Newsgroup: it.sport.windsurf
Titolo: Growing strategy for windsurfing market

Segnalo il messaggio di Tiesda You sul forum Starboard sul tema della 
strategia per aumentare il numero di praticanti:
http://www.star-board.com/forum/showthread.php?t=7921

Molto interessante, incollo il tutto qui sotto !
 31st December 2009, 01:29 AM	   #1
Luca
New Member
For Tiesda: Growing strategy for windsurfing market
This email is addressed to Tiesda You and I hope it will reach him via
this forum. It is not the typical technical request about boards and
materials so I hope he will not mind and, above all, he will not get
bored reading it!
I am Luca, 36 years old, amateur windsurfer since 1985 and working in
a multinational in business development and strategy. I have read an
article on “Windsurf Italia” where the rider Fabio Calo` was
presenting an analysis made by Tiesda about a possible growing
strategy for the windsurfing market. Both he windsurfer and the
business man inside me have read it with great interest.
The article was showing examples from other markets like the circus
and the wine and making some comparison with the windsurf.
Main conclusions was that the strategy to grow the windsurfing market
could be to achieve “Social, convenient and easy windsurfing for
everyone” . This vision could be achieved by increasing “Family and
friends”, reducing “Complications and problems” and eliminating
“inactive riders”.
A great article and analysis: if I may I would like to ask few
questions and add my opinion to it.
The first question I have is about the integration of the windsurfing
products. It looks to me that windsurfing companies producing boards,
sails, fins and so on are mainly vertically integrated: they
specialize in their own type of product (again the board, the rig, the
fin, the wetsuit and so on) and they do not look much at the
integration with the other “hardware” required to practice our sport.
I know that for example Starboard is cooperating with Severne, JP with
NP and so on but I do not see any real strategy to try and integrate
the products in a more “horizontal” way with the goal of increasing
synergies, reducing costs (manufacturing, transport and so on) and
maybe offering a better product to the clients. Is my impression
correct? I have seen RRD is now producing both boards and rigs: can
this create a competitive advantage and allow a better management of
the costs and of the products in the market?
The second question/observation is about how to achieve Tiesda`s
vision of “Social, convenient and easy windsurfing for everyone”.
The producers as I said above are very specialized in producing
“windsurfing hardware” but in my opinion they are very little focused
on the client and on his own “experience”. What I mean is that a
windsurfer is not looking for a board or a sail: he is looking for an
“experience” of fun and relax during his free time.
My question is: could the producers convert themselves from suppliers
of just hardware to “suppliers of experience”? Could they create a
much stronger cooperation with surf centers, riders (they cannot be
just an unproductive cost!), shops, distributors and so on to make the
windsurf more accessible to the man (or the woman, or the kid) on the
beach? Could they maybe reach millions of new potential windsurfers by
starting new partnerships with hotels, airlines and so on?
Out there are millions of people who may know what a windsurf is but
they never tried one: how could we make it more accessible and to them
and bring them to “the experience”? Can we bring all these people to
the windsurf rather than wait for them to try it or for someone else
to introduce them to our world?
In this respect I have seen you have organized the “windsurfing day”
last August which is a great initiative but I was thinking of a more
structured business initiative. I have few ideas how to achieve this,
also using some examples from my own work and from other markets.
I look forward to receive Tiesda`s answers to my questions and to hear
his opinion.
Thanks and
Regards,
Luca
**       **             **
 31st December 2009, 03:19 AM	   #2
ZedZdeD
Interesting topic.
I've been windsurfing for almost 30 years, and have seen windsurf
evolve from a large audience sport at the beginning of the 80s to a
narrow audience activity for specialists today.
This evolution was reflected in gear, which initially was accessible,
affordable, simple, and currently has often lost these
characteristics.
Certain attempts were done to revive windsurf as an accessible
practise, through beginner's boards for example, but generally they
resulted in unbalanced compromises. Accessibility but complete lack of
performance.
