. >> 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 money the government was giving away to get customers without charging them a single penny. >> the homeowner doesn't have to pay anything or worry about handling any money from the ree bates. >> we'll dig up your lawn and replace it wit