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Brand Profile

Cove Brand Profile

77 slides

  1. Slide 1: Cove. Cove Brand Profile
  2. Slide 2: Contents. Contents Brand Anthem 01 The Business 02 Dream Client 03 Insight 04 Message and Promise 05 Values 06 Purpose 07 Voice 08 Positioning
  3. Slide 3: Brand Anthem. Brand Anthem You’ve done the polished trip. Crew in white. Everything perfect. The kids on iPads, someone on a call. You came home feeling like you’d bought a holiday, not had one. That’s staged. That’s all it is. There’s a better week.
  4. Slide 4: Brand Anthem. Brand Anthem It’s the one where the skipper checks the weather and the boat’s somewhere kind by morning. Nobody asks what we’re doing tomorrow, because nobody has to. It’s the one where a kid gets up on a foil, falls off, and gets back up. Nobody says a word about screens. The water does that. No rule needed.
  5. Slide 5: Brand Anthem. Brand Anthem Most boats have a paddleboard and a sad kayak. Everyone else is stuck in Airlie whether it’s blowing 30 knots or not. We go where it’s good.
  6. Slide 6: Brand Anthem. Brand Anthem No uniforms. No staging. A crew who know the water, real kit, and nothing for you to organise. The week the whole family’s a kid on the water.
  7. Slide 7: Brand Anthem. Brand Anthem A mate with a very nice boat. Come on out.
  8. Slide 8: The Business. 01 The Business
  9. Slide 9: Craft over status, not some brochure.. Craft over status, not some brochure.
  10. Slide 10: The Business. The Business Business Name Cove Yacht Charters (working name, not sold on it) One-liner “a mate who happens to have a very nice boat” Business Type (B2B/B2C/Mixed) B2C. People booking for themselves, rich families mostly. Industry/Sector Private crewed charter. Luxury travel if you have to. Business Phase (Pre-Launch / Active / In-Between) Pre-Launch. First charters planned for March next season.
  11. Slide 11: Core Offerings. The Business Core Offerings Crewed catamaran charter business, fully crewed, all inclusive 2 to 7 nights, max 8 guests Follows the weather up and down the east coast March to November instead of sitting in one spot Day charters only to fill gaps Freediving or wellness groups are a maybe
  12. Slide 12: Core Offerings. The Business Core Offerings Boat 2022 Lagoon 50, under contract pending survey. 4 guest cabins, separate skipper cabin. Price 10k a day AUD, all inclusive except premium alcohol All inclusive means the skipper, a deckhand/host, food and all the toys – efoil, wing foil gear, a zero jet tender with a sailing rig, paddleboards, kayaks, freediving gear Food gourmet meals made onshore by a commercial kitchen, vac sealed or snap frozen and finished by the crew
  13. Slide 13: Dream Client. 02 Dream Client
  14. Slide 14: They came home feeling like they’d bought a holiday rather than had one.. They came home feeling like they’d bought a holiday rather than had one.
  15. Slide 15: Who They Are. Dream Client Who They Are Name The Hendersons, the Restless Founder. He’s still on his phone even at the bar, and he asks the bartender where the good surf is, not what the priciest whisky is.
  16. Slide 16: Who They Are. Dream Client Who They Are A couple in their mid-forties to fifties, one of them runs a company, with kids between 10 and 16, old enough to get up on a foil. Key Points They’ve done Qualia-type resorts and a Med superyacht charter that felt like a floating hotel: crew in white, everything perfect, kids on iPads, dad on calls. They came home feeling like they’d bought a holiday rather than had one. Not a guess: the owner knows people like this. Who does the research and books the trip is probably her, but the owner reckons it varies (a guess).
  17. Slide 17: Their World. Dream Client Their World The business never switches off for him, he’s on calls, and the kids are on screens. Key Points The business never switches off. He’s on calls and the kids are on screens. Luxury travel feels staged to them. Staged, that’s all. The kids’ schedules probably run the calendar (a guess).
