Inside the Shop That Turned Away Clients… Successfully

We'll probably hit 400. That's our goal. He was watching a bunch of lawn videos, and then your videos started popping up. Why don't we start a lawn business? We're not accepting any new mowing customers. Booked out till third week of August for projects. We're capped out. Everybody's topic about, like, price increase is, like, man, we should have done more.

And so right now, is it one other person with you or two or. How many do you. How many guys do you have come.

Right now, we've got three guys in a truck finishing the route for today.

Okay.

And then typically, we've just got two guys in the truck.

Got it.

And are they coming back here then?

Yeah, yeah, they'll be back here. Probably about, like, an hour. Yeah, yeah, yeah, about an hour. So all the mowers lined up right there in front of our kayaks, and then we've got our board, so we'll have. We're still. You know, we're three seasons in, and we're still working on what to put on our board and stuff, but, like, what we load up in the trailers, and then we do gas cards. So that's their calendars of when they're there and just kind of random stuff. And I made that little sign to remind them, like, we're not just here to cut grass. We're here to make their yard look great.

That's awesome.

Little inspiration I like to thank, hopefully.

Yep.

And to the three that are full timers, they're the ones that just usually one hop in with you and the two others in the other. Got it. That's super cool.

Yeah.

One of the guys that's been with us since, like, he was our very first hire. So he's the other. He drives the other truck. He runs the other mower. So he's kind of like. We, like, kind of call him, like, assistant G. Like, we're trying to figure out, like, what he would be because Tyler doesn't want to get out of the field, and I like doing the admin stuff. So. Yeah, like, we want to, like, give you a little bit more responsibility, but, yeah. What.

So what's the size of revenue you're thinking you're gonna hit this year?

So we'll probably hit 400. That's our goal.

And last year, what was it?

We finished at 280 last year.

Wow.

So it's a pretty big step up.

Yeah. Yeah.

This year has been. We added, like. So we only worked Monday through Thursday last year. We added Friday. This year, those part Timers, kind of with the part timers. And then like we switch. So he works Monday through Thursday and then I work landscaping projects on Fridays.

Got it.

And so just adding that one day has like made a huge difference. So that's like, I think a big factor because we had a whole day we weren't doing anything, making money. It was driving me nuts. I was like, our trucks are just sitting here doing nothing on a Friday. Let's do something. So. Yeah, so that's, that'll be a good year.

Do you think you're probably capped around 400 just with the two trucks?

Yeah.

Oh for sure.

Yeah, yeah.

We're like not accepting any new mowing customers. We're booked out till third week of August for projects. Like we're capped out for at least spring and summer.

Yeah.

How many mowing customers now?

147.

Take 150 is kind of.

Yeah, like 150. Is it? We can't do anymore because then you.

Probably only have a. Like basically have one day a week to do projects.

Yeah, yeah.

Cuz Tuesday one truck mows and one truck does projects.

Yeah.

So we're not even like a full day of projects except for Friday.

Got it.

Yeah.

You're actually turning away mowing customer now.

Oh yeah, yeah.

Like I've had we have like six estimate requests in our email inbox from Friday that I still need to respond to today to like say, hey, we're not taking any more customers unless they're.

In one of the neighborhoods.

You're already doing. And it's so hard for me to say no, but have you already raised prices this year?

Yep.

Really raise prices on everybody? Yeah, raise them across the board. Some people a little bit more because we want to try to get rid of them. Some people a little bit less.

Yeah.

And I think we only lost six people.

So how much do you raise it? By what percentage?

Anywhere between 18 and 25%.

Let's go.

So we probably could have done more. I know, it's fun. Everybody like, everybody's topic about like price increases. Like, man, we should have done more. So we. But yeah, and then some people like complain about the price, but then we're like, well, we're not going to get rid of you. We just want to complain about it. And I was like, okay, good, great.

Like we'll send the calls to command center for three days.

Yeah, yeah.

The price increase, y' all handle it. But yeah.

So then in here, this is like the kind of the shop space, I guess.

Yeah.

So just all the tools that we need. We have. We get snacks for the guys. So they got snacks and then ice.

And is this a relic of the past or usable?

It's still usable.

Really?

