1. 16 August 2013
THE ROYAL BABY COMPANY
Turning Potential Into Success

2. WHAT WE’RE GOINGTOTALK ABOUT
• What is Startline
• The Startline Crowdfund
• How it Works
• The Olympic Spirit
• The Nature of Sport
• Sponsorship & Donations
• Why Give
• Sport Endorsements
• Market Analysis
• Marketing & Sales Strategy
• Financials
• Why you should support us

3. WHAT IS STARTLINE
What is Crowd Funding
Wikipedia defines Crowd funding as
“the collective effort of individuals
who network and pool their money,
usually via the Internet, to support
efforts initiated by other people or
organizations.”

4. THE STARTLINE CROWDFUND
TURNING POTENTIAL INTO SUCCESS
A Lot of People & Organisations
A Little Money
+ =
Success
Supporting
Talent

5. ATHLETES -
1. Get registered
2. Get verified
3. Go create
4. Go promote
5. Get sponsored
6. Get competing
HOW IT WORKS
Process for fund raising made simple to let athletes focus on raising funds as quickly
and easily as possible so they can focus on their ultimate sporting goals.
The process involves 6 major steps:

6. DEFINE WHAT A CAMPAIGN IS
The success of campaigns dependent on athletes relationship with further key
stakeholders the donators (fans/investors) who provide finance and facilitators who
aid relationship/ between the two:
• Fans/investors – Made of two types with quite different uses/interactions with
athletes and Startline.
• Individuals
• Brands
• Startline – Is itself affected by/involve relationships with other large facilitators:
• Government
• Professional bodies
HOW IT WORKS

7. THE OLYMPIC SPIRIT
A new youth sport strategy for the
UK will invest GBP 1 billion in youth
sport over the next five years and
create 6,000 new community
sports clubs.
Places People Play invested GBP 20
million in grassroots sports clubs to
benefit 377 community sports
projects across England.
The Olympic and Paralympic
Games inspired over 2,000
community projects designed to
educate young people in the UK
about sport, health & fitness, art
and Olympic values.
Britain Creating a Sporting Legacy

8. THE NATURE OF SPORT
• The nature of Sports is that there are winners and losers
• Whilst a number of sports and athlete’s are set to benefit from the upsurge in interest due to
2012 London Olympics, a number are set to lose out on the majority of funding with some
receiving no funding at all.
• Examples Include
• Basketball
-
Funding cut to Zero
• TableTennis
-
Funding Cut to Zero
• Volleyball
-
Funding cut from £4.5m to £400,000
• Wrestling
-
Funding Cut to Zero
• Source: http://www.bbc.co.uk/sport/0/olympics/20780450
• Hence, there are a number of sports and sportspeople whose funding has been drastically affected
and this is where Startline steps in to help them realise their dreams.
• 74 per cent of UK adults agree that the Paralympic Games has shown the world how to treat
people with disabilities with respect and equality.There is a surge in British Pride and support for
sport for able bodied and disabled sportspeople.

9. Most frequently reported motivations for making donations were
• feeling compassion for those in need (90%),
• wanting to help a cause in which the donor personally believes (86%),
• and wanting to make a contribution to the community (80%).
The relationship between giving and altruism, specifically empathy-induced as a
motive is noted by many respected psychologists.
The Story
holds the Key
The
Relationship is
Important
Personalisation
Regular
Updates &
Gratitude
Keep us Giving
WHY WE GIVE

10. WHY SPONSORS GIVE
Sponsors and the “Sponsored” both have key goals to achieve via the partnership.
Corporate sponsors receive multiple benefits from
their sponsorship
• A return on investment with extensive exposure across the site
and social media channels.
• Celebrities have been used for endorsements since the 18th
Century and with Startline, Sponsors now have the opportunity to
help create celebrities to drive future endorsements.
• The benefits of rewards and endorsements from Sportspeople
with a well defined Endorsements work as consumers attribute
certain behaviours of the endorser onto the product.
• The altruistic benefit of helping to unlock potential & share success.
• To be seen to help turn dreams into reality.
• To create a brand association and a direct relationship with the
stars of tomorrow.
• To create a relationship with consumers by supporting the
“crowd”.
Personality Fit Theory – Dees, Benner & Ferreira 2010
Sponsor’s
Goals
Sponsor’s
Benefits
Sponsored
Persons Benefits
Sponsored
Persons Goals
Benefit
Exchange

