Paddle Canada Client Presentation

Presented to: Graham Ketcheson & Lindsey Fair

Presented by: Carlye Oda, Tasha Mayhew, Yilin

Paddle Canada

Client OverviewKey Publics............................................................................................... 4

Value Chain Analysis............................................................................... 5 - 6

Segmentation........................................................................................... 7 - 8

Overview of the 5 P’s of Marketing........................................................ 9 - 10

External EnvironmentPESTLE Analysis....................................................................................... 11 - 21

Political............................................................................................ 11 - 12Economical....................................................................................... 13 - 15Social................................................................................................. 16 - 18Technological................................................................................... 19Environmental.................................................................................. 20Legal.................................................................................................. 21

Competitive Analysis................................................................................. 22

Internal AnalysisTOWS Analysis.......................................................................................... 25.

Table of Contents

2

Table of ContentsStrategy & Innovation Recommendations

Goals & Objectives.................................................................................. 34

Strategies................................................................................................. 35 - 37

Growth Share Matrix.................................................................... 35GE Multi-Factor Matrix............................................................... 36Scorecar

3

Paddle Canada is a member based not-for-profit organization that was found in 1972. They currently have over 1500 members that include instructor and individual members. They are linked to eight regional paddling associations and two affiliate member associations. Paddle Canada hosts several regional paddling events in different part of Canada such as National Paddling Week. They are partnered with Rapid Media in which provides members with a magazine of their choice. The mission at Paddle Canada is "to promote all forms of recreational paddling emphasizing safety and instruction, to Canadians of diverse abilities, cultures, and ages and to thus deepen our collective appreciation of our land and paddling heritage." Paddle Canada values safety, educational programs, environmental awareness, and heritage in their organization. We interviewed executive director, Graham Ketcheson, to gather information to analyze the operations at Paddle Canada.

Key Publics

At Paddle Canada they have thirteen Regional Directors in which one is from each province/territory in Canada. One of these Regional Directors is the President, Priscilla Haskin from Alberta. Regional Directors are currently vacant in Nunavut, Manitoba, Prince Edward Island, and Northwest Territories. In addition to the Regional Directors, Paddle Canada also has an Executive Director, Graham Ketcheson.

Paddle Canada also has four program committees: canoeing, sea kayaking, river kayaking, and sup. These committees are responsible for promoting safe recreational paddling through the development and maintenance of a program of skill, instructor and instructor training. There are also three task force committees at Paddle Canada: communications, environment, and member services.

They key publics at Paddle Canada are the ones who's support and cooperation is necessary to achieve the short-term and long-term goals of the organization. In order for things to run smoothly the Board of Directors and the committees must be involved.

Key Publics

4

The core services they offer at Paddle Canada is recreational canoeing, river kayaking, sea kayaking, and stand up paddle boarding. They offer their services to individuals who are new to the sport as well as those who are advanced. In addition, they offer the training in order to become an instructor. At Paddle Canada they have short-term as well as long-term goals. Paddle Canada has a mission to become the most recognized training program nationally, especially in Ontario, Quebec, and British Columbia. They also have a goal to offer their services in French, being a bilingual country this is necessary in order to gain market share in Quebec. The main short-term goal at Paddle Canada is to create awareness about their training programs by attending as many paddling and outdoor trade shows as possible. Paddle Canada also needs to develop a communication plan to get Paddle Canada recognized. Their goal is to review their website, increase the use of social media, and continue putting advertisements in Rapid Media and Current Strokes Enewsletter. In regards to long-term goals, they want to engage more youth into their paddling programs. In order to attract more general members, they need to offer more benefits that will encourage people to join. Finally, they would like to create more partnerships with federal organizations such as Parks Canada.

The vision of Paddle Canada is to educate and inspire recreational paddles of all disciplines, abilities, and ages. In addition to offering services to paddlers, they also promote public paddling safety and awareness and provide paddle skill development through internationally recognized programs and respected partnerships with complementary organizations. Paddle Canada constantly strives to meet the changing needs of the paddling community by improving existing safety and skill programs, resources, and growing our national instructor base, to encompass all regions and paddling disciplines.

Paddle Canada has many objectives as a not-for-profit organization. Their number one objective is to increase the number of youth participating in Paddle Canada programs which is also a long-term goal of the organization. The way to go about meeting this long-term goal is to increase the number of existing organized youth paddling programs at Paddle Canada. In the standard value chain, setting out the vision, goals, strategies, and systems will lead to quality products and services which leads to satisfied customers and in the end it will impact the bottom line.

Value Chain Analysis

5

6

Geographic segmentation  

Once a member adds to be a participant to a course, he/she has to provide his/her postal code or email in order to make sure it is a required field. Participants without valid emails will not receive an automated course completion email. The data was selected by postal code can help Paddle Canada organizing their members by regionally and tracking on their target markets. For example, activities in Northern provinces may be different from southern area.

Demographic segmentation

The majority ages of members were teenagers and adults who are around 40-60 year old. Male and female were even in the younger group and more males were in the older group. They divided the courses/programs into different levels (introduction, intermediate, and advance) to satisfy members’ needs. For example, the canoeing courses have six different disciplines include lake canoe, moving water canoe, canoe tripping, canoe poling, big canoe, and coastal canoeing. There are no age restrictions for any Skill Courses. For all instructor courses there is a minimum age of 16 years of age (Paddle Canada). The information that Paddle Canada collected by demographic will help they easily arrange program by different groups. Teenagers likely involve the energetic and adventurous courses. Elder groups may interest in fishing or kayaking which is more mildly and lower risky courses.

Psychographic segmentation

Social class: People who are around middle class or above more likely enjoy outdoor activities. Most of them are older than 40 and have enough time to travelling. Also people who are working professional may be big fan on paddling because of the high stressful of work etc.

Lifestyle: Graham mentioned that a lot of stand-up paddlers are social media buffs. Because the paddling activities usually will be announced by Twitter or someone set up an activity on Facebook page. In addition, most of aquatics fans are looking forward a healthier lifestyle. They care about what they eat like granolas and how they do the outdoor exercises.

Personality: Many explorers who are energetic and autonomy are more likely attracted by adventure programs, such as younger students.

Segmentation

7

Industrial segmentation

As a leader of the industry, Paddle Canada’s business is covering to most of Canadian provinces. However, they are looking for corporation programs as a target market with many other organizations such as Scouts Canada, Kayak / SUP & Canoe Manufacturers, Kayak / SUP / Canoe Retailers, Boys and Girls Club Canada, Kids Summer Camps, and School Boards etc. Also there are couple of similar organizations in Canada which is Paddle Canada’s big competitors in this industry. Graham had many ideas about attracting sponsorship like top notch gears, boat manufacturer sponsors, bank or insurance group etc. According to Naics (North America Industry Classification System) Codes – 112510 Aquaculture Canadian, fish breeding and propagating services could be the cooperative partner with Paddle Canada to run the fishing programs.

8

Product

In 1971, Paddle Canada (formerly the Canadian Recreational Canoeing Association) was

formed to help co-ordinate the efforts of non-competitive canoeing and kayaking across Canada (Paddle Canada). As a leader in the industry, Paddle Canada provides high quality of instructors, curriculum and related knowledge to achieve their professionalism. Their national paddling programs have been proven to be the ideal mechanism with environmental awareness. According to the canoe’s and kayak’s extended history in conjunction with its stable popularity, they are at the point of decline; fishing and rafting & dragon boating are new attractively and their popularity is getting higher. However, the increase in training and safety programs has the potential to slow the rate of decline although it is not strong enough to push canoeing and kayaking into another growth phase. In addition, Paddle Canada had some logo products, which are another than training and courses such as T-shirt, hats, flags, and stickers.

