HAHAHA... there is a lot of money in mowing if you arent a low baller and go in and price a yard at well below what it's worth. Seeing that you have the right equipment already (from your profile) it looks to me like you just need to advertise, flyers, doorhangers, etc...
I never mowed a lawn for a customer. I always found installation work to be MUCH more profitable than cutting lawns. However, installation work is more hit-or-miss, while lawns are more consistent. If you can stay busy on installations, you will make more money than cutting lawns.
If you find customer are 'too cheap,' then you need to find new customers.
Lot of money mowing and prices arent the key to making it. Its volume and you achieve that though a tight list meaning low to no drive time if your making 35 a cut and it takes 10 mins to drive there and 10 to get to your next the guy making 20-25 a cut with 3-10 lawns on a street is gona blow you away on profit. And how do you get thick lists advertise that is key and you may need to spend 2-5 k perhaps more to build up the list to its profitable. If you make under 1 k a week mowing you wont be to happy with it. 2 k and it still kind of poor but you get that to 3-5 or more thousand a week then you may decide its better then installs since you can build lawn crews easier then install crews since it doesnt require such a skilled supervisor. You want some one who is efficient but that can be some one with only 2-3 years on lawns it takes a lot longer to trust some one on your planting jobs then 2-3 years if your not going to be on site.
I see so many posts covering this basic topic,especially ones from people who want to know if they can make money doing this kind of work and how much.I see lots and lots of generalizations like "you can't make money on residentials","lowballers are killing us" and "people are cheap".Well,I'm just starting out in this business and ,while I do have some concerns about my ability to make it,I'm convinced that if I work hard,manage my business well and deliver quality service to my customers I will succeed,even if I JUST do basic maintenance.Sure,there are some cheapskates out there but I believe there are plenty of others who want quality landscaping service and are willing to pay a little extra for it.
Allstar you have exactly the right attitude to be successful. We only have 3 years under our belt and in 2004 we'll be turning down work becuase we cant handle it (and dont want to get too big..for reasons I wont get into here). And we are nowhere near the low end of the price ranges.