This post was co-written by Jessica Hunt and Kali Wasenko. Jessica Hunt is the Attorney Advisor for the DC Office of Disability Rights, and is a licensed attorney in DC, KY, and VA. Kali is an External Engagement Specialist at the DC Commission on the Arts and Humanities, and a disability rights ally.You could say I’m an adrenaline junkie. For my 31st birthday, I decided to jump out of a perfectly good airplane. That fact alone may not make me much different from a lot of the adventure seekers you see in your business every day. Here’s what makes me different: I’m a person with a physical disability. In the US, there are 57 million people with disabilities-a potential well of untapped customers! These are people who thrive on adventure, seek cool vacation spots, and are willing to pay for unique experiences. I’m here to tell you how to get us in the door and provide an experience that keeps us coming back for more.

What Should You Know?

Customers with Disabilities Are Good for Business

You may already know that your business has a legal obligation to provide services to customers with disabilities. What you may not know is that those customers with disabilities spend an average of 13 billion per year on travel and unique experiences. And just like any other group of people: if you provide excellent service to one, we will tell our friends. Take me for example. Since my first jump, three of my friends with physical disabilities have also fallen out of planes on purpose…and loved it. Their decisions were influenced by my positive experience with a local business in my area. And, of course, also influenced by the fact that I survived to write this post!

Accessibility Doesn’t Need to Cost an Arm and A Leg

When you think to yourself about what makes a space accessible, I am willing to bet that most of you picture ramps on buildings and grab bars in bathrooms (read: things that cost your business money). But... Accessibility doesn’t have to cost an arm and a leg!In fact, some of the easiest modifications you can put in place to accommodate customers with disabilities come at absolutely no cost to you. Like these:

1. Train your staff to use respectful language.

Using the right language toward people with disabilities can go a long way in making us feel welcome at your meeting or event. Putting the person before the disability is what is called “Person-first language”. This is the most common form of respectful language toward people with disabilities. Many states even recognize it by law. Not sure what to say, or how to address a person who walks through your door? The National Inclusion Project has prepared a handy cheat sheet for just such a tongue-tied moment. You can find it here.

2. Eye Contact is Key.

Even if you’re saying the right words, eye contact is key. You should speak directly to with person with a disability, not just with their family, friends, or travel companions. This shows that you acknowledge their personhood, and want them to enjoy everything you have to offer.

3. Evaluate your space.

Accessibility is more than just a ramp and a smiling face. It’s also a willingness to accommodate more than just a wheelchair. You should consider whether your space is equipped to welcome guests with service animals. Or whether your videos have captions.

4. Get Training for free.

Consider ways your business can provide accommodation to your guests for free. Training staff to assist customers with mobility disabilities or guide people who are blind or low vision costs nothing but a little time and flexibility. And…There are resources to help!The US has ten regional Americans with Disabilities Act (ADA) Technical Assistance Centers who are at your service to provide free in-person and online training on accommodating your customers. They are available to answer your questions by phone in real time too. Find your nearest Center here.

5. Look at what Other Businesses are doing.

Consider business models like yours, and look at how they have made their experiences accessible. Don’t try to reinvent the wheel. Imitation is the sincerest form of flattery, right? It can also be the most profitable.

6. Use volunteers.

Don’t be afraid to use volunteers. There may be a qualified American Sign Language (ASL) interpreter near you looking to get some hours toward a new certification. Offer them a chance to partner with you when you have a request from a Deaf patron.Free interpreting services for you + free certification hours for the interpreter + effective communication for the Deaf customer = a winning experience for all involved.

What if you can’t meet your customer’s needs?

If your space, meeting or event does not address a particular customer’s needs, don’t turn them away. Let the customer tell you how they would like to proceed. It is their experience, after all. You are just bringing them to it.

No Two People Are the Same

As the largest minority, people with disabilities are everywhere… and we all experience life differently. When we travel we bring friends, and sometimes, those friends are also people with disabilities. I often travel with my boyfriend, who is Deaf. When it comes to access, we have completely different needs, but that does not mean we should not be able to experience things together. It is important that your staff knows how to handle a group with multiple chair users. Or people who are Deaf and/or Blind, and with people with intellectual disabilities. Just because you’ve seen one of us, does not mean you’ve seen all of us. As long as you start from a place of respect, we will know that you care about our experience with your business.

