CASE Ships 300,000th Skid Steer to Ohio Firm: This Week’s Industry News

Want to keep up with the latest news in lawn care and landscaping? Check back every Thursday for a quick recap of recent happenings in the green industry.

Northeast Horticultural Services earns prestigious TCIA Accreditation
Northeast Horticultural Services, based in Stratford, Connecticut, recently earned the Tree Care Industry Association 3-year Residential/Commercial Accreditation, making it one of the 10 companies in the state to do so. The TCIA Accreditation took a year to complete and was extremely comprehensive with an auditor examining every part of the business.

Timothy Berning Named 2017 Ohio CCA of the Year
The Ohio Certified Crop Adviser Program is honored to announce Timothy Berning of Minster, Ohio as the 2017 CCA of the Year. Berning is an agronomist and crop consultant at Precision Agri Services, Inc. with more than 32 years of crop advising experience. He is a past member and chairman of the Ohio CCA board. Berning was recognized at the 2017 Conservation Tillage Conference on March 7 in Ada, Ohio.

CASE Ships 300,000th Skid Steer to Ohio Firm
CASE Construction Equipment announces that its manufacturing facility in Wichita, Kansas has produced its 300,000th CASE skid steer/compact track loader. The commemorative edition TR270 compact track loader rolled off the production line on March 13th, 2017 and will be shipped to Southeastern Equipment Co. in Brunswick, Ohio. Established in 1974, the 11-acre Wichita facility houses both skid steer loader and compact track loader product manufacturing, as well as dedicated research and development. The site employs over 400 people and exports to national and international markets.

Porous Pave, Inc. Selected by The Association to Preserve Cape Cod
The Association to Preserve Cape Cod chose Porous Pave XL as the permeable paving material for the handicap parking pad and accessible walkway at their new facility in Dennis, Massachusettes. The permeable pavement is part of the Living Landscape Laboratory, APCC’s outdoor showcase of green building and sustainable landscape solutions. Land Escapes Design Studio, the project’s landscape contractor, poured two inches of Porous Pave XL atop an 8-10-inch base of clean angular drain rock. At only two inches thick, the permeable pavement can handle low speed car and truck traffic.

Winners Announces for the Toro Urban Park Innovation Award
The Toro Urban Park Innovation Award is presented in conjunction with City Parks Alliance and the Greater & Greener 2017 international urban parks conference. Parque Castillo in St. Paul, and Bossen Field Park in Minneapolis were chosen. The funds from the Toro Urban Park Innovation Award will support specific projects that will enhance larger park renovations already underway.

View STIHL Extreme Sports Block April 2 on NBC Sports Network
Extreme sports fans nationwide get front row seats to see Team STIHL lead a field of competitors vying for championship titles this spring. On April 2, shows featuring STIHL Air Racing, STIHL TIMBERSPORTS and STIHL Super Boat take over the NBC Sports Network with a three-hour extreme sports block filled with power, precision and performance. Team STIHL will go head-to-head with competitors in planes flying at nearly 400 miles per hour 50 feet above the Nevada desert, sawing and chopping timber in record time, and powering through waves in boats reaching speeds of 130 miles per hour. This is how the extreme sports block stacks up:
Sunday, April 2:
• 3:30-4:30 p.m. EST — STIHL National Championship Air Race presented by Reno-Tahoe USA
• 4:30-5:30 p.m. EST — STIHL TIMBERSPORTS World Championships
• 5:30-6:30 p.m. EST — Super Boat World Championships presented by STIHL

Ariens Shines Light on Family Roots in New Commercial
Ariens recently completed and unveiled a new commercial, which showcases the brand’s residential zero-turn mowers and other equipment that are manufactured here. The commercial, titled “Our Name is Riding on It,” will be placed on a variety of digital spaces, including sites like The Weather Channel, Time, CNN, Fox Sports, HGTV, AccuWeather, USA Today and more. his commercial will be used as part of the brand’s national advertising campaign for spring 2017.

PERC Launches E-Newsletter for Landscape and Lawn Care Pros
The Propane Education & Research Council is launching a new e-newsletter for landscape contractors and lawn care professionals interested in propane commercial mowers. The Cut is a quarterly digest providing the latest news, information and tips designed to help readers maximize their experience with propane, whether they are a private contractor, public agency or outdoor power equipment dealer. Sign up at propane.com/thecut to have The Cut delivered to your inbox.

