Over the last year or so, I’ve been “consulting” for a start-up golf club company. The name of said company will be redacted for the time being, but they are focused only on the women’s game. The women’s game of golf is pretty much underserved at all levels, and I am using my shiny new MBA powers to make this company grow and become self-sufficient. How did I get involved in this you ask? Well, it all started with a program put on by my alumni office titled “How to Play Business Golf”. Usually when you see these things you roll your eyes. I know I do. I went to the event to 1) network, being as I was in a new city on a new coast and 2) to possibly play a round at the course (they were giving a discount). The course (The Links at El Segundo in LA) was not really my cup of tea. I did get to hit the driving range where a friend of the guy in the alumni office was set up- he had just gotten some prototypes made for his fledgling new start-up. I got to meet the guy and hit some drivers and roll some putts. The drivers were good. I really didn’t understand or like the putters. Oh well. Shot the guy a follow-up e-mail the next day thanking him for the opportunity to test his clubs and that was it.
Fast forward about a year later. I was cleaning out my inbox and came across the e-mail. I looked up his website and dropped him a note since he was looking for “beta testers”. Got a response saying the website was old and that the company’s focus had changed- women only. That was interesting and I responded (like the unemployed job hunting soon to be MBA graduate should) that if needs any help, let me know what I can do. That led to signing a NDA and receiving a copy of the 15 page business plan. After reading it, I responded with a 22 page response basically tearing it apart (but in my newly learned MBA nice way!!). This led to me giving “advise” and doing a lot of thinking/strategizing about this company. I’ve never had any kind of sales experience or anything else so while I was sending out resumes- this was a good way to keep my mind occupied- besides it was in the golf industry.
I doubt any other golf company would let me do or suggest any programs or present thoughts like I have been to this start-up CEO. I can’t e-mail or call the CEO of Titleist, or Nike Golf (who needs the help) and say “Look dude, you really need to do this…..” like I can here. Perfect opportunity for me; new industry, new role, new everything. Besides, did I mention it’s in golf?
This opportunity has really opened up my eyes and opened some new (potential) doors. I’ve got to meet a bunch of new people, who I’d never would have met otherwise. I’ve been exposed to women’s sports through my sister who played travel softball growing up, and through my own coaching (I played Div I baseball, and have coached numerous baseball and softball players) and observations. I know that women’s sports are a completely different animal from men’s but when it came to golf, I was stunned at how shocked I was and how I really needed to re-think some of my notions when it came to the woman golfer- especially since I have acted (and am now acting) as a de-facto player representative. Here are some of them:
Entitlement
The 1st (and so far only) time I got to “product rep” at a tournament was at a ladies mini-tour event. I basically rammed this idea down the throat of the CEO as he didn’t want to do it. If I’m going to be spending my time and money (I’m not getting paid for any of this) working on this company, I need to know if it has a chance. So I got the ok from the CEO and the tournament to show up. The venue was less than optimal and really set up to fail (for us), but I think I gained some positives from the experience. One thing when dealing with the more advanced player was the overbearing demand for attention and free stuff…
“So what are you going to do for Tour players?”
Excuse me? Who are you again? Granted, I know who you are. I have done my market research (though there is a fine line between market research and … what… internet stalking?) and know you aren’t on the LPGA Tour. I don’t care how many Golf Channel shows you were on. We are a start-up. That means not a lot of $$$. I can’t sponsor you. I might be able to give you a free putter. That’s about it. But, I’m not going to give you product (putter) and spend precious time and resources on you if you are just looking for some free stuff on a whim. Just because Yes! (Didn’t they go bankrupt?....hmmmmm) or Rife or PING gives you free stuff doesn’t mean I can or will. I know you have friends who are much more successful than you. But really. Get over yourself. Why am I going to partner with you so you can go out there and suck? Really. How does that help my company’s cause? If you are consistently spinning up 75’s on a mini tour, perhaps you might want to re-evaluate some things. If you think my product is a tool to possibly help you lower those scores, I’m all ears. But there is a MAJOR difference between asking for something and demanding something. Again, GET OVER YOURSELF.
