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Lessons From Inspirational Businesses In Rural Australia
I've just been reading "Good Enough Never Is" an inspirational
new book about rural business success.
Written by Peter Kenyon, it comprises 20 case studies of
ordinary rural people who dared to be different and have become
out-of-the-ordinary rural entrepreneurs. The author examines the
attitudes, behaviours and skills that set them apart from most
business operators in rural and outback Australia.
Not only is this book an inspiring and entertaining read, it is
a tool for self-analysis of yourself, your business and your
local community. Not just for rural dwellers either. There is
much that city folk can learn from the amazingly resourceful
people in our regional areas.
Let me give you a glimpse of the contents.
Elvis Parsley My favourite is the story about a fruit and
vegetable store in the small town of Woodford 60 kilometres
north of Brisbane. Like many greengrocers it was losing business
to the big supermarkets and owner Nick Comino realised he had to
do something big and bold.
And that he did, combining his passions for fresh food, fun
and....Elvis Pressley to recreate his store as Grapeland.
In 1994 Nick decked out his store with his extensive range of
Elvis memorabilia, changed his name by deed poll to Elvis
Parsley and "... opted for the looks, the voice, the jumpsuits
and the moves of the King...He gyrates, swivels his hips, bends
the knee and croons into the mike (banana!) with the same
brooding intensity as the King."
Has it worked? Nick has become an icon, recognised for his
innovation and his fantastic contribution to tourism and
business life in his region. To quote again from this wonderful
story:
"Ever since the transformation of the business the joint's been
jumping. Take a jailhouse rockmelon, add some suspicious limes,
love me tender tomatoes, blue swede shoes, and artichoke hotel,
and you're making music at Elvis Parsley's. Nobody has given
Nick the raspberry and the cash register's been raisin hell."
Jah Roc Then there is the story of Jah Roc. Gary Bennett and
David Paris shared a love of surfing and a love of wood. They
developed a business making creative furniture pieces from old
bits of jarrah salvaged from business sites and moved into a
workshop and showroom on a major Perth suburban road. Then in
1993 they made a bold move, many people said a crazy move, and
purchased an old derelict flour mill in the small Wheatbelt town
of York for their workshops and showroom. As Gary puts it,
overnight they went from 70,000 people a day passing who didn't
have the time to stop, to
Associated Websites
York with a total population of 3,000.
Today, Jah Roc is a multi-award winning business, attracts
50,000 visitors a year and now has a second gallery in Margaret
River, co-incidentally very close to some top surfing spots!
Jah Roc has had many decisive moments over the years and these
are analysed in this compelling case study. Perhaps the most
important was when they stopped making kitchen cabinets, at the
time 80% of their business, and focussed on their passion - fine
furniture. Their vision statement is 'to create objects of
desire that withstand the passage of time.'
The Bush Hilton The third and final 'taster' I have for you from
this remarkable book is about an amazing couple Jane and Ross
Fargher. Faced with an uncertain future on their fourth
generation pastoral property, they bought their 'local', a run
down pub in the small town of Parachilna 470 kilometres north of
Adelaide in South Australia's Flinders Ranges. Today the Prairie
Hotel is the most awarded outback hotel in Australia and a
national tourism icon. All the more remarkable when you realise
that Parachilna had an official population of 7!
Today the hotel's accommodation, 'feral food' cuisine and
hospitality are famous. They have blended excellent food,
quality and comfort with old fashioned outback hospitality. In
doing so they have turned perceived disadvantages, such as
isolation, into advantages. As an example here is an extract
from Jane's welcome note to guests:
"Welcome to the remote bush Hilton. We offer more stars than any
swanky city hotel. Shake off your conventional city values and
indulge yourself in the relaxed style that the Prairie has
become so renowned for..."
"We apologise for the lack of TV and phones in the rooms, but
it's a Prairie tactic to flush you out of your rooms to soak up
the environment. A setting sun is worth more than the evening
news! And guess what? The paper is delivered at 7.00am anyway..."
'Good Enough Never Is' and Peter's earlier book, the excellent
'Kit For Small Town Renewal' can be ordered via the Resources
section at www.terrifictrading.com. Look under 'Marketing'.
The author, Peter Kenyon, is a true enthusiast who makes things
happen at the community level throughout Australia, New Zealand
and another 30 countries. I recently heard him present a 'Good
Enough Never Is' session based on the case studies in this book.
It was energising and inspirational. I thoroughly recommend
Peter as a speaker and change agent. He can be contacted at
pk@bankofideas.com.au.
About the author:
None
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