The aim of the paper was to study and develop the product mix according to customers’ needs for Teija’s Accommodation and Hacking out Stable located in Liperi, North Karelia. The purpose was to innovate hacking out services for tourists as well as for riders coming from the local area. The R&D was designed in a way that the new products will be in line with the values of the business such as nature and well-being.

Firstly, the customers of the business were segmented into similar type of subgroups. There were found altogether 12 different subgroups. The most potential three subgroups were chosen for the R&D. They were working adult riders, tourists from Southern Finland and senior riders. As background information the mode of operations of the business and its competitors were examined. The development process concentrated on producing content for the products, that is, the creation of service concept and service process.

A riding weekend with half board was designed for the working adult riders. It includes accommodation at the farm’s lakeside cottage and a new hacking out concept mixing riding and mindful attention. The themed product for the tourists from Southern Finland is Explore the Mystical Nature of North Karelia. It includes a hacking out ride spiced up with Finnish folklore and an organic coffee break after the ride. Besides that, a customer chooses also another activity related to the theme. For the senior riders a Peaceful Moment with Horses was planned which includes a hacking out ride in walk, guided grooming and coffee.

However, the designed products need to be tested first and developed further before launching them to the markets. The products can be put into practice with a rather little effort although some parts of the products are produced in cooperation with other local businesses. In conclusion Teija’s Accommodation and Hacking out Stable has good prerequisites to develop its equestrian riding services concentrating on nature and well-being.