I think Starboard, with this actual capacity of innovation and
quality, could do much to revive windsurf as a large audience sport.
What they need for that is a board which would be a link between
beginners, who need an accessible board, but able to follow them in
their progression, and specialists, who need an interesting,
performing, technical board. This perfect compromise is not
unachievable, Starboard already has it, it is the Phantom Race 320.
I have 30 years of windsurf, still I find this board extremely
interesting and pleasant to sail. It is a precious complement to my 4
short boards, which results in the simple fact that I sail 10 times
more than before, and always with great fun. However, it is perfectly
accessible to a beginner. Accessibility and performance.
I suggested Starboard makes it a monotype class, and defines for these
purposes an also performing but accessible monotype rig (not larger
than 7.5 sqm). Gear would remain sufficiently affordable with a
tufskin construction.
Unfortunately, I already tried to advocate this here without success,
Starboard does not seem to be interested. I hope this board finds
success despite lack of promotion efforts, and they eventually change
their mind.
Kona did this with success with the Kona One, despite the mediocre
quality of the design, and mistakes in terms of accessibility, notably
the excessive size of their one design rig (9.5). Starboard could do
much better.
What they also could do is work together with other board companies to
define a common one design, which each could build and sell with its
brand and colors, but with sustantially identical technical
characteristics. But apparently again, this is not deemed possible.
Too bad, windsurf amateur competition could be revived, and the whole
sport with it.
Last edited by ZedZdeD; 31st December 2009 at 03:22 AM.
**           **            **
 31st December 2009, 07:27 AM	   #3
Philip
Member
Join Date: Aug 2006
Posts: 114
In the early years of WS the market was awash with a lot of gear some
of dubious quality (and all greatly inferior to today's kit) that
probably did the sport no favours.
While there was 'universal' packaged kit in the early years even then
there was the start of the proliferation of specialities as the sport
sought to define its limits. I remember the contrast between regatta
boards with fun boards that translated into the raceboards, slalom and
surf gear. With sails there were fat heads, pin heads, and RAF and not
long after-wards the cam sail. Fin design has of course come light
years.
I note that for years there was pressure on *board to decline the
supply of fins with its performance boards on the grounds that
specialists do it better - for myself I still use my Drake fins but
each to their own, but this is an example of the market speaking.
What has impacted on the sport is the reality that it is wind
dependent and as noted on another thread it might not be the summer
months when it is at its best, depending on where you live (and for
the moment certainly not in the snow bound northern nations). Where I
live this killed off the club racing scene. I know that in sub
tropical parts of Australia the situation is very different - there is
no universal best answer.
WS is at heart an experimental sport that adapts to its local
conditions which is its strength rather than a weakness. Therefore
putting a package together of sail/mast, fin, board and wetsuits is
best done by simple observation of what the guys are doing on the
water and then (importantly) working it through with the local WS
retailer which would be the first port of call for newbies anyhow.
**            **                **
 31st December 2009, 09:17 PM	   #4
PG
Member
Join Date: Aug 2006
Posts: 120
The most promising development I have seen for a long time is the Kona
One project in Sweden. It is about the combination of social and
family fun, and one design racing. There is the horizontal integration
with one-design rigs, with different sizes for weight groups (with 7.4
being the mainstream adult sail, complemented by 9.0, 5.8, 5.0, 4.2,
3.5).
I think this kind of horizontal integration works with consumer
segments that are entering the sport, or re-entering it with their
kids. It does not work that well anymore with seasoned users, they are
already too specialized, and have preferences that cannot be met by a
"one size fits all" concept. Can savings be done? Not so much in
production as in marketing, product development (not much in one-
design), etc.
And we have to remember that it is quite expensive to keep a one
design class running. That needs management, events, promotions,
racing, community, etc.
The supporting web sites are unfortunately in swedish, but I think you
can understand the concept:
http://www.bradsegla.se
http://www.konanordic.com/
It is about kids and youths, about sailing and competing in all winds,
about families. It is windsurfing centers focused on "windsurfing for
everyone, in any wind".
