GreenThumb: Positive action

GreenThumb said this amounted to a "bumper year" for its 182 franchisees, who held their National Franchise Meeting at GreenThumb's headquarters in St Asaph, North Wales.
Operatives employed by franchisees carry out 7,000 lawn treatments a day across the UK, keeping customers' lawns looking lush, healthy and weed-free. GreenThumb's buying power means it can treat a lawn for less than it would cost to the customer to buy the materials at a DIY store. Prices start at just £14 and an average-sized lawn costs around £25.

Franchisee of the Year - Ian and Jacqui Balmforth, Shropshire

With many franchises reporting double-digit percentage growth for the year, the judges had a hard task choosing the winners in GreenThumb's Franchisee of the Year awards. In the end, the award went to husband and wife Ian and Jacqui Balmforth, who own and run the Shropshire franchise.

This year, they have seen their business grow by almost 25%. They set up their GreenThumb business in 2003 with 500 customers. By summer 2008, they had celebrated signing up their 5,000th customer and by now the company is well on the way to having 6,000 lawns on its books.

Their team of 13, based at Market Drayton, carries out four lawn treatments every year for each customer and tackles common problems such as moss and fungal diseases to keep the grass looking lush, healthy and weed free. Mr Balmforth says he believes the reason for their ongoing growth is simple. "We can treat lawns for less than the cost of DIY products on sale in stores. It's probably significant that more than 30% of our new business comes from recommendations," he says.

The couple also ensure that, in conjunction with leaflet campaigns in their territory, they explain to potential customers the real value in the GreenThumb service.
They were already GreenThumb customers when they decided to give up their jobs and work together in their own business. Given her previous experience working for Body Shop, Mrs Balmforth already had first hand knowledge of franchising and liked the idea of buying into an established franchise with a tried-and-tested system that delivered results for the customer and for the franchisee.

"We believed we had the right combination to work together and run a business, although we were not sure what business and looked at numerous franchises," she says. "We were customers of Greenthumb and decided it would be a good idea to find out a bit more about the business. So we attended a seminar at head office and decided there and then that this was the business for us.

"To be awarded GreenThumb Franchisee of the Year twice in three years and runner up once is a real accolade and a tribute to our staff and customers."

Runners up

Eifion Jones, Liverpool

After working as business account manager for a major bank, Eifion Jones decided to invest in himself. After careful research, in 2002 he took over a resale GreenThumb franchise for Liverpool, which also covers Formby and Southport.

Six years ago, he inherited a business with 3,000 existing customers. Today, he and his team of 13 treat nearly 9,000 lawns throughout the area and he increased his customer base by more than 900 this year alone - a rise of nearly 12%.

Mr Jones comments: "I was approached by the previous owner and felt it was too good an opportunity to turn down. I was impressed with the concept of lawn treatments. I aim to continue to enjoy running the business and provide a first class, quality service."

John & Jane MacKeddie, Lincolnshire North

The MacKeddies have seen their customer base grow by 40% in only one year. Mr MacKeddie's virgin territory, which includes towns like Scunthorpe and Grimsby, plus villages along the Humber estuary had just seven customers. Today, he employs four full-time lawn technicians, one part-time office worker and a part-time sales estimator to look after more than 2,700 customers.

In the last 12 months, he has recruited nearly 800 new customers - up 40% on the previous year.

"Our business has grown dramatically during what has been a tough year for many people but each month we have taken on many more customers than we have lost. Recommendations backed up with leaflet drops and advertising is really working for us," he says.

Business Development Award - Christine Ible & Jayne McGarry, Preston North

After 25 years as a secondary teacher Christine Ible, 49, was looking for a career change. For years, she had been a GreenThumb customer and was impressed with the company's service. At the same time, her former pupil, Jayne McGarry, had just finished a business studies degree at university and was looking for a business opportunity.

So the teacher and her former pupil were in the right place at the right time to start a new business venture. Ms Ible approached GreenThumb and found that the Preston North franchise was available for sale.

When they started the franchise in 2002, the area had just 115 customers. Now in their sixth year, they have more than 2,800 customers and during the summer of 2008 they recorded their biggest growth ever - taking on another 600 customers - up almost a quarter in just one year.

As well as three full-time lawn operatives delivering the GreenThumb service, they employ a team at Preston who are quick to tell householders about the benefits of the GreenThumb service. This personal touch has been the key to their success along with other methods of raising awareness of GreenThumb's service in this part of north Lancashire, like advertising and leafleting.

"We have been amazed at how much our business has grown this year. We make sure that prospective customers are fully aware of how GreenThumb transforms people's lawns from just £14 per treatment using professional equipment and a qualified team," she adds.

Best Newcomer of the Year - Glenn Donohue, Dunstable, Bedfordshire

After two decades in sales at Vauxhall main dealers, Glenn Donohue had become disillusioned with his job. After researching the franchise industry, he decided that a GreenThumb franchise would be a good career change. After undergoing training at GreenThumb's HQ, he set up his GreenThumb franchise in Dunstable, Bedfordshire, and by last Christmas he had around 250 customers.

Today, he has over 800 happy customers - up 200%. He expects to increase his business by that number again in the coming year. He attributes such high levels of growth to his 20 years of sales experience.

Mr Donohue says: "Since becoming my own boss, I've been energised. I thought the feeling would wear off after a few weeks but a year down the road I am putting in a lot of hours. It still doesn't feel like work!"

• GreenThumb still has over 50 virgin territories available nationwide, costing £26,500 plus VAT, as well as a number of resales at differing levels of investment. Prospective franchisees can attend seminars which are held regularly at GreenThumb head office to find out more about the company's success story and meet the people behind it. Anyone wanting more details about franchise opportunities with GreenThumb is asked to contact Mark Hallam and his franchise recruitment team on 01745 586041, email franchise@greenthumb.co.uk or go to www.greenthumb.co.uk.