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The Moorings’ Final
Presentation
Lucky Number 7
Jason Smith
Emily Knighton
Jessica Diehl
Marc Paetzold
Paige Barrett
Table of Contents
The Problem
3
Mission & Vision
4
Strategy
5
Target Market: The Millennials
6
Research Findings
Survey
7—9
10—14
SWOT Analysis
15
5-Forces Model
16
Business Model Canvas
17
Competitive Analysis
18—20
Customer Personas
21
Eric’s Buyer Journey
22
Wendy’s Buyer Journey
23
Jill’s Buyer Journey
24
Co-Creation Project
25
Performance Measures
26
Reflection
Bibliography
27
28—29
The Problem:
The Mooring’s customer
sustainability strategy is threatened
by the lack of their brand awareness
among the younger generations.
Mission & Vision
Mission
The Moorings’ mission is to provide a smooth sailing
experience from the moment we initially spark their
interest and book their vacation to the time they return
home from sea. With more than 20 exotic destinations, a
fleet of custom-built yachts, and fabulous customer service
right at their fingertips, we strive to enable the most
memorable moments for our customers on their
destination vacation at sea.
Vision
Offer a range of dynamic chartering experiences for people
of all ages in order to make every generation's dream
vacation a reality.
Strategy
Objective
The firm seeks to achieve growth with existing
product and service lines in their current market
segments, aiming to increase its diverse market
reach to millennials.
Strategy
Increase brand awareness by strengthening the
presence online with digital advertisements and
at events with sponsorships in order to intrigue
millennials.
Target Market:
The Millennials

20—33 years old

View technology as a defining characteristics of their generation

75% of Millennials have a social network profile

Viewed as more tolerant of races and groups different from their own

More likely to live in central cities than older generations

49% of Millennials have at least some college education
Research Findings
Top 3 Purchasing Influencers:
Digital Advertising Preferences:
Research Findings
Streaming Data:
Tough Mudder:
Average age: 29
1.3 million
participants to date
4.13 million
Facebook followers
10,000—15,000 participants per event
Research Findings
Average Salary & Sign-on Bonus for Top 20 Business
School Graduates:
Competing Yoga Retreats:
Length of
Retreat
Package
Offerings
Destinations
Costs
Yoga Travel
Tree
7 Nights, 8 Days
Yoga, Guided Tours, Costa Rica
Meals
$1,999
Book Yoga
Retreats
7 Nights, 8 Days
Yoga, 1 Massage,
Meals, Surf Lessons
$2,395 Shared
Room
Nicaragua
$3,015 Shared Villa
Survey
This survey reflects nine questions answered by
sixty-six individuals between ages 20—33
This question was asked to help understand the population of the
survey. Most people did not know anything about the yacht industry
or that people could charter them.
We asked to see if people have ever been boating to help understand
whether or not the population in the survey had experience with other
boating adventures.
After asking whether or not people had been on a boat before we wanted to know if people were going to lean to navigate a boat which helps
tie into the Moorings because they offer sailing/boating lessons.
Intimate vacations that are considered ten or fewer are the Moorings
specialize in so this question really helps decide how many people
prefer that type of vacation.
These question asking whether or not people were going to visit
these locations helps us because it gave a good sense
to whether the Moorings picked good locations or not.
1 being not likely at all to 5 very likely.
These questions asking whether or not people were going to visit
these locations helps us because it gave a good sense
to whether the Moorings picked good locations or not.
1 being not likely at all to 5 very likely.
One of the most important questions asked during the survey was to
decide how much of the market could actually afford or were willing to
pay for the vacation that the Moorings provide.
After the survey and people getting more information on the yacht
chartering industry we wanted to know if they would even consider
chartering a yacht in their lifetime. Most of the people who said no did
so because of how expensive the vacation would be.
SWOT Analysis
Strengths




Innovative fleet
selection
High quality customer
service
Yachting expertise
Offered internationally
Weaknesses

