Research Task 10
Task 10:
In this task I will be applying all of the above to my own creative enterprise, Matchday with Louis.
Personal SWOT analysis:
My idea for a creative enterprise is to do football match-day videos covering games and getting players, managers and fans opinions on issues surrounding the game and their club. I will now conduct a SWOT into my business.
S - I think I have a lot of strengths to do with my business. Normally (When Covid isn't around) their are football games happening all the times where fans are always their, so there's always a lot of work out there for me. Also, there will sometimes be no need to enter the stadium for some games, we can just do it outside. Meaning their will be no ticket cost for some games we go to. Also, another strength is that most football fans always want platforms to share opinions with the media so there will always be interest from the public for interviews etc.
W - With all that's going on at the moment with Covid-19 they are not currently letting fans into stadiums, this takes a massive hit to my business because without the fans, a lot of my content would disappear. But, I can move my content online like I've seen with other similar businesses. I don't think this would draw much interest but I believe their would still be enough people to make good content. Another weakness to this business idea is that there is a lot of competitors in this market, and this would need addressing as my business develops.
O - Their are a lot of opportunities when it comes to my business. Direct connections with football clubs which can be developed through time I think is the most important and biggest opportunity that can present itself for a business. Links with football clubs can include pitch-side access and special permission to speak to player and managers before and after games.
T - Threats to my business mostly include bad interviews and a bad repetition surrounding my content. If a fan says a controversial opinion it could start a bit of backlash onto business. Because my videos aren't planned on being live-streamed I could just edit out any of the bad/controversial interviews but if word gets around that their are some mean people on my interviews it could get backlash from the public.
PEST(EL) analysis - what current factors are impacting businesses and ventures in the UK?
Economic - My business I don't feel would have that much of an economically impact on anything. Not because I don't think it'll be successful it's just I plan on this being a one-company plan, I don't plan on branching of this idea with any others.
Social - I feel my business would have a big impact socially on the community, since I would be giving football supporters a chance to voice their opinions on matters to do with their or other football clubs.
Legal - Since I will be filming, there is obviously a lot of legal issues I would need to consider. Weather that's public filming or having permission to film certain people, minors in particular. This can be easily resolved. Either I could ask the football club or the local council if I could film on their property, this'll make it a lot easier to film. When it comes to who I'm feeling, since they would want to be in front of the camera, or they wouldn't have volunteered, it should be fine but if there is any issue, a simple talent release form will more than cover it.
Environmental - The only issue environmentally I can think of is travel, since I plan o going to games all around the country, I would obviously need to get myself over to the football ground, weather this is by car, train or bus I will figure it out based on which would be the easiest way to get over there or the cheapest.
Technological - Since I will be using modern-day filming equipment, modern-day editing software such as Adobe Premiere Pro. There is a lot of technological issues I would have, the biggest I think, it keeping up with the latest technology
Political - When looking at my business plan there is nothing to political about what I intend to do.
Cultural Policy (Brexit and Covid)
Brexit wouldn't generally have that big of an impact on my business since I only intend on doing clubs in the UK. If the scenario comes around when I am travelling abroad for a game it is not an issue, if I was going for a longer stay, I would need a visa but this wouldn't be a problem if I was just going to cover a game in Spain for example. Brexit will not effect my videos being able to be seen in other countries because YouTube already has that covered. It would be something to defiantly consider but with all I know and information I have gathered, Brexit doesn't seem to big of an issue for my company as a whole.
Obviously the elephant in the room with the UK at the moment is Covid-19. This has impacted businesses massively including my own. Not being able to attend elite football stadiums
is a massive blow to my business model, although temporary this will be. Many similar business including Matchday with Max have moved their interviews online with companies such as Zoom to help them out. This obviously isn't as good as doing it in the flesh but it is an alternative that many companies, on a wider scale than just football businesses, are going along with in most cases successfully.
What type of business trader would I be?
I would class myself and my business under a sole trader. I have very little to no plan to have a partnership with anybody and I would plan on taking home any profits I make for myself. However, I am completely open to having a partnership if I can see the benefits in it.
How can an individual, business or organisation market themselves?
Since I plan on having my videos put on YouTube and all over social media; marketing my business would properly be the easiest part. Alongside uploading my videos onto social media channels I plan on making collaborations with similar businesses in my field which will boast my social media presence. I could also look into once I get a fairly large following I can look into getting a sponsorship deal of some kind with a football brand or even maybe a football club.
