14 May 2021

GaniSponsor Marketplace #1 Place to meet Sponsors

GaniSponsor Marketplace #1 Place to meet Sponsors

Are you looking for sponsors?

For years, if a sponsor is looking for a property to partner with, they or the agency would contact their contacts to find out what properties are available in the market, compile and present to sponsors. Property owners either contact potential sponsors directly or apply for sponsorship on sponsors web pages or go through agencies that’s if the agency would agree to represent them. This also left those rights owners who were not “in contact” with the agencies or sponsors out as there was no way of contacting them.

We have thus created the sponsorship one stop shop where we provide a market place for Event/IP/Property/Rights owners/Agencies to register their properties – Events, Activity, Expos, Broadcast, Digital, Individual/Personality, IP, Teams, Organization, Charitable Programs, Educational Programs and more, from any sponsorship category (Sports, Arts, Culture, Design, Education, Youth, Music, Entertainment, Festivals, CSI or marketing Causes etc. The platform allows you to specify what you are looking for in terms of type of sponsorship you are looking for, number of sponsors, sponsorship rights fees as well as those metrics that help sponsors make decisions.

GaniSponsor Market place is an integrated solution to seamlessly connect sponsors and rights holders. Currently the platform is South African based. The vision is that all sponsors from different industries e.g. motor industry, telco, financial sector – banking and insurance, public sector and more can search our portfolio and identify the ideal sponsorship targets.

What’s in for you as a property owner? We provide a win-win situation. Sponsors are looking for properties to sponsor and you are looking for new sponsors. GaniSponsor Market Place currently provides easy registration, the use of the platform is free, free sponsorship profile, safety and security (you need to register in order to add and see your property), higher visibility to sponsors as we will pass it on to those companies or organisations that are looking to sponsor a property and should a sponsor find your offer attractive, it’s a deal.

We also promise confidentiality, you can upload the item you need sponsorship for as the property owner or as an agent representing the property owner. For now the service is free. Only when it comes to a deal that we broker, will a commission fee be applied (depends on whether you are an agent or rights holder).

Explore the full capability of the GaniSponsor Market Place, sign up and register your sponsorship property now at
www.ganizaniconsulting.com

About Ganizani Consulting

Ganizani (meaning let us think) Consulting Services (Pty) Ltd founded in 2011, is an integrated consultancy with an Information Technology arm (GaniTech) and Marketing service consultancy arm that offers a range of services. The company was founded on the insight that many organisations leverage on marketing and information systems to stay ahead of competition and to increase their productivity and efficiency. Our team have been in the tech and sponsorship game representing both sponsors and rights holders for more than 13 years.

14 May 2021

Re-engaging and reimagining the SA sponsorship industry

Re-engaging and reimagining the SA sponsorship industry

BY JUDITH MUGENI

As published on BizCommunity – 14 Jan 2021

The statement “we are not having fun together right now” really describes the current reality in the leisure activities, sport, entertainment and live events space. Whether you are a consumer/fan or someone who works in the industry, a rights holder or a sponsor, we all have our own pain points.

While it is advised that we remain responsible and not rush the process of filling up events with crowds ‘so that things can get back to normal,’ we need to look at creative ways of re-engaging the live events industry.

We had started the year well with WARC Data predicting that global sports sponsorship spend in 2020 would rise by 5% year-on-year, meant to be the strongest growth in a decade, reaching a total of $48.4bn – which would have been driven by major quadrennial events like the Tokyo 2020 Olympics and the Euro 2020 soccer championships. Then the pandemic hit globally.

It’s no secret that the industry took a knock. We know this from experience, we felt it. We are working in challenging marketing conditions. Working on major events that have spanned decades in South Africa, we felt the shock when due to the pandemic and regulations, we either cancelled, went virtual or postponed live events (although it remains to be seen if these new set dates for 2021 will be realised or it’s an indefinite postponement for some).

This reality in a drop of activities is also confirmed by a subsequent study which was conducted by sports agency Two Circles which forecasted a 37% year-on-year decrease, with worldwide spend dropping to $28.9bn in the wake of the pandemic.

As per Matthew Glendinning, across all commercialised sports areas, the pandemic health crisis required rights-holders and sponsors to review their contractual obligations – those that were met and those that could not be met because of cancellation, the absence of spectators or the main star-organiser falling sick mid-series. Rights fee payments in deals for sponsorship are generally contingent on scheduled tours/events going ahead. This meant rights holders faced and still face losing out on large amounts of revenue.

