Course prices – how do I avoid to undercut course prices?

Prices

A growing global problem within the diving industry is the undercutting of course prices. It is an easily solved problem. If every dive center and individual instructor would simply increase their prices – we would easily be able to generate a profit and increase the quality of every course we offer.

I always want to know the course prices from my Members in my regions, especially from a new member of the PADI Retail & Resort Association. The answer is pretty much always the same; “we checked all the prices from dive centres in the surrounding area and then we took the average course prices”

This is a dangerous game – especially because you need to set your course prices according to your overheads and not according to your dive center next door.

 

But how can you stay competitive when you iCompetitivencrease your prices?

In a time where we have other dive center associations offering free crossovers or very cheap membership fees or educational materials for ridiculously cheap prices – you have to provide quality to your customers.

The goal for a dive center is to provide outstanding quality, to grow and to make profit. This is only possible when you have prices with a healthy margin.

Recently I received an email from a member who complained about the material prices from PADI. He told me that he cannot charge more for a Scuba Diver course than € 240.- No one will pay more… as we are still having the crisis…

Wrong! First of all – the customer is paying what you are asking him to pay. Secondly – you need to distinguish your dive center above your competition. You need to show the customer the benefits that they will get when they book the course with you. Lavish them with love and create specialised packages for them. Listen to your customers and their individual needs.

You also have to ask yourself – Does my dive center still look attractive to my customers?

 

What kind of options do you have to pimp your Dive Center;

  • iShop concept
  • Store Wrapping
  • Wall Wrapping
  • Invest in new Equipment
  • Every Staff is wearing the same uniform
  • Clean the Dive Center frequently
  • Attractive windows
  • Professional Staff
  • Etc.

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Competitor

Honestly – who is your real competitor? Trust me, it’s not the dive center next door or a different diving association – The real competition is all the other sports offered to the consumer.

Skiing and snowboarding is, as we all know, a very popular sport in the winter, at least in one of my three regions. I could not believe how much a Ski Instructor is charging per hour. Between € 80 – € 100.-! This price is per hour! On top of that – you need to rent the ski equipment, the ski lift pass and most probably food and drinks – as they are not provided from the Ski School. At the end of the day a student pays for 4 hours approx. € 350 – € 400.-

Every time I talk about this – I`m speechless… this amount is only for 4 hours! And you don’t even get a certificate! Guess what – the ski industry is booming!

Seriously – are we really so naive in the diving industry? That we kill regions and existences only because you pay the student to do the course with you? That’s right, if you don’t charge enough and it costs you money you end up paying the student for all your hard work. It’s ludicrous!

 

Create packagespackages

Allow me to go back to the complaint about the prices of PADI materials – I would like you to consider creating different packages for every course and let psychology do the rest.

 

 

Example:

Platinum Course package – VIP course – the price can be ridiculous high. For example € 1500.- (add for example a Regulator, a Helicopter flight, a dinner with Tina Turner etc. in this package)

Gold course package – Scuba Diver Course plus an additional add on (T-shirt, Fins & Mask as an example) € 320.- or something like that

Silver course package – Scuba Diver Course € 240.-(normal course prices)

This is called ANCHOR pricing and a research proved that 72% of the customers are buying the middle option. In this case it would be € 320.-

Try this out – trust me it works!

 

What can PADI do to help you to make a difference?PADI_horiz_col_print

Every dive center who undercuts their prices are also likely to be cutting corners. This is very important to know for the end consumer. That´s why PADI invented the Professional Image Evaluation where we visit the Dive Center and check the quality of a PADI Center. When they pass they will get a Certificate – which they can show online and in the Dive Center.

 

PBA Lite 2017 Blog HeaderIf you want to learn more about how to distinguish yourself above other dive centres in your area then why not sign up for a PADI Business Academy? They are run in all regions and all you need to do is register, learn and watch your profit margins grow exponentially. Below you will find the link to register for a PBA.

http://padiproseurope.com/padi-business-academy-lite-2017-schedule-pricing/

And of course, you can always contact your PADI Regional Manager.

