Olson Toon Landscaping

What Olson Toon Landscaping does

Olson Toon Landscaping is a privately held, family-owned outdoor services company founded in February 1997 by Steve Olson and Al Toon, Jr. and headquartered at 3570 Pioneer Road, Verona, Wisconsin. The company operates as a full-service design-build organization with four core service divisions: Landscape Design (retaining walls, patios and walkways, planting, pools, specialties such as fire pits and lighting, and irrigation); Concrete (driveways, sidewalks, stamped concrete, foundations, and flatwork); Excavation (new construction, site development, waterfront shorelines, and land clearing); and Maintenance (lawn care, snow removal, tree removal, irrigation maintenance, and pool maintenance). The Pool Division claims over 30 years of specialized experience in in-ground vinyl-lined pool design, installation, and service. The company employs 51–100 people and is led by Owner/President Aaron Olson and co-Owner Natasha Severson, supported by dedicated divisional directors and an in-house Professional Engineer.

The company serves primarily residential homeowners in Dane County, Wisconsin, with secondary exposure to custom homebuilders and commercial/industrial clients. Customers reach Olson Toon through direct phone contact (608-827-9401), email, website quote requests, and an online bill payment portal powered by eBizCharge. Pricing is quote-based and not publicly disclosed; the company offers a budget-oriented design process with phased implementation to manage cost and timelines. Revenue is generated predominantly through one-time project contracts across landscape, concrete, excavation, and pool divisions, supplemented by recurring maintenance services.

Olson Toon has no disclosed external investors, funding rounds, public financial statements, partnerships, patents, awards, or acquisitions. Its differentiators are operational rather than technological: integrated cross-divisional service delivery, an in-house Professional Engineer, a vibratory plow irrigation installation method that minimizes landscape disruption, and 27+ years of continuous local presence described as one of Wisconsin's premier design-build landscaping firms. Geographic scope remains confined to Dane County, and there are no disclosed AI/ML capabilities, software products, or proprietary technology platforms.

Name

Olson Toon Landscaping

Legal name

Olson Toon Landscaping

Website

https://olsontoon.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Olson Toon Landscaping is a privately held, family-owned design-build outdoor services company in Dane County, Wisconsin, offering landscape design, concrete, excavation, pool installation, and year-round maintenance to residential and commercial clients.

Ownership category

akta.pro rank

Product category

Landscape Design & Outdoor Services

NAICS

Landscaping Services (56173), Other Foundation, Structure, and Building Exterior Contractors (238190)

SIC

Construction - Special Trade Contractors (1700)

akta.pro primary industry

Landscape Installation (Plants, Sod & Soil) (HSAIABAB)

akta.pro secondary industries

Grounds & Exterior Services (Landscaping/Snow Removal/Parking Lot Maintenance) (IMAIAAAF), Commercial Landscaping & Grounds Maintenance (BPABADAA), Garden Bed Design, Layout & Planting Plans (HSAIAFAA)

Keywords

• Landscape design services
• Concrete installation
• Excavation services
• Outdoor property maintenance
• Swimming pool installation

Headquarters

HQ city

Verona

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Landscape Design & Construction: Revenue generated from comprehensive landscape design and construction services including retaining walls, patios, walkways, plants and planting, pools, specialties (fire pits, lighting, fencing), and irrigation systems. Projects range from residential to commercial with design/build approach.
2. Concrete Services: Revenue from concrete production and installation for driveways, sidewalks, foundations, stamped concrete, and flatwork. Serves both residential and commercial projects.
3. Excavation Services: Revenue from excavation services including new construction site preparation, site development, waterfront shorelines, and land clearing.
4. Maintenance Services: Recurring revenue from ongoing maintenance services including lawn care, snow removal, tree removal, irrigation maintenance, and pool maintenance.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Olson Toon Landscaping is a full-service design-build outdoor services firm offering landscape design and construction, concrete installation, excavation, in-ground pool design/installation, and year-round property maintenance. The company operates four specialized divisions (Landscape, Concrete, Excavation, Maintenance) that work collaboratively to deliver custom residential and commercial outdoor projects in Dane County, Wisconsin.

