A 1-on-1 coaching curriculum built around how a service business actually grows: diagnose the constraint, fix the offer, fund acquisition, open the lead floodgates, then build systems that scale without you.
Most owners try to fix the lead problem first. It's the loudest. It's the wrong move. If you pour leads into a leaky offer, you light cash on fire. If your money model can't fund acquisition, you can't scale even when both work. Phases run in this order for a reason.
Get out of the operator's seat and into the owner's seat. Walk through the diagnostic together. Calculate LTV:CAC live. Name the constraint — offer, leads, money model, or ops — and write it at the top of the doc as the North Star for the next eleven weeks.
Pick one avatar, not three. Write their Dream Outcome in their own words — pulled from verbatim quotes from past customers. Document their top fears and objections. Premium pricing lives where there's a time pressure and a fear.
The spine of every offer. Score the current offer on dream outcome, perceived likelihood, time delay, and effort & sacrifice. Identify the two lowest levers — those are where the biggest gains are. Pick three improvements and implement them this week.
List every problem a prospect has before, during, and after buying. Solve each one with a named deliverable. Assign perceived dollar values. Stack it into a single offer. If the stacked value isn't 10× the price, the offer isn't strong enough.
Four offer enhancers, stacked. Conditional guarantees built around the actual outcome. Bonuses worth 30%+ of the offer price. Real, honest scarcity. Test a 5–15% price increase against the new offer and watch the close rate.
If gross profit collected in the first 30 days exceeds 2× your CAC, you can acquire customers infinitely without running out of cash. This is the math the big chains use to crush the local guys. We calculate yours, then design two changes to push the ratio above 2:1.
The companies that get bought for 5× EBITDA aren't the ones with the most trucks — they're the ones with the most contracts. Build a three-tier maintenance plan. Script the tech-facing pitch. Target a 40%+ attach rate. Every dollar of MRR is worth 30–60× at exit.
Warm outreach, cold outreach, posting content, paid ads. Every lead source in the world is one of those four. Stage of business dictates which one first. Master one before you add a second — resist the urge to chase three at once.
The lowest-cost, highest-converting lead source — and the one most owners ignore. Build the dormant customer list. Launch a 4-touch reactivation campaign. Install the NPS + referral handoff on every completed job. Line up 5 strategic partners.
A lead magnet is a complete solution to a narrow problem — not a $50-off coupon. We design one specific to your service, build the landing page, launch on one paid channel with a $500 test budget, and track cost per booked job, not vanity metrics.
By Week 11 the offer works, the money model funds acquisition, and leads are flowing. The constraint shifts to the human in front of the prospect. We install the 5-step sales SOP, the ARC objection framework, and roleplay every objection you'll ever hear.
The three hires that 10× a service business — and when to make each one. The weekly KPI dashboard. A 12-month roadmap with specific revenue, MRR, and team targets. You leave with the system, not a dependency on the coach.
A 60-minute working session every week. Concept brief, live exercise on real numbers, field assignment, KPIs to report next week. We don't talk about theory — we build the thing on the call.
A bad quote, a tech who quit, an objection you've never heard. You don't wait a week. Voxer or text, business hours, fast answers from someone who's been in your seat.
Pre-program diagnostic, offer sheet template, maintenance plan script, ARC objection scripts, KPI dashboard, hire-by-stage worksheet, the 12-month roadmap. You leave with the kit, not a course login.
I teach you to build guarantees that move close rate. Mine does the same. Discussed on our discovery call after I've looked at your numbers — because a blanket guarantee on a homepage isn't a real one.
We don't grade on a curve. These are the numbers a best-in-class local service business runs. We'll find where you sit on day one — then move you up the column.
| Metric | Below Avg | Average | Best in Class |
|---|---|---|---|
| Quote-to-close % | <25% | 25–40% | 50%+ |
| Gross margin % | <35% | 35–50% | 55%+ |
| Net margin % | <8% | 8–15% | 20%+ |
| Maintenance plan attach % | <15% | 15–35% | 40%+ |
| Recurring revenue % | <10% | 10–25% | 35%+ |
| CAC payback period | >6 mo | 3–6 mo | <3 mo |