Growing Concern
The
JUNE 2015
A p u b l i c a t i o n o f t h e O h i o La n d s c a p e A s s o c i a t i o n
PLANT I.D. Clinic JULY 8, 2015 PAGE 7
OLA Scholarship Golf Classic August 6, 2015 PAGE 16
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President’s column
STRAIGHT TO THE PRIORITIES With the landscape industry being a seasonal and fast paced environment, there is often an assumption that everything we do has to be done right away and/or requires urgency. This may come as a shock but your customers really don’t care how many projects you have in front of them. They just want to know one thing: why aren’t you working on mine and when are you starting? Every project is important; however, we all know some require a drop-everything approach. While most of our work is aligned with business and scheduling as usual, I think everyone can agree that the jobs that fall right into your normal schedule are the easiest, no matter what the dollar amount. So, what is the easiest way to prioritize your work, your schedule, and your customers? Here are some planning tactics I have found helpful when you simply need to get things done. Although long-term prioritization and planning is also essential, these techniques help me make progress on a day-to-day basis: • M ake a List: First thing in the morning, write down everything that needs to get done that day. Once you have everything down, separate the items into urgent vs. non-urgent to determine the top priorities for that day. • Value Assessment: Completing certain tasks will offer more benefit than others. For example, I have a rule that customer work/estimates come before internal work. Customers drive your business, so the internal work can sit idle until you complete the tasks at the top of your list.
Steve Moore S.A.M. Landscaping, Inc.
I recommend investing the time now to engage in future planning … • B e Honest: When creating your list of priorities, be realistic about your productivity. Setting unattainable goals will only cause disappointment down the road. • Be Flexible: To be able to effectively prioritize, you must be able to deal with changing priorities. Take them as they come and decide if they are urgent or not. Of the four techniques listed above, I struggle with being flexible (or “roll with the punches” as I like to say). It never fails, when I am buried in estimates and just trying to get them out, the phone rings nonstop. I have caught myself before, two seconds away from ripping the phone off the wall and throwing it away. Not that it would solve the issue, but it would feel good. By prioritizing your work, you may benefit from the following: • U rgent work will get more of the attention it needs and will ultimately get done faster. Understanding the work that has the biggest impact on your business will add to your success. Remember, customers drive your business. The paperwork and continued on page 6 The Growing Concern x June 2015 x 3
Ta b l e o f c o n t e n t s J UNE 2 0 1 5 w w w . o h i o l a n d s c a p e r s . o r g
Ohio’s Professional Green I n d u s t r y A s s o c i at i o n Ohio Landscape Association 9240 Broadview Road Broadview Heights, Ohio 44147 Phone: 440-717-0002 or 1-800-335-6521 Fax: 440-717-0004 Web: www.ohiolandscapers.org or www.myohiolandscape.com Editor Darlene Hess, Ohio Landscape Association Regular Writers Michael J. Donnellan, King Financial, Inc. Jim Funai, COLP, Cuyahoga Community College Shelley Funai, Stan Hywet Hall and Gardens Sandy Munley, Ohio Landscape Association Bobbie Schwartz, FAPLD, Bobbie’s Green Thumb Steve Moore, S.A.M. Landscaping, Inc.
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Features
3
President’s Column
Straight To The Priorities
8
Perennial Focus
Thalictrum Meadow Rue
12
Plant Of The Month
Picea abies Norway spruce
18
Fiscal Fitness
Stock Buybacks
22
For Safety Sake
28 32
Call Before You Dig
WIN WITH GREAT PHOTOS Directions
Marketing Your Landscape Company
Inside Every Issue
6 33
Welcome New Members Advertising Index
Advertising Information Submission deadline: 10th of month prior to publication month. For advertising rates, please call 1-800-335-6521 Disclaimer The Ohio Landscape Association, its board of directors, staff and the editor of The Growing Concern neither endorse any product(s) or attest to the validity of any statements made about products mentioned in this, past or subsequent issues of this publication. Similarly, the opinions expressed in The Growing Concern are those of the authors and do not necessarily represent the views of the Ohio Landscape Association.
Officers President Steve Moore President-Elect Bryan Taynor Treasurer Cathy Serafin, ASLA, RLA Immediate Past President Joe Twardzik, CID OLA Staff Executive Director Sandy Munley Communications and Events Manager Darlene Hess Membership Coordinator Sue Whitlam
Directors Eric Brubeck, ASLA Adam Capiccioni Jacob Grimm Nathan Kowalsick Marie McConnell
Ca l e n d a r o f EV e n t s U p c o m i n g OL A m e e t i n g s , e d u c a t i o n s e m i n a r s a n d o t h e r g r e e n i n d u s t r y e v e n t s
JULY
AUGUST
This is a great opportunity to learn plant material and the type of growing conditions it needs to thrive. Held at and sponsored by Davis Tree Farm in Valley City, Ohio. For more information, contact OLA at 1-800-335-6521, or visit OhioLandscapers.org.
Join us for a fun day of golf, networking, food and liquid refreshments at Mallard Creek Golf Club in Columbia Station. For more information contact OLA at 1-800-335-6521, or visit OhioLandscapers.org.
NALP Renewal and Remembrance Day JULY 20, 2015
NGLCO Field Day AUGUST 11, 2015
Beautification project at Arlington National Cemetery where green industry companies from across our great nation pay tribute to our fallen soldiers by providing lawn care, mulching, pruning, planting and more! For more information or to register, contact the National Association of Landscape Professionals (formerly PLANET) at 1-800-395-2522, or visit LandscapeProfessionals.org.
This year’s field day will be hosted by Chalet Debonne Vineyards in Madison, Ohio. For more information, contact Annette Howard at 440-241-7969, info@nglco.com, or visit nglco.com.
