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Ask the Expert with Ken Hutcheson of U.S. Lawns: June 13, 2017

25K views 41 replies 5 participants last post by  Mike_LS 
#1 ·
Attention owners: Are you ready to get off the truck and start focusing on growing your business? Making the transition from an employee in the field to strategic business owner can be a difficult step to take. Ken Hutcheson, President of U.S. Lawns, will be live for a two-hour Ask the Expert event to help guide you in this transition and answer questions about working on the business rather than working in it. Added bonus: Participants will be invited to receive a FREE downloadable eBook from U.S. Lawns with expert business advice.

Who? Ken Hutcheson joined U.S. Lawns in 1995, nurturing the company into a multi-state franchise operation. Since becoming President in 2002, he has grown U.S. Lawns into the largest commercial grounds care franchise in the nation.

When? Tuesday, June 13, 2017

What Time? 12-2 p.m. ET

Where?
Here! Bookmark this thread and join Ken right here for the live chat event.

As the largest online community for landscaping professionals, LawnSite invites you to the latest installment in the Ask the Expert series where you can get advice from industry experts in a live Q&A forum, brought to you by U.S. Lawns.

You must be a registered member of LawnSite to participate in the Ask the Expert events.
Create your free account now.
 
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#2 ·
Hello and welcome to the Ask the Expert event, sponsored by U.S. Lawns. You must be a registered member to participate in today's Ask the Expert event. Click here to create your free account now. Also, please remember to refresh the page to keep updated with the comments on the thread.

These live Q&A sessions are a chance to get your business questions answered by leading green industry experts. Today, we're honored to have Ken Hutcheson, President of U.S. Lawns, here for a two-hour session on how business owners can make the transition from employee in the field to strategic business owner.

Born and raised near Orlando, Hutcheson graduated from the University of Florida with a B.S. in Horticulture. From there, he cultivated a thriving business in interior plant design, which he franchised in the 1980s. Ken joined U.S. Lawns in 1995, nurturing the company into a multi-state franchise operation. Since becoming President in 2002, he has grown U.S. Lawns into the largest commercial grounds care franchise in the nation. Ken is an esteemed public speaker, renowned innovator and franchising expert. He sits on the Accredited Snow Contractors Association (ASCA) Board, and has been honored with the prestigious Lawn and Landscape Leadership Award. In 2013, he achieved his longtime dream of completing the Boston Marathon.

Ken, thanks for joining us again!
 
#8 ·
Great question, it's all across the board. Let's start with, what's the definition of net profit. Is it before owner benefit? Or after the owner takes their salary? That's why it's all over the board. In our system, we work with a standard chart of accounts and measure the success of the business based on the gross profit.
 
#22 ·
It's not about competition, it's about your ability to execute on the strategy you have for your business. Let's get real, this a highly fragmented industry and the customer wants options. If you differentiate yourself from others in the industry by offering what the customer really wants you will be successful.
 
#26 ·
Great question, it can be tough as a solo operator. Who wants to ride in the truck with the boss everyday? However, we have all started that way. Let me give you some tips...1) Build a plan for your business. 2) Share that plan and your vision with that new or potential employee (and potential customers). 3) Grow the business...everyone wants to be part of winning team.
 
#29 ·
Keeping with the last few posts/comments...I think most would agree that hiring the right crew leader is essential for any owner wanting to grow their business.

Ken, Any advice you can share on finding the right people for this specific job?
 
#30 ·
You're correct Michael, the crew leader position is vital to the success of the business. There are plenty of great crew leaders out there. The question you need to ask; why aren't they working for you? Are you the best place to work? Competitive pay (not high)? Uniforms? Culture of Training? Right Customers? Good equipment? Clean facility? Opportunity to grow? Execute on these and you'll be the best place to work.
 
#35 ·
Let me share a few words on marketing, whether it be to capture an employee or a customer. It starts with the customer. The type of customer you are servicing sends a message to the market about what type of work you do. Residential? Commercial? Quality?

Secondly, it's how you present yourself and your company to the market. Trucks? Cleanliness? Uniforms? Equipment? Back to the trucks/trailers; these could be your greatest marketing tools.

Btw, we also believe fully in a robust marketing plan including print, digital, networking, and getting active in the local community.

The bottom line is, you can't fake it.
 
#36 ·
Ken, one final question/thoughts from me...you’ve discussed the benefits of commercial vs. residential accounts in past Ask the Expert events. Can you explain how this could help owners achieve their goal of growing as a business leader?
 
#38 ·
Ken, one final question/thoughts from me...you've discussed the benefits of commercial vs. residential accounts in past Ask the Expert events. Can you explain how this could help owners achieve their goal of growing as a business leader?
A Commercial business is scalable and replicable. Therefore, an owners fills his time leading people, instead of managing things.

When an owner is on the truck, or occupied by his field operations, they don't have the opportunity to be active in the business community or to expand their personal horizons. Creating a sustainable business provides what most of us desire, freedom.
 
#39 ·
It depends on the market you are trying to reach. They both play a role, you need a multi-pronged (balanced) approach. Understanding it takes 6-8 marketing touches to make an impression and gain an inquiry about your business. Mix it up and keep a consistent message to who you want to do business with.
 
#41 ·
As long as you are working "by the hour" you'll struggle to achieve a balance between money, passion, and freedom. If you find yourself struggling with any of the items we discussed today, I encourage you to take action. Reach out to U.S. Lawns. We've helped many people just like you build the business of their dreams.
 
#42 ·
We've reached the end of today's Ask the Expert event. Thank you to everyone who joined today, to Ken Hutcheson for providing his insight and advice, and to U.S. Lawns for sponsoring this event. This thread will be closed for further commenting but will remain archived in the Franchising forum for future reference. Be sure to use the form on the right side of the screen to sign up to receive a FREE eBook from U.S. Lawns on how to grow your landscape business.
 
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