From Idea to Exit - Craig Hocknull, PGA Golf Industry Consultant

PGA & LPGA PROFESSIONALS PRESENTATION: CREATING & BRINGING A GOLF PRODUCT TO MARKET

Presented by: Craig Hocknull

  • Golf Industry Consultant
  • Senior Teaching Professional at Westchester Country Club, Rye, NY
  • Owner & Creator of Saber Golf
  • YouTube: Craig Hocknull Golf

SLIDE 1: TITLE SLIDE

  • Title: From Idea to Exit: Creating & Selling a Golf Product
  • Subtitle: Avoiding Costly Mistakes & Building a Profitable Business

SLIDE 2: INTRODUCTION

  • Welcome and personal background.
  • Purpose of the presentation: Helping PGA & LPGA Professionals navigate the journey of product invention & sales.
  • Overview of what will be covered.

SLIDE 3: THE EXCITEMENT OF INVENTING

  • The “Eureka” moment – You’ve discovered a solution to a problem!
  • Why golf professionals are naturally great inventors.
  • The dopamine rush of believing you have something unique.
  • Real examples: My experience with Saber Golf Swing Trainer & Saber Putter
  • Key Takeaway: Excitement is necessary, but execution is everything!

SLIDE 4: THE MENTAL ANGUISH & OVERWHELM

  • The fear of the unknown.
  • Self-doubt: “Is my idea actually good?”
  • The paralysis of not knowing where to start.
  • Common roadblocks:
    • Intellectual property confusion.
    • Lack of funding.
    • How to build a prototype.
  • Key Takeaway: Every great product started with someone who had NO IDEA what they were doing at first!

SLIDE 5: JUMPING INTO THE DEEP END & MAKING BIG MISTAKES

  • The 5 Most Common Mistakes New Inventors Make:
    1. Spending too much on patents too early.
    2. Paying for mass production before testing the market.
    3. Not validating the product idea with real customers.
    4. Underestimating marketing & branding costs.
    5. Assuming people will “just buy it” because it works.
  • Key Takeaway: Start SMALL, test often, and avoid the “rookie mistakes”

SLIDE 6: PIVOTING & SEEKING WISE COUNCIL

  • The importance of mentors, advisors, and consultants
  • Learning from people who have already succeeded (or failed!)
  • Why you should never take business advice from people who have never built a product
  • Key Takeaway: Smart inventors pivot, adjust, and learn before going all in!

SLIDE 7: THE SMART & SYSTEMATIC APPROACH

  • STEP 1: Validate the Idea (Talk to golf students, test with pros, collect feedback)
  • STEP 2: Develop a Simple Prototype (3D print, DIY materials, small batch production)
  • STEP 3: Protect Your Idea (When Necessary)
    • Provisional Patents vs. Utility Patents
    • Trademarks & Branding
  • STEP 4: Start Selling Small (Beta Test with Students & Friends)
  • STEP 5: Build an E-commerce Presence
    • Amazon, Shopify, SaberGolf.com
  • STEP 6: Expand to a Larger Market (Retail, Online Marketing, Partnerships)

SLIDE 8: MARKETING & SALES STRATEGY

  • How to build a brand that sells.
  • Social media + YouTube + direct sales = success.
  • Why most inventors fail at marketing.
  • Pricing strategies that work.
  • How I sold Saber Golf products worldwide.

SLIDE 9: SELLING TO YOUR STUDENTS FIRST

  • PGA & LPGA professionals have a built-in audience.
  • Your students trust you – use them for:
    • Beta testing & feedback
    • Early adopters & word-of-mouth marketing
    • Testimonials & video reviews
  • Key Takeaway: Your students are your FIRST and BEST customers!

SLIDE 10: EXPANDING BEYOND YOUR STUDENTS

  • Moving into e-commerce & broader retail sales.
  • Leveraging Amazon, pro shops, golf stores.
  • The power of affiliate sales & influencer marketing.
  • Wholesale & distribution opportunities.

SLIDE 11: Q&A SESSION PREP

Anticipated Questions PGA & LPGA Professionals Might Ask:

  1. How much does it cost to get a provisional patent?
  2. Do I need a patent, or should I just go straight to market?
  3. How do I know if my idea is truly unique?
  4. What’s the best way to find a manufacturer?
  5. How did you get Saber Golf into stores & online?
  6. What’s the biggest mistake you made in bringing a product to market?
  7. How do I sell my product to golf courses or instructors?
  8. What percentage should I expect to spend on marketing?
  9. Should I try to license my idea to a big golf brand or sell it myself?
  10. What’s the best way to price a new golf training aid?

