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Aboutthisdocument
ThisdocumentistheStrategicPlanforBadminton Victoria.Ithasbeenpreparedby@leisureon behalfof,andinconjunctionwith,Badminton VictoriaandSportandRecreationVictoria.

Acknowledgements
@leisurewishestoacknowledgethesupportand assistanceprovidedbyBadmintonVictoriaand SportandRecreationVictoria. Inparticular,wewouldliketothanktheassociation representativevolunteersthatattended stakeholderworkshopsandparticipatedin telephoneinterviewstoassistinthepreparationof thisPlan.

Rear534MtAlexanderRoad AscotValeVic3032 Ph:(03)93261662 Fax:(03)93260991 Email:leisure@jeavons.com.au www.atleisure.com.au

Allrightsreserved. Nopartofthispublicationmaybe reproduced,storedinaretrievalsystem ortransmittedinanyform,byany means,withoutthepriorwritten permissionofBadmintonVictoriaand @leisure

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Contents

1. INTRODUCTION 2. STRENGTHSANDWEAKNESSES 3. KEYRESULTAREAS 4. THESTRATEGICPLAN200913

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1. Introduction
The20092013StrategicPlansetsoutthekey organisationaldirectionsforBadmintonVictoria (BV).Itlaysthefoundationforthefuture growthofBadmintonwithinthestate.

This Plan
Anumberoftaskswereundertakeninthe preparationofthisPlan,including: areviewofexistingpracticesand proceduresadoptedbyBV,andareviewof theBAStrategicPlan areviewofBVsfinancialstatementsforthe pastthreeyears ananalysisofbadmintonparticipation statistics Workshopswithregionalassociations,BV representatives,boardmembersandstaff, andparticipants 20telephoneinterviewswithacrosssection ofbadmintonparticipantsandotherkey stakeholders ananalysisofthefindingsfromthese consultations preparationofthedraftstrategicplanfor comment.

The Last Plan

ThisplanfollowsonfromthepreviousStrategic Planthathighlightedkeytasksandareastobe addressed.Manyhavenowbeenachieved. Theseinclude: Developmentofawebsiteasthestate informationsource Monthlyinformationflowingtomembers andassociations Coachtrainingprograms Tournamentrestructures Newinitiativeshavealsobeenpursued including: Badmintonschoolprogramsaspartofthe ActiveAfterSchoolCommunities VicHealthProgramtargetingAsian CommunitiesandNewArrivals Someactionsidentifiedinthelastplanarestill relevant.Theseinclude: Anupdatedandaccessibledatabaseforuse inmembershipservicesinformation, technicalservicesandasanoperational resource. Schoolbadmintonprogramsestablishedin moreschools Creationofspecificportfoliosof responsibilityforBoardmembers.

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BadmintoninVictoria
Badmintonisasportforallagesand abilities.Manyparticipantsaresocial players. BadmintonhasbeenaCommonwealth Gamessportsince1930,andanOlympic sportsince1992. Thereareinexcessof5,500players registeredwithBadmintonVictoria. HoweverbasedontheAustralianBureauof Statistics1andAustralianSportsCommission participationrates,2therearelikelytobe 1,300childrenunder14yearsand50,000 Victorians15yearsandoverwhoplaythe sportannually.

Theorganisation BadmintonVictoriaInc.wasformedin1934 andisthepeakgoverningbodyfor BadmintoninVictoria.Itcomprises55 affiliatedclubsandassociations.

