Imagine the Abundance – Your Urban Landscape
The Urban Consultancy and Design Course experience at the Permaculture Research Institute.
Enter The Permaculture Research Institute’s Nick Huggins, and his Urban Permaculture Landscape Design Course students.
With help from Nick, you’ve sourced all the materials, made sure you’ve stayed within your budget (yea, well… you do have to provide something. A small materials cost will be well worth the expense after that first time you bypass the produce section in the supermarket), and now there’s a mountain of compost next to Gravel Summit and The Great Wall of Strawbale all ready to somehow be transformed into your new backyard garden. Oh yea… and that pesky depressing paper? It’s there too… along with many more like it, waiting to meet what you hope will be their final resting place.
With great anticipation, you try to envision how those pieces might all fit together. You imagine watching steaming piles of compost being shoveled atop some pathetic politicians face. "That’ll do ’em right," you mutter out loud with a sinister grin.
The Business of Permaculture
Nick brings an interesting approach to teaching permaculture. One that, I personally believe, is not taught or even talked about enough in permaculture circles. Nick uses his time in the classroom to show students the viability of permaculture as a model for ethical and profitable business.
Profit. The word itself can drag up some of the same feelings and emotion as those grim Sunday headlines. In fact, some might say that many of those headlines are the result of our profit driven society. In permaculture however, we take every opportunity to see how a problem can be turned into a solution… how wastes of one system become resource for the next.
Profit, itself, is not inherently evil anymore than a hammer is a weapon. Like any other tool, it’s all in how we use it. The ethics of permaculture (earth care, people care, share of surplus) not only provides some direction to how we might use profit for good… it directs us clearly to share it for the good of people and planet. Imagine if all the world’s financial transactions were guided by these ethics?
Sharing the surplus of his successes in permaculture business has allowed Nick to grow permaculture’s reach into new demographics that would otherwise go unserved. Our clients, the Finlayson’s, are the latest beneficiaries of that surplus.
The Garden of Your Future
It’s Wednesday morning, a light rain just thinned out as a bus full of permies pulls in to the drive. You can hardly contain your excitement as this international team of permaculture interns greets you.
After a quick brief, the team gets to work marking out the design with a can of blue paint as you try to envision the plants draping over the edges of thin blue lines, heavy with produce.
As images of your future garden flash before your eyes the reality is manifesting in front of you… you stare intently, trying not to blink fearing you might miss the amazingness of it all unfold.
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Special thanks to Mark Finlayson and family for the wonderful hospitality and time lapse photography and all the students, interns and teachers of the PRI who made this such an amazingly inspirational experience.
Looks like everyone had a great time at the Urban Permablitz. However, I am really wondering about the “market” for this outside of “free garden design and install”. I have no problems with anyone making a profit out of permaculture at all. In fact I fully support ethical business in whatever form it may take. I do have a problem with someone saying there is a market when perhaps one does not exist. Has the person running this course actually done any market research to evaluate the market (say in Sydney) for urban design. I can guarantee there is a perfect market for “free” design. If the market research has been done, perhaps he could give us peek at the broad results that is not going to give anything away. It would be a good marketing tool for his course as well.
Hi Joni
I was doing this as a business and doing very well financially and having a great fun learning experience in many ways, from 1991 to 1996 on the Sunshine Coast north of Brisbane, Queensland, Australia. The opportunity is even greater now and the demand much higher. You can also educate, learn, earn and give all at the same time too.
Hi Geoff
So you just put a small ad in the paper and offered people a free 1 hour design consult and then a cerain percentage of those people would get you to do a more detail design and possible installation??
What was your conversion rate o0f free consults to getting paid work and what do you think is fair to charge on an hourly basis for design/installs?
Cheers
Steve
Much appreciation for all the work you are all doing through PRI & your documentation for outreach via the Internet! This is the true “royal” you all …
Urban eco-agriculture will become an ever-more urgent market & will require experience & expertise to fill many needs. Cities have developed mostly in appealing arable areas & still have most? of the reliable access to water delivery. Climate change will drive the need for urban development of eco-agriculture & Permaculture has been the leading edge for decades.
