Local Competitive Market
Review
Local Competitive Market Review
Introduction to the Reports
England Golf can now provide local market reports, relevant to the area local to your club. The reports
can provide clubs with a profile of existing members, using this information to map the potential
members/golfers in your local area. These have been design in order to support clubs in the decision
making process when considering activities including, reviewing pricing structures, deciding on green
fee offers and planning marketing activities.
Attached is a sample report which will provide you with examples of the type of information included
within study, and how this can aid in the running of your club.
About CACI InSite
England Golf use CACI InSite software to produce the Local Market Review reports. The reports use
ACORN classifications to segment the UK into 56 distinct types of people.
For further information on the 56 distinct ACORN types a user guide is available here.
InSite - understanding locations, understanding consumers... through analysis and mapping.
InSite is a local market analysis system that helps you to find your target customers and target
locations. It is used by retailers and leisure operators to profile customers using existing outlets and to
evaluate new locations according to market spend and customer potential.
It is a market-leading package of software, consumer data and location planning models, developed to
provide you with decision-making support. It uses mapping, data manipulation and analysis tools to
help you understand your consumers and business locations.
InSite reflects CACI's practical experience of delivering customer and market analysis solutions. It is
also backed by the greatest breadth and depth of geodemographic, marketing and lifestyle data
available on the market.
For further assistance please contact our Club Services team on:
01526 354500 or email: [email protected]
The Reports Available
Club Profile Report
The club profile report will tell you how many people are living within your drivetime catchment. It
breaks down the profile of these potential customers versus the national average and tells you their
earning potential and spending habits. From this you can see whether your clubs’ catchment will
support a Members Club or Daily Fee play.
Data Required: Golf Club Postcode
Catchment Map
The Catchment Map will show your clubs catchment graphically and the clubs you are competing
against.
It will also show you the total population that you are drawing from, the number of golfers within that
population and your current share of that group of potential customers.
The legend on the map will show the population breakdown by Prosperity Type.
Data Required: Golf Club Postcode
Cost: £25.00 plus VAT
Potential New Members Report
The potential new members report will plot your membership by prosperity type and by postcode. It
will show the clustering and tell you from which streets within your catchment area they are generated
from.
It will then show you the total number of households within those productive streets and the number of
potential new members by street. It will identify the number of households you need to target in order
to generate enough leads that with the correct sales processes, will convert to one hundred new
members.
Data Required: Golf Club Membership by Postcode and Type
Cost: £75.00 plus VAT
For further assistance please contact our Club Services team on:
01526 354500 or email: [email protected]
Sample New Potential Members Report
Area:
Sample Club
Total Members:
641
Members
Households
%
Members
Potential
1. Wealthy Achievers
5
24
0.78
19
Reigate
3. Comfortably Off
4
20
0.62
16
Sondes Place Drive
Dorking
1. Wealthy Achievers
4
16
0.62
12
Upper Rose Hill
Dorking
1. Wealthy Achievers
4
23
0.62
19
56
0.62
52
Postcode
Road Name
Town
ACORN Category
RH 4 1NY
Castle Gardens
Dorking
RH 2 8BH
Hillhouse Drive
RH 4 3EG
RH 4 2EB
RH 4 3BF
Highacre
Dorking
1. Wealthy Achievers
4
RH 2 0HT
Ridgegate Close
Reigate
1. Wealthy Achievers
3
17
0.47
14
RH 2 9LG
Pilgrims Way
Reigate
1. Wealthy Achievers
3
26
0.47
23
RH 2 7BX
Blackborough Road
Reigate
1. Wealthy Achievers
3
17
0.47
14
11
0.47
8
RH 2 7ET
Ringley Park Avenue
Reigate
1. Wealthy Achievers
3
RH 4 3PF
Pointers Hill
Dorking
1. Wealthy Achievers
3
26
0.47
23
RH 5 4PU
Ockley Road
Dorking
3. Comfortably Off
3
15
0.47
12
