Lawn Doctor, the 600-plus unit lawn care franchise under the Happinest Brands umbrella, gives new franchisees the opportunity to position their business for a successful first full spring roll out by signing on through the Mid-Season Rollout Program (MRO). With March and April being considered the start of peak season at Lawn Doctor, beginning at other points in the year gives a new owner plenty of time to familiarize the community with their business, go through training and prepare for the power window. 

“There's different waves in a seasonal business,” said Eric Martin, Senior VP of Franchise Development at Happinest Brands. “There is a defined beginning and, in most markets, a defined end of that season — with the exception of a southern market, which is typically year round. In northern markets, a mid-season rollout gives owners plenty of time to prepare with onboarding, pre-marketing, site visits, having equipment delivered, getting licensing ready to go and getting their website live. They’ve had a few weeks to do what we call Ground Game leading up to that power window in March or April.” 

“Ground Game” activities in the offseason include networking and marketing at the local level. By opening during the mid-season, franchisees are able to thoroughly learn the business and position themselves to capitalize on full season customers the following year. 

Preparing in the Offseason 

Regardless of when new owners start their Lawn Doctor, they are going to get a full spring selling season in their first year. But for prospective franchisees who come to Lawn Doctor and don’t want to wait until the following year to get started, they don’t have to. By utilizing the MRO program, these owners can sign on with the brand and get started by preparing their operations. 

“It's like an athlete training and preparing to get ready for their season,” noted Martin. “They’re not just sitting around, they're working out, they're stretching, they're eating right, they're lifting weights and getting ready. So when the season comes, they're ready to go. And it's no different in our world.” 

Franchisees can really start building momentum during the offseason. Because there are no brick-and-mortar Lawn Doctor locations, it is important to get the word out there through tools such as door hangers, lawn signs, community events, direct mail and more. By getting out there through these activities, people are sure to know about the business come March or April when they need their lawn serviced.  

“It's almost like having a longer preseason to get prepared,” said Lawn Doctor National Field Marketing Manager Jay Markowitz. “You have time to get the equipment, as well as to find the technicians and train them. And there’s a huge benefit to building that local presence so people already know who you are.” 

Feedback from Owners

Regardless of when a Lawn Doctor owner opens their business, they are set up for success. However, Martin noted that he has had franchisees say to him, “The longer the runway, the smoother the take off.” 

The money that franchisees invest is allocated to be used the following year, but starting in the offseason means that owners can utilize Ground Game and grassroots marketing efforts, while relying on the Lawn Doctor support team to make the most of that investment beforehand. 

“A lot of owners like this opening process because it forces them to begin without relying on our incredible media programs,” said Martin. “It forces them to get out of their comfort zone and start leading with their Ground Game. It just gives them more time to finalize things without the stress of a looming power window coming, which would maybe force you to do things quicker or less thoroughly just to get ready for the launch.” 

The startup costs for a Lawn Doctor franchise range from $116,465–$141,815. To learn more about franchising with Lawn Doctor, visit lawndoctorfranchise.com.

ABOUT LAWN DOCTOR:

Since its first franchise in 1967, Lawn Doctor has established itself as a leader in the lawn care services industry through innovative technology, its ability to satisfy the needs of consumers on a national level and its development and expansion within the industry. Lawn Doctor specializes in treatment and conditioning services, such as fertilization, weed control, seeding, aeration and tree and shrub care. The Lawn Doctor brand has hundreds of locally owned and operated franchises and is the #1 ranked lawn care franchise in the United States. Lawn Doctor is a 2023 Franchise 500 brand, ranking no. 79 for its financial strength and stability, unit growth and brand power.