New England GROWS Makes Top 250 Trade Show List
New England GROWS, the horticulture industry’s premier educational conference and trade exposition in the Northeast, was recently recognized by Trade Show Network News as one of the Top 250 Trade Shows in the United States. The TSNN’s annual list celebrates the fastest-growing shows — both association-led and for-profit events — using net square footage, number of exhibitors and attendees as their metric. The next New England GROWS conference will be held Nov. 29 – Dec. 1, 2017 at the Boston Convention and Exhibition Center.

Weed Man Predicts 12 Percent Sales Growth for 2017
Weed Man USA expanded with 44 new territories added in 2016, bringing its total count to 503 territories served. The company expects to reach 544 territories by the end of 2017 and increase system-wide sales by more than 12 percent. Driving the franchise growth were existing franchisees who accounted for 28 of the new territories last year. Franchisees nationwide are experiencing increased consumer demand and are expanding their territories to meet the need. Jennifer Lemcke, COO of Turf Holdings, Inc., noted that 2016 revenues surpassed $91 million, a 9.74 percent increase over 2015. “Our existing franchisees account for nearly 75 percent of the new territories we added in 2016,” said Lemcke.

Oregon Announces Gator SpeedLoad Trimmer Head Promotion
Oregon is offering lawn care professionals another reason to try its revolutionary Gator SpeedLoad cutting system. As part of its spring promotion, which starts on April 3 and runs through August 31, customers will receive a free 24-250 or 24-500 Gator SpeedLoad trimmer head with any qualifying purchase of .095-inch replacement line disks. Qualifying purchases include either one 25-pack, two 10-packs or six 3-packs. The Oregon Gator SpeedLoad cutting system fits more than 95 percent of gas-powered trimmers on the market.

Survey Shows Consumers Remain Confused over Fuel Choices
A new nationwide research study of over 2,000 adults 18+ conducted online by Harris Poll on behalf of the Outdoor Power Equipment Institute has found that Americans seem to remain confused about new fuel choices at the pump and their appropriate usage. Even more concerning are reports of consumers mis-fueling their engine products. This year’s poll shows more consumers have incorrectly used an E15 or higher ethanol fuel in an engine not designed for it this year compared to 2015 (five percent this year vs. three percent in 2015).

Dyna-Green Expands Service Area with Turf Magic Acquisition
Dyna-Green, based here, recently acquired the Turf Magic Company. The combined company will provide service to nearly 4,000 residential and commercial customers in 13 Northeast Ohio counties and the border counties of western Pennsylvania from Erie to Pittsburgh with organic based lawn care services, and tree and shrub protection programs.

KIOTI Tractor Promotion Raises More than $32K for Wounded Warrior Project
KIOTI Tractor, a division of Daedong-USA, Inc., recently wrapped it’s year-long promotion, the Power Through Tour presented by Trace Adkins, raising $32,220 for Wounded Warrior Project In October 2015, KIOTI Tractor hit the road, raffling off Adkins’ personal KIOTI DK65 with attached front end loader and backhoe to benefit the organization. KIOTI delivered the tractor to the winner, Doyle Myers of Shepherd, Texas, in early March.

Read last week’s industry news: John Deere Florida Dealer Hits 1,000 Machine Mark For 2nd Year

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How to Measure Costs to Meet Budget and Expectations

Meeting a customer’s expectations and budget means you need to do two things well:

• You need to estimate jobs properly to provide what the client wants within their means, but also make the company a profit;
• And you need to provide better-than-expected customer service.

When these two things go hand-in-hand, you’ll have a customer who can’t wait to recommend your services to friends and neighbors, and you’ll also have money in the bank.

So how do you deliver on those expectations when everyone these days wants more bang for their buck? And how do you estimate projects correctly so you don’t end up in the hole, or having to beg the client for more cash? Read on to learn how.

The correct measurements

The key ingredient to owning a successful business that meets clients’ budgets? Understanding what it costs to perform each job.

