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Managing Float Without Losing Profit | The GrowthPro Edge · The GrowthPro Edge

• 0:00
  Welcome to the GrowthPro Edge.
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  We're here to help scale your business, build stronger teams,
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  and sharpen your leadership skills.
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  Hello and welcome to the GrowthPro Edge.
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  I'm Denise Killian, your host with the GrowthPro Group and Trainer team.
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  the GrowthPro Edge each and every week.
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• 1:15
  Josh, welcome to the GrowthPro Edge.
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  So thrilled to have you, Eddie.
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  Thanks for having, uh, listen, before we get started talking about flow and
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  all of those unused dollars out there, uh, take a moment to introduce yourself.
• 1:31
  I know you work with in Embed, but tell us about what you do at in Embed.
• 1:35
  Sure.
• 1:36
  Um, yeah.
• 1:36
  I'm Josh Atkins.
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  I'm sales manager lead here at Embed.
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  Um, been here for a couple years.
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  Um, been in the industry for coming up on about 10 years.
• 1:46
  Um, so, uh, lead a team here of our, our sales division in, uh, north America.
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  Okay, great.
• 1:53
  So we're gonna talk about Float today and, uh, you, you mentioned something
• 1:58
  earlier, I'm, I'm stealing it already.
• 2:02
  There's an estimated $21 billion in unused gift cards.
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  Game cards.
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  Activity cards out there.
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  Yeah.
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  Which is.
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  A big chunk of money, right?
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  Yeah.
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  So that's kind of, uh, you know, the big picture, macro level of, uh, you
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  know, when you look at retail and everybody involved, um, yeah, the, the
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  recent report showed over 21 billion.
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  So, um, when you kinda look down at the, the micro level at our, um, you know,
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  our world, you're looking at game points and uh, tickets and that type of thing.
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  But yeah, it's a part of that, that huge unused spend that's
• 2:38
  just sitting out there, um, you know, in the American pockets.
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  So is this something, how much attention should retailers be and, and FEC
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  owners be paying attention to this?
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  Because at the end of the day, if I gave you a $50 gift card, or I walk
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  into the, uh, FEC and I load my card up with $50 and I don't spend that $50.
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  And I have a balance on that card.
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  You've already got the $50.
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  Sure, sure.
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  So, so why is this something, is this something we should
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  be really paying attention to?
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  Yeah, I think it, there's a few different factors that come into play and, and
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  also depending on your kind of setup too, you know, a, um, a more, uh.
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  Like a tourist attraction.
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  They're gonna have, they're gonna see more of that, right?
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  Where the city customers come in and leave with it.
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  So it might not be as big of an issue to somewhere like that, but your local,
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  uh, centers and community based ones I think is something you definitely
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  wanna monitor and, and keep track of.
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  Um, I think if you use your reporting and your card reader system, you can
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  kind of see what your average would be, um, for your, your kind of month
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  to month and week to week balances, and it gives you a good idea of, okay.
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  If worst case scenario, everyone came in to date with all of these cards,
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  here's what I'm liable for, rider.
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  Here's what point values are on those, uh, cards.
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  So I think in our world, the dollar value isn't, um, necessarily as more
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  important as maybe the ticket value that's on the card, knowing that,
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  hey, there's, you know, this many tickets are out there and that's.
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  Tied to real merchandise, right?
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  Real dollars that you've spent.
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  Um, but again, the dollar value is important.
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  'cause you can look for, um, inconsistencies, you know, after time
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  if you start looking at these reports, you can kind of get an average.
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  And if, you know, your average is in, you know, 50 to $60,000 or something,
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  and one week you look and now it's $200,000, something's probably gone
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  awry in the system or, you know, other things that have gone wrong.
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  So, um, yeah, I think it's something, you know, uh, FEC owners should definitely be
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  looking into and, and taking a look at.
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  Yeah.
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  And of course we know that when people come in, if they do have a gift card
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  or if they're like, oh, I still have a balance, uh, and they come walking in,
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  we know chances are they're probably gonna spend more than that initial
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  $50 or whatever that value might be.
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  Right?
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  Typically.
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  Yep.
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  Um, so how do you minimize that risk then with float?
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  So there's a few different ways you can do it.
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  So, um, one thing that a lot of customers will do, like a, like a half price
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  Wednesday or something on the games, and that way customers that have those
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  high balances, um, usually will draw them in and spend 'em pretty quickly.
