1. Emphasis on price is a terrible idea. 2. Discounting your service for additional intra-weekly cuts is another bad idea. If a lawn needs additional cuts during the week and if your customer agrees to it, then cut that lawn at your regular rate. You will soon learn how difficult it becomes to cut lawns at unusual intervals while trying to service your every-7-day-customers. If you want to last and prosper in this business, then you need to think about building a strong base with the right customers in the right locations with the right pricing. If you price your service too cheap, your morale will suffer eventually and it will be difficult to bump those customers up to where they really should be. You can probably get a no-payments-for-90-days type of deal on a new commercial grade mower. Having excellent equipment is important. Homeowner stuff isn't going to last very long.