary work in Cricket and Rugby Union
ETTA currently offers qualifications endorsed to UKCC Level 4
Licensing was only partially embedded
No clear coaching strategy existed
Communications issues across coaching and the ETTA
Ineffective departmental budget management
Limited coaching resources - particularly in between quals
2Thursday, 9 June 2011
Philosophy
CREATE A CULTURE AND ENVIRONMENT THAT ENABLES COACHES AND PARTICIPANTS TO FLOURISH
Requires:ManagementInvestmentQualityInnovation
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Cultural Change
Cultural Paradigm/
Web
Stories
Symbols
Power Structures
Organisational Structures
Control Systems
Rituals & Routines
*Adapted from Johnson and Scholes (1992) ‘BOOK TITLE’
4Thursday, 9 June 2011
Objectives
Value for Money
Efficiency & Investment
Profit
Re-integrate profits in coaching and coach development
Self sufficient department by 2016 - including staff (16) costs
Establish coach education and workforce development as a priority objective for table tennis
Quality delivery
Innovate in all areas of practice
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1.Effective provision of learning resources and workforce development: Establish systems that will enable the provision of effective learning resources and the development of appropriately skilled workforces, to support the development of coaches.
2.Targeted development of coaches: Establish appropriate systems to identify, train, qualify and support quality coaches for specific populations within sport: commencing with coaches of high performance athletes; talent identified athletes and children, inclusive of disabled people.
3.Specialist qualifications and CPD: Develop specialist qualifications in coaching, linked to pathway phase/target group/disability and commencing with the inclusive coaching of primary age children as a first step.
ETTA Business Plan - Profit.....Why?
6Thursday, 9 June 2011
Market Understanding
Key to achieving business success
Use of Participant Model and evidence base
Identified areas of weakness in business model
7Thursday, 9 June 2011
Efficiency - Target Areas
Course ProgrammeUKCC
ETTA Awards
Administration
Workforce/Salesforce
Coach Licence
Income Generation - related to Coach Education
Marketing - Interactive & informative
Technology/Resources
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Resource Development/Licence Benefits
Sustaining resources
Staff costs
Existing staff training
Training New staff
Equipment
Candidate bursary
Developing advanced quals, eg. Level 4
Apportioned costs for other departments
Investment - Target Areas
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Programme Requirements
Venue hire - ETTA NOT asset owning
Tutor hourly rate/expenses
Internal Assessor hourly rate/expenses
Independent Assessor hourly rate/expenses
IV hourly rate/expenses - 25% of courses target
Candidate resources
1st4Sport candidate registration fee
Specialist tutor costs
Small scope for profit
Creating the Programme
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Bridging Previous Qualifications
ETTA awarding body for decades
Cost of coaching/development minimal
Resistance to bridging/UKCC process
Minimum sales price to attract/sustain interest
ETTA subsidyHow to cover cost of subsidy?
How much to subsidise?
Impact of subsidy
11Thursday, 9 June 2011
ETTA recognised centre for England and Wales
ETTA develop course materials and learner pack - potential branding/development costs for Home Countries
Scotland controlling course programme and costing
NI have now opted to join Coaching Ireland
Implications within Home Countries:Delivery workforce availability/training/quality
Increased workforce costs
Course programme requirements
Working with each Home Nation to achieve financial viability
Home Country Variations
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Regular assessment of the programme
Contributing to the business as a whole?
Could the product/programme be improved? eg. should more of one product be sold than another? possibly effect the number of courses delivered?
All courses/products must break-even individually or as a whole
If Profit is a factor what is the required margin?
Marginal costing approach adopted
Costing the Programme...
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In some decision making situations fixed costs are irrelevant to the decisionMost businesses are constrained in production or sales by limiting factors or scarce resources - variable costs
These limits can be internal or external
The key issue is which product or service makes best use of the limiting factor - how should the course programme be altered to reflect this?