Q&A Section – Slide 11

Questions & Answers PGA & LPGA Professionals Might Ask

  1. How much does it cost to get a provisional patent?

    • A provisional patent application (PPA) typically costs between $75 and $300 to file with the USPTO, depending on whether you qualify as a small entity. However, if you hire a patent attorney to help draft a solid application, costs can range from $1,500 to $3,500.

  2. Do I need a patent, or should I just go straight to market?

    • It depends. If your product has a truly unique and protectable design or function, a patent may be worth pursuing. However, many inventors waste thousands on patents before proving if their idea sells.
    • Best approach: File a provisional patent, test the market, and if it gains traction, invest in a full utility patent later.
    • Key takeaway: If it’s an innovation, patenting may be critical. If it’s an improvement, focus on branding and speed to market.

  3. How do I know if my idea is truly unique?

    • Step 1: Conduct a Google search and USPTO patent search (www.uspto.gov).
    • Step 2: Check Amazon, golf stores, and niche websites for similar products.
    • Step 3: Talk to golf professionals, students, and industry experts for feedback.
    • If your idea already exists: Consider how you can improve it rather than reinvent it.

  4. What’s the best way to find a manufacturer?

    • Start with small-batch local manufacturers to test production quality before going overseas.
    • Key takeaway: Manufacturing is not just about cost—quality, consistency, and shipping time matter!

  5. How did you get Saber Golf into stores & online?

    • Golf Fest First: I made 50 pieces and sold all 50 at a regional golf event.
    • Online first: I started selling through my website, YouTube, and Amazon.
    • Retail second: I approached golf shop owners, PGA sections, and tournament organizers with wholesale offers.
    • Direct partnerships: I leveraged my coaching network to get instructors selling the product.
    • Key takeaway: Build an online presence first before approaching retail chains.

  6. How do I sell my product to golf courses or instructors?

    • Step 1: Identify local PGA & LPGA professionals who would benefit from using it.
    • Step 2: Offer a demo unit for them to test.
    • Step 3: Provide a wholesale pricing model for bulk orders.
    • Step 4: Approach club decision-makers with pro shop sales packages.
    • Step 5: Use affiliate partnerships with instructors to help sell the product to their students.
    • Key takeaway: Golf courses and instructors need proof it works before they invest—let them test it first!

  7. What percentage should I expect to spend on marketing?

    • New inventors often spend too little on marketing and too much on product development.
    • Realistic breakdown:
      • 30% of total budget: Product development & manufacturing
      • 30-40%: Marketing (branding, website, social media, ads, influencer deals)
      • 20-30%: Shipping, customer service, and overhead
    • Key takeaway: Marketing is just as important as the product itself! If no one knows about it, they can’t buy it.

  8. Should I try to license my idea to a big golf brand or sell it myself?

    • Licensing:
      • Great if you don’t want to handle manufacturing & sales.
      • Expect to earn 3-7% royalties on sales.
      • Requires a patent and a strong pitch to companies.
    • Selling it yourself:
      • Higher profits but more work (manufacturing, fulfillment, marketing).
      • More control over your product and branding.
    • Hybrid approach: Test your market first, then license or sell once you prove demand.
    • Key takeaway: Licensing is easier but less profitable. Selling yourself gives higher upside if you commit to marketing.

  9. What’s the best way to price a new golf training aid?

  • Step 1: Research competitors’ pricing (Amazon, golf shops, e-commerce).
  • Step 2: Calculate costs (manufacturing, packaging, shipping, marketing).
  • Step 3: Ensure at least a 3x markup (if it costs $20 to make, sell for at least $60).
  • Step 4: Consider offering bundles, discounts for instructors, or membership perks.
  • Key takeaway: If your price is too low, people won’t trust the quality—find the right balance.

SLIDE 12: FINAL TAKEAWAYS & CALL TO ACTION

  • Bringing a product to market takes time, patience, and smart execution
  • Avoid common mistakes, seek wise counsel, and test your market first
  • Want help? Work with me for consulting & guidance!

 

1. The Patent Process

Step 1: Determine if Your Idea is Patentable

  • The idea must be novel, non-obvious, and useful.
  • Conduct a patent search on the USPTO website (www.uspto.gov) and Google Patents.
  • If similar patents exist, you may still get a patent by modifying or improving an existing idea.