BVisgovernedbyavoluntaryBoardof Directorsandissupportedbysixpaidstaff. Likemanysports,itisheavilyreliantonthe contributionofvolunteerstomanageclubs, associations,competitionsandevents. Anorganisationalstructureofthesportis showninthefollowingchart. Figure1:StructureoftheSport&Organisation(BV)

BadmintonVictoria(BV)
Roles BVskeyroles: Togovernanddevelopthesportof BadmintoninVictoria
Topromoteanddevelopparticipationin badminton Toprovideassistance,bywayofadvocacy advice,leadership,programsandresources, toAssociations,Clubs,membersand players, Toprovidepathwaystoguideplayers towardssuccessatastateandnationallevel Toadministertournaments,statetraining andrepresentativeteamsofVictorian playersforstateandnationalcompetitions

Social Players (50,000+)

ChildrensParticipationinCulturalandLeisureActivitiesSurvey,April 2003,AustralianBureauofStatistics 2 ParticipationinExercise,RecreationandSportSurvey2006Annual Report,AustralianSportsCommission

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Constitution and procedures

Thecurrentconstitutionisadequateto provideBVwithaframeworkfor governance. Asinmanyothersports,thereareawide rangeofvolunteers,paidstaffandplayers workingtogetherinfulltimeandparttime capacitiestoadminister,promoteand governBadminton.Thissituationcallsfor moreclarityandformalisationofcurrent procedures,rolesresponsibilitiesandthe documentationandorganisationoftheseto increasetheefficiencyandeffectivenessof administration.Inaddition,thisplan recommendsdirectlinksbetweeneach Board,staffandvolunteerpositionanda specifickeyresultarea.

Expenditure Figure2:BVtotalincome2006

IncomeCategories

Majoractivityexpensesinclude:theprojects fundedbygovernmentgrants,theconductof competitionsandeventsandsupportofthe VictorianStateTeams Majoroperationalexpenditureitemsinclude staffandboardexpensesandadministration costs Figure3providesasummaryofmajor expenditureitemsfor2006.

Finance
BVisinasoundfinancialpositionandits revenuehasremainedrelativelyconstantover thepastthreeyearsatapproximately$300,000 perannum. BVachievedanoperatingsurplusintwoofthe threeyearsbetween20042006andhasin excessof$150,000offundsininvestment. HoweverBVhasrelativelylimitedsourcesof revenuegeneration. Revenue ThemajorsourceofrevenueforBVisfrom courthireattheMelbourneSportsandAquatic Centre(MSAC)(approximately33%). Othermajorrevenuestreamsincludegrantsand fundingreceivedfromgovernmentand associatedagencies(26%),andplayer registrationandaffiliationfees(27%). Figure2providesasummaryofthemajor incomecategories.

Figure3:BVtotalexpenditure2006

ExpenseCategories

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2. Strengths,weaknesses/opportunitiesthreats
ThefollowingtableillustratesthekeystrengthsandweaknessesofBadmintonVictoriaandthe externalthreatsandopportunities.TheseareaddressedintheStrategiesandActionsofthePlan.

STRENGTHS
Thesportis:
Achallenging,skillfuland strategicgame Suitableforallageandability levels.Mostpeoplehave playedonce(i.e.atschool) International;badmintonisa CommonwealthandOlympic Gamessport Playedindoorsallyearround Active,fastmovingandnon contact;thefastestracquet sportintheworld

WEAKNESSES
BVhas:
1. Positiverelationshipswith programsponsorssuchas VicHeathandSportand RecreationVictoria 2. Asoundgovernance structure,andgood financialmanagement 3. Morenationallevelplayers thanotherstates 4. Activeandselfsufficient memberassociations 5. Highparticipationin regionalVictoria 6. Anattractiveinsurance program

Thesportis:
Overlyreliantupon associationsandvolunteers todeliverprogramsand competitions(socialsport, lowpriority) Competingagainstother popularindoorsportsfor courtspace Notperceivedasafast racquet,popularsportbythe community

BVhas:
1. Asmallnumberof registeredmembers comparedtonumbersof players 2. Difficultyingenerating publicprofileandbrand recognition 3. Asmallpoolof accreditedcoachesand willingvolunteers 4. Limitedknowledgeof andaccesstomost peoplewhoplaythe sportsocially. 5. Insufficientresources allocatedtomarketing andcommunication

