We’re excited to introduce you to the always interesting and insightful Brandy Hall. We hope you’ll enjoy our conversation with Brandy below.
Alright, Brandy thanks for taking the time to share your stories and insights with us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?
If I were starting over, I think the main thing I would have done differently is to undergo strategic planning earlier–even if it felt silly to do it alone, when it was just me! Early in the company, I did a lot of visioning and goal setting, but once we did a formal 5-yr plan, that is really what set things in motion for us. We grew more than double in revenue and staff size in less than 2 years. It is absolutely amazing what can be done when a team aligns on goals and actions. As for how I could get to where I am today but faster and with less capital? I honestly don’t think that would have been or has ever been my goal. Scaling organically has given me the space to grow into my leadership, and learn how to manage a company. The learning curve is steep, and slow – organic growth gives the grace needed to ride the rough waters of learning in public. I’ve been really set on not taking on outside capital either, which has taught me how to reinvest into the company wisely and build a business model that actually pays for itself without sacrificing our values or ethics.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Shades of Green Permaculture is a design, build and education firm that creates regenerative and sustainable outdoor spaces. Founded in 2008, Shades of Green transforms outdoor spaces into thriving, organic ecoparadises that contribute to protecting biodiversity, building soil, restoring the water cycle, and growing food, medicine, and pollinator habitat. From designs and builds to classes and online tools, our woman owned and led firm believes permaculture can have a positive impact on the environment. Shades of Green design and install services build lasting relationships with clients through a consult-design-build-caretaking process. This process gives clients the tools to understand and interact with their outdoor space, empowering them to become environmental stewards. We also offer online classes and resources for learners, doers, and makers – from free site guides and resources lists to virtual coaching and our new Regenerative Backyard Blueprint, a comprehensive online residential permaculture course and implementation program.
How’d you build such a strong reputation within your market?
I think our reputation in the market is that we know what we’re doing, and we do a great job. This has, in-and-of-itself, been a bumpy road. You only learn how to do something well by making mistakes. One of our core values at Shades of Green Permaculture is to “Do Better Always,” which, to us, means that we build processes to hold our work so we can show up in a timely and professional way, and when something goes wrong or doesn’t turn out the way we think it should, we investigate where the process broke down along the way. We work really hard as a team to go way beyond blame and shame. Instead, we ask: how could we have each done better in this situation? What was my role to play in the outcome? How can we avoid this in the future? And, when we have made mistakes, which is inevitable, we go above and beyond to make it right with our clients. In the end, that’s what they remember.
Can you tell us about what’s worked well for you in terms of growing your clientele?
A hugely effective strategy for us has been to do a great job, treat every client with the care and respect they deserve, and be a f***ing pleasure to work with. For the longest time, we didn’t do any additional marketing. The first 10 years of the company was built entirely on word-of-mouth. And when you do a great job, people tell their friends, neighbors, and family about you. That adds up quickly!
Contact Info:
- Website: https://shadesofgreenpermaculture.com/
- Instagram: https://www.instagram.com/shades_of_green_permaculture/
- Facebook: https://www.facebook.com/shadesofgreenpermaculture/
- Linkedin: https://www.linkedin.com/company/shades-of-green-permaculture/
Image Credits
Audra Melton (@audramelton) Virginie Drujon-Kippelen (@virginiedk)