Page 42 - GBC Fall 2018 Eng

3rd Place Idea
Data Analysis
Sylvain Beaudet (right)
Groupe Beaudet, QC sbeaudet@groupebeaudet.com
Our goal was to attract new rounds to the game that were generated from new golfers, not golfers from our competitors. We wanted to develop a product that was cost effective for golfers who would play 2 to 3 or even 10 rounds per season. We focused on affordability so that it would be an easy decision for golfers to purchase our product, as there would be little risk that they wouldn’t get their money’s worth.
In addition, we needed to accomplish our goal without driving existing members to our new product, as we were seeking new golfers and new revenue.
First and most importantly, we analyzed our data. Our POS and booking system provided us with the speci c information required to execute our plan.
Based on our data, we identi ed the 2:00pm to 4:00pm time slot as one we needed to ll as we only had a 17-21% occupancy rate.
With our goal in mind, we developed a 25 rounds capped membership after 2:00 pm. It is one membership per person for the season, for $225. That’s only $9 per round!
The majority of players who purchased the capped membership played between 10 to 12 times. We sold 912 new memberships and our occupancy rate from 2:00pm to 4:00pm increased from 17-21% to over 82%!
Best of all, we generated $205 000 in new revenue, not taking into account the cart fees. And, they all take carts!
We also succeeded in recruiting new golfers and new revenue, as none of our existing members switched to this product. We know this is accurate, as our data demonstrates that our members play an average of 71 rounds per season.
Our takeaway message is to analyze your data and develop programs for new clients that won’t affect your existing revenues. Data is the key; learn from it, work with it, and create based on it.
42 Golf Business Canada
with Jim thompson
Chris Isaac (left) Product Specialist Turf Equipment and Utility Vehicles, Kubota Canada
Delegates of the 2017 Golf Business Canada Conference & Trade Show exchanged proven revenue boosting or expense management ideas from their facility at the NGCOA Canada Question Period: Great Canadian Idea Fair.
Presented by Kubota Canada, the Great Canadian Idea Fair is one of the most highly regarded and bene cial components of the annual Golf Business Canada Conference & Trade Show.
The 1st place winner was given an opportunity to choose the Kubota tractor, mower, or utility vehicle of their choice. The selected Kubota vehicle will be delivered to the winning club, and will be theirs for one full season. Kubota also provided the top four winners with generous gift baskets.
The top four ideas are presented here in Golf Business Canada magazine.
1st place “Text For Service”: Nevin Dun eld, The Links of GlenEagles, AB
2nd place “Future Star Junior Program”: Lee Tamburano, Canadian G&CC, ON
3rd place “Data Analysis”: Sylvain Beaudet, Groupe Beaudet, QC
4th place “Giant Year End Giveaway”: Paul Kelly, Glendenning Golf, NL