View Full Version : Head Start Program - Project: Shamrock Lawn Care

Team Gopher
02-01-2005, 02:02 PM

Head Start Program
Project: Shamrock Lawn Care

Zacc, the owner / operator of Shamrock Lawn Care is just starting out his business. He is 19 years old and a freshman at metro state college in denver, colorado. We asked him to tell us a little about his company and he said "Shamrock Lawn Care is a brand new company, and I hope to expand fairly fast. By the end of this season I hope to have over twenty yearly contracts and hopefully double every year till I get about 100 contracts."

Thanks to the help of a few forum members he is getting started with a free logo design, website and marketing material design. As he moves forward with his company we will keep you posted on his updates.

We hope to help him learn about business and grow. Feel free to jump in and offer your wisdom or learn from his experiences.

You can see his logo and flyer design post here (http://www.gophergraphics.com/forum/cgi-bin/ikonboard.cgi?act=ST;f=1;t=1164).

You can see his website development post here (http://www.gophergraphics.com/forum/cgi-bin/ikonboard.cgi?act=ST;f=6;t=1170).

02-01-2005, 03:05 PM

What is your emphsis of your business?
fert? does your state require license?
pest applications? once you have license
landscaping, soft or hard?

02-03-2005, 11:12 PM
Has the owner started a business plan? If not, that is where I would start or at least with a market analysis to determine the feasibility.

Team Gopher
02-04-2005, 04:27 PM
What is your emphsis of your business? mowing/fert?

So far it seems he is focusing on mowing. No fert.


business plan? If not, that is where I would start or at least with a market analysis to determine the feasibility.
What would you suggest he do for his market analysis?

Team Gopher
02-04-2005, 04:33 PM
Here is the marketing plan thus far.


Team Gopher
02-04-2005, 04:36 PM
Winter Flyer

A note to those reading this. You can make your own flyer just like this one by downloading the free flyer template here. (http://www.gophergraphics.com/forum/cgi-bin/ikonboard.cgi?act=ST;f=1;t=942)


Spring Flyer 1


Spring Flyer 2


Third followup flyer to make his routes tighter.


02-04-2005, 11:53 PM
At a minimium, I would pull the demographics from the Census website to determine what the area looks like from a demographic standpoint (age, presence of children, home value, etc) as well as psycographics (buying preferences, etc.).

Most libraries carry reference materials from The New Strategist http://www.newstrategist.com/catpage.cfm?cat_selected=77. Most librabries also carry reference materials on demographics by zip code. From there you can identify which zip codes in the area that you service are more rip for the picking. This would help you spend your marketing dollars more effeciently when starting out. If you need any other help, send me a PM..

Good Luck.

02-06-2005, 12:26 AM
Hey everyone, sorry I didn't reply earlier, I couldn't for some reason. Thanx a lot for your help llco, I will look into that, does it cost money to search on the census website? And thanx a lot steve, that is exaclty what I am doing with my marketing

Team Gopher
02-08-2005, 03:27 PM
For those following along, here is an image representing the equipment Shamrock Lawn Care is starting with.


Team Gopher
02-08-2005, 03:38 PM

What age, presence of children, home value, buying preferences, etc. would you suggest targeting in on?

02-10-2005, 10:50 PM
Attached is an Excel file that is zipped of the information that I pulled from The New Strategist series of books.

I do not view this information as a magic bullet. It is important to index this against the market that you are in.. If I am in NYC, I would not target incomes from 70-100K becuase that would equate to incomes of 40-50K here and would not be the ideal customer. Also keep in mind that this information includes lawn care (fert) and maintenance.

Happy Targeting!

02-10-2005, 11:27 PM
shamrock, the census site is free, and you can search from the state, county, and city level. here's the colorado page and you can just drill down from there:



Team Gopher
02-11-2005, 05:06 PM
Hi LLCO and tonygreek,

I will review the zip file.

Denver has many zip codes, but here is an example with one.

I visited this site (http://reports.esribis.com/esribis?command=zipcodelookup) to help ShamRockLawnCare with their market analysis research. You can search your area by zipcode. We entered a Denver Colorado zip code of 80202.

