The Green Advantage - Updated Business Plan

Jon Ipema • November 5, 2024

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Business Plan

I. Business Description

The Green Advantage was established on January 1, 2009 as an S-corporation under Illinois state laws, and re-established on January 1, 2018 under Indiana state laws.

We are the most qualified pest control experts with extensive knowledge of the environmental, biological, agricultural, and entomological sciences. Holding a multitude of state and associative certifications including: Office of Indiana State Chemist, Illinois Department of Agriculture, Illinois Department of Public Health, International Society of Arboriculture, National Pest Management Association, Indiana Pest Management Association, and others. Our focus is on providing the most extensive pest control of the highest standard. The Green Advantage has been known for being a leader through innovation, knowledge and experience that is revolutionizing the industry. We fulfill the need and importance of high quality customer service utilizing human interaction and quality control. Many of our techniques and equipment are proprietary and only available through The Green Advantage.

Management Team

The Green Advantage currently employs 11 full-time employees and 2 part-time employee.

President – Jon Ipema

Jon has over 20 years of experience managing and operating businesses. Jon is one of the most experienced and licensed pest control applicators in the country, with a special focus on biological, chemical, environmental, and safety factors within the industry.

General Manager/Chief Financial Officer – Bridget De St Jean.

Bridget has more than 20 years of experience on financial planning and human resources in various industries. Bridget has been with The Green Advantage for over six years.

Operations Manager – Mike Bredan

Mike has over 20 years of pest control experience, including management, sales, training, safety, quality control and field operations. Mike has been employed with The Green Advantage for over two years and runs the daily operations.

Director of Sales – Andre Vena

Andre has over 18 years of sales and customer service experience in a variety of industries. For the past six years Andre has led the sales team for The Green Advantage.

Marketing Director – Samantha Ipema

Samantha started her career in marketing with The Green Advantage over four years ago, managing social media, print advertising, graphic design, and event coordination.

Services Offered

Commercial and Industrial Pest Management - The Green Advantage has been unsurpassed since its conception in commercial and industrial pest management services by effectively targeting, eliminating, and preventing pests. Our goal is to help businesses run smoothly with a safe work environment. We service a variety of commercial accounts, including retail stores, grocery stores, hotels, apartment buildings, daycare centers, retirement homes and community living facilities, to name a few.

Residential Pest Management – Living environments require particular care and expertise, and The Green Advantage is, and has been, unparalleled. Our team is excellent at fostering innovation in an ever-changing industry, leading the industry in safety and effectiveness in an often-complicated environment involving chemicals, structures, and proximity of people and pets.

Environmental Facility Services – The Green Advantage also provides superior service in related fields, such as industrial weed management, arboriculture, aquatics, soil compositional studies and rectification, vertebrate nuisance animal remediation, as well as snow and ice control.

Services Summary

The Green Advantage has led the field in innovation, safety, and understanding of the complex chemical, biological, and environmental aspects of nature and human interaction. Our customized equipment and methods have had a significant impact on the entire pest control industry.

II. Business Summary

Industry Overview

In the United States, the residential and commercial pest control service industry incurs gross annual sales of almost a half billion dollars. Research shows that consumers of pest control and facility services primarily focus on three components: quality, customer service, and safety. As awareness of public health and environmental impact has increased, so have the standards for this industry, with the implementation of Integrated Pest Management.

The pest control industry focuses on managing and eliminating unwanted pests, including insects, rodents, and other wildlife that can be harmful to health, property, and the environment.

Key aspects include:

Types of Services: Residential, commercial, and agricultural pest control. Services can range from preventive measures to emergency treatments.
Methods: Pest control techniques include chemical treatments (insecticides and rodenticides), biological control (using natural predators), and Integrated Pest Management (IPM), which combines multiple strategies for effectiveness and safety.
Regulations: The industry is heavily regulated to ensure the safe use of pesticides and to protect public health and the environment. Compliance with federal and state laws is mandatory.
Market Trends: Increasing awareness of health issues related to pests, and a growing preference for eco-friendly solutions, are driving demand for organic and sustainable pest control options.
Technology: Innovations such as smart traps, remote monitoring, and data analytics are enhancing pest management efficiency and effectiveness.
Challenges: The industry faces challenges such as resistance to pesticides, public concerns about chemical use, and the need for ongoing education and training for pest control technicians.

Overall, the pest control industry plays a vital role in maintaining health and safety in various environments, adapting to evolving consumer preferences, and regulatory landscapes.

Business Goals and Objectives

Our short-term goals include expanding service area, increasing value to current services, and continuing to grow The Green Advantage brand, making it a name unanimous with quality, safety, and integrity.

