The story
For 12 years Roxanne Dobosz oversaw the design and installation of some of the largest themed environments across the country — the kind of rock walls and formations seen at public aquariums and theme parks. Then she decided to take a break and return to Tucson.
While home Dobosz assisted friend and landscape designer Jim Pollack of Jim Pollack Design on a project at the restored Cheyney House, Downtown at 252 N. Main Ave.
The experience of working on a small-scale residential design is what ultimately led her to start her own company, Jumping Daisies LLC, in 2001.
Employing a team of four, Dobosz offers residential landscape design, installation and maintenance.
"It's a new idea every day," she said. When designing for homeowners, "I want to create unique residential installations so that they truly feel like they have a one-of-a-kind back yard or garden."
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In five years, Jumping Daisies has served close to 200 clients, moving from a renovated garage to an office on South Tyndall Avenue in September 2005 and relying solely on word-of-mouth referrals for marketing.
With the start of a new business came a realization: Unlike working for someone else, where each facet of the business has dedicated personnel, "here I'm the whole kit and kaboodle," Dobosz said.
An employee helped with inputting revenues and costs, and Dobosz occasionally turned to employees like foreman Jaime Ramos for suggestions such as having employees wear matching uniforms, an idea that hadn't occurred to the former art student.
She realizes that having adopted a standard attire, her employees appear to have a stronger sense of teamwork and belonging.
Earlier this year, Dobosz noticed profits weren't growing as they had been. Perhaps her business had grown too fast, leaving little time to implement a longterm strategy and strong internal systems, such as standardization in labor.
Believing Jumping Daisies has more success in store — "I want to make it a more efficient ship," she said — Dobosz asked coach Kory Kogon for another perspective.
The plan
Business coach Kory Kogon . after working with Dobosz for about two months, recalled that her first advice to Dobosz had been to develop a business plan.
"She was a real technician as far as landscaping and project management were concerned, but she had few business systems in place to take the business to the next level," Kogan said. "That was something she needed to get working on."
The reason for the business plan was twofold: It would give Dobosz an opportunity to lay out exactly what her goals were, along with the opportunity to thoroughly examine all areas of the business.
"Now that I know what it's for," Dobosz admitted, "I can't believe I got away without having one for so long."
During this process, two areas were singled out as being open to improvement.
The revenue and costs, while correct, were unorganized and didn't always give Dobosz an updated picture of income and expenses.
Having a clear set of revenue and costs will let Dobosz monitor her cash flow daily, as well as "understand where the financial strengths and weaknesses lie, and where additional revenue must be generated or expenses curtailed," Kogon said.
From that, the women turned to Jumping Daisies' marketing strategy. Until now, it had been based on referrals.
"I challenged her with coming up with a competitive advantage. How she is different from other landscapers." Kogon noted that any business owner can say the difference lies in their passion or creativity.
She suggested Dobosz develop case studies describing her work with a client from start to finish, complete with before and after photos.
Posted on her Web site or ready as a handout for potential clients, the case studies are a concrete way to back up Dobosz's claim that she and her team are creative and good with customers.
By that same token, she can begin to network in the community more, with more vivid marketing materials.
"She knows she needs to be more in the marketplace," Kogon said.
Further attention was paid to writing a standard set of job descriptions and pursuing additional on-the-job training opportunities for employees, something for which Dobosz was already a strong proponent.
Upon completion of her business plan, Kogon noted that Dobosz's design skills were not being marketed to their full extent and could be a new revenue generator.
"Her designs have minimal costs attached and so can easily enhance the net profit of the company," Kogan said.
Now, with a business plan and a new marketing strategy in hand, Dobosz is clear on her goals for Jumping Daisies, and Kogon has no doubts that she will meet them soon.
"She's so fast and determined that the minute stuff came out of my mouth, she was on it," Kogon said.
Profile
l The business: Jumping Daisies LLC, 939 S. Tyndall Ave., 323-2555
l The owner: Roxanne "Rocky" Dobosz
l The services: Landscape design, installation and maintenance
l The goal: Reassess business strategy to break through growth plateau.
Consultant
Kory Kogon owns Business Elevations LLC, www.businesselevations.com, a business coaching and training company. Kogon has been coaching business owners and staffs for more than 12 years. She can be reached at 829-1093 or kkogon@businesselevations .com.