This is what got us started our first year. So like we had that and then we got the small. Well the small mowers on the other truck. But that's like we use this for the entire first year.

72.

Mercy goodness still gets used every now and then.

But give me some big properties.

Yeah, yeah.

But it's cool because it was his dad's mower.

Oh wow.

And so like, like your dad helped us start the business because that was our first piece of equipment that we had. So.

So what were you doing before this? I forget.

Tyler, Parts manager. I was at the Lexus dealer.

Okay.

Yeah.

And then you were doing the boot camp thing. You're still doing that, right?

I still do that.

Yeah.

Is that the Saturday gig?

I know. So I do that three morning. Like I did it at 5:30 this morning.

Oh wow.

So I do it three mornings a week. But I've like way taken a step back from that since this is picked up so much.

Right.

But yeah, I just train three mornings a week and that's it.

Yeah.

Well, so do you think you're going to from here, are you going to just optimize with the two trucks or do you think you're eventually going to have to get third and move forward?

We haven't talked about that yet.

Really? Okay. All right.

Because if we get another truck then we have to get a whole shop space. Cuz like we are third one working.

Yeah.

Like we are tapped out of space for here.

So find another space then another truck and all that.

Yeah, I mean we've been like praying about it and like we're. I'm just like very like if an opportunity presents itself, we're going to like.

Killer shop Space land.

Yeah.

Like we're not actively out there looking for it but just kind of like if we see a sign like oh, let's find out about that place or something like that.

So like worst case scenario would be just keep optimizing the size. Maybe 500 next year. 480.

Yeah.

Okay.

That's good.

So good stuff. And so when did you all get involved like with the lawn care? Like why was it lawn care? Remember you were already doing your boot camp stuff and then you had to do the partsman. So like why lawn care?

So when we we bought this house and Tyler had a yard at his old house but it wasn't like this Big. So when we got here, he kind of, like got like, obsessed with it, like making it look good and stripes and all that kind of stuff. So lawn videos started really popping up on his YouTube. And so he was watching a bunch of lawn videos, and then your videos started popping up. And so he had watched a couple of them, and then one night he called me in and it was Nick Reed's video about him starting. And so he's like, hey, watch this. I was like, oh, that's cool. So we're sitting there watching it, and I'm like, hey, why don't we do something like that? Like, why don't we start a lawn business? So that was in November of 2022.

Yep.

And, like, he just started thinking about it. He was like, well, what if we did this? And so he started throwing out ideas. And I was like, oh, okay. He's serious. So then we booked the call with Lee and then training in February, and we went to training, came back, got our truck wrapped, and he was going to only do it part time. And within two weeks of coming back from training and getting our truck, we were completely booked. And he had to, like, walk into his BO and it's like, this is.

Basically your third string rush then.

Yeah, third one.

How's that been, like, in terms of. Because the first one's always crazy.

Yeah. Oh, yeah.

You actually just came right back from training, then it would have hit right away.

Oh, yeah, that's right.

Okay.

Yeah.

And so. But then, like, second one, third. What have you adjusted each spring rush, you think?

Kind of. So our first, like, from my perspective, our first one, like, it was insane. Nuts, overworked. They all hated me. Like, called me a slave driver.

Yeah.

Oh, yeah, it was real bad.

One of those eight to nine every day.

Yeah, it was real bad. So then. And they were working five days a week. So then last year, when we took it down to four days a week, I got a little bit more tame and we didn't get, like, as out of control.

Yeah.

And this year I've had my moments. Couple out of control.

I know the one guy. He stayed with you for a while. Has there been other crew members? Stay with quite a while.

Our first two employees are still with us. What? Yeah, one of them's part time, one of them is full time.

All these amateurs. Can't keep our first two just sticking around. That's amazing.

How did you know them? No.

Really?

Nope. Found him on. Indeed.

Wow.

Yeah. Yeah.

So that's your main guy, and then.

The other one is A part timer.

Yeah.

Okay, got it.

He's in his 60s, and he's. But he. Yeah, he really, like, bounces around, and it's awesome when I raise prices. And I'm actually still kind of working on it. Some people I didn't change their budgeted hours, and then some people, I did change their budgeted hours. And so we went from $70 an hour to $80 an hour, like, in our matrix, technically. And so with P4P, I was then, like, splitting it. So I was saying $75 an hour for the 33% that they get.

