Client facts

• ProScape Lawn Care, Delta CO — Steve & Brittany Miracle (husband/wife). Phone 970-596-0067.
• Tagline: "YOUR LAWN'S BEAUTICIAN!" — the brand goldmine.
• Services: weekly/bi-weekly mow+trim+edge+blow (res + comm), landscape/hedge trimming, irrigation (valve rebuilds, nozzles, heads, turn-on, winterization), commercial snow removal.
• Site: Webador, 4 pages (Home/Services/Reviews/About). © 2025–2026. No pricing anywhere.
• Reviews on site: Cliff Parker, Rhonda Kasinger, Carl Kelly, Marilyn Williams — themes: communication, speed, detail, price, "good folks."
• Expanding to Delta & Montrose County 2026+.
• One search snippet says est. 2014 (UNVERIFIED — ask client).

⚠ Name collision (verify with client at kickoff)

Competitors (audited July 2026)

NOBODY has online booking or instant quotes. GreenPal advertises $33 mowing in Montrose — price-shopping demand with no local answer.

Market

• Delta Co ~32K, Montrose Co ~44K, both +3–5%/5yr. Zones 5b–7b. Frost-free ~May 25–Sep 21.
• Mowing season ≈ late April–mid Oct (~26 weeks). Delta snow only ~23"/yr (banana belt) — snow is episodic; lighting is the winter anchor.

Economics (sourced — citations in research file)

• Mowing-only gross 10–20%; healthy ops target 50–55% gross, 10–14% net.
• Solo crew $250–400/day; two-person $500–750/day.
• Delta mowing price estimate: $40–55/cut (national median $57–65).
• Recurring contracts = 60–75% of revenue at good ops; retention 90–95%; tenure 3–5 yrs.
• LTV Delta-adjusted: ~$4,700 mowing-only; $8K+ with add-ons. CAC benchmark ~$75.
• Auto-charge billing → +20–30% retention.

Off-season ranking for Delta

1. Holiday lights — $800–1,500/job, 50–65% margin, takedown +25–35%; 20–30 installs ≈ $20–40K/season; startup $3–8K
2. Fall/spring cleanup — $200–600, near-zero startup
3. Sept aeration + overseed — ~$120/hr effective
4. Snow — per-push $40–60 driveways; chase commercial ice retainers
5. Gutters — $100–350, same ladder/visit as lights
6. Winterization service (retention touchpoint)
7. Firewood (worst effort-to-margin ratio)

Digital mechanisms

• 51% of landscapers have NO website; online self-quote/booking +20–30% appointments; 25–55% of bookings after-hours; 5-min response = 100× qualification odds
• GBP often beats site+social combined; 100+ GBP photos = +520% calls; 10 reviews = ranking threshold, 50+ @4.5★ = moat
• Instant-quote tools (Deep Lawn, QuoteIQ) $29–49/mo w/ satellite measurement — Phase 2 uses a simple static tier table instead
• Spring booking window: March–mid June — site should be live well before spring 2027; sooner captures fall lighting season 2026.

SIGNAL content program (full, unlocked)

Platform ranking for this demo (50–70 + 30–50 rural CO)

1. Facebook page + local groups (Delta/Montrose/Olathe/Cedaredge buy-sell & community groups; 1 value post/wk/group; answer every "recommend a lawn guy?" thread) + Marketplace
2. Google Business Profile (weekly post + weekly photos; posts expire ~7 days)
3. Instagram Reels (30–50 demo; auto-crosspost to FB)
4. YouTube Shorts (84% of adults incl. 65+; searchable portfolio "lawn care Delta CO")
5. TikTok (zero-cost crosspost only)
6. Nextdoor (rural usage ~2% — claim Montrose page, otherwise skip)

Three content pillars

1. Makeover reveals (SB Mowing formula): story-first opener (the house, the person, why), time-lapse, natural ASMR audio (no music), curiosity titles. One FREE cleanup for a senior/veteran per season = best content + goodwill + local press.
2. Lawn Doctor / Beautician diagnoses: Western Slope–specific education — July browning (irrigation timing), pre-freeze watering stop, Sept aeration, sprinkler blowout deadlines. Trust content for the older demo.
3. Salon-brand personality: "trim and style," "root treatment," "standing appointment," "lawn spa day" package, makeover framing. Mascot = animated Beautician character (Rowdy pattern); parade appearance at Deltarado Days. Optional gag cross-promo with an actual hair salon ("we both do makeovers").

Winter content = winter sales: night "flip the switch" light reveals; timestamped 6am "driveway done before you woke" snow clips; leaf-cleanup time-lapses; tip cards in deep winter.

Cadence (owner-operator realistic): 60 sec raw phone footage per job → weekly 1–2 hr batch edit/schedule (Blotato). Floor 2–3 posts/wk. Weekly rhythm: Mon tip card, Wed reveal Reel, Fri before/after + review ask, +1 group post, +1 GBP post. Make once → publish 5 places.

Local audience plays: youth sports sponsorship (~$500/season, 200 families; free field striping for home opener = perfect content), school/team shoutouts, location tags + town names on everything, customer-permission "neighborhood makeover" posts (neighbors recognizing the house = local virality), optional geo-targeted FB ads 10–15 mi ("Spring cleanup $99").

Success metric: GBP calls + FB group recommendations, not view counts. Target 2–5K local followers.

Build plan (Master Framework)

• Local → CF Pages staging (proscape-staging) → live on proscapeco.com (domain currently at Webador — need registrar/DNS access at kickoff).
• Phase 1: home, services, service-area pages (Delta/Montrose/Olathe/Cedaredge), about (Steve & Brittany story), reviews, contact; smart quote form; LocalBusiness/Service/Review schema; review one-tap link engine; brand system.
• Phase 2: instant quote (simple sqft-tier calculator v1), online booking for one-offs, client enrichment backend (contact + property + service history), seasonal automated outreach; recommend auto-charge billing setup.
• Phase 3: seasonal landing pages on calendar, GA4 + conversion tracking, content hub.
• Brand direction: deep lawn green #2d5a27 + rose #b05a72 accent — validate against their logo when files arrive.

Pricing shown in the client report (DRAFT — Joe review)

Framed as ~15% below market ($5–10K agency comps).

Open items before "go"

1. Joe reviews/edits draft pricing in the client report.
2. Verify which FB page + GBP belong to the Miracles.
3. Confirm est. year, get logo/brand files, 20–30 job photos, real pricing, service boundaries.
4. Domain/registrar access for proscapeco.com (currently Webador).
5. Slug registry: proscape — added to CLAUDE.md + _VIVERE-REPORT-SYSTEM.md (uncommitted).
6. Storyboard/mascot design session before Phase-1 visual build.