Measure first. Decide better. Automate only what can prove value.
FillMyCourt treats courts as perishable inventory and the player base as contextual demand. The platform connects the two and answers in euros.
1. Measure inventory as a perishable asset.
By court and daypart we measure price, utilisation, cancellations, released availability, incomplete games and the probability of sale without intervention.
2. Separate four numbers.
Unsold capacity is all expiring inventory. Addressable leakage is the portion where intervention is plausible. Recovered gross is revenue attributed to intervention. Net incremental accounts for incentives, fees, refunds and displacement where applicable.
3. Build behavioural intelligence.
Recency, frequency, value, preferred times, level, partners, attendance and booking history feed dynamic segments. The goal is not manual tagging; it is continuously updated economic context.
4. Decide before activating.
The Demand Engine prioritises opportunity, cohort, timing, channel and intensity. Internal rules are not published; the owner sees governance and outcome.
5. Orchestrate acquisition and retention.
External channels can acquire new players. Owned channels, CRM and the white-label app retain repeat demand. The platform measures source and cost per booking.
6. Booking, match formation and media in one loop.
Native booking, open matches, match completion and video integrations can feed one match/player record, subject to consent and provider capabilities.
7. Attribution before uplift.
The measurement rule is agreed before results are reported. A booking after an action is not automatically incremental revenue.