Focusing on Service and Customer Satisfaction
When I built Jim’s Group, I knew one thing above all: service comes first.
I always say, “Focus on service—you’ve got to make money, but the real goal is to turn people into raving fans.”
That belief underpins our 5,500 franchises across Australia, New Zealand, and Canada.
I set a benchmark—charge at least $60 per hour—but the real magic happens when franchisees delight clients, whether they’re customers or partners.
Embracing Continuous Improvement
I’ve never looked for a single “aha!” moment.
Instead, I’ve lived my life asking: “How can we do this better today than we did yesterday?”
Since the day I started mowing lawns, that question has driven every decision, every tweak, and every jump forward.
It’s not brilliance—it’s discipline.
Selecting the Right Franchisees
Franchising isn’t about selling ideas—it’s about selling a functioning, replicable business.
That’s why I always say: you can’t franchise a dream—you franchise results.
We vet each candidate thoroughly, looking for service-first values, curiosity, and follow-through.
If someone doesn’t fit—even if they’ve got the money—we say no.
Because our brand depends on consistency and excellence.
Providing Comprehensive Support and Training
We don’t leave franchisees to fend for themselves.
Our system provides leads, extensive training, software, and resources.
We have six-day on-site training for lawn mowing, regular franchisor check-ins, and structured meetings every six weeks.
This isn’t just nice-to-have—it’s how we keep standards high across our entire network.
Diversifying and Expanding the Business
We didn’t stop at mowing.
We’ve built over 50+ divisions—from cleaning to pest control and bookkeeping.
I once said no to “Jim’s Cleaning” because I thought my gardening image wouldn’t fit.
But when someone else took it forward, I said, “Go for it”—and it succeeded.
We continue to test and expand intelligently, sticking to services that align with our values and structure.
The Importance of Passion and Purpose
I take this all seriously—more than 5,500 families are depending on what we do.
Nothing pains me more than watching a franchisee fail, and nothing excites me more than hearing a success story after just one month.
That purpose sustains me.
Yes—I still work late, answer emails at night, and support my people—because it’s fun, not hard.
But I’m not just building a business—I’m funding something bigger.
I use profits to support research at Swinburne University into mental health and addiction’s root causes.
That purpose keeps me driven and grounded.
My Core Lessons
- Put service first. Turning customers and franchisees into raving fans fuels everything.
- Relentlessly improve. Small daily chances to get better build lasting success.
- Choose people well. Align values above all else.
- Support through structure. Training, systems, leads, and mentorship matter.
- Expand thoughtfully. Diversify, but stay true to who you are.
- Lead with purpose. When your mission goes beyond profit, everything magnifies.
If you’re building a franchise—or any business at all—these principles matter.
Service, discipline, people, and purpose.
That’s what built Jim’s Group.
I believe it can build yours too.