Hello ? Hello ? Maria Kennedy / Jim Kennedy. Maria Kennedy / Jim Kennedy. Our business is called Atlantic Sea Kayaking. Our business is called Atlantic Sea Kayaking. We are based in West Cork. We are based in West Cork. We are Irelands premier Sea Kayaking company. We are Irelands premier Sea Kayaking company. We have been operating for the past 13 years. We have been operating for the past 13 years. I am going to give you a short history of the business, its birth and growth over the years. I am going to give you a short history of the business, its birth and growth over the years. I hope to give you some idea of our future plans for the business. I hope to give you some idea of our future plans for the business.

How did we end up in West Cork? We both had different backgrounds but shared a love of the outdoors. We were both needing a change from city life. We both needed a change of lifestyle. Maria had moved to West Cork from San Francisco Jim moved from Dublin.

Marias Schoolhouse Marias Schoolhouse I had fallen in love with and bought an old schoolhouse in a little village in West Cork. I had fallen in love with and bought an old schoolhouse in a little village in West Cork. It needed lots of work.

On going restoration On going restoration

This became very successful. Article from: The Patriot Ledger Quincy, MA Article date: April 24, 2004 | Marias Schoolhouse, a former school that was opened as an accommodation and activity center in 1993 by its former owner, Maria Hoare. The stone building is just outside Union Hall, a fishing village in the western part of County Cork. Guests will find funky rooms at reasonable prices, each painted with vibrant colors. A large dining room with a cathedral ceiling has a fireplace and couch where guests can relax before meals. Article from: The Patriot Ledger Quincy, MA Article date: April 24, 2004 | Marias Schoolhouse, a former school that was opened as an accommodation and activity center in 1993 by its former owner, Maria Hoare. The stone building is just outside Union Hall, a fishing village in the western part of County Cork. Guests will find funky rooms at reasonable prices, each painted with vibrant colors. A large dining room with a cathedral ceiling has a fireplace and couch where guests can relax before meals.The Patriot Ledger Quincy, MAApril 24, 2004The Patriot Ledger Quincy, MAApril 24, 2004 This schoolhouse rocks; Hike, bike, kayak near West Cork inn This schoolhouse rocks; Hike, bike, kayak near West Cork inn One of Ireland's best-kept secrets My favourite place to stay.

War of the Buttons.

Meanwhile in another part of West Cork Jim had started teaching kayaking. In a strange kind of way BUT

He needed help – quickly He needed help – quickly

A great meeting A great meeting At a meeting organised to promote tourism in the area. At a meeting organised to promote tourism in the area. Jim and I were introduced to each other, in the business sense of course. Jim and I were introduced to each other, in the business sense of course. The Result

2 Heads are better than 1 2 Heads are better than 1

Qualifications. Qualifications. Jim is a level 5 Sea kayaking coach with the Irish Canoe Union and the British Canoe Union. Jim is a level 5 Sea kayaking coach with the Irish Canoe Union and the British Canoe Union. He has raced on the Irish kayaking team at 4 world championships. He has raced on the Irish kayaking team at 4 world championships. He has been Irish and British champion at 10,000meters and 500 meters. He has been Irish and British champion at 10,000meters and 500 meters. He has also won the annual Devizes to Westminster 126 mile non stop race. He has also won the annual Devizes to Westminster 126 mile non stop race. He is a graduate of the National Training and Coaching Centre in University of Limerick. He is a graduate of the National Training and Coaching Centre in University of Limerick. He leads trips in Ireland, Spain, Croatia, Mexico and USA. He leads trips in Ireland, Spain, Croatia, Mexico and USA. Is a guest speaker and runs workshops in many different countries. Is a guest speaker and runs workshops in many different countries. And Maria is just brilliant! And Maria is just brilliant!

