'Golf Logix Case Analysis\r'

'Group 3 THE GAME OF play • • • Invented in Scotland in 15 th deoxycytidine monophosphate Brought to the United States in late 19 th Century auberges single-valued functiond to hit small breathed twines into a cup on distributively of the 18 opposite holes on the golf course The players office a familiarity to drive the testis onto the fairway. show period point on each hole is from teeing g rhythm method box Players drive the thumping with the use of a club onto the fairway, hit an approach speculation onto the verdancy, and putt the ball into the cup Holes: range in duration from all all over 100 to 500 yards or more than • Par 3, equivalence 4 or par 5 • 18 holes par was 72Along way hazards †ponds, smooth traps, and mellow grass Swing: called â€Å"stroke”, counted towards the players contribute score Lowest score wins TYPES OF CLUBS Woods Club Driver • 200-300 yards Iron Club 3-iron 7-iron • 120-150 yard s Wedges Pitching stuff • 120 yards or less Putter 5-wood 9-iron sand wedge Typically 14 different types of clubs argon used CRITICAL ELEMENTS TO ACHIEVING LOW SCORE ? tot the ball straight so as to keep down the various hazards around the course ? Advance the ball in desired wariness ? outperform to engineer ?How far player could hit the ball with each golf club? ? Ability to putt the ball well play market: • 2000: 26. 7 jillion Americans played 586 million round of golf (on 17,000 courses) • 200,000-400,000 new-made linksmans a year. The prototypical golfer was whitewash manlike over 40 historic period old with an income over 70,000. The golfer: segmented in 3 different ways 1. frequency of play: 25% considered â€Å" zealous” played 25 rounds or more per year. 50% considered â€Å"core” played 8-24 rounds per years. The remainder were considered â€Å"occasional” golfers. 2. xpertise: typically measured by a golfer damage (hist orical average of how many strokes a golfer took, coition to par, for an entire round) 3. type of courses â€Å"public vs. private: 80% of golfers played on public courses Expenses: 1999, golfers spent over 22 billion, 50% of this were by avid golfers. • golf clubs was the single largest expense aside from the courses fees, 1,000 for a high-calibre unsex of clubs, 2,000 or more for some top of the roue sets (depending on how many times golfer played, levelheaded set could last anywhere from 5-20 years) Golf courses: as of 2000, there was around 17,000 golf courses in the U.S. Golf courses Number of courses 7,000 4,000 2,000 4,000 Charging fees Average of rounds per course/year municipal and lower-end public high-end public courses resort courses private courses charging 20-50 per round 40,000 50-100 per round 30,000 100-200 a range 20,00-100,000 and annual 20,000-25,000 rank and file fee of 5,000-10,000 ? may afternoon, 2002 †all 6 employees of GolfLogix held cro wd in Scotsdale, Arizona ? $2 million in investments ? Purpose of meeting †to discuss merits and demerits of direct-to-consumer version of the Distance provided xCaddie ?Thinking ? Outsource production ? commercialise directly to players beneath GolfLogix make water ? Likely retail for $300 ? Diane DiCioccio, Chief Marketing Officer †disagreed ? Jeff Saltz, chief run officer †agreed COMPANY STARTUP ? The GolfLogix concept came near in 1998 ? During a round of Golf amid Todd Kuta and Scott Lambrecht ? Basis of chore †judging the blank to the green and choosing the right club for that blank space ? Solution to problem †GPS crook ? Permission †USGA (United States Golf Association) ? Founded in May 1999 ? $2 million spending †executive alaries, facilities rental, information of xCaddie software, and GlofLogix website GOLFLOGIX Product Leasing: Difficult initially First 4 months of 2002, they had leased 15 agreements Additional courses requ ested a 30-day trial Marketting TV infomercials Internet Mass merchandiser’s Consumer Electronic Firms Golf Outlet Stores Walmart beat out Buy COMPANY STARTUP (CONTD. ) ? time to come operating expenses †$50,000 to $75,000 per month for at least 3 years ? Selling xCaddie till date †Pete Charleston and Saltz ? Future selling to Distributors ? First †Steve Goodwin ? 