Time for a SDC member profile! It’s Greg Kawalek, founder of Switchyards-incubated, Fred! (fredlawn.com / @fredlawn). #
Photos by @chilstudios!
What are you currently up to?
I am trying to make Fred! (fredlawn.com) the go-to brand for landscape design projects of all shapes and sizes. This is challenging because we are trying to deliver a consumer experience that has never been done before in the landscaping industry. Starting with our $99, fully customized designs all the way through our white glove contractor coordination and support, we want the customer to feel comfortable and in-charge the entire time. In terms of what I am doing on a daily basis, it is a broad mix of sales & marketing, working with our team of designers to produce custom designs, as well as coordinating with our sub-contractors to execute installations in customer yards.
What was the Switchyards Founder-in-Residence experience like?
The FiR program was a perfect fit for someone like myself, with essentially no experience in start-ups. The first few weeks were pretty much just a crash course in start-up methodology - reading a lot of books, listening to podcasts, and random research online. From there, I was able to get my hands dirty, while still having Dave, Michael, and Blake to lean on for guidance and insight.
What were some big lessons you've learned at Deloitte that you have learned from or applied to the startup life?
Being able to manage people, delegate work, and make those around you better at their jobs is so difficult to do and is often the differentiator between success and failure. I am still trying to figure out how to put these principles into practice with Fred! and it is something that I think about every day as I work with our designers and sub-contractors.
In 1928, these bricks were laid down. They came from Crucial Brick Co. in Rome, Ga. Think about the people who laid them. They’d be over 100 years old at the youngest. To think about the type of work currently done in this building versus when it was built. Atlanta history. This is all so interesting to us.
The next Made in Atlanta 011 will be with our good friend @ryangravel on Thursday, November 16. You know Ryan. BeltLine. Atlanta City Design project. Great quote on the side of Switchyards. And now, Buford Highway. Atlanta legend. Drinks at 6:00PM and chat at 7:00PM. Buttery soft shirt to the first 100 that RSVP from our collaborators @alternativeapparel RSVP on switchyards.com.
Buttery soft and quality sweatshirt from Atlanta's Alternative Apparel. An everyday crew neck sweatshirt with raglan sleeves for a vintage-inspired look. Unisex sizing (slightly slim fitting). $25
“Atlanta in triangles" has been so popular, it's been tattoo'd on people. True story. -
Comes in three colors: Grey, Navy, Green
SWAGLANTA.COM / @swaglanta