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Birdietime Innovations Ltd.

The online platform for players to get inspired and learn the game of golf.

Far too many golfers struggle with their game. And for obvious reasons. Golf is a game that is relatively easy to learn, but a really tough nut to crack when it comes to mastering it. But if you are taught by the best and are inspired to take it to the next level, golf can bring satisfaction beyond imagination.

Birdietime offers premium online coaching content from the best elite coaches and tour players, inlcuding Paul Casey, a three time Ryder Cup winner, 16 time PGA/European Tour winner and a Unicef Ambassador. With a career high world ranking of nr. 3 
Privanet

Investor proposal

Birdietime’s business model consists of selling digital content online with a subscription-based pricing. This model enables rapid growth and excellent margins. Birdietime’s business model can be expected to generate a margin of 30-40% per sold content and/or annual membership. For each sold learning program or annual membership, Birdietime pays roughly 20-25% to the content producers (our elite coaches and players). Sales and marketing costs are expected to account to roughly 25-35% of turnover.
Birdietime offer A shares only.

Product

The problem this product solves

Far too many golfers struggle with their game. And for obvious reasons. Golf is a game that is relatively easy to learn, but a really tough nut to crack when it comes to mastering it. 99% of the time golfers try to master the game of golf by themselves. The problem is, random YouTube videos, playing buddies or advice from the spouse are more likely to destroy ones game than to improve it.

How the product solves it

Birdietime is the online platform for players to get inspired and learn the game of golf. Birdietime offers premium online coaching content from the best elite coaches and tour players. The type of coaching that players can also access through Birdietime. By being taught by the best how to fix what is wrong and by being inspired to take it to the next level, golf can bring satisfaction beyond imagination.

We are here to end the struggle and to bring out the passion for a great game of golf for the doers, dabblers and pros in the world.

Product features

Birdietime coach team consists of six world-class coaches: Hugh Marr, Phil Kenyon, Robert Rock, Dr. Mark Bull and Rob Goldup. They each coach some of the best Tour players in the world, including world number one Justin Rose, Tommy Fleetwood, Paul Casey, Francesco Molinari, Patrick Reed and Henrik Stenson (please see Team bios for more details). The coaches are committed to producing exclusive coaching content for Birdietime for several years. Some of the coaches are also part of Birdietime’s option program.

Product use cases

Birdietime wants to be THE place for the player to learn to play better golf, and that takes more than just educational videos. Even today, Birdietime.com offers the following additional services: Online service to book and purchase educational services from more than 550 PGA Teaching Professionals (golf instructors) globally Possibility to book online teaching from PGA Pros working for Birdietime Digital swing analysis: The player can send his swing video to be analysed by Birdietime Pros

Team

Mikko Back avatar
Mikko Back Founder, CEO
Mikko is responsible for the whole operation and taking care of all partnerships and funding. Mikko has 25% of all shares.
Eetu Bergman avatar
Eetu Bergman Co-founder, Marketing and growth hacking
Eetu is responsible for all marketing activities and growth hacking. Eetu has 6% of all shares.
Janne Aaltonen avatar
Janne Aaltonen Co-founder, Service design
Janne is responsible for all design related issues in Birdietime and most importantly, responsible for the the whole service design. Janne has 6% of all shares.
Mikko Hyytiäinen avatar
Mikko Hyytiäinen Co-founder, CTO
Mikko is responsible for all Birdietime technology solutions and especially all front-end development. Mikko has 6% of all shares.
Tomi Mikola avatar
Tomi Mikola Co-founder, Back-end development
Tomi is responsible for all back-end development and API’s. Tomi has 4% of all shares.
Tuuli Haahtela avatar
Tuuli Haahtela Lead investors, Chairman of the Board
Ms. Haahtela has long experience in numerous board and executive positions in several businesses. Tuuli is entrepreneurship professional with a Master of Arts in Leading Innovation and Change focused in Organisational Leadership from York St John University.
Mark Jannaway avatar
Mark Jannaway Investor, Member of the Board
Mr. Jannaway is a Partner at OC&C Strategy Consultants focused on developing winning strategies and commercial due diligence for financial investors. Mark will focus on continuous improvement of the business model over time and delivering the financial performance of a strong subscription business. Mark has also supported the strategy for ... See more
Mr. Jannaway is a Partner at OC&C Strategy Consultants focused on developing winning strategies and commercial due diligence for financial investors. Mark will focus on continuous improvement of the business model over time and delivering the financial performance of a strong subscription business. Mark has also supported the strategy for the European Tour in the past. See less
Eka Ruola avatar
Eka Ruola Investor, Member of the Board
Mr. Ruola is the CEO of Hasan & Partners Group and one of the most awarded and recognised brand and marketing executives in Europe. Having numerous board and executive positions he brings the knowledge and experience of creating world-class brands and marketing executions.
Petri Hollmen avatar
Petri Hollmen Investor, Member of the Board
Mr. Hollmen is the CEO and founder of Lyyti, one of the fastest growing event booking providers in Europe. Funny enough, Lyyti is one of the competitors of Birdietime in Finland. Having the experience of leading and developing a similar product and service, Birdietime will save both time and numerous ... See more
Mr. Hollmen is the CEO and founder of Lyyti, one of the fastest growing event booking providers in Europe. Funny enough, Lyyti is one of the competitors of Birdietime in Finland. Having the experience of leading and developing a similar product and service, Birdietime will save both time and numerous failures. See less

