Brand & Toolkit Last Updated: April 5, 2018 HOW TO USE THIS DOCUMENT 2

The purpose of the & Marketing Toolkit is to lend structure, direction and consistency to the spectrum of communications and behaviors associated with the Teesnap brand.

Building a great brand with a loyal following is no should be treated as a “living document,” flexible discretion both internally and when shared with easy task. All of our actions should be purposeful, and responsive to market feedback and shifts in external partners. and each Teesnap stakeholder should be united business strategy. in purpose. Only then will we create a powerful company story that resonates with our audience This document does not contain any proprietary and employees. information about Teesnap technology, finances or other business dealings; however, it should While giving structure, consistency and direction be treated as confidential and distributed with to all branded communications, this document TABLE OF CONTENTS 3

BRAND GUIDELINES 4 VISUAL IDENTITY 11 MESSAGING 18 COMPANY CULTURE 28 ARCHITECTURE Company History 5 Logo 12 Vision Statements 29 What is Teesnap? 19 Competitive Audit 6 Color 15 Brand Behavior Matrix 30 Brand Messaging Pillars 20 Brand Essence 7 Typography 16 Values, Artifacts & 31 Messaging Pillar 1: 21 Rituals Brand Positioning 8 Imagery 17 Control Summary 32 Brand Attributes 9 Messaging Pillar 2: 22 Simplicity Brand Voice & Tone 10 Messaging Pillar 3: 23 Insight & Opportunity

Messaging Pillar 4: 24 The Future of Golf

Customer Segmentation 25

Storytelling in Film 26 and Copy

Partner Testimonial 27 Guidelines 4

Brand Guidelines BRAND GUIDELINES | COMPANY HISTORY 5

Teesnap started like many successful businesses before it: something got in the way of a man spending time on the thing he loves.

In 2008, Bryan Lord found himself facing a it became increasingly evident that the status partners. With his team in place, he began different kind of challenge on the links. An avid quo wasn’t just failing Bryan; it was failing creating, testing and presenting prototypes– golfer and high performing career salesman, everyone. Other players, course pros, shop earning early investors and key champions in the he was fortunate enough to find himself on the employees, even (if not especially) owners and process. course more and more, often several times a operators. Armed with a better understanding of week. And yet, getting there seemed harder the challenges faced on all sides, Bryan not only Today, hundreds of courses use Teesnap. than it should be, especially for someone with “knew there had to a better way,” he set out to Customer satisfaction is high and our software/ as flexible a schedule and as many resources as find it. platform is enviably stable. We are well-funded Bryan. A tech savvy, modern executive, he was and well-supported, with the best possible used to managing his work online, on mobile or From this shared frustration, an important employees, partners and customers. Company otherwise on-the-go. Why was it so difficult to discussion--and Teesnap itself--was formed. culture, like our product roadmap, is well- book tee times the same way? articulated, confident and clear. In other words, Having established ease-of-use, efficiency and the conditions are perfect for us to sink that In sharing his exasperation with fellow players, exceptional design as core considerations, Bryan million dollar putt. Together. pros and pretty much anyone who would listen, sought experts in all three as early development BRAND GUIDELINES | COMPETITIVE AUDIT 6

What sets Teesnap apart from other golf course Additionally, in an effort to reach new Change is our software vendors is our focus on giving control customers, numerous courses have given up and power back to the course. The market is precious inventory to trade time vendors like biggest competitor. full of single-solution tools and lackluster user GolfNow. While many in the industry resent their experiences, resulting in clumsy work, outdated dependency on trade times, fear of the unknown technology and extreme frustration. prompts these operators to erode their prices through these third-party channels. For some owners and operators, the motivation to grow their business is low. Many lack the Thus, Teesnap must show the industry a new way business experience, which makes it challenging to manage golf courses, while educating course to sell them on the exciting opportunities owners and operators on the value of intelligent offered by new technologies like predictive software in their business as well as new models analytics and local search engine optimization of monetization. As a revolutionary solution, (SEO). Teesnap truly stands apart. BRAND GUIDELINES | BRAND ESSENCE 7

Joy in the pursuit of perfection.

