Dive Shop

Question
Mike, I am in the process of purchasing a dive shop in central Pennsylvania.  I have taught through this shop for over two years and the owner has decided he is burned out and is moving on to different ventures.  The shop has a good customer base, but due to the previous owners "other" ventures, the shop is not as positive as it could be.  I currently work full time else where, so I am looking at operating the shop "part time".  There are no other shops within 60 miles so I am unique in this aspect.  I am looking for ways to liven up the business and put it on the  map, so to speak.  I love diving and have been a certified diver for over 18 years and an instructor for 3 years.  I am looking forward to sharing my passion for diving to others and want to make sure that the business grows, not just successful.  I am not an IRRA member, yet, and want to know what impact membership may have for me.  Also, I would like some insider experience with the impact of PADI's eLearning.  Any advise and suggestions you could give me would be greatly appreciated.  Sincerely, David Smith.

Answer
Hi David,

It sounds like a very ambitious undertaking!!  It can be done, of course, but it's going to take a lot of time and you might not get much sleep!!  I'm concerned when you said you wanted to liven up the business but only want to operate the shop "part time".  I can see your point...you certainly don't want to give up your day job unless you're sure you can make up the money from the dive shop.  However, running a dive shop part time will not grow your customer base and may open the door for a competitive shop to move in on your territory.  Keep in mind that your customers expect a full-time dive shop.  They want hours that will allow them to shop during their time off and also have dive services available when they want to dive (normally on weekends). NOBODY wants to talk to an answering machine!  I don't know what hours you work with your current job but you might start off by keeping extended evening and weekend hours at the shop.  Hiring an employee will cut into your profits but it may be necessary to keep the shop open during the day.  I've addressed that topic in previous answers made in this blog so you might want to look over some of them.

An internet website is a necessity if you really want to reach your customer base and attract new business.  It doesn't have to be fancy or expensive.  Check around and see if you can get some assistance with the site.  You might find a diver with website building experience who will trade website services for diving services.  It's worth a try!

You can't work 24 hours a day so you'll need some time off.  At my shop, I adjust hours so I can take some time off during our slow winter months but I make up for it by working 7 days a week during our busy summer season.  Our seasons in the deep south are different from yours.  My "winter" runs from November through March and the "summer" is the rest of the year.  

I have always put the needs of my customers above my own and I think that's the key to growing a successful dive shop and gaining loyal customers.  You've already got some experience from what you've told me so you know what a "customer" wants.  Just be ready to provide it!!

Being a member of IRRA has several advantages for your shop.  I assume that your shop already has PADI instructor(s).  If so, then you can get an IRRA application simply by contacting PADI and asking for one using your PADI instructor number.  Upon the acceptance of your application by PADI, you'll be designated as a PADI dive center and be given a store number.  You probably know that IRRA membership is only available to dive shops and not to individual instructors.  

There are a number of requirements for admission to the IRRA and they're spelled out in the application.  Most dive shops will have no problem meeting those requirements.  As a member, you'll get exposure through IRRA publications and PADI will frequently send you marketing materials to use to promote the shop.  

As a PADI dive center, you'll also be able to offer PIC's online so you won't have to use the paper PIC's anymore.  Customers love this feature and it's a lot easier for the shop as well.  There's no extra cost for the online PIC's and you can get more by simply calling your regional rep at PADI and they'll put them in your store account in about 15 minutes.  The PIC is all done online and uses a student picture which you'll upload from your digital camera to your computer.  Since the process is all done online, there are no postage stamps involved either. Response time is also faster since you won't have to rely on the mail to deliver the PIC to PADI.  

As a PADI dive center, you'll also have access to lots of business building suggestions on their restricted IRRA website.  PADI will also offer regional seminars for IRRA members to help you promote and grow your business.

E-learning has been a real success for us.  Lots of our students use it.  For those with time constraints or for those who have a problem with long commutes, it really works well.  We give them an option, of course, but having e-learning available has allowed many students to sign up with our shop who would not have been able to do so otherwise.  

With e-learning, students can complete the entire academic portion of the course, including the quizzes and final exam, without ever having to come to the shop. I'm a big fan of e-learning and encourage you to consider it.  

As a PADI dive center, you'll be given a shop number and this number will be used to identify all e-learning students who sign up for it through your shop.  PADI will send you e-mail messages to let you know when a student signs up and also when the student finishes the e-learning part of the course.  The student will print a transcript of all their grades when they've completed the final exam and they'll bring this transcript to your shop to be included in their student folder.  Once set up, all of this is automatic and you won't have to do anything to keep it working.

David, I realize that all this information can be confusing so I encourage you to contact your regional PADI rep and simply ask him to send you some information about becoming a PADI dive center.  They'll be happy to send you a package with all sorts of informative stuff.  Your regional PADI rep (Pennsylvania) can be reached by calling 1-800-729-7234, extension 2333.

Best wishes for a successful dive shop!!

Mike Giles
Mike's Dive Center
mikescuba.com