More threats to the industry are spelt out by WARC’s Marketer’s Toolkit 2021” study, whose “results indicate that over a third (35%) of the advertisers surveyed for the report expect to decrease investment in sponsorship, with only 17% planning to spend more than they did in 2020. Of those brands cutting marketing budgets over the coming 12 months, over half (53%) anticipate reduced sponsorship activity.”

Domestically, last year saw financial services provider Momentum reveal that it will not be renewing its one-day international sponsorship of the Cricket South Africa (CSA) national governing body when the deal expires in April (Momentum expressed its dissatisfaction with the “current state of affairs” at CSA not necessarily pandemic related). CSA also saw the withdrawal of headline sponsor Standard Bank not to renew a four-year deal worth between R70m (€3.6m/$4.3m) and R75m per year, with the agreement expiring in April 2020. We also saw Absa ending its R140m a season sponsorship of SA’s Premier Soccer League (PSL), after a 13-year relationship.

Songezo Zibi, marketing and corporate relations at Absa was quoted as saying: “Before Covid-19 we were already facing a recession…so it’s something that we’ve carefully considered over a period of time and entered into discussions with PSL for not extending – so it predates Covid-19 but I think the event itself has made things even more difficult.”

Perhaps the best news comes from Christopher McKnight Nichols, Associate Professor of History at Oregon State University and author of Promise and Peril: America at the Dawn of a Global Age. He predicts that we could see a dramatic rise in leisure activities and collective gatherings post-pandemic, including live music concerts and sports events, which is much needed.

He bases these predictions on what happened in the 1920s as societies emerged from the 1918 [influenza] pandemic and World War I. Purportedly, the United States, saw the rise [in popularity and national prominence] of professional baseball and college football occurred. In Europe, professional soccer expanded.

If history is indeed the predictor of the future, then this is indeed good news. Innovative and creative thinking must be at the fore front though. The way we have been doing things for the past 20 years will not cut it.

New sponsorship deals are being struck in the wake of the pandemic:

While we noted the declines, starting with the international sponsorship market, some sponsorship deals were struck either new or extended. This again gives us hope that the industry is still ‘alive with possibilities.’

According to sports business, the organising committee of the Tokyo 2020 Olympic and Paralympic Games has reached a “basic agreement” with all 68 domestic sponsors to extend their contracts and support the delayed Games.

Looking at the domestic market, the British and Irish Lions has renewed its sponsorship agreement with DHL Express for the rugby union team’s tour of South Africa. As the team’s official logistics partner of the tour, both the Lions and its South African opponents, the Springboks, will sport the DHL logo on the back of their jerseys. The Lions tour of South Africa also got Castle Lager title sponsorship. The tour will be known as the Castle Lager Lions Series after the beer brand agreed a title sponsorship deal with the Lions and South Africa Rugby. There are however growing fears that the Lions tour of South Africa will be unable to go ahead as planned this summer, due to the continuing disruption caused by the Covid pandemic.

Last year also saw the confirmation of DStv as the new sponsor of the Premier Soccer League (PSL) ahead of the 2020/21 season. The television company has replaced ABSA bank, who recently ended their 13-year partnership with the league. MultiChoice Group (MCG) and the South African Football Association (Safa) announced a landmark, five-year sponsorship agreement that champions South African football. Up until 2025, Showmax (MCG’s online subscription video-on-demand service) is the sole and exclusive global SAFA official referee sponsor. The Comrades Marathon Association announced that Mr Price Sport signed a three-year sponsorship deal effectively making them the apparel partner for The Ultimate Human Race.

In June 2021, fast-food restaurant chain KFC extended its sponsorship of Cricket South Africa, with the deal including title sponsorship rights to T20 internationals and official partner status of the national team. KFC is also the official sponsor of the flagship Mini-Cricket programme. KFC’s contract for the men’s T20 internationals and sponsorship of the men’s cricket team is for five years, and the mini-cricket programme for three years in deal that is estimated to be worth between R30m and R40m per year. CSA also signed a new sponsorship deal with telco BitCo Telecoms in May last year. The deal names BitCo Telecoms as the official internet service provider of CSA and the Proteas men’s national team for the next five years. Cricket South Africa agreed on a four-year media rights deal in Australia with pay-television broadcaster Foxtel, running until the end of the 2023-24 southern hemisphere cricket season.

