Headlines in the Midlands
Five Questions with Lawn Doctor VP Scott Frith
MidlandsBiz:
What areas in South Carolina are you targeting to open more Lawn Doctor locations?
Scott Frith:
We're targeting the Greenville area, where we'd like to open nine more locations. We currently have two there. We're also looking to open four more in Columbia, where we have three.
MidlandsBiz:
What do you want a potential franchisee to know about Lawn Doctor?
Scott Frith:
I would tell them don't think about it in terms of working on lawns, but as a business opportunity. Lawn care is something homeowners want, but don't want to do themselves. Whether it's the baby boomers who no longer want to take care of their yard, or the younger generations that have made a decision to outsource from the start, there is a demand in the market place for this service.
Lawn Doctor is a recession resistant business because of the embedded consumer demand, low price relative to the value, and recurring revenue. It's not a business where you have a product to go out and sell one customer at a time. This is a service that people will need year after year. Lawn Doctor has an 80 percent customer retention rate – and that's the best in this industry by far. Our franchisees are satisfying customers in the communities they serve. This also creates a referral base when neighbors see the results we can deliver.
MidlandsBiz:
What are the startup costs involved for investing in a Lawn Doctor franchise?
Scott Frith:
The initial investment for a Lawn Doctor franchise is $80,000. Lawn Doctor will finance half of the initial investment internally, so the franchisee needs a minimum of $40,000 liquid capital to get started.
MidlandsBiz:
Does a potential franchisee need any previous experience in lawn care to be successful with Lawn Doctor?
Scott Frith:
No. A franchisee does have to be a lawn care expert, rather be passionate about delivering a customer experience that keeps people coming back and talking to their friends about our brand. We have the tools that enable anyone to deliver our service in a consistent manner. This is true of our Web site where customers can buy online in 60 seconds, our patented application equipment that automates the distribution of materials or mobile in van technologies that enable us to maximize operational efficiency through better routing and resource planning. We have the solutions to help our franchisees become enterprise builders to capture share in their local markets.
MidlandsBiz:
Can you talk about franchising as an option in this economy? Why should a prospect choose Lawn Doctor over another franchise?
Scott Frith:
According to a recent PriceWaterhouseCoopers study, 1 in 8 jobs is directly or indirectly tied to franchising. Consumers want to buy from brands they trust. Entrepreneurs want to get into business, while mitigating the risk of failure. Franchising meets these needs. With unemployment on the rise people are going to take a more aggressive stance toward active investments in themselves rather than relying on the government or a corporation to create wealth over the long run . By choosing Lawn Doctor, you're partnering with a proven company that can help you create your own path to meet your personal and lifestyle goals.
ABOUT LAWN DOCTOR:
Founded in 1967, Lawn Doctor is a 450-plus-unit lawn care American brand located in 38 states. The award winning franchise, including a No. 1 billing as best in category by Entrepreneur Magazine for more than 30 years straight, has established itself as a leader in the lawn care industry through innovative technology, its ability to satisfy the needs of consumers on a national level, and its development and expansion within the industry with the help of local owners. For more information on Lawn Doctor, visit www.lawndoctor.com.
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