  18. Slide 18: Drivers & Cravings. Dream Client Drivers & Cravings Probably he could step away from the business and just can’t switch off, and underneath that, the owner reckons what they’re craving is the feeling of being a kid on the water. Key Points Probably he could step away, he just can’t switch off. This is a hunch, mostly from the owner and a couple of mates. Pain points: holidays that feel bought, not had. Everything’s staged. Someone always has to organise the next day. The kids are glued to screens. He can’t put the phone down. They want one week where the family actually does something together and nobody organises anything: no drivers, no bookings, no “what are we doing tomorrow.” The kids get off their devices without it being a rule, because the water does that. The owner reckons the craving is the feeling of being a kid on the water.
  19. Slide 19: Success Signals. Dream Client Success Signals A few weeks after the charter, the kids are still bringing it up, and he went a whole day without his phone and didn’t notice. Key Points The kids still bring it up weeks later. He goes a day without his phone and doesn’t notice. The owner reckons they come back and book again.
  20. Slide 20: Buying Patterns & Dealbreakers. Dream Client Buying Patterns & Dealbreakers They want to talk to a real person before they commit, and the owner reckons they find it through travel advisers and word of mouth. Key Points Travel advisers and word of mouth, the owner reckons, but is guessing. They want to talk to a real person first. They bail the second it smells like a brochure. The owner worries that food that sounds cheap or pre-packaged could put them off. This is the owner’s fear, not something seen. There are no customers yet.
  21. Slide 21: Day-in-the-Life Narrative. Dream Client Day-in-the-Life Narrative Day three on the water He wakes before the alarm to water slapping the hull. For a second he can’t work out why the room is moving. The phone’s on the shelf by the bed. He picks it up out of habit, scrolls, takes one short call on deck while the coffee’s being made, and puts it down. The skipper has already looked at the weather and moved the boat overnight to a bay where the wind will be kind. Nobody asked him to decide anything. The deckhand asks what everyone wants for breakfast, and that’s the whole of the planning. The kids come up one at a time in last night’s T-shirts. Nobody says a word about screens. One of them spots the efoil sitting on the back and doesn’t leave it alone until it’s in the water. The deckhand shows them the wing foil gear, and by mid-morning the kids are up on the foils and falling off them, shouting at each other across the bay. Nobody had to tell them to put the iPads down.
  22. Slide 22: Day-in-the-Life Narrative. Dream Client Day-in-the-Life Narrative After lunch they pull on masks and freediving gear and drop in over a reef. Later the kids take the little tender with the sailing rig off the beach, arguing about who’s steering. He stands on deck with a cold drink and watches them. The phone is somewhere below. Dinner comes out of the galley and it’s properly good. They eat it on deck while the light goes. Nobody says “what are we doing tomorrow?” because nobody has to. The skipper will have a look at the weather, and that’s his job, not theirs. It’s dark by the time he’s brushing his teeth. He reaches for the phone and realises he hasn’t touched it since breakfast. He didn’t notice. He puts it back down.
  23. Slide 23: Ultimate Testimonial. Dream Client Ultimate Testimonial We came home and the kids are still banging on about the foil. Best week we’ve had in years. Nobody organised anything, and I went a whole day without checking my phone and didn’t even notice. Just book it, mate, don’t overthink it.
  24. Slide 24: Insight. 03 Insight
  25. Slide 25: Go Where It’s Good plans every day around the conditions.. Go Where It’s Good plans every day around the conditions.
  26. Slide 26: Audience Insights (stuff most miss). Insight Audience Insights (stuff most miss) Most people would say a wealthy family wants a more polished holiday. The Hendersons have already done polished, and came home feeling they’d bought a holiday rather than had one.
  27. Slide 27: Non-Obvious Truths. Insight Non-Obvious Truths They’ve done Qualia-type resorts and a Med superyacht charter that felt like a floating hotel. Luxury travel feels staged to them. Staged, that’s all. Probably he could step away from the business and just can’t switch off. A hunch, from the owner and a couple of mates, not data. Someone always has to organise tomorrow. A pain point for them. The owner reckons what they’re craving is the feeling of being a kid on the water. The kids get off screens without it being a rule, because the water does that.
  28. Slide 28: Signature Approach (your weird edge). Insight Signature Approach (your weird edge) Method name Go Where It’s Good Everyone else is stuck in Airlie whether it’s blowing 30 knots or not. Go Where It’s Good plans every day around the conditions.
