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A Sample Landscaping Marketing Plan Template

Do you want to boost your landscaping firm’s revenue? If YES, here is a sample landscaping marketing plan template + killer marketing ideas/strategies to attract/retain clients.

Okay, so we have considered all the requirements for starting a landscaping business. We also took it further by providing an in-depth sample landscaping business plan template. In this article, we will be analyzing and drafting a sample landscaping marketing plan backed up by actionable guerrilla marketing ideas for landscaping businesses. So put on your marketing hat and let’s proceed.

A Sample Landscaping Company Marketing Plan Template

  • Our Present Business Situation

Glover and Greenhouse Landscape Company is a licensed landscape architecture company that is based in Miami Beach, Florida –United States of America and we have active presence in other cities such as Greenacres City, Miami, Jacksonville, Clearwater, Tampa, Fort Lauderdale, North Miami, West Palm Beach, Palm Harbor, Deltona, Orlando, Palm Bay and Panama City et al. We chose to operate in these cities because we know that our services will be in high demand due to the geographical nature of Florida.

Presently, we have successfully equipped our office, prepared all business / contract documents and all our staff are well trained to hit the ground running. We know the importance of networking with the right set of people, which is why we have form partnership with stake holders (landlord associations, property managers and relevant government agencies) in Florida. We will officially open our business to the general public on the first week of January.

We have successfully acquired all the needed equipment and tools such as Lawnmower, String Trimmer, Edging Shears, Turfing Iron, Half Moon Cutter, Brooms, Besom, Leveling Rake, Spring – tined Rake, Switch, Wheel Barrow, Truck. We make bold to state that our Managing director is a member of the American Society of Landscape Architects (ASLA) and he is also a Master of Landscape Architecture – MLA.

  • Our Services

Glover and Greenhouse Landscape Company is in the business of bring out the beauty in our environment and our services will be carried out by highly trained professionals who know what it takes to give our highly esteemed customers value for their money.These are the services that Glover and Greenhouse Landscape Company will be offering;

  • Landscape architecture services
  • Landscape care/maintenance services
  • Trimming Landscaping
  • Landscape design/contracting services
  • Lawn mowing/maintenance
  • Sod installation/hydro – seeding
  • Weeding or fertilizer and/or pest control application
  • Weekly lawn cut
  • Weeding Beds
  • Sale of flowers
  • Spring Cleanup
  • Fall Cleanup
  • Chemical Treatment
  • Snow Plowing
  • Consultancy and Advisory Services

Our Vision Statement

Our Vision is to become the number one choice of homeowners, property managers and government agencies when it comes to landscaping services in Florida, U.S.

  • Our Mission Statement

Glover and Greenhouse Landscaping Company is a business positioned to be the become the leaders when it comes to bringing out the beauty (esthetics) in our environment by offering top notch landscaping architectural services and other related services in Miami Beach and other cities in Florida, U.S.

  • Our Market Goals

From the survey conducted, we were are able to discover that the average lawn care and landscaping business owner rakes in about $5,000 to $50,000 in their first year of active business, and a steady increase of $160,000 to $250,000 from subsequent year as long as they are consistent in what they do and have been able to create additional sources of income.

We have perfected our sales and marketing strategies and we are set to deliver excellent services and designs. We know that if we structure our business properly and have highly trained and motivated employees, we are likely going to meet or even surpass our set target of generating enough income / profits from our first three months of operations.

With the help of experts, we have been able to critically examine the landscape industry with more emphasis on Miami Beach, Florida and we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some workable assumptions as well.

  • Execute a minimum of 30 landscape care/maintenance services within the first 6 months of operations
  • Execute a minimum of 20 landscape design/contracting services within the first 6 months of operations
  • Execute a minimum of 10 landscape architecture services within the first 6 months of operations
  • Executes a minimum of 20 lawn mowing/maintenance jobs within the first 6 months of operations
  • Handles a minimum of 30 Sod installation/hydro – seeding, Weeding or fertilizer and / or pest control application jobs within the first 6 months of operations
  • Provide advisory and consultancy services for a minimum of 10 client per month
  • Handles a minimum of 30 Chemical Treatment, Snow Plowing, Tree Cutting contracts within the first 6 months of operations

What we aim to achieve from our market efforts are as follows:

  • To be listed among the top 5 landscaping company in the United States of America (within a 5 years benchmark)
  • To become the number one choice when it comes to landscaping services in the whole of Florida
  • We want to build a self – sustaining property management business that will contribute to the growth of the economy of the United States of America.

Our Marketing Budget

Our market budget for our landscaping company is put at 7,500 US dollars for the first year of officially launching the business. This is so because we have been able to study the industry and winning clients is easier when you are competent and trustworthy.