To use. Raised prices and then adjusted budget. I was kind of a.

Correct.

Yeah.

Yeah. Since we're still so small and, like, I can. I pretty much know every single yard that we have right now. Like, what it looks like, who the person, all that. So I knew which ones we could adjust. And so that, I think, has helped a little bit. I honestly haven't, like, sat there and gone through and done a little bit better with, like, actually. Okay, where we. Where's the. Where are we not hitting it? Where are we not getting it to fix it?

Right.

So.

But the current crew is pretty happy. Like, they're just like, okay, base is fine kind of thing?

For the most part.

Yeah.

I mean, they'll mumble and groan and complain about it every once in a while, but when they see that they hit it.

There's days that they hit it.

Right.

But as far as, like, a pay period, it tapers off.

Yeah.

So they see it, and it's like, oh, where'd it go?

And then projects kill us, too. Cause I am. I am very optimistic about how quickly we can get things done.

Everything goes perfectly to plan.

And. Yes. So that has kind of hurt us with projects, but I'm getting a little bit better.

Yeah.

Do you do all the estimates, then?

Yes, I do all of them.

So you do them throughout the week, and then Friday, the projects go out.

Yep.

Got it.

Yeah.

Do most of the mowing. Can they do them? Can you do them over the phone?

Yeah. Oh, yeah, yeah.

There's the other peninsula. So Hendersonville has two peninsulas. The other one, There are some areas that are very hilly. And so I know if someone calls or requests, like, I'm gonna go look at it.

The Augusta business model is to do $800,000 in annual revenue, $200,000 in profits.

How is that possible?

Because of command center taking our phone calls, emails, text messages, and even running payroll, doing all the admin work. So we can focus on growing the business. If you think having someone answer your phone throughout the day would be a relief for you and your business? Go to Augusta Lawn Care Services.com franchise, book a call and see if joining Augusta Nation would be the right fit for you.

So you think you're going to get away more from the projects or and let's do more of the mowing or is it really just kind of if you even get the third truck and open that up.

I think it'll be if we get a third truck. Cuz I really like projects. I like the big lump of money that comes in. I like. I feel like there's a lot of our customers that use us for projects and I would hate for them to have to go with somebody else. So we stopped for a while taking outside projects. We were only doing projects for our mowing customers, which that's probably going into fall and things like that. Like we're gonna like top priorities are mowing customers obviously. But I would just hate for them to have to go with somebody else. So I'm of a mind let's figure out how to make it happen so that we can.

So if we just optimize. Take budget hours down by half, get more projects.

Yes, exactly.

So we just need more optimistic.

Yeah. That's how it works. Right?

Very cool.

And so yeah, like really finding a space around here is tough though. I was the other day like just finding rent spots.

Yeah.

It's crazy.

Crazy.

Yeah.

I have a friend who's a realtor and she kind of looked around and this was last year when I was like, let's just explore the idea. And we couldn't find anything. I haven't even really looked this year.

Right.

So. But yeah, it's. We have to have a space that obviously fits all this. Storage units around here don't have parking spots. So like we can't park our trucks. So we'd still. They'd be having to come here. Then we'd have to drive over and load up.

Main guy would take his truck. Would ever take his truck home?

I don't think so. I don't know.

Just a thought.

Yeah.

I don't know. We get very nervous.

Yeah.

Yeah. We put some track truck trackers in there.

Yeah.

But we were considering it originally when we had. We were moving from Blaine to Bellingham.

Wait until we're finding space.

We're like, okay, well what if we take like three or four of the crews? They just take the truck home. They like might even some of them willing to take less money per hour. They're like, hey, we need a truck.

Woohoo.

But then we just have. We could cut way back on shop space.

Yeah.

So interesting. It's definitely an option. I know we. I'd consider in Charlotte too. North Carolina.

Yeah.

Is like, hey, let's just have the crew. I'll take their trucks home. There's obviously liability there, but yeah, I'll pay for that. Versus having to find a shop.

Yeah.

Some places.

Interesting. We honestly hadn't even thought about that.

