Okay - I'll join the show.
His first section is embarrassing in my opinion. Part of that "over-used business speak" word "strategy" is to have one that is DIFFERENTIATED than your competitors. Some winning advantage that you have that will make you successful versus the rest.
Let's review:
1. New stadium - Yes, agreed, this is 100% important, and I'm glad it's a goal. It's not a strategy. West Ham got a new stadium too. It's a way to increase revenues, but it's not your winning formula, though it'll be your #1 driver of increased revenues in the short-term. Are you doing anything new and different with said stadium? Now that's a strategy. I think he harkens to it at the end of his statement, but he doesn't fulfill it's promise. (And a relegated team won't fill those brand new shiny seats!)
2. Buying/selling of players better than the rest. Well. That's nice. EVERY club wants to do this. How in the world are we doing this differently? Do we have a better talent scouting system? Do we have a better manager with a better eye? Does our academy operate differently than others?
3. Building loyalty among Evertonians elsewhere. Okay - this is a strategy. "To do this, we’re improving our data and knowledge of our fans; we’re developing initiatives to provide a real sense of ownership to our fans; we’re looking at making matchdays as exciting as they can be; and, we are making sure we’re easy to buy from and deal with." Okay - we actually get more detail here, fantastic! And to jdawg's point a few posts ago, I do see Everton making some strides here - mainly domestically. There are some initiatives that jdawg posted about - like the phone deal in Japan & the Asda promo. But the team is woeful in the two markets where they have the most to gain: USA/Australia (I still can't buy a damn kit here in the US). Matchdays as exciting as they can be/fans developing ownership? Huh? What does that mean? So I guess I'm just not seeing it. (If this was one of the team's goals then not signing LD was a bad mistake.) Frankly, the top clubs put us to shame in this aspect, we should learn from them.
So to sum up Mr. Elstone - not a coherent strategy that is differentiated. This not only didn't reassure me, it made me feel even worse. The fact that he put down the word "strategy" had my teeth on edge from the start. Man U is a business, and they recognize themselves as a business, and it benefits them. Poopoo-ing those skills gets you nowhere.
Where in the world is his PR person? He just gets himself in even deeper with these things and it comes off as pandering. I don't get it.
My two cents.