Academy Business Plan
Academy Business Plan
Academy Business Plan
Football Academy
Erasmus +
Business Plan
My football academy will help the younger generations play football in a motivated,
energetic, and positive environment where little kids enjoy their passion while being
1) football training sessions around the aims of the 2030 Agenda. Each goal is
an indispensable piece of a complex puzzle, and they all interact and influence each
other. They allow us to convert fundamental principles into concrete actions, so that we
can tackle the most urgent issues facing the world today. At the heart of the 2030
Agenda are five critical dimensions: people, prosperity, planet, peace and partnership.
Together, these five P's are the lens through which the 2030 Agenda intends to build a
better world. The 2030 Agenda inspires us to critically rethink our approach to
order to mobilize support and raise awareness of these issues. But the true key to
achieving them lies in the concrete steps that each of us can take, building a sustainable
2) Sustainable football kits that my academy will use to reach a positive and
sustainable impact on education, training, youth and sport policies and practices
9) to improve the level of key competences and skills of young people, including
Europe and the labor market, active citizenship, our EU common values, intercultural
11) to promote and support good governance in sport and dual careers of athletes
12) to promote voluntary activities in sport, together with social inclusion, equal
through increased participation in, and equal access to sport for all
13) Integrity of sport to broaden the societal context and build a more inclusive
society
14) Education and the development of knowledge and skills are key drivers for
particular SDG 4 aiming to “ensure inclusive and equitable quality education and
15) support and reinforce the development of key competences for all
individuals from early childhood and throughout life. Critical thinking and creativity are
16) Job creation, economic growth, and social inclusion. Raising awareness of
informal and non-formal learning, youth as well as sport, including actions to support
17) Promote intercultural dialogue (between teachers and students & between
students) and promote knowledge about and acceptance of diversity and tolerance in
promotion of good governance principles, and the fight against violence and intolerance
in sport
22) Supporting a network for inclusive education that allow young people to
have direct contacts with positive role models, such as entrepreneurs, artists &
sportspersons
Technical path:
1) Body coordination that will help them be more aware of their own body which plays
have a group where they are valued, appreciated, and respected to direction themselves
in the right path with the right attitude and mindset towards the bright future that they
are capable of achieving; 3) self-motivation which is the most important point for me, as
each human has the ability to have intrinsic motivation to each task they do, however,
not every human realizes how important this is. Not every job will be the most fun or
have the highest intellectual stimulation, nevertheless, if every person finds something
that really excites them and that motivates them, their efficiency and performance levels
rise. These motivators are play, purpose, and potential. I will develop those in classes
engaging one student, the teacher is more likely to effectively pass the message to other
students.
Teaching method:
step-by-step process focusing on kids’ curiosity to spark their inner motivation. This
way they will be more receptive to important messages later. In my football academy, I
will support and teach kids with disabilities on how to live in a more sustainable way,
and self-direct them among people with disabilities since they show higher levels of
dignity, curiosity, empathy, and fairness and see an upturn in environmental concern.’
Starting by describing the philosophy behind the project, I would like to present
the logo…The first element of my logo is the shield because it is very important for all
team members to always have each other’s back. I believe this symbol represents the
countries and generates high feelings of protection which is aligned with my values of
honor and respect. When these morals and values are achieved and are part young
adults’ minds, it means that the brand resonance is accomplished. Only this way I can
The second element is the lion which symbolizes strength, courage, and
leadership. Courage is a skill that a player must have to be part of my team. As Winston
Churchill said: “success is not final; failure is not fatal: it is the courage to continue that
academy will have players that lead by example and actions instead of words. Only
developing this type of leadership, I can create a cohesive group where players feel
Also, the color gold, is associated with illumination, love, compassion, courage,
passion, and wisdom. This color is around the lion because the representation of the
lion’ mindset in my club, can spread the love, compassion between youngsters where
courage, passion, and wisdom are instilled in their hearts. Moreover, the lion is
represented with all the four legs and not just its face, in order for the young adults to
realize that it is a step by step process where they start at the lowest levels and can go all
the way up depending on their willpower. In addition, the lion builds brand equity since
The third element is the crown and it represents honor, and glory. A crown
represents not only recognition, but also a reward which is a consummation at the end
of an effort. A crown reflects the glory of a kingdom and therefore crowns are made
with precious metals and jewels. In my academy, a crown represents not the victories
but most importantly the efforts that these youths make in their daily lives. It is why, in
the end of the second year of this academy, I will have a party to recognize all the
The fourth element is the laurel wreath which was a symbol of victory and honor
in ancient Rome and Greece. In ancient Greece it was awarded to winners of athletic
competitions, while in ancient Rome it was awarded to successful leaders during their
victories. This object is used across different geographic boundaries and cultures from
the past until the present days. It is very easily recognized not only by historians, but
object in past and todays’ sports society to recognize the elite athletes in the Olympics
that won a medal. It is also a rich visual and verbal imagery since it builds
harmony within elite athletes and creates a positive image of a victory as well.
