YAC Product Positioning Brand Strategy

Product Positioning & Brand Strategy
Final Report
December, 2011
CONFIDENTIAL & PROPRIETARY GEMBA GROUP
Agenda
Objectives of Yachting Australia Project Approach Status Quo Yachting Australia Market Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix
Yachting Australia
GEMBA GROUP
YAs objectives for the project encompassed a better understanding of its consumers, ideal products as well as commercial options
To gain thorough insights into the behaviours and motivations of people in the sport and on the fringe and find out how engaged they are, how sailing is consumed and what the barriers to participation are To gain an understanding of the optimal product portfolio and brand architecture of Yachting Australia (YA) on a national level To receive an assessment of the sponsorship potential of existing programs/brands based on the target demographics of programs/brands To get an overview of potential licensing opportunities for the grassroots component of the sport
Yachting Australia
GEMBA GROUP
Agenda
Yachting Australia
GEMBA GROUP
gemba has taken a research-driven approach to developing entrylevel product opportunities for Yachting Australia
Quantitative Member Research

Quantitative survey sent out to ~30,000 people including club members as well as people having completed entry level sailing programs such as Go Sailing Day or Try Crewing Day 1,668 members responding to approximately 60 questions assessing their preferences, behaviours, potential barriers and consumption of the sport Quantitative research provided insights into potential product development opportunities which were tested further in the qualitative research component
Qualitative Research
Conducted 7 focus groups covering the segments with the highest potential for YA both sailors and non sailors: Primary School & Young Families Secondary School & Older Families Young Adults (to understand the drop-off from Secondary School to Young Adult) Developed key opportunities for the sport by segment
Brand Workshop & Commercialisation

Conducted Brand Workshop with key YA stakeholders developing the key opportunities further and discussed implementation requirements and challenges Developed commercial opportunities for YA and the key product opportunities
Yachting Australia
GEMBA GROUP
Agenda
Yachting Australia
CONFIDENTIAL & PROPRIETARY
GEMBA GROUP
Yachting Australia
TA Marketing Plan
GEMBA GROUP
Yachting Australias pathway comprises 10 different steps, however the entry level into the sport is not clearly defined across States
Yachting Australia
YA Pathway
Steps 10
10. AUS Sailing Team
Steps 7-9
9. AUS Development Squad 8. State-based HP Squad 7. State-based Development Squad
Steps 4-6
6. Club & class coaching programs 5. Club racing 4. Simplified club racing, e.g. Twilight / Social Sailing
Steps 1-3
3. Learn to Race 2. Better Sailing 1. Introduction to Sailing
Entry Level
GoSailing Entry level brand VIC TrySailing Entry level brand NSW Tackers Entry level program for children aged 7-12 years Sailability
Entry level programs and brands inconsistently delivered across the different States
Yachting Australia
GEMBA GROUP
Nationally, there are 4 main training programs for dinghies, keelboats, powerboats and windsurfing
Yachting Australia
National YA Programs
National Small Boat Sailing Scheme
National Powerboat Scheme*
National Keelboat Scheme
National Windsurfing Scheme*
Learn to sail and race Scheme consists of 4 Scheme consists of 5 Scheme consists of 9 a dinghy or small different proficiency different levels with different levels: catamaran in most levels: each one taking at 1. Basic Skills conditions least 12hrs of training 1. Recreational 2. Improving Scheme consists of 6 Powerboat 1. Keelboat Crew Techniques different proficiency Operator 2. Keelboat Helm 3. Stronger Winds levels: 2. Powerboat 3. Keelboat 4. Longboard 1. Basic Skills 1 Handling Content Spinnaker Certificate 5. Short board 2. Basic Skills 2 4. Keelboat Racing 3. Safety Boat 6. Instructor Levels 3. Better Sailing 5. Keelboat Handling 7. Windsurfing Master 4. Racing Skills 1 Seamanship Certificate 8. Club Trainer 5. Racing Skills 2 4. Powerboat 9. Coach Level 1 & 2 Instructor 6. Small Boat Instructor
* not in scope for research Yachting Australia
GEMBA GROUP
There is a variety of other entry level programs available through the State organisations and the Boating Industry Association
Yachting Australia
The Boating Industry Association (BIA) of NSW represents the boating and marine industries in NSW One of BIAs objectives is to Grow Participation in Recreational Boating in Australia
BIA have established 2 enticer programs for people without prior sailing experience: 1. Try Sailing Day (run for ~15yrs) Objective is to give non-sailors, specifically kids, a taste of the sport Organised by BIA, run by Yacht clubs 2010: 42 participating clubs with ~2,500 children participating Target audience are kids 6-12 years Free course for participants and clubs, funded by BIA 2. Try Crewing Day (run for 2yrs) Targeted at adults >18yrs Basic sailing training delivered by clubs However, there is no information transfer from clubs to BIA and / or YNSW about participant data
Yachting Australia
Yachting VIC & Yachting WA have been running Go Sailing Days successfully over the past years
GEMBA GROUP
Membership in yachting is currently developed around annual subscription-based models which are differentiated by age only
Yachting Australia
Yachting Memberships
Currently, memberships of individuals with yachting clubs are mostly based around the following models: o o o Annual full membership Annual crew membership Annual junior membership
Clubs often reserve the right to charge a nomination or entrance fee in addition to the annual subscription The process of including new members is often lengthy, including new member reference checks or review through a nomination committee There are slight modifications to these models but they are overall non-flexible and mostly require long-term commitments
Given that most consumers state commitment as a barrier for taking up a sport, alternative membership models will be assessed in research
Yachting Australia
GEMBA GROUP
10
Yachtings governance structure inhibits direct control by the peak body through to the yachting clubs
Yachting Australia
Yachting Governance Structure Affiliation Structure

Yachting Australia
Affiliation Revenue
YA receives an annual financial contribution from States State Associations then levy fees from clubs they have freedom to determine how the fees are levied
Revenue Flows
YA and State Associations are separate legal entities YA can provide strategic leadership but States & clubs are not obligated to follow
State Associations
Revenue Flows
Yacht Clubs
Source: Yachting Australia and State association interviews * The sport of Windsurfing is governed by the Australian Windsurfing Association which is affiliated to YA Yachting Australia
GEMBA GROUP
11
The current product portfolio of YA offers a variety of programs but is not targeting any segments nationally with specific offerings
Yachting Australia Capability Level Segments Primary school kids 5-12yrs Secondary school kids 13-19yrs Young adults No sailing skills Basic Awareness
Current YA Product Portfolio

Social & Medium Simplified recreationa level of skills racing skills l skills
Tackers (VIC only)
Try Sailing Day (BIA)
Full racing skills
Coaching skills
HP skills
National Small Boat Sailing Scheme National Keelboat Sailing Scheme
Developm ent Squad
16-34yrs w/o kids

Working Professionals <34yrs, working, w/o kids Young Families Older Families Empty Nesters Retirees People with a Disability
Yachting Australia
HP Squad AST
Go Try Sailing Crewin Day g Day (VIC, (BIA) WA only)
Twilight Sailing
Sailability
GEMBA GROUP
12
Market
TA Marketing Plan
GEMBA GROUP
13
We used gembas Active Sports Participation (gASP) research to draw insights relating to the sport of sailing and its participants
Key Components of gASP:
1. Current Participation
Frequency, time of year, nature, environment and motivations
2. Potential Participation
Interest, motivations, barriers, time of year Age 5 to 75 years
3. Past Participation
Age when participated, reason for stopping
4. Junior Programs
Measures the awareness of programs, participation, involvement and sponsorship association Location Capital Cities & Regional Australia
5. Brand Imagery
Measures the key brand image attributes as it relates to Participation
6. Membership
An analysis of types of sports memberships associations, gyms, clubs Sample Weekly 7,280 per year
7. Volunteering
Number of hours, volunteering role and time of year
8. Consumption
TV viewership and attendance to professional sporting events
Yachting Australia
GEMBA GROUP
14
Passion levels are low for sailing and yachting only 5% of the population is fanatical about the sport
Market
Passion Levels Sports (5-75yrs)
Ranked 37 th out of 46 sports tracked
47 59
%
52 63 67
61
65
66
64
66
62
61
69
69
74
83
23 16 31
Walking
25 16 23
Swimming
13 20
Rugby League
20 19
Tennis
16 19
M o to r Spo rts
16 19
Fishing
18 18
Dance
16 18
So ccer
21 17
Ten pin bo wling
22 17
B ushwalking
16 15
Gym wo rko uts
17 15
Cycling
13 13
Rugby Unio n
25
A FL
22
Cricket
11 5
Sailing / Yachting
Fanatics (5 or 4)
Source: gemba Active Sports Participation (gASP)
Fans ( 3 )
Disinterested (1 or 2)
Q. Please indicate your level of passion for each of the sports? 1=not at all; 5=very Yachting Australia
Base: All Australians; n=5,614

GEMBA GROUP
15
Motivations to get involved in sports differ significantly by age and stage of life
Motivations to Participate in Sport
(By Segments)
5 - 75 Years
60
50
Fitness
40
Relaxation
30 20
Social Interaction Competition
10
0
Primary School High School Young Adult Young Family Older Family Working Professional Empty Nesters Retirees
Source: gASP Q. For each sport allocate 100 points across the four reasons (Relaxation, Fitness, Social interaction, Competition) to best reflect how important each is for you Base: Total population n=6,253
GEMBA GROUP
16
Only 24% of sailing & yachting fanatics are current participants in the sport
Market
1%
Passion for Sailing & Participation

at5(Played at-least once last 12 months, 5-75yrs)
Sailing & Yachting Passion

6%
99%
Disinterested
83%
24% 94%
Fans Fanatics
11% 5%
Participate last 12mths Non Participant
76%
Q. Which of these activities have you participated in the past 12 months? Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? Yachting Australia
Base: Total Sample n=5,614

GEMBA GROUP
17
2.6% of Australias population is currently participating in sailing & yachting

Market
Current Participation (% of population, in the last 12 months, 5-75yrs)
53.1%
511k people participated in sailing during the last 12 months*
36.7% 26.1% 23.2% 21.5% 20.0% 19.7% 18.5%
Ranked 34 th out of 46 sports tracked
16.0%
12.5% 11.1% 11.0% 10.3% 9.1%
8.7% 2.6%
or ko ut s
So cc er
lf
hi ng
ci se
nn is
nc e
in g
in g
lk in
w lin
yc lin
m in
G o
nn i
oo
Sw im
Bu sh
G ro up
G ym
Ta b
pi n
ke t
ng
Te n
Ru nn i
ric
Source: gemba Active Sports Participation (gASP), *Extrapolated using ABS Census data (June 2010) Total population ~19.5m (age 5 to 74), national Q. Which of the following sports or forms of exercise have you participated in during the last 12 months? Yachting Australia Base: Total Sample n=5,614
GEMBA GROUP
Sa ili
ng
Ya ch tin
al k
-o ut d
Te
D a
ex er
Fi s
jo g
bo
le
Te
18
Besides being perceived as an international sport, sailing has an image of being exclusive, for older people and dangerous
Market
Imagery for Sailing / Yachting (in %, among general population, 5-75yrs)
45
43 35 30 26 20 19 19 19 16 11 11 10 9 9
M od er n
eo pl e
Bo r in g
ul ar ity
si b le
fe
cl us iv e
Fu n
na l
ss
le
an ge ro u
C oo
In te rn at io
de rp
yo un g
Ac ce s
Po p
Ex
sin g
Fo r
Fo r
Lo
Source: gemba Active Sports Participation (gASP) Q. Which of these sports do you associate with each of the statements? Yachting Australia

GEMBA GROUP
C om
m un i
ol
ty
in vo lv e
ci tin
Ag el e
Ex
pe op
Sa
19
No other sports is seen as exclusive as sailing. The biggest difference to the top sport is Accessibility and Community involved
Market
Imagery (Sailing vs. Top sport, in %, 5-75yrs)

