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David operated a dive operation in Portsea, but after many years chose to concentrate his energy in school programs for Victorian school students – Aqua Camps. He built an education centre in Blairgowrie which ran successfully for about 20 years and when a 17-acre property in Merricks became available, David decided to expand the business.
The perfect business partnership was created when David then joined forces with Jan Taylor, the former Sea World education manager. They invested in the construction of an on-site pool complex to teach water and sea safety skills, along with snorkel and SCUBA training.
At peak times, up to 15 instructors were teaching environmental and marine studies, through sea kayaking, snorkelling, SCUBA diving and rowing, as well as tree climbing, orienteering, and bushwalking skills over summer.
Two years ago David and Jan decided to change direction, selling Merricks Camp but retaining the business.
"Armed with a cache of boats, equipment and a wealth of marine knowledge and skills, we were asset rich and cash poor,” says David.
"So while the aim had been to cut down the size of the business, in actual fact, we felt like we were starting over again!"
The decision was taken to utilise assets and the business partners’ expertise and local knowledge of running family summer boat tours of Port Phillip Bay. The idea was to deliver marine study day camps for students with the boats becoming ‘floating classrooms’.
Marketing proved another challenge. "Previously the camps sold themselves, with our focus being on developing and rolling out the course content and managing staff,” he explains.
"With the new 'camps' taking place on the boats rather than the Merricks’ camp ground, getting the updated information out there became an issue."
Jan decided to do some learning of her own by participating in some Small Business Victoria training, including Marketing Basics and Exceptional Customer Service.
"This training was useful in helping us clarify our thinking about the new Fish 'n' Ships business structure,” says Jan.
"In particular, we were forced to think about what we had to offer as a business and what our point of difference was from our competitors."
"There was a need to prioritise our services via our marketing communications which we've now done," Jan explains.
Fish 'n' Ships now runs a fleet of boats, one of which, ‘RORQUAL’, operates group tours on the bay. A second vessel is chartered by marine scientists undertaking scientific base line studies for government departments. David and Jan continue to run marine education and water safety days for students from a number of local secondary schools. Jan learnt that she needed to market the business in a different way to make this new mix work.
As a result of things she’s learnt during the business workshops and seminars, Jan has created new partnerships with local tour operators needing additional vessels. They have also started running charters for local apartment, club and B&B guests.
Fish 'n' Ships services are constantly evolving, powered by David and Jan's mutual passion for education, the sea and their new found business skills.
In particular, Jan is keen to develop some new snorkelling programs for women, with a view to extending this program with additional activities.
"As educators, we also want Fish 'n' Ships to continue their involvement with schools. We’re both teachers and feel we have an enormous amount to offer in this service area."
Source: Business Victoria
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