Research Mini Golf
The introduction The main subject of this hospitality research project is entrepreneurship. This subject was chosen for several reasons: both the authors would like to set up a business in future, they have the ambition to have a company of their own, they like to manage, and use creativity to come up with an original concept. To narrow the subject down one specific subject is chosen. Moreover, the concept of starting a mini golf* company in Elim, Drenthe was selected. The reason for choosing this specific subject is that one of the authors lives with her parents in a big farm which has a lot of land.
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However, this space is not used to the optimal capacity nor effectively. Consequently the authors came up with the idea to start up a mini golf. This concept will be season-bound, since in the Netherlands the weather in the winter is not suitable to play outdoor sports. Before starting up a business, it is very important to have knowledge about whether this concept will be feasible and be profitable in the village where it is going to be situated: Elim. Elim is a small village in Drenthe with only 2500 residents. In the Netherlands a concept like this already exists, namely the company Pitch en Putt.
The authors will research if it will be better to start up an own business or to franchise a mini golf outlet from Pitch en Putt. Therefore, the statement of the problem will be: Is there a market of a ‘Pitch en Putt’ in Elim? Moreover, there can be concluded that this kind of concept are already very popular in America: ‘Statistics indicate that 50 percent of Americans play miniature golf at least once a year’ said Bob Detwiler, of North Myrtle Beach, S. C. , president of the U. S. Pro Mini Golf Association. Furthermore there is also increasing demand for mini golf in Holland.
According to CBS the demand in 2007 increased with 9% in comparison with 2001. No figures were available about 2007-2011. Therefore we assume, based on the retrieved information, that there still is a slight increase of demand during these years. Furthermore 60% of the population of Holland likes to sport in their spare time. When looking at the residents from two provinces that visit Drenthe for daytrips the following provinces can be listed: Groningen and Overijssel. A total of 25,130,000 daytrips have the destination Drenthe, which is 2,8% of all daytrips in the Netherlands.
Moreover, on average the population spends €26. 53 per person on a day golfing (CBS, 2010). This amount includes the entrance fee, consumptions and travelling costs. These facts might indicate that there is a good market for business the branch of mini-golf. (CBS 2010) To answer the composed problem statement an answer needs to be found to the following research questions: First of all, it needs to be determined whether it is advisable to start a privately owned company or to start franchise with an existing company.
Secondly, the steps that are involved regarding starting up a business in the golfing branch needs to be explored. Moreover, the final research question will be to identify the potential business mix for a golf company. This research is an explorative research: many research is done already about mini golf itself, however, no specific research is done about the feasibility of a mini-golf company in Elim or its environment. The environment will be approximately in the area of 30 km from Elim. The cities that are included are Hoogeveen, Hollandscheveld and Slagharen.
This research has few limitations: first of all Elim, is a small town and there is no information available about the PESTLE from this area. Therefore, the authors will examine this but also information of Drenthe in General will be used. Surveys will be held and are used to identify the opinions of the residents and companies in Elim. Secondly the accuracy of the collected information can be doubted, because the inhabitants are not always willing to corporate. The authors will start with an expanded case study on recently opened and similar companies.
Problem statement: Is there a market for a ? Pitch en Putt? in Elim (Drenthe). Research questions: 1. Is it more advisable to start up a privately owned golf company or to franchise from an existing company? 2. What are the steps involved when starting up a golf company? 3. What will the potential business mix will be for the golf company? Conceptual model Food and beverage within mini gold course * Packages * An average of €26. 53 is spend on a day golfing Tourism in Drenthe * Most tourists or people who do day trips in Drenthe do sports and recreation (6. %) Mini-golf course in Elim, Drenthe Elim * 2500 residents * Demographical aspects * Lots of little companies * Farmers / recreation in farmland * Young families * Construction workers Villages within 30 km: * Hoogeveen * Hollandscheveld * Slagharen Sports and recreation in the Netherlands/Drenthe * In 2006/2007 6. 8 million played golf for a day activity * From 2001 to 2007 this amount was increased with 9% * 2007-2011 assumed to be a slight increase of demand * Sports and recreation is the most popular activity on Sundays
Definition of terms: Miniature golf, or minigolf, is a miniature version of the sport of golf. While the international sports organization World Minigolf Sport Federation (WMF) prefers to use the name “minigolf”, the general public in different countries has also many other names for the game: miniature golf, mini-golf, midget golf, goofy golf, shorties, extreme golf, crazy golf, adventure golf, mini-putt and so on. Literature review History Playing with ball and stick has been practiced in different ways in the past 700 years.
