yachting industry

1

I live life to the full. Make what you do

count. Create wealth and share it with those

you love most

Luxury preferences Designer. Bespoke experiences. Exclusivity

Demographics 40’s, young family, EAME

Occupation Entrepreneur, wealth management, new media, CEO

Wealth >Earning $500.000 pa, Asset + $2.000.000

Family Mainly married, mainily younger kids, often remarried

Status High Net Worth

Favourite items Cars, watch, art, dining room (to entertain)

‘Luxury Yacht Chartering’ as status persona

Who is important to the customer

Group who they benchmark against. Learn from them and experience new things through association

Wide and expanding. Use to establish status

and grow opportunities. Often become social

Energy and effort in business is to improve the

outcomes for thier family

Very few and long standing. Connections are personal. From similar background, but acheved different success

Family

Friends

Network

Peers

Properties 2-3; town house, villa/country house and perhaps chalet

• Make time in schedule for family

• Letting others know they have wealth

• Be mindful of environmental issues

• Access beautiful and exclusive locations and experiences

• Efficiency and convenience

• Have their version of what they purchase

• Honesty

• Others will judge them by their choices

• Others will try to waste their time and money

• Know the true costs

• Money means they can experience the best

• Access to the best sources

High

Family Matters

Global perspective

Yacht management

Social climbing

@ Email

• Effective property management

Emails for business and legal reasons Needs & Expectations Priorities

Expertise

Communication

Mobile first for

everything

Insta to share experiences

What’s App to message

High value business and

personal transactions

• They will be upsold or overcharged

For close friends and family only

Low

Wealth management

Business management

• Avoid issues taking up time

• Keep parts of their life separate

• Privacy – personal affairs and in public

• Filter out time wasters