The Ripe Opportunity of the Green Industry's Hidden $170B Market
Uncovering the often-overlooked and massive green industry, and how innovation leaders can capitalize on opportunities where tech meets turf.
Futurist AJ Bubb, founder of MxP Studio, and host of Facing Disruption, bridges people and AI to accelerate innovation and business growth.
Disruption, by its very nature, often sneaks up on us. We tend to focus on the flashy, the immediately digital, or the industries already screaming for transformation. But sometimes, the biggest opportunities lie in the unsexy, the seemingly traditional, and the places where technological progress has been slow to arrive. In these overlooked corners, fundamental shifts aren’t just possible, they’re often inevitable, creating multi-billion dollar markets that are ripe for innovation.
This challenge space - identifying high-value, underserviced industries - is exactly what we tackled in a recent episode of Facing Disruption. Host AJ Bubb sat down with Courtney Krstich, CEO of Eartha Pro. Courtney’s journey is fascinating: from the fast-paced world of Frito-Lay and national sales for Home Depot and Lowe’s, she now leads a company focused on revolutionizing back-office operations for the vast majority of the green industry – that’s the 90% comprised of small, family-owned businesses. Our conversation peeled back the curtain on this massive, yet often misunderstood, sector, examining everything from identifying market gaps to the human challenges of entrepreneurship. We explored why genuinely understanding an industry, rather than just having a flashy tech solution, is the true path to sustainable disruption.
Beyond the Combine: Defining the $170 Billion Green Industry
When you hear “agriculture industry,” what comes to mind? Giant combines in vast fields? Food production and FDA regulations? For many, the mental image is rooted in traditional farming. But as Courtney helped us understand, the sector she’s disrupting, often bundled under the broader agricultural umbrella, is actually distinct and massive: the “$170 billion green industry.”
This isn’t about food on your table or massive wind turbines on the horizon – though those are critical industries in their own right. The green industry focuses on everything else that literally makes our shared spaces green and livable. Think about it: the pristine turf at your favorite sports stadium, the impeccably manicured lawns of suburban homes, the public parks, golf courses, and commercial properties that require constant care. This includes everything from the local landscaper who maintains your yard to the national companies building outdoor living spaces, maintaining complex irrigation systems, or even managing pest control in urban environments. Courtney pointed to surprising innovations in this space, such as the rise of AI-powered lawnmowers and sophisticated equipment with features like heated seats, Bluetooth, and GPS for precision work.
Why is this distinction crucial for executives? Because overlooking these nuanced segments means missing colossal opportunities. As Courtney noted, this industry is largely perceived as “unsexy,” far removed from the tech-centric conversations often dominating headlines. Yet, retail giants like Lowe’s and Home Depot see up to 25% of their total sales coming from lawn and garden items. This indicates a deeply ingrained, everyday demand that translates to significant economic activity. Understanding this specific segment, rather than lumping it in with “agri-tech” broadly, allows for a more targeted approach to identifying pain points and delivering tailored solutions.
The sheer scale and everyday relevance of the green industry means it’s a constant, essential service, largely insulated from the boom-and-bust cycles of more speculative tech markets. This foundational demand, coupled with its fragmented and often traditional operational practices, creates a fertile ground for modernization. As we’ll discuss, it’s precisely this combination of massive size and traditional operations that makes it such an attractive target for practical, human-centric innovation.
The Untapped Opportunity: Back-Office Basics for Mom-and-Pops
The green industry, despite its impressive scale, is overwhelmingly dominated by small businesses. Courtney emphasized that 90% of the over 700,000 lawn and landscaping companies in the United States are “mom and pop” operations with fewer than ten employees. This demographic presents a unique paradox: they are the backbone of a multi-billion dollar industry, yet they are often the most underserved by modern business tools and practices.
Many of these small business owners got into the green industry because they love the work – they’re passionate about making things beautiful, about working outdoors, about the tangible results of their labor. What they often don’t love, and frankly aren’t trained for, is the nitty-gritty of back-office operations. As Courtney put it, “they did it so they wouldn’t have to sit down at a desk and do paperwork.” This insight is key. Business challenges aren’t always about a lack of desire to succeed, but a lack of skill, time, or inclination for specific tasks.
The result? A cascade of operational inefficiencies and missed opportunities:
Cash Flow Chaos: “My lawn guy hasn’t sent me an invoice in six months,” Courtney recounted a common homeowner complaint. Delayed invoicing means delayed payments, creating unpredictable cash flow that cripples small businesses.
Profitability Blind Spots: Many don’t know their true hourly rate or job margins. Without this basic understanding, it’s impossible to price services effectively or identify profitable work. A seemingly good job can actually be a money drain once equipment costs, labor, and overhead are factored in.
Disjointed Operations: Poor routing, forgotten appointments, and inconsistent communication with clients are common. This not only erodes customer satisfaction but also wastes valuable time and resources.
Lack of Professionalization: The perception of “just a side gig” prevents many from embracing the robust business practices needed to scale. This isn’t just about financial growth; it’s about building a sustainable, resilient enterprise.
