Januworry

It’s that time of year again.. “Januworry” You have had a great December, the boats have been full, courses on the go everyday, equipment sales booming and you have been caught up in the holiday swing of things. However come the first week of January you realise that there are bills to be paid, suppliers wanting money, staff needing commissions and all of a sudden the joy of December is quickly forgotten.

guy hitting head

Januworry

Januworry.

Would it not be great to have enough money every month to service all your commitments and still have some left over to reinvest back into your business to fix and repair the boats, dive gear and wetsuits. Unfortunately many dive centre owners do not have a clear idea on where their profits streams are and where they are losing money, where they could be more profitable and even what their gross and nett profits are on courses, equipment and dives. The problem didn’t start in Januworry but this month is a symptom of far greater problems that started many months prior.

When last did you do an analysis of your business?

It is important that you know and understand your own business. Do you know where the money is coming from and where it’s going to? How much profit do you need to make on each and every service that you provide? The dive industry is an amazing lifestyle to be a part of but when you are working for free or making a loss, the glamour of this industry quickly becomes dulled.

What are you charging for your diving courses and when last did you increase the price?

Quite often the Dive centre blames the current economy, the dive industry or the Training agencies for the poor results they have achieved. You will seldom hear a Dive centre blame themselves for the situation they currently find themselves in. Dive Centres are a business that offer dive courses, training, equipment and dive charters. But they are fundamentally a business like all others. What is the inflation rate in your region and has your course price increased to at least take into account this inflation?

Determine profitability.

A dive course price or dive charter price based on your competitions price is the wrong way to go. How much does it cost your competitors to run their course? Analyse each and every component of your business and work out how much profit you are making. Be sure to take account of commitments like rentals, insurance, registration fees, marketing costs and servicing and maintenance responsibilities. These costs, if left unaccounted for, can quickly erode any profitability.

increase-profit

Add value to what you are doing.

Adding value to your services does not have to cost you more money. Simple gestures like helping  lift and carry customers dive gear, friendly and attentive staff and knowledgeable and informative divemasters and instructors all add value to the customers experience. Conduct staff training and set safety and service standards high. Make sure rental equipment is serviced, clean and neat. The list of possible value add ons to your business is endless yet invaluable to your clients.

PBA Lite 2017 Blog Header

Improve your business skills

Many dive centre owners are great instructors, fantastic at leading dives and finding the smallest of critters. But does this earn your business money? You should be working at your business not for your business. Improve your business skills by attending classes, reading books or through online courses. Attend PADI Business Academy presentations to help increase sales and profits. Invest in yourself and you will reap the rewards.

Analyse your business. Determine profitability, charge market related prices, add value to what you are doing and invest in your own business skills.

New Year News – A short heads up on 2017

Hi all,

With this being a monthly blog aimed at the North of the UK I wanted to share some useful information that will hopefully bring you all a few bits of success in 2017

Freediving

I have mentioned the PADI Freediver programme before and what benefits it will bring to your Centre http://wp.me/s4SSW1-9766. It brings me great joy to announce that we now have Steve Millard on board as a PADI Freediving Instructor trainer. Steve has a long history with Freediving so I was very happy when he spoke with me about choosing PADI to help grow the Sport within the UK. Steve is happy to be your go-to person to either bring you (or the team) up to speed as freediving instructors and beyond. Or if you see the business sense to add it to your centre but don’t feel you can do it justice then he could be your instructor for hire to start building your Squad.

If you have not tried it yourself the PADI Freediver manual is 3 courses in one (Freediver, advanced Freediver and master Freediver). I will be going on the road with Rich Somerset, Steve and some of the major brands to run the Business of freediving workshops. Please let me know if you are in the UK North and would like to find out more.

