Landscape & Irrigation

October 2017

Landscape and Irrigation is read by decision makers throughout the landscape and irrigation markets — including contractors, landscape architects, professional grounds managers, and irrigation and water mgmt companies and reaches the entire spetrum.

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8 October 2017 Landscape and Irrigation www.landscapeirrigation.com GREEN INDUSTRY BENCHMARK REPORT H i n d S i t e S o f t w a r e h a s b e e n a p r a c t i t i o n e r o f t h e Entrepreneurial Operating System outlined in the book Traction for a couple years. One of the first things it teaches is the importance of goal setting. Though they use slightly different terminology, you're basically setting quarterly, annual, three-year and 10-year goals. So goal setting is deeply ingrained in our business. And, judging by the Green Industry Benchmark Report, it should be in yours, too. Generally, most green industry businesses are setting annual goals, but very few are setting three-, five- or 10-year goals. Does it matter? The answer seems to be yes. Of the businesses that grew more than 10 percent, there were none that didn't set goals. They were also much more likely to set quarterly goals. So set goals. Short-term goals are great, but you also need long-term goals. Setting a 10-year goal is the first thing any business should do. Then, break that 10-year goal down into shorter and shorter segments. So your quarterly goals should roll up into your annual goals. Your annual goals should roll up into your three- and five-year goals. Which should all help you achieve your 10-year goal. In addition to setting a numerical goal, also set activity goals. For example, if you want to increase your revenue by 10 percent, what activities do you need to do to make that happen? Is there a marketing activity that needs to happen? Do you need to hire a sales rep? Do you need to do some referral or upselling campaigns to customers? Setting a target to increase revenue by 10 percent year-over-year is a great goal, but make sure your quarterly goals include activities that help you achieve your annual goal. Focus matters. That's why I think setting short- term and long-term goals are important — they help you focus on what you want to achieve long-term, and then set short-term goals that incrementally help you get there. For the past five years, HindSite Software (www.hindsitesoftware. com) has been conducting an annual comprehensive survey of green industry businesses. HindSite analyzes and cross-references the data, and then releases what we call the Green Industry Benchmark Report. We ask questions about virtually every facet of their business to create the most comprehensive look at the green industry available. From hiring to revenue growth to sales and marketing, HindSite analyzes every aspect of a typical green industry business. The Benchmark Report clocks in at nearly 60 pages and contains a wealth of information. Fo r m o r e i n f o r m a t i o n , v i s i t h t t p : / / i n f o. h i n d s i t e s o f t w a r e . co m / 2 0 1 7 - g r e e n - i n d u s t r y - benchmark-report. Information and graphics provided by HindSite Software. Goal Setting Spurs Growth Setting a 10-year goal is the first thing any business should do. Then, break that 10-year goal down into shorter and shorter segments.

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