Product overview

Olson Toon Landscaping is a full-service outdoor living organization established in 1997, operating as a single unified service company rather than a software platform. The company offers an integrated portfolio of four core service divisions: Landscape Design Services (retaining walls, patios and walkways, plants and planting, pools, specialties such as fire pits and lighting, and irrigation), Concrete Services (driveways, sidewalks, stamped concrete, foundations, and flatwork), Excavation Services (new construction, site development, waterfront shorelines, and land clearing), and Maintenance Services (lawn care, snow removal, tree removal, irrigation maintenance, and pool maintenance). These divisions are led by highly trained specialists and work collaboratively to provide comprehensive design/build and maintenance expertise for custom residential and commercial landscaping projects in Dane County, Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Landscape Design Services Expert landscape design and construction services including retaining walls, patios and walkways, plants and planting, in-ground pools, outdoor specialties (fire pits, lighting, fencing), and irrigation system design and installation for custom residential and commercial properties.
• Concrete Services Concrete production and installation for residential and commercial projects including driveways, sidewalks, stamped concrete, basement foundations, and flatwork such as steps, stoops, porches, and shed pads.
• Excavation Services Excavation services for residential and commercial properties including new construction site preparation, site development and grading, waterfront shoreline stabilization, and land clearing.
• Maintenance Services Year-round property maintenance services including lawn care (mowing, fertilization, weed and pest control, aeration, pruning), snow removal, tree removal, irrigation system maintenance, and swimming pool maintenance.
• In-Ground Swimming Pool Design & Installation Professional design and installation of in-ground vinyl-lined steel swimming pools with over 30 years of specialized experience, including pool and spa service, renovations, salt water chlorination, natural gas heaters, automatic covers and cleaning systems, LED lighting, custom pool decks, and pool automation.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Bruce Company: Wisconsin-based full-service landscape design, build, and maintenance firm serving the greater Madison area. Directly comparable to Olson Toon in service mix, design-build positioning, and Dane County/Southern Wisconsin geography.
• Rettler Corporation: Wisconsin-based full-service landscape management and installation firm with design/build and maintenance capabilities. Comparable to Olson Toon as a regional Wisconsin multi-division outdoor services company.

Broad incumbents

• BrightView Landscapes: Largest U.S. commercial landscape services provider (NYSE: BV) offering design-build and maintenance at national scale. Comparable business model in design, construction, and maintenance, but operates at vastly larger and primarily commercial scale.
• Davey Tree Expert Company: Employee-owned national provider of tree care, landscape services, and environmental consulting. Overlaps with Olson Toon's tree removal, landscape installation, and maintenance services but at significantly broader geographic and service scope.
• TruGreen: Largest U.S. lawn care company offering fertilization, weed control, and related maintenance services nationwide. Comparable to Olson Toon's lawn care and recurring maintenance offerings, but at national franchise scale with a chemical-treatment focus.
• Ruppert Landscape: Regional full-service commercial landscape management and installation company serving the Mid-Atlantic and Southeast. Comparable in design-build and maintenance service model, though it operates in different geographies.
• Yellowstone Landscape: Large multi-regional commercial landscape services firm providing maintenance, design-build, and irrigation across the southern and eastern U.S. Similar full-service offering but at much larger geographic and revenue scale.
• Spring-Green Lawn Care: National lawn care franchise with a Midwest presence offering fertilization, weed control, and tree/shrub services. Comparable to Olson Toon's lawn care and recurring maintenance revenue stream, but franchise-based and primarily chemical-treatment focused.
• Weed Man: North American lawn care franchise network providing fertilization and weed control services. Comparable to Olson Toon's lawn care offerings in the recurring residential maintenance segment, though narrower in scope (no design-build or concrete).
• Lawn Doctor: National lawn care franchise offering fertilization, weed and pest control, and tree/shrub services. Comparable to Olson Toon's lawn care maintenance business in customer segment and recurring service model, though narrower than Olson Toon's full-service offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/OlsonToon

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Olson Toon Landscaping