The recipe for a successful business in the landscape design/build industry includes knowing your costs and knowing how to estimate jobs, then you can make the right recommendations to clients about what services they can and cannot afford, says Jerry Gaeta of J. Gaeta Business Planning LLC, who spoke at Hardscape North America educational sessions at GIE+EXPO in October.

“We don’t know our costs,” he said of a common industry pitfall. “If we knew our costs, we’d fight for our money.”

The worst thing a business owner can do is “guesstimate.” Sooner or later, Gaeta says your luck at guessing how much a job will cost to perform will run out. This could result in your company having to recover the cost to do a job that was underestimated or going back to a client and asking for more money, which no one wants to do.

The question you need to ask, he says, is: who is paying for a service or a piece of equipment? The company or the clients? “The costs for all the equipment need to be paid by the client or it will come out of your perceived net profit — your company is paying for it,” Gaeta says.

At Gaeta’s educational session, he provided this equation, which shows how you can properly estimate your costs: material, labor and burden, equipment and subs + overhead costs of company/indirect and G&A (general & administrative) = your cost to break even + net profit (price of project)

He pointed out that “equipment” also includes the cost to run it, such as gas and maintenance. Also, knowing your man-hour rate with the rate of your equipment package will help you estimate labor costs.

“Estimating will take your projected overhead costs for the year and allocate a portion to the direct costs needed to perform a project,” he explains.

If you take your overhead and your direct costs, you get your break even, he says. Estimating systems are based on recovering direct costs to establish a break-even point. Then, at this point, the net profit can be added to establish the price of a project.

The more overhead you pack into your company, the less money that goes in your pocket, Gaeta noted. Therefore, he said it’s necessary to pre-budget your salary and remember: the more staff you bring on, the less money there is left for you.

Customer service is part of the recipe

Establishing a project’s price has to do with more than just the cost of equipment and labor — it has to do with your company’s performance, Gaeta says, because efficiency is the name of the game in the green industry. When a company provides excellent customer service and completes a project efficiently, the cost is acceptable because clients are satisfied with the return on their investment.

Take the Ritz Carlton. As growth consultant Jason Cupp explained during his educational session at GIE+EXPO, the Ritz Carlton is a prime example of the gold standard of customer service. The hotel chain tries to meet its guests’ needs before guests even know what they need or want. Employees at every level of the organization are empowered to provide excellent customer service, Cupp says.

“We sell feeling and emotion. We don’t sell pools and lawns that are cut perfectly. We sell feelings and emotions,” he emphasizes.

Clients want to know and be known, he says, they don’t want to be just another number. Nowadays, with online reviews and research, clients are more informed and more discriminating, so the value they place on a service isn’t just in the price, but in the feeling they get from working with a company.

“Clients won’t settle for mediocrity,” Cupp says. “Companies that are mediocre aren’t in business long, and it’s likely a result of customer service.”

Don’t underestimate how valuable customer service is — with just one bad experience, customers may decide not to use you again. And you can ensure that doesn’t happen by creating a client-centric company culture. The company can’t focus on the owner, Cupps says, it needs to focus on the client.

“If we truly have this focus in our heart every day — if the leader focuses on it, your people should be just as focused and deliver on that, too,” he says.

One way Cupp said he coached his team to serve clients was to empower managers to spend certain amounts, within limitations, to solve a problem for a client so the client would get what’s needed and not lose that feeling that was created when the relationship was first established.

“If you can’t deliver operationally what you promised in the sale, it’s just lip-service,” he says.

Another key tip: Clients need to hear what the end results should be, Cupp says, and then back that up with what the incremental results will be, explaining to your client how each step will be completed.

The right mix of ingredients

In the end, customer service and estimating jobs correctly will leave you and your clients satisfied. While properly estimating the cost of doing a job may seem tricky, after some practice, labor production hours can be estimated and produce a uniform estimating system for your company, Gaeta says. He recommends you review job costs weekly — this will keep you in tune with how the tasks are actually performing in the field. Gaeta said he learned a lot by talking with his crew and asking how he failed on the job. They would tell him if he underestimated the time needed or the number of laborers.

“Job planning is done from the estimate — you break the job down by function and based on man-hours, and you can estimate manpower and equipment needed,” he says.