Here is a link to 9 brief, recent video views of the city-lights on earth – from Ron Garan, an American astronaut on the International Space Station – posted by a colleague on Google Plus. I was stunned to see how much of the arable earth is involved in urban development.
https://plus.google.com/u/0/photos/106740985092016165774/albums/posts
I hope to work with you going forward – back soon! :-)
Thanks Geoff. I actually heard you were buying and selling property at that time. While I appreciate your comment, it is not quite quantitative data and not really applicable to the ‘now’. I do not see the demand here at all especially in this economic environment. In kicking off a new business, especially in which one is going to sink some substantial funding and given the horrific failure rate of new business, nothing beats basic market research. If there was that much of a good market I am confident the landscaping crew around would be salivating. It seems it is not even worth their while to claim ‘organic’ let alone ‘permaculture design’ which in a permablitz situation is often somewhat dubious anyway really.
Dido, Geoff’s comment. The demand for permaculture design specifically is rather large in my region of the US. Veggie garden install, even more! It takes committed, professional, and skilled people to make it sustainable over the long-term, but with these qualities the demand is abundant. Nick’s course is just helping to develop the students in the class with the right qualities to be successful it would seem. We need a lot more of these courses that give folks that have the ecological design background of a PDC, the practical skills necessary to pull off running a design firm.
Hi Joni, I appreciate what you are saying, but I would also suggest that conventional “markets” and conventional “market research” are not necessarily sound concepts any longer primarily due to the advent of Internet and Social Media.
I have recently started my own Permaculture business in a way that is anything but conventional. Conventional “market research” is expensive, and becomes outdated quickly. I do my own market research on the bus, on the train, via email and more in every communication I have with people by asking them and crucially listening to what is wrong with the current systems. I am developing business ideas and services based on this in small successive steps.
In essence I am applying the Permaculture Design methodology to the very business model I am using not simply as a service to teach people with or to design their sites.
I am in Malaysia and on any given day I will communicate with people from the U.S. Australia, Turkey, Saudi Arabia, Pakistan and so my market is Global. I can see so many opportunities from these interactions and I can say quite confidently that the demand for Permaculture Design is literally unlimited. It is also about perspective. Everyone needs a garden although they may not realize it yet, that is the stance of a optimistic marketer which I consider myself to be.
From the ashes of these crumbling corporations and banks will come the fertility for a new growth of many smaller and more diverse enterprises that will serve more people much more effectively and with better quality. This is what I believe.
I agree with what Giovanni is saying. I think it’s very rare that a market is just there for people to take advantage. More often than not, especially as pioneers, we have to build the market by educating people why the product we’re selling is something that will make their lives better. (fortunately, we are actually being honest when we make such claims).
Believe me, in a city like Sydney, even if it’s not immediately apparent, there is a market waiting there. If you have a portfolio that showcases your work and you can convince a person how money spent today will bring them true food security and abundance tomorrow through your work… you’ll have no problem finding work.
If you you’re convinced that the market isn’t there… you’ll never find it. But if you trust that the market just needs a little cultivation… you’ll be rewarded with abundance.
I personally find Joni’s comment hard to comprehend. Perhaps Joni is living in a special part of the world, unaffected by the economic crises being played out, and where everyone around him/her has even now a rose-tinted view of the future?
For the rest of us, life is getting challenging, and that translates to an immense interest in building resiliency. This is why, for example, allotments in the UK are in such demand they’re getting harder to find, and in the US interest in gardening and seed sales are seeing double digit growth.
If we think these people are not interested in techniques which translate to less labour hours whilst increasing yields, sustainably, then I think we just do not have our finger on the pulse of present trends at all.
we regularly get asked to quote on permaculture consult + design jobs in Sydney (once every two weeks?), even tho Nick stopped taking on consult work at the start of 2011 till further notice (gotta build a house, establish a farm, etc). Currently we pass these requests on to others in our network who are actively designing in Sydney.
Given that we don’t advertise consult or design services at all at the moment, I’d say one request every other week gives a fair indication that there is a market in Sydney…
Also, some of our former students (I can think of 6 immediately) are currently starting up permaculture design services in Sydney, due to their own market research. It’s early days, but they’re all getting work.
