The Disruptor? How we are shaking up the lawn care industry…
Did you see our recent cover story in Landscape Management Magazine? We were honored to be selected as their March cover story. The article, which highlights our tech-centric approach to lawn care, also features videos and does a great job outlining what we are doing different in residential lawn care.
With a tech startup approach, Canopy seeks to shake up the residential landscape maintenance industry with a national brand.
Ryan Winkel, operations specialist for Canopy Lawn Care, squints at his computer, straining to see a blue Post-it stuck to a contract that’s been scanned into the company’s system. The note was an add-on to a contract that belonged to Grass Monkey, a Raleigh, N.C.-based company Canopy recently acquired. Winkel is entering the company’s former accounts into the data management software that serves as Canopy’s backbone. From what Winkel can see, only a small strip of low-tack, pressure-sensitive adhesive was keeping a vital portion of this client’s contract from falling to the wayside. Not to mention, the information hardly lives in a space that will allow it to be easily communicated to a crew member serving the property.
“This is the type of thing that lives in our tech stack and is seamlessly communicated to whoever is servicing that customer,” Winkel says, explaining the difference between the old way of doing things and Canopy’s way.
It’s a perfect example of how the landscape industry, which has been relatively untouched by technology, is prime for disruption. If it’s up to Canopy CEO Hunt Davis, his residential landscape maintenance company based in Raleigh, N.C., will be the one to shake things up.
Canopy employs a team of software engineers, which spends each day creating, improving and refining the technology the company is built around. Davis believes if Canopy’s software and operations are constructed to be “scalable” and it puts a new face on the industry for customers and employees, the company can build a national brand by consolidating the residential maintenance segment and dominating the market.
“The landscape industry is a $76 billion industry and residential is 31 percent of that, but you only have one company focused on residential that’s over $16 million,” says Canopy CEO Hunt Davis, referring to Mariani Landscape in Chicago. “It’s such a fragmented industry that’s ripe for consolidation. It only takes $10 million to get into the top 150 landscape companies in the country. That’s so crazy.”
To the industry veteran, this 37-year-old executive might sound smug when he says he’s building a national brand. But Canopy is not your average landscape firm, and Davis is not your average landscape contractor.
Read the full story on Landscape Management here >>