Lawn Doctor

In January 2019, home services franchise <a href="https://1851franchise.com/lawndoctor/info/index.html" style="text-decoration-line:none" target="_blank">Lawn Doctor</a> graduated its newest class of franchisees and the graduates are gearing up for an exciting opening season.

Spouses and co-owners Gale and Ann Wessling of St. Louis, Dan Amato of Ohio, and Scott Tarkenton of Abilene, Texas are among the graduates of the most recent training class. All four are excited to hit the ground running on their Grand Opening Day, and all feel confident and thankful for the attention and support they&rsquo;ve received from Lawn Doctor&rsquo;s corporate leadership team.

The Wesslings said that a business model that utilized their complementary skills made Lawn Doctor particularly attractive to them when they first began looking for opportunities beyond their spreadsheet-heavy jobs.

&ldquo;We wanted something that we could be in together, and Lawn Doctor really popped,&rdquo; said Gale Wessling. &ldquo;The elements of being outside, the machinery, the agriculture and customer orientation&hellip; And of course, the business model,&rdquo; Wessling said, referring to the stability of a business model premised on recurring need. As Wessling put it: &ldquo;If there&rsquo;s any one thing that&rsquo;s constant, it&rsquo;s that people will have lawns forever.&rdquo;

Wessling also emphasized the support and insight he and Ann received from other Lawn Doctor franchisees to whom he was connected via the corporate team.

&ldquo;We&rsquo;ve really enjoyed the support of the company, and the support of the franchisees has been amazing. I have no doubt we will be successful,&rdquo; Wessling said.

New franchisees Dan Amato and Scott Tarkenton echo the Wesslings&rsquo; belief in Lawn Doctor&rsquo;s company support.

&ldquo;Before Lawn Doctor I was in facilities management, and I was putting forth a lot of effort and the realization hit that, if I were putting that much effort into something, there should be more of a direct benefit to myself and my family,&rdquo; Amato said. &ldquo;After speaking with Eric [Martin, Vice President of Franchise Development], I knew it was a good fit and good culture&mdash;definitely a family feel&mdash;and everyone is supportive.&rdquo;

Tarkenton worked in the corporate world for 17 years, previously working as a minister. After being laid off, he knew he wanted something more people-focused and stable.

&ldquo;Lawn Doctor was something I could really see myself doing,&rdquo; Tarkenton said, referring to conversations he had with the franchise consultant he worked with following his departure from the corporate world. &ldquo;And [Lawn Doctor was] something I could have my sons doing with me and invest in as a family, and then something I could turn over to them at some point and I could do chaplain work in nursing homes and hospitals. The whole family wanted to be a part of it. &nbsp;We sat down as a family and figured out our plan.&rdquo;

Tarkenton, Amato and the Wesslings met in the training class mid-January and the group immediately hit it off, enjoying the &ldquo;roundtable&rdquo; structure of the class and bouncing ideas off one another.

&ldquo;The aspect of having the new franchisees [in class with you]&mdash;that was really valuable. They ask questions you don&rsquo;t think to ask, and so I got to file those away for my own use down the road,&rdquo; Gale Wessling said.

All four of the franchisees shared that expectations and a thorough outline of those topics that would be covered in the training class were discussed at each of their Discovery Day meetings with the Lawn Doctor franchise development team. Going into the class, then, all four knew what to expect and just what questions they could benefit from asking.

&ldquo;Discovery Day was really an introductory process of franchising with Lawn Doctor,&rdquo; Amato explained. &ldquo;In class, they started by taking questions, then they review agronomy and go over the business side, the marketing plans, everything. It was all presented in a way where you don&rsquo;t have to be afraid to ask questions. It promotes that feeling of security to new business owners.&rdquo;

Amato pointed out that several other exciting offerings come with joining the Lawn Doctor team: the corporate team is switching from an offsite call center to an in-house call center, and franchisees will now enjoy the support of an in-house agronomist available to field any customer questions or concerns.

&ldquo;Class is really designed to help you with what you&rsquo;re going to see in the field,&rdquo; Tarkenton explained. &ldquo;No one can become an agronomist overnight. But you don&rsquo;t have to be a specialist because there are 50-some years of people doing this, all behind us.&rdquo;

Tarkenton also pointed out Lawn Doctor&rsquo;s focus on their proprietary equipment&mdash;equipment that, according to<a href="https://www.entrepreneur.com/slideshow/325912?utm_source=1851franchise.com&utm_medium=article&utm_campaign=lawn-doctors-newest-class-of-franchisees-gears-up-for-spring-launches-2709266" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank"> Entrepreneur Magazine</a>, has helped secure Lawn Doctor&rsquo;s spot on the publication&rsquo;s Franchise 500 List for 38 of the last 40 years.