Golfers know the satisfaction of a miraculous drive, perfect putt or once-in-a-lifetime hole-in-one. These are the moments we live for. As elusive as they may be, they’re what keep us coming back to the green, time and time again. As golfers and technologists, Teesnap approaches product development the same way we pursue the game itself: joyfully, rigorously and passionately. We’re talkin’ full-on, chucking-the-occasional-driver-into-the-pond passion here. (Again: if you know, you know.)

It’s that dual passion for golf and technology that drives Teesnap. Just as the love of golf drives the pursuit of perfection in our game, passion for innovation fuels Teesnap’s drive to create the industry’s best, most easy-to- operate tools for golf’s best, most hassle-free experiences. And being golfers, we know “best” is a moving target–just as we know how (and where) to find joy in the pursuit of perfection. BRAND GUIDELINES | BRAND POSITIONING STATEMENT 8

For golf course operators1 who are interested in sustainable growth2, Teesnap passionately crafts the most efficient, user- friendly3 and empowering course operating platform4 for the purpose of creating joyful golf experiences and customer loyalty5.

1 AUDIENCE Golf course operators are often in the 3 EXPECTATIONS Technology should make work easier, not industry because they love the game more harder or more complex. Users expect their than making money. What they may lack in work tasks to be simplified, see positive results business acumen, they more than make up in in their business and feel motivated to achieve passion for the lifestyle. more.

4 2 FRAMED NEED While the need for innovation in the golf MARKET POSITION Teesnap is the most empowering technology industry seems obvious, a course operator solution for course operators not only must also desire sustainable growth in order because of its ease-of-use and integrated, to recognize the value Teesnap can bring to cloud-based tools—but because we are their business. focused on helping courses end their dependency on trade times and take back Whether that desire is innate or the result control of their destiny. of our education efforts, it is pre-requisite—a 5 course operator that is content with “business PURPOSE Our positioning is anchored by the Teesnap as usual”will not be an ideal partner. Brand Essence and a golf course’s most sustainable endgame: happy golfers. BRAND GUIDELINES | BRAND ATTRIBUTES 9

People fall in love with personalities, not companies.

Bold Focused Sophisticated Personable

Boldness is truthful; it asserts We aim high, we execute our Both breadth and depth of Without relationships, nothing clarity. It is honest; it doesn’t seek to plans, and we ship a quality knowledge are necessary to is accomplished. We our mask ambition. product. Being process-driven innovate. To truly be successful, team, our clients and our client’s ensures that we’re always building we must create teams who have a customers—taking care of people We seize the opportunities we a rock-solid foundation for future mastery of design, technology and is our top priority. find and create new opportunities ventures. culture. unseen by others. We’re confident about ourselves, We can’t create new answers until our product and our direction— we know which questions to ask. even when others do things differently.

COHESIVE PERSONALITY BRAND PERSONA

Brand attributes that invoke multiple aspects of a human To test the cohesiveness of our brand attributes, look character are a good way to shape a well-rounded personality. for a character that exemplifies these qualities. Here, This profile can be applied to all aspects of the brand and Richard Branson fits that requirement; the consummate business— customer service, company culture, department optimist and entrepreneur, Branson defies convention process, messaging, etc. and labels and he does it all with charm and grace. BRAND GUIDELINES | BRAND VOICE & TONE 10

Our voice must be consistent to be recognizable.

The Teesnap Voice The Teesnap Tone

Copy should be simple, straightforward and Our tone reflects the way we interact with our customers: casual and friendly, yet authoritative. Use technical terms sparingly. Communicate informative—it should also be personable. benefits simply and always remain conversational.

We understand the business of golf and we WE’RE FLUENT IN GOLF. Understanding golf culture and using a shared vocabulary with our can prove it. audience opens the door to address the topics of technology and business as they pertain to the golf community. We demonstrate authority and experience while remaining positive and personable. Confidence should not read as arrogance; vision FOCUS ON THE POSITIVE. should not become self-righteousness. While educating our audience is important, we must never make them feel disrespected. Authoritative statements should take caution to Above all, we are personable without being unprofessional. That gives avoid sounding condescending. us license to be clever where it is useful. A quip that grabs attention or emphasizes a point is fine, but cleverness should never distract from TAP INTO THE TIMELESS. the message at hand. The culture of new technology is naturally youthful, while the culture of golf often lags behind. It’s important to bridge that gap by speaking in a generation-neutral tone whenever possible. Avoid dated language characteristic of a single age group, like sarcasm or pop-culture references. 11