Remember, everyone in your company needs to learn the word no. Gaeta warns that you have to be able to walk away if you’re not getting the price you should for the service you’re being asked to perform. If the service is not bringing in a profit, then that affects the future of your company, your family and your employees and their families, he says.

And no one wants to be left with ingredients turned sour.

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8 Tips to Master Snow & Ice Management

Need advice for tackling stressful snow and ice management work? Try these eight recommendations from PlowSite member rick W.

1. Buy good machines. Buying cheaper ones will bite you badly even though you are trying to save a buck. Don’t get the electric start and other bells and whistles — just buy machines that are simple and solid.

2. Do your billing.

3. Do your plowing and stay on top of it.

4. Fire bad clients. It’s a tough job working in the slop; if clients don’t appreciate you or don’t pay, then move on. The only thing worse than not having clients is having clients, doing the work and not getting paid.

5. Go slow. Good clients will be with you for decades so take good care of them. Even stopping by the week before Christmas with a $10 bottle of wine and a card saying, “Thanks, we appreciate your business,” goes a long way.

6. Don’t take vacation in winter. Every time you plan anything great, weather wrecks it — always. Don’t put the stress on yourself or the worry — and don’t let your clients down.

7. Don’t take on more than you can deliver. Doing a good job and keeping it under control is better than having more clients, going out of control and being so tired, beat up and delirious that you back into a vehicle or damage something.

8. Have fun.

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Story of a Landscape: Sustainable Driveway Renovation

It’s only natural that a new homeowner would want to renovate the yard and put it to better use.

However, Bryon Meyer, owner of the Orange, California-based Land Mechanics, says he got the job by promising the client his new and expanded driveway would be ready for the housewarming. In what proved to be a win-win situation, the job netted Land Mechanics two awards from the Orange County chapter of the California Landscape Contractors Association, as well.

The approximately $100,000 project was cited both as a renovation and for sustainability, and Meyer is particularly pleased with the latter.

“Because of our continued climate changes, we all have to be flexible and make changes in the way we do our work,” he says. “I feel it improves not only our neighborhoods, but improves our community as a whole. It’s important to me that we don’t leave such a large footprint regarding water consumption and energy.”

Photo: Land Mechanics

In this case, when he mentions neighborhoods, Meyer isn’t speaking hypothetically. The home, on a little more than 1 acre, is only a couple of blocks from his own residence, and he says he was referred to the new owners by the woman who lives across the street.

“I had originally talked to the previous owner about doing work on the property, and I also worked on the home behind the neighbor who referred me,” he explains. “She’d seen my work around the neighborhood and knew I’d talked to the previous owner about doing work there, so I think I was the natural candidate.”

Photo: Land Mechanics

And, then there was the promise of the driveway, which proved to be a major consideration and the largest part of the project.

“It’s a circular driveway that goes in front of the house and then next to the garage there’s RV parking,” says Meyer. “That was really the driving force behind this.”

A solid pour of concrete bordered by a darker shade of the same material, it’s broken up only at the front entry, where a slab walkway edged in turf leads to the front door. Meyer says that part of the job was also completed with the help of an outside crew of concrete finishers.

“We hire out finishers because we don’t need concrete finishers every day,” he says. “They come in as subs.”

Photo: Land Mechanics

Still, the project was large enough to keep the Land Mechanics’ crews busy at the site for more than four months.

“We also ended up putting in some cinderblock planter walls with stone veneer,” Meyer says. “We put in a lot of big boulders. We went out and hand-selected the boulders, and they’re considered water-conserving. And, then for the grass areas, we installed artificial turf.

“We installed a drip system, we have a smart timer and the client went with LED lighting, so we have lower water and lower electricity bills and no need to fertilize the lawn,” he adds. “It’s a really nice project that way.”

The crowning piece of the job, however, is two life-sized horse statues the clients purchased, which Meyer says work beautifully because the neighborhood is considered an equestrian community.

“I told them they were going to need something that I call garden art,” he says. “I suggested maybe a wagon wheel or a wagon, but they went to Santa Ana, saw them and fell in love with them.”

Photo: Land Mechanics

Each weighs approximately 1,000 pounds, so Meyer says considerable time and effort went into placing them so they look like they’re in the wild. It’s the part of the job that still makes him smile.

