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Launching a tree care business takes courage. For many owners, the path begins with a pickup, a trailer and a chain saw. That may be enough to land the first few jobs, but it doesn’t take long before the realities of efficiency, credibility and customer expectations set in.

Entrepreneurs who have successfully scaled their companies often point to two themes that mattered most in the early years: choosing dependable equipment and building a strong relationship with a local dealer. The right machinery unlocks productivity and revenue potential. The right dealer keeps that equipment working and helps owners grow with confidence.

The challenge of starting out

Tree care startups face pressure on every side. Crews are small, budgets are tight and customers expect professional results. Relying on rented or bargain equipment can feel like a way to stretch dollars, but the hidden costs add up quickly. Breakdowns stop jobs midstream. Scheduling falls behind. Crews spend more time moving brush and less time finishing projects.

More important, the image a company presents in the neighborhood matters. A crew that shows up with dependable, professional-grade equipment sends a message about reliability and commitment. That impression can be the difference between winning or losing a referral.

Investing in equipment with growth in mind

The first purchases a startup makes often set the tone for the years ahead. That’s why Roy Goode of Goode Tree Care in Columbus, Indiana, decided early on to buy new equipment that could serve as the backbone of his business. “I wanted to make sure I had reliable equipment that would be ready when I needed it,” he says.

Working with Vermeer Midwest, Goode built his fleet around three machines: a Vermeer BC1000XL brush chipper with a 12-inch (30.5 cm) capacity, a Vermeer SC382 stump cutter powered by a 40 hp (29.8 kW) engine and a Vermeer ATX530 compact articulated loader with a rated lift capacity of 1,590 pounds (721.2 kg). Each choice addressed a specific challenge.

Of the chipper, Goode says, “That thing is unstoppable. It’ll chip about anything you put in it up to a certain size.”

When it came time to add a stump cutter, he was focused on power and access. “I at least wanted 40 hp (29.8 kW),” he explained. “The SC382 gave me the balance I needed for navigating gates and tight yards on residential jobs.”

Rounding out the lineup, Goode pointed to the ATX530 loader for its versatility. “The amount of weight it’ll lift and all the different attachments you can put on it are incredible.”

With those three machines in place, Goode Tree Care gained the efficiency, versatility and credibility to expand without overextending. The result is a compact but capable fleet that supports a growing team and provides confidence to take on bigger jobs.

Scaling step by step

In West Des Moines, Iowa, Merso Jusic took a different approach. After working in banking, he followed his passion for tree work and founded MJ’s Tree Service. “Every weekend that I did tree work, I was hesitant to go back to work on Monday,” he recalls. At 28, he left his job and made the leap.

Jusic built his fleet one step at a time. “The first machine I got from Vermeer was actually a stump cutter. After that, we got chippers and the mini skid. Every one of them has scaled my business and made it better and easier,” he says. That approach allowed him to manage cash flow while steadily expanding the scope of jobs his company could take on.

Dealer support was critical. Jusic credits his relationship with Vermeer Iowa and territory manager Travis Westrum for helping him make the right decisions and keep his fleet running. “I can call up anytime, and I can get what I need,” Jusic says. “The equipment is reliable. It’s like a quality car. I can count on it, and it’s going to get the job done.”

That combination of deliberate investments and strong dealer backing gave MJ’s Tree Service the ability to grow with confidence. Today, the company is recognized across central Iowa, with a reputation built on both the quality of its work and the reliability of the equipment behind it.

Lessons for new entrepreneurs

The experiences of Goode and Jusic highlight several themes that resonate across the industry. Equipment purchases should be intentional, made with growth in mind rather than just immediate needs. Goode didn’t just buy what was available; he selected machines that would support his company for years. Jusic scaled step by step, adding capability in deliberate stages. Both approaches worked because they were thoughtful and forward looking.

Dealer relationships also emerge as a constant. Both owners describe their dealers as more than sales contacts; they are partners invested in their success. Access to service, parts and financing made it possible to minimize downtime and maintain momentum in the critical early years.

And finally, credibility matters. Customers notice when a crew shows up with well-maintained, professional-grade equipment. That impression helps secure referrals and repeat business, while also supporting employee satisfaction. Crews want to work with machinery they can rely on, and that in turn helps stabilize a growing company.

Positioning for long-term growth

For entrepreneurs considering the leap into tree care, the lesson is straightforward. Invest in equipment you can count on. Grow at a pace that matches your resources. Build relationships with a dealer who will be there after the sale. Those choices set the stage for a business that lasts.

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.

Vermeer Corporation and MultiOne SRL reserve the right to make changes in engineering, design and specifications; add improvements; or discontinue manufacturing at any time without notice or obligation. Equipment shown is for illustrative purposes only and may display optional accessories or components specific to their global region. Mini-skid-steer attachments available from Vermeer dealers may be manufactured by Vermeer Corporation or other attachment manufacturers. Please contact your local Vermeer dealer for more information on machine specifications and attachments. Vermeer and the Vermeer logo are trademarks of Vermeer Manufacturing Company in the U.S. and/or other countries.

© 2025 Vermeer Corporation. All rights reserved.

Keegan Van Maanen is brand-experience lead for Vermeer Corporation, a 42-year TCIA corporate member company based in Pella, Iowa.

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