69 45 43 43 61 35 69 46 20
Motor Sports
39
Walking
Ten Pin Bowling
30
34 19
Sailing
Motor Sports
Tennis
19
International
Exclusive
For older people
Dangerous
Fun
Exciting
Boring
58 43 19 38 34
61 53
Walking
Snow Sports
Snow Sports
11
Snow Sports
16
10
For young people
Cool
Modern
Sailing / Yachting
Losing Popularity
Top Sport for Imagery
Accessible
Community involved
Snow sports defined as Snow Skiing and Snow boarding Q. Which of these sports do you associate with each of the statements? Yachting Australia

GEMBA GROUP
Surf Life Saving
Squash
Golf
20
The average starting age for sailing is very high compared to sports with an established junior develop program
Market
Average Participation Start Age (in years) Earliest start age Latest start age
28 20 21 22 23
10
11
Swimming
Gymnastics
Athletics
Soccer
AFL
Sailing / Yachting
Golf
Group exercise
Gym workouts
Pilates
Junior Development Programs
Source: gemba Active Sports Participation (gASP) Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating? Yachting Australia
Base: Participants of respective sports
GEMBA GROUP
21
Sailings starting age profile is similar to golf the majority of people picked up the sport between the age of 16 and 24
Market
Starting age profile (Selected Sports)

2%
Swimming 74% 16% 6% 2%
1%
AFL 52% 32% 13% 2%
Sailing / Yachting
18%
22%
31%
20%
9%
Golf
12%
24%
33%
21%
10%
Gym workouts
6%
12%
51%
18%
10%
Under 10
10 15
16 24
25 34
35 +
Source: gemba Active Sports Participation (gASP) Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating? Yachting Australia Base: Participants
GEMBA GROUP
22
Consumers
TA Marketing Plan
GEMBA GROUP
23
Current Participation
Yachting Australia
GEMBA GROUP
24
Participation in sailing varies by life stage where the Older Families segment has the highest participation levels in Sailing
Consumers
Participation in Sailing (Last 12 months, by segment, 5-75yrs)
4.3% 3.8% 3.1% 2.8% 2.6% 3.0% 3.1%
1.7%
Primary School
Secondary School
Young Adults
Young Families
Older Families
Working Professionals (no kids)
Empty Nesters
Retirees
Source: gemba Active Sports Participation (gASP) Q. Which of the following sports or forms of exercise have you participated in during the last 12 months? Yachting Australia Base: Total Sample n=5,220
GEMBA GROUP
25
Older Families is also the segment where females outnumber males in terms of participation
Consumers
Participation in Sailing (Last 12 months, by segment & gender, 5-75yrs)
Male Female
4.3% 3.8% 3.1% 2.8% 0.9% 1.7% 2.5% 1.9% 0.9%
Primary School Secondary School Young Adults Young Families Older Families
1.2% 1.4%
2.2% 2.6%
3.0% 0.7%
3.1%
1.3%
1.5% 2.1% 1.1%

Working Professionals (no kids) Empty Nesters Retirees
0.8% 1.8%
2.3%
1.8%
GEMBA GROUP
26
However, female participation in sailing across all segments tends to be less frequent than male participation in sailing
Frequency of participation - Sailing (Last 12 months, by gender, 5-75yrs)
Male
8%
30%
21%
42%
Female
5%
19%
24%
53%
More than once per week Once every one to three months
Once per week to once per month Less often than every three months
Q. How frequent do you participate in the following sports? Yachting Australia
Base: Sailing Participants n=147

GEMBA GROUP
27
Sailing has higher levels of participation in Hobart compared to the other capital cities
Consumers
Current Participation in sailing & yachting 5% of population by location, 5-75yrs
Brisbane Perth 2.6% Adelaide 1.6% 2.5% Sydney 2.5%
Melbourne 1.9% Hobart

5.4%
GEMBA GROUP
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months? Yachting Australia
28
Among sailing participants, most tend to sail socially with friends & family while a quarter takes part in some form of organised sailing
Consumers
Nature of Participation (Sailing Participants, 5-75yrs, in % of participants)
64
33 11 1
On my own Socially with friends Socially with family As part of an organised coaching / training program
As part of an As part of an organised week organised to week tournament, competition one off event or race
23% participated in some form of organised Sailing*
*Multi-choice question hence this figure is less than the sum of the individual scores Source: gemba Active Sports Participation (gASP) Q.During the last 12 months, what was the nature of your participation in these sports or forms of exercise? Yachting Australia Base: Sailing Participants n=147
GEMBA GROUP
29
Sailing is done for social & relaxation reasons, however, frequent participants place slightly more importance to fitness and competition
Consumers
Motivation for Participation Participated in last 12 months, 5-75yrs, Mean Importance (100 Points)
All sports Sailing & Yachting
42 10 21 27 Fitness Competition Social Interaction Relaxation 9 9 40 42
At least monthly
Surfing
Fitness Competition Social Interaction Relaxation 4 32 46 18
Fitness Competition Social Interaction Relaxation
14 16 39 31
Golf
Fitness Competition Social Interaction Relaxation 13 15 36 36 Fitness Competition Social Interaction Relaxation
Windsurfing
25 15 21 40
Canoeing / Kayaking
Fitness Competition Social Interaction Relaxation 5 33 38 23
Source: gemba Active Sports Participation (gASP) Among current participants (participated in the last 12 months) Q. For each sport allocate 100 points across the four reasons (fitness, competition, social interaction and relaxation) to best reflect how important each is for you. Yachting Australia
Base: Participants of respective sport; Sailing: n=147

GEMBA GROUP
30
Future Participation
Yachting Australia
GEMBA GROUP
31
Among those who do not currently sail, children, Young Adults and Young Families have the highest interest in participating in sailing
Consumers
Current + Interest in Participating in Sailing & Yachting 5(By segment, 5-75yrs)
8% 7% 6% 3.0% 4.1% 3.3% 2.7% Total 2.8% Primary School 3.8% 1.7% Secondary Young Adults School
Sailed Last 12 months
8% 7%
4.3%
5%
4.9%
2.6%
5% 2.6%
5% 1.6% 3.0%
4% 1.2% 3.1%
3.1%
4.3% 2.6% Older Families Working Professionals (no kids)
Young Families
Empty Nesters
Retirees
Interested in sailing / yachting next 12 months (% 4 or 5)
Source: gemba Active Sports Participation (gASP) Q. Which of the following sports or forms of exercise have you participated in during the last 12 months? Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very Base: Total Sample n=5,220 Yachting Australia
GEMBA GROUP
32
Young mothers are particularly interested in sailing, thus making the Young Families segment the one with the highest interest for sailing
Consumers
Interest in Sailing (Next 12 months, by segment & gender, 5-75yrs)
Male Female
4.1% 4.3% 3.3% 3.0% 1.2% 1.7% 2.9% 1.0% 3.3% 2.6% 0.7% 2.6% 0.6% 1.6% 0.8% 0.9%
Young Adults Young Families Older Families Working Professionals (no kids) Empty Nesters
4.9%
1.8%
2.4% 1.4%
2.3% 1.6%
1.9%
2.0%
1.2% 0.2% 1.0%

Retirees
Total
Primary School
Secondary School
GEMBA GROUP
33
Interest levels are fairly similar across the country, there are some differences between regional and metropolitan areas
Consumers
Interest in Participating in Sailing & Yachting (% of population)
WA Regional 0.6% Perth Metro 1.7%
QLD Regional 1.5% SA Regional 2.8% Adelaide Metro 2.5% Hobart Metro / TAS Regional NSW Regional 3.2% Brisbane Metro 2.3% Sydney Metro 3.9% Melbourne Metro / VIC Regional 3.2% / 3.5%
Source: gemba Active Sports Participation (gASP) 1.6% / 3.3% Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very Base: Total Sample n=5,614 Yachting Australia
GEMBA GROUP
34
Among the high interest segments the cost of participating is a common barrier to participation
Consumers
Barriers to Participate 1/2 Secondary School

Cost of participating Not having the equipment required to participate Not knowing where to participate Lack of available/appropri ate facilities Not having anyone to participate with
Primary School
Having to become a member Not having the equipment required to participate Lack of available/appropri ate facilities Not knowing where to participate
Young Adults
Not knowing where to participate
Young Families
63%
Cost of participating Lack of available/appropri ate facilities Not knowing where to participate Not having the equipment required to participate Not having anyone to participate with
34%
37%
63%
33%
37%
Cost of participating Lack of available/appropri ate facilities Not having anyone to participate with Not having the equipment required to participate
55%
44%
32%
24%
47%
34%
30%
20%
42%
33%
Cost of participating
29%
19%
33%
24%
Q. For the following sports that you are interested in participating in, if any, which of the following create barriers to you staring to participate? Note: Small sample size Yachting Australia
GEMBA GROUP
35
The perceived cost of participating in sailing remains the top barrier for Older families, Working Professionals and Retirees
Consumers
Barriers to Participate 2/2 Work Professional (w/o kids)

56% Cost of participating Not having the equipment required to participate Not having anyone to participate with Lack of available/appropri ate facilities Having to become a member 52%
Older Families
Cost of participating Lack of available/appropri ate facilities Commitment to a season Not having the equipment required to participate Not having anyone to participate with
Empty Nesters
Not having anyone to participate with 37%
Retirees
Cost of participating Not having the equipment required to participate Have existing injuries 41%
41%
39%
Cost of participating Not having the equipment required to participate Not knowing where to participate
30%
29%
25%
35%
19%
28%
24%
21%
15%
Not having anyone to participate with
24%
13%
18%
Commitment to a season
12%
Having to become a member
14%
Q. For the following sports that you are interested in participating in, if any, which of the following create barriers to you staring to participate? Note: Small sample size Yachting Australia
GEMBA GROUP
36
In relative terms, families place higher emphasis on sailing to relax while Young Adults and Empty Nesters are more keen on social aspect
Consumers
Motivations for Participation in Sailing

(Interested in Sailing)
Professional w/o kids
Young Families
Primary School
Older Families
27%
Competition
15% 15%
Social Interaction Competition Fitness Relaxation
Fitness
22 28 22 28
25 11 19 45
32 13 12 42
29 8 8 55
22 9 16 53
26 16 13 45
32 8 14 46
20 17 19 44
Relaxation
43%
Motivations for participation Source: gemba Active Sports Participation (gASP) Q. How important are the following for your participation in that sport? Allocate 100 points across the 4 attributes to best reflect how important each is to your participation. Yachting Australia
Base: Interested in Sailing, n=155

GEMBA GROUP
Retirees
Social Interaction
Empty Nesters
Young Adults
Secondary School
37
While the majority of people interested to sail in the next year want to sail socially, a quarter of them are interested in training programs
Consumers
Nature of Participation Interested in Sailing, all age groups (in %)
65
32 20 25 13 7
On my own
Socially with friends
Socially with family
As part of an organised coaching / training program
As part of an As part of an organised week organised to week tournament, competition one off event or race
*Multi-choice question hence this figure is less than the sum of the individual scores Source: gemba Active Sports Participation (gASP) Q. what are all the ways in which you would want to participate in these sports? Yachting Australia Base: Interested in Sailing / Yachting n=164
GEMBA GROUP
38
Key Insights Market & Consumers

Sailing is ranked 37th and 34th out of 46 sports respectively in passion and participation
The main barrier for future participation is the perceived cost of sailing, especially among Young Adult and Young Families
Low passion and participation 1
Cost is the top barrier to participation
Exclusive image and inaccessible
Key Insights
Sailing is perceived as the most exclusive sport while not being seen as very accessible
Relaxation an 5 important element

