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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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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 Course
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
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
Electronic tee sheets Website and email Pricing wizard Revenue growth Marketing services ... Single facility operator Employees Turf management Capital and equipment Accounting POS ...
Overbuilt capacity Pricing uncertainty Equity challenged Weak demand
3rd Party Golfer Course
Airlines $130B
Airlines 65% Booked online
Tee Times 11%
Airlines 65% Booked online 11%
Move the adoption rate 65% 11%
Internet Distribution Plan 1 Got website? Tee times online 3rd party distribution source Build database of golfers and market to them
Revenue Management Strategy 2 Know your market Know your cost structure Use pricing tools to manage inventory Market, market, market