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Nine studies that follow every potential dollar through the three rooms of a trade shop: marketing, operations, and revenue. Find out where yours is getting lost.
In Moneyball for the Trades, the Revenue Journey is how every potential dollar travels through three rooms in a trade shop: marketing, operations, and revenue. The Index measures each room, three studies at a time.
Marketing3 studies
Operations3 studies
Revenue3 studies
What the index asks
Nine questions. Can you answer them for your shop?
Room 1: Marketing
#
Study
The question
01
Best paid channel by ROI
Is your biggest ad your best ad?
02
Free vs. paid revenue
How much of your revenue came from sources you never paid for?
03
Market burn
How many qualified leads never make it past the phone?
Room 2: Operations
#
Study
The question
04
Booking rate spread
How far apart are the best and worst shops at booking jobs?
05
Cancellations
How many jobs did you win, then quietly lose?
06
Close rate after arrival
Once a tech is at the door, how often does the visit become a paid job?
Room 3: Revenue
#
Study
The question
07
Realized vs. unrealized
For every dollar you kept, how much walked away?
08
Leakage by company size
Does a bigger shop leak less, or more?
09
Operators who leak less
What do the shops that leak less do differently?
The answers are in the Index. Some of them will surprise you.
