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Swimming Along 10/ 25/2018 Ziyu Nan Introduction Aquaphobia, the fear of water, is the most common special phobia among American adults. There are about 50% of American adults have aquaphobia (Bailey, 2009). When they see the water, they will be anxious, nervous, and even avoiding. Also, they will be afraid to swim or avoid all activities in the water. According to the National Institute of Mental Health, specific phobias normally develop in childhood (Bailey, 2009). The common factors that cause people to fear of water are drowning, parental influences, and water-related unfortunate experiences, etc. For these water-scarred adults, the way to help them overcome the fear of water is different from children. Re-swim is an organization to help adults overcome their fear and re-adapt water environment by using miracle swimming system. Miracle swimming system has been developing for over 35 years, which is a new swimming system. Thousands of people have re-adapted to the water environment through this learning system. Because there are more half people in the United States who are afraid of water, it will be a big market for reswim. Background Research Key Audiences ● The basic situations of key audiences According to the survey data, fear of drowning, do not know how to swim, and parental inheritance are the three main causes of fear of water. In terms of drowning, people are not only afraid of drowning but also afraid to see others drowning. In addition to these factors, tsunami or flood and claustrophobia are another reasons for fear of water. Also, there are more than 70% of African Americans have the fear of water because of parental inheritance. The most common symptoms when they see water are intense fear, anxiety, and panic, sweating, tight chest and difficulty breathing, rapid heartbeat, avoiding water, and dizziness or fainting. Through cross-analysis,people who do not have the desire to overcome this problem mainly comes from people who think their fear moderately impact their life. However, people who are willing to change this situation still occupy more than 62% of all respondents. Among all reasons that why people want to overcome their fear, the desire to learn to swim and personal growth are the primary reasons. According to the survey, more than 40% of people prefer to find a professional coach who specializes in healing fear and more than 39% of people would seek a personal swim coach to teach them techniques. Feedback from customers for re-swim In the results of the survey, most people’s reflection of Re-swim’s program is positive. People think the class is useful and unique, which is conducive to building their confidence and helping them overcome their fear. Among all responses, just a small number of people think this course is expensive. For people, location, cost, and time are the most important factors impact their consideration of Re-swim’s program. The format of the class is another concern about this program. Market research--SWOT Analysis ● Strengthens Complete training system Re-swim has a complete training system, Miracle Swimming, which created by M Ellen Dash, an American competitive swimmer (Derry, 2013). This system has been developing for 35 years since the 1970s. Also, Miracle Swimming is the most common training system used by many of the same institutions that help people overcome the fear of water. Since 1983, this system has already helped over thousands of people overcome their fear. A welltrained training system is more likely to attract customers and more easily gain their trust. Positive reviews from key audiences There are lots of positive feedbacks of Re-swim program and Miracle Swimming. Positive comments are critical to an organization. For Re-swim program, after investigation, it was found that most of the feedback to it was positive. Most people think it is helpful and they are willing to try it to overcome their problem. Also, more than 82% of people would like to participate in this class. (Among people who have already joined in this program, ….. ). Also, from the feedbacks of Miracle Swimming, most people praise this swimming system on Facebook. So, these positive feedbacks are conducive to promotion. ● Weakness Lack of promotion channel with potential customers. No contact information for social media was found on Re-swim's offical website. Social media is an important channel for promotion and communication with customers. Firstly, social media is a platform for people who trauma to discuss and find someone just like themselves. For example, some people who have trauma establish different groups on Facebook and share some valuable information with each other. Secondly, viral spread of social media can promote the program widely. However, there is no social media account showed on the website. Also, lacking communication channel with customers is another weakness. There is only email and phone number on Re-swim’s website. Social media is an essential method to communicate with audiences. Instead of just using social media as a way to promote, using social media to communication can help existing customers and potential customers build a community. It is a win-win way for the organization to use it. For customers, they can get more information from the people’s sharing, repost it and ask some questions about the program. For Re-swim, they can acquire more people’s comments. Moreover, once a community is established, information is more easily disseminated to the same customers because people prefer to consult people who have similar problems with them. ● Opportunity There is a large market for re-swim to develop their program. Among all respondents, there are more than 62% of people want to overcome their fear of water and 28% of people are uncertain about this problem. Moreover, finding personal swim coach, a professional coach who specializes in healing fear, and someone they trust is the most common choices for people who want to overcome their fear. According to the result, organizations like re-swim which have the professional coach who can both heal fear and teach swim are popular choices. So, re-swim has a big potential market for promotion. ● Threats: People’s other preferences When people have trauma, they also would like to choose to seek psychology for help. These people think psychologists are best choice because it is psychologic problem and they are professional to deal with the mental problem. Also, finding someone they trust is also a popular choice. When people cannot trust instructors, it’s hard for them to choice Re-swim. People’s other prefernces of healing fear of water may reduce some customers. So, Re-swim should find some way to attract them and meet their mental needs. Competitors Competitors come from two sources, one is to teach swimming organizations, and the other is to have the same project as re-swim. According to the survey, some people would like to choose a swimming coach to teach them techniques, and some of them cannot distinguish the differences between swimming coach and professionals who healing water trauma in swimming pool. So, if the key audiences cannot differentiate these two organizations, they may choose a swimming coach. Also, do not know how to swim is one of the common reasons for people’s fear, so for these people, seeking a swimming coach snatches a large proportion of potential customers. The organizations which have the same program also occupy a part of the market share. Although some organizations have the same program, they do not in the New England Area. So, they don't have the too much competitive advantage because people pay great attention to location and how much time they take part in the program. So, the focus is on similar organizations in New England. S: complete training system W: Lack promotion channel Positive reviews O: Have a big market T: Competitiors People have other preferences of healing fear of problem Problem Lack effective communication channels to let target audiences understand Re-swim and participate in the program. Goal Objectives Strategies Tactics References: Bailey, E. (2009). Aquaphobia: The Fear of Water - Phobias - Anxiety | HealthCentral. Retrieved from https://www.healthcentral.com/article/aquaphobia-the-fear-of-water Derry, J. (2013). Swimming lessons: the Miracle Swimming method. Retrieved from https://www.theguardian.com/lifeandstyle/the-swimming-blog/2013/dec/02/swimming-lessonsmiracle-method We’ve Helped Thousands. Retrieved from https://www.miracleswimming.org/ Appendix
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Excellent resource! Really helped me get the gist of things.

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