Assignment 7- "Testing the Hypothesis, Part 1

1. Opportunity: Golf is a game that is associated with wealth, high-class, and just an older demographic in general. This is mainly due to the price of equipment and greens fees, especially at high-end courses. An effort needs to be made by the industry to make quality equipment available to consumers at a more realistic price, as well as implement ways to make the game more affordable, such as offering payment plans.

2. "Who, What, Why"

-For Who?- Individuals who have an interest in the game of golf, but are being "crowded out" by the established, wealthy consumers of golf who clearly show a sense of pride in the game's association with class and power.

For What?- To eliminate or at least reduce the game's stereotype of only rich people being able to play the game. This has been greatly reduced in the last couple decades, however more work still needs to be done.

Why?- So that everyone can experience the wonderful game of golf, as well as all the life-lessons that come with advancing in the game. Golf should be enjoyed by everyone, regardless of their background/demographics.

3. Hypothesis- To provide custom fit golf equipment for novices of the game at a fraction of the price as any competitors custom fit equipment.
-I would say only the people in my current "who" have this need. That is, people who want to take up the game but don't feel they can afford it in the long run.
-If this could be successfully implemented, it would without a doubt make a dent in the current stereotype surrounding golf.
-Some people may already be golfers, and just want quality, custom-fit equipment at a lower price. While this is good and well, for now I would like to solely focus on novices. This "why" can be tackled once the hypothesis holds true/becomes successful.

4. Interviews- I will try my best to cover the "general range" of golfers/people interested in golf to better assess the validity of my opportunity hypothesis.

1. Mark:
-Mark, give me a brief background of your experience with golf
A: I've been playing since I was 15, and now I'm 40. So I'm no novice! I have a 5 handicap.
-How much money do you make a year?
A: Usually between $200,000-$250,000.
-Do you feel that golf should be made more widely available to other types of consumers?
A: Why yes, I think that would be good. How are they going to afford it though?
-Do you feel that there is a stereotype that surrounds the game of golf? If so, what is it?
A: Yes. Golf is commonly associated with upper-class. To be honest with you, I like the aristocracy that surrounds the game. It makes me feel truly elite when I have people put my bag in my cart for me, and calling me "Sir" in every conversation, etc...
-So you'd rather enjoy this aspect of the game, and let other people who might not be as financially well off as you miss out on what really matters about the game of golf?
-No comment. When can I leave?

2. Justin:
-Justin, give me a brief background of your experience with golf.
A: I've been playing for about ten years. I'd say I'm an intermediate player, since I can't play every weekend.
-How much money do you make a year?
A: About $80,000.
-Do you feel that golf should be made more widely available to other types of consumers?
A: Of course. It's pretty apparent that golf companies today are biased with who they market to.
-Do you feel that there is a stereotype that surrounds the game of golf? If so, what is it?
A: Without a doubt. It's what I alluded to in your last question, and that is that the golf industry is very dependent on it's high class consumers; both for profit and stereotypical image reasons... wait did I just say stereotype?
-What would you think about a cutting-edge golf equipment company that focuses on marketing to people who can't afford traditional golf equipment/beginners? Custom-fitting options would be available as well.
A: That sounds like it would be fantastic. Could very well eliminate a lot of notions about the game. However, how are you going to be able to afford to make such a product while still having a good profit margin? (Good question Justin. We'll get to that a little later...)

3. Sarah:
-Sarah, give me a brief background of your experience with golf.
A: I'm currently 19, and play golf in college. So I'm no beginner.
-How much money do you make in a year?
A: I don't make any money. I use whatever is on my dad's credit card.
-Do you have goals of playing on the LPGA tour?
A: Of course. However, it's very tough to get a spot to play there, and I don't know if I'll ever be quite good enough to be a consistent tour player. We'll see what happens.
-Do you feel that golf should be made more widely available to other types of consumers?
A: Yes, but I feel like golf is so strongly associated with wealth that it will never happen.
-Do you feel that there is a stereotype that surrounds the game of golf? If so, what is it?
A: Obviously. As I just stated, it has a stereotype of only rich people being able to play.
-What would you think about a cutting-edge golf equipment company that focuses on marketing to people who can't afford traditional golf equipment/beginners? Custom-fitting options would be available as well.
A: I mean that sounds great and all, but I don't think it would be able to compete with the like's of Callaway and Titleist for long...

