Carrying out some initial market research

The importance of research

Every business with something to sell carries out some research before finalising and pricing their product or service. In your case you will need to:

• find out who your customers are likely to be
• identify your competitors
• find out what they are charging
• decide on what services you will offer initially.

Where to find the information

Your local newspaper, council offices, library, free property pages, newsagents’ windows, supermarket classified boards are full of information about who your potential clients are likely to be. Try:

• local newspapers
• council offices
• libraries
• free newspapers
• newsagents’ windows.

Local newspapers

The classified section will have a number of gardening contractors advertising their services. Study these ads. Try imagining that you are looking to employ a gardener, which one would you choose? Or, if you wouldn’t choose any of them, ask yourself why. Don’t be put off if there is what appears to be a very large number of companies advertising. There’s always room for another professional. Remember, there is only so much that one contractor can do at any given time regardless of how large they may be.

Generally speaking, larger contractors will not look at the smaller jobs. With expensive overheads, they cannot afford to cut Mr and Mrs Johnson’s hedge in the morning and spend the afternoon cleaning out someone else’s pond. This is where the freelancer wins. You can be flexible enough to cater for any job, no matter how small, while still making a profit. Never underestimate the value of being small. When it comes to gardening, people love nothing better than a personal service. Glossy brochures, expensive one-page advertisements in Yellow Pages are nothing compared to what you can offer. So don’t let the larger boys dampen your enthusiasm. They’re operating in a different market.

Council offices and libraries

By visiting your local council’s offices you can learn more about who is living in your locality.

Ask for copies of any reports that illustrate the makeup of the local population. Are you living in an area where the population is predominantly retired? What new housing estates are being planned? What developments are currently underway? Take as much published information as possible away with you. Even if you don’t use it now, information like this is invaluable for future business planning.

Free newspapers

Every week The Property Weekly falls through our letterbox. It’s full of potential clients for our business. As everyone who has moved house knows, the last thing on your list is to sort out the garden. Although it may be in a terribly overgrown state, there are usually umpteen other things that need your attention. Apart from hacking away the brambles to see the front door, initially at least there is little time for the garden. This presents enormous opportunity. You need to be proactive. Don’t rely on customers finding you. Instead go looking for them. Scan the property pages and highlight houses with large gardens and those with gardens that are obviously in need of repair. Cut them out and keep them.

Keep an eye out for these properties as you travel about your locality. As soon as you see the sold sign appear, drop a card or letter introducing your services through the letterbox. Or better still wait until the new occupants have moved in and then put your literature through their door. This really is a great way of getting bigger jobs without having to advertise. I’ve done this with great success. The only problem I found with it was finding enough time to continue doing the initial research. Keep those property pages; they’re full of potential properties that could use your services.

Newsagents’ windows

Cards in newsagents’ windows are a great way to find out who your competitors are and to find potential clients. Browsing your local newsagents’ windows and magazine shelves can tell you a lot about who lives in your community and what interests they have. Fellow gardeners advertising their services will also tell you much about going rates for gardening work.

It doesn’t have to take hours

Researching your market needn’t be something that’s hugely time consuming. You don’t have to carry out surveys or interview anyone. Your local council has already done it for you. Whichever way you decide to tackle your research, make sure you devote some quality time to it. Your aim is to find out who your customers are likely to be; who your competitors are and what price they’re charging. Your local newsagents’ magazine racks can give a good indication as to how affluent your area is. Are you living in a Homes and Garden neighbourhood, or Crime Weekly?

Summary

• 1.Not only is gardening big business, but there is a desperate shortage of professional gardeners to satisfy what is an ever-growing need. This means that you will find a market for your services without having to rely on price-cutting and price wars to find your first clients.
• 2.Your business can be as flexible as you want it to be, particularly if you’re going to start a part-time venture. But a full-time business will need full-time commitment.
• 3.Gardening can be physically hard work and it may involve you working long hours on your own. Make sure you’ve got the right temperament for this before you start.
• 4.You’ll need to carry out some market research to determine who are your customers and who is the competition. Don’t worry if there appears to be endless businesses offering gardening services. There will always be room for a professional company.