A Leap of Faith Pays Off
When Cyril left his job as a farm manager to start his own gardening business, he had no idea just how successful his new venture would become.
After 15 years living in Australia, the French expat decided it was time to take control of his career and income.
Little did he know that joining the Jim’s Mowing franchise would transform his life and financial outlook in ways he never imagined.
In the span of just a few months, Cyril went from feeling stressed and uncertain about his new business to being fully booked with a steady stream of loyal, satisfied customers.
His secret? A commitment to quality work, exceptional customer service, and a willingness to go above and beyond for the people he serves.
Today, Cyril’s Jim’s Mowing franchise in Bridgewater, South Australia, is thriving.
He’s built a six-day-a-week operation powered by word-of-mouth referrals, with no need to open new leads.
He’s already planning his next move – transitioning away from the day-to-day mowing work to focus on his true passion: garden design and landscaping.
Cyril’s story is a testament to the power of taking a chance, tapping into your skills and experience, and aligning with the right business model.
In this in-depth interview with Joel Kleber, explore how he built his successful Jim’s Mowing franchise from the ground up, the keys to his customer conversion strategy, and his plans to scale the business even further.
From Farm to Jim’s Mowing Franchisee: Cyril’s Journey
Before joining Jim’s Mowing, Cyril spent years working as a farm manager, overseeing the operations of a large vegetable farm.
While he gained valuable experience in that role, he quickly realized that the long hours and low pay weren’t sustainable in the long run.
“I was looking to work for myself,” Cyril explains.
“I said I will go back to gardening, landscaping – what I know I’m doing the best.“
Cyril had a background in landscaping, concrete work, and building from his younger days.
After traveling the world, he decided to return to those roots and explore opportunities in Australia, where he had been living for 15 years.
As he researched different business options, the Jim’s Mowing franchise caught his eye.
Cyril was drawn to the flat-fee model, which meant he wouldn’t have to worry about taking a percentage of his earnings.
He also appreciated the support and training the franchise provided.
“I was looking a little bit around all the franchises, and this one suited myself,” Cyril says.
“It’s why I start with Jim’s. I’m very happy with it.”
Mastering the Jim’s Mowing System
Cyril flew to Melbourne for the Jim’s Mowing training program, which he found extremely helpful.
While the first couple of days were geared towards the whole group, Cyril says the last three days, focused on the mowing sessions, were the most valuable.
“You learn a little bit more from experienced people through this,” he explains.
“They tell the story sometimes, you say, ‘Oh, it’s too good to be true.’ But when you are into it, you say, ‘Oh, I get in the same story.’ And you will say the same to the new one, ‘Oh, I should have started a long time ago.’“
One of the biggest takeaways for Cyril was the importance of helping new franchisees and fostering a collaborative, supportive environment.
“The beauty with Jim’s, we don’t compete together, we help each other,” he says.
“It’s like we are under the same family name. We are here for each other.“
Cyril recalls how experienced Jim’s Mowing operators gave him confidence and even passed along work when he was first starting out.
Now, he pays that forward by guiding new franchisees and offering to work alongside them to show them the ropes.
“Don’t be afraid to ask for some help,” Cyril advises.
Building Relationships, Earning Trust
One of the keys to Cyril’s success has been his ability to build strong, lasting relationships with his customers.
He places a high value on communication, taking the time to understand their needs and preferences.
“I like to walk the first time with the client and print everything wrong that they don’t see,” Cyril explains.
“Some people don’t have an eye for gardening, or some people come from the city to the countryside, and they don’t know what they expect. You explain what you will do, what maybe the extra you can do if there is less mowing, and just work with them and make them understand what they’re looking for.“
This hands-on approach helps Cyril’s customers feel heard and understood.
He’s also quick to address any concerns they may have, encouraging them to come to him directly if they’re ever unsatisfied with the work.
“I say to them, ‘Before you do anything, if you are not happy with something, you come to me first. You ask me, you ask me why it’s wrong, why I did that this way,’” Cyril says.
“It’s just communication. I make them comfortable, like, ‘Hey, there is a client. They say, ‘Oh, you are no, no, like another tradie.’ I say, ‘Yeah, it’s fine because I like this. I understand your perspective on how you want the job done.‘”
This commitment to customer service has paid off in spades.
Cyril’s customers have become loyal advocates, often referring him to friends and neighbors.
