1. The green, green grass of home. The green scene -- Reality check -- Industry snapshot -- Meet the entrepreneurs -- 2. Lawn care. Historical perspective -- Business basics -- Guesstimating your worth -- Start your engine -- 3. Landscaping. Historical perspective -- Types of landscaping businesses -- Scope of services -- General business operations -- A day in the life -- 4. Mowing down the competition. Defining your market -- Conducting market research -- Primary research -- Secondary research -- Economic environment -- 5. Your budding business. Naming your new baby -- Registering your corporate name -- Your corporate structure -- The home zone -- Other licenses and permits -- Navigating unfamiliar waters -- 6. Cutting-edge help. Your legal eagle -- Money managers -- Computing king -- Covering your assets -- 7. Tools of the trade. Lawn maintenance/landscaping equipment -- Lawn care necessities -- Landscaping necessities -- Office equipment -- Office supplies -- Business services -- 8. Turf tenders. Diving into the labor pool -- 9. Planting the seeds of success. Industry associations -- Industry publications --Consumer publications -- University courses -- Online resources -- Certification -- 10. Spreading the word. Timing is everything -- Your plan of attack -- Read all about it: resultant advertising and social networking; Yellow pages ads; business cards; fliers; door hangers; brochures; direct mail; word-of-mouth; newspaper ads -- 11. Casting your net. A phenomenal resource -- Your cyber salesperson -- Back to basics -- Building a better website -- Romancing the home(page) -- Selecting a domain name -- The host with the most -- 12. Blowing your own horn. Newsletters -- Feature articles -- Home and garden show promotions -- Networking -- 13. The green stuff. Income and operating expenses -- Paying the piper -- High-tech bookkeeping solutions -- Where the money is -- Unearthing the green -- 14. Your green piece on Earth. Why businesses fail -- Hindsight's 20/20 -- All in a day's work -- Your formula for success -- [15.] Appendix. Lawn care/landscaping resources. Advertising specialty items and opportunities -- Attorney referrals -- Demographic information -- Employee assistance -- Estimating books -- Franchise opportunities -- Graphic design services -- Green industry websites -- Home and garden publications -- Home and garden shows -- Lawn and landscape industry conferences and trade shows -- Lawn and landscape industry trade publications -- Landscape management -- Lawn care equipment manufacturers and resale venues -- Logo design, promotional materials, and printing -- Merchant accounts and e-commerce solutions -- Office supplies, forms, and stationery -- Point-of-sale software and hardware -- Printing resources -- Professional employer organization information -- Professional lawn and landscape associations -- Publishing software -- Safety equipment and information -- Snow removal equipment -- Software -- Successful lawn care/landscaping business owners -- Tax advice and software -- Technical assistance of computers, security systems, mobile phones, GPS -- Trailers -- Turfgrass management/landscape design courses -- Web hosting -- Work shirts and hats.