In spring 2021, Roy Goode was just a guy with a couple of chainsaws and a Subaru, taking on small tree-trimming jobs around Columbus, Indiana. Three years later, Goode’s weekend activity has blossomed into Goode Tree Care, LCC, a thriving tree care business showcasing remarkable growth. With a fleet of specialized machinery and a growing reputation for quality work, Goode Tree Care exemplifies rapid expansion in the industry. This meteoric rise wasn’t the result of a grand plan but rather stemmed from recognizing opportunities, making bold investments in Vermeer equipment, and leveraging the right tools for the job.
Roots of an entrepreneur
Goode’s path to tree care began while helping a friend with his small excavating business. “I enjoyed being outside and the idea of being my own boss,” Goode explained. This experience and his growing interest in tree work planted the seed for what would become Goode Tree Care.
As demand for his services grew, Goode realized the need to invest in specialized equipment to keep up with customer requests and expand his offerings. This realization marked a turning point for Goode Tree Care, setting the stage for significant growth.
“I wasn’t expecting it to be as successful as it was,” Goode admitted, reflecting on his company’s rapid growth. From those humble beginnings, Goode Tree Care has grown from a one-man operation to a team of three and now boasts specialized professional equipment, including a brush chipper, stump cutter and compact articulated loader.
Strategic equipment investments drive growth
Rather than piece together a collection of used equipment, Goode made the bold decision to purchase new, quality machines. “I wanted to make sure I had reliable equipment that would be ready when I needed it,” he said. “If I’m going to go all in, I might as well go all in and get equipment that’s going to be reliable.”
This philosophy led Goode to Vermeer Midwest, where he connected with sales representative Jake Gay. Together, they assessed Goode Tree Care’s needs and put together a suite of equipment to tackle a wide range of tree care jobs. The relationship with Vermeer Midwest proved to be a crucial factor in Goode Tree Care’s rapid expansion.
“Jake really helped me with that,” Goode said, discussing the process of selecting the right equipment. “I did some research after he introduced me to different options. We compared various models and features to find the best fit for our needs.”
Building a versatile fleet
Goode Tree Care’s current lineup of Vermeer equipment includes a BC1000XL brush chipper, an SC382 stump cutter and an ATX530 compact articulated loader. Each piece of equipment was carefully chosen to complement the others and expand the company’s capabilities.
The Vermeer BC1000XL brush chipper has become a workhorse for the company. With its 12 in (30.5 cm) capacity, it’s transformed the way Goode Tree Care handles debris on jobsites. “That thing is unstoppable,” Goode enthused. “It’ll chip about anything you put in it up to a certain size. Most limbs are rarely bigger than 10 in to 12 in (25 cm to 30 cm), so it handles nearly everything we encounter.”
For stump removal, Goode Tree Care relies on the Vermeer SC382 stump cutter. Goode chose this model after renting and testing various options. “From what I used, I was pretty sure that I at least wanted 40 hp (29.8 kW), which the SC382 is right on point with,” he explained. The compact design allows Goode Tree Care to access tight spaces, a crucial factor for their residential work. “With the work we do, access is really important in getting into tight spaces and through gates,” Goode noted.
Perhaps the most versatile addition to Goode Tree Care’s fleet is the Vermeer ATX530 compact articulated loader. This machine has proven invaluable for material handling and navigating tight spaces on residential properties. “The amount of weight it’ll lift and all the different attachments you can put on it is incredible,” Goode noted. The ATX530’s articulated design and compact footprint allow it to work in areas where larger equipment simply can’t go, opening up new job opportunities for Goode Tree Care.
Maximizing efficiency and expanding services
Investing in quality equipment has allowed Goode Tree Care to take on a wider variety of jobs and work more efficiently. Goode highlighted the ATX530’s versatility: “We use it for many different tasks. When setting small boulders, we can extend the boom out and place them in beds or even across sidewalks. It also comes in handy for loading over taller trailers or trucks.”
This efficiency has allowed Goode Tree Care to expand its services beyond basic tree removal. The company now sells firewood and mulch, making the most of materials from jobsites. “Everything we haul away, we try to reuse in some way,” Goode explained. This approach not only minimizes waste but also generates additional revenue streams for the business.
For their growing firewood business, the ATX530 has proven particularly useful. “Our large bucket is perfect for loading firewood,” Goode said. “It streamlines our loading and delivery process. We know exactly how many loads we need for each order, which makes our work incredibly efficient and convenient.”
Building a sustainable business model
Goode’s approach to growth has been measured and sustainable. He’s focused on building a small, well-trained team rather than rapid expansion. “We’ve got three of us total, including me,” he explained. “I’ve got one full-time guy and then another guy who is Monday through Wednesday, and then as needed on Thursday and Friday.”
This lean operation allows Goode Tree Care to maintain high quality standards while still being nimble enough to adapt to changing market conditions. The company has found success in both residential and larger commercial projects, tackling everything from backyard tree removals to storm cleanup on expansive properties.
“Recently, we did a job for a guy in Freetown, Indiana,” Goode recounted. “There was a storm that came through Bloomington, and this guy in Freetown had quite a few trees that were broken and fallen. He just wanted his property cleaned up. So, we can do stuff like that on big properties, too.”
Looking to the future
As Goode Tree Care continues to grow, Goode focuses on strategic expansion of services and territory. “We’re looking at potentially adding tree health care services,” Goode explained. “There’s a growing demand for preventative care and disease management in our area, and it fits well with our existing services.”
The company is also exploring opportunities to serve a wider geographic area. “We’ve been getting calls from towns further out,” Goode said. “It’s a balance between meeting that demand and maintaining the quality of service our local customers expect.”
To support these growth plans, Goode is constantly evaluating new tools and techniques to improve their efficiency and service offerings.
“As we continue to expand, I know we can count on Jake and the team at Vermeer Midwest to help us make smart decisions about our equipment needs,” Goode said. “Their expertise and support give us the confidence to take on new challenges and grow our business.”
The company’s reputation for quality work and reliability continues to grow, largely thanks to word-of-mouth referrals from satisfied customers. Goode sees this as a testament to their commitment to excellence and the capabilities their equipment provides.
With a solid foundation of reliable equipment and a growing reputation for quality work, Goode Tree Care is well-positioned for continued success in the Columbus area tree care market and beyond. Goode’s journey from a Subaru-based operation to a full-fledged tree care company in just three years is an inspiring example of how strategic investments, careful planning and a commitment to quality can fuel rapid business growth in the tree care industry.
Reflecting on his company’s rapid ascent, Goode remains humble yet optimistic. “It’s been an incredible ride so far,” he said. “We’ve learned so much, and I’m excited to see where we can go from here. As long as we keep focusing on quality work and customer satisfaction, I believe the sky’s the limit for Goode Tree Care.”
This article contains third-party observations, advice or experiences that do not necessarily reflect the opinions of Vermeer Corporation, its affiliates or its dealers. Testimonials and/or endorsements by contractors in specific circumstances may not be representative of normal circumstances experienced by all customers.
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