  29. Slide 29: Key Differentiators. Insight Key Differentiators Every day is planned around the conditions, not a fixed itinerary. You go where it’s good. You follow the weather up and down the east coast, March to November. Everyone else is stuck in Airlie whether it’s blowing 30 knots or not. The skippers are watermen first, not waiters. The toys are the real kit: efoil, wing foil gear, a zero jet tender with a sailing rig, freediving gear. Most boats have a paddleboard and a sad kayak.
  30. Slide 30: One-liner. Insight One-liner The week nobody organises anything. We just go where it’s good.
  31. Slide 31: One Big Problem You Solve. Insight One Big Problem You Solve The Hendersons can’t get the family doing something together. It matters because he’s with them but not there. The screens, the phone, the staged resort and someone organising tomorrow all get in the way.
  32. Slide 32: Emerging Patterns. Insight Emerging Patterns No data yet. Hunch: Luxury travel feels staged to more people than the Hendersons, particularly people who’ve done plenty of the top shelf. Hunch: People want something real and physical, stuff you can’t do on a phone. AI is part of it, but not all of it.
  33. Slide 33: Opportunity Areas. Insight Opportunity Areas Thin for now. No read on the market beyond the one benchmark boat. Freediving groups. Still a maybe. The benchmark is a Whitsundays boat charging about $16,500 a night, stuck in the Whitsundays. The owner only uses it for the price and doesn’t know the market beyond it.
  34. Slide 34: Message and Promise. 04 Message and Promise
  35. Slide 35: The week the whole family’s a kid on the water.. The week the whole family’s a kid on the water.
  36. Slide 36: Core Message. Message and Promise Core Message The guests this is built for have done the polished trips and came home feeling they’d bought a holiday rather than had one. This is the feeling they walk off the boat with instead. “The week the whole family’s a kid on the water.”
  37. Slide 37: Brand Promise. Message and Promise Brand Promise The week only works if nobody’s organising it and the crew actually know the water. That’s what this promise is built on. “A fully crewed catamaran that follows the weather up the east coast, run by watermen first, not waiters, so your family goes where it’s good and nobody organises a thing.”
  38. Slide 38: Messaging Pillars. Message and Promise Messaging Pillars These four pillars hold the promise up. The weather and the crew sort the days, the kit fills them, and nobody in the family organises a thing. 01 Go Where It’s Good 02 Watermen first, not waiters 03 Real kit 04 Nobody organises anything
  39. Slide 39: Go Where It’s Good. Message and Promise Go Where It’s Good Supporting Points Every day is planned around the conditions, not a fixed itinerary. The boat follows the weather up and down the east coast, March to November. The skipper checks the weather and picks where to go, so the guests don’t have to. “Everyone else is stuck in Airlie whether it’s blowing 30 knots or not.” Why It Matters Someone always has to organise tomorrow. Here the weather and the skipper settle it, so the family doesn’t have to. Example Phrases “Blowing 30 in Airlie? We’re somewhere else.”
  40. Slide 40: Watermen first, not waiters. Message and Promise Watermen first, not waiters Supporting Points The skippers are watermen first, not waiters. The skipper reads the weather and moves the boat, so the guests don’t have to decide anything. The deckhand/host shows the kids the efoil and wing foil gear and gets them in the water. Why It Matters The guests this is built for have been on charters where the crew were in white and it felt like a floating hotel. Here the crew are on the water with the family, which is what makes it feel like a mate with a very nice boat.
  41. Slide 41: Real kit. Message and Promise Real kit Supporting Points The kit is real: efoil, wing foil gear, a zero jet tender with a sailing rig, paddleboards, kayaks and freediving gear. All of it is included. “Most boats have a paddleboard and a sad kayak.” “The moment a kid gets up on the foil for the first time and screams, that’s the whole thing for me.” Why It Matters The kids get off their devices without it being a rule, because the water does that. Example Phrases “Heaps of toys. Zero sad kayaks.”
