mike loustalot. multi-channel distribution, revenue management and customer-centric pricing in the...
TRANSCRIPT
Mike Loustalot
Multi-Channel Distribution, Revenue Management and Customer-Centric Pricing
in the 21st Century Golf Business Model
the right pricethe right time
the right channelthe right customer
Supply
Demand
The Future
Golfer Course
Golfer Course
3rd Party Marketer
Launched in 2001
Acquired by Golf Channel in 2008
60 markets • 2,500 courses 750m active bookers
82mm HH • 15mm viewersleading brand in golf
demanddemand
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
supplysupply
the operator
Single facility 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 email Pricing
wizard Revenue growth
Marketing services
...
Electronic tee sheets
Website and email Pricing
wizard Revenue growth
Marketing services
...
Overbuilt capacityOverbuilt capacity
Equity challenged
Equity challenged
Pricing uncertainty
Pricing uncertainty
Weak demand
Weak demand
Golfer Course
3rd Party
AirlinesAirlines
$130B$130B
AirlinesAirlines
65%65%Booked onlineBooked online
11%11%Tee TimesTee Times
AirlinesAirlines
65%65%11%11%
Booked onlineBooked online
our challenge?our challenge?
11%
65%
Move the adoption rateMove the adoption rate
Mike’s crystal ball
it’s happened it’s happened everywhere elseeverywhere else
it’s inevitableit’s inevitable
what to do?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