Alright – so today we’ve got the honor of introducing you to Sean Creel. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Sean, thanks for joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

I am a risk taker. I LOVE taking risks. When you’re willing to take chances, amazing life experiences can come with it. But I’m also a family man, so I need to make sure I’m not being foolish with those risks. As Richard Branson puts it, you have to “protect the downside”.

When the idea for Luminary Lawns came to me, I was ready to jump all in right out of the gate. I’m passionate about the environment, and wanted to build something that would make a difference in the world. But what happens if it fails? What if no one cares about the services we offer or why and how we do things differently? What if people aren’t willing to pay a premium for our service? How could I justify to my family putting my life savings into this business with that kind of downside?

For context, my wife is not a risk taker (we balance each other well). So for several months, I worked in secret building a business plan, doing market research, developing a marketing strategy, etc. And when I finally presented it to my wife, she said “that’s an amazing idea. You should do it!”

Just kidding. She told me I was out of my damn mind, and pointed out the fact that I don’t have any experience in this field whatsoever. Not only that, but I also don’t have a single customer yet. And she was right. My research and analysis led me to believe people would appreciate our eco-friendly approach to lawn care, but I still didn’t have any hard evidence that they’d be willing to pay a premium for it. And she certainly wasn’t going to let me spend $40k on equipment to find out.

I needed a plan to protect the downside. I needed to prove customers would be willing to pay for our services. It was October 2020 at this point, and we agreed if I could get 25 customers signed up before the end of the year that I could start the company. Instead of spending $40k on equipment, I spent 1% of that on fliers and started going door to door.

Yes. I went door to door, in the winter, in the middle of a pandemic, trying to sell premium lawn mowing services.

And I hit the number! It was not easy. It was cold, and it involved A LOT of rejection (I knocked on well over 1000 doors!). However, this exercise served several very important purposes. Not only did it prove people were willing to pay a premium for our service before investing in all of the equipment, but it also set the table in my mind for how difficult this venture might actually be. Additionally, talking to so many people about the business face to face allowed me to see what parts of the pitch resonated and tailer our marketing going into that first season.

We were able to break even in year one, and I was able to go full time the following season. It can be exciting and rewarding to take a big risk, and protecting the downside is crucial to ensuring you’ll be around long enough to take many more in the future.

Sean, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m the founder of Luminary Lawns, a company that’s redefining the norms of lawn care with a staunch commitment to environmental sustainability. My journey into this industry was unconventional; I had no prior experience in lawn care. However, what I lacked in experience, I more than made up for with a deep-rooted passion for the environment and a vision to build something that not only beautifies lawns but also contributes positively to our planet.

The idea for Luminary Lawns was born from a desire to challenge and change the traditional practices in lawn care. We’re not just another lawn care company; we’re pioneers in eco-friendly lawn maintenance. Our services are designed to be cleaner, quieter, and safer, not just for our clients’ lawns, but for the environment as a whole. We achieve this through the use of all-electric equipment, a significant portion of which is powered by renewable energy sources.

By eliminating the use of gas-powered equipment, we reduce air pollution, providing our clients with a green, lush lawn that doesn’t come at the expense of the environment. This approach not only reduces our carbon footprint but also diminishes noise pollution, making our services more community-friendly. And by using all organic fertilizers instead of the harmful chemicals typically used in lawn maintenance, our methods are safer for families and pets as well.

What sets us apart is our commitment to sustainability, which is at the core of everything we do. From the equipment and materials we use to how we source our energy, every aspect of our operations is aligned with our mission to create a net positive impact on the planet. This commitment extends beyond our services to how we reinvest in our organization and community.

I am incredibly proud of the difference we’re making, not just in the lawns we care for but in the broader community and environment. Our approach has resonated with many who share our vision for a more sustainable future, and this has been one of our greatest achievements.

To our potential clients, followers, and fans, I want you to know that Luminary Lawns is more than a lawn care service; it’s a movement towards a more sustainable and environmentally conscious way of living. We invite you to join us in this journey, to be part of a change that goes beyond just having a beautiful lawn, to making a real difference in the world.

As we look to the future, our goal is to continue to innovate and lead the way in eco-friendly lawn care. We’re constantly seeking new methods and technologies to enhance our services and reduce our environmental impact even further. By choosing Luminary Lawns, you’re not just getting exceptional lawn care; you’re supporting a vision for a greener, cleaner planet.

How’d you meet your business partner?

I first crossed paths with Chris, my future business partner, 16 years before Luminary Lawns was even a concept. It was our freshman year of college. My initial encounter with Chris was anything but ordinary. I remember seeing him dive headfirst into a dumpster, emerging triumphantly with a broken microwave in hand. At first glance, it was a pretty bizarre sight.

However, my intrigue turned into admiration later that same night. In one of the dorm rooms, there was Chris, welding together a couple forks using an arc welder he had crafted from the salvaged microwave parts. It was weird, undoubtedly, but it was also undeniably awesome. That moment encapsulated Chris’s knack for engineering and innovation, qualities that would later become the technological backbone of our business. His brilliance in engineering is now the driving force behind all our technology needs at Luminary Lawns, from maintaining our solar panels to modifying our mowers. It’s a vivid reminder that you really never know where you might meet your future business partner.

What do you think helped you build your reputation within your market?

I think a few simple things really made a difference for us at Luminary Lawns. First off, we’re always quick to respond. Whether it’s a call, email, or a question in person, we make sure we get back to people ASAP. It shows we care and that we’re on the ball.

Quality is huge for us, too. We don’t just do the job; we make sure it’s done right. Our clients notice that. They see the effort we put into making their lawns look great and appreciate the attention to detail.

Honesty is another big one. We’re straight up with people. This honesty has helped us build trust with our clients. They know we’re not just trying to make a quick buck.

And then there’s transparency. We’re open about how we do things, especially with our eco-friendly approach. We let our clients know what we’re using on their lawns and why.

Contact Info:

• Website: https://luminarylawns.com
• Instagram: https://www.instagram.com/luminarylawnsco/
• Facebook: https://www.facebook.com/LuminaryLawnsCo
• Linkedin: https://www.linkedin.com/company/luminarylawnsco
• Twitter: https://twitter.com/luminarylawnsco
• Youtube: https://www.youtube.com/@luminarylawnsco
• Yelp: https://www.yelp.com/biz/luminary-lawns-bel-air