  42. Slide 42: Nobody organises anything. Message and Promise Nobody organises anything Supporting Points All inclusive: the skipper, a deckhand/host, food and all the toys. Only premium alcohol is extra. No drivers, no bookings, no “what are we doing tomorrow.” Why It Matters Someone always has to organise the next day. Here nobody in the family does, so they spend the week doing something together instead of running the trip.
  43. Slide 43: Bonus Example Phrases. Message and Promise Bonus Example Phrases “A mate with a very nice boat.”
  44. Slide 44: Values. 05 Values
  45. Slide 45: A mate with a very nice boat doesn’t put on whites.. A mate with a very nice boat doesn’t put on whites.
  46. Slide 46: Core Values. Values Core Values The owner’s ashore when these trips run, so the crew are the trip. These four values are what they run it by, and what gets a booking knocked back when the money’s good. 01 No status bullshit 02 No shit trips 03 Crew get treated properly 04 Leave it better than you found it
  47. Slide 47: No status bullshit. Values No status bullshit Why It Matters It’s staged. A mate with a very nice boat doesn’t put on whites.
  48. Slide 48: No shit trips. Values No shit trips Why It Matters They only get one week. A bad one can’t be fixed after. Proof in Action The Lagoon 50, under contract pending survey, has four guest cabins and a hard cap of eight. Nothing else yet.
  49. Slide 49: Crew get treated properly. Values Crew get treated properly Why It Matters The owner’s ashore, so the crew are the trip. Proof in Action Above-average pay plus profit share after two years, agreed with the skipper lined up. Agreed, not signed.
  50. Slide 50: Leave it better than you found it. Values Leave it better than you found it Why It Matters The owner grew up on that water, and it’s the product. Wreck it and there’s nothing to sell.
  51. Slide 51: Scenario Testing. Values · Deepening Tools Scenario Testing A family wants a fixed itinerary no matter the weather. The trip gets moved or refunded, never run just to bank it. Someone offers more money for a ninth guest. No. Eight is the cap. A client is rude to the crew. No booking, whatever they’re paying. Two skippers want the job, one a gruff waterman and one polished but only decent on the water. The waterman gets it. A skipper wants to drop anchor on coral “just this once”. Never.
  52. Slide 52: Values in Action (behaviours, language, habits). Values · Deepening Tools Values in Action (behaviours, language, habits) No uniforms and no “sir”. Crew are on the water with the family, not staff in costume. Anchor never goes down on coral. Places get left better than they were found. “No shit trips” is what gets said to a skipper.
  53. Slide 53: Ops Integration Notes. Values · Deepening Tools Ops Integration Notes Hiring watermen first. Above-average pay, with profit share after two years. Client screening a guest who’s rude to crew doesn’t get the booking. Booking the Lagoon 50 sleeps eight guests in four cabins, so the cap is built into the boat. Conditions if the weather’s bad, the trip is moved or refunded.
  54. Slide 54: Purpose. 06 Purpose
  55. Slide 55: People have forgotten how to be on the water without a screen.. People have forgotten how to be on the water without a screen.
  56. Slide 56: Core Purpose. Purpose Core Purpose This is the reason it exists, boat or no boat. “People have forgotten how to be on the water without a screen. We get them back out there.”
  57. Slide 57: Mission Statement (One Sentence). Purpose Mission Statement (One Sentence) The purpose becomes a week: a crewed cat that follows the weather, a crew who know the water, and a family with nothing to organise. “Go where it’s good, get the family in the water, we handle the rest.”
  58. Slide 58: Purpose In Action. Purpose Purpose In Action Nothing’s run yet, so these are what every trip is built to make happen, not things that have already happened. Proof Points The kids get off their devices without it being a rule, because the water does that. The moment a kid gets up on the foil for the first time and screams. A whole family goes quiet when a manta goes under the boat.
  59. Slide 59: Voice. 07 Voice
  60. Slide 60: Calm and casual, like a good skipper.. Calm and casual, like a good skipper.
  61. Slide 61: Brand Voice Profile. Voice Brand Voice Profile Calm and casual, the way a good skipper talks: plain words, dry humour, nothing brochure. “Calm and casual, like a good skipper. A mate with a very nice boat.”
