Executive Summary
Analysis of 238 leads processed via Home Depot/Menards Pro Referral (April–December 2025). Data indicates a significant Business Model Mismatch between "Handyman" lead volume and AITCOH's "General Contractor" operational structure. While gross margins on labor are high (76%), administrative costs on small tickets negate profitability. Revenue is heavily concentrated in insurance claims and the outlier Budler commercial project.
Project Spotlight: The "Budler" Job
A single, high-complexity commercial/residential hybrid project that validates AITCOH's capacity for large-scale construction.
- Client: Budler
- Art Studio Construction
- Exterior Decking System & Parking Lot Paving
Industry Benchmark Context
General Contractor (Retail Leads): Typical conversion 10-15%. | Handyman Services: Typical conversion 40-60%.
Monthly Lead vs. Win Volume
Note: October spike represents closing of summer projects.
Revenue Concentration (The "Unicorn" Effect)
One special project generated 59% of total annual revenue.
Financial Unit Economics: The Admin Cost Trap
The Hourly Trap (Small Jobs)
The Project Model (Fixed Price)
Win Rate by Service Category
Primary Reasons for Rejection/Loss
Strategic Service Tiers
| Classification | Category | Win Rate | Avg Ticket | Strategy |
|---|---|---|---|---|
| Winners | Insurance, Remodels, Carports | > 20% | $3,700 - $11,000 | PRIORITY |
| Volume | Water Softeners, Decks, Repairs | 5% - 19% | $180 - $2,000 | FIXED PRICE |
| Wasters | Furniture, TV Mounts, Gutters | < 5% | $0 - $124 | AUTO-REJECT |
Operational Case Studies: Routines that Defined 2025
Successful Routines
The "Rural Premium"
WINClient: Darlene Beller (Eureka Springs) | Scope: Deck Refinishing
Insight: Geographic leverage allows for high-ticket fixed pricing.
The "Fixed Price" Pivot
WINClient: Roxie Cockerham (Merriam Woods) | Scope: Carport Assembly
Insight: Fixed pricing eliminates "hourly rate anxiety" on large installs.
2026 Strategic Operational Rulebook
Protocol required to align lead intake with profitability goals.
Auto-Reject
- Furniture Assembly REJECT
- Microwaves / Dishwashers REJECT
- TV Mounting / Hanging REJECT
- Gutter Cleaning REJECT
- Roofing REJECT
Flat Rate Menu
- Water Softener $1,250
- Attic Ladder $550
- Toilet Install $350
- Storm Door $375
- Carport $2,800+
Priority Projects
- Insurance Claims Storm/Tree
- Full Remodels Bath/Kitchen
- Rural Service >20 Miles
- Shower Glass $124/hr
- Aging in Place Ramps/Bars
The "Scam" Filter
Immediate rejection protocol for leads containing specific fraud patterns.
Red Flag Keywords
- "Text me only"
- "Just bought a house... need service" (Generic)
- "Office Chairs" / "Branch opening"
Required Action
If lead matches keywords or comes from an Out-of-state number for a small job:
Lead Management Overview
Standard protocols for data entry, tracking, and execution.
1 Standard Operating Procedure: Calendar Entry
5. Trang Tieu, Pro, Bra. Water Softener, $1,241.12, (817) 675-9491
Home Depot Lead
Initial Lead Date: 9/3/25
Customer Name: Trang Tieu
Email: trangttieu@icloud.com
Phone: (817) 675-9491
Job ID: W-1zmrb5l
Location: 401 Stillwood Dr, Branson, MO 65616
Service: Appliance Installation
Customer Notes: Water Softener
Product: https://www.homedepot.com/p/AQUASURE-Signature-Series-64-000-grain-Water-Softener...
Zillow: https://www.zillow.com/homedetails/401-Stillwood-Dr-Branson-MO-65616...
Pics: PIC 001 PIC 002 PIC 003 PIC 004 PIC 005 PIC 006 PIC 007
Processed: 9/3/2025, 6:17:45 AM
Communication Notes:
Project Status: Job Scheduled
Rate: $1,241.12 for water softener installation.
Scope: Water Softener Installation.
• Note: The original range hood project was declined by us; the customer has hired another contractor to complete that portion.
09/03: BS made initial contact for a range hood installation.
2 Internal Management Tools
3 Best Practices
4 Lead Status Color Schematic
Active Pipeline
Archive & Accounting
5 2025 Customer Revenue Ledger
Invoiced Customer List
Sorted by Total Value. Includes all "Whale" and Standard projects.
| Customer Name | Invoiced Amount | Status |
|---|---|---|
| Diana Budler | $161,102.00 | MEGA WHALE |
| Rachel Dooms | $29,668.42 | WHALE |
| Darlene Beller | $11,901.73 | WHALE |
| Cherill Yaw | $9,554.52 | WHALE |
| Greg & Heather DeGood | $7,440.79 | WHALE |
| Dana Hoss | $6,966.12 | WHALE |
| William Fasel | $6,647.19 | WHALE |
| Lynn White | $6,188.32 | WHALE |
| Sherry/Ron Carlos Rodriguez | $4,638.58 | WHALE |
| Roxie Cockerham | $3,726.00 | Standard |
| Trang Tieu | $1,681.71 | Standard |
| Jose Renteria | $1,600.81 | Standard |
| Jack & Kathy Harootunian | $1,461.48 | Standard |
| Annette Marie | $1,365.32 | Standard |
| John Musick | $1,361.12 | Standard |
| David Huff | $1,262.38 | Standard |
| Kim Ball | $1,219.68 | Standard |
| Steve Kelley | $1,062.35 | Standard |
| Julie Alessi | $849.08 | Standard |
| James Mesick | $735.25 | Standard |
| Roy Woodrow | $717.88 | Standard |
| Tom Everett | $714.56 | Standard |
| Barb Johnson | $702.24 | Standard |
| Robert & Kristin Shanks | $668.84 | Standard |
| John & Cheryl Carr | $641.91 | Standard |
| Bernard Melanson | $612.14 | Standard |
| Linda Lanham | $603.72 | Standard |
| Cynthia Curry | $564.64 | Standard |
| Tony Tang | $558.72 | Standard |
| Victoria Ray | $500.00 | Standard |
| Cliff & Dixie Blevins | $496.48 | Standard |
| Nina Averbeck | $403.07 | Standard |
| Brian. Schoenholtz | $389.71 | Standard |
| Linda Floyd | $372.48 | Standard |
| Robert Davis | $372.36 | Standard |
| Russel Pearson | $363.97 | Standard |
| Marcos Rodriguez | $359.18 | Standard |
| Jack Bishop | $310.30 | Standard |
| John Wilson | $269.24 | Standard |
| Cindy Oneil | $248.32 | Standard |
| Dave Porter | $134.16 | Standard |
| Westly DeFries | $132.21 | Standard |
| Janet Tyler | $124.16 | Standard |
| Jackie Penland | $124.12 | Standard |
| Linda Slaughter | $124.12 | Standard |
| Serenity Moore | $119.63 | Standard |
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