Spat, I am from the Northeast so I can not comment of FL. But I have the same idea as you, only on a smaller scale. I gained 5 accounts in one neighborhood of about 40 higher end homes ($500,000 - 800,000). These lots are not real big and only take about 20 minutes to mow. I could have set up a lower rate schedule but I stayed with what the landscaper had that I took the customers from - $25.00 per mow. As I started working, more neighbors stared asking me to their lawns. I then had 15 after 2 years and I have a deal with the developer to be the recommended landscaper for the 20 new homes that are going to be built. Right now as the snow is on the ground, I have picked up 6 more accounts for the spring - total 21. I have raised my price for all, but the first 5. I am not taking advantage of the wealth these people have, but I am offering a good service that keeps them happy with the results and they are willing to pay for it. On the landscaping side once I re-did one yard (plantings and beds) it started all the other people thinking about their yards, so I now have a list of things to plant or take care of all the time for just these 21 accounts. You should check (like networking) with other landscapers in your area about pricing. In my area many landscapers get together to share ideas and talk about business. There is more than enough work out there that you should not be worried about talking to your competition. It is a good business idea that all companies stay in the same area in pricing. You mentioned that the area is going to have 6000 homes. Do you honestly think that you will get all 6000 lots for service and that you and your partner could handle 6000 homes. You also mentioned to throw out all the things like Workman's comp...., do not have insurance and if not you may not pay taxes and do the things that a good businessman should do. For a good company to grow and do well for the long run you need to be relatively legitimate.