Unit 18: The Business of Diving

1. Unit 18:The Business of Diving • The diving industry • Marketing • Prospecting and recruiting • Customer/student follow-up • Fundamentals of retailing • Budgeting, organizing, and scheduling classes • Sample budget • Teaching continuing education and leadership

2. Student Performance:By the end of the lesson you will be able to: • Describe the diving industry and its stakeholder groups. • Tell how to apply fundamental marketing principles to your diving business. • Tell how to write and what common elements should be included in a marketing plan. • List the fundamental tasks necessary to implement and maintain a successful marketing program. • Explain how to develop and implement student prospecting, recruiting, and follow-up programs. • Explain the fundamental principles of retailing diving products and services. • Budget, organize, and schedule diving courses and list the advantages of teaching continuing education and leadership training courses.

3. The diving industry • Starting a business vs. working in the business • DEMA • Business sectors

4. Marketing • What is it? • Getting started • Common Elements of Marketing Plans • Executive Summary • Situation and Market Analysis • Competitor Analysis • Customers/Users • Marketing Strategies • Sales Forecasts and Plans • Expense Budget

5. Make a marketing plan Study and understand your customers Advertise benefits–not features When writing ad copy, omit unnecessary words Study your competition repeatedly Survey your customers and then survey them again Write articles about newsworthy stories Monitor your sales for trends Make your marketing plan known Review your plan on a regular basis Marketing (continued) • Ten Fundamental and Traditional Rules of Marketing • Taking action

6. Prospecting and Recruiting • A typical system • Where is prospect information gathered? • Classifying the data • Systematic follow up • Measure results

7. Customer/Student Follow-up • Keeping customers • Follow-up mailings • Effective customer follow-up • Benefits of marketing

8. Fundamentals of Retailing • Critical stakeholder group • A retail sale begins • Observe new customers • Students’ buying patterns • Diving leaders exert influence

9. Fundamentals of Retailing (continued) • Selling is an educational process • Determining and overcoming objections • Closing a sale • Developing selling ability

10. Budgeting, organizing, and scheduling classes • Factors affecting • certification level • number of sessions • students • assistants • physical facilities • travel time • budget. • NAUI Standards and Policies

11. Sample budget

12. Sample budget (continued)

13. Teaching Continuing Education and Leadership • The target market • Regular counseling • Concurrent Training Model • Worldwide network of service centers

14. End of Unit 18The Business of Diving • The diving industry • Marketing • Prospecting and recruiting • Customer/student follow-up • Fundamentals of retailing • Budgeting, organizing, and scheduling classes • Sample budget • Teaching continuing education and leadership

15. Student Performance:By the end of the lesson you will be able to: • Describe the diving industry and its stakeholder groups. • Tell how to apply fundamental marketing principles to your diving business. • Tell how to write and what common elements should be included in a marketing plan. • List the fundamental tasks necessary to implement and maintain a successful marketing program. • Explain how to develop and implement student prospecting, recruiting, and follow-up programs. • Explain the fundamental principles of retailing diving products and services. • Budget, organize, and schedule diving courses and list the advantages of teaching continuing education and leadership training courses.