Business Plan Example

Business quotes

This is an example business plan of a fictitious company: Bob's Lawn Care. The research and particular industry statistics are just examples and are not meant to be real.

Executive Summary

Bob's Lawn Care was started in 2012. The company operates within San Francisco, California and services area within a 30 mile radius of the city.

Product Overview

The company offers residential lawn care, landscaping and yard work. The main focus is on affluent residential lawn care services.

Current Progress Of The Business

The company was founded in April 2012. Since then we have opened a small office and hired a sales person and two full-time employees.

We currently have 25 residential accounts which we service on a monthly basis.

Our current growth is adding approximately 5 residential accounts per month while losing about one per month.

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Target Market

Our main focus is the high end residential market. Our research shows that there are 120,000 single family homes in the area which we service.

Market Size

From industry research, we know that approximately 40% of affluent homes hire lawn care companies to maintain their lawns. That leaves us with a market size of about 45,000 residential homes.

Additionally, there are 1,000,000 non-affluent homes in the area, 5% of which hire lawn care companies, which adds another 50,000 homes.

Additionally, there are 10,000 apartment buildings, 80% of which use lawn care companies.

That brings our total market size to 105,000 residences. The average account size brings in an annual $5,000 per account which makes our total market opportunity: 105,000 residences multiplied by 5000 dollars = $525,000,000 per year.


We compete with numerous other lawn care and landscaping companies such as John's Lawn Care and Pete's Lawn Care. We are different from most of our competition in the quality of work that we provide.

We provide higher quality work at higher prices, which enables us to target more affluent consumers which will eventually lead to higher margins.


Our current annual revenue from our 25 accounts is $125,000 per year.

Our major costs are
1) Staff salaries for the 4 current employees: $120,000.
2) Office space: $20,000 per year.
3) Equipment and vehicles: $30,000 per year
4) Additional, smaller and 1-time costs: $10,000

Total costs $180,000 which brings us to a net loss of $55,000 per year.

Marketing And Sales

We are currently marketing via 3 methods:
1) Direct sales and reaching out to potential clients.
2) Building a professional referral network with other local service providers.
3) Online advertising via our website and listings on other local-service websites.

Current Team

Bob, CEO and founder, has over 20 years experience in the lawn care industry and previously ran a successfull lawn care company in Los Angeles which he sold when he moved to San Francisco.

The rest of the team is:
One sales person and two people who go to locations and do the lawn care services.

What Are You Looking For

We are looking for a small business loan of $300,000 in order to fund our growth via marketing and sales for the next two years and help us get to 500 accounts which will equal to annual revenue of approximately 2.5 million.

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Article by Alex Genadinik