After being a Wal-Mart Supercenter co-manager for 10 years, Roger Krans wanted a change. “I wanted to do something different, but I just didn’t have the guts to leave the corporate life,” he recalls. “I had good benefits and was making a good wage, and starting your own business can be risky when you have a family.”
Krans took the risk in 2003, though, doing something full-time that he always enjoyed doing part-time: mowing lawns. He purchased a new 26-hp Walker Mower in April 2003, and quit his job at Wal-Mart three months later. His new career, however, was nearly short-circuited when he and his five-day-old Walker, equipped with a 48-inch GHS deck and power dump, took an 8-foot spill off the side of a retaining wall.
“I guess I wasn’t paying attention and the back wheel of the mower came too close to the edge and collapsed the wall,” says Krans. “The mower fell backwards with me underneath it. There I was, stuck with the mower on top of me, and all I could think of was, ‘Well, there goes my retirement money, not to mention my brand new career.’”
The startled operator was so full of adrenaline that he pushed the mower off. “My new Walker had stopped running, and when I went to start it the switch key was partially broken off,” Krans relates. “It started and billowed white smoke for about 20 minutes, and has run like a charm ever since.”
Five years later, the owner of KRANSCO in Panama City, Florida, still mows around that same retaining wall, albeit a little more cautiously. The property owner is one of 128 current customers, a list that includes several higher-end residential properties, a collection of commercial properties and three schools.
Fast Growth
The outgoing Krans had made a lot of friends over the years, and his relationships, work ethic and Walker have paid quick dividends. Within three short years, his business grew from 15 accounts to more than 500. At his peak, Krans operated five crews and four trailers, a level that quickly became uncomfortable for the new entrepreneur.
“I was working too hard and not spending enough time with my family, so I downsized by starting my own guys in the business,” Krans relates. “I think three area contractors have previously worked for me. As for downsizing, it was one of the best moves I’ve made. I immediately became more profitable, and I had more time for my wife, Lois, and our three daughters, Melody, Charleigh and Amanda. We’ve since built our own home. Plus, in addition to running this business, I’m a pastor at a small church and operate another company.”
Regarding his growth spurt, Krans says it was easy. He was taking on four or five new accounts a week, most by word-of-mouth and as a result of being so visible on properties around Panama City. “I can say for sure that the Walker emblem on my trailer has generated 30 accounts over the years,” Krans exclaims. “That says something about advertising, not to mention the mower’s performance.”
This summer KRANSCO plans to operate two mowing crews and one top-dressing crew. If the demand is there, the owner says he may add one more crew. Still, he’s learned his lesson about growth. Krans has learned a few other lessons along the way—some about mowing and some about life.
“Like a lot of new mowing contractors, I didn’t charge enough for my work,” Krans admits. “When I first started, I charged $25 per mowing. Now my minimum charge is $37.50 for my smallest properties, which then goes up in $10 increments for larger homeowners. My minimum for a commercial property is $65. During the summer growing season, we mow once a week. We collect the grass and compost it at our facility. During the fall and winter, mowing slacks off considerably, giving us time to top-dress our properties. Top-dressing, by applying about 2.5 inches of compost/mulch on the turf, helps the soil absorb water.
“I’ve also learned that you must have the right equipment,” Krans goes on to say. “I feel I have a good mix now. In addition to the Walker Mower, I have a LESCO Viper for larger areas and cleanup work, a couple Honda push mowers and Stihl handheld equipment. I also have a Vermeer chipper, and anticipate buying a Walker Walk Mower in the near future.”
Krans says he makes a good living mowing, but it’s not about the money. “It’s about building relationships with my employees and my customers,” he points out. “I wouldn’t be in this business if they didn’t support me. I train my employees on how to mow, trim, edge, and spray and weed beds. I also try to impart my work ethic, which I feel is just as important. Every month I put an extra $100 away for them. If they work hard and perform well on the job, they will get a $1,200 bonus check at the end of the year. If they lag behind or just fail to perform in other ways, they will only get a percentage of that figure. Working is about life’s lessons, too.”
Krans shows appreciation for his customers by giving each of them a Christmas gift, and he goes the extra mile when they ask for something special. He still has his first customer, too. “Without my customers, I wouldn’t have a business,” he emphasizes. “As an owner and operator, one has to be fair, provide a good service and be responsive to customer requests. It has worked for me over the years.”
The 47 year old Krans gets motivation from his family, church, friends, employees, and just about everyone he meets. His mantra—it’s about relationships and not money—pays big dividends, which means he doesn’t measure wealth in acres mowed and dollars earned.
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