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  Um, another thing just kind of that ties in the whole ecosystem is, you know,
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  from the beginning is having a good, uh, redemption, you know, price selection.
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  You know, I think that's a big.
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  Um, driver of the gameplay.
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  And you know, when customers see that there's something they can attain and
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  that there's valuable, um, high quality prizes, they're more willing to spend
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  those tickets, you know, right away because they have options to spend it on.
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  So I think starting with a strong redemption, um, and crane offering,
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  you know, depending on your setup is a good starting point.
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  And then again, offering some sort of, um, you know, half price games
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  or some promotions to kind of drive those people to, to spend those points.
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  Okay.
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  And, and yeah.
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  That what you, what you're getting for those points
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  becomes really important, right?
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  So, right.
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  Yep.
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  If you have a whole lot of high priced items, I mean, I know that there's a lot
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  of places now that in their redemption, uh, centers and counters, they've got,
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  you know, coach purses or Michael Kors bags, or, you know, these really high
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  Christ items that takes people a long time to build up to get those tickets.
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  Yeah, so if you've got a lot of those high priced items, you're probably
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  gonna be carrying more in those balances than if you've got more items
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  that are sort of, you know, not the.
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  300,000 tickets to get the, you know, the Michael Kors first, right?
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  Yep.
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  Uh, so that how what your redemption makeup is can play a part in that.
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  Okay.
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  Yeah.
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  And that kind of ties into, you know, wanting ease of reporting
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  to kind of check your, um, ticket balances on customers, right?
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  And see, okay, who has, you know, maybe over 10,000 tickets.
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  And that way you can kind of dig in and see, okay, are they playing regularly or
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  is it someone that's coming in and saving?
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  Um, and it can also help uncover maybe fraud or that type of thing too.
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  You know, if you see a. Someone has an exact even balance.
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  You know, they've got exactly 20,000 tickets.
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  You might look into that and see was that an internal error or was that
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  somebody giving someone some tickets?
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  Um, so there are some indicators in there that kinda help you
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  uncover some other things.
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  Okay.
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  All right.
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  Excellent.
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  Uh, so
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  what's the difference then in flow versus the credit versus cash than
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  when you're talking about flow?
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  Sure.
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  So, um, of course in our, you know, in our world, a lot of times the points are just,
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  uh, or the, the $50 you put on the card is gonna be used towards arcade games.
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  Um, you know, not, not necessarily a physical item, but there are
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  some customers that use, um, Ash where that card can be used for.
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  Um, you know, either.
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  Memorabilia or food and beverage and that type of thing.
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  So it's not as common, but when you're, when you are using it that way, you're
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  reporting and your kind of, uh, tax implications are gonna be different.
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  So you're, you're definitely gonna wanna make sure you're, you're, uh, able to
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  pull those reports and, and know what your float is when it's with the cash.
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  Um.
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  That being said, you know, each state and, you know, federal governments
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  have different regulations.
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  So I would definitely recommend looking and see what you have to report each year
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  and kind of how your state, um, you know, requires you to recognize that revenue.
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  Um, sometimes it's, it's only when it's spent, sometimes
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  it's when you've received it.
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  So it just kind of depends on where you're at.
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  Okay.
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  Alright.
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  Um, so when we talk about the reports and, and the, and regulations.
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  It's, it's got a vary state by state, right?
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  Are there federal regulations in addition to whatever state you're in?
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  Yeah, I don't think the federal regulations on this are too specific.
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  I think it's gonna be more with your local or state is where you're gonna see kind
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  the, the more minute details on this.
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  So, um, but it really kind of comes to, you know, like your, your audit
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  cycles and that type of thing.
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  So I. If, you know, your audit is going to be every five years, you don't wanna make
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  sure you're keeping those, all of that data within the, that timeframe, right?
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  So, um, part of this is a lot of customers will set up, um,
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  an expiry date for unused cards.
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  So, um, you can set in your card system, if a customer hasn't used
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  this card for two years straight, then it'll automatically be, um, deleted.
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  Um, you know, and kind of in a balance deducted.
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  So if you do have that in place, you wanna make sure that lines up with kind of your
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  reporting needs and your audit needs.
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  Okay.
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  All right.
