May 4, 2020
Joe O'Brien is a gifted entrepreneur. His tourism
operation, O'Brien Boat Tours,
includes three boats, two restaurants, gift shops, and shuttle
buses. His base is St
John's Newfoundland, and he captains his guests
to the edge of the world where they get so close to a whale that
they can smell its breath. Giant icebergs, a wild bird sanctuary,
mixed in with the songs and spirit of Newfoundland and
Labrador. Joe shares his story of growing up in a fishing
village and having to reinvent when the Cod disappeared. Joe's
philosophy on how to create experiences for his guests and
employees that last a lifetime is a masterclass for the service
economy.
This economic storm could capsize his business. Joe needs our
help. We ask Ujwal Arkalgud, a
cultural anthropologist, Alex
Blum a talented tourism marketer, and Kellie Sauriol from
RBC, who considers small business operators as heroes for their
advice.
They not only lift his spirit; they will lift his boats back into
the water. Great insights for anyone building a career or brand in
the tourism, hospitality, retail, and services space.
Small Business Matters series, presented by RBC.
Pivoting from Cod
fishing to Whale watching (01:16)
Joe O'Brien grows up in a fishing village 30 minutes from St John's
Newfoundland, it
is the only business his family knows, but in the 1980s,
overfishing has ruined their livelihood. Joe considers a
significant pivot when he looks at eco-tourism. But few are
convinced. Thankfully Joe ignores the sceptic's and starts a
boat tour business.
He wants to take tourists to 'the edge of the universe, where
whales, puffins, and
icebergs.
Joe learns the
secret of the worlds great tourism operators
(05:38)
Joe realizes that he isn't in the tour boat business, he is in the
business of creating memories that last a lifetime. To do so, he
must master the local geography, weave
in the unique culture of Newfoundland and Labrador, win over local
businesses, and then hire and train employees that can do more than
punch tickets; they must make every trip feel like the first and
best.
Joe builds a 5-star tour operator, wins countless awards, and puts smiles on the faces of thousands of customers while changing the work ethic of hundreds of employees. Joe now has three vessels, two gift shops, and restaurants, and shuttle buses. Instagram and Facebook are the perfect channels for guests to share coming so close to a whale, that they can smell its breath.
Joe’s boats
are landlocked and his business might go underwater
(10:18)
Joe can have one of the most
highly rated eco-tourism businesses in Canada, but
COVID-19 and human isolation capsize his dream. Joe draws deep into
his past when he pivoted from fishing to touring but is resilience
enough? Joe knows he is not alone and always optimistic, he
believes that we can work together and to start "…pulling on the
rope together to make it go in the right direction."
But he needs help - so we find him that help.
The experts
lift Joe’s spirit (13:32)
Ujwal Arkalgud, CEO of Motivbase is a brilliant
cultural anthropologist who surprises Joe O'Brien with his thorough
understanding of consumer behaviour, and why he knows Joe is
well-positioned for the future if he can ride out the storm.
Alexandra Blum, Founder of Silver Lining Marketing, one of Canada's top brand strategists and marketers in the tourism sector, gives Joe a playbook for engineering a post-COVID-19 comeback.
Kellie Sauriol, from RBC, adds icing to Joe O'Brien's cake by stating that small business owners are her hero's and that his history stands tall.
Tony wants to
bottle Joe’s resilience for all of Canada to consume
(23:50)
Some make things happen, while others watch and wonder what
happens. Joe, you are and have always been someone to make things
happen. Your resilience, entrepreneurial spirit, generosity, and
constant pursuit to serve, and to create extraordinary experiences
is something I wish we could bottle, and every Canadian could
drink.
Links and
References
Website - https://www.obriensboattours.com
Instagram - https://www.instagram.com/obrienstours/
Facebook - https://www.facebook.com/obrienswhalebirdtours
Twitter - https://twitter.com/obrienstours
Youtube - https://www.youtube.com/user/obrienswhalebirdtour
Newfoundland Labrador Tourism - https://www.newfoundlandlabrador.com
Ujwal Arkalgud - https://www.linkedin.com/in/interpretivist/
Website - https://www.motivbase.com
Alexandra Blum - https://www.linkedin.com/in/alexandra-blum-a0bba8149/
Website - https://www.silverliningmarketing.ca
Kellie Sauriol - https://www.linkedin.com/in/kellie-sauriol-3a86a9158/
RBC Business page – https://www.rbcroyalbank.com/business/index.html
RBC COVID-19 Financial Relief page - https://www.rbc.com/covid-19/business.html
Future Launch - https://www.rbc.com/dms/enterprise/futurelaunch/index.html
Follow Tony
Chapman
Website - https://tonychapmanreactions.com
Twitter - https://twitter.com/TonyChapman
Linkedin - https://www.linkedin.com/in/tonychapmanreactions/