Transcript Document

The Discover Sailing Program
Club Implementation Guide
Mar
(1) Program Introduction & Purpose
1b) Planning & Prioritising
TITLE
(2) The gemba Report
Apr
(3) Tackers
(4) Inclusion
4b) Sailability
May
(5) Discover Sailing Days & Hosts
June
(6) Risk and Safety
July
(7) The Sailing Pathway
Aug
(8) Club Promotion
Sept
(9) Discover Sailing Experiences & Courses
Sept
(10) Crewing
Oct
(11) Summary & Future Plan
DATE
The Discover Sailing Program
Club Implementation Guide
TITLE
Chapter 2
The gemba Report
March 2013
DATE
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
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
Quick Background
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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)
Key Insights –
Consumer Research
The main barrier for future participation is the
perceived cost of sailing, especially among Young
Adult and Young Families
Sailing is ranked 37th and 34th out of 46 sports respectively in
passion and participation
Low passion and
participation
1
Perceived Cost is
the top barrier to
participation
2
6
Exclusive image
and inaccessible
Sailing is perceived as the most ‘exclusive’ sport
while not being seen as very ‘accessible’
Key Insights
Relaxation an
important element
3
5
Late starting age
4
Relaxation is consistently the most important
reason for Sailing participation among both current
sailors and those interested in sailing
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
Primary school, Secondary school, Young Adults and Young
Families have the highest interest in participating in sailing in
the next 12 months
What are the current barriers ?
The Image of Sailing
Inaccessible, Exclusive, Yacht Clubs are not welcoming, for older people only
The Costs
Boat ownership, maintenance, storage costs, membership, expensive for a family, lessons
The Focus on Racing
New participants are interested in a social, relaxed activity rather than competition
The Time Commitment
Consumers want shorter forms of sailing activities
The Financial Commitment
Consumers generally stay away from annual membership commitments – Consider ‘pay for sail’,
instalments, introductory
The Lack of Information & Communication
Consumers 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
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
Behaviours
What are our actions?
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Welcome new people,
Provide opportunities to
be involved,
Ensure safety is
maintained at all times
Personality
What is our tone and style of our
products, communications &
service?
Adventurous
Responsible
Fun
Friendly
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
Summary Report for Clubs
• There are three higher priority target consumer groups
1. Primary School Kids
2. Secondary School Kids
3. Young Families (<49 yo with child <10yo)
• The needs of these three groups are outlined in detail on
the next 3 slides
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”
Secondary School Age – Youth
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”
“In
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”
Recommendations for Clubs
1.
2.
3.
4.
5.
6.
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
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
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
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
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
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
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
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
Suggested Actions for Club Committees
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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
The Monthly Chapters
Mar
(1) Program Introduction & Purpose
1b) Planning & Prioritising
(2) The gemba Report
Apr
(3) Tackers
(4) Inclusion
4b) Sailability
May
(5) Discover Sailing Days & Hosts
June
(6) Risk and Safety
July
(7) The Sailing Pathway
Aug
(8) Club Promotion
Sept
(9) Discover Sailing Experiences & Courses
Sept
(10) Crewing
Oct
(11) Summary & Future Plan