Visual Identity VISUAL IDENTITY | LOGO 12

The Teesnap logo symbolizes the core focus USAGE of our company, which is to provide intuitive, cloud-based solutions for the golf industry. It The primary logo is meant to be used in the majority of applications. The reversed logo consists of a cloud icon and accompanying may be used where applicable, and can be used against any color that provides good logotype. visual contrast. In certain instances, the logo may be used without the logotype, but it is preferable to use the full logo lockup. The icon also serves to represent a golf green. The rounded square is meant to evoke the shape of a mobile application icon. The logo is adaptable to many uses; it reproduces clearly in small sizes and other formats including embroidery for clothing.

Preferred logo usage Reversed logo usage

COLOR

The Teesnap identity uses two colors, green and gray. Use these specific Pantone colors PMS 376 PMS 376 #82c341 #6d6863 when reproducing the logo. R109 G104 B99 R130 G195 B65 C56 M51 Y54 K20 C54 M0 Y100 K0 VISUAL IDENTITY | LOGO 13

Keeping a relational distance between Teesnap’s SPACING logo and surrounding elements helps the logo keep its consistency. A minimum space must be maintained around the logo to set it apart from other graphic elements. This safety zone should be equal to the height of the ‘t’ in Teesnap or the cloud icon in the logo. In general, the logo should have significant white space around it and not be crowded by other elements. VISUAL IDENTITY | LOGO 14

In order to keep the integrity of the visual MODIFICATIONS aspects of our brand, it is imperative not to tamper with its proportions, colors and general Do not alter the arrangement of the logo and logotype, change colors, or otherwise look and feel. modify the Teesnap logo.

Rearranged icon/logotype lockup Swapped colors

Logotype without icon Resized proportions VISUAL IDENTITY | COLOR 15

The primary color palette should be used in all PRIMARY COLOR PALETTE mobile application, web and marketing channels.

The secondary color palette should be used when adherence to the primary color palette GREEN BLUE PEWTER SLATE FROST introduces the potential to cause user confusion. #82c341 #007aff #57524f #a4a494 #c6ccd2 R130 G195 B65 R0 G122 B255 R87 G82 B79 R164 G164 B148 R198 G204 B210 C54 M0 Y100 K0 C77 M53 Y0 K0 C67 M51 Y58 K33 C56 M51 Y54 K20 C22 M14 Y12 K0

SECONDARY COLOR PALETTE

AQUA SKY GRAPE GOLD ORANGE #33c1e4 #85b2ec #8514E4 #ffcc17 #ec7b1b R51 G193 B228 R133 G178 B236 R133 G20 B228 R255 G204 B23 R236 G123 B27 C65 M1 Y6 K0 C45 M21Y0 K0 C66 M82 Y0 K0 C0 M19 Y97 K0 C4 M63 Y100 K0 VISUAL IDENTITY | TYPOGRAPHY 16

The preferred font family is Avenir Next. When FONT FAMILY web fonts are not available for digital use, Arial may be substituted. Avenir Next

ULTRA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa 1234567890!@#$%^&* REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa 1234567890!@#$%^&* MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa 1234567890!@#$%^&* DEMI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa 1234567890!@#$%^&* BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa 1234567890!@#$%^&* VISUAL IDENTITY | IMAGERY 17

ONLY THE BEST LANDSCAPES WHEN IN DOUBT... In order to be an aspirational brand, it’s When photographing golf course landscapes, If a need arises to use photography that did important that Teesnap be associated with avoid High-Dynamic-Range (HDR) imagery, as not come from an approved marketing imagery high-quality imagery; beautiful photography it creates an exaggerated depth of field foreign collection, please allow the creative team that showcases the best of golf and the human to the human eye. Instead, showcase the beauty to approve or to assist in any photo editing interactions our product facilitates. of a course without straying from realism. decisions for Teesnap branded materials. Whenever possible, shoot in the morning or Photography ought to be rich in color, but not dusk hours, when the course is lit by daylight overly saturated or with overly dramatic and directional light—this will give dimension to contrasts. Avoid trendy photographic treaments the landscape. Color and light effects should be and stick with classic cinematic styles; nothing applied tastefully. too ethereal, nothing too aggressive, no vignettes, no social media-like filters. PRODUCT Product shots without human subjects should PEOPLE be artfully staged, clean and emphasize the When photographing people, always focus on technology. If shot in a golf course environment, the emotion of a moment. We should show the a more shallow depth of field should focus on joyful, playful side of golf; and emphasize the the device and blur background details. Take pleasant human interactions on a course that care to remove distractions in the background Teesnap helps make possible. when staging. 18

