Business Profiles

by SmartGrass

last updated 16/09/2021


Ready To Roll

by SmartGrass

last updated 16/09/2021


SmartGrass offers ground-floor business development opportunities in a fast-growing industry

SmartGrass franchisees focus on selling the product and coordinating the installation teams

SmartGrass is a Christchurch-based business that has been supplying and installing artificial grass lawns and sports courts throughout New Zealand for almost five years. Now the explosive growth of the industry has resulted in the launch of a franchise to meet the demand for professional turf installation services nationwide.

‘It’s an exciting ground-floor opportunity,’ says managing director Jack Kennedy. ‘SmartGrass is the only franchise in New Zealand that specialises in the installation of artificial grass. To get good results and a long-lasting surface, it’s a job best performed by a properly-trained professional, rather than someone only used to landscaping or laying ordinary grass.’

SmartGrass franchisees also have access to an exclusive product – the imported ‘Earth Series’ artificial grass. ‘It’s not only more realistic than competing products in the market – it drains five times faster, is three times stronger, lasts longer, and is 100 percent locally recyclable right here in New Zealand,’ Jack says. ‘It’s the option of choice for discerning clients.’

A perfect storm

Jack explains that 2021 has delivered a perfect storm for the SmartGrass franchise to launch. ‘This is a brand that’s already well established in a niche market, yet it’s still early in the product lifecycle so there is massive growth to come.

‘Artificial turf that looks as authentic as SmartGrass is becoming increasingly popular with councils, local government agencies, builders, developers and sports clubs looking to keep their courts in pristine condition. In addition, urban townhouse dwellers and cashed-up owners spending more time at home are also prepared to spend on property improvements. It’s a big trend overseas, and now it’s fast gathering momentum in this country.

‘When it comes to choosing a franchise, the whole of New Zealand is your oyster. We have already established operations in Auckland, Wellington, Christchurch and Queenstown, with franchise opportunities now available in all those areas (except Christchurch), plus other regional centres.’

A great cashflow business

‘This is a great cashflow business that, from our experience, can generate large profits early on,’ says Jack. ‘Franchisees could achieve six-figure profits in year one and scale this significantly after two years.

‘This is achieved via a three-pronged revenue channel: a margin on product supplied; the installation fee; and regular maintenance which provides an ongoing income stream. Another reason the franchise can be so profitable is because of the relatively low overheads; for example, there are no leased premises required, and very little capital tied up in stock.’

Jack says that having diversified revenue from high margin, low volume projects that take just two to three days to complete also contributes to a de-risked business – as does the wide range of potential customers. ‘Some of the more diverse projects SmartGrass has been associated with include residential cricket pitches and golf-putting greens,’ he explains.

‘It’s easy to see just how wide the client base can be for a product like this, which is why we get hundreds of enquiries from around the country every week via our website and 0800 number. Leads are also generated through the SmartGrass business sales team, which has built strong relationships with the likes of the Ministry of Education and large housing development companies.’

The franchise requires an investment of around $200,000, which includes a vehicle and all machinery needed to get started. Finance options are available through Westpac.

For sales and business people

So who would make an ideal SmartGrass franchisee?

Jack says he or she is likely to be a sales and/or business-oriented professional who can turn leads into business, and is highly motivated and well-connected in their community. He emphasises that this business is no side hustle. ‘It’s not a part-time business or something that can be initially run alongside other ventures. Franchisees need to focus on selling the product and coordinating the installation teams, and only pick up the tools if really needed.

‘We provide full training to make sure you get off to a flying start, so you don’t need previous experience in the installation of artificial grass or general landscaping. However, a love of DIY and a good practical problem-solving ability is essential for learning the SmartGrass system.’

The franchise package includes:

  • Ongoing lead generation
  • Commercial client relationship management
  • Local and national marketing campaigns
  • Social media, website and video content created and handled for you
  • National business development, sales and trade exhibitions.

Bright Future

‘After five years, we have a lot of experience in this business and are confident that SmartGrass has what it takes to deliver for both clients and franchisees,’ Jack says. ‘Anyone who follows our system can do really well.

‘Contact me today to find out more. If our values align and you’re ready to get started, we’ll send you full disclosure documentation for you to review with your advisors. Should you be granted the franchise, we’ll arrange launch marketing in your area while you are being trained, then your new business will be up and running – and starting to make money – from Day One.

‘We have so much business coming in, and customer feedback has been so positive, that we know there is a bright future ahead. Call me now.’   

See this advertorial on page 15 of Franchise New Zealand magazine Year 30 Issue 3

Contact details for SmartGrass

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