Su Stirling
As the Co-Founder of PSA Prime Marine, Su Stirling is dedicated to championing sustainable practices in yacht maintenance.
She prioritises eco-friendly products and promotes the principles of reuse, reduce, and recycle in her company’s bespoke services. Su is committed to ensuring a greener, more responsible future for the yachting industry.
- Tell us a little bit about your business…
PSA Prime Marine, a bespoke yacht maintenance and management company based on England’s south coast, is redefining industry standards with a focus on personalised service and meticulous attention to detail. Serving yacht owners from Poole to Chichester and beyond, the dedicated team ensures every vessel remains in optimal condition at all times.
At PSA Prime Marine, the emphasis is on understanding the specific needs of each yacht owner. With tailored services ranging from maintenance to repairs and management, satisfaction is guaranteed through commitment to excellence.
The company’s trusted team of professionals provides comprehensive maintenance solutions, ensuring that every aspect of a yacht’s management is handled with precision and care. In addition to the core services, PSA Prime Marine offers own boat tuition, yacht deliveries, corporate events and concierge services, enriching the maritime experience for the clients.
In an industry historically managed by men for men, PSA Prime Marine stands out as a beacon with female leadership and expertise as well as a number of female clients. With a focus on quality and customer satisfaction, the company is setting new benchmarks for yacht maintenance and management, demonstrating the significant contributions of women in the marine leisure sector.
For yacht owners seeking reliable and personalised service, PSA Prime Marine offers a trusted partner dedicated to maintaining their vessels to the highest standards.
- How did you get into the industry?
Nearly two decades ago, mutual friends brought me together with my husband, a seasoned professional yacht skipper. Back then, I was immersed in the world of finance, working diligently in the NHS. However, uncertainty loomed as I faced the prospect of redundancy, even as I harboured dreams of transitioning into the field of education, aspiring to become a primary school teacher.
Fast forward to the onset of the COVID-19 pandemic, which cast a shadow over the familiar routine of my husband’s career as a professional yacht skipper. With travel restrictions and maritime activities disrupted, his usual work came to a halt. However, amidst these challenging times, an unexpected opportunity arose—an opportunity to undertake a transformative refit project on a splendid Swan 57 sailing yacht.
As my husband delved into this ambitious project, leveraging his expertise as a professional yacht skipper and acquiring new skills along the way, I found myself at a crossroads as well. With my contract with the school nearing its end, it was time for a candid conversation about our future. Guided by the advice of a friend and mentor to “stick our heads above the parapet,” we sat down together to explore our options.
Armed with a flip chart and fuelled by a shared sense of excitement and determination, we embarked on a collaborative journey of exploration and ideation. We spent hours brainstorming ideas, envisioning the contours of a potential business venture. From defining our company’s offerings to identifying our target clientele and devising strategies for client acquisition, our discussions were marked by enthusiasm and a shared vision for the future.
While my background may have been rooted in management, administration, and finance rather than sailing, I saw the potential for us to combine our skills and strengths to create a dynamic and resilient team. With each passing day, our confidence grew as we envisioned the possibilities that lay ahead.
As we set sail on this entrepreneurial journey together, we are guided by a shared commitment to success and a belief in our ability to overcome challenges and seize opportunities. While the road ahead may be uncertain, we are emboldened by the knowledge that together, we possess the resilience, adaptability, and ingenuity to navigate the waters ahead and chart a course towards success.
- What are the biggest opportunities and challenges in your industry?
In my industry, the sailing sector, there are both significant opportunities and challenges that shape the landscape.
One of the most promising opportunities lies in addressing a common pain point for yacht owners: the challenge of finding reliable companies to handle various aspects of boat maintenance and repair. Many businesses in the industry tend to specialise in specific areas, leaving yacht owners to navigate a fragmented landscape when seeking comprehensive services. Through conversations with clients, we identified this as a crucial need and recognised the opportunity to streamline the process by leveraging our network of trusted associates. By offering a full service solution, where we coordinate and oversee all necessary work on behalf of yacht owners, we alleviate the burden of sourcing multiple service providers and ensure a seamless experience from start to finish.
However, alongside these opportunities, our industry also faces notable challenges, particularly regarding gender dynamics and stereotypes. Historically, the sailing industry has been predominantly male-dominated, with traditional marketing tactics often relying on outdated stereotypes to attract customers. We recognise the importance of authenticity and expertise in building trust and credibility with our clientele. As a woman in a male-orientated environment, I bring a unique perspective and skill set to the table. Instead of conforming to stereotypes, I leverage my extensive experience and knowledge of the business to engage clients on a deeper level and provide comprehensive solutions tailored to their needs.