Where are all the customers.. Where are all the customers.. The product being offered was great. The product being offered was great. Unfortunately no one knew about us. Unfortunately no one knew about us. Depression was hovering in the background. Depression was hovering in the background. We came from the love of the activity. We came from the love of the activity. Jim found it difficult to sell it as it was so personal to him. Jim found it difficult to sell it as it was so personal to him. He undervalued the service. He undervalued the service.

YOU PUT YOUR OWN VALUE ON YOURSELF, So we upped our price, and YOU PUT YOUR OWN VALUE ON YOURSELF, So we upped our price, and We found that people valued us a lot more. We found that people valued us a lot more. We became more confident. We became more confident. We had a bit more cash so we could We had a bit more cash so we could reinvest in equipment. reinvest in equipment. We attended some trade fairs and started advertising. We attended some trade fairs and started advertising. We used obvious media: We used obvious media: newspapers, posters, brochures, direct contacts, targeted letters. newspapers, posters, brochures, direct contacts, targeted letters.

Did it work? Did it work? It was very difficult to tell. It was very difficult to tell. We tried to track where bookings were coming from. We tried to track where bookings were coming from. We soon became aware that word of mouth was very effective marketing as was the personal approach. We soon became aware that word of mouth was very effective marketing as was the personal approach. So we called in past contacts and began to canvass journalists. So we called in past contacts and began to canvass journalists. We also started cold calling on similar web sites, introducing ourselves and inviting them to kayak with us. We also started cold calling on similar web sites, introducing ourselves and inviting them to kayak with us. We got a web site up and running, this was 9 years ago so it was a rare and expensive thing to do then. We got a web site up and running, this was 9 years ago so it was a rare and expensive thing to do then. Eventually we started getting results. Eventually we started getting results. We discovered publicity breeds publicity We discovered publicity breeds publicity

Attractive and interesting offers We then tried to be creative with our offers. We then tried to be creative with our offers. We tried to be different to others We tried to be different to others We tried to grab peoples imaginations. We tried to grab peoples imaginations. We tried to capitalise on our strengths. We tried to capitalise on our strengths. We tried to make the weather a plus rather than a negative. We tried to make the weather a plus rather than a negative. We used descriptive and friendly wording. We used descriptive and friendly wording. E.g. Roaring water Bay versus Carberys Hundred Isles E.g. Roaring water Bay versus Carberys Hundred Isles

What we offer. What we offer.

Croatia Croatia

Teaching in other countries Teaching in other countries

Baja Peninsula, Mexico

Ireland Ireland

Some of the publicity we get.

National Geographic. National Geographic.

Out Door Enthusiast Magazine Out Door Enthusiast Magazine

8 page report and pictures of trip to Blaskets with a Japenese group. On Japenese sea kayaking magazine.

Irelands Best Irelands Best

We then decided it was time to try and join some bigger and more organised tourism bodies

We had done all we could alone. We decided to try and start networking. We decided to try and start networking. The obvious one was Failte Ireland. The obvious one was Failte Ireland.. We help to develop product offerings for both the domestic and overseas markets and lead the marketing effort to promote Irish holidays to the domestic consumer. We support enterprise development in Irish tourism, promoting best practice in operations, quality and standards and facilitating investment in tourism infrastructure.

Where do we go from here. Where do we go from here. What colour do you think of when I say Japan ? What colour do you think of when I say Japan ? What colour for England ? What colour for England ? What colour for Ireland ? What colour for Ireland ? To me this proves one important thing. To me this proves one important thing.

A green Ireland is the future for marketing. We are already subliminally in the worlds subconscious. We are already subliminally in the worlds subconscious. Lets capitalise on it. Lets capitalise on it. We need to push sustainable tourism, eco tourism and green tourism. We need to push sustainable tourism, eco tourism and green tourism. Lets market a pristine Ireland Lets market a pristine Ireland Lets keep it that way. Lets keep it that way.

The real future. The real future. No matter how much we plan. No matter how much we plan. No matter how much we complain. No matter how much we complain. No matter how much we market. No matter how much we market. There is one vital component without which there is no future. There is one vital component without which there is no future.

Thank you for listening.