Price

Paddle Canada ensures sustainable growth of its membership by providing value-added services that will benefit both consumers and firms that service the paddling industry. Paddle Canada is using the penetration strategy to charge lower price of its products to the members. Every individual member will pay $45 annual membership fee with optionally products such as $10 for magazine, $3 for sticker and delivery, and $9 for insurance. Only the instructors value the Paddle Canada’s membership. The membership is a hard sell for the general paddlers since there are not many benefits for joining other than the magazine and sticker. However, the income of current members will not covering their overall operating budget. For example, the annually operating budget is around $300,000, so that the membership fee has to be at least $167 annually to operate 1800 members. Paddle Canada invested in developing and delivering a marketing campaign to target businesses and organizations since 2011. Up to now, they have invested about $44,000 and willing to continually invest in 2014 based on grants.

Promotion

Selling: Paddle Canada has had many kinds of promotional tools. They used to promote the poly bag with Paddle Canada stickers to 8,000 Canadian Subscribers. They tried to sell more training / programs where members could end up on one of instructors’ doors. But they do not immediately expect the return on investment do not necessarily get people as a paid up member. They are looking forward a long term relationship.

Advertising: There were many trade show booth to advertise the Training and Programs and events to many across Country at Toronto, Ottawa, Calgary and Vancouver. For example, they had a booth at the Ottawa Outdoor and Adventure Travel Show. Also they attended in Cottage Life Show and would like to do Sportsman Show as the hook and bullet crowd would be a good target for preaching safety, PFDs training and kayak

Five P’s of Marketing

9

fishing is taking off. Graham had exposure to 28,000 at the Toronto Outdoor Adventure Show.

Dialogue Communication: They ran 1-2 Regional Paddling Symposiums each year bringing in top notch speakers and coaches and then sponsoring most of the event. Those are attended by 50 – 150 paddlers regionally and Paddle Canada get to market directly to them. The Communications (Marketing & Promotion) Committee provides regular input and feedback regarding the quality of primary Paddle Canada products.

Monologue Communication: A prominent paddling Canadian icon that supports and markets Paddle Canada’s vision and mandate when making public appearances. Committee has done development of graphics for trade show, Kanawa section in Rapid Media, Banner Ads on some reciprocal sites, also they are working on a Communication Plan as part of new Strategic Plan.

Place

The Environment committee identifies issues related to our waterways that are a concern for paddlers. They are the voice of recreational paddlers at the provincial and federal levels of government on environmental issues. Fishing programs have to operate in authorized water area, such as areas proved by fish breeding and propagating services. Graham said that the paddling place has to be somewhere that is specific for paddling. However, the committee in general is not given enough budgets, importance, or time at board level. Furthermore, due to the environmental issues, Paddle Canada had hard time to operate activities in the Canadian winters; they will create more projects of outside Canada like tropical areas.

People

Paddlers are taught the Leave No Trace principles for active environmental awareness and protection in order to help ensure that they can all continue to enjoy Canada's many waterways and wilderness for years to come. The individually members will participate in any courses based on their skill levels only. There is no level difference of memberships. People who are 20-30 year old merely attend to Paddle Canada. The reason of they are not attending includes budget problem, time management like career building, or family issues like raising kids etc. There were increasingly numbers of new members attending to Paddle Canada since 2010. The average of new members in the past three years was about 1500 what represents 8 Regional Member Associations and Affiliate Member Associations. They are successfully and consistently deliver the message of safe and enjoyable paddling to more than 50,000 paddlers annually.

10

PESTLE Analysis - PoliticalAt first glance, the political environment for Paddle Canada is not positive since the Harper government’s primary efforts focused towards economic stimulation and tax and deficit reductions. As will be proven below, there is little political effort being put towards preserving natural landscapes and properly regulating industries to protect the quality of the land, water, and air. With Paddle Canada’s value proposition heavily reliant on Canada’s landscape the political environment endangers their ability to promote the enjoyment of the paddling activities.

The Harper government has been in power since 2006 and obtained a majority government in the 2011 election, which has resulted in many changes. Although the Conservatives had increased protected lands by 48% in their first four years in office, at the end of 2012 the passing of the omnibus bill C-45 amended the Navigable Waters Protection Act and reduced Canada’s protected waters from 2.5 million lakes and rivers to 82. This legislative change has broken down the barriers that once hindered various corporations and industries from extracting natural resources and constructing roads and dams (Ecojustice, 2012). This is not the only instance where the current federal government has chosen the economy over Canada’s environment.

The current platform the Conservative party states on their website shows that $3.2 billion will support various industries in reducing their carbon footprint, $1.2 billion will be devoted to research and development of the technology to enable that endeavour, and only $593.5 million will be devoted to regulating businesses to ensure they achieve those environmental goals in addition to developing new conservation areas and protecting endangered species (Figure 1) (Conservative Party of Canada). The investment in industries to allow them to reduce their carbon consumption requires a

Figure 1: Government Funding Towards Environmental Endeavours

11

valiant effort and yet without the research, development, and regulation of those endeavours their success is less than uncertain. Funding to the Research Tri-Council of Canada had been reduced by $37 million in 2011, which put them $137 million below the funding they had received prior to 2009 (Matilloux, 2011). Not only has funding become limited but researchers are not permitted to share their findings with the media without explicit permission from the Privy Council’s office (Omara, 2013) and the National Research Council has also stated that all future research will focus on areas that lead to economic or social gain because “scientific discovery is not valuable unless it has commercial value” (Semeniuk, 2013).

The current political agenda drastically affects Paddle Canada’s ability to compete because the root of their product is Canada’s wilderness and waterways, which are in danger from climate change and economic development. Without proper legislation, research, regulation, and activism by the federal government, Paddle Canada loses part of its image and ability to offer members the opportunity to connect with nature. The endangerment of Canada’s landscape may overwhelm Paddle Canada’s environmental advocate committee which could be detrimental to their ability to offer other aspects of their total offering or provide an opportunity to refocus the organization into a stronger advocacy group.

Despite the current ominous future, there is cause for some hope. The next federal election is set to take place on October 19, 2015. The Conservatives have a 58.89% majority and at the time of the 2011 election they had 39.62% of the popular vote. The most recent national polls show that the Conservatives popularity has dropped to 29% with the Liberals jumping from 18.91% in 2011 to 36% following the appointment of Justin Trudeau as Liberal party leader (Figure 2). Although a Liberal government does not necessarily mean all the stated issues will be reversed or resolved, the Liberal Party, New Democrats, and Green Party have all spoken out against the Conservatives on all of the stated issues, which gives cause for hope that a majority or minority government, which does not favour the Conservative Party, will restore Canada’s wilderness and waterways.

Figure 2: Federal Polling Averages (as of May 2, 2013) (Grenier, 2013)

12

PESTLE Analysis - Economical

Politicians, economists, and Canadians alike are still feeling the impact of the 2008 economic recession. Although there are indications that Canada’s economy is on the road to recovery, there are many that feel the economy is fragile and can relapse if pushed too hard.