South Africa Rugby extended FNB Springboks’back-of-shirt sponsorship. The five-year extension will see the brand continue to hold the back-of-shirt sponsor designation for the South African national team. The deal, which extends an association which first began in 2017, also includes in-stadium exposure during South Africa matches. Other sponsors joining FNB as sponsors of the Springboks kit is South African telco MTN and kit supplier Asics. South Africa Rugby also extended its contract with multinational automotive brand Land Rover. The deal means the Jaguar Land Rover-owned company will continue as an associate sponsor of the South African rugby team, building on an association which began in 2017.

Sponsorships that are aligned to brand image and brand purpose, that are a brand fit can still play a role even in the wake of the pandemic. Campaigns and brand messages can be well crafted around the sponsorships responsibly and still resonate with the target audience, if executed well.

Speeding up innovative ways of working and digitalisation in the industry

2020 saw a trend towards the digitalisation of sport and entertainment. Properties such as the Comrades Marathon, the annual gospel choir series MTN Joyous Celebration, National Arts Festival, MTN Bushfire, the FNB Run Your City Series, Warrior race, South African Music Awards (Sama) awards, the newly launched Advertising Week Africa and the global leg, Standard Bank Arts Gallery to name a few went virtual.

We also saw brands activate their partnerships or own properties in the sport and entertainment space online.

Last year South African beer brand Castle Lite held a live 30-minute broadcast of online music performances aimed at funding the fight against the Covid-19 pandemic – titled ‘Castle Lite Unlocks in Bed With.’ The broadcast was on Castle Lite SA’s YouTube channel open to all. Adding a social responsibility piece, Castle Lite committed to donating R1 for every view to the Solidarity Response fund.

Last year saw for the first time in its 33-year history, we saw the 2020 Standard Bank Jazz Festival Makhanda take ‘Jazz Reimagined’ online for jazz lovers. In June 2020 we saw the activation of the Standard Bank Virtual Jazz Festival ‘Exclusive experience’ where we got to experience the likes of Linda Sikhakhane.

While digital experiences are still in their infancy in South Africa – not because of the lack of devices as our smart phone penetration is pretty high – but due to access to data which is costly to afford a full stream for all (over and above the online tickets that need to be purchased to access some of the paid events), opportunities do present themselves for the industry.

Beyond mobile delivery of video sport and or entertainment content we need to pay attention to the platforms that work for our target audiences. We would need a creative integrated approach to the way we activate on virtual platforms, adding in channels that are able to reach the most people such as radio, TV, outdoor as well. Most importantly there needs to be a focus on how we can build and meaningfully engage the brand’s digital community.

Tech and data-driven changes – Innovation and insights shaped by big data are key

A case of Automated Production: The article ‘how an AI-Automated Sports Broadcaster Is Shaking Up Soccer Streaming’ brings the concept of using tech in the sport and entertainment industry to life.

According to Robert Kidd, Pixellot is the biggest sports broadcaster we’ve never heard of. While the Israeli company does not have the audience of an ESPN or DAZN, it is in terms of the number of events it produces, the world leader. Using artificial intelligence (AI) and automation, Pixellot produces around 100,000 hours of sports matches every month.

In 2020, Pixellot produced more than 220,000 live matches – from soccer and basketball to hockey and handball. How? The company which was founded in 2014, has its systems installed in about 6,500 venues around the world, with 40% in the US. Once installed, the company’s cameras provide a panoramic broadcast of a sporting event that can be live streamed. Different angles and additions like live stats are available, but a big reason for the company’s growth and what makes it tech driven is its broadcasts do not require human camera operators or production staff.

The AI element is applied by each of the cameras in one of Pixellot’s systems covering a slice of a pitch, field or court where the game is being played, each slice is then “stitched” live into one panoramic view. The attraction of this system comes from the cost-effectiveness of such an operation which has seen numerous leagues and competitions that were previously not broadcast, particularly in soccer, sign up with Pixellot. In terms of data analytics and insights, at the top end of the sport, Pixellot works with some of the world’s biggest soccer clubs, including Real Madrid and Bayern Munich and provides coaches and scouts with video analysis tools. For example, match clips can be cut and instantly shared or individual player highlights automatically generated.