Messaging Architecture MESSAGING ARCHITECTURE | WHAT IS TEESNAP? 19

An elevator pitch doesn’t need to feel canned, but it should be succinct, clear and inspiring. Set the stage by first communicating Teesnap’s brand essence— ”Joy in the pursuit of perfection”—and then lead into describing our technology.

EXAMPLE INTRODUCTIONS EXAMPLE DESCRIPTION

Teesnap brings technology, people We love golf. But golf technology is archaic. That’s why we’ve built Teesnap. We want an amazing experience for operators and golfers. and design together to create a better We want to make courses easier to manage and data more accessible golfing experience. and useful. By bringing smarter technology and simple design together in a tool you can use anywhere, we’re bringing a fresh, OR revolutionary perspective to an industry long overdue for something Golf technology is archaic. We’re on better. a mission to upgrade it.

OR We’re using powerful technology and great design to make our favorite sport easier to manage and better to play.

OR Smarter, simpler golf course management.

OR We’re creating a better kind of golf course. MESSAGING ARCHITECTURE | BRAND MESSAGING PILLARS 20

Consistency and focus are critical when we talk about Teesnap. Think of the four messaging pillars like food groups; frame your content around them and our voice will always be well-balanced.

1st 2nd 3rd 4th Control Simplicity Insight & Opportunity The Future of Golf

Golf courses come with a lot Teesnap boils down More data means more The future of golf isn’t a of moving parts. Operators the inherent confusion insight. It gives course destination or specific point want—and need—to feel in that comes with course operators new opportunities in time. It’s something that we control of them all. Control management into a simple, to improve their products, create, iterate and improve is our bread and butter. intuitive solution. Highlight service and marketing by every single day. Teesnap is Address the challenges that the cohesiveness of Teesnap monitoring their customers’ introducing technology and come with lack of control, and tools; how they work together behavior. And Teesnap progress to an industry that how Teesnap solves them to make course management delivers insights like no other has been starved of both— intuitively. more intuitive. company can. and we’re doing it without sacrificing the heritage and traditions that make golf special. MESSAGING ARCHITECTURE | MESSAGING PILLAR 1: CONTROL 21

HEADLINES Master your course. FEATURES TOTAL COURSE MOBILITY INTUITIVE WORK FLOWS OR With Teesnap, you’re no longer tethered to From the pro shop to the front desk, Teesnap The control you need, a counter. Make transactions on the course integrates all your processes and tasks in one or in the pro shop. View or change tee times, simple interface. No more juggling disparate the mobility you want. reach your customers, even keep tabs on software solutions. course activity right from your phone, tablet, or desktop. COMPLETE OPERATOR CONTROL Manage all of your settings, create and ROBUST REPORTING modify tee sheets, update customer profiles, OVERVIEW Course management is complex. We get See what’s working and what could use some and control rate and inventory from a it. From nitty gritty tasks, like tracking each work with intuitive reporting you can control single portal. And that’s just the start. tee-time, to managing and improving the anytime, anywhere. customer experience, a lot goes into keeping SEAMLESS SECURITY tabs on your course. Teesnap’s simple tools No one can afford a security breach. They let you do it from anywhere, without a lot of cost money, downtime and hurt your thinking—so you can focus on what you love: reputation. With enterprise-grade encryption making memories on a golf course. and total control of your mobile devices, Teesnap locks down critical information OR without slowing your productivity. Remember all those things you had to keep track of on paper, in your head or with disparate software “solutions”? Teesnap fixes that with a total suite of tools that give you back the TESTIMONIAL “When we saw Teesnap for the first time, we loved that it allowed all our locations control you’ve been craving. to communicate with each other. It felt innovative and we knew we could grow with them.”

