March 1, 2004
Green thumb | A chat with Jason Phillips, owner of All Elements Landscaping Inc. in Portland.
By Rebecca Norling
Founded: September 2002
Revenues, year one: $75,000
Projected revenues, year two: $120,000
Address: 27 Meadow Ln., Portland
Phone: 807-3300
Web: www.allelementslandscaping.com
Describe what your company does.
It's a full service design-build, landscape contracting company. We focus on small- and medium-sized residential and commercial projects in southern Maine. Our specialties include landscape design, hardscape construction, landscape installation, water feature construction and the use of native plants.
It's myself and a lead designer, and then a crew of between two and three depending on the season. Weather dependent, we work from March through November.
Describe your company in three words.
Professional, detail-oriented and unique.
When did you first get the idea for the company?
My wife and I moved to Portland and bought a house that had some problem areas in the back yard. I called half a dozen landscape contractors, and only got one call back. I'm an entrepreneurial person, so that told me right away that there was room in the marketplace.
What was the biggest challenge going from idea to reality?
Just the leap of faith that it takes to hang your shingle out there, and hope, despite all the planning and research you do, that the business comes. And it did, so my suspicions were validated.
How did you finance the launch of your business, and what did it cost?
It was self-funded, and total startup costs were about $15,000.
What could stop you?
During the stock market downturn, one of the assets that continued to appreciate were people's houses, so they didn't think twice about investing more in their homes. The baby boomers are starting to retire, and are buying second homes; Maine has the highest percentage of second-home ownership in the country. So if that trend stopped, it would hurt. But really, I don't think real estate prices are going to plummet.
What's the competition like?
The competition is lively, but it isn't unreasonable. As with everyone, there are times that I win a deal unopposed, times when I win a deal while competing with someone else, and sometimes I lose a deal.
How are you different from your competition?
We approach each project with a comprehensive assessment and what I call a results-oriented process. We listen to the clients and focus on their goals ˆ what they ask for and what they want to achieve aren't always the same.
What are your plans for growth?
We'll continue to pursue referrals ˆ the best kind of business is when you can wow your customers and get them to sell for you. Also, networking and partnerships ˆ coming from a background of venture capital and executive recruitment, it's natural for me to network with people.
What resources have proven most useful?
Past job experience in venture capital. I got to see so many startups and learn from a safe distance what things can lead to success and what things can lead to failure.
Describe a mistake you've made in your business, and what you learned from it.
In the first year, I did what a lot of new businesses tend to do, and that is to accept every opportunity that comes along. Two things happen: You get over-committed, and you find yourself doing things that aren't what you're most passionate about. I've learned to really focus on what we excel in, and refer people to companies that may be able to help them better if it's something I can't do.
If you were given $500,000 toward your business, what would you do with it?
Market like crazy, and probably open another location in southern Maine. The whole Ogunquit area is really thriving.
So what does a landscaper do in the dead of winter?
I catch up on reading, I try to ski. In a couple weeks I'm heading to Pinehurst, N.C. to play some golf, because I don't get to play during the summer. I haven't played golf in Maine since I started the business.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
Revenues, year one: $75,000
Projected revenues, year two: $120,000
Address: 27 Meadow Ln., Portland
Phone: 807-3300
Web: www.allelementslandscaping.com
Describe what your company does.
It's a full service design-build, landscape contracting company. We focus on small- and medium-sized residential and commercial projects in southern Maine. Our specialties include landscape design, hardscape construction, landscape installation, water feature construction and the use of native plants.
It's myself and a lead designer, and then a crew of between two and three depending on the season. Weather dependent, we work from March through November.
Describe your company in three words.
Professional, detail-oriented and unique.
When did you first get the idea for the company?
My wife and I moved to Portland and bought a house that had some problem areas in the back yard. I called half a dozen landscape contractors, and only got one call back. I'm an entrepreneurial person, so that told me right away that there was room in the marketplace.
What was the biggest challenge going from idea to reality?
Just the leap of faith that it takes to hang your shingle out there, and hope, despite all the planning and research you do, that the business comes. And it did, so my suspicions were validated.
How did you finance the launch of your business, and what did it cost?
It was self-funded, and total startup costs were about $15,000.
What could stop you?
During the stock market downturn, one of the assets that continued to appreciate were people's houses, so they didn't think twice about investing more in their homes. The baby boomers are starting to retire, and are buying second homes; Maine has the highest percentage of second-home ownership in the country. So if that trend stopped, it would hurt. But really, I don't think real estate prices are going to plummet.
What's the competition like?
The competition is lively, but it isn't unreasonable. As with everyone, there are times that I win a deal unopposed, times when I win a deal while competing with someone else, and sometimes I lose a deal.
How are you different from your competition?
We approach each project with a comprehensive assessment and what I call a results-oriented process. We listen to the clients and focus on their goals ˆ what they ask for and what they want to achieve aren't always the same.
What are your plans for growth?
We'll continue to pursue referrals ˆ the best kind of business is when you can wow your customers and get them to sell for you. Also, networking and partnerships ˆ coming from a background of venture capital and executive recruitment, it's natural for me to network with people.
What resources have proven most useful?
Past job experience in venture capital. I got to see so many startups and learn from a safe distance what things can lead to success and what things can lead to failure.
Describe a mistake you've made in your business, and what you learned from it.
In the first year, I did what a lot of new businesses tend to do, and that is to accept every opportunity that comes along. Two things happen: You get over-committed, and you find yourself doing things that aren't what you're most passionate about. I've learned to really focus on what we excel in, and refer people to companies that may be able to help them better if it's something I can't do.
If you were given $500,000 toward your business, what would you do with it?
Market like crazy, and probably open another location in southern Maine. The whole Ogunquit area is really thriving.
So what does a landscaper do in the dead of winter?
I catch up on reading, I try to ski. In a couple weeks I'm heading to Pinehurst, N.C. to play some golf, because I don't get to play during the summer. I haven't played golf in Maine since I started the business.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
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