Canopy Service Partners, under the leadership of CEO Ian Goldberg, a Kellogg MBA alumnus, is forging a new path in the arboriculture industry. By prioritizing shared expertise, investing in sustainable growth, and championing a PeopleFirst philosophy, Canopy Service Partners is establishing itself as the leading collective of tree care service businesses across North America.
Goldberg’s journey to Canopy Service Partners was shaped by his early career in private equity. Years spent as an analyst and associate honed his investment acumen, but it was the operational aspects of business that truly captivated him. His experiences on boards and collaborations with management teams resonated deeply, reminding him of his collegiate athletic background and fostering a desire to lead from the front.
Choosing Kellogg for his MBA was a strategic move. Goldberg sought to transition from an investment-focused role to a leadership position within a private equity-backed enterprise. The fast-paced nature of private equity appealed to him, and Kellogg’s program offered the ideal environment to cultivate his management and operational skills. He was particularly drawn to the school’s emphasis on experiential learning.
The Zell Fellows Program further refined Goldberg’s trajectory. While many business schools cater to students pursuing consulting, banking, or roles in established corporations, Goldberg’s interest lay in the lower middle market and middle market sectors. He recognized his potential to make a significant impact in mid-sized businesses. Kellogg’s Growth & Scaling Practicum served as a crucial stepping stone, leading him to the Entrepreneurship Through Acquisition (ETA) Zell Fellow track – a program that mirrored his career aspirations perfectly.
A particularly impactful element of the Zell program for Goldberg was the company site visits. Immersing himself in diverse operational environments provided invaluable insights into the practicalities of running a business. Visits to companies across various industries, from logistics to manufacturing, across locations like Austin, Chicago, and even internationally to Sao Paolo and Rio de Janeiro, broadened his understanding. Observing businesses in sectors ranging from welding to grocery and CPG allowed him to develop his own operating framework and solidified his affinity for manufacturing, skilled trades, and similar environments.
Surprisingly, Goldberg discovered common threads in the operating models across seemingly disparate industries. These insights proved invaluable as he transitioned into his first leadership role post-Kellogg.
The challenges Goldberg encountered in his first post-MBA leadership role were significant but formative. The business lacked structure – no formal meetings, no performance management systems. However, he was met with a highly motivated team eager for change and optimistic about the future. Approaching this unstructured environment as a blank canvas, Goldberg leveraged his Zell ETA cohort and alumni network for guidance. The consistent advice he received was to prioritize observation over immediate action. Resisting the urge to implement rapid changes proved crucial, preventing missteps that could have been costly in the long run.
The Zell Fellows Program was instrumental in Goldberg’s development as a founder and leader, directly contributing to the success of ventures like Canopy Service Partners. He credits the program with providing him with an operating framework that remains central to his leadership approach today. However, the most enduring benefit was the network of operators he gained. This network serves as a vital support system, offering guidance and encouragement through challenges and day-to-day hurdles. The Zell ETA cohort maintains regular communication, recognizing the shared experiences and inherent loneliness that can accompany entrepreneurship and leadership. This supportive network, cultivated through the Zell program, has been key to navigating the complexities of business leadership.
Canopy Service Partners is poised for significant growth. With a clear vision to become the preeminent tree care service business nationwide, the company is focused on strategic expansion. The coming years will involve integrating growth-oriented businesses into the Canopy Service Partners fold, facilitating the exchange of best practices, and developing a top-tier shared services organization. This infrastructure will be essential to supporting their people and enhancing customer care. This venture marks Goldberg’s second collaboration within the Alpine Investors network, an affiliation he deeply values. Drawing on the successful playbook from Apex Service Partners, Goldberg and his team are excited to innovate and elevate the standards within the tree care industry through Canopy Service Partners.
Celebrating a decade of impact, the Kellogg Zell Fellows program has empowered over 100 Kellogg students to pursue entrepreneurial paths. For Goldberg, being part of this community is deeply meaningful. Echoing the wisdom of a mentor who emphasized the importance of people in business, Goldberg recognizes the value of being surrounded by inspiring individuals.
His decision to become a Zell Fellow was driven by the accomplishments of those who came before him – individuals who embraced unconventional paths, demonstrated resilience and determination, and pursued mission-driven startups and scaled family businesses. The passion and competitive spirit of the Zell Fellows set them apart, drawing Goldberg to the program and maintaining his engagement ever since. He references Sam Zell’s “Little Red Book” and the quote, “When everyone is going left, look right,” as embodying the spirit of the Zell Fellows program – a program designed for those who dare to be different.
Goldberg believes that individuals are judged by the company they keep. He expresses humility in being counted among the Zell Fellows, a group that continually pushes industry boundaries worldwide. However, he views this not as an achievement to rest on, but as a challenge to continually strive for growth and innovation, keeping pace with the accomplishments of past and future Fellows. Being part of the Zell community is a privilege and a responsibility that Goldberg and his fellow Fellows embrace wholeheartedly.
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