2. AGN Executive Summary
AGN, LLC. is a forerunner in the emerging
generation of interactive digital media
companies. The Company creates
remarkable communities and cutting edge
distribution through our Digital Golf Network
that provides global scale, media reach and
engagement for products / services and
shifts control to consumers.
AGN structures innovative marketing
solutions through premium video
programming, creative services, social and
mobile distribution that leverage the power
of consumer’s digital media consumption
and purchasing power online and on
emerging media platforms to provide an
increased value to all parties.
3. Marketplace Opportunity
The opportunity in the marketplace is immediate and compelling. Marketing is
changing from a linear environment to a digital model. Historically, traditional oneway marketing like television, radio and print advertising have been used to
interrupt audiences in a mass, one-way marketing model.
AGN serves the needs of our clients
by leveraging the unique
characteristics of the digital media
universe and assembling our client’s
products and services into a unique
value proposition for consumers that
is anticipated, personal, and
relevant. This becomes the perfect
place for marketers to reach the
consumer and drives our client’s
revenue models.
4. Digital Media to Reach Tipping Point in 2015
Source: PQ Media
Source: PQ Media
5. Consumer Control
The key driver behind the exploding demand
for digital marketing is the issue of control:
Consumers have increased their demand for
niche products and services whenever they
want them, on multiple digital devices. It is no
longer the marketers but the consumers
who are in control, a shift that is being played
out in the transition to interactive on-demand
media.
Today consumers must have remarkable niche media that they seek and share.
AGN can get them there.
6. Digital & Mobile: Fastest Growing Media Segments
GroupM Predicts Digital Ad Spend Will Surpass
$113 Billion in 2013
7. AGN Video Platform
AGN is a fully integrated platform of ad-supported, digital and mobile video content at
high traffic golf courses in the US and around the world. The network will consist of:
• LED Screens in strategic locations in the
clubhouse / grill room (19th hole)
• Interactive touch screens in the pro shop for
special offers and data-mining
• Mobile rangefinder mounted on golf cart tablets with
ad-serving / interactive split screens and data mining
• Proprietary and syndicated data research
• Destination and Event Marketing, Ad In The Hole™
and Product Sampling
• 4 hour+ dwell time at golf clubs having a minimum
of 30,000 yearly rounds
• Relevant, entertaining and informative video content
at multiple touch points
• Global expansion potential in 21 countries
7
8. AGN Timeline & Scale
Soft Launch: Q1 2014
•
•
•
Rollout of 100 courses each with 2 LED screens
Recall/engagement/impression delivery for screens only
Launch social branding community
National Rollout Q3 2014 – Q4 2018
•
•
•
Rollout of 20 - 25 courses per month – 250 annually – 1000 cap
Integrate multiple golf cart-mounted tablets
Launch eCommerce platform
Global Expansion 2015
The distribution base of AGN is Ad-In-The Hole, a patented and trademarked,
global branding concept active in 22 countries. Western Europe is interested in
expanding the AGN platform in the following countries:
United Kingdom
France
Spain
Portugal
400+ Courses
80 courses around Paris
40 courses in 4 cities
60+ courses
9. AGN Beyond the Golf Course
Community – AGN’s website, branded
social media and mobile marketing provide
personal interaction for our golfer audience 24/7
Content – AGN will create relevant,
customizable content and services on our social
and digital platform
Culture – Develop a consumer-controlled
environment enhanced by loyalty programs,
special offers, targeted products and services
Commerce – As AGN’s online, mobile and
social platforms grow, we will build an e / m
commerce site dedicated to golf and golfer
lifestyle
10. AGN Revenue Buckets
AGN’s hybrid mix of traditional, digital and
social media provide multiple revenue
opportunities:
AGN Golf Course Network
• National Video Ad Sales
• Regional / Spot Sales
• Local Ad Sales
• International Ad Sales
• Ad In The Hole, Tee Box Markers
• Sponsorship, Promotion, Event Marketing
AGN Community
• Loyalty Programs: AGN mobile app
• Branded Social Network: Facebook,
YouTube, LinkedIn etc
AGN e/m-Commerce
AGN Web site
11. SMB Monetization
AGN’s golf course network of global scale
and targeted reach transforms into granular
engagement and commerce at each
member golf course
AGN’s local advertising strategy and mobile
loyalty / m-commerce app generates a
quick-build revenue stream in the growing
SMB (Small/Medium Business) sector.
As AGN signs up each member course, our
local sales team can immediately monetizes
local restaurants, travel, financial services,
auto dealers, luxury goods and retail liquor
advertisers
12. Ultimate Consumer
Affluent Male
Consumer
“Golfers make up one of the most
well-educated and affluent markets.
