BuSiNeSS PlAN - California Lottery

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Shift the Jackpot ParadigmOur strategic focus here is to give players a reason to play on a regularbasis, not just when there is a huge jackpot. We will accomplish this bymaking changes to our current draw games portfolio, adding new drawgames, evaluating prize payouts and the positioning of our entire gameportfolio and exploring the potential of regional and special game offerings.4. Implement a New Year’s Raffle GameOffer players a second raffle-style game tied to the New Year’s holiday andmarket the game as a part of the Lottery’s 2007 holiday product offerings.July 2007...............................Finalize game designNovember 2007...................Sales beginJanuary 2008.......................Sales end and prizes awarded5. Assess Draw Game OpportunitiesConduct a qualitative and quantitative study to determine the optimumoffering and alignment of draw games. Explore the desirability of regionalgames, and the desirability of repositioning lotto games, new monitorgames and special games.November 2007...................Findings and recommendationsModernize OperationsOur strategic focus here is on improving and streamlining businessoperations through advanced technologies and best business practices.The intent is not only to improve efficiency and reduce operating costs,but also to make Lottery products and services more accessible andreadily available. We will accomplish this by optimizing our retailernetwork, improving product distribution facilities and technologies andlooking at new retail business models and non-traditional trade styles.Another important part of modernizing our operations includes maintainingthe highest possible level of security and integrity in all aspects ofLottery operations.Key Strategic Initiatives6. Improve Back Office SystemsHire a consultant to review all of the Lottery’s accounting policiesand procedures, systems and process workflows in order to makerecommendations for improvement.August 2007.........................Issue RFPSeptember 2007..................Award RFPNovember 2007...................Final report & recommendations– 76 –California Lottery 2007–2010 Business Plan
7. Improve Management Information SystemsImplement a tool that provides a single point of access to informationand data required by the Lottery’s decision makers.November 2007...................Obtain consultants & toolsMay 2008................................Install business solutionAugust 2008.........................Deployment & training completed8. Improve Investigative Case Management SystemReplace the Security & Law Enforcement Division’s outdated casemanagement system to improve its ability to perform thorough investigations.August 2007.........................Procure new systemJanuary 2008.......................Finalize customizationJune 2008..............................Deployment & training complete9. Improve Gaming SystemsRedesign gaming systems into a uniform, integrated, state-of-the-artenvironment to speed up the introduction of new games and promotions.October 2007......................Planning and analysis beginsOctober 2008......................Conversion to new systems beginsMarch 2010...........................Deployment & training completed10. Improve Product Management & DistributionImprove Scratchers game and point of sale material distribution by creatingefficiencies in the Distribution Centers, gathering and utilizing sales dataat retail locations and improved tracking of Scratchers game inventories.October 2007......................Implement a more automated ticketordering system to ensure thatretailers always have the supplyof tickets they needNovember 2007...................Implement an automated system formaintaining inventory and trackingthe distribution of all Point of Salematerials to reduce waste and thetime required to post these materialsAugust 2008.........................Replace inadequate productdistribution facilities in Northernand Southern California11. Optimize Traditional Trade Style Retailer NetworkImprove sales in high potential current retailers and recruit new retailers intraditional lottery trade styles.September 2007.....................Establish retailer performance benchmarksMarch 2008..........................Evaluate retailer performance criteriaJune 2008................................. Recruit new traditional trade style retailersCalifornia Lottery 2007–2010 Business Plan – 77 –
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CommissionersJOHN MASS, of Los Ange
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Introduction
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IntroductionIn order to fulfill the
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focus on huge jackpots and more foc
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Figure 1.2 - 2004-05 K-12 Percent o
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1.1% General Operating ExpensesGene
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SupermarketsAlthough supermarkets h
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handles all Spanish language advert
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Fantasy 5Value Proposition: The bet
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1.6 Organizational Structureof the
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ITSD consists of four offices and t
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Integrity,Security,Honesty,and Fair
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The CSL not only employsinternal au
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Since its inception, the CSL has wo
Page 37 and 38: Last year, the California Problem G
Page 39 and 40: Marketanalysis
Page 41 and 42: EthnicityThe following charts show
Page 43 and 44: GenderThe household incomeof past m
Page 45 and 46: 3.2 Consumer ProductSales Compariso
Page 47 and 48: Technology TrendsAll of these techn
Page 49 and 50: are large, to maintain sales in lot
Page 51 and 52: IntroductionIn FY 05/06, the CSL re
Page 53 and 54: Figure 4.2 is a list of some of the
Page 55 and 56: Figure 4.4 - Overall PRIZE PAYOUTS
Page 57 and 58: Figure 4.5 shows that in terms of p
Page 59 and 60: Raffle GamesRaffle-style games are
Page 61 and 62: Pursuant to section 8880.64 of the
Page 63 and 64: Fig. 5.12 CSL Scratchers Game Growt
Page 65 and 66: As shown in Figure 5.13, the lotter
Page 67 and 68: Fig. 5.15 Sales per RetailerFigure
Page 69 and 70: etailers with special “Check-a-Ti
Page 71 and 72: Gaming System ComplexityThe CSL’s
Page 73 and 74: Fig. 5.19 Budgeted Per Capita Adver
Page 75 and 76: There is an opportunity to reverse
Page 77: Public Relations and OutreachOur fr
Page 80 and 81: Ticket Dispenser RestrictionsThe re
Page 82 and 83: IntroductionA careful analysis of o
Page 84 and 85: Unfortunately, increasing jackpot s
Page 86 and 87: Key StrategicInitiatives
Page 90 and 91: 12. Recruit Non-traditional Retaile
Page 92: www.calottery.com600 North 10th Str
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BuSiNeSS PlAN - California Lottery

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