When I first opened my practice in 2009 I didn’t imagine that I’d be advising a 256-suite oceanfront resort.
In 2012, I helped a startup paddle board rental company (Paddle Boarding Palm Beach) blow up online.
They became so dominant that Get Wet Watersports (one of their competitors) made a defensive acquisition to acquire them circa 2016.
Get Wet Watersports retained me to do the same thing for them online that I had done with the paddle board co.
Word spread to the Palm Beach Shores Resort brass… and for them, I was able to rapidly identify, diagnose, and solve a hiccup in the resort’s online booking checkout process.
That single improvement translated to a 23% increase in their annual online booking revenue (going on seven years now).
From there I attracted interest from the likes of the Sailfish Marina, Blue Heron Fishing Fleet, and the Bahamas Paradise Cruiseline in the port of Palm Beach among others.
In 2018, the CEO of the cruise line called my cell and said that he had a problem.
The stakeholders had purchased a second cruise ship that was about to come online but the first ship still wasn’t at capacity.
He was spending a fortune on advertising and asked if I could review the website for potential bottlenecks.
Even though they had an internal marketing team and a vendor agency of record (AOR) with a well-known firm out of Miami – they were stuck spinning their propellers.
Within a week, I diagnosed the root cause of the problem (which had nothing to do with their website) and submitted a sales deck that offered to reveal the solution in exchange for points on the move.
That single thread of events started with a startup paddleboarding client and escalated to an emerging watersports company, an iconic fishing fleet, a landmark resort, an expanding cruise line, and many layers in between that continue to this day.
One thing I always advise business leaders on is to look at their business from a strategic perspective and to ‘gamify’ their moves.
Have fun with it.
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