1 10 5 https://glenkensarchive.scot/glenkens_archive/files/original/5/478/Social-Media-for-retail-businesses.pdf eb24be54e35bcf8cf996a31a2931c383 Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Social Media for retail businesses Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy Creator An entity primarily responsible for making the resource GCAT Contributor An entity responsible for making contributions to the resource GGLP Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document OFFICIAL Galloway Glens and Business Gateway Dumfries & Galloway ‘Business Academy’: Driving Footfall to your Retail Business through Social Media. Based on an event held at The Market Inn, 10th October 2019. OFFICIAL OFFICIAL The Galloway Glens Landscape Partnership Scheme • 35 projects across the Galloway Glens area over the next 4 years. • The GGLP area covers the Glenkens, Castle Douglas and Kirkcudbright. • ‘From Source to Sea’ – follows the route of the Ken and Dee rivers. • Funded by the Heritage Lottery and other partners, including Dumfries & Galloway Council. • All GGLP projects are aimed at connecting people with their heritage and supporting sustainable rural communities. OFFICIAL OFFICIAL Galloway and South Ayrshire Biosphere • This area is so special, UNESCO designated it as a Biosphere in 2012. (1 of only 2 Biospheres in Scotland.) • You can use this in your marketing, depending on your product. • UNESCO Biosphere • Dark Sky Park • Galloway Forest Park • Loch Ken • Solway Estuary • All of these will attract different niches of customers and can provide you with inspiration. OFFICIAL OFFICIAL Presentation 1: Social Media for your High Street Business Katy Coltart, KC Creative - Graphic Design & Creative Marketing OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL Presentation 2: Living in the Biosphere – what benefits could it bring your business? With thanks to Marie McNulty, GSA Biosphere OFFICIAL Maximising opportunities for business OFFICIAL What is the Biosphere? • Biospheres are the only internationally recognised ‘badge’ for demonstrating excellence in sustainable development. • The Biosphere brings us an opportunity to brand and market the businesses and communities of SW Scotland under the international banner of being a UNESCO Biosphere OFFICIAL OFFICIAL What does that mean for Business • Creates opportunities for businesses to align with the values of the Biosphere • Build on the special qualities of the Biosphere Tell customers and visitors your business is in it – what’s special • Sustainability credentials can give you the edge over other businesses with a similar price and location, - It’s all about being noticed and giving a bit more. OFFICIAL OFFICIAL Building business through our UNESCO Biosphere – Tools in the Box • Champion it! • Biosphere Proud Supporter • Certification Mark for Sustainability • Biosphere Business Resources www.gsabiosphere.org.uk OFFICIAL OFFICIAL Business in the Biosphere - Business Resources OFFICIAL OFFICIAL Copyright-free Photos! OFFICIAL The UNESCO Biosphere designation is recognition of the fantastic array of landscapes, wildlife, cultural heritage and learning opportunities that SW Scotland offers for communities, businesses and visitors to experience and celebrate in a sustainable way OFFICIAL Hashtags and Links • Hashtags(#) and Links (@) are a great way of boosting the profile of your SM channels and getting new audiences. • On Facebook, use 2 hashtags maximum, and think of them as another way for people to find your posts by searching. Consider using both branded (#GallowayGlens) and popular social community (#ShopLocal) tags. • On Twitter and Instagram, people tend to use shorter captions and more hashtags – go for it! • Some useful Hashtags: #myhighstreet #shoplocal #SWC300 (@VisitSWScotland) #ScotBiosphere #VisitDG #SWScotland OFFICIAL @MeetTheStreet @CastleDouglasDF OFFICIAL Presentation 3: Marketing Options & Accountancy Software John King, Business Gateway OFFICIAL OFFICIAL Driving Footfall to your Retail Outlet OFFICIAL OFFICIAL Business Gateway • • • • • Free impartial advice 1:1 Advice on starting and growing your business Workshops Networking Opportunities Social Media • • • • www.bgateway.com www.facebook.com/businessgatewaydumfries www.facebook.com/inspiringentrepreneur www.planningtostart.com OFFICIAL OFFICIAL What kind of person buys these cars? OFFICIAL OFFICIAL Profiling • Who is your customer? • Age, race, sex, education, work, location • Life stage, relationships • Income and spending power • Social media, TV, newspapers, radio, you tube • Hobbies, interests • Brands and websites they like • Challenges they face • What problem do they need to be solved? OFFICIAL OFFICIAL Unique Selling Point • What is your Unique Selling Proposition? • Why would I buy from you? • What is different from your competition bricks and mortar and online? • How easy is it to copy your USP? • Who is your customer? OFFICIAL OFFICIAL OFFICIAL OFFICIAL Price • Target margin • Competitive pricing • Positioning - economy vs premium • Promotions • Price • Bundling • Added value OFFICIAL OFFICIAL Promotion on Facebook • Make sure all your business details are included • Set up messenger and respond quickly • Plan and post regularly • Like and share competitions • Post engaging content not just sales content – 80/20 • Add a like button to your page • Facebook advertising • Cross promote from Instagram and Twitter OFFICIAL OFFICIAL Content For Facebook • 80% - Educational or Entertaining • 20% - Call To Action Educational / Entertaining • • • • • • • • • Call To Action Quality 3rd party content Your blog Industry news Case studies Video / Facebook Live People in the organisation How to guides/Hints & Tips Behind the scenes Community News OFFICIAL • • • • • Buy now Visit us Watch the video Contact us Book now OFFICIAL Planning Strategy • Are there events through the year that can affect sales • New Year / Valentines / Easter / Mothers Day / Fathers Day • May Day / St Andrews Day / Christmas / Birthdays • Highland Games / Big Burns Supper • Charities – Movember, Macmillan Coffee morning, blood bikes • Sales times – January, end of season. OFFICIAL OFFICIAL Planning Strategy • Write a story about each event • In your Blog publish the story in its entirety • In your Facebook publish selected paragraphs • So from one document you can fill your social media OFFICIAL OFFICIAL OFFICIAL OFFICIAL Public Relations (PR) • How do you get a free mention in the Press or TV • Comment on the news • Sponsor an event • Speak at an event • Become the go-to expert • Nurture and manage your contacts • Use Facebook, Instagram, to get noticed OFFICIAL OFFICIAL PIMS (Profit Impact of Marketing Strategy) • Posh way of saying ‘did you get value for money?’ • If you have a newspaper advert, did it increase sales? • Sponsorship of the pet show, did sales increase? • Always ask “where did you hear about us?” • If you get no tangible return, don’t do it again OFFICIAL OFFICIAL OFFICIAL OFFICIAL • All information correct at the time of publication (Oct 2019) • The Galloway Glens and Business Gateway D&G do not endorse any of the companies featured in this resource and have not explicitly checked their facts. • The Galloway Glens is proud to be part of the GSA Biosphere. • With many thanks to all our speakers. • For more information, see www.gallowayglens.org or contact Helen Keron, Education and Community Engagement Officer, on helen.keron@dumgal.gov.uk. • We do hope this was useful to you! OFFICIAL  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Social Media for retail businesses Identifier An unambiguous reference to the resource within a given context GGLP_19 Contributor An entity responsible for making contributions to the resource GGLP Creator An entity primarily responsible for making the resource GCAT Date A point or period of time associated with an event in the lifecycle of the resource 2019 Description An account of the resource One of a series of free events for businesses in 2019, run by the Galloway Glens Landscape Partnership, in partnership with Business Gateway and funded by the Heritage Lottery. business GGLP https://glenkensarchive.scot/glenkens_archive/files/original/5/477/Food-Producers.pdf 508914db7b6bd853ab01699ed261d46e Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Food Producers Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy Creator An entity primarily responsible for making the resource GCAT Contributor An entity responsible for making contributions to the resource GGLP Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document Galloway