In addition, golf can be divided into two different kinds: Malien and Colfen. The difference between the two games is that with Malien the ball is placed on the ground, in contrast to Colfing, when the ball is placed on a spout. Moreover, with these games the goal is to get the ball with as less as possible hits from one point to another. The game is divided into two parts: the part of hitting the ball to the green, and the part on the green. When the ball is on the green and it needs to be hit into the whole, which is the most important part of the game, it is called putting.
From this putting, a stand-alone sport and recreational activity has been made. This has been done by building miniature golf courses which aligns with the character of a game of golf: the ball must hit the hole in few strokes as possible (Nederlandse minigolf bond 2011). Statistics of popularity of golfing When looking at popularity of mini golf there can be concluded that interest is being aroused over the whole world. ‘Statistics indicate that 50 percent of Americans play miniature golf at least once a year’ said Bob Detwiler, of North Myrtle Beach, S. C. , president of the U. S.
Pro Mini Golf Association. Nevertheless, except for America there is also growing demand for midget golf in Holland this can be concluded from the growing statistics every year for playing golf in a research from CBS about tourism in Holland. According to CBS 60% of the Dutch population likes to do sport as leisure activity. Moreover there can be concluded that an average of 11% out of households total expenditure is spend on leisure activities and approximately 1. 3% of the total expenditure is related to sports. Between the ages 16 and 64 golf is most popular in Holland and 55. % of the population that plays golf for a daytrip is male. In addition, the amount of daytrips concerning golf has increased with 9% in the last ten years, and an average 2 million daytrips relate to golfing during spring summer and fall. However this amount is only 1. 3 million in winter. Therefore it can be concluded that playing golf is a seasonal activity. Furthermore most sports- relating activities are carried out during the weekend (CBS 2009) and the two most popular sporting activities in the Netherlands are walking and cycling. 95% of the visitors of a golf course go to their destination by car.
Most people in Holland are likely to visit a golf course within 5 to 15 km from their home and visit the course for an average duration of 4-5 hours. On the first of July 2010 the province of Drenthe counted a total of 1. 191 hospitality establishments. 222 Of these companies can be found in the commune Hoogeveen (Bedrijfschap en catering 2011). Pitch en Putt In the Netherlands there already exists a company which does franchises in the branch of mini-golf. The name of this company is Pitch-and-Putt and it has a total of 21 locations all over the country.
To become a franchise of Pitch-and-Putt there are some conditions. First of all, Pitch-and-Putt has a selection procedure which assesses the motivation and personal qualities of the entrepreneur. Furthermore a positive attitude is very important since they believe that this leads to successful business. Another aspect of the selection procedure is the fact that there are several certificates and qualifications needed in order to start a company like this. And at last, the future plans of the entrepreneur regarding the business are taken into account.
Once the selection procedure is completed the entrepreneur can start the franchise company. In addition, the Pitch-and-Putt organization offers several possibilities to the future entrepreneur. First of all, a successful business concept, support for the business with modern tools, challenge for the entrepreneur, a group of enthusiastic young fellow entrepreneurs, work in a growing and dynamic working industry, access to the extensive European Pitch-and-Putt network. So to start up a franchise company from Pitch en Putt you need to meet the criteria.
But the entrepreneur will get the brand that is already well known in the Netherlands. Economical situation Moreover the economical situation of the country also needs to be taken into account. The golf industry suffered from the economical crisis. But currently the industry is getting back and the occupancy from the golf courses are growing. This stated in the GOSTA (Golfbaan statistieken) report 2010. From the research the GOSTA did under 18-holes golf courses can be concluded that there was between 2005 and 2008 a decrease from visitors namely from 47. 000 to 43. 000 this is a decrease from 8,7%.