Brand response is built based on all the values, morals, feelings associated with
success and the respect earned from the others. I use different elements that speak to the
past and tradition. Education, tradition, and the past are very important to me because it
builds your character, all your values and morals so basically who you are as a person.
Target market:
The target market will include football players (men and women) from 6 years
to 12 years old. This way I can develop teenagers so they can be the best version of
themselves.
Brand mantra:
word achievement describes the professional environment, the positive energy around
the place by accomplishing together a certain goal such as: improvement of the
physical skills such as: acceleration, change of direction, soccer skills, or quickness of
the execution; and behavior competencies for example: tolerance, respect, diversity,
inclusiveness, creativity, and passion. The word athletic, describes the healthy lifestyle
that these youths should follow in their lives aligned with their goals. The word
passionate shows the connection between the past, the present, and the future in their
lives.
Brand positioning:
Coaching is going to be a very specific and adaptable training sessions where the
direction and pace, and flexibility. Each player will have a specific training program for
I was a former college soccer athlete, youth football coach for four years in a
completely different country out my comfort zone and in the other part of the world.
And I have also played semi-professional football in Italy, so I am around the game for
a while now. This is particularly rare in Portugal (where I want to locate my business)
broader view on how to create a successful business. Furthermore, I was accepted into a
Brussels where you learn hands-on how to make a successful business and you gain the
know-how of starting your own business. This fact would attract people because they
would know that I studied in a detailed way how to create great human experience, high
Also, I have a Masters in Sport Management done in New York at Adelphi University
which is more specific to what I wanted to do. This master gave me the ability to think
and better understand how the sports world interacts and works in harmony with the rest
of the industries. This picture helped me to link business with sport management in a
way that I could do great partnerships associated with what sport consumers want since
I know both worlds. My experience (out of my comfort zone) helped me to achieve the
patience necessary to help and develop other athletes’ abilities where mutual
communication plays a vital role in the process. I also acquired great listening skills
which is key to better understand the athletes’ needs. This is a point of difference
because I am very flexible with my training program so I can discuss, and readjust
I also know four languages that are: Portuguese, Italian, Spanish, English so I
can better communicate with different athletes from all over the world. As Lisbon is one
of the fast-growing cities around the globe and it is the Green Capital of Europe in
2020, this can be a great opportunity. In addition, this experience facilitated my learning
skills on how to be a great teammate, as well as, creating a mindset to get better and
Partnerships:
industry or in other industries in Portugal or abroad that I believe that can better match
my vision.
Competitors Analysis:
born between 2001 and 2007. This club is by far the most organized and provide the
highest quality sessions for youngsters in Portugal. This program allows not only the
development of a player’s technical, tactical, physical but also the psychological skills
that a player must have later on. It is a great methodology because it can develop from a
young stage a strong psychological component that permits players to better deal with a
defeat and can generate a good level of healthy competitiveness which is required if a
focus as well. It has good partnerships with extra-football activities like beach soccer
training, paddle surf and surf sessions, foot golf, watching Estoril Open (Tennis
Competition), between others. This is a great way to build team culture and healthy
competition. Hugo Leal, project founder manager said: “Our program, it’s not only
about football. It’s about life.” I completely share this view about this incredible sport
and I will embrace it in my academy. This program has an annual base program, and an
intensive base program. The annual program goes from a period of 13 weeks to 44
weeks, while the intensive program goes from a period of 1 week up to 12 weeks.