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  So when we talk about that timeline of say, three, three years or five years or
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  two years, is there communication that you should be having with those customers?
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  Is there a way to.
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  Connect that card to an actual person that you can send them maybe a text message
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  or an email, say, Hey, remember us.
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  Come back.
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  You still have money?
• 9:52
  Yeah.
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  Yeah.
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  So, um, yeah, your card system should be able to register cards.
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  So either at your kiosk or at the point of sale.
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  Customers can definitely register a card and exactly tie it to them.
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  Um, phone number.
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  Um, what's also great with that is you can get their birthday and send
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  them something on their birthday.
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  Hey, here's free, some free tickets, and that type of thing.
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  Um, and then, you know, when it comes to communicating that it's going,
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  the card expires, you know, typically that's like on the back of the card
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  or in the terms and conditions.
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  Um, but you know, if you're in a a, an area where people are coming back over
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  and over again, you really don't see that issue too much of two years without,
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  um, activity, unless it's something like a gift or something like that.
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  Um, yeah.
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  Okay.
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  Um, so see.
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  Finding the card system that can help you do this is important.
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  Right?
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  So what are some of the other things that that card systems can help
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  when talking about minimizing the risks and liabilities for float?
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  Yeah, I think it really just ties back to all the reporting.
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  You know, there's the, the card system's taken so much
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  information and so much data.
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  Um, so really, you know, reach out to your, you know, your card
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  system provider and make sure that you're looking at the right reports.
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  Um, you know, many of the systems have over, you know, a hundred to
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  200 different kinds of reports, so it can take time to kind of weed through
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  and figure out what you need to see.
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  Um, but all of that data and all that information's there, so I think.
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  Again, knowing what you, what you need to look at, like I said before,
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  kind of seeing those, if that balance jumps drastically, or if you're seeing
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  kind of all of a sudden a high ticket, uh, value on a card and they've only
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  played one game, you know, there's a, all of that information's in there.
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  Every single time that card's swiped or tapped.
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  It's all in there.
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  So it's interesting when you talk to people that, you know, run
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  into customers that are trying to.
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  If they try to loopholes or something like that, or they find a game that's
• 11:38
  not operating correctly and they're able to exploit it, it's like,
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  well, all that, all that data and that electronic history is there.
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  So it's just being able to drill down and, and find what you need.
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  Okay.
• 11:48
  Fantastic.
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  Uh, so what are some other ways that you can do to incentivize your
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  customers to, to use that balance?
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  I mean, I think, um, you know, a lot of times it's, it's just promotions,
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  you know, whether it's advertising, um, through Facebook or through your social
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  channels of the half price game nights, or some customers will do, um, I've seen
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  recently is like a, a scavenger hunt.
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  So like, um, you can take your arcade readers and they can
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  change different colors, right?
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  And so this is kind of a, a. A two-way benefit is, uh, maybe you
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  have a new game that people haven't discovered yet, or maybe you have
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  a game that's underperforming.
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  You change that specific game reader to orange and you tell the kids,
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  Hey, you know, if you find the orange game and play it two times or
• 12:33
  whatever it may be, um, you get a free catty bear or something like that.
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  So one you can kind of get them to spend and then two, you can kind of direct them
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  as to which games you want them to do.
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  So it's something new.
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  I kind of saw there kind of.
• 12:45
  Get people to play specific games.
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  Um, but typically a half pricing night or something like that
• 12:51
  really gets to people coming in and spending their points pretty quick.
• 12:55
  Okay.
• 12:56
  All right.
• 12:56
  That's a fun idea.
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  That scavenger hunt.
• 12:58
  Yeah, that's a really fun idea.
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  Okay.
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  Especially with the kids, you know, like, especially with like littler kids, you
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  know, and if you're in an, you know, an area that's got a lot of games, they're
• 13:06
  kind of running around looking for 'em.
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  You know, you could even have a bunch of different colors to kind of make it a
• 13:10
  little more challenging to find, you know, and so I think there's a lot of fun things
• 13:14
  you can kind of do, um, just beyond, you know, half price and that type of thing.
• 13:19
  Okay.
• 13:19
  Oh, that's great.
• 13:20
  Yeah.
• 13:20
  I really love that idea.
• 13:22
  So, um, okay, so what, uh, if there's one kind of parting thought about float, what
• 13:29
  is your recommendation for folks out here?
