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More than 600,000,000 rounds of golf are played in the U.S. each year. Affluent demographics and average on-course times of 4.5 hours make Golf an ideal Mobile App. Introducing mCaddy: a mobile app that turns a cell phone into a personal golf pro and stat cruncher. Combining our addictive mCaddy mobile app with a "Mobile-and-Mortar" channel strategy is a huge, untapped media channel model. The mCaddy network will control the advertising, branding and content services for all wireless channels placed into golf courses throughout the US. mCaddy
During each round, mCaddy is a hole-by-hole scorecard and "stat cruncher" - continuously charting, ranking and highlighting a golfer's putting, driving and
scoring stats. With mCaddy, everyone on the course with a mobile phone is in a virtual m-Tourney, with an m-Tourney LeaderBoard, Longest Drive, Closest-to-Pin, IMs, etc. mCaddy gives golfers their own
digital golf pro: giving Pro tips, technique hints, motivation and jokes. mCaddy automatically tracks a round's betting game money totals (i.e. skins, nassaus, presses, etc). As a bonus, mCaddy delivers
wireless content and advertising, for fast access to personalized news, sports and golf news, targeted m-coupons, and our mCaddy m-commerce partners (i.e. AmEx, ESPN, Michelob, e-Trade, Buick, Cadillac, etc.).
Unique, addictive mCaddy content:
"Mobile-and-Mortar": Marketing/Branding Strategy Because golf is such a
high-profile, lucrative vertical, becoming golf's dominant mobile brand will require an innovative "Mobile-and-Mortar" marketing strategy. Introducing mCaddy|TVs: big-screen netTVs placed in busy golf
pro-shops, country clubs and driving ranges (a marketplace of 16,000 locations and 27 million golfers). mCaddy|TV will deliver the channel penetration required for the launch of the mCaddy brand and for easy
customer sign-up/set-up/opt-in. Thanks to free internet content and low-cost netTVs, the development and build-out of a profitable in-store channel is achievable at a fraction of the cost and effort required in
the past, while saving millions normally spent on a national consumer product launch. Finally, "Mobile-and-Mortar" is a giant head-start on the competition, building immediate brand, usage and channel penetration
for mCaddy – long before web-enabled mobile phones are common. The big-screen mCaddy|TV's dominant content will be a private, rich-media enhanced, mcaddy.com channel. During a round, each golfer easily posts
scores into mCaddy for on-course analysis and for transfer to mCaddy|TV, where his golf game is continuously 3D-charted, ranked and highlighted, giving everyone daily, monthly and YTD 3-D graphics on their putting,
driving and scoring performance. In addition, mCaddy|TV will give golfers their own digital golf pro: giving technique videos, daily motivation/inspiration tips, along with celebrity and "guest" coaches and
interactive golf video columns. As a bonus, each eTV delivers rich-media content and advertising, plus, each is connected to high-speed internet services, for fast access to personalized news, sports and golf
videos, targeted coupons, and our mCaddy|TV e-commerce partners (i.e. AmEx, ESPN, Michelob, e-Trade, Buick, Cadillac, etc.). mCaddy|TV:
"Mobile-and-Mortar" Channel Model "Mobile-and-Mortar" is a giant head-start on the
competition, building immediate brand, usage and channel penetration for mCaddy – competitive advantages of this model include:
- No need for carrier/OEM agreements to split revenue$ with -
( mCaddy will pursue all available carrier/OEM opportunities. However, mCaddy will not be dependent – golf courses and carts are ideal for our private "pirahna"net – a low-cost,
Bluetooth/Local Loop network that can control the wireless coverage of any golf course).
- No need to wait until 2003 for WAPphones –
(immediate 2000 launch with "Mobile-and-Mortar" channel for easy customer sign-up and usage via proshop webkiosks, golfcart wireless pads)
- No need for massive consumer branding/advertising/customer acquisition budget
("Mobile-and-Mortar" channel strategy that penetrates channel, brands and advertises for free via proshop webkiosks, golfcart wireless pads)
- No need for internet/media "partners" to split revenue$ with - (fragmented industry: no dominant internet portal or media company)
- Unique, addictive vertical app; easy, quick small-screen data input & output
(point-of-activity mobile app, m-community, m-competition)
- Huge market: 10% activity penetration = 90 Billion screen views/year Revenue, Market Size Golf is a marketplace of 16,000
locations and 27 million golfers who play almost 600,000,000 rounds a year (for a average of 4.5 hours per play). Typical mCaddy usage will average 150 screen views per round/per golfer. A golf course
with a 10% player penetration will generate more than $7K/year/course in mobile advertising. A 50% player penetration will generate more than $35K/year/course in mobile advertising.
- 10% activity penetration=90 Billion screen views/year=$250M adv+m-commerce; - 100% activity penetration =900 Billion screen views/year=$2.5B/year adv+m-commerce
Amazingly, the 16,000 golf courses nationwide have little in-shop web systems/branding/e-commerce - even though traffic thru their shops total more than 2 Billion store visits a year. mCaddy|TV will generate
advertising revenue of $40/day plus e-sales of $150/day . Prime locations will generate $60-80,000 advertising and e-commerce revenues per year/ per location. Northern locations are expected to pull $30-40,000 per
year. mCaddy, mCaddy|TV: Expected number of locations, members and revenues: Year 2001 = 1000 courses, 1 million members, $70,000,000 ad revenue+e-commerce Year 2003 = 5000 courses, 5,000,000 members $350,000,000
ad revenue+e-commerce See attached financial spreadsheets Competitive Advantages
Sponsors Wireless portals, Mobile Apps, "Click-and-mortar" strategies,
multi-channel distribution, rich media, offline web branding and advertising, etc, all are poised to take-off, while the battle for a dominant golf portal/hub is really just beginning. Thanks to WAP, internet
content and low-cost netTVs, building and owning the golf wireless channel is now achievable, but at a fraction of the cost and effort required in the past. mCaddy and mCaddy|TV both create a daily thirst for our
content and a favorite marketing emotion: "first screen bias" and pulling dollars/commissions for delivering customers to affiliate L-commerce sites. Every day, millions will have the opportunity to use our mCaddy
content services on-course or enhanced content on a mCaddy|TV in the proshop. Interactive advertising, branding and e-commerce are worth billions of dollars to the major sponsors listed below: Titliest vs.
Callaway vs. TaylorMade - Hugely profitable advertisers in the booming golf industry. Nike vs. Footjoy vs. Adidas. Golf shoe wars Coke (PowerAde) vs. Pepsi(SportAde) vs. Gatorade - Sport beverages are a
multi-billion dollar segment, with Pepsi and Coke expanding their presence in both sports and new age beverages. Budweiser vs. Miller vs. Coors. Beer wars. Cadillac vs. Buick vs. Ford - Golf car wars mCaddy and mCaddy|TV are strategic to all our sponsors because:
What are KEY differentiations from the competition?
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