Glens and Business Gateway Dumfries & Galloway ‘Business Academy’ Resource Pack: Starting or growing a small Food Producing business Based on presentations given in Castle Douglas on the 29th April 2019. The Galloway Glens Landscape Partnership Scheme • 35 projects across the Galloway Glens area over the next 4 years. • The GGLP area covers the Glenkens, Castle Douglas and Kirkcudbright. • ‘From Source to Sea’ – follows the route of the Ken and Dee rivers. • Funded by the Heritage Lottery and other partners, including Dumfries & Galloway Council. • All GGLP projects are aimed at connecting people with their heritage and supporting sustainable rural communities. Galloway and South Ayrshire Biosphere • This area is so special, UNESCO designated it as a Biosphere in 2012. (1 of only 2 Biospheres in Scotland.) • You can use this in your marketing, depending on your product. • UNESCO Biosphere • Dark Sky Park • Galloway Forest Park • Loch Ken • Solway Estuary • All of these will attract different niches of customers and can provide you with inspiration. Presentation 1: Starting a Food or Drink Business – Regulatory Compliance Helen Keron, Galloway Glens Things to consider when starting your micro Food or Drink business: • Food Standards • Environmental Health sign-off • Labelling – allergens Before Opening (at least 28 days): • Register your new business for free with DGC Environmental Standards dept: https://dumgal.gov.uk/article/15644/Registeryour-food-business • Fill in the form: • Q5: If you’re making food in your home: Food manufacturing and processing • Q6: If it’s just you: Sole Trader • Q7: ONLY if you are a limited company. HACCP / Cook Safe • Become familiar with the principles of HACCP – Hazard Analysis and Critical Control Points. • Mostly formalised common sense, but it is important. • Following Cook-Safe will mean you are following a HACCP system. • Keep all required records diligently • Take an on-line training course in Food Safety – Food Hygiene Course Level 2, also known as Basic Food Hygiene. • Level 1 not acceptable for people who actually handle food. • £12 - £20 – have a Google Before Opening: • Familiarise yourself with the online resource Cook Safe manual • https://www.foodstandards.gov.scot/publications-andresearch/publications/cooksafe-manual • Create your House Rules – required contents and templates can be found at the above link. • Pest control • Training • Waste control • Personal Hygiene • Maintenance • Cleaning Schedule • Stock control • Temperature Control • Cross Contamination Prevention • Allergen Management • Acrylamide Management DON’T PANIC!! Labelling • Pre-packed items MUST have: • The name of the food • Their ingredients listed in proportional order • The proportion of named ingredients given (‘Quidding’) • Any of the 14 EU Allergens highlighted within that list, either by font, style or background colour. • Instructions for use, if required. • Quantity (g / ml) • Use-By date • Name and address of the manufacturer. • All the above information must be given in a minimum font size of 1.2mm. Labelling • https://safefood.eu/SafeFood/media/SafeFoodLibrary/Documents/ Education/Whats%20on%20a%20label/GCSE-Food-LabellingRequirements-Classroom-Slides.pdf Brother Label printer: £40 Dymo Label printer: £190 Thermal printer = no ink to run out Some labels Showing QUIDing of named ingredients, but not highlighting the allergens, and no address. Showing allergens in bold, but no QUIDing QUIDing, allergens, usage instructions, Best Before date, quantity, Address inc. postcode. Lastly: • Register as a self-employed Sole Trader with HMRC • https://www.gov.uk/working-for-yourself • https://www.gov.uk/set-up-sole-trader • Clean your kitchen and get ready for an inspection by Environmental Health! They are very supportive, but will want to check that all of the above points are in place before you start selling your products. Presentation 2: Selling at a Farmer’s Market Helen Keron, Galloway Glens With thanks to all the stall holders who have advised me. Things to consider: • • • • • What Farmer's Markets are out there Effective presentation of goods Financial considerations Food safety Top tips for manning your stall Our Farmers’ Markets The Galloway Glens region is well supported by Farmers’ and Producers’ Markets. Glenkens Community Market Dalry Town Hall, St Johns Town of Dalry Time: 10am-12.30pm Dates: 2nd Saturday of each month Castle Douglas Producers’ Market Castle Douglas, Church Street Time: 11am-3pm Dates: 3nd Sunday of each month Kirkcudbright Farmers' & Producers Market Town Hall or Soaperie Gardens, Kirkcudbright Time: 11am-3pm Dates: 4th Sunday of each month (Mar-Dec) DG Markets is an umbrella organisation that co-ordinates and promotes Markets in the region – you can contact them here for more details: http://www.dgmarkets.org/contact Our Farmers’ Markets Glenkens Community Market Small, friendly market currently looking for a diversity of stall holders. £10 / table, £5 / half-table. Half-price rates if you can mobilise at 2-days’ notice. Contact Jean Lockerbie on 01644 430454 for enquiries. Castle Douglas Producers’ Market New market that is beginning to get well established. £20 / table, £5 for electricity in addition. Contact Gillian Warden on cdcoordinator@gmail.com for enquiries Contact Kirkcudbright Farmers' & Producers’ Market A larger and very well established market. £25 / table Contact Niomi Brough on kirkcudbrightmarkets@gmail.com for enquiries. Effective Presentation • • • • • • • • • • • Height Groups of three Multiple groupings Containers Tell your story Clear pricing Free samples (remember hygiene!) Consider props if you have a boring product (!) Table cloth Poster / banners Business cards / flyers Telling the story – aprons, gingham, flour Height, multiples, use of colour Telling the story, containers Multiples, containers Multiples, height Eye-catching advertising Financial Considerations • Consider: • What the cost of the stall is • Total time to transport, set-up, man and dismantle x living wage (£8.75/hr) • Cost of free samples and other consumables • What your gross profit per item is • How many items you can fit on the stall / bring with you • How many you think you’ll sell • If the base costs as above are lower than your likely gross income, then this is not a good basis for a business! Compliance issues • Labelling • Be prepared for a spot check by Environmental Health / Trading standards • They will check your labels for the required information, and take a sample of your product away for analysis off the ingredients. • The Market organiser will need to see evidence of: • Occasional alcohol licence if selling alcohol drinks • Product insurance • Public liability insurance • Food safety training course Food Safety It is critical to assure that your food is still safe to eat at the point of sale. • Chilled? Keep on ice? Plug-in fridge? • Frozen? Plug-in freezer. Regular temperature checks! • • • • Use-by dates Quality undamaged containers / packing materials Clean table-cloths Single-use food samples Top Tips • Give yourself plenty of time to set-up! • Iron your tablecloth, make sure it’s clean! • Always bring business cards / flyers with you - you never know who’s looking. • Sampling works, but don’t put loads out. • Don’t pack up your stall until the end, as a courtesy to the shoppers and other stall-holders. • Bring a seat but try not to use it; certainly stand up to talk to people. • Be prepared and happy to talk about the story of your business, people like to feel involved. • Don’t keep people chatting if they’re clearly just browsing. • Similarly, if people are happy to chat, make sure you’re not losing other sales while you chat. • Look approachable; don’t look desperate! Presentation 3: Selling in a retail outlet Louise Matheson, The Dumfries Larder • Limited business established June 2017 • Business premises located October 2017 • Lease signed March 2018 • Shop Doors Opened Friday 25 May 2018 High-quality delicatessen, specialising in cheeses We also sell: coffees, teas, gin, beers, ciders, wines, chocolates, spices, curry kits, culinary gifts … We’re still establishing ourselves and still learning Dumfries & Galloway brands we currently stock include: • • • • • • • • • • • • • Galloway Lodge Preserves Nith Valley Bees honey The Ethical Dairy cheeses Kedar Mozzarella Cows & Co, Loch Arthur & Cairnsmore cheeses Saucy Desserts Co Co Co Chocolates The Nithsdale Smokehouse Smoky Barrel Jerky Nith Valley Eggs Hills & Harbour Gin Five Kingdoms Brewery Sulwath Brewery Steilhead Cider Margin • Let’s assume an annual turnover of £100k