Currently, the average Canadian household owes $1.65 for every dollar earned (Thomson Reuters, 2013) and mortgage debt has hit $1.1 trillion and consumer debt reached $477 billion both in 2012 (CBC, 2013). In comparison to previous decades, Canadians have experienced debt, which is substantially higher than that of their parents and grandparents. The Bank of Canada has found that 31 to 35 year olds in 1999 had a total real debt of approximately $75,000 while their 2010 counterparts have a total real debt of almost $120,000 (Figure 3). Equifax Canada recently reported that debt growth has begun to taper off to moderate levels and short-term debt delinquencies have dropped. This however is accompanied by warnings that high household debt and a cooling housing market will hold back the Canadian economy (The Canadian Press, 2013). On the positive side, Canada’s net worth did rise to $6.9 trillion in the fourth quarter of 2012, which equates to $195,900 per Canadian (CBC, 2013). As determined by the Bank of Canada, total household credit has been steadily rising since 1984 but in proportion to consumer and mortgage credit (Figure 4). In spite of this increase, one third of Canadians will use their 2012 tax refund to pay off some of their debt rather than splurge on recreational activities (Favelle, 2013) and this is not uncommon since the 2008 economic recession. In 2011 the average household had $73,457 in expenditures with only 5%, or $3,711, was devoted to recreational activities, which is a 3.7% increase from 2010 (Statistics Canada, 2013). Although, it is positive

Figure 3: Mean Household Debt, by Age (Faruqui, 2011-2012) 13

growth that could benefit Paddle Canada, debt aversion is becoming deep seeded in many Canadians, especially its students.

According to the Canadian Federation of Students, the average student loan is $27,000 with a total of $15 billion outstanding at the federal level, which excludes provincial loans and regular bank and credit card debt. Repayment of this debt begins almost immediately after graduation, which pushes graduates to seek employment of any sort, even if it is not in their field of study, that can reduce their ability to start a family; work in public service careers; invest in assets and recreational activities; build career-related volunteer experience; or take lower paying work in their field in the hopes of future advancement (Canadian Federation of Students). Debt aversion even deters parents from encouraging their children to attend post-secondary and without formal education many will only make an annual income of $16,500 to $38,700 versus $20,100 to $50,300 that is made by those with a diploma, degree or trade (Statistics Canada, 2009). Those with a lack of education will have less disposable income as well as those with excessive amounts of debt will have less money that can be potentially spent on a Paddle Canada membership or related recreational activities.

A strong component to Paddle Canada’s success and ability to attract members is the public’s ability to purchase an annual membership, invest in training, and to become involved in volunteer activities and environmental actions. In the current economic recovery, Canadians are hesitant to spend on non-necessity products and services and will use extra income to pay off debt or save. This debt aversion is also deterring a small proportion from attending post-secondary, which would have lead to more high paying jobs and more expendable income that could be put towards recreational activities. For those that do obtain a post-secondary credential, the economic environment does not guarantee employment in their field of study and it is well after graduation, when student loans are paid off, that graduates begin to devote part of their budget to recreation.

Figure 4: Ratio of Debt to Personal Disposable Income (2010)(Faruqui, 2011-2012)

14

The current economic conditions also impact the non-profit sector in obtaining paid and volunteer personnel due to increased demand and proactive responses to curtailing expenditures. Imagine Canada has been surveying non-profits and charities since 2009, and according to their 2012 report found that leaders such as, the Boys and Girls Club, have expressed the following:

1. Lower confidence in ability to meet organizational missions2. Record low revenue forecasts since the 2008 recession3. Government funding is expected to drop within the next 2 years4. Dramatic expense reductions in response to low revenue despite increase in

demand5. No significant fluctuations in paid and volunteer staff6. Concern revolving around ability to cover expenses in 2013 (Imagine Canada,

2012)

Paddle Canada has experienced some of the issues above. Being a virtual organization, paid staffing is not a prevalent concern, however the lack of increase in volunteer staffing can become strenuous on existing staff as they attempt to meet the increased demand. The increase in expenditures in conjunction with less government funding will further exacerbate staffing stressors and could potentially decrease Paddle Canada’s ability to meet its organizational missions as other non-profits are experiencing.

15

PESTLE Analysis - SocialCanada is an ever-growing country. Although the projected population growth rate is 0.90 (Figure 5) and the average size of a family has dropped to 1.7 children (Figure 6), there is a steady flow of landed immigrants joining the Canadian population. In 2012 approximately 257,515 immigrants gained landed status in Canada (Citizenship and Immigration Canada, 2013)bringing the net population growth from 129,356 (Statistics

Canada, 2012)(Statistics Canada, 2012) to 386,871.

Figure 5: Average Annual Population Growth Rate(Human Resources and Skills Development Canada)

16

From one perspective, the natural rate of population growth in conjunction with the landed immigrant rate makes the Paddle Canada’s marketable population larger, however, there should be key considerations towards where Canadians are located. Due to the success of the Tar Sands, interprovincial migration to Alberta is the highest in the country and due to the competitive nature of the job market, Ontario has the highest level of migration out of the province (Figure 7). This is not necessarily negative for Paddle Canada as Alberta has more than 500 provincial parks (Alberta Parks), while Ontario only has 330 (Ontario Parks, 2008) and there are therefore more avenues for Paddle Canada members to participate in paddling activities. It can be expected that Alberta will maintain its net growth for a number of years.

The most important aspect of Canada’s population is the positive social environment that has begun to evolve. Canadians are becoming more health conscious, understanding that regular physical activity can help them prevent or stave off various forms of illnesses. The increase in outdoor-based activities in combination with the increase in environmental activism creates a larger populace for Paddle Canada to market to and attract. Cancer, heart disease, stroke, respiratory disease, and diabetes hold the top five causes of death in Canada, claiming 152,283 in 2009 alone (Statistics Canada, 2012). The National Institutes of Health in the United States, along with other research institutions around the world, have conducted numerous studies and clinical trials that indicated the varying degrees to which physical activity can elongate an individual’s life by improving heart and lung function, controlling weight, reducing blood pressure, and even reducing the risk of certain kinds of cancer (National Heart, Lung, and Blodd Institute, 2011).

Figure 7: Interprovincial Migration (2011/2012) (Statistics Canada, 2012)

17

Since these findings, Statistics Canada has measured a steady incline physical activity among Canadians, and some age groups have experienced a greater increase than others (Figure 8). Many organizations are promoting physical activity and Paddle Canada will benefit from this generic advertising because of the population’s inclination towards healthy living and longevity

Figure 2: Physical Activity, by Age(Statistics Canada, 2013)

18

PESTLE Analysis - TechnologicalTechnological advancement has been increasing at exponential rates and is projected to increase our abilities for decades to come. TEF, a research firm in Miami, Florida, has conducted research and has projected how more technologically advanced our society will become over the next 11 years. From 2012 to 2023, the world can except to become a thousand times more advanced (Figure 9) which could lead to any variety of benefits for Paddle Canada from developing new methods of paddling, improving the manufacture and transport of paddling products, decreasing environmental impact caused by businesses and individuals, and improving communications between

businesses and consumers.

As mentioned by Graham Ketcheson, Executive Director of Paddle Canada, advancements in communications and social media has benefited Paddle Canada, its instructors, and the remainder of the membership by breaking down geographic barriers that once separated them (Ketcheson, Executive Director, Paddle Canada, 2013); and other research solidifies this claim. Surveys conducted by Statistics Brain, found that 56% of survey participants held accounts on some form of social media. Facebook users spend an average of 15.5 hours per month Facebook, there are 190 million tweets per day, 92 billion video views per month on YouTube, and 3,000 pictures uploaded to Flickr every minute. The popularity of Facebook, and its 1.2 billion users, has led to 2.5 million websites integrating Facebook into their sites (Statistics Brain, 2012). Jim Keenan, social sales specialist has found that 72.6% of sales people using social media out sell those that do not use social media (Fidelman, 2013). Social media not only appeals to the younger demographic but it can also target those above 65. In a 2010 a survey conducted by Statistics Canada found that 60% of seniors aged 65 to 74 had used the internet in the last month for a variety of reason. This is a drastic increase

Figure 9: Increase in Technological Ability(TEF, 2012)

19

from the survey that was conducted in 2000 that only documented 10% of seniors actively utilizing the internet (Statistics Canada, 2013). There are many tactics Paddle Canada can use in the upcoming future to help take full advantage of the internet.