Relationship is also a key factor when it comes to meeting and surpassing your market target and we are going to go all out to secure relationship with property owners and government agencies at all levels; they are our major market.

Going forward, we will budget between 5 percent and 7.5 percent of our annual income towards marketing and promoting of Landscape company in the Florida and of course throughout the United States of America.

Landscaping Company Marketing Plan – MARKET ANALYSIS

  • Landscaping Industry Overview

In a publication released by a Professional Land-care Network (PLANET), an international association serving landscaping professionals, lawn care professionals, exterior maintenance contractors, installation/design/building professionals, and interiors capers, there are an estimated 10,000 individual lawn care service providers and approximately 12,000 landscapers in the United States of America. This statistics covers independent operators, franchises and large corporate chains.

  • Interesting Statistics About the Landscaping Industry

They also stated that the number of professional landscapers could actually be considerably higher because there are so many people doing lawn and landscape maintenance on part – time and on a pay as you go basis. Lastly, according to the Occupational Outlook Handbook, published in 2006-2007 (U.S. Department of Labor), is that almost 1 out of every 4 landscaping, grounds – keeping, nursery, greenhouse and lawn service workers is self-employed and provides maintenance services directly to customers on a contract basis. Of these, about 1 out of every 6 works part time.

Although landscaping business might not be amongst the money spinning businesses in the US, but they have a very large market that is readily available for them. All they need to do is to convince property owners, corporate organizations and the government to patronize their services.

As a matter of fact, statistics has it that the United States green industry (landscape and lawn maintenance, landscape contractors, landscape architects, irrigation contractors, and lawn and landscape product suppliers) generates roughly $67 billion to $69 billion annually. PLANET estimates that the landscaping services sector alone generates about 704,000 jobs and $35.6 million in value-added services annually in the US; it is indeed a growing industry.

  • Our Target Market

Landscape Company was deliberately located in Miami Beach simply because we have a wide range of people and businesses that can hire our services; the geographical nature of Miami Beach is highly suitable for the kind of services we render. Our target market as a landscape company is not just restricted to only homeowners and property managers but also government establishment.

We are quite aware that the state government is one of the biggest clients in the industry which is why we have structured our business to meet the expectations and requirements of the government when it comes to bidding for government contracts.

This is the group of people that we will market our landscape business to;

  • Facilities managers for botanical gardens, historic buildings, municipalities and other government entities, universities, cemeteries and other public places with green spaces
  • Homeowners who plan to put their home on the market and want to improve its curb appeal with fresh or updated landscaping
  • Builders of both residential and commercial properties who don’t already have their own landscaper or staff
  • New homeowners who wish to update the existing landscape of their property
  • Homeowners who are frequently out of town on business
  • Retirees who don’t care to do their own maintenance any longer
  • “Snowbirds” with winter homes in warmer climates
  • Golf course managers who may need help with maintenance
  • Rental property or condominium association managers who are personnel-impaired
  • Homeowners who don’t have the vision, skill or tools to design their own landscaping
  • Managers of public facilities
  • Government establishment

Sample Landscaping Marketing Plan Template – SWOT Analysis

  • Strength:

Our strength as a landscape company is the fact that we have healthy relationships with key stakeholders in Florida. We have some of the latest equipment that will help us deliver neat and excellent jobs. Our management team and workforce are highly trained and qualified to deliver excellent jobs within record time. We are well positioned and we have active presence in major cities in Florida.

  • Weakness:

Our weakness could be that we are a new landscaping company in Miami Beach, Florida and it will require consistency for us to gain the confidence of our prospective clients (homeowners, property managers and even the government).

  • Opportunities:

The opportunities that are available to us cannot be quantified; we know that there are loads of homeowners, property managers and government establishment that will require our services in Miami Beach and other cities in Florida.

  • Threat:

Some of the threats that we are likely going to face as a landscaping company are global economic downturn that can impact negatively on household spending, bad weather cum natural disasters and the arrival of a competitor (a company that offer same service as we do) within same location. There is hardly anything we could do as regards these threats other than to be optimistic that things will continue to work for our good.

  • Our Competitive Advantage

Glover and Greenhouse Landscape Company is fully aware that there is competition in the industry, which is why we decided to carry out thorough research so as to know how to take advantage of the available market in the cities where we want to operate. We have done our homework and we have been able to highlight some factors that will give us competitive advantage in the marketplace; some of the factors are competence, trust, honesty, good network and excellent relationship management.

