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The plan
On Robert's systems, sold with our funnel, with the AI implementation work behind it.
guardianstormrepair.com
01 · Market
The 106,000 figure includes sole traders. The 23,394 with payroll is the number that matters, because a man with a truck is not buying a programme.
01 · Market
| Avatar | Firms | What they need |
|---|---|---|
| $1M to $4M crews, payroll, a ceiling | 6,000 to 9,000 | Systems, a management layer, to stop being the bottleneck |
| $100k to $1M owner still on the roof | ~15,000 plus a long tail | Their first crew, pricing that does not lose money, a way out of the truck |
We need fifty to a hundred members. Against six thousand companies in the tighter band alone, the market is not the constraint.
01 · Market
01 · Competitors
| Who | Price | Scale | Serves |
|---|---|---|---|
| Breakthrough Academy | $5,700 then $999 to $2,999 a month, three years | 1,900+ | All trades |
| CertainPath | From $399 a month | Large | All home services |
| Contractor CoachPRO | Undisclosed | 700+ since 2013 | Home services |
| The Roofing Academy | Undisclosed | Smaller | Roofing only |
| Great to Elite | Undisclosed | Groups of 6 to 8 | Roofing masterminds |
1,900 contractors pay Breakthrough Academy between seventeen and forty two thousand dollars in year one. Demand is established. We are redirecting it, not creating it.
The big three coach every trade. A roofer sits in a room with plumbers and landscapers and gets generic answers. The roofing specific players are small and none has run away with it.
02 · The offer
How to build a roofing company that runs without you. The crews, the pricing, the systems and the territory that took Guardian from one truck to seven states.
Recruiting and keeping crews, which is the number one killer. Pricing and job costing so you stop underbidding. A sales rep system so the owner is not the only closer. Claims and supplements as the margin module. Leads, then territory.
Group calls and live Q and A. Members bring a real problem, a bad hire, a denied claim, a job that lost money, and leave with the next move.
Roofing owners who are not competing in the same postcode, comparing notes on carriers, crews and pricing by region.
03 · Delivery
04 · Funnel
Ads straight to a booked call put the whole job of building trust on one salesperson in one conversation. The only way to get more calls is to hire more of them.
A webinar fixes exactly that. It builds trust and authority before it asks for anything, and it does it one to many. A roofing owner who watches Robert take apart a real hiring problem or a real denied claim for ninety minutes arrives at the call already sold.
Solid line is a live training. Dotted is ads straight to a call, asking for the sale before any trust exists.
04 · Funnel
Meta to roofing owners. The most predictable way to fill a room. We write it and run it.
How I scaled to $6M. His story and his mechanism, which both the $400k guy and the $2M guy will sit through.
Setters and closers we supply. One offer presented from stage. The lower tier exists as a downsell on the call, never in the room.
Replay and sequence. A real share of revenue lands after day one.
05 · Traffic and maths
At roughly twenty five to thirty dollars a registration, five thousand in spend fills a room of about two hundred. Two or three sales out of two hundred registrants is around a 1% to 1.5% registrant to sale rate. On a five figure offer that is a normal number for this funnel, not a stretch.
The last launch we ran on this machine put 198 people in a room on $5.7k of spend and did $46k in the first twenty four hours. That is eight times, day one, before follow up. So five to seven is a conservative target, not an optimistic one.
05 · Traffic and maths
If the first launch clears five times spend, the offer converts on cold traffic and the rest is arithmetic.
Profit goes back into spend. Same funnel, more rooms, more often, wider targeting. Every new member also becomes a warm buyer for the AI implementation work.
High margins, because it is a recurring high ticket programme with almost no cost of goods, and the AI implementation work sells behind it.
05 · Traffic and maths
Every member is a roofing owner who has just proven he has money, moves fast, and is actively trying to fix his operation. That is the most expensive audience in the trade to reach cold, and we get paid to gather it rather than paying to find it.
Before anything gets built
The whole funnel rests on him holding a room for ninety minutes. One recorded twenty minute teardown of a real hiring problem or a real claim answers it. This gates everything else.
How much of the coaching is him, and who covers the rest. Decided before launch, because it is what determines whether the first cohort renews.
Who does what