Here is the latest video on the PADI YouTube channel

Live Events 2017

I will be on tour with some of the big guns looking at workshops, training and forums across the North of the UK. Locations we are looking at are

  • Newcastle – Forum, freediving and equipment in.
  • Leeds – Business Academy
  • Capernwary – Dive day, drysuit and Forum.
  • Blue lagoon, Dive day, speciality Schermafbeelding 2017-01-13 om 14.44.50workshop and Forum.
  • 8 Acre – freediving.
  • Stoney, Forum – freediving and equipment.
  • The Delph- Forum, drysuit and equipment.
  •  Gildenburgh – Dive day, drysuit and Forum.
  • Orkney – Forum.
  • Edinburgh equipment, Dive day and Forum.
  • Glasgow, equipment, Dive day and Forum.

This is not a definitive list as there are a couple of big events in the pipeline but, as I write this blog these are what I have planned for the first 6 months. I will be looking to do a good number of private forums still this year also.

Events will be shared on Eventbrite, Facebook and direct emails.

PADI Business Academy PBA Lite 2017 Blog Header

 

There is a planned Business Academy in Leeds on 3rd of July. If you have never been on one then you are missing out. We cover a whole load of Business training in an environment that you can focus on the Job in Hand. Let me know if you would like some details but it is worth coming along from a Networking point alone as there will be like minded Peers who are driven to make a success of their business.

Pricing Work Shops.

One of the most commonly raised points on a meeting is over prices. Only you know your costs but what I can help with is to make sure you are getting a profit from really crunching the numbers and suggesting solutions. Do you know which items are given you the best returns? This workshop something that can be done remotely and is a real commitment in time for both yourself and me so this will be on the first come first severed basis. But if you would like to work on it yourself then I am more than happy to send you the files to work on. As with all things that are finance you have, to be honest with the report you are running and anything shared with me will be kept in confidence.

PADI Sales incentive 2017

Emily and Su-Li have been working hard with Emma and Myself to really look at a sustained campaign for 2017. Please call them in the office for the details but it would be worth your while to get up to speed on the offers and factor them into your pricing. PADI staffThere is only one goal that we have as your PADI team and that is to help you do as well as possible. We are all believers in growing the UK market and have invested heavily in marketing the UK to new divers.

London outdoor and adventure show 2017

I will not be at the show myself this year as I will be expecting to be a dad part 2 over that weekend. A shame not to see you all but… I hope you understand. The rest of the team will be there so please come and see them. But again the main focus of the PADI stand will be to reach out to new and old divers alike to drive them into PADI dive Centres to help bring them to the underwater world that we all hold so dear.

I am looking forward to seeing you over the coming 12 months but please email/call/facebook/Whatsapp/etc etc if you need any help.

One last video to leave you with as a hopeful touch of inspiration.

PADI Business Academy Lite 2017 Schedule & Pricing

PBA Lite 2017 Blog HeaderSupercharge Your Dive Operation in 2017 & Beyond

Want to streamline your multi-channel marketing strategies this year and improve the overall effectiveness of your initiatives?  Learn how by attending one of the PADI Business Academy Lite one day Seminars.

1 day PADI Business Academy Lite – €99 – £88 – CHF107

2017 Presentation Topics

The PADI Business Academy Lite focuses on the integration of both a strong digital marketing strategy as well as business, sales, customer service and training opportunities.

PBA Lite attendees will benefit from presentations on:

• Website enhancement
• Sales techniques
• Social Media
• Customer Service improvements

And as a Business Academy Graduate attendees will be entitled to an exclusive Sales Promotion, helping to drive their digital business forward.

To register, simply click here to download and complete the form and return it to Ally Toullec in the Marketing department.

Date Country City Language
22 February Sweden Stockholm English
27 February Sweden Göteborg English
20 March Switzerland  Bern German
22 March Denmark Copenhagen Danish
7th April Portugal Lisbon Portuguese
9th April Saudi Arabia Jeddah Arabic
21st April UAE Dubai English / Arabic
25th April Spain Madrid Spanish
26th April Spain Barcelona Spanish
2nd May Cyprus Paphos English
3rd May Cyprus Protaras English
9th May Norway Oslo English
10th May Canary Islands Lanzarote English
12th May Canary Islands Tenerife English
12th June Zanzibar Zanzibar Town English
3rd July UK Leeds English
1st August Maldives Paradise Island English
1st September Italy Ustica Italian

EXCLUSIVE SALES OFFER!
Register today and as an attendee you will be entitled to our exclusive 5-4-4 sales offer on all digital products¹

OWD_touch¹Valid on all PADI digital products excluding eLearning for PBA Lite 2017 attendees.