When You’re Not Sure What to Do, Just Ask

If this is your first time interacting with a customer with a disability, relax. Assumptions help no one.If you’re not sure how to accommodate a person with a disability, just ask that person what they need. Even with all the technical assistance resources you can access, the knowledge that comes from your customers’ personal experience is often the best resource you can consult. If my skydiving instructor Mario hadn’t asked me what would be the most comfortable way for me to exit the plane, he wouldn’t have known what I need to keep me safe. And I might have missed out on incredible views like this one:

Look at that sunset! I was upside down at the time...but I saw it...eventually.Image Description: A glowing setting sun behind clouds and a distant horizon. The silhouette of two, connected skydivers falling upside down are on the left side of the image. Their parachute has just deployed.But because we had that conversation, my birthday sunset skydive was a success... And I lived to tell about it. Don’t just take my word for it. Watch the Disability Sensitivity Training Video prepared by the DC Office of Disability Rights for a few more pointers from people with disabilities themselves. Still need more info? Contact your local disability rights office. They can talk through scenarios with you and help you ensure that you are providing customers with an experience that is both accessible and fun.

Improving Accessibility of Your Business

Now that you know improving accessibility can lead to new and more satisfied customers, are you prepared to take the next steps? There are many ways you make changes today. To get the ball rolling ask yourself the questions we wrote below. These questions will help you think about different types of access needs. Once you’ve mastered these topics, ask your new customers and friends with disabilities what else you can do to be a responsible business.

• Do I advertise to advocate groups?
• Are my staff members knowledgeable of the rights of guests with service animals?
• Can customers with physical disabilities get to my business/the meeting location?
• How can my product be modified to reach new customers with disabilities?
• Do I know how to get qualified ASL interpreters?
• Do I have a budget set aside to provide qualified ASL interpreters with proper notice (3-5 business days) or other requests for reasonable accommodations?
• Are my staff members trained to provide excellent customer service to guests with different types of disabilities?
• Do I have a plan to support customers with disabilities in an emergency?

Additional Resources

None of these are paid endorsements; they are just links that I think you might find helpful.ADA Center LocatorADA Leadership Network General ResourcesBusiness Case for Effectively Serving Customers with DisabilitiesCustomers with Disabilities Mean Business: The Spending Power of the Disability CommunityDisability Sensitivity Training VideoDisabled Sports USAGet Certified as an Inclusive Fitness TrainerNational Disability Rights Network Contact ChartNo Barriers SummitSmithsonian Institute Accessible Exhibition GuideTips for Creating Accessible Electronic Materials

This post was written by Josh Oakes. Josh grew his local tour company to millions of dollars in annual revenue and sold it for $1m+ in June 2017. He has now founded the The Sunshine Tribe, where he helps tour and activity operators across the globe build amazing businesses and create awesome lives.In 2007 my wife and I started a Day Tour company in Melbourne, Australia. We had no experience in tourism, no experience in business, no networks, no support, and no cash.After two years of 60-hour weeks, we were taking home $20,000 a year and had nearly thrown in the towel more times than I could count. Fast forward 7 years and we had grown that business to more than $2 million in revenue annually, before selling in 2017 for 7 figures.This was achieved without working ourselves into an early grave. With a great lifestyle where we worked remotely, travelled regularly, enjoyed all the things that we love about life, and empowered others to run our business as it grew.We were able to only work on the parts of our business that we loved.Now we help tour and activity operators, travel professionals and small tourism businesses across the globe build amazing businesses AND create awesome lives, through our new venture: www.thesunshinetribe.com.As a Tour Operator, we never worked with Viator, Expedia, or any other of the big Online Travel Agents. We built our business to more than $2million in revenue annually without generating a single dollar in revenue from these guys.I’m not trashing them, and I’m aware that they are hugely important for many tour operators, it’s just that I’m a bit old school.I’m a big believer in building a great business by building awesome relationships with partners that really get to know you, your business, your people and your products intimately.And vice versa.You can’t build that kind of a relationship with a large OTA. It’s almost impossible for them to get to know you. They know little, if anything, about your company, or your team, your tour guides, or your vehicles. They haven’t experienced your tours and they don’t know really what their customers are saying about you.Anyway... the purchase of Viator by Trip Advisor got me thinking:In the ‘travel world’ this has obviously been a big topic of discussion and most tour and activity operators are pretty miffed about it (understandably so). Tour operators are feeling the effects.The general consensus is that it will have a negative impact on their business. They are now forced to change their pricing structure to include a commission. Some have even described handing over a 20-30% commission to TA as potentially being the ‘death’ of their business.Now, for a business like ours that never generated a single dollar in revenue from Viator in over a decade, I get it that many people may have a different perspective to mine (it’s impossible for me to understand everybody’s individual business model).However, could the purchase of Viator by Trip Advisor be a great opportunity for many tour and activity operators?I say yes.Sometimes every small business needs a ‘jolt’ and this could be it.

