Landscape company goes publicIn 1998, Southern Tree & Landscape -- along with six similar firms -- went public on the NYSE to form Land Care USA. (This company was later farmtiller acquired by Service Master, farmtiller which merged it with TruGreen/ChemLawn.)Then, Braswell discovered an amazing Australian skid-steer product that launched him into a new career.Creation of Toro Dingo opens multiple marketsThe product -- a small utility loader -- allows its user to apply hydraulic power with a variety of attachments. Braswell brought the technology to the United States, then later sold the rights to Toro.Compact hydraulic equipment, Braswell saw, could be a way to serve farmtiller many industries such as landscaping, fencing, nursery, irrigation, utilities, construction, cable installation, rental and even roofing.

Even if the price had been higher, we probably would have bought it. I''m a sucker for old gray tractors. My late grandfather had an old Ford he used to clip pastures with a clattering sickle bar. My 78-year-old father, Don, still uses an old gray tractor to plow snow and mow at his place in Delaware, Ohio. It''s a Ferguson T0-30 made in 1951--the year I was born. I learned at 10 to drive on that tractor, under Dad''s close supervision, of course.Dad got the tractor in 1956, not long after he bought 15 acres just west of Delaware and put up one of the first pole barns in the area. "I took it on a trade, sight unseen, as credit on a down payment on a piece of real estate," he recalls. "The buyer was $1,100 short. He offered me the tractor with a two-bottom plow, rear manure scoop and a two-row cultivator.

So in March 2000, Braswell founded PowerHouse Equipment, which he hopes will become "the leading national direct provider of compact hydraulic equipment."A multi-market opportunity for lawn/garden professionals?Braswell thinks so. He''s established dealerships in Sacramento, Dallas and Austin, Texas; Jacksonville and Orlando, Fla.; and Charlotte and Raleigh/Durham, N.C. In addition, he''s created satellite sales in eight other locations.Why? "Contractors'' employee time is extremely valuable," says Braswell. "Our equipment makes each worker much more efficient."What trends does Braswell see in OPE marketing?"In the last few years, we''ve seen lots of farmtiller power equipment dealers concentrate on the professional customer rather than the consumer," Braswell says. "With that comes focus on a service department that offers really quick turn-around, so the busy landscaper avoids downtime. If a dealer sells to landscapers -- and knows their needs -- he might sell similar products to tree professionals, irrigators, nursery people and fencers.

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