This is where Eartha Pro steps in, offering a software solution tailored to simplify these back-office tasks. Their mission isn’t to replace the passion these owners have for their craft, but to empower them with the tools to run their businesses profitably and efficiently. The opportunity isn’t just in building better software; it’s in recognizing that these businesses represent a vast, underserved market that traditional tech solutions, often built for larger enterprises, simply don’t cater to. This gap, filled with 700,000+ businesses struggling with fundamental operational basics, is precisely where massive value is created.
Building Bridges: Trust and Lingo in a Niche Community
Disrupting any industry requires more than just a good product; it demands genuine connection and trust. This is especially true in close-knit communities like the green industry, where small business owners often feel overlooked by the larger tech world. Courtney highlighted a critical lesson for any entrepreneur: the importance of “knowing how to show up” for your customer.
One of the biggest hurdles is language. As Courtney candidly shared, using Silicon Valley jargon, or even just the word “AI,” can immediately alienate potential customers. “The second I say AI to anyone... a lot of people in the green industry... they’re just like, ‘Nevermind. Too fancy. Too fancy.’” Even mentioning her co-founder’s background at “big tech companies” initially backfired, leading prospects to assume their solution would be overly complex or expensive. This underscores a vital point: credibility in one domain doesn’t automatically transfer to another, and often, it can even be a detriment if it creates perceived distance.
Instead, Eartha Pro invests heavily in authentic engagement:
Deep Industry Immersion: They participate in industry-specific podcasts and attend trade shows of all sizes. This isn’t just about sales; it’s about listening, getting feedback, and demonstrating a commitment to the community.
Personalized Relationships: Eartha Pro goes beyond transactional interactions. Courtney shared how they have “many hour-long discussions with our customers” and even remember details about their families and lives. This level of personal touch builds loyalty and turns customers into advocates.
Empathetic Communication: They consciously avoid tech-speak, focusing instead on practical benefits and ease of use. The goal is to convey simplicity, not cutting-edge complexity.
This approach isn’t just about marketing; it’s about product development. By deeply understanding the customer’s worldviews and language, Eartha Pro can design solutions that resonate. It exemplifies the “human-centric” philosophy: technology serves people, not the other way around. For innovation leaders, the takeaway is clear: before you build, listen; before you sell, understand. The more niche the industry, the more critical it is to drop your preconceived notions and immerse yourself in the authentic language and culture of your target audience. You can’t bridge a gap if you don’t speak the right language.
The Crucially Delusional Founder: Navigating Skepticism and Burnout
The entrepreneurial journey is rarely linear, and often, the biggest obstacles aren’t market forces or technical challenges, but the psychological toll and external skepticism. Courtney’s experience perfectly illustrates what it takes to persist when others don’t quite “get it.”
Both friends and family initially struggled to understand her pivot into the “unsexy” green industry. Her family, not fully grasping the nuances, would ask, “So you sell dirt?” - a question that might seem innocuous but strips away the complexity and value of her work. This kind of dismissive attitude, often borne of unfamiliarity, can be incredibly draining. “People really didn’t take me seriously... they were very concerned for me,” Courtney reflected. This isn’t just about weathering criticism; it’s about maintaining belief in an idea when the world reflects doubt back at you.
Courtney coined the term “critically delusional” to describe the unique mindset required: a delicate balance between unwavering faith in your vision and rigorous self-critique. “I know we’re going to do this,” embodies the delusional part – the sheer belief that defies odds. Yet, it’s tempered by the “critical” aspect – a constant, honest assessment of what’s working, what’s not, and the harsh realities of startup failure rates. This dualistic thinking prevents both naive optimism and paralyzing pessimism.
To combat the inevitable “trough of disillusionment” and burnout, Courtney shared practical strategies:
Co-founder Alignment: Having a co-founder who shares the “critically delusional faith” is paramount. A strong partnership provides mutual support and accountability. Courtney’s unique situation, working with her husband, underscores the importance of discussing not just financial goals, but also personal life goals and how they intertwine with the business. “It’s not about balance, it’s about like there, these two things are just always going to be intrinsically connected.”
Non-Negotiable Self-Care: Courtney emphasizes physical well-being. Daily to-do lists, regular intense workouts (three to four times a week), and mindful eating (calorie counting for body composition awareness) are integral to her routine. “I have not met a single entrepreneur... that doesn’t take care of themselves physically in one way or another.” This isn’t “extra work” but a foundational necessity for sustained performance.
Building a Support System: Having someone who can “protect you from you” – whether a co-founder, assistant, or mentor – is crucial. This external voice can provide the necessary push to step back and prevent burnout when internal drive might override self-preservation.
The message for innovation leaders is clear: entrepreneurship is a marathon, not a sprint. Cultivating fierce self-belief, finding aligned partners, and making self-care non-negotiable are not luxuries; they are essential survival strategies for navigating the high-stakes, high-pressure world of disruption.
From Weeds to Wisdom: The Non-Negotiable of Industry Knowledge
Courtney’s journey offers a powerful refutation to the “tech-first, industry-second” approach sometimes seen in the startup world. Her deep immersion in the green industry before launching Eartha Pro fundamentally shaped her success, proving that truly understanding an industry is non-negotiable for building impactful solutions.
