From Academia to Entrepreneurship
My story didn’t begin in a boardroom or with a grand business plan—it started in the world of academia.
I was studying for a PhD in history, aiming to understand the rise and fall of civilizations.
While pursuing that passion, I took on a part-time job mowing lawns to pay for my car and cover living expenses.
I never expected that humble side gig to lay the foundation for what would eventually become Jim’s Group—the largest service franchise network in the Southern Hemisphere.
After earning my PhD, I found myself with limited academic prospects and a growing lawn mowing business.
Rather than seeing that as a failure, I leaned into the opportunity.
I started optimizing everything—client acquisition, customer service, and subcontractor management.
That practical focus became the bedrock of everything I would go on to build.
Franchising by Necessity—and Innovation
In the late 1980s, a major competitor, VIP, entered the scene with a polished franchise model.
I knew I had to respond.
So I took the leap and decided to franchise my own business.
At first, I didn’t fully understand why someone would continue paying franchise fees when they could easily operate independently.
But then I realized the answer: the key to building a strong franchise system was to make my franchisees happy and successful.
I gave them real support, protected their client base, and offered genuine freedom to grow.
It worked.
Our model didn’t just attract franchisees—it retained them and made them loyal.
The Power of Incremental Improvement
I’ve never believed that success comes from one brilliant idea or a stroke of luck.
For me, it’s always been about continuous, incremental improvement.
Every day, I ask myself, “How can I make this a little better?”
Even something as small as saving one step while putting grass into a catcher matters.
Thousands of tiny refinements like that have added up to a highly efficient, scalable business.
It’s the principle I’ve applied to everything—from how our systems operate to how we train franchisees.
Learning From Failure
Not every idea I’ve had has worked out.
In fact, many of them were flops.
But I don’t shy away from experimentation.
Failure, to me, is just part of the process.
I’ve set up projects that lost money, but each one taught me something valuable.
The trick is to keep the cost of failure low and the lessons big.
I believe in having a go, adjusting quickly, and always learning from what didn’t work.
Franchisees Are the Heart of My Business
The core of Jim’s Group has always been our franchisees.
I’ve spent years developing favorable contracts that protect them.
I negotiated hard with lawyers to make sure our agreements were fair—fair-franchisee-friendly in a way most systems aren’t.
We also invest in ongoing support.
My team and I stay in regular contact with franchisees.
We host frequent meetings, provide mentorship, and create spaces for networking and knowledge sharing.
We make sure to recognize success, celebrate wins, and reward excellence.
That approach has built a culture of loyalty and excellence that I’m incredibly proud of.
Culture and Connection Matter
Beyond systems and structures, I focus deeply on relationships and culture.
I stay personally involved—communicating with franchisees, staff, and customers whenever I can.
I believe the strength of those personal relationships is what keeps our franchise family united.
We’ve created a values-driven culture rooted in trust, service, and improvement.
We reinforce it through training, regular meetings, and open dialogue.
It’s not about hierarchy—it’s about connection and community.
Thinking Differently Is My Superpower
I’ve never been one to follow convention.
My background in history shaped how I think, and I often see the world through a different lens.
I question norms.
I challenge standard thinking.
That hasn’t always been easy, but it’s been crucial to my success.
When experts or academics tell me I’m wrong, I don’t get defensive.
If a 12-year-old offers a well-reasoned argument, I’ll listen.
What matters is the quality of the idea, not the status of the person delivering it.
That openness to ideas has helped me evolve Jim’s Group in ways many others wouldn’t have imagined.
I Never Stop Learning
Lifelong learning is something I live by.
I read constantly, listen to audiobooks, and seek out ideas from anywhere I can find them.
Whether it’s from franchisees, staff, or competitors, I’m always looking for something that will help us improve.
It’s not about being naturally brilliant—it’s about the mindset.
I believe success comes from asking every single day, “How can I do this better?”
That’s what has kept me moving forward.
Final Thoughts
My journey from part-time lawn mower to founder of a $1 billion franchise network wasn’t straightforward or easy.
It was built on service, learning, relentless experimentation, and a genuine desire to see others succeed.
If there’s one thing I’ve learned, it’s that you don’t have to be flashy to win.
Just be consistent.
Be willing to learn.
Care about people.
Never stop improving.
That’s how I built Jim’s Group.
That’s how I’ll keep building it for years to come.