We thought we were a sunroom company. Showroom centerpiece, twenty-thousand-dollar tickets, national dealer credentials.
Then someone lined up the math: four sunroom crews doing roughly $500k/month in volume and $200k gross profit. One window crew doing $300k/month and $160k gross profit.
Four times the risk and exposure to beat one window crew by $40k — and per crew, windows were running about 3x the economics. The sunroom king was subsidizing the identity.
That's not a marketing problem. It's a lane problem. Your marquee product can be your vanity product.