Relaxation is consistently the most important reason for Sailing participation among both current sailors and those interested in sailing
3 Late starting age

On average, the starting age of sailing is much higher than other sports with established junior programs. Sailing has a similar profile to golf
High interest among children, young adults and families
Primary school, Secondary school, Young Adults and Young Families have the highest interest in participating in sailing in the next 12 months Yachting Australia
GEMBA GROUP
39
Yacht Club Members
TA Marketing Plan
GEMBA GROUP
40
Keel Boat participation is highest among yacht club members followed by participation on Dinghies and Powerboats
Members
Participation in Sailing Last 12 months
72%
48%
46%
25%
6% 1%
Keel Boat Dinghy Trailable Yachts Powerboating Windsurfing Kiteboarding
Source: YA Members Survey Q. When was the last time you participated in each of these activities?? Yachting Australia Base: Total Sample n=1,578
GEMBA GROUP
41
There is no major difference in sailing participation across the country apart from a slightly higher keelboat usage in TAS, WA and NSW
Members
Participation in Sailing Last 12 months

West Australia Queensland
65% 47% 32%
83% 44% 27%

Trailable Yachts
Keel Boat
Dinghy
Keel Boat
Dinghy
Trailable Yachts
New South Wales

79% 46% 19%
Keel Boat Dinghy Trailable Yachts
South Australia
62%
Victoria
52% 28%
Trailable Yachts Keel Boat Dinghy
Tasmania
84% 52% 23%
67%
49%
26%
Trailable Yachts
Keel Boat
Dinghy
Keel Boat Trailable Yachts
Dinghy
Source: YA Members Survey Q. When was the last time you participated in each of these activities?? Yachting Australia

GEMBA GROUP
42
When compared to people interested in sailing, current members place a higher emphasis on competition and achievement
Members
Motivation for participating in Sailing
Sailing Members
43 34 27 22 17
Interested in Sailing
27
15
15
Relaxation
Fitness
Competition / achievement
Social Interaction
Relaxation
Fitness
Competition / achievement
Social Interaction
Source: gemba Active Sports Participation (gASP), YA Members Survey Q. Please allocate 100 points across the four reasons to best reflect how important each is for you. Yachting Australia
Base: Total Pop; n=5,220 (gASP) Base: Sailors; n=1,668 (Member Survey)
GEMBA GROUP
43
The top reasons for participating in sailing for club members are fun, freedom and the joy of being outdoors
Members
Reason for participating in Sailing

(Applies very strongly)
For the fun I like the sense of freedom associated with sailing I like being outdoors An activity you can do for life I like the technical aspect of sailing For the racing & competition I live close to the ocean It involves both males and females Flexibility to do alone or with others A social catch-up with friends/family The opportunity to travel To maintain fitness & health To meet new people To have the family all doing an activity together 29% 24% 24% 25% 23% 28% 21% 23% 17% 16% 14% 21% 13% 18% 12% 23% 44% 39% 43% 43% 46% 60% 55% 54% 54% 51% 51% 66%
Keel Boat sailors only Dinghy sailors only
Q. Please indicate the degree to which the following reasons motivate you to participate in the sport of sailing. (1=Doesnt apply 5=Applies very strongly) Yachting Australia
GEMBA GROUP
44
Participation peaks on the weekend for Keel Boat and Dinghy. Interestingly there is a large contingent of twilight Keel Boat sailors
Members
Timing of Participation By Boat Types

Keel Boat
Weekends
Dinghy
Trailable Yachts
71
54
39
Weekdays during the day
24
Weekdays after work
34
11
Holidays at a place near where I live
14
Holidays at a holiday destination
15
10
Holidays at my holiday home
Irregular participation
21
41
56
Source: YA Members Survey Q. When do you participate in sailing? Yachting Australia
Base: Sailors; n=1668

GEMBA GROUP
45
Dinghy sailing has the shortest average sailing time at any occasion, particularly during weekdays after work
Members
Average time spent (Hours)

16.9 15.1 12.9 11.8 9.2 7.4 5.9 4.8 3.6 6.2 4.9 3.1 2.4 2.9 5.2 4.6 4.3 2.5 7.2 6.6 3.8
Weekends
Weekdays during the day
Weekdays after work
Holidays at a Holidays at a place near where I holiday destination live
Holidays at my holiday home
Irregular participation
Keel Boat
Dinghy
Trailable Yachts
Source: YA Members Survey Q. Thinking about when you participate in sailing, including preparation and clean up activities, typically how much time would you spend sailing during the following occasions? Yachting Australia

GEMBA GROUP
46
Interestingly cost and change of residence are perceived as potential drivers of churn by members, yet amongst churners they are not
Members
Drivers of Churn
Actual Drivers
Time commitment too high Conflicts with family needs Replaced sailing with another activity/sport Lost interest Costs
Potential Drivers
30 22 19 11 7 6 4 4 2 2 2 0 0 0
4 4 5 8 7 2 5 10 18 13 16
27 25
27
Replaced sailing with a more fitness orientated sport Need to have own boat I wasnt made to feel welcome Moved away from the ocean I was intimidated I felt I was not developing my sailing skills Yacht club doesnt offer anything for my partner Yacht club doesnt offer anything for my kids Didnt renew my membership
Source: YA Members Survey Q. Which of the following best describe your reason for not sailing within the last 2 years Q. If you were to ever stop sailing, which of the following do you feel are most likely to lead you to stopping? Yachting Australia
Base: Not sailed past 2 years; n=54 Base: Sailors; n=1624

GEMBA GROUP
47
Young Adults and Young Families struggle with sailings time & cost commitments and its conflicts with family needs
Members
Factors most likely lead to stop sailing (%)

Young Adults Young Families 53 37 9 59 20 12 9 13 17 5 4 11 8 6 17 Older Families 27 23 5 33 7 5 15 18 17 3 3 10 8 3 40 Professional w/o kids 28 23 7 13 3 2 16 25 18 4 3 10 8 9 42 Empty Nesters 20 28 4 22 7 1 12 17 16 3 1 8 5 4 50* Retirees 9 24 3 13 6 2 15 11 13 5 1 7 4 3 63*
Time commitment too high Costs Need to have own boat Conflicts with family needs Yacht club doesnt offer anything for my partner Yacht club doesnt offer anything for my kids Loss of interest Move away from the ocean Replace sailing with another activity/sport Dont want to commit to an annual membership Replace sailing with a more fitness orientated sport Not being made to feel welcome Being made to feel intimidated Not being able to further develop my sailing skills Other (please specify)
51 38 9 21 3 4 10 30 13 8 4 13 8 13 18
Important Factor, very likely leading to stop sailing Factor likely not to be leading to stopping to sail
Time Cost Residence
Family Time Cost
Family still an issue but less so than younger families
Time and money less of an issue. Residence remains important
Health issues
Health reasons death.
Source: YA Members Survey Q. If you were to ever stop sailing, which of the following do you feel are most likely to lead you to stopping? (Multiple choice) * Old age / health the main barrier for older sailors. Yachting Australia
GEMBA GROUP
48
Self-teaching and learning from friends or family are the key barriers to course participation
Members
nonReasons for non -participation in courses
I taught myself
56
I have friends/family who have taught me
51
No convenient times or locations
18
I wasnt aware of them
14
Too much time required
12
They are too expensive
These courses are too technical
Source: YA Members Survey Q. Why have you never participated in any of these courses? Yachting Australia
Base: All respondents; n=397

GEMBA GROUP
49
The overwhelming majority of sailors believe 7-12 is the ideal age to introduce kids to sailing
Members
Ideal Age to start sailing

Age 6 or younger 7 to 12 years 13 to 17 years 18 to 24 years 25 to 29 years 30 to 34 years 35 to 39 years 40 to 44 years 45 or above
Source: YA Members Survey Q. What age do you recommend as the best age to get involved in sailing? Base: Sailors; n=1668 Yachting Australia
Youngest Age to start sailing

Below 5 years
13 72 11 2 1 0 0 0 0
5 12 18 28 21 6 8
5 years 6 years 7 years 8 years 9 years 10 years 11 years 0 12 years
Q. What is the youngest age someone could first actively get involved in the sport? Base: Ideal 7-12 years; n=1209
GEMBA GROUP
50
The majority of sailors would consider sending their child or grandchildren to a junior program but a lack of interest is the key barrier
Members
Propensity of YA members to send children / grandchildren to a junior sailing program

(By Age)
Reasons for not sending children / grandchildren to junior program

(By Age)
I can train Too Not safe my child dangerou enough myself s Time commitm ent too high Need to Conflicts They are have own with family not boat needs interested
Yes
No
Costs
0-3 years 4-6 years 7-9 years 10-12 years 13-15 years 16-18 years
30% 42% 80% 85% 65% 61%
70% 58% 20% 15% 35% 39%
11% 23% 30% 25% 15% 18%
18% 11% 4% 0% 0% 0%
17% 18% 0% 0% 0% 0%
3% 6% 4% 6% 9% 12%
5% 6% 11% 6% 6% 0%
2% 6% 7% 6% 3% 6%
13% 14% 15% 6% 6% 21%
28% 32% 37% 50% 71% 62%
Q. Would you send your children/grandchildren to a junior sailing program?
Q. Why wouldnt you send your child/grandchild to a junior sailing program?
Source: YA Members Survey Yachting Australia
Base: Child not involved in sailing but have sailing parents

GEMBA GROUP
51
There is a higher demand for an additional sailing program among dinghy sailors, young adults, young families and older families
Members
Opportunity for additional sailing program

29% of keel boat sailors feel there is an opportunity for an additional program 40% of Young Adults feel there is an opportunity for additional program
Boat Type
Segments
Young Adult
40% 47% 36% 31% 23% 21%

GEMBA GROUP
Keel Boat Sailors
29%
Young Family
Dinghy Sailors
37%
Older Family
Working professional (no kids) Both
32%
Empty Nesters
Retirees
Source: YA Members Survey
Q. Do you feel there is an opportunity for an additional program to enable you and your family to become more involved in sailing? Yachting Australia
52
A family sailing activity targeted at both parents and their kids is one of the suggested programs
Members
Selected suggestions of additional programs

Young Adults Young Family Older Family
1 Cruising and social sailing (Casual and noncompetitive)
1 Family sailing and cruising (kids sailing with parents)
2 Adult and child program 2 Course for female 2 Family sailing and cruising (kids sailing with parents) Access to boats for nonowners - boat share/charter
Source: YA Members Survey Q. Please describe the type of program that would enable you and your family to become more involved in sailing? Yachting Australia Base: n=500 (random coding)
GEMBA GROUP
53
Members also see an opportunity to develop a cruising and social sailing program for all segments
Members
Selected suggestions of additional programs

Professional no kids Empty Nesters Retirees
1 Course for female
2 A conversion course from dinghy to larger boats Family fun days where all the family participate
Source: YA Members Survey Q. Please describe the type of program that would enable you and your family to become more involved in sailing? Yachting Australia Base: n=500 (random coding)
GEMBA GROUP
54
Key Insights Club Members

Club members are mainly focused on racing and are very competitive by nature
There is a higher demand for an additional sailing program among dinghy sailors, young adult, young families and older families
Racing / competitive 1
Sailing program opportunities for dinghy, young adults and families
2 6
No difference between States
Key Insights
Slightly higher keelboat participation in TAS, WA and NSW but generally no difference in preference across States
7- 12 is ideal age 5 bracket to start sailing

The overwhelming majority of sailors believe 7-12 is the ideal age to introduce kids to sailing
Cost is not the real reason for churn
4 I can teach myself
For members, cost and change of residence are perceived as potential drivers of churn however they are not the reasons for why people leave the sport
Self teaching and learning from friends/family are the key barriers to participation in a sailing course Yachting Australia
GEMBA GROUP
55
Females
Compared to males, females have lower passion and participation levels but female teenagers and young moms have high interest levels
Passion for Sailing Current + Interest among FEMALES in Participating in Sailing & Yachting
6.6% 4.2%
8% 7%
Male
Female
5%
5.3% 4% 4.9% 3% 2.2% 2% 2.0%