NALP Legislative Conference JULY 20-21, 2015
You are not going to want to miss this event! OLA turns 50 this year, so we will be celebrating in style at the Embassy Suites in Independence, Ohio. Join us for a fun evening of food, beverages, live entertainment, dancing, prizes, and networking. For more information, contact OLA at 1-800-335-6521, or visit OhioLandscapers.org.
PLANT I.D. Clinic JULY 8, 2015
Influence lawmakers and make a difference in your industry. Held in Washington D.C. For more information or to register, contact the National Association of Landscape Professionals (formerly PLANET) at 1-800-395-2522, or visit LandscapeProfessionals.org.
Landscape Industry Certified Technician Test – Written Only JULY 22, 2015 Held on the campus of OSU ATI in Wooster. Written test only will be given July 22 and October 6 at ATI. For more information, contact Jan Elliott or Kim Sayers at the Ohio State ATI Business Training and Educational Services office at 330-287-7511 or 330-287-0100, or visit LandscapeCertifiedOhio.org.
Landscape Industry Certified Technician Test – Full Test JULY 23, 2015 Hands-On and Written Test. Held on the campus of OSU ATI in Wooster. Written test only will be given July 22 and October 6 at ATI. For more information, contact Jan Elliott or Kim Sayers at the Ohio State ATI Business Training and Educational Services office at 330-287-7511 or 330-287-0100, or visit LandscapeCertifiedOhio.org.
OLA Scholarship Golf Classic AUGUST 6, 2015
SEPTEMBER
OLA 50th Anniversary Celebration September 19, 2015
OCTOBER
Landscape Industry Certified Technician Test – Written Only October 6, 2015 Held on the campus of OSU ATI in Wooster. Pre-register by September 14, 2015. Written test only will be given October 6 at ATI. For more information, contact Jan Elliott or Kim Sayers at the Ohio State ATI Business Training and Educational Services office at 330-287-7511 or 330-287-0100, or visit LandscapeCertifiedOhio.org.
OLA Central Ohio Meeting – Facility Tour OCTOBER 15, 2015 Join us for a behind the scenes tour of Hidden Creek Landscaping’s brand new facility in Hilliard, Ohio. For more information, contact OLA at 1-800-335-6521, or visit OhioLandscapers.org.
The Growing Concern x June 2015 x 5
President’s column continued from pg 3
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the nonstop phone calls should get less of our attention. Some people say that “everything is a priority”. I disagree. • Overall quality of work will improve. When you have time to focus on one thing, complete your thoughts, and leverage your talents, the results will be of higher quality. Good work is something to be proud of and in the end will add to the success of your company. • Job satisfaction will improve. You will not feel so burned out and tired. Planning to set time aside to do something will avoid the starting and stopping of a particular task. More than likely, getting it done ahead of the time allotted. Just like the phone ringing in your office, it takes time away from what you are doing; it can be a vicious circle. No phone calls equals no business, so there must be a balance. • Fewer revisions equal more free time. Fewer revisions from poor quality or incomplete work will free up time to do other things. I have worked on an estimate for a few hours to throw it away and start over because I wasn’t truly focused. Doing things twice costs you time and money.
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I recommend investing the time now to engage in future planning by setting time aside to schedule for next week, next month, next quarter, next year prioritizing tasks while you take those steps. By being proactive and planning ahead you will eliminate headaches over the long haul while gaining satisfied customers and personal success.
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5/13/2015 6 x Official Publication of The Ohio Landscape Association
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2015 Pla
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July 8, 2015
This Plant ID Clinic is a hands-on training opportunity for you and your crews that will cover the basics of Plant ID for plants typically used in Zone 6 in Ohio. Many of the plants that will be covered are on the plant list for the Landscape Industry Certified Technician’s Test, including: perennials, groundcovers, ornamental grasses, as well as trees and shrubs - both evergreen and deciduous.
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Those who should attend are plant installation staff, maintenance staff, garden center staff, foreman, and anyone studying to take the Landscape Industry Certified Technician’s Test.
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GENERAL INFORMATION: This seminar is hands-on training with live plant material. Attendees will need to bring their own notepad and pen, and will need to dress appropriately for outdoor practical training. Continental breakfast and lunch are included. Register early as class size is limited and will sell out quickly. Register online by going to www.ohiolandscapers.org and clicking on the EDUCATION button. Cancellations made 8 to 14 days prior to the course start date will be subject to a 30% cancellation fee. NO refunds will be issued for cancellations less than 7 days prior to the course, no shows, or cancellations on the day of the course. If, for any reason, the course is cancelled, enrollees will be notified, and fees refunded in full.