&ldquo;In training, they explain every piece of equipment&mdash;how it works, why it works, etc. So when you get to shows and customers want to know how you are better [than the competition], you can sit and answer questions,&rdquo; Tarkenton said. &ldquo;The equipment is ground-calibrated so that, no matter how fast or slow you go, you get the right amount of fertilizer over the right amount of surface as quickly as you can. When I explain to a customer how it works, they can understand why it doesn&rsquo;t take long to treat the lawn. It&rsquo;s a precise machine, and when you think about lawns and regulations, you want the minimal amount of chemical required to do the job.&rdquo;

Ann Wessling said that the exposure to the equipment helped her feel more reassured before Opening Day.

&ldquo;We used the equipment during training, which was nice. As a woman, that just made me feel more comfortable,&rdquo; Wessling said.

After 10 days of class covering everything from marketing plans and software to weed identification and machinery, Lawn Doctor&rsquo;s newest franchisees were ready to return home and prepare for their Grand Openings. The Wesslings plan to open in the first half of March; Amato in the first week of March; and Tarkenton has announced a Grand Opening date of February 18, 2019.

When asked how he&rsquo;s feeling as the approaches Opening Day, Gale Wessling was positive and excited.

&ldquo;We had a nice business meeting with leadership and they told us what they thought our work in our area should produce. They&rsquo;ve given us the tools and skills to pursue that. You&rsquo;re buying a program&mdash;let the program work for you,&rdquo; Wessling said.

Tarkenton agreed.

&ldquo;If you follow the plan, you will succeed,&rdquo; Tarkenton said.

&nbsp;

Lawn Doctor’s Newest Class of Franchisees Gears Up for Spring Launches

1851 Franchise

Four franchisees share their experience and the confidence in the brand they feel following training.