Cost of Products to sell 60% Loan repayments 40% Profit?! £60,000 £40,000 • So a product bought for £6 really needs to sell for £10 to cover the overheads. • This margin can be dropped a bit for lines that will bring people in or sell in high volumes – but not by much! A word about … VAT • Most retailers have to be VAT registered. • Even if you are small enough not to have to charge VAT, they do (on standard-rated goods). • Also if you supply zero-rated ingredients that are made-up into standardrated products, it will have to be factored in then too. • Let’s say you sell a bar of chocolate at a Farmers’ Market for £5, and don’t have to charge VAT on it because you are too small. • If you sell it to a retailer for £4, and suggest they sell it at £5 too, 83p of that £5 goes straight to HMRC. • Leaving 17p or 4% margin for the retailer to cover their 40% overheads. For the sake of argument, let’s talk more about chocolate … You make a beautiful, handmade, luxury, chocolate bar, right here in Dumfries & Galloway and it tastes out of this world. You are really passionate about chocolate; it completely consumes you and you can wax lyrically about it to anyone! That’s nice, but… …here’s (some!) of what you’re up against: So now what? Do: - Have a Unique Selling Point – being local isn’t necessarily enough! - Understand what you’re up against – market research - Know what you want, where you want to go and how you will get there - Research the business you’re selling to Don’t: Over promise sales targets that the shop will reach. Be disappointed if it’s a “no” Offer prices to the retailer that render your business model unworkable. What’s important to a retail food business? - - - Margin! Quality of the product; not just the taste, or that it is “local”, but provenance, packaging, process - Not going to be able to offer samples of everything, so the packaging has to sell itself. Shelf life – the longer the better. Needs to be a good fit with everything else we sell - Do your research before applying How you market and sell the product / brand - Can you provide flyers, business cards, Point of Sale information etc All the regulatory boxes must be ticked: Food Standards, Environmental Health, Trading Standards etc What else really helps? - - Treat the retail buyer like any customer – tell the story, be passionate and respectful. Give free samples with the first few orders; meet-the-maker events might follow… Provide Point of Sale material. Offer a product turn around (take away items approaching Use By to sell at Farmers Markets, swap for new) or a trial period. Be clear about payment terms – cash on delivery is fine, but be sure to agree in advance. Small quantities work best to begin with Be genuinely open to feedback and constructive criticism Presentation 4: Pricing and Business Tips John King, Business Gateway Foodies Starting and Growing your Business Business Gateway • Free impartial advice • 1:1 Advice on starting and growing your business • Workshops • Social Media • www.bgateway.com • www.facebook.com/businessgatewaydumfries What will your business look like in 3 years time? If everything went to plan. Your routes to market? Volume 1.Farmers markets 2.Direct 3.Local Retailers 4.Wholesalers 5.Supermarkets Margin Your routes to market? 1. Farmers markets – low cost, simple, great feedback, high prices, limited 2. Direct – ecommerce website, digital strategy, harder than it looks 3. Local Retailers – limited, delivery 4. Wholesalers – has to sell itself, volume, restaurants 5. Supermarkets – difficult customer, low margins, ultimate volumes Pricing • • • • • • Cost plus – minimum margin Competitive pricing Positioning - economy vs premium Discounts Bundling Promotions What margin do you need to give to your channel? Business Gateway Business Gateway Pricing What don’t you get paid for? • Sales meetings • Social media and queries • Post and packing and stock ordering • Meetings and training • Bookkeeping What does it cost you to make each product? How do you sell to retailers? 1. Find your prospects 2. Get an appointment 3. Find out what the customer needs 4. Explain your product 5. Close the sale 6. Keep your promises even when its costly What is your Business Model? Design Build Deliver Sale Service Where can you add value? Which steps do other businesses do better than you? Process • How easy are you to deal with? • What happens when you are not available? • Customer queries • Feedback • Returns Work hard to make it easy for your customers Top 10 tips for getting started 1. Get a separate business bank account 2. Use accounting software if you need to analyse 3. Keep originals/copies of ALL receipts 4. Keep originals/copies of ALL invoices 5. Record ALL business miles 6. Get a system, get organised 7. Keep 15% in sweeping account for HMRC Tax & NI 8. Do your bookkeeping regularly and often 9. Consider hiring a Bookkeeper or Accountant 10.Keep in contact with your Business Gateway Advisor Thank you! • For more details, see www.gallowayglens.org • Or contact Helen Keron, Education and Community Engagement Officer, Galloway Glens. • Helen.keron@dumgal.gov.uk All information correct at April 2019.  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Food Producers Identifier An unambiguous reference to the resource within a given context GGLP_18 Contributor An entity responsible for making contributions to the resource GGLP Creator An entity primarily responsible for making the resource GCAT Date A point or period of time associated with an event in the lifecycle of the resource 2019 Description An account of the resource One of a series of free events for businesses in 2019, run by the Galloway Glens Landscape Partnership, in partnership with Business Gateway and funded by the Heritage Lottery. business food GGLP https://glenkensarchive.scot/glenkens_archive/files/original/5/476/Eco-options-for-accommodation.pdf 6e90ebf2b2e15bea3c7d1ffc2f2574c0 Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Eco-options for accommodation Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy Creator An entity primarily responsible for making the resource GCAT Contributor An entity responsible for making contributions to the resource GGLP Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document OFFICIAL Galloway Glens and Business Gateway Dumfries & Galloway ‘Business Academy’ Resource Pack: Boosting your Accommodation Business through Green Credentials Threave Estate, 5th September 2019. OFFICIAL OFFICIAL The Galloway Glens Landscape Partnership Scheme • 35 projects across the Galloway Glens area over the next 4 years. • The GGLP area covers the Glenkens, Castle Douglas and Kirkcudbright. • ‘From Source to Sea’ – follows the route of the Ken and Dee rivers. • Funded by the Heritage Lottery and other partners, including Dumfries & Galloway Council. • All GGLP projects are aimed at connecting people with their heritage and supporting sustainable rural communities. OFFICIAL OFFICIAL Galloway and South Ayrshire Biosphere • This area is so special, UNESCO designated it as a Biosphere in 2012. (1 of only 2 Biospheres in Scotland.) • You can use this in your marketing to attract customers. • • • • • UNESCO Biosphere Dark Sky Park Galloway Forest Park Loch Ken Solway Estuary • All of these will attract different niches of customers and can provide you with inspiration. OFFICIAL OFFICIAL Presentation 1: How to use green principles in your Accommodation Business. Melanie Allen, Nithbank Country Estate OFFICIAL OFFICIAL OFFICIAL OFFICIAL LOCATION “S E C L U D E DOFFICIAL L U X U R Y” OFFICIAL OFFICIAL OFFICIAL How do we reduce the impact of our footprint without diminishing the luxury that our guests expect? OFFICIAL OFFICIAL Nithbank Country Estate was started as a B&B in 2018 when Melanie and her husband moved up from Derbyshire. Melanie knew from the beginning that she wanted the business to embody and reflect the environmental principles that she already held and that the local landscape deserved. The business currently has • 5 Star Visit Scotland rating • Biosphere certification • A Gold award from Green Tourism. OFFICIAL OFFICIAL Melanie found that the two environmental awards required a very similar attitude and actions. The Biosphere Certification asks you to consider • Local culture • Sense of place • Environment The Green Tourism award asks you to consider • People • Place • Planet OFFICIAL OFFICIAL • People • Supporting local Culture & Heritage • Places • Sense of Place • Planet • Environment, Sustainability, Conservation Marketing & Communication…. What’s your story? OFFICIAL OFFICIAL The question then became: ‘How do we reduce the impact of our footprint without diminishing the luxury that our guests expect?’ Using the Green Tourism award: ‘Green check’ was 20 minutes on the phone. In this case, they were awarded Silver directly, and given an action plan to get them to Gold. Using Biosphere Certification: This was more of a collaborative process to produce a business plan that worked towards sustainability on a number of fronts. It was an excellent opportunity to take time out to review the business – a good lowseason activity?! OFFICIAL OFFICIAL When the awards were successfully gained, it was then time to think about how to promote them and use them to increase occupancy. Melanie opted to go with a ‘Green Story’ on their website, rather than a drier ‘Green Policy’ or ‘Environmental Statement’. She wanted to properly connect her guests with the local culture and the natural environment – so much more than just the easy environmental switches (although they’re important too!) OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL • LED light bulbs • Renewable electricity supplier • Biomass boiler OFFICIAL OFFICIAL • Ethicalsuperstore.com • Biggreensmile.com Expensive but worth it for the marketing opportunities! These and others are worth a look for your supplies. “First Choice: Buy Local / Support Local” OFFICIAL OFFICIAL Be strategic in your Instagram followers and #: Nithbank chose RSPB and Big Butterfly Count as very photogenic threads that they could contribute to and reinforce their image. OFFICIAL OFFICIAL Link your SM to your local providers’ for crosspromotion and authenticity. Link your availability to big events happening near you – make it easy for people to book you! OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL OFFICIAL All of this can sounds expensive, but a rule of thumb is that your Marketing Budget should be 8 – 10% of your income. If you consider your Green Changes and the promotion of those as part of your story and therefore your marketing, it’s easier to see the benefits. Also, any small changes are better than none, and be sure to tell people all about them! Nithbank has a Journal on the website, updated as often as possible with all the steps along their journey to sustainability. OFFICIAL OFFICIAL Making a difference & telling the story…. Any small change is better than no change & working within financial limitations and time constraints to make small changes where possible, you can lead by example and support local & tell the story… OFFICIAL OFFICIAL Responsible Visitor Charter – Inspire your visitors to get involved • Shop local & support local businesses • Give the car a rest • Reduce, reuse and recycle • Conserve energy • Conserve water • Nurture your environment • Encourage wildlife conservation This goes down very well with visitors, because by the time they arrive, they are fully bought into the sustainability plans through the website and Social Media channels. OFFICIAL OFFICIAL The Galloway and Southern Ayrshire Biosphere Nithbank is considering a Visitor Payback Scheme, with donations going towards further support of the Biosphere and the environment. OFFICIAL OFFICIAL Marketing & Communication…. What’s your story? “At Nithbank Country Estate we have an authentic story to tell…it all begins with connecting Nithbank to superb local, ethical suppliers and produce. It ends with relaxed, refreshed and recharged guests who are inspired by the wonders of the Galloway and Southern Ayrshire Biosphere, for a future visit.” OFFICIAL OFFICIAL Thank You! Please Keep in Touch Melanie@nithbank.co.uk www.nithbank.co.uk Useful Links: Do check out their website for an example of excellent marketing and communication. And remember that even if your Accommodation Business is not on the scale of Nithbank, it’s not about being the biggest, its about being the best that you can be for your own business. Green Tourism: www.green-tourism.com Resource Efficient Scotland: www.resourceefficientscotland.com Zero Waste Scotland: www.zerowastescotland.org.uk Energy Saving Trust Scotland: www.energysavingtrust.org.uk/scotland OFFICIAL OFFICIAL Presentation 2: Living in the Biosphere – what benefits could it bring your business? Marie McNulty, GSA Biosphere OFFICIAL Maximising opportunities for business Marie McNulty Business Development Officer OFFICIAL Galloway and Southern Ayrshire Biosphere • Designated 2012 • 5268 Sq. km • Layers a new geography on the area by uniting 3 local authorities • www.gsabiosphere.org.uk • www.gsabiosphere.org.uk/ business-in-the-biosphere/ OFFICIAL OFFICIAL What is the Biosphere? • Biospheres are the only internationally recognised ‘badge’ for demonstrating excellence in sustainable development. • The Biosphere brings us an opportunity to brand and market the businesses and communities of SW Scotland under the international banner of being a UNESCO Biosphere OFFICIAL OFFICIAL • Creates opportunities for businesses to align with the values of the Biosphere People, Environment, Culture. • Build on the special qualities of the Biosphere Tell customers and visitors your business is in it and what’s special about it. What does that mean credentials can give you the for Business • Sustainability edge over other businesses with a similar price and location. It’s all about being noticed and giving a bit more. OFFICIAL Do you tell your guests the egg on their breakfast plate is from the next-door farm and that the sausages are from an awardwinning butcher? If not, why not?! OFFICIAL Building business by using the Biosphere in your marketing. • Champion it! • Become a Biosphere Proud Supporter • Then move to gaining the Certification Mark for Sustainability • Biosphere Business Resources on the website. • Copyright-free images of the area • ‘Sense of Place’ toolkit www.gsabiosphere.org.uk/businessin-the-biosphere/business-resources OFFICIAL OFFICIAL Business in the Biosphere – Business Benefits OFFICIAL OFFICIAL Business in the Biosphere - Business Resources OFFICIAL OFFICIAL Biosphere Certification • Certification is quite a step up from Proud Supporter status, because it’s a certified Quality mark. • But as you can see from Nithbank’s case study, it can really pay off. • Again, it’s not just about big estates – no matter how small your accommodation business is, you can have bird feeders in the garden, pollinator supporting plants – it all counts. • Do have a browse on the ‘Business in the Biosphere’ section of our website, there are loads of tools and ideas for you to use and get inspired. • We have a great story to tell in this region, and the Biosphere is a great vehicle to tell that story. OFFICIAL The UNESCO Biosphere designation is recognition of the fantastic array of landscapes, wildlife, cultural heritage and learning opportunities that SW Scotland offers for communities, businesses and visitors to experience and celebrate in a sustainable way OFFICIAL Presentation 3: Changes you can make Jason Harvey, Alliance Scotland OFFICIAL OFFICIAL Who are we? We are a leading non-food distributor in the UK. Service excellence is at the heart of our business and over 20,000 customers within the hospitality industry choose us. ◼ We have over 21 years experience of servicing the UK’s hospitality industry – offering value, great service and expertise to our customers ◼ Our UK-wide distribution infrastructure efficiently services our national and regional customers ◼ With 13 branches throughout the UK we provide local customers with an expert, friendly and personal service ◼ We have an extensive portfolio of over 25,000 leading products from over 150 trusted supplier partners. OFFICIAL OFFICIAL Environmental Public Policy in Scotland REDUCE Reduce the amount of single-use packaging in all areas of our day-to-day lives - REUSE Reuse or reprocess as much as you possibly can - RECYCLE It is possible to separate and recycle 90% of the products and materials we use everyday - SIMPLIFY Simplify the range of materials we use in every day life so that they can be easily recycled. PET / PP / PAPER / METAL / FOOD / HDPE / LDPE OFFICIAL OFFICIAL Changes Coming in 2020 - 2035 • Zero Waste Scotland – Trying to create a unified policy across Scotland • Recycling vs Composting – Insufficient Industrial Composting Plants across Britain mean that public policy is swinging away from compostables. • Single Use Plastics Directive 2025 – Top 10 single-use product ban in 2020 • Taxation on Single Use Packaging is coming – e.g. disposable cutlery, earbuds. • Also taxation on Mixed Material Packaging is coming. OFFICIAL OFFICIAL What Materials to Avoid OFFICIAL OFFICIAL A different