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  I mean, I think it's just, um, again, it's, it's all about the data.
• 13:36
  I think going back, um, making sure you are aware of, of which reports to
• 13:41
  look at and comfortable with it, you know, work with your, your card system
• 13:45
  provider, you know, rep to kind of help you digest what you're looking at.
• 13:49
  Um, you know, as I said, there can be over, you know, hundreds reports in
• 13:51
  there, but I think that information.
• 13:54
  Um, you know, what you wanna see is nothing exciting, right?
• 13:58
  You don't wanna see all of this change in it.
• 14:00
  So that's, you know, what you want to see is some static information.
• 14:03
  And when you do see those big variables, that's when you can kind of dig in
• 14:06
  deeper and see what's causing this or why is, you know, why is no one
• 14:09
  spending money or tickets or, you know, why all of a sudden has our
• 14:13
  flow doubled in the last six months?
• 14:15
  Um, so I think it kind of, it helps uncover more issues potentially.
• 14:20
  And I think, you know, you, you raise a good point.
• 14:23
  We are in a world in which we have more data than literally
• 14:26
  we know what to do with.
• 14:28
  Mm-hmm.
• 14:28
  And a lot of times, you know, uh, any of the systems that we use, oh, we've
• 14:34
  got this dashboard and we can have this report and this report and this report.
• 14:37
  But if you don't understand what you're looking at, it's kind of a Right.
• 14:40
  Right.
• 14:41
  If you're not identifying, these are the, the KPIs.
• 14:44
  These are the key things that we know are the indicators for our business and
• 14:49
  how it's doing and what we need to watch.
• 14:51
  Then.
• 14:52
  You know, it's, it's, it's irrelevant.
• 14:55
  So making sure that you have that good relationship with those providers, that
• 15:00
  you can have those conversations and be like, dude, what am I looking at here?
• 15:03
  Like, what, right.
• 15:04
  Yes.
• 15:04
  What does the season mean?
• 15:05
  Right.
• 15:06
  Well, yeah.
• 15:06
  And a lot of owners, you know, where do they have the time to lose?
• 15:09
  Sit down, look at reports, right?
• 15:10
  So a lot of the owners in the FC world, they're in operate,
• 15:12
  they're working it, right?
• 15:13
  They're there the whole time.
• 15:14
  So, you know, I would like definitely lean on your card provider and
• 15:17
  help them, you know, your card system provider to, uh, you know.
• 15:20
  Speaking of those reports for you, I'd, you know, let them know exactly what,
• 15:23
  you know, what should I be looking for?
• 15:25
  'cause sometimes, you know, if you're new to this space, you
• 15:27
  don't know what you don't know.
• 15:29
  Right?
• 15:29
  You don't even know what, you could have all the reports in the world, but
• 15:31
  you don't even know what to look at.
• 15:32
  You don't know what's wrong or what's off base.
• 15:34
  So I think definitely leaning, you know, to your, uh, card system provider, they
• 15:38
  can, um, provide the expertise of, you know, years of experience of, you know,
• 15:43
  looking at the whole country and kind of give you that, that breakdown of,
• 15:45
  of what's important in those reports.
• 15:47
  Yeah.
• 15:48
  Yeah, that's a, that's a key point, right?
• 15:51
  Yes.
• 15:51
  Yes.
• 15:52
  Well, listen, Josh, as we're coming to the end of our time together, I
• 15:55
  gotta ask you the growth Pro edge question here at the GrowthPro Edge.
• 16:00
  We are all about growth.
• 16:02
  So what do you do to grow yourself, either personally or professionally?
• 16:10
  That's a good question.
• 16:11
  Um.
• 16:13
  Honestly, I just, I strive for just, you know, 1% better each day.
• 16:16
  You know, that's what I, that's kind of what I go for, you know, some
• 16:20
  days, um, it's, it's more than that.
• 16:22
  And you feel like you've made a great leap and other days it's,
• 16:25
  it's maybe just a little bit.
• 16:26
  But I think, um, just trying to find that little bit, you know, more each day
• 16:30
  or, or at least identifying, you know, where can I either be more efficient,
• 16:34
  uh, personally or professionally or kind of where can I change my habits?
• 16:38
  Um, so I think that's the big part is you just get set in your habit, right?
• 16:41
  It's like.
