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GETTING STARTED WITH THE ORCA REPORT
The First and Only Confidential, Anonymous and
Validated Rounds and Revenue Benchmark Report
P O W E R I N N U M B E R S
WHAT WE DO
WE MEASURE OUR REPORT AROUND THE KEY
PERFORMANCE INDICATORS (KPI):
OCCUPANCY
REVENUE PER AVAILABLE ROUND
CHANNEL MIX
AVERAGE RATE PER AVAILABLE ROUND
OVER 4 DIFFERENT TIME DIMENSIONS:
CURRENT MONTH
YEAR TO DATE
TRAILING 3 MONTHS
TRAILING 12 MONTHS
ORCA VALIDATES ALL GOLF COURSE DATA TO ENSURE ORCA
REPORTING IS ACCURATE WITHIN A 3% MARGIN OF ERROR.
WHO WE AREWe are industry professionals who long agosurpassed the 10,000 hours necessary to become experts in this field. We’re enterprising,forward-thinking, enthusiastic advocates forbenchmarking data. We want to help the golfindustry make more money through green feesales by providing products to help the golfcourse owner/operator explain performance,manage 3rd parties, and price tee times basedon actual performance, not guesses.
WHY IT WORKSBenchmarking takes place in virtually every industry. It’s especially important in golf, where afixed capacity, a perishable product, time-variabledemand or segmented-demand exists. The featureof the report is a ‘self-selected’ competitive setof courses from which to compare performance.ORCA has succeeded in developing this platformwhere others in the industry have failed.
USING THE REPORT ADDS VALUE• Track your data to explain your performance to owners and managers.• Sharing this report to management and ownership helps you speak moreauthoritatively about course performance and market trends, increasingyour stock as a professional.• See your tee sheet with clarity and weigh your operation against competitors: price tee time inventory more effectively.
MAINTAINING YOUR CONFIDENCE AND TRUST IS A CORNERSTONE OF OUR BUSINESS.Your data is held in confidence. When it is shared, it is shared anonymously,aggregated with other courses in a competitive set to mask identity. ORCAsigns confidentiality and permitted use agreement with every golf course.
BY SUBSCRIBING TO THE ORCA REPORT YOU
HAVE INDEPENDENT, VALIDATED AND UNBIASED DATA
ABOUT MARKET PERFORMANCE.
HAVE DETAILED INFORMATION TO HELP MANAGE 3RD
PARTIES, REDUCE BARTER COST AND INCREASE REVENUE.
HAVE DETAILED INFORMATION TO CONFIRM AND CHANGE
PRICING STRATEGIES VIS-À-VIS COMPETITIVE SET
PERFORMANCE, AND FINDING ADDITIONAL GREEN
FEE REVENUE WHERE POSSIBLE.
TRACK HISTORICAL DATA WITHOUT EFFORT.
PARTICIPATION
CAN BE AT NO CHARGE. ALL CUSTOMERS ARE ENTITLED
TO A FREE REPORT. WHEN USING THE COMPLIMENTARY
REPORT, YOUR ACCESS IS LIMITED TO YOUR SPECIFIC
GOLF COURSE AND MARKET DATA, NOR ARE YOU ABLE
TO SELECT A COMPETITIVE SET.
CAN COST AS LOW AS $49 MONTHLY OR UP TO $199 MONTHLY
DEPENDING ON THE REPORTING INFORMATION LEVEL.
IS SIMPLE. EITHER AUTOMATICALLY EXPORT DATA OR
DEDICATE 20 MINUTES ONCE A MONTH TO EXPORT FOUR
REPORTS AND EMAIL DATA TO ORCA.
MORE INFORMATION• Early adopters participate at no charge until their competitive set participates.
• The hotel industry has a similar report which they use as a day-to-day operational tool called the STAR Report.
• On-boarding a golf course is done in a way so capacity calculation and rate code mapping is understood, making comparisons to other golf courses relevant.
• Ongoing education is available every month so that the subscribing manager becomes proficient with reading the report and taking 'data-based' action leading to greater green fee-related revenue.
Benchmarking is the future of tee time management. By knowing the KPI's, how to read the report, and how to take action based on the data, a manager will be more valuable, employable and a greater asset to his or her operation.
GOT QUESTIONS?
If you continue to have questions about your data or the equatingprocess, please don't hesitate to contact Mike Loustalot.
CONTACT ORCA:
Mike Loustalot, ORCA President 480.236.4497
ML@ORCAReport.com
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