James Edwards
 Countrywide Lawn Doctor has recruited a former Ford franchise dealer who is now becoming one of their rising stars. James Edwards has seen his Countrywide lawn treatment franchise grow rapidly from a standing start in March this year. James has already clocked up his 100th customer in his first few weeks of trading beating his own ambitious targets.
James who saw the Lawn Doctor franchise as a complete break from his motor trade background but was still keen to use his management and sales skills in dealing with the general public.
“The grapevine must work well in this patch as I am already getting a high proportion of referrals from my new customers” says James, whose area covers Harpenden, Radlett, Luton and Welwyn.
James who had the experience of the Ford franchise system understood the benefits and therefore when he sold his business researched the franchise opportunities open to him. “It was great to get out of the corporate environment and into a family business but still retaining the same levels of franchise support”, he said.
The lawn treatment service uses specialist slow release fertilisers that were previously only accessible to sports grounds and golf courses and makes them available to the domestic market. These treatments are complemented by weed & moss controllers, aeration and scarifying to ensures a marked improvement in quality of the customer’s lawn. With many garden chemicals and fertilisers (including some lawn treatment products) being withdrawn last year under EC legislation it has opened another opportunity for the Lawn Doctor franchisee to sell their service to the general public as consequently they cannot get access to the chemicals and fertilisers that do the job but who also still want to have a lawn to be proud of.
The successful formula? James said,” when I do the free lawn survey and outline the programme of treatments at a value for money price, the customers are hooked. If only selling cars had been as simple!” It’s a very personal business as you have to work with the customer (they have their role too by cutting and watering the grass when required) and they all have a gardening story to tell! He continued, “the franchise network is great as we all share tips and experiences and with that plus the support of a keen franchisor it’s a formula that many of my friends are also taking a keen interest in!”
Ian Michael and Richard Ball
 Ian Michael and Richard Ball formed a partnership in 1997 to take the Countrywide Grounds Maintenance franchise for South Wales. With the help and co-operation of HSBC who still today remain their bankers. Since taking the franchise their workforce has grown from just themselves to 30 staff and the fleet has expanded from 1 vehicle to 12 vehicles, and is now considered one of the largest privately owned grounds maintenance companies in the UK
In their own words: "We have reverted to the tried and tested business principles of going back to the basics of offering a quality service at a value for money price backed up by great after sale service. The fact that we occasionally "go hands on the tools’ means that we can monitor both the quality of the finished work and the working practices of the staff.
"We have managed to overcome much of the competition by networking around our area and by being close to our prospective and existing customers. We often entertain them and this helps to engender our relationship with them so that we all know each other better. This helps both parties as we often go that "extra mile’ to ensure our customers get the service they deserve.
"The Countrywide franchise system gives us many points of difference in that with the local coverage on a national level offer means that we can appeal to both the customer who wants a local contractor and also to the customer who is seeking a wider regional network with a more corporate back-up in terms of meetings, reporting and standards of procedures.
"The franchise business enables our customers to receive a local service on a national level. This means that there is also support for franchisees in the field by utilising staff and machinery where it’s needed most. Central buying organised by the franchisor mean that we can get the best prices (which makes our pricing competitive) whilst still buying locally ensuring that service arrangements can be made."
Franchisees 25% Growth Year on Year for the last two years
 Countrywide Grounds Maintenance, a bfa full member, has seen many of its franchisees experience phenomenal growth over the last few years. Richard Keast (pictured) has been one of the success stories at Countrywide. Richard became a franchisee back in 1991. Despite him having, what some would say is a mature business, he has achieved consistent year on year growth and more importantly consistently high profits.
He runs a franchise employing 20 staff, and numbering 9 vans, 12 tractors in his fleet and an envious customer database. "I would never have thought that my business would have grown in this way since joining Countrywide and it was testament to this growth that I have been a Countrywide Franchisee of the Year," said Richard.
Richard’s background was in project management and he worked overseas with spells in Saudi Arabia and Bahrain before deciding to return to the UK. He has his wife and daughter actively involved with the business and by choice Richard still has a "hands-on’ approach.
"My days are so varied but they can start by completing tender documentation, visiting a site to price it up, meet up with town council representatives to discuss work in progress and finished off doing some spraying and planting. I make it a priority to do much of the quality control inspections and to meet my customers on a regular basis. By doing this it ensures that we retain work, gain extra work and also attract new business."
Richard continued, "The best thing about running my own franchised business is that I have freedom of choice, I can determine my own destiny and have a secure future. The franchisor has provided me with back-up and support that has enabled me to achieve growth quickly and consistently."
Simon Stott, Managing Director of the Countrywide group said, "We have a winning formula when it comes to sourcing and retaining grounds maintenance contracts. Richard has been an exemplary franchisee and has recouped the rewards from his and his team’s efforts."
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