Episode Details

In this episode of Beers with Contractors, Will opens an October episode by encouraging comments and explaining his annual goal-planning process: start in October, collaborate with the team, and lock budgets by mid-November, noting the first budgeting year is often messy but improves control. Using a MidCon home-service case study, he shows how to reverse-engineer a 2027 target from installs (not sales): $3M with a $12,500 average job requires 240 jobs, 727 qualified appointments at a 33% close rate, and 807 leads at 90% lead-to-appointment conversion. With an 8% marketing budget ($240,000), allowable CPL is about $297, and the sales team must hit about $4,126 average dollars per appointment. He also stresses checking gross profit margin (example 42%), overhead limits for a 10% net goal, staffing capacity, revenue per full-time employee, and debt-to-equity before adding equipment, emphasizing that growth should be judged by profitability and cash, not vanity metrics.

00:00 Introduction

00:27 October Goal Planning

02:41 Set Install Targets

04:46 Sales Math and Closing

06:48 Lead Conversion Funnel

08:05 Marketing Budget and CPL

12:12 KPI Scorecard Setup

13:05 Gross Profit and Overhead

16:35 Staffing and Capacity

19:40 Hiring Costs and Efficiency

23:03 Debt and Equipment Decisions

27:44 Final Recap and Next Steps

30:24 Outro and Disclaimers

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