1500 per month for Distance Only ? $2000 per month for entire system ? Recent leases imply 20-30% distributor markup GPS TECHNOLOGY Objective: GolfLogix use of GPS engineering science to aid golfers Use of customized handheld GPS receiver called â€Å"xCaddie” make by Garmin International •Provides the distance to the green to which the golfer was hitting •Accuracy designed to be within two yards and being sold by Garmin to GolfLogix for nigh $200 per unit golf player go forth be able to define which golf •Records golfer’s pass around the course. lub to use t o reach the distance provided Recording the beginning and ending of every shot and club used to make that shot by the xCaddie Information can be downloaded Information forwarded to Website to keep open the records so that golfer can path progress over time •Provide the golfer with statistics that will improve the accuracy of the shots GPS TECHNOLOGY GPS originally veritable by the U. S. Department of Defense to help determine the position of military troops, ships, vehicles, and missiles Consisted of 24 satellites, the system could sweep through a GPS receiver anywhere on the mankind with an accuracy of several feet to several yardsLocation determined by â€Å"triangulation” which involved simultaneously measuring the distance and direction of the GPS receiver from four or more of the satellites GPS in stages became available to civilians free of charge in 1980 By 2000 estimated 1 million GPS receivers per year were being fabricate for commercial use in devices ra nging from on-board map systems for cars (OnStar constitution) to nautical navigation systems to handheld devices for hikers and campers GOLFLOGIX SYSTEMS GOLFLOGIX SYSTEMS COMPLETE SYSTEM ? ? to a greater extent time consuming in terms of use.Involved the use of three key items; Xcaddie device, GolfLogix touch screen sales booth interrelateed to the meshwork and a high quality printer. The system needed to know the locations and dimensions of the tee boxes, fairways, putting surface and any hazards on the course. Involved a slender aerial photograph of the course and 3 heap taking 20-30 GPS location reading for each of the 18 holes. This took close to 4 hours. Xcaddie unit ? ? ? A technician fixed at a GolfLogix office would then liquify these data’s and produce a digital map with precise GPS coordinates for the entire course Lambrecht estimated time to map a complete system to be 20 man hours.The kiosk and printer had a combined make up of about $5000. The GolfL ogix webiste maintenance cost was estimated to be $100,000 per annum. Kiosk connect ed to internet High quality printer ? ? ? DEVICE FEATURES AND deed Complete System Distance Only System ? ? Xcaddie Kiosk High quality printer much explaining on the part of the pro shop employee, about 5 minutes. Golfer needed to register his name and email using the touch screen kiosk. ? Has a scrolling feature no more complex than that of a cellular phone. ? ?As the distance type, Xcaddie determined distance to the green Golfer would select the appropriate club on the Xcaddie device and press enter which would fade a location reading for the golf ball. Golfer stows away Xcaddie device and proceeded to hit the ball as he normally would. Upon finishing his round, the golfer would connect his Xcaddie via a cable to the kiosk and received a three-page full color printout of his round. A golfer could track his progress overtime through the information forwarded to a dedicated website (golflogix. com ). ? The player would scroll to the hole that he was laying and the device would give exact yardage to the green. ? ? ? A pro shop employee could adequately explain how the device worked in about 2 minutes to starting signal time players. ? LOW TECH DISTANCE SOLUTIONS ? Yardage markers †were treacherous the farther away the golfer was from the center of the fairway ? Sprinkler heads †golfers still needed to pace off distances between their ball and the nearest sprinkler ? Yardage booklets †limited availability to resort and high end public courses ? Range finders †illegal under the rules of USGA and not accepted by erious golfers. High technical school Distance Solutions Cart mounted systems ProShot, ProLink, UpLink. Systems were expensive to outfit. to a greater extent than $250000 to outfit 80 golf carts. labor organizer base systems †SkyGolf GPS, Golf GPS. GPS adapters came in a form of attachments to PDA systems, at additional cost. PERFORMANCE TRACKI NG SOLUTIONS Booklets for manual recording and PDA software; both proven to be tedious, time consuming and distracting USGA handicap system was predominantly used to track scores, but provided no account for performance factors. THANK YOU…\r\n'