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November Is All About DEMA Show
by Gene Muchanski, Editor
The Dive Industry Professional
It’s November and we are at the DEMA Show. Well, actually we been here since yesterday and we are now having our morning coffee at our condo while we publish our November Newsletter. Who says you have to be out of touch when you’re on the road?
Set up time continues this morning at 8:00 am, so it’s time to finish my breakfast, get out of my PJ’s and go set up. We’ll continue this editorial after set up. I want to stay on topic about being in touch when you are out of the office because so much business is missed when people are out of reach. Hey, this is the 21st Century
See you at Booth 2003.
AC-CSF-28 New Clamp.
AD-SK “Sidekick” Light
NAUI 2015 Board of Directors Election
Gene Muchanski, NAUI 3821 L
2294 Botanica Circle
West Melbourne, FL 32904
Phone: 321-914-3778
Email: gene@diveindustry.net
Dear Fellow NAUI Members:
The NAUI Board of Directors Election started on Monday, November 2, 2015 and ends on Monday, November 30, 2015. On behalf of the 12 Candidates on the ballot I thank you for exercising your right to VOTE. The ability to VOTE for our Board Representatives is what sets NAUI apart from other agencies. As one of your future representatives, I am asking for your VOTE today.
NAUI has made incredible gains in the past two years with the addition of new members to the NAUI BOD and NSG Staff. We have started on the path to recovery but there is still much work to do. As we move forward with a strong commitment to quality courses, higher standards and better customer service, we are still in need of a strong marketing strategy, transparent internal and external communications, and stronger brand recognition for NAUI goods and services worldwide. We need better promotion and support for our International Members and increased market share in Retail Dive Centers, Dive Operators and Resort Destinations Worldwide. This election is all about bringing on experienced NAUI Board Members who have the necessary professional skills and industry contacts that NAUI needs, a history of successful industry employment, and a temperament suited for working constructively with such a talented, unique and diverse membership. We must have tech savvy individuals who know how to communicate with different and demographically distinct markets and a desire to promote NAUI extensively on an international scale.
For NAUI to regain its Leadership position in the Industry we must have experienced Directors who will work with the entire NAUI Membership, our current Boards of Directors, and our Headquarters Staff to ensure that NAUI Worldwide lives up to its full industry potential as a great training organization. Collectively we can make NAUI better.
I have been fortunate to receive endorsements from some of the most successful Industry Leaders and NAUI Professionals in the Industry, like Jean-Michel Cousteau, Bob Brayman, John Duggan, Capt. Spencer Slate, Floyd Holcom, Claude Jewell, Jennifer King, Dan Orr, Bob Peck, Lt. Bill Pfeiffer and Jeanne Sleeper who believe that making NAUI the best training agency is a collective effort. Please see my complete Bio at www.UnderseaShowcase.com/bio/ and a special letter to NAUI Members from Jean-Michel Cousteau at http://wp.me/p1e8iT-r7
NAUI’s Future is indeed a bright one. There really is no limit to what we can achieve together in the next four years. It is a future that will require experience, cooperation and dedication. Thank you for your VOTE.
“This message and any attachments are sent as campaign material by one or more candidate(s) in the 2015 NAUI Board election as permitted in the NAUI Elections Policy – NBP 2310 – and approved by the Board of Directors. Any opinions contained herein are those of the author and not given or endorsed by the National Association of Underwater Instructors or NAUI Services Group. If you prefer to not receive further campaign materials this year from candidates through this service, please use the unsubscribe link below. Members who opt out will still receive member announcements from NSG.”
Dive Industry Foundation
Non-profit 501(c)(3)
DEMA Show Booth 2003
November 4-7, 2015
Please stop by our Booth 2003 at the DEMA Show. Here is what you will see.
The TriStart Matrix
“Mastering the three distinct phases of successfully launching a business.”
Published by The Profit Think Tank
The TriStart Matrix is collaboratively authored by 27 expert startup consultants from the U.S. Small Business Development Center (SBDC) network. Our own Gene Muchanski, Executive Director of the Dive Industry Foundation is one of the authors, hailing from the University of Houston SBDC. This collaboration was put together by Curt Clinkinbeard, Founding Member of The Profit Think Tank.
The TriStart Matrix:
Mastering the three distinct phases of successfully launching a business.
“Starting a business is an exciting, challenging task!
For many, it is a lifelong dream, involving a great deal of passion, energy, money, opportunity, risk, anticipation, and confusion. Along the way, you will be challenged in ways you had not expected and will find, not only must your business grow, but so must you!
The TriStart Matrix is a new way of looking at the (often daunting) process of starting a business. The philosophy is founded in breaking the business start-up process into three distinct phases. Concept, Open, and Stabilize. The TriStart concept helps the prospective entrepreneur focus on key goals and tasks at each unique phase to improve the probability of success.
