e-Books: Reaching the incremental boater market McGraw-Hill / USCG Auxiliary Seamanship Seminar Series

What is the strategy? What is needed? Why BS&S content? Details for flotilla commanders and flotillas on the Seamanship Seminar Series 2

3 Goals Capture the post-ABS graduate student so as to create synergy with existing PE programs while, at the same time, leveraging our reputation –Nearly 38,000 PE missions got underway in 2014 – very little was repeat business – a waste AND an opportunity

4 Strategy –Create an add-on electronic capability that leverages our existing content, i.e., low- or no-cost –Partnering with world- class publishers in the education or maritime markets –Resulting in revenue opportunities for units that can be invested back in further RBS capabilities

Short seminar based classes Text accessed via the Internet Suitable for a classroom presentation Requires no printed inventory Allows for flotilla level income Targets un-tapped boating market with previous positive USCG Aux PE experience Meets market demand for high-tech solutions 5

Why use BS&S chapters? We own the material Current illustrations can be easily updated Subject matter has proven popularity The least complicated market entry –No start-up cost –Shortest time frame –Six chapters selected are the meatiest/highest appeal 6

About the Seamanship Seminar Series 7

8 Goals revisited Capture the basic boating course graduate market through… e-Book seminars for the boating public which will generate … Enhanced revenue for flotillas

9 How will it be done? Advance boating education by attracting State mandatory course graduates We’re not in the market-share stealing business … … we’re in the market-share creation business

10 Market size example Virginia 140,000 State course graduates since ,000 of these were from classroom classes USCG Auxiliary taught the majority Flotillas have the graduates’ information Natural market for incremental students

11 What are the drivers? Market: graduates of mandatory courses are looking for more advanced boater education; presenting an opportunity for… Flotilla revenue: Short seminars present the opportunity for revenue growth and that can give us much needed… PE instructor excitement: New seminars added to Public Education Library

12 Meatiest content selected Inland Boating Boating Safety Powering Your Boat Lines and Knots for Your B oat Weather and Your Boat Your Boat’s Radio

13 Financials Students receive a code for each chapter instead of a textbook Codes are used to download e-Book The codes are $4.95 per e-Book (or chapter) which is what the flotilla pays Flotilla seminar pricing: Flotilla may charge as appropriate (same as currently)

14 Example: incremental course on Powering Your Boat Flotilla: Has ten students Seminar: Teaches one e-Book (chapter) on Powering Your Boat Flotilla charges the student a fee of $20 Flotilla purchases 10 $4.95 per student in lieu of physical books (using existing USCG Aux procedures for physical books).

15 Example - continued e-Book total costs 10 X $4.95 = $49.50 (student downloads to their own device) Seminar revenue:10 X $20 = $200 Net revenue to flotilla = $150.50

16 Support TRAINING: New Instructor Guide (for using e-books) TRAINING: New Student Guide (for using e-books) HELP: National Help Desk – questions will be forwarded to appropriate DSO-PE or directorate Help: McGraw-Hill Help Desk tasked with direct support of instructor and/or student technical question.

17 Support continued Articles/public service announcements: 20 newspaper-ready articles designed to attract boaters to our classes (currently on the E Directorate’s web site) Best practices: Ongoing idea exchange utilizing Job #1 – RBS, our new RB consolidated e- Magazine –Teaching techniques –Marketing war stories developed in the context of utilizing the Flotilla Marketing Plan that’s provided –And more…

18 What about BS&S? The present BS&S, with the printed textbook, may continue to be taught as is. NO CHANGE

19 What’s the timeline? AVAILABLE NOW!

20 Questions