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Offers
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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...
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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...
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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...
On Money
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Low bookings? 4 Ideas to consider
The boat went out twice this week. Half full both times.Your fixed costs do not care. Rent, insurance, the staff you want to keep, the loan on the compressor. They...
Low bookings? 4 Ideas to consider
The boat went out twice this week. Half full both times.Your fixed costs do not care. Rent, insurance, the staff you want to keep, the loan on the compressor. They...
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Dive gear depreciation: the cost you're not cha...
A dive shop owner watches a regulator second-stage fail on the boat. Sigh. Quote a replacement. €380 out of pocket this week, plus a service call, plus the lost rentals...
Dive gear depreciation: the cost you're not cha...
A dive shop owner watches a regulator second-stage fail on the boat. Sigh. Quote a replacement. €380 out of pocket this week, plus a service call, plus the lost rentals...
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What does one certification actually cost you?
Most operators can quote their course price. Few can quote what it costs them. The gap between those two numbers is where the business lives, or quietly dies.
What does one certification actually cost you?
Most operators can quote their course price. Few can quote what it costs them. The gap between those two numbers is where the business lives, or quietly dies.
Customers
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Review platform rules and how operators get banned
You spent three years building 240 reviews at 4.8 stars. It is the best marketing asset your shop owns. One policy violation can wipe it out, or hide your whole...
Review platform rules and how operators get banned
You spent three years building 240 reviews at 4.8 stars. It is the best marketing asset your shop owns. One policy violation can wipe it out, or hide your whole...
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Why your Instagram isn't bringing in bookings
You post good photos. Turtles, clear water, happy divers giving the okay sign. You have a few thousand followers. And almost none of it turns into a booking.This is the...
Why your Instagram isn't bringing in bookings
You post good photos. Turtles, clear water, happy divers giving the okay sign. You have a few thousand followers. And almost none of it turns into a booking.This is the...
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Google reviews: the source of divers that compo...
A new dive shop in its first or second year is usually told the same things by everyone offering advice. Run Instagram ads. List on Booking.com. Build the website. Get...
Google reviews: the source of divers that compo...
A new dive shop in its first or second year is usually told the same things by everyone offering advice. Run Instagram ads. List on Booking.com. Build the website. Get...
Operations
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Why fixing customer complaints one by one doesn...
A customer complains that their rental wetsuit was damp and cold. You apologize and give them a dry one. Problem solved.Next week, a different customer, the same complaint. You apologize...
Why fixing customer complaints one by one doesn...
A customer complains that their rental wetsuit was damp and cold. You apologize and give them a dry one. Problem solved.Next week, a different customer, the same complaint. You apologize...
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Booking system audit: where leads die between I...
An interested diver sees your Instagram post on a Tuesday evening. By Wednesday morning they have moved on. Something happened in those twelve hours and you have no idea what.This...
Booking system audit: where leads die between I...
An interested diver sees your Instagram post on a Tuesday evening. By Wednesday morning they have moved on. Something happened in those twelve hours and you have no idea what.This...
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Why your gear room is losing you money (and wha...
A typical shop has tens of thousands tied up in rental gear that wears out too fast and gets replaced in a panic. Stop fixing leaks one at a time...
Why your gear room is losing you money (and wha...
A typical shop has tens of thousands tied up in rental gear that wears out too fast and gets replaced in a panic. Stop fixing leaks one at a time...
On Staff
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The divemaster-to-manager promotion that breaks...
A dive shop owner promotes the senior divemaster to operations manager. Six months later, the shop has lost two instructors, the divemaster wants their old job back, and the owner...
The divemaster-to-manager promotion that breaks...
A dive shop owner promotes the senior divemaster to operations manager. Six months later, the shop has lost two instructors, the divemaster wants their old job back, and the owner...
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Why your divemasters keep leaving in October
Every October the same conversation: your best divemasters give notice. It is not a people problem. It is a structure problem, and the structure is yours to change.
Why your divemasters keep leaving in October
Every October the same conversation: your best divemasters give notice. It is not a people problem. It is a structure problem, and the structure is yours to change.
On Owner
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What only the owner can do
A dive shop owner spends Tuesday morning answering booking emails. Sets up tanks at 7am Wednesday. Briefs a Discover Scuba Dive at 9am. Argues with the boat captain about fuel...
What only the owner can do
A dive shop owner spends Tuesday morning answering booking emails. Sets up tanks at 7am Wednesday. Briefs a Discover Scuba Dive at 9am. Argues with the boat captain about fuel...
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Working in vs working on the dive shop
Two years in, the shop runs, and the owner is on the boat six days a week deciding nothing. This is the trap that stalls early dive shops. Here is...
Working in vs working on the dive shop
Two years in, the shop runs, and the owner is on the boat six days a week deciding nothing. This is the trap that stalls early dive shops. Here is...
