Security
Know well the environment in which you operate and use it to guide your tactical decisions. Identify the risk and actively manage it to mitigate it.
In a military context, Security is never allowing the enemy to gain an unanticipated advantage. This is done through balancing the protection of key areas to deny the enemy the element of surprise with proactively seizing objectives to get inside their OODA-Loop. To achieve this, application of a commander’s knowledge and skill to the operating environment is critical.
In a sports club context, where the enemy is more broadly defined as something that will significantly negatively impact your operations, the same concepts apply. An operator must be able to apply their knowledge and skill to the environment within which they operate, exploiting the opportunities and mitigating the risks.
An environmental analysis is a key component of any business plan and can effectively determine your tactical operations. Although the environment rarely remains static, establishing a snapshot of the environment to which you can refine over time enables sports clubs to identify what could go right, and what could go wrong. While not exhaustive, an environmental analysis may include:
Demographic Analysis; both internal and external. An internal analysis looks at your current members, players, coaches, suppliers, etc, while an external looks at the community whom you serve. A demographic analysis will assist you to identify both untapped markets (opportunity) as well as any over reliance on one group (risk) comparative to the population.
Stakeholder Analysis; that identifies all groups that have an interest in your club. By identifying your stakeholders, you are able to ensure their needs and desires are met, giving them further reason to support your club. For obvious reasons, the more groups that have an interest in seeing you succeed the better.
Trends; both internal and external. Internal trends are what is happening within your club – eg. when members sign up – while external trends is what is happening outside your club – eg. rising interest rates. Identifying trends enables you to effectively manage your own operations internally and exploit external positive trends or mitigate negative ones.
Internal Analysis; either a SWOT, Advanced SWOT or Centre of Gravity construct, an internal analysis will enable you to identify your core strengths and where you may need to partner with a like organisation to protect your weaknesses.
Competitor Analysis; which is best done by placing yourself in your competitors position and conduct an internal analysis as described above.
Security is not simply being on the defensive trying to protect from threats, it is a proactive action that seeks to understand the environment within which you operate.
“Time spent in recon is seldom wasted.” Erwin Rommel