OPPORTUNITIESforBV:
1. Newmarketse.g.peoplewithadisability; assportischeapandeasytoenterandplay 2. MostCouncilsportshallsaredesignedto accommodatebadmintoncourtdimensions 3. Targetandconvertsocialparticipationto members 4. AccesstoeliteplayersbasedinVictoria,to championandpromotethesport 5. Embracetechnologytoenhancecommunication andadministrativeefficiency,totargetjuniors, andincreasemembership

THREATSforBV:
1. Nocontrolovervenueswhere badmintonisplayedand/orlimited accesstovenues 2. Changeingovernmentpolicyreducing grantstoencourageparticipation 3. Notprovidingcompetition opportunities,andhenceplayers leavingthesport. 4. Fewerjuniorsenteringthesport 5. Lesseliteplayersinlocalcompetitions 6. Fewervolunteers

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3. KeyResultAreas
Fourkeyresultareashavebeenidentified withstrategiestoguideBadmintonVictoria overthecomingfiveyearperiod. ForeachKeyResultArea(KRA),thePlan outlines: Objectives Strategies Actions,and Targets Theimplementationplanidentifies: Theproposedtimelinefor implementation Whoisresponsibleandwhocanassist withtheaction.

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4. Thestrategicplan200913
Vision and mission Vision
Tobeaninnovativeandwellrecognised sportsorganisationbuildingwithits partners,forthesuccessfuldevelopmentof BadmintoninVictoria.

Targets
Targetsforeachkeyresultsareaforthe termofthisplanare: Communicationandmarketing Awebsitewithcapabilitiesoffering:on linememberships,results,rankings, electronicnewsletters,events information,plusmarketingand promotionalmaterial Databaseofmembers,players, stakeholdersandfacilities Monthlycommunicationbulletins,and annualmemberforums Marketingbudget,newlogoandbrand adoption Managementandleadership Disseminationofclearresponsibilitiesfor eachlevelofthesport Proceduresmanualrevisedwithposition descriptionsandrolesforallstaff,board membersandvolunteers ActivitiesofBoardandstafftofocuson primestrategiesandbemeasured againstKRAs Participationandsportdevelopment Moremembersandregisteredplayers Documentedpathways Newassociationleaguecompetition introduced,includingOZSMASHJunior program Moreeliteplayerscompetingatthe associationlevel Facilities Morepurposebuiltfacilities Moreschoolsplaybadminton Investigatethefeasibilityofastate centreandregionalcentresof excellence.

Mission
BadmintonVictoriaiscommittedtothe professionalstructureandmanagementof badmintoninVictoriaandistheStatebody responsibleforitscoordination,development andpromotion. BadmintonVictoriasmissionis: Torepresenttheinterestofitsmembersto government,publicandprivateorganisations andthenationalassociation,Badminton Australia. Toprovidethehigheststandardof administration,competition,coaching, umpiring,aswellasopportunitiesfor participation.

KeyResultAreas
TheKeyResultAreasare: Communicationandmarketing Managementandleadership Participationandsportdevelopment Facilities

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Objectives
1. Toengageallstakeholdersandplayers inregulardialogueanddecision making Toutilizetechnologytocreatemore effectiveandefficientcommunication TodeveloptheBVbrandandpromote thesporttoarangeofmarkets

Marketing and Communication

2. 3.