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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 Europe, Middle East and Africa 2016 Business Academy Schedule

PADI Business Academy (PBA) continues to be the diving industry’s most innovative and powerful business development tool yet, and is only accessible to PADI Members.

If you’re ready to increase your business exposure, sales and bottom line profit you cannot afford to miss this highly interactive, two day programme. Presented by expert senior PADI management, you will leave the Academy with a business development Action Plan and a post Academy support plan.

But don’t take our word for it, take a look at this testimonial from a Business Academy Graduate.

Below is the 2016 PADI Europe, Middle East and Africa Business Academy Schedule*. If you would like to attend an Academy, please download the PADI Business Academy Brochure, complete the PBA Registration Form and email it to serena.scatteia@padi.com

PADI Business Academy Schedule 2016

Date Country City Language
18-19 April UK South London English
29-30 April UAE Dubai English
18-19 July Mauritius English
29-30 November UK Bristol Swedish English German Spanish French Italian

*Please note that PBAs shown in this Schedule may be subject to change or cancellation. If you plan to attend a 2016 Business Academy, please check this schedule regularly. Additional PBAs may be added during the year.

PADI Pro Member Benefit #3: Business Training

In order to operate a thriving business within the scuba industry, diving professionals need to be more than just experts in the water – they’ll need to have specialist business knowledge, too.

As a renewed PADI Professional you have access to a wide selection of tools and training opportunities to help equip you with the knowledge and skills you need to manage and grow your diving business efficiently and successfully.

These tools include courses such as the PADI Business Academy, print and online publications and live or pre-recorded webinars, and cover a variety of topics including:

  • Selling and conducting PADI courses and training
  • Marketing, eMarketing, advertising and social media tips
  • Boosting sales opportunities for courses, merchandise and equipment
  • Customer and stock inventory management with EVE
  • Developing and expanding your business into the wider market

To find out what support is available, contact a consultant in your local PADI Office or speak to your local PADI Regional Manager.

Remember: renew your 2016 PADI Professional Membership before 31st December 2015 and you’ll be able take advantage of our special renewal offers. Find out more here.

Ready to renew? Click here to renew your membership online, or contact Customer Services by email (customerservices.emea@padi.com) or telephone (+44 (0)117 3007234)

PADI Facebook Adverts viewed over 8.2 million times in May

PADI Europe, Middle East and Africa’s marketing team coordinate Facebook Advertising campaigns across multiple languages and target demographics throughout the year, each one designed to support PADI Members by driving traffic – and potential customers – to PADI businesses.

During May alone, PADI EMEA’s Facebook promotions were viewed over 8.2 million times – that’s a whopping quarter-of-a-million views every single day! The adverts also generated over 30,000 direct clicks from visitors looking to find out more about learning to dive with their local PADI Dive Center or Resort.

If you want to learn more about using Facebook advertising (and other social media channels) to boost your business, sign up for a PADI Business Academy or talk to your Regional Manager for more information.

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Win With PADI…

PADI is committed to the growth and prosperity of the scuba diving industry. Whether it’s through preserving the ocean we explore or creating innovative ways to teach the sport, PADI’s main focus is its members. PADI develops, maintains and supplies our industry with the most advanced dive training materials found worldwide.

Specifically, the PADI Retail and Resort Association provides its members with techniques and solutions to staying competitive and successful in today’s marketplace. As a member of the PADI Retail and Resort Association you benefit from more than just the prestige of the PADI brand. You also get a comprehensive suite of benefits guaranteed to drive more divers through your doors.

Find out more in the PADI Retailer and Resort Association Benefits Guide – click here to download.

Together We’re #1 In Diving!

PADI: Not just a diving certification…

In earning their scuba certifications with you, PADI divers have only just scratched the surface of the diving lifestyle. PADI enables millions of divers who share a common passion to come together – it’s all part of the PADI way of life.

