The Pellucid Perspective - September 2019 - 6
REVENUE
GENERATION
TEE SHEET FLUX II
Increasing Revenues is Possible
But are you really willing to do the work?
By Stuart Lindsay
O
ur Apparation Golf partners in the IGDB golf directory
project recently completed their comprehensive look at
"online reservations" vendors. By default, their work also
serves as a "market share" proxy for the various technology platforms. In light of the rumored merger between two of the biggest platforms, the investment of Supreme Golf in ForeUp and
Allegiant Air's announcement that TeeSnap is for sale; it is safe
to predict more changes on the horizon.
Apparation was able to identify about 72% of the roughly
7,300 18 Hole+ facilities using almost 60 different platforms
and literally hundreds of web hosting options (for more information or to order the data & report, contact Mike at
mike.dickoff@apparationllc.com). Even though those are
daunting numbers and indicate major integration issues; the
Top 8 Tee Sheet/POS/Online Reservation platforms control
92% of the identified market. There is similar "major" vendor
concentration in the web hosting space as well; but the lines
are a lot more blurry with many vendors crossing over into web
hosting combined with mobile app development and other
marketing assistance programs.
The IGDB project also identified some major shifts in market share among the Top 8 - there have been apparent winners
and losers. The data indicates that about 43% of the courses offering internet reservations have switched Tee Time platforms
since 2015. Platform changes usually involve the loss of true
customer history and other transactional data that are critical to
comparative reporting and other analytics. While the transactions and developments outlined above should indicate better
platform integration; we would suggest integration and good use
of customer data analytics will actually become more difficult as
the vendors try to protect their respective shares of the market.
An example is the good program suggested by major web
hosting vendor 1-2-1 Marketing which recently listing "defector
communication" as the first among 5 alternative ways to improve
revenues beyond basic email and social media programs. Pellucid
and Edgehill introduced the defector term into golf lexicon with
our first Customer Franchise Analysis in 2003 - it sounded better than deserter. Besides, as a former Marine officer, Jim Koppenhaver reminded me that deserters are usually shot when they
are captured (unless you are Bo Bergdahl) and we were creating
The data
indicates that
about 43% of
the courses
offering internet
reservations have
switched Tee
Time platforms
since 2015.
6 The Pellucid PersPecTive
September 2019
The Pellucid Perspective - September 2019
Table of Contents for the Digital Edition of The Pellucid Perspective - September 2019
TOC
Is “fun” golf ’s most compelling card?
Technology helps, but you still have to invest effort
Duluth accepts “demand begets supply” reality
August delivers a slight downer
Utilization holding its own in sideways weather
Tampa dodges Dorian, market challenges persist
Grim reaper claims four GolfNow courses
The Pellucid Perspective - September 2019 - TOC
The Pellucid Perspective - September 2019 - Is “fun” golf ’s most compelling card?
The Pellucid Perspective - September 2019 - 3
The Pellucid Perspective - September 2019 - 4
The Pellucid Perspective - September 2019 - 5
The Pellucid Perspective - September 2019 - Technology helps, but you still have to invest effort
The Pellucid Perspective - September 2019 - 7
The Pellucid Perspective - September 2019 - Duluth accepts “demand begets supply” reality
The Pellucid Perspective - September 2019 - 9
The Pellucid Perspective - September 2019 - August delivers a slight downer
The Pellucid Perspective - September 2019 - 11
The Pellucid Perspective - September 2019 - Utilization holding its own in sideways weather
The Pellucid Perspective - September 2019 - 13
The Pellucid Perspective - September 2019 - Tampa dodges Dorian, market challenges persist
The Pellucid Perspective - September 2019 - 15
The Pellucid Perspective - September 2019 - Grim reaper claims four GolfNow courses
The Pellucid Perspective - September 2019 - 17
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