One of the positive that we have as a company is the fact that we have some of the best hands in the industry under our payroll; our manager has a robust experience in the industry. Another competitive advantage that we are bringing to the industry is the fact that we have designed our business in such a way that we can comfortably work with both the highly placed clients and the lowly placed clients; our prices are designed to fit into the budget of the lower class, the middle class and the upper class.

We are quite aware of the importance of taking proper care of our workforce which is why we have created welfare packages that will make all our employers willing to stay longer with us and also to always put in their best when carrying out their jobs.

Landscaping Marketing Plan – SALES AND MARKETING STRATEGY

  • Sources of Income

Glover and Greenhouse Landscape Company will ensure that we do not only generate income from our core service delivery but also from complementary services that we will render. Below are the sources we intend exploring to generate income for Posh Lawn Care and Landscape Company;

  • Landscape care/maintenance services
  • Landscape design/contracting services
  • Landscape architecture services
  • Lawn mowing/maintenance
  • Sod installation/hydro – seeding
  • Weeding or fertilizer and/or pest control application
  • Weekly lawn cut
  • Weeding Beds
  • Spring Cleanup
  • Trimming Landscaping
  • Fall Cleanup
  • Sale of flowers
  • Chemical Treatment
  • Snow Plowing
  • Tree Cutting
  • Consultancy and Advisory Services

Sales Forecast

From the survey conducted, we were are able to discover that the average landscaping business owner rakes in about $5,000 to $50,000 in their first year of active business, and a steady increase of $160,000 to $250,000 from subsequent year as long as they are consistent in what they do and have been able to create additional sources of income.

Glover and Greenhouse Landscape Company have perfected her sales and marketing strategies and we are set to deliver excellence services and designs. We know that if we structure our business properly and we have highly trained and motivated employees, we are likely going to meet or even surpass our set target of generating enough income / profits from our first three months of operations.

With the help of experts, we have been able to critically examine the landscape industry with more emphasis on Miami Beach, Florida and we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some workable assumptions as well.

Below are the projections that we were able to come up with for the first three years of operations;

  • First Year-: $150,000
  • Second Year-: $250,000
  • Third Year-: $500,000

N.B: This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and natural disasters within the period stated above.

  • Our Pricing Strategy

From our findings, the average cost of landscape services varies and it is dependent on loads of factors. For example, normal landscaping services include prices for services such as regular lawn maintenance which includes edging, mowing and blowing, fertilization, weeding beds, hedge trimming, shrub removal, replacement or moving, grass replacement, lawn care, irrigation among other landscape related services that may be required by a client. Usually, these services are priced separately in most cases and in some instances; they may be priced together into one monthly service price.

We have been able to conduct effective survey and we were able to adopt a price format that is ideal for the kind of services we are going to be rendering. Part of our business strategy is to ensure that we work within the budget of our clients to deliver excellent landscape services. At Glover and Greenhouse Landscape Company, every client will find packages that will suite their budget.

Our Unique Selling Point; What Makes Our Landscape Company Superior to Our Competitions

Our unique selling point as a landscape Company is the fact that we have healthy relationships with key stakeholders in Florida. We have some of the latest equipment that will help us deliver neat and excellent jobs. Our management team and workforce are highly trained and qualified to deliver excellent jobs within record time. We are well positioned and we have active presence in all the big and major cities in Florida.

Another unique selling point that will give us edge over our competitors in the industry is the fact that we are fully aware of the seasonal nature of the business which is why we have made provision to engage in complimentary services during off peak period.

We will engage in snow plowing during winter, sale of flowers, tree cutting, fumigation and other related services. We will also provide consultancy services to homeowners, property managers and the government when it comes to creating the esthetic effect that will bring out the beauty in our environment.

The Benefits Our Client Stand to Gain When They Patronizes Our Landscape Company

We are in business for the purpose of making profits and building long lasting relationship with its clients and we know that in other for us to achieve these, we must be able to leverage on our strengths and take hold of all the opportunities that we come across.

We are fully aware that there are competitions in the industry which is why we decided to carry out thorough research so as to know how to take advantage of the available market in the cities where we want to operate. We have done our homework and we have been able to highlight some factors that will help us give our clients value for their monies; some of the factors are competence, trust, honesty, good network and excellent relationship management.

In view of that, here are the benefits our customers and potential customers stand to benefits when they patronize our services:

  • Excellent and timely job delivery
  • Highly competitive prices for all our services than they can get in the whole of the United States of America
  • Good value for their money

Strategic Marketing Alliance with Our Competitors in the Landscape Industry

Just like in most small scale business, it is difficult to enter into strategic marketing alliance with a competitor in the landscape industry. This is so simply because every landscaping company would want to do all that lies within their powers to continue to execute all the landscaping business deals that comes their way.