Every small business needs a "jolt", and Trip Advisor buying Viator could be yours.

You may be working your tail off - but it’s still very easy to become complacent and neglect many areas of your business. Maybe this is the ‘jolt’ that forces you to take a step back, think outside the box, and put a magnifying glass on every part of your business.Think deeply about how you could improve your business and about the directions you could take it.Are the sales that you generate via Trip Advisor an important source of revenue for you, and you are now worried that these sales will start to cost you 20-30% in commission? Here are a few questions that you could ask yourself to see if you can flip this around. Maybe it is a great opportunity to make yours a better business long term.

Can you re-examine the pricing and the inclusions in your tours?

Whether you are at the high-end or at the low-end of tours, I’ve always believed that if you are ‘the best’ and/or ‘the only’ at what you offer, then price becomes a whole lot less important.Is it so bad to be more expensive than others? Maybe, rather than ‘raising your prices’, it could be seen as a great opportunity to tweak and improve what you offer.Yes, some international and domestic tourism markets are price sensitive - but many more are focused on value and finding out from you how you justify your prices - how you’re different and what they are getting for their money. Rather than a price increase, perhaps an improved and more unique product at a slightly different price point is the answer.

Can you explore new revenue streams?

Can you put an end to what is possibly an unhealthy reliance on one OTA and spread your eggs across a number of baskets? Explore different revenue streams? Identify specific international markets and target them? Find new partners? Create different divisions to your business? Create a range of upsells and make more off each tour?

Can you increase capacity?

Can you scale up? Can you put the systems in place to ensure you can deliver your tours in greater numbers and ensure you maintain quality and consistency? Can you improve your recruiting and training process? Your operations processes? Can you source a bigger and better supply of quality touring vehicles for those peak times?

Can you dig into your numbers and reduce expenses?

There’s so much to do as a small tour operator. Sometimes the one thing that’s most important to your bottom line is the thing that gets neglected because you’re too busy ‘running your business’.

Sometimes the one thing that’s most important to your bottom line is the thing that gets neglected because you’re too busy ‘running your business’.

Get forensic on your fixed costs and cost of sale. Put a microscope to everything in your financials line by line. Examine every expense that runs through your business. Examine your suppliers. Are you getting the best deals? Are they the right supplier? Examine everything. Utilities, SEO, tech support, motor vehicle expenses, business banking fees, insurance, phones...everything. If you don’t ask, you don’t get.We did this in 2016 and we were able to reduce expenses across our business by 13%. It made a massive difference to our bottom line.

Summing up

I’m sure that there are plenty of frustrations out there, but perhaps this could be a blessing in disguise for you and the catalyst for great things for your business.If you enjoyed this article and found it really helpful, please take a moment to download our 'Idea' to '7 Figure' Blueprint HERE.It's a look 'behind the curtain' at the step by step process we took to turn a vague idea into a multi 7 figure tour business.Enjoy!Josh OakesFounder of The Sunshine Tribe

We'll spare you the over-quoted Shakespeare line and get right to it: Names carry a lot of weight, especially when it comes to business. But picking the right one can be frustrating and cause hair loss.

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Plus, there's more to it than whipping up something creative or witty and calling it a day. A name can significantly impact the long-term success of a company, which is why it's important to understand what separates the golden eggs from the duds. Before pulling the trigger and ordering a year's worth of business cards, here are nine tips on how to pick a great name for your tour, activity or rental business:

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1. Make It Stand Out, or "Stick"

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“Stickiness” is a term experts use to measure how memorable a business name is. If your tour, activity or rental venue is located in an area with a healthy tourism economy, standing out from the pack is inarguably one of your biggest ongoing challenges. When brainstorming, think beyond titles that simply tack your name onto the beginning (for example, "Annie's Tours") or could easily be confused with a competing business.

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‍Tip: The better a business name sounds out loud, the easier it is to remember. Bonus points for alliteration!

