Markets

Markets:

Golf Launch Monitors

The launch monitor industry has expanded significantly over the last twenty years in both market size and price range. A worthy competitive analysis can be viewed here. Products range in price from under $500 to tens of thousands. Virtually every touring pro uses launch monitors regularly.

The primary launch monitor applications are for portable indoor use, portable outdoor use, and fixed indoor use (including including in practice and/or swing analysis suites, and in indoor simulators).

Key market channels are individuals, teaching pros and teaching facilities, club fitters and club fitting facilities, retailers, and professional and DIY practice studio and simulator aggregators.

While Clarity's proposed launch monitor product has solid competition, Clarity projects its ability to provide performance and price advantages in every market segment.

Golf Simulators

Like the launch monitor industry, the golf simulator has essentially exploded over the last ten years. At least one company's golf annual sim sales exceed $200 million (a Korean company), with at least two U.S. manufacturers with over $50 million in annual sales. A worthy discussion of the golf sim market can be found here.

Key to Clarity's future success in the golf sim market is its launch monitor IP, which can be applied to a full range of price segments, from the lowest to above the highest current segments. The expectation is Clarity will be able to produce a high end product that can be considered the new industry standard, and a low end product that will provide performance not available currently at the lower prices.

Where the industry has grown significantly in volume and offerings, it has also grown in how one can obtain a sim. Countless entities, unlike ten or twenty years ago, now produce a wide range of indoor golf simulator components, such as screens, turf, play software with countless courses, and tracking devices (launch monitors). It's now possible to aggregate a worthy DIY sim.

In addition to the component suppliers, there are many independent aggregators who put together ranges of systems using the third party components. This will make it much easier, than in the past, for Clarity to establish a network of aggregators, dealers, and resellers. Clarity sees the immense potential of selling its proprietary IP directly to end users as well as through these dealers in both component and fully aggregated form.

Golf Body Tracking Systems

With the advent of highly functional third party body tracking technology, Clarity is enabled to produce compelling products utilizing same. This is an emerging niche in golf, and Clarity's product plans are based on solid experience and knowledge along with unique proprietary IP.

These products can be sold at retail, directly to consumers, to practice and training facilities and teachers, and for use in any golf simulator, practice suite, or to couple with any launch monitor.

Golf Club Fitting

Golf club fitting has become nearly essential to the sale of all golf club equipment. The National Golf Foundation reports that U.S. sales of golf clubs and balls are close to $3 billion, third in all sports sales segments behind only fishing and camping. They further state that custom club (and ball) fitting has sustained strong double digit annual growth. A good related article is here.

Virtually every golf club OEM and bricks and mortar golf retailer offers and recommends custom club fitting. A barrier in both cases is the lack of club fitting expertise available to meet this market, and the time it currently takes to provide an accurate fitting.

Clarity's unique proprietary fitting system will be automated, requiring little or no participation by an attendant and virtually no expertise, and it will be notably accurate. The delivery of an automated club fitting system is central to Clarity's plan.

Key market channels for Clarity's base level fitting system are fitting centers, big box sporting goods stores, and any club retailer which would like to perform a robust fit in under ten minutes without a trained fitter . Key market channels for Clarity's virtual dynamic club fitting system are specialized golf retailers, fitting centers, pros, training centers, and any facility which would like to provide the best possible fit with or without a trained fitter.

Golf Learning

The production of unique learning apps for the golf swing and golf play is central to Clarity's product plan. The market for high quality golf learning content is noteworthy and consistent.

The National Golf Foundation states that the current overall golf learning market in the U.S. is over $1 billion. The NGF reports that nearly 2/3rds of U.S. market of over seven million core golfers access golf learning online, and that over 21 million annual lessons are given in the U.S. Click here to read more. Clarity.Golf will become a golf learning portal where users can access advanced apps.

Clarity will produce learning apps for fitness/biomechanics as with golf swing/play above.

Virtual Community

A success phenomenon on the web is the growth of so-called "virtual communities". These are websites that specialize in providing valuable information within certain specific categories or lifestyle niches. In most cases, the majority if not all of the content available is free to the end user.

This not enables these sites to draw as many unique sets of "eyeballs" as possible, but also to foster significant repeat visits. This used to be called "sticky" content. Typically, 75-80% of revenues come from some sort of sponsorship or advertising dollars, with the remainder mostly allocated to consumer fees, product sales, and data-driven sales.

WebMD has approximate sales of $800 million to $1 billion, and was acquired by KKR in 2017 for $2.8 billion. Angie's List has annual revenues of over $1 billion. Clearly these entities reach very broad markets affecting almost all consumers.

The North American golf market is approximately 10% of the entire population, but is primarily an adult sport, and a high end demographic. Based on the expansive and high quality content that Clarity will be offering--mostly in the form of learning apps--Clarity.Golf has the potential to back into becoming a viable and valuable virtual golf community.