1

Information Memorandum
June, 2021

 BACK 9 We are building a comprehensive tech solution that help golf clubs improve efficiency,
effectiveness and restore the joy of the game while making the bookings seamless for the golfers

IN A “We aspire to be become one stop

NUTSHELL destination providing golf solutions across

the globe and replicating the business model
RESHAPING THE BUSINESS OF GOLF CLUBS
in gyms, academies, and racket sports
BY M A K I N G THEM SMARTER, EFFICIENT AND
EFFECTIVE CORE F E AT U R E S
BOOK TEE TIME ONLINE AT FLEXIBLE RATES

103 50 K+ 90% ORGANIZE GOLF TOURNAMENTS

CRM AND DIGITAL MEMBERSHIP SOLUTION

450 K+ 35+
Golf clubs B2C Golfers Market share BACKOFFICE MANAGEMENT SYSTEM
Golf Countries
onboarded onboarded in UAE Rounds presence

B2C
B2B FUNDING ROUND
~$12M Seeking $5 M to accelerate our growth,
Gross Booking expand presence in the Middle East,
Need image of Value
North America, and Europe and
Application- Pending enhance tech solutions for the industry

in g Corporates
nd in g g
Pe nd in
Pe nd
Pe
2

K E Y S U C C E S S FAC T O R S T H AT MAKE US

WHO WE ARE

L O N G S TA N D I N G B L U E C H I P C O M P R E H E N S I V E D I G I TA L PROVEN BUSINESS
R E L AT I O N S H I P S S P O R T S P L AT F O R M MODEL
Offering largest pool of digital sports data
For Existing long term relationship with trusted Proof of concept in the golf industry, can easily be
Within UAE
partners like VISA, HSBC, Troons replicated for the other sports

U N PA R A L L E L E D O N L I N E AN AWESOME & REGIONS LARGEST POOL

QUALITY D E D I C AT E D T E A M O F D I G I TA L G O L F D ATA
Hassle-free and seamless product experience for
Comprising professionals from the industry lead
Facts needed d ing
clubs, golfers and corporates
by Ross Bain, an internationally recognized golfer P en

ADDICTED TO
LEADING PROPRIETORY STRONG BRAND
I N N O VAT I O N
TECHNOLOGY CREDIBILITY
Resilient proof technology, quick turnaround of customer’s
Build on the latest platform, flexibility to easily Strong brand presence in the field of sports
feedback makes the product future ready
scale and support AI enabled data analytics

“
Back 9 connects golf clubs with businesses and golfers making it easier for everyone!

OF GOLF FACILITIES
THE CURRENT WORLDWIDE
SITUATION

01.
 6

THE PROBLEM

WITH
GOLF FACILITIES
WORLDWIDE

NEED IMAGES OF GOLF CLUBS AND KEY

STATISTICS ASSOCIATED WITH THE
PROBLEMS
INFLEXIBLE L A C K O F PAY M E N T

in g R AT E S OPTIONS
nd
Pe

POOR CUSTOMER DECREASING

D ATA M A N A G E M E N T MEMBERSHIPS

S M A L L E R A N D U N I N T E G R AT E D P R O D U C T M A K E S U S I N G
TECHNOLOGY AN EXPENSIVE AFFAIR FOR THE FACILITIES
5

THE PROBLEM

WITH
GOLFERS
WORLDWIDE

NEED IMAGES FOR GOLFERS AND KEY

STATISTICS ASSOCIATED WITH THE
PROBLEMS
LIMITED FLEXIBLE CUMBERSOME
OFFERINGS BOOKING PROCESS d ing
Pen

CHANGING LIMITED
GOLFERS PROFILE CERTIFIED COACHES

IS DIGITAL

SOLUTION
THE

02.
 D I G I TA L M A N A G E M E N T I S E M E R G I N G

THE BACK9 OFFERING

I S A C O M P R E H E N S I V E T E C H S O L U T I O N T H AT H E L P S G O L F C L U B S P R O M O T E I T S S E R V I C E S , O R G A N I S E I T S B A C K O F F I C E
F U N C T I O N S , U N D E R S TA N D I N S I G H T S O F I T S C U S T O M E R S A N D P R O V I D E A S E A M L E S S B O O K I N G E X P E R I E N C E T O T H E G O L F E R S

