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TITLEDATE

Snapshot

The Discover Sailing ProgramClub Implementation Guide

Chapter 2The gemba Report

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

TITLEDATE

The Discover Sailing ProgramClub Implementation Guide

Mar(1) Program Introduction & Purpose 1b) Planning & Prioritising(2) The gemba Report Apr(3) Tackers(4) Inclusion 4b) Sailability May (5) Discover Sailing Days & HostsJune (6) Risk and Safety July(7) The Sailing PathwayAug(8) Club PromotionSept(9) Discover Sailing Experiences & Courses Sept(10) CrewingOct (11) Summary & Future Plan

Objective for this session Revisit the gemba Report released in February 2012Encourage 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

The gemba Report !Research to grow sailing

What Yachting Australia should do to grow sailing 2. What Clubs should do3. Priority Target - juniors

Exclusive image and inaccessibleLate starting ageLow passion and participationKey InsightsHigh interest among children, young adults and familiesRelaxation an important elementPerceived Cost is the top barrier to participationSailing is ranked 37th and 34th out of 46 sports respectively in passion and participationOn average, the starting age of sailing is much higher than other sports with established junior programs. Sailing has a similar profile to golfPrimary school, Secondary school, Young Adults and Young Families have the highest interest in participating in sailing in the next 12 monthsRelaxation is consistently the most important reason for Sailing participation among both current sailors and those interested in sailingThe main barrier for future participation is the perceived cost of sailing, especially among Young Adult and Young Families123456Key Insights Consumer ResearchSailing is perceived as the most exclusive sport while not being seen as very accessible

What are the current barriers ?

The Image of Sailing Inaccessible, Exclusive, Yacht Clubs are not welcoming, for older people onlyThe Focus on RacingNew participants are interested in a social, relaxed activity rather than competitionThe Financial CommitmentConsumers generally stay away from annual membership commitments Consider pay for sail, instalments, introductory The CostsBoat ownership, maintenance, storage costs, membership, expensive for a family, lessonsThe Time CommitmentConsumers want shorter forms of sailing activitiesThe Lack of Information & CommunicationConsumers often dont know where to go & whom to ask for information in a yacht club. It needs to be made easier for them by being proactive

These barriers or perceptions can easily be removed with some simple behaviours & actions BehavioursWhat are our actions?PersonalityWhat is our tone and style of our products, communications & service?Welcome new people, Provide opportunities to be involved, Ensure safety is maintained at all timesThe Brand personality is the brands unique character how it acts and expresses itself 12AdventurousResponsibleFunFriendlyThe Brand behaviour determines the manner in which we interact with peopleHow?By having a designated & trained person in club welcoming new participants or enquiries over phoneBy having a blackboard with next crewing opportunities in club / on websiteSpeak about potential dangers but also safety measures to parents & new sailors safety briefingQualified Instructors for all on waterThis is how we should be communicating to new participants or consumers making an enquiry

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 (