PADI connects divers with each other in the world’s largest and most engaged communities – whether it’s the PADI Facebook page with more than a million fans or through ScubaEarth, Twitter, Google+, PADI Diving Society or the Project AWARE Foundation.PADI University Program Channel Islands Shoot March 24-29, 2007

Make sure your business is present and active in these same communities, where new divers are buzzing about the underwater realm every day. By sharing your latest news, and updates to top up customers’ newly discovered interests, they’ll keep coming back to you for trips, equipment sales/rental/servicing and continuing education courses that enable them to further explore and log more diving adventures with you.

Want to know more about how social media and online marketing can help you capture existing and new business? Book onto a 2015 PADI Business Academy today!

PADI Business Academy – A Testimonial by Alexandra Dimitriou

PADI Business Academy Photo Limassol

I recently went to the PADI Business Academy (PBA) in Cyprus and I simply had to share this positive experience with all of you. As a relatively new dive center owner I have had a steep learning curve making the transition from instructor to owner. Today’s marketplace is hugely different to that which I learned in my Business A-level in the UK – oh so many moons ago – the PBA was such an eye opener to ways to move Scuba Monkey onwards and upwards.

The PBA opened my eyes in three major ways:

#1: Marketing isn’t a bad thing, you just have to know your audience and be able to take a personal approach. By knowing who your audience is you can better serve them, and this is a service like all others. You can make it an enjoyable one – both for yourself and for your prospective guests. The PBA taught us how to get the knowledge of things like website keywords, using online tools that have been at my fingertips since the beginning, but until the academy, only my web designer had ventured into this realm on my business’ behalf. Sure – my web designer explained things like google analytics to me, but Mark Spiers (PADI’s VP) gave talks and ran workshops which allowed a true practical application that led to greater understanding. Brilliant. I feel more in control, I feel calmer about the future and much much less confused.

#2: The PADI Pro website. I have used this site for close to 10 years and I honestly thought I understood all the tools available to me.  Clearly not. The PBA went through every tab in the minutest detail and it was a shock to discover all the features that have been available to me all this time and had not been utilizing to full potential. Simple things like how enter your address into the store locator properly and allow your dive center to become searchable using navigation systems and smart phones.  Cyprus, as the last split capital in the world, is notorious for being hard to navigate using standard GPS…..the PBA showed me such a simple fix to a problem that I have endured since I opened my doors in 2012

#3: Social Media. I was the youngest participant in this PBA, and I have been brought up in a technology rich environment (my father always shows off that he owned the first computer on the island in the early 1980’s). I honestly thought that this element of the PBA would be something that I could learn little from…after all, I already blog, link everything to the website, twitter and Facebook….what more could there be? A lot as it turns out. Marc went through every element of each platform that I already was active on…..and taught me little quirks and tweaks that could even further my marketing success. Things like scheduled posting on Facebook and how to highlight an important post are all features that have been at my fingertips, but have failed to use. The PBA not only taught me the value of these features, but also how to use them immediately. Great. I was definitely taken down a peg or two, and I thoroughly enjoyed it!

I have joined most other social media sites, such as Instagram and flicker and Pinterest…..I have been a member for quite some time…however the PBA again made me feel like a speck of dust in the internet wasteland by informing me about the demographics of users of these sites. It worried me to hear that Facebook was soon becoming outdated, that the Y2 and Z generations already considered this platform for the older generations. Scary isn’t it? The academy taught me that staying current to new trends will be an essential mode for dive center survival. This information did not make me loose heart however – again Knowledge is power and power means control. Workshops allowed us to use free tools like Animoto and Mail Chimp to better serve our guests and encourage them to be more interactive over all social platforms.

Bring it on…. The PADI Business Academy slogan of “Harness the Power” is true to its word…..I feel positive and energized for the 2015 season. I would recommend it to anyone – regardless of the size and history of their dive center.


DSC_0021This article was written and submitted by Alexandra Dimitriou, who attended the Limassol  PADI Business Academy in 2014.