*Please note that PBAs shown in this Schedule may be subject to change or to be cancelled. If you plan to attend a 2017 Business Academy Lite, please check this schedule regularly. Additional PBAs may be added during the year.

** For accounts purposes the currency charged will be reflective of the currency that the attendees pays their renewal fee in, irrespective of PADI Business Academy Lite location.

***Price does not include VAT

How to inform PADI about my DAN Europe insurance

Text by Laura Marroni Exec. Vice President Planning & Administration, DAN Europe Foundation, Continental Europe Office DANEUROPE.ORG

DAN Europe, does offer three plans which include such a coverage:

  • Pro Bronze
  • Pro Silver
  • Pro Gold

All of them cover third party liability and legal defence up to €4,000,000.

Whenever you take out any of these plans, you can take advantage of a useful service:

You can request a notification to be sent to PADI EMEA right after completing your purchase, informing them about the insurance you have just activated.

How to do so? Take a look at the following pages to find it out.

Suppose you are a new DAN user and you go for a Pro Silver.

First off, you start the online process via the DAN Europe website by clicking on “Join / Renew

dan-1

 

After setting up your own DAN account (or logged on to your existing one), you are supposed to choose a plan. Recall you want a Pro Silver, so this is the page you end up on:

dan-2

Now, pay attention to the box whose title is “Training agency”.

dan-3

 

If you wish a notification to be sent to PADI EMEA upon completing the purchase process, you need to:

1. Tick the box dan-1

2. Click “Edit Training Agencies” and look for PADI EMEA on the list of organizations.dan-2

3. Type your PADI number in the box on the right. If you haven’t been assigned a PADI number yet, you can select “pending”.dan-3

4. Click on “Save” and this will come out.dan-4

Please note that no notification has been sent yet.

As soon as you complete the process and your payment is confirmed, we will automatically send a message to PADI EMEA stating that you have just purchased a Pro Silver plan.

This will save you time as you will take out your insurance and inform PADI about it in one go.

The 2017 PADI Price List is Now Available

 

padi_price_list_2017small

The 2017 PADI price list in now available on the PADI Pros’ site. The revised price list takes effect 1st January 2017. Please take a moment to review, and should you have any questions, please contact your Regional Training Consultant.

We take this opportunity to congratulate PADI Members in Europe, Middle East and Africa for their continued efforts and success within the dive industry.

Despite challenging external factors affecting the Egyptian market, overall EMEA certifications have surpassed those issued in 2015, proving the strength, desire and profitability of the dive industry.

PADI also had a record year in 2016 generating over 2 Billion impressions of the PADI brand, all designed to drive traffic to you as a PADI Member. The PADI team will continue working hard in the future to ensure that when consumers decide to dive, they seek out PADI Members first.

Thank you for all your support in 2016. We look forward to a positive and productive finish to the year and working with you again in 2017.

View the 2017 PADI Price List on the Home Page of your PADI Pros Account.

Posted in Uncategorized

Giving The Gift This Holiday Season

Experts predict holiday spending will increase 10% worldwide this year; however, an increasing amount of money is spent online. With year-end sales representing 20%+ of annual sales for many retailers, we’ve assembled a guide for PADI Retailers to maximise income during the year-end shopping season.

time-spent-wrapping

Holiday Pie Charts and Other Stats to Digest

christmas-sales-spike-uk-2015

The majority of holiday spending in the UK still takes place in brick-and-mortar retail stores; however, online sales grew to 15% in 2015 and are expected to reach 20% this year.

