It’s a tough game this Mothing, full of back room tactics, secrecy and intrigue.
The appearance of the Mach2 project on t’internet less than a fortnight ago has forced a lot of hands. It seems Simon and Amac are following a plan to slowly drip information to the Mothosphere, staying above the fray in a way while everyone else flames out in activity and expectation.
Amac brings to his project a large amount of respect, and a supportive following with essentially the entire Moth fleet using his sails, with another large following ready to order his foils when they are available. He has earnt this not so much through promotion as performance, and price, and availability, and intertia. Loyalty if you will.
I think they’ll be very successful, and I hope they are.
Rohan seems to be a bit upset about the competition, and the potential that the current team members will buy from another manufacturer. It might just be me, but the latest ’show me the money’ blog post does read like it has the potential to be misinterpreted, perhaps even as mildly offensive to team members past or present. Or otherwise.
I was the guy who sold out last time around. Despite having a very fast boat that finished 2nd at the Worlds, and a financially attractive opportunity to continue on, I didn’t stay. It sure would’ve been easier to roll into another one, easier on the pocket, and easier to sail in Weymouth. But easy wasn’t exactly what I was after at that point. I thought the boat could be improved, and I knew John at Fastacraft was going to be receptive to improving his gear as a result of Garda. It wasn’t just the boat. It wasn’t just the money. It wasn’t about loyalty. And in the end it didn’t make any difference to Bladerider.
But at this point the Mach2 is vaporware. Why all the fuss?
At this point I don’t think there’s a need for desperate measures or panicked decision making. Bladerider has many strengths it can leverage to build it’s business, the market and it’s share of it.
The way I see it, Amac’s boats will appeal to those in the know. Those who’ve been around for a while and know Amac or Simon personally.
But Bladerider hasn’t been completely successful selling to these people in the past anyway. Where Bladerider has been hugely successful is in selling to new Moth sailors. I think they’ve been successful there due in no small part to Rohan’s profile in the wider sailing world, and their generally very good availability. I think they’re strengths they can leverage on.
The Mach2 seems to be pitching itself at the top of the market, with a retail price that shows it is not aiming to win any price war.
But these new Mothies are not looking to buy the most expensive boat possible. For most of them, price is the biggest stumbling block, and that’s a battle Bladerider can easily win, they just haven’t been trying. Do you really think all the Bladerider sailors would be buying the latest MSL sail direct from KA if their next X8 sail was only $800? Bladerider can easily continue to dominate the new Moth sailor market. Their price point is a very effective tool.
Then it can use it’s strengths to leverage loyalty in these new sailors. If they’re looked after, if they’re made to feel important, if they’ve got personal service, if their problems and questions are dealt with immediately, if they can get a boat shipped the day after they order it, if they can order a part off the internet and have it sent immediately, then that’s the kind of service which will lead to repeat business. Loyalty if you will. I think they can win here. They showed it in Garda and Weymouth, their workshop and the hard work put in by Simon Owen-Smith was just awesome. The goodwill they generated by assisting all comers - even non Bladerider sailors - was not insignificant. Will Mach2 be able to offer the same? Are Amac and Simon up for that at the Gorge, or are they taking after-sales support to a whole new level again?
As much as results matter, I don’t think you need to dominate the front of the fleet to ensure you sell boats in the future. People who’ve been in the class for more than 5 minutes can see that equipment is not everything, so much of the performance equation is made up by the sailor. There are so many brilliant sailors from outside the Mothosphere that could be brought into bolster the ranks of any team that is hunting championship glory.
On that note, I’ve been trying to convince Rohan to make a comeback, and hopefully this will be the motivation. It’s one thing leading a team from a RIB, and something else being the face of the brand on the race course. If winning was everything, then Bladerider still has an ace up it’s sleeve, if only it would use it.
So where does all this leave the other builders? Fastacraft, Velociraptor, Aardvark, Assassin?
They still have loyal customers. They still have value. Being small isn’t necessarily bad, especially in a class that develops very quickly. It will be difficult to win a price war against a Chinese manufacturer (unless you’re building in New Zealand), but it won’t be difficult to win a battle on quality. It won’t be difficult for these guys to win a battle on personal service. And it definitely won’t be a hard to win on innovation. Look after your customers and they’ll have no hesitation to recommend you to their friends. Stay light and quick, and I think you’ll stay afloat.
I think the Mothosphere is but one example of the unique nature of the Moth. It’s sailors aren’t just looking to buy a boat. It’s not all about a financial transaction then off you go. It’s a story. It’s a challenge. The people involved are so passionate about it, and I think there’s plenty of room for all of the builders to feed into that passion.
I don’t think one has to fail for the other to succeed. I don’t think it’s an either-or proposition.