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