Hmmm...
Now if I was an enterprising dude, I'd give this "e-learning" approach serious consideration.
If I had the means, I'd open up retail/training stores in New York, DC, Miami, Dallas, LA, San Francisco, Seattle, Chicago, Honolulu, USVI and maybe a few other hubs. I'd standardize the equipment line at all stores, offer complete product and warranty service, and follow a beginner, intermediate and advanced equipment (or recreational, "techreational" and technical, if you like) gear marketing set-up. I'd bring in some European brands, just to be different. I'd make sure the stores look classy, well kept and "comfortable." I'd also create a "cool" factor that local shops couldn't match.
I'd then put up a SERIOUS e-commerce site and sell most retail brands nationwide (world wide in a few years), with local delivery and service. You could buy on-line, but return to the local store. On-line and store price are the same, but with on-line "clearance" items. I'd then franchise the operation for the smaller "in-fill" market and sell it to existing dive shops willing to change.
I'd make certain each store had a nice pool and classroom facility. All staff that worked at the stores would be instructor or leadership and all full time. Everyone has multiple rolls. Then, I'd develop a few "e-teaching" approaches. First, I'd do all class work by video, standardized across all stores. Stream the course from the website. All classes canned with integrated graphics, video, etc. Then, I'd have a "live" Q&A hour multiple times each week. Integrate this by having a "live" streaming video session with an instructor, limited to say 10 students. Use a conference call system where the student calls in but the instructor answers across the web video link. Integrate the call system with the video link so everyone can "hear" everyone else (there will be a slight delay). Have multiple Q&A sessions daily, late into the night. Use west coast shops for late east coast USA instruction, using the 3 hour difference to our advantage. Make certain ALL instructors use the "standard" approach. Use an "on-line" testing format at the end of each class. Use a VPN system for accessing class materials and put up an on-line forum for updates, information and discussion, just like "Scuba Board." Only current students, staff and previous graduates get access to the board, it's "read only" for everyone else.
Knock out all the classroom first. Test the classroom stuff on-line. When finished, clear successful students for the pool. Set up pool sessions limited to 6 students for all shops at all times, with "skill packages" for each session. Offer a "long" and "short" format, maybe 6 and 2 hours, again standardized. Student "picks" pool session according to their schedule. Test at the end of each session building on skills so testing becomes the most complicated by the end of the last session. Offer a weekly "practice pool" session for additional help. Standardize student gear everywhere for entry level. Provide ALL gear for pool work. Completing all pool sessions advances you to openwater dives.
Just to make this interesting, "stratify" the shops. Devote 2 HRS of an "extra" pool session to the local diving environment. For example, introduce wetsuit use in the New York shop, while doing a pool/classroom discussion of tropical marine hazards at the Miami shop. The student gets to pick, based on the environment they plan to dive in. Offer the opportunity for students to complete pool and openwater training in the same time frame, say one week, if they want. They live in Atlanta, do the course on line, purchase a "pool and certification package" from the Miami shop (including flight, hotel, food, etc.), fly down for a long weekend and complete pool and cert dives. Or, they do the pool sessions at a local shop but purchase the certification package at a remote location. Or, they do everything local. Or, they drive instead of fly. Whatever...
Set up the openwater dives the same way, except expand offerings by having "standardized" certification entry-level dive packages offered at more exotic locations that use our "standardized" approach, but do not have a store. Maybe just a diveboat, maybe just a resort. Again, whatever...
Set up the entire system again for specialty and technical classes, only get MORE imaginative.
Use a nationwide enterprise management (IT) package to handle all data management activity so everyone is a "local" customer at ALL stores.
I won't get into the student gear marketing aspect using this concept, but do it in a fashion that isn't overbearing but at the same time produces results. Only sell quality and back it.
Most importantly, market our BRAND, the NAME of the store. Set high standards, commit to OUTSTANDING customer service, make people HAPPY. Blend "best practice" certification standards by meeting the minimum standard for an agency you chose, but pick more "good stuff" from others to go "above and beyond." When the new store becomes a nationwide leader in certifications and sales, the certification agencies and manufactures will come to YOU, not you to THEM. Margin will increase through discounts and volume, along with repeat customers and more sales.
Target the local store markets. Drive the small stores out of competition by offering prices, services and support they can't match (OUCH!). Look to regional market dominance. Sound familiar?
All this said, I doubt anyone has the money (or is willing to take the risk) to put it together. In fact, I know of only a few dive shops with multiple locations.
Anyone interested?
