Interview with Founder and CEO, Joshua Lee
How are Lee Marine’s preparations for the inaugural Thailand Yacht Show?
Given the very limited lead time, we are currently concentrating on our lineup of yachts. For now our emphasis is on preparing the best range possible given the allocated time frame. So far we are on target to display our full dealership range with possibly only one omission.
How difficult was your move from five offices into one?
I wouldn’t say it was difficult, the word that springs to mind is frustrating. We were very settled and happy in our previous office base structures, but circumstances changed and we evolved into what you see now. In hindsight this was a huge blessing. The hardest part was to convince our team that the extra miles in the car was worth it. Convincing our team to travel the extra miles took a bit of work as the purpose-built new offices are located further up in north-east Phuket, on Phang Nga Bay. The offices are really sleek spaces in the very nice Ao Po Grand Marina.
Are you completely settled in?
No not yet. We have a very systematic approach to our work and there is no doubt the protracted move hurt some of those systems. We have been like a football team with a few star players but no spine. We need all of our admin and service staff together with our sales and media departments constantly communicating in order to fire on all cylinders. We are close again, however not there yet.
What does your typical day look like?
At 6am, rise and check emails with my daily coffee, then I always keep anywhere between one to three hours for exercise. Afterthat, breakfast, office and home by 6pm for family dinner. Weekends I socialise. After all, I find that’s where you mingle with friends and clients old and new.
How big an impact are the host of new competitors in Thailand?
They are impacting sales for sure. For many new markets as they start to escalate, a lot of newcomers enter in with low costs and high discounts in order to penetrate. Sadly, when this model becomes reality there can be many on the losing side. A lot of the time unfortunately, it’s the consumer. We tend to keep our product line high quality and protect some margin for the long and exhausting warranty period on European-built boats in the tropics. Smart clients and the main players in the industry will know what I mean.
What’s your weakness at Lee Marine and how do you plan on fixing it?
Good question. We have plenty. One of the real challenges is internal productivity which comes from strong leadership and a very high level of communication and respect. Since we opened our new showroom, the differences are already there to see. Ultimately when we perfect this, it is our clients and manufacturers that will benefit along with the companies year-on-year profits.
What’s the market in Thailand like now in early 2016?
Cluttered. We need the government now more than ever to assist. They are trying but the industry really needs governance from a speed boat trip for tourists to the new charter license which has been promised, yet still hasn’t come into effect. Also, I’m afraid many businesses will come and go if you don’t hold a long term approach. The industry is experiencing growing pains.
What does the marine industry in Thailand look like in 5 years from now?
Well, take the Caribbean for example. In the 1970’s, all the islands had their own set of rules and changed them as they saw fit. However in the end they realised they are better off together. I see Asia as going the same way eventually. It may not be in five years, but it will happen as the benefits to allowing in big yachts and charter are immense. I see Phuket as the epicenter of that new cruising area – if the government gets it right.