way to clean - Innuscience Introduction to Innuscience Cleaning Products Biotechnology Cleaning Systems OFFICIAL OFFICIAL Innuscience • The Innuscience range of cleaning sprays (Biotechnology Cleaning Systems) have no caustic chemicals or antibacterial components. • Instead they ‘seed’ your surfaces with good bacteria, which outcompete the bad bacteria. • No PPE required (masks, gloves) • Currently used by 12 regional councils within Scotland in their schools and offices. • They are NOT EN-rated and therefore not suitable for food production facilities requiring sign-off by DGC Environmental Health team at present. OFFICIAL OFFICIAL Eco Washroom Products Introduction to ADA International ECO Washroom Products- Eco by Green Culture IN HARMONY WITH NATURE Eco by Green Culture is eco-friendly both inside and out. The collection combines ingredients based on renewable, plant-based raw materials with 100% recyclable packaging. Certified with the EU Ecolabel and the Nordic Swan Ecolabel, Eco by Green Culture is the perfect guest cosmetics line for hotels, Guest Houses & B&B’s with a strong focus on sustainability. CERTIFIED – BIODEGRADABLE – SUSTAINABLE FRIENDLY TO THE ENVIRONMENT – GENTLE TO YOUR GUESTS • Use of renewable, plant-based raw materials in formulations; • Use of recycled packaging materials; • Reduction of materials used in packaging; • Implementation of resource-preserving production methods OFFICIAL OFFICIAL Reusables Introduction to Catering Reusables “Recycling is great but re-use is better. If you really want to drive performance and sustainability, if you really want to drive value in your supply chain, look to reusable products first. In the circular economy, recycling is seen as the last resort. In re-use, you’re preventing waste; in recycling, you’re managing waste.” – Tim Debus, Reusable Packaging Association Re-use reduces the strain on valuable resources, such as fuel, forests and water supplies, and helps safeguard wildlife habitats. Re-use creates less air and water pollution than making a new item or recycling. Re-use results in less hazardous waste. OFFICIAL OFFICIAL Modern melamine Jason then introduced us to Alliance’s range of Melamine crockery, which surprised everyone by the range of styles and finishes. Melamine is virtually indestructible, and therefore doesn’t have to be thrown away because it’s chipped like normal crockery. OFFICIAL OFFICIAL What will it cost? It won’t cost the earth !! EXAMPLES Single use plate (1 Use) Reusable Plate (2000 Uses) Ready to Use Sanitiser (750ml) Innuscience Dosing Nu-Multi (Conc) Cost per piece Cost Per Piece £0.04p-£0.07p £4.00 - £7.00 Cost per 750ml bottle Cost per 750ml bottle ADA International ECO Hair & Body Wash ADA International Perfumers Garden Hair & Body Wash OFFICIAL 4p-7p per use 0.002p-0.0035p per use £0.75 - £1.00 £0.10p 30x300ml 30x300ml £75.00 / £2.50 £85.00 / £2.84 OFFICIAL Questions ? Any Questions ? Local Contact Anne-Marie Reilly 07384 216 506 annemariereilly@alliancelocal.co.uk National Contact Anne-Marie Reilly 07384 216 506 jasonharvie@alliancelocal.co.uk OFFICIAL OFFICIAL Presentation 4: Marketing Options & Accountancy Software John King, Business Gateway OFFICIAL OFFICIAL Accommodation Finances OFFICIAL OFFICIAL Business Gateway • • • • • Free impartial advice 1:1 Advice on starting and growing your business Workshops Networking Opportunities Social Media • • • www.bgateway.com www.facebook.com/businessgatewaydumfries www.planningtostart.com OFFICIAL OFFICIAL Channels to market • Direct • No commission • Requires investment in website and online booking system • Also requires very active Facebook site and email marketing • Air BnB • 3% commission • Offers some security through reviews of visitors • Requires an active Facebook site • Check the Ts&Cs carefully. OFFICIAL OFFICIAL Channels to market • National websites or Booking Agents (TripAdvisor, Booking.com etc) • Guaranteed occupancy and revenue • Minimal self-marketing • Commission • Up to 25% with restricted dates • UP to 22% with no direct bookings allowed. • Check the Ts&Cs carefully. OFFICIAL OFFICIAL How do you move towards lower commission models? • Facebook is the ~1 most powerful thing you can do for your accommodation business. You have to be able to communicate what you do. • If you don’t like Facebook, then create a business persona to create your Business page from. You don’t need to have any photos or friends with that persona. • If you don’t know how to work Facebook, then join one of our courses! OFFICIAL OFFICIAL Accounting Software • Look for one that is Web (cloud) based and has a free mobile App. • They should be able to: • • • • • • • • Connect to your bank account and allow you to separate business and personal expenses Do Bookkeeping / Payroll Create and submit Tax / VAT online returns Monitor National Insurance for employees Create quotes, invoices and receipts Photograph, machine read and then sort receipts – no paper filing Track your Business mileage Estimate tax bill and complete self-assessment • You may be able to eliminate the need for an accountant OFFICIAL OFFICIAL Accounting Software – examples • Freeagent - free with RBS business bank account • Quickbooks - £8 per month • Xero - £10 per month OFFICIAL OFFICIAL Card Machines • You can get ones with no monthly fee now. • • • • • Connect to a smartphone Chip and pin and contactless Print or text a receipt Reader £20 Approx. 1.75% fee OFFICIAL OFFICIAL Loans • • • • Credit check and business plan check Sector by sector approach Lending restrictions Packages combining public and private finance are available • We can help you with all of this. OFFICIAL OFFICIAL Loans • DSL Business Finance Ltd - www.dsl-businessfinance.co.uk • • • • Loans up to £50,000 available to enterprises based in Scotland Face to face pre and post loan support provided Low cost microfinance options with a competitive interest rate Tailor made solutions for individual businesses • Business Loan Scotland for larger loans - www.bls.scot • Funding up to a maximum of £100k for small and medium sized enterprises (SMEs) where public sector funding would not exceed 50% of the total funding package. OFFICIAL OFFICIAL • All information correct at the time of publication (Sept 2019) • The Galloway Glens does not endorse any of the companies featured in this resource and has not explicitly checked their facts. • The Galloway Glens is proud to be part of the GSA Biosphere. • With thanks to all our speakers, and to Councillor Pauline Drysdale who initiated the event. • For more information, see www.gallowayglens.org or contact Helen Keron, Education and Community Engagement Officer, on helen.keron@dumgal.gov.uk. • We do hope this was useful to you! OFFICIAL  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Eco-options for accommodation Identifier An unambiguous reference to the resource within a given context GGLP_17 Contributor An entity responsible for making contributions to the resource GGLP Creator An entity primarily responsible for making the resource GCAT Date A point or period of time associated with an event in the lifecycle of the resource 2019 Description An account of the resource One of a series of free events for businesses in 2019, run by the Galloway Glens Landscape Partnership, in partnership with Business Gateway and funded by the Heritage Lottery. business GGLP https://glenkensarchive.scot/glenkens_archive/files/original/5/475/Creative-Businesses-new-routes-to-market-BIG.pdf d8b966eee021fdce7fb248168694a25d Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Creative Businesses: new routes to market Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy Creator An entity primarily responsible for making the resource GCAT Contributor An entity responsible for making contributions to the resource GGLP Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document Galloway Glens and Business Gateway Dumfries & Galloway ‘Business Academy’ Resource Pack: New Routes to Market for Small and Micro Creative Businesses. Based on presentations given in Kirkcudbright on the 28th February 2019. The Galloway Glens Landscape Partnership Scheme • 35 projects across the Galloway Glens area over the next 4 years. • The GGLP area covers the Glenkens, Castle Douglas and Kirkcudbright. • ‘From Source to Sea’ – follows the route of the Ken and Dee rivers. • Funded by the Heritage Lottery and other partners, including Dumfries & Galloway Council. • All GGLP projects are aimed at connecting people with their heritage and supporting sustainable rural communities. Galloway and South Ayrshire Biosphere • This area