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We're already getting ahead of ourselves, though. First, do some serious reconnaissance and get a lay of the competitive landscape. You don’t want to face the repercussions, legal and otherwise, of being the second Dan’s Camping Rental in town. On top of this, think about how your name can differentiate your brand from similar nearby businesses. According to Entrepreneur Magazine, 90 percent of businesses choose names that sound the same as their competitors. Don't make that same mistake!

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2. Use Online Tools

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Before settling into some serious spitballing, check to see if a domain and/or social media handles already exist for any of your favorite candidates. This will eliminate potential names before you plunge into the brainstorming process. Here are two things to keep in mind:

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.com is King

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It's best to stick with a .com domain name. Why? It's what people are used to, and keeping with the status quo (in this case) is an indicator of the credibility of your business. A .com name is easy to remember and eliminates the guessing game, so get creative and exhaust all your options before considering the alternatives.

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‍Tip: Even if you do get the .com name you were hoping for, it's smart to buy up a few other generic top-level domains as well if they're available (namely, .org, .net, .info and .biz). Conduct an instant domain search with Domainr to see what's available and what's taken.

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Get a Handle on the Social Media Situation

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Ideally, your social media handles will match or closely match the name of your business. If you're in love with a certain name, but most of the related social media handles are taken, maybe go back to the drawing board. Remember: It's all about making your business easy to search and discover online.

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3. Keep It Simple

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Know your target audience when formulating a business name, and aim for something that's easily shared, looked up, or found via voice recognition through intelligent assistants like Siri, Alexa, Cortana or Google Now. Shoot for a title that doesn't require a lot of guesswork when it comes to spelling or pronunciation, and is memory-friendly (meaning, no acronyms, no puns with awkward or misleading spelling, and nothing too long). Also, it can't hurt to start with a letter that puts your business at the front of alphabetical listings.

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Another preemptive measure that will save you some serious copywriting strife? Think about where your business name will have to fit. If you haven't experienced the singular joy that is cramming a bunch of important details into an email subject line, a 144-character tweet, an advertisement, or any other type of promotional marketing material where space is limited, trust us: Future you will thank present you for picking a product name that's not overly complicated.

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Aim for a name that's easily shared, looked up, and remembered

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4. Be Careful With Quirk

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Don't get us wrong—we love a little wordplay and alliteration. But while you may be excited by the prospect of using a buzzy, made-up word for your business, it’s probably best to be more straightforward within the tour, rental, and activity industry. Be careful with puns, too, as they don’t always translate well in other languages. If you are considering the whimsical, punny, or alternative spelling route, ask yourself: "Would this appear on a TV sitcom parodying Silicon Valley companies with ridiculous names? Would it appear on a Business Insider list of company names with hilarious double meanings?" If the answer is yes for either, maybe think it over a little more.

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‍However...we also want to throw this out there: None of the tips in this article are absolute, so keep that in mind and don't be discouraged by general guidelines that put a damper on your brilliant idea. For example: Take one of our clients, KitTea Cat Cafe in San Francisco. Sure, it's a quirky pun, but it's very fitting, fun to say out loud, super memorable (sticky!), and gives you an idea right off the bat as to what the business is about: A cat cafe with tea! Every business is unique, and there's no one-size-fits-all equation to coming up with the perfect name.

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5. Consider SEO

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What is SEO again, you ask? (Hey, this is a judgement-free zone). Search engine optimization (SEO) is the practice of taking certain steps to help your website show up higher on the search engine web page (a.k.a. Google). One of the best ways to get your business to rank high in organic search is to give it a unique name that sets it apart from similar businesses. We like these practical tips from CEO Phillip Davis of Tungsten Branding:

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• Avoid acronyms and initials ("ABC Party Rentals)

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• Avoid superlatives ("Premier Tahoe Tours")

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• Google your name choices to see how many results are returned. If the results number in the tens of thousands, think again.

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• Don't worry about building a business name around keywords. For example, if you want your business to rank high for the keyword phrase, "Awesome Kayak Rentals," you don't want your name to be awesomekayakrentals.com.

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• Ideally, your brand name will also be your domain name (or they'll be very similar)

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6. Make Sure it Makes Sense for Your Business

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When it comes to naming your company, make sure it actually works for your business. Can someone looking for the services you provide ascertain as much from hearing your business name? If not, you may need to rethink it.

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7. Take a Cue From the Big Guys

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Entrepreneur and startup advisor Peter Gasca cites the 5-10 Rule, which postures that many successful companies in recent history have five to 10 letters in their name; at least one hard consonant; and (often) repeating lettering: For example—Google, Apple, Exxon, Yahoo, Starbucks, FedEx, Amazon and Hasbro, to name a few.