Background
BadmintonVictoriaprimarilycommunicates withitsmemberassociationsthrougha monthlymailoutandnewsletter. Thewebsiteprovidestheprimaryavenuefor promotion,withinformationregardingthe sportandprograms,eventsandcompetitions availabletomembers. BVallocateslimitedresourcestomarketand promotethesport.Therearenostandard brochures,flyersorposterspromotingthe sportwhichmaybedistributedtoschools, venues,localassociationsandpotential participants. Thereisaneedtoidentifyastrongbrand andcorporateimageforbadminton. Issuesidentifiedconcerningcommunication included: Thewebsitecouldbemoreuserfriendly BVneedstoengageitsstakeholders,in particularassociations,inprocessesof decisionmakinganddialogueabout issuesandconcerns BVreliesonassociationstodistributeBV informationtoplayers Thereisalackofpromotionalmaterial/ informationavailableaboutthesport BVperceivesithaslimitedresourcesto proactivelycommunicatewithmember associationsandplayers Stakeholdersoftenhavedifficultyin communicatingwithBVduringoffice hours,asdoassociationsastheyhold activitiesafternormalofficehours

Strategy1
UnderstandBadmintonplayersandtheir needs UseBVscentraliseddatabaseofplayers, members,pastmembers,officials, coaches,volunteersandvenueswhere badmintonisplayed,formarketingand communicationpurposes
Conductanannualsurveyandauditof themembershipofBVaffiliated associationstoupdatemembership demographics,trends,issuesand preferences

Strategy2
Engageandinformmemberassociations, playersandotherstakeholders Maintainregulardistributionof newsletterstomembers,players, officialsandcoaches.
o providecopiesofnewsletters electronicallyandinprintfor associations/venues(formarketing). o Seekcontributionsfrommembers o Profileanassociationorplayerto createasenseofownership. o IncludeBVachievementsand completedplanactions

Preparetheannualcalendarofevents anddistributetostakeholdersandall centreswherebadmintonisplayed Organiseregularsocialnetworking opportunities,andmembersworkshops todiscussissues,andseekfeedback Continuetovisitmemberassociationson anregularbasistopromoteBVactivities anddiscussassociationissues

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Strategy3
EnhanceandupdatetheBVwebsiteto increaseitsfunctionalityandappeal,and itsabilitytoactasapromotionaltooland informationresource Enhancementofthesiteto:enable memberstoregisteronline;provide regularupdatedresultsandplayer rankings;facilitateenquiriesandemail communicationwithaffiliated associations;andtoprovidepromotional materialandinformationaboutthe organization
Allocateresourcestoensurethewebsite containsuptodateinformationand remainsrelevanttoplayers

Strategy5
Targetparticipantsinschools,universities, corporatesports,olderadultsprograms, andalljuniorandsocialplayers,for conversiontobeingregisteredmembers Workwithandassistmemberassociationsin:
targetingschoolswithgyms,lyingwithin theassociationscatchmentarea,to establishabadmintonprogram/club targetinghealthprovidersandCouncils witholderadultrecreationofficersto establishbadmintonprograms/clubs duringtheday targetuniversitiesandcorporate badmintonplayerssuchasMelbourne Citysportstoconvertsocialplayersto members
Increasetargetedopportunities,suchas programsandeventstailoredto: Females Juniors(specificallythose911yearsof age) Veterans

Strategy4
Developandpromoteabadmintonbrand

AssistBadmintonAustraliaindeveloping amajornationalpromotionalcampaign andbrandforbadminton Launchacompetitionformembersto designanewlogo Designasuiteofbrochures,flyers,fact sheets,andreferencematerialon badmintonandthecentreswhere badmintonisplayed Distributeasummaryofthisstrategic plantoallassociations,clubsand members

Strategy6
Involveelitelevelplayersindevelopment programsandpromotionalactivities

Identifyelitelevelplayerswillingtobe involvedinpromotionalactivities,school programsandevents Identifyopportunitiestoutiliseelitelevel playersinthepromotionofBadminton

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Strategy7
Maintain,developanddocumentBVoffice procedures

Conductannualperformanceappraisals forstaff,basedonKRAsfromthisplan

Management and Leadership

Upholdsuccessionplansthroughlimited andstaggeredboardmemberterms Clearlydelineateresponsibilitiesforthe BVBoardandChiefExecutiveOfficer CreateapolicytoensureBVhasaccess toassociationsfinancialdataand membersregistrationdetails IdentifyprojectsandKRAs,forwhich everyboardpositionwillberesponsible, andhaveeachBoardmemberrecruit memberswithspecificexpertiseto assist. Distributeacopyofanorganisational chartwithroles,responsibilities, organisationalrelationshipsandlinesof communicationtomemberassociations viatheBadmintonVictoriawebsite

