Liam says: “When we closed for the first lockdown, we were suddenly able to take stock of what a very different business The Cottage in the Wood had become since we opened in 2002. We are a relatively small, family-run enterprise, and yet the Michelin Star meant we had transformed into something bigger and altogether more serious. In five months we had grown our workforce by a third - from 12 to 16 people - and demand for tables and rooms continually outstripped our capacity.

“We knew we needed a new vision and strategy, but at the risk of mixing metaphors it’s hard to keep your eye on the horizon when your nose is to the grindstone!”

Liam discovered Lancaster University Management School’s Business Model Innovation programme, which has been specifically designed to help the directors or owner-managers of Lancashire and Cumbrian SMEs to innovate within their business model to build resilience and flexibility. Helping them to adapt as the pandemic evolves.

“Both Kath and I worked in education before setting up The Cottage in the Wood, so we are keen on life-long learning and continuing professional development,” says Liam. “We like to describe ourselves as a ‘learning organisation’.

“That said, it’s been some time since I took part in a programme like this so I didn’t know what to expect. What I did know is that I wanted to explore a new, more process-based way to run our growing business.”

The Business Model Innovation programme comprises three, online workshops which encourage participants to view their business through fresh eyes. Via a combination of theories, models and practical learning, delegates explore fundamental issues including how their service offering meets their customers’ needs, how they can increase the value they offer, and how to increase income streams.

Liam continues: “Two recurring themes of the programme particularly resonated with me: rethink existing ways of doing things and seize the opportunity to make changes.

“It’s made us re-evaluate a couple of areas of the business that are especially important to us: staff development and our environmental footprint.

“Staffing is an ongoing challenge in the hospitality industry so, to enable us to attract and retain a great team we have professionalised job roles at The Cottage in the Wood. Our new sommelier is a great example: as well as learning on-the-job in the restaurant she is working towards her Senior Leader Master’s Degree Apprenticeship. Our investment in her means she can earn as she learns and we benefit from her additional knowledge and expertise.

“We have also reworked our waste management systems - substantially reducing what we send to landfill - and invested in an electric vehicle to cut emissions.

“An unexpected benefit of taking part in the programme has been the opportunity to share experiences with other delegates. I was amazed at the innovation taking place at even some very small enterprises within the county.

“It’s not an exaggeration to say the sessions have been inspiring. This has been an invaluable opportunity to generate and share ideas, learn from others including the expert programme leaders, and sew the seeds for future innovations.”