is so special, UNESCO designated it as a Biosphere in 2012. (1 of only 2 Biospheres in Scotland.) • You can use this in your marketing, depending on your product. • UNESCO Biosphere • Dark Sky Park • Galloway Forest Park • Loch Ken • Solway Estuary • All of these will attract different niches of customers and can provide you with inspiration. Presentation 1: Selling through an Artist’s Co-operative Morag MacPherson, PA Pop-Up About PA Pop-Up • PA Pop Up is an artists and maker’s co-operative established in 2015. • From it’s origins as a pop-up shop in Kirkcudbright, PA Pop up now has its own permanent premises in Kirkcudbright and Castle Douglas, as well as space at the Mill on the Fleet, Gatehouse. • It is both a Co-operative and a Company Limited by Guarantee. • It currently has 45 members, both make and female, aged from 20 – 80 years old. • It is for professional artists from across Dumfries and Galloway. • Work is sold commission-free, in return for a monthly fee of between £25 - £35 and a co-operative time and effort contribution to the running of the shops. • The ethos is very much that of a co-operative. Co-operative responsibilities • Work must be provided priced for sale and attractively presented. • Every member should commit to a voluntary role • Shop representative • Maintenance • Key holder • Utilities • Advertising • Rotas, etc • Everyone mans the shop in rotation – a big selling point is that customers can meet the artist. 1 or 2 days / month on average. • 2 meetings / year / shop • 1 whole group meeting / year Benefits of being part of an Artists and Makers Co-Operative • The individual skill sets of members are used to best advantage in the voluntary roles. • Known monthly cash outgoing – allows for budgeting. • Physical presence on the High Street for a fraction of the cost of your own shop. • Opportunities for project collaboration with other artists. • Opportunities to meet customers (and hence generate commissions!) • Zero commission How to join PA Pop-Up • Join the waiting list for any (or all) of the three shops. • The New Joiners committee will decide on who is accepted, when, and for how long. • Make sure you have an appealing web presence with lots of photos so that the New Joiners committee have plenty to base their decision on. • Be patient – the waiting lists are growing! Top Tips • • • • • • Be realistic about your expectations for selling in the first instance. Commit to at least 3 months to let the sales bed in. Prints / illustrations of representational images tend to sell well. Products (all media) at the £10-£20 price range sell well. Greeting cards sell well. You will wait longer to sell bigger items – try and make sure your range covers all price points. What’s Next for PA Pop Up? They would like to: • Grow the community engagement aspect of all of their shops. • Create genuine pop-ups in towns and cities. • Attend local fairs • Encourage other people to do the same thing. So if you’d like to be involved, get in touch! Pop into any shop to talk to an artist, or contact Morag directly on info@moragmacpherson.com. Presentation 2: Selling your crafts online Helen Keron, Galloway Glens With thanks to everyone who supported my research! Considering Selling Online? Do your research! • • • • • • Etsy – specifically for hand-made and vintage goods. Folksy – British hand-made crafts and gifts. Depop – a social-media inspired, personal brand re-selling site. Not On The High Street – high end, personalised items. eBay – the original! Amazon Handmade – new platform Things to check: • • • • • Is their target audience your target audience? Fee structure! Mobile apps / ease of management How much support do they offer for getting you set-up? How easy is it for you to find items like yours on the site (too many, too few?) • Do they have seller support teams (Etsy, Folksy) – very useful resources to sign up to and talk business to business. Shop Listing fee Transaction fee Payment processing fee Comments Etsy 15p 5% 4% + 20p £7.50/month ‘Plus’ feature available Folksy 15p 6% 3.4% + 20p (Paypal fees) £5 / month ‘Plus’ feature available Depop Free 10% 3.4% + 20p (Paypal fees) Not On The High Street £199 joining fee 25% 3.4% + 20p (Paypal fees) Application process eBay 20/month free, then 35p 10% 3.4% + 20p (PayPal fees) Many (paid) options to promote posts Amazon Handmade Free in 2019 £25/month from 2020 12% in 2019 15% from 2020 Included Use your own website? Yes – you can get plug-in eCommerce widgets that will allow people to buy directly through your website. But – you will have to pay for advertising to drive people to your website. So consider using one of the main channels initially and then moving to your own when you have built up a base of repeat customers. Using Social Media Use Facebook, Twitter and Instagram to drive people to your online shop. Again – do your research – they are all better for different things. • Facebook is great for advertising local events (pop-up shops) to local people. • A business Instagram account will drive sales, as you can click through directly to your shop. • Twitter is good for business to business and support. Hashtags – find some good ones for similar products and use them. Don’t over-use them! Using Social Media cont… • Your Instagram and Facebook feeds should be a combination of posts that boost your business brand and direct links to your shop / products. • Try and build a relationship, don’t just sell all the time. Admin • Get a PayPal account so that you can receive payments securely. • Consider iZettle or equivalent if selling face to face. • Always generate an invoice through PayPal or iZettle, for your records. • Check the Ts&Cs that the platform is putting on for you – use their core ones and then tailor to your preferences • Returns • Shipping – consider using ‘signed for’ or ‘tracked’ services. • Payment • Don’t try and make money on shipping, but do account for the cost of packaging and the platform commission. Selling successfully. • It is critical to inspire confidence in your buyers. • Put as much information in About You as possible • Sell your story • Give local information for credibility • Use Keywords • Check your spelling and grammar! • Get some good photos that really reflect your brand. Photography • Critical! • Light backgrounds often work best, unless you have a dramatic item. • Try light boxes for jewellery. • Try and use actual models not mannikins for clothes. • Consider the lighting. • Take shots from multiple angles. • Use phone apps to improve shots. • Ask a friend for honest feedback before you post. • Research similar items on the platforms. Good Good Less Good Customer Service • Also critical! • Remember you’re trying to build a relationship to ensure repeat purchases. • If you have to take a hit to avoid a bad review, that may be the best option. Put it down to experience, learn from it and move on. • Keep conversations within the platform so that you are protected in the event of a dispute. • Respond promptly, even if only with an automated message. Lastly • Don’t underestimate the time commitment it will require to be successful. • Or – adjust your expectations to your available time! • Give it a year – don’t get disheartened! • Good luck!! Presentation 3: Pricing and Business Tips John King, Business Gateway Business Gateway • Free impartial advice • 1:1 Advice on starting and growing your business • Workshops • Social Media • www.bgateway.com • www.facebook.com/businessgatewaydumfries Business Gateway Pricing • • • • • • • Cost plus Competitive pricing Positioning - economy vs premium Discounts Bundling Promotions Ability to pay Business Gateway Business Gateway Business Gateway How much should you charge? • • • • Materials £1 Overhead £1 Marketing/distribution £7 Creation 45 minutes How much does the bud vase sell for? Business Gateway Hourly rate of £22.50 Business Gateway What don’t you get paid for? • • • • • Sales meetings Social media and queries Post and packing and stock ordering Meetings and training Bookkeeping You may only spend 50% of your time creating. £20 / hour is a reasonable starting point for costing your work. Hourly rate of £22.50 Business Gateway Will my customers buy it? Business Gateway How do you sell to retailers? 