From Humble Beginnings to Franchise Powerhouse
My journey began in the 1970s, as a university student working a part-time lawn mowing job just to earn extra money.
That early hustle taught me the value of hard work and customer satisfaction.
Fast-forward, and that small venture has grown into over 50+ divisions and nearly 5,500 franchisees across Australia.
It all started with me charging by the hour—until I upgraded to a lawn mower and switched to a per-mow model, which was a game-changer.
The Accidental Franchise
Franchising for Jim’s Group was never part of my plan—it happened by accident.
After I fell into heavy debt while completing my studies, I realized I had to focus entirely on my mowing business.
That changed everything.
Then I noticed VIP, a rival franchise with 250 outlets.
That woke me up.
I spent nine months drafting a franchise contract that would protect my franchisees, and suddenly, by the end of year one, I had around 60 franchisees.
I only planned for one, but word spread fast.
Overcoming Early Challenges
Growth didn’t come without growing pains.
At the start, I supported franchisees directly—meeting them in my living room and answering every call.
But as we expanded, I appointed local franchisees to help with regional support.
Although I undercharged at first, covering running costs so franchisees felt “amazed and delighted,” we eventually struck a balance between affordable fees and sustainable growth.
Putting People and Culture First
The welfare of my franchisees has always been my priority.
I wanted them to have real rights: the ability to switch territories or brands, vote out the franchisor—even me—and feel supported every step of the way.
I also made personal branding a feature of our company identity.
My gardening hat and beard weren’t a marketing ploy—they just stuck.
When customers ask, “Is there really a Jim?” the answer is always a proud yes.
Diversifying and Expanding Smartly
We’ve grown into cleaning, fencing, handyman services, car detailing—you name it.
But I only expand into divisions that align with our values and market leaders who enhance our system.
That selectivity has helped us maintain high standards and scale sustainably.
The Secrets to Our Success
- People-first franchising. My franchisees come first. Always.
- Authentic branding. My look has become synonymous with trust and quality.
- Strategic growth. We grow carefully—never too fast, never at the expense of standards.
- Continuous improvement. I demand excellence from my team and myself.
My Philosophy and Purpose
More than anything, my success is rooted in persistence, ethics, and a respect for the people who make it happen—my team, my franchisees, and our customers.
By staying true to these core values, I’ve built not just a company, but a community of entrepreneurs living out our shared dream.
If you’re considering franchising, I hope my story shows that success comes from putting people first, thinking long-term, and staying rooted in your values.