You also need to understand a little about your competitors to get an understanding of how the local lawn care market works and how you can fit into it and succeed.

A great way to start your research is to get out and talk to customers in an area that you think would be good to target.  Take some long walks in that area, examine the condition of the lawns and gardens and try to get some conversations going with folks who happen to be outside there homes.  Your aim should be to find out who is currently doing their lawns, how much they are charging and if they are satisfied with their present lawn care contractor.