CEO’s MESSAGE 2
PRE-TEXT 3
WHERE ARE WE NOW? 7
WHERE ARE WE HEADED? 13
HOW WILL WE GET THERE? 20
The Next Phase Strategic Plan is designed to build on the foundations implemented from our previous Strategic Plan, The Road Ahead. This new plan focuses on growing our geographic footprint both in terms of membership and inventory and also address opportunities to diversify our income streams. This plan has been prepared considering risks around changes in seasonal conditions, economic forecasts, market forecasts and the Society’s current business model. We must continue to evolve and be ready for new opportunities when they present. To achieve our strategic targets requires change, a flexible mindset and adoption.
Simon Gleeson, Chief Executive Officer
“If we do what we have always done, we’ll get what we have always got.”
• Membership retention and member benefits
Corporate governance – refinement of subcommi ees and charters
• Constitution review and update
• Cultural reset – ‘productivity, unity & positivity’
• Refresh of corporate identity and communications interface, including marketing and communication strategy
• Financial management – planning and strategy, five year corporate financial model
• Data capture and utilisation
• Establish sponsorships and partnerships
• Society sponsored sale reviews
• Engagement and alignment with industry stakeholders
• Growth in membership and industry registrations
Maintain e iciencies via continued drive on strategic cost management
• Retention criteria of corporate partners and sponsorships
• Enhanced working relationship with industry stakeholders
• Up-weighting of Society events and sponsored sales
• Recognised for industry leadership and breed excellence
• Industry and Society knowledge backed by data validation
• Recognised brand throughout the supply chain
• Markets available for export
• Best practice performance against industry benchmarks
Improved YOY visitation of Society sponsored events and sales
• Superior and sustainable financial performance and management
• Superior recognition of breed excellence
High class operational e iciency
• Superior recognition in both domestic and international markets
• Superior brand awareness
Depreciation of the AUD Million
Beef exports open up with strong global demand
GFC
Years of Wet = Rebuild
Years of Drought
Rangelands 1,226,061 head
Northern Territory 1,726,982 head
3 6
4
Cape York 65,741 head
Cooperative Management Area 106,625 head
Northern Gulf 781,785 head
Southern Gulf 1,126,772 head
Terrain NRM 138,952 head
North Queensland Dry Tropics 1,249,795 head Desert Channels 1,357,692 head
Reef Catchments 117,627 head
Fitzroy Basin 2,523,546 head South West Qld 618,653 head Burne Mary 768,138 head
Queensland Murray Darling Basin 1,012,253 head Condamine 560,814 head South East Qld 300,226 head
NRM region State Total head
Northern Agricultural 109,670 head
Wheatbelt 58,675 head Perth 2,011 head Peel-Harvey 104,094 head
Top 20 ca le regions 14
South West 326,465 head South Coast 305,172 head
SA Arid Lands 139,271 head
Eyre Peninsula 9,422 head Northern and Yorke 40,551 head Kangaroo Island 15,114 head
North Coast 380,237 head Northern Tablelands 666,946 head North West NSW 683,009 head Western 175,582 head
Central West 495,936 head Hunter 383,185 head Central Tablelands 319,191 head Greater Sydney 34,695 head South East NSW 387,743 head Riverina 528,651 head
ACT 3,957 head Murray 375,079 head
North East 388,150 head
Please note: In 2015–16 the ABS survey structure changed which removed small farm businesses with an estimated value of agricultural operations <$40,000.
SA Murray Darling Basin 139,998 head
South East 638,696 head
Mallee 26,497 head
Adelaide and Mount Lofty Ranges 63,964 head Wimmera 54,926 head
Glenelg Hopkins 844,854 head
North Central 239,465 head
Corangamite 437,173 head
Port Phillip and Western Port 239,629 head
East Gippsland 108,436 head
Goulburn Broken 504,895 head
West Gippsland 732,627 head
North 366,649 head South 42,505 head Cradle Coast 370,919 head
• Droughtmaster Female Inventory has been growing in line with National herd rebuild.
• Female inventory over 20 months is our core income stream.
• A cattle breed that consistently performs to a high standard despite adverse environments, continually producing high quality and high yielding carcasses economically.
• To be recognised nationally throughout the entire supply chain (paddock to plate) as a breed that was developed in Australia to suit the Australian environment for its versatility and consistently high meat quality.
• Promote, develop and protect the breed and the brand, identify activities that will further increase breed participation; and
• Enhance membership of the Breed Society, by delivering more efficient services, benefits and value.
• “The Droughtmaster breed is poised for significant growth given its adaptability to many environments and its suitability to multi- markets. This is a breed that has been developed to naturally and sustainably meet the requirements for our changing future”.
Society President - Todd HeymanAccountable to the highest ethical standards, demonstrating honesty, professionalism and sincerity.
Empowering others to reach their potential, demonstrating unity, humility, grace and gratitude.
Striving for excellence, taking responsibility for our actions and decisions.
Creating an environment whereby curiosity, challenge and innovation is encouraged.
• Bull sale results and demand
• Data
• Environment & seasonal conditions
• Animal Temperament
• Husbandry requirements
• Breed Society status
• Social experiences (shows & events)
• Bull selection
• Economics and adaptability
• Carcass performance
• Sustainable beef production
• Data
• Animal Temperament
• Environment & seasonal conditions
• Markets
• Female herd composition
• Eating quality and market suitability
• Sustainable and natural beef production
• Provenance
• Supply & demand (price)
Opportunities for Stud Growth (stud members)
Opportunities for Commercial Growth (commercial members)
Opportunities for Stud & Commercial Growth (stud & commercial members)
Implementation of the Strategic Plan, The Road Ahead 2020-2022
PLAN
ACTIONS
• Transition to Single Step
Improved Data Capture (eating quality, carcass performance, feed program performance)
Communicate BIN Project Results
• BREEDPLAN Incentives
Development of commercial market indicies
ACTIONS
• Benefits of the Droughtmaster female
• Strategic partnerships
• Suitability to multi-markets
• Droughtmaster beef
• Commercial performance and sustainable and natural production (both grass and grain fed)
• Testimonials and case studies
• Bull and female sales
• Benefits of cross breeding
ACTIONS
• Strategically targeted locations
• Investment & improvements to existing sales, events & activities
Increased commitment to school agricultural programs and provide content for their curriculums
ACTIONS
• Improvements to o ice facilities
• Diversified income streams
• Financial management and Investment
• Business model improvements
Sta training & development
• R&D funding for various projects
• Celebrate our people
Heighten the appeal of being a member
• Provide members with educational content to assist with operating their businesses
• Regular and e icient communication
• Transition to Single Step
Improved Data Capture (eating quality, carcass performance, feed program performance)
Communicate BIN Project Results
• BREEDPLAN Incentives
Development of commercial market indicies
• Increased registrations
Membership growth
• Growth in our geographical footprint
Increased demand for Droughtmaster Bulls and Females
Increased awareness of the quality and demand for Droughtmaster beef
• Less reliance on BIN Project Income
• Increased registrations
Growth in our geographical footprint
• Increase in the number of schools using Droughtmaster ca le in their curriculum
• Income to subsidise labour costs for Society Sponsored Sales
• Improved operational e iciency
Growth and sustainability of the Society
• Additional Income Streams
• Commitment to ESG
• Member retention and improvements in value to members.
• Member satisfaction
SIMON GLEESON Chief Executive Officer
SHELLY HAWKINS, HERBERTVALE STATION