FRANK JOHNSON | OPERATOR, TAYMAN PARK GOLF GROUP MESSAGING ARCHITECTURE | MESSAGING PILLAR 2: SIMPLICITY 22

HEADLINES A course that runs FEATURES SEAMLESS BOOKING SELL MORE FOOD & BEVERAGE like clockwork. Teesnap makes booking simple and An integrated POS system means you’re no OR straightforward, allowing your customers longer limited to cash payments on food and instant access to available tee times--at beverage services. It’s untapped revenue It just works. moment-to-moment fees you can update right at your fingertips. from any device, anywhere. SMARTER MARKETING INTEGRATED TEE SHEETS Marketing to your customers should be easy. OVERVIEW Customers, grounds, inventory… you have enough to Our tee sheets aren’t just integrated It is with Teesnap. We connect your data to manage before adding disparate software systems, into a simple POS system. They give you email tools that will drive more rounds and unprecedented insight into how your revenue. The right offers to the right people devices and external vendors to the mix. Teensnap customers prefer to shop, pay, and play. at the right time. may not have a mower app (yet), but we are an intuitive, single platform solution for all your digital, CASH IN FROM ANYWHERE CLOUD-BASED SIMPLICITY online and mobile management needs. With Teesnap, sales aren’t limited to your With total flexibility and automatic updates, OR registers. Accept credit cards on the green, in Teesnap eliminates having to merge older the pro shop, or anywhere you happen to be systems or rely on outdated hardware. Just Putting customers first requires a tool that lets you with a simple, secure POS system. manage your course simply from any device. run the back office from anywhere. From tee time and inventory management, to remote payments, site support, and analytics, Teesnap makes course management simple and intuitive. TESTIMONIAL “The mobile aspect is just fabulous. If a member is running late we can check them in curbside and get them on the course in less than a minute.”

KURT KRAUSE | GENERAL MANAGER, DRAGONFLY GOLF CLUB MESSAGING ARCHITECTURE | MESSAGING PILLAR 3: INSIGHT & OPPORTUNITY 23

HEADLINES Know your customers, FEATURES WE’RE IN THIS THING TOGETHER it into useful, easy to understand insights, to help you better predict (and serve) their grow your business. Our marketing and support teams are with ongoing needs. you every step of way, setting up your course, OR properly optimizing your website for online SMARTER MARKETING searches, and tailoring your marketing based The insight you need, on customer transaction data. We’ll get you More than just a round of golf, your the service they deserve. started and never leave your side. customers are looking for a great experi- ence. With personalized emails, discounts PUT YOUR COURSE ON THE MAP and offers based on historical behavior, OVERVIEW Course management used to be just marketing becomes a powerful revenue-gen- Integrated search engine optimization (SEO) erator for your course. management. Today, it’s the total experience. helps drive your website to the top of local Data doesn’t just improve your bottom line, search results, keeping your course top of MAKE SOCIAL WORK FOR YOU it delivers insights that help you understand mind with would-be players and way more visible across the market. We’ll help you expand your online footprint your customers on a personal level. And the with social media syndication, dramatically more you know, the better experience you can NOT JUST NUMBERS; INSIGHT improving your search engine rankings by provide. connecting your course website blog to Knowing and understanding what motivates popular social media platforms. With the OR a consumer is the key to cultivating lasting right social strategy, a little effort goes a very Teesnap helps you understand your customers loyalty. Teesnap takes data you’re already long way. collecting--who they are, what they do on-site like never before. By giving course operators and when, where they spend the most time valuable, personalized customer data, we and money, and how they do it–and turns help golf courses generate more revenue and work smarter to improve the entire customer TESTIMONIAL “We’ve increased our database eightfold. We’re able to get our specials out to a experience. much larger customer base and with more efficiency than in the past.” KURT KRAUSE | GENERAL MANAGER, DRAGONFLY GOLF CLUB MESSAGING ARCHITECTURE | MESSAGING PILLAR 4: THE FUTURE OF GOLF 24

