Hello ? Hello ?

• Maria Kennedy / Jim Kennedy. Maria Kennedy / Jim Kennedy. • Our business is called Atlantic Sea Kayaking. Our business is called Atlantic Sea Kayaking. • We are based in West Cork. We are based in West Cork. • We are Irelands premier Sea Kayaking We are Irelands premier Sea Kayaking

company. company. • We have been operating for the past 13 years.We have been operating for the past 13 years.• I am going to give you a short history of the I am going to give you a short history of the

business, its birth and growth over the years.business, its birth and growth over the years.• I hope to give you some idea of our future I hope to give you some idea of our future

plans for the business.plans for the business.

How did we end up in West Cork?

• We both had different backgrounds but shared a love of the outdoors.

• We were both needing a change from city life.

• We both needed a change of lifestyle.

• Maria had moved to West Cork from San Francisco

• Jim moved from Dublin.

Maria’s Schoolhouse Maria’s Schoolhouse

• I had fallen in love with and I had fallen in love with and bought an old schoolhouse in a bought an old schoolhouse in a little village in West Cork.little village in West Cork.

It needed lots of work.

On going restoration On going restoration

This became very successful.This became very successful.

• Article from: Article from: The Patriot Ledger Quincy, MAThe Patriot Ledger Quincy, MA Article date: Article date: April 24, 2004April 24, 2004 | | Marias Schoolhouse, a former school that was opened as an Marias Schoolhouse, a former school that was opened as an accommodation and activity center in 1993 by its former owner, Maria accommodation and activity center in 1993 by its former owner, Maria Hoare. The stone building is just outside Union Hall, a fishing village in the Hoare. The stone building is just outside Union Hall, a fishing village in the western part of County Cork. Guests will find funky rooms at reasonable western part of County Cork. Guests will find funky rooms at reasonable prices, each painted with vibrant colors. A large dining room with a prices, each painted with vibrant colors. A large dining room with a cathedral ceiling has a fireplace and couch where guests can relax before cathedral ceiling has a fireplace and couch where guests can relax before meals. meals.

•This schoolhouse rocks; Hike, bike, kayak near

This schoolhouse rocks; Hike, bike, kayak near

West Cork inn

West Cork inn

One of Ireland's best-kept

One of Ireland's best-kept

secretssecrets

My favourite place to stay .

War of the Buttons.War of the Buttons.

Meanwhile in another part of West Meanwhile in another part of West

CorkCork

Jim had started teaching Jim had started teaching kayaking. kayaking.

In a strange kind

of way

BUT

He needed help – He needed help – quickly quickly

A great meeting A great meeting

• At a meeting organised to promote At a meeting organised to promote tourism in the area. tourism in the area.

• Jim and I were introduced to each Jim and I were introduced to each other, in the business sense of other, in the business sense of course . course .

The Result

2 Heads are better than 12 Heads are better than 1

Qualifications.Qualifications.

• Jim is a level 5 Sea kayaking coach with the Irish Canoe Union Jim is a level 5 Sea kayaking coach with the Irish Canoe Union and the British Canoe Union.and the British Canoe Union.

• He has raced on the Irish kayaking team at 4 world He has raced on the Irish kayaking team at 4 world championships. championships.

• He has been Irish and British champion at 10,000meters and He has been Irish and British champion at 10,000meters and 500 meters. 500 meters.

• He has also won the annual Devizes to Westminster 126 mile He has also won the annual Devizes to Westminster 126 mile non stop race.non stop race.

• He is a graduate of the National Training and Coaching He is a graduate of the National Training and Coaching Centre in University of Limerick. Centre in University of Limerick.

• He leads trips in Ireland , Spain , Croatia, Mexico and USA. He leads trips in Ireland , Spain , Croatia, Mexico and USA.

• Is a guest speaker and runs workshops in many different Is a guest speaker and runs workshops in many different countries.countries.

• And Maria is just brilliant! And Maria is just brilliant!

Where are all the Where are all the customers. .customers. .

• The product being offered was great. The product being offered was great.

• Unfortunately no one knew about us. Unfortunately no one knew about us.

• Depression was hovering in the Depression was hovering in the background. background.

• We came from the love of the activity.We came from the love of the activity.

• Jim found it difficult to sell it as it was so Jim found it difficult to sell it as it was so personal to him. personal to him.

