Digging Deeper: How Perspective Analysis helped this rural play centre uncover new opportunities for growth

Getting messy is the easy bit - growing sustainably is harder.

Mini Mudders is a rural children’s play centre built around one simple idea: let kids get dirty, play freely, and explore outdoors without boundaries. It’s a business full of joy, chaos and community. But after its first few years in operation, the team knew they needed a sharper view on what was working, what was holding them back, and where the next phase of growth should come from. That’s where we came in.

Using a combination of Perspective Analysis and Customer Journey Review, we helped Mini Mudders step back, assess the whole business, and make confident strategic decisions, based on insight, not instinct.

The challenge

The founders had built something brilliant but like many growing businesses, they were too close to it. They knew customer demand was strong. The café was busy. The brand had heart. But they also knew there were gaps. Capacity felt stretched. Marketing was limited to social media. Repeat visits were good, but not predictable. And new ideas for growth were swirling, but hard to prioritise.

They needed fresh eyes, a neutral view, and a structured process to help spot the opportunities.

What we did

We ran a full Perspective Analysis across the business looking at 10 core areas including direction, brand, operations, customer experience and commercial performance. Alongside that, we reviewed the full customer journey, from first impression to return visit.

We gathered customer feedback, mystery shopped the experience, audited the messaging and channels, and built a practical set of recommendations designed to focus time, effort and investment in the right places.

Key actions included:

• Clarifying the role of each business area (play, café, parties, events) and how they connect
• Recommending a new CRM and communication flow to increase repeat bookings
• Developing clearer messaging and segmentation for different customer types
• Identifying experience pinch points across the journey — including weather-dependent signage, pre-visit information, and on-site flow
• Suggesting better use of website, SEO, and local visibility tactics
• Prioritising income-generating initiatives with long-term repeat potential
  

The results

• A full business health check using the Perspective Analysis framework
• A clear, jargon-free strategic action plan the team could implement immediately
• Renewed confidence in what was working and what to press pause on
• Customer journey insight that translated directly into practical changes
• Recommendations tied to both growth and operational sustainability
• A more structured view of how to scale - without overextending

What the client said

“As a small business owner managing two sites while working another job three days a week and raising two young children, I was feeling overwhelmed and unsure where to focus my limited time to grow the business. I attended a Business Reset Day with the ladies from Equipt, and it was truly transformational.

They challenged my perspective on what I wanted my business to be, asking thought-provoking questions that helped me align with my true vision for the future. We reviewed both my operational challenges and successes, and it was invaluable to take a step back and fully immerse myself in my company. When you’re constantly working in the business, it’s hard to find time to work on it — but this workshop gave me that space.

By the end of the day, I had a clear, actionable 12-month plan — no overwhelming strategy documents, just tangible steps to drive real results. Since implementing about half of the plan, I’ve already seen a 62% increase in web traffic, and I’m excited to see even more progress unfold.

The experience was worth its weight in gold, and I highly recommend Equipt to any business owner needing clarity, focus, and a solid plan for growth.”

Mini Mudders

Why it worked

Because the work started with insight — not assumptions. At Equipt, we use Perspective Analysis to give founders a clear picture of where their business really stands, and what actions will make the biggest difference next.

Mini Mudders already had the magic. We helped them map the path to sustainable, scalable growth — without losing the heart that made them special in the first place.