Navigating these opportunities and challenges requires a strategic approach and a commitment to innovation and inclusivity. By capitalising on emerging trends, such as the demand for integrated service offerings, and challenging traditional norms through authentic representation and expertise, we position ourselves for success in an ever-evolving industry landscape.
- How would you describe your leadership style?
My leadership style can be best described as fostering innovation and flexibility. I believe in providing a supportive environment where creativity thrives and where team members feel empowered to explore new ideas and approaches. I encourage an open dialogue where everyone’s voice is heard, fostering a culture of collaboration and continuous improvement. Flexibility is also a key aspect of my leadership approach, as I understand the importance of adapting to changing circumstances and embracing new opportunities. By promoting innovation and flexibility, I aim to inspire my team to push boundaries, challenge the status quo, and ultimately achieve our collective goals with agility and creativity.
- How do you get the most out of the people who work for you?
To maximise the potential of those I lead, I believe in fostering a sense of ownership and pride in their work. Rather than micromanaging, I empower individuals to take ownership of their responsibilities, providing them with the autonomy and trust needed to excel. By instilling a sense of ownership, team members are motivated to go above and beyond, taking initiative to solve problems, innovate, and drive results.
Moreover, I cultivate an environment where achievements are celebrated and recognised, reinforcing the value of their contributions. This recognition not only boosts morale but also reinforces a sense of pride in their work and encourages continued excellence.
Additionally, I prioritise professional development and growth opportunities for my team, providing resources, training, and mentorship to support their advancement. By investing in their development, I demonstrate a commitment to their success and help them reach their full potential.
Ultimately, by fostering ownership, pride, and growth opportunities, I empower individuals to thrive in their roles, contributing their best to the team’s overall success.
- What are the most crucial elements to your business running smoothly and being successful?
At the beginning of each year, sitting down and writing out what the clear visions are for the business and setting achievable goals to provide the direction and purpose as well as guiding decision-making and energy towards success. Also, developing and executing strategic plans that leverage strengths, exploit opportunities, and mitigate risks is vital for achieving sustainable growth and staying competitive.
Having a strong leadership fosters a positive work culture, inspires contractors, and ensures efficient execution of tasks and strategies. Hiring skilled and motivated employees who align with the company’s values and goals is essential. Engaged teams contribute to productivity, innovation, and customer satisfaction.
Understanding and meeting customer needs is fundamental. Providing excellent customer service and delivering value ensure customer satisfaction, loyalty, and positive word-of-mouth. Embracing a culture of continuous learning and improvement allows businesses to adapt to changes, stay competitive, and innovate in products, services, and processes. Open and transparent communication within the organisation and with stakeholders fosters collaboration, resolves conflicts, and ensures alignment towards common goals.
Sound financial practices, including budgeting, cash flow management, and profitability analysis, are crucial for sustainability and growth. Being able to adapt to market changes, technological advancements, and unforeseen challenges is essential for resilience and long-term success.
- How has the past 12 months been for you?
The past twelve months has been a period of significant growth and evolution for both myself and the company. Despite the challenges posed by external factors, our company has made remarkable progress, expanding our services and reaching new milestones.
One of the key highlights of this period has been the successful addition of new services to our portfolio. Recognising the changing needs and preferences of our clients, we took proactive steps to diversify our offerings, ensuring that we remain competitive and adaptable in the market. This expansion required me to broaden my knowledge and skill set, delving into areas beyond my expertise to support the development and implementation of these new services.
One notable example of this is my decision to become a licensee, enabling us to introduce a bespoke concierge service tailored to the needs of our clientele. By acquiring the necessary licensing and expertise, we were able to enhance our value proposition and provide a comprehensive solution that aligns seamlessly with our core offerings.
Throughout this journey of expansion and innovation, I’ve embraced opportunities for personal and professional growth, continuously learning and adapting to meet the evolving needs of our business and clients. While the past year presented its share of challenges, it also served as a catalyst for transformation and progress, reaffirming our commitment to excellence and resilience in the face of change.
Looking ahead, I am excited about the prospects that lie ahead and remain dedicated to driving further success and innovation in the months to come.
- What will the next 12 months look like for your business?
In the upcoming twelve months, our business is poised for dynamic growth and strategic initiatives aimed at expanding our reach and enhancing client engagement.
First and foremost, we have set ambitious targets to double the number of leads generated, leveraging innovative marketing strategies, enhanced networking efforts, and targeted outreach campaigns. By increasing our visibility and optimising our lead generation processes, we aim to attract a broader audience and capitalise on new opportunities for business development.