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PLANT ID CLINIC Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147 Register online, by mail, phone or fax • Phone 440-717-0002 or 1-800-335-6521 • Fax 440-717-0004 • www.ohiolandscapers.org 2015 Plant ID Clinic .indd 1
4/16/2015 1:35:58 PM
Perennial Focus
Bobbie Schwartz, FAPLD Bobbie’s Green Thumb
Thalictrum aquilegifolium
Thalictrum
Meadow Rue
Although Thalictrum only blooms for about a month, its delicate, lobed foliage lends an interesting texture to the garden. There are several species, some tall, some short, so you have many choices. The foliage is similar to that of Columbine and is usually blue-green. Although the flowers are small, there is a multitude of them. The first Meadow Rue I grew was Thalictrum aquilegifolium (Common Meadow Rue). It sports big, fluffy, pink flowers on three to four foot stems in late spring and early summer. A European native, it is hardy in zones 5 to 8, and is an excellent background plant. There is also a white cultivar, ‘Album’, but it is harder to find. Then I moved on to Thalictrum rochebrunianum (also spelled rochebruneanum depending on your source), the Lavender Mist Meadow Rue, a Japanese species that is hardy in zones 4 to 7. This one is even taller, topping out at six to seven feet when in bloom. The lavender flowers have yellow stamens and are
infinitely more delicate than those of the Common Meadow Rue. They also bloom later, appearing in August. Mine is sited against a fence in morning shade and afternoon sun. If the tree to its left didn’t have somewhat low branches into which I could twine the stems, they would be falling over the hydrangeas in front. A yellow-flowered Thalictrum, similar to Thalictrum aquilegifolium, is Thalictrum flavum, aptly named Yellow Meadow Rue. This European species is a bit taller than Thalictrum aquilegifolium at five to six feet and blooms in early and mid summer. It seems to be more tolerant of heat and humidity than some of the other species although my T. rochebrunianum has continued on page 10
8 x Official Publication of The Ohio Landscape Association
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Perennial Focus continued from pg 8 been in my garden for many years. T. flavum subsp. glaucum has foliage that is bluer than that of the species itself. The best known of the American species is T. dioicum (Early Meadow Rue). Native from North Dakota to Georgia, its greenish-white flowers show up in April and May on one to two foot stems that have grayish-green leaves. This species is dioecious (male and female reproductive organs on separate flowers and on separate plants), thus the botanical name. A very short species is T. kiusianum (Dwarf Meadow Rue). This Japanese native, hardy in zones 5 to 8, has tiny lavender flowers and dainty, fern-like foliage with a slight bronze tinge. It only grows four to six inches high although a bit wider in early summer and could be used as a slowly mat-forming groundcover in rock gardens or troughs.
They do quite well in full sun and will lean toward the light if planted in partial shade. Happily, they do not appear on deer and rabbit menus and they are relatively immune to pests and diseases. I’m sure there’s a place in the landscapes you design for at least one of these Meadow Rues.
Bobbie Schwartz, FAPLD, owner of Bobbie’s Green Thumb in Shaker Hts., Ohio, is a landscape designer, consultant, free-lance writer, and lecturer whose specialties are perennial gardens and four-season landscapes. In addition to being an Ohio
In the wild, Thalictrum is found in damp soil and often in partial shade. In the landscape, humus-rich, well-drained soils are best. They do quite well in full sun and will lean toward the light if planted in partial shade. Site the tall ones behind other perennials or shrubs so you don’t have to stake them.
10 x Official Publication of The Ohio Landscape Association
Landscape Association (OLA) member, she is an active member of the Ohio Nursery and Landscape Association (ONLA) and Perennial Plant Association (PPA). Bobbie is a Past President of the Association of Professional Landscape Designers (APLD). Bobbie currently serves as chair of the ONLA Plant Selection Committee. Bobbie can be reached at (216) 752-9449.
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The Growing Concern x June 2015 x 11
Plant Of the Month
Jim Funai, COLP, LIC Cuyahoga Community College
Shelley Funai, LIC Stan Hywet Hall and Gardens Picea abies – Norway Spruce. Photo courtesy JLPC / Wikimedia Commons / CC-BY-SA-3.0
Picea abies
Norway spruce
Surely you have heard the term “hipster” in reference to someone who thinks how they dress, act, the music they like, the beer they drink, etc. is unique and that they are the first on earth to discover it. They have an arrogant air about them and are quite happy to point out their superiority to the commoners around them. It is a funny thing, when you get around certain people in our industry and hear them discuss different plants with each other. These plant hipsters are “one-uppers” hoping to name drop the one plant that nobody else in the discussion has heard of, or used before. To a certain point, this can be good as it helps us increase diversity in the landscape, and increased diversity both aesthetically and ecologically is a good thing. However, to another point, what good is being the hipster of the plant world? Plant hipstering does not add value to our mission or improve the landscapes around us. We love to get feedback on our articles and are always happy to hear from people who have read them and share with us their stories and experience with plants. Every now and then we will get an email from a plant hipster scolding us for writing about some particular common place plant that we “already have too many of in the landscape.” This is puzzling to us, as we are not aware that there can
12 x Official Publication of The Ohio Landscape Association
This spruce … grows in a wide range of conditions, is easy to propagate, and grows fast. be too many plants! There is a common theme each time a hipster shames us: their inability to understand the very sensible concept, “Right Plant in the Right Place.” To help demonstrate this very point, let’s talk about this month’s plant, Picea abies, the Norway Spruce. This spruce species is very common in landscapes across the world for many a reason, mostly because it grows in a wide range of conditions, is easy to propagate, continued on page 14
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Plant Of the Month continued from pg 12 and grows fast. If you were in the business of selling plants, wouldn’t these traits be the ones you would seek in your own product? Sure, this tree has been overused in some situations. The most common offender can be found planted within 10 feet from the corner of the typical suburban home. We all know the results of this scenario as we wince at the impending doom that awaits the unsuspecting homeowner and their tree removal bill. But we ask, how does that make this a bad plant? Perhaps you are thinking about the Norway Spruce you have seen completely blown over with the root plate in the air and offer that as evidence to remove this plant from our repertoire. To that, we challenge you to count how many Norway Spruce you see around you and calculate the percentage that have blown over. Now, subtract the spruces that were planted in the wrong place (soil found on many a residential and commercial property that is compacted to a point of being nearly anaerobic). How many are left? Still think this is a terrible tree, or are we planting it in the wrong place (wrong soil conditions)? The truth is, Picea abies is a beautiful plant and offers us years of maturing beauty. One of the best features of this tree is how it matures from a young specimen with a dense, perfectly pyramidal habit (trained by the nursery) to a 50 foot upright pyramidal tree with the most graceful, upswept, pendulous branches. The tree will maintain branches at ground level and create a powerful wind and visual screen, or it can be limbed up to provide an overhead canopy. At more than 50 feet tall and up to 30 feet wide, this is not a tree for a smaller property. This plant is best used in mass plantings on larger residential and commercial properties where a fast, full, healthy evergreen screen is requested. Are there other spruce and evergreen that can be used? Sure! How about mixing it up and planting a blend of several different spruce, pine, and fir instead of just a uniform row of one plant? We realize many people have overused the Norway Spruce for screens and have caused us to become jaded with it. But we ask, how does that make this a bad plant? This is the same argument we propose when someone soapboxes the pesticide usage of imidacloprid and glyphosate. Our misuse of a product (wrong time, wrong plant, wrong weather, etc.) or plant (monoculture, wrong place, wrong soil, etc.) does not make the product or plant the devil. This misuse makes us the devil! There is one major exception to this rule as discussed in our February 2012 article where we very deftly pointed out that Yucca is the plant of the devil. Don’t be the devil in our landscape!
