There are a number of businesses along the North Norfolk coast, particularly to the east of Cromer, which lie within and immediately behind the Coastal Erosion Risk Zone as identified in the Shoreline Management Plan (SMP). As a result of the possible change of policy with the respect to the future maintenance of coast defences, these businesses may lack the confidence to invest in their business operations and have wider impact upon the perceptions of the area as a visitor destination.

Over time it is feared that the uncertainty caused by the risk of coastal erosion and change will impact negatively on levels of business confidence, leading to short-termism in business planning and a lack of investment by such businesses over the medium term. It is feared that this lack of business confidence will result in a weakening of the local ecomony.

The Pathfinder business support projects aimed to investigate and address the issues affecting coastal businesses caused by the changing coastline and enable these businesses to plan and invest in their future. It also aimed to improve opportunities for tourism businesses in the east of the district.