Young Families
5% 1.6% 3% 0.4% 3.0% 2.3%

Retirees
3.2%
1.8% 1.1%
Working Professionals (no kids)
2.8% 2.1%
1.8%
Primary School
2.4%
Secondary School
1.0% 0.9%
Older Families
1.5%
Young Adults
Empty Nesters
Male
Source: gASP
Female
Interested in sailing / yachting next 12 months (% 4 or 5)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months? Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very
Q. Please indicate your level of passion for Sailing?
Yachting Australia
GEMBA GROUP
57
Interested females are attracted by relaxation & social elements. Costs are a barrier for potential female sailors and current members.
Motivation: Those Interested in Sailing Motivation: Sailing Members
(Females)
Social Relaxation Social
(Females)
Relaxation
(vs male: 21%)
Competition
Competition
Fitness
Fitness
Barrier to Participation (Among those interested) 1 2 3 4 5

Cost of Participating Not knowing where to participate Lack of available/ appropriate facilities Not having anyone to participate with Having to become a member 46% 31% 25% 21% 18%
Factors most likely lead to stop sailing (Among members) 1 2 3 4 5

Time commitment too high Costs Moving away from the ocean Conflicts with family needs Replaced sailing with another activity 33% 26% 24% 21% 14%
Source: gemba Active Sports Participation (gASP) Yachting Australia
Source: YA Members Survey

GEMBA GROUP
58
Qualitative Research Insights
Positive unprompted associations of Sailing/Yachting dominated the discussions only when probed, negative attributes arose
Positives
Water Wind in your air Freedom Boats Summer & Sun Escape Serenity Hard work Cold & Wet Stressful Expensive
Negatives
Commitment (time & money) Exclusive
No real difference between segments or involvement type

Yachting Australia
GEMBA GROUP
60
Many respondents are unsure about the differences of Sailing vs. Yachting
Perception on Differences
Yachting
More exclusive More a boat type Snobbish More passive
Sailing
More inclusive More an activity More active More a sport
NonNon -sailors connect more strongly with the term sailing than yachting however, this is not the terminology used by the sport currently
Yachting Australia
GEMBA GROUP
61
There is a strong perception that sailing is an expensive sport due to a variety of factors
Perceived Costs of Sailing*

Boat ownership including purchase, maintenance, storage costs Membership in club (believed to be mandatory) Expensive for a family activity High upfront costs without guaranteed positive experience Sailing lessons
* Qualitative insights only, not in order of importance Yachting Australia

GEMBA GROUP
62
Similar to associations, respondents generally chose positive image attributes among a range of positive & negative attributes available
SHARED ATTRIBUTES ACROSS ALL SEGMENTS FUN EXHILIARATING ADVENTUREOUS SOCIAL CHALLENGING EXCITING
YOUNG ADULTS COOL PRESTIGIOUS SOPHISTICATED EXPLORER
YOUNG FAMILIES CONFIDENT EXCLUSIVE RESPONSIBLE
OLDER FAMILIES RESPONSIBLE
Note: Sailors did not mention any other image attributes

Yachting Australia
GEMBA GROUP
63
There are a lot of very strong, shared benefits of sailing across the groups sailors are the only group to see competition as a benefit
SHARED BENEFITS
Enjoyment of the outdoor and sea A great day out with friends A great day out with family Sense of adventure Peace and tranquillity / Getting away / Freedom
YOUNG ADULTS Mateship Camaraderie Relaxation / Time out Strength & Fitness
YOUNG FAMILIES
OLDER FAMILIES
SAILORS
Relaxation Community & Club network
Community & club network
Love the challenge & competition Mateship / Camaraderie
Yachting Australia
GEMBA GROUP
64
Benefits of sailing for sailors include very strong terminology around freedom, addictive and magic
Its magic Gliding through the water Giving me a sense of space no buildings around you Its addictive Its magic, free, therapeutic It clears your head & feeds your soul Satisfying Total freedom
Yachting Australia
GEMBA GROUP
65
The focus groups revealed very little awareness of boat types and when prompted the language used was different to YA terminology
Unprompted Responses to Boat Types Lasers
Skiffs
Hobie Cats
Prompted Responses DINGHY Everyday families Good for kids to learn Portable/easier More solo Less social More sporty
Considered:
KEEL BOAT Exclusive (aspirational to some) Expensive More social Team building Recreation Relaxation
POWERBOAT Skiers Cruising Lazy Speed/Adveture
Sporty
Less sporty
GEMBA GROUP
Yachting Australia
66
Perception of yacht clubs was generally negative, however the experience tended to vary greatly by club
Negative Exclusive Positive Intimidating Scary Elitist Daunting Hidden Unapproachable A closed community Community Feel Welcoming Down to earth Similar to RSL or SLSA club
Yachting Australia
GEMBA GROUP
67
School, parents & friends are responsible for the initiation into sailing while lack of time or interest and commitment present biggest barriers
PRIMARY SCHOOL
Parents What got segment into sailing? School Friends
SECONDARY SCHOOL
School Friends Parents
YOUNG ADULTS
Friends Holiday experience
YOUNG FAMILIES
Many did it when they were young Friends Holiday experience
OLDER FAMILIES
Many did it when they were young Friends Holiday experience Holiday house
PRIMARY SCHOOL
No interest The barriers Too hard Many other sports e.g. Soccer No other friend interest
SECONDARY SCHOOL
No interest Too hard Many other sports eg. Soccer No other friend interest
YOUNG ADULTS
Now need to make time for it (no school) Friends stopping/not interested Less interested in competition Too family-ish familyCommitment too hard
YOUNG FAMILIES
Time Commitment (time, financial & organisational) Bad first experience Melb: not compelling enough destination
OLDER FAMILIES
Planning/Hard work Kids lack of interest
Yachting Australia
GEMBA GROUP
68
Based on initial experiences, only very few fringe sailors make it through the barriers of sailing to become regular participants
Non Sailors on the Fringe Enthusiastic Positive expectations & imagery
The Barriers
Sailors
Costs Intimidating first experience Club experience Lack of information Need to make friends quickly You need to be brave
Yachting Australia
GEMBA GROUP
69
Motivations to get involved in sailing revolve around ease of entry and social, immediate experiences -other sports can serve as an example
Motivations
Has to be Easy & Fun Minimal commitment dont want to have to join anything With group of friends social Has to be an experience more practice than theory, just enough to feel comfortable & safe Has to be a great day out (with friends or family) Maybe a result (i.e. certificate or voucher) that is attractive and provides value to continuing in sailing Sports that do entry level programs well Scuba Diving - PADI Open Water course Internationally recognised entry course/card Gets people into water straight away theory is done in water Surfing Skiing
Yachting Australia
GEMBA GROUP
70
Ideal program components vary by segment; families are looking for family courses while young adults want a one-off experience
YOUNG FAMILIES
Parents & kids together Basic theory before getting on boat, but not in class room atmosphere 3-4hrs, shorter timeframe if with kids Weekend / Saturday morning or summer holiday program Not too early Keelboat for adults In summer Cost $60-150 per family No membership
OLDER FAMILIES
Weekend activity or during school holidays in summer Parents & kids together or on separate courses 2-3hrs Practice rather than theory learning by doing Boat must be easy to sail & rig up No commitment, no membership Upfront 1-2 week workshop before signing up to proper course Pay as you go
Summer
YOUNG ADULTS
3-4 hrs, day On weekend/Sunday Multiple instructors in a relaxed atmosphere On keelboat An experience Practice rather than theory few safety tips like on plane Socially with a group eg. Lunch/drink at club Include discount to proper course Cost $50-100 with lunch No membership
PRIMARY SCHOOL
Together with parents, joint learning experience On dinghies Short time Weekend / Saturday morning or summer holiday program Certificate at end of course Good coach : child ratio
SECONDARY SCHOOL
Weekend activity or during school holidays in summer Parents & kids together or on separate courses 2-3hrs Practice rather than theory learning by doing Organised by school No commitment, no membership
Respondents intuitively onethought of a one-day type of experience when asked but not of a multistructured, multi-week training program
Yachting Australia
GEMBA GROUP
71
Non-sailors find it hard to identify with training or scheme for a leisure activity
Perceptions about existing program names Course sounds too serious Course sounds like too much commitment, its a little bit intimidating already
Learn is not appealing it needs to be softer
Program Names that were tested

Training Program Course Program Training Scheme Go Sailing Come Sailing Discover Sailing Learn Sailing Enjoy Sailing Sailing Adventure Sail4Fun A Taste of Sailing Go Sailing Try Sailing
Yachting Australia
Program Names that appealed to nonboth sailors & non-sailors
Discover Sailing Enjoy Sailing Sailing Adventure Sail4Fun A Taste of Sailing Go Sailing
Favourite Name
GEMBA GROUP
72
Discover Sailing was the preferred program name for consumers and represents a strong call to action
Why Discover Sailing is appealing
It sounds like an adventure
It has the connotation of a beginning
It sounds inviting
Discover Sailing appears to be a communication message with a strong appeal to consumers. It inherently represents the more exciting aspect of the sport and also carries a strong emotional connection. It is recommended to use Discover Sailing as the call to action for all entry level programs that entice new participants to give sailing a go, e.g. in an Open Day or Discovery Day
Yachting Australia
GEMBA GROUP
73
Agenda
Yachting Australia
GEMBA GROUP
74
We have analysed all insights from a segment perspective to reflect the impact of a persons lifestage on decision-making
Segment
Primary School Secondary School Young Adults Young Families Older Families Professional w/o kids Empty Nesters Retirees
Segment Definitions
5 - 12 years (in primary school)
13 - 19 years (in secondary school) 16 34 years University or Full time working professional (no kids) < 49 years Family with youngest child under 10 years > 34 years Family with youngest child over 10 years at home > 34 years Full time working professional without kids > 34 years Working parent children living away from home > 50 years Retirees
Yachting Australia
GEMBA GROUP
75
By combining Consumer Insights and general yachting learnings, a prioritisation matrix for these segments has been developed
Segment Priority Framework
Strategic Importance
1
Primary School
High
Secondary School
High
Young Adults
Medium
Young Families
High
Older Families
Medium
Working 7 Empty Profession Nesters als

Low Low
Retirees
Low
Size of the segment potential (Future interest in sailing) Commercial Potential of segment (income & YA member spend) Attractiveness to funding partners (Govt & Private) Ability to influence other segments Primary School
High
Ease of Implementation Competing with other sports (market share available for sailing) Existing program can be rolled out or modified Access to infrastructure (=boats) is not a strong barrier
Secondary School
Medium
Young Adults
Low
Young Families
Low
Older Families
Medium
Working Profession als

Medium
Empty Nesters
High
Retirees
High
Red text: Black text:
Insights-driven criteria General learnings
Low
Below Average
Average
Above Average
High
Yachting Australia
GEMBA GROUP
76
The rating system highlights priority segments Primary and Secondary School children, as well as Young & Older Families
Impact vs. Implementation Matrix
1 Primary
School
2 Secondary
School
Strategic Importance Size of the segment potential (Future interest in sailing)
High Strategic Importance