4. Tessa:
-Tessa, give me a brief background of your experience with golf.
A: I am currently 32 years old and have never played.
-How much money do you make in a year?
A: My husband and I combined make about $80,000. We have two kids as well.
-Does you husband play golf?
A: No. I'm the only one currently interested in taking it up.
-Do you feel that golf should be made more widely available to other types of consumers?
A: Absolutely. Especially for middle-class people like me who can't afford to currently play on a regular basis.
-Do you feel that there is a stereotype that surrounds the game of golf? If so, what is it?
A: Golf is a game that is strongly associated with high-class and wealth. Through the years, that is what has created the stereotype. However, there is definitely a growing movement to try and "de-gentrify" the game, so to speak.
-What would you think about a cutting-edge golf equipment company that focuses on marketing to people who can't afford traditional golf equipment/beginners? Custom-fitting options would be available as well.
A: That sounds amazing! Obviously there are some big business-related questions to tackle there in order for it to be successful. However, that sounds like a big step in the right direction if change is really going to happen.

5. Jack:
-Jack, give me a brief background of your experience with golf.
A: I'm currently 21 and am a college student. I've messed around with my buddies on the course here and there but I've never actually taken a lesson or really tried to learn the game.
-How much money do you make in a year?
A: I'm in college, what do you think? I'll give you a hint: not enough.
-Do you feel that golf should be made more widely available to other types of consumers?
A: It definitely seems like it should. I'm sick of seeing a bunch of old men who drive Cadillac's every time I go to the course.
-Do you feel that there is a stereotype that surrounds the game of golf? If so, what is it?
A: It definitely has this "high class mentality" associated with it so I guess that would be the stereotype.
-What would you think about a cutting-edge golf equipment company that focuses on marketing to people who can't afford traditional golf equipment/beginners? Custom-fitting options would be available as well.
A: That sounds awesome. I'd definitely buy clubs like that. I feel like that would be hard to make a reality, but by all means go for it!

Summary: As you can see, I covered a wide array of current golfers as well as people who have minimal to no experience with the sport. I purposefully incorporated both genders into my interviews to show that golf is just as much of a woman's game these days as well. Anyways, it's easy to tell that Sarah and Mark are identical consumers, just different genders and are at different life stages. Both have the traditional view on golf deeply ingrained in them, so much so that they're proud of the class divide. Obviously, they're on the high-class side of the spectrum and the power that comes with that is what's fueling their pride. Given that many high-profile golf brands have great relationships with consumers like Sarah and Mark, it will be hard to persuade customers like them. Moving on, Justin is the perfect example of the "average" golfer. He definitely doesn't belong to a country club, but has a decent set of sticks. He's aware of the problem that the stereotype brings to the game, and would definitely be for a cheaper alternative in going about the game. He poses the best question of all the people interviewed: "How are you going to be able to afford to make such a product while still having a good profit margin?" I can't directly answer this question right now as there is so much that goes into it. However, that will be the biggest challenge in order for this opportunity to become a reality. Tessa and Justin are identical consumers(in terms of their viewpoints), and she actually poses the same question as Justin, just in her own words. Finally, Jack is the perfect example of a "true novice." He is generally unaware of the "golf culture,"(unlike Tessa) and only knows that their is a "high-class mentality" associated with the game. These are the kind of customers that would need to be targeted the most for this opportunity to work. Getting enough people without any pre-conceived notions about the game on board a business plan like this will only strengthen the movement towards golf equity for all.