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How ORCA helps a golf course manage 3rd parties

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How to use The ORCA Report to calculate the opportunity cost of barter and better manage the trade relationship between you and your 3rd Party Marketing & Technology Partner

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How ORCA helps a golf course manage 3rd parties

  1. 1. Barter How to use The ORCA Report to calculate the opportunity cost of barter and better manage the trade relationship between you and your 3rd Party Marketing & Technology Partner
  2. 2. P O W E R I N N U M B E R S (Only) Eight Things • Know your Channel Distribution • Know where the barter is being booked • Know the Opportunity Cost calculation • Know where the GolfNow paid rounds are being booked • Know the price differential between GolfNow and ARPR • Know how many rounds are booked via Call Center • Know which Rate Categories are using Call Center • Don’t be afraid to let them know you know
  3. 3. P O W E R I N N U M B E R S Channel Distribution • Channel Distribution is tracked inside ORCA based on the reporting available from your electronic tee sheet and the way it is set up for your instance. The major channels:  Golf Shop – Rounds booked via the golf shop  Call Center – Rounds booked via your call center (if you use one)  GC Website – Rounds booked electronically from your website  GC Mobile – Rounds booked electronically from your mobile app  3P Website – Rounds booked electronically from 3rd Party  3P Mobile – Rounds booked electronically from 3rd Party mobile app  3P Wholesale – Rounds booked electronically from Wholesaler
  4. 4. P O W E R I N N U M B E R S -Rnds % Golf Shop 2,466 62% Call Center 659 17% Barter 382 10% GC Website 245 6% 3P Website 173 4% 3P Wholesale 53 1% GC Mobile 2 0% Grand Total 3,980 100% ‘Your Golf Course’ • Golf Shop 59% • GC Website 15% • 3P Website 8% • Call Center 7% • GolfNow Barter 2% • GC Mobile 2% • EZLinks Barter 1% • Everything Else 6% ORCA Network Distribution How does your golf course compare to others on the ORCA Platform?
  5. 5. P O W E R I N N U M B E R S Barter GolfNow Barter Rounds Mon Tue Wed Thu Fri Sat Sun Grand Total 10 AM 0.0% 0.6% 0.0% 0.6% 0.0% 0.0% 0.0% 1.2% 11 AM 4.0% 4.0% 4.6% 1.9% 6.2% 4.6% 1.2% 26.5% 12 PM 3.7% 4.6% 4.9% 4.3% 6.2% 7.1% 6.5% 37.3% 1 PM 4.6% 4.9% 4.9% 3.7% 4.6% 6.5% 3.7% 33.0% 2 PM 1.2% 0.0% 0.0% 0.6% 0.0% 0.0% 0.0% 1.9% Grand Total 13.6% 14.2% 14.5% 11.1% 17.0% 18.2% 11.4% 100.0% Be aware of where the barter rounds are being booked on your tee sheet. Are they according to your agreement? ORCA has caused courses to change the time of the barter round thus saving money by putting the barter round in an area of the tee sheet with less occupancy.