In 2009 this amount was increasing again with 6,2% so in total that are 45. 500. The 9-hole golf course increased with occupancy in 2008 from 49% to occupancy from 52% in 2009. Despite the fact the golf industry is still profitable. The profits of the golf courses are not declined. The total turnover of the average 18-holes golf course in 2008 is €2,600,000. Therefore, the total turn over per played round inclusive catering etcetera will be €61. The net profit from a 18 holes golf course is increased from €288. 000 in 2005 to €311. 000 in 2008 this is an increase of 8%.
Now only the golf courses are growing in a golf company also the catering within the company is growing. The Dutch catering on golf courses are becoming more and more professional and therefore they are creating more turnover. The average turnover from a 18-holes golf course was in 2009 €775. 000 this is an increase of 7% in comparison with 2008, and it was an increase of 41% pertaining to 2005. The catering on golfing clubs have very high costs, the reason for this is that they are opened seven days a week and that their income is completely depended from the occupancy on the golf courses. Methodology
Research Design The research the authors will complete is an explorative research. This is a type of research conducted for a problem that not has been clearly defined. Exploration is particularly useful when researchers lack a clear idea of the problems they will meet during the study. Through exploration researchers develop concept more clearly. (Business research methods Donald r. cooper, Pamela s schindler 9th edition 2006 P. 143) For this research the authors need to use secondary research, a lot of information about the subject, which is golf or pitch and putt, will be available on the internet.
For example on the website from the company ‘Pitch en Putt’. But the problem statement is: ‘Is there a market for having a golf course in Elim’. Therefore a research needs to be done and this is never been clarified before. The ultimate goal for this research is to find out if there is a market for a Pitch en Putt in Elim and if it really would work and make profits out of it. Data collection process A lot of information about golf courses is all ready available on the internet this needs to be collected. It is important to find out what on average a golf course will generate.
In the literature review it is all ready stated how many visitors an average golf course have. To find out all the information about having a golf course and how profitable it is a case study will be done. A case study place more emphases on a full contextual analysis of fewer events or conditions and their interrelations. (Business research methods Donald r. cooper, Pamela s schindler 9th edition 2006 P. 142). For this case study the company Pitch & Putt Ruinerwold will be used. This company is situated in the same environment (near Hoogeveen) and uses the same concept: a golf outlet.
To apply the information from the golf courses into the village in Elim and whether there is a market for having a golf course in Elim it needs to be researched if there is any interest in the neighborhood. Therefore there are surveys made. Survey research is a research method that is applicable to a wide range of problems. Is deceptively and easy to use. Survey research is the method of choice when there is a need to measure individuals’ attitude, activities and beliefs ( L. B. Christensen, 2011). These surveys are made for the residents, tourists, local companies and local organizations.
From the local companies, it is important to find out how often they organize a party for their staff or organize a team building day. Playing golf is a suitable activity for these kind of events. From individuals (thus the residents and residents from local cities, villages and tourism) it is important to know how often they doing a day activity with their family and if they will be interested in going to a golf course in Elim. Moreover there are lot sports organizations in the neighborhood. These organizations are going on team building days or they want to celebrate that they became champignons from the region for example.
Therefore playing golf is again a suitable activity. This group will also be researched with a survey. As said before there are four types of participants of the surveys: * Inhabitants of Elim and the cities in the environment * Tourists * Companies: this included all kind of companies from the region approximately 30 km * Organizations which included sport organization. The surveys will be done through the internet, the companies and the organizations will be e-mailed. For the inhabitants there will be a link to the survey on the website from the village Elim.
Moreover, the cities will be visited and the questionnaires will be filled in by people that are randomly picked (convenience sampling). In addition, the tourists will also be addressed in the same way: the authors will visit the VVV office, and pick every third guest to ask whether he or she could fill in the questionnaire. In the appendixes the different surveys can be found. The size of the research population will be approximately 125 persons for the inhabitants of Elim (5% of the total amount of inhabitants).
