Outdoor learning - putting your skills to the test

We Brits love our countryside and increasingly it makes good business sense to offer ‘back to the land’ opportunities for stressed urban dwellers. Everything from foraging to bushcraft to dry stone walling can be ‘packaged’ for customers who are increasingly interested in the great outdoors, the heritage, the sustainability, the bounty and the options for the amateur nature lover.

The landscape – what you need to know

Just because it is ’wild’ doesn’t mean it is open and free for everybody to take and use as when they wish. Make sure you are clear about the law and talk to your local council before you start, some have strict rules to protect wildlife and the natural environment.

Ensure that you understand and comply with the regulations and safety restrictions for your sector and that you have the correct insurance to protect you and your customers. You will probably need a disclaimer when customers book to cover the vagaries of the weather and the potential challenges.

See also: Health and safety guidelines for rural businesses

You may be able to work on your own land but if this is not the case make sure you have the permission of the landowner and that you and your customers always demonstrate respect for the countryside. Maintain a good relationship by keeping them up to date about land that they might not regularly visit, or offer to check livestock for example.

An expert in your field

Outdoor skills are not something you can learn from a book, so your expertise is paramount, customers will need to feel confident in your skills and knowledge. Make sure your credentials and qualifications are clearly displayed in all your marketing and publicity material. Your aim is to make customers feel confident in their new environment and aware of the safety and legal aspects, whilst also having fun.

Even though the landscape may change daily, courses should always have a structure, pre-planned routes or routines and exercises, all using your expert knowledge of the environment to offer the best possible experience – it’s more than a walk in the woods.

Should the weather be against you or the foraging not be as successful as anticipated, make sure you have an alternative.

Hunting for the customer

Your customers are likely to be quite niche and this market may be quite small. To sniff out new customers who are not necessarily the obvious, do talks and guest appearances at events, offer to talk on local radio or write an article in the paper – not necessarily as a sales pitch but as a way of increasing awareness about your outdoor skill and engaging with customers.

Use the face-to-face time with customers as a marketing opportunity to sell your own products and additional courses. Winter is going to offer a very different experience from summer so promote several options depending on the time of year so that customers can return for more of the same, but different.

See also: Identifying your target customer

Look at creating a community around their outdoor experience. Feature lots of opportunities for engaging with customers and encouraging them to share their own nature experiences.

Social media is perfect for featuring pictures, stories and videos, all regularly updated with information about what is ‘out there’ depending on the ever-changing season.

Making more of the experience

There is an abundance of nature around you and the same is true of business opportunities. You may be able to consider a restaurant, farm shop or deli that could accommodate small quantities and appreciate seasonal produce. For activity courses, try offering corporate team building sessions or competitions.

It may not seem like it sometimes but the weather is your friend. Running a business means you will have some practicalities which must be completed such as marketing, legal compliance and financial administration. Use the days where your outdoor work is just not possible to undertake the business necessities.

See also: Five free forms of marketing

Keep a close eye on your income and expenditure. Since you and your knowledge is probably the most important element of the business don’t forget to factor in your own time as a cost. You don’t want your business to be costing you money.

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