We sell on value, right? There's no real race to the bottom.

If you go back to one of the original things I talked about when it comes to property, you know, to tree care, safety and maintaining property values is a big part of it.

And so when you think about Monster, there's a big focus on safety and compliance.

And when you think about homeowners, there's a big, you know, like when you think about people come to your house, tree care is one of the things that you don't want to cut corners on.

And so we sell on value and then professionalism.

We have another franchisee in Philadelphia, Chris Pack, just bought four more territories.

I think he's up to eight.

So he's a little more ambitious.

Our brand president, who just sold his company, bought five, but he actually only ran three of his areas and did very well with it.

So it's designed for single territory, single investment, and then it's designed to scale efficiently.

So we always say the first year is your foundation, and then you can scale it according to your desire from there.

you know, when people talk about, you know, tree care, I always say two things, Laura, this is my favorite thing to say about it is it's an essential service business, right? So on storm comes your neighborhood.

I live in Fort Myers, Florida, this hurricane season, Chappie cheek is not coming down to your house after the storm.

So it's, so it's AI resistant and then it's essential.

And by essential, it's, Trees don't slow down growing because the economy slows down.

So that's kind of a funny thing I like to talk about in the brand.

But when you think about what tree care is, it's tree pruning, tree removal.

Yep

... it's back.

And most people don't look out long term.

They, they look immediate for what their concerns are.

And when you take a long-term approach, a consultative approach to your property-

Mm-hmm

...

it actually reduces your cost.

So when you think about tree care, the way to think of it is residential property owners, HOAs, cities, municipalities, commercial property owners, they all have the same two concerns about tree care.

The first is safety.

And the second is maintaining value of your property.

So when you think about the primary concern, you know, pruning, trimming, that really maintains the quality of your property.

Infestation and those things are kind of like the same.

But when you think about safety, those emergency, you know, storm service is really a big part of what we do when it comes to secondary revenue streams.

What's something about Monster Tree that may surprise candidates?

It's not as scary as you think it is.

I think that I'm, you know, I probably say I'm a big guy, right? I'm pretty comfortable around manlier things.

And when they came to me about Monster Tree, I'm definitely afraid of chainsaws, right? I do a lot of work, you know, table saws, a lot of different things, but chainsaws are kind of scary.

So after I sat through training and I saw the level of of expertise from our training staff.

And the type of people get in the industry, but safety is such a big part of what we do.

It took that away.

As you start, you start with how many crews and ideally what are you growing up to in terms of crews?

Yeah, most franchisees will start with one to two territories.

A territory is anywhere between 80 and 100,000 single family dwellings.

And so they'll start with one to two territories, one equipment package.

one four-man crew and then their job is to create capacity perform the work and then fill capacity in the repeat and then as they as they as they build their book of business they'll add a few team members pick up a couple more pieces of equipment and expand their teams and maybe even split their teams and have experienced crew members on both commercial jobs may be bigger than some residentials may require one or two two or three people commercial jobs maybe four or five So as you build your commercial business, you'll add people to your team, add some equipment.

So there's some advantages to scaling your business that way because when a franchisee comes in, they buy a single equipment package.

That equipment usually has 100% bonus depreciation, so there's tax advantages.

Can you? Yes,