1. Find your prospects 2. Get an appointment 3. Find out what the customer needs 4. Explain your product 5. Close the sale 6. Keep your promises even when its costly Business Gateway Process • • • • • How easy are you to deal with? What happens when you are not available? Customer queries Feedback Returns Work hard to make it easy for your customers Business Gateway Top 10 tips for getting started 1. Get a separate business bank account 2. Use accounting software if you need to analyse 3. Keep originals/copies of ALL receipts 4. Keep originals/copies of ALL invoices 5. Record ALL business miles 6. Get a system, get organised 7. Keep 15% in sweeping account for HMRC Tax & NI 8. Do your bookkeeping regularly and often 9. Consider hiring a Bookkeeper or Accountant 10. Keep in contact with your Business Gateway Advisor – book a free appointment with John, John.king@dumgal.gov.uk • For more details, see www.gallowayglens.org • Or contact Helen Keron, Education and Community Engagement Officer, Galloway Glens. • Helen.keron@dumgal.gov.uk All information correct at February 2019.  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Creative Businesses: new routes to market Identifier An unambiguous reference to the resource within a given context GGLP_16 Contributor An entity responsible for making contributions to the resource GGLP Creator An entity primarily responsible for making the resource GCAT Date A point or period of time associated with an event in the lifecycle of the resource 2019 Description An account of the resource One of a series of free events for businesses in 2019, run by the Galloway Glens Landscape Partnership, in partnership with Business Gateway and funded by the Heritage Lottery. business GGLP https://glenkensarchive.scot/glenkens_archive/files/original/5/474/Accommodation-Providers-a-Galloway-Glens-resource-pack-1.pdf dda09548b678e43f48f95e45276faf32 Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Accommodation Providers: a Galloway Glens resource pack Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy Creator An entity primarily responsible for making the resource GCAT Contributor An entity responsible for making contributions to the resource GGLP Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document Galloway Glens and Business Gateway Dumfries & Galloway ‘Business Academy’ Resource Pack: Maximising the Income from your Accommodation Business. Based on presentations given in Dalry on the 31st January 2019. The Galloway Glens Landscape Partnership Scheme • 35 projects across the Galloway Glens area over the next 4 years. • The GGLP area covers the Glenkens, Castle Douglas and Kirkcudbright. • ‘From Source to Sea’ – follows the route of the Ken and Dee rivers. • Funded by the Heritage Lottery and other partners, including Dumfries & Galloway Council. • All GGLP projects are aimed at connecting people with their heritage and supporting sustainable rural communities. • Two of the six key themes for GGLP are: • Encouraging more people to visit the area. • Improving access to the outdoors, for residents and visitors. Projects of possible interest to your visitors • Galloway Glens Biosphere Experience: A pilot project to put together experiential tourism packages capitalising on our unique natural assets. • Laura Davidson is looking to network with providers who would be interested in being part of these packages. See Laura afterwards if you’d like more information. • Loch Ken Alive: Improving laybys, signage and access to the Loch. Planning festivals around the Loch to draw visitors. Marketing and promotion of the Loch as the beautiful asset it is. • Dee Treasures: A cycling or driving app that will give information about routes of interest and the history associated with them. • Kirkcudbright Dark Skies Visitor Centre: Starting development; when completed, will help the entire area capitalise on being Scotland’s first Dark Sky Park. • Glenkens Way: A walking trail that will link Polmaddy to New Galloway. • Canoe Trail: A long-distance canoe trail down Loch Ken. Second in Scotland. • Heritage Hubs: New interpretation centres in Dalry, Crossmichael, Balmaclellan and Kirkcudbright. • Red squirrel hide: Barhill woods, Kirkcudbright. Galloway and South Ayrshire Biosphere • This area is so special, UNESCO designated it as a Biosphere in 2012. (1 of only 2 Biospheres in Scotland.) • All tourism businesses, and especially accommodation providers, should be using this in their marketing. • UNESCO Biosphere • Dark Sky Park • Galloway Forest Park • Loch Ken • Solway Estuary • All of these will draw in visitors, but only if they know they are there! Presentation 1: Case Study from Brookford B&B. Ronnie Bradford, proprietor. Guiding Principles • Be aware that you are part of a fledgling tourism sector, the future of which you have a direct responsibility to help flourish and grow. • In practice this means that at every stage of the visit, you have the opportunity to not only meet but surpass the expectations. • Do your research • Get to know your surroundings so you can advise your visitors. • Local and built heritage • Towns and villages • Biosphere • Dark Sky Park • Galloway Forest Park • Get to know your fellow accommodation providers. • Our competitors are in the Lake District and the Highlands, not here! • of your guests. Guiding Principles • Know the difference between price and value for money – your customers will. • Attention to detail is critical for a memorable visitor experience. • Don’t ‘Make Do and Mend’ – Innovate and Spend. • Re-decorate regularly • Renew linen and towels • Keep up with technology – wifi and TVs • Consider your ‘green’ credentials • Work on your digital advertising • Take advice if you need it. • of your guests. Do: • Make sure you are aware of the specific rules regarding running accommodation in D&G, particularly fire regs. • Check to make sure your insurance isn’t more or less than you need. • Remember TV Licence. • Remember you need a licence to play recorded music in a public place. • Keep on good terms with your neighbours! • Consider getting food hygiene training if offering food. • Carefully consider your Ts&Cs to make sure they work for you. • Enjoy the experience – if you don’t, it will show! • of your guests. Don’t: • Don’t put barriers in the way of people booking to stay with you. • Make booking easy and seamless. • Consider not taking deposits. • Make sure you get valid card details you can charge if things go wrong. • Don’t insist on guests having to contact you by phone to confirm the booking. • Don’t have restrictive rules around check in / check out times and/or curfews. • Don’t be over attentive or intrusive. Thank you and good luck! Presentation 2: What your Social Media and Website should be doing for you Dane Smyth, Let’s Go D&G. https://www.letsgodg.co.uk/ Visually attractive accommodation features on Let’s Go D&G • Choose a modern and bright photo of your accommodation. • Include plenty of detailed shots of the interior. • Focus on what makes it different or what stands out – remember the Instagram effect! • Remember to save your images as key-words – Search Engines don’t see images, just text. • Change your images and see what works with bookings / likes. Google functions. • Register on Google Maps (for free), so your accommodation comes up automatically when people are near. • Use Google Console – this will give blog-type information next to the check-in mark on Google Maps. • Use Google Analytics to see how your web-page is performing. • Organic reach is what you’re after – people searching for and using your website. Google Analytics Social Media tips From our client and partner statistics Facebook is still by • Facebook: far the most powerful social tool for Accommodation • Make sure you are commenting and liking other posts and pages as your page. (Look for the drop down option above the Comment line to use your business page not your Comment and like as your page / Share great content / Giveaways and Competitions personal one) • Always post a picture with a Facebook post. • Competitions still work well – give away a room for a night in return for a ‘Like, Share & Tag a friend’. Make sure you choose the winner fairly! • Instagram – check the analytics to see how many click-throughs an image receives. • Twitter – not great for accommodation providers (better for business to business) but posting links can help with Search Engine Optimisation. • Good pages to follow and share to show off the region: • D&G Through a Lens • We love D&G Presentation 3: Do you need an online booking system? Jo Blaylock, SuperControl https://www.supercontrol.co.uk/ 01556 506701 Do you need an online booking system? In 2018, 81% of people booked a holiday online. 