20

PESTLE Analysis - EnvironmentalIt has been scientifically proven by ice core samples that the fluctuation in the earth’s climate is the product of a regular cycle the earth experiences due to increased levels of greenhouse gases in the atmosphere. What is significant about the current cycle is that it is most likely human-induced, according to NASA, since carbon dioxide levels are over 380 parts per million and the highest level prior to human civilization was under 300 parts per million. In the last century, sea levels have risen 17cm, the global temperatures has increased by 0.74°C, the oceans have warmed 0.302°C, and the ice sheets have shrunk more than 1,208 cubic kilometres (NASA).

Global changes are beginning to affect Canadians. Parts of the Great Lakes have experienced drops in water levels up to 50 to 60 cm, which is the lowest it has been in decades. In Georgian Bay and Lake Huron fish spawning areas have dried up leading to serious social and environmental implications (CBC News, 2013). There are 29 million Canadians and Americans who rely on the Great Lakes for drinking water and with less ice developing during the winter, evaporation will continue to lower the lakes water levels; and the impact extends beyond the St. Lawrence Basin. On the Atlantic and Pacific coasts, rises in the sea level have flooded low-lying coastal lands, displacing residential, transportation, and industrial facilities and warmer rivers have increased pre-spawning mortality and displaced other fish species. The Prairies, have been experiencing more frequent droughts due to an unreliable cold winter which decreases precipitation later in the year. In the North, coastal areas have become flooded and inland, milder winters have shorten the period to which ice roads can be utilized. Ice roads are vital to survival and prosperity of the Northern communities because winter provides the opportunity for transports to deliver necessary supplies; in comparison to aircraft, ice truckers are the most cost-effective (Environment Canada, 2010). This will impact Paddle Canada when popular waterways lose more and more water, making them less appealing and endangering the communities which service the paddle industry and other complimentary industries that support the area. Flooding will have the same impact and will also damage roadways and points of access furthering the areas rate of decline.

21

PESTLE Analysis - LegalTransport Canada has outlined the mandatory items necessary to ensure an individual’s safety when piloting a self-propelled water vehicle, which include a personal floatation device, a whistle, bail bucket, and a buoyant with a 15m rope. On occasion, flares, reflectors, and lights are required to keep the vessel visible in the dim and dark. Non-compliance will often lead to a fine of $200 or more (Transport Canada, 2013). To solidify these safety standards, the Government has given $322,000 in funding to six boating safety awareness projects including $50,000 to Paddle Canada to organize National Paddling Week in June 2013 (Graham Ketcheson, 2012). Safety regulations around the newly introduced sport, stand-up paddling, is also beginning to be established due to the most recent popularity in British Columbia and the increase in water traffic. Other boaters are concerned with hitting them as they paddle in the middle of channels and feel they do not understand the rules of the waterways (CBC News, 2012). Safety standards Transport Canada also requires non-pleasure crafts to be register, which does not affect Paddle Canada’s main membership but businesses that supply them such as boat rental suppliers (Transport Canada, 2013).

Insurance, as indicated by Graham Ketcheson, is not difficult to administer but more time consuming than a business can hope. Often, various training programs that take place on water belonging to parks and municipalities require coverage under Paddle Canada’s $5 million insurance plan that protects instructors from liabilities while training. While there has never been an incident, it is important for any business offering a service to carry protection against even the most miniscule of liabilities (Graham Ketcheson, 2012).

22

Competitive AnalysisPorter's five forces is a tool to help analyze the strength of your business' current competitive position. There are five important forces that according to Porter determine a business' competitive position. The five forces being: existing rivalry among competitors, threat of new entry, threat of substitutes, buying power, and supplier power. Rivalry among existing competitors

The competitive rivalry is determined based on the number of competitors and how different their products/services are to your own. If there are many competitors in the industry with virtually the same product/service you are offering, the rivalry would be high. In regards to Paddle Canada we would have to say there is low risk on the national level but on the provincial and regional level there is high risk. Paddle Canada is the only national recreational paddling organization in Canada. There two main competitors are Ontario Recreational Canoeing Association, Federation Quebec and Canoe Kayak, and Recreational Canoeing Association of BC, Paddle Alberta.

Threat of new entrants

Competitive position is also determined based on how easy it is to enter the industry. If there is little start up cost and few barriers to entry, the threat of new entrants is high. Becoming a national organization is not an easy thing to do. Paddle Canada, being a national organization, has many regulations that they have to abide by and its takes mass amounts of time and money to enter the already defined industry. Therefore the threat of new entrants is low risk.

Threat of substitutes

If the product/service you offer can be easily replaced then your threat of substitutes is at high risk. Paddle Canada has no substitutes for recreational paddling on the national level. In regards to other paddling organizations on the provincial or regional level, there are other paddling organizations that are comparable to Paddle Canada.

23

Bargaining power of suppliers

Supplier power is determined by how easy it is for suppliers to drive up prices. If there are few suppliers in the industry and your business heavily relies on these suppliers, the suppliers have a lot of power. They essentially have control over you. Paddle Canada is a virtual organization. They don't offer actual products to customers. In regards to the suppliers of funds which is the granting bodies, they have a lot of power. Therefore we will conclude and say the bargaining power of suppliers is moderate risk.

Bargaining power of buyers

Buyer power is the ability of the buyer's to drive the price of the product/service down. The bargaining power of buyer's is determined by the number of buyer's and the importance of each buyer to the organization. Paddling is a recreational sport, not a commodity. This being said, paddling is something that many consumers can go without. At Paddle Canada the buyers are the members in which they have a huge impact on everyday operations. If prices drive up, members will no longer want to buy a membership. This being said, the bargaining power of buyers is high risk.

24

25

TOWS Analysis

26

The Very Beginning

The history of the canoe and kayak and its prevalence in Canada’s heritage begins with Canada’s Aboriginal cultures. Originally made of birch bark in southern Canada and seal skin in the north, canoes and kayaks provided the Natives with methods of transportation which allowed them to hunt on the water and to migrate larger distances to areas with more habitable conditions (Native Exhibit). Paddle transportation made its next mark in Canada’s history with the European colonization of North America and the emergence of Voyageurs. Today, among Canadian societies, the term “Voyageur” is paired with the image of burly men traversing the unexplored, wild interior, trading furs with the Natives, and “living full lives of perilous adventure, grueling labour and boisterous camaraderie” (Foster, 2012). This sense of adventure and exploration has continued to live on in outdoorsmen and groups such as Scouts Canada and in recent years paddle transportation has begun to evolve dramatically inviting a whole new plethora of demographics to enjoy the water and nature.

Evolution

Canoeing and Kayaking

Canoeing and kayaking has become quite popular to the point where they necessitate various training program segments to appeal to different skill sets seeking different adventures and experiences. According to the Paddle Canada, canoe-training programs are divided into seven segments: Style Canoeing, Lake Canoeing, Moving Water Canoeing, Canoe Tripping, Canoe Poling, Big Canoe, and Coastal Canoeing, while kayaking is simply segmented into Sea and River Kayaking. All canoe and kayaking programs provide Beginner, Intermediate, and Advanced levels, which encompass various techniques, suited for the skill level of its registrants (Paddle Canada, 2012). The most popular programs are: Lake Canoeing, because it teaches the basic skills; Moving Water Canoeing and River Kayaking, because of the thrill and danger associated with navigating whitewater rapids; and Coastal Canoeing and Sea Kayaking, because of their necessary skill as well as the ability to get closer to elusive creatures which are scared away by loud motors (Ketcheson, Executive Director, 2013). The point of safety has also become a driving force behind the increase in participation in training programs. From 1991 to 2008 there were 2,572 deaths due to drowning, hypothermia, and vessel collisions (Transport Canada, 2011). Not all deaths were preventable but groups such as Paddle Canada and Transport Canada emphasize training and safety in the hopes of drastically reducing the risk of accidental death while on the water.

