The Pellucid Perspective - October 2017 - 5

that while monthly, automatic electronic transfer is the utopian
state, any combination of that via some reasonable number of
providers (led most likely by the more recent entrants and their
native cloud-based platforms like Chronogolf and foreUP! etc.)
and manual entry for the rest in a portal-based secure form environment would provide every willing facility participant a seat at
the benchmarking table.
On the pricing front, we're going to get a very quick education
here on the utilization, level of detail and value associated with
benchmarking information by the golf course owners/operators.
The pricing framework for the ORCA reports comes in three
varieties and a relatively limited assortment of payment options:
* Level I - free (They're trying the freemium model which
has had mixed results in other industries but it's not an
unrealistic "bridge" from the low hurdle set by PerformanceTrak (subsidized) to establishing some economic
value for building, maintaining and improving a better
system).
* Level II - $99 per month, billed annually (it doesn't specifically say on the pricing sheets but were I a betting man,
I'd place big money on "in advance" here; this translates to
$1,188 for those who are more interested in TCO - total
cost of ownership). This will definitely test the emotional
threshold price point of >$1K annually which Pellucid
has historically found to be a challenge for the "average
facility."
* Level III - $149 per month, billed annually (or $1,788
TCO). To be fair, there's an amazing amount of information offered monthly in this tier but I'll be watching
with interest and envy if they're able to pull this off in
any quantity. If they're successful, ORCA's legacy to the
industry will be they were the Callaway Big Bertha of
information; they sold more information at higher prices
than anyone had ever previously done or imagined
Pricing is also where the NGCOA and state GCOA affiliations come into play. Most are structured the same basic way:
* 50% discount on Level II (i.e. becomes $49/month, billed
annually or TCO of $588, likely in advance)
* 30% discount on Level III (i.e. becomes $99/month,
billed annually or TCO of $1,188, another way to look
at it is your membership gives you basically a one-level
upgrade vs. non-members if you want the "premium experience")
* In addition, ORCA subscribers who are non-GCOA affiliates get a free one-year membership (good trial program bounceback for the Associations)
* Finally, the NGCOA as part of the deal gets exclusive
rights to the aggregated data for reporting and publication purposes
In summary, ORCA gets a new, potentially sizeable and national distribution channel through the NGCOA partnership
as well as validation to go sell the other state associations on
their product and participation. The NGCOA gets a member
benefit, tangibly supports the industry owner/operator challenge of making more informed decisions and will be the communication vehicle for whatever truths and insights fall out of
www.PellucidCorp.com

the ORCA system as it develops. (Don't look for national numbers anytime soon though if the PerformanceTrak ramp-up is
our guide). As an analyst and someone who has an informed
opinion on this capability and the art-of-the-possible, there
are a number of elements which either aren't transparent or are
lacking in the 1.0 version of ORCA. Given that Rome wasn't
built in a day, I'll suspend constructive criticism on those elements to see how it develops and whether the product development plans start picking them off one-by-one or whether the
strategy is to build distribution with the sub-optimal features
and then improve the quality and accuracy of the figures and insights. The encouraging news at the current moment is that we
at least once again have a path to some performance visibility
that disappeared when the PGA abandoned the fight, coupled
with some industry association validation behind it with the
NGCOA partnership commitment. Now the vote moves to the
"people" regarding whether they'll participate and what value
they place on "knowing" vs. "feeling." Like any start-up business plan, the only thing certain is that the business model will
definitely not look the same a year from now as it does today.
n
That's what makes this stuff fun and interesting...

"Clear
Solutions
to Golf 's
Business
Issues"

Visit our website and register for more information
and free sample reports at www.pellucidcorp.com.
Or, contact Jim Koppenhaver to discuss your unique
needs at jimk@pellucidcorp.com or 847.808.7651

The Pellucid PersPecTive

5


http://www.pellucidcorp.com http://www.PellucidcorP.com

Table of Contents for the Digital Edition of The Pellucid Perspective - October 2017

TOC
NGCOA casts its benchmarking lot with ORCA
The NGCOA Technology Conference: A long time coming, but worth the wait
City nixes TopGolf deal in surprise move
Credit Management a “hot” topic? Acushnet playing tough?
September golf weather impact: Flat for month, flat for year
Like the Sox, Boston course owners need better pitching
Improving, or approving, one’s lie
The Pellucid Perspective - October 2017 - TOC
The Pellucid Perspective - October 2017 - NGCOA casts its benchmarking lot with ORCA
The Pellucid Perspective - October 2017 - 3
The Pellucid Perspective - October 2017 - 4
The Pellucid Perspective - October 2017 - 5
The Pellucid Perspective - October 2017 - The NGCOA Technology Conference: A long time coming, but worth the wait
The Pellucid Perspective - October 2017 - 7
The Pellucid Perspective - October 2017 - City nixes TopGolf deal in surprise move
The Pellucid Perspective - October 2017 - 9
The Pellucid Perspective - October 2017 - Credit Management a “hot” topic? Acushnet playing tough?
The Pellucid Perspective - October 2017 - September golf weather impact: Flat for month, flat for year
The Pellucid Perspective - October 2017 - 12
The Pellucid Perspective - October 2017 - 13
The Pellucid Perspective - October 2017 - Like the Sox, Boston course owners need better pitching
The Pellucid Perspective - October 2017 - 15
The Pellucid Perspective - October 2017 - 16
The Pellucid Perspective - October 2017 - Improving, or approving, one’s lie
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