Using a technology developed by Jonathan Miller, one of the company’s founders, True Yardage allows golfers the ability to download to their cell phones or PDAs a map of the golf course about to be played.  Combined with the GPS functionality of the golfer’s device, True Yardage’s system presents the user with a graphical interface of the course layout that will provide accurate distances to the front, middle, and back of the green, as well as any obstacles in between.  True Yardage’s system is priced significantly below existing golf GPS technologies, is extremely user friendly, and presents a rich graphical display currently offered by only the highest-end existing systems.

Golf is one America’s most popular sports and has benefited from a surge of popularity over the past decade.  In 2006, the National Golf Foundation estimated the number of golfers in the U.S. at over 28 million.  Collectively, these golfers play approximately 500 million rounds annually, with over 12.5 million “avid” golfers playing over 8 times per year.  Golfers have historically demonstrated a strong propensity to spend money to improve their game.  The U.S. golf equipment market totaled $5.8 billion in 2006, having grown at a compound annual rate of 2.4% since 2000.  Another key driver of True Yardages’s business is the increasing penetration of handheld GPS devices in the U.S.  Handset providers have driven this process, greatly improving GPS handheld devices and lowering their costs.  According to ABI Research, increasing sales of GPS enabled handsets is will push the worldwide market for these devices to $50bn in 2008 and to $100bn by 2012.  While U.S. penetration levels are currently estimated between 5-15%, this number is expected to increase by 30% per year.  Importantly, golfers are significantly more prone to carry GPS enabled devices.

True Yardage will target golfers who play frequently and are committed to improving their score.  Research indicates that True Yardage’s technology will appeal most to 35+, working professionals with an affinity for gadgets, and already have GPS enabled cell phones.  The company will reach these segments through golf courses, a golfer to golfer viral strategy, and the company’s on-line website.  At the golf courses, our tactics will include free demonstration days as well as selling through golf pro shops and the course’s web-sites. Our golfer to golfer viral strategy relies on golfers sending free trials to their friends via text. The company on-line website will be the face of the company where information gathering and purchasing can easily occur. These marketing tactics serve to demonstrate our two competitive differences: the ease /convenience of turning your cell phone into a golf GPS handheld device and the low price with the same state of the art GPS features.

True Yardage has the highest quality graphical golf course maps available in the industry for one of the lowest prices.  Furthermore, our technology has been developed to be conveniently used on our consumer's mobile phones.

True Yardage is led by a deep and talented management team with varied backgrounds and strong professional experience.  The team will initially consist of Kevin Van Culin, Jonathan Miller, and Tim Schlueter.  Together, they represent a total of 14 years experience in entrepreneurship, strategy and marketing consulting, and corporate leadership.  True Yardage is also working to build a strong advisory board.

The company is currently developing proprietary graphical maps of US golf courses.  These maps provide significantly richer data than competitors.

Additionally, some features of our product are being explored for patent protection. 

• seans sink May 12, 2008

  Nice Idea from True Yardage for golf lovers!!
• Bambi Francisco Roizen May 12, 2008

  Being a golfer, this service sounds great. Would be really useful if you posted a video demo!