We caught up with the brilliant and insightful Brian Schwartz a few weeks ago and have shared our conversation below.
Brian, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?
In the midst of the 2020 global pandemic, I found myself at a crossroads, suddenly laid off from my comfortable role as Vice President of a Manhattan advertising agency. With a child on the way, my father battling terminal brain cancer, and a sea of uncertainty, my stress levels rose to a point that sent me to the hospital with a panic attack.
During this tumultuous period, a source of solace and grounding came through an unexpected channel: tending to my lawn. This simple, grounding task connected me to my late grandfather and felt like a tether to the steadfast guidance of my ailing father.
The idea that would spark my next venture wasn’t one that struck me as groundbreaking at first. It was simply to extend a neighborly hand to those around me by mowing the lawns of elderly neighbors without charge. Acts of neighbors helping each other, even with something as basic as lawn mowing, are common, but the timing was crucial. With millions losing their jobs, seniors vulnerable to the virus, societal unrest, and even uncertainty about supplies as basic as toilet paper, the pandemic created an environment that gave such a simple gesture more significance.
Seeing the gratitude of those I served and witnessing the ripple effects of this act within our community, I realized this gesture filled a unique void. It was a simple, direct service that made a significant impact on the lives of the recipients during a time of heightened need. It struck me that this humble act could potentially evolve into a larger movement, offering not just physical help but also hope during a challenging period. Hence, “I Want to Mow Your Lawn Inc.” was born.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My professional journey started in the world of advertising, where I ascended to the role of Vice President at a Manhattan agency. But with the sudden layoff during the pandemic, I was thrust into a new chapter that, in hindsight, turned out to be a blessing in disguise.
During this personal and societal upheaval, I started “I Want to Mow Your Lawn Inc.,” a non-profit initiative offering free lawn mowing services for the elderly, veterans, and the disabled. The project was born out of a simple desire to help, but given the exceptional circumstances of the pandemic, the media picked up the story and our initiative received national coverage.
Recognizing this unique moment, I saw the potential to turn all the #MOWmentum into something bigger than myself – a nationwide network of landscaping volunteers offering free services to those in need. Despite past attempts at starting businesses, this initiative felt different. It wasn’t about profit or personal gain, but about community and service, which I believe is why it resonated so widely and deeply.
Today, as I balance full-time work in the eCommerce industry with my commitment to “I Want to Mow Your Lawn Inc.,” I feel a sense of peace and pride in how far we’ve come. I’ve not taken any of the media publicity for granted and used it to help our cause grow, attracting nearly 500 volunteers and completing over 2,000 lawn visits across 40 plus states.
“I Want to Mow Your Lawn Inc.” is more than just a service – it’s a tribute to my late grandfather and father, a testament to resilience, and a beacon of hope in challenging times. I aim to make both my late father and my young son proud, showing that even in the face of adversity, we can touch lives and make a difference. I challenge myself daily to keep this momentum going and continue growing our impact. I believe it’s important for potential clients, followers, and fans to understand this ethos at the heart of our organization: service, community, and resilience.
How about pivoting – can you share the story of a time you’ve had to pivot?
My professional journey was firmly entrenched in the world of advertising, where I had steadily climbed the ranks to become Vice President at a Manhattan agency. But in 2020, amidst the global pandemic, my life took an unexpected turn. I was suddenly laid off from my comfortable position, while simultaneously grappling with significant personal challenges – an impending parenthood and my father’s terminal illness.
During this challenging period, I found solace in an unexpected place, tending to my own lawn. It reminded me of my late grandfather and the lessons my father taught me, and sparked an idea – mowing lawns for the elderly in my community free of charge. Initially, I saw it as a simple act of kindness, a neighborly gesture, nothing groundbreaking.
However, with the pandemic causing societal upheaval and millions being out of work, this humble act started to resonate within my community. I realized that while the act was simple, its implications were profound. This was not a pivot I had planned, but rather one I was propelled towards due to the extraordinary circumstances of 2020.
I took this newfound purpose and, leveraging my background in advertising, created “I Want to Mow Your Lawn Inc.” This initiative, initially nothing more than a way for me to cope with my own struggles, quickly grew into a nationwide non-profit, resonating with volunteers across 40 states. Despite the dramatic shift from corporate boardrooms to residential lawns, I embraced this unexpected pivot wholeheartedly.
This journey was captured in a short documentary film titled “Pivot: Paying it Forward.” It showcases the transformative potential of adversity, underscoring the idea that sometimes, a pivot isn’t a calculated move but a reaction to circumstances, leading to paths we may never have foreseen, but which can bring a profound sense of purpose and fulfillment.
The success of “I Want to Mow Your Lawn Inc.” is a testament to the power of pivoting, and a poignant example of how unexpected life changes can lead to unique ways of giving back, fulfilling not just a community need, but also providing personal solace and strength.
How did you put together the initial capital you needed to start your business?
Starting “I Want to Mow Your Lawn Inc.” was an organic process, initially not requiring much in the way of capital as it was simply me mowing my neighbors’ lawns. But as word spread and more people reached out wanting to contribute to the initiative, the potential for a more structured organization became clear. It was the interest and desire from community members, along with requests for assistance from those in need and their caregivers, that spurred me to formalize the venture.
I decided to start a GoFundMe campaign to raise funds for turning my initiative into a fully-fledged non-profit. Through the generosity of many individuals, we managed to secure the initial capital needed to get the business going. The campaign not only gave us a financial headstart, but it also demonstrated the broad support and need for our cause. The GoFundMe page can be found here: https://www.gofundme.com/f/i-want-to-mow-your-lawn-nonprofit-incorporation
Following our successful fundraising, we’ve been fortunate to continue receiving donations from various sources. Among our supporters is actress Drew Barrymore, and we’ve also secured grants from companies like Google and Stanley Black & Decker, and Visions Federal Credit Union. We’ve formed direct partnerships with various equipment manufacturers who support our eco-friendly mission, such as Stihl, Milwaukee Tool, and Ryobi.
We are now a registered charity organization, recognized by the IRS under status code 501c3, meaning financial contributions made to our organization are tax-deductible. Our team consists entirely of volunteers, with no paid salary employees, which means that all our funds go directly into our operations.
However, like any organization, we do have overhead costs. Internet hosting, website development with a focus on automation, and equipment are just some of our expenses. The more funds we raise, the more people we can assist. While our roots remain grounded in humble beginnings, we strive to grow and expand our services, driven by a labor of love and the passion to help those in need.
Contact Info:
- Website: https://www.iwanttomowyourlawn.com
- Instagram: https://instagram.com/iwanttomowyourlawn
- Facebook: https://facebook.com/iwtmyl
- Linkedin: https://www.linkedin.com/company/i-want-to-mow-your-lawn/
- Twitter: https://twitter.com/IWTMYL
- Youtube: https://www.youtube.com/channel/UC44mVfGpJ1RngfRYTb_cS4A
- Other: https://www.tiktok.com/@iwanttomowyourlawn https://www.threads.net/@iwanttomowyourlawn https://goo.gl/maps/kBvWyuriFdmmqYHU9
Image Credits
Brian Schwartz I Want To Mow Your Lawn ®