BOOKING MANAGEMENT
PRICE CONTROL
Dynamic and flexible pricing Customer acquisition and retention tool
Regaining control on price points Tee time, Golf lessons booking
Promos and special pricing Integrated payment gateway solution
Digital check-in
ing
nd
Pe

BACK OFFICE MANAGEMENT

Customer profiling
Membership management
Online data base

Need image of the application

PRESENTING AN OPPORTUNITY TO OFFER

A SEEMLESS BOOKING
EXPERIENCE
BACK 9 OUTPERFORMS TRADITIONAL OFFLINE PROVIDERS
AND DELIVERS EFFICIENT AND INCLUSIVE OUTCOMES
IMAGE FROM THE PLATFORM
SPIKESON.COM

CONVIENCE ELECTRONIC in g
nd
Pe
No waiting time for booking golf Improves access to digital score
sessions, digital check in card and electronic data
services management

S AV I N G S
Flexible pricing, corporate
discounts to premium
cardholders by VISA, HSBC

ACCESS EASY TO USE

Tailored blue chip access to its
members Seamless and is easy to use
interactive one stop-shop
solution

PRESENTING AN OPPORTUNITY TO OFFER

A SMART BACKOFFICE
SOLUTION FOR THE
FACILITIES
BACK 9 HELPS MAKING BACKOFFICE MANAGEMENT SMART
IMAGE FROM THE PLATFORM AND EFFICIENT

ADMINIUM

in g
nd
Pe DYNAMIC
CUSTOMER
PROFILING PRICING
Customer data management Discounts, dynamic price
including personal information, management
buying pattern

D ATA
ONLINE BOOKING
A N A LY T I C S MANAGEMENT
Customer consumption pattern,
occupancy rates, buying Managing booking,
behavior available tee times
10

 14

BACK 9

IS •
•
ADMINIUM
WHITE LABELLED APPS
CHANGING THE GAME
R E I N V E N T I N G B O O K I N G , M E M B E R S H I P & C U S T O M E R L O YA LT Y
•
•
BACK9 CONCIERGE (B2B)
SPIKESON.COM (B2C)

SINGLE RATE INTEGRATED 3rd PARTY WEBSITE

1 LOGIN MULTIPLE WIDGETS
DYNAMIC PRICING PLATFORMS BOOKING API’S

NEED IMAGE NEED IMAGE NEED IMAGE NEED IMAGE NEED IMAGE

g g in g d ing ing
n din din nd en en
d
Pe Pe
n Pe P P
DIGITAL TEE GOLF
CHECK-IN SHEET LESSON SHEET

11



 THE MARKET
OPPORTUNITY

03.
IS HUGE

12
5
 9

THE GOLF MARKET

WORLDWIDE
I S E X PA N D I N G O F F E R I N G A W I D E O P P O R T U N I T Y T O B A C K 9 T O
E X PA N D I T S P R E S E N C E A C R O S S G L O B E

IMAGE

38000+ 50 MILLION in g
nd
Pe
NUMBER OF GOLF GOLFERS
COURSES WORLDWIDE

$98
AV E R A G E P R I C E
PA I D F O R A N 1 8
HOLE ROUND

18.20 114 MILLION

AV E R A G E R O U N D S
P L AY E D P E R ROUNDS OF GOLF
GOLFER P L AY E D

13

 14

GOLF COURSES

AROUND THE WORLD

20 COUNTRIES CREATE 89% OF GOLF SUPPLY AROUND THE WORLD

Top 20 Golfing Countries

United States 16,752

Japan 3,169
Canada 2,633

209
England 2,270 Golfing Countries
Australia 1,616
Germany 1,050
France 804

38,864
Korea, China 798 Golf courses worldwide
Sweden 662 in 2018
Scotland 614
China 599
Spain 497
Ireland 494