HEADLINES Let’s talk about the FEATURES LEADING-EDGE TECHNOLOGY NEXT-GEN GOLF EXPERIENCES With decades of engineering experience and Today’s golfers bring with them new future of your course. millions of lines of code, Teesnap is bringing behaviors and expectations; just like every OR powerful technology to bear in a simple, other industry, golf must adapt. Teesnap We’re building smarter, simpler intuitive platform you can control from helps preserve the timeless quality of golf by anywhere, on any device. removing roadblocks for future generations courses—and the future of golf. of players. DESIGNED FOR SIMPLICITY IN IT FOR THE LONG HAUL If managing a golf course can be defined by one thing, it’s complexity. With an entire Backed by Allegiant Air—a technological OVERVIEW Teesnap isn’t merely a technology tool. It’s a course to oversee, hundreds of customers to pioneer in the travel & leisure industry— completely new approach to golf: intuitive, smart and please, and a workforce to manage, Teesnap Teesnap is firmly grounded in our makes things simpler by bringing everything powerful. It’s bringing an entire industry into the 21st commitment to revolutionizing the golf you need together into one intuitive platform. experience. With a solid foundation and a century. Together we can help you build a course that’s visionary road map, Teesnap is a reliable simple to run, easy to manage and help you increase IN THE KNOW, ON THE GO partner for those looking forward. revenue, while opening up new opportunities for growth. Your customers aren’t tethered to a desk or counter, how can you possibly serve them if OR you or your employees are? With Teesnap’s mobile management platform, you can At Teesnap, we believe golf courses can do so much control your entire course--from changing more. But they’re being held back by outdated or tee time fees to splitting a check--from non-existent technology. Simplicity, connectivity and any device, anywhere. Which means that, whenever and wherever you’re needed, mobility are creating a new future for the golf industry. you’re free to roam. And it’s looking bright.

OR TESTIMONIAL “Teesnap has something to offer everyone who is looking to get out in front of We’re a group of golfers, designers and technologists technology and drive more people to their golf course.” dedicated to making golf simpler and more enjoyable— FRANK JOHNSON | OPERATOR, TAYMAN PARK GOLF GROUP for managers as well as players. We’re driven by the idea that better customer relationships and easier, seamless management makes for a perfect day on the course. MESSAGING ARCHITECTURE | CUSTOMER SEGMENTATION 25

Not all courses are created equal; it’s important to structure our messaging to first promote the benefits that each audience feels are most vital to their business.

PRIMARY SEGMENT SECONDARY SEGMENT TERTIARY SEGMENT

Single-course operator at small public or Single-course operator at larger Multi-course operators and semi-private course semi-private or private golf course private management companies

Daily fees, lacking in services and amenities. Low Higher food and beverage revenues and other Deeper understanding of business and marketing budgets, few employees, diminishing revenues. amenities. Need to track user spending. Emphasis than other segments. Need better insights in order Low-tech, disparate systems. Course operators are on customer experience. More resources than to grow profits and system integrations to minimize often overwhelmed with minimal resources. primary segment, but may have maxed out their efforts across multiple courses. abililities.

TAILORED MESSAGING APPROACH

Messaging Pillar 1: Control Messaging Pillar 1: Control Messaging Pillar 3: Insight & Opportunity

Messaging Pillar 2: Simplicity & Integration Messaging Pillar 2: Simplicity & Integration Messaging Pillar 2: Simplicity & Integration

Messaging Pillar 3: Insight & Opportunity Messaging Pillar 3: Insight & Opportunity Messaging Pillar 1: Control

Messaging Pillar 4: The Future of Golf Messaging Pillar 4: The Future of Golf Messaging Pillar 4: The Future of Golf MESSAGING ARCHITECTURE | STORYTELLING IN FILM AND COPY 26