Threats
Opportunities




Event sponsorships
University sponsorships
Yoga retreats
Digital advertising
Lack of brand awareness
among millennials

Strong competition that
has existing millennial
clientele
5-Forces Model of Competition
Rival
Sellers
High
Medium
New
Entrants
Substitutes
Low
Suppliers
Consumers
Competition between rival sellers is the highest of the 5 forces. This is
because The Moorings and their competitors all offer similar charters in the
same locations on similar yachts at similar price points. New entrants to the
yacht charter industry are at a medium level because entrance into this
industry is capital and logistically intensive. Smaller companies would have
great difficulty with this but larger, established companies such as cruise
lines and someone wealthy like Richard Branson, the owner of Virgin, could
enter the market with ease. To an extent, substitutes are a force of a
competition; mainly lower cost travel alternatives such as cruises or flights,
and other activities altogether such as backpacking throughout Europe or
an all-inclusive stay at a resort. Competition is low between The Moorings
and suppliers because The Moorings have an exclusive partnership with
their supplier. Therefore, neither sides have much bargaining power.
Customers have no bargaining power when it comes to interacting with The
Moorings. They can choose to either book with The Moorings or they are
forced to book elsewhere.
Business Model Canvas
Key Partners
GoPro; Local towns and small businesses of the yachting destinations; Robertson & Caine
Key Activities
Supply chain; Marketing; Maintenance; Customer Service
Key Resources
Yachts; Crews; Skippers; Entire staff; Financial capital
Value Proposition
Unique customer experience; Tailored vacation scheduling; Option packages; Luxurious and new yachts
Customer Relationships Customer loyalty rewards program
Channels
Email; Social media; Google ads; magazines
Customer Segments
Sailors; All generations; Individuals seeking a unique experience;
Higher income clientele
Cost Structure
Fixed: Insurance; Salaries; Rent; Docking fees; Website costs
Variable: Taxes; Fuel; Commission; Food/Drinks; Maintenance;
Advertising
Revenue Streams
Timeshare for yachts; Charters; Add-ons
The Business Model Canvas looks at a snap shot of the current business model of
the Moorings. It may not be all inclusive, but it focuses on what we kept in mind
while devising strategies to help target millennials.
Competitive Analysis:
Facebook
The Moorings
Dream Yacht
Sunsail
Page Likes
25,125
8,096
24,358
Homepage Shares
2,321
1,096
381
Talking About
693
125
2,360
Time Period
Last 14 days
Last 13 days
Last 14 Days
Frequency
1 day
1 day
2 days
Posts
7
5
3
Likes
175
66
75
Comments
32
0
14
The above table compares the Moorings’ Facebook page to two competitors—
Dream Yacht Charter and Sunsail. Sunsail has almost as many page likes, but many
more Facebook users are talking about Sunsail. However, the Moorings has the
most homepage shares. The high number of comments also demonstrates that
the Moorings are keeping their presence on Facebook more active than the two
competitors.
Competitive Analysis:
Website
The Moorings
Dream Yacht
Charter
Sunsail
Inbound Links
132,028
643,484
126,530
US Rank
62,284
217,683
99,420
Global Rank
222,807
431,712
235,625
Rank
64,273
241,483
119,817
Monthly Visitors
31,297
6,970
15,534
The above table compares website traffic to two other competitors. While Dream
Yacht Charter’s website has many more inbound links, the Moorings and Sunsail
both have many more monthly visitors. The Moorings is leading the three
companies in monthly visits by a large margin.
Competitive Analysis:
YouTube
The Moorings
Dream Yacht
Sunsail
Videos
39
0
25
Ratings
412
0
63
Avg. Rating
4.25
0
2.8
Favorited
0
0
0
Comments
45
0
15
Tweets
86
0
40
Shares
3,651
0
540
Subscribers
399
0
0
Views
256,337
0
32,122
The above table demonstrates that the Moorings’ YouTube channel is doing much
better than the two competitors listed.Dream Yacht Charter does not appear to
even have a YouTube channel. Sunsail has some traffic on their channel, but their
views are less than 25% of the total views of the Moorings’ YouTube videos.
Customer Personas
Eric:
The Adventure
Seeker
Wendy:
The MBA
Graduate
Jill:
The Yoga
Enthusiast
Age:
27
29
24
Relationship Status:
In a relationship
Married
Single
Education:
M.B.A.
M.B.A.
B.A. in Graphic Design
Job Title:
Financial Advisor
Consultant
Graphic Designer
Income:
$95,000
$132,000
$45,000
Defining
Characteristics:

