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In our fourteenth series Linda Pearson talks to Elaine
Heney founder of Irish Natural Horsemanship, about her business’
crux at present.
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| Elaine Heney, founder of Irish Natural Horsemanship |
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Business Name:
Irish Natural Horsemanship |
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Year of Set Up: 2006 |
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Founders: Elaine Heney |
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Location: Tipperary |
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Business Type: Natural Horsemanship Education |
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Natural Horsemanship (NH) is a method of horse training which has enjoyed
great success in America, UK, Europe, Australia and New Zealand, and interest
in learning about this form of horse training in Ireland continues to
grow each year. Natural Horsemanship involves building your knowledge
of equine behaviour, psychology and communication, in order to become
more successful horsepeople, using gentle methods of horse training. Irish
Natural Horsemanship (INH) offers Natural Horsemanship education including
e-learning CD-ROMs for young riders and natural horsemanship lessons and
clinics in Ireland for all ages.
Background
The INH website www.irishnaturalhorsemanship.com
was set up in 2003 to provide information on NH in Ireland. In 2006 natural
horsemanship lessons were available in Ireland, and in March 2006 INH’s
first elearning CD-ROM for children ‘Gentle Horsemanship for Young
Riders CDROM’ was published in both UK English and American / Australian
English editions. The CD-ROM has featured in reviews, competitions and
write-ups mainly in the UK and Ireland, in both natural horsemanship and
general equestrian magazines and websites.
Elaine Heney from Tipperary is the director of Irish Natural Horsemanship.
She is an experienced riding instructor, has taught in New Zealand, U.K.
and Ireland, and holds the Queensland Natural Horsemanship Australia Level
2 Certificate. She also has five years experience working with international
e-learning IT companies in the UK and Ireland as a developer, manager
and producer. INH was financed by a loan from founder Elaine Heney.
Current Status
Currently, INH’s first e-learning CD-ROM ‘Gentle Horsemanship
for Young Riders’ for ages eight to 13 is available to buy from their
online shop, and also from tack shops and saddlries in the UK, New Zealand,
Australia, America, Canada, and South Africa. Design and graphic work
has started on their second CD-ROM ‘Gentle Horsemanship for Beginners’
for ages five to eight which is due for publication this summer.
Demand for lessons in Ireland continues to grow, from both adults and
children. In association with Brad Weeks of Queensland Natural Horsemanship
Australia, it is now possible for Irish students to train towards the
Queensland Natural Horsemanship (QNH) Level 1 exam with their horse or
pony. Clinics and lessons are ongoing with a charity Irish Horse Welfare
Trust one day NH clinic scheduled for North Tipperary in June, and a childrens
‘natural horsemanship fun day’ in Sligo.
Expansion
Demand for equestrian lessons and clinics continue to grow. As this demand
increases, more clinics will be scheduled and INH’s international
instructors will also be holding clinics in Ireland from next year. With
the expansion of e-learning CD-ROMs, the challenge will be to expand the
sales of the current CD-ROM, and effectively promote and advertise the
new CD-ROM for beginners. Currently a free short demo version of the ‘Gentle
Horsemanship for Young Riders’ CD-ROM is available on the web as
a promotional tool. This is currently being used by pony clubs in Jamaica
and Australia. A short demo of the new CD-ROM for beginners will go live
this autumn.
Future Plans
INH plan to continue providing a website where interested parties can
find out about NH in Ireland and also to continue providing lessons and
clinics around the country. If demand continues to grow, future plans
include setting up agreements with equestrian centres around Ireland to
hold regular day and weekend clinics, and to create a children’s
NH exam system to prepare them for the adult QNH exam certificates. Plans
also include increasing the sales of the CDROMs and working with Brad
Weeks to produce a range of DVDs suitable for adults on the QNH exam system.
Crux Of The Matter
While interest in natural horsemanship lessons and clinics continues
to grow, Heney wants to work on the promotion of the current CD-ROM and
the launch and promotion of the next CD-ROM, in order to maximise sales.
The crux of the matter at present is also to increase sales and sales
channels for the ‘Gentle Horsemanship’ CD-ROM and to successfully
promote and launch the new CD-ROM for five to eight year olds this summer.
QUESTIONS FROM IRISH NATURAL HORSEMANSHIP TO THE PANEL
- INH is now exporting their first CD-ROM to small resellers and wholesalers
abroad, but how can they continue to grow sales, and particularly new
sales channels abroad?
- INH’s new CD-ROM is due for publication this summer so what is
the most effective way to publicise, launch, and promote it?
- Would it be beneficial to look for sponsorship, promotion or distribution
from an agricultural or rural company in exchange for an association
with a quality Irish equestrian educational brand?
Kevin Sheehan, Partner, SME Services, Deloitte, heads up the panel
of experts below who give their advice on how Elaine Heney of Irish Natural
Horsemanship can grow her business.
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| Kevin Sheehan, Partner, SME Services, Deloitte. |
The equine industry in Ireland, although high profile and very successful,
is still a niche industry. Natural Horsemanship is a further speciality
within training circles. Elaine Heney should stop, catch breath, and
consider how products are traditionally brought to market.
Considerable market research normally happens prior to the development
of a new product. What is not clear here is whether Heney has any
information in respect of the size of the potential market for the
CD-ROM products.
