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April 2013

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Arteries of the Industry

Pyramid of influence Where the game is played

Importance of fitting – irons  drivers

 Manufacturers need a solution to maximize channel benefits

 Depth and breadth of product representation

 Profitability of account servicing

 Green Grass need a solution to fully participate in club sales

 Can’t afford eCommerce (know how, inventory commitments, etc.)

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5,000

Green Grass eShops

6,000,000

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Manage content, images, marketing message

Dynamically served by eShopPGA

Control pricing: set MAP, change on the fly

Recurring traffic

Select and decide which products are sold

Merchandising /

Exposure opportunities

(5)

We deliver unprecedented reach opportunities

We deliver accelerated sales cycles

We deliver promo capabilities at Green Grass

(6)

We deliver a profitable Green Grass channel

#

Cost Factors eShopPGA Green Grass

Reach costs Low High

Collection risk None High

Inventory write downs None Some

BIF Low Low

Opportunity Factors eShopPGA Green Grass Product representation High Low

$ Volume per account High Low

Marketing controls High Low

Golfer reach High Low

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 Team

 Pascal Stolz

 15 years Golf Industry (Taylor Made, Cobra)

 12 years technology (ShopNow, Microsoft, startups)

 Eric Anderson

 19 years technology expert, Unix/Magento/etc.

 Technology

 Magento eCommerce back-end

 OneTree technology management (GolfChannel-LA.com)

 Advisors

 George Montgomery – Former CEO Taylor Made Golf

 Mark McClure – Former CEO Cobra Golf, ShopNow.com Board

 Alain Beja – Former CEO Blue Green – 40 courses under management

 Jim Vincent – Ernie Sabeyrack Award, PGA of America

 Philippe Barret – Former CFO Taylor Made Golf

(8)

Country Club Website Promote eTransaction Distributed Platform Full margin less 3% Fulfillment Tee-Time Manufacturer Your images/content/MAP

Direct tie to inventory levels

Order

Member Validation

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 Green Grass account installs a special personalized link on their website and immediately get access to a fully stocked eShop  You have set minimum pricing at MAP throughout the network

and the Pro has control over “above MAP” pricing

 Golfers logging on website for tee time reservations provide recurring traffic supplemented by Pro’s marketing efforts  ALL eShopPGA orders are Green Grass originated

 Golf Professionals earn full margin less credit card fees and 3%  Manufacturers paid immediately

 Product representation and fulfillment direct from manufacturer  48h / overnight shipment direct to consumers (or store)

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(Hypothetical numbers for scenario simplicity)

Retail

MF Incentive Net to Golfer

eSP integrates your end consumer discounts on the fly and manage its accounting 37.0 3.7 3.0 4.1 Cash margin Credit Card Fees MF Invoice Discount eSP Commission

eSP nets out wholesale and credit card fees & include your invoice discounts via API*

eSP auto pays the full net amount on every order

eSP commission is off “net” of the transaction 100.0 10.0 3.0 1.6 9.0 Wholesale Consumer incentive Invoice discount is any Prompt pay eSP commission Wholesale 100.0 137.0 10.0 127.0

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Invoice discount

Prompt pay discount

Merchandising / Displays

Co-Op / Investment Funds / Marketing Inventory write down costs

Sales costs

Collection costs

Customer service costs

12%

8%

to

10%

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eShopPGA Off Course

Wholesale $100.00

Account discount given ($10.00)

Prompt Pay ($1.80)

Operational/Marketing Costs ($9.00)

Commission to eShopPGA.com

Manufacturer Net Revenue $79.20

eShopPGA Off Course

$100.00 Wholesale $100.00

($3.00)* Account discount given ($10.00)

($1.75) Prompt Pay ($1.80)

($1.00) Operational/Marketing Costs ($9.00) ($9.70) Commission to eShopPGA.com

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(Hypothetical numbers for scenario simplicity) Retail $137 Wholesale 100 Cost $32 $76* $15 $10 $4

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Merchandising positions – Extend your visibility

Elect premier positions in your preferred categories

Home Pro Staff Program – Extend your sales force

 Include eShopPGA as part of your contracts

 We build a manufacturer centric eStore

 Home Pro receives commission from you, shares it with the Pro-Shop (auto managed by eSP)

eShopPGA Partner Program – Extend your reach

 Leverage your reach to encourage sign-up for accounts electing not to have physical product representation

(15)

Premium Gold

• #1 category listing position • #1 product listing position • Lead product purchase/specs

Premium • #2 to #4 listing position • Rotating • Product purchase/specs on mouse over more

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Be in control

Move the inventory you want to move

Direct account records tie-in

Market dynamic efficiencies

Fulfillment integration

Maximize your Green Grass relationships

Get paid when the order is placed

Capture Golfers’ addresses

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One-to-Many Management Groups

 Trinity, Sequoia, Troon, American Golf, etc.

Manufacturer’s rep

 Preferred Partner Program

 Home Pro Staff Program

One-on-One

 USAG VASP Partnership – 78 GHIN organizations

 PGA Shows: Las Vegas (9/13) / Orlando (1/14)

 National Golf Course Owner Association

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55

We will most likely be first to the table with all of our 55 clubs. Brent Reid | EVP

40,000

members

Facilities Golfer Reach

You have a solution that will now allows us to participate in product launches.

Jeff Whitt| Partner

77

200

136

108

41

Mike Cutler | EVP Charlene Gallob| VP Procurement

Michael Miraglia | President

(19)

Marketing

Sales

Reach

Evolutionary Model

• Show channel support • Expand GG distribution • Reach core avid golfers • Empower home pro staff • Product depth & breadth • Digital campaigns

Control & Flexibility You decide

• MAP across network • Included products • Product images • Product claims • Inventory levels

Maximize Channel Benefits

• Implement manufacturer incentives • Green-Grass exclusive opportunities • More products in more shops = more sales

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Letter of Intent

 Primary aggregated Green Grass digital platform  Drop ship agreement (API/EDI integration)

 Terms similar to volume level partners, year end true-up

Premier Partner Program upfront commitment

 Brand, product line and MAP/pricing control  Merchandising positions

 2014 Product Launch marketing program at no charge  Home Pro Staff program

References

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