Open Book: How 3 Landscape Designers Grew Their Small Businesses
Three landscape designers, six questions – discover the challenges, turning points and must-have tools for these pros
In this monthly story series, Houzz goes behind the scenes with three companies that have carved out a niche for themselves in their field. This month, we caught up with Claudia Nevell, director of Garden Expressions; Julia Levitt and Fiona Ericsson, landscape designers and co-directors of Sticks and Stones Landscape Design; and Sean Dowling, managing director of Bayon Gardens. Read on to discover their greatest business challenges, breakthroughs and the best professional advice they’ve received.
Claudia Nevell, director of Garden Expressions
- Claudia Nevell: Running a landscape-design business in a regional area has always been challenging. Although Coffs Harbour, NSW, is a sizeable town and a regional hub, it is very difficult to find qualified staff to expand the business. And as a small business, it is virtually impossible to offer a large-enough salary to entice anyone to make the move from a major city.
Sean Dowling, managing director of Bayon Gardens
- Sean Dowling: The first three to four years were the most challenging, as we were setting up a landscape design and construction business from scratch. I was having to juggle every aspect of the business around the clock to make it work.
2. How did you trade out of it?
- Julia Levitt and Fiona Ericsson: We slowly built a portfolio of projects and focused on maximising every marketing opportunity to showcase our work.
- Claudia Nevell: I didn’t, not for a very long time, I just worked long hours. However, this has recently changed. Kasper Klap, a landscape architect from Holland, has joined the company and we are now able to cover a larger area and can have more projects run concurrently.
- Sean Dowling: We traded out of it by taking the time to build the right teams for landscape design and construction, and trialling lots of different procedures to see what fits.
3. What brought about a major turning point in your company?
A Beginner’s Guide to Social Media Marketing – Part 2
- Julia Levitt and Fiona Ericsson: I don’t think there was a particular pivotal moment or project. We pride ourselves on constantly evolving and taking the time to reflect on what is working and what needs improvement.
A Beginner’s Guide to Social Media Marketing – Part 2
- Claudia Nevell: There were several turning points. Doing some business and marketing courses to add extra skills for running a business helped a lot. Also, once website marketing and social media, including Houzz, marketing took off, it was possible to reach our target market a lot easier than it was ever possible with local print media.
- Sean Dowling: In 2016 we received a commendation for Rising Star in the Landscaping Victoria Industry Awards, and won the award for best Residential Landscape Construction Under $50,000. That was when I realised the hard work was paying off and was the inspiration I needed to take things to the next level.
4. What’s the best tool your business uses?
- Julia Levitt and Fiona Ericsson: Vectorworks and SketchUp are the most important design software programs we use.
- Claudia Nevell: We use Vectorworks for our drawings; we are very happy with the workflow and presentation options of the program.
- Sean Dowling: I have spent the best part of four years developing an Excel spreadsheet that calculates material and labour quantities and gives a very in-depth view of profit and losses.
The design team uses Dropbox to share files with clients.
5. What do you think are the challenges ahead for the industry?
- Julia Levitt and Fiona Ericsson: Educating clients on water restrictions and the impact it has on their gardens.
- Claudia Nevell: Increasingly, gardens are becoming a luxury; private outdoor spaces are shrinking. This means even more effort has to be put into green public and shared gardens.
- Sean Dowling: Finding the next generation of landscape apprentices is a hot topic right now. Our industry body is working hard on solutions to the staff shortage in the landscape-construction realm.
6. What’s the best professional advice you’ve been given?
- Julia Levitt and Fiona Ericsson: Invest in relationships in your industry.
- Claudia Nevell: Value your time and educate your clients to appreciate the value they are getting.
- Sean Dowling: Be yourself. Nobody else can be you, and that is your edge.
Your turn
Which insights in these interviews resonate with your own professional experience? Tell us in the Comments below, like this story, save the images, and join the conversation.
More
Missed last month’s interview with Houzz professionals? Catch up here with Open Book: How 3 Kitchen Designers Went From Start-Up to Success
Sponsored
1. What was the most challenging time in your business?