Green Forever Landscaping and Design, Inc.: how an entrepreneur grew his business

Abstract

Theoretical basis

The case should be introduced after students have been exposed to the following topics: the practice of entrepreneurship, opportunity recognition, market segmentation and minority business enterprise.

Research methodology

The names of the companies and individuals in this descriptive case have not been disguised, with the exception of the solar company representative and his company affiliation. Information was obtained from interviews (i.e. first-hand accounts) with Nikita Floyd, President and Owner of Green Forever Landscaping and Design, Inc., and secondary sources cited.

Case overview/synopsis

Nikita, a 50-year old, African American male, had grown his business from a one-person seasonal landscaping business to a year-round landscaping and design business with full-time, part-time, and seasonal employees and an array of services and customer segments. To his delight, he was able to unite his avocation with his vocation. With over 30 years of experience in landscaping and landscape design Nikita was always scanning the landscape for new business opportunities that would align with his company’s mission statement and help sustain Green Forever’s core business.

Complexity academic level

This case is most appropriate for introductory undergraduate and graduate level courses in entrepreneurship.

Citation

Bumpus, M.A. and Floyd, N. (2019), "Green Forever Landscaping and Design, Inc.: how an entrepreneur grew his business", , Vol. 15 No. 5, pp. 463-484. https://doi.org/10.1108/TCJ-01-2018-0022