Meet the Client
For a quick overview, Women + Waves (W+W) is part of the Newquay Activity Centre Group – all of which provide unique outdoor educational programmes and experiences. With each company existing as a separate entity, W+W required a partner to design and implement a robust business strategy across their portfolio of courses and experiences yet maintain brand identity and a consistent user experience alongside the others.
Prior to the partnership the product offering was slightly confusing and appeared to be built purely on experiences and holidaying, reflected by the website and marketing messaging. Assumptions around repeat business, merchandise and profitability weren’t being pressure tested due to poor data visibility, and operating capacity was consistently being hampered by a lack of focus and ownership. In short, one of the key drivers for the business being created, bringing women together to learn to surf and improve their surfing skills, had been lost along the way.
The ULTIMATE surf programme. From start to finish, building the most solid foundations to becoming a confident, stylish, and empowered surfer. With tailored weekends suited to individual needs, the pathway ranges from Beginner Surfers wanting to fast track through the early stages of their surf development, Progressor Surfers for those going from white-water rides to green waves and the Intermediate programme for those independently surfing outback and looking to fine-tune their skills and style.
Women + Waves surf coaching trips to suit all budgets. Offering surf coaching weekends and international surfing holidays to women of all ages, experiences, and backgrounds
Whether it’s staying local to the UK or heading overseas, you’ll get the same high standard of coaching wherever you choose.
An all-female surf collective that sits alongside everything Women + Waves delivers. Online coaching tips, blog, surf society members’ discussion group and surfing workshops, along with a shop jam-packed with Women + Waves merchandise.
Our Role
Our role as ‘Guardian’ and strategic partner began with big picture decisions that go well beyond each individual product or service. With our experience in education management, we knew the Education Provider Success (EPS) Programme would jumpstart the partnership — it enabled us to dive in and quickly get up to speed with the brand’s purpose, value and pain points. After a series of meetings to understand W+W’s vision and goals, we collectively began answering questions and providing recommendations that matched the vision and fitted the narrative. Essentially, we repurposed W+W’s products and services — and as a result, customers have a clear understanding of what’s on offer, how it’s different and why it’s ‘best in class’; simultaneously the backend systems and processes are now in place. More importantly we’re now in the greatest position to make meaningful and accountable business decisions that fulfils on the vision, hits the financial targets and over-delivers on customer expectations.
Taking the Strategic Lead
Our first challenge was understanding why and what Women + Waves truly set out to be — which became apparent was more than just all-female surfing holidays and experiences. With the most opportunity for growth and general organisational purpose, it made sense to tackle some of the most glaring issues first and to work backwards from there. Following the revised visionary piece and who the ideal customer was, we redesigned the products and services from the ground up, laying the foundation to remodel the customer journey and adjust the marketing message going forward.
Groundwork beyond the client's knowledge
Through the EPS Programme we’re able to take the time to talk with the owners and team about their history, the current competitive landscape, and the potential for the brand. Then we got to work. Considering our initial challenge was not only to understand the high-level visionary piece of the founders and owners, but also to completely overhaul the product offering and operational delivery—we understood that the ongoing partnership would only be as effective as our EPS Programme had been.
The following deliverables allowed us to be confident with our recommendations as we moved forward to the delivery phase, informing both the product redesign, customer journey and marketing messaging.
- Marketing Focus Piece
- Product Design Balance
- Strategic Gap Model
- Customer Journey
- Budget Modelling
Surf Academy itself is pretty different from the other W+W products. Rather than focus on experience and holidaying, Surf Academy views customers as students on an educational pathway, each with their own unique starting point and desired end destination. That said, the W+W’s marketing and website was failing to resonate with many looking to be coached into becoming better surfers, rather some customers just expressed a communal sentiment and the chance to spend time with other likeminded women as their rationale for returning. Women + Waves needed a clear product and service that would not only communicate its unique differentiators but would inspire students to embark on a meaningful pathway that supported their development and gave them more than a sentimental or social reason
After completion of the EPS Programme, extending the partnership onto the Sentinel Programme, and meeting up with the Newquay Activity Centre Team, we started developing versatile systems and processes that would empower the owner, prompt renewed interest from existing customers and entice enquiries from new prospects. With the draw for customers now being twofold (personal development for those passionate about improving their surfing and those purely looking for a fun filled outdoor experience – albeit both within an incredible female community), it was important we create a business that could work interchangeably with the other Newquay Activity Centre brands and key partners, such as Rip Curl, whilst symbolise both the value to the student and the female surfing community.
Going Forward
After launching the new Women + Waves Surf Academy we saw a 97 percent increase in social media engagement, a 220 percent boost in bookings via the website, and a 224 percent increase in revenue for the same calendar period. With those numbers directly equating to pound signs for both the Newquay Activity Centre and W+W’s team, they have also turned to us to support both the Bodyboarding Holidays and Outdoor Activity Instructor Academy businesses.
“It’s been just over 6 months since working with Your Guardian and it’s been the best 6 months in business since working with them. Paul + DC have been patient and understanding of our business needs and have helped us develop our business in ways I could have never seen possible.
They have many tools and endless knowledge to help, and no problem is ever too big or small. I now see a clear business pathway ahead, along with financial goals supported by a budget, as well as knowing how to execute it.
I can’t recommend this dream team enough!!! I feel I have learnt more about how to run a business in the last 6 months than I have in the last 3 years.”
Our Thoughts....
“When Women + Waves came to us, they had a business strategy in need of updating and required a plan on how to deliver on this, the EPS Programme is an ideal framework to build upon this. We wanted the products and services to have their own unique qualities, customer experience, and all supported by the right systems and processes backend to support this functionality. After our initial strategy sessions and one complete product redesign, we soon got to work finding the right solutions. This partnership has been a great example of how slowing down to speed up, has resulted in smart product design and a business now set up for success.”
Paul Dorkings
Your Guardian Director
Dave Christophi
Your Guardian Director
“Women + Waves has to be one of my favourite clients! The senior team is so smart and understands their audience and industry inside and out. For a company like that to bring us into major decision-making — such as product design, customer journey and financial modelling — was a real treat. We formed an extremely collaborative relationship with the W+W’s team—it was really a true partnership. As such we were able to bring the full weight of our expertise to the table and they pushed us to do our best work, what more could you want?”
Dave Christophi
Your Guardian Director
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