Perth Glory Football Club Strategic Plan Summary : The Perth Glory Way

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1 Perth Glory Football Club Strategic Plan Summary : : Creating an exciting environment by making brilliant things happen on and off the field so that our people are Together, Successful and Bound for Glory.

2 From the Chairman and CEO WE ARE PLEASED TO PRESENT Perth Glory s high level summary of our four-year Strategic Plan that will drive the Club s overall operations from ,. Over the next four-year period, will lay the foundation for our Club to work stronger, Together and be Bound for Glory. This strategy will enable us to take control of our future and destiny - a team, together as one in pursuit of a common goal: To be the leading Football Club in Australia, on and off the field, and a Club in which Western Australians are proud. Always. The overarching purpose is to create excitement by making brilliant things happen on and off the pitch so that our people are stronger, Together as one, Bound for Glory, and at all times being true to our culture and values:. Our strategy is focused on engagement and investment in the Western Australian community and delivering consistent and sustainable finals appearances which will open enduring opportunities for Championship success and AFC Champions League qualification. At the same time we are setting ourselves three key targets - to reach 10,000 Members, achieve average attendances of 12,500, and increase our revenue by $3M within this 4 year strategic timeframe. outlines seven key pillars which will Our Vision underpin the strategy and provide the fundamental framework of the Club s objectives: Stakeholder and Growth Pillars Stakeholder and Brand Management Commercial and Financial Management We are committed to engaging as many of the 42,000 people which form part of the WA Football community to convert them to fans and members, while continuing to work towards identifying, developing, nurturing and retaining the best football talent within our elite pathway framework. We are extremely excited for our future. We are committed to delivering all elements of the Strategic Plan. We encourage our people, our community, and our State to share the passion as we embark on this journey. Football Pillars Facilities and Infrastructure Football Operations Asian and Global Strategy. Together. Successful. Bound For Glory. Engagement Pillars Fan and Community Engagement People and Culture will provide the foundations from which we will drive the Club forward, defined by our people, strong values and financial strength. We will look to explore all opportunities to grow the club commercially, become financially independent and pursue a Home of Football with Football West to provide the necessary resources, facilities and infrastructure to make The Perth Glory Way a reality. We pledge to our members, corporate partners and supporters that as part of, we will deliver a brilliant football experience and a pursuit of long-term sustainable success on and off the field. 2 To be the leading Football Club in Australia, on and off the field, and a Club in which Western Australians are proud. Always. Creating an exciting environment by making brilliant things happen on and off the field so that our people are Together, Successful and Bound For Glory. Day-to-Day Process Tony Sage Chairman and Owner Proud Perth Glory Member # Peter Filopoulos Chief Executive Officer Proud Perth Glory Member #19239 Where our people are developed through the strength of empowering and supporting them to create, deliver and celebrate exceptional performances.

3 FIFA & AFC Enabling Stakeholders & Environments Sustained success for Perth Glory will be underpinned by mutually beneficial relationships with our stakeholders and by a holistic understanding of the environment in which the club operates. Working together with all of our stakeholders to achieve our goals over the next four years will be a hallmark of. Players Football Association Australian Government Corporate partners Corporate Partners Player Agents & Managers Players Players & coaches Our Perth Glory People Staff & Volunteers Contractors & Suppliers ASADA Across Australia Australian Sports Commission Fans City of Perth Town of Vincent Other LGAs WA Sports & Recreation Department Other Football Clubs Other WA Sports Clubs Western Australian Community Universities & Academic Excellence (i.e. ECU) Major Corporate Partners Venues West New Training & Administration Facilities Charity Partnerships & Community Fund 4 5 TourismWA Public Transport Authority WA Football Clubs Partnerships ASC Sporting Schools Program Facilities Support (eg. UWA, WAIS) Other WA Government Departments & Agencies Western Australian Government WA Health Department & Healthway All Media Channels Regional Communities Members Football West & Local WA Clubs Football Enablers Hyundai A-League & Westfield W-League Clubs AIS Fans & members FFA/ Hyundai A-League/ Westfield W-League SEDA Regional Community Groups

4 The Strategic Pillars of Our Vision Stakeholder & Growth Pillars Stakeholder & Brand Reputation Commercial & Financial Management Football Pillars Facilities & Infrastructure Football Operations Engagement Pillars Fan & Community Engagement People & Culture Asian & Global Strategy 6 7