78%
South Africa 489
Courses located in top 10
New Zealand 418 golfing countries
Argentina 349
Denmark 346
Netherlands 330
Italy 321

84%
Thailand 315
Global diffusion of the
sport

Source: R&A report on Golf Around the World (2019)

14
 15

GOLF SCORECARD

EUROPE AND USA

G O L F S T A T I S T I C S 2 0 1 9

United kingdom 3,378 USA 16,752

Top Golfing
countries in Top Golfing Canada 2,633
Germany 1,050 countries in Mexico 253
Europe
North America
France 804
Caribbean 134
Central America 54
Sweden 662

EUROPEAN
Spain GOLF
497SCORECARD NORTH AMERICA GOLF SCORECARD
9.9 million sq. km / 3.8 24.3 million sq. km / 9.4
Land area Land area
million sq. miles million sq. miles
Countries 54 Countries 41
Golfing countries 44 Golfing countries 34
Golf courses 8,940 Golf courses 19,826
Golf holes 125,268 Golf holes 291,807
Golf facilities 7,132 Golf facilities 17,298
Courses under development 151 Courses under development 133
Private courses 1,263 Private courses 4,778
Publicly accessible courses 7,677 Publicly accessible courses 15,048
Population 743 million Population 587.6 million
Population per golf hole 5,928 Population per golf hole 2,014

Source: R&A report on Golf Around the World (2019)

15
 16

GOLF COURSES

COMPARED TO POPULATION
N O R T H A N D S O U T H A M E R I C A A R E H O M E T O 5 3 % O F W O R L D ’ S T O TA L S U P P LY. E U R O P E H A S S E C O N D L A R G E R S T
REGIONAL SHARE WITH 23% OF THE WORLD’S TOTAL FOLLOWED BY ASIA AND OCEANIA

Area % of total land Golf Courses % of world Population Golf holes Golf Courses Population
(km2 /miles2) area on earth golf (million) per hole

Africa Africa
30.1m /11.9m 20% 932 2% 1,288 12,192 932 105,637

Antarctica Asia with middle

13.2m / 5.1m 9% 1 0% east 4,545 87,483 6,349 51,954

Asia with middle Europe

east 44.6m /17.2m 31% 6,349 17% 742 125,268 8,940 5,928

Europe 9.9m / 3.8m 7% 8,940 23% North America

588 291,807 19,826 2,014

North America 24.3m / 9.4m 16% 19,826 51% Oceania 41 30,237 2,109 1,365

Oceania 7.7m / 2.9m 5% 2,108 5% South America 428 9,189 708 46,604

South America 17.8m / 6.9m 12% 708 2% 7,633 556,176 38,864 13,724
The World

The World 147.6m /56.9m 100% 38,864 100%

Source: R&A report on Golf Around the World (2019)

16
 TECH FOCUSED
MILLENNIALS
NEW COMERS 36% 90 million
AT ALL TIME USA golf
population come
Rounds are
played amounting

HIGH under millennials

category
to USD 5 billion
annually
WITH INCLINATION TO USE TECH ENABLED SOLUTIONS
MAKES A STRONG BUSINESS CASE FOR BACK9
JUNIOR GOLFERS

300% 13%
Growth in Increase in
junior golfers female
in USA participation

GOLFER PROFILES
NOMADIC GOLFERS
1 million 35%
New golfers in
Population consists of 20 million
Active nomads in USA and
junior (6-17) and young
past 2 years also recognized as the largest
adults (18-34)
golfing participation

17

 OUR MARKET POSITIONING

MAKES US UNIQUE
BACK 9 LEADS THE MARKET WITH ITS COMPREHENSIVE SOLUTION AND EXTENDING REACH ACROSS THE GLOBE

Golf
Reservation ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
F&B
Transaction ✓ ✓

Retail ✓ ✓ ✓ ✓

Web Widget ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

API ✓ ✓ ✓ ✓ ✓ ✓

APP ✓
credit

Reward & ✓ ✓ ✓ ✓
Loyalty

d ing
To be reviewed by client Pen
𝗫
𝗫
𝗫𝗫
𝗫𝗫𝗫𝗫𝗫𝗫𝗫
𝗫𝗫
𝗫𝗫𝗫
𝗫
𝗫𝗫
𝗫𝗫𝗫𝗫

IS ALIGNED WITH OUR CLIENTS

BUSINESS MODEL
OUR

04.