In fact, he’s become so in-demand that he’s had to stop taking on new leads altogether.
Scaling the Business, Pursuing Passion
With a full schedule of weekly clients, Cyril is now looking to take his Jim’s Mowing franchise to the next level.
His ultimate goal is to transition away from the day-to-day mowing work and focus more on his true passion: garden design and landscaping.
“My goal is turning more to landscaping,” Cyril explains.
“I have some design for gardens and everything, but I do only on Saturdays because I don’t have the time during the week. My clients understand, but my goal is to turn a little bit more to landscaping.“
To make this shift, Cyril plans to bring on additional team members to handle the regular mowing and maintenance work.
He envisions having one or two trailers that he can oversee, while he dedicates more of his time to higher-value garden design projects.
“Maybe around one or two trailers, after doing the little bit back off little bit of the business mowing, focus on what I like,” Cyril says.
“And even if it’s I work only three days a week, I will be happy with that. And after, fun work and do the coaching for the other two trailers. It’s my main goal.“
This transition will also allow Cyril to spend more quality time with his 10-year-old daughter, who he says often asks to go home for lunch during the workday.
“I’m turning 40, I want back a little bit now,” Cyril admits.
“I start working very early in my life, I was 14. I want to love working, but I don’t want to rush, I don’t want stress. I want to take time. That’s my main focus for now.”
The French-Australian Contrast
As a French expat who has called Australia home for the past 15 years, Cyril has a unique perspective on the differences between the two countries.
While he misses the food and the “simple, relaxed life” of France, he’s embraced the opportunities and lifestyle that Australia has to offer.
“In Australia, you still have this that’s what it’s beautiful – maybe the one of the last country in the world, you are very relaxed on the lifestyle, everything,” Cyril says.
“You have so much more opportunity, I suppose, because it’s a young country, Australia. It’s why the people are less stressed. It’s nice to live here. You have a beautiful weather, too. It’s a good thing about Australia. You are very lucky to have a good lifestyle, a good environment for living.“
One area where Cyril sees a clear contrast is in the wine industry.
While France may have the reputation, he believes Australia is poised to become a global leader in the years to come.
“The wine in France, it’s we have the reputation, the old school of the wine,” Cyril explains.
“But in a few years, Australia would be the best wine in the world. You are just the young, young country start the wine. The wine, it’s too young yet, but in a few years, you will see Australia will be a good, good country in the market of wine.“
The Power of the Jim’s Mowing Brand
Cyril credits much of his success to the strength and recognition of the Jim’s Mowing brand.
He believes the franchise’s ubiquitous presence across Australia has helped drive new business his way.
“I reckon it’s just the thing of Jim’s are everywhere, doing everything,” Cyril says.
“Jim’s are everywhere, it’s a thing. Because I talked with some people, I meet, and they say, ‘What are you doing?’ I say, ‘Oh, I have a Jim’s.’ ‘Oh, yeah, Jim’s.’ So we see Jim’s everywhere, they do everything. It’s just, I think it’s a conception of showing our brand everywhere. It’s in the mind of people, even if they don’t know, they know.“
This brand recognition, combined with the quality of work that Jim’s Mowing operators are known for, has allowed Cyril to command higher prices and take on more lucrative jobs.
“We can be proud of everybody works for Jim’s,” he says.
“We are still keeping the quality very good. That’s why we can put the price up, because they know they will have a good quality work.“
Advice for New Franchisees
For aspiring Jim’s Mowing franchisees, Cyril has one key piece of advice: don’t be afraid to offer more than just mowing services.
“If you can do it, you have another skill, you can do something else than just mowing or gardening, don’t be scared to say to the people, ‘Oh, I can do that,‘” he says.
“I think it’s a good along the business.“
Cyril’s willingness to take on a wide range of odd jobs, from plumbing to painting, has helped him build strong relationships with his customers and stand out from the competition.
“I have a lot, lot of clients, it’s now, it’s a good friendship,” he explains.
“I prefer to have fewer clients, I do a quality job, than have too many clients, they are in a rush, they don’t look after them.”
By focusing on quality, communication, and diversifying his services, Cyril has created a thriving Jim’s Mowing franchise that allows him to pursue his passions while enjoying a better work-life balance.
It’s a testament to the power of taking a chance, trusting the system, and putting the customer first.