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landscapingState of industry report
Copyright 2017 Program on Persuasion
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Preview of Agenda
2
Sources: Lawn & Landscape 2015 State of the Industry Report October 2015Green Industry Pros November 11, 2015Green Industry Pros January 13, 2016Green Industry Pros Power Equipment Manufacturer Report Card
Ø Industry Outlook
Ø Customer Profile
Ø Challenges & Opportunities
Ø Contractor Preferences
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Main activities
3Source: IBISWorld.com
Ø Landscape design, installation, care, and maintenance
Ø Providing arborist services
Ø Fertilizing lawns
Ø Lawn spray and mowing
Photos from Skitter Photo:http://bit.ly/2m89rOo
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Revenue breakdown
4Source: IBISWorld.com
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Key statistics snapshot
5Source: IBISWorld.com
Revenue
$77.8bnProfit
$5.7bnAnnual Growth 2011-16
4.6%
Wages
$25.1nbBusinesses
495,157Annual Growth 2016-21
2.2%
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Major market segmentation
6Source: IBISWorld.com
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Profitability analysis
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Where landscapers are located
8 Source: IBISWorld.com
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Average Landscaping Company
Gross Sales: $217,000
9Source: Lawn & Landscape 2015 State of the Industry Report October 2015
All Other = 54%
B2B=46%
Ø ≤ $300,000 . . . . . . . . . . . . 57%
Ø $300,000 - $999,999 . . . . 19%
Ø $1Million - $1.9Million . . 11%
Ø $2Million - $3.9Million . . . 7%
Ø $4Million OR More . . . . . . 6%
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Sales by Service
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Source: Lawn & Landscape 2015 State of the Industry Report October 2015.
Ø Mowing Maintenance . . . 43%
Ø Design/Construction . . . . 19%
Ø Lawn Care/Chemical . . . 11%
Ø Irrigation Install/Main. . . . 7%
Ø Snow & Ice . . . . . . . . . . . . 6%
Ø Trees & Ornamental . . . . . 4%
Ø Other . . . . . . . . . . . . . . . . 10%
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Profile of the Owner
11Source: Lawn & Landscape 2015 State of the Industry Report October 2015.
Ø Owners Avg. Age 51
Ø 25% Plan on Selling
Ø 40% of Sellers Have Plan
Ø 70% In Business 10+ Years
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Owners Biggest Concerns
12Source: Lawn & Landscape 2015 State of the Industry Report October 2015
Ø Quality Labor Shortage
Ø Health Insurance Cost
Ø Low-Ball Competitors
Ø Personal Stress
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Mobile Apps Generating $ales
13Source: Lawn & Landscape 2015 State of the Industry Report October 2015
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2016 Zero Turn Projections
14Source: Green Industry Pros January 13, 2016.
Ø Improved deck design
Ø Rear discharging
Ø Improved operator comfort
Ø Improved fuel economy
Ø High-production mowing
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Prime Factors Influencing
Buying Decision1. Durability/Reliability
2. Productivity Performance
3. Brand Loyalty
4. Easier to Service
5. Comfortable to Use
6. Easy to Use
15
Source: Green Industry Pros
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Lesser Value Factors Influencing Buying
Decisions
16Source: Green Industry Pros
7. The Dealer
8. Heard Other Contractors Like It
9. Trade-In Value
10. Price
11. Appearance