 OUR

BUSINESS MODEL
TESTED AND PROVEN WITH SUCCESSFUL PROOF OF CONCEPT IN UAE MARKET

Provides tee times Book round of golf

Golf Clubs Golfers

Provides Golfers
Provides tee time

B2B Business Corporate Facilitation B2C Business Others

• Provides technology to the
golf courses
• Access to “Adminium” and
“spikes on”
• Corporate tie-ups with HSBC,
VISA to enable their customers
to book their tee times across
Back9 partnered golf clubs
• Created own application for
golfers to book rounds of
golf at golf clubs
• Plans to launch a platform to
service existing customers and
sell golf related products
(apparel, gear, equipment &
accessories)

20

 BACK 9

R E V E N U E STREAM
IS DIVERSIFIED

TECHNOLOGY BOOKING PAYMENT ADDITIONAL

FEES COMMISSION MANAGEMENT REVENUE
● Subscription fee ● Rounds/Lessons ● Corporate access
● User transactions
● API integration ● Memberships ● Advertising
● Club transactions
● Tech modules ● Third parties ● Push marketing
● Data analytics ● Retail/F&B ● Mass participation events

21

 12

TESTED AND PROVEN

A DIVERSIFIED REVENUE MODEL

WITH A LONG TERM VISIBILITY OF COMMITTED CASH FLOWS

B2B SUBSCRIPTION WHITE LABELLING CORPORATES

Golf facilities Premium facilities Tie ups, special
subscribing subscribing for white partnerships and projects
M o n t h l y, q u a r t e r l y a n d labelled products and like current partnerships
annual plans organizing events Visa and HSBC

22

 ONBOARDED

103 CLUBS WORLDWIDE

WITH 12 HIGHLY ACTIVE, 10 ACTIVE AND 81 DORMANT FACILITIES ACRROSS COUNTRIES

23
CLUBS ASSOCIATED WITH US
 PRICING

FOR GOLF CLUBS

BACK9 OFFERS VARIED SET OF PACKAGES CATERING TO THE NEEDS OF DIFFERENT TYPE AND SIZE OF
FACILITIES

$
$250 $750 $1500 $2500 QUOTE

Reach
Medalist Ace Privilege The 9’Club

● Widget ● Integration-EZ links ● Membership management ● E-commerce

Connect - B9 Platforms Dynamic pricing ● Bespoke Website
● ● ● Competition management ● Bluechip Connect
(Spikes On, Golf Courses) Lesson(basic) ● Club App
● ● Marketing ● F&B
Discount Management Bundles & packages ● All Adminium (Academy,
● ● ● Digital check-in ● Membership (Advanced)
Adminium - Profiles Marketing Gym, Racket)
● ● ● Connect
● Tee sheets
● Scheduled payments

Advantages: Advantages: Advantages: Advantages: Advantages:

● 24/7 booking access ● Administrative efficiency ● Superior UI and UX ● Access to premium ● Customized experience
● Increasing utilization and ● Increased value offerings experience partner database ● Access to all booking
revenue ● Yield management ● Digital automation ● E-commerce opportunity assets
● Market exposure ● Revenue generation ● Tee sheet management ● De-congestion
● Increased efficiencies

25

 DRAFTING NOTE:
BACK 9 PENDING WITH SG TO
CONFIRM
FEE STRUCTURE
Insert tag line

License Fee + Commission:

TROON $210p/m (AED 771.75)
1% to 7.5% (dependant on fee type and platform
CLUBS booked)

IMAGE TO BE INSERTED
License Fee + Commission:
NON TROON $210p/m (AED 771.75)
1% to 12.5% (dependant on fee type
CLUBS and platform booked)

