{"id":4100,"date":"2016-04-11T13:25:15","date_gmt":"2016-04-11T16:25:15","guid":{"rendered":"http:\/\/lawnstarter.wpengine.com\/?p=4100"},"modified":"2020-03-23T15:28:04","modified_gmt":"2020-03-23T18:28:04","slug":"lawnstarter-uber-of-x","status":"publish","type":"post","link":"https:\/\/www.lawnstarter.com\/blog\/lawnstarter\/lawnstarter-uber-of-x\/","title":{"rendered":"LawnStarter\u2019s Declaration of Independence: We Are Not the Uber of Lawn Care!"},"content":{"rendered":"

We\u2019re witnessing the Uberization of America.<\/p>

Everywhere you look, startups are claiming to be the \u201cUber of\u201d whatever \u2014 moving, pizza, dog walking, drones, medical marijuana, booze and doctors, to name a few. The lawn care industry<\/a> is not immune from this trend; some of our competitors proudly wear the Uber badge.<\/span><\/p>

Heck, we\u2019ve even been branded the <\/span>\u201cUber of lawn care.\u201d<\/span><\/a> And we can\u2019t lie: It\u2019s a little flattering to be linked to a company that\u2019s collected more than <\/span>$9 billion<\/span><\/a> in investment funding.<\/span><\/p>

\"Uber<\/a><\/p>

Fed Up With \u2018Uber of X\u2019<\/h3>

But we\u2019re here to declare that <\/span>we are not the Uber of lawn care<\/span><\/i>. We\u2019re not trying to ride the coattails of a multibillion-dollar brand like Uber. We\u2019re our own brand. If anything, Uber should be the LawnStarter of on-demand car rides. (We can dream, can\u2019t we?)<\/span><\/p>

Ryan Farley, co-founder and chief operating officer of LawnStarter, says: \u201cI\u2019m sick of the <\/span>Uber for X<\/span><\/a> analogies.\u201d<\/span><\/p>

Sure, LawnStarter aims to disrupt the $77 billion lawn care industry in the U.S. But are we disruptive in the Uber sense? Not quite.<\/span><\/p>

\u201cSo many people are trying to make an \u2018Uber for X\u2019. There\u2019s only one Uber, and that\u2019s Uber,\u201d Farley says. \u201cWe\u2019re not an on-demand, real-time company. It makes no sense for lawn care to be that way.\u201d<\/span><\/p>

\"LawnStarter<\/a><\/p>

LawnStarter offers an app, but our business model doesn\u2019t rest on it.<\/strong><\/p>

We\u2019re Not \u2018On Demand\u2019<\/h3>

Farley and our CEO, Steve Corcoran, initially launched LawnStarter in 2013 to deliver technology to lawn care providers so they could improve efficiency and, ultimately, earn more money. Corcoran and Farley soon found out, however, that beyond the technology piece, lawn care providers were struggling with acquiring new customers. So they pivoted their business model to make LawnStarter more consumer-facing.<\/span><\/p>

Today, LawnStarter makes lawn care carefree for thousands of customers in Austin, Dallas, Fort Worth, San Antonio and Houston, TX; Jacksonville and Orlando, FL; and Washington, DC. Whether it\u2019s online, over the phone or via app, LawnStarter connects consumers with lawn care providers, then manages scheduling, billing and other tasks associated with consumers\u2019 accounts.<\/span><\/p>

Yep, we\u2019ve got an app. But you can\u2019t just tap our app a couple of times and instantly summon a lawn care provider to your home. In other words, we don\u2019t fall into the on-demand bucket. And as it stands now, not one of LawnStarter\u2019s competitors truly can claim to be an on-demand service.<\/span><\/p>

\"mark-ritson\"<\/a><\/p>

Marketing guru Mark Ritson says it\u2019s a mistake to Uberize your business.
<\/strong>Photo: Marketing Week<\/a><\/em><\/p>

Pros and Cons of \u2018Uber of X\u2019<\/h3>

When Corcoran and Farley started LawnStarter, Corcoran had never used Uber and Farley had used it just once, so it\u2019s clear that Uber wasn\u2019t their inspiration. Rather, they were inspired by helping consumers enjoy carefree lawn care and helping lawn care professionals gain customers.<\/span><\/p>