“I think they’re awesome-looking,” he says. “The horses are so appropriate for our community and they look really sharp.”

Setting the horses wasn’t the only part of the project that was done, as Meyer puts it, “off the cuff.” While his designer was brought in to offer some guidance as to the renovation, he says the client was one of those that when he heard an idea added more as the project went along.

“It definitely changed over time,” says Meyer.

Photo: Land Mechanics

The same informality applied to the plant palette for the project, although Meyer says they kept some of the property’s existing trees, including several pines and liquidambars and a pepper tree. Some magnolias were added to line the driveway.

“I brought in a lot of water-conserving plants, and that was all my design,” says Meyer. “I picked plant material I like, showed it to the customers and then set it up so they could understand what we were doing.”

Photo: Land Mechanics

Being a renovation, he adds that dealing with existing conditions was probably the biggest challenge of this job. He specifically mentions being careful of the existing trees and their roots. And, then there was the drainage around the garage.

“We had a drainage issue where the water was going back into the garage and we had to fix that,” Meyers says. “We designed and installed a low-level curb so the water wouldn’t back into the garage itself, since we were pouring to existing concrete. It took some extra time and effort, but it turned out nice.”

The project also was a learning experience for Meyer and his crew. They opted to put the client’s street address on one of the large boulders, and he says the learning curve on that proved to be steeper than he’d expected.

“Getting the numbers perfect and level the way they should be on natural stone that wasn’t ground down was definitely a challenge,” he says. “We had to move them around quite a bit and then set them in epoxy. Again, it wasn’t an easy install by any means, but it turned out to look real sharp.”

Photo: Land Mechanics

And, while Meyer is obviously proud of the awards the job has generated, what pleases him most was the way the whole thing evolved.

“I enjoyed this because it’s really my design, and done by working with the homeowner directly, rather than off a set of plans,” he says. “It was fun to be more creative on this job and to keep generating ideas. The whole creativeness of working with the client was definitely the most fun part of it.”

Nor is it necessarily over. While Land Mechanics does maintenance, Meyer says the client has another company he works with on that. However, there’s still a very large backyard to be considered.

“Although we work all over Orange County, I like doing work in the neighborhood; it makes the job go smoother,” he concludes. “And he’s already said he wants a pizza oven in the backyard, so I’m going to have to circle around and see about doing that for him and make sure he’s still satisfied with the job.”

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What Students at NCLC Want From Employers

Opportunities in the landscaping industry are abundant. And the students who attended the 2017 National Collegiate Landscape Competition in Provo, Utah, got a first-hand experience of every area and opportunity available to them.

Catch a glimpse into what these students are looking for in their studies, their careers and their potential employers.

Colleen Weynand, a landscape design student at Texas A&M University attended and competed for the first time at NCLC this year. Weynand placed second overall in the Sales Presentation competition and in the top 200 students out of the nearly 670 competing students. She says she is ready to line up more work experience. “I’m looking for a summer internship where I would be able to continue learning. I want to be educated on a subject once it’s done,” she says.

Although she is studying landscape design, Weynand shows passion for the whole field. “I like all of the opportunities that there are in this industry,” she says. “If you aren’t happy, you can find another area you may enjoy more.”

Some students who attended NCLC didn’t compete. Adam Goldstein, a student at Kansas State University, just switched his major to landscape production. He came to support his team and learn more about what the event and industry are all about.

Goldstein says he was happy with what he sees so far. “All of the people walking around the career fair was encouraging,” he says. “They all understand you start at the bottom and they are willing to help and have patience.” Although Goldstein is originally from New Jersey, he says his goal is to relocate for his career with his sights set on a welcoming company in Colorado or California. “I don’t like big companies as much,” he says. “I would like to work somewhere that feels like we are all a big family.”

Among the 60 schools competing at the 2017 NCLC, all the eligible students are earning a bachelor’s degree in a landscape-related field. This year Andrew Scheldorf from North Dakota State University competed in four events. “I really like how this industry is connected and we all have the same passions,” he says. He is studying horticulture science and plant improvement and is planning to go to graduate school.

After school, Scheldorf says he is more than willing to relocate and is particularly interested in the West Coast. “I am looking to work at a university or research facility. I’d like the freedom for research and ability to control what I do,” he says.

