Franchise Deep Dive: NaturaLawn of America Franchise Costs, Fees, Profit and Data

NaturaLawn of America is one of the pioneering environmentally responsible lawn care service brands in the country. Founded in 1987 by Beecher Smith and Philip Catron, the lawn care service was able to break into franchising just two years later.

Now NaturaLawn has franchises in more than 20 states, serving more than 93,000 customers by using its environmentally responsible Integrated Pest Management System. The brand is known for being locally owned and operated, and doing things the neighborly way while competing against other environmentally conscious lawn care brands.

Franchise overview

According to NaturaLawn’s 2022 Franchise Disclosure Document , the brand has 95 locations across the country. The brand started franchising in 1989, just two years after its founding.

The Naturalawn business model varies based on the type of unit a franchisee opens and which state the franchise is located in. The business model will vary depending on if the franchisee already has a qualified lawn care business. At its core, though, the brand’s mission is to provide a mobile lawn care service that primarily uses organic-based and biological treatments instead of high-soluble salt fertilizers and synthetic pesticides.

The financial representations in NaturaLawn’s Franchise Disclosure Document are categorized by franchise license length. Each statistic accounts for sales made between January 1, 2021 and December 31, 2021.

• An annual average of $2,134,234 gross revenue and a monthly average of $177,853 in gross revenue was reported for the 37 franchised locations in operation for five years or more. Median gross revenue of $956,879 was reported.

• An annual average of $2,188,120 gross revenue and a monthly average of 182,343 gross revenue was reported for the 36 franchised locations in operation for 10 years or more. Median gross revenue of $957,009 was reported.

Initial investment costs

The initial investment to open a franchise is between $57,500 and $122,650. This includes the $29,500 that must be paid to the franchisor. NaturaLawn’s FDD breaks this down to include:

• Initial Franchise Fee: $9,500–$29,500

• Opening Inventory: $0–$5,000

• Lawn Care Equipment Purchases: $1,500–$4,000

• Vehicle (purchase of lease cost for six months): $0–$3,000

• Office Furniture and Equipment: $0–$5,000

• Training Expenses: $0–$1,150

• Computer & Technology Expenses: $0–$1,000

• Initial Annual Advertising and Marketing: $40,000–$60,000

• Professional Fees (accounting, legal, etc.): $1,150–$2,000

• Lease Deposits (rent, utilities, etc.): $2,000–$3,500

• Insurance Deposit: $1,500–$3,500

• Additional Funds (six months or more): $1,500–$4,500

The franchise fee for a traditional franchise is $9,500 to $??29,500.

• Phil Catron—President and Treasurer

• Jesse Catron—Vice President

• Theresa Smith — Vice President

• Blaine Young — Vice President, Franchise Sales and Development