Ground Floor: Cedar Rapids ‘Card in the Yard’ franchise is first outside Maryland

A post on Facebook inspired Cindy Frese to start her new business.

A couple of years ago, Frese's sister, who lives in Maryland, posted some photos of a giant birthday card installment in her front yard. It was a surprise for her twin boys on their birthday.

'I thought it was the coolest thing,” Frese said. 'I had never seen anything like it in Iowa.”

Frese was so taken with the concept that she began to do some research on the company behind the sign installation and discovered Card in the Yard.

Card in the Yard is a yard sign rental business founded in 1991 by a Maryland stay-at-home mom as a way to earn some extra income. In 1998, founder Dawn Coolahan began offering franchise opportunities to others seeking a home-based business. Card in the Yard grew to eight locations in Maryland, all owned and operated by stay-at-home moms.

Frese's Card in the Yard franchise is the first outside of Maryland.

The business specializes in surprise deliveries for special occasions such as birthdays, graduations, new babies, and anniversaries. Customers rent the six-foot wooden signs, which Frese installs at a pre-determined time along with a yard full of smaller signs and a personalized message.

Unlike her fellow Card in the Yard franchisees, Frese works outside the home. Her full-time job is teaching special education students in the Cedar Rapids Community School District.

'I have lots of energy,” Frese said. 'And I was looking for a way to generate more income to help send my three kids to college.”

Frese purchased the franchise in 2013 but did not open for service until April of this year. She spent much of the intervening two years building her product.

To create the giant special occasion cards, Frese had to prime and hand paint both sides of six-foot plywood sheets onto which she projected the desired images.

'It was a lot of work to produce the boards,” she said. 'It was like doing a big dot-to-dot painting.”

Frese created 12 signs initially and continues to work on new designs. Although it takes about 20 hours to complete each sign, Frese said she finds the work to be relaxing and a good way to unwind after a long day of teaching.

A bigger challenge is the yard installations, often done in the early morning hours. Along with darkness, Frese sometimes has to contend with bad weather, dogs, and curious neighbors.

'Some are not that fun,” Frese admitted. 'But I just keep imagining the people when they get up and the smiles on their faces.

'I'm in this business to spread joy.”

l Know a company or manager who has been in business for less than a year that would be ideal for 'Ground Floor”? Contact Francie Williamson at francie.williamson@thegazette.com