5 Core Objectives A destination club for aspiring and established players as the place where the very best people come to join our ongoing pursuit of developing excellence, delivering a defined pathway, with continued success Goals for football Goals for stakeholders & growth Our corporate partners and community partners will know Perth Glory as a trusted partner for strong community engagement, commercial outcomes and business opportunities innovative, exciting and brilliant football are the core to delivering success at all levels Consistent delivery through The Perth Glory Way Perth Glory will be the ultimate Goals for engagement & community For our players and coaches, we will be where destination for members, fans and local communities, known for its loyalty, passion and commitment to its values as being the leading Football Club in Australia Perth Glory will be a club for all Western Australians in which they can be proud. Always Our staff and executive team will have the pride knowing that Perth Glory will be at the core of making brilliant things happen on and off the field so that all our people are successful 8 9

6 The Strategic Pillars in Detail Stakeholder & Brand Reputation Ensure the communication strategy and delivery is clear, and consistent with all cultural values defined by The Perth Glory Way Develop a stakeholder map and assessment strategy of the enabling environment to ensure there is a consistent check of brand and reputation as we seek to build strong, open and honest relationships with all our key stakeholders Development and implementation of a Perth Glory brand strategy where the brand values, image and personality are clearly defined and integrated in Create a Corporate Club ( Glory in Business ) networking group providing corporate partners unique and exclusive networking opportunities and events Ensure that all players support each of their personal sponsors at a minimum of 2 events per year Ensure that and the values Perth Glory espouses (Loyalty, Passion, Respect, Innovation, Excellence, Trust) are incorporated in all interviews, media engagements, public relations, and social media Develop a comprehensive player appearance program to better leverage and engage the WA corporate, football, wider WA and school communities Commercial & Financial Management Improve current venue/ tenancy commercial agreements with significant stakeholders (i.e. Venues West) Aim to stage selected Hyundai A-League games at the new Perth Stadium from the 2018/19 season with the aim of attracting larger attendances and improved commercial outcomes Double Corporate Sponsorship to $4M each year (from the current $2M per year) through a comprehensive Corporate Partnership Program Increase revenue by a minimum $3M per annum by 2018 Perth Glory to be a profitable enterprise within 3 years Commit to our corporate partners to always leverage their partnership in innovative ways to maximise sponsorship value and return on investment Continue to operate effectively and efficiently by ensuring there is a strong culture of cost management Ensure within 3 years that the benefit of transferring players to overseas clubs becomes a continuous core pillar of Perth Glory annual revenue Grow to 10,000 financial members by 2018 (an increase from the current 7,000 financial members) delivering membership revenue of $2M, including: A clear retention strategy to minimise membership churn to less than 15% per annum over the next 4 years An acquisition strategy to increase the membership base by at least 40% new members over the next 4 years Grow to an average attendance of 12,500 for each home match by 2018 Develop a detailed investment plan and enable resources for each of the strategic pillars Facilities & Infrastructure Continue to drive the business case with Football West in 2016 for the Home of Football with the WA Government and other stakeholders to deliver a Centre of Football Excellence for WA Identify an Administrative and Training HQ within 12 months (start of 2017) Complete move to an Administrative and Training HQ by the end of 2018 to provide: Best practice training facilities to attract and retain players to Hyundai A-League and Westfield W-League Best practice training facilities to support and develop WA talent within the NPL & NYL. Drive partnerships with best practice stakeholders (i.e. Edith Cowan University Sports Science Department, WAIS etc.) to provide expertise in sports science and sustainable performance management from juniors, junior academy, NYL, NPL, Hyundai A-League, and Westfield W-League Create a strategic pathway for the Medical Department to strengthen Perth Glory s relationship with the current providers and suppliers, and integrate the appropriate best practice solutions and care 10 11

