But how does an operator get the price
point just right? If you overcharge, you
might not fill your tee sheet. If you go too
low, you don’t maximize your revenue.
Enter Lemarie and Daniel, two French
mathematicians who also love golf.
“After studying at Cal Tech, UC Berkeley,
Imperial College London and the Ecole
Polytechnique, we launched Priswing
in October 2015,” they said. “We believe
we can reinvigorate the golf industry by
developing the use of dynamic pricing in
They use state-of-the-art math to help
devise a strategy for success.
“Priswing analyzes historical data and
the impact of multiple parameters (such
as weather, price, time of play, time before
expiration and seasons) on green-fees
demand and recommends the optimal
prices, with respect to revenue maximiza-
tion, to use over a given period,” the two
explained. “The recommended prices are
displayed in an intuitive dashboard and
can either be modified manually by the
golf manager or automatically pushed in
the autopilot mode.”
So how is this different than other mod-
“Today, most pricing tools rely solely on
the occupancy rate, but there is a major
flaw with this method: Prices react to cur-
rent demand instead of anticipating final
demand,” they said. “For busy seasonal
courses, for example, there is no point in
allowing online discounts if the predicted
‘non-online’ demand is already at the max-
imum slot capacity. These are the kinds of
hard problems that we’re tackling.”
They are seeing considerable interest
already, they said.
Priswing is working closely with several
U.S. golf-management software companies, and the plan is to launch testing in
the coming weeks. Priswing also is working with major golf networks in France
and other countries.
“The next Ryder Cup host, Le Golf
National, will be using our solution starting in 2017,” they said.
Imagine standing on the 10th hole, waiting for a drone to deliver you a cold beer.
It’s on the horizon, so to speak.
Nonami’s company is developing drone
technology for Rakuten, Japan’s largest
online commerce company. The drones,
Golfers use their phones to place orders.
They can pay by a number of methods,
including credit cards.
“By offering the Sora Raku drone delivery service at golf courses, Rakuten hopes
to provide a new shopping experience
and make drones more widely accepted
among consumers,” the company said in
a news release.
It can provide other benefits, too, such
as labor-cost savings.
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