draft project paper

project proposal

project proposal
National aspiration
Malaysia aspires to be the regions top
automotive and motor-sports country.
al ts
n
io por
g
re r-s
o b
ot hu
m

Its Sepang F1 Circuit is recognised as world class.

Petronas, the countrys national oil company has
been a key sponsor and partner in F1 for ten
years.
A key factor to sustain the countrys leadership in
motor-sports is the coordinated development of
grassroots motor-sports.
For circuit racing, no other form of motor-sports
reaches the masses at the grassroots as karting.
The increasing popularity of motor-sports and
Formula One raises the awareness of karting as
the entry level to full fledged motor-racing.

http://www.my-kart.org/

project proposal
Growth of karting
Karting has been a long time hobby in the country.
Some participate in expert national and
international karting competitions. And many
dream one day to go all the way to Formula One.
But like all motor-sports, karting is still expensive
for the masses and thus limited to a select few.
This limits the numbers graduating through the
ranks right to the pinnacle.

g
n
i
c
a
r
r- ase
o
ot n b
m fa

Alongside this, amateur karting swiftly gains

popularity in Malaysia. Circuit operators now offer
exhilarating karting experience to enthusiasts
without the need of owning a kart.
These are the enthusiasts who love watching and
even participating in competitive racing, but do not
necessarily have the financial means to do so.

http://www.my-kart.org/

project proposal
Amateur karting and my-KART

nt
e
l
ta id
e
m
th yra
p

Amateur (ie rental) karting is the first step into

motor-racing. This is the feedstock and fan base
necessary to build sufficient numbers to progress
into national and international karting
competitions and then on to formula racing.
There is a clear need to develop the local motorsports industry in a holistic manner, with clear
focus needed at the upstream grassroots level.
The my-KART project is an upstream and
downstream motor-sports development project
with clear focus on more upstream with
development and marketing in the downstream.

http://www.my-kart.org/

project proposal
my-KART vision

Vision: To be the preferred organisation for

organised amateur karting and talent
development

Mission: To popularise grassroots motor-sports

Member proposition: Affordable, safe, fun,

competitive karting with opportunities for
progress

Core purpose: Helping you become a

champion.

http://www.my-kart.org/

project proposal
About my-KART
Experience in organising amateur racing series
since 2001. Club members comprise of over 50
core members from various industries and at
various levels of seniority with significant
representation in the professional, entrepreneur
and management segments.
Race events are organised monthly with strong
focus on safety, and structural approach to
karting. Members enjoy affordable karting within
an environment which emphasises safety, yet is
also fun and competitive.
my-KART continues to experience strong growth
with regular turnouts now averaging 50 drivers
per event.
http://www.my-kart.org/

project proposal
S.W.O.T.
strengths
experience since 2001
rapport with circuit
operators
strong membership
existing corporate network

weaknesses
funding
corporate awareness &
support
unknown name in market
elitist perception
amateur karting not real
thing

opportunities
F1 exposure
growing interest in motorsports
government support
affordable karting
experience
the next generation

threats
economic slowdown affecting
sponsorship
established players
government backed player

http://www.my-kart.org/

project proposal
The Formula One opportunity
Interest in karting activities continues to grow. The catalyst
driving this growth comes from the countrys aspiration to
develop a local automotive industry together with its
increasing involvement in motor-sports activities especially
Formula One.
A number of companies with offices in Malaysia are currently
involved in motor-sports:

industry

companies

oil & gas

Shell, Petronas, ExxonMobil

automotive

Proton, auto companies (BMW, Toyota

etc) and car clubs

ICT

HP, Sun Microsystems

Consumer products

Panasonic, TAG Heuer, Seimens, Canon,

Kenwood, Pioneer

Tobacco

BAT, JTI

Professional services

Allianz, Accenture, HSBC

Others

FedEx, GlaxoSmithKline

http://www.my-kart.org/

project proposal
An untapped market
Like many nations, Malaysia has a growing
segment of population who are passionate about
motor-sports. Unlike, many nations, grassroots
motor-sports remain undeveloped despite the
presence of Malaysian companies in Formula One.
Motor-racing remains an expensive hobby for
many, and the entry level currently is very high
thus restricting participation to a select few.
The success of the Cub Prix races, which attracts
about 30,000 spectators at each event, shows
that the demand for motor-sports at the
grassroots level remains relatively untapped.

http://www.my-kart.org/

project proposal
Meeting The Demand
The primary target of our amateur karting events are
company employees, particularly those in companies
with high profile motor-sports associations.
Many of these companies organise events for their
employees as well as their customers. Shell is one of
the more active companies when it comes to karting
with at least 2 kart events per month attended by a
total of 100 drivers.
In addition to the corporate segment, there is a
growing segment of motor-sports fans at the
secondary and tertiary levels of education who are
likely to participate in organised karting events.

