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The Moorings
Navigating the Future
Presented by
The Seacats
Biographies
Matthew Sabella
MIS major
Has a 13yr old blue and gold macw
Ryan Van Sickle
Marketing major, born in Port Huron, MI.
Which is the same city as Thomas
Edison one of three ways to Canada
Celie Dagesse
Entreprenurship major, visited 15
different countries
Wendy Mullins
Accounting Major
Loves sunny days and wiener dogs
Chris Hemmer
Accounting Major, future CPA
Born/Raised in FL – learned to snow
ski before learning to swim
Table of Contents
Biographies
Table of Contents
The Moorings
The Problem
SWOT Analysis
The Five Forces Model
Target Market
Journey Map
Direct Mail
Campus Marketing
Grad Pack
Digital opportunities
Metrics
Thank you
Bibliography
The Moorings
Luxury Yacht Charter
Company
What the The
Moorings Need to
Accomplish
SWOT Analysis
•
•
•
•
•
•
•
•
•
Strengths
High Barriers to Entry •
Strong brand
positioning
•
Newest/Most
•
innovative yachts
•
Robinson & Cain
•
Exclusivity
Twenty-two global
bases
Customer Loyalty
Profession/Skilled
human capital
TUI Marine
Resources
Experience
Weaknesses
Antiquated booking •
process
Unappealing website
•
Marketing reach
High Pricing
Unable to match
crew with guests
•
Threats
Opportunities
Additional Market Share: • Existing competitors
at a lower price point
• 90% affluent
• Changes in
opportunity
regulations
Convert services for new
• Economic Factors
market:
• Increases in
• 10.3 million
insurance, tax and
affluent Millennials
licensing costs
Greater Digital Presence:
• Technology related
• Enhanced web,
costs
smart apps
•
The SWOT Analysis and what it means to The Moorings
The Strengths of the SWOT
Analysis are positive, internal
characteristics
of
the
company. What do The
Moorings do well? The
Moorings have a great
reputation, which has afforded
them customer loyalty and
continuing customer referrals.
The Moorings have a high
brand
positioning,
which
means its customer market
views
their
product
a
luxurious, quality product.
Another advantage of The
Moorings is that the Yacht
Charter industry has such
high barriers of entry.
The Weaknesses represent
internal, negative factors that
affect
the
firm.
One
shortcoming of The Moorings
is that because their brand
positioning is so high, their
price point is out of reach for
the
majority
of
the
marketplace. This means that
they have a very narrow
market to focus on. Another
fault of The Moorings is that
they have am unappealing
website. It is difficult to
navigate as well as ascertain
basic
information.
The
company
also
has
an
antiquated booking process.
The Opportunities of the SWOT
Analysis are external, positive
factors that affect the company.
These are the reasons the
business is likely to prosper. The
Moorings are currently facing an
untapped market, the millennial.
It is critical that The Moorings
shift their focus towards the
millennial as the number of Baby
Boomers are declining and the
millennial will be eventually be
equipped with the buying power.
The
Moorings
have
an
opportunity to become truly live
up to one of their keystone traits,
“Digital by Default’
Threats are like kryptonite…..
The Threats are external, negative
factors that influence the company.
The biggest threat to The Moorings
are its current rivals, those with
high brand positioning as well as
firms positioned slightly lower.
How do we develop strategy from
the SWOT Analysis. Once we have
identified and prioritized your
SWOT results, you can use them
to develop short-term and longterm strategies for your business.
Look at the strengths you
identified, and then come up with
ways to use those strengths to
maximize the opportunities (these
are
strength-opportunity
strategies). Then, look at how
those same strengths can be used
to minimize the threats you
identified (these are strengththreats strategies).
The Five Forces Matrix
WHAT IS IT? The Five Forces
Matrix is a framework used to
analyze a company's position
within an industry and the different
levels of competition it faces.
Essentially, it sets the assumptions
used in creating a strategy.
OUR ANALYSIS:
The biggest
industry constraint faced by The
Moorings is the high threat of
potential substitutes.
However,
due to a low threat of new entrants
into the market place, in addition to
low bargaining power by the
customer, The Moorings sit in a
position to be an industry leader.
Generating awareness coupled
with providing value will be the key
to The Moorings’ success.
The Matrix
The Plan
Generate Millennial Awareness
Technological Advancement
Customers for Life
Who Should The Moorings
New Targets Be?
