Within eyeshot of Acadia National Park is the Eagle Hill Institute. Eagle Hill delivers “advanced natural history science seminars” and acts as a field research station and natural history library. Weeklong classes (consisting of classroom and field research study) costing $500 are taught by subject experts, typically university professors and authors of natural history books. Attending these classes, for anyone who does not live locally, will cost another $500 for onsite room and board. It appears these classes are pointed towards students of all ages serious about their subject.
I believe an offering similar to this could exist in Indiana.
The unmet need is that of an organization that offers advanced classes to the public on various natural history subjects. These classes would consist of both indoor and outdoor learning.
The prototypical customer might be precocial college students looking for insights not found inside of their classrooms, as well as lifelong learners and naturalists (bird watchers, mushroom hunters, etc.)
The need for an organization that offers classes of this type comes simply from a need deep within the learner to know their subject more deeply. An old motto of Cowell College is apt here: “the pursuit of truth in the company of friends.”
People are currently meeting this need in several ways. First, the Indiana Department of Resources offers the Indiana Master Naturalist program. This takes adult learners through introductory courses on a wide variety of natural history subjects. This program is an excellent first step in the learning process and leaves the learner hungry for more on subjects that interest them. Second, some learners might choose to audit local university courses on subjects of their interest. Third, many lifelong learners choose the self-study option in which learning is gleaned through experience, reading, and talking with others who share the same interests.
I am 100% certain that advanced classes on natural history is an opportunity that exists in the central and north central Indiana regions.
Questions
What are some of your favorite ways of learning about subjects that you’re interested in (field trips, books, attending lectures, educational videos, college courses)?
Have you attended nature center workshops to learn more about natural history? What did you like most or least from these learning experiences?
How would you feel about attending an advanced natural history class covering one of your favorite subjects? What would you feel is an appropriate price for 5 evenings of class?
Response 1
The first individual (Doug) had main concerns of price point and location. Doug said he would love a service like this specifically for the natural history of the Tippecanoe river, near his home. He stated that $200-$250 would be reasonable for a week’s worth of classes. He currently fills this need by the self-study option stated above.
Response 2
Barbara had two main concerns. First was the subjects had to be of her particular interest. Subjects she stated were birding (aka bird-watching), habitat conservation, and land restoration. Barbara’s second concern was price. She said she would be willing to pay a reasonable fee, but did not come to a specific dollar range that would entice her. Barbara was exclusively interested in a narrow range of subjects. Her support (vis-à-vis her dollars) would unfortunately be only several times per year. She mentioned that people do much of their communal learning through attending lectures at local bird clubs and nature centers.
Response 3
Nikki had reservations about being able to attend class for an entire week. She had been meeting this need by the first option, DNR Indiana Master Naturalist classes. Nikki was able to attend those because they held class one per month. This was more accommodating to get busy schedule. She was willing to spend around $100 on a class. She realized the need for additional learning when she became interested in the local flora and fauna.
Reflection
People like the idea. They are willing to spend actual dollars (and are doing so now with the DNR class) on advanced natural history courses. Some of the things that got people’s attention were the local aspect and the expert aspect. People are eager to learn about their local flora and fauna by local experts. People were also interested in the idea of local field trips with other learners.
Summary
My thoughts on the opportunity have not changed much. One of the areas that I did need to allow for flexibility was the timing and frequency of class. Nikki is not the only potential customer who works not be able to meet 5 days a week. I was happy to see positive reception to my thoughts when talking to people.
I think natural history is very cool and there are a lot of enthusiasts whose needs aren't being met. People like this are willing to pay a lot of money for classes since outside of self-studying, they don't have access to the in depth information they want. I think this is a solid idea. Education is something a lot of people have no problem spending premium prices on.
ReplyDeleteTony, I could picture myself booking a weekend or 3 day workshop or retreat featuring birding/flora/fauna and natural history education. I would gift this kind of experience to my mother. A week might be more time than I would/could invest. What a wonderful way for a nature enthusiast to go deep with a local expert. It would seem that you could get a feel in advance from your participants what areas they would like to focus on, so the material could be tailored to their interests. You pair this up with some great local food and wine experiences and I would be happy to go on your email list.
ReplyDeleteTony, I found your opportunity interesting. Personally for me I would not pay for something like this because it does not peak my interest. I feel like the market for something like this is small and it has to hit home for a lot of people to pay for an class like this. I think you were very unique in your opportunity and it sounds like this is something you are passionate about so do not let go of the unmet need. I would just try to find a more effective solution to the problem. All in all, I like how specific and well developed your idea was.
ReplyDelete