From Sacrifice to Success: How I Grew My Landscape Business 6X

The Year That Nearly Broke the Business

When Jason Hoke bought A Cut Above Landscape, he didn’t ease into ownership.

He went all in.

• Invested everything he had
• Took over full responsibility overnight
• And moved into his office just to stay afloat

For the first year, survival - not growth - was the goal.

Revenue was coming in, but barely enough to keep the business alive. Systems were almost nonexistent. Progress felt invisible.

At one point, after a full year of sacrifice, Jason realized something unsettling:

He had worked harder than ever… and nothing had fundamentally changed.

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A Business Stuck in Survival Mode

Before implementing systems, A Cut Above looked like many early-stage trades businesses:

• ~$500K in annual revenue
• 8 employees
• Constant cash flow swings
• No clear structure for growth

Jason was doing everything:

• Sales
• Operations
• Scheduling
• Admin
• Leadership

And trying to build systems on top of that.

“I was just trying to stay above water… I wasn’t super clear on what to focus on.”

That lack of clarity is the challenge contractors face.

The Real Problem: Not a Work Ethic Issue

Jason didn’t lack drive.

He lacked leverage.

Like most contractors, he initially tried to solve business problems by working harder. But eventually, he recognized the truth:

You can’t outwork a business that isn’t built to scale.

What he needed wasn’t more hours. He needed:

• Systems
• Structure
• Guidance
• And a better way to operate

The Turning Point: Finding a Better Way to Build

After a year of grinding in isolation, Jason realized he needed help. He not only needed tools, but perspective.

“I felt totally alone and on an island… I wanted people who knew things that I didn’t.”

That shift - from trying to figure everything out alone to learning from others - marked the beginning of real change.

What Actually Drove the Growth

Here’s what actually moved the needle inside the business:

1. A Sales System Built for Scale (Not Friction)

Jason saw early that the traditional landscaping sales model was broken:

• In-person estimates for simple jobs
• Slow turnaround times
• Heavy reliance on the owner

So he rebuilt it. He moved to:

• Online scheduling
• Automated proposals
• Self-serve purchasing for recurring services

“The standard system was broken… it was full of friction for the customer.”

What changed:

• Customers could buy instantly
• Sales cycles shortened dramatically
• Acquisition costs dropped

The result? More revenue with less effort.

2. Training Systems That Actually Develop People

Instead of relying on “learn-on-the-job”, Jason built a structured training system:

• SOP-driven learning
• Hands-on “sandbox” training
• Field performance tracking
• Clear competency benchmarks

The system was not just onboarding. It was a career system, where as employees perfected skills, they moved to the next level.

What changed:

• Faster onboarding
• Higher performance consistency
• Stronger employee retention

And most importantly: people could see a future in the business.

3. A Career Path That Attracts and Retains Talent

Jason made a deliberate decision early on:

Build a company where employees could grow and not just work.

• Defined roles and progression
• Transparent pay increases
• Performance-based incentives

What changed:

• Better hiring outcomes
• More engaged employees
• A deeper leadership bench

This became a major competitive advantage.

The Results: From Survival to Scalable Growth

Once systems were in place, the business didn’t just stabilize - it accelerated.

Life After Systems: From Stress to Strategy

Before:

• Constant anxiety
• No time for relationships
• Poor physical and mental health

After:

• Clear roadmap for growth
• Time to think strategically
• Space to build new ventures

That’s the shift.

From reacting… to building intentionally.

A New Kind of Leadership

Today, Jason isn’t the bottleneck anymore.

His team:

• Owns outcomes
• Drives initiatives
• Helps shape the future of the business

His team is really starting to take ownership of the mission, which was something he did alone in the past.

This is what most contractors want - but can’t reach without systems.

Lessons for Landscaping & Trades Business Owners

Jason’s journey highlights a few hard truths:

1. Grinding isn’t a growth strategy

If effort alone worked, you’d already be where you want to be.

2. Systems create leverage

Without them, every dollar of growth costs more time and stress.

3. Customer experience is the real differentiator

Convenience wins—especially in outdated industries.

4. Your team determines your ceiling

Better people + better structure = exponential output.

5. You need a “tribe” to grow faster

Isolation slows everything down.

What Happens When You Get It Right

Jason describes the shift best:

“Find your tribe… people who think like you and inspire you, and spend as much time with them as possible.”

That’s what turned things around.

Not luck.
Not a single tactic.

But a combination of:

• Systems
• People
• Accountability
• And a new way of thinking

Ready to Build a Business Like This?

A Cut Above didn’t scale by accident.

It scaled because Jason stopped trying to do everything alone and started building a business that could grow beyond him.

If you’re stuck in the grind and ready for something better:

Book an implementation call to see how Breakthrough Academy can help you build a business that works.

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