There are KONA windsurfing schools around the country, and training
for the windsurfing teachers.
It is the building if a community. Of reaching out to those in Sailing
Clubs, and those that like to be on the beach. To systematically look
much further than those who regularly visit windsurfing forums.
I believe that it is more or less impossible for a windsurfing brand
to do this by themselves, by employing people. It has to be done
locally, maybe using a franchising concept that helps the local
enthusiasts and entrepreneurs to succeed.
And all this, one the structure is in place, can of course be marketed
towards travel agencies, airlines, etc.
It is not easy. It is really hard work. It requires a lot of patience,
and to be able to resist continuous development. But it is surely the
way to go.
Will Starboard be willing to walk down this path? I doubt it.
Starboard is so committed to development, to creation of cutting edge
products. One-design and patience is not in their genes. But lets hope
that Kona can make it big. That would inject a lot of energy into
windsurfing.
 1st January 2010, 12:46 PM	   #5
Watto
New Member
Join Date: Mar 2009
Posts: 1
I am relatively new to windsurfing having taken the sport up 1 year
ago.
I briefly considered kiting, which is I believe is the most serious
threat to the growth of windsurfing, but having sailed yachts in the
past, the similarities brought me to windsurfing.
Recently I introduced a young yachtsman to windsurfing and he was
instantly captured by the experience.
My point is, that the sailing community (I can only speak from
experience in Australia) is, I believe, a fertile field for promoting
windsurfing. Sailors understand the wind, appreciate the mechanics and
hardware associated with the sport, and find rigging / de-rigging a
minor inconvenience compared to yachts. The speed and thrills, of
course are incomparable in any other sailing craft (IMHO).
I can imagine information / trial sessions at yacht clubs instantly
being successful. In addition, the clubs themselves may find it an
excellent marketing tool to attract a new class of member.
Peter
 6th January 2010, 02:57 PM	   #6
Tiesda You
Dream Team Designer
Join Date: Aug 2006
Posts: 35
Hi Luca, ZedZdeD, Philip and PG,
Thanks for contributing to this forum thread. As you mention Luca,
stepping outside of our windsurfing world is often a great way to find
new innovative ways to market our sport. Innovation doesn’t have to be
limited to board design; the marketing of our sport also has plenty of
room for Innovation Quality.
Our presentation did include some examples of what we have done to
contribute to the Growth Strategy, but the Growth Strategy’s key
message isn’t actually about the details themselves – it was more
about needing to first change a fundamental concept.
In the past, there has been no shortage of excellent ideas. In this
thread alone, you’ve all mentioned examples of great ideas: the Kona
class, simplifying equipment, horizontal integration, the yachting
public. These ideas and more have been executed and implemented in the
past. But we have yet to see a tangible change in the popularity of
our sport. We are talking growing our sport by at least a multiple of
two. So if past ideas have been great, why is it that the result is
unfortunately not yet here today?
To have a chance of succeeding in the future with a new Growth
Strategy, what we need is to first make a fundamental change in the
way we work together. We need to understand why past ideas have failed
to significantly grow our sport; then we can make the right change for
our new strategy.
Imagine this simple illustration: a group of one hundred paddlers on a
lake. Under the water, they are linked by ropes. As every paddler
paddles in his favourite direction, the group will have trouble to
move in one direction. A lot of energy is wasted as most energy is
used to try to pull other paddlers in opposing directions. The end
result is a group that is tired, but a group that is still in the same
place.
For the group to move efficiently towards their destination, all the
paddlers should first agree on the best direction, then make
sacrifices to change their direction and align themselves with each
other.
With one hundred paddlers now paddling in the same direction, the
group moves forwards and reaches their goal. This is the fundamental
message. We need to each understand and accept this first.
The direction: we’d like to focus on making windsurfing social, easy
and convenient for everyone.