uk-holiday-sales-prediction-emarketer

Worldwide, ecommerce was the main source of spending growth during the holidays in 2015. According to VISA: there was a 7.4% increase in spending with online retailers in December 2015 versus just 0.1% for physical stores. That said, “Black Friday” continues to grow in popularity worldwide and falls on 25 November this year. Denmark, Norway, Sweden and the UK are countries where Black Friday was especially popular in 2015 (source: Adobe).

black-friday-stats

 

Shopping Begins Early in Denmark, Sweden and the UK

Last year, consumers in Denmark, Sweden and the UK began their holiday shopping in November and were attracted by discounts and promotions. Shoppers in Austria, Belgium and Germany started shopping later, and were not influenced by special sales days (source: Adobe).

six-shopping-graphs-adobe

Taken together, the data suggest shoppers will buy their gifts person. But smart retailers will promote their special holiday offerings online, and start early (depending on location).

Create a List of Gift Ideas

In 2015 PADI’s blog received nearly 7,000 visits from divers Googling scuba diver gift ideas. Thousands more visits came from social media followers who clicked on our gift ideas blog post and forwarded it to their friends.

scuba-diver-gift-ideas

 

Shoppers want to give the perfect gift, but don’t want to work too hard to find it.

Look around your store and identify what would make a great gift:

  • For someone looking to spend a small amount: €20 / £20 or less.
  • For divers with children
  • For new divers
  • For divers who love to travel
  • For divers who prefer experiences rather than things.

Write down all your ideas. Then, consider what items could be bundled together and how you might create a unique package. For example:

A tropical travel package could include items you already in stock such as: a mesh bag, lightweight dive kit, etc. But why not add a rash guard, gear marking pen, or portable luggage scale?

Another option: create a complete warm-water rental package and offer a gift voucher good for one week. Comprehensive bundles like these are easy to buy and make the gift giver look like a thoughtful genius.

padi-mens-octopus-rash-guard

Promote Ideas and Offers Online and In-Store

Online:

  • Post the gift idea list as a blog post or webpage to attract searches.
  • Promote PADI eLearning to profit from holiday shoppers who are ready to buy now.
  • Post individual deals on social media with a link to your site to “view the complete list.”

In store:

  • Create a flyer for your store. Place it at the counter and near the front door.
  • Use colorful stickers to denote items that are a “smart gift” or “customer favourite.”
  • Ensure customers are aware of sale and special items with adjacent signs.

For example, if a free mesh bag is on offer with the purchase of a mask, fins snorkel set: post a sign adjacent to the gear bags, “Get a Free Gear Bag, Ask Us How.”

Via Email. Yes, Email.

Email remains the the #1 way consumers find out about holiday deals and bargains. The exception is the UK where email ranks #2 after online search ads.

email-and-holiday-shopping-adobe

When promoting your holiday gift ideas and specials, remember your message will compete with hundreds of others. Be as creative as possible with your subject lines, get crazy if you have to, for example: WE’RE GIVING AWAY A PONY…who wouldn’t click on that?

Even if the pony giveaway is a drawing for a pony bottle, the user has opened your email. Mission accomplished.

Include Buy Now options

Always include an option and incentive for readers to buy now. You can’t know what “amazing” deal is up next in the customer’s inbox. If you don’t have online checkout on your website, there’s always eLearning. Customers can buy an eLearning gift pass from you for any PADI online course including Open Water, ReActivate and Scuba Tune-Up.

give-the-gift-of-diving

Make A Holiday eCard

All you need to make a great holiday eCard is a handful of photos. Grab some from your 2016 Facebook albums, and use a popular tool like JibJab or Elf Yourself. Not into funny cards? Invite customers to submit their best topside and underwater images from 2016. Put together a shareable video slideshow with holiday music using Animoto. It’s free, easy, and the result is remarkably professional. Your customers will look forward to receiving your eCard to find out if their images made the cut. You can also use Animoto to create a custom holiday greeting. A local car dealership made a fun, shareable video with just a few images shot on a mobile device.

Your holiday eCard will stand out from the typical holiday promotional emails, but it’s still a marketing piece. Create something your customers will want to share, and you’ve got instant word of mouth advertising!

