Exhibit A
Lawn Care work in Chicago
Chicago lawn care demand runs across a large, dense metro with a short, intense growing season, so searches cluster hard into spring and early summer. The market is a mix of national franchises with local vans, and owner operators working a few adjacent neighbourhoods, and both compete for the same weekly mow and seasonal cleanup searches. Paid search in this trade is bid on by the franchises and by lead generation companies, which pushes cost per click up in the weeks when homeowners first cut their grass. The searches themselves are local: people type their neighbourhood or suburb alongside the service, and they search for a recurring plan as often as a one off cut. That leaves a wide field of specific, place based searches for a business that publishes pages for each area it covers.
