| | | | American Academy of Landscape Design
| September 25, 2009 | | | | | Greetings! Long time subscribers know that you don't hear from me twice in a month very often.
With my new gig, I've done a lot of reflecting on business in general and thought I'd share some thoughts with you.
Sincerely, 
American Academy of Landscape Design
www.aaldweb.com
847-657-7900
P.S. Still have some book bargains left. If you see something you like, but you don't like the price, make me an offer.
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| |  Middle Of The Road
 There was a time not long ago when high end products demanded a high end price. People who could afford it threw money around as if it didn't matter. It was stylish to be nonchalant about spending. Those days are gone.
I know a landscape contracting company who got too fat. That is, for many years they charged what they wanted and expanded internally to a point where they were no longer efficient. In a booming economy, there was enough work for everyone and they got their share for sure.
But then it changed. Even now, they are still trying to get "lean and mean," but the culture that has developed there over the years is a tough obstacle.
Another company I know has always positioned itself in the middle. They provide a good product at a fair price. They are efficient in the way they execute their work. When they show up to install a smaller project, they arrive with all the materials and tools they need to get it done in as few trips as possible. They were lean and mean when lean and mean was not cool. From a purely business standpoint, that was wise management. Whether the economy is good or bad, some clients slide out of their "zone" and others slide in. It's a good spot to be.
Likewise, I have a friend who owns apartment buildings. His buildings are neither high end, nor low end, and he sees a similar trend in his tenants. In a good economy, he gets tenants who are stepping up. In a bad one, he gets people who need to downsize.
My new business is in the middle zone as well. We can competently and efficiently serve the high end market as well as those who want to step up from the automated car wash. We have also introduced some lower priced products in an effort to serve those who want more than a car wash, but don't want to spend a lot of money.
As you reflect on this past season and plan for the next, take a look at where you fit in the market. If you think you are missing out on certain clients because what you have to offer is more than they want to spend, consider coming up with a lower end product at a lower price. Don't cheapen your product, but come up with something new. In the early '90s I had a product called L.O.T.S., or Landscape On The Spot. I'll share more in the next newsletter. | | | | | | | |
