What if a golf course… …  would be run like an airline? Roy Scheerder VP Marketing KLM An analysis on golf course commerci...
KLM First Half Year Results  dd-mm-2008 Name of presentation - Version 1.01 Passenger Cargo Maintenance Other  Total H1 20...
KLM and Golf dd-mm-2008 Name of presentation - Version 1.01
What if... <ul><li>... a golf course would be run as an airline? </li></ul><ul><li>Open from 08:00 AM till 18:00 PM </li><...
My Golf Course: KLM Glasgow G&C Club dd-mm-2008 Name of presentation - Version 1.01
Commercial approach <ul><li>Targetting </li></ul><ul><li>Offering </li></ul><ul><li>Pricing </li></ul><ul><li>Availability...
The targetted consumer dd-mm-2008 Name of presentation - Version 1.01 “ I would like to play golf without hassle in the li...
Offering dd-mm-2008 Name of presentation - Version 1.01 <ul><li>Access to Golf Course </li></ul><ul><li>Up to Four in a Fl...
Pricing <ul><li>Per offering different fares </li></ul><ul><ul><li>8 Fares for Economy Tee Time </li></ul></ul><ul><ul><li...
Fare Grid <ul><li>Business Tee Time </li></ul><ul><ul><li>J  SH 250 LH 490  – Last Sellable Tee Time </li></ul></ul><ul><u...
Availability <ul><li>“ Sell on any day maximum of 20 lowest class tee times” </li></ul><ul><li>“ Reserve on any day always...
Availability Grid <ul><li>Business Tee Time </li></ul><ul><ul><li>J JUN1 2 </li></ul></ul><ul><ul><li>C JUN1 2 </li></ul><...
Distribution dd-mm-2008 Name of presentation - Version 1.01
dd-mm-2008 Name of presentation - Version 1.01
dd-mm-2008 Name of presentation - Version 1.01
dd-mm-2008 Name of presentation - Version 1.01
Marketing dd-mm-2008 Name of presentation - Version 1.01
Check In dd-mm-2008 Name of presentation - Version 1.01
Why didn’t it work out? <ul><li>The consumer is not interested in just my offer </li></ul><ul><li>Loyalty does not work as...
Alliances dd-mm-2008 Name of presentation - Version 1.01
Conclusion <ul><li>Rethink your value proposition </li></ul><ul><li>Redesign your business processes </li></ul><ul><li>Act...
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Run a golf course like an airline

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What if a golf course would be run like an airline? What does it do to the profitability of the golf course?

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  • Check In Don’t waste consumer time, why check in? Go online and check in for your tee time (or via Kiosk at parking) Select a tee time in a range of half an hour Download caddy book to iPhone Score card is online Get barcode for caddy master [eBP and Kiosk image]
  • Run a golf course like an airline

