They buy not because it's cheap but because it's good quality
Begüm Doğulu is the first name that comes to mind when it comes to yachting in Turkey. She has grown up from the core, has seen every stage of the profession and closely follows the developments in the world. We met with Begüm Doğulu, who is also the President of the Yacht Tourism Association, at the BosphorusBoat Show. Begüm Doğulu told us the story of how she started her career and the secrets of her success:
- How did you get into the sector? Was yachting your dream?
"I was born in 1968. When we were young, the yacht industry was unknown. Even maritime was still new in Turkey. The first professional and international yacht harbour was established in Kuşadası. It was also run by the state. I was born in Izmir. After graduating from Izmir Private Turkish College, I studied at the Faculty of Fine Arts and then went to England. When I returned, the owner of a yacht company insisted on hiring me because there weren't many high school graduates at that time. Although I told him that I did not know the job, he said, 'I will train you. It is enough for you to know the language". I spent a very productive 5 years there. I can say that I was very lucky. I had a very good boss. He trained me and put me on the field. He put every responsibility on me at a young age. Later, as he wanted to move to a more passive life, I asked for permission. In 1997, I established my own company based in Kuşadası. This is how I got into yachting. I did not have such a dream, vision or idea before."
- They say you know everything about yachting?
"When you have been doing the same job for 35 years, you know the business. You know what you are talking about. I know the details of every job I do from top to bottom. My biggest luck is this: Sometimes people say how lucky I am. I was born to a very strong father. I was born to a father who was very strong in character, but not in material terms. I became strong myself. Why? Because today I don't have any employee who can work with me and threaten me. I know the work of every employee. I know it at least as well as he does. If he leaves, I'll do what he does with my hands if necessary. I have the knowledge and ability to do it. I think that in order to be a boss, you should also know the apprenticeship of the work you do as a master."
- What are your targets in the sector?
"We formed the Begüm Group of Companies. Begüm Yachting was established in 1997. Now we have made group companies. Because there was a need. The number of our yachts has increased. The most important problem started to be experienced in food and beverage supply. We started to have problems because the quality and standard we provide in Turkey did not match the expectations of the yachtsmen. In order to take precautions for this, I established a professional team and established the provisions company we call TPS. We are now supplying our own provisions at a high level with our refrigerated vans, knowledgeable staff and local warehouses in every port from Istanbul to Antalya. In 2005, we established our shipyard under the brand name of Barka Shipyard. Since it was within the scope of export, it made very serious contributions to the national economy. Then we established a limousine company under the name of Vares Limousine. The reason for this was that we were having problems because we could not find the upper segment vehicles demanded by our customers in the south, we were bringing them from Istanbul. Incredibly exorbitant fees were demanded. In order to get rid of this, we bought luxury segment vehicles within our company. With our last subsidiary Begüm Airise seaplane, we can take the customer when he gets off his own plane and land him directly next to his yacht in the sea."
- How many yachts do you produce per year?
"We are currently carrying out yacht maintenance and repair, but we can also manufacture if we wish. For example, I am currently building a 35-metre commercial yacht for myself. Our preference is for maintenance and repair. Because it is less trouble and less responsibility. Building a boat is really a big responsibility. It is not possible to finish a medium-sized boat in less than 24 months. Maintenance and repair takes 3 months, 4 months. You return to cash, and the responsibility is less. You have the ability to do more work at the same time. That is why we prefer maintenance and repair.
- How do you evaluate the yacht sector in Turkey?
"I divide the yacht sector in Turkey into two parts. The first is the manufacturing part and the second is the chartering part. I really believe that the country has a very open road ahead in manufacturing, because we have become a brand in the world and we have established trust. Turkish brands are very popular abroad. Turkish yachts are now being bought not because they are cheap, but because they are of high quality. Especially some brands came to the forefront at the Monaco Fair. I am proud, the way forward is much more open. But when it comes to chartering, unfortunately we do not have a Turkish flag fleet. Every country in the world has its own fleet. Unfortunately, some of our investors could not put their hands under the stone and create a Turkish flagged commercial fleet. It didn't happen. For this to happen, I am doing my best now so that we can hoist the Turkish flag on our Turkish-made boats and rent them out here so that people can learn more. Because people want to try a boat before buying it. When you go to the fair as a trial sailing, at most they take you inside and show you around. But when you rent it, you live in it for a week. This is what the Greeks do the most. They actually build yachts to sell them. They rent them out. When he rents the yacht, he likes it and goes and buys it. He created a very nice marketing system. I am adapting and suggesting the same to the Turkish sector.
- How did the distributorship of Mercedes Benz yachts in Turkey develop?
"Mercedes Benz had already entered the yacht market by starting to manufacture motor yachts. They now have sales offices in Europe. They are also in Majorca and Dubai. They wanted to enter Turkey and they preferred us. I attribute this to the fact that I have been in the market for many years and participated in all seminars and fairs. When you see the same company and the same people for 30 years, a trust is established. This is how branding happens. If you establish trust, it continues. You look at companies abroad, for example, Since 1890 is written. In other words, how many years it was established. This actually represents the reliability of that brand. Since we have been in the market for 30 years, we have established trust because we have never had any problems with any of our customers. Mercedes is a serious company. It is a world brand after all. They wanted to get information about us from various sources. Whoever they went to, they said, 'Work with Begüm'. Then they called me and said, 'Can we have a meeting in Monaco? They said we want to give you distributorship. I went, we talked and agreed, and today we are here."