4 Families
Young
Commercial Potential of segment (income & YA member spend) Attractiveness to funding partners (Govt & Private) Ability to influence other segments Ease of Implementation Competing with other sports (market share available for sailing)
5 Older
Families
3 Young Adults
Mid
6 Working
Professionals
Existing program can be rolled out or modified Access to infrastructure (=boats) is not a strong barrier
Low
7 Empty Nesters 8 Retirees
1 High*
2 - Medium
3 - Low
Ease of Implementation
(Both to implement and service)
Opportunities with strong potential
Opportunities with less potential
*Note: High ease of implementation can be achieved quicker than low ease of implementation Yachting Australia
GEMBA GROUP
77
Based on the resourcing constraints of YA, it is recommended to focus on the 3 high potential segments in a first step
Prioritisation Plan Yachting Australia
Immediate Primary School Secondary School Young Families
Medium Term Older Families Young Adults
Long Term Working Professionals Empty Nesters Retirees
Yachting Australia
GEMBA GROUP
78
Primary school kids are a key segments of focus: they have high interest in sailing & capturing them early ensures a lifelong association with the sport
1
Primary School
Opportunities Roll out of existing junior program TACKERS nationally to all clubs Delivery: Starting age at 7 years Length ideally 1-2 hours 1 On weekends or during holidays Program to focus on social interaction between kids Communication about program needs to emphasise Safety Social aspects Opportunity for parents to get involved as volunteers supporting their kids development
Crucial to focus on this segment since this is the time in childrens life where sampling of a variety of sports is taking place, first experiences of success happen and first friendships are built It is a highly sought after segment by sports and other activities YAs strategic disadvantages lie in: parents perceiving sailing as a dangerous sport for primary school kids and the fact that the ideal starting age is believed to be around 7-12 years, which is later than for other sports the perception that sailing is an exclusive sport, reserved for older people Other barriers for this segment are: Having to become a member & Lack of equipment & facilities When asked, parents wanted their children to be in a program featuring: Good coach : child ratio Short time, weekend program Certificate or clear pathway at end of course
Yachting Australia
GEMBA GROUP
79
Secondary school kids are a tough segment to attract if they are not yet interested but it is key to capture them for the sport pathway
2
Secondary School
Opportunities Program needs to feature fun & social interaction as sailing is currently not perceived as very exciting by this age group Investigate options to include sailing in school activities Create social, fun product for kids not wanting to race Retention after Tackers Less structured, more fun 2-3hrs On weekends or summer holidays Without membership
In general, this segment is participating in a variety of sports they have the most time at hands but will already have made their choices about their favourite sports Main sports motivations for this segment are social interaction and fitness Secondary School children have the highest future interest in sailing and strong current participation numbers future interest is mainly coming from females Barriers to participation in sailing are: Cost of participating Equipment needed Potentially lower interest levels of teenagers who have already chosen their favourite sports Not an ideal age to start sailing too late When asked, parents wanted their children to be in a program featuring: More practice than theory, learning by doing Organised by school 2-3hrs Weekend activity or during summer holidays No membership required
Yachting Australia
Investigate appeal of current sailing rules & regulations, language, facilities for this segment
GEMBA GROUP
80
Young Families are a key focus segment since sailing needs to capture kids under the age of 12 and parents are still decision-makers
4
Young Families
Opportunities Parents to get involved as volunteers in programs for kids, i.e. Tackers to have parent support structure There is a need for a more tailored introductory sailing experience involving: Shorter experience-type offer experience More flexible membership offerings for shorter periods of time Sailing or other offers for partners and children at same time, e.g. Small boat parent & kids day Basic theory, not in class-room classatmosphere In summer, on keelboats No membership General Entry Day for adults to be offered on a regular basis Focus on reducing barriers Focus on directing adults onto right boat & course
GEMBA GROUP
This segment is particularly crucial to engage in sports since young parents are still taking decisions for their young children also around the type of sports activity the children partake in By acquiring & retaining young parents there is a chance to not only get adults into the sport but also their young children since parents are looking for social activities that can be done by the entire family Research shows that there is a strong correlation between parents who sail & getting their children involved in sailing (~50% of 7-18 year olds) Fitness is a key motivator for young families to participate in sports competition & achievement are rather uninteresting Real or potential barriers to participating in sailing are: Lack of available time for young parents Cost of participating Lack of facilities & equipment Lack of information/communication Perceived danger of sailing for young children Lack of offerings for kids & partners
Yachting Australia
81
Older Families are looking for more recreational activities for themselves and potentially their kids if they are not yet sailing it is unlikely they start it
5
Older Families
Opportunities If children dont sail at the age of 12 and above there is a low likelihood for them to pick it up this is a barrier to parent participation Potential opportunities for families: Sailing Experience Day with focus on social interaction Practice rather than theory Easy to rig-up boats rig Experience day before signing up to proper course 2-3hrs General Entry Day for adults to be offered on a regular basis Focus on reducing barriers Focus on directing adults onto right boat & course
For older families, relaxation becomes the 2nd most prominent motivation for participation in sports besides fitness Older families have kids above 10 years, with more money & time available family conflicts might still be applicable but less so than for young families Their children will already have taken most of their decisions about sports & activities to pursue Older Families start to see sailing as a more fun, accessible, cool & exciting activity than younger segments Older Families currently have high participation rates in keelboat sailing & powerboating Conversion rates of Older Families aware of available courses and participation in courses is very low Older Families are more likely to own boats, specifically dinghies
Yachting Australia
GEMBA GROUP
82
Young Adults are not currently sailing much but have a lot of interest in future participation more flexible offers will attract them to the sport
3
Young Adults
Opportunities Young Adults are the least likely segment to commit to a season or yearyear-long membership Pay as you sail or seasonal membership offerings can attract this segment Potential opportunity is a social Sailing Experience Day: - 3-4hrs to half day - Summer, on weekends - Multiple instructors in relaxed atmosphere - On keelboats - Practice rather than theory a few safety tips in flight security demonstration - With a group - $50-$100 including lunch $50- No membership
Young adults are fitness-driven, flexible & on the move they also currently have the lowest participation levels in sailing but high future interest for the sport Young adults might see sailing not only from a sports perspective but also from a social side social interaction is important for them Barriers for taking up sailing are: Lack of information where to participate Costs Lack of time, facilities & equipment Perception that sailing is not fun or exciting but rather boring and for older people Potentially moving away from the coast Young Adults that are currently sailing have the highest activity levels across all boat types, particularly on dinghies
Yachting Australia
GEMBA GROUP
83
Working professionals have similar concerns as Young Adults and might be attracted by similar, shorter & more convenient sailing offers
6
Working Professionals
Opportunities Shorter, more flexible options need to be offered to this segment: Mid -week sailing Mid Twilight sailing Develop communication / training material for working professionals before going on Twilight Sailing experience Short, online, on-demand on Highlighting further courses
Working Professionals without kids are highly motivated by fitness if they get into sports In sailing, this segment has relatively low levels of current participation & future interest in sailing most of that interest is coming from male working professionals Barriers for sailing include: Flexibility, having to move away from the ocean Cost & time Female working professionals might also feel too intimated by the yacht club atmosphere to take up sailing
Yachting Australia
GEMBA GROUP
84
Empty Nesters & Retirees are the segments with the smallest opportunities for sailing
7
Empty Nesters
Retirees Opportunities
Empty Nesters and Retirees are very similar segments Motivations for sport participation are in both cases fitness followed by relaxation Both segments have solid participation levels but not a lot of future interest in the sport of sailing those interested in the sport are already doing it! The segments are associating sailing with very positive brand attributes exciting, fun, Australian and for young people Among those sailing, boat ownership is very high However, retirees also associate danger with sailing, potentially due to their less stable health and strength
Establish Safe Sailing program for older people In safe/wide dinghies With similar aged instructors Focus on social sailing, not racing
Yachting Australia
GEMBA GROUP
85
YAs pathway needs a regular national Open Days as well as a more social Experience Day product at the entry level of the sport
Involvement Process Segments
I AM INTERESTED I WOULD LIKE TO GIVE IT A TRY I AM KEEN TO GET MORE INVOLVED ITS IMPORTANT TO ME & BECOMING PART OF LIFE I AM COMMITTED
Primary School
Tackers Introduction Day
Tackers
Tackers 2 & 3
Secondary School
Young Adults
Structured, national OPEN DAYS at Yacht Clubs
School Intro
Tackers School Program DINGHY experience 2 weeks, solo, less social, for families & more sporty CREWING Keelboat experience 2 weeks, team & social Social & Comp Social & Comp
GEMBA GROUP
EXPERIENCE A great day out! 30 min theory& rest practice Social/group of similar people A weekend activity
Existing YA courses & programs (including Sailability)
Young Families
Older Families Social
Entry Level Intermediate Level Yachting Australia
Social
Social & Comp

86
We further investigated the entry level opportunities around Open Day, the Sailing Experience Day & general club improvements
Structured, national OPEN DAY at Yacht Clubs
Social EXPERIENCE DAY
General YACHT CLUB opportunities
Yachting Australia
GEMBA GROUP
87
The OPEN DAY needs to cater for all priority segments and occur regularly and in a similar consistent manner across the country
1
CONTENT Regular event monthly or fortnightly Short enticer session - Brief introduction to club - Short safety tips, majority of time in boat on water - Potential to try different boat types - In small groups, parents with children, similar-aged people together - Interactive elements, e.g. participants to receive small pack including brochure with clear outline of next stages in pathway, CD/DVD highlighting what dinghy vs. keelboat sailing is about - Participants to receive contact details of 1 person in club mentor or buddy system COSTS Free for participants, vouchers for Experience Day
Yachting Australia
GEMBA GROUP
88
The next step in the pathway is a social, non-commitment EXPERIENCE DAY that participants can enjoy together with family & friends
2
CONTENT Social EXPERIENCE DAY Could be once-off or done more than once Social, with a group of similarly-aged people On weekends, starting not earlier than 10am for 3-4 hours Should include lunch or a drink and an invitation to the club house after the sailing experience With only a brief in-flight security demonstration type of safety briefing majority happening on/around boat Done on keelboats, potentially large dinghies Includes a destination somewhere to sail to
COSTS $50-$150 depending on which extras are included

Yachting Australia
GEMBA GROUP
89
The experience at the yacht club is important for new entrants in the sport to keep them in the sport
3
The YACHT CLUB Experience
THE OVERALL EXPERIENCE NEEDS TO BE: Welcoming & not intimidating Be open for new participants who are not necessarily members right away A special volunteer/person to welcome new participants (e.g. ASK ME ANYTHING badge) Visible boards at Yacht Club about which boats are available for crewing and what skills are needed Participants that return for another course want to be recognised & offered what works for them Clubs to be more visible in the communities visible banners next Open Day or course start Clubs to potentially own boats thus reducing the equipment barriers MEMBERSHIP No commitment Pay-for-sail Payment for added value activities, e.g. sailing experience with additional lunch and/or drink at club house
Yachting Australia
GEMBA GROUP
90
Agenda
Yachting Australia
GEMBA GROUP
91
What is a brand?
A brand lives in the heart of consumers and is something that consumers have an emotional attachment with
Yachting Australia
GEMBA GROUP
92
What is a Communication Message? Most sports organisations have developed strong communication messages designed to entice consumers to become interested in their participation programmes
Typical characteristics
Includes a call to action Is formulated in an active way Is driving all external communication about programs Is worded in the language appropriate for the sport Can describe a variety of entry points into the sport
Yachting Australia
GEMBA GROUP
93
Most sports have developed communication messages with strong calls to action to communicate their entry level programs
Entry Level into Sport 6-12yrs: SurfGroms >12yr olds & adults: Learn to Surf Programs organised by boat type Programs organised by boat type Kids: NAB Auskick 8-12: AFL Junior 13-18: AFL Youth Girls: Female Footy Open Age & Masters Brand vs. Message SurfGroms is a stand-alone brand with its own website, identity, logo, naming rights sponsor Learn to Surf is an umbrella message linking all SA-affiliated surf schools via a website Start Boating is umbrella message on website leading towards the different programs Getting Started is umbrella message for all entry points into the sport
Surfing Australia
RYA UK US Sailing
AFL
Play AFL is umbrella message is with logo Auskick is a brand with an individual website, naming rights sponsor and identity which is communicated
Tennis
Kids: MLC Hotshots Adults: Cardio Tennis Kids: Milo In2Cricket Others: community cricket, school cricket, coaching
Play Tennis is the umbrella message used on website to guide participants and/or competitors through the sport Hotshots has its own brand identity Getting Involved is the umbrella message used to communicate different options of cricket to adults & kids In2Cricket has own brand, logo, identity and naming rights sponsor
Cricket
* Details for all examples in Appendix Yachting Australia

