Golf Business Monitor

Hedgehog concept in the golf industry

Currently I am studying business process improvement at the University of British Columbia as part of the Web intelligence course (totally online course). One of our text books is Jim Collins' Good to Great book (the other is Business Process Change from Paul Harmon). 

Hereby I would like to share with your my reservations regarding Collins' Hedgehog concept and other theories from the book. Despite of my reservations regarding the theory, I think golf course owners should consider these ideas.

Collins says by placing the emphasis on people before strategy, it allows companies to adapt more easily to change.  In a time when change has never been as lightning fast, this has never been as important as it is today.  Second, if you make sure you have the right people on the bus in the first place, many human resource problems simply fade away. 

My questions:

• How do you know who has the right character attributes?  Collins does not give an answer to this, but with the use of technologies based on the Hartman Value Profile and the science of axiology, we can find it out.

• Hire for talent and train for skills: I have a doubt about putting greater weight on character attributes than on specific educational background, practical skills, work experience etc. It is true that you have to find someone with whom you can work easily.

While I phrased these questions, additional qualms came to my mind. How company can avoid to lay off people with right character in recession? How many company can afford to keep their best employees despite of these people's headcount costs....Do we have time and resources to train people for the required skills in every circumstance? My experience is that employers expect from eployees to be disciplined (this merit is mentioned also in Collins' book) and capable to work independently. However this assumes that you have the required knoweldge and experience for your position.

 

Just as a reminder for those who might not read my post on Golf Salary & Benefits in 2010. The study of Colt Mackenzie McNair and Club Managers Association of Europe found that:

• A degree-level education or professional qualification was not a prerequisite of a senior role and only 50% had either of these. Jerry Kilby part time CEO of CMAE says "no such qualifications existed prior to the CMAE launching the European CCM (Certified Club Manager) programme in 2008."
• On average, over 90% of golf clubs perceived a need for training staff. Scandinavian golf courses received much more trainings than their British partners. To the best of my knowledge it is not always the golf course managers decision how much they spend on training, but rather the owners' decision.

As we can see professional knowledge, experience and skills are important. The right character should be found by the Hartman Value Profile and the science of axiology or consider it as a bonus (beyond relevant experience, knowledge and skills).

How to upgrade your Ping putters?

We tend to speak about putting as golf's game within the game. The putting stroke is the least complex of all the ways there are to swing a golf club. It requires no special strength, speed, size or artfulness. Unfortunately, many golfers underestimate due to its simplicity, the importance of a good putting.

It seems to me that Ping Golf is trying line up to its competitors who have already developed some mobile applications (TaylorMade, Puma Golf). Ping Golf's new mobile application iPING is a free app that runs on iPhone, iPods and also on Samsung Galaxy S III. To use the iPING mobile app you have to buy a PING cradle to be able to attach to your putter (+30 USD - cost). I assume you cannot use it on other putters.

As you can see in the photo above, iPING app analyzes your putting consistancy by 3 criteria: tempo, impact angle and stroke type. 

What I am missing from iPING mobile application?

• Not facilitating conversation (aka two way communication).
• They forgot to develop an engagement mechanism that would motivate to frequently use iPING mobile application.

I am not sure that is good to focus on one golf club type (e.g. driver or putter) in a mobile application.

What I liked in iPING mobile application?

It is available for Android and not just for iPhones and iPods. Once you know your stroke type and corresponding shaft label, tapping the “Recommend Putter” tab brings up a list of every current PING putter model that matches your stroke type. It is not clear from the description if you can buy via your mobile a new PING putter or not, but it would be a mutual benefit.

 

 

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Ashworth Golf changes to shorts

Recurrent excuse why people do not want to play golf is the conservative dress code. The regular answer to the accusation is: we are traditionalists. Somewhere this debate reminds me a previous dispute about the belly putters.

It seems to me golf attire in any era reflected the understanding of golf in those days. This is why we want today a more relaxed, easy going golf attire and less formal. Those who support this change can justify it easily. Everyday we are dressed very formally in the office, when we want to have fun it should be lightsome and off-handed. I also support this attitude to the point where it won't change (deviate) totally the essence of golf.

Ashworth Golf now tries to embrace this initiative by his latest "Pants Petition" campaign (#pantspetition). This is little bit interesting from a company who is not famous for modern design, but rather for low-key golf attire. I soon found out that "Pents Petition" campaign is a promotion campaign for Ashworth Golf's Microfiber Mini Check Flat Front Short. We can say many thing about these shorts, but not relaxed.