Some of the spaces I was looking at, like even in Charlotte was like five, six, seven grand a month. Like. Okay. Well hypothetically speaking, if I get one total truck a year.

Yeah.

I can pay for the truck.

Basing it off of a truck total.

Yeah. So I don't know. Just a thought. That's funny. I'm seeing more people move tight. Even if you don't have the enclosed vans. The vans are nice.

But.

But here you're not going to a van or toilet space.

You have to open.

So even if the truck was there and they came pick up the trailer. I don't know.

Huh.

Cause ramp rack here, you gotta have a bigger mower because you're doing two people too.

Yeah.

We never even considered a ramp rack because none of our neighborhoods. Like the couple in Nashville, their next truck, they're getting a ramp rack because their neighborhoods are tiny. Like they can't even park their trailer in some of the neighborhoods.

Yeah.

If you did, if you did a.

Solo route, could you do it ramp?

Like if you got a trucking for just one person? Because like you probably need two mowers now for two people.

Yeah.

No, but also then you have more capital outlay.

Yeah.

The truck.

And that may come down the roads. The way they're building subdivisions around here, they're getting smaller on top of each other. Yeah, that may be a possibility. The more yards we get.

Like that. Yeah.

Right now with the half acre to acre lots.

Yeah.

You got to have a 48 or 52.

Yeah.

There plus one other something small.

Gangs still have the decent size.

Yeah, no, totally. Do you want to grow it much larger, you think? Or like this is where you feel good? Like that? 4, 5, 600,000.

We definitely want to grow.

Really?

How much more locations?

Basically.

So our ultimate goal is we want to have multiple locations. I think the biggest thing to figure out is like when we're ready to let go of stuff. Because I like doing the admin stuff. I can do it. I'm free labor. And he likes being in the field and mowing and things like that. And helps with quality control. So, like, our ultimate goal, like, end of the road, like, when we're happy, we'll have five locations. Like, we'll be able to, like, step back a lot more. But I don't know what that looks like. Like, I've talked to Nick about it too. He's like, so what does that look like for you? Like, what would you do? I was like, I don't know. Still run everything.

But which direction does it kind of naturally spread the leads coming in, People coming from more up south or more towards Nashville? In terms of the lead kind of.

Coming in, we're getting a little bit more towards Nashville and then Gallatin.

Okay.

So we're going, like, west and east, like, this way.

Got it.

Yeah, got it.

So not as much north.

Yep. Okay.

But because that's where it gets a little more rural once you get north, that's probably where, like, a shop might work.

Yeah.

I don't know. Still expensive. I looked around. It's not cheap.

Yeah.

It's almost as if you can just, like, find a farm.

Well, and everybody and their mom is moving to Nashville. And, like, so Nashville's too expensive. So they're all going to the suburbs. So that's making everything out here so much more expensive. So that doesn't help us either.

Yeah, yeah, totally.

So.

And then on the admin side, you learned that whole process. Are you going to hand that off to someone else eventually down the road, you think?

I don't know. I like doing it. Like, I like doing it. It gives me something to do, and, you know, it feeds the control freak in me to, like, I want to make sure I'm touching everything in our business.

Yeah.

I don't know. Maybe one day. Yeah.

Do you do only the over the phone, or do you do instant quotes as well?

So we did the instant quote last year. I wasn't as big of a fan of it, and so we took it off this year.

So just so we can get more precise with the measurements. So, like, if a request comes in, that's why you're kind of.

Yes. Yeah, yeah.

So, so then, like, the six that came in on the weekend, are you basically looking? Are they in our areas or not?

Yep.

Got it.

Yeah, got it.

So you're still taking them in. It's just like, some of them, you're gonna say no to yes based upon them being too far away.

Yes.

Yeah.

Okay, cool.

Yeah.

Or if they're. Honestly, if they're, like, too big or too small. Like, we're now looking for the perfect yards.

Right.

And that's like half. Half an acre. That's kind of like what you're looking at. Yeah.

Those are the ones that did not get real quick. Guys can handle them either 200 truck or somewhere.

Got it.

So we're praying for either like an amazing shop space or potentially someone to be able to take their truck home.

Yeah.

And go that route.

Cool.

