It isn’t all that unusual to have family ownership of a landscaping and irrigation business. What sets apart the two companies – Bailey Enterprises and Alternate Rain Company, owned by husband-and-wife team Doug and Jackie Bailey of Elkhorn, Neb. – is the fact they began the business in their teens and now it’s more than 20 years old.

Their companies started as Doug’s junior high school mowing enterprise to earn extra money. Today, with an eye toward diligent customer service and a management consultant’s help in organizing the growing business, their operation has become one of the major businesses of its type in the Omaha area. The companies employ more than 25 people in summer. The Bailey companies began as a way for Doug to earn money when he was 13. By the time he graduated from high school in 1979, Doug had his father and grandfather working for him while he was at football practice and his then-girlfriend, Jackie, taking over the bookkeeping duties. Through the college years, getting married, having six children (one girl and five boys), and acquiring three dogs, the entrepreneurial couple has always tried to keep their lives in balance. They use a sharp eye on the business aspects of their lives, while enjoying the pleasures that their hard work has earned them and their family.

“It’s been a partnership for as long as I can remember,” explains Jackie. “When Doug had a motorcycle accident the last year of high school, his family and I realized that most of the business information was in his head. With him laid up in bed, I took over the office-type duties to keep the operation moving along.” With that teamwork and initiative, the couple married in 1981, and the formal partnership has continued growing. An example of their focus was the purchase of the company’s first large commercial mower. “When my grandfather died,” explained Jackie, “he left money to each of the grandchildren. My sisters bought cars. I bought our first Toro Groundsmaster mower!”

They apply the same attention and clear focus to their relationships with their workers and customers.Lacking workers “This can be a difficult business to find and develop reliable employees,” Doug says. “In addition to the mowing and irrigation business, we also do snow plowing and salting in winter. Each of our businesses is weather-dependent, and reliable employees become great assets in keeping the operation running smoothly and efficiently.

Like many people in the landscaping and irrigation business, the Baileys know their territory well and are positioning themselves for continuing growth, thanks to the good economy that the Omaha area enjoys. At the same time, however, they also have to contend with the problems that the area presents.

Doug notes that most areas have their own unique situations. In Omaha, it’s the fact that the area has grown to become a center for telemarketing. Many people who might otherwise be interested in outdoor work now aim for indoor work, where they can set their own hours. In addition, those operations pay very well. Still another factor affecting the available labor pool is the number of gambling casinos that are opening close by in Iowa. “This is still another industry drawing potential workers from us” says the landscaper.

Landscape & irrigation As the Baileys explain it, they’ve never lacked for work in all the years they’ve been in business. There is a greater demand than ever from both the commercial and residential sides for landscaping and irrigation services, according to Doug.

Commercial developers, builders and property owners are key customers for the Baileys. These people have one focus – creating an inviting, attractive environment for the tenants. This means installing and maintaining the sprinkler system, keeping the landscaped areas and grass areas properly trimmed and attractive, and making sure that walks and parking lots are plowed and salted. Doug and Jackie consider residential builders as part of their commercial business. Typically, their operation will do an entire landscaping plan for these homebuilders. The plan includes everything from sprinkler and landscape installation, to mowing and snow removal.

Residential customers want their services for the same reason commercial builders and property owners have professional lawn care companies. They desire a great looking outdoor area without the time it involves. Thanks to good economic times, homeowners can afford to have their yards tended by the professionals. Being in the Midwest means the Baileys keep busy the year round. “In this part of the country,” Doug notes, “we see a greater need for effective salting than snow plowing. We’re more likely to experience slippery conditions due to freezing moisture than receive consistent heavy snowfalls. Among the needs for any business person is to know the market area and how to respond to it. For us in winter, it’s salting.”

One of the recent additions to the Bailey staff is a full-time sprinkler maintenance and repair person. After buying out the owners of an established irrigation business in 1987, the Baileys found that the systems typically are worry free, as long as people don’t abuse the components and know how to maintain their system. These issues, unfortunately, are the causes of most of the repairs. “Anyone in the business knows the issues – sprinkler heads that are broken or jammed when they are stepped on, kicked or even driven over,” explains Doug. “Then there are the broken pipes when people forget to winterize their system.” Because these types of problems often take a surprisingly long time to find and diagnose – Doug compares it to detective work – the Baileys are pleased to have a full-time repair person on the staff.

“We’ve found that having a person dedicated to sprinkler repairs does a lot more for us than simply fix sprinklers. It helps our customer-service image and positions us a full-service operation that cares about the customer after the installation is finished.” Even though the commercial side of the business is growing rapidly and the winter snow removal and salting is very profitable, the residential work continues to be an important element in the Bailey’s success. “Years ago our business began mowing yards and we still do it,” Doug explains. “That’s how I got involved in this business and it continues. It’s very gratifying to know that I have customers today whom I first began to work for more than 20 years ago. That’s very satisfying for them, as well as for me.”

“Homeowners like the convenience of not having to cut the grass and do the other chores that yards bring. That’s where it starts. Today, however, people not only want the convenience, but they want nicer-looking yards with even less work. That’s where the professionals come in.” Doug notes that the company’s customer service (and the perception it leaves with customers) is another important reason for their success. “Word-of-mouth stories of customer satisfaction are among the most effective type of advertising and promotion a company like ours can have. Neighbors ask neighbors. People in the construction community know who the good vendors and suppliers are. I’m pleased that we’re one operation that has a good reputation and we aim to keep it and build it.” Striking a balance

As their businesses continued to grow, both Doug and Jackie became concerned about the amount of time their work was taking away from enjoying their family. With six kids (aged 16 to 2 years old), family time is a necessity for them. Neither Doug nor Jackie wanted to sacrifice a quality family life to keep the business functioning well. “We know there were areas that would get out of hand as the business continued to grow,” explains Jackie. “We could see them already taking too much of the time that we should be spending with the kids.”

Help!

Seeing that their business operation was becoming too big for them to continue handling as if it was a small company, the Baileys enlisted the services of the George S. May International Company, management consultants that specialize in working with small and mid-size companies. May International helped the Baileys bring the operations of their growing company under control. Giving the couple a firm grasp on the type of business information that helps them make smart business decisions.

Jackie explains that the two key areas where the consultants from May International helped were more effectively working with Quick Books accounting software and developing better ways to evaluate, develop and reward employees.“Before we got their help,” notes Jackie, “we weren’t using Quick Books to its full potential. Now we can get much more complete and accurate financial information about our companies. This enables us to make better business decisions. We also now have a plan in place that offers our employees valuable incentives.” In any type of service company, the employees are an integral part of the customer satisfaction equation and the Baileys wanted to strengthen this part of the business.

“To handle our employee concerns, May International came in and listened to what our situation was, and what the factors were that we have to deal with in terms of hiring good people,” says Jackie. “Then they put together a complete employee package that helps us and helps our employees be more responsible in their work. Job descriptions, performance measurements, evaluations and incentives were all part of the package that we are using successfully.”

With Omaha and its surrounding suburbs as their base, Doug and Jackie Bailey have carved out a significant piece of the lawn maintenance, landscaping and irrigation business. They’re an example of good business people following the timeless advice of customer service and getting assistance when they need it. With the business operations better organized, they now have more time for family, friends and the good life their work provides.

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