Boating Industry

January 2017

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January 2017 | Boating Industry | 15 www.BoatingIndustry.com MARKET INTELLIGENCE HOT SPOTS Sterndrive-powered fi berglass runabouts up 6.46 percent Sales of sterndrive-powered fi berglass runabouts/ cruisers over 28 feet grew 6.46 percent in the 12-month rolling period ending October 2016, ac- cording to data from Statistical Surveys. Sales were strong in Dallas-Fort Worth, Texas, and Tampa-St. Petersburg-Clearwater, Fla., up 44.82 percent and 43.75 percent, respectively. Sales in Detroit were also strong, up 18.86 per- cent. In Seattle-Tacoma, Wash., sales were up 13.51 percent. And on the East Coast in Trenton, N.J., sales were up 5.66 percent. However, sales in other regions of Florida strug- gled. Fort Myers, Fla., sales dropped 13.15 percent and Naples, Fla., sales dropped 31.81 percent. In West Palm Beach-Boca Raton and Miami-Fort Lau- derdale, Fla., sales remained fl at. SAME-STORE SALES REPORT 10.8% 12.7% 20.3% 5.5% 20.0% PARTS DEPARTMENT 16.3% SALES NEW BOAT INVENTORY 9.8% SERVICE DEPARTMENT NET PROFIT 14.5% OVERALL USED BOAT INVENTORY November same-store sales were up 14.5 percent from the previous year. All sales categories were up in Novem- ber. Parts sales were up 20.0 percent, service sales were up 9.8 percent and unit sales were up 16.3 percent. For more information on this report and other industry data, go to cdkglobalrecreation.com/dataservices Benchmark your performance against these fi ve marine dealer key performance indicators, offered through Boating Industry's partnership with Spader Business Management, to stay focused on what's important to your success. KPIs $10,149,766 through October 2015 $11,248,992 through October 2016 $3,270,795 through October 2015 $3,685,292 through October 2016 $825,879 through October 2015 $993,608 through October 2016 $394,340 through October 2015 $416,017 through October 2016 41.1% 3.7% 3.0% 12.0% 14.0% 26.3% 0% 10% 20% 30% 40% 50% Total personnel Total advertising Total floor plan interest Total semi- fixed Total fixed Total net operating profit SALES VOLUME % OF GROSS MARGIN SEARCH SCORECARD TOP REFERRAL SOURCES Rank Referring domain Referrals 1. google.com 67,804,767 2. bing.com 5,609,420 3. yahoo.com 5,343,809 4. google.ca 4,896,373 5. oodle.com 4,087,506 Rank Referring domain Referrals 6. google.co.uk 3,685,923 7. google.de 1,808,484 8. google.it 1,609,393 9. google.fr 1,306,272 10. Other 49,893,988 New York, NY 2.95% Miami-Fort Lauderdale, FL 0.00% Detroit, MI 18.86% Philadelphia, PA-Wilmington, DE- Trenton, NJ 5.66% Tampa-St. Petersburg-Clearwater, FL 43.75% Dallas-Fort Worth, TX 44.82% Seattle-Tacoma, WA 13.51% Fort Myers, FL 13.15% West Palm Beach-Boca Raton, FL 0.00% Naples, FL 31.81% Sales were also down 2.95 percent in New York. 1 2 3 4 5 Dallas-Fort Worth, TX 6 7 8 9 10 In the 12-month period ending October 31, 2016, Dominion Marine Media websites Boat Trader, boats. com and YachtWorld drew more than 100 million unique visitors, referred mostly by Google and foreign Google sites. The "Other" referrals came from bookmarks, links, typed URLs, social media and other search engines. Note that YachtWorld and boats.com have several international sites, which diversifi es the referring domains signifi cantly. For more DMM data: www.dominionmarinemedia.com/business-intelligence/published-data 5 1 3 4 7 6 9 2 8 10

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