Dehler Yachts
STRATEGY Business Concept To market and sell boats and services within private boating. To bring value for the modern boating life. Mission To provide products and services that improve the quality of a life, when boating is important. Vision To be recognized as the leading local provider.
MARKET •
West Coast of Sweden is the second largest market in Sweden
•
17 500 registered berths in Gothenburg
•
Björlanda kile, 2 500 berths ( 14 % )
Björlanda kile
WHAT IS BJÖRLANDA KILE? Largest marina in Northern Europé!
The harbor simply attracts a lot of people interested in boating.
•
Four boat clubs in the harbor
•
Two Chandleries Båtverket and SeaSea
•
Boat sales Dehler, Oceanmaster, Jeanneau, Maril, Delphia
•
Restaurant, fuel dock
•
Boat Charter
•
Sportsfishing
•
Boat repairyard
•
Engine repair shop
WHAT IS BÅTVERKET? • Extensive sales and marketing experience! • Eager to grow the business! • Boat sales since the 80’s in the same building • 100 m2 building • 1 200 m2 property for boats
• Docking places in the harbor • 300 meter from a 16 ton crane
EMPLOYEES
Bo Bäversjö
(owner)
• Scandinavian Marine (7 years) • Marketing Manager (20 years) • Race Sailboats
Katrin Ryrfeldt • • • •
(owner)
Library Manager (6 years) Photographer Web site Social networking
Eric Finnström
Anna Bäversjö
• Part-time • University Student
• Part-time • Student
SEGMENTS
Dehler Yachts
Used boat sales
• • • • • •
• Maximum 20 years old • Only boats built in Europé and CE marked • All boats inspected • Trade-ins
Dehler 29 Dehler 32 Dehler 35 Dehler 41 Dehler 45 Dehler 60
Chandlery • Watski Store ”Ship-to-Store” • Seldén Mast • North Sails
DEHLER YACHTS
Dehler Yachts is part of Hanse Group, which is the third largest boat producer in Europe. Hanse Group consists of: Hanse Yachts, Dehler Yachts, Moody Yachts, Fjord and Varianta. Hanse Group is owned by Aurelius Development Invest GmbH ( 72%)
Dehler is a well-established and the name stands for performance, absolute quality and high resalevalue. The main competitor of Dehler is XYachts on a European level. (Compare BMW and Audi)
USED BOAT SALES Capacity to market and sell used boats. Necessary in order to sell new boats. Commission 5-10% Sweboats contracts and format is used.
Market and sold through: • www.blocket.se • Visits to store • Ads outside store • www.batverket.se • Email address
CHANDLERY
WHAT IS IMPORTANT FOR BÅTVERKET? •
Long term relation with the customer - Position Båtverket for the next sale
•
Bring value to the local market - Know the products we market and sell
•
Attention to details and the total delivery - This matters for the customer!
BUSINESS MODEL •
Open on the weekends - when the prospects are available to discuss the next boat, or just wants to purchase a can of paint
•
Everybody is offered a cup of coffee - may seem not so important - but each prospect stay a little bit longer. “Aah – you sell boats as well – tell us about it”
•
Network - We race sailboats, we also take photos from different sailing events (published on our website)
BÅTVERKET Trained in the sales process, example: • Which is your favorite spot to go sailing? • What kind of boat is your dream boat taking you there?
We do not question which boat they have today, but focus on the future. Together with the prospect we explore how the future boating life shall look like.
MARKETING •
E-mail database – 3 500 adresses
•
www.batverket.se – 4 000 unique visitors monthly
•
Facebook
•
Blocket
•
Newsletters
•
Owns 65 domains .se for future use
PARTNERS
MARKET •
West Coast of Sweden is the second largest market in Sweden
•
17 500 registered berths in Gothenburg
•
Björlanda kile, 2 500 berths ( 14 % )
Björlanda kile
WHAT IS BJÖRLANDA KILE? Largest marina in Northern Europé!
The harbor simply attracts a lot of people interested in boating.
•
Four boat clubs in the harbor
•
Two Chandleries Båtverket and SeaSea
•
Boat sales Dehler, Oceanmaster, Jeanneau, Maril, Delphia
•
Restaurant, fuel dock
•
Boat Charter
•
Sportsfishing
•
Boat repairyard
•
Engine repair shop
WHAT IS BÅTVERKET? • Extensive sales and marketing experience! • Eager to grow the business! • Boat sales since the 80’s in the same building • 100 m2 building • 1 200 m2 property for boats
• Docking places in the harbor • 300 meter from a 16 ton crane
EMPLOYEES
Bo Bäversjö
(owner)
• Scandinavian Marine (7 years) • Marketing Manager (20 years) • Race Sailboats
Katrin Ryrfeldt • • • •
(owner)
Library Manager (6 years) Photographer Web site Social networking
Eric Finnström
Anna Bäversjö
• Part-time • University Student
• Part-time • Student
SEGMENTS
Dehler Yachts
Used boat sales
• • • • • •
• Maximum 20 years old • Only boats built in Europé and CE marked • All boats inspected • Trade-ins
Dehler 29 Dehler 32 Dehler 35 Dehler 41 Dehler 45 Dehler 60
Chandlery • Watski Store ”Ship-to-Store” • Seldén Mast • North Sails
DEHLER YACHTS
Dehler Yachts is part of Hanse Group, which is the third largest boat producer in Europe. Hanse Group consists of: Hanse Yachts, Dehler Yachts, Moody Yachts, Fjord and Varianta. Hanse Group is owned by Aurelius Development Invest GmbH ( 72%)
Dehler is a well-established and the name stands for performance, absolute quality and high resalevalue. The main competitor of Dehler is XYachts on a European level. (Compare BMW and Audi)
USED BOAT SALES Capacity to market and sell used boats. Necessary in order to sell new boats. Commission 5-10% Sweboats contracts and format is used.
Market and sold through: • www.blocket.se • Visits to store • Ads outside store • www.batverket.se • Email address
CHANDLERY
WHAT IS IMPORTANT FOR BÅTVERKET? •
Long term relation with the customer - Position Båtverket for the next sale
•
Bring value to the local market - Know the products we market and sell
•
Attention to details and the total delivery - This matters for the customer!
BUSINESS MODEL •
Open on the weekends - when the prospects are available to discuss the next boat, or just wants to purchase a can of paint
•
Everybody is offered a cup of coffee - may seem not so important - but each prospect stay a little bit longer. “Aah – you sell boats as well – tell us about it”
•
Network - We race sailboats, we also take photos from different sailing events (published on our website)
BÅTVERKET Trained in the sales process, example: • Which is your favorite spot to go sailing? • What kind of boat is your dream boat taking you there?
We do not question which boat they have today, but focus on the future. Together with the prospect we explore how the future boating life shall look like.
MARKETING •
E-mail database – 3 500 adresses
•
www.batverket.se – 4 000 unique visitors monthly
•
•
Blocket
•
Newsletters
•
Owns 65 domains .se for future use
PARTNERS