Alexandra Dimitriou is a dive center owner in Agia Napa, Cyprus. She became a diver in 1992 and received her bachelor’s degree in Oceanography at Plymouth University in 2003. Her love of the ocean has always been her driving force, and this has led to the natural progression of becoming a diving instructor in 2005. She is currently a PADI staff instructor and owner at Scuba Monkey Ltd.

Last chance to register for the PADI Business Academy in Bristol, UK

PADI Business Academy – Bristol, UK – 30th November & 1st December

Join us for the Bristol PBA taking place on the 30th November and 1st December.  This two day programme, conducted in English, will inspire, equip and motivate you, helping you prepare your business for unprecedented growth.

To register for the programme, complete the PBA Registration Form and return it to the Marketing department.  Additional registrants from the same Dive Centre will benefit from a 50% discount and each primary Dive Centre attendee will benefit from a £/€100 credit toward your 2015 Dive Centre renewal.

About the PADI Business Academy

PADI Business Academy (PBA) is the powerful, and hugely successful, business development tool only accessible to PADI members. If you’re looking to increase your business exposure, sales and bottom line profit you can’t afford not to become one of the thousands of successful international PADI Business Academy graduates.

Take a sneak peak at one of our 2014 Business Academies!  Watch the video below:

And now see what the PADI Business Academy can do for you:

View the latest brochure

We look forward to seeing you at one of our PADI Business Academy programmes!

Your PADI Europe, Middle East and Africa Team

Posted in Uncategorized

PADI Business Academy courses in UK and Malta – Don’t Miss Out!

PADI Business Academy – Malta – 14th & 15th November

Join us for the Malta PBA taking place on 14th and 15th November.  This two day programme, conducted in English, will inspire, equip and motivate you, helping you prepare your business for unprecedented growth.

To register for the programme, complete the PBA Registration Form and return it to the Marketing department by 14th October.  Additional registrants from the same Dive Centre will benefit from a 50% discount and each primary Dive Centre attendee will benefit from a £/€100 credit toward your 2015 Dive Centre renewal.

PADI Business Academy – Bristol, UK – 30th November & 1st December

Join us for the Bristol PBA taking place on the 30th November and 1st December.  This two day programme, conducted in English, will inspire, equip and motivate you, helping you prepare your business for unprecedented growth.

To register for the programme, complete the PBA Registration Form and return it to the Marketing department by 30th October.  Additional registrants from the same Dive Centre will benefit from a 50% discount and each primary Dive Centre attendee will benefit from a £/€100 credit toward your 2015 Dive Centre renewal.

About the PADI Business Academy

PADI Business Academy (PBA) is the powerful, and hugely successful, business development tool only accessible to PADI members. If you’re looking to increase your business exposure, sales and bottom line profit you can’t afford not to become one of the thousands of successful international PADI Business Academy graduates.

Take a sneak peak at one of our 2014 Business Academies!  Watch the video below:

And now see what the PADI Business Academy can do for you:

View the latest brochure

We look forward to seeing you at one of our PADI Business Academy programmes!

Your PADI Europe, Middle East and Africa Team

PADI Business Academy – Harness the Power

PADI Business Academy (PBA) is the powerful, and hugely successful, business development tool only accessible to PADI members. If you’re looking to increase your business exposure, sales and bottom line profit you can’t afford not to become one of the thousands of successful international PADI Business Academy graduates.

Take a sneak peak at one of our 2014 Business Academies!  Watch the video below:

And now see what the PADI Business Academy can do for you:

View the latest brochure

Join us for one of the two-day programmes scheduled during 2014.  We know it will inspire, equip and motivate you, helping you prepare your business for unprecedented growth in 2014.

To register for a programme, complete the PBA Registration Form and return it to the Marketing department.  Additional registrants from the same Dive Centre will benefit from a 50% discount and each primary Dive Centre attendee will benefit from a £/€100 credit toward your 2015 Dive Centre renewal.

We look forward to seeing you at one of our PADI Business Academy programmes!

Your PADI Europe, Middle East and Africa Team