I was going to write a long post about how social media has, and continues to, changed the landscape (industry).
I was going to write a few paragraphs about how Landscape Juice has pioneered a fresh new way of working and sharing for thousands of people.
I was going to write a little bit about how our pioneering financing model has brought a sense of belonging to our community.
I was going to try and point out how we can justify that by charging a small fee we can continue to grow and influence the future of your industry.
But writing loads of stuff isn't really necessary because the Guardian can explain everything I wanted to say much more eloquently and succinctly.
I know we've said similar many times but I wish I'd written this: "We believe that the open exchange of information, ideas and opinions has the power to change the world for the better".
The Guardian is introducing a paid membership model because its readers wanted it to.
This is how the Guardian explains it:
"In various sessions we asked a number of questions of the readers and participants. Would they want something like this again? More generally, how did they feel about the issues newspapers around the world were – and are – kicking around: paying for content v free content, open v closed, and so on.
"The answers were revealing. Yes, the readers definitely wanted more – much more – of this. The prospect of being part of the debates, ideas and conversations we could start and host was immensely appealing. Most readers said they would happily contribute money to the “cause” of the Guardian – but an overwhelming majority also wanted the journalism to be free, so that it could reach the maximum possible audience. A fair number were happy to be subscribers, but the most hands shot up when asked if they would like to be “members”."
A strong community bond
LJN is now over six years old and continues to grow, with almost, on average, two new people joining every day. Our community now stands at 3,900 and is built up of a wide ranging demographic: From Landscapers to gardeners and journalists to suppliers. We've even brought the consumer into our debates.
It is worth posting this again: "We believe that the open exchange of information, ideas and opinions has the power to change the world for the better".
The above statement is exactly true of what you all continue to do here. Many of you know - despite not getting direct credit for it - that your opinions and views have changed much in our industry in the last six years.
We've had some tough talks and we've had a few tough fights but I think those of us who believe in LJN and its shared philosophy, know how important this community has become in the business and personal lives of so many.
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Replies
Stunning parallels.....
Very interesting post which has raised a couple of questions that I hope you would care to answer.
I'm sure it is written somewhere in the plethora of fantastic information available on the site, but I was curious as to what prompted you to start up this facility, and what you were hoping to achieve by doing so?
Then to follow on from that, how do you feel about the situation it finds itself in now 6 years down the road?
What would you like to see as the future for LJN?
Being completely in the dark as to what it would take financially to run a 'community' like this, I wonder if you could shed some light on what it does actually cost you and where the bulk of the time and money has to go? I don't want you to divulge anything too sensitive, just a brief over view would be really interesting.
To echo a recent thread on here recently, LJN has been a revelation for me and my new business. I have no doubt that had I not had it at my finger tips, I would be potentially £1000s pounds financially worse off, and struggling with seeing myself as a gardener, as opposed to someone who is running a gardening business. So many thanks!
Hi Simon
Thanks for your questions.
Landscape Juice was formed initially just as a blog back in 2006 (LJN didn't come into being until 2008).
At first I had two simple ambitions. The first was to help businesses of all sizes by providing a place for them to share information and knowledge. Secondly I wanted to break up the establishment and stop its selfish rampage through the landscape industry.
I had hoped that LJN was more financially secure after 6 years of operation. Funds are needed, not only to run the site day-to-day but also to continue to develop the Landscape engine.
I don't think it would be appropriate to put all of the figures up here but to give you just one example. I paid myself a salary £4,100 for the period 1st January 2013 to 31st January 2014.
In the same financial period 40% of LJN's income was invested into the Landscape Engine. 25% of LJN's income was paid our for editorial services. Other sundry costs include hosting, Ning subscription etc.
Income received is made up of sponsorships, advertising, some consultancy and membership revenue.
I spend a great deal of my time working on LJN business but in the last year or so I have been forced to take on unrelated work to help provide and income for my family.
For the last 6 years, my time working on LJN has been subsidised by my wife. She now spends 10 days of every month in the UK and that is not an acceptable situation for me to be in.
However, having said all of the above, my passion and desire to help SME's is undiminished. I've been asked this question many times before 'What would you like to see as the future for LJN?'.
If LJN just continued to provide the exactly same help and support as it does now I wouldn't be unhappy.
If however we could build funds to provide proper benevolent funds for times of hardship, build our own targeted education services, create a set of open association awards. The list could continue:)
Happy to answer more questions.
Simon Land said:
Just to add. I owned and built up and ran a landscape and garden maintenance business from May 1984 to February 2004. I was in the ideal position to understand the mental and financial challenges that SME's face.
I also understand the huge emotional pressures and the feeling of loneliness one gets sitting in the office after everyone has gone home after a day of work.
Despite being a member of a landscape association for many years (and shelling out £000's) I realised that the focus of existing groups was so wrong.
The vast majority of practitioners didn't give a hoot about awards and champagne parties. They were more concerned about understanding cash flow and how to price their work properly - something even colleges were not really teaching students at the time I attended.
I believe LJN has created so many tangible and intangible benefits that they are often overlooked. It's so easy to take LJN for granted but the consequences of it not being around are unthinkable.
I feel a huge weight of responsibility for finding a way for our community to prosper for the future.
I must say I'm impressed. I've never seen a site or forum owner ever be so open and honest about the way in which they run their 'business', and find the sharing of a few basic pieces of financial information most refreshing. I usually frequent more business related forums, that are professionally run (purely for profit) with very little thought for any kind of 'greater good'. It's nice to see there is a human being behind this site.
Phil, if ever you feel like bouncing any marketing or business development ideas around, I'd be happy to give an opinion FOC. I could certainly help you generate ideas to help the community not only prosper, but provide an even more valuable resource.
Phil. I hope you don't mind, I have a couple of questions.
First, as I'm not 'in the industry' I don't really understand this line
'I wanted to break up the establishment and stop its selfish rampage through the landscape industry.'
If you could explain that, I'm sure it would help us (or me at least) understand what you are trying to achieve.
Also, what exactly is the Landscape Engine?
Those groups would control what they wanted printed and trade media would control what was printed and what they charged. The system was a self-perpetuating round of self-service.
Ordinary practitioners were excluded unless they paid the huge fees of inclusion and jumped through hoops set by these self-serving groups. Editors would only print what benefited their respective organisations. It was a concert party.
Consequently ordinary practitioners had no outlet with which to express their opinions or disapproval.
LJN has changed all that. We've given practitioners the tools to be able to participate as an equal within their industry. Previous incumbents (i.e. the establishment) have had to watch as we grew whilst they stagnate.
Stuart said:
Stuart said:
Thanks for answering all the questions and providing the detail in your answers.
For the average member (like myself) who reads the forum with interest, contributes when necessary, reads your articles etc etc, is there anything I can do as a member, other than paying my yearly subscription, to aid the development of LJN in any small way?