IRFU Strategic Plan: Two years of in-depth research, feedback, consultation and studies reached a conclusion and a starting point of sorts yesterday when the IRFU unveiled its strategic plan for the development of Irish rugby over the next four years.Key targetsGerry Thornleyreports

Certainly the IRFU cannot be accused of lacking ambition in what, admittedly, is a very aspirational plan.

Establishing a broad variety of targets throughout the whole spectrum of Irish rugby, the plan focuses on the growth of the game here, increased revenue, much-improved training and spectator facilities, a host of goals for the Ireland's various professional entities, and much more besides.

Set within a time frame of 2008, the most eye-catching aims include achieving a top-four ranking, reaching the semi-finals of the World Cup in 2007, beating a Southern Hemisphere side away from home, and winning one Heineken European Cup and two Celtic Leagues.

The union also pledged to have 100,000 registered players by 2008 (from the current figure of 85,000), a revitalised domestic game, revamped branch structures, a network of high-performance player facilities, a 24-per-cent increase in revenue, the redevelopment of Lansdowne Road by 2009 and the redevelopment of Thomond Park, Ravenhill and Musgrave Park by 2008. They just about stopped short of vowing to send a rocket to the moon or solve global warming.

"This is an ambitious strategic plan," admitted Browne, adding: "there has been widespread consultation with all the stakeholders in the game and we believe this is a viable, realistic strategic plan."

Working off the consultative document first produced by a strategic planning group under the chairmanship of John Hussey, the union entered consultations with "stakeholders" in public meetings and branch meetings and enlisted contributions from the management consultants Genesis.

On foot of that process, the goals and strategies outlined yesterday were in effect drawn up by the union's four standing committees - Finance, Professional Game, Domestic Game and Commercial and Marketing - and ultimately approved by the full 28-man Union Committee.

Significantly, the four provincial branches are going to be given more autonomy from 62 Lansdowne Road, and they in turn will create new "separate professional management structures to oversee the provincial professional teams", as distinct from the domestic game, presumably along the lines of boards of directors.

"This is one of the key issues moving on into a new structure," admitted Browne.

The on-field targets are, by their very nature, the most eye-catching. Given that much of the accompanying strategies to improve player, coaching and financial resources, as well as improved provincial structures, will only start coming into place at the start of next year, the targets effectively mean the national team and the provinces must continue to punch above their weight.

The setting, in committee rooms, of those targets also raises the question whether there will be any accountability if they're not reached, and who will be accountable - the people who set them or the people who failed to deliver them?

It will, for example, delight Eddie O'Sullivan to learn he is expected to beat Argentina and/or France or the All Blacks at the next World Cup.

"At the end of the day I don't think there's any strategic plan anywhere that actually achieves all its targets," Browne acknowledged. "Sometimes it will achieve its targets and other times it will fall short. And what you have to do then is analyse the reasons why, make adjustments and changes to your plan.

"But we have to set targets and while, yes, the targets are ambitious, I'd be confident that we'll achieve some of those targets."

As to whether the coaches might be first in the firing line, Browne commented: "Just because a target isn't achieved doesn't necessarily mean that there's not a good reason why it wasn't achieved. You've got to look at the whole context. The reason our commercial income may not be achieved may be because of the commercial market conditions."

Aside from outlining aspirational goals such as increasing the player base at schools, clubs and universities, pledging continuing financial support to the clubs and placing a special focus on players between 16 and 21, as well as coaching and referee development, the plan vows that the Domestic Game Standing Committee will bring in a new competition model by the start of the 2005-6 season. It does not say whether this will be along the model already outlined, or in tandem with the clubs themselves.

The union's targeted revenue growth is based on increased sponsorship, sustaining Governmental support, increased commercial activity from improved facilities, a review of international match ticket allocation, and generating new revenues in conjunction with the private sector.

Since 1995 the IRFU have increased their annual income from 9 million to 37 million, but their projected loss for 2004 is 6 million, which brings their cumulative loss over the last three years to 14 million.

But the union estimate that this can be absorbed and a break-even situation achieved with the completion of a redeveloped Lansdowne Road, and without Government support to that end, Browne admitted, "we would have been having a different conversation today".

The plan also projects the IRFU renting a 65,000-capacity stadium for the years 2005-2008, though needless to say at an unspecified venue, but the commitment to redevelop Lansdowne Road - with Government backing - also means the union can continue to support all four provinces, Connacht included.

However, as Brian Portheus of Genesis said at yesterday's presentation, "producing the document is the easy part, the hard part is actually implementing it."

100,000 registered players by 2008

Revitalised, vibrant, fun domestic scene

Ireland top four in world rankings

Ireland to reach semi-finals or better of 2007 World Cup

1 Six Nations Championship win

1 European Rugby Cup win

2 Celtic League wins.

Revamped branch structures and remit

Network of high-performance player facilities

24-per-cent revenue growth

Ireland under-21s to win the Six Nations at least once and reach the RWC semi-final at least once

Ireland under-19s to win RWC and reach semi-finals at least once