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For&nbsp;<a href="https://www.linkedin.com/in/dominick-pennella-9918a448/">Dominick Pennella</a>, the journey to becoming a franchise owner with&nbsp;<a href="http://lawndoctorfranchise.com">Lawn Doctor</a>, the 700-plus-unit national lawn care franchise, has unique ties back to his childhood and family. Growing up in Brooklyn in a traditional Italian family, Pennella was involved in the family landscaping business from a young age. He also saw just how important family was. As he approached adulthood, he wanted to explore other paths, which led him to the Navy“I was the baby of three kids. The family culture was already set; landscaping was the thing, and we were Italians who lived in Brooklyn,” Pennella said. “I just felt like there was so much more world to see. I’m appreciating all of these things now, in hindsight, but as an 18-year-old, I just wanted to get going. So I joined the military, and it was the scariest thing I ever did.”<h2>The Military to Corporate Transition</h2>For Pennella, the military was a way to fast-track personal growth, in a way, allowing him to explore what it would mean to go out on his own. It meant leaving his hometown and taking on the adventure without familial backing.He spent about four years in the Navy, working on submarines and doing things like monitoring nuclear reactors through a keyhole. In addition to meeting new people and seeing new places, his time in the Navy set Pennella up with a technical foundation that would define his corporate journey.This military background and technical proficiency opened doors for Pennella as he transitioned to civilian life. He was hired as a field service engineer for a biomedical company before even completing a college degree, but he was already looking toward the “next rung” of the ladder.“I was looking up at the next rung. I thought, ‘I can do that, and to do that, I would need an education directly in management,’” he said. “I decided to sign up for distance learning and see if I could work full-time and go to school at the same time. I did that for about five years. My master’s was in business management.”As he continued to climb the corporate ladder, Pennella returned to lessons he learned in his early landscaping years.“Whether you're showing up to someone's home to take care of a lawn or whether you're showing up to a hospital mid-surgery to take care of a blood gas instrument, the end result is still the same,” he said. “You still have to deal with people who are discontent. They don’t like the current situation, and they need to believe in you. You need to convey a plan, communicate throughout that process and close the loop at the end.”“Regardless of the perceived severity of what you’re fixing, any type of field service is similar,” he continued. “When I worked for my father as a landscaper, it was the exact same thing. A different product, but the exact same customer-facing experience. They want to know what you can do for them. ‘I’m in this situation. How can you help me? And can I contact you if I need anything?’ If you answer all those questions, they're happy. It was the same thing in medical device field service. So, I did well by literally copying the same tenets my father taught me.”Throughout his corporate career, Pennella’s approach earned him and his teams multiple awards and widespread recognition. But as he advanced, it also began to demand more from Pennella in terms of travel. When these requirements began to overshadow his family time, he knew it was time for a change.“I was successful, but my family is so important to me, and they were not more than 20% of my week in any given week in that life,” he said. “I knew it was time for a change.”Today, Pennella says that decision was fueled by the people who matter most — his wife of 14 years, Maria, who is also his partner in running the business, and their two daughters, Dora (11) and Gigi (7). He describes them as his daily inspiration and the driving force behind his decision to build something that would allow him to be present, ambitious and rooted at home all at once.“I didn’t even think of landscaping again, because that was what my dad did,” he continued. “I did electronics in the Navy, and that was my thing. But my father and I, one thing we have in common is the love of family. He couldn’t wait to get home and spend time with us when I was young, and I share that same view.”So, when he first began searching for his next opportunity, Pennella was looking for other roles in the same industry. He wanted to stick with “his thing,” just in a capacity that would require less travel and allow for more family time. After realizing that, at his level of seniority, any new role would be more of the same, he went to step two: franchises.<h2>Identifying Lawn Doctor: The Return to the Lawn Care Business</h2>“There are about a billion franchises for anything you could possibly think of, so how do you choose one?” he said. “I ended up finding some really great people — some franchise brokers. I took the Zorakle Assessment, and two days later, they called and said, ‘Hey, have you ever heard of&nbsp;<a href="https://1851franchise.com/lawndoctor/info">Lawn Doctor</a>?’”At this point, Pennella had not mentioned Lawn Doctor to the brokers, but he remembered it from childhood. He saw the green thumb logo and vehicles in the community and, as a child, asked his father how the business model worked since he never saw them cutting anyone’s lawn. At the time, his father explained that fertilization was one of the more profitable services in the lawn care space, but the conversation stopped there.So, when Pennella was presented with the Lawn Doctor franchise opportunity decades later, it almost felt meant to be.“When I started doing some research, I realized it might be the perfect fit. It tied in with my nostalgia, my culture, my history, my skill sets — everything,” he said. “And again, it’s field service. It wasn’t a straight line, and I don’t know where I would be if it wasn’t for the folks who guided me in the selection process. But when they said ‘Lawn Doctor,’ I thought, ‘Are you kidding me? I used to joke about comparing Lawn Doctor to the type of work I did in my father’s business.’ And here I am, the owner of a Lawn Doctor franchise! And I couldn’t be happier with the choice.”<h2>Building Momentum Through a Culture of Collaboration</h2>As Pennella launched&nbsp;<a href="https://www.lawndoctor.com/naples-fl/">Lawn Doctor of Naples-LaBelle-Marco Island</a>, he applied a sophisticated management lens to a local service model. This approach has already yielded impressive results, driving Pennella to blow his first-year projections out of the water within a couple of months. By focusing on communication and personal outreach, including knocking on clients’ doors himself, he was able to build trust and set the business up for an amazing first year.“It’s a simple, scalable model, and it sets you up to make your money back in a fairly short time frame,” he said. “It’s a great choice for a calculated risk-taker.”In addition to his own analytical lens, Pennella’s success has been driven by the support of the entire franchise system. Previously accustomed to a “dog-eat-dog” atmosphere in corporate America, Pennella was pleasantly surprised by the collaborative nature of the Lawn Doctor system. While he has worked diligently to educate himself on all facets of the business, he realized that, with the franchise system behind him, he didn’t have to absorb all of the information immediately and completely.“In the corporate world, everyone is looking for their own win. Here, a rising tide floats all ships,” he said. “I have at least five other owners and a dedicated mentor that I can call any time for any reason, and they’ll have an answer. I’m not scared to take on things I might not be an expert on yet because I have the backup to help me find those answers if needed.”&nbsp;Pennella is quick to credit those who have walked beside him during this first year. He highlights&nbsp;<a href="https://www.linkedin.com/in/scottspitz/">Scott Spitz</a> of&nbsp;<a href="https://www.lawndoctor.com/lakeworth-fl/lawn-care-in-west-palm-beach/">West Palm Beach</a>, who has served as a dedicated mentor, providing the institutional knowledge that only a veteran owner can offer. He also expresses deep gratitude for the ongoing support from&nbsp;<a href="https://www.linkedin.com/in/rafael-valle-a92584103/">Ralph Valle</a> in&nbsp;<a href="https://www.lawndoctor.com/jacksonville-fl/lawn-care-in-jacksonville/">Jacksonville</a> and the&nbsp;<a href="https://www.lawndoctor.com/fortmyers-fl/home/">Duffy family in Fort Myers</a>, whose insights helped him navigate the nuances of the Florida market, illustrating just how valuable it is to be a part of the Lawn Doctor system, which functions as a true team.As he prepares for continued growth, Pennella recognizes that there will be additional learning and growth opportunities as a Lawn Doctor owner, but he’s ready for them, and he encourages others in a similar position to consider taking the leap, as well.“If you are willing to learn agronomy and work closely with the franchisor, this can change your life,” he said. “It gave me the one thing I couldn’t find in the corporate world: the ability to put my family first without sacrificing my ambition. It’s the best decision I’ve ever made.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/lawndoctor">https://1851franchise.com/lawndoctor.</a>&nbsp;

Photo of Lawn Doctor franchisee Dominick Pennella and family

After making the switch to franchising for better work-life balance and to prioritize his family, Dominick Pennella exceeded his first-year projections by 50% in his first few months of operations.

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Design with photo of John Perry and Lawn Doctor logo

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Lawn Doctor’s Newest Class of Franchisees Gears Up for Spring Launches

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