GEMBA GROUP
94
Surfing Australia has a new entry level brand for kids called SurfGroms and an overall communications message called Learn to Surf
Sports Pathway
ASP Events (Pro)
Branding & Communication

Surfing Australia have two different entry points into the sport Via surf schools and their SAaccredited programs or schoolspecific courses for people of all ages Via SurfGroms kids program for children 7-12 years SurfGroms has been developed as a stand-alone brand Learn to Surf is a communications message developed to guide potential participants towards the right surf school
ISA Events (Amateur)
National Titles, Elite/HP
Regular State Events
Entry Level
Communication Message
Learn to Surf
Brand
Surfgroms
Surf school surf courses
Yachting Australia
GEMBA GROUP
95
RYA communicates its entry level points with the communications message Start Boating which leads to all available courses
UK Sailing Pathway
Elite Olympics / Team GBR High Performance Junior / Transition / Youth

The entry-level programmes for sailing in the UK are the RYA National Sailing Schemes differentiated by Boat type and Adult vs. Youth The training schemes and practical information about the entry points into the sport are communicated using the umbrella messages Start Boating and Get Afloat Brands have been developed for 3 distinct programmes: OnBoard: program for kids Saiability: program for people with a disability T15: a windsurfing programme for kids under 15 years
Improvers & Advance
Learn to Race
Entry Level
Brands
OnBoard
Sailability
T15
Communication Messages
Start Boating
Get Afloat
RYA National Sailing Schemes Adult & Youth

Dinghy, Multihull & Small Keelboats, Windsurfing
Yachting Australia
GEMBA GROUP
96
Brand Strategy
The gemba Brand Strategy Framework has been used to develop the key elements of the Sailing brand
These elements were developed in the Brand Day workshop and the reviewed and evolved for final recommendation
Yachting Australia
GEMBA GROUP
98
The Vision and Values clearly set the foundation for the brand
Vision
What do we want to achieve?
Values*
What values guide our behaviour?
To attract participants to Sailing through the provision of compelling programs and welcoming clubs
Examples: Integrity Diversity Inclusive
*To be refined and developed further internally at YA

Yachting Australia
GEMBA GROUP
99
The Behaviour and Personality determines the actions and style of the brand
1 2
Behaviours
What are our actions?
Personality
What is our tone and style of our products, communications & service?
The Brand behaviour determines the manner in which we interact with people
The Brand personality is the brands unique character how it acts and expresses itself
Welcome new people, Provide opportunities to
ADVENTUROUS RESPONSIBLE FUN FRIENDLY
be involved,
Ensure safety is
maintained at all times
Yachting Australia
GEMBA GROUP
100
The recommended positioning territory for Sailing is around A Great Day Out
Sailing Benefit Ladder
A Great Day Out

Excited
Escape from the everyday with family & friend to enjoy a great day of the sun and the sea
Social, enjoyment of the ocean and outdoors, relaxing, all ages

Yachting Australia
GEMBA GROUP
101
This brand framework should act as a guide for growth and development of the Sailing brand
The Gemba Brand Strategy Framework
To attract new participants to sailing through the provision of compelling programs and welcoming clubs
Purpose
Values
Integrity, Diversity, Inclusive
Behaviours
Welcome new people, Provide opportunities to enjoy and be involved, Ensure safety at all times
Personality
Adventurous, Fun, Friendly, Responsible
Target Market
To Australians with an interest in sailing Key segments are: Primary School Children, Secondary School Children, Young Families
To consumers with an interest in Sailing, Sailing is the lifestyle activity that makes you feel excited because it provides family and friends an escape from the everyday to enjoy a great day of the sun and the sea
Positioning
PRODUCT
Programs & Offerings
PLACE
$$
PROMOTION
Communications
PRICE
Clubs
PEOPLE
Clubs, YA, MYAs
Yachting Australia
GEMBA GROUP
102
Although the other brands in the YA portfolio can have their own story they should reinforce the overarching strategy of Sailing brand
Involvement Process Segments
I AM INTERESTED I WOULD LIKE TO GIVE IT A TRY I AM KEEN TO GET MORE INVOLVED ITS IMPORTANT TO ME & BECOMING PART OF LIFE I AM COMMITTED
Primary School
Tackers Introduction Day
Tackers
Tackers 2 & 3
Secondary School
Young Adults
Structured, national OPEN DAYS at Yacht Clubs
School Intro
Tackers School Program DINGHY experience 2 weeks, solo, less social, for families & more sporty CREWING Keelboat experience 2 weeks, team & social Social & Comp Social & Comp
GEMBA GROUP
EXPERIENCE A great day out! 30 min theory& rest practice Social/group of similar people A weekend activity
Existing YA courses & programs (including Sailability)
Young Families
Older Families Social
Entry Level Intermediate Level Yachting Australia
Social
Social & Comp

103
gemba recommends to use Discover Sailing as the Communication Message to act as a call to action and pointer to trial sailing
Option 1
SAILING
DISCOVER SAILING
Entry Level Communication Message OPEN DAY Tackers Introduction Day School Intro program Social EXPERIENCE DAY Tackers 1
CONTINUE THE JOURNEY2)

Existing Sailing Pathway Communication Message Tackers 2 & 3
School Program DINGHY experience1) CREWING Keelboat experience1)
Existing Yachting Australia programs including Sailability and crewing options
This Option is gembas recommendation
Increase Involvement & Membership

1) These are based on the format of existing program concepts but should be reviewed to reduce the length and commitment required 2) The communication message for programs beyond the Entry Level of the sport has not been tested and researched, this is therefore a suggestion only Yachting Australia
GEMBA GROUP
104
Discover Sailing could also be used as a Communication Message across both the entry level of the sport and existing programs
Option 2
SAILING
DISCOVER SAILING
Entry Level Communication Message OPEN DAY Tackers Introduction Day School Intro program Social EXPERIENCE DAY Tackers 1 Tackers 2 & 3
School Program DINGHY experience1) CREWING Keelboat experience1)
Existing Yachting Australia programs including Sailability and crewing options
This option is not gembas recommendation as people along the journey get past the Discovery stage and have very different expectations about activities & communication content
Increase Involvement & Membership
1) These are based on the format of existing program concepts but should be reviewed to reduce the length and commitment required Yachting Australia
GEMBA GROUP
105
The Communication Message needs to be brought to life on the YA website and all external communication
1 DISCOVER SAILING
Entry Level Communication Message
CONTINUE THE DISCOVERY GET ON THE WATER GET AFLOAT CONTINUE THE JOURNEY 1)
The Benefits of becoming a member
Open Days Discovery Days Tackers Intro Dinghy & Crewing Experiences
Existing YA Programs including Sailability and crewing options
Tangible & intangible benefits of becoming a member Membership options Costs associated
For people starting to discover the sport, the activity and have no previous knowledge or contact with the sport
Should portray independence, people starting to sail more independently, having an understanding of the sport A different stage on the involvement continuum
Should be developed against the needs of the different segments Needs to be based on consumer needs & packaged accordingly
1)The communication message for programs beyond the Entry Level of the sport has not been tested and researched, this is therefore a suggestion only Yachting Australia
GEMBA GROUP
106
To support the new entry level programs for Sailing, a communications campaign should be developed to achieve the following objectives
1
2
Social EXPERIENCE DAY
COMMUNCIATION OBJECTIVES
CLUBS CONSUMER
Yachting Australia
To develop a national blue print for the implementation of a compelling and consistent Open Day & social Experience Day for Clubs To encourage and gain the support of Clubs to deliver the Days in accordance with the plan To provide the material to the Clubs to bring the Days to life To generate awareness and interest in the local vicinity for these Club Days To position Sailing as Adventurous, Fun, Responsible and Friendly To capture the details of all attendees to be used to build the database for ongoing communications
GEMBA GROUP
107
Agenda
Yachting Australia
GEMBA GROUP
108
Current sponsors and partners of Yachting Australia include OAMPS, Audi, Hamilton Island and SLAM
Sponsorship Area Sponsor
Current YA Sponsorship Structure

Sponsor Activities & Objectives Interested in youth market of 13-19 year olds and their parents with a high discretionary spend Supports racing aspect of sailing: State & National Youth Championships Investment Cash component YA executing all insurances through OAMPS
Major Sponsor Youth Development
Primary objective in sponsorship is to expose product to current No cash, only vehicle non-users supply in AUS Consideration to become major corporate partner of YA Support to hire vehicles overseas AST CoSponsors Provision of apparel for AST only Plans to extend partnership into sales of AST memorabilia and club merchandise have not materialised Partnership based on strong personal relationships between Hamilton Island and Yachting Australia No leverage activities Cash + VIK component
Cash component
AST Official Suppliers
All supporting sponsors are donating VIK items such as ropes, VIK sailboat hardware, boat storage, compression garments as well as transport support
Yachting Australia
GEMBA GROUP
109
The major sponsors only get basic rights and dont benefit from YAs association with major races of the sport
Sponsorship Sponsor
Sponsorship Benefits Analysis

Rights Comments & Potential
OAMPS
Branding: branding of team uniform, officiating uniform, training apparel and athlete boat n/a hull at Australian & State Youth Championship Advertising: YA letterhead, YA website recognition & link (YA and Youth Champs website) Hospitality: Trophy Presentation at AST Function, 6 invites to AYC functions Appearances: none Signage: Signage at YA office and Australian Youth Championship Branding: branding of boat hull, boat sail, coach boat, team training apparel for Branding: Australian Sailing Team Advertising: AST letterhead, AST website recognition & link, sponsors page, PR Testimonial Advertising: Hospitality: none Hospitality: Appearances: none Appearances: Signage: Media Board signage Signage: Branding: branding of team uniform, boat hull, boat sail, coach boat, team training Branding: apparel for Australian Sailing Team Advertising: Website recognition & link (YA and AST website), YA and AST letter head, PR Advertising: Testimonial, sponsors page Hospitality: none Hospitality: Appearances: six sailor appearances Appearances: Signage: Media Board signage Signage: Branding: branding of team uniform, boat hull, boat sail, coach boat, team training Branding: apparel for Australian Sailing Team Advertising: AST letterhead, AST website recognition & link, logo in E-news, PR Testimonial Advertising: Hospitality: none Hospitality: Appearances: 2 AST, AWMRT, Coaches & management for up to 3 appearances Appearances: Signage: Media Board signage Signage: Audi is a major sponsor in the world of sailing, e.g. partnering big sailing events such as Sydney Harbour Regatta or Victoria Week Find strategies to enlarge current engagement beyond AST Assess opportunity to jointly develop merchandise for YA Assess if SLAM is the right partner due to difficult business relationship and small likelihood of SLAM investing more in Australian market n/a
Audi
SLAM
Hamilton Island
Yachting Australia
GEMBA GROUP
110
YA sponsors cannot rely on category exclusivity on MYA and grassroots level and currently dont undertake activation activities
Sponsorship
Sponsorship Observations Sponsor Activation Sponsor activation activities are very limited for the majority of YAs main sponsors Activities are limited to promotional items in membership packs or event banners
Sponsor Exclusivity YAs sponsorship contracts currently contain category protection clauses for sponsors across the different levels of the organisation However, there are States which still have relationships with brands in the same categories, e.g. o NSW: Nautilus Marine Insurance, Gill (apparel) o VIC: Helly Hansen o BMW also has strong relationships to individual sailing clubs
It is vital to ensure category protection for sponsors throughout the YA pathway One option to solve the conflict is to clear 1-3 sponsorship categories which receive full 1protection and get sponsors in these areas to invest in the sport States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all other categories
To grow awareness and engagement with the sport of sailing, increased activation activities of sponsors illuminating the benefits of the sport are necessary
Yachting Australia
GEMBA GROUP
111
We recommend approaching the commercial partner search based on three different sequential filters or perspectives
Sponsorship 1
Commercial Partner Targeting Principles

