I'm not sure about everybody else but I definitely feel like there are a lot of areas where the club is lagging behind the other 'Big' clubs in the world. Some of these we discovered through personal experience and some are a bit more speculation.
If you look at the way the Chelsea FC website is setup and run, it is significantly lagging behind many of the other top clubs. I have a Chelsea FC International Blue membership which allows me access to the highlights, clips from training, updates etc... I feel that it is very limited when compared to the Liverpool website (which one of my best mates has the same membership). The highlights of Chelsea games are usually less than 10 minutes long, which is a good small clip and much better than what you can get on footytube or another website like that. On the Liverpool website you can watch 20 minute highlights or the full games. I believe that after 24 hours, the full Liverpool matches are on their website to watch on demand. I would love it if our website had the same thing and also more video's that are exclusive to the subscribers. Many of the training ground clips are also available on the club's youtube website which seems to defeat the purpose of paying for the videos. especially with player shenanigans).
The website could also do with a huge revamp that would include a full forum setup. You could not even call it, the chat system on the Chelsea FC website, a forum. It seems like it was developed 10 years ago and just has not realized that forums are now so much better setup. It makes me feel like the website is for a club that is struggling financial and cannot afford to spend any money on something that they consider a bit more 'non essential'.
The International Blue membership costs £30 per year. I would be happy to pay up to double that for the ability to watch full games, 1 day delayed and with more videos (especially with player shenanigans).
One of the reasons why clubs like Manchester United have been able to gain so many fans in the massive Asian market's is by purchasing the marquee players from the region. I have no doubt in my mind that Park Ji-Sung has helped United to secure millions of more supporters in Asia. I understand that United are the most popular club in the world and even without Park would still have millions of supporters in Asia, but it has helped significantly. The signing of Kagawa has secured United's position as the top club in Asia for the next decade too. He is undoubtedly the poster boy for Japanese football for the next 10 years and will help them pull in more supporters from other surrounding countries too. I didn't expect us to purchase both Hazard and Kagawa, and I believe that Hazard is probably the better player but Kagawa offers better marketing value, so I am not unhappy with our choice of the Belgian but I think that we should definitely take a much harder look at finding a good quality Asian squad player. Honda may increase our popularity in Asia but then I am not sure if he would accept a squad player role in our squad (as I personally don't think that he has enough quality to start in our midfield). Likewise the U.S.A. market has to be one of the largest in the world and maybe we should go back and have another look at a player like Brek Shea. I know that there were a lot of rumors regarding him at the start of last season and maybe we should look at taking him as the backup to Ivan in the RB position. The impact on our presence in America would be very significant. It could definitely be perceived by outsiders as a move just to sell shirts but we need to start finding the balance between signing the 10 out of 10 prospect with little marketing value and maybe signing the 8/10 the can increase our presence in a major market. Many of the 'Big' clubs have been able to do this: Arsenal (Miyachi), AC Milan (Onyewu), Real Madrid (Beckham), United (Park)..
I am pretty sure that the club is aware of most of these and working on them, as well as others, but I personally feel that these are some of the major ones that they need to address, along with the stadium.