Business Plan:
I plan on starting my business going around to local football clubs and capturing what the fans think of their team etc. When my business gets larger, I plan on going around to bigger football clubs and do the same. As my business gets bigger I plan on looking into sponsorship deals I can have to cover most of my income. For example I could look into getting deals with sporting brands like Nike or football brands like Mitre.
Mission Statement:
Letting fans have their say. I plan on having a fully legitimate, following all laws to do with social media etc. I plan on using any money I earn early on and putting back into the business to invest into new equipment such as cameras, lenses and editing software's.
Brand Positioning:
I would like my customers/interviewees to see my business as a place where they can be open and honest about questions asked. I see with a lot of businesses that they don't really mind how their customers see them in terms of how their business is run, with me, it is very important that anyone who outlooks on my business sees it as a positive business not a negative one.
Trade Secrets:
Since my business is a very public one, my business won't have many special secrets. The only thing I will have to keep in mind is passwords for social media and YouTube. Obviously I will have to keep my accounts safe and secure so hackers etc. won't be able to get onto them and steal any details I will keep on there, for example bank statements.
Copyright and Trademarks:
Since I will be uploading my videos onto YouTube and maybe a website, copyright would be an easier part of my business, but still a big part on it. YouTube have a really good system of detecting any copyright claims someone else might use against me, or how I might use against someone else. So I don't think copyright would be that big if an issue directly to do with my company.
Talent and Location Releases:
ts to speak to the camera, they can, they would know that if they're being interviewed with video recordings, the video will end up somewhere, in this case on YouTube and a website maybe. If any people that want to be interviewed are concerned, I will offer the option of a location release if that will make them any more comfortable with being in front of a camera.
Public Liability Insurance:
PLI is something I could look into for my business to ensure I'm not out of pocket if any of my equipment breaks etc. I will need to be very carful when filming in bad weather because I don't want to get water damage to any of my equipment etc.
GDPR:
GDPR is a very important issue for pretty much any business in the world. It is important that if I do collect anyone's details that I store it online in a secure way, I can't afford to have someone's details in person and me losing it, this'll mean a lot of trouble for my business in the legal sense.
The Competition Act 1998 and the Enterprise Act 2002:
It is important that my business follows both of these laws. I will make sure that my business doesn't try to hinder any others business progress and also to have a fair sense of competition/rivalry between similar businesses. I will look to collaborate with rival businesses not undermine them.
Regulatory frameworks:
ASA - The Advertising Standards Authority would be an important factor to my income for my business, a lot more than most other business. Since a percentage of my income will be AD revenue I need to make sure that I'm following and adhering to the ASA so I can get the most money out of ads as possible.
ISPO- The ISPO will play an important part of my business because they will be the main people (other than my subscribers) holding my actions to account. If I do or oversee something that they consider wrong they will hold me to account. When making videos I will need to make sure that I am following the editors code when writing stuff on Twitter or on my website for example.
Finance and Insurance:
As far as I'm concerned there are no available financial support or start up scheme for YouTubers. The closest thing I could find we're giveaways people/companies offer. The chances of winning these are very slim but there's always a chance you might get lucky. Since you can start YouTube for free of you want to I believe I won't need as much or any funding because of the very low start up cost. I've mentioned Public Liability Insurance above but I also think Professional Indemnity Insurance would be a very important part to my business as well because it will ensure I don't get scammed as a content creator.
Working from home:
As I've seen from one of my case studies, Matchday with Max. He has proven that he can run a business from home, instead of going to stadiums he will do conduct interviews on a platform called Zoom, the quality isn't as good as it could be because it's all online and all he and his interviewers use are the webcams in their phones or computers but he had proven it still can be done, for this reason, I believe that I could be able to work from home if I absolutely had to.
Business rates:
To the best of my knowledge I don't believe YouTubers pay business rates, they do however pay tax for any ad revenue they earn using AdSense.
Geography, transport and accessibility:
Since I will be travelling all around the country I fond it irrelevant where I base my company (I'll be basing it at home to start of with) because of the miles I'll be traveling when my business starts to take off. I will get whichever transports most convenient to get to the stadiums and I will set up and make it clear where I am so fans can have their say.
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