2. TITLE DATE Snapshot The Discover Sailing Program Club Implementation Guide Chapter 2 The gemba Report

3. 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

4. TITLE DATE The Discover Sailing Program Club 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 & 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

5. 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

6. The gemba Report ! Research to grow sailing 1.What Yachting Australia should do to grow sailing 2. What Clubs should do 3. Priority Target - juniors

7. Exclusive image and inaccessible Late starting age Low passion and participation Key Insights High interest among children, young adults and families Relaxation an important element Perceived Cost is the top barrier to participation Sailing is ranked 37 th and 34 th out of 46 sports respectively in passion and participation 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 Relaxation is consistently the most important reason for Sailing participation among both current sailors and those interested in sailing The main barrier for future participation is the perceived cost of sailing, especially among Young Adult and Young Families 1 2 3 4 5 6 Key Insights – Consumer Research Sailing is perceived as the most ‘exclusive’ sport while not being seen as very ‘accessible’

8. What are the current barriers ? The Image of Sailing Inaccessible, Exclusive, Yacht Clubs are not welcoming, for older people only The Focus on Racing New participants are interested in a social, relaxed activity rather than competition The Financial Commitment Consumers generally stay away from annual membership commitments – Consider ‘pay for sail’, instalments, introductory The Costs Boat ownership, maintenance, storage costs, membership, expensive for a family, lessons The Time Commitment Consumers want shorter forms of sailing activities 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

9. These barriers or perceptions can easily be removed with some simple behaviours & actions Behaviours What are our actions? Personality What is our tone and style of our products, communications & service? Welcome new people, Provide opportunities to be involved, Ensure safety is maintained at all times The Brand personality is the brand’s unique character – how it acts and expresses itself 1 2 Adventurous Responsible Fun Friendly The Brand behaviour determines the manner in which we interact with people 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

10. Summary Report for Clubs What clubs need to do There are three higher priority target consumer groups 1.Primary School Kids 2.Secondary School Kids 3.Young Families (<49 yo with child <10yo)

11. Suggested Actions for Club Committees 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

12. 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