Unit 18:The Business of Diving• The diving industry• Marketing• Prospecting and recruiting• Customer/student follow-up• Fundamentals of retailing• Budgeting, organizing, and

scheduling classes• Sample budget• Teaching continuing

education and leadership

Student Performance:By the end of the lesson you will be able to:

• Describe the diving industry and its stakeholder groups.• Tell how to apply fundamental marketing principles to your

diving business. • Tell how to write and what common elements should be

included in a marketing plan.• List the fundamental tasks necessary to implement and maintain

a successful marketing program.• Explain how to develop and implement student prospecting,

recruiting, and follow-up programs.• Explain the fundamental principles of retailing diving products

and services.• Budget, organize, and schedule diving courses and list the

advantages of teaching continuing education and leadership training courses.

The diving industry

• Starting a business vs. working in the business

• DEMA• Business sectors

Marketing

• What is it?• Getting started• Common Elements of Marketing

Plans– Executive Summary– Situation and Market Analysis – Competitor Analysis– Customers/Users– Marketing Strategies– Sales Forecasts and Plans– Expense Budget

Marketing (continued)

1.Make a marketing plan2.Study and understand your customers 3.Advertise benefits–not features 4.When writing ad copy, omit unnecessary words5.Study your competition repeatedly

6.Survey your customers and then survey them again 7.Write articles about newsworthy stories8.Monitor your sales for trends 9.Make your marketing plan known 10.Review your plan on a regular basis

•Taking action

•Ten Fundamental and Traditional Rules of Marketing

Prospecting and Recruiting

• A typical system• Where is prospect information

gathered?• Classifying the data• Systematic follow up• Measure results

Customer/Student Follow-up

• Keeping customers• Follow-up mailings• Effective customer

follow-up• Benefits of marketing

Fundamentals of Retailing

• Critical stakeholder group

• A retail sale begins• Observe new

customers• Students’ buying

patterns• Diving leaders exert

influence

Fundamentals of Retailing (continued)

• Selling is an educational process

• Determining and overcoming objections

• Closing a sale• Developing selling

ability

Budgeting, organizing, and scheduling classes

• Factors affecting– certification level – number of sessions – students – assistants – physical facilities – travel time– budget.

• NAUI Standards and Policies

Sample budget

Sample budget (continued)

Teaching Continuing Education and Leadership

• The target market • Regular counseling • Concurrent Training

Model• Worldwide network of

service centers

End of Unit 18

The Business of Diving• The diving industry• Marketing• Prospecting and recruiting• Customer/student follow-up• Fundamentals of retailing• Budgeting, organizing, and

scheduling classes• Sample budget• Teaching continuing

education and leadership

Student Performance:By the end of the lesson you will be able to:

• Describe the diving industry and its stakeholder groups.• Tell how to apply fundamental marketing principles to your diving

business. • Tell how to write and what common elements should be included

in a marketing plan.• List the fundamental tasks necessary to implement and maintain a

successful marketing program.• Explain how to develop and implement student prospecting,

recruiting, and follow-up programs.• Explain the fundamental principles of retailing diving products

and services.• Budget, organize, and schedule diving courses and list the

advantages of teaching continuing education and leadership training courses.