Stand-Up Paddling

Life Cycle Analysis

27

Stand-up paddling (SUP) is actually a variant of surfing and originated in the 1960s when surfing instructors began using paddles to help their trainees as well as to position photographers for on-the-water photo-shoots. Later in the early 2000s, surfers began “SUPing” to train when the surf was low and eventually it evolved into its own individual sport (SUP Global, 2008). SUP popularity is on the rise although it is still quite new that there are very few statistics indicating just how quickly.

Fishing

Although recreational fishing is not part of paddling training programs it has indirectly contributed to the increased popularity of canoes, and more notably for kayaks in recent history (Ketcheson, Executive Director, 2013). Self propelled vessels, which are much lighter and more transportable, are allowing anglers to access backwaters which have been unaffected by pollution and development giving them the ability to catch larger fish and different species. Recreational fishing (using self-propelled and motorized vessels) among Canadians and tourists has been on the incline since 2005. As of 2010, there were 3,287,603 active anglers fishing in Canadian waters as surveyed by the Ministry of Fisheries and Oceans Canada, a 8.41% decline from 2000 but a 1.6% increase from 2005 (Ministry of Fisheries and Oceans Canada, 2012).

Rafting and Dragon Boating

Although not part of Paddle Canada’s service offering, the increasing popularity of both white water rafting and dragon boating is another form of paddling activity. Their popularity can be partially attributed to the corporate world due to the camaraderie, synchronization, and teamwork they require. Both of these markets are likely not covered by Paddle Canada due to the extensive competition that already exists within both niches with over 24,925 businesses servicing the amusement and recreation sector in Canada (NAICS Association, 2008). This popularity displays yet another way the ‘paddle’ is being adapted to service demographics it was once unable to attract.

Stage in the Life Cycle

Given the canoe’s and kayak’s extended history in conjunction with its stable popularity, it would seem apparent that they are at the point of decline in the product life cycle. It should be noted however that the increase in training and safety programs has the potential to slow the rate of decline although it is not strong enough to push canoeing and kayaking into another growth phase. Paddling activities will instead grow “sideways” with stand-up paddling, rafting, and dragon boating. These activities are currently in the growth phase of their product life cycle and can be expected to continue to grow. Residents seeking to utilize their local waterways with a comparatively less expensive vessel will drive stand-up paddling popularity. Dragon boating will also serve locals but for those seeking a social setting or corporate team-building. Rafting will also service the corporate world in the same way, however it will be primarily fed by adventure seeking tourists from foreign lands. Paddle Canada will need to adapt to take advantage of evolving trends. Canoe and kayak markets are stable target market who’s decline will be very shallow. However, with the paddle industry and target demographics becoming highly diversified Paddle Canada needs to focus on developing its total offering to make it appealing to a larger audience.

28

29

Brand define

Paddle Canada is a member-based, not-for-profit organization. They currently have 1800 members who include instructors and individual memberships. Paddle Canada is one of the main bodies providing certification-based training for paddles in Canada.

Brand promise

The mission of Paddle Canada is "to promote all forms of recreational paddling emphasizing safety and instruction, to Canadians of diverse abilities, cultures, and ages and to thus deepen our collective appreciation of our land and paddling heritage.” Paddle Canada promises “Safety and Professional” to the members. They promise that get optimum deployment of natural resources to meet safety criteria and they will be responsible for new capability development of the natural resources.

Brand personality

The goal of Paddle Canada is to get people onto the water and paddling in a fun, safe and skilled manner. Paddle Canada is using reliable sources to provide the trustworthy courses to its members. They are a unique outdoorsy and national organization which delivers enjoyable, protective, adventurous, and playful to their members.

Brand positioning

Paddle Canada targets people who are interesting in paddling or other aquatics. Members can attend different levels of courses and programs. As a non-profit organization, Paddle Canada charges a fewer membership fee and other optional products to its members and paddlers. Therefore, the brand positioning of Paddle Canada is at the high quality services level with a low selling price.

Brand Analysis

30

Visual identity & collateral

The logo of Paddle Canada is simple, colourful, visualized, and consistently. It is red maple leaf and blue paddles with English and French writing of Paddle Canada on the side. Red maple leaf represents Canada and blue paddles represent a pure and peaceful natural resource. A river between maple leaf and paddles delivers the image of aquatics such as canoeing and kayaking. From this logo, people can define that Paddle Canada’s activities are adventurous and playful. A red maple leaf on the top of logo is telling people that Paddle Canada is the best national paddling organization with professional skills. All Paddle Canada’s correspondence enforces the brand identity using logo, from business cards, brochures, website, free stickers and T-Shirts, and magazines, in terms of extend the overall marketing message and company image.

Brand impression

People are thinking Paddle Canada focus on results; they are reliable contributor to its members. Members are loyalty and low retention because of the best services that Paddle Canada provides. All of instructors are certified to coaching, in order to be responsible to members and spread the water safety awareness whereby costless Paddling Tip Booklists.

31

Sales Promotions

The only clearly indicated sale promotion for Paddle Canada is a discounted subscriber fees ($12.95 from $17.95) for Rapid Media magazines, in addition to the four issues members receive with the membership submission or renewal (Paddle Canada, 2013). It is part of their value proposition but it only indirectly supports Paddle Canada. In directing customers to Rapid Media it keeps them updated on Paddle Canada news and complimentary products and services, but also exposes them to Paddle Canada’s competitors.

Public Relations

Paddle Canada relies heavily on member volunteers to participate on the Board of Directors; Program Committees for canoeing, river and sea kayaking, and stand up paddling; and Task Force Committees for marketing, environmental initiatives, and member services. This has provided members with an avenue to have a large impact on the organization. Unfortunately, as mentioned by Graham Ketcheson, outside of volunteer for events and trade shows, members are not as ready to devote extended periods of their life to these various committees (Ketcheson, Executive Director, 2013).

Another method of public relations Paddle Canada has employed is the recognition of “Patrons of Paddle Canada” who are a predominant Canadian figures that support paddling activities. Currently they have: David Suzuki, award-winning scientist, environmentalist, and broadcaster; Kevin Callan, author of twelve outdoor related books and guides; Paul Mason, Whitewater Freestyle champion, instructor, and guide; and Becky Mason, author and film-maker of the Path of the Paddle series (Paddle Canada, 2013)

Paddle Canada’s most recent public success was being selected to help organize the 2014 National Paddling Week with Rapid Media (current partner) and the Canadian Canoe Museum. The event is set to take place June 15th to the 23rd and can expected to receive national and regional media coverage as various communities and organizations host different events promoting paddle training and safety. Participation in such activities is not uncommon for Paddle Canada. They have also participated in the North American Safe Boating Awareness Week as well as the Rideau Canal Brigade and paddled the Diamond Jubilee Flotilla. Other mentions in the media have come from instructors and members who have spearheaded community initiatives and achieved paddle career milestones

Personal Selling

Marketing Channel Analysis

32

Paddle Canada is highly participatory in promoting themselves at trade shows, purchasing space at various shows, such as:

the Cottage Life Show in Toronto (Fall and Spring): annually receives 17,000 to 30,000 attendees and over 500 exhibitors (Cottage Life Show, 2013).

the Ottawa Outdoor and Adventure Show : provides extensive added-value marketing opportunities with the advertisement of the event itself. Additional exposure outside the event is valued at $100,000+. Exhibitor space is valued based on its location within the venue and rates range from $9.15 to $15.20 per square foot (The Outdoor and Adventure Travel Show, 2013).

the Toronto Outdoor Adventure Show: is considered the largest consumer show in Canada, with at least 28,000 attendees and more than 300 exhibitors. Purchasing a booth costs $1,395 for a 10 ft. by 10 ft and $2,750 for a 10 ft. x 20 ft. (The Ontario Adventure Show, 2013).

