JPFreek - Index

JPFreek - Spring 2008 - Index

I had to find out, “What’s your experience, Nena? Where did you
learn to handle a Jeep on the trails? And what birthed Sedona
Jeep School?”
“I started in the tourism industry as a Jeep tour guide. But every
week, it seemed, we’d get several inquiries from people wanting
off road training. Every once in a while I’d agree to spend a few
hours coaching techniques to a friend, or something like that.
Then I got approached by some of the tour businesses to help
train their new guides. It just grew.”
As with most business ventures, Nena realized the demand
existed and came up with the supply. She now trains new hires
for the Jeep tour companies, forest service, and—whom she
admits to be the most rewarding and most fun to train—regular
folks looking to use their four-wheel-drive for a little recreation.
“How does being a woman affect things? You’re teaching a skill
that mostly interests men. Often obnoxious ones, too.” I probed
a little.
She laughed.
“Actually, people are very receptive when we’re working one on
one. It’s not too big of a deal.”
No homework with this school, you do it all in class
The Customers
“Nena, let’s say I’m a new customer,” I began. “Who would I be,
why do I come to you?”
She shoots straight, “You probably bought a Jeep recently, or
have owned an SUV for a few years, but don’t know a thing
about four-wheel-drive, negotiating obstacles, or getting
unstuck. But you want to know.”
The interesting part of Sedona Jeep School is that it’s a part of a
Farabees’ Jeep rental. So, she’ll coach in your own or one you
rent right there. Many customers tend to be folks who are visiting
Sedona, own a Jeep, but maybe they flew in to visit – the rental
program is perfect.
That’s the nutshell. Other customers include corporate groups,
clubs, and the tour companies as stated earlier. This might be
completely sexist, but I think a segment aimed at the wives and
girlfriends of male Jeep owners would be a slick one. The boys
need to learn to pass the steering wheel over.
This business mode doesn’t come without trade offs. You ever
try to coach a new driver on the trail? He or she is nervous, and it
seems that no matter what you say, what instructions you give,
no matter how explicit and direct . . . he’ll do the exact opposite.