I have to admit that Ashworth created a quite funny video with Ashworth's brand ambassadors Justin Rose, Justin Leonard, Sean O’Hair, Retief Goosen and Johnson Wagner. Perefectly legitimate why do they want play in shorts instead of trousers:

 

Are you for or against wearing shorts in golf courses? What are your pros and cons?

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Limited issue signature golf shirt from Ashworth

How would you solve turfgrass pest problems?

As I wrote in my previous post, average American mobile user is spending cca. 2 hours 38 minutes on his mobile and tablet on daily basis. Americans are spending twice as much time today with desktop media as they do with mobile. If mobile media will keep on growing in the same pace as in 2012 (+51.9% growth vs 2011) then I can imagine the two could reach parity or tablets and mobiles will gain slight advantage.

 

 
It seems to me, that smartphones became also part of superintendents' everyday life. John Kaminski Ph.D. (Associate Professor, Turfgrass Science at the Penn State University) and his team launched last month a mobile application (Turfpath) to help superintendents' work, namely to be able recognize turfgrass pest problems and come up with a solution.

The superintendent can look up in a photographic images of common turfgrass diseases as well as weed and insect pests as well as information on each a variety of chemical control options for each pest issue. You can also find a map where you can see occurance of turfgrass diseases.

Probably the biggest strength of the mobile application will be the crowdsourcing function. When the application users' number will reach the critical mass users will be able to ask from other superintendents how to solve specific turfgrass disease.

 

It seems to me, that the developers were able to overcome some of the most typical mistakes like:

• not developing two-way communication channels;
• forgetting engagement mechanism;

To my great surprise they chose a smart engagement mechanism: gamification. The more you use the app the more points and badges you will get (see Foursquares' badges). Earn points for reporting pest problems, commenting on others' questions, sharing information on social networks and various other ways.

Unfortunately, I can't rid of my "bad" habit to think about how to sell more or generate more leads. I had no chance to talk with John Kaminski, but they have to think about how to make their application more findable in Google Play and in iTunes.

Finally, I would look for cooperation with Syngenta or Bayer or BASF or others who are concerned with turfgrass diseases. Albeit BASF has just launched a similar, but less sophisticated mobile application with several mobile marketing mistakes.

My idea would be to facilitate online sales via Turfpath by connecting to these companies' webshop. Now as I am writing these senctences, I have to realize that non of these companies have webshop. What an annoyance!!

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Do you want to be Rickie Fowler's new stylist?

Mother's day present from Wilson Staff

I think this is the first time in my life when I hear about Mother's day in relation with golf. Wilson Staff found a very nice concept to help us to praise and to express our honour to our mothers (or any other special woman in our life).

You have to tweet about this lady/mother why is she so special for you. If you want to win you should add to your tweet also this tag: #fgtourtc. If you want to do it on Instagram it is also fine, but don't forget to add there also: #fgtourtc.

The lucky winner will win this bizarre colored, limited edition pink FG Tour TC Wedge. The giveaway will run from May 3^rd until May 10th.

The wedge will be hand stamped with a specialized name or initial at Wilson Golf’s Innovation Center in Chicago, Illinois, according to the winner’s request.

I wish I could ask now Patricia Hanningan what does she think about this pink Wilson Staff wedge.

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We cannot afford to miss the hole

I am sure you are familiar with that feeling when you struggled throught the fairway (let's suppose, you have got a good chance to finish the game under par) and you are standing on the green. Suddenly you feel self-confidence. Although many people can think, if the game went well so far then the putting on the green will be child's play.

If it would be so, then Dr. Joseph Parent would not write another book about putting: How to make every putt.

I was really happy to receive this book's "advanced uncorrected proofs" version yesterday. Thus, I am not able to tell a lot about it (176 pages) yet. I hope I can read it fast and write a review on it, although I am more interested in the business side of the golf industry.

 

Limited issue signature golf shirt from Ashworth

There is a hot debate in these days about golf club dress codes and in general about the style of golf attire. What I see at Ashworth is that they are still designing low-key clothes. As they say "actions should speak louder than clothes". However they should think about how Ashworth can fit to the younger generation's lifestyle.

