Mike Loustalot. Multi-Channel Distribution, Revenue Management and Customer-Centric Pricing in the 21st Century Golf Business Model.

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Presentation transcript:

Mike Loustalot

Multi-Channel Distribution, Revenue Management and Customer-Centric Pricing in the 21st Century Golf Business Model

the right price the right time the right channel the right customer

Supply Demand The Future

GolferCourse

GolferCourse 3rd Party Marketer

Launched in 2001 Acquired by Golf Channel in markets 2,500 courses 750m active bookers 82mm HH 15mm viewers leading brand in golf

demand

the golfer

Value, value, value Seeks positive experience Choices, choices, choices Convenience Less, less, less Travels 2-3x per year for golf Time constraints Seeks online solutions

supply

the operator

Single facility operator Employees Turf management Capital and equipment Accounting POS... Employees Turf management Capital and equipment Accounting POS... Electronic tee sheets Website and Pricing wizard Revenue growth Marketing services... Electronic tee sheets Website and Pricing wizard Revenue growth Marketing services...

Overbuilt capacity Equity challenged Pricing uncertainty Weak demand

GolferCourse 3rd Party

Airlines $130B

Airlines 65% Booked online

11% Tee Times

Airlines 65% 11% Booked online

our challenge?

11% 65% Move the adoption rate

Mike’s crystal ball

it’s happened everywhere else

it’s inevitable

what to do?

Internet Distribution Plan Got website? Tee times online 3rd party distribution source Build database of golfers and market to them 1

Revenue Management Strategy Know your market Know your cost structure Use pricing tools to manage inventory Market, market, market 2