Scotts Lawn Service
Franchise Business Opportunity
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With a Scotts Lawn Service franchise, you can leverage the power of America's leading lawn products brand
For nearly three quarters of a century, the name Scotts has been synonymous with America's most beautiful lawns. Having pioneered the lawn industry, Scotts seed, fertilizer, and control products today are the standard by which all other lawn products are measured.
Millions of homeowners, golf course superintendents, and other turf professionals look for the Scotts name on the products they buy, as an assurance of quality and consistent satisfactory results each year.
Top quality products and results alone, however, do not explain the great power of the Scotts name. Each year The Scotts Company invests millions of dollars in national advertising - television, radio, print, and direct mail. This delivers over 2.8 billion household impressions per year, which means every household in America is exposed to more than 28 Scotts messages each year. The results are a company brand awareness and quality image that are second to none.
A "ground floor" opportunity
In the past, most homeowners could have a Scotts lawn only on a do-it-yourself basis, purchasing the products through retail stores and making the applications themselves.
As a result, many homeowners, although they would prefer a Scotts lawn, have had to settle for something less. For this reason, 30% to 40% of lawn service users switch from one service to another every year - looking in vain for the satisfaction that comes from Scotts.
Now, however, through a network of Scotts LawnService company-owned sites and independently - owned franchises, millions of homeowners have the opportunity to enjoy the convenience of a lawn service - and the confidence of knowing it's Scotts.
A closer look at the market
Today, there are 10.5 million single-family households in America, spending more than $3 billion annually on lawn services. Although the do-it-yourselfer market is made up of more households than the lawn service market, lawn service revenue is three times greater than the total do-it-yourselfer revenue each year.
Who are these lawn service customers? Many are people who simply have no interest or desire to do their own lawn work. To them, caring for the lawn is a chore, and they prefer to use their free time in other ways. Others just don't know how to go about doing it themselves.
Many lawn service households today are families with very active lives and busy schedules - often both parents are working, so their time for lawn work is limited. Another segment of lawn service customers comes from single parent families and senior citizens who do not feel capable of, or comfortable, doing the work themselves.
Collectively they make up a diverse market, yet there's a common thread shared by them all - they have the desire for, and the disposable income to pay for the higher cost of, a lawn service.
This is the market that Scotts LawnService targets - the premium lawn service market.
Today, the lawn service industry cares for the lawns of 10.5 million single family households in the United States. Although this represents 15% of American households, it accounts for 75% of the total lawn care dollars spent. In other words, the lawn service industry is three times larger than the do-it-yourselfer market. And as new home construction continues to expand, lawn service revenues are growing at a healthy rate.
We serve a definite purpose
The multi-billion dollar lawn service industry is highly fragmented, however, without a clearly identified, premium service company. Most larger lawn service providers are price oriented and build their business around high volume and high production. They are unable to give their customers the individual attention they would like, and they are unable to concern themselves with quality. The smaller independent services are without strong brand identification and struggle to compete as they are forced to use inferior products to remain competitive.
As a result, there is a vast market of homeowners who are unable to find a service that meets their needs. Those needs include the use of top quality, branded lawn products, applied by true professionals, in programs that can be tailored to meet the needs of the individual lawn, with applications made on time, and with the technical support to solve virtually any lawn problems that may arise.
Many reasons, one conclusion -- they want Scotts!
Our customers come from a broad demographic range. There are some who would rather spend their spare time fishing or playing golf than caring for their lawn. There are families with two working parents who don't have the time to do lawn work. There are retirees and women who head single parent homes who are not comfortable doing it themselves. And there are folks who just don't know what to do or when to do it, so they need help.
Yet despite their many differences, these are all homeowners who recognize that a thick, green lawn enhances the beauty of their home and improves the quality of their family's hours together - not to mention the value that it adds to their home. So they want the best. They want Scotts!
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