Define
Millennial
Market
Segment
Target
Personas
How Do The Moorings Reach
Their Target Market?
Brand
Awareness
Outbound
Marketing
How Do The Moorings Create a
Foundation That Sustains Their
New Direction?
Website
CRM
Brand
Modernization
The Millennials
Has the largest current and potential
spending for luxury items…
Have grown to be the second
generation...
largest
Defining The Target
Millennial
Affluent
Family Money
Adventurous
Self Made
Sailors
Thrill Seekers
How to Reach
The Millennials
Who are the Millennials? This
generation has trumped the many
businesses and industries of late.
With mentalities that have them
looking for the best deals but in
search of the most value, how do
businesses cater to this picky and
unorthodox generation?
But who cares? Why does this
Generation matter so much for your
economic future? Size and Money,
that is why! Being the second
largest generation this clump of 20
to 30 something year olds holds a
good chunk of your future change.
But here is the PROBLEM….
This grouping spans over some of
very influential years in human history,
they have experienced the full
acceptance of computers and the
internet; which in turn has created a
world that is much more reachable
than it was for their parents. They are
the most diverse generation and their
acceptance of out of culture norms is
prevalent. This makes them urge to
travel and experience beyond their
social norms that their parents would
have found to be quite sufficient.
So how do you reach this diverse,
constantly connected lot?
The first step is to define who you are
really trying to reach. This generation
ranges but as any business should know,
understanding who is the best fit for you is
key.
This starts with your target market, The
Moorings have a strong understanding of
their current market. They know who they
can reach and how to reach them, this
same process happens
With this new market. By segmenting
the many divisions of Millennials into two
apex groups and than diverging further
to create personas that are tangible, you
can find that these Millennials are not so
ambiguous as they may hope to be.
Our Targets, segment one: The Affluent;
these millennials have money and they
are projected to be one of the most
affluent generation on record once they
mature into their more established
adulthood. This gives The Moorings and
incredible opportunity; connect now,
grab them while their young and hold
them through out their aging and into
their
retirement.
Focusing on the affluent, there are five
areas of value that determine how they
spend their money; Mobility, Success,
Status,
Belonging and Consumption. The yacht vacation chartering will
cater to these 5 areas through, travel, visual examples of
affluence, community within The Moorings, and experience.
Their focus is value for their cash.
They want to make an investment
rather than an empty expense.
Our Focus is to create this value and
revolve our offerings around the
aspects of experience over cost.
Memories and benefit through times
re-lived will be the key to reaching and
keeping this segment.
Segment two, the Adventurous. This
segment wants a rush and a new
destination with every experience. The
focus for The Moorings will be
experienced sailors and thrill seekers.
The Moorings has a great opportunity
within this segment to show what a true
open water adventure is like.
By positioning The Moorings as an
facilitator of fun, memories and
adventure, this target will learn that they
need not search anywhere else for their
travel and adventure seeking needs.
Each of these specific targets can be
broken down further to create
customer Personas. By creating and
understanding who your customer
persona you are better able to reach
and relate to who it is you are trying to
cater too.
Personas
We outlined four detailed personas that give a deeper understanding of
The Moorings target market. These four individuals were created out of the
potential habits, lifestyles and background of the specific target segments
that The Moorings is trying to move into.
John Baker
Experienced
Millennial Sailor
27 years old
Yale graduate
Works at Needham
in Mergers &
Acquisitions
Quote: "Why wait?"
Spreading The Message:
Exploring Marketing Vehicles and Channels
•
Direct Mail Campaigns
•
Focused E-mail Blasts
•
On Campus Events/Material Distribution
•
Follow-up
“Check Your Mailbox, John.”
John empties his lungs with a long, deep sigh that, in one swift
moment, illustrates the monotony that the daily grind brings millennial
today. Dropping work files and groceries alike, he opens his mailbox
reluctantly, expecting past-due notices and dollar store coupons.
What John finds is much to the contrary of his
normal mail haul, however. “Have You Ever
Created Your Own Holiday?” The title of the
mailer John held peaked his interest so he
read on. “The Moorings?” John ponders the
brand to himself. Grazing over the remaining
content, John quickly realizes that the
Mooring’s holidays at sea are what’s being
referenced, each unique in destination,
length, amenities, and even aquatic mode of
transport. Leaving him inspired to take
advantage of the discount being offered,
John is urged to visit The Mooring’s website
to learn just how feasible a trip of this sort just
might be.