7 Football Operations Fan & Community Engagement Hyundai A-League and Westfield W-League teams to reach finals consistently from the 2016/17 season Win the Hyundai A-League & the Westfield W-League Championships within the Strategic Plan timeframe Developing and implementing through: Developing alignment on the purpose and outcome of the Performance Program with the onfield strategy to ensure long term sustainable success Continued levels of expert coaching to drive onfield strategy, and commitment to the investment and development of coaching staff at all levels Expert technical direction immersed throughout all levels of the club from juniors, junior academy, NYL, NPL, Hyundai A-League, and Westfield W-League to ensure all players know, understand and execute in Develop an Academy for WA players to manage their recruitment, development and retention cycle to: Identify, nurture, and attract new talent through junior academy, NPL & NYL Retain within WA the best talent from the junior academy, NPL & NYL to ensure that Perth Glory have a pipeline of quality players for the Hyundai A-League and Westfield W-League Identify, nurture and attract the best female footballers in WA for the Westfield W-League Implement by developing an integrated Player Health & Welfare Program for all Hyundai A-League & Westfield W-League players incorporating best practice player management. Develop an on-field strategy from NPL Juniors through to A-League and W-League executing The Perth Glory Way delivering innovative, exciting and brilliant football Develop a plan to manage the recruitment retention cycle for quality players from within Australia and abroad: Develop a plan to export our own players to have a pathway to go to a higher level Work with local clubs and players to assist in the pathway to overseas clubs via the Perth Glory pathway Actively support enhancement of exceptional players careers beyond the Hyundai A-League to overseas clubs, and repatriating the players to Perth from overseas 10,000 Members and 12,500 average attendances by 2018 Deliver a brilliant match-day fan engagement experience that is the rival of Hyundai A-League clubs Provide an environment where all fans can enjoy the match-day experience in line with the values of Perth Glory, the FFA, the WA community and the broader Australian community Increase the number of social media followers to be in the Top 4 for Hyundai A-League clubs by implementing a leading digital content development and fan engagement plan A members first approach to game day - listening, encouraging and acting on feedback and the collective interest Ensure there is a cohesive strategy with the WA Government to ensure our home ground is more accessible for our fans and members Throughout the Club, develop the Members First and Foremost policy in all interactions to show our continued appreciation of our members loyalty. The policy will be fully integrated with The Perth Glory Way Reach as many of the 42,000 WA football participants annually through the Perth Glory Community Club Engagement Program which provides visits by a player and coach each year and Grass Roots to Glory Membership promotion Target and convert 50 per cent of the 42,000 football participants in WA into fans Reach children 8-17 years of age who are not regular WA football participants annually through: Football Sporting Schools Program providing coaching materials and ensure this reaches at least 60% of WA students per annum Enabling the Perth Glory Ambassadorial Program by allocating 10 schools per player as the school s soccer ambassador Developing and implementing a Community Engagement Strategy for both metropolitan Perth and regional WA Asian & Global Strategy People & Culture Hyundai A-League team to participate in the Asian Champions League within the Strategic Plan timeframe Hyundai A-League team to win Asian Champions League within 6 years, by 2021/22 To have at least 3 representatives consistently in the Socceroos within the Strategic Plan timeframe To have at least 2 representatives consistently in the Matildas within the Strategic Plan timeframe Have at least three (3) representatives consistently in the Young Socceroos by 2018/19 To have staged an Hyundai A-League match in SE Asia as part of the Hyundai A-League season within the Strategic Plan timeframe Develop strategic partnerships in SE Asia to enter into an exchange program and a commercial arrangement for our annual pre-season camp and friendly games Develop an integrated strategy for club links to European and Asian clubs with WA Football, incorporating actively supporting enhancement of exceptional players careers beyond the Hyundai A-League to overseas clubs, and repatriating players back to Perth from overseas Cultivate and nurture a new Perth Glory fan base within the Asia region Actively identify and pursue an Asian player within the Strategic Plan timeframe Develop program to ensure there is clear alignment to the values Perth Glory wishes to consistently exhibit Develop a clear Staff acquisition and retention program throughout PGFC Recognition of staff as our most prized and valuable resource Career development path and planning for all staff Rewarding as well as recognising volunteers and staff for their involvement in the club Develop internship program to acquire and introduce the best talent from WA s leading universities into the Perth Glory Football Club early on in their career development by continuing to work closely with Universities and SEDA Ensure that and the values Perth Glory espouses (Loyalty, Passion, Respect, Innovation, Excellence, Trust) is incorporated in all interviews, media engagements, public relations and social media. Implement a HR department at Perth Glory by 2017 Education of each department of the importance of what they do throughout the Club Implement a whole of club communication strategy to better align all of our people

8 Our Values Loyalty Perth Glory and WA always come first Loyalty to the club at all times Recognising and celebrating Perth Glory s history Always supporting one another in every environment our people are involved in Passion Passion in achieving every day Creating an environment where our people feel free to contribute their views free from judgement Being a place where people are excited to participate and trust in each other to achieve the best outcome Respect Respect of each other and our stakeholders Appreciating all our colleagues and respecting their roles Encourage, accept and celebrate our differences Respecting the processes and systems that make Innovation Innovation in our thinking, attitudes & actions Encouraging creativity to drive further success Always seeking opportunities for improvement in all our processes Continually challenging the status quo Seeking new and better ways to succeed Excellence Excellence in every interaction Aspiring to excellence that is approached through diligent effort, both individual and collective Pursuing excellence means being satisfied with no less than the highest goals we can envision Trust Trust in our processes, our people and our community Consistency of actions that are viewed as honest and truthful to our values. Recognised as honest and genuine in our relationships 14 15

9 Official Perth Glory Principal Partner Perth Glory Strategic Plan prepared with the assistance of Strategic Intelligence Group Perth Glory Football Club 20 Oxford Close West Leederville WA 6007 PO Box 1366, West Leederville WA 6901 P: +61 (8) F: +61 (8) W: perthglory.com.au