As the new year is fast approaching I'd like to go over another way to help you make money this coming year.  It starts with an upgrade to your member management system.  Looking into how you manage your members via a system will help you maximize your understanding of your business.  Membership software and cloud-based systems while pricey can on average generate 30-50% more per member than paper and cash-register alone.  Recently I had a conversation with Hossein Noshirvani at Motionsoft, a company specializing in membership software.  We talked about the potential of membership software as it relates to skateparks and he really understands how you all can be benefitted by technology.  While most all of us agree that maintaining a website and facebook page and even a twitter feed are good for our business, some of us balk at the cost and complexity of membership software.  Lets all agree to a few things, having a membership and visitor database that can track and offer reminders and deals to every visitor is possible for most of us no matter how big or small we are.  Lets also agree that for our legal liability issues, having quick access to emergency info and contacts is invaluable for the prosperity of the business, but also for the peace-of -mind of the parents.  So beyond these aspects that could be obtained through other means, lets look at how membership programs, particularly ones that are cloud-based can help your business.

Financially the membership program can really help you maximize your business income.  These types of software can generate lists of visits, frequency, and track purchases.  Even without a membership, say you decide to issue cards like loyalty cards at the supermarket, the membership software can generate notices for you to send reminders and discounts to people to come back to the park, to purchase a new helmet, or offer a special on a new deck because it has been a long time since purchasing one.  With the membership and a card, the child can be offered a declining balance at the park allowing for the participant to buy stuff at the park without carrying money.

As far as memberships go, membership software could help you create different classes of memberships where certain times are off limits such as they do with health clubs during off-peak hour members.  You could offer a $100 anytime membership and a $50 membership off peak or no Fridays or Saturdays. Those that have the $50 membership would have to pay a fee to visit these other times.  Or you could offer a membership with a number of uses like a punchcard where coming into the park costs say $20 and you get 3 sessions and you have to buy 3 sessions at a time.  At the same time, the membership software will track visits, allow you mail or email reminders to "re-up" or you can have them automatically re-up with a credit card on file.  The system will create peak times based on visitors and so you can accurately predict typical numbers for tracking as well as allowing for "maximum capacity" warnings.  With professional and accurate information, you can make the best decisions regarding your park.

As we have mentioned the tracking of purchasing and targeting of advertisements, membership software can also be tied into promotions and membership lead generation.  Getting member referrals can be offered through the system so that members get benefits for bringing in their friends.  You can offer discounts for liking on Facebook which will help spread the word.  Amazon offers this now when you purchase stuff from them they offer a quick way of posting your purchase to facebook.  What great and almost free advertisement that would be.

In many ways membership software in needed in your park to keep you generating leads and helping with promotions.  It formalizes a relationship, creates professionalism, and helps you organize your business.  Of all the tools you have, by far membership software is the way to go.  While Noshirvani at Motionsoft states that his company might not be right for your business, he said he would be happy to talk to you about your needs, and if he can't help you he'd show you some others who could.  Good luck and set your sights high for 2013!