PLANNING WORKBOOK FOR:

OPPORTUNITYIS CALLING

RACE READY FOR BUSINESS

Are you Race Ready for the 36th America’s Cup presented by PRADA? The purpose of this workbook is to help you gain clear insight into what’s possible and how you can achieve your goals during the 36th America’s Cup presented by PRADA.

By working through this guide on your own or with your management team, you’ll be able to determine what a successful America’s Cup looks like for your business, what resources, including people, products and suppliers, you need to succeed, and how you’ll capture and build on learnings once the events are over.

How to use this workbookSave a copy of this PDF to complete on-screen OR print of the template and fill in the blanks.

This workbook is divided into three sections – each includes a series of prompts to help you work through key considerations and ultimately come up with a winning plan.

• Pre-start – planning, goal setting and identifying risks and impacts,

• At the helm – connecting with customers and sharing your message, and

• After the action – capturing learnings and measuring success.

There’s also a blank page at the end where you can record notes, questions and to-do list items as they come to mind.

Pre-start – planning and preparation What does a successful America’s Cup campaign look like for your business? The questions below should help you begin think about what your goals for the event period are, and how you might work to achieve them.

What are your goals during the 36th America’s Cup presented by PRADA? Think in terms of SMART goals – specific, measurable, attainable, relevant, time-bound.

How will you know you’ve had a successful event period? Will you measure success financially, or in other terms such as brand awareness?

What performance gaps exist in the capabilities of your staff and suppliers? Do you need to hire more staff or engage additional resource in specialist areas?

What impacts might the 36th America’s Cup presented by PRADA have on your target customers, staff and suppliers How do you plan to deal with these impacts and mitigate potential issues?

What is the expected impact on cash-flow? Have you reviewed your cash-flow and if necessary, arranged additional funding?

What are the key risks associated with your plan? What are the potential impacts of these risks and how might you mitigate them?

At the helm – connecting with customers For many businesses, major events like the 36th America’s Cup presented by PRADA mean increased demand. The following questions will help you identify target customers and plan to reach them with your message, products and services.

What kind of customers do you hope to attract during the events and what value can you offer them? Think about your target customer – their age, location, gender and preferences. Knowing your customer and what they’re after will be vital in targeting your planning and marketing in the lead up to and during the events.

Are your website and social platforms up to date and optimised? How might you improve these channels to reach more customers? Check out ATEED’s Digital Assessment Tool for customised advice on how you can reach racegoers with the right information.

How do you plan to find new customers? And equally, how will they find you? Consider where you might advertise your goods or services, including search, social media, review sites, print media or other channels.

What do you want to tell customers about your business? What is your business’ unique selling point and how will you communicate this?

Customer JourneyCustomer PromotionSearch Website Review Purchase

After the action Capturing learnings and measuring performance following the event period will help your business perform better in the future, while also ensuring you continue to leverage off any new customers or connections

How did you perform against your measures of success? Did your event time performance align with your initial expectations?

What lessons have you learned throughout the event period? These can be based on positive or negative experiences. How might you incorporate these into your business in the future?

How will you continue to engage with new customers or contacts? Will you make any changes to your marketing plan?

Additional notes As you make your way through this workbook, record any additional questions, notes or to-do list items here.

Where to from here? Now that you have completed your business plan, it’s time to share it with your team. This is an important part of ensuring everyone is on the same page and working together to reach your goals during the 36th America’s Cup event period.

If possible, consider holding a team workshop where you present the plan, gather feedback and come up with action steps to address any areas needing attention.

Once finalised, keep the plan alive in your day-to-day operations by printing out goals or having regular check-ins with your team about how you’re tracking, what’s going well and where you might improve performance.