Why could this be the optimum direction? It comes from a pattern we
found by making a basic survey. We did a survey to find out the
reasons why people didn’t windsurf. This includes people who already
know how to windsurf, people whose friends windsurf but they choose
not to, and also people who vaguely knew about windsurfing. We also
did a survey to find out how we addict windsurfers started windsurfing
in the first place.
There were many responses, and all very good ones. What was exciting
was the clear pattern we found: the majority of people didn’t start
windsurfing (or stopped windsurfing) because windsurfing was
inconvenient. It was difficult and because we lost the friends and
family contact. The other very interesting pattern we found was that
the majority of today’s addict windsurfers also learnt from their
friends or from their Dad. Back then, our friends and our Dads had big
boards we could learn on. Today, our generation has no chance to teach
someone new how to windsurf - we own tiny slalom boards and tiny wave
boards. Essentially, we’ve cut off the biggest natural pipeline of new
windsurfers.
Try this basic survey for yourself and it’s exciting to see this
pattern emerge. Even if you just imagine yourself, your closest
windsurfing friends and your closest non-windsurfing friends, this
pattern should already emerge. It’s fascinating.
Hence, one could argue that the optimum, most efficient direction to
focus our collective efforts is in making windsurfing social,
convenient and easy for everyone. This includes, most importantly,
rebuilding the friends and family connection. Some of the examples
above and some past examples are already in line with this direction,
which is perfect. Some other ideas, good ones at that, are not. They
may need to be tweaked to align themselves, they may need to be
eliminated altogether.
So as you can imagine, there are many more issues to discuss and iron
out; what happens to ideas that are not along these lines? Where do we
find the resources to do all this? What about the high performance
market? And so on. There is much to discuss, even more to execute and
implement, but it all starts here and it’s up to each and every one of
us to do our part in our area.
Thanks again for your contribution and I hope you guys will continue
to find interest in the Growth Strategy. If you’d like to dig a little
deeper, feel free to visit our Growth Strategy forum: 
www.starboardgrowthstrategy.com
. The password is ‘growthstrategy’. This is a forum we created last
month for our network and a place where we are presenting our next
steps. I hope that putting this access here will be ok. Let’s see how
it goes.
Tiesda
Last edited by Tiesda You; 6th January 2010 at 03:35 PM.
 7th January 2010, 03:32 AM	   #7
ZedZdeD
Member
Join Date: Aug 2009
Posts: 26
"The direction: we’d like to focus on making windsurfing social, easy
and convenient for everyone."
In my opinion, this is exactly the right thing to do, precisely what
the sport needs today. But each word is important, and notably the
word "everyone" needs to include the current base of seasoned
windsurfers.
In the past, attempts to propose accessible gear was done in an
unbalanced way, either accessibility or performance, but not, or never
really, both. Indeed it is not easy to achieve, but thats exactly why
I am so enthusiastic about your Phantom Race 320. I have an iSonic, 2
Futura and one Kode, all fine, but this is a real innovation.
With 30 years of windsurf, I find this board extremely interesting and
pleasant to sail, so I am sure it has a large potential towards
seasoned windsurfers, but at the same time, it is also perfectly
adapted to beginners or families. Just put the mast rail on allround
position, forget it there for now, and here you go.
I can't think of another model in the past which was both a
performance board for specialists, as a perfect complement to their
short boards, and an accessible, affordable (in tufskin) board for all
other persons, a board which will follow them in their progression
without ever frustrating them.
I have been waiting for years for such board,
and now I sail ten times more than before,
the question to know whether I will have the right conditions is
history,
the question to know whether I will have max fun is history,
I rediscover promenade, surfing with two persons onboard, tactical
race course windsurfing (even when I am alone on the course), more
diversified practise
I have fun whatever the strenght of the wind
I even use it as a kayak with the Bic Jungle seat, and probably can
also use it as a SUP (will try)
I hope so much you would share this enthusiasm, dedicate some
promotion efforts, and redefine the marketing positioning of this
board. Not only the best raceboard for hybrid class, much more than
that.
Last edited by ZedZdeD; 7th January 2010 at 04:49 AM.

