The Pellucid Perspective - January 2016 - (Page 8)
Golf course
maintenance
One-year anniversary of revolutionary
course management technology product
By Jim Dunlap
n
ext month's Golf Industry Show will mark the one-year
anniversary of the introduction of the OnGolf products
and services to the golf industry. By most standards,
and particularly those applied to advanced technology in the
golf business, it's been a productive 12 months. The company's
cloud-based golf course maintenance and management system
has attracted such prestigious courses as Medinah CC, Desert Mountain, The Riviera CC, The Philadelphia Cricket Club
and others, where the company says it
has already identified over $700,000 in
maintenance and operation savings for its
customers.
The OnGolf system has the capability
to provide real-time tracking for a wide
variety of golf course maintenance and
operations functions, ranging from irrigation and water usage to chemical consumption, labor costs, waste and energy
management, course health and playing conditions, golf cart management,
weather alerts and reports, daily labor and
project schedules and more. Superintendents can instantaneously access or enter
data in real-time, and since the system is
cloud-based, multi-course operators can
review up to the minute data from multiple properties at any time.
"We came into the industry at a time
when there has been and continues to be
a considerable amount of economic stress in the industry," said
CEO and founder Walt Norley. "Costs have continued to climb
for things like chemicals, Obamacare with anyone working over
30 hours required to have health care and other budget items.
Declining revenues and increased costs have created serious
challenges. We saw what this technology has done for a much
larger marketplace in the agriculture industry, and wanted to
introduce it to the golf industry."
For Norley, who purchased the rights to the non-farm technology from OnFarm and founded the company, it was a return
to the golf industry. Norley had previously founded and run
UgMO Technologies (Advanced Sensor Technologies) from
2002-2010, a wireless soil management system for golf courses
and later the residential market, until selling the company and
leaving the golf industry until returning with OnGolf last year.
Through his involvement with the IBM Smarter Cities Advisory Board and other related ventures, Norley was introduced to
the technology developed by OnFarm to help farmers manage
8 The Pellucid PersPecTive
their agricultural operations. Convinced that the technology
could be used to help superintendents and golf course operators
manage their businesses, Norley purchased the rights to use the
technology for non-farm applications and OnGolf was born.
"We refer to it as 'Moneyball Golf,'" Norley said, referring to
the statistical and analytics revolution introduced to major league
baseball by Oakland A's GM Billy Beane as a more scientific way
to evaluate player talent and compute a player's true value to the
team. "Previously, golf course superintendents have had to make a lot of critical decisions based on instinct, experience and
feel. Some were able to marry that art to
the highest level and do a great job, but
many of them were forced to basically
guess. With this technology, they have
instant access to numbers, data and facts."
Norley said the OnGolf systems are
adaptable to any product or technology
currently in use in the marketplace and
can integrate seamlessly with whatever a
superintendent is using or wants to employ. He said the company also takes "an
umbrella approach," taking on as much of
the operations management function as
the client wants, such as the relationship
with vendors including invoice managenorley
ment.
The cost of OnGolf 's services is surprisingly affordable given the level of
technology involved. Norley said that a single course subscription to the service for one year is $5,499 plus a one-time $500
implementation fee, which Norley said is around 1 percent of a
typical annual maintenance budget. Multi-course pricing comes
with a 20% volume discount.
If the annual fee sounds lower than one might expect, one
reason may be that Norley has set the bar pretty high for 2016
and the rest of the next five years. If the yearly fee seems low, he
plans to make it up in volume.
"We hope to have 200-250 client courses by the end of the
year," said the former U. of Georgia quarterback, "and by the
end of the next five years to get to around 15 percent market
penetration." One way Norley hopes to jumpstart the pursuit of
those goals is to make multi-course sales via some of the country's major multi-course owners and operators.
The goals may be ambitious, but people who have followed
Norley's various career endeavors are probably not likely to bet
against him.
n
January 2016
Table of Contents for the Digital Edition of The Pellucid Perspective - January 2016
TOC
2015 industry tale of the tape: What will the numbers tell us?
Uneven lies in search of a level playing field
Courses denied tax deduction for conservation easements
One-year anniversary of revolutionary course management technology product
December golf weather impact: Near-record for much of Northern US!
Chicago: Bull-ish on supply, Bear-ish on demand
Braving the third party tee time wilderness
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