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‍However...we know that comparing tour, activity and rental businesses to tech giants like Starbucks or Google is an apple-to-oranges scenario. It's not exactly easy (or logical) to cut "Bayou Boat Tours" or "Crème De La Crème Culinary Classes" down to 10 words. We do agree, however, that simplicity, uniqueness, and memorability are great qualities to aim for when coming up with a name.

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8. Consider the Future

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You don’t want to limit yourself with a name, so choosing one with a specific place or product may not be the best choice. Be hopeful/mindful of your future goals, and consider picking something that allows for expansion and growth. At the very least, apply this advice when selecting a web domain.

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For example, let’s say a business named Peddling Pete’s Bike Tours opens in Hudson, New York, with the domain www.peddlingpetesbiketourshudson.com. Down the line they may want to expand, and open multiple locations throughout the upstate New York area—leaving them with a name and domain that are no longer reflective of their broader business model.

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9. Reach Out for Feedback

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OK! So you’ve come up with a few solid options and it’s time to test them out. Take whatever you’ve been working on and put it in front of your closest, most trusted advisers. Potential customers, investors, collaborators, and co-workers are all excellent sources when looking for a second (or third or fourth) opinion. A fresh set of eyes always bears the potential of bringing new insight, and can draw attention to things you might have otherwise totally missed.Taking all these factors into consideration can pay off when it comes to brand recognition, long-term growth, and making your business easy to find online. But at the end of the day, it's your call to make, so go with your gut. Your business is your baby, after all!

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Read about Dylan's Tours and how they became one of the largest operators in San Francisco

Unless it's a hilarious kitchen apron, or an electronic Chewbacca mask, our general attitude towards one-size-fits-all products is...meh.The same thing goes for the needs of rental businesses—particularly when it comes to setting up pricing structures: This is no one-size-fits-all scenario. It may seem like a simple undertaking on the surface, but there are many nuances that make it complex and highly specific to each outfitter.Consider all the variables that can affect pricing:

• Seasons
• Time of day
• Duration
• Group size
• Add-ons such as equipment kits, insurance, wetsuits, GoPros, etc.

Keeping track of all these variables with a spreadsheet (or worse—by hand—with ledgers!!) can be time consuming, confusing and tricky. It's important to have a robust online booking software to support all these variations and help manage pricing options, but how do you pick the correct option for you?To avoid investing in an online booking solution that only works for some parts, but not all of your rental business, use this checklist to ensure your system can handle the following complexities:

1. Seasonal pricing

Look for software that allows you to create your own seasons with a date range.

Different seasons call for different rental rates. For example, if your bike rental business is booming during the summer months, you might want to capitalize. So during this peak season, you increase pricing by 20 percent while demand is so high. Later, as bookings wind down with summer, you lower pricing by 25 percent to attract more customers.Point in case: Your online booking software should give you the ability to create different pricing schemes throughout the year. Look for software that allows you to create your own seasons with a date range. Peek Pro features seasonal pricing, which automatically adjusts prices for your activities depending on the day of the week or the time of year.

2. Multiple Rental Pricing Methods

Not all rental equipment is used the same way—or for the same amount of time. That's why it's important to consider which pricing methods make the most sense for certain types of equipment.Take, for instance, bike rentals. One customer will come along and rent the bike for, say, three hours, which makes an hourly rental rate the most practical choice. But if you're renting motorboats at a popular lake destination where visitors flock for vacations and weekend getaways—it makes sense to charge a daily rate. Or perhaps you specialize in glow-in-the-dark stand-up paddle boards. Consider renting them out at a nightly rate, so people can paddle as late as they want and return their board in the morning.Tip: If you're like many watercraft rental businesses and offer guided tours and activities in addition to equipment rentals, it's important to choose an online booking system that also lets you charge a per-person rate.

3. Parameters For Inventory Availability

If the mere mention of "inventory management" brings on a pounding stress migraine, it's a sign: your online booking system isn't pulling its weight! Look for a software that lets you specify availability time windows for each piece of rental equipment (i.e. a specific type of bike) or for groups of rental equipment (i.e. all kayaks). The right rental software will also make it a cinch to take inventory offline for needed repairs, and even schedule recurring maintenance windows.

4. Scaling Discounts For Different Group Sizes

By offering a more appealing per-unit pricing structure, larger groups know they’re getting a great deal.