 
http://www.star-board.com/forum/showthread.php?t=7921
Appunto... stragegia NUMBER ONE: abbasimao i prezzi delle attrezzature e
soprattuoo non robba fragilissima ed ultra-tecnica!!!
D'altra parte se in india fanno un mezzo di locomozione a 2500$,
non vedo perch� non lo pssono fare pure nel WS,
dato che una tavola finta e spedita costa 400 euro...
Ah, gi� dimenticavo, le industrie ci devono guadagnare e mangiarci s� un
bel p� di persone con vari passaggi ed interventi!!! ;-)
ISW-111
www.slowriders.it
 
-- 
questo articolo e` stato inviato via web dal servizio gratuito 
http://www.newsland.it/news
 segnala gli abusi ad 
ab...@newsland.it

Le percentuali di persone che praticano il windsurf sono
infinitesimali, nel corso della XVII edizione della Borsa del Turismo
Sportivo e del benessere termale che si è tenuto in toscana a novembre
dello scorso anno una indagine ha rilevato i seguenti dati:
Nel periodo invernale:
Praticanti di sci 6,8% della popolazione
Praticanti di surf o windsurf 0,6% della popolazione
Nel periodo estivo:
Praticanti di surf o windsurf 1,6% della popolazione
In base a queste statistiche si può stimare il numero di praticanti in
Italia, più o meno occasionali oscillare fra le 350.892 ed le 926.934
unità contro un numero di praticanti di sci in Italia di 3.876.000.
Queste percentuali non sono variate sensibilmente da analoghi studi
condotti una decina di anni fa quindi si deve concludere che, caso mai
fosse stata seguita una qualsivoglia strategia di crescita, la
crescita non c'è stata.
Che la crescita sia frenata dai costi della pratica del windsurf credo
sia una ragione non decisiva in quanto lo sci, che non credo costi
meno in termini di attrezzatura, ha una diffusione molto maggiore.
La ragione vera della scarsa diffusione e della mancanza di crescita è
legata a questioni "sociologiche". L'esempio dello sci è emblematico,
in quanto quaranta anni fa il numero di sciatori era probabilmente
paragonabile a quello dei windsurfisti di oggi solo che il
bombardamento mediatico ha reso lo sci uno sport di massa grazie alla
televisione che ha reso noto lo sport a tutti.
Manifestazioni sportive trasmesse in diretta in televisione e poi
campioni come Tomba hanno contribuito in modo determinante alla
crescita in quanto hanno creato una idea dello sci e del mondo dello
sci molto attraente socialmente. Volete mettere quanto fa figo dire
"vado a fare la settimana bianca" ?.
Il windsurf in televisione lo si vede solo quando la Sensini prende la
medaglia d'oro alle olimpiadi e cioè  una volta ogni quattro anni
quando va bene ! E volete mettere quanto fa meno figo dire "Vado a
fare windsurf a Cernobyl o a Calambrone".
Premesso questo però, forse per la mia capacità di fare di necessità
virtù, credo che in definitiva sia un bene che il windsurf rimanga uno
sport non di massa e si mantenga su numeri di partecipanti
infinitesimale e su volumi di affari limitati.
Primo perchè chi pratica il windsurf almeno lo fa per l'essenza stessa
della sua pratica e non perchè fa semplicemente figo o perchè è
socialmente attraente.
Secondo perchè la scarsa diffusione significa numero di praticanti
limitato e spiagge e spot mai superaffollati come le piste di sci.
Terzo proprio perchè siamo in pochi è certo più difficile trovarsi (ma
nemmeno poi tanto con le nuove tecnologie) ma una volta che hai
incontrato qualcuno che fa windsurf non puoi che essere contento di
aver trovato un' altra persona che può essere presente in spiaggia con
te.
Quarto perchè essendo in pochi siamo tollerati sia in spiaggia che in
acqua da chi pratica una diversa attività dalla nostra.
Quinto perchè essendo in pochi il business che ruota intorno a questo
sport non ha ancora stravolto la dimensione umana della disciplina.