Market

Target Market

Pro and golfer statistics
US market = 28 000 – PGA Pros, 24 000 000 golfers
UK market = 7 800 – PGA Pros, 3 900 000 golfers
Nordic markets = 2 000 – PGA Pros, 1 500 000 golfers

Average prices per instructional services
Traditional f2f instruction programs and lessons €50 - €2 500
private lesson €25 - €100
swing video analysis €20 - €150
private lesson with star coaches €150 - €3 000
instruction video series (DVD, streaming) €20 - €2 000

Competitive landscape

Golf is a very technical and difficult game to master, and unless the player knows how to play and practice golf. Google or Youtube search term "fix slice" rarely provides a quick or useful solution for a player. The Internet is full of good and bad advice that rarely fits in with those seeking information and help.

MeAndMyGolf is a company founded by two PGA Pros from the UK, with a strong focus on Youtube content and annual membership sales.

Revolution Golf is a US-based company that started its business by selling golf DVDs. 

Unique differentiator from competitors

Birdietime covers all aspects of the golf. We have the best coaches and players providing coaching content in golf itself, mental training, physical training and biomechanics. All this content is suitable for the professional golfers but more importantly, to all amateurs and club players. Quality of the content is best in the world, from learning aspect but also from the production aspect.

Company revenue streams

Birdietime is a digital platform to help golfers learn and master the game of golf. Golfers purchase a single program (consisting of series of lessons) or subscribe to a yearly membership giving access to all content and member benefits. Currently one program costs £39 and yearly all-access subscription £99.

Product/service distribution

Tech development needs are very modest as all major development work has already been completed. Hence, technology costs are expected to be minimal and the scaling of the business is mainly dependent on marketing resources.Birdietime operates digitally and is able to reach the key target audience mainly through digital channels.

Execution

Previous milestones/traction

  • Birdietime filmed a total of 115 coaching videos in Dubai at the end of January 2019. This video library creates a solid basis for the service.
  • The videos were packaged into 7 teaching programs, the sale of which will begin on March 15, 2019.
  • The premium quality of the first videos has received excellent feedback from coaches, players, consumers and potential partners alike.

Next key objectives

Birdietime currently has 115 video tutorials and the aim is to have 500 videos by the end of 2019 and about 1500 in 2020.

Increasing the amount of content serves two main purposes:
  1. Creating a service with the most comprehensive offering of the world's best teaching content.
  2. Creating a service where artificial intelligence can be used for customising the service experience for consumers. The more content the service has, the better we can personalise the experience, and suggest new content for players with regard to their level, need and motivation.

The most important aspects that distinguishes Birdietime from its competitors.

Previous Financing

2017 →  € 260 000
2018 → € 686 000

Partnerships

  • Utilise Birdietime’s current PGA Pro base (550 pros) to promote the service to their clients
  • Promote the service to Birdietime’s current golfer base. A total of 30 000 golfers who bought instruction services via Birdietime during season 2018
  • Utilise The PGA´s channels (website, PGA Professional Magazine, email campaigns, events)
  • Co-branded campaigns with the PGA Partners that include some of the brands in the industry such as Titleist, FootJoy, BMW, GolfBreaks and ClubCar. The PGA opening doors to top brands in the industry)
  • Tour players

Use of funds

  • Market the service in selected target regions (45% of funds received)
  • Design and produce new content (30% of the funds received)
  • Technical maintenance and development of the service (10% of the funds received)
  • Other operating expenses (15% of funds received)

Industry Certifications/Awards

Partnership with The PGA of Great Britain and Ireland.

Return on Investment

Birdietime’s prospective yield consists of an increase of the company value. Typically, rapidly growing technology companies do not pay out dividend, instead choosing to focus the funds on growth, which increases revenue and therefore company value.

The most likely way to turn Birdietime’s targeted value growth into money is to sell shares when
a) a significant part of the company is sold,
b) the entire company is sold or
c) the company is listed in a stock exchange.

Risk Analysis

Any innovative company is inherently a risk; this comes with the nature of the beast. However, we strongly believe that Birdietime unique concept and experienced team minimize the risks and enhance the opportunities.

Risk Warning

Privanet Group is a Finnish investment service group specialized in trading unlisted shares and managing companies’ financing needs. Our group includes the parent Company Privanet Group Plc, the fully owned subsidiary company Privanet Capital Markets Ltd, which focuses on capital market transactions, and its subsidiary Privanet Securities Ltd, which operates Finland’s only marketplace for trading securities of unlisted companies. Privanet is working closely with FundedByMe, the international crowdfunding platform. The entire Privanet group employs approximately 40 people. We have branches located in Helsinki, Tampere, Turku, Oulu, Jyväskylä, Vaasa, Forssa, Joensuu, Lahti, Mikkeli, Ylivieska and Kuopio. We provide a large variety of services aimed at bringing together investors and those in need of funding. http://www.privanetgroup.fi/?lang=en