Nature-Based Solopreneurship on the Yellowstone River: The Fishing Guide Case

Abstract

This teaching case examines the solopreneurial journey of a nature-based entrepreneur operating within Montana’s tourism economy along the Yellowstone River. Solopreneurs, who operate without employees, are a growing segment of tourism infrastructure—particularly in rural, recreation-dependent destinations. The protagonist—David Tash—combined ranching with seasonal work as a licensed fishing guide, offering nature-based recreational services to visiting tourists. Contracted by outfitters for roughly 100 trips per year, Tash faced a dilemma: scale his guide business to meet growing visitor demand or maintain his responsibilities on the family ranch. This case challenges students to (i) assess the protagonist’s Individual Entrepreneurial Orientation (IEO), and (ii) evaluate strategic options through the lens of Effectuation Theory. Based on a semi-structured interview, the case reveals how IEO traits and multiple principles of Effectuation Theory—such as bird-in-hand and affordable loss—inform entrepreneurial choices in tourism-centric natural environments. This is the first known teaching case to explore nature-based solopreneurship in a tourism context using Effectuation Theory.