FOCUS ON JOY BE SPECIFIC Before we broach the subject of software, we should first We should note in detail the benefits and results derived establish a common ground with the viewer by emphasizing from implementing Teesnap. In quantitative terms, we should a love for golf. It’s a love for golf that brought the course note a baseline metric and the resulting improvement, operator to the industry, and it’s a love for golf that giving credit to a particular Teesnap feature or combination compelled us to start Teesnap. of features. In qualitative terms, we should describe the resulting emotional benefits for both customers and Introduce testimonial subjects with their own stories of why partners—a more enjoyable day of golf, increased customer they chose the golf industry as a profession and what they loyalty, a less stressful job environment, a feeling of control, love about the game of golf. Make it personal, but not optimism about the future, etc. too sappy. BRING IT FULL CIRCLE SET THE STAGE & BUILD TENSION All story-driven pieces should conclude in such a way as Every good story has conflict. While taking care to avoid to reinforce our Brand Essence, “Joy in the pursuit of the melodramatic, we need to highlight the problems perfection,” while communicating a love of golf. Technology that golf courses and the industry at large face in order to for technology’s sake is boring; at the end of the day, communicate Teesnap’s full value. Teesnap is built to bring more golfers to the golf course and make a course operator’s job more rewarding. Ending a story on that note is more powerful and motivating than simply quoting metrics. MESSAGING ARCHITECTURE | PARTNER TESTIMONIAL GUIDELINES 27

THE HERO’S JOURNEY The sport of golf celebrates its superstar athletes, but those employed by the golf industry have few professional figures “We’ve increased our database or industry accolades and awards. Teesnap empowers course operators to make impactful and profitable changes to their eight-fold. We’ve increased our business. We celebrate the vision and ingenuity of course operators who are equally committed to creating a new rounds, and of course, that means standard in golf. we’ve increased our revenue.”

Rather than making Teesnap the “hero” of the story, let’s make course operators the heroes/heroines and showcase the ways Kurt Krause in which Teesnap empowers them to become better course owners and operators. Let’s not shy away from emotions; GENERAL MANAGER, instead let’s prompt our testimonial subjects to talk about DRAGONFLY GOLF CLUB their increased feeling of control, more fulfilling job, the peace of mind that comes from fixing problems and excitement for what’s ahead. 7 HANDICAP DOUBLED COURSE REVENUE DURING THE FIRST YEAR OF IMPLEMENTING TEESNAP 4-TIME LONG BALL CHAMP 28

Company Culture COMPANY CULTURE | VISION STATEMENTS 29

With the right people, perfection can be a joyful pursuit.

DRIVEN BY ACHIEVEMENT WORK SHOULD BE ENJOYED PEOPLE, PRODUCT, PROFIT– IN THAT ORDER Some people are intimidated by high Life is too short to be unhappy at work. We standards; we’re not those kind of people. draw inspiration from our partners in the Nothing is more important than industry who have found a way to make relationships. We take care of our partners We like to push ourselves. We’re motivated money while immersing themselves in the because their successes are our successes. by the fact that we’re revolutionizing the sport they love. We build up our coworkers because good golf industry. We’re excited that we’re business is a team sport. building something special— a product and Just like the game of golf, we bring play company people take notice of. and focus, camaraderie and competition The market recognizes good products and together creating a workplace where we bad products; you can’t fake your way to We are self-starters and don’t wait for can achieve great things and have fun the top. A lasting brand and loyal customer someone to spell out the steps to success; along the way. base is built one user at a time. we define our own problems, prototype solutions, and iterate until we’ve solved the Profits are the result of taking care of problem. There’s nothing more satisfying people and building good products—it’s than arriving at solutions. that simple. COMPANY CULTURE | BRAND BEHAVIOR MATRIX 30

Bold Focused Sophisticated Personable

Our aim is to create the Good product does not We bring the best of design We’re focused on our users. best solutions in the golf happen without great and technology to create Our products are intuitive & industry—the most intuitive product management. We aspirational experiences and empowering, leaving course Product user experiences, the most are committed to process, aesthetics. Our experience operators and employees stable tech stack, with the iteration and accountability. and expertise is both deep feeling productive and in best ROI for our partners. and broad. control.

We know what we’re We go above and beyond We solve golf course Everyone wants to be spoken talking about—and if to help every customer problems, business and to in an honest, human way. Customer delivered in a positive way, become proficient on our marketing problems and We enjoy our relationships Service we’re not afraid to say so. We product. We get to the technology problems—our with partners and showing proactively train new best bottom of any problems our knowledge set is wide and them our investment in their practices to our partners. customers bring to us. always expanding. success.