According to their website their annual program price is 9,000 euros and the intensive
program goes from 390 euros depending on the weeks you do. Moreover, Sporting also
has one of the best academies in the world, but it does not have a paying academy like
Benfica or Estoril. So, they just focus on the competitive side. These academies, are the
largest ones in Lisbon and are directly connected to professional football teams.
The previous academies are very expensive, and their focus is related to the
Portuguese citizens.
In addition, small academies like mine, are closer to “free time activities” and
competencies and crucial behaviors for their education as young adults. It is very
important that youths have other activities, so they can expand their possibilities,
mentality, and character at such a young age. In my organization, I will promote lower
Furthermore, there are three other football academies in Lisbon. One of these, is
CIF, which have a cost per month around 35 euros if a kid would like to practice once a
week, 47 euros if he wants to practice twice a week, and 62 euros if he practices three
times a week. For a youngster that wants to have twice a week training session, the
Competitive advantages:
I will have two competitive advantages, the first is that in the other organizations
one youngster will not be able to do it 4 or 5 times a week, the maximum is three times
a week. While in my organization there are more options to choose from. Secondly, a
youngster that really enjoys football and wants to do it all the time, (5 times a week)
he/she will have to pay 60 euros which is less than a youngster that just goes three times
in our preferred sectors lacking consulting support in our specialized services – Based in
(Interest in Brussels)
1. Word-of-mouth
born and raised in this beautiful city, which is Lisbon and I attended two great schools:
Colégio de Santa Maria at Lapa and Escola Secundária Pedro Nunes at Estrela both in
the city center. Additionally, I am still in contact with most of my schoolteachers and
this can be a “game changer” for me organization. My plan is to have meetings with
them about creating a partnership with multiple schools around the city to do workshops
there, and to recruit young talents that like football and identify themselves with my
Academy. Additionally, on Saturdays, I will have a practice for youngsters with
disabilities. I believe this way the organization will be for all, and I make sure I am also
Aligned with my good network in Lisbon, I have identified the social media
platform LinkedIn & Instagram, as the most used by my generation and the next ones,
as the best platform to communicate. So, I will have a very strong Instagram platform
where I will capture the attention of these youngsters by creating different types of
Here I will create an encouraging atmosphere where smiling, laughing and generally
because it is a brand that leveraged emotional content to reach consumers. Its ads
featured photos of happy people and taglines such as "Open happiness," and "Taste the
feeling." Individual talents and skills are important qualities for any business. In order
to develop an effective marketing plan, it is vital to have the right team in place.
identified two of the individuals of my team, which have done a similar path to mine.
They are both my childhood friends that played with me at Sporting Clube de Portugal
and Belenenses and both went to the States to study and play soccer with a soccer
Market data:
According to Instituto Nacional de Estatística (INE) there are …
Portuguese boys from this age range living in the Portuguese continent. In Lisbon there
are … boys 6 and 12 years old. If I suppose that just 20% of these boys are
passionate about football, there are 15.000 thousand boys available. On the other hand,
there are 75 272 girls between 6 and 12 years old in the Lisbon area. If I suppose that
10% of these girls are passionate about football, there are 7.527 girls available.
Knowing that Lisbon is the capital and largest urban area in Portugal and its population
is increasing and tends to increase in the next years, there is a great business opportunity
to explore.
youngsters that would like to have this opportunity to play the sport they love.
Conclusion:
explored in this field in Lisbon. I identify myself with young players because I have
always enjoyed working with them on improving their capabilities´ in different States of
the US, like Tennessee, Mississippi, Florida, and New York. Players with great mindset
review themselves with my path in United States and this can inspire them to be better
every day as well as, it inspires me to be a better coach and thinker of the game on a
daily basis. This experience, helped me to develop other competencies such as: the
sense of entrepreneurship, great work ethic, balance sports with school education, and
physical exercise on a daily routine. I believe these factors come into play for the