I have to admit, I am not in favour of very lively and flamboyant colors like some of Puma Golf shirts' colors. Although Ashworth tries to bring modern style to his collection, they are still far from being modern in design.

In the coming days if you are lucky you can get a Fred Couples Signature shirt – 300 individually-numbered pieces designed to commemorate Couples’ induction into the World Golf Hall Of Fame on May 6 at the World Golf Village in St. Augustine, FL. Of course Fred Couples will get the No. 1.

I think they "hit" well the color of the shirt:

Fred Couples in the last 25 years won many leading championships:

• 15 PGA Tours;
• 8 Champions Tour;
• member of 5 Ryder Cup teams and 4 Presidents Cup teams etc..

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Golf challenge day in St Andrews: 50+ miles within a day

In June 4 amateur golfers Graeme Dawson, Gary Davidson, Ally Love and Angus Watson set out to complete each of the 189 golf holes (of 11 golf courses; par of 740, playing time of 22) in and around St Andrews including the infamous Old Course, which hosted The Open on 28 occasions. The game will take place on 20th June 2013.

The Winner who is able to complete the 189 golf holes within 24 hours will be a World Record breaker for the Most Consecutive Different Holes of Golf Played in a day.  

The St Andrews 189-Hole Challenge is about raising money for three fantastic casuses: Cancer Research UK, the Scottish Disability Golf Partnership and HCPT: The Pilgrimage Trust. 

If you wish to support the cause, you can donate here: http://www.charitygiving.co.uk/189holechallenge.

This a good occasion to highlight the usage of crowdfunding for charity. In 2012, one of the most popular objectives of crowdfunding was charity. Here are some popular crowdfunding platforms that specializes in charity:

•  iPledg
• Razoo
• Jumo
• Causes.com
• Crowdrise

 

If something is good, it sells itself!

Adidas Golf has good reason to be happy in these days. Since the foundation of the company in 1999, the first part of 2013 was the highest sales period in the life of adidas Golf.

According to Golf Datatech, adidas Golf became No.2 footwear family (dollar share, on/off course) in the US. The company holds the same position in the UK with 25.6% market share with the new adizero tour leading the field at nearly 13% alone (source Golf Datatech, dollar share, on/off course). In Japan, adidas Golf leads with a 30% market share and adizero tour ranking third among all footwear models.

Today, the most important market for adidas Golf not by chance is Asia (US is only the 2nd most important market). Just like in global economy, China (China's GDP will grow 6-8% vs. UK and US where only 1-2% - according to IMF's forecast regarding 2013) will have decisive role in influencing the future of golf before the end of this decade. We will be less US centered.

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Callaway Golf partners with LinkedIn

So far I have not found reason to write explicitly about Callaway Golf. I "upbraided" Callaway Golf for not exploiting and utilizing social media (e.g. crowdsourcing). Yesterday Callaway Golf launched a social media networking campaign (as a matter of fact a sweepstakes "packed" in LinkedIn: for those who are legally residing and physically located in the US) in partnership with LinkedIn. 

The campaign is based on two obvious facts. We golfers tend to network during our game to develop our businesses. The other fact is LinkedIn is the largest professional network in the world with 200 million+ registered users. Just in the US there are 78 million+ users (=34% of the US online population). US is the largest "LinkedIn country" in the world (#2 - India, #3 - UK).

The original concept is to find 3 other golfers among your LinkedIn and Twitter contacts and submit the group for a chance to win a golf "business" trip that includes a custom club fitting at Callaway's California headquarters and a round of golf (+ you can test the new Callaway golf ball: HEX chrome golf balls). 

My conclusion:

Connected consumer can be a formidable foe or ally. A proactive investment in positive experience can be an influential consumer marketing and service. To connected consumers experience is everything. Callaway has good chances to win 2 moments of truth: the first moment is when we join the sweepstakes, the second when the winners will fly to Callaway's California headquarters.

A good start to catch up to TaylorMade who is quite strong in social media operations. It is a nice idea, although a little bit one-sided. Callaway Golf definitely will increase its database that will be good for future campaigns. 

I would also think about how business golfers could gain new business partners while playing golf "powered by Callaway". I am sure everybody has acquaintances who we know that they are golfers and we just need a good excuse to contact them.

If you like the idea then you can join here: http://www.callawayhitthelinks.com/. The sweepstakes ends at 11:59 PDT on May 24, 2013.