Cornering the Market on Mosquito Control

Walter Ewell has had a very interesting history with mosquitoes. Ewell and his wife, whose home backs up to a marsh, have had annual bouts with mosquitoes and flies as a yearly annoyance. Even simple things such as family picnics became difficult. In 2010, Ewell discovered a company that would not only solve his pesky mosquito situation, but also add depth to his entrepreneurial and franchising knowledge by first  being a customer to then becoming part of the company. Ewell, who is the VP of Franchise Development for Mosquito Joe*, a Virginia Beach, Va.-based mosquito control treatment brand that serves residential and commercial customers nationwide, can relate to the problems many individuals in high-mosquito territories, such as bogs, lakes and wetland areas face. “I was introduced to Mosquito Joe first as a customer because our property backed up to a marsh,” Ewell said. “We were fighting the problem for 15 years before we ever signed up to deal with it. We couldn’t even go outside without spraying ourselves but we don’t have to do that anymore, it’s like night and day.” [caption id="attachment_6403" align="alignleft" width="300" caption="Mosquito Joe Corporate Team"][/caption] Kevin Wilson, the company’s CEO, said forming the strategic leadership team last year for the relatively new company (which has only formally been around since 2010), has been key to their momentum and presence in the pest control industry in tandem with its actual product offering. When Wilson was initially approached by the founders, unit economics was first discussed to ensure the model could drive revenue consistently. With the business being very niche, and with tapping into the outdoor pest termination market versus indoor maintenance such as ant control, the owners realized a true opportunity existed. Wilson said their plan is to open up 15 new territories in seven different states in the 2013 season alone, proving that demand and franchising support is really far-reaching in the industry. With competitors such as Mosquito Squad (Richmond, Va.) and Mosquito Authority (Hickory, N.C.), a key difference has been strong leadership to support the growth of the brand. “I think we have the most effective and complete mosquito termination solution in the market today,” Wilson said. “And, we’re the easiest company in the industry to do business with because we don’t require contracts and we stand behind a 100% satisfaction money back guarantee. Our number one goal is to make outside fun again for families.” Using a service schedule recommendation of a spray every 21 days, Mosquito Joe not only deals with mosquitoes, including those that carry West Nile Virus, but against a total of 57 different insects, including  addressing the growing issue of stink bugs, ticks, fleas and flying insect varieties. Their spray service is also eco-conscious, as the solution is derived from a naturally occurring compound called pyrethrum found in the chrysanthemum flower. With the West Nile Virus continuing to impact outdoors safety, mosquitoes have garnered a lot of national attention. As Ewell points out, mosquitoes were here before we even showed up; they were biting the dinosaurs. West Nile Virus has been recorded in each of the 48 continental states, but is most prevalent around the eastern seaboard, California, Arizona, Texas, Louisiana, the Midwest, and across much of the Plains. According to the Center for Disease Control and Prevention, as of December 11, 2012, there have been 5,387 cases causing 243 deaths in the United States. The general rule of thumb for the West Nile season is as soon as the average temperature is 50 degrees or higher, the mosquitoes start coming back to life, so being aware and being ready to contact local outdoors municipal authorities is recommended. Marketing and Customer Service The fact the service itself is one not many potential customers were familiar with, but is a very common problem across the country, has been a motivator for the brand. Angela Zerda, Director of Marketing, said a lot of thought and attention has gone into the re-branding of Mosquito Joe. From its humorous and quirky taglines such as, “Stop smacking yourself in the face” to a new logo and look, the brand’s positioning in marketing and social media all played a part in the redesign. “Joe,” who is not named for an actual person but a general name for a technician, aims to be a partner in curbing the mosquito problem nationwide, whether by assisting customers looking to rid themselves of mosquitoes or for entrepreneurs looking to invest in the brand. “I think social media is a good place for our brand because of the personality,” Zerda said. “Ultimately we want to feel like a friend to our customers and always be approachable and have a sense of humor about things.” Another tactic they have rolled out is substantially investing in customized software which allows them to service their customers more accurately 24/7. Customer service is not only there to answer or direct questions to the appropriate source about the service or any mosquito-related problem, but customers can also expect a live person to service their needs. The software stays on top of their spraying cycles and all aspects of service. Zerda points out for its market-competitive franchising fee of $7,500, resource priority is given to marketing initiatives to help grow the business on the local level. While competitors are well over that figure, almost half of initial investment goes toward marketing for the ultimate goal of customer retention and growth. With upcoming spring and summertime activities just around the corner, Mosquito Joe has been making strides in this industry so everyone can enjoy the outdoors as they were meant to be.