In each phase, work must be completed around each of the three different focus areas: Customers, Team, and Money. These areas address typical functional aspects of the business such as Sales, Marketing, Customer Service, Operations, Employee Development, Supplier Management, Information Technology, Accounting and Finance.
When you consider the three phases in relation to the three focus areas, you literally form a matrix with nine distinct boxes, or what we call “Start-Up Zones.” By taking the overall startup phase, and isolating these Start-Up Zones, which form the chapter organization of this book, the process becomes much more clear, focused, deliberate, and attainable.
Increase your probability of success and take your business to a deeper level of prosperity with the TriStart Matrix.”
An autographed copy of the TriStart Matrix will be available at the Dema Show, Booth 2003, for a $20 Donation to the Dive Industry Foundation.
NAUI 2015 Board of Directors Election
Gene Muchanski
NAUI 3821 L
2294 Botanica Circle
West Melbourne, FL 32904
Phone: 321-914-3778
Email: gene@diveindustry.net
Dear Fellow NAUI Members:
On November 2nd the NAUI Voting Membership will have an opportunity to elect 3 new Directors to sit on the Board. The primary role of a Board Director is to provide NAUI Headquarters / NSG with goals and objectives related to training and membership services that are in the best interest of the membership. NAUI is always strongest when Board Directors represent the Membership that elected them and do what is best for the Members. As your future representative, I ask for your VOTE on Election Day.
For those of you who do not know me, I have been a NAUI Instructor for over 40 years and have taught all levels of scuba instruction as an Instructor and Course Director. I have always been as passionate about NAUI as I am about scuba diving and I have a lifetime of experience in the diving industry from a diving, teaching and business perspective. I have been actively engaged in the business of diving all my life, in the Retail, Training, Manufacturing, Travel and Non-Profit sectors of the industry. I have owned, worked for, or consulted with some of the largest companies in the diving community. I have the education and experience necessary to help NAUI regain its rightful Leadership Role in the diving industry. I would be honored to share my diving, teaching and business experience with NAUI as your newly elected Board Director. Please see my complete Bio at www.UnderseaShowcase.com/Bio/
NAUI has made incredible gains in the past two years with the addition of new members to the BOD and NSG Staff. We have started on the path to recovery but there is still so much work to do. As we move forward with a strong commitment to quality courses, higher standards and better customer service, we are still in need of a strong marketing strategy, transparent internal and external communications, and stronger brand recognition for NAUI goods and services worldwide. This election is all about bringing on 3 experienced NAUI Board Members who have the necessary professional skills that NAUI needs, a history of successful industry employment, and a temperament suited for working constructively with such a talented, unique and diverse membership.
As your elected representative I would work hard to open up new teaching and business opportunities for our entire Membership by working with our Board of Directors and Headquarters Staff to design and implement a strong marketing strategy that would include superior products; customer acquisition, retention and reactivation; customer satisfaction; sales management, forecasting and training; marketing strategy and implementation; industry and competitive analysis; promotion and advertising; brand building and awareness; and sales and market growth opportunities. As you can see, a strong marketing plan includes all of the items that many among us have been talking about in bits and pieces. Please see a detailed marketing plan, based on input from the field, that could be acted upon in the near future at www.UnderseaShowcase.com/marketing/
A strong, integrated marketing plan would give NAUI the strength and Industry recognition needed to accomplish more than it has been able to in a long time. We need to recognize and promote our International Members in all of the countries that affiliate with NAUI. We need to increase our market visibility in Diving Resorts around the world. We must work to increase our market share by gaining acceptance for NAUI products and services in Colleges & Universities, Retail Dive Centers, and Public Safety Dive Teams. We need to mentor young NAUI Members to give them the necessary experience to fill leadership positions in the future. As an Industry Leader, NAUI should be on the cutting edge of environmental concerns, working with World Environmental Leaders like Jean-Michel Cousteau, bringing awareness and activity to environmental issues.
We need to embrace modern marketing techniques that enable us to reach millions of people in a matter of seconds. With digital technology we can take scuba education and promotion to a whole new level. We have the means to integrate electronic, print and face-to-face marketing at our meetings, seminars, workshops and trade shows. Transparent communication with our membership should already be an accomplished item on our “to-do” list but I agree with many Members that we still need much improvement in this area. Communicating with an ageing population should not be an obstacle for NAUI Worldwide but should be considered an opportunity worth pursuing. I would propose that we work on developing new methods of communications and train our Members on their usage, while we master proven methods of communication that are known to reach our current membership. We also need to employ and empower a younger generation of NAUI Members to help us develop new methods of reaching and communicating with new target markets. NAUI needs to embrace the use of social media by using blogging sites like WordPress, www.diveindustrynews.wordpress.com and being more active on facebook, www.facebook.com/DiveIndustry LinkedIn, Twitter, YouTube, etc. If we want to be the Leader in the Diving Industry again we need to Lead by Example.