• 16:42
  This, it gets done, the task gets done because of this habit, but is
• 16:45
  that the best way to do it or are you just kind of going through the motion?
• 16:48
  So that's kind of the way I look at it.
• 16:50
  Each stage starts to try to a little bit better, 1% more,
• 16:53
  and eventually we'll get there.
• 16:55
  That's great.
• 16:56
  I love that.
• 16:57
  I love that.
• 16:58
  Uh, now Josh, tell us a little bit about in bed, what's going on in Embed
• 17:03
  and the services that Embed offers.
• 17:06
  Yeah, sure.
• 17:06
  So, um, we're just now introducing, uh, we've debuted at iapp, our
• 17:10
  new kiosk, uh, user interface.
• 17:12
  Um, so if you're current customer, definitely check that out as we
• 17:16
  can, um, upgrade that to the, to the new look and the new style.
• 17:19
  Um, we've also just introduced our new mobile, uh, tablet point of sale,
• 17:25
  so you're able to use the, uh, sales.
• 17:27
  Um, application on a tablet kind of roaming, you're able to do everything,
• 17:31
  card sales and everything through that, that you would at the, at the front desk.
• 17:35
  Um, and then of course, our mobile wallet feature is now included
• 17:39
  with our standard monthly license.
• 17:41
  So every customer has access to the mobile wallet, uh, feature where you
• 17:44
  can save a card to your, uh, mobile phone in your Google or Apple wallet,
• 17:48
  and then reload from your phone or, uh, use your phone to tap on the reader.
• 17:52
  Great.
• 17:53
  And that mobile wallet is super fun too.
• 17:55
  'cause you can do it before you even come in.
• 17:57
  Right.
• 17:57
  So if you've got a family, yeah, that's great.
• 17:59
  Yep.
• 17:59
  Right.
• 18:00
  Mom and dad can be at home.
• 18:00
  They don't even have to be in, mom and dad could be at home and reload it or
• 18:03
  they could be another part of the center.
• 18:04
  But yeah, that's what we see is the biggest use is people reload
• 18:07
  before they even get there.
• 18:08
  And that way they just go straight to the game and start playing.
• 18:10
  Yep.
• 18:11
  Yep.
• 18:11
  So mom and dad can go to the bar and have a beverage, kids
• 18:14
  can run off into the arcade.
• 18:16
  Everybody's happy, right?
• 18:17
  Yep.
• 18:17
  Yep.
• 18:18
  Then they just send mom and dad a text and they can reload the card
• 18:20
  and everyone just keeps on going.
• 18:21
  So yeah, there it is.
• 18:23
  Wonderful.
• 18:24
  Well, Josh, thank you so much for this, uh, it's really
• 18:27
  interesting and information.
• 18:29
  I'm still.
• 18:30
  Scratching my head at that $21 billion.
• 18:32
  That's just kind of Yeah, clear.
• 18:35
  It's kind of, yeah, it's sitting out there.
• 18:36
  And one part too, I read with, uh, with Starbucks specifically,
• 18:39
  they have almost 2 billion.
• 18:41
  Um, but they've actually, a lot of theirs is money that people have
• 18:44
  deposited into their app, and so they've actually earned interest on that.
• 18:49
  So they're making money on people.
• 18:52
  Not spending their money, I guess.
• 18:53
  So it's just, it's, yeah, it's, it's kind of crazy when you look at those numbers
• 18:57
  and how big it is and, and then, you know, drill down to our world, but Yeah.
• 19:01
  Yeah.
• 19:01
  I, I'm gonna go dig through all my old purses and see if
• 19:04
  I can find old gift cards.
• 19:05
  Right, right.
• 19:06
  Yeah.
• 19:06
  I'm sure we all have a snack somewhere.
• 19:07
  Yeah.
• 19:08
  You've inspired me.
• 19:09
  Uh, right.
• 19:11
  All right, Josh.
• 19:12
  Well thank you so much for your time today.
• 19:14
  I appreciate it and a lot of great information here
• 19:16
  to download, so thank you.
• 19:18
  Awesome.
• 19:19
  Thanks knees.
• 19:19
  Thanks for having me.
• 19:22
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• 19:26
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• 19:30
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• 19:32
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• 19:35
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• 19:39
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• 19:43
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• 19:49
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• 20:09
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• 20:14
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• 20:18
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