This will be possible by posting the survey on the internet, on the website from Elim as well as their social media websites like Facebook, Twitter and Hyves. Moreover, the research population of the For the companies the target the authors will try to reach is 5% of all the local companies that are situated in Elim and 30 kilometers in the surrounding. This sums up to a total of City name| Amount of companies| Selected amount of companies| Elim| 278| 14| Hoogeveen| 6295| 315| Slagharen| 323| 17| Hollanscheveld | 538| 27| Total amount| 7434| 373|
All these samples are convenience samples because convenience sampling is a non probability sample method whereby the sample participants are selected based on convenience and included individuals who are readable available (L. B. Christensen, 2011). The companies are chosen because they are companies and are a possible target group for the company. The organizations for the same reason. And the individuals are reached through internet therefore this is also convenience sampling, in spite of the large number of individuals who are connected to the internet, many people still are not connected or choose not to use internet (Solomon, 2001).
And are selected because of their interest of the village Elim. The method to analyze the data will be SPSS this program will calculate the average outcomes from the research and will help us to analyze it. Reference list Book Christensen L. B. , (2011) Research methods, design and analysis, 11th edition. Pearson International Education. Reports Centraal Bureau van Statistiek (2010). Vrijetijdsbesteding van Nederlanders, Tourisme en Recreatie in Cijfers 2010, 91-95. Centraal Bureau van Statistiek (2010). Dagtochten van Nederlanders, Tourisme en Recreatie in Cijfers 2010, 95-107. Websites
White, R (n. d. ). The feasibility study – Guard your investment from whishful thinking. White Hutchinson Leisure and Learning group. Retrieved September, 26, 2011, from http://www. whitehutchinson. com/leisure/articles/100. shtml Williams, D, Ream, K. M. (2008) The serious business of miniature golf. Retrieved September, 20, 2011 from http://www. minigolfbook. com/consult. html Mini-golf. Nederlandse mini-golf bond. Retrieved October, 1, 2011, from http://www. fnmb. nl/index. php? keuze=Minigolf Pitch& Putt Golf. Retrieved October, 12, 2011, from http://www. pitch-putt. nl/ Appendixes
Survey over personeelsuitjes Beste deelnemer, hartelijk dank voor uw interesse en behulpzaamheid in ons onderzoek. In dit onderzoek zoeken wij uit of er interesse en vraag is naar mini-golf als personeelsuitje. Deze vragenlijst bestaat uit 8 vragen, wij vragen u om deze naar waarheid in te vullen. 1. Wat voor bedrijf bent u? A. Bouwkundig bedrijf B. Financieel bedrijf/bank C. Bedrijf in de verzorging D. Anders, namelijk…. 2. Uit hoeveel personeelsleden bestaat uw bedrijf? A. < 20 B. 20 – 40 C. 40 – 60 D. 60 > 3. Hoe vaak houdt u voor uw personeel een personeelsuitje? A. 1 keer per jaar
B. Minder dan 1 keer per jaar C. Vaker dan 1 keer per jaar, namelijk… 4. Wat voor soort activiteiten doet u tijdens een personeelsuitje? A. Avond activiteiten (zoals theater, uit eten) B. Team building Als B is ingevuld bij vraag 4 ga dan naar vraag 5. Als A is ingevuld bij vraag 4, ga dan direct naar vraag 6. 5. Welke activiteit spreekt u het meeste aan bij teambuilding? A. Survival B. Sport activiteiten zoals minigolf C. Oud Hollandse spellen 6. Zou u geinteresseerd zijn mini-golf? Zo ja, hoeveel geld zou u willen spenderen voor een dag(deel) minigolf per persoon? A. > €15 B. €15 – €25
C. €25 – €35 D. €35 < 7. Zou u geinteresseerd zijn in mini-golf in combinatie met eten en drinken? Zo ja, hoeveel geld zou u hieraan willen spenderen? A. < €15 B. €15 – €25 C. €25 – €35 D. €35 > 8. Zou u interesse hebben om een mini-golf bedrijf te bezoeken in de omgeving van Elim? A. Ja B. Nee Einde van de vragenlijst. Graag bedanken wij u voor uw medewerking. Survey voor verengingen voor teamuitjes Beste deelnemer, hartelijk dank voor uw interesse en behulpzaamheid in ons onderzoek. In dit onderzoek zoeken wij uit of er interesse en vraag is naar mini-golf als personeelsuitje.
