Hi, I'm Tracy! I live in Central Ontario, Canada, with my husband and two children. My career path has had some zigs and zags. I started in horticulture and later discovered my passion for the environment, working in wetlands, forests, lakes, and prairie ecosystems.

In 2007, my arborist husband Matt had the bold idea to start a tree service. “Let’s research, write a business plan, and look for funding,” I said. “Let’s just go for it,” he said. The next day, we registered our company—with no business knowledge or experience.

For seven years, I managed the admin side of the company in the evenings and on weekends while working full-time and raising kids. Eventually, I joined the business full-time, became an ISA Certified Arborist, and helped grow the company further.

In 2024, after nearly 18 years of building a successful and well-respected tree service, we decided it was time for a change. From the beginning, our succession plan was to sell—ideally to a particular company we respected. We would even joke, “When they buy our business…” Little did we know, that vision would eventually become reality.

The lesson? Build your business as if you’re preparing to sell it. Create something so valuable and well-organized that someone wants to buy it.

I’ve always enjoyed organizing our business, creating systems, and maximizing efficiency. Over the years, I experienced firsthand how this brought a sense of control and calm—a welcome contrast to the stress and overwhelm of earlier days. Back then, we flew by the seat of our pants, putting out fires instead of preventing them. Emails piled up, phone calls and site visits slipped through the cracks, and invoicing and accounts receivable were embarrassingly delayed. We weren’t setting ourselves or our team up for success, and we paid the price with endless frustration.

Eventually, we’d had enough. We dove headfirst into learning how to fix it—reading books, listening to podcasts, and watching YouTube videos. It was exhausting but completely worth it.

We implemented sustainable systems, built a mentorship program, and developed workflows that were both effective and efficient. We organized everything in a central database, started using a task management tool, and found a business management software that worked for us.

Through that journey, I realized I loved this part of my work. I’m a natural problem solver. I thrive on identifying challenges, brainstorming solutions, and implementing change. I also have a knack for stepping back to see the bigger picture—spotting inefficiencies and finding ways to organize, optimize, and streamline.

Now, I want to share that knowledge with you. My mission is to help business owners gain control over their operations so they can provide exceptional service, reduce stress, and work toward long-term success. Whether your goal is to grow, scale, or even sell your business, I want to help you get there.

- Tracy Logan