Day 1 = Friday, July 31 · Day 100 = Saturday, November 7 · The growth plan, plus the bigger $1M version of the same machine.
stpierre.ai runs Facebook ads that get homeowners asking for concrete-repair estimates. An automated chat assistant collects each homeowner’s phone number and job details, and those ready-to-call homeowners (“leads”) are handed to a contractor client — currently one client, Dan in Dallas. The product being sold to contractors is exactly that: “we send you ready-to-call customers.” This page is the plan for proving that product with Dan, then selling it to 13 more contractors in 100 days.
The move
Prove the machine works with Dan in the first 14 days. Then sell that proven machine to about one new contractor a week, speeding up to two a week by October. Nothing gets built that isn’t on this page.
The math
$100K ≈ 97 “client-weeks” at $975 per week, plus about $8K in start fees. That means growing from 1 active client to 14 by Day 100.
The constraint
The bottleneck is signed-client cash — not tools, not dashboards. The scarce activity is conversations with contractors who have seen proof.
Clean ad relaunch at $50/day · the stricter lead-check live · 25 hand-offs a week to Dan · Dan paying weekly · close the five warmest prospects at a discounted founding rate
Front door = a free chatbot installed on the contractor’s own site (best-fit prospects only) · already-generated leads in their city are the closer · 10 booked sales calls a week · hand-run outreach
The per-city launch turned into a template (page + bot + hand-off pipeline = one setup file) · new client onboarded in under 48 hours · referral-partner outreach starts, proof pack in hand
Two new clients a week · referrals from the first group of happy clients · a second trade (foundation repair) only if concrete leveling runs out of reachable cities
Behind the line: active clients growing 1 → 5 → 10 → 14, each paying $975 a week for 5 qualified, booked inspections, plus about $8K of one-time start fees. If any week’s collected cash is under the line, the fix is always the same: more sales conversations — never more building.
| Lever | The weekly number | What it feeds |
|---|---|---|
| Delivery (per client) | 25 hand-offs a week · cost per qualified lead at or under $25 | Clients stay (they’re getting jobs) — and their results become the proof that sells the next client |
| Sales | 10 booked calls with contractors · 50 accounts worked from the researched prospect list · free-chatbot installs offered to best-fit prospects only | 1–2 new client partnerships signed per week |
| Marketing | Daily content published + contractor-targeted ads running in target cities | Warm familiarity, so every sales call gets easier than the last |
| Cash | Collect weekly · Monday scorecard compares predicted vs. actual | The line on the chart above |
The offer in one paragraph (locked July 31): the front door is a chatbot installed on the contractor’s website free — it starts booking the visitors they already get, and it wires up job-tracking from day one. The real business is the back end: a growth partnership where stpierre.ai pays for all the marketing and charges 10% of the revenue its leads create. The closer is showing up with already-generated leads in the prospect’s own city — receipts, not claims. Signing costs the contractor a $2,000 deposit, fully guaranteed: if they don’t get $20,000 of additional sales in the first 30 days, it comes back. (The deposit is really a prepaid first month — 10% of $20K is $2K — so if the guarantee is met, it’s simply earned.)
Working the numbers backwards exposes three make-or-break issues. Each one is expandable:
Money arrives weeks after jobs close, so those 9,500 hand-offs have to happen by roughly Day 70 — about 135 a day at peak. At 25–50 hand-offs per week per client, that means roughly 30–45 active clients, which requires signing 4–5 new clients a week from mid-August. One founder making calls cannot do that alone. The answer is referral partnerships: three named industry figures with large contractor audiences, offered a 20–30% revenue share for sending clients. Nobody in these trades sells performance-based leads today, and a “$2K deposit, fully guaranteed” offer is about the easiest thing a partner could ever pitch.
$10M across 1,000 jobs means the average job is worth $10,000. Dan’s concrete-leveling jobs average about $1,700 — so concrete leveling alone would need 3–5× more jobs than the model assumes. Either the client mix must lean toward bigger-ticket trades (foundation repair ≈ $15K per job, crawl-space work ≈ $10K), or the hand-off target triples. The niche mix has to be decided before the volume target is locked. This is the one number in the model that doesn’t currently reconcile.
Covering marketing at $25–35 per qualified lead across 9,500 leads means fronting roughly $240–330K of ad spend before all the revenue share comes back. Deposits (about 40 clients × $2K = $80K) and early collections cover part of it, but the gap peaks around Day 45–60 at roughly $100–150K. That’s what the $50K line of credit is for — plus billing monthly (collect the 10% every month, not at the end). Without those two, the model runs out of cash mid-ramp no matter how well it sells.
Charging 10% of the revenue your leads create only works if every closed job can be traced back to your lead. So connecting to each client’s job-tracking software (the wire already proven with Dan) is mandatory at onboarding, along with a signed clause about how revenue gets attributed. House rule: no tracking connection, no launch. Today’s “Facebook can’t tell which ad made which lead” fix on the Execution Plan is this same muscle at a smaller scale.
The unit economics hold: each handed-off lead brings in about $105 against a $25–35 cost. Three things separate the $100K outcome from the $1M outcome: (1) a client mix that supports a $10K average job · (2) a referral channel signing 4–5 clients a week by September · (3) the line of credit plus monthly billing so covered marketing doesn’t outrun cash. The $100K plan above is exactly this machine at founder-sales speed — same phases, same proof pack. The $1M version bolts on referral distribution and the credit line. Recommended now: lock the offer language ($2K guaranteed deposit / $20K in 30 days / 10% of created revenue / marketing covered), make the tracking connection a hard onboarding gate, and open all three referral-partner conversations the week Dan’s proof pack exists.
| If this happens | The pre-decided answer |
|---|---|
| Dan quits before Day 14 | The proof pack from his three weeks of data still exists and still sells. The five warm prospects and the call list keep going; the offer gets reworked per the pre-written pause plan. |
| Lead cost blows past $35 in a new city | Pause that city only — every city is its own independent setup. Move the budget to the best-performing city. Never cut an existing client’s lead flow to save money. |
| Signing stalls at 1–2 clients by Day 45 | Price cuts are banned. Instead, change the unit: offer prepaid lead packs at a lower commitment, and accelerate the referral-partner conversations. |
Sprint 5 goal: first SP cash by Aug 16 · offer = 10+ new {niche} jobs in 90 days · $975/wk for 5 qualified booked inspections · ~$25/qualified lead (the provable stat; the old $15 claim is retired) · concrete leveling = the year-one niche, US-wide; other niches year two · referral-partner map: HMI / Koerner / Tyler Link, 20–30% rev-share, gated on the proof pack · leads-first strategy locked Jul-31 (brain signal 1826). Built Jul-31 from brain + live session sweeps.
Companions: Execution Plan — July 31 (today’s list) · The Daily Operating Rhythm (the day that executes this plan) · The Unblock List (today’s hands-on tasks).