  62. Slide 62: Tone. Voice Tone Casual end. Grounded, not flashy. Craft over status, not some brochure. Energy Calm mostly. Like a good skipper, doesn’t need to show off. The stuff we do is a bit bold – foiling, freediving, chasing the weather – but we don’t need to shout about it. Reference brand (tone only) Patagonia
  63. Slide 63: Voice Do’s + Don’ts. Voice Voice Do’s + Don’ts Talk like you’re texting a mate who’s thinking of booking. Name the real kit, keep the humour dry, and keep anything that reads like a superyacht website out. Do’s Plain talk, like you’re texting a mate who’s thinking of booking. Name the real kit (efoil, wing foil, freediving gear) instead of vague “water activities”. A bit of dry humour, like the sad kayak line. Never at the guests’ expense.
  64. Slide 64: Voice Do’s + Don’ts. Voice Voice Do’s + Don’ts Don’ts bespoke curated elevated exclusive anything that whispers exclusive “sir” and “madam” anything that sounds like a superyacht website
  65. Slide 65: Consistency Guidelines. Voice Consistency Guidelines The voice comes easy on the phone with a parent and when saying the price. It wobbles on the food, where the pull is to over-explain. Price: just say the number. Talking to a parent on the phone comes easy. Food is where it wobbles: over-explaining the vac sealing and commercial kitchens before anyone’s asked. Say what it’s like to eat, and only get into how it’s made if they ask.
  66. Slide 66: We Are / We Are Not Contrast. Voice We Are / We Are Not Contrast We are plain talk, like texting a mate who’s thinking of booking. We are not a superyacht website. We’re watermen first, not waiters.
  67. Slide 67: Brand Language Lexicon. Voice Brand Language Lexicon Things we say mate heaps reckon “Most boats have a paddleboard and a sad kayak.” “Everyone else is stuck in Airlie whether it’s blowing 30 knots or not.” “A mate with a very nice boat.” “We go where it’s good.”
  68. Slide 68: Brand Language Lexicon. Voice Brand Language Lexicon Things we don’t say bespoke curated elevated exclusive anything that whispers exclusive “sir” and “madam” “water activities” (brochure crap) anything that reads like a superyacht website Luxury: only when we have to, never with guests if we can help it.
  69. Slide 69: Tone Variations. Voice Tone Variations Parent on the phone warmest, easy. Travel adviser tidier, quicker to the facts, no swearing. Weather turns straight, say it once, no sugar coating. Crew bloody’s fine with guests, the stronger stuff stays with the crew.
  70. Slide 70: Market Positioning Conclusion. 08 · Positioning Market Positioning Conclusion
  71. Slide 71: We’re not selling you a holiday. We’re getting your family back in the water.. We’re not selling you a holiday. We’re getting your family back in the water.
  72. Slide 72: Polished isn’t the point.. Positioning Polished isn’t the point. If you’ve done the resorts and the superyacht charter, you’ve already had polished. You know how it ends. You come home feeling you bought a holiday. We’re after something else. A week where the family actually does something together, and nobody organises any of it.
  73. Slide 73: Positioning. Positioning So there’s no fixed itinerary. We plan every day around the conditions. We follow the weather up and down the east coast, March to November, and go where it’s good. Everyone else is stuck in Airlie whether it’s blowing 30 knots or not.
  74. Slide 74: Positioning. Positioning The crew are watermen first, not waiters. They read the weather, move the boat, and get your kids up on the efoil and the wing foil. The kit is the real kit, and all of it’s included: efoil, wing foil gear, a zero jet tender with a sailing rig, freediving gear, paddleboards and kayaks.
  75. Slide 75: Positioning. Positioning It’s $10,000 a day, AUD. Skipper, deckhand, food and all the toys are in. Only premium alcohol is extra. Two to seven nights, eight guests at most. Eight is the cap, and it doesn’t move.
  76. Slide 76: Positioning. Positioning We’re not selling you a holiday. We’re getting your family back in the water. The week nobody organises anything. We just go where it’s good.
  77. Slide 77: Ring up and talk to a real person first. We’d rather you did.. Ring up and talk to a real person first. We’d rather you did.
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