Our long-term goals include servicing all of Northwest Indiana and Easter Illinois, while also branching out further into Illinois and southern Michigan to provide effective pest control. We will continue to advance the field of pest management safely, while decreasing the negative impact on the environment.

III. Business Summary

Target Markets

The Green Advantage has the following target markets:

Commercial and residential settings who are seeking effective pest control services in Northwest Indiana, and who value our customized application for specific problem areas or prevention. Our target customers value quality, safety, and the environment.

Pricing Strategy

The Green Advantage utilizes cost-plus strategies. We calculate through proprietary algorithms based on business overhead, warranties, and cost of materials and labor. This strategy allows us to provide clear and comprehensive pricing that the customer can rely on and trust. Most importantly, it allows us to provide the highest quality of service.

The strategy begins with determining a metric that can be applied to a service type - linear or square footage, or diameter of trees, for example. The metric is added to a work sheet, in which predetermined formulas calculate the price for a service. This method allows us to quickly, efficiently, and accurately determine pricing, while still allowing for adjustments as variables may change.

In addition, we do not offer free estimates. This allows us to keep pricing competitive for our high-quality services. Our target customers value quality of service above all else, it is our determination that delivering any less than this is not worth reputational costs.

Marketing Strategy

The main focus of the marketing strategy at this point is brand recognition. We strive to use all marketing avenues available for our brand to be seen or heard - social media, direct mail, billboards, yard signs, radio, and local events (Lake County Fair, Crown Point Parades). We do utilize lead generators like Angi’s List, HomeAdvisor, and the services offered by the industry specific software, BRIO. A large part of this strategy depends on drawing potential clients to our website. Due to the complexity of the pest control industry, the website allows potential clients to examine what is available and some of our strategies. We use the “Pest Control Blogs” page of the website to answer questions, describe issues, offer solutions we provide, and present approaches people can take on their own to mitigate situations.

The Green Advantage implemented its brand-building strategy in 2021. Since execution, we have seen a drastic increase in website traffic, search engine inquiries, incoming phone calls, and sales. We have been so encouraged by the results of our brand-building strategy, that we have increased the budget for the program by an average of 82.7% year over year ever since. We are currently expanding this approach into several other digital methods like banner ads and expanding our online video library.

An additional part of our marketing strategy is community outreach. The Green Advantage continually supports our local schools, donating to sports teams, clubs, and fundraisers. We regularly donate to local events carried out by churches, schools, and clubs. Team members have been guest speakers for local garden clubs and landscape associations. We bring in paid interns to share our success and encourage younger generations. We intend to expand on our outreach programs to include helping with people who are struggling regardless of the reason, be it financial, health, or other circumstances. Although this is included in our brand building strategy, our team does this with passion and love for community.

