Resources For Landscape Business DevelopmentOutside Contributor
Resources for Landscape Business Development
With the right links to different websites, and a little bit of direction, a small business owner, or an aspiring entrepreneur can reach a number of resources to help in their landscape business development plans.
Your customer acquisition plans require you to target specific customer segments, geographic areas and demographic information.
North American Industry Classification System
North American Industry Classification System – from the U.S. Census Bureau
Being able to do research on our industry requires you to know the codes for the North American Industry Classification System (NAICS). For a more thorough explanation of the detail behind the NAICS code there is a robust FAQ. By knowing the NAICS code for the industry segment you are researching you can gain more insights – or even purchase prospect lists based on NAICS code.
NAICS Codes for the Landscape Industry.
- 561730 Landscaping Services – This industry comprises (1) establishments primarily engaged in providing landscape care and maintenance services and/or installing trees, shrubs, plants, lawns, or gardens and (2) establishments primarily engaged in providing these services along with the design of landscape plans and/or the construction (i.e., installation) of walkways, retaining walls, decks, fences, ponds, and similar structures.*Cross-References. Establishments primarily engaged in–
- Installing artificial turf or in constructing (i.e., installing) walkways, retaining walls, decks, fences, ponds, or similar structures–are classified in Sector 23, Construction;
- Planning and designing the development of land areas for projects, such as parks and other recreational areas; airports; highways; hospitals; schools; land subdivisions; and commercial, industrial, and residential areas (without also installing trees, shrubs, plants, lawns/gardens, walkways, retaining walls, decks, and similar items or structures)–are classified in Industry 541320, Landscape Architectural Services; and
- Retailing landscaping materials and providing the installation and maintenance of these materials–are classified in Industry 444220, Nursery, Garden Center, and Farm Supply Stores.1
- 541320 Landscape Architectural Services – This industry comprises establishments primarily engaged in planning and designing the development of land areas for projects, such as parks and other recreational areas; airports; highways; hospitals; schools; land subdivisions; and commercial, industrial, and residential areas, by applying knowledge of land characteristics, location of buildings and structures, use of land areas, and design of landscape projects.1
- Garden planning services
- Landscape architects’ offices
- Golf course or ski area design services
- Landscape consulting services
- Industrial land use planning services
- Landscape design services
- 238110 Poured Concrete Foundation and Structure Contractors – This industry comprises establishments primarily engaged in pouring and finishing concrete foundations and structural elements. This industry also includes establishments performing grout and shotcrete work. The work performed may include new work, additions, alterations, maintenance, and repairs.*
- 444220 Nursery, Garden Center, and Farm Supply Stores– This industry comprises establishments primarily engaged in retailing nursery and garden products, such as trees, shrubs, plants, seeds, bulbs, and sod, that are predominantly grown elsewhere. These establishments may sell a limited amount of a product they grow themselves. Also included in this industry are establishments primarily engaged in retailing farm supplies, such as animal (non-pet) feed.
- Cross-References. Establishments primarily engaged in:
- Retailing nursery and garden products via electronic home shopping, mail-order, or direct sale–are classified in Subsector 454, Nonstore Retailers;
- Providing landscaping services–are classified in Industry 561730, Landscaping Services; and
- Growing and retailing nursery stock–are classified in U.S. Industry 111421, Nursery and Tree Production.*
- 11421 Nursery and Tree Production – This U.S. industry comprises establishments primarily engaged in (1) growing nursery products, nursery stock, shrubbery, bulbs, fruit stock, sod, and so forth, under cover or in open fields and/or (2) growing short rotation woody trees with a growth and harvest cycle of 10 years or less for pulp or tree stock.1
1 Note: All descriptions come directly from the U.S. Census Bureau website.
U.S. Department of Commerce – Bureau of Economic Analysis
You may want more resources for landscape business development ides about the size of the market you are participating in or more specific information such as how much has construction spending changed one period to a next. This information may also be helpful for you when trying to determine the size of a market and your opportunities in the market.
The government breaks down different regions of the country into different categories and provides specific economic information on these areas.
- Metropolitan Statistical Areas (MSAs)
- Micropolitan Statistical Areas
- Metropolitan Divisions
- Combined Statistical Areas.
This government resource can give you some very quick and helpful market research information. For example, if you wanted quick information on the Metropolitan Area of San Antonio-New Braunfels, Texas MSA you are in luck. If you want to know what counties are in each MSA and economic break down for those counties you can accomplish this as well . You can also determine which which Metropolitan Statistical Areas roll-up into larger Combined Statistical Areas.
This is also a quick tool to get you information about Local Area Personal Income and Employment Information for the construction industry for each of the Statistical Areas. This information may be helpful in adding a data point to your how you structure your wage programs for your employees. You can also compare markets growth rates in the same period of time.
While some of this data may be more valuable to manufacturers or distributors of products in the landscape industry, these are valuable government provided resources to improve your business intelligence. This information may also be valuable in developing or refining your landscape business plans.
There are 381 Metropolitan Statistical Areas (MSA) in the United States.
U.S. Census Bureau
Whether you are updating your landscape business plan, targeting a new community, or working on a marketing campaign there are two useful government tools you can leverage.
- American Fact Finder
- Quick Facts
Both of these are databases from the U.S. Census Bureau. You can quickly review a community you want to reach to retrieve high level demographic information. For example, just knowing how many households are in a specific zip code would allow you to start to determine the size of your addressable market.
As a demonstration, let us put together a quick review for a Southeast Michigan contractor who is considering entering into the residential areas of Grosse Pointe neighborhoods.
We can quickly jump to the American Fact Finder page and enter in our target zip code (48236).
Even though the data is a bit dated from the 2010 census, the information is more than adequate to satisfy some of our basic research needs.
- Population: 30,607
- Total Housing Units: 12,596
- Median Income Level: $91,782
Under each of the basic demographic reports there are more detailed reports that break down all of these categories.
As you can see in this example, you could start to extrapolate this data into the beginning of a marketing plan to target a specific community. These are excellent resources for landscape business development.