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