Graf Tree Care is a small business made up of 7 full time employees - 4 of which are ISA Certified Arborists. They have skilled tree climbers, two PHC operators, grounds people and machine operators, and an office manager. The whole team enjoys arboriculture as a career, they are friendly to deal with, and they strive to perform the highest quality tree care available today. Their goals are to increase the long term sustainability of all the trees in the landscape and keep their clients' trees beautiful and healthy.

Briefly, describe your business.
Tree care and landscape lighting.

What size is you company?
The combined revenue (Graf Tree/Moonscape) was $1.1 Million in 2008 and we have 11 total employees.

What is your ideal client?
From a tree care perspective, someone who understands the importance of trees and how it makes their property better and more valuable. Also one who has a great love of and respect for trees. For our GPS Mapping and Survey division, we are targeting those who manage large numbers of trees; ie., municipal foresters, park districts, golf courses and cemeteries.

For Moonscape, our ideal client is someone who has invested in luxury features for their home. Also people who like to entertain in the evening hours outdoors.

What products and/or services does your business offer?
All aspects of tree care. We do tree pruning and removal like other tree care businesses, but our focus is heavily on Plant Health Care; tree treatments, root feeding, insect and disease control. We have a holistic approach to tree care that makes us unique. We also have a GPS Mapping and Survey division that works together with engineering companies.

At Moonscape, we specialize in down-lighting from trees. We like to run line voltage systems, strategically placing light fixtures high in the canopy of trees to mimic the “moon-lit” effect. We have also added low voltage systems for lighting up the front of homes and accenting specific features.

How did you originally discover the idea for your business?
I didn’t discover the idea of tree care or landscape lighting. I had worked for other companies and patterned my initial business structure after what I had learned there.

What have been the keys to success in your eyes?
First of all, pig-headed discipline and determination. A burning desire to succeed with the commitment follow through. Also being able to strategically plan and quickly adapt to our ever-changing business environment has been key to our success, especially this year.

What kind of relationship do you establish with your customers?
Very friendly and warm.  I like to get to know them personally and remember specifics about them. This helps to create that loyalty we all need to have.

How do you maintain these relationships?
We go above and beyond to let our customers know we care about them and their trees. One thing I like to do is stop by unannounced if I am in the neighborhood just to say “hi” and not to make a sales call. I ask how they are doing, and remember things like the name of their dog, or what sports their kids are playing or something - THIS BLOWS PEOPLE AWAY. Remember things like what they were doing last time you were there and ask them about it. “So how was your daughter’s wedding? Did you have a good vacation up north?”, etc…

Have you noticed any trends in your industry?
Yes, I have.  Like most others, our industry is really down right now.  Most businesses have shrunk tremendously and have laid a lot of people off.  The average price point of a tree work job has come way down. Residential work that we used to get that were $1500-$2000 projects are virtually non-existent.  We have really put the emphasis on Plant Health Care because the average project cost is around $200 rather than $2000. This has created a more volume based business model and has really put pressure on me as a salesperson.

What is your greatest achievement?
Well, I suppose if you look at the statistics concerning survival of new businesses, just the fact that we have made it ten years is an accomplishment. We’re one in a million according to some studies.

I am proud of the work environment I have created for my employees. It is a positive environment that has allowed them to grow themselves and their careers.  I put their needs first, always - it’s one of my core beliefs.

I am also proud of the difference we make in the community. We do a lot of volunteer work with local park districts, one in particular. I feel like we are part of something larger. 

Describe your business in five words or less.
Small but growing fast.