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Mike Loustalot

Mike Loustalot. Multi-Channel Distribution, Revenue Management and Customer-Centric Pricing in the 21st Century Golf Business Model. the right time. the right price. the right channel. the right customer. Supply. The Future. Demand. Golfer. Course. 3rd Party Marketer. Golfer.

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Mike Loustalot

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  1. Mike Loustalot

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

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

  4. Supply The Future Demand

  5. Golfer Course

  6. 3rd Party Marketer Golfer Course

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

  8. demand

  9. the golfer

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

  11. supply

  12. the operator

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

  14. Overbuilt capacity Pricing uncertainty Equity challenged Weak demand

  15. 3rd Party Golfer Course

  16. Airlines $130B

  17. Airlines 65% Booked online

  18. Tee Times 11%

  19. Airlines 65% Booked online 11%

  20. our challenge?

  21. Move the adoption rate 65% 11%

  22. Mike’s crystal ball

  23. it’s happened everywhere else

  24. it’s inevitable

  25. what to do?

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

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

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