613-400-4332 [email protected]

About Chris Penny 101

Why am I doing this?

My mission is to make a positive impact on the world by helping lawn care businesses thrive 💚

My edge is that I cater specifically to the lawn care industry🌱

WHY are you DOing THIS?

My goal is to give back to the world as much as I possibly can.

Yeah but, WHY LAWN CARE?

After running a lawn care business for 15 years, this is my most leverageable experience I can use to improve the world.

OK so, WHY MARKETING?

My belief is that good marketing is the magic ingredient that will make good businesses into great businesses.

[QUALITY SERVICES] * [MARKETING] =
THE AUTHORITY, LEAD VOLUME, AND EMPLOYEE APPLICATION VOLUME TO DEMAND TOP RATES & CHERRY-PICK THE BEST CLIENTS AND STAFF

WHY DID I SELL MY LAWN CARE BUSINESS?

After 15 years it just wasn’t making me happy anymore because I was craving work that would have a large positive impact on lots of people.

I always had the dream that I’d learn how to make a company that would be a joy to run. Once I figured that out all I wanted to do was share what I had learned with everyone who’d benefit.

My unique ‘experience stack’ is:
lawn care business management & digital marketing. I’m putting the two together for a maximum result.

I want to make a real difference in good peoples’ lives.

My Core Story

We had a 7-month operating season.

This gave us a short window but 5 months to go over the last years notes and prepare to crush.

14 years of mowing. From when I was 15, back in 2002 and I was cutting the neighbors’ lawns to 2016 when I sold my company.

I took on this business to learn.
I was young and always kept the attitude that it was a game and that I’d eventually make it big by helping others.

Along my journey I threw my business into the turns, testing out all sorts of strategies.

I pushed the limits but was never too worried. I never had much to lose.
I would put all of my earnings directly back into my business, telling myself this would be my Real Life MBA.
We grew fast at first by selling 5 franchises of my business to my peers in university.

I trained lots of people on how to sell door to door.

I trained my franchisees how to sell and keep their clients happy.

We went on company cruises in the Caribbean.

Eventually I matured and chose to no longer work with students.
I became a licensed landscape exterminator. 
I bought out a small hedge trimming company. 
I had years of crazy growth that nearly killed the company. 
We survived drought, water bans, pesticide bans, and lawsuits.

I ttraveledthe world.

After all these years I eventually realized I had created my retirement version of the business.

It had higher margins and fewer moving parts. Slower, but rock solid predictable growth. 
We catered to great clients, lots of doctors and lawyers. 
We became quite artisanal.

I started having to hold back on the marketing, it was just getting too easy and finding new staff every summer was getting too frustrating.

I started a side lead generation business and built lead gen systems for my direct competition.
I became very depressed.

That’s when I sold the business without knowing what I would do next.

Looking back I realized it was the marketing and advertising I loved the most.

I also loved operating the equipment. Being outside, the fresh air and powerful gear.
The thrill of hitting the ground running as hard as we could each spring.

The problem was it wasn’t enough. I had set out to make a big difference in people’s lives and so far I had only helped my own.

Student Franchise Recruitment

That’s when I decided to do this. After years of analyzing what worked the best for me I’m so excited to get to benefit others with this passion of mine. Being able to help determined companies thrive has felt like a dream come true and I couldn’t be happier.



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[email protected]
613-400-4332
475 Elgin St, Ottawa, ON
Canada 🍁