Her experience selling for major retailers like Home Depot and Lowe’s, and working directly within various green industry segments, meant she “got into the weeds” – literally. She learned about plant science, fertilizer formulations, pest control (like the dreaded spotted lanternflies), and the operational realities of landscaping. This wasn’t merely gaining knowledge; it was building an authentic connection to the industry’s challenges and opportunities.
This hands-on experience provided several critical advantages:
Identifying Unmet Needs: Instead of guessing, Courtney directly observed the pain points of small businesses: inefficient routing, forgotten invoices, lack of profit visibility. This firsthand insight allowed her to pinpoint the most pressing, high-value problems that technology could solve. She didn’t invent a problem; she discovered it through lived experience.
Speaking the Customer’s Language: As discussed, knowing the lingo and, more importantly, knowing which lingo to avoid (like “AI” or “software” when they create friction) was vital for customer engagement. Her background allowed her to communicate in terms comprehensible and relatable to her target audience, fostering trust rather than alienation.
Strategic Go-to-Market: Her understanding of the industry’s dynamics meant she knew where to find her customers – at trade shows, on specific podcasts – and how to approach them. The go-to-market strategy was organically aligned with the industry’s existing ecosystem, reducing friction and increasing effectiveness.
Credibility and Empathy: When Courtney speaks to a lawn care professional, she speaks from a place of understanding. She knows their daily struggles, their passion for their craft, and their skepticism towards external solutions. This empathy is invaluable in building relationships and designing user-centric products.
For aspiring entrepreneurs and innovation leaders, the lesson is stark: “Before you ever even think about writing a line of code... you go work in the industry for some amount of time.” Or, at the very least, engage in profound, empathetic research. As Courtney wisely suggested, “Do I just think it’s cool, or is it something... could I see myself being on the road at trade shows? Does your go-to-market align with the kind of work you want to do?” True disruption emerges not from abstract technological prowess, but from combining technology with a deep, nuanced understanding of human needs within a specific context.
Actionable Recommendations
The story of Eartha Pro and Courtney Kwan’s journey offers valuable lessons for executives, entrepreneurs, and those navigating career paths in a rapidly changing world.
For Executives and Innovation Leaders:
Look Beyond the Obvious: Actively seek out “unsexy” or traditionally overlooked industries. Often, these sectors have entrenched inefficiencies and a high appetite for practical, value-driven technological solutions, making them ripe for significant market disruption and new revenue streams.
Invest in Deep Industry Understanding: Encourage your innovation teams to go beyond market reports. Facilitate opportunities for them to spend time “in the field” – talking to customers, understanding operational realities, and even experiencing daily tasks. The most impactful solutions emerge from genuine empathy and firsthand knowledge, not just abstract data.
Bridge the Language Gap: Train your product and sales teams to speak the language of your target industry, not just your tech stack. Avoid jargon that can alienate potential customers. Focus on clear, problem-solution communication that highlights business value.
For Aspiring Entrepreneurs:
Fall in Love with the Problem, Not Just the Idea: Before building, immerse yourself in the customer’s world. Identify real, acute pain points. This deep industry knowledge is your most valuable asset, ensuring you build something truly needed. Courtney’s advice: “You don’t need to understand the industry a hundred percent... but fall in love with your customers.”
Cultivate “Critically Delusional” Faith: Embrace the paradoxical mindset of unwavering belief in your vision combined with rigorous, honest self-assessment. This balance is crucial for navigating the emotionally taxing journey of a startup.
Prioritize Personal Sustainability and Co-founder Alignment: Entrepreneurship is a marathon. Build in self-care habits (physical and mental). If working with a co-founder, ensure deep alignment on not only professional goals but also personal aspirations and commitments. This transparency prevents friction and burnout.
For Professionals Early in Their Careers:
Develop AI Literacy: Regardless of your field – graphic design, sales, marketing, or even owning a bakery – understanding the basics of AI (how to use tools like ChatGPT, how to prompt effectively, ethical considerations) is becoming non-negotiable. This isn’t just about technical skills; it’s about future-proofing your career.
Embrace Industry Exposure: Don’t just do your job; actively seek to understand the broader industry context, its challenges, and its stakeholders. This holistic view will equip you to identify opportunities for improvement and innovation, positioning you as a valuable asset for future leadership roles.
Conclusion
The green industry, often hidden in plain sight, serves as a powerful reminder that opportunity frequently resides where we least expect it. It’s a testament to the fact that disruption isn’t exclusively born from bleeding-edge technologies in Silicon Valley, but often from applying practical, human-centered solutions to fundamental, long-standing problems in underserved markets. Courtney Kwan’s journey with Eartha Pro highlights that genuine impact stems from a deep, empathetic understanding of an industry, the grit to persist through skepticism, and a commitment to building relationships.
For innovation leaders, the call to action is clear: look beyond the hype, engage deeply with your customers’ reality, and build solutions that truly simplify their lives and operations. The future of innovation isn’t just about what technology can do, but about how it can empower people in every corner of the economy. By focusing on these principles, we can unlock immense value not only for businesses but for the countless individuals who fuel these massive, yet often unseen, industries.