How can I grow my marine business further?

[Gludy]

I have learnt a few lessons over the years.

One is how much effort it takes to change a market. I agree with those who say there is no demand at the moment, it being a waste of time to supply about to the 0.01 percent who are like me..

Ask yourself why there is no demand and the answer is a combination of factors. Amongst those factors a lack of understanding play a very big part and that boils down to education of what Cats can offer and then relating those benefits to the future and how this is the forward solution.

The problem is that it costs a fortune to 'educate' a market. It can be done with a combination of marketing tools but I guess you do not have the capital to take these head on.

I do have some positive ideas to help you but would prefer to do this in a PM. Its something I have been working on for something else and could be used to help your marketing problem - it will also not cost you anything.

 

[Dave99]

I will help you with your website if you wish. My site now receives more traffic than any other marine services website - this in turn provides a steady flow of customers.

Google optimisation is essential for instance if you type in boat cleaning or boat valeting we come up top- you need this for your site.

I would also think about having a copy writer do some work on the website. Remember the top half of your homepage is prime advertising space - if you drive traffic you want people not to hit the back button.

David

 

[hobiecat]

There are some very helpful comments here. We do the Southampton and London shows as well as smaller ones. Website improvement is underway.

Yes I remember the early adopters analogy and will give this some more thought. I dont really want to get involved in monos as it will water the brand down.

It is a very small niche market at the moment and agree the main problem is one of education. I have tried for a long time to get a motorcat coded for school and charter. I have finally succeeded. Getting around all the beaurocracy and insurance issues was extremely difficult. I agree that the marine industry is going to get very tough. Some people will be attracted by bareboat chartering instead of purchase. There are other motorcats abroad for holiday charter (from other companies) that are doing extremely well.

School and charter should help with education, might create some more sales and provide another income stream.

 

[Marsupial]

"School and charter should help with education, might create some more sales and provide another income stream."

And so the wheel turns full circle, it was the charter/flottila market that opened up boating in the 1970's. But not many were fully vertically integrated - then - perhaps now could be the time to explore a seemless "from moulding to holiday location" model all in the same ownership - but fundamentally you have to decide what business you are in, is it manufacture/distribution or the holiday business.

I get the impression that you are after volume in which case in the current climate you will need representation in lots of markets which could involve lots of adaptation in order for the product to appeal in those markets.

As a basic start exploit the flexibility of the design and provide a stripped out version as a work boat or fishing boat - up to the luxury spec for the west, not forgetting a luxury spec for the far east.

All this, as you know costs, is now the time to consodidate and plan rather than trailblaze?

I would tend to leave the trailblazing to the big boys and then steal their thunder with a well thought out plan that emphasizes your strengths and advantages and grabs a sizable chunk of the market they create where ever they create it.

If it works they will have no option but to buy you out - now thats an exit plan!

 

[whisper]

I'm afraid that the reason that the Motorcats are not catching on are that they do not look either "sporty" or "workmanlike". This is of course only my opinion from looking at your "e-brochure", I' ve not seen one in the flesh.
I think that the principle is excellent but agree with an earlier reply that you need a commercial model/s to broaden your customer base. Also a smaller size would provide an entry model lower down the financial scale.
Good luck anyway.

 

[hobiecat]

There is some excellent stuff on here. I have a signature now and new avatar. I have some ideas on commercial model which I will investigate . I will improve website and hit rate. I will push charter/school to educate people. Product side is doing OK. That will keep me busy for a bit. We did try and radically change looks with MC29 - made it look like a monohull.

many thanks to everyone so far who has made valuable contributions.

 

[whisper]

Hi,
Just looked at the 29 and that's much more attractive and should be more successful.
When looking at the photos why does it say Motorcat 30 along the top?

 

[hobiecat]

I dont know why the 29 has 30 along the top. I will amend it asap. many thanks for the input. Yes MC29 was developed in response to remarks over the 30. Personally still have a soft spot for the 30 as i have had so much family fun with it at very modest cost.

 

[SolentPhill]

Dont get too busy Im looking forward to you teking my cockpit, that came from recommendation on here.

Will post pics on here when done in case others want it done.

 

[jfm]

Victor, i agree the other general comments about marketing and web, and that more fundamentally you are selling a product for which there is almost zero market. A few specifics:

1. Really very few people want a cat. They dont have the right image. All this stuff about fuel economy and bits and pieces is all interesting, but the product just isn't appealing to quite a big chunk of market that really doesn't care too much about fuel cost. Really, you'd be better off putting the boat market skills you have collected over the last few years into selling sexy boats - -look what Trev has done with Absolutes, selling like hot cakes

2. Even putting to one side the fact it is a cat, and the nice exterior looks of the 29, when you get into the detial it is a horrible product. The window frames are screwed in (no bonded glass...), the dashboards look like yoghurt pots, electrical panel looks badly home made, and you have photos like this of really awful upholstery. (Awful upholstery design, and awful execution -wobbly corner)