  6. 6. P O W E R I N N U M B E R S Barter Opportunity Cost -Est. Rev ORCA calculates the average rate for all paid rounds in each day/daypart where a barter round is sold and individually applies that rate to each barter round. %OCC ORCA also individually calculates the occupancy % for each day and daypart where a barter round is sold. (Est. Rev * % OCC = Opportunity Cost) -Rnds -ARPR -Est. Rev % OCC Opportunity Cost Barter-EZCC 3 $81.16 $243 19.6% $48 Barter-EZWS 55 $99.88 $5,493 36.9% $2,027 Barter-GN 319 $90.67 $28,924 27.6% $7,983 377 $91.94 $34,661 $10,058 CURRENT MONTH BARTER OPPY. COST Opportunity Cost Estimated revenue multiplied by %OCC = Opportunity Cost
  7. 7. P O W E R I N N U M B E R S GolfNow Paid Rounds Make sure you know what days and daypart your marketing partner is filling GolfNow Paid Rounds Mon Tue Wed Thu Fri Sat Sun Grand Total 6 AM 0.0% 0.0% 0.0% 1.4% 0.0% 1.4% 0.0% 2.9% 7 AM 2.9% 1.4% 0.0% 0.0% 3.6% 1.4% 2.2% 11.5% 8 AM 2.9% 0.0% 0.0% 2.2% 4.3% 5.8% 2.9% 18.0% 9 AM 1.4% 0.0% 0.0% 0.0% 4.3% 2.9% 0.0% 8.6% 10 AM 0.0% 4.3% 0.0% 6.5% 5.0% 1.4% 0.0% 17.3% 11 AM 0.0% 2.2% 0.0% 0.0% 1.4% 0.0% 0.0% 3.6% 12 PM 0.0% 0.0% 2.9% 0.0% 4.3% 0.0% 0.0% 7.2% 1 PM 2.9% 0.0% 0.0% 0.0% 0.0% 2.9% 0.0% 5.8% 2 PM 8.6% 2.9% 5.0% 2.9% 0.0% 0.0% 0.0% 19.4% 3 PM 0.0% 0.0% 0.0% 1.4% 0.0% 0.0% 0.0% 1.4% 4 PM 0.0% 0.0% 2.9% 0.0% 1.4% 0.0% 0.0% 4.3% Grand Total 18.7% 10.8% 10.8% 14.4% 24.5% 15.8% 5.0% 100.0%
  8. 8. P O W E R I N N U M B E R S GolfNow Paid Rounds Average Rate for GolfNow.com paid rounds Average Rate for GolfNow Paid Rounds Mon Tue Wed Thu Fri Sat Sun Grand Total 6 AM $62.50 $62.50 $62.50 7 AM $24.75 $49.50 $44.80 $89.00 $33.00 $43.69 8 AM $39.75 $74.67 $47.83 $42.13 $64.50 $50.60 9 AM $64.50 $49.67 $32.25 $46.33 10 AM $33.00 $45.11 $38.14 $89.00 $43.71 11 AM $45.00 $54.50 $48.80 12 PM $32.25 $49.50 $42.60 1 PM $32.25 $27.25 $29.75 2 PM $34.50 $17.25 $29.57 $29.63 $29.94 3 PM $69.00 $69.00 4 PM $14.75 $44.50 $24.67 Grand Total $35.77 $33.40 $26.33 $50.58 $46.21 $48.00 $51.00 $41.88
  9. 9. P O W E R I N N U M B E R S GolfNow Paid Rounds Do these rates differentials work for you? Are they adding revenue or are they siphoning off precious dollars? Differential between GolfNow Average Rate and All Paid Average Rate (GolfNow Lower) Mon Tue Wed Thu Fri Sat Sun 6 AM $22.30 $4.86 7 AM -$22.07 -$0.73 -$1.60 $43.78 -$14.37 8 AM -$1.20 $23.25 $9.28 $2.80 $24.04 9 AM $32.29 $5.22 -$15.26 10 AM -$29.65 -$17.12 -$6.96 $48.76 11 AM $9.96 $4.81 12 PM -$3.91 $4.87 1 PM -$10.46 -$3.10 2 PM -$6.23 -$18.91 -$6.30 -$13.35 3 PM $41.32 4 PM -$14.14 $19.43 5 PM $13.64 $9.80 -$13.00 $26.83 $18.37 $18.50 $51.00
  10. 10. P O W E R I N N U M B E R S Call Center Rounds How many barter rounds are being given up for call center services? And are those services working for you?
  11. 11. P O W E R I N N U M B E R S Call Center Rounds What fee categories are taking advantage of the call center? Is it paying off for you? Rounds Ave. Rate Public 321 $52.30 Promo 283 $47.45 Member 27 $1.85 Comp 23 $0.00 Group 5 $49.50 Grand Total 659 $46.31
  12. 12. P O W E R I N N U M B E R S When you burn the fog away from your marketing & technology partners results you have the power to manage them and improve your return on investment.
  13. 13. P O W E R I N N U M B E R S #powerinnumbers

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