Business Case Studies & Business Publications

GreenThumb’s Lawn and Design (A)

Fairchild, Gregory...

Case

GreenThumb’s Lawn and Design (A)

Fairchild, Gregory B.; Goldberg, Rebecca

ENT-0210 | Published December 20, 2018 | 6 pages Case

Collection: Darden School of Business

Add To Cart Buy Now

Product Details

Friends Parker and Miles are brainstorming the possibilities of a local start-up—a landscaping venture that leverages their love of the outdoors and their self-taught green thumb skills in planting, mowing, edging, trimming, landscape design, and the like. Without any formal professional or business training, however, they strategize and slowly work through their "next steps," taking into account the cost of their initial investment, potential competitors, target customers, and the type of budget-friendly advertising that will gain them a share of the local market. As they conceptually differentiate themselves in a way that creates business and customer value, are they ready to launch?