Anne Martis, 58, from Banbury started her own walking holiday business after being made redundant in the summer of 2008. Less than a year on, Walk the Landscape is in full swing offering over 15 different guided walks. Anne says that ‘walkers get to know about England’s rich history and nature, as well as getting exercise and companionship.’ Prices are £25 per person for a day walk or £60 for the family, £230 per person for a 2 night weekend, and £590 per person for the week.
Walk the Landscape is a family business offering knowledge and experience of the Cotswold and Oxfordshire countryside. An average walk lasts 5-7 miles, but this can be made longer or shorter depending on ability and preference. The commentary can be anything from the Norman Conquest of 1066, mythological stone circles, Jane Austen, or the Cotswold Olimpick Games. And the group can refuel halfway through, and socialise with the locals at a traditional rural pub.
Anne first thought of Walk the Landscape, to subsidise her pension. But when she was made redundant from her job as a project manager in software development, Anne took the opportunity to do something about it. Anne’s first step was to seek training.
Training
PRIME recommended Enterprise on Track, a free course for older women starting up in business, at London Metropolitan University. The course consists of ten day-long sessions, spread over 20 weeks, and is focused towards health and community based businesses. London Met offers a selection of courses specific to women starting up in business, so they are worth checking out.
Anne also attended a Business Link course in Oxfordshire, for business start-ups. Here she learnt about public liability, which was essential in protecting the business legally. Anne devised a thorough booking form, so that she was aware (and welcoming) of any health problems, disabilities, or special requirements.
As well as the basics, Anne needed some qualifications for health and safety. She says ‘all our guides are now trained in first aid’. Walk the Landscape is therefore prepared for any accidents that may occur while the group is walking.
Research and Preparation
Anne boasts degrees in Botany and Agricultural Science, so she knows what to say about the flowers and wildlife. Anne’s historical knowledge of the area came from the five years she spent volunteering as a warden for the Cotswold Area of Outstanding Natural Beauty. As Anne got to know the Cotswolds by foot, she researched its heritage, and there began the desire to share what she had learnt with the community.
Anne did a lot of research in the local library. She searched the Internet, read popular history books, and discovered many things for the first time. Finding out about local Roman remains, was a particular surprise.
Establishing a presence
One way to make her business known was to get a website. Anne had previously done a Open University course in Website Design, which taught her how to use html. Anne was able to create an efficient website, using only Microsoft Word 2007, and skills she had learnt on the course. The website includes detailed descriptions of the walks available, a downloadable brochure and booking form and information about accommodation and the local area. As a special flourish, the site even has its own weather forecast.
Anne recently gave the business more authority, by registering as a Sole Trader. A Sole Trader has complete control of their business, as opposed to a Partnership; where two people have control, and a Limited Company; where the business has legal independence from its owners. One advantage of becoming a Sole Trader is that you do not have to register before you start trading. Anne says the process was ‘surprisingly easy. I just made a short phone call to Companies House, and that was that.’ For more information on choosing or registering a legal status, contact PRIME, and ask for the information factsheet (or Cobweb).
Problems
Despite Anne’s website, publicity is a big problem. She says: ‘Potentially, I have customers throughout Britain and the rest of the world, but it is difficult targeting them effectively on a limited budget’. Anne has no external funds to support Walk the Landscape, which means she is financing the whole thing with her redundancy money.
So far, Anne’s main cost has been travelling to the London Met. There is no equipment to buy, premises to rent, or employees to pay, so Anne has managed to set the business up on a remarkably low budget. Anne does not have to rely on loans or sponsorship to keep the business moving, which is great. But it does mean some of her options for growth are restricted. For example, Anne can probably not afford to target large circulation magazines or newspapers on a regular basis.
Anne is combating the publicity issue, by slowly building up a client base. She has devised a newsletter which people can subscribe to when they book their first holiday. By this means, Anne will gain regular customers. Other marketing strategies have been to give contact details to the South East and South West tourist boards, become linked to holiday websites, and provide hotels with leaflets to put in their foyers. Anne’s next idea is to approach schools, which will provide large numbers, and benefit from her educational style.
Contacts
Anne Martis
Tel: 01295 811003 (home) 07718 660070 (mobile)
Email: Anne.m@walkthelandscape.co.uk
Website: www.walkthelandscape.co.uk
Companies House
Tel: 0870 333 3636
Website: www.companieshouse.gov.uk
London Metropolitan University
Enterprise on Track - 020 7716 7015
The Centre for Micro Enterprise - 020 7320 1573
Email: hilary.farnworth@londonmet.ac.uk
PRIME
Astral House
1268 London Road
London
SW16 4ER
Tel: 0800 783 1904
Email: prime@ace.org.uk