Executive Summary
Dalton already voted for McDonough Roofing. This proposal turns that trust into a category you own: premium, predictable roofing that's worth waiting for. We will design scarcity, signal your standards publicly, and monetize what the market already values from you—certainty and craftsmanship.
Outcome: More margin per job, a calmer schedule, crews home earlier, and a documented "McDonough Method" that makes the business more valuable every quarter. No website. No extra leads. Pure operating leverage.
Core Objectives
90 days, with first wins in 30
Revenue
Revenue Lift
Lift average ticket 12–20% by making premium the default (packages + financing)
Profit
Profit Per Crew
Increase profit per crew-day 15% through density, pre-qualification, and supplier coordination
Speed
Cycle Time
Cut cycle time by 2–3 days via remote measurements, staged deliveries, and photo-verified install checklist
Control
Capacity Control
Establish a public Capacity Index and Priority Start option so rush converts to revenue
Recurring
Recurring Revenue
Launch a Roof Health Plan for recurring revenue, storm priority, and lifetime value
Value
Business Value
Create documented systems that increase enterprise value every quarter
Scope of Work
Done-for-you build, co-authored with owner
1) Monetize Time: Capacity Index + Priority Start
- Weekly Capacity & Scheduling post template and cadence
- Define and price Priority Start (limited rush slots per month)
- Messaging scripts for Facebook/Messenger, SMS, and Google Business Profile (GBP)
2) Monetize Choice: Good–Better–Best Packages + Financing
- Three clear roof packages per material type with warranties and upgrades
- Financing integrated on every quote (0% promo and long-term options)
- Proposal language, line-item alternatives, and price escalation clause addendum
3) Monetize Density: Corridor Dominance + Routing Rules
- Service radius finalized (~25 miles around 44618) and two dominance corridors:
- Dalton–Orrville–Wooster
- Massillon–Navarre–Brewster
- Routing rules to maximize revenue per mile and reduce windshield time
- Minimum job size and referral-out policy for sub-minimum work
4) Monetize Proof: Photo Checklist + Review Engine
- 20-point CompanyCam photo checklist embedded into your install flow
- Remote measurement workflow (EagleView/Hover) to reduce site visits and rework
- Review prompts that cue specifics (clean-up, communication, on-time), with SMS/email templates
5) Monetize Relationship: Roof Health Plan
- Annual plan structure (inspection, gutter clean, minor tune-ups, priority storm response)
- Enrollment flow (QR/Stripe), member leave-behind card, renewal messaging
- Optional pre-storm drone baselines for faster, cleaner insurance claims
6) Strategic Assets and Dashboard
- The McDonough Method: estimating templates, install SOPs, customer scripts, warranty process
- Alpha Dashboard: average ticket, premium-tier selection rate, Priority Start uptake, close rate, profit per crew-day, cycle time, review rate, callback rate, revenue per mile
- 10-minute weekly readout and adjustment cadence
Implementation Timeline
30-Day Activation
Price, Time, and Intake
- Finalize Good–Better–Best packages and contract addendum
- Set Priority Start pricing and limits; publish first Capacity Index post
- Launch 4-question pre-qualification flow (Messenger/text) and minimum job policy
Owner time: 60–90 minutes approvals
Proof and Presence
- Optimize GBP: services, productized packages, photos, Q&A
- Start review engine and photo checklist; enable remote measurements
- Draft "Typical Investment" ranges for quotes and posts
Owner time: 30–45 minutes review
Density and Ops Rhythm
- Lock service radius and corridor routing rules; map supplier staging
- Negotiate supplier protocol: staged deliveries, hot-shots, returns handling
- Establish weekly Repair Day cadence and 20-point final inspection walkthrough
Owner time: 45 minutes alignment
Membership and Control
- Launch Roof Health Plan enrollment; member communications live
- Turn on Alpha Dashboard; run foreman briefing and Crew Safety + Photo Bootcamp
- Publish second Capacity Index with availability signals and one Priority Start slot
Owner time: 60 minutes training and sign-off
Metrics and Reporting
Yield
+12-20%
Average ticket lift
Flow
-2-3 days
Cycle time reduction
Tracking: Weekly scorecard + recommendations; 30-day and 60-day reviews covering yield (average ticket, premium-tier selection rate, Priority Start uptake, profit per crew-day), flow (cycle time, on-time starts, review rate), quality (callback rate, checklist completion), and density (revenue per mile, job clustering by corridor).
Investment and Commercials
Choose Your Plan
Lite
$4,500
Implementation Only
Excludes supplier negotiation, bootcamp, and dashboard customization
Recommended
Core 30-Day Build
$7,500
Includes all deliverables, dashboard, supplier coordination, and crew bootcamp
Plus
$12,000
Core + 30 Days On-Site Coaching
Adds ride-alongs and hands-on implementation support
Guarantee and Risk Reversal
60-Day Lift Guarantee: If your average ticket doesn't increase at least 10% within 60 days of go-live, we work free for an additional 30 days to hit it
Week-2 Checkpoint: If progress is materially off-track and not correctable, you may opt out; we refund 25% and transfer all work-to-date
That's it—pick a plan, pay once, we lock your start date and begin.
Appendices
Appendix A: Pre-Qualification Script
Paste into Messenger/SMS
Message 1: "Thanks for reaching out! Quick 4 items so we can help fast: 1) Address 2) Roof type (shingle/metal/flat) + approx. age 3) Insurance or out-of-pocket 4) Ideal timeline (ASAP, 2–4 weeks, next opening)"
Message 2: "Our next standard start windows are [Month/Month]. If you need sooner, we hold a limited Priority Start slot each month. Typical projects in your area range from $9,500–$18,500 for asphalt and $18,000–$38,000 for standing-seam metal. Want us to run a remote measurement next?"
Appendix B: Capacity Index Post (Weekly)
Capacity & Scheduling Update — Dalton, OH
- Emergency tarps/repairs: 24–48 hrs; this week: [X] slots
- Full replacements (weather-permitting)
- Week of [Date]: [0/1/2] standard / [0/1] Priority Start
- Week of [Date]: [0/1/2] standard / [0/1] Priority Start
- Priority Start = earliest available window for time-sensitive projects
- To book: send Address, Roof Type, Insurance vs. Cash, Ideal Timeline
Appendix C: 20-Point Photo Checklist (Summary)
- Arrival/Protection (yard, landscaping, neighbor notice)
- Decking exposure and repairs
- Underlayment, ice-and-water at eaves/valleys
- Starter, drip edge, valley metal
- Flashing (chimney, walls, skylights), pipe boots
- Ventilation (ridge/box/solar), baffles where applicable
- Penetrations sealed and documented
- Ridge/hip cap installation
- Perimeter/cleanup: magnet sweep, debris haul-out
- Final overview shots (front/back/left/right), homeowner walkthrough
Appendix D: Typical Investment Ranges (Dalton area)
- Asphalt shingle replacement: $9,500–$18,500
- Standing-seam metal: $18,000–$38,000
- Flat/low-slope (EPDM/TPO/mod): $10,000–$24,000
- Repairs/tune-ups: $250–$1,800
Variables: pitch, layers, valleys/dormers, decking repair, designer shingles, custom flashing.
Appendix E: Service Territory
- Primary service radius: ~25 miles around 44618
- Dominance corridors: Dalton–Orrville–Wooster; Massillon–Navarre–Brewster
- Outside radius: case-by-case with premium travel fee