Name: Peterson Lawn Care

Derrick Peterson

Econ 331

Business Proposal

Name: Peterson Lawn Care

Service Provided:

Peterson Lawn Care (PLC) will provide full service lawn care. This includes; mowing, fertilizer and pesticide applications, grub control, thatch control, and leaf removal. Snow removal will be another service provided.

Intended Customers and their Needs:

Anyone with a lawn would benefit from PLC’s services but the customers that I am actively seeking are commercial properties, city owned parks, individuals and families living in housing development areas, customers of TruGreen, and large property owners (2+ acres). All of the services provided by PLC will be available to Lee and Des Moines counties, with a focus mainly on the towns of Burlington and Ft. Madison.

There are many reasons that customers may want professional lawn care service, perhaps they want more family time, maybe it’s more economical to hire someone to care for their lawn, they may not have the machinery available, or they may want service from someone who is professional, knowledgeable, and cares about their lawn just as much as they do. Whatever the reason may be PLC is here to take care of that need.

Why this Service Creates Value:

Even if the customer only uses the mowing service from PLC they would gain more free time during the week, their lawn would be healthier by being mowed properly, and it would look better, by using consistent mowing techniques. By also using some of the other services from PLC, such as fertilizer and pesticide applications, they will get a greener and healthier lawn. They would also get the expert advice that they seek. Someone maintaining the customer’s property would be able to solve any problems that the customer may have and be able to discuss techniques or applications that would benefit the customer’s lawn. Being able to identify a problem and then correct it, is the professional knowledge that consumers are wanting and that PLC is providing.

What all of these services work towards is a beautiful looking, healthy lawn; which not only has a great curb appeal, but can also help improve the value of the home or business. Using one of the services available would work towards this goal, but using all of them would help guarantee it.

Why is this Service Different from Others Already in the Market:

The main difference, and largest selling point for this business, is the application of pesticides and fertilizers. The reason for this is because of the extra licenses and insurance required. Many lawn care operators do not want this added expense, this however is the “door way” service from PLC. When the customer sees that you are able to improve their lawn by preventing weeds and diseases with pesticides, and greening their lawn with fertilizers, you can often convince them to part take in your other services, such as mowing and thatch control. Being able to have a niche, such as these chemical treatments, is often the door way service. By doing these type of services it opens the door for additional services and customers.

What is the Possible Size of the Market and Opportunities for Growth:

One great advantage of this business is the size of market that is available. There are only about 6 business that are licensed and insured in order to apply chemicals for Burlington and Ft. Madison. That is for about 70,000 people and many of the Burlington businesses only serve Burlington, they won’t travel south to Ft. Madison. The same is vice versa with some people not traveling north to Burlington from Ft. Madison.

Within a few years of establishing this business as the primary lawn care provider for this area, I will expand my services to include landscape design and installation. I want this service available to my existing customers in order to be their full property manager and it allows for many up selling opportunities. The landscape side is also another avenue that can be used to find and establish another customer base within the green industry.

What is the Business Model:

The startup costs will be covered by family loans and will be paid off quickly by the money generated from the business. Sales from weekly mowing and chemical applications will provide a steady income during the year. Once the weather turns cooler and weekly mowing isn’t necessary core aeration, leaf removal, and snow removal will provide additional income.

Who am I and What Skills do I Have:

My name is Derrick Peterson and I have the various skills to make this business a reality. I am a member and leader in the green industry and have attained a large knowledge base about these markets from related work experience. I am also a member of various leadership organizations and I believe that I have developed communication and leadership skills from these activities.

What kind of Skills I am Looking for in an Entrepreneurial Team:

The types of people that I am seeking for my entrepreneurial team are people who are flexible, can communicate efficiently, and are open to giving and receiving constructive criticism. I want individuals who can work on projects independently and then bring that information and knowledge to the group in order to achieve a larger goal.