Posted:13-January-2021
Aspire. Grow. Thrive: Nature Trails franchisees talk innovation
In 2004, husband-and-wife team, Steve Dyke, a business turnaround expert and Alison, a lecturer in child developmental psychology and health, pursued a long-standing ambition to set up Nature Trails, a children’s nursery with its heart as much in the woods and fields as in the classroom.
Here, they talk about their innovative approach to childcare, how Nature Trails has matured over the last ten years, and why they are now branching out through franchising. Matthew Pigott reports.
Field of Dreams
Says Steve: ‘Twelve years ago we bought a rundown farmhouse with a large garden which we converted into a family home and the nursery. At that time I was working as a consultant helping turn failing businesses into successful ones and Alison was a university lecturer in child developmental psychology and health. With our complementary skills and our mutual love of the countryside we had often talked about setting up a nursery centred upon the “outdoors”. The new farmhouse provided the ideal foundation to build upon’
Utilising Alison’s health visiting experience, her extensive childcare knowledge and her vision for a new and exciting style of childcare and learning, the couple set up Nature Trails, a nursery with outdoor play, as well as sensible and measured risk-taking, forming a central part of its educational philosophy.
Leap of Faith
Says Alison: ‘We didn’t want to set up a nursery where children played in a tightly controlled environment watching TV while carers chatted amongst themselves. Nor did we want the only outdoor experience children had to be a small square of soft tarmac with a few toys scattered over it. Before it became widely revered in the Early Years sector, we were one of the first nurseries in the UK to introduce the Forest Schools concept, which specifically focuses on educating children within the natural environment. We wanted to get children outside as much as possible, come rain or shine, walking, exercising, exploring and filling their lungs with fresh air. It’s this approach to nursery care that’s proven extremely popular with the children, their parents and staff members.’
Seeds of growth
Says Steve: ‘At Nature Trails, despite a high level of local competition from other nurseries rated by Ofsted as “outstanding”, we have exceptional levels of occupancy and profitability that far exceed the industry norms.
‘High occupancy is a key benefit of the successful Nature Trails business format. What we’ve learnt is that parents and children benefit from our greater efficiency; parents pay less than they would at equivalent competitors and yet we’re still one of the most profitable nurseries in the UK.’
Another contributing factor to Nature Trails’ ongoing success is the quality of its carefully recruited team of childcare professionals, with high staff retention – a key indicator of a well-run nursery – achieved through the nursery’s ongoing commitment to training and development, and its direct support for staff members that wish to progress to degree level and beyond.
‘Many nurseries fail because they haven’t got their business model right,’ says Steve. But a Nature Trails franchisee in the right property and location, following our proven methods, could be generating in the region of £100,000 profit by the middle of their second year.’
Knowledge and experience – the keys to a profitable nursery
Recent statistics from the National Day Nurseries Association (NDNA), reveal that, of the 20,000 or so registered UK nurseries, the average annual profit for a nursery is £13,600 with around 43 percent making a loss or breaking even. The reason that Nature Trails stands out as one of the most profitable nurseries in the UK today can largely be attributed to the combination of Alison’s in-depth sector knowledge and Steve’s financial skills. However, the real magic ingredient is their abiding passion for making the nursery work at every conceivable level. Franchisees couldn’t ask for a better combination of skills, knowledge, experience and heartfelt drive to help guide, coach and mentor them through to success in their own businesses.
Fear factor
Says Steve: ‘When setting up Nature Trails we were acutely aware of, but certainly not put off by, the issues facing the sector. We set about developing a proven and successful business format that focused primarily on delivering exemplary standards of care and education and an attractive return on our investment. By making the journey together, by learning what works and what doesn’t work, by falling and getting up again, Alison and I have developed a nursery that, quite simply, works. Now we’re in the perfect position to pass our knowledge and experience on to other people who are keen to set up and run their own high quality nursery.
Up and away
Nature Trails is one of the top five nurseries in the UK today. It won the National Day Nursery Association’s (NDNA) Nursery of the Year Award 2013 for Central England, and was shortlisted for Nursery World’s UK Nursery of the Year in both 2012 and 2013.
‘Winning the awards were a real boost for us, and the staff at Nature Trails,’ says Alison. ‘We knew that we were doing a lot of things right, and the awards confirmed it. With our support, franchisees will be able to achieve a similar quality. Both Steve and I are experienced mentors and our aim is to help them every step of the way. We’ll be there when franchisees open their nurseries and throughout their growth. Ultimately, we want to be celebrating with our own franchisees when they get nominated at the annual nursery awards events!”
Location, location, location
Prospective franchisees interested in a Nature Trails franchise will need to rent or buy premises with accessible outdoor space for children to play in and explore.
Says Steve: For anyone keen to join us, we will help assess the suitability of any existing premises they may have or, with the help of our property consultant, assist them in finding and refurbishing a new location. It’s an area we already have a great deal of experience in, and there are clear criteria for what’s required. With our guidance and support, we will make finding the ideal location for your Nursery much less of a challenge”.’
Additional support
‘We’ll also help new franchisees with their local marketing and staff recruitment. Getting these things right is important and we’ll be on hand to help.
‘The main thing for potential franchisees to remember is that the groundwork has already been done: policies, processes and procedures are in place, the operations manual has been written, the logo, branding, website and marketing materials have been designed and the menus, staff contracts and agreements have been developed and are constantly reviewed and updated. Everything has been mapped out for franchisees to access and use before, during and after the opening of their Nature Trails nursery. It’s this attention to detail that reduces risk, improves efficiency, maximises profit and that will help ensure the success of their new nursery business.’
Different and dynamic
‘We’re genuinely proud to have created something innovative and new that children and parents love, and that other people will want to become a part of,’ says Alison. ‘We’re looking for franchisees who share our passion for providing high quality childcare to run their own prosperous Nature Trails nursery business, replicating its ethos and business model.’
