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

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. P O W E R I N N U M B E R S
#powerinnumbers