14 x Official Publication of The Ohio Landscape Association
Perhaps you are not sold on the virtue of this straight species Picea abies. To that we offer the selection of cultivars that create some of the most beautiful focal points when deployed properly. Picea abies ‘Pendula’ (Weeping Norway Spruce) is a treasure that allows you to become a sculptor of plants. Using the quick growth habit and some clever use of staking or wire much like in bonsai, you can build a weeping specimen with as much character as you desire. We have been pushing one up towards the sky with a small inconspicuous bamboo rod for about 5 years now and it is every bit of 10 feet tall (it started at 4 feet) and has unique branches slightly stretching out for a few feet before melting towards the ground. With a soft uplight shining on ‘Pendula’ you would have a perfect focal point for the garden day and night through all seasons of the year. Another great cultivar is ‘Acrocona’. This dwarf version of Norway Spruce maxes out below 10 feet tall and forms a squatty cone up to 10 feet across. It offers an incredible display of purplish-red cones held at the tips of branches in mid spring that are quite stunning. You have likely seen and perhaps planted ‘Nidiformis’ known as the Bird’s Nest Spruce. This cultivar should stay below 3 feet and get slightly wider. The top of the plant is fairly flat and is dish shaped in the middle resembling a large bird nest making it a great addition to the front of the shrub and/or perennial border. ‘Little Gem’ stays very dense and compact at about 24 inches and makes a neat little green meatball in the landscape. Have a client obsessed with making all their plants little round meatballs? Plant this and save yourself the time with the sheers to the Taxus shrubs. What is the moral of this month? Besides Yucca (and a handful of invasive junk) we need to learn to respect each plant’s unique offering to the landscape. Just because a plant has found heavy rotation to the point of overuse and misuse, does not mean we should give up on it. Perhaps, you can be the one that sets the example and uses this plant in just the right setting that it can show off its positive attributes. Nothing silences the plant hipster like showing them the beauty of the common plant.
Jim Funai is full-time faculty at Cuyahoga Community College, a NALP accredited associate of applied science in horticulture degree program offering many paths to higher education in the green industry. He is pursuing a PhD in Landscape Engineering and Forestry and is a Licensed Arborist. Shelley Funai is Grounds Manager at Stan Hywet Hall and Gardens in Akron, Ohio that offers a historic estate designed by Warren H. Manning and a beautiful manor house museum. She is Landscape Industry Certified in Ornamental Plant Care. Both are graduates of The Ohio State University. Contact Jim and Shelley via email at hortsquad@gmail.com.
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2
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3
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Payment must be included with registration. Sorry no refunds after July 10, 2015
Check No. ___________ Enclosed
Charge to my
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Acct. No. ________________________________________________________________________________________ Exp. Date_______ Name on Card ________________________________________________ Signature ___________________________________________ Billing Address + Zipcode for Card ___________________________________________________ Last Three Digits on Signature Line___________ Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147 Register online, by phone, mail, or fax: Phone 440-717-0002 or 1-800-335-6521 • Fax 440-717-0004 • www.ohiolandscapers.org
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SPONSORSHIP OPPORTUNITIES Dinner Sponsor Beverage Cart Sponsors
Closest To The Pin Contest Sponsor
Long Drive Contest Sponsor
AVAILABLE Cornhole Sponsor
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THANK YOU TO OUR MAJOR AND CONTEST SPONSORS Sponsorship Opportunities We’re not asking ... We’re begging! We are excited to be holding our 15th annual golf outing at Mallard Creek Golf Club on August 6, 2015. But we need your help to make it a success! This event helps to generate funding for our scholarship program, targeting qualified students interested in a vocation within the green industry. Call us to find out more about sponsorship features and benefits. Tee Sponsorships
(Your company name will appear on a sign at your designated tee)
Door Prize(s) Please Specify: Item(s) will be: shipped to OLA
$100
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$300
(Your company name will appear on a sign on cart)
(Your company name will appear on a sign at your contest hole)
dropped off at OLA
Ball Drop Contest
Cash Donation $ Let us shop for you!
CALL OLA OFFICE
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Make Checks Payable and Send to: Ohio Landscape Association, 9240 Broadview Road, Broadview Heights, OH 44147 Sponsorships and Donations also taken online: www.OhioLandscapers.org • 440-717-0002 • 1-800-335-6521 • Fax: 440-717-0004
0615 Revised Golf Sponsorship.indd 1
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Fiscal Fitness
Michael J. Donnellan King Financial, Inc.