Contribution will be maximised by earning the biggest possible contribution per unit of limiting factor
Sales should be accepted if there is spare capacity and they increase contributionProfit maximised if contribution is maximised – Marginal Costing
Variable costs must be kept under control
Marginal Costing - Limiting Factors
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Fixed Costs: Incurred for a period of time but unaffected by fluctuations in the level of production or service.
Fixed costs MUST be paid.
Variable Costs: Fluctuates dependent on level of activity.
Variable costs impact the ability to pay fixed costs and contribute to a profit.
Sales
less Variable Costs= Contribution
less Fixed Costs= Profit
Variable costs and Sales price can be manipulated.
Fixed vs. Variable Costs
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Fixed Costs:Venue HireTutor CostAssessor CostIV Cost
Variable Costs:Candidate Resources1st4Sport FeeAdministration
Fixed vs. Variable: Examples
16Thursday, 9 June 2011
Staff focussed almost entirely on course and coach administration
Insufficient time to reflect and assess programmes/products
Satisfactory use of technology - room for improvement
Redesign departmental function and align job descriptions
Review departmental resources
Digitise resources - use of candidate CD and online learner management system
Estimated 30% reduction in department administration
Cost reduction - printing and postage
Focus more time on candidates/coaches
Administration
17Thursday, 9 June 2011
Mixed level qualifications for workforceUKCC = CTS/IAPS/CIVPS
ETTA Awards = UKCC L2/ETTA L3-4 Coach (some hold CTS)Small annual incomeCompetitive market - challenging variable cost to pay market value
Need to maintain quality workforceIntroduce Workforce Licence
Contract of employment to complete ETTA required level of deliveryOpportunity to increase annual income
Licensed to sell ETTA award courses = Profit Share
New sales force for ETTA = increases profit
Workforce
18Thursday, 9 June 2011
Centrally managed
IT provision for coach to self manage their coaching career
Reduce central administration time/cost
Now part of the ETTA rules structure
Requires significant benefits to attract coaches
Benefits to licensed table tennis coaches:Insurance - Civil liability cover (£10 million), Personal accident cover, Temporary disablement & inability to work cover, Legal Protection
Access to any ETTA generated bursary schemes
Potential to become an ETTA and UKCC Tutor/Assessor/Verifier
ETTA SportsLog Account - online player/coach logbook
ETTA Coach & Learner Management System
ETTA Coach Development System - Video and Session Planning Tool
Access to table tennis coaching research online
Coach Licence
19Thursday, 9 June 2011
ETTA significantly financed by grants (84% of turnover 2009/10)
Untenable situation
Few revenue cost centres - coaching has a significant responsibility
UKCC course programme = limited profit
Education sector = significant opportunities
ITTF has 220 member nations = target market
Technology is the keyEasy to access
Easy to translate
Cost effective
Aim to increase coaching department turnover by 500% by 2016
Income Generation
20Thursday, 9 June 2011
Marketing and communications critical to success
Current market place congested
Potential link with PR/Commercial partner
Use of video and technology
Coach Recruitment Video - What? How? Why?Screencast/Promotional videoEmag
Marketing
21Thursday, 9 June 2011
New marketplace - younger audience, education sector.....
