In an atomized market, if you do average, you get average. To stand out you need to be an outlier. Thinking as most people, in diving it could be in a very special location, a special feature, etc.
However, when the space is price-driven, you need to change the context. You need to be the obvious choice.
Breaking a market
For the outliers in the market: they don’t focus on the price, but look for a different kind of either an offer or a different kind of buyer, like a more sophisticated diver.
Focusing on the offer
This could look like
- Learn with the most recognized instructor in the world.
- Learn with an instructor with 3K+ dives
- Get this safer way of diving
- Learn this more pro way of diving so you dive better than the rest.
- Learn how to dive in this specific kind of environment (caves, cenotes, under ice [yeah —that’s a thing]).
They all get a higher touch than the average. Keep the scope. And are also able to handle more volume.
Focusing on the buyer
If you look for a different kind of buyer you could try with a wealthy segment where the design of the offer could be like “You select your destination and pay. We take care of everything: logistics, hospitality and everything else.”
Higher-touch. Same scope. More profit (if priced right).
Here’s the thing
Trying to compete in a highly competitive environment with the same kind of offer is setting up yourself for (with luck) survival.
Focusing on improving the offer is a good next step. Focusing on the buyer, that’s the one that can open new ways.
How are you breaking your market?