3. And see the below shot - I have handbuilt boats myself Victor and I would never make something that looked this awful, let alone then drag it around boat shows and try to get the public to buy it. It is just utterly awful. Even the (horrid) carpet isn't laid flat. I cannot think of one nice thing to say about what this photo shows. We're in 2008 but this is 1973 product

Now you will get folks saying "dont listen to him we like utilitarian boats" but they aren't actually buying your boats. Folks who actually can buy new boats and write £100k ++ cheques generally want something stylish, not something that looks like the runner up entry in a 6th form design and build project. Whoever is building these things (it says polish firm?) just doesn't get it

Just dump these cats and become a dealership for a boat builder who makes boats that people actually want (agian, see what Trevor has done with Abs - an unknown brand in N Europe till he pushed them, but he picked a product that buyers actually want).

Just saying it as I see it - all imho. Best wishes with the business

 

[KevB]

There does seem to be a growing number of companies who are trying to make 'sexy' looking cats.
What's needed is for someone to design a cat which has all that is expected of a mono hull along with the advatages a cat has to offer. Not have to compromise on usable space of a mono to get the benifits of a cat.

 

[hobiecat]

I am sure we are on the case with decking.

Pictures are on MC29 no. 1. I have seen many first boats from many manufacturers and this was not that bad for no. 1 boat. Interior has been improved and outside looks good and sexy.

I have sold luxury boats before and I dont want to fight the next salesman as to who has the best cupholder again thanks. Thats my choice but I accept that it may not be the best financial decision I have ever made.

Happy to stick with decking and try and slowly grow the niche cat business for the time being.

 

[hobiecat]

I accept I need more sexy cat product to market from a reputable manufacturer to compete with people like Azimuth. Can you find one? Motorcat is produced form a small but entusiastic yard in Poland. It is surely possible to have sexiness and economy.

 

[nyx2k]

i would buy a smallish cat like victors but then again im at the lower end of the price scale and economy and space would be high on the list. but saying that im with the others that say you need a really professional website with excellent pictures and videos. as your shop front window it needs jazzing up

 

[jfm]

Victor I really question your judgement of what the market wants. You said "Pictures are on MC29 no. 1. I have seen many first boats from many manufacturers and this was not that bad for no. 1 boat.". I would say it WAS bad for boat number 1. The faults are not just detial fit out, they are related to design. Look at this picture again:

The faults include things like the taper on the vertical faces of the seat base GRP mouldings. Yes it makes it easier to get the thing out of the mould but it looks terrible, like an inverted yoghurt pot. Other manufacturers are way past making stuff with such 1970s thinking. No doubt the awful cushions, fiddle-less table, unimaginative woodwork, carpet, etc can be fixed on later builds but the shape of the GRP mouldings wont be.

 

[hobiecat]

If it is a question of my judgement what the market wants then find me a cat that you think will appeal to the market and I will represent them. I find it difficult to accept that the commercial market has turned to cats in droves because of the benefits - yet the leisure market will not. It is easy to criticise product. Surveyors say MC29 is an extremely well built boat. Inside now compares alright with other boats in its size and price bracket and all present owners seem very happy of both MC30 and MC29.

 

[Whitelighter]

How much is an MC29 Victor?

 

[hobiecat]

In Euros 92000 + VAT = approx £85,000 with a Volvo 130 D3. Recent exchange rate hikes have not helped.

 

[jfm]

I honestly dont think I can find you a cat that will have wide appeal to the market. I'm Mr typical - I have owned many boats and can buy within the <70foot size range any boat I want, and I will absolutely never buy a cat becuase I just dont like them. I dont have to justify "dont like them". It's how I feel. There are many many folks like me. You should take note - this is real market research! I would however buy an Absolute, even though that brand is all-new and about 5 yrs old.

There's no comparison with commercial, or perhaps there's a negative comparison. Who wants a boat that looks commercial?

Ref it is "easy to criticise product", I'm not having a bash at it for the sake of it. You asked. I'm just saying it how I see it as a confirmed and addicted boat buyer. i praise plenty of product on here, as much as I bash product.

Surveyor and well built is not a differentiator. Fairline, Sunseeker, Princess, Absolute etc etc are all well built. And from the website, yours doesn't look well built. No bonded glass, table material too thin, non recessed switches in the side of the base of the seat in that picture i posted twice, lots of screwheads and screw caps showing...

Victor you have all the infrastructure in place for being a boat dealer, and years worth of contacts and knowledge etc built up, and you asked how to grow the business. I'm simply saying get another brand/boat builder to represent

 

[Whitelighter]

No, euro rate not helping here either.

That seems a fair price for a 29fter - the Arvor which is also Polish built comes in at just over £100k for the 28 Guernsey.

I would agree with others, if the quality of boats has improved, update your webby to reflect this. We have been slow getting revised internal shots of our 34 (the prototype was not up to spec) and it has affected the number of emails we get from visits.

You should make it easy for people to get the price of the boat as well. it is competitive, so why not shout about it?