We have an exceptional We’re committed to the idea Our culture will not be built We believe employees company culture—one that that a healthy internal culture with a single vision statement. are motivated by feeling Company contributes to recruiting and results in company success. We must be diligent and trusted— we show trust Culture retention; a culture that really We’re also committed to intelligent in the way we in our employees through makes a difference to the helping our employees shape behavior that align transparency and straight- business. achieve personal success. with our values. talk.

It’s our intention to be We’re not in this to make a We bring together the As our product set grows, nothing less than a new quick buck; we believe we best of golf, design and we’ll continue to promote Business paradigm in the golf have lasting solutions and technology to conquer ”joy in the pursuit of Strategy industry—to become such in years of market opportunity. existing markets and create perfection.” Staying true as short a time as humanly new ones. to that idea will create a possible. cohesive, relateable brand. COMPANY CULTURE | VALUES, ARTIFACTS & RITUAL 31

A great company culture only comes about by intentional and consistent behavior and policy. How can we create the Teesnap culture we aspire to?

COMPANY VALUES CULTURAL ARTIFACTS RITUALIZED BEHAVIOR

Initiative Environment Celebration We’re a startup; we don’t have all the Environments tell a story; what does our Celebrations reinforce the shared values of answers. We need self-starters who find office space say about our company? How a community. What company milestones are problems and fix them without needing do our surroundings affect employees’ worthy of revelry? What cultural or industry excessive oversight. concentration, work style, perception of the events can we re-appropriate to strengthen company, etc.? our ties to golf? Craftsmanship We take pride in our work, in finishing Objects Checks and Balances what we start, in stressing the details and What physical things does Teesnap value To perpetuate its values, a culture must mastering our trade. and how is that manifested? If beauty reinforce those values through predictable and craftsmanship are important to the reward and punishment. Are our policies Empathy company, where in our physical space is that and habits in accord with our published Empathizing with customers builds loyalty, evidenced? Should we create an interactive values? solves problems and reveals market insights. display for the iPad and POS? Should we Empathizing with coworkers cultivates good create a collection of inspirational products? Personal Advancement communication and efficient work flows. What objects in our space root us to golf? Each employee is on a personal journey within Teesnap. How does one recognize Dress personal growth within the company? What Love of Golf Does our dress feel appropriate to the golf is recognized as a milestone of growth and While we may not all be scratch golfers, industry? Is it in line with how we want to how is it recognized when it is achieved? Are each of us must bring or develop an be perceived: personable, professional, there clear career paths for employees, or is appreciation and fondness for the sport. aspirational...? their advancement within Teesnap intended Without that, we’re just a software company. to be more free-form, or intrapreneurial? COMPANY CULTURE | SUMMARY

“The measure of intelligence is the ability to change.”

- ALBERT EINSTEIN

A LIVING DOCUMENT THE BRAND IS LAW The day will come when these guidelines will need to The guidelines and content set forth in this document are evolve. While the foundational principles will likely ring based on an analysis of Teesnap’s genesis, business strategy true throughout the company’s history, the expressions and long-term ambitions. The aim is to create a cohesive and applications of those principles may evolve in and inspiring company story that resonates, motivates and response to changes in the market and Teesnap’s activates customers and internal employees. business strategy. For as many new actions that these guidelines will enable, The wisdom in branding is to remain consistent in all there will be old habits and default processes that will efforts, while recognizing when and how to retool need to change. However, the intent of this effort has tactics. Remember: consistency for consistency’s sake been to create scalable systems and efficiencies; therefore, is not the goal; all branding efforts should reinforce the any necessary changes in company behavior should be company’s spirit and strategic objectives. considered steps forward in achieving more with less investment. Creating a brand takes rigor, but the hope is that unity of purpose and expression will help Teesnap become— In order to create structure, consistency is key. These brand and remain—a motivating, inspiring, all-around great guidelines should not be ignored when inconvenient; place too work. After all, there’s nothing more powerful inconsistent use of content, voice and behavior at best will than knowing who we are and where we’re going. result in only marginal improvements. In a sense, creating a brand is an “all or nothing” endeavor, as such following these guidelines should be considered mandatory. © 2018 TEESNAP | ALL RIGHTS RESERVED