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The Cycle

By Jon Ipema • September 12, 2025

The goal of this article is not to berate other professionals; instead, it is to get a better understanding of how to get desired results while avoiding counterproductive measures that often impede progress, increase maintenance, and are detrimental to the goals of plant cultivation and land management. Often, attention is applied strictly to climate and aesthetics. The decisions are typically made based on whether a plant is known to survive in a particular zone and results from successful cultivation (often photos of established plants). Although these are important issues, the results are often compromised by disregard for soil type, soil quality, maintenance requirements, desired results, and specific strengths and weaknesses of individual species and subspecies. Proper consideration of the process and costs of achieving desired outcomes can be oversimplified to the detriment of that outcome. Observing this time and again, a cycle has been noticed that seems to repeat itself. Analyzing this cycle has given insight into how to avoid this cycle and the frustration that goes along with it. Signs of this cycle are increases in maintenance, costs, and frustration while experiencing decreased aesthetics, plant health, and recurring issues. Here is an example: 1. A lawn does not appeal to its owner and steps are taken to improve the situation. 2 . The first step is often to incorporate a fertilization program. 3. A generalized fertilization program is implemented, with the primary focus being macro-nutrients for turf and weed control. 4. Initially this seems productive and seems to be leading to satisfactory results especially in the beginning of the season, when temperatures are lower and natural irrigation is sufficient. 5. As the season progresses and temperatures increase the results seem to diminish. The color of the lawn appears fair at best, weeds become more of an issue, and general satisfaction declines. Watering is increased, chemical applications to control weeds are rendered, and some choose to increase fertilization to achieve what seemed to be improving results earlier in the season. 6. During midseason, temperatures are at extremes, and the focus gets shifted to irrigation, with some increase to the length of time for irrigation but mostly on the frequency. 7. As the end of summer approaches, nighttime temperatures decrease, while temperatures during the day still feel extreme. Turf appears to be recovering and looking better. Weeds continue to be an issue and additional weed control measures are often taken, usually spot treating as even selective herbicides can damage turf in the heat of the day. At this point fungal issues appear and many opt to apply fungicides to control the matter. 8. Some satisfaction with weed control seems to take place although grassy weeds remain persistent and fungal issues come and go. Overall, the turf seems better than previous seasons and staying on the course seems to be the correct action for the next season. 9. Year 2 - In spring pre-emergent weed control is applied to keep grassy weeds controlled (primarily crabgrass). Patches of inconsistent turf seem to be taking hold, and the turf color continues to decline. Spring is often when other fungal issues are noticed, especially cold season fungal issues that take place throughout the winter (snow molds). 10. Increases in fertilizer are often recommended to return color to turf while weed control becomes a larger issue. Irrigation is more frequent, as it seemed to help the stressed turf during the previous season. 11. Although recommendations are followed, by midseason it is apparent that turf quality is not improving, there may be a noticeable “boost” to aesthetics for a short period after fertilization, but not much further. 12. When evening temperatures begin dropping but daytime temperatures are still high, fungal issues return. It may be recommended to add fungicidal applications to the fertilization program annually to “get ahead” of the problem. 13. Turf doesn’t seem to improve any further and is often declining at this point. During the 3rd season some owners begin looking at other options, but some stay on this course and continue, many of these individuals simply get accustomed to a subpar lawn. Others contemplate discontinuing service, as the programs appear to be a gimmick. 14. By the fourth season many have had enough. Many companies will continue to offer more services claiming that they will solve the issues. By this point the customers usually have had enough, even more convinced that their lawn will just never look the way they would like. This pattern may vary from what is indicated above. The main point is that this system is reactive rather than proactive. Certain people experience a degree of success. This is typically short-lived, and they don't even realize the added maintenance and costs. My experience is that these results vary from lawn to lawn, which are not replicable, and lack consistency. This brings us to the main point of this article…How do we stop the cycle and get the results we want, without constantly increasing the need for more maintenance? Let's start at the same point as we did earlier. 1. A lawn does not appeal to its owner and steps are taken to improve the situation. 2. Soil tests are taken to provide information as to what is going on currently, how to adjust, and what type of grasses fit the purpose of the lawn. 3. Soil amendments are made to correct micro-nutrient deficiencies and correct soil chemistry. Aeration is completed to aid the microbial processes in the soil, reduce compaction, and maintain the thatch layer. Lawn is overseeded with turfgrass that fits the desired outcome, thrives in the climate, and resists disease. 4. Fertilizer program is implemented to address macronutrients and help maintain chemical adjustments performed in previous step. At the beginning of this process, pre-emergent weed controls should be avoided and only implemented in the future if annual weeds are an issue. Even then I personally am not a proponent of preemergent weed control in turf, unless absolutely necessary as this hinders seed germination and causes issues with overseeding. 5. Instructions are given on maintenance information. Turfgrass needs to be maintained at a certain height and cut at regular intervals to maintain that height. Sharp blades and maintained equipment are important for turf grass health. This thickens the grass not only for aesthetic purposes, but also for weed control. 6. In spring when conditions are optimum for turf grass growth, the desired grass species will begin to take hold. As temps increase and are less favorable to the other grasses, this will become the dominant. With the corrections in the soil chemistry and condition this species will thrive, not allowing area for weeds to encroach. This is not to say weed control is not necessary, but it is drastically minimized. 7. Aeration needs to be performed on a regular basis, 1 to 2 times a year minimum, based on grass species, soil conditions, thatch conditions, and activities on the turf. 8. As the heat of the summer stresses the turf grass, correct watering is pertinent. Root systems of all plants require water, but they also require oxygen. A flooded root system will kill plants. Less frequent, deep watering is what plants including turf need. Turf grass varieties that are more tolerant of temperature extremes are the best solution to this issue. As these grasses grow and begin to dominate the turf ecosystem, other non-desirable plants will not have room to get a foot hold, limiting the need for weed control. Short frequent irrigation creates the environment for fungal disease. Without fungal disease the use of fungicide would be minimal if not irrelevant, avoiding the damage to mycorrhizae. These beneficial fungi aid in oxygen and nutrient transfer in root systems. 9. Year 2 - Turf appearance drastically improves as does the health of the grasses. Soil amendments are not necessary unless problems exist. Soil test should be done regularly (I recommend every 3 years, unless issues are present). Aeration and overseed are recommended in spring and fall, continue to feed (general purpose fertilizer, 4 application slow release sulfur coated urea), and continue maintenance as described above. 10. Lastly, enjoy. Healthy plants resist disease. Working with nature, controlling what we can, and mitigating what we can’t is the answer to all turf and landscaping. Overall maintenance will be far less chaotic as the days of chasing symptoms will come to a close. Any issues that arise can be dealt with systematically.