Step 2: Decide Which Type of Patent to Apply For

  • Provisional Patent (Temporary, Cost-Effective)
  • Design Patent (Aesthetic/Visual Protection)
  • Utility Patent (Functional Invention)
  • Domestic vs. International Patents (US-only vs. worldwide protection)

Step 3: File the Patent Application

  • Provisional Application (if applicable)
  • Non-Provisional Utility or Design Patent (for full protection)
  • Can file independently via USPTO’s website or hire a patent attorney.

Step 4: Patent Examination Process

  • The USPTO reviews your application and may request revisions.
  • If approved, the patent is granted, and you gain exclusive rights.

Step 5: Enforce Your Patent

  • Patents last 15-20 years, depending on type.
  • If someone infringes on your patent, you can take legal action.

2. Types of Patents

A. Provisional Patent

✅ Best For: Testing an idea before full commitment.
✅ Cost: $75-$300 for filing, plus optional attorney fees ($1,500-$3,500).
✅ Validity: 12 months (cannot be renewed).
✅ Key Benefit: Allows you to claim “Patent Pending” while developing the product.
✅ No Patent Examination: The USPTO does not evaluate its validity until you file a non-provisional patent.
🚨 Drawback: If you don’t file a full utility patent within 12 months, you lose your priority date.

💡 Example: If you invent a new golf grip design but aren’t sure if it will sell, file a provisional patent, test it, and then decide whether to invest in a full patent.

B. Design Patent

✅ Best For: Protecting how something looks, NOT how it functions.
✅ Cost: $1,000 - $3,000 (filing + attorney fees).
✅ Validity: 15 years (US).
✅ Covers: Shape, pattern, or ornamentation of a product.
🚨 Does NOT protect functionality.

💡 Example: If you design a golf club head with a unique aesthetic shape, you’d apply for a design patent.

C. Utility Patent

✅ Best For: Protecting how something functions or is used.
✅ Cost: $5,000 - $15,000 (includes filing & attorney fees).
✅ Validity: 20 years (from filing date).
✅ Covers: New devices, methods, systems, or improvements.
🚨 Takes longer to approve (12-36 months on average).

💡 Example: If you invent a golf training aid with a unique motion-tracking system, a utility patent would protect its functionality.

D. Domestic vs. International Patents

1. Domestic (U.S. Only)

✅ Covers only the United States
✅ Filed through the USPTO
✅ Less expensive than international patents

💡 Example: If you plan to sell only in the U.S., a USPTO patent is enough.

2. International Patent (PCT Application)

✅ Protects your invention in multiple countries
✅ Filed through the Patent Cooperation Treaty (PCT)
✅ Covers 153+ countries, including Europe, China, Canada, Australia
🚨 Much more expensive ($10,000 - $30,000)

💡 Example: If you want to sell your golf product worldwide, you may need a PCT patent.

3. Which Patent Should You Get?

Patent Type Best For Protection Type Validity Cost
Provisional Patent Testing an idea Temporary "Patent Pending" 12 months $75-$300
Design Patent Aesthetic/Visual Look Protects appearance 15 years $1,000-$3,000
Utility Patent Functional Invention Protects functionality 20 years $5,000-$15,000
Domestic Patent U.S. Only Protects in the U.S. Varies Lower cost
International Patent (PCT) Global Sales Protects worldwide Varies $10,000-$30,000

4. Best Approach for Golf Professionals Inventing a Product

  1. Start with a Provisional Patent (Low-cost, “Patent Pending” status).
  2. Test your product in the market (Get feedback from students, instructors, golf professionals).
  3. Decide if you need a Full Patent (If it’s selling well, upgrade to a Utility or Design Patent).
  4. Consider International Patents (Only if you plan to sell outside the U.S.).

5. Common Patent Mistakes (Avoid These!)

🚨 Spending $10,000+ on patents too soon without testing the product.
🚨 Not checking if similar patents already exist.
🚨 Thinking a Design Patent protects functionality (it doesn’t).
🚨 Assuming a patent automatically makes a product valuable (you still need marketing & sales!).

Final Thoughts

  • If your idea is unique AND functional → Utility Patent.
  • If your idea is just a new look → Design Patent.
  • If you’re still testing → Provisional Patent.
  • If selling worldwide → Consider a PCT International Patent.
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