Why it’s good to be different

Do you watch Dragons Den?

I am obsessed with this program because I love the courage of business entrepreneurs taking their passion for their business into the dragon’s den to seek investment to support the growth of their business.

One episode that captured my attention was with the Secret Garden Glamping, a business that I spotted online in a social media post in December. 

The minute I saw their advert, I was so captured by his Glamping business that I instantly went to try and book a stay only to see that it’s fully booked at 100% Occupancy for the next 18 months! 

So back to the Dragons Den episode …..

Derry the business owner launched Secret Garden Glamping in 2020 during the pandemic. 

With no previous experience in the hospitality or short-term rental sector and having never built anything before, bored in lockdown he built a glamping deck and then a lodge to give him something to do and his vision was to create something that his children would enjoy staying in. 

A few social media posts as he was completing his first glamping project, and he was inundated with requests from friends and friends of friends asking if he would rent it out. 

• He has won numerous awards which he promotes on his website. 
• He went on to build a further 11 units an investment of £500k.
• He rents 365 of the year there are no shoulder or down seasonal periods 
• The 12 units are 100% occupied for the next 18 months. 
• His revenue in 2023 was 1.1M
• Gross profit in 2023 was £880k.
• Net profit in 2023 £470k 

He asked for £100k investment for just 5% of his business to expand the business further and four dragons offered him the money with no negotiated conditions.

So, what is it about this business that has made it so financially and socially successful in an economic downturn and a saturated market and got the four dragons vying to invest in his business?

Here are the strategies which created this strong business brand and direct booking success:

1. This business owner created a stay experience that there is a clear market demand and appetite for. He tested his first MVP (Minimum Viable Product) on his target audience before he invested more money in building more units.
2. He has a clear vision and knows exactly what his target ideal guest wants, and he replicated that model with 12 units which are all unique but offer the same luxury glamping stay experience.
3. He invested in a five-star search-optimised visually attractive website with video, professional photography and great copywriting which draws in his ideal customer.
4. His strapline is “Just bring yourself and we take care of everything else” – he is clear about the luxury glamping experience that guests can expect.
5. He opted for a set pricing strategy, one nightly rate for each property for every night of the year so that his target market of families would not be penalised for pricing during school holidays. His rates start at £210 – £295 per night depending on the lodge size.
6. He leveraged his social proof, reviews, TV appearances and awards to drive more direct bookings.
7. He leveraged maximum online visibility using social media, PR and TV opportunities,
8. He offers extra services that guests want which can be pre-booked through the website adding additional revenue.
9. His occupancy levels and pricing strategy are driving a waitlist demand.
10. He has added a new business service, a franchising business to share his business model with other business owners looking to build a successful glamping business.

As the dragons said, Derry is a very astute businessman who has acted on a very clear vision with proven demand and impressive returns, and they couldn’t wait to invest in him and his business.

This is pretty much a perfect business model example of how to create and scale a high-demand short-stay experience and a brand which builds value in your business should you plan to seek expansion investment or have an acquisition exit strategy.