Commission
LOW VOLUME 12.5%

CLUBS

26

 30

B U I LD I N G STR O N G Privilege Based Pricing- VISA

B2B
• A VISA premium cardholder is entitled to discounts at participating golf
courses in the Middle East region
• Reaching out to 9 million premium cardholders
• Facilitated by all Visa and Back 9 technologies

PARTNERSHIPS • An combination of fixed and success based fee for on boarding new
deals and booking tee times respectively
IN SHORT SPAN OF TIME, BACK9 HAS
ESTABLISHED LONG TERM PARTNERSHIPS WITH
MULTIPLE BLUE CHIP CLIENTS
Platform Provider- Troon International

• White labelled product running on the platform of Adminium

technology offered by back 9
• All Troon International clubs aggregated on one app
Program Facilitation, HSBC Black • Unique digital membership features for each club with Integrated
booking in real time
• Commission based model paid on the basis of golf booking
• Long term contract to act as a green fee broker and facilitates pre
purchase of golf rounds and sell at a nominal margins
• HSBC Black cardholder in the UAE gets 2 complimentary rounds of
golf per month, one in Dubai and one outside Dubai API - EMAAR, Golf in Dubai
• All additional monthly rounds consumed by their premium cardholders
are charged monthly at a pre negotiated price

• Pays an annual fee to use the Back9 booking API connecting tee times at
their three facilities to their own digital platforms.

27

 DRAFTING NOTE:
PRICING PENDING WITH SG TO
CONFIRM
FOR GOLFERS
Insert tag line

Visa Golf Online

Access Booking Integrated Premium Bespoke

FREE FREE 150 $ 250 $ $ QUOTATION

Provide a min. of 4 times

Discounts promoted Automatic digital Connect to your major Club fonts, colors and on weekdays
to 9 million check-in booking engine logos
customers Access all B9 partnerships
Range Passes and Member booking on all An additional platform for and platforms
Club listed on VISA retail options Back9 Platforms communication
web & Explore app A 'commission only' fee
Reward and loyalty Yield Management Perfect for private member structure
Club listed on options capabilities clubs
SpikesOn.com web Email and B9 Admin
& app Business intelligence Connect to handicap Receive all Back9 booking notifications
Golfers pay directly and analytics software technology
at the golf club Stripe 'Connect' payout
Access to all new Golf lesson booking Utilize all applicable B9 every 7 days
Statistics provided in technology options platforms
Back9 Adminium Or Back9 payout every 14
days

28

IS BRIGHT

FUTURE
OUR

05.

 DRAFTING NOTE:
FUTURE
PENDING WITH SG TO
CONFIRM
REGIONAL EXPANSION
HAVING ACHIEVED INITIAL SUCCESS IN UAE, BACK9 AIMS TO REPLICATE ITS MODEL IN THE ENTIRE MIDDLE
E A S T, U K A N D T H E U S B Y L E V E R A G I N G O N I T S N E T W O R K A N D PA R T N E R S H I P S

B2B- ONBOARDING GOLF FACILITIES

1 2
500 Expand to USA by leveraging on
its existing relationship with
Golf clubs in UK Troons

B2C- GOLF BASED EXPANSION

1 2
400 Extension of offerings to other facilities
Golf clubs in UK, that are part of golf club including
memberships, retail and F&B
Scotland and Ireland

30
 DRAFTING NOTE:
DETAILS REQUIRED
ON EACH OF THE
BACK 9
EVENTS,

MARKETING CHANNELS d ing

Insert tag line Pen

ONLINE ADVERTISING EVENT SPONSORSHIP

GOLF PRO
INCENTIVES SPEAKING EVENTS

TRADE PRESS FORUMS,SEMINARS

CONFERENCES E MARKETING

31

 BACK 9

SALES CHANNEL
BOTH ONLINE AS WELL AS OFFLINE

B2B

LOCALISED ORGANISATION FIELD SALES

EVENTS
TELESALES AFFILIATIONS (COMMISION BASED)

