LAWN

MOWING
CASE
Business Unit Leader - Our Entrepreneurial Child
BACKGROUND

● Wants to make some money on the weekend.

● Have experimented with Lemonade Stand (One Day, 8 Sales) and

Lawn Mowing Business (2 customers)

● Apply planning to help them make these decisions.

MARKETING OBJECTIVE

TARGET

BRAND STRATEGY

BUDGET
BUSINESS PROBLEM

Lawn Mowing or Lemonade Stand? 8 hours a month

BUSINESS PROBLEM

What is the size of the market for kids lawn mowing?

BUSINESS PROBLEM

Houses in Area + Paying Grass Growing Speed

BUSINESS PROBLEM

Lawn Mowing Size of Market

Houses in walking distance lawn mower? 40

How many times a year do you cut a lawn? 12
% Houses that pay for cut grass? 50%
Average price to cut grass? $10

$2400

Houses x Yearly Cuts x % Paying Houses x Av Price = Market Size

40 x 12 x 0.5 x 10 = $2400
BUSINESS PROBLEM

What is the size of the market for lemonade stall?

BUSINESS PROBLEM

Size of Market
BACKGROUND

● 8 cups a month, 12 months

● Price - $2

● Profit - $1.95

● Annual - $187.2
BUSINESS PROBLEM

Lawn Mowing or Lemonade Stand? 8 hours a month

BUSINESS PROBLEM

HOW MUCH HOW MUCH

PROFIT P/A $? PROFIT P/A $?

MOWING LAWN LEMONADE STAND

BUSINESS PROBLEM

$960

$187

MOWING LAWN LEMONADE STAND

Lawn Sizing the Opportunity / Maths
BACKGROUND

● What is the objective? SMART objective

Lawn Objective
BACKGROUND

● What is the objective? SMART

8 hours a month currently have 2 customers

Takes 1 hour to cut their grass, so have a spare 6 hours

Recruit 6 houses to mow their lawn every month in 2020

MARKETING OBJECTIVE Get 6 new neighbors to let me cut their grass every month

TARGET -

BRAND STRATEGY -

BUDGET -
Lawn Mowing Business
BACKGROUND

● What is the problem? Make people aware of my lawn mowing

service.

What’s the problem you’re solving for your customers

Why is that important?

Walk around town, tell me the different type of lawn customers?

 Chore Masters Outsourcers Neglectors

‘I like cutting my ‘I’ve already got ‘I don’t have time

grass’ someone else.’ to cut my grass’
Chore Masters Outsourcers Neglectors

14 houses 6 houses 20 houses

MARKETING OBJECTIVE Get 6 new neighbors to let me cut their grass every month

TARGET Lawn Neglectors

BRAND STRATEGY -

BUDGET $0
Getting to the insight for the creative strategy?

Start a why ladder for lawn neglectors?

Look for the emotion when they’re triggered

 WHY?

WHY?

WHY?

WHY?

I don’t have time to cut my lawn

 How so?
They don’t respect my property, dog shits on
my lawn.

Why don’t you care about neighbors?

They’re out for themselves, no community
here.

Why is cutting grass not important?

Lawns are for other people, I don’t care
what my neighbors think

I’m busy and have more important things to

do?

‘I don’t have time to cut my grass’

 Lawn represents your openness to the
community

Does that bother you?

Does that bother you?
No, I like keeping to myself, the less people
Yes, I want company, I just don’t have it
the better

Why don’t you have anyone to impress?

Don’t have many visitors to my house

It’s not important to me, I have no one I’m

trying to impress?

‘I don’t have time to cut my grass’

 How so?
They don’t respect my property, dog shits on
my lawn.

Why don’t you care about neighbors?

They’re out for themselves, no community
here.
When you don’t give a shit about your lawn,
Why is cutting grass not important?
Lawns are for other people, I don’t care neither do the neighborhood animals
what my neighbors think

I’m busy and have more important things to

do?

‘I don’t have time to cut my grass’

MARKETING OBJECTIVE Get 6 new neighbors to let me cut their grass every month

TARGET Lawn Neglectors

Do the dirty work for lawn neglectors to

BRAND STRATEGY
stop neighbors animals doing their dirty work first.

BUDGET $0
 PRODUCT COUNTER
ATTRIBUTES COMMON
INSIGHT KNOWLEDGE
What are the key
attributes of the The opposite of what is
Combination of two
product related to the believed to be true.
insights/observations
competition defined.
List all the attributes, features and
benefit of kids lawn mowing
 List all the attributes, features and
benefit of kids lawn mowing?

Energy
Green thumb
Time
Willingness
Resilience
Good knees
Youthful optimism
Resilience
Excitement
Cheap
Naivete
List all the common thoughts for
lawn neglectors based on lawns?
 List all the common thoughts for
lawn neglectors based on lawns

I’m just bad at it

Benign neglect

I’ll do it tomorrow

I watered it last week

It’s hard enough to keep myself alive

It’ll just grow back

It’ll die anyway

Not plant mom

Get off my lawn

 Come up with the complete opposite for these sayings

I’m just bad at it

Benign neglect

I’ll do it tomorrow

I watered it last week

It’s hard enough to keep myself alive

It’ll just grow back

It’ll die anyway

Not plant mom

Get off my lawn

Come up with the complete opposite for these sayings

I’m just bad at it I’’m great at it

Benign neglect Harmful care / Obsessive care

I’ll do it tomorrow I’m doing it now

I watered it last week I watered it tomorrow

It’s hard enough to keep myself alive Take great care of myself

It’ll just grow back Dead and never come back

It’ll die anyway Its evergreen, immortal

Not plant mom Mother nature, plant daddy

Get off my lawn Lawn party

 Come up with an opposite that kids can own
I’m just bad at it / I’m great at it Energy

Benign neglect / Harmful care / Obsessive Time

care
Resilience
I’ll do it tomorrow / I’m doing it now
Youthful optimism
I watered it last week / I watered it tomorrow
Excitement
It’s hard enough to keep myself alive / Take
Naivete
great care of myself
Green thumb
It’ll just grow back / Dead and never come
back Willingness
It’ll die anyway / Its evergreen, immortal Good knees
Not plant mom / Mother nature, plant daddy Resilience
Get off my lawn / lawn party Cheap
Exercise
INSIGHT

Grass never stops growing and I never stop coming

back

Mowing I’m just bad at it but not everyone is

I neglect my lawn but I have someone who cares

Manicured lawn is hard work but we make it child’s

play

Your neglect = nurturing others

You might be ready for death but I represent new life

You don’t think about your lawn often but when you
do I’m always available

A welcoming lawn is actually, a welcoming home

MARKETING OBJECTIVE Get 6 new neighbors to let me cut their grass every month

TARGET Lawn Neglectors

BRAND STRATEGY Manicured lawn is hard work but we make it child’s play

BUDGET $0