Status Sport’s Australian rules football software platform and app Interchanger has been honed and developed with elite Australian Football League clubs.
The platform allows coaches to manage player rotations, substitutions, fatigue, statistics and live data. All of that match-day data is collated into one cloud-based platform.
Yet the company has found the sweet spot with an increasing amount of coaches at the semi-elite and grassroots level using the platform.
With a customer base of over 50 per cent of professional and semi-professional Australian rules clubs on-boarded, the company’s sees bigger chances to work with clubs at the grassroots.
In this conversation, we spoke to Status Sport director Murray Bird about company growth and opportunities in new sports.
As Interchanger targets grassroots up to elite clubs, what segments have you had the most cut through?
Murray Bird: “At the moment coaches of Australian rules football teams and netball. We’ve got Interchanger for Australian rules football and Netball Statistics for netball and it’s a platform that can be rolled out to other sports.
“We’ve proven the product with 800 users of our AFL Interchanger app and over 100 with our netball app.”
Are you further defining your addressable market? Do you know how big it is?
MB: “Our vision is to go across to field sports like hockey and stadium sports like basketball, particularly sports that have player interchanges. That’s within the domestic market. From there, we’re interested in tackling football and rugby because they’re international in scope.”
I was going to ask if you could scale internationally?
MB: “That’s the plan. Our platform is ready to go and can be white labelled for other sports.”
Is the demand already established to expand internationally?
MB: “I’ve had approaches from representatives in rugby, football, field hockey, lacrosse, water polo so we’ve had people informing us that there isn’t a solution like this for their sport.”
Is there anything that needs to be done to the app and platform to make it bespoke for each sport?
MB: “Not really because it’s cloud based. Most sports have defensive and attacking statistics recorded and players entering and leaving the field, those things are generic to sport. The Status Sport platform that underpins Interchanger is transferrable to other sports.”
What about the problem you face with having too many opportunities and trying to spread yourself too thin?
MB: “Absolutely, and it’s a real issue. For us it’s about making the right choices which are critical at the moment.”
As you’re actively looking for investment to scale, what do you need investment for?
MB: “The aim is to build a team who specialises in different sports from a product development, marketing, customer engagement perspective.”
How big of a team are you looking to bring in?
MB: “As it’s an app and our platform is cloud based it’s not labour intensive, but I envision in a couple of years having 10 employees working across four to five different sports.”
Are you piloting any new apps for new sports?
MB: “Not yet. We’re ready to develop one for other sports we’re waiting for the right opportunities to partner with someone to go into that sport.”
Looking at Australian rules football, the opportunities get bigger the more grassroots clubs you target. Is that right?
MB: “Absolutely. We are developing a product in a way that’s a match day digital tool that collects all data so there’s no paperwork for community Australian rules clubs, community netball organisations.
“We’ve currently partnered with Netball Queensland and their focus is on reducing paperwork, digitise everything and reduce volunteer workload and they’re looking at our (Netball Statistics) app as a tool for that.”
That’s the kind of thing that is a potential issue when a lot of state sporting associations and community sporting organisations hang onto legacy systems and paperwork.
MB: “It’s a definite challenge you’re reversing decades of pen and paper recording of data. Our platform will record it digitally, store it in the cloud and it’s accessible anytime. We help to reduce paperwork, duplication and data entry.”
Finally, what milestones do you wish to hit in the next 12 months?
MB: “Develop strong relationships with stakeholders in a new sport and invest into another sport. Have our third app released during that time and make our netball app an internationally focused one, as we’ve got users in Australia and some in South Africa, New Zealand and England but make sure our netball app is widely used around the world.”