Kent have unveiled a new strategy mapping out the way forward for the club in difficult times for county cricket and the country in general.

The county’s annual figures, to be announced in the next few weeks, will carry a mixed message – record profits by virtue of selling land for housing development at the St Lawrence Ground, but another sizeable operating loss for the third year running.

Chief executive Jamie Clifford (pictured) believes cricket is heading for a reality check. He said: "Many counties are announcing half a million pound losses, while another is set to reveal a two million pound deficit imminently. This is draining cash from the game, and means future investment will be limited.

"There is a meeting of chief executives on March 1, and we will all put forward different ideas because we are different businesses. We are all under pressure though, accentuated by the economic position the country is in."

The internal document ‘Strategy 2011+ The Vision’ was handed to staff at a meeting on Monday when they were addressed by Mr Clifford.

He said: "Our staff need some reassurance there is a plan to try and turn the situation around, and it’s not a case of keeping your fingers crossed and hope. We are actively moving on every front, and at the start of 2011 have a vision which we are trying to achieve, and is broken down in areas of delivery."

Six areas have been earmarked, including ground re-development, financial, and cricket and commercial performance, with detailed plans attached to each one. They also include maintaining the club’s heritage and tradition, setting up a museum and the right management and leadership.