Despite the significant amount of exposure and interest, Graham Ketcheson, executive director has noticed that it is easier to sell the programs offered by their regional associations (Exhibit 1) at trade shows rather than Paddle Canada memberships. Therefore, this effort is perceived as a long-term investment in attaining general members making return on investment difficult to ascertain (Ketcheson, Executive Director, 2013).

Advertising

Paddle Canada primarily relies on their presence at trade shows and the interest of non-member training participants from programs offered by their regional affiliates. However, they do make valiant efforts to advertise their brand amongst the general public. Within every Rapid Media magazines, Paddle Canada has a three-page page advertisement where messages from the President and Executive Director providing updates as well as notifications regarding seminars, conferences, and other events Paddle Canada members may be interested in (Various, 2013). Paddle Canada also provides merchandise in the form of t-shirts, hats, and whistles through their website (Paddle Canada, 2013). The last avenue by which Paddle Canada advertises is through social media:

Facebook: 1,028 likes

Twitter: 1,210 followers

LinkedIn: 32 members

Flickr: 14 members

Through these platforms Paddle Canada is able to advertise various different organization and volunteer opportunities. However, more popular posts are notifications regarding training programs.

33

Sales pipeline

First big stage of target market is all of North American paddlers or aquatics fans, especially Canadian paddlers. Second stage is paddlers who have attended in public paddling activities in North America, such as school board activities. Third stage is public non-membership paddlers who are attending Paddle Canada’s training programs. There are about 50,000 non-membership paddlers annually joined in Paddle Canada’s courses and only paid for the admin fee. The base stage is the full members who have annually members or instructors.

Seller roles

Paddle Canada is looking for long-term relationships with its members. Member’s retention and loyalty drive the long-term success of Paddle Canada. Due to the issue of budget, Graham, who is executive director of Paddle Canada, is taking upon himself many tasks such as mainly delivery who’s a social media writer whose responsible to post latest news of campaign such as post the announcement of National Paddling week to attract paddlers join in the activities; order taker whose arrange the activities and make register for new members; missionary seller whose attend the tradeshows to

General population

Target population

Those that participate

Paddle enthusiasts

Members

Customer Relationship Management Analysis

34

build the Paddle Canada’s goodwill and spread the Paddle Canada’s potential customers.

35

After extensive analysis of Paddle Canada’s external and internal environment and a discussion with Executive Director, Graham Ketcheson, there are four goals and objectives Paddle Canada should work towards over the next 3 to 5 years to secure sustainable growth. In order of priority these are:

1. Service the paddle industry from every direction by utilizing a value network of instructors, retailers, manufacturers, and paddle organizations

2. Improve online platform communication with Paddle Canada’s target markets and segments and become an intermediary between consumers and paddle industry products and service providers.

3. Seek grant funding to attain more employees to drive initiatives within all Paddle Canada committees

4. Take greater advantage of national initiatives that are in relation to the environment, water safety, and physical activity by encouraging members of Paddle Canada’s value network to participate in these initiatives

By continuing to strengthen Paddle Canada existing value network of instructors and regional paddle associations, Paddle Canada can ensure sustainable growth of its membership by providing value-added services that will benefit both consumers and firms that service the paddling industry. In properly incentivizing their value network, Paddle Canada can also increase volunteer participation as well as their brand image and awareness. These will be further improved by hiring employees to maintain the momentum within each committee by conducting necessary research and clerical duties that will allow tasks to be completed in a shorter period of time. The combination of these goals and objectives will service Paddle Canada over the next 3 to 5 years by re-positioning Paddle Canada to an area where it may continue to operate as a non-profit advocating for environmental preservation, water safety, and physical activity.

Goals & Objectives

36

The Boston Consulting Group (BCG) Growth Share Matrix is a tool to analyze an organization's product/service growth rate and market share. The matrix has four categories: stars, dogs, cash cows, and question marks. Stars are the products/services with high growth potential and high market share. Cash cows represent the money you invest for high growth; high growth is expensive. Dogs are what you don't want to have sitting there, you either want cows or stars. Dogs are the products/services that generate barely enough cash to maintain market share. Finally, question marks are the products/services with high potential for growth but not much market share and don't generate large amounts of cash.

At Paddle Canada individual memberships are "question marks". The annual membership fee is $45 with additional costs for the magazine subscription and sticker. These benefits aren't that appealing to individual members. Paddle Canada continues to invest in developing a marketing campaign to target these individuals. Campaigning to attract new individual members is a large cash consumption and has to be analyzed whether it is worth the investment. Attracting more individual members has high potential for Paddle Canada but there are actions that need to be done in order to turn individual memberships into "stars".

Instructor memberships are the "stars" of Paddle Canada. Instructor memberships account for the majority of market share at Paddle Canada.

Paddle Canada spends a great deal of money trying to promote their organization. They attend many trade shows which is not only costly but time consuming as well. They also sponsor Regional Paddling Symposiums which is also expensive. Promoting Paddle Canada is a "cash cow" for the organization. The amount of money and time put into advertising is necessary for Paddle Canada to maintain their organization.

Strategies – Growth Share Matrix

37

Business Strength: Strong

Business Strength

Measurement Scores*Tota

lMarketing 15% 4 0.6Reputation 10% 5 0.5Professional 25% 5 1.25Investment 15% 3 0.45Management 10% 3 0.3Products 10% 4 0.4Sales 15% 3 0.45Total 100% 4.0

*Maximum 5

Market Attractiveness: Medium

Market AttractivenessMeasureme

nt Scores* TotalMarket size 15% 4 0.6Profitability 10% 1 0.1Competitiveness 20% 3 0.6Capacity of market 20% 4 0.8PESTLE 20% 5 1Inflation 5% 1 0.05HR 5% 4 0.2Industry 5% 3 0.15Total 100% 3.5

*Maximum 5

Results:

Build Selectively Invest heavily in most attractive segments Build up ability to counter competition Emphasize profitability by raising productivity

Strategies – GE Multi-Factor Matrix

38

Financial

Reliance on grants and government funding

Revenue generated through annual membership sales

Volunteer members keep staffing costs down

Final Grade: B

Internal Business Process

Heavily volunteer based leads to the longer turnover of tasks and initiatives

Many volunteers participate in tradeshows, committees, and task forces

Some volunteers are adverse to change

Final Grade: B

Customer

Strong positive perspective and brand loyalty

Psychographics of target markets are in line with mission, vision, and values

Member volunteers participate in tradeshows, committees, and task forces

Final Grade: A+

Learning and Growth

Needs driven; reactive not proactive

Needs often brought to light by committee or task force

Can result in a steep learning curve

Final Grade: B-

Strategies – Scorecard

39

The following campaign is a large investment in Paddle Canada’s future. It will require heavy investment of time and resources however the outcome will be the solidification of Paddle Canada in the eyes of the public and paddling industry giving it the foundation to exist and grow for decades to come. Given the extensive research and personal effort required, we would recommend implementing this campaign for the year leading upto the 45th anniversary of Paddle Canada

Market Research

Before beginning any campaign data is needed. A component of our objective is to improve Paddle Canada’s total offering and that requires understand what members of paddling community want and need. A survey of the current membership will be conducted using Google Forms. A third party provider would provide stronger expertise and analytics although in the interest of cost conservation Google Forms is more than capable of collecting and delivering data from the masses. The survey will be designed to draw out information regarding members purchasing habits within the paddling industry: the barriers that deter them from enjoying paddle activities; what products or services they purchase most; which items or services they wish cost less; what brands they trust most or seek out; where the purchase goods (retailers, wholesalers, online, tradeshows, etc.); and what organizations they use to participate in paddle activities and the costs associated with participating. Analysis of this data will deliver the 10 most popular in retailers, manufacturers, and organization giving a total of 30 leads that Paddle Canada can focus on for our suggested campaign. Further research of the leads’ mission, vision, and values will narrow this search to 6-8 leads from each category where by cold or warm calls can be made to determine if a win-win relationship is plausible.