STOCK BUYBACKS There are a number of ways in which a company can return wealth to its shareholders. Although stock price appreciation and dividends are the two most common ways of doing this, there are other useful, and often overlooked, ways for companies to share their wealth with investors. A stock buyback, also known as a “share repurchase,” occurs when a company buys back its shares from the marketplace. You can think of a buyback as a company investing in itself, or using its cash to buy its own shares. The idea is simple: because a company cannot act as its own shareholder, repurchased shares are absorbed by the company, and the number of outstanding shares on the market is reduced. When this happens, the relative ownership stake of each investor increases, because there are fewer shares (or claims) on the earnings of the company. Share repurchases are an alternative to just paying dividends. When a company repurchases its own shares, it reduces the number of shares held by the public. The reduction of the float, or publicly traded shares, means that even if profits remain the same, the earnings per share increase.
Smart investors will look at strong companies that have both top line revenue growth in conjunction with increasing earnings … Buybacks also reduce the number of shares outstanding. Once a company purchases its shares, it often cancels them or keeps them as treasury shares and reduces the number of shares outstanding in the process. continued on page 20
18 x Official Publication of The Ohio Landscape Association
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Fiscal Fitness continued from pg 18 Moreover, buybacks reduce the assets on the balance sheet (remember cash is an asset). As a result, return on assets (ROA) actually increases because assets are reduced; return on equity (ROE) increases because there is less outstanding equity. In general, the market views higher ROA and ROE as positives. Suppose a company repurchases one million shares at $15 per share for a total cash outlay of $15 million. Below are the components of the ROA and earnings per share (EPS) calculations and how they change as a result of the buyback.
In this instance, the company’s cash hoard has been reduced from $20 million to $5 million. Because cash is an asset, this will lower the total assets of the company from $50 million to $35 million. This then leads to an increase in its ROA, even though earnings have not changed. Prior to the buyback, its ROA was 4% ($2 million/$50 million) but after the repurchase, ROA increases to 5.71% ($2 million/$35 million). A similar effect can be seen in the EPS number, which increases from 20 cents ($2 million/10 million shares) to 22 cents ($2 million/9 million shares). The buyback also helps to improve the company’s price-earnings ratio (P/E). The P/E ratio is one of the most well-known and often-used measures of value. At the risk of oversimplification, when it comes to the P/E ratio, the market often thinks lower is better. Therefore, if we assume that the share price remains at $15, the P/E ratio before the buyback is 75 ($15/20 cents); after the buyback, the P/E decreases to 68 ($15/22 cents) due to the reduction in outstanding shares. In other words, fewer shares + same earnings = higher EPS! Based on the P/E ratio as a measure of value, the company is now less expensive than it was prior to the repurchase, despite the fact there was no change in earnings. In this slow growth economy, companies have turned to share repurchases to boost their bottom line (Earnings Per Share). Smart investors will look at strong companies that have both top line revenue growth in conjunction with increasing earnings and not just companies that only use financial engineering buybacks to boost their share prices.
BEFORE BUYBACK
AFTER BUYBACK
CASH
$20,000,000
$5,000,000
ASSETS
$50,000,000
$35,000,000
EARNINGS
$2,000,000
$2,000,000
SHARES OUTSTANDING
10,000,000
9,000,000
4.00%
5.71%
$0.20
$0.22
RETURN ON ASSETS EARNINGS PER SHARE
0615 Fiscal-ROA and EPS Calculations table.indd 1
20 x Official Publication of The Ohio Landscape Association
Always look to rebalance and diversify your portfolio to reduce risk and stay focused on your long term goals.
Michael J. Donnellan is President of King Financial, Inc., in Strongsville, Ohio specializing in stock selection and retirement planning. Feel free to contact him with any questions or comments. Phone number (440) 878-9676.
5/12/2015 4:52:18 PM
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The Growing Concern x June 2015 x 21
F o r Sa f e t y Sa k e
CALL BEFORE YOU DIG HOW THE OHIO UTILITIES PROTECTION SERVICE (O.U.P.S.) WORKS Here’s a basic, step-by-step explanation of how O.U.P.S. helps keep families and communities safe.
contractors. Call 800-925-0988 or 614-715-2984 or visit www. ogpups.org for further information about OGPUPS.
1. A homeowner, excavator or contractor contacts O.U.P.S. at 8-1-1 or 1-800-362-2764, at least 48 hours but no more than 10 working days (excluding weekends and legal holidays) beforehand with his or her digging request. Excavators and contractors with large quantities of requests can submit them online, by using i-dig. 2. A fter asking some questions about the area in which you plan to dig, including the address, nearest cross streets and extent of work to be done, the O.U.P.S. Customer Service Representative notifies members who own and operate underground facilities in that area. 3. Representatives from these member companies have 48 hours (excluding weekends and legal holidays) to come to the location to mark their underground facilities. Some registered companies may require that you contact them directly; an O.U.P.S. Customer Service Representative will provide you with that information. 4. Preserve and protect the markings and then dig with care.
