If there were 100 DZ's with the same aircraft, facilities, and instructors all within a 15-mile radius of each other, who would have a competitive advantage? The one with the most vibrant culture and customer service would rise to the top. Business operators all over the world know that customer service is a necessity, but few are able to deliver. This presentation examines the necessity for building a positive culture through core values and delivering on 5-star customer service.

1. BUILDING A
COMPETITIVE
ADVANTAGE

2. DROPZONE.MARKETING
MY GOALS FOR THIS WORKSHOP ARE:
▸ TO CHALLENGE - you to think differently
about your business and how to make it better.
▸ TO TEACH - (not concepts) actions to transform
your business.

3. LAS VEGAS

17. 106 SUSHI RESTAURANTS
IN LAS VEGAS

18. #2 ON GOOGLE

19. A COMPETITIVE ADVANTAGE THROUGH

21. GOOGLE SEARCH & REVIEWS
REVIEWS AFFECT
▸ RANKINGS ON SEARCH ENGINES
▸ WHICH SEARCH RESULTS GET CLICKED ON
▸ PURCHASING DECISIONS

22. ACCORDING TO MOZ'S
LOCAL SEARCH RANKING
FACTORS SURVEY,
ONLINE REVIEWS ARE
THOUGHT TO MAKE UP
10% OF HOW GOOGLE
AND OTHER SEARCH
ENGINES DECIDE TO
RANK SEARCH RESULTS.

23. RANKINGS ON SEARCH ENGINES

24. MEDIOCRITY OPENS UP
OPPORTUNITY.
James La Barrie
MY MARKETING MIND

25. CASE STUDY
EST. JAN ‘16

27. SATURATED MARKET
ENTRY INTO A HIGHLY COMPETITIVE MARKET
▸BAY AREA SKYDIVING
▸SKYDIVE CALIFORNIA
▸SKYDIVE HOLLISTER
▸SKYDIVE SURFCITY
▸LODI / THE PARACHUTE CENTER
▸SKYDIVE SANTA BARBARA

28. $99 OFFER TO 18K
MAJOR DISRUPTOR: HOLLISTER

29. GOOGLE REVIEWS

30. GOOGLE REVIEWS

31. GOOGLE REVIEWS

32. GOOGLE REVIEWS

33. RESULT
900 TANDEMS
IN YEAR 1

34. 90%of customers say that their
buying decisions are
influenced by online
reviews.

35. 84%of people trust online
reviews as much as a
personal
recommendation.

36. 54%of people will visit the
website after reading
positive reviews.

37. 73%of consumers think that
reviews older than 3
months are no longer
relevant.

38. 74%of consumers say that
positive reviews make
them trust a local
business more.

39. 58%of consumers say that the
star rating of a business
is most important.

40. EVERYONE
UNDERSTANDS
THE CONCEPT OF
SERVICE. SO,
WHY CAN’T WE
DELIVER IT
CONSISTENTLY?

41. MY STORY - 2012
SUCCESSFUL BUT UNHAPPY
▸ 30% year over year
growth
▸ Everyone was making
more money
▸ DZ was Thriving
▸ EVERYONE UNHAPPY

42. HOW I BUILT IT

43. HAS THE PASSION FOR YOUR
BUSINESS BEGUN TO WANE?

44. ARE YOU TIRED OF DZ
POLITICS?

45. ARE YOU TIRED OF
IN-FIGHTING WITH STAFF?

46. WOULD YOU LIKE A TANGIBLE
ADVANTAGE OVER YOUR
COMPETITORS?

47. WOULD YOU LIKE TO
INCREASE YOUR BUSINESS?

48. THIS IS THE
WORKSHOP FOR YOU

49. AS YOUR BUSINESS SCALES,
SO DO YOUR PROBLEMS.
James La Barrie
HOW MANY WOULD AGREE WITH THIS STATEMENT?

50. A DIFFERENT WAY
OF RUNNING A
BUSINESS

51. MY ‘A-HA’ MOMENT

52. ▸ Est. Link Exchange in ‘96
▸ ’09 - purchased by Amazon
▸ Sells to Microsoft | $265M
▸ CEO of Zappos 1999
▸ ’08 - $1Billion in sales

55. More difficult to work at Zappos than to get into Harvard
Four Weeks of Training
Offer $2,000 To Quit in Week 1
Offer $3,000 To Quit in Week 2

56. “A CUSTOMER
SERVICE
COMPANY THAT
HAPPENS TO SELL
SHOES.”

57. COMMON
THREAD
Culture
based on
core values.

59. Core Values
Authenticity - We are true to the outdoors.
Quality - We provide trustworthy products and services.
Service - We serve others with expertise and enthusiasm.
Respect - We listen and learn from each other.
Integrity - We live by a code of rock-solid ethics, honesty
and decency.
Balance - We encourage each other to enjoy all aspects of
life.

60. “Culture isn’t the most important
thing. Culture is the only thing.”
—Jim Senigal, Former
CEO Costco

61. “Costco’s mission is to continually provide our members with
quality goods and services at the lowest possible prices. In
order to achieve our mission we will conduct our business
with the following Code of Ethics in mind:
1. Obey the law
2. Take care of our members
3. Take care of our employees
4. Respect our vendors

64. •HAVE INTEGRITY
•DELIVER AMAZING SERVICE
•BE PASSIONATE
•THINK LIKE A CONSUMER
•CONTINUALLY LEARN

65. •ENJOY THE JOURNEY &
HAVE FUN
•BE OBJECTIVE
•SHOW GRATITUDE

66. WHERE I STARTED

67. WHERE WE ARE

68. WHERE DO YOU STAND?

69. ON A SCALE OF 1 TO 10, HOW
PASSIONATE ARE YOU ABOUT
YOUR BUSINESS?
DO YOU STILL HAVE THE PASSION?

70. WHY ARE YOU DOING THIS?
WHY ARE WE DOING THIS AGAIN?

71. ARE YOU RUNNING A DZ FOR
THE SOLE PURPOSE OF
MONEY?
WHAT’S YOUR MOTIVATION?

72. WHAT DO YOU THINK
SEPARATES A GOOD BUSINESS
FROM A GREAT BUSINESS?
WHAT’S YOUR MOTIVATION?

73. ARE YOU RUNNING A GOOD OR
GREAT BUSINESS?
GOOD OR GREAT?

74. DOES YOUR STAFF HAVE A
CLEAR UNDERSTANDING OF
YOUR EXPECTATIONS?
ARE YOUR EXPECTATIONS IN YOUR HEAD ONLY?

75. DOES YOUR DZ SUFFER FROM
INTERNAL CONFLICT OR
DRAMA?
ARE YOUR EXPECTATIONS IN YOUR HEAD ONLY?

76. WHAT DO YOU THINK IS THE
CAUSE OF THIS DRAMA?
THE ROOT CAUSE OF THIS DRAMA IS?

77. PASSING P.A.T. & Working at REGENT PARK GC
2 YEARS AT REGENT PARK GC
4 YEARS AT REGENT PARK
STARTING AT SKYDIVE CAROLINA
FIRST 4 YEARS AT SKYDIVE CAROLINA
LAST 5 YEARS AT SCPC
EST. BEYOND MARKETING
4 YEARS IN

78. ARE YOU WILLING TO COMMIT
TO RUNNING A CORE VALUES
BASED COMPANY?
YES | NO
IS THIS FOR YOU AND YOUR PHILOSOPHY?

79. THINK ABOUT THE BEST
MOMENTS IN YOUR LIFE.
WHAT VALUES WERE
PRESENT?
WHAT ARE YOUR PERSONAL VALUES?

80. THINK ABOUT THE WORST
MOMENTS IN YOUR LIFE.
WHAT VALUES WERE ABSENT?
IDENTIFY YOUR PERSONAL VALUES

81. THINK ABOUT MOVIE SCENES
WHERE YOU WERE MOVED TO
TEARS OR CHILLS. WHAT
VALUES WERE PRESENT?
IDENTIFY YOUR PERSONAL VALUES

82. ARE YOU WILLING TO HIRE AND FIRE
BASED WHETHER AN EMPLOYEE
FITS THESE CORE VALUES? EVEN IF
THERE ARE WERE A SHORT TERM
GAIN TO HIRE A NON CULTURE FIT?
IDENTIFY YOUR PERSONAL VALUES

83. CHOOSE 12 WORDS THAT WOULD
INSPIRE YOU TO GET UP EVERY
MORNING.
IDENTIFY YOUR PERSONAL VALUES

84. NEXT STEPS:
• ROLL OUT THESE VALUES TO YOUR COMPANY
• INTEGRATE THESE VALUES INTO EVERY
DECISION
IDENTIFY YOUR PERSONAL VALUES

85. ONE OF THE BEST CULTURES: WISCONSIN SKYDIVING CENTER

86. CORE VALUES

87. CHICAGOLAND SKYDIVING CENTER

88. CHICAGOLAND SKYDIVING CENTER

89. CULTURE + SERVICE
THE COMPETITIVE ADVANTAGE

90. 33 DZ CUSTOMER TOUCH POINTS
Road Signs Car Park Check-In Training
Website PhoneSocial Media
JumpsuitsInstructor Videographer Plane
Ascent Free Fall Wait Time for Media
Media Closing
Wait Times Bathrooms Hangar Snack Bar

91. Simon Sinek
Start With Why

93. WHAT IS THE WHY OF YOUR
ORGANIZATION?
WHY
HOW
WHAT
The Golden Circle
Simon Sinek

95. INSERT IMAGE OF THEATRE HERE
PUTTING ON A SHOW

96. JAMES LA BARRIE
JAMES@AMAZETHECUSTOMER.COM
+1 704 268 9338
SUBSCRIBE: HTTP://DROPZONE.MARKETING
CONTACT ME