2004 Summary ZIP 80202 National
Total Population 4,745 295,628,353
Total Households 3,272 111,572,974

2004 Population by Race

White Alone 78.5% 73.6%
Black Alone 5.9% 12.5%
American Indian Alone 1.1% 0.9%
Asian or Pacific Islander Alone 6.8% 4.2%
Some Other Race Alone 5.0% 6.1%
Two or More Races 2.8% 2.7%
Hispanic Origin 12.7% 14.1%

2004 Population by Sex

Male 57.9% 49.1%
Female 42.1% 50.9%

2004 Households by Income

Median Household Income $34,504 $48,124
HH Income Under $50K 59.5% 51.7%
HH Income $50K-$100K 16.6% 31.0%
HH Income Over $100K 23.8% 17.4%

2004 Average Home Value

ZIP 80202 National
$409,274 $206,430

Team Gopher
02-11-2005, 05:14 PM
Shamrock Lawn Care's new website

We are testing out Shamrock's website here New Website (http://designinq.com/clients/shamrock/index.html). Feel free to review it and let us know if you have any insight on it.

Richard has done a great job so far putting it together.

02-11-2005, 06:50 PM
gopher, as an fyi, the census link i posted provides a better look at demographics than the site you referenced (which is just a less refined census extraction anyway).

02-14-2005, 02:47 PM
This only issue that I have with the Census information is that the zip code information is older information: Housing (1999) and income (2000). From what I understand, Denver is a very unique market. There has been a lot of changes out there and I am not sure that the census information is reflective. The Libraries here also have a book that lists 2004 demographic data by zip code. Much more relavant information in a changing market like Columbus and Denver. In addition, the New stategist informaiton as well as the 2004 Demographics by Zip also provides an index of lawn and garden spending by demographic profile and zip code.

Gopher.. the data you posted looks peculiar..

Median Income of $34K (could this be a per capita income?) with a median home value of $408K :dizzy:
Also, it is very unusual to see 57% Male in a broad population.. unless there is a seminary there... :angel:

Sounds like it could be a college town but the median home value does not make sense then..

Team Gopher
02-15-2005, 05:04 PM
Hi tonygreek,

Thank you for your insight.


Yes that could very well be an explanation of that specific zip code. I have an image of the zip file you posted. Could you walk us through what we are looking at. Why are certain things highlighted.

Thank you!


02-15-2005, 09:52 PM
The highlighted cells are cells that needed to be reviewed but are not critical to the analysis.

The average household spending table denotes the average spent per household where the primary householder is in the defined segment.

The second table is an index based on the average household spending. The average across the US is 100. If a specific segment is at 123 then the average spending is 23% above the average. If a specific segment is rated at 68 then the specific segment spends 32% less on average per household than the US market on average.

The third table is the biggest customer essentially the market share per specific target. I do not personally care for this indicator becuase it is too broad in certain areas (household type - married couples, married couples with children, single).

From the analysis, it appears that the ideal customer is 35-100 with a household income of 70K+. Married couples without children and couples with children over the age of 18, and single homeowners are our best target customers.

I realize that there are a ton of opinions on who makes the best customer (those that complain, those that are price shoppers, etc). Marketers have to assume that the highest propensity to buy is the most potentially profitable customer. This is not an operational analysis, it is a potential demand analysis and where the best potential markets are housed as well as how best marketing dollars can be spent in targeting.

I was able to validate this information with a very large fert company and it is very accurate to who they are targeting.

Happy Hunting!

Team Gopher
02-16-2005, 05:24 PM

Could such a chart be created from the census website as well? or would an LCO need The New strategist information books?

Team Gopher
02-16-2005, 05:48 PM
Another question

<TABLE border="1">
<TR><TD colspan="4">Average Household Spending</TD></TR>
<TR><TD>Age of the Householder</TD><TD>1997</TD><TD>1999</TD><TD>2003</TD></TR>
<TR><TD>Total Householders</TD<TD>72.44</TD><TD>80.14</TD><TD>78.26</TD></TR>
<TR><TD>Under age 25</TD><TD>3.35</TD><TD>2.58</TD><TD>3.64</TD></TR></TABLE>

When looking at this: is the 3.35 index based, with the average across the US is 100? Or how would you read that?