Stereotypes:
“So, have you found a wife yet?”
An older woman who was hanging around the venue actually asked me that while I was standing..er..hovering near the putting green. I thought she was joking. She wasn’t. Ok, I know. Young(er) male hanging around a woman’s event populated with woman close to my age if not my age. Looks really weird. I know. Believe me. I had some major reservations about it. I’d like to think that I am professional enough to concentrate so my focus is on the product and not trying to get laid. I think the golfers would be able to sense that. Besides, I’m never been confused for being “hot” or “attractive” so I didn’t think it would be an issue in the opposite scenario. All it takes is one whisper and I lose all credibility (if I ever had any in the 1st place). OK, one golfer who I have a mini crush on was there. (What is the cut off on a crush anyway? 10? 15? 21?) She was much more attractive in person than in picture. However, that’s just an observation from about 30 feet away. Didn’t hear very good feedback about her “personality” though. Oh well.
I don’t know if my being there detracted from the product I was trying to sell/demonstrate, or not. I’ve never played junior golf, so I don’t have any friends (female) who I can call and say “here, try this”. I don’t know anyone in the golf industry either professional players or manufacturing. Hell, I’ve never had a service or sales job before. However, the two (2) yes, two (2) pros who rolled some putts with one of my putters bought (yes ladies, bought) or ordered one (gave it to her for free because she was willing to pay and I had to make what she wanted). So that’s 100% sales but less than 5% of exposure to the product. Still better than nothing. I think I might need to re-think the approach. I was hoping just a static display where if the ladies were interested in the product they would roll some putts and I could come over and explain the product and such. This way I’m not in their face or being the sketchy random guy bothering them while they tried to practice. Or so I thought. I guess not so much. Oh well. Perhaps they were feeling too entitled.
The Phenomena of the “Daddy Caddy”
I heard about this previously. I hope that by the time some of these ladies reach the LPGA (if they do) this won’t be an issue. But. Holy Crap. Perhaps your daughter might play better if you aren’t constantly in her face or giving her “coaching” advice that is suspect at best. Dude. Even I know that what you are spewing forth is 100% BS. She, however is eating it up (or letting on that she is) because you are her father. Unbelievable. There were some Dads who were really cool. I even got to strike up some conversations with them. One even bought a putter (for himself). Others…..not so much. Might be more of a personality thing or the fact that I am a “boy” and that “boys are bad” for their golf career or life. Too bad for you this “boy” has survived terror attacks and has led men and women in combat. Don’t make me crush you. Especially in front of your darling daughter.
I’m not going to chase down or schmooze a dad to get access to a player. If she is on such a lockdown that she can’t try out a new club because Daddy hasn’t given the ok… well, then I guess our stuff isn’t good enough for you. Your loss. Any yes, that even includes Mr. Wie.
Barriers to Entry
Why is there a Starbucks on every street corner? Because every space Starbucks takes, that is once less space a competitor can take. The technical term is “Strategic Lockout”. I knew that the major manufacturers paid some attention to women’s golf, but looking at their staff rosters (no women) and support at LPGA Tour events (no equipment trucks, no reps, no nothing compared to a PGA Tour event) I was un prepared for the amount of “support” some companies “gave”. A father of one of the competitors told me that his daughter (who isn’t anyone special in the golf world) can get free clubs from a certain manufacturer anytime she wants. I guess that can explain the highly developed sense of entitlement I ran into earlier. It is kinda like the frat guy surveying the bar at last call and looking for a chick who is DTF. Is she the best looking one there? Probably not. Will you see this girl again? Doubtful. What if she turns out to be a superstar? Then you got lucky (in more ways than one). So the parallel I guess is if she makes it on tour or dominates in college, she’ll keep using their stuff and maybe turn out to be the next Annika. If not, no big loss other than a set of clubs. Having to compete with this kind of firepower is very eye opening. I knew that there would be some issues, but every girl who plays college or even junior golf? That was interesting. Hmmmmm. I guess I need to have a product that outperforms what they are using, and be able to frame it in a way so it make sense for them to try out our stuff. I guess that is why I have an MBA- to figure this kind of stuff out.