Building the Relationship

Developing these partnership will not be as difficult as may be originally anticipated. Paddle Canada’s greatest asset is its network of loyal instructors and members. This is the clientele that product and service providers of the paddling industry, our 30 leads, are consistently trying to reach. The proposition our campaign would pose is “partner with Paddle Canada and you will have direct access to your customer base; they are interested in your business and it is up to use to make participation in paddling activities as accessible as possible.”

The first step is to contact and secure one interested lead from each of the following regions: British Columbia/Alberta, Saskatchewan/Manitoba, Ontario/Quebec, Maritime Provinces, and Territories. Within each region one lead, the regional associations, and Paddle Canada will partner on organizing and funding an event that will celebrate National Paddling Week 2016. The regional events will be staggered and all leads will be invited to the event that is in closest proximity to their head office. This will allow

Tactics & Analytics

40

Graham Ketcheson, Executive Director, to have the ability to travel to each event and relationship build with all of the leads in an informal setting. All leads are invited to these events to provide several alternate leads that are ready to invest when other leads back out. The events will also serve as the stage for Paddle Canada to announce its partnership with a regional lead and the development of a new website that will help Paddle Canada members and other paddling enthusiasts access their activities more easily. Because Ontario and Quebec do not have their own paddling associations, their regions event will have to be completely funded by Paddle Canada and the lead secured within the region. This can be an advantage because placing this event at the end of National Paddling Week will allow Paddle Canada to do a final press conference that will express the magnitude of this venture to all national media outlets to help drive the media that has already occurred regionally.

The Website

Improving the website will give Paddle Canada the ability to service the paddling industry from both directions by connecting consumers to the products and services that enable paddling activities. This strategy will utilize and diversify Paddle Canada’s existing value network and will better its total offering making general memberships easier to sell. The overall concept of the website is to provide a catalogue of regionally specific vendors who provide products and services related to the paddling activities. Text within Paddle Canada’s pages will consistently direct viewers to the participating vendor’s website. As an example, “Don’t have a canoe? Enjoy the wilderness of Algonquin Park and rent your equipment at Algonquin Outfitters”. The first link would direct the viewer to Algonquin Park’s online booking page and the second link would link them to the online rental page for Algonquin Outfitters. In total, every participating business and organization would get three different forms of advertising: (1) the online catalogue, (2) the regionally specific ad banners and embedded content, and (3) a specialize Google search engine which only searches within the Paddle Canada website.

Driving More Views

With the announcement of the new partnerships and websites taking place at the beginning of the summer and website development expected to take six to eight months it is an ideal time to launch a video contest. The challenge would be to nominate Paddle Superstars; individuals, instructors, organizations, retailers, or brands that have made Canada’s paddling culture possible. This could be a retailer that goes above and beyond when matching an individual to their ideal paddle or the instructor who gives the best advice to overcome challenging rapids or the organization that helped a timid child make friends while adventuring through the wilderness. The top 45 videos would be chosen at the end of 2016 and then released towards the end of Spring 2017 in celebration of Paddle Canada’s 45 anniversary in 45 days of Paddle Superstars for each year Paddle Canada has operated with each winner winning a one year membership to Paddle Canada. On the first day the new website will be launched and the first of the 45 winning videos will be announced and each day the next winner will be made available on the website. The video page will have vendor-specific text embedded in their descriptions with links to vendor on Paddle Canada’s website.

After one full year of operation, each participating firm will receive a report, which outlines how many times their section on Paddle Canada’s website was viewed, clicked,

41

received inquires, and generated sales. Reports will also include video links to individuals who mentioned their brand in the Paddle Superstar nomination. The hope of these reports is to display to each investor the benefit their partnership has brought to their business, Paddle Canada, and the Canadian population and to renew their partnership with Paddle Canada on an annual basis. It is more cost effective than other forms of advertising for these firms because it is a direct link to paddling enthusiasts thus decreasing customer acquisition time and its associated cost. To help strengthen Paddle Canada’s total offering, Paddle Canada can offer a reduced advertising contract to firms that are willing to provide a discount to Paddle Canada members. Paddle Canada could even offer a degree of discounts for every membership sold in conjunction with a partner’s product or service.

42

Timeline

43

Budget & Return on Investment

44

Works Cited

Alberta Parks. (n.d.). FAQs. Retrieved May 2013, from http://www.albertaparks.ca/albertaparksca/visit-our-parks/faqs.aspx

Canadian Federation of Students. (n.d.). Student Debt in Canada. Retrieved May 2013, from Canadian Federation of Students: http://www.cfs-fcee.ca/studentdebt/index.html

CBC. (2013, March 15). Debt loads remain at record 165%. Retrieved May 2013, from CBC News: http://www.cbc.ca/news/canada/story/2013/03/15/business-debt-worth-canada.html

CBC News. (2013, May 5). Low water levels in Great Lakes cause concern. Retrieved May 2013, from http://www.cbc.ca/news/canada/story/2013/05/05/canada-great-lake-low-water-levels.html

CBC News. (2012, August 1). Stand-up paddlers stirring up Vancouver water traffic. Retrieved May 2013, from http://www.cbc.ca/news/canada/british-columbia/story/2012/08/01/bc-paddlers-water-crowding.html

Citizenship and Immigration Canada. (2013, February 27). Canada – Permanent residents by category, 2008-2012. Retrieved May 2013, from http://www.cic.gc.ca/english/resources/statistics/facts2012-preliminary/01.asp

Conservative Party of Canada. (n.d.). Where We Stand on Environmental Issues. Retrieved May 2013, from Conservative Party of Canada: http://www.conservative.ca/?page_id=1394

Cottage Life Show. (2013). Exhibitor FAQs. Retrieved June 2013, from http://cottagelife.com/shows/exhibitor-faq

Ecojustice. (2012, October). Legal backgrounder: Bill C-45 and the Navigable Waters Protection Act . Retrieved May 2013, from Ecojustice: http://www.ecojustice.ca/files/nwpa_legal_backgrounder_october-2012/

Environment Canada. (2010, August 3). Water and Climate Change. Retrieved May 2013, from http://www.ec.gc.ca/eau-water/default.asp?lang=En&n=3E75BC40-1#Section31

Faruqui, A. C. (2011-2012). What Explains Trends in Householde Debt in Canada? Retrieved May 2013, from Bank of Canada: http://www.bankofcanada.ca/wp-content/uploads/2012/02/boc-review-winter11-12-crawford.pdf

Favelle, D. (2013, April 23). The Star: Personal Finance. Retrieved May 2013, from Canadians to use tax refunds to pay down debt: BMO: http://www.thestar.com/business/personal_finance/2013/04/25/canadians_to_use_tax_refunds_to_pay_down_debt_bmo.html

Fidelman, M. (2013, May 19). Study: 78% Of Salespeople Using Social Media Outsell Their Peers. Retrieved May 2013, from http://www.forbes.com/sites/markfidelman/2013/05/19/study-78-of-salespeople-using-social-media-outsell-their-peers/

Foster, J. E. (2012). Voyageur. Retrieved June 2013, from The Canadian Encyclopedia: http://www.thecanadianencyclopedia.com/articles/voyageur

45

Graham Ketcheson. (2012, May 23). Executive Director Blog. Retrieved May 2013, from Paddle Canada: http://www.paddlecanada.com/latest-news/instruction-news/item/560-transport-canada-announces-new-boating-safety-project-funding-for-paddle-canada-others.html#

Grenier, E. (2013, May 9). Trudeau’s Liberals lead Tories by seven points in polls. Retrieved May 2013, from The Globe and Mail: http://www.theglobeandmail.com/news/politics/trudeaus-liberals-lead-tories-by-seven-points-in-polls/article11814346/

Human Resources and Skills Development Canada. (n.d.). Canadians in Context - Population Size and Growth. Retrieved May 2013, from Human Resources and Skills Development Canada: http://www4.hrsdc.gc.ca/[email protected]?iid=35

Imagine Canada. (2012, October). Sector Monitor. Retrieved June 2013, from http://www.imaginecanada.ca/files/www/en/sectormonitor/sectormonitor_v3_n1_2012.pdf

Ketcheson, G. (2013, May 11). Executive Director.