REACHING THE MILLENNIALS BY MAIL:
The Importance of Mail for the Moorings
The key concept paramount to a successful
marketing campaign seems, on the surface, to be
simple- targeting. Is it though? Finding a way to
reach your distinct target segment can be a complex
– and more importantly, expensive – task for a
company.
By crafting an effective direct mail campaign, The Moorings
can target specific cities where affluent millennials are in
abundance. Focusing on an annual income of $100,000 and
ages 22-37 in the top five cities in millennial affluence, a
mailable market of over 100,000 prospect are available to hit
with a direct mail campaign. The numbers are ONLY
GROWING with each day that passes!
A solid direct mail campaign will feature a discount on a
booking with an expiration within 30-60 days to begin the
booking process and a down a deposit. Driving website traffic
will be the most direct and measurable result, which can
certainly be related to ROI.
New York
54,842
Prospects
Direct Mail
Baltimore
12,316
Prospects
Washington, D.C
16,667
Prospects
San Francisco
27,963 Prospects
DEMOGRAPHICS
Ages 22-37
Minimum income of $100,000
Boston
13,241
Prospects
College Grads, Moms & Dads
Parallel direct mail campaigns to
students entering senior year at
university, as well as the student’s
parents at their home.
Moorings trip is an INCREDIBLE
graduation present.
Key is to get student/parents
thinking on the same page with
enough time to plan for vacation.
“From shaking the hand of your dean, to shaking the hand of your skipper.”
Grad Pack
Using multiple touch points to with the
target market and the influencers within
their circles.
What does this mean? A tactic used by
marketers is to first understand your target,
in the case of The Moorings; The Millennials
– Affluent and Adventurous. And than
understand their multiple opportunities of
touch points and the influencers that they
have when making purchasing decisions.
This specific actions is determining the
“user” from the “buyer”.
Many students graduating from upper level
education fall into our target market and our
persona John Baker is the direct target of
this particular market. What is special
about John is that he is not just a target
that we can touch with marketing
through multiple pieces but is also a user
in a “user, buyer” relationship.
In Johns example, he falls in the category
of Affluent and further segmented into
the “affluent by birth”. This group has
grown in affluence, there parents
worked hard to become wealthy and
these same parents do as much as they
can to make sure that their children
have all the ideals in life.
This gives The Moorings a great
opportunity to reach the “Buyer”. The
buyer for this target is the
are the parents of the future graduates.
By using a combination of direct mail
and email marketing techniques The
Moorings can penetrate this market and
reach the buyers in a way that they can
give a gift.
The idea is to create an opportunity for
the parents of these graduates to be
able to purchase a trip through The
Moorings for their graduate to depart
on as a graduation gift.
The marketing pieces will be customized
to cater to the parents generation, it will
include the messages of value of the gift
and the experience gained through
travel.
Raise Awareness
Campus
-
Become a Yale Athletics Corporate Partner
Sponsor Ivy League Networking events such as
TIPS
Community
-
Sponsor Tampa Bay sports teams
Support local charity organizations
Sponsor local events
Campus Marketing
The Benefits of Outsourcing
Campus Marketing
An improved focus on core
competencies.
Even
if a company has its own
marketing
department,
a
reliance
on
marketing
outsourcing frees up in-house
personnel
for
certain
responsibilities, so they can
play to their strengths.
Access to an expanded talent
pool. In-house marketing staff
may not always have the skills
needed, especially on larger,
more
complex
projects
requiring
extensive
coordination among various
components of the plan.
Outsourcing to an experienced
marketing team that can
integrate smoothly into the
organization not only brings in
innovative ideas
and added energy, but also the
high-level talent needed to execute
the goals of the marketing
campaign.
An
outside
perspective.
An
overlooked advantage of using
outsourced marketing is that the
team is not of the company’s
culture.
Who should consider marketing
outsourcing?
With its attractive advantages,
marketing outsourcing might be
assumed to be a logical
choice for nearly every
company looking to grow its
business. But certain key
characteristics
of
a
company’s culture are
necessary to fully capitalize
on the benefits, and fully
integrate the efficiencies, of
marketing outsourcing.
Perhaps the most important
characteristic is a culture of
innovation. Staying smart in
today’s volatile business
environment requires access
to resources well-versed in
current practices across all
marketing disciplines. But
focusing on innovation of a
company’s products and
services and its marketing
mission is generally not
manageable. One or the
other suffers, often with
disastrous results.