RH 5 4JN
Bentsbrook Park
Dorking
1. Wealthy Achievers
3
17
0.47
14
29
0.47
26
RH 5 6AX
Burney Road
Dorking
1. Wealthy Achievers
3
RH 5 4BL
Park Copse
Dorking
1. Wealthy Achievers
3
10
0.47
7
RH 4 1PE
Redcote Place
Dorking
3. Comfortably Off
3
15
0.47
12
RH 3 7AT
Roothill Lane
Betchworth
1. Wealthy Achievers
3
8
0.47
5
10
0.47
7
RH 4 3LJ
Coast Hill Lane
Dorking
1. Wealthy Achievers
3
KT20 7ED
Farm View
Tadworth
5. Hard Pressed
2
4
0.31
2
CR 5 2SU
Woodhatch Spinney
Coulsdon
3. Comfortably Off
2
45
0.31
43
RH 1 3AN
Harps Oak Lane
Redhill
1. Wealthy Achievers
2
14
0.31
12
25
0.31
23
RH 1 3AD
Shepherds Hill
Redhill
1. Wealthy Achievers
2
RH 1 3NL
Radstock Way
Redhill
3. Comfortably Off
2
26
0.31
24
RH 1 2AQ
Buckhurst Close
Redhill
3. Comfortably Off
2
39
0.31
37
69
For further assistance please contact our Club Services team on:
01526 354500 or email: [email protected]
424
Sample Club Profile Report
Area: 10 minutes around Sample Golf Club (Drivetimes AA Network, Normal Speeds)
Base: Great Britain
ACORN Category Profile
Data as %
Profile
for area
for base
Index (av. 100)
12,734
39.1
24.4
160
1
Wealthy Achievers
2
Urban Prosperity
3,928
12.1
12.4
97
3
Comfortably Off
10,688
32.8
27.2
121
4
Moderate Means
1,080
3.3
13.8
24
Hard Pressed
3,479
10.7
20.7
51
674
2.1
1.5
140
Profile
for area
for base
Index (av. 100)
Wealthy Executives
6,461
19.8
9.1
217
B
Affluent Greys
3,308
10.2
7.4
137
C
Flourishing Families
2,965
9.1
7.9
116
D
Prosperous Professionals
2,254
6.9
2.0
353
E
Educated Urbanites
1,402
4.3
6.7
64
272
0.8
3.7
22
5
Unclassified
Total Population
32,583
ACORN Group Profile
Data as %
A
F
Aspiring Singles
G
Starting Out
3,337
10.2
4.5
227
H
Secure Families
4,238
13.0
14.7
89
I
Settled Suburbia
1,804
5.5
5.6
98
J
Prudent Pensioners
1,309
4.0
2.4
169
K
Asian Communities
0
0.0
1.7
0
L
Post Industrial Families
696
2.1
4.7
46
M
Blue Collar Roots
384
1.2
7.4
16
2,053
6.3
12.8
49
N
Struggling Families
O
Burdened Singles
868
2.7
4.1
65
P
High Rise Hardship
558
1.7
1.8
94
Q
Inner City Adversity
0
0.0
2.1
0
674
2.1
1.5
140
Unclassified
Total Population
32,583
For further assistance please contact our Club Services team on:
01526 354500 or email: [email protected]
Sample Club Profile Report
Acorn Category Index
Wealthy Achievers
180
160
140
120
100
80
60
40
20
0
Hard Pressed
Moderate Means
Urban Prosperity
Comfortably Off
Area
Base
Acorn Group %
25%
20%
15%
10%
5%
0%
A
% for…
% for…
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
For further assistance please contact our Club Services team on:
01526 354500 or email: [email protected]
Sample Club Profile Summary
Wealthy Achievers
160
Index:
Comfortably Off
121
Urban Prosperity
97
Area: 10 minutes around Sample Golf Club (Drivetimes AA Network, Normal Speeds)
Base: Great Britain
Key Groups: Data as %
Profile
for area
for
base
av=100
2.D
Prosperous Professionals
2,254
6.9
2.0
353
3.G
Starting Out
3,337
10.2
4.5
227
1.A
Wealthy Executives
6,461
19.8
9.1
217
3.J
Prudent Pensioners
1,309
4.0
2.4
169
1.B
Affluent Greys
3,308
10.2
7.4
137
1.C
Flourishing Families
2,965
9.1
7.9
116
Older Professionals in Suburban Houses & Apartments
1,977
6.1
1.0
610
Villages with Wealthy Commuters
4,161
12.8
2.1
607
3.G.24
Young Couples, Flats and Terraces
1,407
4.3
1.1
392
3.I.32
Retired Home Owners
1,305
4.0
1.1
373
3.H.27
Middle Income, Home Owning Areas
2,071
6.4
1.9
330
Old People, Detached Homes
1,822
5.6
1.7
323
1.C.9
Older Families, Prosperous Suburbs
2,024
6.2
2.3
264
1.B.5
Older Affluent Professionals
1,316
4.0
1.9
212
3.J.35
Elderly Singles, Purpose Built Flats
738
2.3
1.1
202
1.A.1
Wealthy Mature Professionals, Large Houses
1,372
4.2
2.2
191
3.H.26
Younger White Collar Couples with Mortgages
1,672
5.1
2.8
185
3.G.25
White Collar Singles and Sharers, Terraces
1,930
5.9
3.4
174
2.E.19
Suburban Privately Renting Professionals
1,223
3.8
2.5
149
3.J.36
Older People, Flats
571
1.8
1.3
139
5.O.52
Families and Single Parents, Council Flats
517
1.6
1.3
124
2.F.20
Student Flats and Cosmopolitan Sharers
219
0.7
0.6
112
5.N.44
Low Income Larger Families, Semis
1,073
3.3
3.0
110
5.P.53
Old People, Many High Rise Flats
256
0.8
0.8
104
Key Types: Data as %
2.D.14
1.A.3
1.B.7
For further assistance please contact our Club Services team on:
01526 354500 or email: [email protected]
Sample Catchment Map
For further assistance please contact our Club Services team on:
01526 354500 or email: [email protected]