Today we’d like to introduce you to David Poole.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
In case any non-golfers are reading this, let me start by saying that when playing golf you need to make a mark on the ball to know it is yours, and also it is a rule in a competition that you do so. Until we came around the most common way was for a player to put a dot or mark on the ball with a marker pen. Boring stuff. Here is how we changed that. (Well, we are still changing it…)
In late 2007, after 4 years of developing and selling a special decorative transfer, I wanted to create my own brand. I knew our product was so much more versatile and better performing than stickers and decals and had been testing and planning to launch a tattoo for personalizing sports gear. (this idea became id4gear.com)
While on the phone discussing iD4, I was playing with a golf ball on my desk and I guess had one of those “wait a minute!” moments. I finished the call, applied some of our product to a golf ball and started knocking it around. It worked! I then gave samples to a local player to test and he liked the idea. At that point, I had no knowledge of retail, no knowledge of the golf industry, and no idea if anyone else would even like my idea. In addition, our original business was just about to implode as the economy faltered. We had just lost 80% of our business as three customers went bankrupt or got out of the industry… I honestly had no choice but to make something happen.
Sometimes, general focus groups or asking industry professionals without having something concrete to show,
results in the death of promising ideas. From my experience at trade shows and consumer shows, I felt the only way was to go for it and show the idea as an exciting new product. I looked online for a Golf trade show and PGA SHOW in Orlando came up. We were 12 weeks away from the largest show of its kind in the world. I figured that I would know after 3 days at that show. if people thought my idea was crazy or not. The world largest golf focus group, with sales as the deciding factor. It was a big financial commitment but I did not consider it a risk, it was essential. I had no product name, no designs, only the base packaging from my original idea. I think the pressure of getting things done on such a strict timeline was a good thing and I thought the name Golfdotz would be a good fit. I had a good friend of mine Paul Goda and his team at Goda Advertising in Schaumburg work up a design around my packaging and I thought up some base designs that I thought would be cool on a golf ball.
Fast forward to PGA Show 2008 Orlando, FL. Opening day. We had somehow made it all come together. My wife, Sonia and I after walking past multi-million dollar golf brands with huge booths, standing in our little 10 X 10 with a few working samples and absolutely no idea how our product would be received. There was so much resting on this idea and my only thought was SELL! After the first painful 30 minutes, we had not seen hardly anyone. I was dying… was this going to be a disaster? Then, as crowds filtered down to our new product area the show came alive, and people loved golfdotz! We did not eat lunch for 3 days as our booth was overwhelmed with interest from all over the world. It was the most intense 3 days I can remember. But, the relief that golfers wanted golfdotz and were placing orders made the madness all worthwhile.
It has been an incredible 10 years. Hard, hard work with some great victories, help from some wonderful people, and some historic moments. PGA Tour Player Rory Sabbatini was the first PGA pro to use Golfdotz on Tour. (Silver Skull) Christina Kim was the first LPGA Pro, (Happy Cat) and we have had many world #1 players use our dotz. Our golfdotz also work on clubs and Rocco Mediate is a huge fan, all his clubs feature custom golfdotz. We also were a part of some golfing history as Danny Willet won The Masters and had our St. George flags on every club.
Our collection of designs may have grown since 2008 and we are on sale in multiple countries, but we are still a small independent MADE IN USA small business. I was proud to introduce our cool Chicago flag to the collection as since arriving here in the USA in 1992 we have always lived in Chicagoland. To anyone who has an idea, I would say go for it. The idea is only the start. Making it happen or giving it all to try and make it happen is the journey. Don’t end up saying “I wish I had done that”!
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Trying to do everything on a small budget and in the early stages before online strategy and advertising kicked in, not being able to “buy the eyeballs” of enough golfers who we know would love our products. Also keeping everything made in the USA, at all costs is so important to me but it can be a challenge to keep costs down.
So let’s switch gears a bit and go into the Golfdotz story. Tell us more about the business.
I put most of this in the original story. Golfdotz is the worlds finest golf ball iD. The best way for a golfer to mark a golf ball for play. We were proud to receive USGA (United States Golf Association) and R &A (St. Andrews Royal & Ancient) Rule conforming status for Golfdotz in 2009. This was so important as it meant that Pro Golfers could use our product on tour. I am also proud of the fact that we are adapting to change and as the retail environment gets tougher, our online business strategy is working. We have actually cut down some expense and I am laser-focused on e-commerce.
Has luck played a meaningful role in your life and business?
Well, seeing that I am English, and met my wife Sonia who is Portuguese, on a flight to Japan that neither of us was meant to be on… I am a firm believer in luck (fate) She was the in the window seat and I have reassigned a seat next to her. We are now both US Citizens and celebrate 27 years together. She was not originally in the business but now handles all the e-commerce and all customer shipments (and tries to keep up with the books!) I could not have done it without her.
Pricing:
- All Golfdotz are $5.99 for a 2 sheet pack
Contact Info:
- Website: www.golfdotz.com
- Phone: 847-829-4238
- Email: info@golfdotz.com
Image Credit:
Main Photo: David Poole with wife Sonia at the Chicago Golf Show
Golfer Rory Sabbatini Photo: PGA Tour Player Rory Sabbatini with his custom Dragon Golfdotz
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