Other innovations in the broadcasting space provided by Yannick Colaco include news anchors going on-air from their homes, GECs telecasting reruns of old TV shows in the absence of fresh content, sports broadcasters and leagues creating content through video conferencing. But the most significant gap to bridge for sports broadcasters was to deliver to the fans the thrilling experience of a sporting event at home despite empty stadiums.

In football he presents a case of how the pandemic is making the digital match-experience mainstream. In sports the pre-pandemic era, a lot of emphasis was placed on in-stadia experience by leagues and brands alike, both for fans in the stadium and to communicate the excitement to viewers at home. With no in-stadium audience due to regulations, sports leagues started trying out new ways to engage with fans, thereby significantly transforming the match-experience for sports fans.

As an example, all major leagues that made a comeback started replicating the exhilarating roar of the stadiums to fill the void. The Bundesliga audio engineers created audio samples of how fans would react to specific plays, and their audio engineers in the OB van would mix the authentic sound happening at the stadium, together with the pre-set audio and get this feed into broadcasting. Leagues are also partnering with technology companies to offer value-add on channels as well as digital platforms that are helping to create superior match experiences through interactive live-streaming and scores, live match blogs with real-time statistics and so on.

Another case of data analytics on online broadcast comes from Parrot analytics who use tech to get an understanding of audience demand for TV shows using variety of data. While this case was presented in 2016, the application is more important now with the likes of Netflix, Showmax, Amazon, Disney offering and brand owned online/mobile channels in South Africa.

These case studies showcase the importance of automation, machine learning, data analytics to the sports and entertainment industry. This can apply to many activities and tasks we take on as an industry. While care needs to be taken to protect jobs that are already under threat during the pandemic, we need to see how we can apply a dual approach of automation with human touch in our domestic market.

The importance of focus on grassroots engagement

For years we have spoken about sponsors paying their fees through grassroots engagement. Beyond CSI, youth engagement forming part of a great sponsorship portfolio, this concept needs to be extended to ‘communities.’ We need to identify communities that have been affected by the pandemic and find creative win-win ways to partner up. Fans are communities, how do we engage digital fans?

Music artists are communities and they can still sing – how do we engage them to create mutually beneficial relationships beyond the influencer strategy?

Visual artists are communities and they are still producing art.

Sport athletes are communities. Elite athletes are communities. Novice runners are a community.

The youth most who are still attending schools and participating in sport and the arts are communities.

The “health enthusiasts” that are finding ways to train and eat properly during and post this pandemic are communities.

Thus the aim becomes doing a deep dive on the different communities that your property can reach and finding ways to engage these communities efficiently and effectively within the letter of the law.

Longer Term perspective

Lastly sponsorship requires us to engage in ‘long term relationships and not flings.’ To see results and for this to be used as a brand building and engagement tool, we must be in it for a long haul. Some of the deals mentioned in this article that have withdrawn their sponsorships, showcase this concept when looking at their past deal tenures. In this difficult times, while we try to navigate, just like it is advised not to ‘get rid’ of your advertising spend but find ways of maximizing ROI, the sponsorship industry should take the same advice. Yes relook at the contracts in the context of the space we are operating in, but know that we will bounce back before you decide to drop all your properties. Plan for that eventuality.

21 Apr 2020

GanInsights #Marketing Desk Episode 3 – Global Case studies on marketing during Covid-19 Pandemic

The #GanInsights #marketingdesk chats on the impact of #covid19 on the sport, entertainment, lifestyle, live events industry. Today’s spotlight in the entertainment world is on #virtualparties with #djnice #blackcoffeedj #DJZinhle #TylerPerryChallenge #socialdistancingfestival From brands Standard Bank SME Debt repayment holiday, #cocacolaphilippines redirecting advertising spend to on the ground aid, #Nike Play Inside campaign. Stay tuned as we find more case studies on how brands are engaging during this period of time. Please keep sharing your case studies with us as well #brandstrategy #marketing #sponsorship #marketinginsights #marketinginsightseries

Watch all the case studies on our YouTube channel:

09 Oct 2018

Standard Bank Joy Of Jazz 2018 – through the lens of a marketing intern

By Sekelwa Mpambo

Standard Bank Joy Of Jazz 2018 – through the lens of a marketing intern

 

For a marketing novice who also happens to be a lover of jazz, working for the Standard Bank Joy of Jazz has been an experience of a lifetime, both personally and professionally. Even more rewarding was being a part of Ganizani Consulting, the team tasked with making a success of the marketing of an event as big and as prestigious as the Standard Bank Joy of Jazz which greatly changed my outlook on integrated marketing. The amount of work and sacrifice that goes into marketing an internationally acclaimed jazz festival is a lot. And to witness the sheer dedication and diligence from the Ganizani team has given me a new understanding of what it takes to be a successful marketer who understands their client and audience and immersing yourself in a brand.

