A good thing and a “bad” thing.
Yesterday’s email said that diving is a commodity and a scaled productized service. And that it’s a good and a bad thing. Depending on where you stand.
Good thing
The first organizations who entered the market chose to make it like that. They standardized the processes, the inputs, the scope. Making it happen like that allowed them to scale and propagate everywhere. With this, they can (still) capture a high volume and different fees that support their business model. Almost like a franchise model.
“Bad” thing
For the diving organizations late to the party and that had to adopt this business model on one hand. On the other one. for the majority of dive schools who have to adopt “how business is done” and operate mostly in a cost-plus model.
For all of them it represents a challenge since being a part of a commoditized offer turns the market into 2 things
- Atomized
- Price-driven / Highly competitive
My question to you today:
How would you break that market?