If your customers are getting a discounted rate for booking as a big group, make sure they know it! Use a robust online booking solutionthat lets you to create multiple pricing groups (e.g. 1 to 9 people and 10+ people). By offering a more appealing per-unit pricing structure, larger groups know they're getting a great deal.

5. And Don't Forget...

Beware of Generic Software

As you've probably already guessed, generic software doesn't work very well in the rental pricing space. Look for an online booking software created by a company with deep expertise in the rental market. Ultimately, setting up and managing your rental pricing should be easy, flexible, intuitive, and simple to maintain. This lets you focus more on the customers, instead of messing around in the minutiae of scheduling and maintaining prices.

Keep Customer Experience Top of Mind

Speaking of customers: A successful rental pricing solution delivers a seamless customer experience where the right price is calculated every time, no matter the variations—be it quantity, duration, unit type, group size, special promo codes or add-ons. By providing a clean and intuitive booking interface for guests, you're setting the tone for a top-notch customer experience right from the get-go. Choosing the right software for your rental business can be a challenge, but once you've found it, your day-to-day can transform from frazzled to fantastic. Fewer mistakes, more visibility, a freer schedule, and less stress are on the horizon—not to mention the elimination of inefficiencies when doing things by hand.

A little extra prep time can make a big difference.These are words of wisdom for a lot of things in life, whether you're studying for a tough exam, practicing for a big recital or cooking up a Thanksgiving feast. And as a business owner in the tour, activity or rental industry, you know better than most that preparedness makes all the difference when it comes to delivering a top-notch experience for guests. So wouldn't it be dandy if more customers booked a day, a week—or even a month—ahead of time, letting you know exactly what's on the docket for the days ahead?We compiled five tips to encourage customers to book in advance—leaving you more time to focus on big-picture items like staffing, budgeting, interacting with guests, and (most importantly) doing what you love.

1. Embrace The Internet

People want to do things online, on the go—and they want to get their tours, rentals and activities that way, too.We live in an era where people can grocery shop, jam to Ed Sheeran's latest album, and get a hot date for tomorrow night—all while waiting in line at the post office. People want to do things online, on the go—and they want to get their tours, rentals and activities that way, too.Since the average Millennial or Gen Z kid won't even consider calling to book a travel experience or activity, the first step to encouraging people to book in advance (or book at all) is creating a great website for your business.Next, make sure your website is responsive—a.k.a., it “responds to” or resizes itself depending on the type of device it is being viewed on (laptop, smartphone, iPad, etc). Request this if someone is designing your website for you, or choose a responsive template such as Wordpress, Squarespace, Webflow or Weebly if you're building the website yourself.Last, use a seamless online booking system so customers can easily browse availability, book, and pay on your website. People will feel more comfortable booking ahead of time online when they're using a trusted payment processor, and scheduling will be easier on your end with an online calendar that updates in real time as customers book.Choose an online booking system that allows the checkout flow to be directly embedded on your site.

2. Be Smart With Prime Real Estate on Your Website

Optimizing the booking button is one of the most overlooked tactics we see all time. Where and how often this button appears on your website—along with size, color, words and font—can make a significant difference in reservation volume.Writing some persuasive copy on your website can also sway guests to reserve their spot in advance. For example, if your tours, activities or rentals must be booked at least a week ahead of time, consider stating this "above the fold," a.k.a., the portions of the homepage that are visible without scrolling. Impart a sense of urgency with messaging that says something like, "classes fill up fast—reserve your spot online now!" etc.

Position important information above the fold on your website

3. Consider Your Cancellation Policies

Now that you're thinking about ways to encourage folks to book in advance, let's also consider one of the potential roadblocks: Cancellation policies.No one likes hidden fees or unclear policies. Being transparent, fair and reasonable (to the extent that you can be) with cancellation policies, terms and conditions will give customers faith in the professionalism of your business, and make them feel more comfortable booking ahead of time.

Questions to consider when creating your cancellation policy:

• Can the customer reschedule if something comes up?
• Do you have cancellation fees, and if so, when do they apply?
• Will refunds be available all the way up until the redemption date, or only a few days after booking?
• Will you have a sliding scale for the amount to be refunded based on proximity to redemption date?
• How can the cancellation be made—online, through email or over the phone?

If last-minute cancellations from customers who book in advance are a concern for your business, implementing a small cancellation fee—and being upfront about it on your website—can help discourage people from backing out.

