Diversification Survey 2025

Great News – You Have Good Site Access! 

Your site is well-positioned in terms of physical access, which is a major asset when pursuing ambitious diversification projects.

Explore higher footfall opportunities like farm retail, large-scale agritourism, larger-scale commercial rental, or events.

You Have Poor Site Access

Your site presents a decent opportunity for diversification, but may need careful planning to manage access limitations, either physically or in terms of perception by planning authorities.

Look at mid-traffic options like commercial rentals or niche agritourism. Potentially, small-scale infrastructure upgrades could unlock broader potential.

You Have Moderate Site Access

Your site presents a decent opportunity for diversification, but may need careful planning to manage access limitations, either physically or in terms of perception by planning authorities.

Look at mid-traffic options like commercial rentals or niche agritourism. Potentially, small-scale infrastructure upgrades could unlock broader potential.

Great News – You Have Many Opportunities To Diversify

Your responses show a clear awareness of underused assets and proactive thinking around future opportunities. This forms an excellent foundation for strategic diversification.

Now is the time to translate those opportunities into a viable business case, whether through renewable energy, biodiversity schemes, or high-return building use. Aligning ideas with market demand and planning policy will help bring them to life.

You have limited scoping potential

At this stage, your current awareness or utilisation of your farm or estate resources suggests a limited pipeline of diversification opportunities. This may be due to existing high asset utilisation or a lack of visibility on potential.

Consider appraising your farm or estate with fresh eyes, or seek external professional advice to help outline potential opportunities.

You have moderate scoping potential

There are promising signs that your farm or estate has untapped potential, but a clear direction may not yet be fully formed.

You could benefit from a strategic review to assess feasibility across multiple angles—land use, buildings, natural capital, and location context, all of which can be aligned to commercial opportunity.

You have a clear decision environment

You appear to have strong control or influence over the business, with aligned stakeholders and no major barriers to planning or decision-making.

This is an excellent foundation for driving forward with diversification, succession planning, or longer-term investment strategies. Make the most of this position to take decisive action.

You have a challenging decision environment

Your responses suggest that leadership clarity or alignment between stakeholders may be limiting your ability to make confident, future-focused decisions—especially around diversification or succession.

Consider seeking professional facilitation or succession planning support. Getting everyone on the same page will unlock progress and reduce friction that could stall long-term success.

You have a mixed decision environment

While you may have a role in influencing or leading the business, some tensions or uncertainties exist, whether around inheritance tax, stakeholder alignment, or next-generation planning.

Working through these areas with open discussion and expert input could strengthen your strategic direction and decision-making clarity. Consider professional facilitation to help with this.

It Appears You Have High Investment Confidence

You appear confident, capable, and committed to investing in your business’s future. Your mindset and financial position are well-suited to planning and launching high-impact diversification projects.

Consider opportunities with stronger returns, longer-term value, and the potential to scale. Ensure your investment strategy is underpinned by solid planning and market insight. Whilst you’re likely able to pursue high-capex projects, consider professional advice and project management to mitigate risk.

It Appears You Have Low Investment Confidence

Your current responses suggest a cautious or early-stage approach to diversification investment. You may be limited by available capital, concerned about financial risk, or unsure how to structure investment returns.

Focus on low-cost or phased projects. Consider partnerships, leasing models, or exploring financial support options or grant funding to reduce upfront exposure while building confidence.

It Appears You Have Moderate Investment Confidence

You’re considering investment in diversification but may be navigating common challenges like capital access or ROI uncertainty. This level of readiness can still support meaningful growth with the right planning and risk management.

Prioritise projects with clear cost control, potential for quick wins, or those that can attract external finance and grant funding support. Having a structured business case will be key.

 You Have an Open and Growth-Oriented Mindset

You’re well-positioned from a mindset perspective to embrace new opportunities. You’re likely open to public-facing projects, digital engagement, and working with others to build value.

This mindset is a powerful foundation for scalable diversification. The key now is focusing on the right strategic direction that channels this openness into high-impact execution.

You Have a Transitional Mindset  

You’re showing some openness to collaboration, change, or public engagement, though there may still be hesitations. This is a healthy space for exploration and refinement.

Start by testing ideas in low-risk ways—like operator partnerships, or seasonal ventures—while building confidence and clarity about what fits you and your business long-term.

You Have a Fixed or Inward-Facing Mindset

Your current mindset may be more focused on maintaining the status quo, protecting privacy, or working independently. This could make diversification or public-facing enterprises more difficult to launch or sustain.

That said, not all diversification requires public interaction. Consider models that align with your values, such as private, low-footfall, or B2B ventures, such as rental opportunities, while gradually exploring more outward-facing opportunities.

You’re Well-Placed for Active Diversification

You show a strong appetite and capacity for leading or co-leading new ventures. With the right strategy, this hands-on approach can create significant new revenue streams and long-term enterprise value.

Look for high-impact opportunities that align with your skills, and consider how new enterprises can complement, not compete with, your core rural business.

You May Benefit from a Hybrid Approach

You appear open to different models of diversification, balancing involvement with practicality. This flexibility gives you room to test ideas and structure ventures in a way that works alongside your existing farm or estate operations.

Joint ventures, part-managed projects, or scalable investments may provide the balance you need between income generation and operational fit.

Passive Diversification May Suit You Best

Your responses suggest that your priority may be maintaining the focus and stability of your core rural business, with diversification serving more as a background income stream.

Passive models, such as renting out space, could complement your business without taking up too much time or management energy. These can generate returns while preserving day-to-day operations.