UTILITY COLOR CODES
NOTE: The Ohio Oil and Gas Producers Underground Protection Service is also committed to protecting underground facilities and preserving the safety of landowners and
WHITE - Proposed excavating
When a utility company representative marks a location, they use colored flags and/or paint to identify the type of underground service:
UTILITY COLOR CODES RED - Electric power lines, cables, conduit and lighting cables YELLOW - Gas, oil, steam, petroleum or gaseous materials ORANGE - Communication, alarm or signal lines, cables or conduit BLUE - Potable water PURPLE - Reclaimed water, irrigation and slurry lines GREEN - Sewers and drain lines PINK - Temporary survey markings
continued on page 24
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Utility Color Code Chart.indd 1
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F o r Sa f e t y Sa k e continued from pg 22 WHAT IS i-dig? A real-time, web-based ticket-entry program called i-dig Newtin Remote Ticket Entry (RTE) was created for professional excavators, contractors and utility facility owners. Through i-dig, users can input, manage, repeat and update their tickets, all from the convenience of their personal computer or any mobile device. To use this program, you must: • Be a professional excavator, contractor or utility facility owner (at this time, homeowners do NOT qualify) • Have internet access — high speed recommended • The system is HTML5 compatible (can be used with browsers such as, Google Chrome, Safari, Mozilla Firefox and IE9 or greater) • Complete and pass an online training module • O.U.P.S. recommends that you have prior experience calling tickets in to an O.U.P.S in house Customer Service Representatives (CSR) With i-dig Newtin, excavators and facility owners can enter their notification requests online, 24 hours a day, seven days a week. Users are given a login user name and password to access the program, and both excavators and the affected member facility owners receive ticket notification request simultaneously. As with the OUPS notification center, State law requires i-dig Newtin users to give a 48 hour notice (two working days), excluding weekends and legal holidays, with the excavation to start within 10 business days of the proposed excavation. Excavators must supply the same information with i-dig Newtin as they do when phoning in their notification request. Through i-dig Newtin users can: • Describe locates in their own words • Instantly receive electronic, printable copies of their tickets, a list of member facility owners notified • View the most current O.U.P.S. maps available with Ortho photography; these are the same street maps used by CSRs at our notification center • Repeat notification requests, even if they were called into a CSR at the center • Enter Design (pre-planning) requests • Receive live help desk support • Transfer notification requests between CSRs and an i-dig Newtin user
24 x Official Publication of The Ohio Landscape Association
IF YOU HIT A LINE For your safety, you should walk away immediately and take steps to clear the area to protect yourself and your crew. Don’t try to repair or stop a leak yourself or use anything that might create a spark, such as a cell phone. If a substance starts releasing into the air, such as natural gas, immediately call 9-1-1. For any damaged facility, you should also contact the utility company listed on the nearest marker as well as O.U.P.S., even if there appears to be no damage, as not all facility damages can be detected by the naked eye.
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Make checks payable and send to: Ohio Landscape Association • 9238 Broadview Road • Broadview Heights, OH 44147 Purchase online, by mail, by phone, or by fax: Phone 440-717-0002 or 1-800-335-6521 • Fax 440-717-0004 • www.ohiolandscapers.org
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Win With Great Photos By Darlene Hess I am sure you have heard the familiar saying, “a picture is worth a thousand words” and the saying could not be truer for a landscape contractor. Your hard work and attention to detail should not go unnoticed, but unfortunately, it is often overlooked when it comes to the photos you take.
T
he photographs of your work are a source of pride on a job well done. They are a representation of your company, your employees, and should reflect your creativity, skill, and the quality of workmanship you execute. Good photographs are a useful sales tool communicating your vision to your customers, your peers, your employees, and potential recruits much faster and more clearly than your top sales guy — essentially bridging the gap between your ideas and your customers’ pocketbook. Your customers need assurance that you can actually do what you say you do — a photograph can give them that. Most home and commercial property owners lack your vision, knowledge of plants, and the skill you use to help improve their outdoor living and work spaces — after all, that is why they called you in the first place! Having a good portfolio of your work will help you guide the customer into embracing your ideas to close the sale.
“You don’t take a photograph, you make it.” — Ansel Adams At the OLA, we are committed to supporting our members in the Green Industry. As your Communications Manager, I seek to showcase your photos in our publications, but many times am prohibited from doing so because images are cropped poorly, crooked, cluttered, too light, too dark or fuzzy. The quality of photos can add or take away from the quality of the workmanship. In order to help you capture great looking photos of your beautiful work, enabling you to win business and awards, and maybe even getting published, I have compiled some tips to help you out.
continued on page 30 28 x Official Publication of The Ohio Landscape Association
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The Growing Concern x June 2015 x 29
continued from pg 28 INVEST IN A GOOD CAMERA AND KEEP IT WITHIN REACH. Cell phone technology is getting better and its portability and ease of photo sharing makes it a nice option. However, they still cannot capture all the details you need, especially if you want to print your photos or enlarge them. Zooming capabilities are also hindered. If you can afford it, go for a more expensive point and shoot camera like a DSLR. You will end up with tack sharp, professional quality photos suitable for printing. Using a tripod can also be beneficial in creating crystal clear images, especially when taking photos outdoors at night or in the evening when showcasing landscape lighting.
THINK BEFORE YOU SHOOT. The days of expensive film, flashbulbs, and developing are behind us and so is the careful concentration it took to make sure each photo counted due to the cost behind each one. With the ease of digital photography, we tend to snap away without really thinking about what we are shooting, so I encourage you to first think about what you are trying to communicate through your image. What would you like to highlight or call the viewers’ attention to? Consider how the time of day or year will highlight your work best. Spring may be ideal if you have planted flowering pear trees, weeping cherry, and forsythia as an example. Or why not capture it during the other seasons as well? Set your camera down and walk completely around the completed project. What features do you want to share? Is it a patio, a cascading waterfall, a winding path, a grouping of perennials, or stonewall that frames the property? As you explore the environment, change your point of view by changing your height and positioning; crouch down or look at it from a higher point, perhaps a window, ladder, deck or roof while taking the necessary safety precautions. Another way to change things up a bit is to approach it from an altogether different angle such as from the inside of a flower bed, from a doorway looking out, or the property next door — mind your step and be sure to ask for permission. Photos highlighting different aspects of your work taken from different viewpoints are unique and may just set you apart from the competition.
CATCH THE RIGHT LIGHT. Light is centrally crucial to a beautiful photograph. The worst time to take a photograph is when the sun is at its peak in a cloudless sky. The bright light will wash out the colors in your photograph and with them important details. Shadows will be harsh and more defined, casting unwanted shapes while blocking out important details The best time to photograph landscapes is what photographers call the “Golden Hour” or the first hour of light after sunrise and the last hour before sunset. The sun is low in the
30 x Official Publication of The Ohio Landscape Association
sky causing the light to be soft and diffused. Colors are not washed out, producing less contrast and capturing highlights. The soft shadows will bring out details, and the light will be warmer. If scheduling prohibits you from photographing during these key hours, avoid noontime and choose a day where clouds are in the sky. They will act as a natural light filter and can also add a little bit of interest. Always make sure the light is behind you and not your subject while being careful not to catch your own shadow.