4. Posts That Pack A (Profit) Punch: Get Social Media Savvy

When it comes to selling an experience, showing is more powerful than telling. And what better way to "show" how awesome your activity is than by sharing cool photos on Facebook, Instagram and Twitter? Be diligent about posting on social media all year long. Even if you've got seasonal downtimes or close up shop during certain weeks, that doesn't mean your brand building—or advance bookings—have to take a hiatus. A robust social presence helps keep your business "top of mind" for the folks who like to plan ahead.

How to use social media to encourage customers to book online in advance:

• Add the "call to action" button on Facebook: Quite frequently, people end up visiting your Facebook page before they find your website. By adding the "book now" button on your businesses' Facebook page, you can fast-track customers directly to the checkout page on your website.

Make it as easy as possible for your customers to get to your checkout flow. Taking advantage of the call to action button on Facebook, like our partners at Moto Surf Co. pictured above, is an easy way to do this!

• Catch them when they miss you: For example, if you've got a boat charter business that only runs from May to September, dig through your smartphone photos and find a nice shot that you snapped in the summer when it was sunny and gorgeous. Post it on a day when it's dreary outside and your customers are all bundled up. Seeing the summer fun that awaits will create anticipation, and keep your business top of mind when people are getting ready to make plans for the following summer.
• Prepare for holidays and special occasions: Post about seasonal or upcoming themed experiences (Halloween trolley bar crawls, Christmas Lights tours, Valentine's cooking classes, etc.) at least a month ahead.
• Create a sense of urgency: Gently remind customers that slots fill up quickly, and update them on how many are left as they fill up. Knowing that the demand is high and opportunities are dwindling can encourage folks to act fast and book early.

5. The Price Is Right: Incentivize!

Fact: People love getting deals. Another fact: People are more inclined to buy things they wouldn't normally purchase simply because there's a discount. Use this oh-so-scientific information to your advantage and offer pricing incentives for early bird bookers. The easiest way to do this? Use an online booking system that lets you build customizable promotional codes, so you can set discounts to apply for specific days and time ranges. Customers can enter in a code at checkout and see their discount reflected.Using promo codes to get customers booking online ahead of time:

• Incentivize people to book faster by setting a max usage number: "The first 20 people to book get half off their skydiving tickets!"
• Boost sales in your slow season with discounts over a period of several months: "Book a horseback riding lesson from January though March and get $30 off!"
• Drive repeat customers by putting discounts in follow-up emails: "Thanks for skiing with us! Take $20 off your next rental if you book now." An online booking system like Peek Pro makes it easy to send automatic, customized follow-up/thank you emails.

Bottom line? It behooves you to get customers to book in advance. Not only does it allow for more prep time and help guide decision around staffing and budget, you'll spend less time fussing over day-to-day particulars, and more time providing your customers with an awesome, memorable experience.

So you've jumped on the escape room bandwagon. You're ready to lock yourself in and throw away the key (so to speak). You love the concept, and want to pursue it as a business opportunity. You’re not alone!In fact, from the outset of 2010, the number of permanent escape rooms sites worldwide has gone from zero to 2,670. And the successful operations do quite well—one particular room in Dallas generates monthly revenues of $70,000 (although any experienced escape room operator will tell you, success only comes with a truckload of hard work, long hours, and growing pains).“For some people, the thought of doing a lot of research and writing a 15+-page document causes horrifying flashbacks of being in school, so this is a good test of your resolve...remember that this is a critical step, and you have to complete it before you can do anything else.”— Heist Escape PartyOriginally modeled after the puzzle rooms in role playing video games, this entertainment phenomenon will continue to face new challenges as the industry grows—regulations, for example, and increased competition from big-budget franchises and virtual escape rooms (the new kids on the block). One thing is clear, though: Live-scenario games are a hot trend, and skyrocketing in popularity. From corporate teams, to bachelor/bachelorette parties, to family reunions, to casual group date nights, the audience is broad, and the demand is promising.But first things first: If you're really serious about doing it right, putting together a detailed business plan is utterly necessary. Even with plenty of startup capital, this exercise goes far beyond having documentation to show potential investors. A great business plan allows you to visualize how your business will operate before it goes live; aligns partners on objectives; fills in gaps you may have otherwise missed; raises critical questions; and much more. Not sure where to start? Here are a few options to help get you started:

1. Purchase Templates Specifically Created for Escape Rooms

The resources here aren’t particularly bountiful, given the relative infancy of the industry, but pre-made, for-sale templates do exist. Black Box Business Plans provides tailored business plans for a couple dozen models, including escape rooms. They also offer optional add-on features such as Excel SureCash if you need help calculating finances, or a pitch deck and helpful guidelines for raising capital if you plan on working with investors. Alternatively, for one lump sum, business management and consulting firm E.C. & Associates provides a comprehensive escape room business plan package "written at a doctoral level and investor-ready."