Background
AsevenpersonBoardofManagement responsibleformanagingthebusinessaffairs oftheAssociationgovernsbadminton Victoria. Thefollowingcommitteeshavebeen establishedtoassistspecificareas: Juniorcommittee Coachesadvisorygroup Courtofficialscommittee Selectioncommittees Ladiescommittee BVisfinanciallystablebutisheavilyreliant ongovernmentgrantsandfunding opportunitiesandthecontributionof volunteers. Memberassociationsconsulted,indicate theylooktoBVforsupportintheconductof theiractivitiesandfordisseminationof information.

Strategy8
Provideadvocacyforandleadershipto memberassociations

Establishanagreedcommunication processforaddressingandreporting backonissuesraisedbyAssociations WorkwithMemberAssociationstolobby stateandlocalgovernmentinresponse totheneedsofBadminton Considerprovisionofflexiblework arrangementsandtelephoneavailability forstafftoprovidemembercontact outsideBVofficehours PrepareanddistributetheAnnual AdministrationKittoMember Associations WorkwithMemberAssociationsto: Developcontacts,anddistribute promotionalinformation Identifyfacilityopportunities,and Identifydevelopmentopportunities forbadmintonintheirlocalarea Devisedevelopmentalandtraining opportunitiesformember associations
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Objectives
1. ToenhanceefficiencyofBVsoperations bycleardocumentationofroles, responsibilities,policiesandprocedures 2. Supportthegrowthofmember associationsthroughincreasedtraining andsupport,advocacy,andvolunteer retention 3. Seekadditionalsourcesofrevenue,and partnerstodeliverkeyservices

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Strategy9
Supportandrecognisethesignificant contributionsmadebyvolunteers

DevelopaVolunteerRecognition Program(VRP),thatsupportsand recognisesvolunteers,providestraining andpromotesfutureinvolvement Showcasevolunteerrolemodelsineach newsletterandthroughawards ceremoniesetc

Strategy10
Enhancefinancialstabilityandoffersto memberassociations

Prepareanannualbudget,alliedtoa businessplanreflectingthekey directionsofthisplan Identifyfundingopportunitiesfor memberassociationsandassist associationsinpreparingsubmissionsfor funding Investigateimprovementstothe insuranceschemeforMembers,to bettermeetplayerandassociation requirements Developsponsorshipproposalsandseek amajorsponsortosubsidisejunior representativeteams,training,traveland equipmentcosts..

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Objectives

Participation and
Sport Development

1. Toincreasetheparticipationbaseof thesport 2. Tocreateclearpathwaysforplayersto elitelevel 3. Toprovidecompetitionstosuitplayers atarangeoflevelsandretainthosenot successfulatthestateandnational level

Background
Badmintonisplayedbyawidecrosssection ofpeople.Keymarketsegmentsinclude: Associationplayers Junior Senior Veterans MidweekLadies BVdoesnothaveacomprehensivedatabase ofmembersorplayers. Badmintonaffiliatesalsocaterforthelarger nonregisteredplayermarketsof: Schools Socialplayers Playerscanparticipateinavarietyofevents, competitionsandtournamentsconducted throughoutthestatebyBVandmember associations.Themajordevelopment activitiesundertakenareschoolbased programsinanattempttoraisedwindling juniorparticipationlevels. Badmintonisplayedsociallybyalarge numberofpeoplewhoarenotaffiliated membersofanassociation.Amajor challengeforthesportistoattractthese socialplayerstobecomeregistered members.