Makes decisions on
a whim

Loves to be on the
water

Logical

Peaceful

Former collegiate
athlete

Extremely social

Positive outlook on life

Always on the go

Adventurous

Outdoorsy


Daring
Active in the local
community

Crossfit

Traveling

Yoga

Tough Mudder


Meditation

Action photography
Going out with
friends

Biking

Running

Rollerblading

Going to local bars

Beach outings with
friends
Hobbies:

How they found
the Moorings:
Hiking
Through a friend at the
Crossfit gym he goes to.

SCUBA diving

Running

Toastmasters
Moorings’
sponsored happy hour
while at UNC for her
M.B.A.
Google search ad
Eric’s Buyer Journey
2. Eric becomes an athlete sponsored by the Moorings who help
him get to the Crossfit Games
presented by the Moorings.
1. Eric walks into his
local Crossfit Box
(gym) for his first
sessions sponsored by the Moorings.
3. See the Moorings offer an
annual retreat for his Crossfit Box.
4. Eric participates in CrossFit Games where the
winners receive a yacht charter as part of the
grand prize.
6. Notices an ad for the
Moorings on the Tough
Mudder website.
5. Eric goes to the Tough
Mudder website to sign
up for the next race.
7. Eric signs up for the Tough Mudder.
9. At the Tough Mudder he
learns that the winners of
Toughest Mudder get a yacht
charter as a grand prize.
8. Sees the Moorings tent. He
talks to a sales rep, and
finds out that Tough Mudder and the Moorings have an exclusive
deal.
10. Eric doesn’t qualify for the Toughest Mudder but sees
that there is an exclusive Tough Mudder—the Moorings
race which is only open to the Moorings clients. He
finally decides to book a yacht charter with a couple of
his closet friends.
Wendy’s Buyer Journey
1. Lindsey goes to weekly happy
hour at UNC. She is
greeted by this week’s
sponsors - the Moorings.
4. Next week when checking her
email, she finds an email from the
Moorings to let her know she didn’t win the
GoPro. Gives her a link to their website to learn
more about their vacations.
5. Wendy clicks on the link and to look
at the Moorings’ website. Intrigued by
the beautiful pictures on the water,
she decides to build out a trip online to get
an idea of the cost to take a yacht to the BVI.
8. The next day after class, they check
out the website together. During the
planning process they us live chat to
get help making choices such as
crewed vs. non crewed yacht
charter.
9. Wendy and friends decide on a
week long crewed yacht
charter with a skipper during
May in the BVI. They book over
the phone in order to split the
cost 4 ways.
12. After returning home, Wendy
receives an thank you email and a
reminder to send any videos they’d like to share.
She sends in a few videos and pictures and emails
them to the address provided by the Moorings.
2. Before getting a drink, she enters
the Moorings’ raffle to win a GoPro.
To enter she supplies her name,
birthday, and email address.
3. Mingles with the Moorings
staff & friends at the happy hour.
Discuss yachting and vacation
destinations that they enjoy & that the
6. When seeing the price in the cart for a
4 to 6 passenger yacht trip in May to the BVI for 7
days, she realizes her and her husband could
afford it if friends were to go with them. Plus, she just
signed a contract for a new job that included a large
sign on bonus.
7. That night at this week’s happy
hour, she brings up the idea of a
graduation yacht trip with the
Moorings to friends. 3 other friends agree it
would be a great idea and they plan on getting
together tomorrow after class to look at trips.
10. Once the trip is booked, the Moorings
keep in touch up until the trip by sending
suggestions of things to do in the BVI—links to SCUBA
sites, restaurants, bars, etc. This helps the
students plan out their itinerary over the
months leading up to the trip.
11. On the yacht, they find there is a GoPro camera with a
Thanks for Choosing the Moorings card. This card describes
their co-creation project. They can keep the GoPro, and if
