1. Mike Loustalot

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

3. the right price the right time the right channel the right customer

5. Supply Demand The Future

6. GolferCourse

7. GolferCourse 3rd Party Marketer

8. Launched in 2001 Acquired by Golf Channel in 2008 60 markets 2,500 courses 750m active bookers 82mm HH 15mm viewers leading brand in golf

9. demand

10. the golfer

11. 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

12. supply

13. the operator

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

15. Overbuilt capacity Equity challenged Pricing uncertainty Weak demand

17. GolferCourse 3rd Party

19. Airlines $130B

20. Airlines 65% Booked online

21. 11% Tee Times

22. Airlines 65% 11% Booked online

23. our challenge?

24. 11% 65% Move the adoption rate

25. Mike’s crystal ball

26. it’s happened everywhere else

27. it’s inevitable

28. what to do?

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

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