I purchased 5 territories of Waterloo Turf Houston.
But to start, I only have the fixed costs of a single territory.
- Owner-operated by my partner Rick
- $4-5k/month on advertising
- One van
We intentionally started extremely lean.
We didn’t know what to expect since we’re franchisee #2.
It would’ve been easy for me to throw $10k/month at marketing from day one.
But algorithms take time to learn and we needed to learn the business.
The safest strategy, especially in an emerging brand, is to be very careful with your expenses.
There’s a fine line between being cheap and being smart. It’s important to spend money in the right places that move the business forward.
Now that the business is taking off, it’s time to double down using our initial profits.
Here’s our stair-step approach:
Phase 1 (Months 1-3): Prove the model
- $4-5k/month advertising
- One van, owner-operated
- Learn what works, what doesn’t
Phase 2 (Now): Scale what works
- Double ad spend to $8-10k/month
- Add first full-time employee (100% remote)
- Hand off all admin work to the new employee
Phase 3 (Next 6 months): Systematize operations
- Hire a dedicated sales rep for cold business
- Add a project manager
- Rick focuses on high-value activities
Phase 4: Copy & paste
- Find partners to develop other cities
- Copy our proven playbook
- All funded from cash flow
This is the coolest part about asset-light businesses.
We don’t need millions to get started.
This “stair step” approach allows us to lock down large territory, then ease into growth by reinvesting cash flow into advertising and payroll.
Every dollar the business generates goes back into building the machine.
This strategy isn’t unique to turf. It works in almost every mobile service business: painting, roofing, flooring, window cleaning, drain cleaning, power washing, restoration, and more.
The goal is to find a business that fits your skills, budget & location.
Caveat: This “stair step” approach has limitations.
Not every brand supports this strategy.
Some require per-territory minimums from day one. These brands are usually very established and have tons of data that supports their requirements.
All franchisors have development schedules requiring you to “fully develop” territories within 12-24 months.
Eventually, they’ll require higher advertising, trucks, and dedicated employees for each territory.
The window for this strategy works best in the first 0 to 12 months.
Use it to prove the model, generate cash flow, and build systems.
Want my help executing this strategy?
Click here to book a free call with my team.
We’ll help you assess opportunities that match your skills, budget & location plus provide resources to help you evaluate them.
Cheers!
Brian
