Strategic Discussion Summary

1.1 Current Approach

The new Cedarwood website is being developed using an AI-assisted platform that dramatically reduces the technical burden normally associated with web development. Instead of manually writing HTML5, CSS, or managing WordPress child themes, the AI interprets natural-language prompts — even poorly typed ones — and produces functional code. This represents a major shift from traditional coding, where "every i and t must be dotted," to a more forgiving "user-coding" model.

Real-world examples discussed include AI systems that read support forum comments, propose fixes, generate implementation plans, and even commit code directly to GitHub. This automation has allowed previously neglected plugins to be updated in a matter of weeks instead of months.

The development workflow is deliberately cautious: all changes are tested on staging sites to avoid disrupting the live environment. This ensures stability and allows for iterative refinement before public release.

1.2 Confidence & Timeline

A working version of the site is expected within one to two weeks. The goal is to produce a visible "Version 1" that can be reviewed either on the development site or the live domain. The emphasis is on getting something tangible in place so that feedback can be grounded in real user experience rather than theoretical assumptions.

1.3 Key UX & Content Considerations

Earlier recommendations focused heavily on user experience — navigation clarity, task completion, and intuitive structure. However, content still requires refinement. The site must:

• Present information in a way that aligns with user intent
• Support both professional users (tree officers, forestry companies) and educational users (teachers, parents, forest schools)
• Avoid mixing audiences in ways that create confusion
• Provide clear pathways for different user types to achieve their goals

The UX must reflect the dual nature of the Cedarwood ecosystem while keeping each audience's needs distinct.

2.1 The "Oscar's Tree Academy" Search Problem

Search engines currently associate the words "Oscars" and "Academy" with the Academy Awards. This creates a visibility challenge: generic searches for "Oscars Academy" will never surface tree-related content.

The recommended approach is to consistently use the full name "Oscar's Tree Academy" and ensure that all metadata, page titles, snippets, and content reinforce the tree-education context. Attempting to "leverage" the Oscars brand is counterproductive and will confuse both users and search engines.

2.2 SEO Tools & Keyword Research

Two tools were highlighted:

These tools help identify what people actually search for, how competitive those terms are, and which related terms offer opportunities for visibility. This research is essential for shaping content strategy.

2.3 Example Keyword Insights

Direct terms like "tree education for kids" have very low search volume. However, adjacent terms such as "Home schooling UK," "Forest school activities," and "Educational resources for childminders" have significantly higher search interest.

This creates an opportunity to position Oscar's Tree Academy content within broader educational themes that parents and teachers already search for. The goal is to meet users where they are, rather than relying on niche terms with minimal traffic.

3.1 Current Issue

Somerfield Books, the current distributor, has become inactive. Only one copy has sold in three months, and attempts to contact them have gone unanswered since October. This lack of engagement suggests they are not promoting the manual and may be prioritising higher-volume titles. This situation makes it necessary to reconsider distribution channels and long-term strategy.

3.2 Should the Tree Manual be on the Cedarwood Website?

The manual should only appear on Cedarwood if it is clearly relevant to Cedarwood's audience. Cedarwood primarily attracts tree professionals, forestry workers, local authorities, and people seeking help with tree-related problems. These users are not the same as the educational audience targeted by Oscar's Tree Academy. Adding unrelated content risks confusing visitors and diluting the brand.

3.3 Risks of Adding It Without Context

Placing the manual on Cedarwood without a clear rationale may create user confusion, make the site appear unfocused, generate permanent indexed links that become problematic if the content is moved later, and give the impression of selling unrelated or random products. This is especially risky because search engines treat "temporary" content as permanent unless managed with proper redirects.

3.4 When It Would Make Sense

The manual could be included if it is positioned as a professional resource supporting forestry, arboriculture, planning, or environmental management, and forms part of a clearly defined "Resources" or "Publications" section. Cedarwood's professional audience may act as sponsors or supporters of educational initiatives. The key is contextual alignment.

4.1 Physical Books

Physical books offer tangibility and are preferred by some professionals, but they come with significant drawbacks including high upfront printing costs, need to order in bulk, storage requirements, shipping logistics, slow update cycles, and risk of unsold stock tying up capital. For low-volume titles, physical production is financially inefficient.

4.2 Amazon

Amazon provides global reach and handles printing, storage, and delivery. However, fees can consume 50–60% of revenue, Amazon promotes only high-volume or high-margin titles, niche educational or technical books receive little visibility, and profit margins become extremely thin. Amazon is useful for distribution but not for profitability.

4.3 Somerfield Books

Somerfield Books functions primarily as a storage facility, a shipping service, and an e-commerce facilitator. They do not actively market titles, especially low-volume ones. Their business model does not incentivise promoting niche publications.

4.4 Digital Distribution

Platforms like Draft2Digital can distribute ebooks to Amazon, Kobo, global library networks, and numerous ebook marketplaces. However, library rentals generate very low revenue (often pennies), once distributed widely, digital copies cannot be easily controlled, intellectual property becomes harder to protect, and pricing and licensing flexibility is limited. Digital distribution is useful but must be approached strategically.

This model supports both educational and professional audiences.

5.1 Key Segments Identified

Each segment has different needs, expectations, and purchasing behaviours.

5.2 Product Bundles

Content can be packaged in multiple ways:

• Seasonal editions with activities tied to natural cycles
• Versioned updates (V1, V2, V3…) to encourage repeat engagement
• Classroom packs with worksheets, guides, and activities
• Professional reference packs with legal updates, case studies, and technical guidance
• Activity books + teacher guides for structured learning
• Subscription tiers for individuals, classes, schools, or organisations

This modular approach allows targeted marketing and pricing.

6.1 Webinars & Live Sessions

Regular webinars can provide direct Q&A with experts, case studies and real-world examples, legal updates relevant to professionals, seasonal guidance for educators, announcements of new content, and opportunities for community discussion. These sessions strengthen user engagement and justify subscription pricing.

6.2 Community & Support

A supportive ecosystem could include online forums, resource libraries, downloadable templates, activity ideas, professional guidance notes, and a feedback loop for improving content. This builds loyalty and positions the platform as a long-term partner.

7.1 For the Website

• Maintain clear separation between professional and educational content
• Ensure navigation reflects audience segmentation
• Avoid placing unrelated content on Cedarwood without context
• Use metadata and structured content to support SEO

7.2 For the Tree Manual

• Determine whether it is primarily a professional or educational resource
• Place it only where it aligns with audience expectations
• Avoid temporary placement that becomes permanent in search engines
• Consider hosting it on a dedicated microsite or subscription platform

7.3 For Publishing

• Prioritise digital formats and subscription access
• Use physical books selectively for high-value audiences
• Approach Amazon and Draft2Digital as distribution channels, not revenue drivers
• Protect intellectual property through controlled access

7.4 For Marketing

• Use keyword research to guide content creation
• Target high-volume adjacent searches (home schooling, forest school resources)
• Build SEO-optimised pages with clear snippets
• Create content that answers real user questions