. >> last january governor jerry brownish used an executive order plan dating a 25% reduction in water use and citizens across the state are responding. >> i listen to the news and i know the drought in california is a serious problem. >> for entrepreneurs like roy amir greg lanier and bill schaffer, they saw new business opportunity. >> we saw an opportunity to convert people's lawn to a drought tolerant landscape and at the same time make a little money. >> the business models vary. they're all taking advantage of a change in the market. >> there's been an interesting group of entrepreneurs that have sprung up. >> jeffrey kitelinger created an incentive to cut back on watering lawns and by doing so unleash add flood of new businesses across the state. >> if you can replace that lawn you can replace a lot of water. what we're trying to do is get people to think differently about how their outdoors should look. >> his agency offered homeowners a cash rebate to replace their lawns with drought tolerant landscape. roy amir the owner of green pros recognized he could capitalize on the mon