Deze vragenlijst bestaat uit 8 vragen, wij vragen u om deze naar waarheid in te vullen. 1. Wat voor vereniging bent u? A. Sport vereniging B. Muziek vereniging C. Anders, namelijk… 2. Uit hoeveel leden bestaat uw vereniging? E. < 20 F. 20 – 40 G. 40 – 60 H. 60 > 3. Hoe vaak per jaar organiseert uw vereniging uitjes voor de verschillende teams? A. Eens per jaar B. Twee keer per jaar C. Minder dan 1 per jaar D. Vaker dan 2 keer per jaar 4. Wat voor soort activiteiten doet u tijdens een personeelsuitje? C. Avond activiteiten (zoals theater, uit eten) D. Team building
Als B is ingevuld bij vraag 4 ga dan naar vraag 5. Als A is ingevuld bij vraag 4, ga dan direct naar vraag 6. 5. Welke activiteit spreekt u het meeste aan bij teambuilding? D. Survival E. Sport activiteiten zoals minigolf F. Oud Hollandse spellen 6. Zou u geinteresseerd zijn mini-golf? Zo ja, hoeveel geld zou u willen spenderen voor een dag(deel) minigolf per persoon? E. > €15 F. €15 – €25 G. €25 – €35 H. €35 < 7. Zou u geinteresseerd zijn in mini-golf in combinatie met eten en drinken? Zo ja, hoeveel geld zou u hieraan willen spenderen? E. < €15 F. €15 – €25 G. €25 – €35 H. 35 > 8. Zou u interesse hebben om een mini-golf bedrijf te bezoeken in de omgeving van Elim? C. Ja D. Nee Einde van de vragenlijst. Graag bedanken wij u voor uw medewerking. Survey voor toeristen Beste deelnemer, hartelijk dank voor uw interesse en behulpzaamheid in ons onderzoek. In dit onderzoek zoeken wij uit of er interesse en vraag is naar mini-golf als personeelsuitje. Deze vragenlijst bestaat uit 8 vragen, wij vragen u om deze naar waarheid in te vullen. 1. Wat waar komt u vandaan? ………………………………………………………………………………………………… 2. Waar verblijft u? ……………………………………………………………………………………………….. . Hoe lang verblijft u hier? A. < 1 week B. 1 – 2 weken C. 2 – 3 weken D. 3 > weken 2. Uit hoeveel personen bestaat uw reisgroep? I. 1 persoon J. 2 personen K. 3-4 personen L. Meer dan 4 personen, namelijk…. 3. Wat voor soort activiteiten doet u tijdens uw verblijf? (meerdere antwoorden mogelijk) E. Sport F. Cultuur G. Uitgaan Als B is ingevuld bij vraag 4 ga dan naar vraag 5. Als A is ingevuld bij vraag 4, ga dan direct naar vraag 6. 5. Welke activiteit spreekt u het meeste aan bij sport? (meerdere antwoorden mogelijk) G. Binnen sporten H. Buiten sporten I. Team sporten J.
Individuele sporten 6. Zou u geinteresseerd zijn mini-golf? Zo ja, hoeveel geld zou u willen spenderen voor een dag(deel) minigolf per persoon? I. > €15 J. €15 – €25 K. €25 – €35 L. €35 < 7. Zou u geinteresseerd zijn in mini-golf in combinatie met eten en drinken? Zo ja, hoeveel geld zou u hieraan willen spenderen? I. < €15 J. €15 – €25 K. €25 – €35 L. €35 > 8. Zou u interesse hebben om een mini-golf bedrijf te bezoeken in de omgeving van Elim? E. Ja F. Nee Einde van de vragenlijst. Graag bedanken wij u voor uw medewerking. Survey voor inwoners van Elim en omliggende steden
Beste deelnemer, hartelijk dank voor uw interesse en behulpzaamheid in ons onderzoek. In dit onderzoek zoeken wij uit of er interesse en vraag is naar mini-golf als personeelsuitje. Deze vragenlijst bestaat uit 8 vragen, wij vragen u om deze naar waarheid in te vullen. 1. Wat waar komt u vandaan? ………………………………………………………………………………………………… 2. Hoe ziet uw vrijetijdsbesteding eruit? (meerdere antwoorden mogelijk) A. Sport B. Uitgaan C. TV/computer D. Familie/vrienden bezoekjes E. Anders, namelijk.. Als B is ingevuld bij vraag 4 ga dan naar vraag 5. Als A is ingevuld bij vraag 4, ga dan direct naar vraag 4. 3.
