University of Vaasa - Vaasan yliopisto

Rationale and Start up
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In this case, our ecopreneur’s background suggests little to prepare her for
entrepreneurship but she does describe herself as being, “quite into eco stuff” - and is,
by her own admission, not simply the driving force behind ecocabin but the “the only
force.” Her rationale for launching ecocabin is very clear: “Flexibility was the real
driving force: lifestyle issues.” She wanted to find some way to both contribute
economically and care for her daughter and family. Starting her own business
seemed the only option - but - that business had to be grounded in environmental
sustainability. Eighteen months later, the business opened under the Ecocabin banner,
although Kate describes herself as “too altruistic” to have a trademark. She reports
that, although “people said to expect 35% lettings in year” (breakeven,) Ecocabin
achieved 70% occupancy in its first year of trading.” It has continued to perform at
levels exceeding this.
Business Skills
The comments above illustrate this ecopreneur’s precedence for a “lifestyle” rather
than a “business.” She asserts “I have an anti-business strategy – and I have the long
straw, I live here all the time.” However, there is also business acumen - she
describes the challenge of “balancing an eco business and marketing it to be
appealing.” The target market is also clearly defined: - “those who are time poor but
have a relatively high disposable income... They can pay me for the time…” She is
also clear about her pricing strategy - “I wanted to compete – not be elitist – but
maintain higher rates than traditional cottages.” However, those rates are not set to
increase by anything other than an inflationary measure, even in the face of demand
outstripping supply. Her rationale? “If I go significantly higher, I will get people I
don’t like.”
Future Developments
Significantly, and despite continued excellent success in the venture, Kate has no
desire to grow the business. When prompted to replicate Ecocabin and thus generate
greater income, her response was “I definitely won’t build another one – money
doesn’t drive me… Ecocabin will tick over nicely and I’ll have more time when the
children are at school.” However, she continues in perhaps typical entrepreneurial
spirit: “I’m going to be a writer next.” Her business goals appear low-key, but are
perhaps, simply realistic: “a network of people coming back; a loyal set of customers;
and further development of the eco – perhaps wind-turbine/photo-voltaic power.”
Major business growth, per se, does not figure.