A landscaping company can perform many types of work, which often produces a broad advertising message: Landscape Design, Pavers, Irrigation, Turf, Maintenance, Outdoor Living — Call Today. The campaign may generate inquiries, but the business hasn't deliberately chosen what kind of revenue it wants marketing to produce. A repair call, a recurring maintenance account, a mid-size paver project, and a full design/build installation are very different economic opportunities (illustrative only, not industry figures). Start with the business economics, then build the marketing.
Business-Centered
- Design
- Pavers
- Turf
- Irrigation
- Maintenance
- Lighting
- Planting
- Walls
Growth-Centered
- Evaluate economics
- Select priority service
- Build focused campaign
Other services don't disappear — the campaign just gets a clear priority.
The 6 Factors to Score
01
Average Ticket
What does a typical completed project produce in revenue? Biggest ticket doesn't automatically mean best campaign. Diagnostic: is the value high enough to justify intentionally acquiring more of this work?
02
Gross Margin
After direct fulfillment costs, does this service create enough contribution to support acquisition? Diagnostic: does the economics leave room for acquisition cost?
03
Market Demand
Are enough qualified homeowners actively interested — considering inquiries, search demand, local development, seasonality, and your historical project mix?
04
Fulfillment Capacity
Can the business actually deliver more of this work — crew, equipment, scheduling, design bandwidth, suppliers? Demand isn't helpful if you can't fulfill it: a strong campaign for a service with no capacity just moves the constraint downstream.
05
Differentiation
Can the company demonstrate a legitimate, compelling reason to choose it for this service — specialized process, design capability, craftsmanship, local experience, warranty, or materials?
06
Proof
Can the business visibly prove it can perform this type of work — completed projects, before/after, reviews, customer stories, video? This connects directly to the Job-to-Authority Flywheel.
The Framework
The Lusso Service Opportunity Matrix — a strategic decision framework, not a scientifically validated model.
Economics
Ticket + Margin
Market
Demand + Differentiation
Operations
Capacity
Authority
Proof
Campaign Candidate
The service where all four categories hold up together.
Score One Service Yourself
Ticket
Worth checkingMargin
Worth checkingDemand
Worth checkingCapacity
Worth checkingDifferentiation
Worth checkingProof
Worth checkingRate each factor 1 (Weak) to 5 (Strong) for one service, then add them up. 6–14: probably not the first service to put paid acquisition behind. 15–23: worth investigating further. 24–30: a strong candidate for a focused campaign. This is a simple planning tool, not a validated financial model.
Don't ask marketing to create "more work." Decide what kind of work you want marketing to create.
Marketing becomes more useful when the business objective is specific.
Example — choosing between four landscaping services
Do This This Week
01 — List your top five services.
Choose the five types of work you would most realistically consider advertising — not every possible service you offer.
02 — Score each one.
Rate ticket, margin, demand, capacity, differentiation, and proof on the same 1–5 scale. The point is comparison, not mathematical precision.
03 — Pick one to investigate.
Take the highest-potential service and answer: who is the buyer, what problem/desire creates demand, what offer would move them, and what proof already exists? Don't launch advertising solely because it scored highest — validate the opportunity first.
Is the Market the Problem — or Something Else?
The 2-minute Local Dominance Score evaluates the offer, market, authority, conversion, demand, reputation, and revenue systems behind local growth.
See How I Stack Up LocallyContinue Learning
Offer Engineering
Build a Focused Campaign
Your business can offer everything. Your campaign shouldn't advertise everything at once.
Authority & Reputation
The Job-to-Authority Flywheel
A completed job shouldn't only create revenue. It should create proof that helps win the next one.
Revenue Intelligence
Why More Leads Won't Fix Growth
Before increasing ad spend, find where your existing opportunities stop becoming booked revenue.