Host A Customer and Staff Appreciation Party

Sometimes a great way to sell things is by not overtly selling things. Invite your best customers and staff to an evening event with drinks and snacks. A prize drawing, awards, and an evening of sharing stories strengthen the bonds between your business and the people who make it what it is. Browse PADI Gear for staff recognition and customer appreciation gift ideas.

padi-gear-womens-grouping

Other Ideas

If you’ve already implemented all the ideas above. Kudos! Here are a few more ideas from the field that might not work for everyone, but are worth considering.

Offer delivery – some people have more money than time. Others want to avoid having boxes delivered to their home. Consider offering free delivery for purchases over a certain amount, or within a certain distance from the store.

Layaway – for customers wanting to get a little something for themselves, layaway can be a good option. Do your research before implementing this program.

Promotional credit – offer customers credit based on how much they buy. For example: spend €500 or more, receive 10% credit towards a purchase in 2017.

Further reading If you’re interested in additional holiday shopping statistics. Adobe has a holiday 2016 report with shopping statistics by country including: the UK, Germany, France, Netherlands, Sweden, Austria, Belgium, Denmark, Finland and Norway.

Nominate a Fellow PADI Pro to Win Scuba Prizes!

i-love-padi-pro-socialpreview

Over the past 50 years, PADI has been The Way the World Learns to Dive – and we couldn’t do this without our PADI Pros.

PADI Pros change countless lives each year by inspiring divers and teaching the skills required to explore the underwater world.

We want YOU to nominate a fellow PADI Instructor, Divemaster or Assistant Instructor who has had a significant impact on your path to becoming a PADI Pro. We want to hear how they inspired you, mentored you and developed your skills – and what makes them such a special part of your professional journey. Enter today and you could be in with a chance of winning top prizes from Suunto, Zeagle, BARE and Atomic Aquatics.

How to enter:

Complete the form on our contest entry page. We’ll need a few details about you and your chosen PADI Pro, and your written nomination (in 600 characters or less). You can also (optionally) upload a photo/video of you and your chosen PADI Pro. All entries must be received no later than 23:59 UTC on 11th December 2016 (visit the contest page for full terms and conditions).

1stplaceThe Prizes:

2ndplaceWe’ll choose 1st, 2nd and 3rd Place Winners, and both the entrant AND their chosen PADI Pro will receive top prizes:

1st Place: The entrant wins a Suunto EON Steel Dive Computer and their Pro wins a Zeagle F8 Regulator!

2nd Place: The entrant wins a BARE Reactive Wetsuit and their Pro wins a set of Atomic X1 BladeFins!

3rd Place: The entrant and PADI Pro each win PADI Swag worth up to $100 each!

 

ENTER NOW

 

Stay up to date with your PADI Pro Benefits

Remember, being a PADI Pro is more than just a certification – it’s being part of a worldwide community with access to exclusive PADI Member benefits, including the PADI Pros’ Site, business and teaching support, and members-only promotions. If you haven’t already renewed your membership for 2017, visit this link to get started.

New RNLI Sea Survival Diver PADI Distinctive

As Diving Professionals it is always important to ensure we are keeping our skills fresh, maintaining current with industry changes and gaining new knowledge.  By doing this we are not only ensuring we are going to be providing the best dive training possible, but we will also keep ourselves excited and motivated to do more – eliminating any chance of becoming ‘stale’. 

With that in mind – have you heard about the new #RNLI Sea Survival Diver PADI Distinctive? 

This course, which was released during October 2016, has been developed by the RNLI with help from #PADI in response to a previous RNLI survey that identified areas where some divers could improve their skills and knowledge to keep themselves safer in the sea.

The course has been created and tested within the UK, however is completely transferrable to other diving areas or countries.  With some of the more harsh conditions we face in the UK, Ireland and parts of Europe, this course will be of great benefit to anyone either teaching of diving in this part of the world.

The RNLI are famous for responding to incidents, however the department of their organisation which helped to create this course is one that is less seen or heard of, but is very proactive with setting up campaigns aimed at preventing and reducing incidents.  PADI is therefore knows that this has been written with a plethora of first-hand experience in dealing with these very incidents.