2 3
SponsorSponsor-objective based Approach Brand, sales/trade or community drivers are the primary motivations for commercial partners to invest into sponsorship Due to the nature of the high priority products and segments the most likely partnership will be primarily driven by community motivations of the corporate partner
audienceTarget audiencebased Approach Identify YAs own target audience & consider which corporates are targeting similar consumer segments E.g. Primary School children and their parents
CategoryCategory-based Approach Target traditional high-spend industry categories which invest in sponsorship and have an interest in YAs target audience such as Financial Institutions FMCGs with focus on children Health industry Sports & leisure apparel suppliers
Principles to be worked through from left to right

Yachting Australia
GEMBA GROUP
112
Broadly speaking sponsors are becoming more sophisticated and are generally looking to address the following outcomes
Sponsorship 1 objectiveSponsor objective-based approach
Brand Drivers
Campaigns that either increase awareness or build the image of the brand
Commercial Drivers
Campaigns that can deliver sustainable commercial opportunities
Community Engagers
Campaigns that can deliver deep, engaging relationships with specific community groups
The main driver for potential YA sponsors Yachting Australia
GEMBA GROUP
113
Typically, community engagers seek the direct contact to as many participants as possible
Sponsorship 1 objectiveSponsor objective-based approach
Typical Community Sponsor Requirements Category Exclusivity National reach A maximum of participants The ability to engage with grassroots participants A central communication platform (i.e. website) The ability to be included in program communication Ability to engage own staff locally Access to the program database
Community Engagers
Campaigns that can deliver deep, engaging relationships with specific community groups
GSNZ
GEMBA GROUP
114
While the target audience for Tackers is clearly defined, the Open Day and Experience Day products appeal to all priority segments
Sponsorship 2 audienceTarget audiencebased approach
Tackers
National Open Day
Experience Day
Target Segments
Primary School Young Families
Primary School Secondary School Young Families Young Adults Older Families
Primary School Secondary School Young Families Young Adults Older Families
GEMBA GROUP
Yachting Australia
115
Yachtings brand attributes can be used to identify the best-matching categories

Sponsorship 3 CategoryCategory- based Approach
Potential Categories with best fit
Tackers
National Open Day
Experience Day
Brand Personality Sailing

ADVENTUROUS FRIENDLY FUN RESPONSIBLE Outdoor, (water)sports & sailing brands Finance & Insurance Sports drink / soft drink manufacturers FMCG with child focus Retail with child focus Health Industry Sunscreen brand
Condition for achieving sponsorship for National Open Day and Experience Day are the existence of formalised programs that can be rolled out consistently by all deliverers
Yachting Australia
GEMBA GROUP
Outdoor, (water)sports & sailing brands Finance & Insurance Sports drink / soft drink manufacturers Health Industry Sunscreen brand Automotive
Outdoor, sports & sailing brands Lifestyle / Entertainment brand Sports drink / soft drink manufacturers Sunscreen brand
116
Potential partners for Tackers, the national Open Day and Experience day can be on a national or regional/local level
Sponsorship 3 CategoryCategory- based Approach
Potential Partners in best fit categories
Tackers
National Open Day
Experience Day
Industry Outdoor & sailing brands Sunscreen brand Sports drink / soft drink Finance & Insurance Health Industry FMCG (Child focus) Retail (Child focus) Automotive
Yachting Australia
Example Partners The North Face / Helly Hansen / Adidas / Puma Banana Boat / Nivea / Sun Smart Coca-Cola / Powerade / Redbull / Boost Juice Westpac / ANZ / nab / CWB / HSBC/ OAMPS / UBS Bupa / Medibank / Blackmores / Swisse Kellogg's / Nestle / Nutella Pumpkin Patch / Nickelodeon /Lego AUDI
GEMBA GROUP
117
YAs current CRM capabilities include a comprehensive member database but could be leveraged more for sponsorship purposes
Sponsorship
Database Content YA has a national database which can be accessed by members, clubs, State organisations and YA Current database entries vary in quality currently, only name and address are mandatory fields Besides personal information, each record contains information on courses or qualifications achieved Total records Members current FY Current members with Email address on record 129,000 55,690 26,700
Activities & Considerations Currently, the database is not used extensively internally or for sponsor activities The database is mainly used to communicate to members via Email however, a large proportion of members will not be reached due to missing data Each user generates a unique record - The lifecycle of a member could easily be tracked - Entry or exit motivations could be assessed and used to improve programs - Communicating to members of a sport via its database is a direct benefit that most sponsors seek
More than 50% of entries are not current members but could be contacted as part of a member re-gain campaign
Yachting Australia
GEMBA GROUP
118
Agenda
Yachting Australia
GEMBA GROUP
119
Licensing income is traditionally driven by sports with strong consumer franchises

Licensing
Sports Involvement Matrix
ENTERTAINMENT
HEARTBEAT
Consumer Franchise
(Watch, Read or Listen)
Australian Rules
Cricket Rugby League
Motor Car Racing
THE PACK
Soccer
GRASS ROOTS
Tennis Rugby Union Horse racing Athletics Netball Surfing Sailing Golf Basketball Cycling Swimming
Source: gSER Report July 2010- June 2011 Yachting Australia
Participation Franchise (People who participate)
Base: All Australian; n = 5538

GEMBA GROUP
120
To date, Participation Franchises have not been able to realise significant levels of licensing income
Licensing 55%
Sports Involvement Matrix with Licensing Income Estimates
AFL
Consumer Franchise
(Watch, Read or Listen)
NRL Cricket Aust
25%
FFA ARU Tennis Aust Swimming Cycling Netball Athletics
Yachting Australia currently does not derive any income from licensing activities
0% 0%
12.5% Participation Franchise (People who participate)
25%
Source: gemba Yachting Australia
GEMBA GROUP
121
Commercialising licensing through a Participation Franchise is highly dependent upon on access to the grassroots network
Licensing
Consumer Franchise
Participation Franchise
Value Proposition
Access to Intellectual Property
Value Proposition
Access to Consumer Channel
Critical Success Factors

Full Control of IP by Rights Holder Comprehensive of Style Guide Highly Attractive IP to large consumer base
Critical Success Factors

Full Access to Channel (i.e. Clubs) Sufficient Motivation for all Stakeholders (i.e. Rebate Program)
Relevant for Yachting Australia Yachting Australia

GEMBA GROUP
122
Participation-based sports can use licensing in two ways: brand licensing and know-how licensing
Licensing
Licensing Types
(knowIP (know-how) Licensing
Brand Licensing
IP (know how) refers to the intellectual capital and/or technology developed by an organisation Sporting organisations grant the rights to deliver its programmes to external deliverers Programmes used for licensing are often entrylevel programs or junior development programs Deliverers pays a licensing fee for the rights to deliver the program
The sporting organisation offers the use of its IP to a third party for use in products, services or promotion 2 main types of brand licensing: - Consumer sales promotion : enhance sales of existing products in the marketplace through logo of sport organisation on unrelated consumer good - Merchandising: develop fan products with high consumer appeal or that are mandatory to use by participants of the sport
Yachting Australia
GEMBA GROUP
123
Sports with relatively low consumer appeal or participation base have found innovative ways to secure a licensing revenue stream
Licensing
(knowIP (know-how) Licensing

A number of courses have been developed to qualify surf life savers Affiliated surf schools can run the Surfgroms program developed by SA
Brand Licensing
Surf life savers have to wear official SLS uniform on patrol Surf schools have to buy branded equipment to run Surfgroms A merchandising program gives licensees the right to produce official bowls apparel
Surf Life Saving Surfing Bowls RYA
RYA entry-level and advance training schemes are licensed worldwide
A number of publications have been developed by RYA on sailing training
Yachting Australia
GEMBA GROUP
124
Coaches and participants have to use modified equipment during the Hot Shots program
Licensing
Tennis Australia MLC Hot Shots

IP Licensing Brand / Product Licensing TA has partnered with Wilson to develop modified equipment and merchandise designed for the Hot Shots program, e.g. smaller racquets, low-compression tennis balls, nets, Hot Shots t-shirts and caps All equipment and merchandise is sold in an online shop hosted on the TA website Racquets are given out for free to every participant to encourage take-up of the Hot Shots program
Professional coaches pay an annual membership fee to TA to become an official Hot Shots deliverer Coaches receive equipment and program manual to run the program Coaches are instructed to run the program in a consistent manner and have the same branding
Effectively, coaches are buying the IP license to the Hot Shots program and branded equipment
Yachting Australia
The need of modified equipment ensure products are purchased via TA website
GEMBA GROUP
125
Surf life savers have to get qualified through a series of training courses and have to purchase & wear official uniforms when on patrol
Licensing
Surf Life Saving Australia

