Posted:20-March-2025
“I wish I had bought a franchise sooner!”
John Lilburne is the Greensleeves Mid Staffordshire franchisee. John has spent his entire life in employed roles, including The Football Association and a competitor of Greensleeves, and though he had always thought about being his own boss, he never had the confidence in himself to do it, until now! “I had the opportunity to buy a franchise years ago but didn’t go through with it because I doubted myself. Looking back, I wish I had backed myself earlier.”
Can you tell us a bit about yourself and what you were doing prior to buying your Greensleeves franchise?
I’m 38 years old, married to Aimee, and we have two children – Eleanor (9) and Edward (6). Before becoming a business owner with Greensleeves, I spent my entire adult life in employed roles. I previously worked for The Football Association, where I was heavily involved in local grassroots football. I also had experience in franchising with a competitor of Greensleeves, which gave me insight into the industry before taking the leap into ownership.
Why did you go down the franchise route?
I always wanted to run my own business but without having prior experience as a business owner, I knew franchising was the right route for me. The backing of an established franchisor, the trusted branding, the proven systems, and the support network all made the decision easier. With Greensleeves, I purchased a business with a strong foundation and expert guidance every step of the way.
How did you raise the finance?
I used a combination of personal savings, support from family, and a business loan through Greensleeves' finance partners. The application process was smooth, and they were incredibly helpful and supportive throughout.
What training and support did you receive initially and ongoing?
Having prior experience in the lawn care industry meant I already understood the technical side of the service. However, I had no experience in running a business, so the support I received was invaluable. My training covered marketing, budget planning, cash flow forecasting, customer acquisition, retention strategies, future planning, and digital marketing, among many other things. It was intense but all-encompassing and gave me the confidence to hit the ground running.
How would you describe your day-to-day role as a franchisee?
No two days are ever the same, and that’s what I love most about it! The part I enjoy the most is meeting new customers during quotations. I don’t see it as selling – I’m simply providing advice, guidance, and costings for our services. I take the approach of offering knowledge and recommendations, and so far, that’s worked really well.
Provide information on challenges overcome as well as your key successes to date.
When I took over, the existing customer base wasn’t bad, but the scheduling and routes needed serious improvement. The team was visiting the same area multiple times within a couple of weeks but then not returning for months. This led to inefficiencies, missed appointments, and unnecessary travel. We’ve now restructured the schedules, ensuring balanced workloads and more consistent service delivery.
How do you retain your best staff and keep morale high and productive?
I always put myself in my employees’ shoes and think about how I’d want to be treated. Sometimes, if they finish earlier than expected, I don’t always load them up with extra work – I let them go home early. In return, when we have longer days, they’re happy to stay and get the job done.
We’ve also introduced a drinks and snacks fridge stocked with water, cans, and chocolate bars. It costs around £30 a month to maintain, but the impact on morale is huge – something as simple as an ice-cold drink after a long day goes a long way!
Can you tell us about any community involvement, including any local partnerships, incentives, or charity work?
We’ve partnered with a local farm to help dispose of our green waste. Instead of using expensive waste disposal services, the farmer converts it into silage (cow feed). This keeps our costs down, reduces our carbon footprint, and allows us to offer free waste disposal to customers – giving us a competitive advantage over other lawn care providers.
What is the most invaluable piece of advice you could give someone looking to buy their first franchise?
Attend the discovery day! It’s free and gives you a real insight into what Greensleeves is all about. Also, make the most of the franchise network. There’s a wealth of experience among franchisees, and everyone is happy to offer guidance and advice. Be a sponge – absorb as much knowledge as you can!
In your opinion, what makes a successful franchisee?
A successful franchisee is someone who is proactive, adaptable, and willing to learn. You have to be prepared to put the work in, but if you follow the system and take advantage of the support available, success will follow. Good customer service is key – building strong relationships with customers leads to long-term retention and word-of-mouth referrals, which is one of your main methods of acquiring new customers
What are your plans for the future?
My goal is to grow our customer base beyond 1,000. We’re already at the stage where we’ll soon need to bring in another staff member, and we’re also looking at moving into a dedicated unit to give the business a proper home.
If you had to do it all again, what would you do differently?
I would have done it sooner! I had the opportunity to buy a franchise years ago but didn’t go through with it because I doubted myself. Looking back, I wish I had backed myself earlier. My only regret is wondering how much further along I could be now if I had taken the leap back then.
Interested and want to know more about Greensleeves Lawn Care?
The Greensleeves Lawn Care profile outlines all aspects of their franchise opportunity and allows you to contact them for further information or to ask a question.