HAVE A CRITICAL EYE. Clean the area – it needs to be as pristine as possible. Cut the grass, edge the beds, trim shrubs and blow debris away. Projects photograph best after a year or two of growth. Avoid taking pictures with newly planted grass and straw still down. This little guy may be cute but he will steal A trick professional the show if he is in your pictures; give him the hook. photographers use is to hose concrete or asphalt down to give it an even dark tone with a little shimmer. I personally like the look of dry stones and pavers used in patios; when they are hosed down it causes them to become too dark, losing some of the subtleties in color and texture that make them beautiful, but use your own judgment. Now step back and take a look. I can not emphasize this enough. I was saddened when going through the Landscape Ohio! award submissions because I saw many photos of incredible work that were out of focus, washed out, had hoses left on the grass, or leaves and cuttings strewn around. The work itself is beautiful enough to put on the cover of The Growing Concern magazine but did not make the cut due to some of these issues. So please take notes as you head into this season. With that in mind, here are some things to be diligent in keeping out of your photos: dead fallen leaves, dead flowers, dead trees, bare spots in the lawn – can we just say all things dead! Be sure to remove: hoses, garbage cans or bags, tarps, toys, towels, tools, bikes, pets, people, cars and especially yard ornaments! We all know how much people love their bird feeders and frog statues, but these objects will only distract the viewer from your project. Also, look for anything tilted or crooked such as: landscape lights, patio umbrellas, cushions and pillows and straighten them.
Remember less is more; meaning if there are too many pieces of furniture or flowerpots (especially of differing colors, sizes and shapes) then pare them back. Four chairs around a fire pit communicate enough, any more than that and you can not see the fire pit. Please do not allow these things to crowd out or block your work. Sometimes you might have to move things around or add items. As hardscape budgets take away from landscape budgets, you might have to bring along some potted plants to add a little interest, color and softness to the stark hardscape-only project. A hardscape without plants or furniture always looks cold and uninviting. If the furniture does not have its cushions, ask for them and put them on. If there is a patio umbrella determine if it looks good or is too distracting. If you choose to leave it in your photo, make sure it is open. You are creating a finished living area helping your future customers envision themselves living in that space. If you think it’s a matter of subjectivity and you are not sure, or you are afraid to offend your customer, then take another person with you to be your second set of eyes. Explain to the property owner that you need to keep your photos as clean and as simple as possible. Make sure you put everything back in the same place when you are finished. Lastly, as you look through your camera check all four corners of your view finder to see if anything in your picture is an eyesore, such as telephone wires, street signs, fire hydrants, electric meters, cable boxes, or an unattractive property in the background; shift your angle, zoom in, or reposition yourself to crop these out of the picture.
COMPOSITION COUNTS Adjust your camera frame compositionally, so that the horizon line (the line where the land meets the sky) is in the top third or the bottom third of your photo. This does not apply to close-ups. Your horizon line should be straight. Find natural occurring lines in your composition that will help your customers’ eye bounce around from one area to the next, such as a soft branch in the foreground of the top right dipping down to the patio where an interesting pattern of contrasting pavers or plants leads the eye left to a colorful pot or plant that draws the eye up and back to the right branch. This might seem like minutia, but this eye movement is what every professional photographer and master painter tries to achieve. It draws the viewer in and keeps them interested. You can create this interest by where you stand and at what level, or by having something in the foreground that leads the eye through the middle ground and then to the background.
Above: Photo Credit Lifestyle Landscaping, Inc. Examples above display good compositions. Each use the foreground, strong lines and color to lead the eye across, upward, over and then back around. Images are clean and clear of clutter highlighting the design and workmanship of each project.
STEADY NOW AND SHOOT! Now that you know all you need to take great pictures of your designs, make sure you take a lot of photos. Look at each photo critically before you shoot again. Variety is the spice of life! Move objects around and experiment a little because you are no longer limited by antiquated cameras. Thanks to digital technology if you make a mistake — just delete and shoot again. Show the scope of your project by including several before and after photos from the same vantage point. Taking lots of pictures both vertically and horizontally allows for more freedom in how they will be printed or positioned later on, plus it gives you more time to admire your work, so have fun! Keep your file size larger. When the photo size is made smaller it is no longer suitable for creating prints. You can always save a copy of the original and make it smaller for social media or website use. Having a large file and a small is invaluable and allows multiple uses. For printing, you will want to save files at 300 DPI (dots per inch) and 72 DPI is sufficient for the web. If you are printing an 8x10, you want to have an image that is 2,400 x 3,000 pixels or a file size that is 7.2 MB (megabytes). Most social media websites require images that are 600 x 400 pixels or 65 to 85 KB. I cannot wait to see what is in store for the upcoming Landscape Ohio! award entries. Utilizing these tips, you will capture your beautiful landscape designs. Remember to keep your camera handy and shoot away! With the right light and a critical eye, you will create a solid portfolio that will set you apart from your competition while being a source of inspiration and pride for years to come. The Growing Concern x June 2015 x 31
Directions
MARKETING YOUR LANDSCAPE COMPANY
Sandy Munley Executive Director Ohio Landscape Association
The Ohio Landscape Association offers a variety of ways to get your business name in front of the public. Make sure you are taking advantage of these many cost effective opportunities. The first opportunity that I would like to draw your attention to is Landscape Ohio! Magazine – OLA’s consumer publication dedicated to promoting our members and the green industry. This magazine is published twice a year in partnership with Great Lakes Publishing. There is a Spring/Summer issue and a Fall/Winter issue. The Fall/ Winter issue goes out in the September issues of Cleveland Magazine and Ohio Magazine. Great Lakes Publishing has once again agreed to offer members of the OLA special advertising rates. This is a great opportunity to let the public know about your company, and the quality products and services you offer. It is open to anyone associated with the landscape industry (i.e. landscape contractors, lighting and irrigation companies, material and equipment suppliers, garden centers, etc.). All members get a complimentary listing with company name and phone number in the Member Directory at the back of each issue, but you can also augment your listing to make it stand out. There are specialty listings starting at just $45 and options that increase your visibility with enhanced listings that range from $365 up to $495, depending on the options you choose, such as adding a logo or a color photo.