11. CROWD FUNDING FOR SPORTS
The Market Overview
✦ $1.5B raised by CFP’s in 2011, $2.8B in 2012 and $5.1B in 2013.
✦ Over 500 CFP’s in 2012 with over 9000 CFP related domains registered.
✦ Some existing crowdfunding platforms for Sports
✴ RallyMe
✴ Sportfunder
✴ ISupportSports
✴ MakeaChamp
✴ GoSponsorme
✴ ThrillPledge
✴ Sportaroo
✴ Sportyfunder
✦ However, crowdfunding for sport remains a small niche compared to the overall volume of
funds flowing through CFP’s.

12. HARMFUL
IN
T
E
R
N
A
L
STRENGTHS
Elite level athletes
Individual credentials
Focused offering
Professional partnerships
-----------------------
Captive market
National interest
Consumer engagement
--------------------------
Longer timeline
Not for profit
Positive Press
WEAKNESSES
Not for profit
Niche market
No guarantees
Easily copied
Public
Popular sport resentment
Lack of Control
Legal
E
X
T
E
R
N
A
L
OPPORTUNITIES
Community engagement Increased brand Olympic
legacy Increased offering Peer network Expanded
markets
THREATS
Competitors
Alternative crowd-funding models
Economic downturn
Open access
Investors
SWOT ANALYSIS

13. PEST ANALYSIS
POLITICAL:
CIC’s
Diminishing/shifting funding
Olympic legacy
ECONOMIC:
Economic downturn
Inflation
Expenses
Start Up Costs
SOCIAL:
Public awareness
Obesity concern
Olympic Legacy
CSR
TECHNOLOGICAL:
Platform development
Maintenance/Innovation
Developing SportsTechnology
Research
ENVIRONMENTAL:
Seasonal effects
Specialist facilities
More Active
LEGAL:
Contractual agreements/legal liabilities
Sponsorship/funding regulations
Child laws

14. • Brand keywords: Human. Passionate. Honest. Genuine.Accessible.
• Target audiences
• 1) Athletes – marketing to them should be straightforward, we are giving them a chance of a
big break after all!
• 2) Business Donors & Sponsors – Corporate social responsibility and increased sense of
accountability means that a positive image is crucial.To be part of Startline will give them an
edge!
• 3) Individual Donors – people who choose to support our athletes by giving personal
donations
MARKETING: BRAND &TARGET CUSTOMERS

15. MARKETING STRATEGY
• SOSTAC & a cohesive marketing strategy across all platforms are keys to our
success……..
• KPIs also crucial… - Google analytics, likes, shares, followers, retweets, clicks & views

16. Site sponsorship: 3 tiers
• homepage sponsorship (naming rights & wallpaper)
• sport homepage sponsorship
• athlete’s page sponsorship
Event sponsorship
• An option we will give to sponsors, to organise/ hold events on their behalf and sponsor
tournaments featuring the site’s athletes. Positive PR for all!
SALES STRATEGY

17. By year 3 Startline can:
• Re-pay investors
• Move towards eliminating
commission fees
• Create an online amateur sport
community
• Bring recognition and awareness
to a broad range of international
sports
As a CIC (Community Interest Company) and a not-for profit, Startline
does have the best interest of athletes in mind
THE FUNDAMENTALS

18. Pre-Launch 2014 2015 2016
No of Listings (Sportspeople) 75 200 400
Revenue - Commission 25,000 50,000 100,000
Revenue - Advertising 50,000 200,000 400,000
Sales and Marketing Expense 46,000 25,000 35,000 45,000
General and Administrative Expense 30,500 44,500 55,500 68,500
Employment Expense 32,666 96,000 100,000 104,000
EBIT (earnings before interest and
taxes) -109,166 -90,500 59,500 282,500
THE FINANCIALS

19. WHY SHOULDYOU INVEST IN STARTLINE
Startline provides investors with
•A singular opportunity to add another “first” to their investment portfolio – a
crowd funding platform for sports like no other in the UK.
•An opportunity to be seen as a visionary via the association with an innovative
& truly disruptive model for sports funding.
•An opportunity to help turn dreams into reality and sporting success.
•The opportunity to be involved with true Social Enterprise.

20. Turning Potential Into Success
Ready, Sponsor, Go….