Presentation Transcript

1. The Discover Sailing ProgramClub Implementation Guide TITLE DATE
2. The Discover Sailing ProgramClub Implementation GuideChapter 2The gemba Report TITLE March 2013 DATE
3. Implementation Guide 2013 You should now be hearing sound – if not check your audio and ensure you are in slideshow (fullscreen) mode This is Ross Kilborn, Sport Development Director at Yachting Australia This presentation is the third of 11 in the Discover Sailing Club Implementation Guide 2013
4. Objective for this session Revisit the gemba Report – released in February 2012 Encourage all clubs to read and consider it, irrespective of the Discover Sailing Program Explain the relevance to the Discover Sailing Program Summarise the Findings for Clubs Repeat the Recommendations for Clubs
5. Quick Background Funded by the Australian Sports Commission Conducted by gemba – Sports & Entertainment Consultants Major Survey of club members Multiple focus groups in Melbourne and Sydney of non members – both participants and not Fully available to Clubs on Yachting Australia website Full report (140 pages) Summary for clubs (18 ppt pages) Recommendations for clubs (6 key points)
6. Key Insights – Consumer Research Sailing is ranked 37th and 34th out of 46 sports respectively in passion and participation The main barrier for future participation is the perceived cost of sailing, especially among Young Adult and Young Families Low passion and participation 1 Perceived Cost is the top barrier to participation Exclusive image and inaccessible 2 6 Sailing is perceived as the most ‘exclusive’ sport while not being seen as very ‘accessible’ Key Insights 3 5 Relaxation an important element Late starting age 4 High interest among children, young adults and families On average, the starting age of sailing is much higher than other sports with established junior programs. Sailing has a similar profile to golf Relaxation is consistently the most important reason for Sailing participation among both current sailors and those interested in sailing Primary school, Secondary school, Young Adults and Young Families have the highest interest in participating in sailing in the next 12 months
7. What are the current barriers ? The Image of Sailing Inaccessible, Exclusive, Yacht Clubs are not welcoming, for older people only The CostsBoat ownership, maintenance, storage costs, membership, expensive for a family, lessons The Focus on RacingNew participants are interested in a social, relaxed activity rather than competition The Time CommitmentConsumers want shorter forms of sailing activities The Financial CommitmentConsumers generally stay away from annual membership commitments – Consider ‘pay for sail’, instalments, introductory The Lack of Information & CommunicationConsumers often don’t know where to go & whom to ask for information in a yacht club. It needs to be made easier for them by being proactive
8. These barriers or perceptions can easily be removed with some simple behaviours& actions 1 2 The Brand personality is the brand’s unique character – how it acts and expresses itself The Brand behaviour determines the manner in which we interact with people Personality Behaviours Adventurous Responsible Fun Friendly What are our actions? Welcome new people, Provide opportunities to be involved, Ensure safety is maintained at all times What is our tone and style of our products, communications & service? How? By having a designated & trained person in club welcoming new participants or enquiries over phone By having a blackboard with next crewing opportunities in club / on website Speak about potential dangers but also safety measures to parents & new sailors – safety briefing Qualified Instructors for all on water This is how we should be communicating to new participants or consumers making an enquiry
9. Summary Report for Clubs There are three higher priority target consumer groups Primary School Kids Secondary School Kids Young Families (<49 yo with child <10yo) The needs of these three groups are outlined in detail on the next 3 slides
10. Primary School Children “Crucial to focus on this segment since this is the time in children’s life where sampling of a variety of sports is taking place, first experiences of success happen and first friendships are built Barriers of this segment for sailing are: parents perceive sailing as a dangerous sport for primary school kids the fact that the ideal starting age is believed to be around 7-12 years, which is later than for other sports the perception that sailing is an exclusive sport, reserved for older people having to become a member & lack of equipment & facilities When asked, parents wanted their children to be in a program featuring: Good coach : child ratio Short time, weekend or holiday program Certificate and clear pathway at end Any communication about a program targeting this segment needs to emphasise Safety Social aspects & fun Boats provided - inclusive cost”
11. Secondary School Age – Youth “In general, this segment is participating in a variety of sports – they have the most time at hands but will already have made their choices about their favourite sports Main sports motivations for this segment are social interaction and fitness Barriers to participation in sailing are: Cost of participating Equipment needed Potentially lower interest levels of teenagers who have already chosen their favourite sports Not an ideal age to start sailing, too late When asked, parents wanted their children to be in a program featuring: More practice than theory, learning by doing Organised by school 2-3hrs Weekend or summer holidays No membership Boats provided Program needs to be fun & social as sailing is currently not perceived as very exciting by this age group Investigate options to include sailing in school activities”
12. Young families “This segment is particularly crucial to engage in sports since young parents are still taking decisions for their young children By acquiring & retaining young parents there is a chance to not only get adults into the sport but also their young children since parents are looking for social activities that can be done by the entire family Fitness is a key motivator for young families to participate in sports – competition & achievement are rather uninteresting Real or potential barriers to participating in sailing are: Lack of available time Cost of participating Lack of facilities & equipment Lack of information/communication Perceived danger of sailing for young children Lack of offerings for kids & partners Program needs to be short, with flexible membership offering, an activity for the whole family, with only basic theory on the job. Boats provided”
13. Recommendations for Clubs Improve the image of clubs Help Reduce the Entry Costs Help reduce the initial commitment Increase the emphasis on social racing Reduce the time commitment Improve the information & communication
14. Improve the image of clubs External Signage welcoming visitors (not Members Only) Website home page welcome to, and contact/information for visitors “Hosts” to receive and assist visitors (ask me anything) and mentors to support people to progress from the initial pathway steps Participation in the national Discover Sailing Day and regular local Discover Sailing days Provide and Promote the new Discover Sailing Experience
15. Help Reduce the Entry Costs Provide club boats Make any club learn to sail boats available for use at other times for either introductory club racing or social sailing Consider seasonal rental or leasing of boats Prioritise boats that are easy, modern, and lower cost such as OziOptis, Bic Opens, and Hobie Waves Make crew matching with boat owners easy Display lists of crew wanted and available prominently at the club and on your website Promote the Discover Sailing crew matching service
16. Help reduce the initial commitment Promote introductory membership Provide all program participants ( eg learn to sail ) free introductory membership Consider concessional membership for specific community groups that enjoy concessions in other entertainment options
17. Increase the emphasis on social racing Promote destination and picnic sailing. Cruising in company Understand and employ the ISAF Introductory Rules - level 4 on the sailing pathway
18. Reduce the time commitment Shorter forms of participation are what a time poor community wants Short quick racing Attractive time slots eg after work , twilight sailing on weekdays and weekends Family friendly e.g. Friday nights
19. Improve the information & communication Make information more available and appropriate to newcomers, and make sure the pathways are clear Provide obvious information and links on the home page of your website Use the images and content of the Discover Sailing website to adopt the language and messages most attractive to Australians Adopt the sailing pathway and identify and promote the levels most suited to your members and potential members
20. Relevance to Discover Sailing Define Priority Groups – kids & young families Address the lack of communication of the options to discover sailing e.g. website Selecting “Discover Sailing” Package the key messages for consistent use by clubs around Australia Fun, Friendly, Adventurous, Responsible Accessible and Affordable Embed a pathway for progression Days Experiences (New) Courses / Crewing / Introductory Membership
21. Suggested Actions for Club Committees Read the Report Discuss and debate it in your Committee Talk to other clubs Do some of the things it recommends Consider The Discover Sailing Program The Sailing Pathway
22. The Monthly Chapters