they take any videos, the Moorings welcomes sharing them
so that they can be a part of future mash-up advertising
13. In November, Wendy receives a Happy Birthday email from the Moorings. In the email, they provide a
link to the mash-up video that included their content. It states that the video will be used on their
YouTube page and at future happy hours at UNC. The Moorings thanks Wendy and friends for helping
them demonstrate just how great the Moorings yacht charters are.
Jill’s Buyer Journey
1. Jill learns about the Moorings when she types into her google
search engine, “yoga retreats”. The Moorings Yacht and Charter
advertisement appears on the side of her screen.
2. Her curiosity spikes when she sees The Moorings aesthetically appealing pic of a SUP water yoga class being held beside a
beautiful Moorings yacht, with the sun setting in the background in the Bahamas.
3. Jane clicks on the advertisement, and gets redirected to The
Moorings web page, Yoga Retreat Package. Jane reads further
into this retreat, and she learns that fellow yogi's from around
the world come together for this retreat. Also, attached to this
package info is a link to a blog specifically for fellow yogi's to
come together and form their group to experience the retreat
they want with the Moorings.
4. Jane becomes involved with the Mooring’s yoga retreat blog. She
connects with the bloggers throughout the month, until she agrees
to be a part of a group that are meeting one of the Mooring’s yachts
in the Bahamas for a week long retreat vacation.
5. She feels that going on a yoga retreat with the Mooring’s would
be a spiritually building experience for herself that is invaluable. She
also considers that the price of being on a Mooring’s retreat is a
much better value than other yoga retreats, which are often in the
thousands.
6. Once she and her fellow yogi bloggers decide to go, they
book a group retreat online and their yoga instructor is
chosen by the group out of those accepted instructors
offered by the Mooring’s.
Co-Creation Project
The idea behind our co-creation project is to allow customers to use
GoPro cameras to record their vacation, developing future ad material in the process. Each trip would come with a GoPro to record
content, and the Moorings would ask that in return they submit any
videos they’d like to share. The Moorings could then make a
commercial and put it on YouTube or use it for when they go to
sponsor college happy hours. This helps create an image that is
directly related to those who have gone on these vacations.
On the yacht, customers would find a post card message similar to
the one seen below.
Dear (customer name),
Thank you for choosing The Mooring’s. We hope
that you enjoyed you stay with us and had an
amazing trip. Remember that you can go to
(website info) and upload all of your video to
share with future and current friends of the
Moorings and have a chance to win a free GoPro
camera.
Thank you,
(client manager)
Performance Measures

Are we meeting our goals?

Are our customers satisfied?

Are our processes being measured properly?

Are we defining our needed improvements?

Which channels are most effective in conveying messages?
Reflection
We had the opportunity of finding solutions to the
Mooring’s lack of millennial engagement. By
creating appealing packages targeted to specific
millennial customer segments, we can create brand
awareness and continuous growth for the
Mooring’s Yacht and Charter Company. This project
allowed us to practice real business skills in
providing solutions for their millennial market
disengagement. Our proposed marketing tactics
will be relevant in the digital age, and reach the
millennial market segment in an effective way. By
emphasizing the fun, active, and memorable
experience that can be attained with the Mooring’s,
millennials will flock in numbers to book a vacation
on one of their luxurious yachts. Anchors away!
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