2. Take Advantage of Free Tools and Templates

If you feel as though you can work with something less tailored to escape rooms, there's a number of generalized templates and tools on the Internet (the time consuming part is choosing which one to use). SCORE is a nonprofit “dedicated to helping small businesses get off the ground, grow, and achieve their goals through education and mentorship,” and they offer a comprehensive generic template. Getting in touch with them will connect you with professionals who are eager to help you plan your business. The U.S. Small Business Administration also provides a helpful free template tool.

3. Work With a Consultant or Professional Business Plan Writing Service

Platforms like Thumbtack and Upwork help connect you with contractors and freelancers who specialize in the service you're looking for, such as business plan writing and consulting.Don't hedge your bets if you plan on working with a consultant. As venture coach Stever Robbins advises, “If you really want to hire a consultant, keep in mind that it often pays to spend extra to get the very best. When you're paying for someone's knowledge, you want assurance that what the person has to offer is high-quality.” When working with freelancers, make sure to ink a written agreement detailing the deliverables, timetable and payment schedule.Professional business plan writing services give you a polished and investor-ready product in a shorter amount of time. Consider comparing quotes from platforms like MasterPlans vs. Thumbtack and Upwork.You can also seek out a professional business plan writing service. Companies like MasterPlans, AcePlans or LivePlan match you with a hand-picked team or individual to bring your business plan to fruition. Think of it as hiring a consultant—without having to go through the vetting process yourself. LivePlan and AcePlans also promise added incentives such as graphic design work and a money-back guarantee. While it will probably cost more out of pocket, outsourcing the assembly of your escape room business plan will produce a highly polished product in a relatively short period of time—something to consider if you plan on pitching to investors.

Professional business plan writing services give you a polished and investor-ready product in a shorter amount of time

4. Or...Dig in and DIY!

Putting together your own escape room business plan from scratch isn't as overwhelming as it sounds. In fact, taking the DIY route (and doing it right) will give you an intrinsic handle on your own roadmap. You'll know the game plan like the back of your hand—and, as a result—might get more out of it.While there's no single correct way to write a business plan, there is universal consensus on the importance the following items:

• Have several versions of your business plan, each tailored for specific audiences, depending on who is going to be using it and looking at it.
• Your plan is a living document: Review it frequently, and compare it against what actually happened. Revise accordingly.
• Be realistic about financial estimates and projections
• Cite your sources. Business plans include market research and projections. Be sure to attribute the source of your information so as to maintain the credibility of your plan.
• Think about presentation: If you don't like looking at it, chances are you're not going to actually use it, and investors aren't going to be impressed either. Remember to take formatting into consideration. Make your business plan nice to look at, easy to digest and read.

Ready to take a stab at putting together your own escape room business plan? Here are six core components to include:

• Executive Summary: This is a brief, overarching synopsis of your business plan. While it will be the first thing to follow your title page, you may want to save writing your summary for last, when every detail about your escape room is still swirling in your head. This is your first impression, so make it count.
• Business Description: Here you’ll include a short description of your industry as a whole, including new developments and outlook. As escape rooms are relatively new as a business model, you will be talking about recent and instantaneous growth in popularity.
• Market Strategies: Here’s where a trip to MarketWatch and some light statistical analysis comes in handy. This is where you define your target market and detail how you plan on finding growth within your designated market.
• Competitive Analysis: This is the space where you analyze your business competition. This can mean other escape room businesses or other activity operations in your area.
• Operations and Management Plan: This section will cover the day-to-day aspects of your escape plan business, where it’s located, and the people and equipment you’ll need to run it, and everything nitty gritty.
• Financial Factors: Normally tucked in the back of a business plan, this section is paramount when showing your business plan to investors. Here you’ll include your personal finances, project expenses, and anticipated cash flow.

TIP: When working on the operations and management component of your plan, don't forget that choosing the right online booking solution is critical so the success of your escape room. An online booking system like Peek Pro lets you view upcoming reservations, run revenue reports, manage automated email communications with your customers and room masters, accept bookings 24/7, and a whole lot more.