Offers
Stacking value without inflating costs
A dive shop owner wants the Open Water price to feel like better value, but doesn't want to drop the price or cut into margin. The instinct is usually to...
Stacking value without inflating costs
A dive shop owner wants the Open Water price to feel like better value, but doesn't want to drop the price or cut into margin. The instinct is usually to...
DSD: What you're really selling when you sell a...
A Discover Scuba Dive looks, on the surface, like a cheap and slightly disposable product. The operator sells it for $80 to $120 USD. The customer breathes underwater for 30...
DSD: What you're really selling when you sell a...
A Discover Scuba Dive looks, on the surface, like a cheap and slightly disposable product. The operator sells it for $80 to $120 USD. The customer breathes underwater for 30...
Bonuses, guarantees, and scarcity in a dive sho...
Most dive operators read the word "guarantee" and think of mattresses on TV. "Sleep 100 nights or your money back." The dive-shop reaction is usually: that does not belong in...
Bonuses, guarantees, and scarcity in a dive sho...
Most dive operators read the word "guarantee" and think of mattresses on TV. "Sleep 100 nights or your money back." The dive-shop reaction is usually: that does not belong in...
You are too cheap! The case for raising your pr...
Every dive operator we talk to says the same thing about raising prices. "I can't. The shop down the street charges less. We're in a saturated market."That belief is wrong...
You are too cheap! The case for raising your pr...
Every dive operator we talk to says the same thing about raising prices. "I can't. The shop down the street charges less. We're in a saturated market."That belief is wrong...
The value equation, dive shop edition
Two dive schools, same town, same course. One charges £550, the other £720, and both have customers. The difference is not marketing. It is the offer, and here is how...
The value equation, dive shop edition
Two dive schools, same town, same course. One charges £550, the other £720, and both have customers. The difference is not marketing. It is the offer, and here is how...