B2C

GOLF CLUBS TO GOLF CLUB GOLF APP LINKS

MEMBERS AND MEMBER AND PRO AND
VISITORS INCENTIVES GOLF OUTLETS
32

 GOING FORWARD

PRODUCT DEVELOPMENT ROADMAP

TECHNOLOGY BEING CORE TO BACK9, THE TEAM AT BACK9 AIMS TO CONSISTENTLY IMPROVE THE CUSTOMER
EXPERIENCE BYINTRODUCING NEW FEATURES IN ITS PRODUCT BOTH FOR GOLFERS AND THE FACILITIES

On going

Q4
2021
Q3
2021
• Recurring updates
• Integration with onlineteetimes.co.uk
• Event applications
• Smart login • Lead generation API
• Membership scheduled payments • Spikes On Box
• CRM implementation • Club application • YourGolfGlove.com
• Member’s Portal • Integration with Jonas
• Over the counter Payment • Integration with Smart Golf
• Concierge • F&B in app ordering
• Expansion of booking • Racket sports development
capabilities
• Connect
• Integration with Golf Genius

33

THAT WILL TAKE US THERE

TEAM
THE

06.

 BACK 9

FOUNDER AND
CEO
Ross Bain, an internationally recognized golfer

Former golf touring professional. Worked as a professional in various sectors in

golf industry

Ross had a 15 year professional golf career prior to creating Back9 Solutions
primarily on the Asian Tour and also finished highest Scotsman at the 2007
British Open

Throughout his career Ross developed relationships with key industry leaders
which has proven vital in the Back9 journey to date. Ross is constantly
challenging the accepted norms of the golf and leisure industry finding new and
innovative ways to solve problems

35



 HEADED BY A

STRONG MANAGEMENT TEAM

A blend of Golfers and technologists

d ing in g in g
P en nd nd
Pe Pe
NEED NEED NEED
IMAGE IMAGE IMAGE

MICHAEL UMBERS MATT TURNER ZAYNE NAIR PUAL STEWART- SMITH PA U L H E E N E Y

Designation Designation Designation
d ing Designation Designation
Pen
● 14+ Years of experience ● Experience ● Experience ● Need Input ● 30+ years of experience as
● PGA qualified golf ● Qualifications ● Qualifications a golf professional and 15+
professional ● Prior experience ● Prior to Joining Back 9, years as a technology
Previously worked at Asia’s Foundation member of Zayne holds leadership provider
ing
● ●
largest golf technology Back 9 positions in digital agencies d Qualifications
en
●
company ● Back9 Development such as Deloitte Digital and P ● Prior experience g
● Involve into product strategy Lead and a Master Nodes (Monstarlab) ● Working as representative
n din
problem solver ● Guiding the digital strategy for UK and Ireland P e
market
and mentoring the technical
teams

d ing
P en 36



 DRAFTING NOTE:
PENDING WITH SG TO
BACK 9 CONFIRM

Is backed by
Eminent Advisors
• Duncan Mitchell has enjoyed a career in the Technology industry
for over three decades.
• He led Cisco’s largest country operation outside North America,
as Managing Director for the UK & Ireland, before taking
responsibility for a multi billion dollar operation consisting of 84 of
the company’s most diverse and exciting markets across the
Middle East, Africa, Russia and the CIS.
• Ross meets with Duncan on a quarterly basis to review and
discuss current business, partnership, tech, expansion strategies
• Nodes is a Danish based digital technology firm that has offices and upcoming opportunities.
around the world
• Recently acquired by Monstalab
• Back9 began their relationship with Nodes in a Dubai based incubator
in 2019.
• The partnership began with a review of the existing code base and
solution architecture consultancy.
• From this initial engagement Back9 decided to further the partnership d ing
and utilise Nodes as their acting CTO for the product re-development P en
project that was undertaken throughout 2019/20.

37



 5

IS HEALTHY

FINANCIALS
THE

07. 38

 i n g
n d
P e

39
 CONTACT INFORMATION
Dubai | London | Dublin

BACK9 Solutions
301 AL Maktab Building PO Box 125797
13th Street, Al Barsha 1
Dubai
United Arab Emirates

E-MAIL: ross@back9solutions.com
MOBILE: +9715 (0) 456 0978
OFFICE: +971 (4) 234 8885
www.back9solutions.com

40