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The Discover Sailing Program Club Implementation Guide Chapter 2 The gemba Report

The Discover Sailing Program Club Implementation Guide Chapter 2 The gemba Report . TITLE. Snapshot . DATE. Implementation Guide 2013 . You should now be hearing sound – if not check your audio and ensure you are in slideshow ( fullscreen ) mode

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The Discover Sailing Program Club Implementation Guide Chapter 2 The gemba Report

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  1. The Discover Sailing ProgramClub Implementation GuideChapter 2The gemba Report TITLE • Snapshot DATE

  2. 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

  3. The Discover Sailing ProgramClub Implementation Guide TITLE DATE

  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. The gemba Report !Research to grow sailing • What Yachting Australia should do to grow sailing • 2. What Clubs should do • 3. Priority Target - juniors

  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 • What clubs need to do • There are three higher priority target consumer groups • Primary School Kids • Secondary School Kids • Young Families (<49 yo with child <10yo)

  10. 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

  11. The Monthly Chapters

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