Furthermore, we are excited to introduce a new referral program designed to incentivise our existing clients to recommend our services to their networks. Recognising the value of word-of-mouth referrals and the trust placed in recommendations from satisfied clients, this program will not only strengthen our relationships with current clients but also expand our client base through their endorsements.
Additionally, we are committed to enhancing the overall customer experience by implementing new initiatives focused on client satisfaction and retention. This includes investing in training programs to further empower our team members to deliver exceptional service, as well as refining our service offerings to better align with the evolving needs and preferences of our clients.
Moreover, we are exploring opportunities for strategic partnerships and collaborations to broaden our service offerings and access new markets. By leveraging synergies with like-minded businesses and industry leaders, we aim to unlock new avenues for growth and innovation.
Overall, the next twelve months represent an exciting chapter of expansion, innovation, and client-centric initiatives for our business. With a clear vision, strategic objectives, and a dedicated team driving our efforts forward, we are confident in our ability to achieve our goals and continue delivering fantastic value to our clients and stakeholders.
- What are the highlights of your career so far?
The highlights of my career thus far have been marked by significant milestones and accomplishments, each contributing to the growth and success of both myself and the business.
One of the most pivotal moments was the inception of the business itself. Starting from humble beginnings, I embarked on a journey of entrepreneurship, driven by passion and a vision for delivering exceptional services in the yacht maintenance and management industry.
Participating in exhibitions has also been a defining aspect of my career. The South Coast and Green Tech Boat Show provided an invaluable platform to showcase our services and connect with industry professionals and enthusiasts alike. Being awarded second place in the Green Tech Award at this event was a proud moment, affirming our commitment to sustainability and innovation.
Another highlight was exhibiting at the renowned Southampton International Boat Show, the largest and most prestigious event of its kind in the UK. The opportunity to showcase our offerings on such a grand stage not only generated a buzz within the industry but also led to the establishment of key partnerships and the acquisition of new clients. It was truly gratifying to see our hard work and dedication translate into tangible results.
Looking ahead, I am eagerly anticipating the upcoming year, where I will have the privilege of once again exhibiting at both the South Coast and Green Tech Boat Show and the Southampton International Boat Show. These opportunities not only serve as platforms for networking and exposure but also symbolise the continued growth and evolution of our business. I am confident that these exhibitions will further propel us towards our goals and reinforce our position as leaders in the yacht maintenance and management industry.
- What’s the biggest business mistake that you’ve learnt from?
One of the most significant business mistakes I’ve learned from was the misconception that I could handle everything on my own. Initially, I believed that as the founder and leader of the business, I could single-handedly manage all aspects of operations, from strategic planning to day-to-day tasks. However, this approach proved to be unsustainable and ultimately hindered the growth and success of the business.
Realising the need for guidance and support, I made the decision to invest in business coaching, which turned out to be one of the best decisions I could have made. Working with a skilled coach not only provided me with valuable insights and perspectives but also helped me develop crucial skills and strategies necessary for driving the business forward.
Through coaching, I learned the importance of delegation, effective time management, and leveraging the strengths of my team. I gained clarity on my vision for the business and identified areas for improvement and growth. Moreover, having a trusted advisor to hold me accountable and provide feedback was instrumental in overcoming challenges and navigating obstacles.
Overall, this experience taught me the invaluable lesson that seeking support and guidance is not a sign of weakness but rather a smart investment in personal and professional development. By embracing the expertise of others and continuously striving for improvement, I have been able to overcome setbacks, optimise performance, and propel the business towards success.
- What’s the best piece of business advice you’ve been given?
The best piece of business advice I’ve received is to surround yourself with like-minded people and take action now. This simple but critical advice has profoundly influenced my approach to entrepreneurship and has been instrumental in shaping the trajectory of my business endeavours.
By surrounding myself with individuals who share a similar vision, values, and work ethic, I’ve been able to cultivate a supportive network of colleagues, mentors, and peers who provide invaluable insights, encouragement, and inspiration. These like-minded individuals not only understand the challenges and opportunities inherent in entrepreneurship but also serve as sources of motivation and accountability, pushing me to strive for excellence and pursue my goals with passion and determination.
Moreover, the emphasis on ‘taking action now’ has been a catalyst for progress and growth. In the fast-paced world of business, procrastination can be detrimental, leading to missed opportunities and stagnant growth. By adopting a proactive mindset and seizing opportunities as they arise, I’ve been able to capitalise on new ventures, overcome obstacles, and propel my business forward.
In essence, this advice underscores the importance of surrounding oneself with a supportive community of peers and mentors while embracing a bias towards action. By doing so, I’ve been able to navigate the complexities of entrepreneurship with confidence, resilience, and a relentless pursuit of success.
