We don't mow grass anymore, and haven't for years. So I could even begin to tell you what the rates should be. Truth be told it all depends on your company, you have to know what you need to charge to cover expenses. Rule #2 of business. Rule 1 is defining your target market.
The pumpkin plan is about being focused on what you do. It's not green industry related, but a lot of it is relative. You can get it on Amazon.
"Earth, Turf, & Wood, Inc. is a high-end residential landscape & hardscape company that offers superior employment experiences for employees, exceptional opportunities for our architects, a premium service to our customers and value to the community through service and stewardship. We attempt to honor God in all we do by encouraging teamwork, pursuing excellence passionately, serving those who lead, and demonstrating stewardship of resources."