The key to success: identify your market

After leaving a high-flying career to start his own thriving business, Jon Cunningham shares his secret:

Although most keen enthusiasts who attend photography courses simply want to learn how to master their camera, there’s plenty of scope for diversification with dozens of genres and a variety of skill levels to teach. Photography courses can appeal to people of all ages, interests and professions, it’s just working out how to tailor your course to a desired demographic that will make or break the business.

Jon Cunningham says one of the reasons Creative Escapes is so successful is because it offers something more than traditional photography courses.

“We get a real mix. Every trip is different,” he says. “Old or young, everyone that comes has one thing in common – a true adventurous spirit. All you have to do is find your niche and set a target of where you want to be.”