The intention
During the transition from the guilder to the euro, golf balls were also sold too expensive and partly due to the advent of the internet, more and more golf shops on golf courses were closed, so that no golf balls etc.. more could be bought on the golf course while golf can of course not be played without golf balls. The intention was therefore to sell golf balls on golf courses at a very competitive price without the need for a shop and/or staff..
The approach
The solution was very simple: sell golf balls through a vending machine that “asshole proof” and is mechanical. After more than six months of research into the right product options, designing and developing we eventually had a fantastic golf ball machine. This one was in the shape of a golf ball on a tee, made of high-quality plastic and fully mechanical, so that we could place these machines on any desired hole anywhere in the Netherlands. The problem with the overpriced balls, we solved by placing ads on the balls. This guaranteed our income and we were able to make the machines and balls available to the golf courses completely free of charge, which in turn could offer the balls cheaply through the machines..
The result
Now after more than three years there are only 9 machines, of which there 3 must be retrieved, placed in the Netherlands. Furthermore, there are 10 in Spain and are still there 20 waiting for a placement. We can't sell the ads. And we have a huge stock of golf balls that we have linked a brand to, Dutch & Orange, We have expanded this brand with various golf accessories and it runs great. We mainly sell the golf balls with company logos via the internet and we are well on our way with the accessories 35 to supply stores for next season.
The lessons
We thought we had found a gap in the market with a product that does exist but the application does not yet. In retrospect, we should have asked ourselves if we were really the first and the only ones to come up with this application. In short, if it's that simple and nobody does it there must be a reason for it.
Author: W.J. van der Velden
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