Must meet the needs of the new coach - but not forget existing coaches
Technology developed/developing to date:SportsLog - Online Player/Coach Logbook
SportsLog App - iPhone and iPod Touch App
Learner Management System
Candidate CD
Extensive technical video library
TT Education Tool
Screencasts
ETTA Spotlight
Technology/Resources
22Thursday, 9 June 2011
Online interfaceCompatible with current version of all web browsersEmail address is unique user IDSecure system – password protectedLogin via online portal or app
Login at www.sportslog.co.ukForgotten password functionalityiPhone/iPod Touch AppAllows offline data entry and messaging on the move
SportsLog - Player Logbook
23Thursday, 9 June 2011
Input information on:Training
Functionality
Print Reports
Lifestyle/Well-Being
InjuryIllness
Competition
Goal SettingNutrition
Messaging systemImprove Coach - Player communicationCost covered by players
24Thursday, 9 June 2011
Online portal with database backendManage Licence/Quals etcCoaches can manage their own informationImproved communication with Regional StaffExciting features including:
Coach Licence managementOnline course booking/paymentOnline licence paymentE-learningMessaging & CommunicationAccess to latest course information - UKCC, scUK etcFeedback from ETTAResource ManagementAccess CPDVideo storage
EDUCATE - Learner Mgt System
25Thursday, 9 June 2011
Announcements
CPD Content
Forum
Resources
Video Content
Menu Navigation
26Thursday, 9 June 2011
One-Stop TT development systemPermission based systemAccess to extensive coaching video libraryDownload video content (Available for 30 days)Information about latest and recommended coursesContent includes:
Games and ActivitiesTechnique and SkillsTactics and StrategyInformation about competitions and officiating
Online Session PlannerInclude video, text, imagesDrag and Drop functionalityLearn how best to deliver your coaching session
EXPLORE - TT Resources Online
27Thursday, 9 June 2011
Menu Navigation
Games & Activities
Technique & Skills
Interactive Session Planner
Tactics & Strategy
Account Holder Info
28Thursday, 9 June 2011
Screencasts
Aid in reduction of administration time and cost
Affordable, effective user guides for products
50x more likely in top 10 searches on Google if video used within your website
Google now owns YouTube - presents video results as standard
Introduced for:UKCC 1st4Sport candidate pack guides
Individual ETTA product user guides
Promotion of product set
Educate the public on each product/programme
29Thursday, 9 June 2011
Online resource finder
Deployment system for coaching
Search for coach by:Location
Qualification
Experience
ETTA SPOTLIGHT - Deployment
Also search for:Clubs/tables to playTT events - ticket sales etc
Available from Sept
Linked to database/learner management system - data always current
30Thursday, 9 June 2011
If finance is an issue for Coaching and project/cost approval produce a Cost Benefit Analysis (CBA):
Break-Even AnalysisHow many products must be sold?
What level of safety is there if the project/product fails?
What is the potential profit?
Payback period of project, eg. Course income vs. Staff trainingHow much does the project cost?
How long will it take to recoup the investment?
Net Present Value: more accurate analysis of profit over timeHow much profit will the product/project ACTUALLY make?
Takes into account the Time Value of Money.
Cost Benefit Analysis
31Thursday, 9 June 2011
SportsLog - Tacklesport
Insurance - Towergate tlc
Video development - SeeThat! Media
Learner Management System (EDUCATE)/EXPLORE - In To Sport Group Ltd
ETTA Spotlight - Abstraktion
Development Partners
32Thursday, 9 June 2011
UK wide coach licence scheme
Potential for common units central delivery
Elearning
The Future.....
SportsLog:Development of iPad and Android AppPenetration of international TT market
Explore:Development of accompanying App
Products for the social market
Development of a National Curriculum targeted system
Research strategy implementation
33Thursday, 9 June 2011
Sales and Variable costs drive incomeFixed costs must be paid but can be manipulatedIntegrate coach education into use agreements for facilities/capital projects etc
Ensure each course will break-evenDept Revenue: UKCC Programme main source?
Subsidising candidates at other levels: Bridging, Level 3/4?
What internal capacity is required? Don’t just look at the course requirementsIs there a better external solution?
Can technology solve your problem?What is the biggest driver internally? Profit/Admin/Customer Satisfaction?
How will you manage your coach/volunteer data?Are you maximising use of the marketplace?
What do you need to consider to make/enable change?Profit Margin - what is acceptable/required?
How will you fill courses? Recruitment strategy?Maximise sale of the most profitable/popular course to maximise contribution and profit!
What can be learned??
34Thursday, 9 June 2011
Questions?
35Thursday, 9 June 2011