IP Licensing Brand / Product Licensing SLSA has a strong licensing and merchandising program and developed club equipment, apparel, education material and other merchandise All volunteer surf life savers and parent helpers (in Nippers) are obliged to wear official uniforms and use official equipment when on patrol or training Once signed up to an entry-level programme (Nippers for kids; Bronze Medallion course for adults), participants receive the official uniform, but any extra gear is available for purchase
Surf Life Saving Australia developed a number of training courses (Bronze, Silver and Gold Medallion) which are mandatory for all Surf Life Saving clubs to run Clubs recoup the cost of running these programs via the membership fee from surf life savers
Yachting Australia
GEMBA GROUP
126
Bowls Austraila put in place a National Dress Regulation which ensure participants wear licensed apparel during competitions
Licensing
Bowls Australia
Brand / Product Licensing Bowls Australia has a National Dress Regulation in place to ensure consistency in attire worn at pennant* and above level competitions This policy is strictly enforced by all affiliated state and territory organisations Licenses are issued to a number of clothing manufacturers which allows them to use the BA logo on garments they have manufactured Bowls Australia earn a royalty fee for the garment sold by their licensed manufacturers Since its inception, the licensing program has contributed $950,000 to Bowls Australia nationally to support the general development of the game at grassroots level
*Pennant is the traditional format of Bowls, there are a number of other social formats Note: IP Licensing not available
Yachting Australia
GEMBA GROUP
127
Deliverers of the SurfGroms program have to follow the syllabus designed by Surfing Australia and use branded surf boards & clothes
Licensing
Surfing Australia - SurfGroms
IP Licensing
Brand / Product Licensing Branded surf boards are used and currently they are provided to the surf schools for free or at a discounted price Participants have to wear official SurfGroms rash vests A number of SurfGroms branded merchandise are sold to participants on the stand-alone SurfGroms website
SurfGroms is a recently launched national junior development program in surfing for kids aged 5-12 In the first years, accredited surf schools with qualified surf coaches are the main deliverers of the program SA developed the syllabus, program content and branding which are used by surf schools Currently, surf schools do not pay a licensing fee to SA to use the program
Yachting Australia
GEMBA GROUP
128
IP Licensing is most likely to be successful for Tackers in the short term, due to the program being established and formalised
Licensing
Yachting Australia - IP Licensing Considerations -
Tackers
National Open Day
Experience Day
Licensing Tackers to commercial operators in areas of high demand or without yacht clubs
No licensing opportunities in short term
If the Experience Day developed as a formal, standardised product run similarly by every club, a license to the Experience Day can be sold to clubs
Time Horizon
Short term
Long term
Yachting Australia
GEMBA GROUP
129
Brand licensing opportunities are greatest with Tackers through developing branded merchandise gear that is mandatory to wear
Licensing
Yachting Australia - Brand Licensing Considerations -
Tackers
National Open Day
Experience Day
Development of official Tackers gear and branded merchandise to be purchased additionally by participants, e.g. Rash vests Windbreaker Hats / caps Toys Wrist bands
Develop branded merchandise for Open Day participants with a focus on fashion rather functionality, e.g. marine-inspired t-shirts, caps
Develop branded merchandise for Experience Day participants with a focus on fashion rather functionality, e.g. marine-inspired t-shirts, caps
Yachting Australia
GEMBA GROUP
130
IP Licensing of the Experience Day to yacht clubs as well as licensing Tackers to other providers are the biggest opportunities
Summary of Licensing Opportunities
Licensing Opportunities 1
2
Potential Commercial Impact
Ease of Implementation
Licensing of Tackers to commercial operators Licensing Experience Day to clubs Development of official Tackers gear for mandatory wear and purchase Branded Tackers merchandise for purchase Branded merchandise for Open Day Branded merchandise for Experience Day
4 5 5
Low
Below Average
Average
Above Average
High
Yachting Australia
GEMBA GROUP
131
YA needs to run market tests to assess the likely licensing costs that the market is willing to take
Licensing Models by Program
Tackers* Participant Fee Licensing possible Potential Deliverers Potential Licensing Revenue Model
Open Day
Experience Day Fee TBD ranging from $50-$150 Yes Yacht Clubs
$300 Yes Commercial providers
No fee No Yacht Clubs
>25%*
n/a
25%
* Tackers current model: YA receive ~25% of Tackers revenue from club which is used to cover for participant kit, insurance, marketing collateral & management; it is suggested to develop a similar model for licensing Tackers to Commercial Providers
Yachting Australia
GEMBA GROUP
132
Paid licensing will provide revenue needed to cover expenses but might inhibit participation uptake depending on licensing fees
Licensing
Brand Licensing Model Options
Paid Licensing
Pros Cons Additional revenue streams for YA and MYAs to cover overhead and material costs Applicable for roll-out to commercial providers (Tackers) Higher prices might limit uptake from participants Additional capacities needed internally to manage licensees Condition for licensing agreement is existence of a formalised program / schedule to ensure standardised roll-out
Licensing without Payment

Larger participation uptake is more likely Less barriers for clubs to take up licensing model No additional revenue streams Additional capacities needed internally to manage licensees Condition for licensing agreement is existence of a formalised program / schedule to ensure standardised rollout
Biggest barrier to both licensing models is the need to create a formalised program for the Experience Day that can be rolled out in a standardised way
Yachting Australia
* Tackers excluded since delivery model already in place
GEMBA GROUP
133
Agenda
Yachting Australia
GEMBA GROUP
134
Overall Recommendations 1/2

To create an entry level for the pathway of the sport, it is recommended to create a national Open Day and Experience Day to suit the priority target segments There should be short crewing programs in the intermediate level of the sport to bridge the gap between entry level and existing programs
Program Development
Priority Segments
Based on assessing Strategic Importance & Ease of Implementing a new program, 3 key target segments have been identified with implementation of programs recommended in the short term: Primary School children Secondary School children Young Families
Licensing
The licensing opportunities of YA lie mainly in developing a brand licensing model for Tackers to be outsourced to commercial providers and in the longer-term, a brand licensing model for a structured Experience Day
YA needs to broaden its sponsor base for the new grassroots entry level programs
Sponsorship Acquisition
There is a need to assess how current sponsors can be on-sold to support new programs There is a potential to partner with local sponsors or dealers of brands to connect with clubs
Yachting Australia
GEMBA GROUP
135
Overall Recommendations 2/2

Governance
YA needs to increase its ability to help States & Clubs implement the programs and suggestions made on a national level More flexible membership models and pay as you sail options are requested by new entrants into the sport current annual membership models are not attractive The communication message for the entry level is recommended to be Discover Sailing! with the Open Day, Experience Day as well as Tackers Intro program sitting underneath this message Sailings personality can be described as adventurous, responsible, fun & friendly The language used in the sport of sailing currently does not come naturally to potential participants: The majority of potential entrants in the sport favoured the term sailing vs. yachting however, the structure of the sport is based around the term yachting. It is recommended to use the term sailing when speaking about the sport or activity. The corporate brand Yachting Australia can remain unchanged as it is less relevant for consumers Boat types are not the drivers for decision-making & new entrants into the sport do not understand what the boat types are about. Therefore, YA needs to focus on explanation and education about the boat types and what experience consumers can expect on each boat The current terminology in the sport around training schemes and learning does not appeal to potential participants who seek something less serious and commitment-based. Course is a term that consumers are familiar with and that does not necessarily convey extensive commitment. Clubs need to push out communication more instead of expecting consumers to go & find information about the pathway, e.g. have information boards in clubs about next crewing option More visible communication about the opportunities, e.g. on website, banners outside club, community newspapers
Yachting Australia
GEMBA GROUP
Membership Brand Architecture
Communication
136
Agenda
Yachting Australia
GEMBA GROUP
137
US Sailing have developed a portfolio of different programs to suit different target audiences and their call to action is Getting Started
US Sailing Pathway
Disabled Sailing (Paralympics)

US Sailing offers Learn to Sail courses for each type of boat Among the programs offered, the Keelboat Certification scheme stands out as being more structured and has a standalone website, however still under the US Sailing brand The overarching communication message to new entrants into the sport is Getting Started
Olympics
Junior Olympics
High School Sailing
College Sailing
Championships
Clinics
Match & Team Racing
Various Multihull, OneDesign
Entry Level
Getting Started
Learn to Sail Courses Smallboat sailing, Keelboat sailing & cruising, Windsurfing, Powerboats
Yachting Australia
GEMBA GROUP
138
Play AFL is the umbrella message which encompasses all of the grassroot programs offered to footy players
Participation
Play AFL
Talent Pathway
NAB AFL Draft Program

nab Auskick is the most prominent brand for entry-level footy
AFL Masters 35+ AFL Recreational Football Open Age (All age) Entry Level
State <18 Competitions
There is no entry-level footy training programs for age 18 and above Play AFL is the umbrella message for all of AFLs grassroots program and it is used merely as a communication tool The nab rising stars program provides a clear pathway to elite levels in state leagues and the AFL competition
State Development Program
Representative
Play AFL Female footy AFL Youth (Age 13 18) AFL Junior (Age 8 12)
Brand
Yachting Australia
NAB Auskick (Age 5 12)
GEMBA GROUP
139
Cricket Australia communicates all of its grass-root programs under the umbrella term Get Involved
Participation
Get Involved Disability and Indigenous cricket Lifestyle cricket Junior & Senior Club Cricket EntryEntry- level
High Performance
Australian Team

Milo in2CRICKET is the branded junior development program and the entry point to playing cricket for kids aged 510 years Club cricket is the local competition catered for all levels, talented players at club level can get involved in Premier / Grade club cricket Get involved is the message used for all community cricket formats
State Competition Mens and Womens State 2nd XI Premier / Grade Club Cricket
Get Involved
Brand
MILO in2CRICKET Have-a-game / Have-a-go
Yachting Australia
GEMBA GROUP
140
Besides Hot Shots, Tennis Australia has developed Cardio Tennis, a branded product which combines tennis and a cardio workout
Pathway
Grand Slams & ATP/WTA events Australia Pro Tour Australian Money Tournament Optus Junior Tour Junior development series Entry Level / Participation programmes

Tennis Australia offers a number of entry-level programs, all under the umbrella message Play Tennis: MLC Hot Shots is the junior development program for kids age 4 and up Cardio Tennis is a fitness-based product catered for all ages Tennis clubs deliver coaching lessons, some of which are run by TA accredited coaches More grass-root programs are currently in development Talented young tennis players enter competition starting with the Junior development series
Communication Message Brand
Play Tennis
MLC Hot Shots
Cardio Tennis*
Club Tennis
- Coaching program - Competitions - Tournaments
*New programme
Yachting Australia
GEMBA GROUP
141
Using ABS data, retirees and empty nesters make up 30% of the total population and have a lower propensity to sail for various reasons
30%
Future Interest within segment (%) Future Interest (market size)
4.1%
4.3%
3.3%
3.8%
1.6%
1.2%
114,640 64,500 157,160 177,771 46,571
36,451
Share of market
19%
11%
26%
30%
8%
6%
Comments & Observations Empty nesters & retirees currently make up ~30% of all Australians They have a lower propensity to sail in future They have made up their minds already about their passion sports They are less able to influence other segments, especially kids Note: view is based on age groups, not life-stage segments as per gembas research YA
GEMBA GROUP
142

YAC Product Positioning Brand Strategy

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YAC Product Positioning Brand Strategy

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Product Positioning & Brand Strategy

Quantitative Member Research

Brand Workshop & Commercialisation

CONFIDENTIAL & PROPRIETARY

10. AUS Sailing Team

9. AUS Development Squad 8. State-based HP Squad 7. State-based Development Squad

3. Learn to Race 2. Better Sailing 1. Introduction to Sailing

National Small Boat Sailing Scheme

National Powerboat Scheme*

National Keelboat Scheme

National Windsurfing Scheme*

Yachting Governance Structure Affiliation Structure

Current YA Product Portfolio

Full racing skills

National Small Boat Sailing Scheme National Keelboat Sailing Scheme

Developm ent Squad

16-34yrs w/o kids

Passion Levels Sports (5-75yrs)

Ranked 37 th out of 46 sports tracked

Base: All Australians; n=5,614

Social Interaction Competition

Passion for Sailing & Participation

Sailing & Yachting Passion

Source: gemba Active Sports Participation (gASP)

Base: Total Sample n=5,614

2.6% of Australias population is currently participating in sailing & yachting

Current Participation (% of population, in the last 12 months, 5-75yrs)

36.7% 26.1% 23.2% 21.5% 20.0% 19.7% 18.5%

Ranked 34 th out of 46 sports tracked

12.5% 11.1% 11.0% 10.3% 9.1%

Imagery for Sailing / Yachting (in %, among general population, 5-75yrs)

Base: All Australians; n=1,875

Imagery (Sailing vs. Top sport, in %, 5-75yrs)

Ten Pin Bowling

For older people

For young people

Base: All Australians; n=1,875

Surf Life Saving

Junior Development Programs

Base: Participants of respective sports

Starting age profile (Selected Sports)

Participation in Sailing (Last 12 months, by segment, 5-75yrs)

4.3% 3.8% 3.1% 2.8% 2.6% 3.0% 3.1%

Working Professionals (no kids)

Participation in Sailing (Last 12 months, by segment & gender, 5-75yrs)

1.5% 2.1% 1.1%

Q. How frequent do you participate in the following sports? Yachting Australia

Base: Sailing Participants n=147

Current Participation in sailing & yachting 5% of population by location, 5-75yrs

Brisbane Perth 2.6% Adelaide 1.6% 2.5% Sydney 2.5%

Melbourne 1.9% Hobart

Nature of Participation (Sailing Participants, 5-75yrs, in % of participants)

23% participated in some form of organised Sailing*

Fitness Competition Social Interaction Relaxation

Base: Participants of respective sport; Sailing: n=147

Current + Interest in Participating in Sailing & Yachting 5(By segment, 5-75yrs)

4.3% 2.6% Older Families Working Professionals (no kids)

Interested in sailing / yachting next 12 months (% 4 or 5)

Interest in Sailing (Next 12 months, by segment & gender, 5-75yrs)

1.2% 0.2% 1.0%