Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28– – – – – Contents Foundation 2 Commercial operations 13 Mission Culture and values Governance Checklist foundation The market Understanding your consumers consumer research Why do you exist? Are you challenging the status quo? What is your user experience? Checklist the market 3 Commercial framework 14 3 Value proposition 16 4 What is your value proposition? 16 6 Athlete intellectual property 17 Assets 17 7 Checklist commercial operations 18 8 Securing and retaining commercial partners 19 8 10 How to target potential partners 20 11 How to approach potential partners 20 12 Engage the right person 21 Use their language 21 The first meeting 22 Tailor, tailor, tailor 23 Servicing 24 Checklist securing and maintaining commercial partners 25