Working the Business Network
 by Gene Muchanski, Editor
The Dive Industry Professional

Networks and networking are two very interesting topics that have significant relevance in the Global Diving Community.  Networks and networking can be professional, pathetic, or even sad.  In our industry, there are social networks and business networks.  In both cases there are networks that people join and there are networks that people naturally belong to because of common interests with other people.  That means that some networks are created by individuals and some networks come into existence naturally.  Most of us understand the composition and rationality behind some of the created networks, like societies and halls of fame organizations.  They are organized associations of selected inductees that share a common denominator or a specific level of achievement.  It is the informal networks in the recreational diving industry that we deal with when we discuss industry economic development, growth, and sustainability.  To understand the Business of Diving in the Global Diving Community, it is necessary to understand the existence and makeup of the many informal off-the-books business network groups that are very influential in their niche markets.

Understanding Business Network Niches: Business network niches start off as a loose affiliation of people who are in a common industry, producing similar products and services, and having a common desire, interest, business model, or agenda.  How’s that for a general description?  Because of the things they have in common, they frequently come in contact with each other and start informally networking together.  If there are many things they have in common, or if they are collectively faced with external challenges from outside of their group, they may form an official networking organization, with the sole purpose of working together for a common cause.  Sound familiar?  Of course, that’s how many trade shows are started.  Sellers band together and invite their buyers to meet them at an event for the purpose of writing orders, and anything else that is part of their Buyer-Seller relationship.  If it works, they make plans to do it again, and again, until it doesn’t work anymore.

Not All Business Network Niches Work: Our industry has seen informal groups come together, form official organizations, do some good, and then fail.  We have seen from our history that groups who band together to do something positive for themselves and the industry tend to do well and grow their network.  Groups that are formed to negate the forward progress of other organizations tend to disband for lack of a positive agenda.  But it is not only the bad networks that fail in the long run.  Look back on the 60-year history of the diving industry and you will see some great organizations and business networks who have failed after serving the industry well for many years.

Why Do Good Networks Go Bad?  If you have been a Dive Industry Professional for more than 20-50 years you will know exactly where I am going with this.  If you are new to the industry you may want to sit down and talk with one of your peers who has seen networks and organizations in the diving industry start, grow, succeed, and then fail.

Network to Network: I have a lot of respect for business networks that are formed to brainstorm strengths, weaknesses, opportunities, and threats with their peers.  No man is an island, and neither are like-minded businesses and industries.  There is strength in numbers and businesses that try to go it alone are always the first to be picked off by their competitors.  Networks that are formed to acknowledge their similarities and work together have a higher propensity for success.  I call it the ability to complete the mission.

When networks come together to create something like a trade show, dive show, or event, they turn to each other for financial and technical input.  The secret to their success is that each one of the networking members has a stake in the game.  We all know that having “skin in the game” or a “dog in the fight” is a real motivator to work hard enough to win.  It is my opinion that as long as networking members are running their own event and all have something to win or lose, will they always take it seriously enough to succeed.

Network vs Network: Failure happens when there is network conflict.  When one network group is controlling an event that is contingent upon other networks to make it successful, their financial balance may come into question.  Financial balance is when both the buyers and sellers of a proposition benefit equally.  When a financial imbalance occurs, the side that is not receiving an equitable return may decline to support the program in the future.  If enough members from one network feel the same way (and they do talk to each other), then the end result is financial collapse.  We have all seen it before and we are seeing it again in real time.  Remember The Super Show?  That was a gigantic Sporting Goods Trade Show.  Where is it today?

A Good Match Needed For Success: If I may use the example of dive shows and trade shows, they succeed or fail based on how well matched the exhibitors and attendees are.  The perfect trade show for diving equipment and supplies would be having exhibitors that produce diving equipment, supplies, and apparel and attract attendees who are qualified retail buyers.  Obviously, at a consumer dive show, the exhibitors would be retail dive stores and the attendees would be qualified scuba divers looking to purchase their equipment.  If the venue was focused on dive travel, the exhibitors would be sellers of dive travel, and the attendees would be travel buyers.  Again, the venue could be set up as a trade show for wholesale sales or a consumer show for retail sales.  As long as the exhibitors and attendees were a match, the venue could be successful.

Why Do They Fail?  Shows & Events succeed if the sellers are meeting the needs of the buyers.  When that stops happening, the whole system collapses.   It’s no mystery.  When the water supply dries up, the herd moves on.  That may be easy for an outside to see, not so with the people on the inside.  Einstein said that you can never solve a problem with the same mindset that created the problem.    The trouble with the diving industry is that as networks grow old, so do their people.  And I don’t just mean in years on the planet.  It usually is the same crowd, doing the same thing, the same way they have always done it, all the while failing to analyze their annual progress or lack of it.  They don’t bring in new people (outsiders) and they don’t try new ideas (other people’s ideas) and they don’t update their purpose or their current mission.   For many years after their peak, some networks and organizations slow down, become less effective, and financially hemorrhage until a Diving Doctor is brought in to call the time of death.  Is there a doctor in the house?

Is There Any Hope?  Of course there is!  Networks, organizations, and events are dynamic entities.  They have a purpose and should always have a current mission.  They are created to do something positive for their network and their industry.  Networks should always be focused on moving forward, with a purpose.  They need to be flexible, innovative, adaptable, and inclusive.  When their mission is complete, it’s time to tackle another mission. Or move on.

Become a Member of our Global Diving Business Network: Annual Membership in the Dive Industry Association is $125 and includes placement in a number of Trade Directories and websites.  Our organization uses these websites and directories in advertising and marketing campaigns to refer business to our members.  By joining our network, you are getting more than a listing in a directory or website.  You are becoming part of a network that works actively on your behalf to bring buyers and sellers together for the benefit and growth of the Global Diving Community.  Download a Membership Application today.

For more information about the Global Diving Business Network, contact Gene Muchanski, Executive Director of the Dive Industry Association, 2294 Botanica Circle, West Melbourne, FL 32904.  Phone: 321-914-3778.  Email: gene@diveindustry.net  Web: www.diveindustry.net

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