corporate &
enthusiasts

http://www.my-kart.org/

secondary &
tertiary levels

future
generations

10

project proposal
Existing karting organisations
Established karting organisations such as Kelab
Kart Selangor, Kelab Kart Wawasan focus their
efforts on organising expert category karting
events involving substantial financial
commitment from participants.
These competitions are open only to competition
license holders registered with AAM. These are
serious and experienced karters who have their
own karts, or are part of a team and usually come
with sponsorship.
To date only my-KART targets the amateur rental
segments.

http://www.my-kart.org/

11

project proposal
Complementing the competition
Racing in the expert karting categories can still be
expensive for the average amateur karting
enthusiast.
my-KARTs proposition to amateur karters is to
provide an organised, competitive and visible
karting series at affordable costs.
By focusing on the grassroots amateurs, my-KART
positions itself as a feeder series for expert level
karting such as the KKS / KKW organised series
and others.
In addition to this, my-KART can help manage
once off karting events for other organisations,
companies, informal groups and clubs.

http://www.my-kart.org/

12

project proposal
Project Goals & Objectives
Above all, the my-KART project aims to promote
safe and organised racing for enthusiasts and
budding professionals.
The immediate goal of the my-KART project is to
capture the demand for amateur karting activities
and sustain an offer of accessible, exciting and
popular karting activity for both drivers and
spectators. At the same time the my-KART project
intends to offer existing members increased
benefits to what they enjoy today.
The ultimate goal is to become the primary
platform for entry into motor-racing activities,
with a view to developing, mentoring, managing
and graduating a pool of motor-racing talent.
http://www.my-kart.org/

13

project proposal
Target markets
The project needs to cater for two clear target
customers:
karters who race for the fun and enjoyment
karters who aim to progress further in racing
Fun karters

What they want

member benefits
discounts
safe & fun racing
Networking

Career karters

organised events / series

championship reward &

recognition
driver development

What they offer

A pool of drivers and potential

future talent

Financial benefits, talent

management & commercial
opportunities

What we provide

Regular events at affordable

rates

sustainable & structured

growth & development
programme

How we provide

member leagues
social events

annual high profile series

http://www.my-kart.org/

14

project proposal
3-phase business plan
Phase I On going. Kick-Off
Manage, promote and organise amateur karting events
for members, companies, societies and clubs.
Phase II Short Term. Nurture
Create the foundation for sustainable growth. Establish
formal structure and gain sponsorship, patronage and
support for the on going development and progress for
the amateur karter. Continued focus on the grassroots
fun karters.
Phase III Medium to Long Term. Expansion
Expand across geographical locations with increased
media coverage. Create driver training schools and
talent management programmes for graduation into top
tier motor-sports. Develop additional products and
services throughout the karting and motor-sports value
chain.

http://www.my-kart.org/

15

project proposal
On going and short term activities
Organising the events, including the administration
before, during and after the events; carrying out on
track race management; and addressing safety matters.
Sales activities, which includes contacting and
obtaining participation from racers; canvassing to
generate event spectators.
Sponsorship procurement activities, such as obtaining
sponsorship or donations including gifts in kind, and
determining the appropriate media to publicise the
sponsors products.
Promotional activities services mainly supports Sales
and Sponsorships through carrying out road shows, local
area promotions activities.

http://www.my-kart.org/

16

project proposal
The my-KART team

Founder: Fazlur Rahman (Fazz)

Co-founder: Shahrul Azlan
Yusnee Yusof
Ng Wei Li
Brian Eravelly
Brian Fernandez
Azlee Ideris
Joey Teo

http://www.my-kart.org/

17

project proposal
Key issues

Patronage
Sponsorship
Media coverage
AAM sanction
Insurance cover

http://www.my-kart.org/

18

project proposal
Next steps
What

How

Who

When

Establish
patronage

Fazz to arrange meeting with

Fazz

15 April 2005

Setup myKART entity

Form protem committee for

Fazz

30 April 2005

Establish
strategy

Fazz to lead the myKART

Fazz

31 May 2005

Gain MOU
with strategic
partners

Identify the key strategic

Fazz

15 June 2005

http://www.my-kart.org/

influential leaders in the

industry

Kelab my-KART
Get commitment to form myKART Sdn Bhd
Establish the my-KART Sdn Bhd
and Kelab my-KART
Foundation Conference to
discuss subject of strategy,
member and administrative
matters
partners in areas of technical,
commercial, and legislation

19

project proposal
About my-KART
The logo
The my-KART logo depicts a chequered flag. The
upward waving flag indicates a progressive and
forward thinking approach. The 4 colours green,
yellow, amber and red reflects the diversity of
grassroots motor-sports. The green colour reflects
the targeted grassroots level, and the graduation of
colours from yellow to red reflects my-KARTs
approach in developing drivers along the chain to
higher levels of motor-sports from amateurs to
champions.
About my-KART
my-KART was founded in 2001 following two years of
successful karting activities organised by the Shell
KL sports club. my-KART was formed as an initiative
to further expand karting interest in Malaysia.

http://www.my-kart.org/

20