Ero all'Isola Rossa la scorsa estate e ho assistito al Surf-Contest ed
è stato stupendo stare in spiaggia mescolato insieme al pubblico ed
agli atleti che poi al loro turno scendevano in acqua a gareggiare.
Anche se non ho mai assistito credo sia la stessa cosa nelle varie
gare del PWA. Credo che la mancanza di "barriere" fra chi fa business
(costruttori di tavole,  di vele e compresi i campioni) dipenda
proprio dalla limitatezza del numero di appassionati e delle ridotte
cifre di compensi in gioco.
Per questo sono felice che la strategia di crescita non funzioni.
Ovviamente però questo non vuol dire che non cerchi di trasmettere il
bello di questo sport a chi conosco ma devo ammettere che se
cominciassi a vedere in televisione trasmissioni dedicate alla
disciplina del windsurf, o se i telegiornali sportivi cominciassero a
seguire con i loro servizi  le varie gare del PWA nell'immediato sarei
contento ma ripensando a quanto elencato sopra credo che avrei anche
paura di perdere le belle cose elencate in precedenza che magari non
verrebbero compensate dai vantaggi che l'aumento del numero di
partecipanti potrebbe portare.
Un'ultima riflessione sul fenomeno kitesurf che a giudicare dal numero
di persone in acqua sembra uguagliare quella dei windsurfisti, che lo
straordinario successo del kite dipenda anche dal fatto che surfare
con l'aquilone faccia più figo che andare in windsurf ? Per dire
quanto poco figo faccia dire "io faccio windsurf" dico solo che il 90%
delle persone a cui lo dico come primo commento fanno "ma è quello con
la vela o quello senza ?". Ma questa è senz'altro l'ultima cosa che mi
interessa.
Giovanni

secondo me uno dei motivi della limitata diffusione del windsurf � la 
non accessibilit� agli spot almeno per il nord italia.
per me appassionato � una gran rottura:
-pagare cifre per parcheggiare in zone dove praticare,
-lottare per accedere a spot (valmadrera, lago di garda)
-lottare con le pubbliche amministrazioni che godono nel trovare ogni 
minima possibilit� di multa.
In definitiva il problema � l'accessibilit� agli spot dove praticare.
avere un furgone o dormire in macchina � praticamente un obbligo perch� 
solo arrivando con un giorno di anticipo, forse si pu� entrare in acqua.
tutto questo scoraggia chi come me conosce e apprezza lo sport... 
figuriamoci un newbie...
Io personalmente sono sempre meno motivato.
ilmarchesino

 unità contro un numero di praticanti di sci in Italia di 3.876.000.
Secondo me queste stime sono nettamente ottimistiche, se i surfisti/
windsurfisti sono in Italia 100.000 è già tantissimo, a meno di non
considerare anche i ragazzini col body board.
Riguardo alla scarsa diffusione del windsurf rispetto allo sci: non è
questione di marketing ma di reale semplicità e abbordabilità dello
sci rispetto al wind/surf.
Volete mettere quanto più semplice ed economico è sciare rispetto al
windsurf ?
- Apprendimento: con gli sci di oggi in una settimana già ti diverti
- Costi: Attrezzatura sci base/principiante (che se non hai pretese ti
dura diversi anni) 500-600 euro tutto compreso
- Affidabilità condizioni: Con la neve sparata sciate pressoché
garantite
E quest'ultimo personalmente è il punto chiave: almeno in Italia dove
non abbiamo gli alisei il windsurf è un terno al lotto, tantissimo
sbattimento e purtroppo tanta cippa.
Le condizioni "epiche" arrivano si, però magari in inverno e
infrasettimana e non tutti possono mollare tutto e partire in camper
per Carrò.
E per il surf penso sia pure peggio.
Personalmente sono arrivato alla conclusione che il windsurf è lo
sport più bello del mondo ... se abiti a Maui ! (o almeno Marsiglia o
Sardegna).
Ciao
Rob