On the other hand, if there are any opportunities for strategic marketing alliance to be formed by two landscaping companies it could be as a result of inadequate capacity to execute a job by a landscaping company that has the connections to secure landscaping contracts most especially from the government.

For example, if a landscaping company secures a contract from the government and they are not able to execute the contract simply because they don’t have the human capacity and required equipment to execute the job, it is only natural for them to outsource the contract to a competent and well equipped landscaping company that can thoroughly execute the job as expected. Both companies would have to agree on a sharing formula.

Our Client Retention Strategies (Ways to Improve Our Customer Experience)

As a landscaping company, our major clients are government agencies, facility managers, landlords and households who most often than not are interested in excellent job delivery at affordable prices. These are supposed to be big time clients who would only continue to do business with us if we are consistent in the quality of our job deliveries.

We are quite aware that, if a company is able to achieve over 60 percent retention the company will sure experience huge turn over and such company can comfortably be classified as a thriving company. This is why we have perfected plans on how to improve our customer experience from time to time and to continue to improve on our customer’s retention.

These are the methods we intend utilizing when it comes to improving our customer experience so that we can create a good impression and generate repeated business from them:

  • Ensures that we deliver excellent jobs at all times
  • Offer highly affordable prices available in the industry
  • Ensure we get feedbacks from our customers at all times
  • We will create a system where points will be awarded to loyal customers – a point-based system for redeemable rewards.
  • Make use of effective customer relationship management (CRM) software to effectively manage our clientele base.
  • Ensures that we carry our customers along when making decisions that directly affect them.

Possible Ways We Intend Offering Incentives to Our Customers / Clients (Bonus, Discounts, etc)

The truth is that any business that aims towards building a good relationship with its customers and increase repeated business must be willing to give out mouth – watering incentives from time to time not only during special occasions.

As a matter of fact any company to gives out incentives on a regular basis will not only retain their customers, but they will also continue to attract new customers. So we are all out to continue to reward our loyal customers with incentives on a regular basis.

Part of the incentives that we intend dishing out to our highly esteemed customers is to give them discount on all our services offerings especially if they have consistently hired our services for a period of 6 months and above. We are even determined to offer our services at half the prices for special customers who spend certain amount on our services within the period of 12 months. The amount that is expected to be spent by a customer before they can qualify for 50 percent discount will be determined by our management.

We will also create a loyalty plan that will enable us reward our loyal customers who refer our services to their family members, friends and colleagues. Rewarding them could be giving our customers discounts anytime they patronize us and also giving them gifts during special occasions like Christmas, New Year, Thanksgiving, Independence Celebrations and Easter et al.

  • After Sales Service and Customer Support Services

After sales services as it relates to landscaping services and other related services is simply going back to ensure that the job / jobs executed are thoroughly done and the client / clients are truly satisfied. The truth is that in some instance, when you go back to inspect the landscaping jobs that you have done, there may be need to make one or more adjustment / touches that will likely bring out the best from the job.

When it comes to customer support services we are not going to handle it with slackness, we will maximize our customer relationship management software applications so as to keep in touch with all our customers to make sure we carry them along when we have any promo that we know will benefit them and also to make sure they are satisfied with our services and to give them the opportunity to lodge their complains if they have any.

10 Possible Questions We Intend Asking Our Clients During Our Market Survey

These are the 10 possible questions we are going to put forward when conducting marketing survey on our customers / clients:

  1. Are you satisfied with the quality and standard of our landscaping services and other related services?
  2. If you are not satisfied with the quality and standard of our landscaping services, in what areas would you want us to improve on going forward?
  3. Aside from general landscaping care / architectural services, which other related services you would gladly contract to us if we rendering the service / services?
  4. Which of the following services would you want us to include in the list of services we render? Sale of flowers, Chemical Treatment, Snow Plowing, Tree Cutting, and Consultancy and Advisory Services
  5. How would you want us to communicate to you when we want to pass useful information that will be of benefit to you or someone you know? Through letters, text messages, e – mail, or via mobile apps (BBM, twitter, 2Go, WeChat, WhatsApp et al)
  6. What is the highest amount you will be willing to pay for a thorough landscaping service?
  7. What is the lowest amount you will be willing to pay for a thorough landscaping service?
  8. Do you presently have a landscaper that is handling your landscaping related jobs? If no, would mind hiring our services?
  9. Can you comfortably recommend our landscaping company to your family members, friends and colleagues who are landlords or who are potential tenants?
  10. Are you satisfied with our customer service delivery? If not what areas would you want us to improve on?
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