Hey Scubaboard-ers,
This is a quick note to get your thoughts and invite you all... Several of us are opening a new scuba operation in Washington, DC... we're going to have a big focus on conservation and the environment--small personalized classes--and have the goal of bringing a lot of new folks in the DC-area into Scuba who may not otherwise be engaged.
And meanwhile, I'd love your advice: What do you want in a scuba diving shop that's not already being served in DC? What would be different from the existing outfits? What do you want more of? We're trying to create something that doesn't just divvy up the existing divers differently, but brings new folks in and offers something really different... so here's your chance... advice please?
Blue Planet: Scuba Diving Classes in Washington, DC - Home is our website... though check back in a couple weeks for a much better one.
Thanks!
_Matt
Matt,
First and foremost I wish you success with your new venture. For the most part, the DC Market is untapped.. with heavy competition from the NVA market. If you're strategically placed and do things right, you can do very well.
Opinions from non-shop owners and local divers are fairly useless. I have found that divers skew their opinions to their own and of the small niche groups they participate in. What they want is of little value. While they need to be listened too, please don't base your decisions on this information alone. Speak to other shop owners who are willing to share their successes and failures with you.
The bottom line is there are four ways to make money with a dive shop.
1. Certify a lot of divers
2. Sell a lot of equipment
3. Lead many trips
4. Service lots of gear
The problem right now is that the economy is not providing "a lot" of an of the above. When the economy is good, a dive shop can do extremely well financially. While the MD/DC/NVA is a little more immune to the economic downturn than other parts of the country, it is not particularly healthy.
Most important with the retail end. Do not let reps load you up with gear for the show-room. Sales are slow and buy-ins high. Stay away from the bigger name brands with MAP and MARP Pricing. They're killing dive shops nationwide.
Also do not count on the "tech" community for anything. They are too small and insignificant to make a difference in your business. Focus on advanced recreational training courses, but not technical training. Tech instructors are few and far between and demand more money than they are worth. Tech divers use the same gear as recreational divers - they just call it different things. A regulator is a regulator and a tank is a tank and while BCD's may come as one piece or multiple pieces you have to assemble, they are still BCD's.
Run as many trips as possible - but be realistic. More and more people are members of dive clubs and groups and they're booking their own trips and dividing the commissions and free spots among their members.
Equipment Services such as airfills, reg service etc... are great ways to make money. Get certified on as many brands as possible. Do this by attending DEMA workshops or asking reps for classes. Rec and Tec divers all need gear serviced. Recreational divers count on you - most techies have a do it theirselves attitude. This is another reason they're not worth having around. For the most part they are cheap and do buy online quite a bit. I filled my shop with tech gear, even brought in a tech Instructor and over a two year period saw no benefit from it - so I dropped the entire program.
The biggest mistake you'll make is buying gear you don't need and will never sell from aggressive manufacturer reps. If you need help with where to say yes and where to say no, let me know. I'll be happy to help you out.
Cheers and best wishes for much success!