Aside from the myriad of emotion and the plethora of emails, what does nine days till The Standard Bank Joy Of Jazz look like behind the marketing scenes? For Catherine Kapanga, accounts manager for Ganizani, “it constantly keeps me on my toes! Every day is something new! My problem and project management skills are being developed daily”.

Other than the opportunity to diversify my skill set, my biggest lesson has been witnessing that the Standard Bank Joy of Jazz is more than a festival and what it takes to encapsulate that sentiment when marketing it. As Nina Simone said, Jazz itself is not just music, it is a way of life and of thinking. It is our past and its potential, summed up and sanctified and accessible to anybody who learns to listen to, feel, and understand it. Jazz can connect us to our earlier selves and to our better selves-to-come. It can remind us of where we fit on the time line of human achievement, an ultimate value of art”.

An integral part of the campaign was to making people “feel the music and live the jazz”, Joy of Jazz launched the following compaigns, some of which where my highlights:

  • Road to Standard Bank Joy of Jazz with Oletta Adams and Wanda Baloyi
  • GelezaKleva and Learn
  • Colloquium – In Conversation With
  • Jazz Cares
  • Celebrating Women’s HeART

 

My Personal Highlights

Standard Bank Joy of Jazz: Gelezakleva workshops:

Youth in underserved communities who are interested in the various niches of the music industry, were afforded the opportunity to learn from renowned people in the industry through these workshops. I particularly enjoyed the Geleza Kleva and Learn workshops because I am passionate about youth development and the Geleza Kleva and Learn workshops are part of a development program that is aimed at empowering the youth with knowledge from music fundis. Topics ranged from, copywriting and composing to events management and performance – and the youth enjoyed the presence of artists such as Ntsika from The Soil who spoke passionately about the art of performing and Mantwa Chinoamadi, executive producer for the Joy of Jazz, who spoke about events planning.

Celebrating Women’s heART

Women celebrating women – those present and those who’ve passed, in an event that was aimed at commemorating and fellowshipping what it means to be a woman in art and to appreciate the role that each woman, young and old, play in making women in society free in not only their art but also in their respective lives – be it music or otherwise. Powerful women in music such as Letta Mbuli, Sibongile Khumalo, Nothemba descended on Constitutional Hill to celebrate womanhood and to pay homage to women who’ve paved the way for other women.

Jazzy Fridays

As part of the final build up to the Standard Bank Joy of Jazz, the Jazzy Fridays, in partnership with Tsogo Sun, were a chance to get a sneak peak into what the festival holds for audiences. For us, it was a chance to experience the fun part of working. This is where I came to learn why wine was dubbed “the elixir of the gods”. Gugu Shezi, Femi Koya, and Dudu Makhoba wowed audiences in an intimate affair for three nights only.

 

14 Sep 2018

Ganizani Consulting – The Standard Bank Joy of Jazz Tech Partner

It is 2 weeks to go till the the premier jazz festival – The 21st Standard Bank Joy of Jazz!

We have been honoured to have experienced this festival first hand – from behind the scenes. Ganizani Consulting is the appointed Tech partner for the festival – looking after the festival website and the mobile App. We are in our 3rd year developing the mobile app, the task of looking after the website was an added win!

Our task is not to just build another site but rather to use the latest technology to sustain this brand and keep up with its needs as the festival grows further. We will be able to give the user an experience not only of this year’s festival but allow the user to go back in time to the previous editions.

“Building a technology based company is not a once off thing, it isn’t built overnight, it is a process, the impact of all the work done behind the scenes will be seen in the long term. ” said Jordy Mugeni, Managing Partner.

From an organisational perspective, this has been a learning process for a small business. We have had to really put the word “agile” into practice. “In the world of marketing, things change very quickly, what is needed is a company that is agile enough to keep up with the pace, the team and the technology needs to deliver. Our customers are fickle, they will go straight to social media when their experience is somehow frustrating them,” said Judith Mugeni heading the Integrated Marketing Communications of the Standard Bank Joy of Jazz and Managing Partner to Ganizani Consulting.