Another student from North Dakota State University, Garrett Schumacher, is also passionate about the industry. “I couldn’t imagine doing anything else with my life,” Schumacher says. He is currently studying horticulture and wholesale nursery management and plans to work on a strawberry and tree farm that his family owns. Schumacher placed second overall in the Truck and Trailer Operation competition with his teammate Trevor Zens.

Professors, advisers and team coaches also have valuable things to say about their students and their ambitions that prospective employers should be eager to know.

Oscar Del Real was the adviser for the Cal Poly-Pomona team at NCLC this year. Del Real has two years of experience competing at NCLC and is now attending a graduate student as he studies to earn his master’s degree in plant science. His background is in sports turf, and Del Real says he would like to go into consulting.

“I enjoy educating others about the importance of this field,” he says. Respect, honesty and trustworthiness are the top three things he says he looks for in an employer. The Cal Poly-Pomona team placed eighth overall this year.

Another California coach, Benjamin Hoover, is an assistant professor in sustainable nursery production for Cal Poly-San Luis Obispo. With 10 students competing at NCLC this year, half for the first time, the San Luis Obispo team placed 13th overall. Hoover says this is a field with a lot of job opportunities.

“Some students have had interviews with companies for internships and job in between competing in events while in Utah,” he says. When graduating, Hoover says students in the program at Cal Poly-San Luis Obispo get six to 10 job offers. “Most love plants and being outside,” he says. “From the drive into town for NCLC, they were already trying to identify plants here, compared to what they are familiar with at home.”

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Legal, Technological Solutions Drive Advancements

The advancements in the snow and ice management industry over the past 20+ years have been nothing short of amazing and remarkable. I have had a hand in, and participated in — along with bearing witness to — some of the most important steps taken by those who want nothing more than to see, what was, a fragmented and unsophisticated group of individuals who did their best to make sites safe for those who use them. I am fortunate to have lived long enough to be a part of the industry’s growth from adolescence, through the teen years and into early maturity. Clients and customers, too, are growing in sophistication when it comes to being specifiers and purchasers of those services offered by those who choose to work in the snow and ice management industry. It has been marvelous to watch, and, at times, participate in these events.

As I have publicly stated on more than one occasion, it is my opinion that the vast majority of the advancements over the last 20 years have come as a result of the various publications dedicated to educating and enlightening those who attack the winter elements in the name of mitigating risk. The advancements in equipment, technology and research stem from contractors becoming educated about their chosen profession.

And so, I am fortunate to witness the birth of an idea that has matriculated into a well thought out, well researched and well executed educational opportunity. Starting small, without overreaching or overextending resources, this publication will endeavor to fill gaps in the continuing education of all facets of the snow management industry. Not just for contractors, but also for those who serve the general public by keeping roads safe and those in-house, on-site institutional operations tasked with keeping the hundreds and thousands of patrons of their institutions.

As I have repeatedly stated, those who fight snow are no longer plow jockeys. We are risk managers tasked with keeping vehicular and pedestrian traffic safe for all. We are not guys who cannot find real jobs. We choose to do this. Those who fight snow invest time and money in becoming professionals at that chosen profession.

Of course, there are a few things we cannot do much about. There still is no solution to fight or mitigate the adverse effects of freezing rain. Contractors still struggle with the insurance conundrum. However, there is positive change in the offing. All parts of the snow industry realize that liability exposure is a thorn that is proving hard to remove, and continues to irritate. Again, there is movement in the right direction to address this, too. Something I realized years ago is that education is the key to successfully combating these issues that will plague us in the near term.

I’m hopeful that I can continue to contribute to the industry in this regard, and I will write more columns on technology, standards, best practices, liability issues, sales philosophies and customer relationships management. I still have a lot to say and do in the industry, and it is great to be a part of what is happening.

As I wrote about in “Snow Management: A Look Through Time” (published by Snowfighters Institute this past June), as technology advancements continue, different issues will come to the forefront. And I am supremely confident that someone, or many someones, will step up, find a solution and execute that solution to benefit all in the industry. This publication is one such positive step in the inevitable maturity in the industry. From my own research, those putting out this publication espouse my own personal philosophy regarding the snow and ice management industry: “To forever pursue, research and develop snow industry training.”

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