Product Guide

The Pursuit Adventures Experience

Sunset on the North Saskatchewan River

We’ve all heard that businesses are supposed to “stay in their lane” or that it’s better to keep a narrow focus and find partners to do the rest.

If you try to define us by what we do it might look like a random collection at first. That’s true but we think it’s time to change how we define “staying in our lane” from what we do and instead define it based on our purpose as a business. The way we look at it, anything that helps us inspire our guests to play outside and help them experience their adventure so that they can discover the food, people and natural beauty of the region is what we should be offering.

Our five brands are differentiated at the product level, working together toward our goal and sharing our guiding principles.

In This Section

This is part of the guidelines we follow when developing new experiences, our way of making sure that they are uniquely ours. Find out more and view the full document here.

Preacher's Point and Abraham Lake

Preacher’s Point and Abraham Lake

The Cline River Canyon

The Cline River Canyon

Sunset on the Shunda Range

Sunset on the Shunda Range

Brand Specific Guidelines

Pursuit Adventures

This is our main brand uniting all our other brands and featuring their products whenever possible. Products offered under the Pursuit Adventures banner include guided tours, activity booking and gear rental.

Current product categories are guided hikes, sightseeing tours, guided snowshoe tours, photo tours and Abraham Lake ice walks along with gear rentals and activities offered by partners to create a complete itinerary for our guests.

Our relocation means that the river-based tours and the Inspired by Nature series are being re-worked as Nordegg based products to be offered in the near future. Farm and food tours will be reconsidered in the future as part of multi-day itineraries.

Developing New Products

Any new tour with a sense of adventure showcasing at least two of: outdoor activities, our destination’s natural beauty, our local culture and regional food is worth considering.

Explore Nordegg

Our Explore Nordegg website serves two main purposes. It provides guests who are considering a guided tour with the additional information they need to feel comfortable booking their adventure in our region. It is also a resource for guests who prefer a self-guided adventure, allowing us to recommend this as an option to guests who would not be a great fit for a guided tour.

The site offers trail guides, activity guides, lodging guides and itineraries built for our ideal guests. It also includes information on the natural and human history of the area, built around the information our guides share on tours. The brand generates revenue through advertising on the site, affiliate links and bookings for our tours and partner activities.

Developing New Products

Anything that would improve the experience of our ideal guest visiting the region is worth including on the site. Experiences outside our region are also included since most of our guests visit us as part of a longer trip to Alberta.

Pursuit Provisions

Provisions started as the branding for our pre-packaged food products served on our tours. We will continue to offer our ice pops, hot chocolate mixes and soups while adding prepared meals and food boxes featuring regional producers for guests staying in the Nordegg area.

The goal is to offer food that fuels adventure and brings people together. Our guests like to eat healthy but also love to indulge as they celebrate their adventure. The prepared meals are designed to be simple to make, allowing the guests to spend most of their time playing outside. It is a convenient way for guests to plan their meals in a town with limited groceries and restaurant options.

The website also features recipes from our tours, the Nordegg Canteen, the region and inspired by the outdoors.

Developing New Products

The priority is to offer products used on our tours or at the Nordegg Canteen along with prepared meals for the in-destination market. All products should be as simple as possible, use only the necessary ingredients and feature regional food when possible.

Nordegg Canteen

Our new snack bar features fun food to celebrate adventures and our region. It follows the same philosophy as Provisions of balancing healthy options to take on the trail with more indulgent options to enjoy while celebrating afterward.

Developing New Products

We’re taking a broad approach, testing different ideas to see what works for our guests and what we can make in our tiny kitchen in a remote town.

Crafting Outstanding Experiences

The website is primarily a way for us to organize ideas about operating an adventure company, experience development and guide training to share with our staff and partners. We decided to make these public, hoping that they can help others in the same way we benefit from brands sharing their experience.

Developing New Products

Potential products include experience development and guide training, building on the Outdoor Council of Canada courses we currently offer.

Build for the Guest, Not the Industry

We think about adventures on a daily basis. We work closely with others in the tourism and outdoor industries. It’s easy to get trapped in the bubble, thinking that our guests have similar experiences to us.

We become indifferent to things we’ve seen before as we chase the high of finding a new adventure to offer. We chase novelty, showcasing the new shiny tour and trying to make sure we capitalize on the latest trends. We confuse novelty for innovation.

There’s a place for offering experiences designed for our industry and media partners. It helps to get the word out, it creates a buzz. Our guests don’t share our background however. We need to remember that what we’ve seen a thousand times is a new adventure for them.

The best example from our tours is fresh snow on evergreen trees. It’s easy to take it for granted, we see it on a regular basis. It’s easy to discount it, after all we’re heading to a gorgeous frozen waterfall down the trail. Most of our guests have never experienced this before. For them, this is the highlight of their adventure. It’s like walking in a Christmas greeting card.

We don’t control when it happens and we can’t promise they’ll get to experience it. What we can do is plan our tours with enough flexibility to allow them to slow down and enjoy the moment.

Remember to always build new products for our ideal guests, not for us in the bubble.

Winter Wonderland

Winter wonderland adventure

Pricing Strategy

We use an approach, called “value-based pricing”, looking at the value your guests put on the experience as the driving factor in deciding what the price for the new tour should be. This approach works best when we’re selling adventures based on the emotions they create. This accounts for the intangible value a purpose-based experience creates, which is much more than the sum of its parts.

We start by establishing a target price based on:

  • Taking a look at what similar experiences are selling for in other destinations to give us a starting point.
  • Local market conditions. Visitors are often willing to pay more for a similar experience in a well-known destination. In general we find that our prices need to be 10 to 30% cheaper in Central Alberta compared to if we were based in Banff.
  • The guests’ context. Visitors on a once in a lifetime vacation are typically willing to pay more for a unique experience than locals. We price according to our ideal guest but keep in mind that we may need to offer promotions to certain segments to keep our pricing aligned with the value they place on the experience.
  • The alignment with other experiences we offer. A signature experience should be priced differently than a supporting experience. Where does this new adventure fit in our line up?

We determine if we can offer the experience at the target price by:

  • Evaluating start-up costs. What is the minimum investment we need to make in order to bring this new adventure to the market? How many tours will it take to recoup this investment?
  • Determining ongoing capital costs. Equipment like snowshoes that are used for the tour will need to be replaced over time. This can be accounted on a per tour basis or as part of the overhead.
  • Establishing program delivery costs. What are the costs associated with each departure.
  • Deciding on required margins. We find that this typically needs to be 30-40% or higher in order to cover overhead and generate a profit.

We use that information to determine if it is feasible to offer the adventure at the target price based on the expenses and desired margin. If the target price is not feasible, can the costs be reduced or the price increased?

The more unique and differentiated an experience is, the easier it is to charge based on value, keeping in mind that prices are an imperfect representation of that value. Our goal is a fair price, both for us and the guests.

The pricing sheet we use for our adventure is available here.