\u201cI get why people use the \u2018Uber for X\u2019 analogy, because it\u2019s super easy,\u201d Farley says.<\/span><\/p>

However, he says, it\u2019s useless to apply the \u201cUber for X\u201d analogy to a company when it doesn\u2019t fit. And in the case of LawnStarter, the Uber comparison falls flat.<\/span><\/p>

\u201cIt\u2019s always a mistake to see one brand in terms of another. Every brand is literally unique,\u201d marketing guru <\/span>Mark Ritson<\/span><\/a> tells the LawnStarter blog. \u201cSo when you hear a bank trying to be the Apple of retail banking or a startup trying to be the Uber of its category, it fills you full of marketing dread. A brand is its own thing and is not to be conceptualized with reference to another.\u201d<\/span><\/p>

\"Jenny<\/a><\/p>

Marketing professor Jenny Darroch understands the simplicity of\u00a0\u201cUber of X.\u201d
<\/strong>Photo: Twitter\/Jerry Darroch<\/a><\/em><\/p>

Jenny Darroch<\/span><\/a>, a marketing professor at Claremont Graduate University in Claremont, CA, says she understands why \u201cUber of X\u201d has become marketing shorthand: It\u2019s a quick way to grasp a company\u2019s business model.<\/span><\/p>

\u201cWhile being an \u2018Uber of X\u2019 doesn\u2019t necessarily reflect a business in the sharing economy, it does indicate that technology is used to give on-demand delivery of a product or service,\u201d Darroch tells the LawnStarter blog. \u201cSo if I see the \u2018Uber of X,\u2019 I quickly get what the business is offering.\u201d<\/span><\/p>

However, Darroch thinks the brand value of Uber likely will diminish over time as it evolves into a generic term, just as \u201cescalator,\u201d \u201clinoleum,\u201d \u201crollerblades\u201d and other brands have in the past.<\/span><\/p>

\"Shanna<\/a><\/p>

Marketing expert Shanna Goodman says\u00a0\u201cUber of X\u201d branding is \u201cgutsy.\u201d
<\/strong>Photo: Ampersand Business Solutions<\/a><\/em><\/p>

An Unattainable Standard?<\/h3>

Another marketing expert, Shanna Goodman<\/a>\u00a0of\u00a0Manhattan, KS, agrees that \u201cUber of X\u201d branding can instantly signal what a startup does, but doing so can establish a hard-to-achieve standard.\u00a0Goodman says that when someone slaps the \u201cUber of X\u201d label on a new concept or company, it reminds her of \u201cAmerican Idol\u201d contestants taking on a Whitney Houston song.<\/p>

\u201cIt\u2019s a really gutsy move, because if you fall short, you\u2019re in direct comparison with a master,\u201d Goodman tells the LawnStarter blog. \u201cInstead, the startup probably needs to put some more time into defining what problem they solve for prospective customers.\u201d<\/p>

\"Uber\"<\/a><\/p>

Uber is one of the giants in\u00a0the \u201csharing\u201d economy.
<\/strong>Photo: Uber<\/em><\/p>

Cashing in on Uber<\/h3>

So, what\u2019s driving the \u201cUber of X\u201d phenomenon — however ill-advised it may be — in lawn care and other industries? Business writer Laura Entis <\/span>offers this take<\/span><\/a>:<\/span><\/p>

As the sharing economy has … taken off — thanks, in very large part to Uber — startups are looking to cash in on Uber\u2019s explosive success and the white hot market it helped create. Meanwhile, for journalists, it\u2019s just so easy: Writing about a company that uses mobile devices to coordinate the on-demand delivery of a service or product?<\/span><\/i><\/p>

Entis wrote that passage in 2014. But does it still apply in 2016? To a large extent, it does. However, has \u201cUber of X\u201d lost some of its luster? New York Times writer <\/span>Farhad Manjoo<\/span><\/a> suggests that\u2019s the case.<\/span><\/p>

\u201cThe lesson so far in the on-demand world is that Uber is the exception, not the norm. Uber, but for Uber \u2014 and not much else,\u201d Manjoo <\/span>wrote<\/span><\/a> in March 2016.<\/span><\/p>

We couldn\u2019t agree more. We\u2019re really proud to steer clear of the Uber tag, even though we\u2019re fans of Uber.<\/span><\/p>

Top photo: Flickr\/Josh Hallett<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"

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