The program
A Path, Not a Library of Videos.
Five stages in the order money actually moves through a flooring business. Each one unlocks the next, because each one depends on the last. You can't sell a job you can't price, and you can't run ads to a business that can't fulfil.
Your onboarding call with me.
60 minutes, one-on-one.
Before you touch Stage 1 we find your actual constraints, walk your plan, and map your 90-Day Launch Pathway. You leave with your number-one priority and a clear order of operations, instead of a dashboard full of modules and no idea where to start.
Founding members get this call with me directly. As the program grows, it moves to a coach.
Five stages. In order. No skipping.
Stage 1 of 5: Set Up the Business
Goal: Become a real, legal business that can take money, be found, and operate.
- Entity, insurance, and licensing for your state
- Business banking
- Payment processing, so you can take money day one
- CRM for tracking leads, jobs, and customers
- Website: layout, build, and the pages that generate calls
- Google Business Profile claimed and set up
- Your own dealer account: how to open it and what to ask for
You get: entity/insurance/licensing checklist by state · banking and payment setup guides · CRM walkthrough · website template · Google Business Profile checklist · dealer account setup guide
Outcome: You exist as a real business: legal, able to take payment, findable, with the accounts you need to operate.
Stage 2 of 5: Know What You Sell and How to Deliver It
Goal: Price and fulfil a job before you ever sell one. This is the stage that stops you selling work you can't deliver.
- Which services to offer, and which two to start with
- How each one is fulfilled, start to finish
- Pricing each service to hit your margin
- What your sub charges, and how it sits inside your price
- Job costing: material, labor, waste, transitions, change orders
- Markup vs. margin, the mistake that quietly kills new businesses
- Dealer pricing on material, and running a mobile showroom out of a truck
- Where to find installers and how to approach them
- Vetting: questionnaire, test job, references, license and insurance checks
- Building a bench, because one good installer isn't a business
- Agreements and pay structure: paid on completion, after the walk
- Quality control by flooring type, so you can judge work you've never done
You get: fulfilment guides · Pricing Calculator · Job Costing Sheet · Installer Sourcing Playbook · vetting questionnaire and scorecard · subcontractor agreement · QC checklists by flooring type
Outcome: You know what you sell, what it costs, what to charge, and you have vetted subs ready.
Stage 3 of 5: Sell and Close the Job
Goal: Turn a lead into a signed, profitable job.
- Building value so you're not competing on price
- Estimating: measure, scope, price accurately
- The in-home process and how to present: one number, full scope, never itemized
- Objection handling and closing
- Follow-up sequences so no lead goes cold
You get: Sales Playbook · estimate template · value-building framework · follow-up automations · close-rate dashboard
Outcome: You can take a lead, build value, present a professional estimate, and close it at margin.
Stage 4 of 5: Generate the Leads
Goal: Predictable lead flow into a business that can already price, close, and deliver.
- Meta ads: creative, structure, targeting, budget, and what converts for flooring
- Google Business Profile optimization and local ranking
- Video content that makes you the local flooring authority
- Realtor referral outreach
- Review generation
You get: Meta ad templates and creative · GBP optimization checklist · video content frameworks and scripts · review generation system
Outcome: Leads coming in predictably, and the skill you keep. Once you can generate leads and referrals on demand, you're never dependent on anyone for a business to work.
Stage 5 of 5: Measure and Systematize
Goal: A business that runs on numbers and systems instead of on you.
- The KPIs that matter: cost per lead, close rate, gross margin, average job size
- The AI Business Brain: a knowledge base holding your pricing, SOPs, and answers
- AI for follow-up, content, SOP generation, and estimate assistance
- Weekly scorecards
You get: KPI Dashboard · Business Scorecard · AI Prompt Library · Automation Library · weekly scorecards
Outcome: The business lives in a system instead of in your head, the foundation for eventually running it without being in it every day.
What happens between the trainings.
The program isn't only what I teach. It's the support while you install it.
Weekly call with me
24/7 email access
Dealer and vendor guidance
The member community
The Austin ride-along
Hiring and team buildingComing
What I provide. What you provide.
I provide
You provide
You own
This is done-with-you, not done-for-you. I'd be lying to you if I framed it any other way.
On the page, where it belongs.
$15,000
Founding price, rises to $30,000
- Pay in full, or split across two monthly payments
- Financing available if you need it
- Founding members lock the rate and get direct access to me
- Plan for working capital on top: material and labor on early jobs, before customers pay you
Answered straight.
How long does it run?
The path is built to get you launched and taking jobs within 90 days if you do the work. Coaching and community access continue past that. This isn't a program that hands you a certificate and shows you the door.
How much time does it take per week?
Enough that you should plan for it seriously. Most people start alongside existing income, which is sensible, but launching in 90 days means real hours every week: trainings, sales calls, estimates, sub meetings. We'll be honest about your capacity on the application call.
Do I need trade experience?
No. You're not learning to install. You're learning to sell, price, and manage the subs who install. I've never laid a plank in my life.
Do you run my ads for me?
No. I teach you to run them, along with Google, content, and referrals. You own the lead flow and nobody can switch it off, including me.
What if I'm brand new to business entirely?
That's who this is built for. Stage 1 starts at entity formation. What you do need is capital, a working-capital cushion, and the willingness to sell and manage people.
Are there other costs?
Yes, and you should know them up front: working capital for early jobs, ad spend when you turn on Stage 4, and normal business costs like insurance and licensing. I'll walk through the full picture on the call.
Ready to see if it's a fit?
A few short questions. If it's a fit, we get on a call and walk through the model, your market, and how you'd launch. If it isn't, I'll tell you.
Apply Now: See If It's a Fit