Those
companies
that
commit to innovation−that
position
themselves
as
technology
or
service
delivery leaders−understand
the importance of prioritizing
that function above all
others. At the same time,
such
firms
are
more
“culturally suited” to take
advantage of the innovative
approach
embodied
by
marketing outsourcing.
If you can’t beat them, join them
Rent your boats to millions of travellers
Why became a Sailogy partner?
Got a boat to rent? Or even a fleet of yachts? Let Sailogy show you howwe can simplify
and improve your charter business.
Sailogy allows professional charter companies to list and manage their fleet.
You can publish your boats for free and only pay in case of successful bookings.
Made from sailors to sailors
Easy to use
Completely free
How it works
1
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List your boats
Publish photos, videos,
descriptions of each boat
of your fleet. We will
assist in making your
boats shine in order to
receive more booking
enquiries. You can even
quickly customize extras
and boat equipment.
2
………………
Set prices and discounts
Setting prices, offers and
discounts
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been easier. Sailogy
offers you a professional
tool, designed around
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charter
operators to manage
seasons, special offers
and bundles. Intuitive
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3
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4
Manage calendar
Make bookings
Via Sailogy you can run
your entire business. Our
calendar
runs
options,
maintenance period, last
minute offers and early
bookings. Charter operators
can even import their
existing orders in order to
use one single interface.
Customers
will
autonomously book your
boats or get in touch with
you to finalize orders.
Payments are collected
by Sailogy in a secure
way and funds are
transferred to you 30
days before departure
(excludes last minute).
200
10K
400
Companies
Boats
Bookings/Month
Community Sponsorship
- Enhances Image/Sharing Consumer Attitudes
- Driving Sales
- Creates Positive Publicity/Heightens Visibility
Logo Modernization
Website Enhancements to alleviate John’s booking pain points….
John has pain points about the web site. He has
complained openly about the web site not being
user friendly and cluttered, difficult to read and the
need for excessive scrolling. His first gripe was that
it took too many mouse clicks to book a trip. The
other complaints is that there were a few loops and
delays in the booking process. He was particularly
upset that there was no mobile version of the web
site and that there doesn’t seem to be a mobile app
available from The Moorings. Lastly, he found a
percentages off campaign that didn’t come to
fruition or was ambiguously executed.
Google Mobile Readiness Check
Why should you offer a mobile web site?
With 85%+ of
smartphones….
your
audience
using
You can’t afford not to offer a mobile web site!
• Lost opportunities means lost sales
• Google will soon be dropping results on
searches queried against sites that do not
offer a mobile friendly version
• Millennial generation is abandoning their
tablets for smart phones
• Younger audiences prefer an interactive
approach with a decision tree model being
the best choice
• Single sign on methodologies hosted by
Google and Facebook offer easy registration,
logging in, booking and rebooking
The Moorings Mobile Web Site Preview
•
•
•
•
•
140% Less scrolling
Bookings no longer take 36 mouse clicks
No more pinch zoom and swipe scrolling
Google search Capable
Easy to use CMS
Web Site Metrics for Commercial Excellence
Google Analytics makes metrics easy and free!
• Is there an immediate need for a mobile
app?
• Do we need a better landing page
(Aesthetic Home Page)
• Do we need to adjust product and service
mix or pricing?
• Is there a demand for other languages
• How do we measure conversion rates?
• How do we benchmark our strategies?
• Where are our hits coming from?
• What is our site’s bounce rate?
Google Analytics Implementation
Step 1: Register for a free Google Analytics account
Step 2: Add your web site to your account, this generates a unique ID
Step 3: Simply add one section of code to the pages you want to track
Metrics for your
use:
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', ‘YOUR_WEB_SITE_ID_GOES_HERE', 'auto');
ga('send', 'pageview');
</script>
Should The Moorings Have a Mobile App?
• With growing numbers of millennial smart phone subscribers and a peak earning potential in the year
2020, The Moorings should include mobile application development in their five year strategy
• Deliver content or services in real time – Your mobile app is a direct conduit to your customer
• Makes selling easier – Takes the friction out of the booking process
• Personalize the experience – Millennials love personalization: John, your vacation has been booked
bon voyage!
• A mobile app is within alignment of your target market’s needs as well as your strategic pillars and
organizational goals
Yes,
because…
Digital by default is not just a strategy,
50% of e-commerce is m-commerce
Decision Tree Model for Interactivity
Create a more engaging experience, eliminate ambiguity and aid in decision
making with a decision tree design for m-commerce charter booking
Randomize:
Rebook or
decide for
me
Where would
you like to
go?