They are the ultimate consumer;
they are professional decision
makers, with high levels of
disposable income. Possessing
these characteristics, golfers are
consumers that every company
(industry) should target.”
Source: Perfect Approach Media 2011
13. Golf Marketplace
AGN First
to Market
• Golf is a $60 billion industry with
more than 57 million golfers on
30,000 courses worldwide
• Currently there are no media
companies servicing this market in
a fully integrated, digital way.
• AGN, working with partner Ad-inthe-Hole™, can scale with a
national and global footprint
immediately
14. Proof of Performance
AGN remains the first to market a fully integrated, ad-supported, digital
and mobile video network in scale. However, the golf industry is starting
to deploy digital signage in the US and Canada:
• Zoom Media and IGotcha Media have installed 34 courses in Quebec
with clubhouse screens and driving range boards.
• JustOne Golf has rolled out its Teeosk, a video HD recording at Par 3
holes for cash payout. Participants pre-register with a minimum wager.
• Ad in the Hole UK has interest in Golf club roll-out of LED screens in the
following countries: United Kingdom, France, Spain & Portugal
15. Golf Course Acceptance
Why would the
golf courses
play along?
Historically golf courses have been
responsible for the capital investment
associated with on-cart GPS/Range
finder equipment, flat screens in the
clubhouses as well as selling any
advertising to help offset the incurred
costs.
•
MP
•
AGN provides the equipment, content
and networking while allowing each
course to utilize a percentage of the
available ad space to promote their
own products/services while at the
same time adding value to each
golfer’s experience.
16. Risk / Reward
AGN is a controlled-risk business model. Initial investment is to attain scale as
well as deliver documented engagement measures as a selling tool to generate
ad revenue during rollout. Profits will be re-invested in domestic & global
expansion, improved products & services, hardware & software upgrades,
infrastructure and personnel.
•
•
•
•
Create a totally immersive, digital experience over an extended period of
time against an affluent male consumer
Concentrate on higher consumer value: targeted niche player attracting
higher than average engagement, dwell time and, as a result, sustain a
premium CPM
Develop our digital network on a broadcast model basis to compete for
migrating network and cable dollars
Demonstrate ROI by the end of Year II.
17. AGN: Aligned for Success
Hardware: cost of goods declining; attractive long term leasing deals; greater
functionality
Technology: high quality transmission particularly mobile video at sliding rates
Media: multi-platform convergence; ad spend shift from traditional to digital
media
Target Audience: the ultimate consumer; premium CPM; captive audience
Scale: domestic & global; golf is global business – AITH has global distribution
Proof of Performance: Canadian copy and digital testing on the course and in
the clubhouse emerging
First to Market: fully integrated platform of digital video and mobile content with
ad messaging on the golf course, in the clubhouse and pro shop for
4+ hours of exposure
18. Investor Ask:
AGN’s 5 year forecast = $100 million business
AGN can launch and monetize at 3 tactical phases / investment levels:
Phase 1: $200,000 equity level
• 4 - 5 market roll-out of 20 member golf courses
• Install / operate 2 video screens per course
• Local ad sales placement
• AGN loyalty/commerce mobile app
Phase 2: $400,000 equity level
• 10 market roll-out of 50 member golf courses
• Installation, ad sales placement & mobile app deployment
• Benchmark engagement & viewership study
Phase 3: $800,000 equity level
• 20 market roll-out of 100 member golf courses
• Installation, ad sales, AGN app and benchmark study
• Tablet-mounted golf cart test
19. AGN: Management Team
Doug Malecki, CEO
Doug is the owner of Ad In The Hole USA and has through working with golf clubs nationwide
accumulated numerous valuable relationships in the golf course ownership/management industry.
He is an experienced leader specializing in management challenges faced by start-up and growing
companies & brands.
Paul DuCharme, CMO
Paul is a career media professional with extensive experience in media planning and buying, brand
promotion, advertising sales & marketing and public relations for multinational companies. His
expertise encompasses corporate communications, global and domestic advertising sales and
consumer marketing.
Brad Heureux, CSO
The 25-year media and advertising industry veteran, Heureux’s prior leadership at Comcast
corporate resulted in the development of Interactive Sales platforms that included new business
opportunities and advanced advertising and sales models on Comcast owned networks E!, The
Golf Channel, Style, Comcast Sportsnet, Comcast.net, ESPN Clubhouse, QVC, as well as TV,
internet, iTV, Video On Demand and mobile.
Michael Szczechura, CRO
Mike is a media veteran experienced with strategic design, build out and training of ad sales
organizations. Mike's ability to see market opportunities through the national, regional and local
prism has maximized ad sales revenue in three different top 25 markets.