As a PADI Instructor you can apply for the Speciality Instructor Rating through the direct, Method 2, route.  Simply complete the application form and return to customerservices.emea@padi.com Once we have processed your application we will provide you with a USB which holds all Instructional materials along with a series of short video clips that depict numerous scenarios.

Other organisations will offer similar programs in the future, but this is the first one, so let’s get PADI divers leading the way in becoming even safer and better educated divers. Find all the materials and more information here www.rnli.org/diveinstructor

Open Water Touch Affiliation Links Available in More Languages

Add links to your website and automatically affiliate Touch or eLearning students with your store so you generate revenue around the clock. Use the link below and plug in your store number along with the corresponding course ID.

Affiliation links are now available for Open Water Diver Touch in these additional languages: Spanish, Polish, Korean, German, French, Italian, Arabic, Dutch, Japanese and Portuguese.

For Touch, Certification Paks and eLearning use:

https://www.padi.com/elearning-scuba-registration/default.aspx?irra=StoreNumber&courseid=CourseID

For ReActivate use:

http://apps.padi.com/scuba-diving/shopping-cart/product/productAffiliation?ProductId=B4956EA2-9985-4356-A9DA-42BEF212D8D8&StoreNumber=StoreNumber

Here’s the full list of available affiliation links:

Make sure you check your Courses Offered preferences under the My Account section in the PADI Pros’ Site so you can use the corresponding affiliation links. If the proper courses are not set up in the Pros’ Site, your store will not be auto-affiliated.

Posted in Uncategorized

The Importance of a CRM system for a small business

There are many things that make your business great and off the top of your head you would most likely list; the service you provide, the products you stock and perhaps most importantly your knowledge and expertise. But… what about your customers? Have you overlooked them?
Student Divers

Your customers are more than likely the lifeblood of your business (unless you’re wealthy enough not to need them!!!). They are probably involved with every area of your business. They are someone to train and mentor, join in on diving trips and holidays and buys equipment as well. Customers factor heavily in your business sustainability. I know from personal experience that they are also the life and soul of a dive centre and some of them even seem to live there (you know who they are…).

As a Small to Medium sized Business (SMBs) and as you start up you might know everyone by name, what their favourite dive location is and what trips or equipment they are looking to buy.

But can you remember the extras?

  • When is their Birthday?
  • That regulator they brought, when is it due a service?
  • What was the next course they were interested in?

This is where having some form of system to keep track of things pays off. It could be a trusty diary or spreadsheet, perhaps you have enough PC skills to build a comprehensive data base. However, there is also EVE, which is made for divers by divers. The variety of things it can do for your business is considerable:

  • EVE tracks your students
  • is a point of sale system (sales software)
  • organises your course and trip schedules
  • takes care of your inventory (tells you what you’ve got and even when it’s time to order more)
  • runs your rental (monitoring when it’s time to repair or service equipment)
  • runs your service departments (creating reminders for repeat customers)
  • optional extras included a website and online shop which is linked back to your database.

But coming back to the start it is, at its heart a Customer Relationship Management system (CRM). When you link it with other systems like MailChimp and the comprehensive reactive templates from PADI, it becomes what it is designed to be – an additional member of your team (Electronic Virtual Employee – EVE). Once you have the auto agent up and running it will automatically send daily emails including everything from a simple birthday message or servicing reminder to course completion thanks and then lead then in to their next giant stride, enquiry follow ups etc. etc. You can also drill down into the data to do one off campaigns such as Master Scuba Diver (a great one to do now, because PADI has an MSD promo running with deals for you and free MSD application for your divers!)

Auto Email Template for Enriched Air

You can try EVE out for a free for a trail period, download your entire store training history from PADI and once you have imported it in you can let EVE help you to keep in touch with your Customers. Your PADI Regional Manager can help you with training on getting it all set up and running.

The latest Enriched Air Diver email template has now been uploaded to the PADI Islands Library

Please get in touch with your Regional Manager if you need help.