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A new St. Louis startup is helping cut out the middle man — and the grass.

MowMagic is a mobile app service that provides on-demand lawn care service, by pairing homeowners with lawn mowers. The service, which went fully live on Monday, was founded by Mike Braun and Ryan Leffler.

There are two MowMagic apps, one for homeowners, or consumers, and one for mowers, or providers.

Homeowners set the location and features of their lawn, whether equipment is provided, and  what they're willing to pay to have their lawn mowed. Mowers set the radius in which they are willing to travel, and when a request appears, they receive an image and location of the home, the time of the request, and the payment rate. A rating system exists for both types of users.

Braun said that the idea was sparked one day when he was out of town and hadn't been able to mow for some time.

"I thought, 'I can't believe there's no kid knocking on the door trying to make 20 bucks.' That's how I did it," Braun said.

Since launching, Leffler said that the app had had 150 users. He said that about 10 jobs had been posted by midday Thursday.

"The response has been way better than we thought. It's exceeded both of our expectations," Braun said.

The service is currently available to all of the greater St. Louis area.

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