7 Steps to Start Your Profitable Permaculture Based Business presented at PV2 by Luke Callahan (PVP104)

Luke Callahan Permaculture Voices


Luke Callahan: 7 Steps to Start Your Profitable Permaculture Business

Want to start your business, but don’t know where to begin? Does starting your business feel scary and overwhelming?

In this session, you’ll learn the seven surprisingly simple steps to easily start any business.  We’ll analyze a few successful permaculture businesses through this step by step framework so you can see exactly how it works in the real world.  At the end of this session, you will have a step by step plan to start your business.


The 7 Steps:

  1. Identify the customers.  Who are they?  Know them.  How can I help them?  What is their pain point?  Create an avatar.  Find a problem to solve for them.
  2. What are the products and services to provide solutions to those problems? Products – what problem are we solving?
  3. Run the numbers.  Do the math.  How much are you going to earn, how much does it costs to product, the balance is profit.  What is the initial investment?
  4. Get Your first customer.  Test the Hypothesis.  Make the first sale.  Get started as simply as possible and validate that idea.
  5. Make it official. Design the infrastructure for growth.  Setup legal.   Start keep track of accounting.
  6. Build tour team.  Two sides.  The production side of the team – directly related to bringing money coming in.  Administration.
  7. Track key metrics.  To know where you are at.  How much money is going in versus out.

Bits of wisdom

  • “The hardest customer to get is the first one.”
  • “The degree to which you can release control and empower people to own different spaces of your business is the degree to which you can achieve success in the long term.”
  • “What gets measured gets managed.”
  • “Local business aims to identify an intersection where we have demand for artisanal products and someone coming forward and filling that demand.”


Other podcast episodes related to this one.

Building a Profitable Permaculture Business with Jack Spirko


3 Keys to Starting a Successful Permaculture Based Business – Presented by Rob Avis


Making $2000 A Week Growing Microgreens with Luke Callahan


Connect with Luke Callahan





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Comments 3

  1. I love listening to these podcasts on starting a business, but they all seem to be urban / near urban area based. Are there any leads on how we, in the middle of low population Nebraska, can make a permaculture business work? Our average annual household income here is about $40k, so there is not a lot of extra income for splurging on our type of products. I do not want to make the 70 mile commute to larger towns hawk my products. Thanks for letting me bend your ear.

    1. Post

      This is a good question. And I think it just comes down to know your market really well if it is that small of a market people wise and money wise. Can you solve any problems in that community in a way that you can make some money in the process? The answer may be no. Either because the market is saturated or the costs don’t justify the returns. Maybe someone is already filling the voids that you would want to play in within that community. I have learned that there isn’t always a market everywhere, but there is one somewhere. So like someone suggested, go online or look for a market somewhere else, and that may mean moving. You can’t impose a businesses onto every market and what works somewhere doesn’t work everywhere. Find what can work there, or take what you are doing to where it does work. Which is the situation that you are in. So get to know the market and look at numbers. Is there any possible way to get a competitive advantage there? If there isn’t, then you really want to do something, then the question becomes, do you really want to stay there and does that fit into your long term plan? It may or may not, but something has to give.

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