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GreenPal – the Uber for Lawn Care – expands to St. Louis

Over the past few years, it seems that there has been a huge rise in the various “Uber for X” startups. It makes sense, at last check, Uber has a valuation of $62.5 Billion. Essentially, Uber has helped to pioneer and prove the on-demand business model. While there have been some questionable “Uber for X” startups, Nashville-based GreenPal has found a great deal of success.

Green-Pal GreenPal - the Uber for Lawn Care - expands to St. Louis

GreenPal is the Uber for lawn care. While there have been some questionable applications of the “Uber for X” moniker over the years, in this case lawn care seems to be a perfect market for such a company. The results speak to this. Today, GreenPal is expanding its service into the St. Louis, Mo. area – the company’s 6th different market. Gene Caballero, one of the company’s co-founders, told the Riverfront Times, that the company is projecting this years earnings to be around $1 M.

When you dig into the industries where the Uber model works, a few common traits emerge. These industries are often:

  • heavily fragmented – with many different providers offering completely different services
  • variable, in terms of pricing
  • easy to break into – that is to say that there are few technical or structural barriers
  • difficult for vendors or service providers to make a name for themselves

Sound familiar? That is just about an exact description of the lawn care/landscaping industry. Well not any more. GreenPal has made it their mission to make it easy for landscapers to connect with homeowners. Caballero said as much to The Riverfront Times:

We like to give our homeowners high fives but our vendors hugs. What we’re trying to do is create an Open Table type of operating system for our vendors through our platform…We’re just trying to make it as easy as possible for them to make money and be efficient and have a better overall business experience.1

For more info, check out the video below, or head over to

  1. Emily Higginbotham, Riverfront Times, “The “Uber of Lawn Care” Launches in St. Louis This Friday,” 31 March 2016