15% of people booked over the phone or in person. People over the age of 65 are the most likely to book on the phone – but it’s still just a quarter of this age group that do so. And there’s nothing stopping you from continuing to take bookings over the phone anyway. Providing guests with the option to book and pay online just gives them the choice – and removes any barriers to those who want to book there and then. When people search online for their holidays, what are the first results they see? There are a few big companies that dominate the market: Booking.com, Airbnb, Expedia etc. Our advice is to make the most of this massive opportunity – list your properties on as many of the big websites as possible. It will increase visibility. 45% of the bookings that come through these big channels are from international guests (who typically spend more money). You would struggle to reach that audience on your own. Use the big channels to get initial bookings, then you can really look after your guests when they arrive, and encourage them to book direct when they return. That’s where your online booking system comes in. You don’t have to worry about double bookings. Choose a booking system that has a builtin channel manager. This means it act likes a hub – so you can take bookings on your own website, on Booking.com and VisitScotland (AS WELL AS continuing to take them over the phone or in person) – but your booking system will synch with all these booking channels, so availability will always be current and up-to-date. A good property management system also helps keep things simple – auto emails, payment reminders, directions and important information, review requests etc. From your guests’ point of view, giving them the option to book online makes it really easy for them to check availability and prices. It’s all about convenience – most of us live life in such a hurry we want to get things we want or need at a time that suits us. An example of a booking system embedded into the top right of an accommodation website. Most bookings are made in the evening – do you want to be available on the phone then? In 2018, 17% of the bookings our clients received came in between 8pm-10pm and 40% between 6pm and midnight. Similarly, most bookings are made on a Sunday. Summary of benefits of an online booking system: 1. It will save you time. One of our clients told us they spent 80% less time processing each booking. This frees your time to concentrate on other areas of your business. 2. It will make you money because it removes a massive booking barrier – 81% of holidays were booked online last year. Making that process as simple as possible gets your guests’ journey off to the very best start. 3. You stay in control. You set your own prices, start days, length of stay, and you can be flexible. e.g. you might choose to only enable short stays or certain start days during the quieter months, or if you have a cancellation or late availability. And your clients will benefit too: Increased booking efficiency means timely messages are sent to guests, which improves the service you provide and makes them feel valued. Guest management tools in the booking system allow you to provide the very best guest experience from when they search for availability, through to getting feedback after they leave, then staying in touch. So they are more likely to return – remember, direct repeat bookings are the most cost effective. There are also great upselling opportunities – helping you to maximise the value of every single booking (e.g. hampers, chef service, spa treatments, flowers and champagne …) Next steps. • Do your research: look for specialist booking systems in e.g. self-catering, B&Bs, hotels, glampsites. • How much does it cost? Check what the price includes, make sure there are no hidden costs. SuperControl does not charge commission, there is a one-off set-up fee of £200 then an annual licence fee - £370 for up to 3 properties. • What payment providers and booking channels do they integrate with? • How do they synchronise with booking channels? The best systems update prices, availability and property details two-way and instantly. You want a full API integration. • (A basic iCal basically just blocks the dates and there can be a time delay, so more risk of double booking. This is one-way integration) • Try it – you shouldn’t be under any obligation to buy, and you will get to see what is in an account, how it works and get a feel for the help provided. Presentation 4: Business and Financial Planning John King, Business Gateway Dumfries & Galloway https://www.bgateway.com/local-offices/dumfries-and-galloway john.king@dumgal.gov.uk Business & Financial Planning Business Gateway • • • • Free impartial advice 1:1 Advice on starting and growing your business Workshops Social Media • • www.bgateway.com www.facebook.com/businessgatewaydumfries Business & Financial Planning • Making Tax Digital • Accountancy Software • Card Machines • Business Plans • Loans Making Tax Digital • Making Tax Digital is a key part of the government’s plans to make it easier for individuals and businesses to get their tax right and keep on top of their affairs. • more effective • more efficient • easier for taxpayers to get their tax right • VAT-registered businesses with a taxable turnover above the VAT threshold are required to use the Making Tax Digital service to keep records digitally and use software to submit their VAT returns from 1 April 2019. • Making Tax Digital will not be mandated for taxes other than VAT until at least April 2020. Making Tax Digital • VAT tax returns will now be submitted using HMRC approved software • 133 providers available now with more in the pipeline Making Tax Digital What do I need to do next? • If you use an accountant or bookkeeper, check they have compatible software. • If you use accounting software, check that it is compatible. • If you do your own VAT but don’t use accounting software, then you will need to buy some compatible software. • https://www.gov.uk/government/publications/making-taxdigital/overview-of-making-tax-digital Accounting Software Get control of your finances • Web based and free mobile App • Connect to bank account • Bookkeeping / Payroll • Tax / VAT online returns • National Insurance • Create quotes, invoices and receipts • Snap (photograph) and sort receipts • Mileage tracking • No need for an accountant? • £15-30 per month Card Machines New Generation • • • • • • Connects to a smartphone Reader £20 Chip and pin and contactless No monthly fee Approx. 1.75% fee Print or text a receipt The Business Plan What does it do? • • • • • • Clarify your business idea Spot potential problems Set out your goals Identify your market Measure your progress Present your idea for financing The Business Plan What or Who is it for? • To organise your thoughts • To help secure funding • Banks • Grants • Lenders • Investors • Customers Business Planning Process Loans Generally banks offer the best rates • Credit check and business plan check • Sector by sector approach • Lending restrictions • Packages combining public and private finance Public Funded Loans DSL Business Finance Ltd - https://www.dsl-businessfinance.co.uk/ • Loans up to £50,000 available to enterprises based in Scotland • Face to face pre- and post-loan support provided • Low cost microfinance options with a competitive interest rate • Tailor made solutions for individual businesses Business Loan Scotland for larger loans https://www.bls.scot/ • Funding up to a maximum of £100k to small and medium sized enterprises (SMEs) where public sector funding would not exceed 50% of the total funding package. For more information Contact John King on john.king@dumgal.gov.uk • Arrange a drop-in appointment at the Galloway Glens office in Castle Douglas on a Wednesday morning. • Discuss your business plans by phone. • Support offered to all businesses, no matter how large or small! • For more details, see www.gallowayglens.org • Contact Helen Keron, Education and Community Engagement Officer, Galloway Glens. • Helen.keron@dumgal.gov.uk • 07827 306 866 All information correct at February 2019.  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Business Academy – Accommodation Providers: a Galloway Glens resource pack Identifier An unambiguous reference to the resource within a given context GGLP_15 Contributor An entity responsible for making contributions to the resource GGLP Creator An entity primarily responsible for making the resource GCAT Date A point or period of time associated with an event in the lifecycle of the resource 2019 Description An account of the resource One of a series of free events for businesses in 2019, run by the Galloway Glens Landscape Partnership, in partnership with Business Gateway and funded by the Heritage Lottery. business GGLP