It'd be nice. I think like if you can get to 600, that's when you start. It starts making sense for you to be able to spend some time managing off the truck. And then even if that's a few years of just like slowly get it to even three or four trucks. Like four trucks can easily do 7, 800,000 and you basically full time managing quality control. I was thinking longer term flexibility, a little bit more, things like that. But I really liked the way you guys started it and then like it's just been like a slow. Hey, we're not trying to like go to 500,000 the first year.

Yeah.

So being more consistent.

Yeah.

If we could find another truck we might. I think we could make one more truck work here if we just put it on project.

Okay.

Because right now projects are only Fridays, right?

Yeah, no, Tuesdays and Fridays.

Tuesdays and Fridays. So basically if you fill in two more days or three more days. And I'm guessing that takes the dump trailer out.

Yeah, got it.

And so what's your schedule look like? Estimates in the morning and then admin throughout the day kind of thing.

My schedule's all over the place. I mean I do estimates like all throughout the day. And then so Tuesdays my mother in law watches them or they're in a mother's day out. And so I'll actually go work projects on Tuesdays and Fridays and then Mondays, Wednesdays and Thursdays I'm just like, I'll answer the phone when it rings. Like I don't actually have set time blocking hours. It literally is just when someone wants to have an estimate, I go and do an estimate like ours. We're not as like packed with estimate requests. It's very sporadic.

Got it, got it. Well, hey, you don't have to run ads, so. Yeah, that's good.

It's a property that we already have. I can move out.

Yeah.

A lot of times so I say I do all the estimates. If they're there, I'll have them do it.

Oh, that's good.

Yeah, I'll have my guys take a video or something like that.

Yeah.

And then did you hire the Other two this year, then the other hire two.

Yes.

How's that been so far?

Great. We hired young this year. So one is 18 and one is 19 and they've stayed on. Yeah.

Have you guys lost anyone? We lost like a couple last year or something. Yeah, we lost two last year, but overall, yeah, solid.

We lost one guy because he was going to be a kicker for a semi pro football team. And then we looked at the roster and he wasn't on the roster. So we're like, what happened there, buddy? Yeah, I was like, what happened there, buddy? And then we have one guy we really liked, but then he got a welding apprentice.

Oh, cool.

And we're like, okay. He like, wants to be a welder long term. We're like, okay. We can't fault you for.

Yeah.

Chasing your dream.

Yeah.

So, yeah, it seems pretty consistent.

Yeah.

But the two guys that we have now, they're great. Like, we really like them so.

Well, even just like sometimes I see a lot of trim when they have to come like to your house and that sort of thing. But it seems like it's been fine.

Yeah, they're doing good.

Yeah, they live pretty close.

Cool.

Our furthest guy lives in Gallatin, so He drives like 20, 25 minutes. But he was the one that we hired very first. So he's been doing this for three years now. No issues.

Yeah.

Super. Awesome.

Well.

Well, hey, thanks for letting us come, but is there anything I could help with at all? I know it's like very much of a steady journey for you.

Yeah.

And.

But like, is there anything I can help with at all? Anything whatsoever? I know it's like you've been plotting. You guys are both in the field crushing it.

Yeah.

I mean, I don't know.

I look forward the next few years though, because it's going to be that kind of turn.

Okay.

Eventually you gotta get outta the field.

Yeah.

Eventually you don't want to be doing it all the time. And so it's like, how do we start handing these off to other people?

Yeah.

And I'm glad you got above like to 80. Cause like once you have 80, 90 even, that's when you have just a.

Little bit of that margin, a little.

Bit of protection to be able to take that time.

Yeah.

More flexible. So it's good.

Yeah, I think definitely, like when we start, I mean, we're Brian Connors who talking to you for our coach. And he's awesome. So he's got that experience with starting a second location and all that. But I know when that time comes, like, figuring out, like, okay, how does it work? Like, how do you branch off and have two separate locations, but you're all meeting at the same place and it's all the same stuff, so it's a transition.

Yeah, right.

I think you're super good at operations, though. Like, I think one of the things I thought was super powerful about both of you is, like, you're really good operations, and the crew likes that. Like, sometimes they like the owner being out there with them all the time and then you being able to cover all admin sales is, like, kind of a win win. So we love it.

Yeah, it works for us.