Welke activiteit spreekt u het meeste aan bij sport? (meerdere antwoorden mogelijk) K. Binnen sporten L. Buiten sporten M. Team sporten N. Individuele sporten 4. Zou u geinteresseerd zijn mini-golf? Zo ja, hoeveel geld zou u willen spenderen voor een dag(deel) minigolf per persoon? M. > €15 N. €15 – €25 O. €25 – €35 P. €35 < 5. Zou u geinteresseerd zijn in mini-golf in combinatie met eten en drinken? Zo ja, hoeveel geld zou u hieraan willen spenderen? M. < €15 N. €15 – €25 O. €25 – €35 P. €35 > 6. Zou u interesse hebben om een mini-golf bedrijf te bezoeken in de omgeving van Elim? A. Ja B. Nee . Met wie zou u een mini-golf baan bezoeken? (meerdere antwoorden mogelijk) A. Vrienden B. Familie C. Kinderen D. Anders, namelijk.. 9. Hoe vaak zou u een bedrijf als deze bezoeken? A. Minder dan 1 keer per jaar B. 1 keer per jaar C. 2 keer per jaar D. Vaker dan 5 keer per jaar, namelijk.. Einde van de vragenlijst. Graag bedanken wij u voor uw medewerking. Planning Week number| Activities| 1. 1| – Read articles- Come up with a problem statement- conceptual map| 1. 2| – Write a introduction- Make research questions- adjust concept map- make a planning| 1. 3| – Finish the first draft- hand in draft 1| . 4| – Prepare research methods (surveys etc)- Making literature review| 1. 5| – adjust draft 1- Finish literature review| 1. 6| – hand in draft 2| 1. 7| – adjust draft 2- making the research design| 1. 8| – prepare surveys, interviews- Hand in final proposal| 1. 9| | 2. 1| – taking interviews- doing the surveys- Data collection| 2. 2| – adjust proposal- analyze findings| 2. 3| – make the discussion| 2. 4| | 2. 5| – conclusion and recommendations| 2. 6| | 2. 7| | 2. 8| | 2. 9| | | | Work break down structure Resoures Costs that are included will be travel costs, paper costs, printing costs.
The estimation of these costs include a total of €130. 80. More elaborate information about this budget can be found in table 1. Table 1: costs overview of HRP Type of costs| Amount in euro’s| Travel costs (train)| € 32. 40| Travel costs (bus)| € 38. 40| Paper costs| € 5. 00| Ink costs (print costs)| €30. 00| Telephone costs| €15. 00| Financial documents KVK| €10. 00| Total costs| € 130. 80| Travel costs: the authors will visit the cities in the weekends. Therefore there are costs involved, first of all, the costs for a return ticket from Leeuwarden to Hoogeveen are €16. 0 (this includes the 40% cost reduction with OV-chip card). Estimated is that the authors will need to visit the town twice. However, one of the authors lives in this town, thus she does not have to travel in the weekends. Therefore the amount totals to €32. 40. Moreover, the costs for the use of busses is estimated to be € . €1. 60 is the average costs for one bus drive, the authors will visit different villages, therefore the amount of bus drives is estimated on 24 (6 cities, + return ticket, times two since the authors go together). The total costs for bus drives will sum up to € 38. 40.
Paper costs: include printing the surveys. The average costs of printing paper is €5. 00, this package includes about 500 pieces of paper, which is sufficient to this research. Ink costs: is included for printing the surveys. The average costs of printing ink is €30. 00, this will be sufficient to print all the necessary papers for this research. Telephone costs: this cost is included since the authors have to contact different agencies and companies by phone. Financial documents KVK: In order to get insight into organizations and their financial situations documents need to be bought from the Kamer van Koophandel.