From PhD in History to Building a Lawn Mowing Empire
My journey into business wasn’t planned.
I started with a PhD in history and absolutely no formal business training.
While studying, I picked up a part-time job mowing lawns just to make ends meet.
I never imagined that this humble side hustle would eventually grow into Jim’s Group—one of Australia’s most successful franchise operations.
After graduating, I found myself in debt with no clear career path.
That’s when I decided to go all-in on lawn mowing.
With only $24 to my name, I began promoting myself as a professional.
Through grit, attention to detail, and a relentless focus on great service, I slowly built a loyal customer base.
Eventually, I began hiring subcontractors and selling mowing “rounds.”
Bit by bit, the business took shape.
But building a business wasn’t just about mowing lawns—it was about constantly improving operations, delighting customers, and supporting the people who joined me along the way.
As I’ve often said, “It’s not one thing. It’s thousands and thousands of little things.”
Every Customer a Fan
Customer service has always been the heart of my philosophy.
In my book Every Customer a Fan, I talk about how my primary goal is to make every single customer and franchisee feel truly valued.
To me, it’s simple: if you look after the customer, you’ll never run out of work.
That’s why our systems are designed not just for satisfaction, but for that “wow” experience.
I don’t want people to think we’re good—I want them to be surprised by how good we are.
Just as important as our external customers are my internal customers: our franchisees. If I take care of them, they take care of the rest.
Supporting Franchisees
I know how hard it is to run a small business, especially when you’re out there on your own.
That’s why I’ve made it a priority to provide strong training, practical support, and emotional encouragement for every franchisee in the network.
Our three-day franchise training course covers everything from customer service to legal rights.
It’s open to anyone, even those who don’t end up joining us.
I’ve even said, “If you want to launch a competing franchise, we’ll still train you.”
Beyond the training, we hold regular meetings so franchisees can share what’s working and support each other.
I personally stay in touch with them, review complaints, and work closely with them to overcome obstacles.
My goal is their success, plain and simple.
That’s why we’ve achieved an industry-leading retention rate of around 88%.
I believe that kind of loyalty only comes when people feel heard, supported, and valued.
Embracing Innovation and Technology
Although I started with a mower and a flyer, I’ve always believed in moving with the times.
We use technology to track jobs, monitor customer feedback, and communicate instantly across our network.
If a contractor doesn’t respond or earns poor ratings, they’re removed.
We’ve made sure the service level remains just as high, whether it’s a franchisee or an independent.
It’s through embracing innovation that we’ve been able to scale effectively and stay ahead of our competitors.
Keeping It Family-Centric
Despite our growth, I’ve always kept a strong focus on family.
I’ve brought my daughter into the business, and I see her as a potential successor.
But it’s not just about my own family—I want every franchisee’s family to feel included and supported too.
We encourage franchisees to form communities, join peer groups, and share their experiences.
I always tell them: don’t go it alone.
Find people who understand the journey you’re on—people who’ve been there before and can help.
That sense of connection is what makes us more than a business.
It makes us a family.
Lessons I Want to Share
After four decades of building Jim’s Group, there are a few principles I keep coming back to:
- Put the customer first. Don’t settle for satisfaction—aim to wow.
- Support your people. Franchisees are the heart of the business. Treat them that way.
- Always improve. From daily processes to major systems, never stop asking how to do it better.
- Embrace change. Innovation is what keeps you alive in business.
- Value community. Build networks. Foster loyalty. Create belonging.
Final Thoughts
My journey from a broke PhD student to the head of a billion-dollar franchise wasn’t easy, and it certainly wasn’t conventional.
But I’ve learned that success doesn’t come from shortcuts or luck—it comes from consistent service, a people-first mindset, and the courage to keep evolving.
If you want to build something that lasts, focus less on profits and more on people.
That’s the secret I’ve lived by—and it’s one I’ll never stop sharing.