Cost V Benefit Analysis
Marketing a product can be a costly business. Without clear goals
as to sales potential, planned margin earned on projected sales,
and production and distribution costs, it is difficult to assess
how much one should, or can afford, to spend on any form of promotion,
other than the website. Numerous options are available to promote
this product ranging from television/radio adverts to less costly
and more focused adverts in trade journals and agricultural publications
and exhibit stands at equine shows. Before deciding on any promotional
spend, consideration has to be given to the potential audience reached
and the sales conversion rate.
Market Penetration
Another approach is to partner with equestrian schools. This will
cost on the margin side due to the schools profit share but could
be a boost to market penetration.
Kevin Sheehan, Partner, SME Services, Deloitte.
Head of Panel for Crux of The Matter.
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| Mary Ryan, Assistant Director, WESTBIC |
Irish National Horsemanship have obviously identified a trend for
a different method of horse training. Having successfully presented
this training methodology in its first e-learning CDROM, the real
issue now is to increase sales for this and subsequent products.
Sales Channels
Key to extending their geographical remit is to increase the level
and range of sales outlets. Attention should be given to increasing
on-line sales outlets, other than through just the companies own
website, as well as aiming to secure a number of international equestrian
chain outlets.
Endorsement
To support an extended sales distribution strategy the promoter
should aim to gain endorsement from a notable person or number of
recognised people across the identified markets that will appeal
to its young audience. This extended campaign could be supported
financially through sponsorship from an international equestrian
brand that could feature in the CD-ROM’s.
Consideration should also be given to changing the cover of the
existing CD-ROM as part of any sponsorship deal. Finally, the promoter
should develop distinct marketing strategies for the sale of the
CD-ROM’s and the development of the equestrian lessons and
clinics.
Mary Ryan, Assistant Director, WESTBIC
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| Mark Fielding, Chief Executive, ISME |
On first read, there seems to be two quite distinct but related businesses
involved in Irish Natural Horsemanship; face to face lessons and clinics
and the marketing and sale of e-learning CD-ROMs. Both of these businesses
require very different resource inputs and the danger is that one
will drag from the other, not allowing either to prosper or grow.
Decide On Priorities
The solution must lie in the phrase ‘horses for courses’,
as there is a world of difference between teaching horsemanship,
in whatever manner, and global selling of educational CD-ROMs, of
whatever sort. Elaine needs to decide on her business and personal
goals and priorities and then begin to plan accordingly making hard
but necessary choices. There are specialist e-learning companies
who have the real expertise in this area and more importantly the
spread of distributors, who could be approached to market and sell
the CD-ROMs globally. Elaine can retain a royalty interest to compensate
for her input and maybe hold on to the Irish market as her sales
area.
Using Expertise
Elaine’s forte seems to be in teaching and holding clinics
for the pupils, both young and old and here is where she can best
use her expertise and limited resources. A further investment in
this area should bear fruit with the resultant increase in take
up of the clinics and teaching.
Mark Fielding, Chief Executive, ISME
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| Ann Murtagh, Business Strategist, AIB |
A well-presented and succinct press release, that attracts the attention
of journalists in the trade or in the press could be a very effective
way for Elaine to launch her cdrom and publicise it. Community involvement
and sponsorship could also help enhance INH’s public image, attract
new customers and build customer loyalty and confidence. An interview
with the press could be rewarding for Elaine’s business too.
Advertising
Trade and specialist magazines could be an excellent medium for
getting Elaine’s message across to her target audience. The
Internet is a cheaper alternative to television and radio advertising
and can combine the graphics, picture, text, animation and sound
capabilities of all the other media to produce attractive and eye-catching
advertisements. As well as having her own website, Elaine could
also negotiate an advertising deal with an existing online publication
or web site which suits her strategy.
Sales Methods
Face to face selling will give a personal face to the INH business
and gains immediate feedback. Trade fairs and exhibitions would
offer an excellent opportunity to promote Elaine’s business
and expand her customer base. Direct marketing, using the post,
telephone or email is a cost effective method of reaching a target
audience, especially an overseas audience. Finally, INH could find
online sales effective for selling to overseas customers.
Ann Murtagh, Business Strategist, AIB
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| Brian O’Kane, Managing Director, OAKTREE
Press |
As a one-stop shop for NH in Ireland, Irish Natural Horsemanship’s
knowledge of its marketplace should be second to none. But INH seems
to have made the classic mistake of making first, finding buyers later.
Rave reviews are no substitute for cash sales.
Market Research
Before doing any more work on the second CDROM, Elaine Heney must
do some market research. First, how many people practice NH in Ireland
today, that’s the current market. Then identify all the possible
horse-related outlets for CD-ROMs and talk to them about their experience,
if any, of selling CD-ROMs. Next, identify other CD-ROM outlets
and talk to them about their experience, if any, of selling horse-related
CD-ROMs. If people aren’t buying horse-related CD-ROMs in reasonable
quantities in either channel, there’s some thinking to be done.
Translate Publicity To Sales
Talk to customers who bought the first CD-ROM and ask why did they
buy it, where did they buy, for whom did they buy. Only then can
INH begin to plan the roll-out of the second CD-ROM. Launching and
publicising it is not the issue, Elaine did a great job first time
out but, without market research, publicity will not translate into
sales. And sponsors will want to be sure that INH can deliver value
to them by putting CD-ROMs into riders’ hands.
Brian O’Kane, Managing Director, OAKTREE Press
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