The WarPlan Podcast: Episode Summary Episode: $150K Jobs & Lighting Legacies: The War Behind Building a Real Business w/ Ryan Lee
Release Date: August 6, 2025

Introduction

In this compelling episode of The WarPlan Podcast, host Joshua Latimer engages in an in-depth conversation with Ryan Lee, the founder of Landscape Lighting Secrets. Ryan shares his entrepreneurial journey, the challenges he faced, and the strategies that led him to build a multimillion-dollar business specializing in high-ticket landscape lighting solutions. This episode offers invaluable insights for entrepreneurs aiming to scale their service-based businesses through advanced marketing, mindset, and financial concepts.

Ryan Lee's Entrepreneurial Journey

Ryan Lee recounts how his venture into entrepreneurship began almost serendipitously in 2002. Initially attempting to launch a window cleaning business, Ryan quickly pivoted to landscape lighting after discovering the lucrative potential of high-ticket service offerings.

Ryan Lee [02:04]: "I literally looked in the yellow pages and said, 'I want to clean windows for houses,' and discovered the extensive landscape lighting industry."

Despite thinking he was pioneering a new concept, Ryan found that landscape lighting had been an established industry for decades. Undeterred, he partnered with his brother to seize the opportunity, envisioning rapid growth and significant financial success.

Challenges and Setbacks

The initial excitement of entrepreneurship soon gave way to the harsh realities of running a business. Ryan highlights the intense work ethic required and the personal sacrifices made, such as losing leisure time and facing the stresses of business operations.

Ryan Lee [06:12]: "Pain is an excellent teacher."

Ryan shares the emotional and professional strain of balancing business growth with family life. The turning point came when his wife confronted him about neglecting family responsibilities, forcing him to reassess his priorities and business practices.

Turning Points and Learning

Seeking to overcome his struggles, Ryan immersed himself in business literature that reshaped his approach. Key resources included "E-Myth" and "Traction," which introduced him to essential business frameworks and the importance of building a scalable, systematized operation.

Ryan Lee [11:24]: "I realized that I'm a really good entrepreneur, but I was trying to be a good manager, and I suck at being a manager."

These insights led Ryan to implement structured systems, define clear business roles, and ultimately decide to buy out his brother to eliminate operational friction and focus on scaling the business.

Building a Scalable Business

Ryan emphasizes the significance of creating a business that can operate independently of its owner. By hiring a General Manager and expanding to multiple locations, Ryan set the foundation for a scalable enterprise. This strategic shift allowed for more controlled growth and paved the way for eventual business expansion and sale.

The Landscape Lighting Industry

Passionate about landscape lighting, Ryan describes the industry as transformative both for businesses and clients. Landscape lighting not only enhances the aesthetic appeal of homes but also contributes to creating harmonious and secure environments.

Ryan Lee [20:34]: "Lighting is so impactful. The light will always overpower darkness. It's such a powerful concept."

He highlights how high-end residential clients value the experiential and emotional benefits of landscape lighting, making it a highly profitable niche with substantial profit margins.

Financial Insights and High-Ticket Sales

Ryan provides detailed financial breakdowns of landscape lighting projects, showcasing the potential for significant revenue generation. He shares success stories, including a client who achieved over $300,000 in sales within a few months and even secured a $150,000 project in a single job.

Ryan Lee [24:28]: "He's selling literally 5, 6, 7, $800,000 lighting, landscape lighting projects at a residential home."

These examples illustrate the immense profitability of high-ticket landscape lighting services compared to traditional lower-ticket offerings.

Pricing Strategies

A central theme of the discussion revolves around the importance of strategic pricing. Ryan argues that businesses often underprice their services by not aligning prices with their desired business stature and operational costs.

Ryan Lee [33:35]: "They don't understand their value. They're not pricing like who they want to be."

He advises entrepreneurs to price based on their business needs rather than market competition, enabling better profit margins and sustainable growth.

Crew Management and Operations

Efficient crew management is vital for maximizing daily revenue. Ryan advocates for a three-person crew to ensure productivity and maintain a healthy work-life balance for employees.

Ryan Lee [29:01]: "A good efficient crew is three. They can do 10 to 12 grand of installs in a day."

He emphasizes the importance of training and experience to achieve high daily profits through streamlined operations.

Common Mistakes in Service Businesses

Ryan identifies pricing as the most critical mistake service business owners make. Many fail to recognize their true value and set prices that do not support business growth or operational costs.

Ryan Lee [33:35]: "Pricing is so important and critical because... you're never going to be able to afford to hire an office manager if you're not charging appropriately."

He underscores the necessity of aligning pricing strategies with long-term business goals and operational requirements.

Advice for New Entrepreneurs

For those entering the landscape lighting industry, Ryan offers two key pieces of advice:

1. Be Intentional: Define what success looks like and align business practices to achieve those goals.
2. Invest in Yourself: Allocate resources towards personal development, marketing, and hiring competent staff to drive business growth.

Ryan Lee [36:49]: "You need to be intentional. Invest in yourself by investing in other people, and you need to invest in marketing and advertising."

Final Words and Encouragement

Ryan concludes with motivational insights, encouraging entrepreneurs to believe in their capabilities and continuously move forward despite challenges.

Ryan Lee [40:08]: "Believing that you can is way more profitable than believing that you can't."

He shares his own experiences of clients surpassing his expectations, reinforcing the power of self-belief and intentional action in achieving business success.

Connect with Ryan Lee

For more insights and resources on building a successful landscape lighting business, listeners can connect with Ryan Lee through his podcast and social media platforms:

• Podcast: lightingforprofits.com
• Facebook: Active on his personal page for direct interactions and updates.
• Events: Join Light It Up Expo for hands-on learning and networking opportunities.

Conclusion

This episode of The WarPlan Podcast offers a deep dive into the intricacies of building and scaling a high-ticket service business. Ryan Lee's journey underscores the importance of strategic pricing, efficient operations, and relentless belief in one's vision. Entrepreneurs can draw significant lessons from his experiences to weaponize their brains and turn their businesses into profitable, legacy-building machines.

For more episodes and insights on advanced marketing, mindset, and money concepts, visit warplan.com and consider joining WarPlan Coaching for exclusive training and community support.