The following is stolen from my dear friend Duane Johnson of Precision Diving.net

Disclaimer: The views expressed by the author are his, and K2 Scuba Online, Tevis Verrett, and the staff all endorse without qualification Duane Johnson as he has the balls to speak the truth rather than following lock step the dogma of a failing scuba industry, manufacturers and certifiying organizations all. . .

Early this week, I was talking with a friend who happened to mention that a dive store wasn’t doing very well and was trying to sell off a part of their business. We started discussing our current national economic situation and the impact on the scuba diving industry. How can dive centers survive in this very tough economy? How can scuba equipment manufacturers help the dive stores?

One thing I think I would eliminate would be MAP or MSRP. For those of you who do not know what MAP or MSRP is. MAP stands for Manufacturer Advertised Price. Basically, the manufacturer tells the dive store the minimum price that their products must be advertised at. MSRP stands for Manufacturer Suggested Retail Price. MSRP is basically what the manufacturer tells the dive centers what they can sell their products at. Why is this hurting the dive industry? Because when consumers research what products they want to buy, they see it listed on eBay, Leisure Pro or what ever. Then they go into their local dive store and see the same product listed for a higher price. Guess where they are going to buy it? By lifting MAP, MSRP, or online selling restrictions, dive stores can start to compete equally in a free market environment. There are many ways scuba manufacturers can protect their brand/reputation without forcing dive stores to sell at higher prices. By trying to scare consumers with terms like black market products, or no free regulator parts.

Dive stores can take advantage of traditional advertising. Print advertising is dirt cheap right now. Think about alternative customer bases and advertise towards that market niche. Perfect example. I talked to a local dive store owner about advertising in a popular gay and lesbian magazine. He had a look of horror on his face. He didn’t feel that that was the clientele he wanted to target. I doubt he was homophobic, but was nervous what others may think. I thought this was ridiculous. After all, the money used by the gay community is the same color used by us heteros. But you can see how getting your name out to other population niches can help you survive this tough economy. By utilizing the cheap advertising rates for traditional media can help you bring in new customers.

Are these just my opinions? Yes. However, I do have a MBA, have consulted for small businesses, and teach business classes at the college level. So I do have a little bit of credibility.

These were just a couple ways that dive stores can use to help survive till the economy starts to turn around. I welcome your suggestions and comments.

Dive Safe,
Duane Johnson
Precision Diving

My .o2 from the dive operations perspective.  MAP is both good and bad, Duane has explicated the bad.  In defence, K2 is an authorized dealer of all the product we carry.  Leisure Pro and Scuba dot com are not necessarily our competition as Walmart is not competition for Neiman Marcus or Nordstroms.

As a relatively new player, MAP allows a more level playing field for the dive shop as well as K2 as an internet presence.  If we were to go to battle with the massive war chest of the market makers mentioned above, they could keep dropping prices until they put the competition out of business.

At K2 we sell at the same price position of LP and S.com and add a 365 day return guarantee, a perfect fit guarantee, exemplary customer service to differenentiate ourselves from the discount houses.  MAP gives us a more level playing field. . .

. . . so new subject. . . the stupidity of Aqua Lung and ScubaPro to NOT sell their product online, when are they going to step into the new millenium?

Your thoughts?  Im putting my flame pants on. . .thanks again to Duane, my friend, compadre, and mentor in certain ways. . .

Tevis

The OC1 is an all-in-one dive computer featuring a precision digital compass, dot matrix display, wireless Buddy Pressure Check and so much more. SmartGlo backlighting and audible alarms keep you current when every second counts.

• Precision Digital Compass including North, reference modes and declination adjustment

(See a much better picture of the Oceanic OC1 Dive Computer and sign up for our pre launch newsletter here)

• Titanium Housing

• Dot Matrix Display provides superior readability and intuitive user interface

• Digital Watch, Air, Nitrox, Gauge and Free Dive Modes

• Switch between up to 3 independent wireless transmitters, tracking 3 Nitrox mixes or buddy’s tank pressure with Buddy Pressure CheckTM

• Audible Alarms with User Acknowledgment

• SmartGlo® Backlighting

• Includes OceanLog® PC Download and Settings Upload Software and USB cable

Sport Divers Magazine - Editor’s Pick – March 2009

COOL FACTOR
Enough functionality to make 007’s gadget man, Q, raise an eyebrow in approval.

KEY FEATURES
This do-everything machine includes a digital compass, dot-matrix display and functionality to switch among three wireless transmitters. The latter allows for a buddy pressure-check function. Four dive modes handle air, nitrox, gauge and free-dive duties, and the dot-matrix display is crisp and easy on the eyes. All of this comes wrapped in a strong, lightweight titanium housing. SmartGlo backlighting works great in low-light conditions and at night, and the system includes Oceanic’s software along with a USB cable for integration with a PC.

Any other retailer that is offering this for presale is selling “vaporware.” Oceanic will be well stocked and inside word is that there is no definitive launch date set.  Maybe the end of March, maybe the middle of April. . but rest assured that EVERY authorized Oceanic Dealer will have ample stock to sell, so dont believe the hype!

This is a slick ol computer tho’ and Oceanic’s Research and Development has set the standard. . .and spanked the competition. . .again!

So rather than paying somebody for the privilege to hold your money, sign up for our newsletter here, or subscribe to our RSS feed here.

. . . and when they are released we will share with you!

. . . and since we guarantee deliverablility with the K2 Difference, you WILL still be the koolest kid on the block  when the launch happens.

No hype, just guaranteed quality service, and treatment as if you were a friend.  Welcome to K2, welcome home!

There are a boatload of small and large e-tailers as well local dive shops nationwide and internationally where you could spend your hard earned dollars. . . .

