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Waggle Capstone. Background. 15,500 total golf courses in US 11,581 public; municiple 2,449 25.7 million golfers 90 % of golfers play public courses Play 8+ rounds per year & call themselves passionate about the game
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Background • 15,500 total golf courses in US • 11,581 public; municiple 2,449 • 25.7 million golfers • 90% of golfers play public courses • Play 8+ rounds per year & call themselves passionate about the game • Booking systems (known as tee sheet systems) oversee the booking process at courses • Currently, golfers can book through a variety of mobile apps that plug in to disparate tee sheet systems • There’s no singular app allows golfers to book at every course; app experiences do not address all needs for bookers
When I book tee times, I’m looking for a course in my area with an affordable rate. I also hate the hassle of having to keep multiple apps for every course I want book at. Playing with my friends can sometimes be a hassle – it takes lots of emails to schedule a tee time and sometimes they’re not even available. I’d love to have one solution that would let me do it all. Strategic Target Everyday Golfers • 18+ yrs (male & female) • They believe that inexpensive or communal golf makes the difference • For them, competitiveness on the golf course is having fun, being sociable and adding their own ways of playing • Has a comprehensive repertoire of golf applications, stimulated by but not reliant on improvement Problem Statement
Meet Waggle Waggle is the mobile app that makes it affordable and easy to play, learn and connect with other golfers. It offers exclusive discounts and book tee times at over 6,000 courses, tips from pros and local players, and allows you to invite your friends or find new friends to play.
Competitive Snapshot Comparison 18Birdies • Free app • Detects nearest course • Scoring feature • Checks yardage • Must enter handicap GolfNow • Free app • Leader in booking tee times (6,000 courses WW) • Course deal tee times • Special promos • Rewards • In 16 countries • Partners with Golf Channel • 2 million registered golfers (WW) • Not on board with local courses Waggle • Free app • Detects nearest course • Invite friends to a tee time without email or phone calls • Connect with other golfers based onskill level • Wide course adoption • US focus on 15,000 courses (11,500 public)
Waggle SWOT Analysis Strengths • Wider range of courses • Connect golfers based on interests/skills • Superior technology • Calendaring • Handicap calculator • Chatbot • US focus Weaknesses • Golf Channel partner GolfNow • Late to market Opportunities • Course owner relationships • Promos • Cloud based computing • Travel/dining partnerships • Community building • Exclusive content Threats • Game in decline • Millennial low adoption • Investors in GolfNow Primary Competition: GolfNow, 18Birdies
Waggle Brand Pyramid Strategic Target Everyday Golfers Golfing app that makes it easy and affordable way to play, learn and connect with other golfers The most seamless, social golfing app with the best experience, best discounts and most courses. Professional, informative, lively, fun, accessible • The most courses of any booking app • Invite friends to play with the click of a button • No hassle payment • Book at more courses than other apps • Connect with friends or find new local golfers at your level • Access tips from pros and other local players • Improve your swing with your own mobile golf caddy • Seamless experience and exclusive discounts takes the hassle and expense out of playing Purpose Equity Essence Character Reasons to Believe Key Benefits Roots, Truths & Attributes
Research Solution In Order To Optimize Offering Let the market drive our offering via innovative marketing research Discrete Choice Modeling (DCM) • Allows real life simulation • Consumers select features • Include brand (i.e. Waggle, GolfNow) • Price is part of the model • Analyze by segments & persona • Run simulations • Anticipate competitive offerings • Run optimization scenarios on price, market share, profit Removing the guesswork!
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Marketing Overview Objectives: • Increase app awareness • Drive app installs and enrollment • Encourage usage once downloaded Target: • Active golfers in key markets Key Message: • Download Waggle, the golfing app that makes it easy and afford able to play, learn and connect with other golfers Strategy: • Leverage a mix of contextually relevant placements and highly targeted, lower funnel tactics to drive awareness and action • Pulse higher spend and broader awareness tactics during peak golfing seasonality • Sustain presence through BAU lower-funnel tactics • Variable messaging, aligning most relevant benefits to the each strategic target segment • Encourage usage through retargeting and in-app communications
Marketing Segments Active Golfers Mass Target Target Segments
Strategic Approach • Email marketing • In-app push notifications • List-based digital marketing • Lower-funnel segmented approach • Programmatic display and social • SEM & SEO • Native content partnerships • Influencer outreach • Contextually relevant broad-based tactics • ie. golf websites, radio, tabling at courses
Future Vision Where Will Waggle Go?
Brand Profile - Golf Course Owners TO golf course owners, Waggle IS THE booking system THAT is makes managing tee times affordable, easy and profitable BECAUSE the free software stores golfer profile and payment information, collects payment upon booking and is powered by a dynamic pricing engine to help increase bookings.
Waggle Brand Pyramid Strategic Target Golf Course Owners Booking system that makes managing tee times affordable, easy and profitable. The most affordable, seamless booking system that helps courses grow their business. Professional, informative, lively, fun, accessible • Increasing bookings and client base with dynamic pricing to offer discounts • Payment collected at time of booking • The software is free • Stores golfers info and payment info • Dynamic pricing engine Current booking systems are expensive – don’t offer much flexibility or help grow business. “My current booking system is expensive – it doesn’t offer much flexibility and it certainly doesn’t help me grow my business.” Purpose Equity Essence Character Reasons to Believe Key Benefits Roots, Truths & Attributes