The complete guide to build & fund an esports organization

You will learn how to begin to look for people who believe in your idea.

You have an idea to start an esports organization or you are involved with an existing one - first thing you do, is look for people who you can work with. Thinking that we can do everything ourselves, will make us fail. Take a look around in your network, who do you know, who would work with you?

You will learn how to find the right people for your esports organization.

It is important to build a board with a variety of skills and abilities. Look at a person’s skills, rather than age or experience. In the end, our board consisted of four people with gaming experience, three people with no gaming experience and myself as the chairman. As a group, we had professional experience from banking, education, sales, and marketing. We were all unpaid volunteers but all members, coaches and board members paid a membership fee to be part of the esports club. Once you have recruited the right people for the board, you can sit down and show them your game plan again.

You will learn how to set goals for your organization.

With your team in place and your newly formed framework, you are ready to start working on setting goals and making your plan operational. See the framework and plan as dynamic and remember that in just six months (or even less) there may be a lot of changes and it may require you to re-work some parts. Where do you want to take this organization, by when, how, why and who will do what? Goals make your dream come through.

You will learn how to build a strategy for your esports organization

By this point your board has made a game plan and set relevant goals. Now you need to make a strategy for how to achieve these goals. "We want to be the best team in the world" - is an amazing goal - but how will you get there? How will you practice, coach, travel, create revenue, get sponsors and so on?

A strategy will help you build a plan for HOW you can achieve your goals.

You will learn how to build an operational plan, so you can put deadlines, names and action plans for achieving your goals and dreams.

Now let’s make an operational plan. Your board has created a strategy for achieving your goals based on your game plan, values, mission, vision and general ideas. Now it is about putting it into action. The board should compile and prepare an operational plan for who is responsible for each task and by a certain deadline.

You will learn how to execute your plans and ideas.

Now your board has prepared everything as thoroughly as possible. You have competent people, you have a plan, goals, strategies and have divided responsibilities and deadlines. So now it's about executing the plan. Esports organizations, associations and clubs have many stakeholders and therefore you may find that many people want to meet and talk about what you are doing.

You will learn how to stop, zoom out, study and evaluate your efforts.

Slow down there! Take a step back to evaluate and adjust. As time goes by, you will find goals or plans need to be changed or completely replaced. Make sure everyone on the board talk about the success of what you do. For example, if it doesn’t make sense to organize a big esports tournament, don’t do it. Do more of what works and do less of what is difficult or unsuccessful.

You will learn how to create the core values for your organization and why they are critical important.

Core Values are what support your vision and shape the culture of your esports organization. They are your organization's principles, beliefs, and philosophy. Try limiting yourself to five core values. Once you get beyond five it’s hard for your team to remember which are the most important.

You will learn how to work with the operations and development of your organization.

Next up - operations and development! The months following the start of your esports club will include evaluation, customization and execution of your plans. In my esports association, it was important to first find the right format for training and practicing.

Now you have the blueprints to start, structure and organize your esports organization, let´s take a look at how you can develop and streamline it so you can attract partners and build a financially strong esports organization.

You will learn how and why it is important, to define your management team, of your organization.

Why do you need to define your management team? Investors, brands and partners invest in great teams, want to work with powerful and talented people, and most of all want to be a part of your company’s success. Therefore, it is extremely important that you sit down with your management team and describe who you are, what you have done, why you are unique, and what you will accomplish together.

You will learn how to define your organization and goals

Before we start looking at money and partnerships in esports we need to start with the basics. Every esports organization must describe its mission, two V´s (vision and values), and goals. You might already have done this, but please do take another look at your work. Make sure you are 110% secure and clear about how your organization separates and differentiates, from all other esports organisations and teams.

You will learn how to create your mission statement.

The mission statement states what your esports organization actually does. It should be short and easy to remember. A lot of organizations get this wrong and end up using big fancy words that don’t really mean anything. Your mission statement should also be specific enough that people understand what you do and how it may differ from other teams and organizations.

You will learn how to create your vision statement

This is what your organization aspires to be which can be quite different from what your organization is actually doing (your mission statement). When done right, your vision statement can and should help drive decisions and goals in your organization.