. . . and you picked us! It is a privilege to earn your business and you deserve to be treated like an honored guest. . . welcome to K2, where we will treat you like a friend first, and a customer second.If you are a new customer, prepare to be in awe!

Our ratings are running approx one review per 120 transactions, so you are looking at the love we have gotten from over a thousand giddy customers. How can we make you part of the K2 Family? We stand for good ol’ customer service, and stake our reputation on it!

Warranty

K2 is an authorized Dealer for all products we carry so your amazing spank brand new  thingamwhiz comes with the full Manufacturer’s warranty. That means, if it breaks, we exchange it out for a new one, upgrade needed, we handle it for you, if there is a grey area, we will go to bat for you with the manufacturer. The other guys, welp,  the other unauthorized grey market guys with the spectacular low prices. . . g’luck!

Warning: Unauthorized Dealers May Cost You Money

Like your iPod, scuba gear is backed by manufacturer’s warranties. If you buy from K2, an authorized dealer, you will be notified in the event of a safety recall. The warranty is much more important with scuba gear, as this is life support equipment and Murphy ( of Murphy’s Law) is following you around at 130 feet of seawater. Every year the CPSC (Consumer Product Safety Commission) finds several scuba products that require recall. The Aqualung Titan was the latest recall September ‘O8. Please click the above link to read about it.

Our Ridiculously Customer Oriented 30/60/90/120 Return Policy

You may return all undamaged items purchased at K2 SCUBA Dive Center and K2Scuba.com within 30 days of the original delivery for a complete ‘no questions asked’ refund.
We will also accept your return up to 60/90/120 days from date of purchase. Here is how it works:
60 days and after you will receive a 75% K2 Scuba store credit towards future merchandise.
90 days and after you will receive a 50% K2 Scuba store credit towards future merchandise.
Up to 120 days-upon receiving your return product, you will receive a 25% store credit towards future merchandise.

Please read the complete terms and conditions here.

Bonus Gift

With every purchase, no matter how big or small, you will receive a gift from us  as a way of saying thank you for the privilege of serving you, our customer.

Zero Risk Proposition/ Guarantee

We guarantee you will LOVE your Oceanic, Pinnacle, and Xcel  diving equipment (and a host of other manufacturers) or we will buy it back from you. Dive it, play in the bath tub or pool for 30 days, WE WILL BUY IT BACK from you. . . or exchange it with no questions asked.

Perfect Fit Guarantee

Can’t decide which size wetsuit, mask, or BCD to purchase because you are b’tween sizes?
Afraid of buying stuff because it looks good on the model, but maybe not yourself?
You get the box home and excitedly open it only to discover that you HATE the color?
Well, we want to calm your fears. You have ZERO RISK and we endeavor to make you smile with the K2 Perfect Fit Guarantee! Give us a call, and we will send you out what will please you. We don’t rest until you are gleefully happy! Please read the complete terms and conditions here.

Delivery, Shipping and Handling

We have deep stock of the products we carry, so when you order, we ship within 24 hours, and you can count on a confirmation email with a tracking number.

If we don’t live up to this promise, call me, Tevis Verrett at 818 982 2652 and I will personally look into your order and call you back with the fix. I will also send you a special gift to say thanks.

We never add a handling charge, nor are there surcharges; that is fleecing the unsuspecting customer and it’s just wrong. What you pay up front is what you pay. . . and no hidden charges! (remember, treating you like a friend)

Setup & Installation of Gear

It is all about customer service! This is the K2 difference, and you don’t have to wonder what condition your product will arrive in when you receive it . We will either assemble it before it leaves the warehouse, or send it to a K2 instructor local to you, or. . . do nothing because you are an experienced diver. The Big Picture. . .you have options, and you have the SAY, and we ask YOU!

Deliverability and Availability

If the reason you came to us is because you want your item, you want it now, and you don’t want to wait for it… you came to the right place. We understand that you want it right now. Often, discounters have lower prices, but are” oh-so- sorry-we’re-out-of -it”, so they try to sell you something else. So please don’t be fooled by competitors who have deeply discounted prices, because their deliverability or availability of those products just might not be there.

Customer Support

It is what K2 is all about. we aren’t done until you are gleefully happy!

Technical support

Youbought the latest SuperBangWhiz Dive Computer from us, and have questions. You bought a pair of drygloves and need help installing them on your drysuit. We are here for you BEFORE and AFTER your purchase and we are privileged to be your local diveshop. . . this is what separates us from the discounters.

It is a promise that we will walk you through it.

Deep Selection of Products, Travel Locations and Services

 Part and parcel of the K2 Difference is that it is our sincere endeavor to make your shopping convenient, easy, and a fun experience to shop, travel, and learn with us. Don’t you deserve the luxury of fun in your experience of purchasing your dive gear?

This is our solemn promise to you!

Join Technical and Advanced Wreck Dive Instructor, Richie Kohler, and Master Instructor John Flanders with the Academy of Scuba as you learn how to wreck dive in San Diego’s World Famous Wreck Alley
Over a two day period (July 25 and 26, 2009), you will be exposed to expert wreck diving instruction and techniques.  

You will be doing four world famous wreck dives over two days in Wreck Alley and have over 6 hours of classroom instruction from Kohler and Flanders.  You will build a “concrete” foundation in deep, wreck and NITROX diving.  At the end of the course, you may qualify for your TDI Nitrox certification and your SDI Wreck Diving Specialty certification.  

Best of all, your dive education foundation will be laid by the most progressive wreck divers in the business.  Join Richie Kohler, John Flanders and their staff for a weekend of fun and excitement. Folks, this is a chance of a lifetime, and my friends John and Richie will knock your socks off with both personality as well as mad skill!

Learn more at http://www.wreckalley.com

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