Caribbean
Bahamas
Arrival?
Departure?
Mediterran
ean
Number of
Guests?
Number of
Children?
Extras?
Indian
Ocean
Yes? /
No?
Far East
Yes? /No?
The Moorings Mobile App Preview
Single Sign on or OpenID
The Moorings Mobile App Preview Continued
The Moorings Mobile App Preview Continued
The Moorings Mobile App Preview Continued
The Moorings Mobile App User Experience
With
15! %
Off
Choosing the best mobile development platform for The
Moorings – Candidate Platforms
Xamarin
➢
➢
➢
➢
➢
Cross-platform – Android, Windows & IOS
Integrated Development Environment
Abundance of C# programmers
Best ROI and lowest TCO
Less expensive than competitors
❖ SAP
❖ IBM
❖ Kony
❖ Adobe
❖ Pegasystems
❖ Appcelerator
The best mobile development platform for The
Moorings
Xamarin – Insourcing price model
The best local developer for
The Moorings
AppStudio – Outsourcing price model
• Average cost for subscription SaaS or Software as a service - $5700 to $9999 annually in
perpetuity
• Apps to buy outright will cost anywhere from $20k to $50k+ depending on functionality
Xamarin Developer
AppStudio Corporation
2519 McMullen Booth Road
Suite 510-268
Clearwater, FL 33761
[email protected]
727-480-8805
CRM Optimization & Best Practices
for Commercial Excellence
Strategic vision: The CRM champion and directorship should
periodically revise The Moorings’ strategic vision for the customer
relationship management system. Validate or revise how the CRM
system directly supports the company's highest priority objectives.
Business objectives evolve over time to via increase or decrease in
sales conversions, the need to improve, support, etc.) Your objectives
should be translated into SMART goals that are prioritized and
congruent throughout the enterprise.
High-impact deliverables: When mapping your goals to your CRM
optimization plan, you should be break your strategy into manageable
pieces that can be executed and modified quickly. Adjustments should
make a measurable business impact, build momentum and thusly
foster sustainable support for the CRM system.
Ongoing execution: Over time, new capabilities should be
implemented out on a steady, intervallic basis, that aligns with The
Moorings’ business objectives.
CRM Optimization & Best Practices continued
Key factors of a CRM Optimization Plan
• System Integration – Integrate CRM with
accounting, Web-based order
management/e-commerce and ERP
systems, etc. from site to site
• Validate your manual processes before
implementing your CRM automation
• Accurize, Denormalize and Optimize data –
Database administrators will need to tweak
DB performance to ensure low latency and
high availability of information
Marketing Luxury Yacht Charters to Millennials
Small concepts make a big difference in this market!
Crafting a Digital Competitive Advantage with Wi-Fi
• Charging extra for Wi-Fi is dangerously close to brand suicide
• Millennials expect to stay connected to the Internet and social media on
vacations
• A majority of millennial employees said they would resign if they couldn’t stay
connected at work. A majority of luxury yacht charter crews are millennials
• Very few luxury yacht charter companies offer free Wi-Fi, adopting this service
will yield customer loyalty and a sustainable competitive advantage
Digital by default
Strategic Pillars
Complimentary
Wi-Fi
Great place
to work
Fabulous customer
experience
Commercial
Excellence
•
•
•
•
•
•
•
•
•
Getting the Most out of Your
Technology
Optimize your Customer Relationship Management System
Use CRM real-time analytics, Google Analytics and AWSTATS
Use cross-platform and integrated strategies where possible
Develop a mobile friendly version of your web site
Create a mobile application for your millennial target market
Avoid heavy reliance on social media especially Facebook
Obtain/Retain source code for all of your apps and web sites
Use cloud services to reduce costs and maximize reliability and
scalability
Use direct mail, Acxiom, Epsilon, or other pay per click for your
marketing campaign
Timeline of Customer Acquisition
Before
During
• Direct and Email
Campaigns
• Website utilization
• Relationship Building
After
• Follow up
• Memory
Packages
The Seacats
Celie Dagesse
Chris Hemmer
Matt Sabella
Ryan Van Sickle
Wendy Mullins
A Special Thanks to:
Maria Badia
Shannan Brennan
Ian Pedersen
Josie Tucci
&
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