You will learn an easy way to set and work with goals, so you can achieve your dreams

Goals are important to serve as a compass so you know where and how to steer your boat. Without goals, your boat (or team) will set sail with no direction and with no goals to reach. Again, you might have looked at this and think that you have an idea about your goals, but please do take another look at it, making sure you have it right. A lot of organizations are adopting Google’s Objectives and Key Results (OKRs) methodology to set goals. I find this method helpful and have used it in my own work.

You will learn how to write the story of your esports organization

Having a story to support your esports organization is important. Your story is unique and will separate you from other esports organizations. It will make your organization stand out and it makes it easier for brands, partners, players and employees to connect with your organization and understand where you come from and where you want to go. While some think that business deals are all business, I believe that there are emotions involved and you must recognize the power in them.

You will learn how to set your financial goals and needs

How much money do you need, by when and for what? In order to figure this out, you’ll need to start by setting some goals, initiatives, and timelines.

You will learn how to make a budget on really basis level.

You are going to need to make a budget of all your expected expenses and income. The biggest mistake esports organizations make is forgetting to plan. Having financial plans for the next year, two years and even three years, helps your organization and demonstrates to your community that you’ve got things under control.

You will learn how to define your products and services

What do you have to sell? What can you offer a new partner or sponsor?

Show Your Brand Identity. It’s true that you can’t judge a book by its cover, but it’s also true that books are often recognized by their cover. Whether you are dealing with a small team, or international competition, you cannot introduce yourself with an inaccurate image. Invest your time and resources on a logo design and a visual identity that fits your DNA.

Create Different Levels or Packages of Partnerships. Remember, looking for a partner has nothing to do with asking for money. When dealing with partnerships, it is necessary to have a clear budget so that you can split it into partnership packages.

You will learn how to create a compelling sales and marketing deck.

How to Create Partnership Material. Be simple and intelligent when you create the presentation of your esports organization, the marketing products and services, as well as the partnerships that you offer potential partners.

When you talk to potential partners, sponsors or clients, you want to present your esports organization in the most professionel way. Leaving no doubts, that when working with you - brands, partners, sponsors, will earn great ROI.

You will learn how to work with presales.

Before you start contacting any potential partners, make sure that you have a strong suite of services and products you can sell to a partner and make sure your presentation is strong and properly sells your brand. We just went over this and I am sure you did great!

Now it is time for you to conduct research. What kind of partners will fit your esports organization, your values, your vision and your activities? Look for potential partners whose values match yours. When you choose a partner, you also have to love their products and services. You have to feel positive about their brand so you can endorse them where and when you have the opportunity.

You will learn how to execute sales

Now you have a CRM system full of interesting and relevant potential partners to call and with whom you can schedule meetings. I have spent over 20 years in sales and business development, allow me to share some of my best experiences with you so you can be as successful as possible at selling partnerships.

You will learn how to work with partnership management, after-sales and how to keep your sponsors and partners happy

Now that you have closed some partnerships, you have to keep your partners happy. The general rule in partnership management or “customer success”, is happiness. Keep your partners happy and they will stay with you, if the partnership still makes sense of course. If the partnership is negative in anyway or takes up too many resources, you need to talk to each other to understand how you can improve it.

You will learn a range wide of ideas to generate revenue for your esports organization

Let´s build a bunch of revenue for your organization.

You will learn how to use fundraising for your esports organization

There are a number of different funds that provide subsidies to organizations and to promote, among other things, sporting, and popular cultural initiatives. All approved organizations have the option to apply for various forms of financial support for new activities, projects and equipment purchases. Use Google to find funds and grants at the local, regional, national and international levels and start applying for the ones that best suit your organization’s needs.

You will learn how to prepare your organization to become relevant for possible investors

Talking to angel investors and trying to land a seed investment could be the way you want to fund your goals. Based on interviews with IPO Capital and a few other investors, here are the main mistakes esports teams and organizations made when talking to investors that led them to fail.

You will learn what it takes to land a sponsor like Razer

I had several talks with Razer and here are some of their best ideas on how esport teams and organizations can work successfully with partners.

You will learn what it takes to land a sponsor like Red Bull

I had several talks with Red Bull and here are some of their best ideas on how esport teams and organizations can work successfully with partners.

You will learn the powerful S-11 Model for success.