    1. 1. What if a golf course… … would be run like an airline? Roy Scheerder VP Marketing KLM An analysis on golf course commercial exploitation Amsterdam, 3 December 09
    2. 2. KLM First Half Year Results dd-mm-2008 Name of presentation - Version 1.01 Passenger Cargo Maintenance Other Total H1 2008-09* H1 2009-10 26 38 68 -344 473 -353 86 55 592 -543
    3. 3. KLM and Golf dd-mm-2008 Name of presentation - Version 1.01
    4. 4. What if... <ul><li>... a golf course would be run as an airline? </li></ul><ul><li>Open from 08:00 AM till 18:00 PM </li></ul><ul><li>4 Tee Times per 10 minutes = 170.000 TT /year </li></ul><ul><li>Load Factor at 84% = 143.000 TT sold </li></ul><ul><li>Average price per 9 holes = 30 EUR </li></ul><ul><li>Year Revenue = 4,3M </li></ul>dd-mm-2008 Name of presentation - Version 1.01
    5. 5. My Golf Course: KLM Glasgow G&C Club dd-mm-2008 Name of presentation - Version 1.01
    6. 6. Commercial approach <ul><li>Targetting </li></ul><ul><li>Offering </li></ul><ul><li>Pricing </li></ul><ul><li>Availability </li></ul><ul><li>Distribution </li></ul><ul><li>Marketing </li></ul><ul><li>Check In </li></ul>dd-mm-2008 Name of presentation - Version 1.01
    7. 7. The targetted consumer dd-mm-2008 Name of presentation - Version 1.01 “ I would like to play golf without hassle in the limited time that I have left”
    8. 8. Offering dd-mm-2008 Name of presentation - Version 1.01 <ul><li>Access to Golf Course </li></ul><ul><li>Up to Four in a Flight </li></ul><ul><li>Only Walking </li></ul><ul><li>Own Catering </li></ul><ul><li>Own Golf Balls </li></ul>Economy Tee Time <ul><li>Access to Golf Course </li></ul><ul><li>Up to Two in a Flight </li></ul><ul><li>Catering Package </li></ul><ul><li>Golf Package </li></ul><ul><li>Car Pickup and Return </li></ul>Business Tee Time
    9. 9. Pricing <ul><li>Per offering different fares </li></ul><ul><ul><li>8 Fares for Economy Tee Time </li></ul></ul><ul><ul><li>3 Fares for Business Tee Time </li></ul></ul><ul><li>Fare Conditions </li></ul><ul><ul><li>Advanced Purcharge </li></ul></ul><ul><ul><li>Flexibility to change, cancel and refund </li></ul></ul><ul><ul><li>Discounting per consumer type </li></ul></ul><ul><li>Corporate Policy </li></ul><ul><ul><li>Volume discount </li></ul></ul><ul><ul><li>Market share discount </li></ul></ul><ul><ul><li>Only higher fares discounted </li></ul></ul>dd-mm-2008 Name of presentation - Version 1.01
    10. 10. Fare Grid <ul><li>Business Tee Time </li></ul><ul><ul><li>J SH 250 LH 490 – Last Sellable Tee Time </li></ul></ul><ul><ul><li>C SH 200 LH 390 – Full Flexible, AP 0 </li></ul></ul><ul><ul><li>Z SH 100 LH 190 – Flex at a Fee, Promotion only </li></ul></ul><ul><li>Economy Tee Time </li></ul><ul><ul><li>X SH 125 LH 240 – Last Sellable Tee Time </li></ul></ul><ul><ul><li>S SH 110 LH 210 – Full Flexible, AP 0 </li></ul></ul><ul><ul><li>B SH 100 LH 190 – Full Flexible, AP 1 </li></ul></ul><ul><ul><li>K SH 90 LH 170 – Flexible at a Fee, AP 1 </li></ul></ul><ul><ul><li>M SH 80 LH 150 – Flexible at a Fee, AP 2 </li></ul></ul><ul><ul><li>L SH 70 LH 130 – Flexible at a Fee, AP 7 </li></ul></ul><ul><ul><li>N SH 35 LH 60 – Non flexible, AP 7 </li></ul></ul><ul><ul><li>V SH 20 LH 35 – Non flexible, Promotion only </li></ul></ul>dd-mm-2008 Name of presentation - Version 1.01
    11. 11. Availability <ul><li>“ Sell on any day maximum of 20 lowest class tee times” </li></ul><ul><li>“ Reserve on any day always 10 tee times for [last tee time sold]” </li></ul><ul><li>“ Close lowest classes on peak days” </li></ul><ul><li>“ Open Promotion classes for low load periods” </li></ul><ul><li>Price * Availability = Quote To Consumer </li></ul>dd-mm-2008 Name of presentation - Version 1.01
    12. 12. Availability Grid <ul><li>Business Tee Time </li></ul><ul><ul><li>J JUN1 2 </li></ul></ul><ul><ul><li>C JUN1 2 </li></ul></ul><ul><ul><li>Z JUN1 6 </li></ul></ul><ul><li>Economy Tee Time </li></ul><ul><ul><li>X JUN1 10 </li></ul></ul><ul><ul><li>S JUN1 10 </li></ul></ul><ul><ul><li>B JUN1 6 </li></ul></ul><ul><ul><li>K JUN1 8 </li></ul></ul><ul><ul><li>M JUN1 20 </li></ul></ul><ul><ul><li>L JUN1 20 </li></ul></ul><ul><ul><li>N JUN1 16 </li></ul></ul><ul><ul><li>V JUN1 0 </li></ul></ul>dd-mm-2008 Name of presentation - Version 1.01
    13. 13. Distribution dd-mm-2008 Name of presentation - Version 1.01
    14. 14. dd-mm-2008 Name of presentation - Version 1.01
    15. 15. dd-mm-2008 Name of presentation - Version 1.01
    16. 16. dd-mm-2008 Name of presentation - Version 1.01
    17. 17. Marketing dd-mm-2008 Name of presentation - Version 1.01
    18. 18. Check In dd-mm-2008 Name of presentation - Version 1.01
    19. 19. Why didn’t it work out? <ul><li>The consumer is not interested in just my offer </li></ul><ul><li>Loyalty does not work as he is only on my course once or twice per year </li></ul><ul><li>Traffic to my site is too limited as nobody knows my site </li></ul><ul><li>The marging per customer is too low to be profitable </li></ul><ul><li>Costs are too high to develop and maintain the sophisticated processes of an airline on my own ... </li></ul>dd-mm-2008 Name of presentation - Version 1.01
    20. 20. Alliances dd-mm-2008 Name of presentation - Version 1.01
    21. 21. Conclusion <ul><li>Rethink your value proposition </li></ul><ul><li>Redesign your business processes </li></ul><ul><li>Act as an industry not as competitors </li></ul><ul><li>Be swift or some one else will do it in the value chain... </li></ul>dd-mm-2008 Name of presentation - Version 1.01

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