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DITCHING THE
MENTALITY IN DIVING INDUSTRY
WHAT IS?
HERO COMPETENT RELIABLE
SOME THOUGHTS
HERO A man of distinguished courage or ability, admired for his brave deeds and noble qualities. A person who, in the opinion of others has heroic qualities or has performed a heroic act and is regarded as a model
COMPETENTPerson with necessary ability, knowledge and skills to do something successfully, though not outstanding
DEFINITION
RELIABLEConsistently good in quality & performance, trustworthy and able to be trusted
DEFINITION
HERO is more ego centric and focused on individual’s performance. It is also established by other people’s or external opinion
COMPETENT does not necessarily means that the person’s knowledge is exceeding the minimum standards
RELIABLE indicates consistency, trustworthiness and ability to perform beyond the minimum standard in a whole & not by other people’s judgment but mostly by experience
THE NEED TO DITCH
LET’S DITCH
ZERO to RELIABLE is a societal marketing concept for diving industry to encourage creation of RELIABLE & HIGH QUALITY ACTIVE DIVERS in the market
As a player/business in dive industry, it is our duty to advance the industry, NOT KILLING
It is also, should be our dream to be able to create and recreate the best diving customer- ACTIVE DIVER
WHY CHANGE?
ZERO to RELIABLE concept is the solution to the less practical ZERO to HERO program that is now well spread within the industry
ZERO to RELIABLE concept will induce industry sustainability in a way of encouraging co-operation rather than the current competitive oriented industry
ZERO to RELIABLE concept in a whole will create a safer and bring long term interest in the diving industry and the economy in the whole
ZERO to RELIABLE concept is wider than the Zero to Hero term as the latter often only representing the creation of Dive Pro from beginner while the former are relevant to all level of divers
………
As a societal marketing concept, the understanding of ZERO to RELIABLE principle will induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a society goal
VALUES
OVERVIEW OF CONCEPT
WHAT CUSTOMER WANTS?
CURRENT ROLES IN SOCIETY
Explore underwate
r
Learn Scuba diving
Access to service provider
WHAT THE BUSINESS WANTS?
More clients
Produce More
License
More PROFITS!
CURRENT ROLES IN SOCIETY
WHAT THE SOCIETY NEEDS?
CURRENT ROLES IN SOCIETY
Non Existence
WHAT THE SOCIETY NEEDS?
IDEALLY
SUSTAINABILITYSocial
SUSTAINABILITY
Environment
SUSTAINABILITY
Economic
The problem in today’s competitive business, the needs for the society often been neglected
Businesses tends to put $$$ first and compete in terms of pricing
Businesses tend to go for QUANTITY by slashing off the PRICE
Slashed Price = More Quantity = PROFIT Slashed Price = Less Time Spent = PROFIT
PROBLEMS
MORE PROFIT = GOOD FOR BUSINESS BUT MORE PROFIT IN THIS SENSE ≠ SAFE
DIVERS UNSAFE DIVERS ≠ SUSTAINABILITY FOR
SOCIAL, ENVIRONMENT & ECONOMY
… … …
Ego centric diver Incompetent diver Irresponsible diver Inexperienced diver Unsafe behavior & thinking
WHO IS UNSAFE DIVER?
Those who keep learning Those who have mastered and repeat all the skills
comfortably Those who are confident in the water, with and without
equipment Those who are responsible to themselves Those who are responsible to their buddies Those who are able to keep composure during
emergencies Those who never dive exceeding their level of training
WHO ARE RELIABLE DIVERS?
Those who respect the environment Those who respect the environment and keep
upgrading their knowledge regarding the environment Those who respect the environment and keep
upgrading their skills so not to destroy the environment
Could be those who have achieved high level of experience (more logged dives)
THOSE WHO ARE TRUE TO THEMSELVES in the aspects of SAFETY, RISKS UNDERSTANDING, COMFORT, KNOWLEDGE & SKILLS
… … …
HOW TO CREATE RELIABLE DIVERS?
The businesses must STOP from SLASHING PRICE The businesses must STOP from focusing only on
ENTRY LEVEL clients The businesses must STOP ‘moving the students’
through the system The businesses must STOP cutting corners to offer
LOW PRICE The businesses must STOP telling new divers that
achieving minimum requirements are sufficient The businesses must STOP from underestimating
the power of water elements
… … … The businesses must START THINKING about
providing HIGH QUALITY TRAINING exceeding the minimum standards
The businesses must UPGRADE their own knowledge and skills
The businesses must START focusing on GUIDING The businesses must START to WARN the students
on the RISKS INVOLVED The businesses must START emphasizing in MORE
THEORY, MORE WATERMANSHIP, MORE SKILLS MASTERING & REPEAT HOURS
The businesses must START to ALLOW the students make MISTAKES in controlled environment & guide them through the mistakes
Safety awareness among divers will increase from the more hours of training and actual diving experience
More quality divers who performed exceeding the minimum requirements emerged
Divers will need to spend more money on the training/certifications, which will be channeled to the business
Only serious divers with serious intention to pursue underwater journey will continue, means less concentration of divers per dive site
THE CONSEQUENCES
Environment will be more preserved with lesser density of divers and encourage repetitive visits
The ocean will have better Ambassadors Dive business will be able to promote more advanced
certifications to encourage more adventures and new journey
Lesser competition based on price Businesses need to compete on service and quality Good services and high quality certifications will ensure
more repeat clients Businesses can create good rapport among the industry
and future clients Good rapport can brings more business in
MORE CLIENTS = MORE REPEAT SALES = MORE BUSINESS = MORE PROFIT
RECAP OF THE CONCEPT
WHAT CUSTOMER WANTS?
IDEAL ROLES IN SOCIETY
Explore underwat
er
Learn Scuba diving
Access to service provider
Continue Diving
Upgrade of
Equipment
Knowledge & Skills
WHAT THE BUSINESS GET?
More clients
More Certificatio
ns
Provide more
training
Sells more advanced courses
Sells more Trips &
Equipment
More PROFITS!
IDEAL ROLES IN SOCIETY
WHAT THE SOCIETY RECEIVE?
IDEAL OUTCOME TO SOCIETY
SUSTAINABILITY
Social
SUSTAINABILITY
Environment
SUSTAINABILITY
Economic
LET’S SEE
STRATEGY
IDEAL OUTCOMES
No more HERO needed as each divers are responsible, safe and can be independent
Creation of reliable divers will create better dive professionals
More reliable divers + high grade dive professionals means greater understanding towards respecting the environment
RELIABLE divers will be OUTSTANDING in their knowledge and mastery of skills
Confident divers will make them an ACTIVE DIVERS MORE ACTIVE DIVERS will make the industry bigger BIGGER INDUSTRY means BIGGER SHARE OF CAKE for dive
businesses
As a societal marketing concept, the understanding of ZERO to RELIABLE principle will induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a society goal
SUMMARY
BEHAVIORAL CHANGEFrom price slashing to promote more trainingsFrom ‘moving’ to guiding through the systemFrom ‘limited by time’ training basis to prolonged training hoursFrom just a DIVER to a RELIABLE DIVER
… … …
TARGETED AUDIENCEDive business, dive centers, dive professionals, divers , future divers
… … …
SOCIETY GOALSSafer diving practiceLesser diving accidentsMore respectful towards the environmentMore job creation More opportunity to career advancementCreation of healthier business environmentMore active safe tourism activities
… … …
LET’S START & THANK YOU