5 Years to $150M Growth Plan: Be Everywhere All The Time

You often don't need new products or new states to grow 6x — reverse-engineer the math and sell far more of what you already sell in the same geographic area.

The shortcut: your monthly marketing budget should be about 1% of your annual revenue goal, so a $150M target means roughly $1.5M/month in one DMA (Boston).

The Boston market has ~800,000 owner-occupied single-family homes worth $500k+, and with 10-16% of homeowners remodeling a bathroom yearly, capturing under 8% of that demand hits the goal — the market is big enough.

'Be everywhere': stack TV/CTV, radio, OTT, paid and organic social (~100 posts/day), PPC, shared mailers, event crews, door-knocking, billboards, vehicle wraps, SEO, brand ambassadors and direct mail until the full budget is deployed.

Most people have never heard of you: 15% of an audience hadn't heard of LeBron James at his peak, and only 11 of 300 locals named Service Champions unaided despite millions in spend and 58% had never heard of them even with prompting.

There's no such thing as overexposure — when Mark Aken at Horizon worried he was 'everywhere', Rich told him to turn the dial to 11; Coke, Nike and McDonald's don't fear overexposure.

The market isn't your bottleneck, you are: you're competing for brain space, so grow your marketing surface area (guided by the Four I's — identity, integration, iteration, investment) to own the market already in front of you.