| Our Dreams for the End of 2026 — and Our Goals for 2027 At Earthly Comforts, growth has never been about getting bigger for the sake of it. It’s about becoming more stable, more thoughtful, and more sustainable — for our clients, our team, and the gardens we care for. As we move forward, we want to be open about where we’re heading and why. This post is intentionally split into two clear stages because 2026 and 2027 serve very different purposes in the business’s life. |
| Part One: Our Dreams for the End of 2026 Where We’re Starting From (Beginning of 2026) Before looking ahead, it’s important to be clear about where we are now. At the beginning of 2026, Earthly Comforts is supported by: Two full-time Garden Butlers, delivering day-to-day garden care One casual Office Administrator, supporting communication and administrative bookkeeping Two individual lock-up spaces, housing tools, materials, and seasonal equipment 72 active maintenance clients, spread across: Weekly visits Fortnightly visits Monthly maintenance schedules Yearly and seasonal maintenance Alongside hands-on garden work, one of our Garden Butlers (me) also supports the wider running of the business — including: Marketing and branding Business development Scheduling and coordination Client communication and face-to-face relationships This structure has allowed Earthly Comforts to grow steadily, test systems in real conditions, and understand what genuinely supports both clients and staff. Our plans for 2026 are built directly from this working foundation, rather than from sudden expansion or unrealistic assumptions. |
| 2026 — A Year of Alignment and Preparation For Earthly Comforts, 2026 is not about reinvention. It is about alignment, stability, and preparation. By the end of 2026, our aim is to have a business that feels: Steady rather than stretched Consistent rather than reactive Sustainable rather than fragile This year is about strengthening the roots, so future growth can happen calmly and intentionally. |
| Our Team Vision by December 2026 By the end of 2026, our intention is to have a fully functioning, complementary team in place, made up of: 2 full-time Garden Butlers 1 full-time Trainee Garden Butler 1 full-time Project Utility Butler 1 full-time Office Administrator Supported by: One full-time work van One commercial lock-up One small, practical office space This structure is designed to: Protect physical well-being Improve continuity for clients. Reduce last-minute pressure Allow the business to run smoothly rather than urgently. |
| Client Base & Scale By the end of 2026, our aim is to care for around: 200 active Green Maintenance clients These clients may be weekly, fortnightly, monthly, or seasonal, but all are part of a deliberately sized client base. We are not chasing unlimited growth — we are choosing a scale that allows for quality care, reliability, and genuine relationships. |
| Pricing in 2026: An Hourly Alignment Year 2026 remains an hourly pricing year. This is a conscious and considered choice. It allows for: Familiarity Gradual adjustment Respect for long-standing clients Clear and predictable communication Pricing anchors already in place: From 1 March 2026 (new clients): Green Maintenance: £27.50 per hour Projects & Clearances: £32.50 per hour From July to November 2026 (existing clients): Lower legacy rates are phased in, in manageable steps. Gardening rates vary widely across the UK depending on scope, frequency, and professionalism. Our pricing reflects reliable, insured, eco-conscious garden care delivered through planned, clustered scheduling rather than rushed visits. The purpose of 2026 pricing is not to force change, but to: Bring the business closer to sustainability. Allow natural change and attrition. Prepare the ground for a new way of working. |
| A Sustainable Position by the End of 2026 By the close of 2026, our hope is to be operating from a position of stability and readiness — with: A settled team structure Clearer pricing alignment Reduced pressure points Systems are ready for the next stage. 2026 is about doing things well, not doing everything at once. |
| Part Two: Our Goals for 2027 2027 — A Structural Reset If 2026 is about alignment, 2027 is about clarity. From March 2027, our intention is to introduce a new, clearly structured way of offering garden care — one that reflects how gardens are actually maintained and how people experience value. This is not about charging more for the sake of it. It’s about creating a system that is: Easier to understand Fairer to clients Healthier for staff More resilient over the long term |
| Moving Away from Open-Ended Hourly Visits By 2027, we aim to move away from open-ended hourly bookings and introduce bookable time blocks instead. This approach: Removes rushed “pop-ins.” Sets clear expectations Protects both the client and the gardener Reduces scope creep Time still matters — but it is framed clearly and consistently, rather than feeling open-ended or reactive. |
| The Direction of Travel for 2027 Pricing While final details will be confirmed closer to the time, the principles are already clear: A minimum bookable visit length Clear time blocks (for example: 60, 90, or 120 minutes) The shortest visit is always the lowest cost. Longer visits offer better flow and momentum, not pressure. Task expectations are clearly matched to visit length. This creates choice without judgment. Clients choose the structure that suits their garden and their circumstances — without labels, assumptions, or awkward conversations. |
| Supporting the System with Digital Income From 2027 onwards, we also plan to introduce gentle digital offerings alongside our physical services. These may include: Seasonal garden guidance Digital maintenance plans Educational resources for small or town gardens Digital income is not about replacing gardeners. It is about: Reducing pressure on physical labour Supporting clients who need less hands-on input Creating resilience beyond weather and bodies Any digital work we introduce will remain calm, optional, and supportive — designed to sit alongside garden care, not overshadow it. |
| Looking Forward By separating 2026 and 2027 clearly, we allow each year to do what it needs to do: 2026: Align, stabilise, and prepare 2027: Simplify, clarify, and evolve Earthly Comforts is not trying to grow fast. We are trying to grow well. Gardening teaches patience, timing, and respect for natural cycles — and we are applying those same lessons to how we run our business. Earthly Comforts – Gardening with Heart, Purpose, and Planet in Mind. |
Earthly Comforts 
You have very clear vision for your business Rory. Best of luck in achieving all the goals.
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🙂 Thanks Sadje.
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My pleasure
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