Across the country, many businesses, especially small ones, are finding the key to survival is to broaden their appeal in new markets while increasing their profitability among existing clients...
Riding the Sustainability Wave
Eye-catching shrubbery is an expense that even wealthy homeowners seem to be trimming these days. That hurt Garden Associates Landscape Architecture Inc., a 19-year-old firm in Somerville, N.J. Revenue from its typically well-heeled clients plunged 60% in the fall compared with the year-earlier period.So, the company consulted a small-business adviser, Carl Gould, in Riverdale, N.J. Mr. Gould helped refocus the company on something it was doing already: promoting environmental sustainability. Many of the company's landscaping designs, for example, already relied on native plants, which require less maintenance because they're in their natural surroundings. The company also taught its clients rainwater-recycling techniques.
In November, Dave Chewey, president of Garden Associates, began offering a wider array of sustainable services. His company now partners with contractors to install solar energy panels. He also offers home energy audits and consultations about geothermal energy systems, which tap moderate underground temperatures to provide heat in the winter and air conditioning in the summer.
Such services appealed to existing clients, who have generated 80% of new business, says Mr. Chewey. He now expects to recoup 50% to 60% of the business lost last autumn, he adds. Last month, Mr. Chewey regrouped the environmental services under the umbrella of a separate company, Green Domain.
Clients have responded well to the new services because of Mr. Chewey's well-honed message, says Mr. Gould.
Photo by George Tenney: David Chewey, NJCLA, Owner of Garden Associates Landscape Architecture Inc. Location: Green Roof High above Jersey City on the Portofino Condominium Building in New Jersey.
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