We adopt the view shared by Alice Bonasio that “such a large proportion of any company’s value nowadays resides in intellectual property, that it is safe to say that keeping your workforce’s skills up to date has to be the cornerstone of any successful business strategy – especially for technology companies.”

We continue to invest in our employees, ensuring that they are ahead of the game and can deliver solutions to our clients par excellence.

 

02 Feb 2016

Strategy Simplified:Competitive advantage in the 2015 Races

Marketing Strategy

Judith Mugeni

Strategy Simplified: How to gain a competitive advantage in the ParkRun and Walking/Running races in 2015…

Let us begin 2015 with creating strategies using an analogy close to my heart: running to keep healthy. Many people ask what a strategy is (a plan of action not just a plan) or feel that only certain people are equipped to write strategies, while in some cases it might be true that expertise is required, in other cases any one can think in a strategic manner. Let me illustrate using a running analogy and strategic thinking using a situation analysis, objective setting and a strategic table (taking into consideration the Ws1H, why, what, how, and measurement and of course this is assuming you know who your target audience is and where you expect to find them):
Situation analysis:This section should define your potential customers, what your projected growth is, competitors for bench marking purposes and a realistic assessment of the current situation your business is in. Let us begin with the analogy:
There is a growing trend to get fit and healthy, I just have to look around me people are either walking for exercise or running formally in races or informally with their friends. I also believe that the number of young people that are dying of coronary diseases is on the rise (that should wake me up or in business sense its either an opportunity or a threat). My family, colleagues and friends have been running or walking for exercise in the past year and I have either been cheering them on or watching them with a glass of wine in hand. As I take a critical look at myself, the thought of exercise downright tires me, however I recognise a trend and I want to be part of it simply because being fit has positive benefits.
In January 2015, I entered the market and participated in my first 5kms Park run and that gave me a benchmark of my competitive position (brand position) after being ranked no 371 and finishing it in 56 minutes (don’t judge me), the stats of the Park Run I participated in (or my brand category) are as follows: Average number of runners per week: 363; Number of runners: 4,801; Biggest Attendance: 688; Average run time: 00:36:25). It is very important to understand the category you are playing in so that you can plan effectively and defend your position.
I understand that walking for exercise is the easiest space to play in, as I am currently unfit (I am choosing a category playing on my strengths), however I am also aware of the fun run space -5Kms, 10Kms etc.- as well as the serious running space-half marathons and marathons. It is imperative that you define your category correctly as per Levitt 1960, don’t suffer from marketing myopia, otherwise you will be blindsided and benchmark incorrectly.

This incorrect definition of category will lead to narrow thinking for example data could show that you are number one in your narrowly defined category when in fact you are competing with a larger competitive set (is ice tea in its own category or in the drinks category) or see Nokia case study are you in the Smart Phone vs. Feature phone category or in the phone category. Its important to identify your direct as well as indirect competitors as we are operating in blurred boundaries, (Africa’s prevalence of mobile money means banks compete with telcos is a cell phone a competitor to a watch? Etc.)

Okay I digressed.

So What!

Thus as a brand I have done a trend analysis and found a lucrative opportunity that I must capitalise on, but I also understand that compared to others I have a few weaknesses that I need to address in order to compete (competitor benchmarking in the RIGHT category is NB, am I competing with runners of parkrun or runners in general?)
Objective Setting: This is probably the most important step in strategy that if done incorrectly, I will be running in the wrong direction. From my Strengths, Weaknesses, Opportunities and Threats (SWOT), my Specific, Measurable, Achievable, Realistic and Timely (SMART) objectives are derived:
• Medium Term: To create prompted awareness of Judith as a runner (50%) amongst my peers and race events by the end of 2015 (only because I get bragging points)
• Short term: To set a new 5K/10K/marathon personal record against my current 56 minutes for a 5Kms by the end of 2015
• Long Term: To finish in the top 20 of all races I participate in by end of 2018 (my market share, with the right strategy it can be done)

Strategy (Why, What, How and measurement)

Now that I know what my goals are, WHAT in the world am I going to do to reach them (need to be careful here not to mix the strategy which is the WHAT and the how which is the tactics I will use and most importantly bench marking and measurement controls.
The easiest thing is to create a table from here onwards as crosschecking keeps you honest: