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- 1. The World Outside Your Harbor Emerging Markets and How to Reach them with your Marine Business
- 2. Lou Sandoval CEO & Founder Karma Yacht Sales, LLC Your Tour Guide www.KarmaYachtSales.com
- 3. Stakeholder Business Man 13 Years in the Marine Industry FORTUNE 100 Marketing , Sales & Business Development Biotech/ Med Products Executive Boating Advocate Active Boater- (sailing) Husband & Dad (2 daughters Age 7&9)
- 4. Engage in a business conversation Learn Something New Establish an Action Plan What Are Our Goals Today?
- 5. Would You?
- 6. Changing Landscape 1956 Shephard Chinook 34 (1956) 2012- Present Now!
- 7. Industry is facing some headwinds 0% 2% 4% 6% 8% 10% 12% 14% 16% <25 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+ PercentageofAllBuyers Age Range Boat Owner Age Distribution - 1997 Source: Info-Link
- 8. Boat Owner Age Is Increasing Source: Info-Link 0% 2% 4% 6% 8% 10% 12% 14% 16% <25 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+ PercentageofAllBuyers Age Range Boat Owner Age Distribution - 2013
- 9. Future Boaters? Source: Info-Link 0% 2% 4% 6% 8% 10% 12% 14% 16% <25 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+ PercentageofAllBuyers Age Range Boat Owner Age Distribution - 1997 vs 2013 1997 Owners 2013 Owners
- 10. World Around Us HAS Changed
- 11. Distribution of Population by Major Race/Hispanic Origin Category: Michigan and the United States, 2000-2010
- 12. Rank Name Population 1 Detroit* 713,777 2 Grand Rapids 188,040 3 Warren* 134,056 4 Sterling Heights* 129,699 5 Lansing 114,297 6 Ann Arbor 113,934 7 Flint 102,434 8 Clinton Township 99,753 9 Dearborn 98,153 10 Livonia 96,942 Michigan’s – Largest Cities Source: 2010 United States Census
- 13. Michigan Source: 2010 US Census data
- 14. Detroit Metro Area Source: 2010 US Census data
- 15. Grand Rapids Source: 2010 US Census data
- 16. Lansing Source: 2010 US Census data
- 18. “LGBT consumers are estimated to have a cumulative buying power of $790 billion.” – Witeck Communications via CEI 2013 “Asian Americans have a median household income $15,334 greater than the US median household income.” – DiversityINC “Latino buying power is expected to increase by 50% from 2010 to 2015 from $1 Trillion to $1.5 Trillion.” – DiversityINC “According to the US Census bureau, black, Hispanic, Asian and mixed-race births made up 50.4% of new arrivals in the year ending in July 2011.” – BBC News Opportunities
- 19. Between 2007 and 2018 enrollment is projected to increase by: 4% for students who are White 26% for students who are Black 29% for students who are Asian or Pacific Islander 32% for students who are American Indian or Alaska Native 38% for students who are Hispanic 14% for students who are non-resident aliens Opportunities College Enrollment
- 20. 53 MILLION & GROWING 22.4 14.6 35.3 50.5 63.7 78.6 94.8 111.7 128.7 6.4% 9.0% 12.5% 16.3% 19.1% 21.9% 25.0% 27.9% 30.6% 1980 1990 2000 2010 2020 2030 2040 2050 2060 % ofTotal Total (inmillions) HispanicPopulationCount Today:17% Actual Forecast Source: U.S. Census Decennial Census 1980,1990,2000, 2010.2012National Projections Released December 2012.
- 21. New York 26% Chicago 24% Houston 40% Dallas 31% Los Angeles 49% San Francisco 28% Phoenix 32% Source: The Nielsen Company, 2014 TV Universe Estimates. HA18-49 Miami 51% Tampa 20% Ft. Myers 30% Orlando 24% Harlingen 91% El Paso 76% San Antonio 57% Austin 34% Fresno 59% 20% OF ADULT POPULATION HISPANIC
- 22. 10% 5% 0% 5% 10% Under 5 5 to 9 10 to 14 15 to 19 20 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65 to 69 70 to 74 75 to 79 Hispanic Non-Hispanic White HISPANIC BABY BOOM Source: US Census Bureau, 2010 Census & 2008 Population Projections, Pew Hispanic Center
- 23. HISPANIC GROWTH
- 24. The How Fish Where the Fish Are…
- 25. Youth Women Emerging Markets Pareto’s Principle – 80/20 Rule
- 27. Request to Participate Establish & Nurture Ongoing Relationships Secure Stakeholder buy-in Identify Key Stakeholders in the Community Seek to Truly Understand the Community Failed Efforts Start at this level ©Copyright HALO Consulting Group, LLC27 Common Pitfalls: -Assumptions -Lack of understanding -Acts of symbolism Bottom Up Approach Hispanic Outreach Model
- 29. HISPANICS FISHINGNumber of U.S. Anglers 33 Million Total 1.6 M Hispanic Source: USFWS 2011
- 30. HISPANICS NEW TO FISHING Source: USFWS 2011 3.1 Million New 99,000 Hispanic Number of New U.S. Anglers
- 31. 4% of boating participants are Hispanic – vs. 15.3% of the adult population – i.e., almost half of fair share 7% of current boat owners – 2.4% of past boat owners – i.e., less of a past involvement in boating Source: NMMA, 2012Recreational Boating Statistical Abstract HISPANIC BOATING
- 32. OUTDOOR ACTIVITIES REQUIRING A BOATBoat ownership may be limited, but is not limiting to boat-related activities. OWN A BOAT CANOEING/KAYAKING POWER BOATING 0% 5% 10% 15% 20% 25% 30% 35% 40% HISP FISHING FANATICS SAILING WATER SKIING JET SKIING/WAVE RUNNING/WATER BIKING HISP SOCIAL ANGLERS HISP HAPPY HIKERS Source: Simmons NCHS Adult Winter 2012 2-year Study, Base = CA, FL and TX.
- 33. Vertical Inclusion Dealership Management Sales Service Hispanic Inclusion Model Hiringatalllevels ©Copyright HALO Consulting GroupLLC 33
- 34. Development Specific to your Organizational Structure & Culture Promote from within Recruit the best you can afford
- 35. Enjoy the journey.. Lou Sandoval lou@karmayachtsales.com 773.230.7761 Twitter/Facebook : @ tenacityforlife