• He undervalued the serviceHe undervalued the service. .

YOU PUT YOUR OWN VALUE ON YOURSELF, YOU PUT YOUR OWN VALUE ON YOURSELF,

So we upped our price, and So we upped our price, and • We found that people valued us a lot more. We found that people valued us a lot more. • We became more confident. We became more confident. • We had a bit more cash so we couldWe had a bit more cash so we could reinvest in equipment.reinvest in equipment.• We attended some trade fairs and We attended some trade fairs and

started advertising. started advertising. • We used obvious media: We used obvious media: newspapers , posters, brochures, newspapers , posters, brochures, direct direct

contacts, targeted letters.contacts, targeted letters.

Did it work?Did it work?• It was very difficult to tell.It was very difficult to tell.

• We tried to track where bookings were coming from. We tried to track where bookings were coming from.

• We soon became aware that word of mouth was very We soon became aware that word of mouth was very effective marketing as was the personal approach. effective marketing as was the personal approach.

• So we called in past contacts and began to canvass So we called in past contacts and began to canvass journalists.journalists.

• We also started cold calling on similar web sites , We also started cold calling on similar web sites , introducing ourselves and inviting them to kayak introducing ourselves and inviting them to kayak with us.with us.

• We got a web site up and running, this was 9 years We got a web site up and running, this was 9 years ago so it was a rare and expensive thing to do then. ago so it was a rare and expensive thing to do then.

• Eventually we started getting results.Eventually we started getting results.

• We discovered publicity breeds publicity We discovered publicity breeds publicity

Attractive and interesting Attractive and interesting offersoffers• We then tried to be creative with our offers . We then tried to be creative with our offers .

• We tried to be different to othersWe tried to be different to others

• We tried to grab peoples imaginations.We tried to grab peoples imaginations.

• We tried to capitalise on our strengths.We tried to capitalise on our strengths.

• We tried to make the weather a plus rather than We tried to make the weather a plus rather than a negative.a negative.

• We used descriptive and friendly wording.We used descriptive and friendly wording.

• E.g. Roaring water Bay versus Carbery’s Hundred E.g. Roaring water Bay versus Carbery’s Hundred

IslesIsles

What we offer . What we offer .

.

Begins one hour before darkness Open all year round..

CroatiaCroatia

Teaching in other Teaching in other countries countries

Baja Peninsula , Mexico

IrelandIreland

Some of the publicity we Some of the publicity we get.get.

National Geographic. National Geographic.

Out Door Enthusiast Out Door Enthusiast MagazineMagazine

8 page report and pictures of trip to Blaskets with a Japenese group.On Japenese sea kayaking magazine.

Irelands Best Irelands Best

We then decided it was time We then decided it was time to try and join some bigger to try and join some bigger and more organised tourism and more organised tourism bodies bodies

We had done all we could We had done all we could alone. alone. • We decided to try and start We decided to try and start

networking.networking.

• The obvious one was Failte The obvious one was Failte Ireland.Ireland.

•

.

We help to develop

product offerings for both

the domestic and

overseas markets and

lead the marketing effort

to promote Irish holidays

to the domestic

consumer.

We support enterprise

development in Irish

tourism, promoting best

practice in operations,

quality and standards and

facilitating investment in

tourism infrastructure.

Where do we go from Where do we go from here. here.

• What colour do you think of when I What colour do you think of when I say Japan ?say Japan ?

• What colour for England ?What colour for England ?

• What colour for Ireland ?What colour for Ireland ?

To me this proves one important To me this proves one important thing.thing.

A green Ireland is the future for A green Ireland is the future for marketing . marketing .

• We are already subliminally in the We are already subliminally in the world’s subconscious. world’s subconscious.

• Let’s capitalise on it. Let’s capitalise on it.

• We need to push sustainable tourism, We need to push sustainable tourism, eco tourism and green tourism. eco tourism and green tourism.

• Let’s market a pristine Ireland Let’s market a pristine Ireland

• Let’s keep it that way. Let’s keep it that way.

The real future. The real future.

• No matter how much we plan. No matter how much we plan.

• No matter how much we complain.No matter how much we complain.

• No matter how much we market .No matter how much we market .

• There is one vital component without There is one vital component without which there is no future. which there is no future.

Thank you for listening.