Ketcheson, G. (2013, May 15). Executive Director, Paddle Canada.

Matilloux, R. (2011, June 15). The Harper Conservatives and the gutting of Canadian sciences. Retrieved May 2013, from Rabble: http://rabble.ca/news/2011/06/harper-conservatives-and-gutting-canadian-sciences

Ministry of Fisheries and Oceans Canada. (2012). Survey of Recreational Fishing in Canada 2010. Retrieved June 2013, from http://www.dfo-mpo.gc.ca/stats/rec/can/2010/RECFISH2010_ENG.pdf

NAICS Association. (2008). Retrieved June 2013, from http://www.naics.com/free-code-search/sixdigitnaics.html?code=71

NASA. (n.d.). Climate change: How do we know? Retrieved May 2013, from http://climate.nasa.gov/evidence

National Heart, Lung, and Blodd Institute. (2011, September 26). Benefits of Physical Activity. Retrieved May 2013, from http://www.nhlbi.nih.gov/health/health-topics/topics/phys/benefits.html

Native Exhibit. Museum of Civilization, Gatineau, QC, Canada.

Omara, M. (2013, May 3). Harper Government Muzzles Scientists. Retrieved May 2013, from The Canadian: http://www.agoracosmopolitan.com/news/canadian_politics/2013/05/02/5841.html

Ontario Parks. (2008). Park Statistics. Retrieved May 2013, from http://www.ontarioparks.com/statistics/2008_park_statistics.pdf

Paddle Canada. (n.d.). About Us. Retrieved May 2013, from http://www.paddlingcanada.com/about-us/about-a-history.html

Paddle Canada. (2012). Canoe Disciplines. Retrieved June 2013, from Paddle Canada: http://www.paddlingcanada.com/programs.html

Paddle Canada. (n.d.). Canoeing - All Disciplines. Retrieved May 2013, from http://www.paddlingcanada.com/programs/canoeing/canoeing-disciplines.html

46

Paddle Canada. (2013). Membership Form. Retrieved June 2013, from http://www.paddlebuzz.ca/assets/images/pdf/join_app_new.pdf

Paddle Canada. (2013). Order Stuff. Retrieved June 2013, from http://www.paddlingcanada.com/resources/order-stuff-ts-a-hats.html

Paddle Canada. (2013). Patrons of Paddle Canada. Retrieved June 2013, from http://www.paddlingcanada.com/about-us/patrons-of-paddle-canada.html

Paddle Canada. (2012). Strategic Partnerships. Retrieved June 2013, from Paddle Canada: http://www.paddlingcanada.com/component/content/article/94-about-us/about-us/305-strategic-partnerships.html

Semeniuk, B. M. (2013, May 7). Research council’s makeover leaves Canadian industry setting the agenda. Retrieved May 2013, from The Globe and Mail: http://www.theglobeandmail.com/news/politics/research-councils-makeover-leaves-industry-setting-the-agenda/article11745246/

Statistics Brain. (2012, December 11). Social Networking Statistics. Retrieved May 2013, from http://www.statisticbrain.com/social-networking-statistics/

Statistics Canada. (2013, January 30). Average household expenditure, by province . Retrieved May 2013, from Statistics Canada: http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil130a-eng.htm

Statistics Canada. (2009, July 9). Average income by highest level of education attained, school/work status and gender. Retrieved May 2013, from Statistics Canada: http://www.statcan.gc.ca/pub/81-595-m/2009075/tbl/tbl7-eng.htm

Statistics Canada. (2012, September 27). Births, estimates, by province and territory. Retrieved May 2013, from http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/demo04a-eng.htm

Statistics Canada. (2013, January 30). Consumption of culture by older Canadians on the Internet, 2010. Retrieved May 2013, from http://www.statcan.gc.ca/daily-quotidien/130130/dq130130c-eng.htm

Statistics Canada. (2012, September 27). Deaths, estimates, by province and territory. Retrieved May 2013, from http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/demo07a-eng.htm

Statistics Canada. (2012, July 25). Leading causes of death, by sex . Retrieved May 2013, from http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/hlth36a-eng.htm

Statistics Canada. (2013, May 2). Physical activity during leisure time, by age group and sex . Retrieved May 2013, from http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/health77a-eng.htm

Statistics Canada. (2012, December 12). Total population. Retrieved May 2013, from http://www.statcan.gc.ca/pub/91-215-x/2012000/part-partie1-eng.htm

SUP Global. (2008, March). The History of Stand Up Paddling. Retrieved June 2013, from SUP Global: http://www.supglobal.com/stand-up-paddle/stand-up-paddle-surfing-articles/6-the-history-of-stand-up-paddle-surfing.html

47

TEF. (2012). Estimating the Speed of Exponential Technological Advancement. Retrieved May 2013, from http://theemergingfuture.com/docs/Speed-Technological-Advancement.pdf

The Canadian Press. (2013, April 24). Canadians paying off debt quicker, borrowing less: Equifax study Read more: http://www.ctvnews.ca/business/canadians-paying-off-debt-quicker-borrowing-less-equifax-study-1.1251410#ixzz2TutZdgsa. Retrieved May 2013, from CTV News: http://www.ctvnews.ca/business/canadians-paying-off-debt-quicker-borrowing-less-equifax-study-1.1251410

The Ontario Adventure Show. (2013). Exhibitors Information. Retrieved June 2013, from http://www.outdooradventureshow.ca/toronto/exhibitor/index.html

The Outdoor and Adventure Travel Show. (2013). Exhibitor's Brochure. Retrieved June 2013, from http://www.caneastshows.ca/files/The%20Outdoor%20&%20Adventure%20Travel%20Show%20-%20Brochure%202013%20B.pdf

Thomson Reuters. (2013, May 16). Harper says household debt not his biggest worry. Retrieved May 2013, from Reuters Canada: http://ca.reuters.com/article/businessNews/idCABRE94F11F20130516

Transport Canada. (2011). Boating Immersion and Trauma Deaths in Canada. Retrieved June 2013, from http://www.redcross.ca/cmslib/general/2011_boating_fnl.pdf

Transport Canada. (2013, March 27). Canadian Register of Vessels. Retrieved May 2013, from http://www.tc.gc.ca/eng/marinesafety/oep-vesselreg-registration-menu-2311.htm#procedures

Transport Canada. (2013, April 17). Minimum Safety Equipment Requirements. Retrieved May 2013, from http://www.tc.gc.ca/eng/marinesafety/tp-tp511-equipment-1140.htm#minimum_safety_equipment_requirements

Various. (2013, Summer). Kanawa. Rapid , 58-60.

48