Strategy11
Investigatenewcompetitionandevent formatstomeettheneedsofplayers Focusontheprovisionofteambased competitionsandeventsratherthan singlecompetitions,especiallyforjunior players
Seekregularfeedbackfromplayers regardingpreferredcompetitionformats MarketStatePennantasastructurethat providesopportunitiesforinter associationcompetition. Investigatetheviabilityofreintroducing countryweekcompetitionorasimilar format WorkwithBAtoincludemorepeople withadisabilityinthesport

Strategy12
PromoteanddevelopBadmintonprogramsin schools

Ongoingsupporttoassociations conductingprogramsinschools FurtherdevelopaSchoolEducationKit promotingbadminton,andinclude associationcontacts. MaintainliaisonwithPrimaryand SecondarySchoolSportsAssociations andpromotebadmintoninterschool competitions WorkwithBAtotofurtherestablishand marketamodifiedgameofbadminton forjuniorssuchasMINITON

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Strategy13
Supportelitelevelplayerdevelopmentin associationwithBadmintonAustralia

Supportstateteamsandelitelevel playeropportunitiesbyattractingand hostinginternationaltournamentsin associationwithBA Ensurethecriteriafortheendorsement forVictorianplayerstobeeligiblefor stateandnationallevelselectionis relevanttotheneedsoftheAssociation, andelitelevelplayers LiaisewithBadmintonAustraliaandlocal associationstoreducepotentialconflicts betweencompetition/trainingdates

Strategy14
Increaseopportunitiesforplayersand memberstobecomequalifiedcoachesand officials

WorkwithBAandSportEducation Victoriatoreviewcoachingand officiatingsystems,practicesand materials Provideincentivestoyoungplayersto becomecoachesandofficials Conductanannualforumwithcoaches andofficialstodevisestrategiesto increasebadmintonparticipationand developmentopportunities

Strategy15
Increasebadmintonopportunitiesin traditionallylowparticipationmarkets

Fosterestablishedpartnershipswithkey sportandrecreationagenciestodevelop andincreaseparticipationopportunities forunderrepresentedculturalgroups Workwithmemberassociationsto identifylocalcommunitygroupsand introducedaytimeparticipation programse.g.stayathomemums Promotethebenefitsandprovide assistancetoassociationstoengageand includeunderrepresentedgroupsinclub activities

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Strategy16
Investigatethefeasibilityofregionalcentres ofexcellence,andastateBadmintonCentre

Facilities
Background
Therearefewpurposebuiltbadminton facilitiesthroughoutVictoria3and accordingly,badmintoncompeteswitha rangeofotherindoorsportsforaccessto courtspace. Manyfacilitiesthatcanaccommodatethe sportarenotwelldesignedforiti.e.lighting requirements. Associationshaveindicatedthatregularand affordableaccesstocourtsisakeyissue facingthesport. Additionalfacilitiesarerequiredandthereis adesiretohaveastatebadmintoncentre controlledbyBV.

WorkwithSportandRecreationVictoria toinvestigatethefeasibilityofBVowning andoperatingastatebadmintonfacility, identifyapreferredlocation,funding opportunitiesandlikelysupport Assistkeyassociationswiththeirown centrestoactasregionalhubsfor developmentprogramsforjuniors, coachingandofficials,andstatelevel elitesquads

Strategy17
Supportassociationsaccessingcommunity facilitiesdesignedforbadminton

WorkwithSportandRecreationVictoria, Councils,andtheDepartmentof EducationandEarlyChildhoodtoidentify possiblenewfacilitydevelopmentsthat mayincludebadmintonandinfluence theirdesign Offersupporttoassociationstoassist themtogetaccesstoexistingindoor facilitiesaheadofalternativesports

Objective
1. Increasethenumberandqualityof venuesandcourtsavailablefor badminton 2. Establishmorecentrescontrolledby badmintontomaximizefinancialand sportsdevelopmentbenefitstoBV

although most multi court centres that serve netball can accommodate 4 badminton courts

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