Charlie from Ecolicious, http://www.ecolicious.com.au who teaches our aquaponics courses, is completely swamped with work in the permaculture/aquaponics/vertical gardens scene in Sydney…
You might have to grow your own market (as opposed to expect it to come to you) but i think it’s definitely there if designers get their strategies right…
You could also look at Adam + Dan’s work at VEG in Melbourne – plenty of effective permaculture design going on there, supporting multiple families with right livelihoods: https://milkwood.net/2011/10/26/funky-urban-permaculture-designs-by-veg/
Adam from VEG is teaching with Nick + Alexia Martinez (another urban permaculture designer) on our January Urban PDC in Sydney, which will be great: milkwoodpermaculture.com.au/courses/details/63-sydney-summmer-pdc
So yes. In short, I would say the permaculture design work is out there in a city like Sydney, if you are willing to make it happen.
Either I have not been in business for some time or the requirements for obtaining a market in anything have changed. I am certainly not one of those who sells the “crisis at every corner” hypothesis or “the end of the world is nigh”. I guess if conspiracy theories is all that is all you read and publish then you may be in your bunker right now with those who believe that lizards are inhabiting the bodies of our political leaders. There is great money in fear mongering it seems but it does not appear to be too ethical to me. As for ‘optimistic marketers’ the dole queues are full of them and they then tend to rather bitter about the experience. Certainly no basis on which to invest your hard earned money. Solid market research to establish who might just change their mind if the right questions are asked is. A comment on your turnover would be welcome Jason or were you also on the last course?
Nice story Theron, Joni’s comments are just a continuation of some mysterious problem had with Nick, or someone, from a few months ago, or something, who knows what?
Most of the 1st world is urban,so that’s probably a few billion people in need of transition. So a huge future for permaculture lies with rehabilitating that urban framework. How we do it is only limited by our imagination, and I think the potential might be unlimited.
Joni, you mostly seem content to nit pick, time waste and demand answers of people who have no obligation to tell you anything. What is that all about really? Not busy enough for you out there in the real world? Can’t find enough Permi work to do? There is plenty out there, paid and unpaid. Perhaps I could suggest a little market research to keep you busy.
As with any permaculture design, you assess the situation, in this case the market, come up with a plan, and you give it your best shot, learning all along the way. The principle of starting small is particularly useful. I’m sure if you created a huge business plan and invest a bunch of capital into equipment, labor, market research, etc, your business will drop like a bomb no matter the economic state of affairs; “the bigger they are, the harder they fall”. My suggestion is to diversify your income streams, “don’t put all your eggs in one basket”, and gradually you will find what works without taking too much risk in any one direction.
On another note, in my experience people are done with traditional landscaping and landscapers. What is desired is skillful designers that don’t leave the client with huge water, maintenance, and fertilizer bills for decades after their done. I generally end up saving my clients money in the long run by reducing grocery shopping, lawn care, utilities, poor design repair, etc.
I really shouldn’t respond Joni, as it’s pretty clear that, as I’ve said to you in another thread and as Carolyn has pointed out above, you seem to have some wound festering in your mind that’s spoiling your objectivity, or suchlike, but I can’t help but wonder what ‘conspiracy theories’ you’re talking about? Is the presently occuring economic collapse a ‘conspiracy theory’?? And, more, is it on a par with lizard politicians???? If so, that’s a very unique observational commentary on current events, and one I feel would probably get you physically assaulted by a great many people who are presently homeless or on the knife edge of being so.
It sounds like you’d rather we reassure the world, like the advertising world and the mainstream media do, that everything is fine with the world. There are no soil depletion issues, no need to consider phosphorus cycling, no water worries, and certainly no energy/economic crisis. And permaculture? Who needs it, yeah? Cargill and Monsanto have agriculture well sorted, yes?
It sounds to me like you’re regularly browsing (and commenting on) a website that is fully misaligned with your view of the world. As such, perhaps it’s better you find a site that aligns better?
Joni, Turn over? ZERO. I have built my business slow and steady, all the way to success. Worth noting, I don’t define success as running a huge outfit making tons of money. I make a living, I am a happy human, I have a great community around me, and I do work that moves society to a more just and regenerative place. I don’t advertise, have no website, only word of mouth. I have phenomenal relationships with my clients. Not that this is going to persuade you or anything. And, no I was not on the last course, I just recognize good work when I see it! You seem rather bitter. I am sorry about whatever experience you had that contributed to making you so skeptical of the good work others are doing; the world can be a hard place, I know. If you’re looking to pick a personal risk free e-fight, you’re in the wrong place. And if you want some suggestions of places to go vent your anger, I’m happy to point you in the right direction.