<< KNOWLEDGE BANK HOME

FRANCHISES



On Her Own Turf
By Taylor Mallory

For Linda Collins, mother of four, green is more than the color of grass. As president and owner of a NaturaLawn of America franchise in Richmond, Va., she provides organic lawn care for local residents. And she's translating that burgeoning service into green of another kind – increasing her company's bottom line by 44 percent since she took the helm. Founded in 1987, long before the recent resurgence in green living, NaturaLawn has 66 franchises in 25 states and brought in more than $30 million last year. Collins – who began her franchise with her late husband – is NaturaLawn's only sole female owner.


How did you get involved with NaturaLawn?
I did accounting, customer service and sales for various companies until my husband and I decided to open a business. We depleted our savings but believed we'd be successful. [NaturaLawn franchises cost up to $150,000 to launch.] I handled bookkeeping while he did sales – until he passed away two years ago. We're a small company with four year-round employees, so aside from the accounting, we all do a bit of everything now. I haven't spread fertilizer, but sometimes I go with my right-hand man and clean driveways and write invoices while he spreads fertilizer.

Why this franchise?
We liked that it was organic.With our products, you don't have to worry about your children and pets playing in the grass and getting chemicals on them. It's better than chemical fertilizer because it feeds the soil – the foundation of your turf – not just the grass. And the micro-nutrients encourage dense root systems without any chemicals leaking into ground and surface waters. The phosphorous in most fertilizers today makes a tremendous impact on the algae in our waters, which can kill fish and pollute drinking water.

How would you describe your Life/Work balance?
That has changed drastically since my husband passed away. We spent years talking about what we would do when the kids were grown and we were retired. Losing him made me realize we're only guaranteed the here and now. I no longer put things off; I make time. By owning my own company, I have the flexibility to be with my family and have time to myself, which, at this point in my life, is extremely important. I'm a member of a gym and spend time with my close friends. I want life to be fun – and it is.

What's the best compliment you've received recently?
A friend told me, "When the going gets tough, you're the type of person I want by my side." In my opinion, failure is not an option.

What are your goals for the future?
To slowly grow my company. When we started, we grew very quickly but weren't prepared to grow that fast. The goal then was to get customers on the books, but we didn't think about what all we'd need – additional vans and employees – and the additional expenses. We finagled and came up with creative financing. But I know now that slow and steady wins the race.

What's been your best resource?
The [NaturaLawn] corporate office. The people there have years of experience and lots of helpful hints. I've relied on them a great deal since my husband passed away. They're a phone call away. Most of my insight has come from experience – trial and error – and people in the industry.

What's the secret to your success?
Believing in what I'm doing. Being a mother of four and believing in the products – that it's safer for my children. It's easy to sell something you believe in.