NAUI’s Future is indeed a bright one. There really is no limit to what we can achieve together in the next four years. It is a future that will require experience, cooperation and dedication. Please read my complete bio with endorsements from some of the most successful NAUI Professionals in the Industry, like Bob Brayman, John Duggan, Capt. Spencer Slate, Floyd Holcom, Claude Jewell, Jennifer King, Dan Orr, Bob Peck, Lt. Bill Pfeiffer and Jeanne Sleeper. Thank you for your VOTE on November 2, 2015.
“This message and any attachments are sent as campaign material by one or more candidate(s) in the 2015 NAUI Board election as permitted in the NAUI Elections Policy – NBP 2310 – and approved by the Board of Directors. Any opinions contained herein are those of the author and not given or endorsed by the National Association of Underwater Instructors or NAUI Services Group. If you prefer to not receive further campaign materials this year from candidates through this service, please use the unsubscribe link below. Members who opt out will still receive member announcements from NSG.”
Mobby’s Opens North American Office
Mobby’s, the watersports company and largest manufacturer of scuba diving suits in Japan, has opened a North American office beginning October 1, 2015.
Mobby’s North American office will oversee sales, marketing, and distribution for the Mobby’s brand of diving suits in the U.S. and Canada. The company will be headquartered in Beaverton, OR – an epicenter of outdoor, sport and leisure activities.
Coinciding with the opening of the U.S. headquarters, Mobby’s founder and President Mr. Mamoru Yasuda has announced the appointment of Mark Ross as General Manager for the North American office. Ross brings over 20 years of senior level experience across a wide variety of product and retail categories. “We are pleased to announce Mark’s appointment as GM of Mobby’s North America – his proven leadership in creating an organization, building industry relationships and breadth of experience in branding will allow us to flourish in the U.S. market.”
Founded in 1963, Mobby’s is a leading worldwide manufacturer of diving suits and dive accessories for men and woman. Company products have earned an international reputation for innovation, quality and performance within the recreational, commercial and technical diving community.Mobby’s will be attending the upcoming Diving Equipment & Marketing Association (DEMA) trade show in Orlando, FL from November 4 – 7, 2015 – booth #2149.
For Further Information Please Contact:
Mark Ross, General Manager
email: mark@mobbys-usa.com
Phone: 503.747.7824
Web: www.mobby.co.jp (U.S. website under development)
October Is All About Getting Ready For DEMA
by Gene Muchanski, Editor
The Dive Industry Professional
It’s October and you know what that means…The Industry is getting ready for DEMA Show. But it’s more than just getting ready for a single show. It’s all about getting ready for another year. It’s about meeting as many of your customers as possible in a face-to-face situation. This is your opportunity to thank them for doing business with you all year long and renewing that relationship for another year. It’s about introducing them to all the new and exciting things you have in the hopper for next year and building on their loyalty and relationship AND getting an order. It’s about meeting face-to-face with as many of your former customers and renewing your relationship with them for the coming year. And finally, it’s about meeting new customers – we call them prospects – and showing them why they should be doing business with you. No, DEMA is not just an isolated trade event. It’s an annual industry rendezvous that puts you in touch with your current, former and future customers.
There are many ways to make the DEMA show work for you year round. Think of DEMA as an event that is attended by a high percentage of your customers. It’s one of a few times in the year that you can meet with so many clients in such a short period of time. It’s your job to make sure they are motivated to meet with you at your booth, considering that all of their other vendors are also at the show. Once at your booth you should only do things that are only possible using face-to-face contact. Focus on having your customers touch, feel, smell and taste your products or services (whatever is appropriate). Make it a priority to do the things you can’t do on the internet. This way, you’ll be spending more quality time with more customers and maximizing your Dema experience and investment.
Think of things you can do before or after the show that would make your limited time at the booth more productive. Think of all the things you can do on the phone, or using the fax machine, or by electronically sending brochures and printed materials. How about the use of graphics on your web site and blog site? Meetings and demos can be scheduled on the internet as could classes and seminars with programs like Go To Meeting.
For your clients who don’t go to the DEMA Show or don’t schedule appointments with you at the show, make plans to see them at their Regional Dive Shows like Beneath the Sea, Our World Underwater or Scuba Show. Keep a record of all the clients you meet with throughout the year and make sure each one gets the full annual update.
See you at the show.
Dive Industry Association, Inc. 