32 x Official Publication of The Ohio Landscape Association
Display advertising is also available at member discounted rates. As an added bonus, Landscape Ohio! Magazine will be available as an electronic magazine via the Internet at ohiolandscapers.org, myohiolandscape.com and clevelandmagazine.com. You can find all of the details on the Landscape Ohio! Magazine tab on our website OhioLandscapers.org, or you can contact Paul Klein at 216-377-3693 or klein@glpublishing.com. I have heard some very good feedback from the Spring/Summer issue. Don’t delay! The deadline to advertise or augment your member listing is July 2nd. Another of the marketing benefits of being a member of the OLA is a free basic listing in our public referral database on our award winning consumer website, MyOhioLandscape.com. All members are asked for six (6) zip codes where they want referral work in and a list of services that they provide. Visitors to the site can type in the zip code of their property, check off the type of service(s) they are looking for, and, viola, up pops a list of OLA members that satisfied the criteria they entered. continued on page 34
Advertising Index
27 Botson Insurance Group
36 Belgard Hardscapes
21 Burns JCB
29 Chagrin Valley Nurseries, Inc.
15 Davis Tree Farm & Nursery, Inc.
6 Empaco Equipment Corporation
34 Irrigation Supply, Inc.
25 Kurtz Bros., Inc
21 Lakeside Sand and Gravel
9 Mason Structural Steel, Inc. 25 Medina Sod Farm 9 MRLM Landscape Materials
11 O’Reilly Equipment, LLC
29 Shearer Equipment
15 Sohar’s / RCPW
11 Three-Z-Supply
2 Unilock
19 Valley City Supply
25 VanCuren Tree Service
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29 Zoresco
LOOKING FOR OUR CLASSIFIEDS? Looking for our Classified and Help Wanted ads normally published here? You’ll find them at ohiolandscapers.org or myohiolandscape.com. Interested in purchasing space to run your own ad? The information below should prove useful. HELP WANTED ADS Help Wanted ads are posted on both our industry website ohiolandscapers.org and our consumer website myohiolandscape.com CLASSIFIED ADS (I.E. Equipment for sale) Classified ads are posted on our industry website ohiolandscapers.org COST MEMBERS: $35 plus $3 for each 10 words for 30 days. NON MEMBER: $70 plus $3 for each 10 words for 30 days. PAYMENT All classified advertising must be prepaid. Mastercard or Visa can be taken over the phone. In most cases, online posting will occur within 2 business days once payment is received. Please send all inquiries and ad content to: info@ohiolandscapers.org or call the OLA office at 440-717-0002.
Willoway WDC
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Directions continued from pg 32 If you haven’t provided us with this referral information, please contact us in the OLA office so that we can send you the form you need to fill out. We need to have the correct information to add you to the referral system. Or, if you have changed the services you offer or the geographic area you serve, we need to know. You can also complete this information online quickly and easily by going to the Member Center of our industry website, OhioLandscapers.org. It is not unusual for us to get several phone calls from property owners in one day looking for landscape contractors to help with a variety of services in a variety of zip codes. We refer these property owners to the consumer website. If they do not have internet access, we go on line for them and provide the information verbally. This service works for both residential and commercial properties, as the services are divided into those categories. Don’t forget, if you receive a call from a property owner that you cannot service, please provide them with the OLA consumer website address (myohiolandscape.com) so they will have access to this free referral service. For a fee of only $100 per membership year, you can augment your online presence with us as well. With this option, you will be able to add your logo, website address along with a more detailed description. Call us if you would like more information! The OLA builds a garden at the Great Big Home and Garden Show in Cleveland each year with the efforts of our volunteer members. We promote hiring OLA member firms at the garden and we pass out approximately 6,000 Landscape Ohio! Magazines during the ten day show. Volunteer members are invited to staff the garden throughout the show. Volunteer staffers receive complimentary entrance to the show on the day they staff, so the only cost is parking. This is a great opportunity to meet potential clients! These are only a few of the ways OLA can help you market your company. We are proud to have you as a member and want you to be successful.
34 x Official Publication of The Ohio Landscape Association 5/8/2015
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There’s A Lot of Green Out There. Sixty three percent of Landscape Ohio! magazine readers are planning a landscape project and will look to our pages for help. Will they be able to find you quickly among them? With an audience of more than 55,000 readers plus internet users and Garden Show attendees, tens of thousands of area viewers will search our magazine looking for ideas on how to spend their money. By increasing your exposure you could take your landscape business to the next level. Call Paul Klein today to find the best rates available to fit your budget and marketing needs at 216-377-3693, or email MAGAZINE him at klein@glpublishing.com. Call soon as the deadline to place your ad is July 2, 2015.
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9240 Broadview Road Broadview Hts., OH 44147-2517
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GROW YOUR
BUSINESS Explore how with a FREE Belgard Guide Book Visit www.belgard.com/gb
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