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Lawn Masters: a Growth Opportunity

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Lawn Masters: A Growth Opportunity

Landscaping is a much needed field of service for the entire state of Florida. This is why Lawn Masters is destined to be a successful, residential service targeting middle and upper class homes in the Largo, Clearwater, and Pinellas Park areas of Tampa Bay, Florida.

Current Market:

The Largo, Clearwater, and Pinellas Park areas of Tampa Bay have been selected. The population of this area has experienced steady growth and is projected continue to increase. The majority of the population is in the 35 to 54-age range, an important demographic for our business, since this demographic is often involved raising families, working, and involved in leisure activities. Pease see below for current information regarding the cost of living in Tampa:

(Numbeo, 2015)
In Tampa Bay, the estimated average household income is $63,020 (Tampa Bay Partnership, 2015). Trulia.com (2015) identifies this area as having a sizeable amount of upper middle class, gated homes and communities. Our business targets these types of homeowners. While there are many other landscape businesses in the area none are currently targeting a holistic approach to landscaping or offering homeowners the opportunity to enjoy customized landscape in a sustainable manner.

Contributions to Economy

Lawn Masters contributes to the economy by providing a service not currently available to a growing demographic of homeowners in search of more leisure time. These homeowners are proud of their investment and want to increase the value of their home by ensuring it looks good and well maintained. By securing our services, homeowners will be able to enjoy a well maintained landscape around their home but also be able to take part in the many leisure activities available in the area. Also, our company provides employment for others in the community. It also taps into a niche market, hopefully creating more opportunities for others to combine art and science in lawn care.

Target Customer

Our target customers is the middle to upper class homeowner in the 35 to 54, who wants to enjoy a well-maintained, creative landscape around their home. The market has seen growth in the median home price in Tampa (Fortune Builders, 2015). The overall market and economy in the United States is recovering, leading more to consider home purchase as an investment. This indicates an opportunity of future growth in our customer base.

Market Research & Customer Behavior

In the past, lawn companies have merely cut lawns and blown leaves around. The purpose of these companies appears to be minimal care and the lowest cost. Our service is different: we will focus on providing excellent custom care for each customer. We also offer more intelligent care: we have a unique background of understanding the microclimates within the area and the aesthetic needs of varied clients. We are interested in developing a holistic solution for each client, based on his or her needs. This is a unique niche not currently filled in the community. In a market survey we found that many middle and upper income consumers would welcome the opportunity to engage the services of a company that caters to their needs rather than races through lawn maintenance tasks. In the long run, this will better preserve their investment. In the short run, it will create a more beautiful environment for the homeowner to enjoy.

Competitors:

Bob’s Lawn Care: $20/week. Strength: Lowest price on market. Weakness: Customers like low price but care is minimal and very limited. Only mows lawns. No access to customer service.

Pedro’s Excellent Landscape: $10,000+ Strength: Outstanding landscape designer. Unique landscapes provided for each customer. Weakness: Does not provide weekly service. Pedro’s is a one-time landscape solution.

Our Weaknesses:

Our weakness will be in expanding too quickly without ensuring that each of our staff is properly trained. We will circumvent this problem by working with each of our landscape technicians to ensure they are able to deliver the level of service our initial core group provides.

Future Growth

Our company is well poised to take advantage of the market’s interest in sustainable gardening practices. Also, experts are predicting an increase in home values in the area, triggering a greater interest in lawn care. We are uniquely poised to offer great, customized service for each client, in a sustainable manner. Our expertise in the local microclimates and ability to combine art and science allows homeowners to enjoy a better landscape than they could on their own or with another company. In addition, we treat each customer as an individual, and are service orientated, a feature our competitors fail to address.

Lawn Masters is poised to respond to an identified need in the Tampa Bay area: homeowners in our target demographic are growing. They want better care than is currently available and we are able to offer compete landscape services in a more comprehensive way than our competitors. We are prepared to change the landscapes in Tampa Bay; in a manner that will get consumers talking—and demanding—our unique services.

LKP

WC: 876

References:

Fortune Builders. (2015, Feb 9). Tampa, Real estate and market. Retrieved from http://www.fortunebuilders.com/tampa-real-estate-market-trends/
Numbeo. (2015). Cost of living in Tampa, Florida, United States. Retrieved from http://www.numbeo.com/cost-of-living/city_result.jsp?country=United+States&city=Tampa%2C+FL

Tampa Bay Partnership. (2015). Tampa Bay demographics. Retrieved from http://www.tampabay.org/site-selection/tampa-bay-demographics

Trulia.com. (2015). Home buying is 33602. Retrieved from http://www.trulia.com/voices/Home_Buying/Is_good_area_upper_middle_class_looking_for_br-517806

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