Confidential Business Plan · TN · NC · GA · AL
National Install, Inc. places in-home estimators in residential markets who sell roof replacements at a compelling price — then fulfills every job through licensed broker roofers at a fixed per-square-foot cost. NII owns the client, controls the price, and keeps the margin.
NII contracts licensed roofers to complete every job at a flat $333/sq ft. On the avg 30 sq ft roof, that's $9,990 to the roofer — guaranteed, no negotiation.
NII charges the homeowner $700–$800/sq ft. Avg 30 sq ft roof = $21,000–$24,000. Margin to NII: $11,010–$14,010 per roof.
NII operates under the contractor's license of the partner roofer — who is already licensed across TN, NC, GA, and AL. No separate licensing required per market.
5 reps per state. 100% commission. Each rep closes 5–15 roofs per month. No base salary, no overhead on labor. Cash paid per closed job.
Year 1: Tennessee. Year 2: North Carolina. Year 3: Georgia + Alabama simultaneously. Each state replicates the same proven playbook.
All rep onboarding, script training, objection handling, and product knowledge done 100% via Zoom. No physical office required to launch any market.
| Roof size (avg) | 30 sq ft |
| NII charge to client | $750/sq ft (mid) |
| Total project price | $22,500 |
| Financed over | 120 months |
| Monthly payment | $500/mo |
| Roofer cost ($333 × 30) | −$9,990 |
| Rep commission | −$1,500 |
| Lead / CPA cost | −$1,650 |
| NII Net Per Job | $9,360 |
| Roof size (avg) | 30 sq ft |
| NII charge to client | $750/sq ft + $30 upgrade |
| Total project price | $22,500 + $900 sealant |
| Financed over | 120 months |
| Monthly payment | $570/mo (+$70/mo vs std) |
| Roofer cost ($333 × 30) | −$9,990 |
| Rep commission | −$1,500 |
| Lead / CPA cost | −$1,650 |
| NII Net Per Job | $10,260 |
Rep presents a premium sealant protection warranty at the close — an add-on of $30/sq ft (avg $900 total). Client pays only $70 more per month for 10 years vs. the standard package. Upgrade closes at the same appointment. No rescheduling. No friction.
Google Local Services Ads (LSA) + PPC. Avg $275/lead. Takes 6 leads to produce 1 closed sale. CPA ≈ $1,500–$1,650.
VA or call center contacts lead within 2 hrs. Qualifies homeowner and books in-home estimate within 48 hours.
NII rep visits home, measures roof, presents standard vs. upgrade package. 15% of all estimates close on-site.
Rep presents financing ($500 or $570/mo × 120 mo), pitches upgrade, collects signed agreement and deposit. Rep earns $1,500 cash.
NII dispatches broker roofer under their existing license. Roofer invoices NII at $333/sq ft. Homeowner never deals with the roofer directly.
Roofer installs. NII collects remaining balance. NII pays roofer $9,990. NII keeps $9,360–$10,260 per job after all costs.
Primary channel. "Google Guaranteed" badge builds instant trust. Homeowners searching "roof replacement near me" see NII first. Pay per verified lead, not per click.
$200–$300 / lead · Primary ChannelComplements LSA. Targets high-intent keywords: "roof replacement cost," "new roof estimate," "roof financing." Geo-targeted by county within each state market.
$250–$350 / leadAfter any hail or wind event, NII teams canvass affected neighborhoods. Highest close rate of any channel — homeowner is already motivated and may have insurance coverage.
$15–$40 / leadGeo-targeted to homeowners 35–65 in target zip codes. "Free roof inspection" and "see if your roof qualifies" creative. Lower cost per lead, slightly longer nurture cycle.
$60–$120 / leadEvery completed client receives a $200 referral credit for each neighbor who signs. Strong in suburban HOA communities. Word-of-mouth flywheel compounds by month 3.
$200 / converted referralPartner with public adjusters who recommend NII to storm-damage policyholders. Pre-qualified, high-ticket, high-intent leads with insurance backing.
15% referral fee / closed jobEach rep runs 5–15 in-home estimates per month depending on lead volume and activity. 15% close rate. Commission: $1,500 cash per closed job, paid same day deposit is collected.
| Scenario | Roofs/Rep/Mo | Rep Earnings/Mo | Rep Earnings/Yr | Leads Needed/Rep | Lead Cost/Rep | State Jobs/Mo (5 reps) | State Rev/Mo | State NII Net/Mo |
|---|---|---|---|---|---|---|---|---|
| 🔵 Low (slow start) | 5 roofs | $7,500 | $90,000 | 33 leads | $9,075 | 25 jobs | $562,500 | $234,000 |
| 🟡 Mid (steady state) | 10 roofs | $15,000 | $180,000 | 67 leads | $18,425 | 50 jobs | $1,125,000 | $468,000 |
| 🟢 High (full ramp) | 15 roofs | $22,500 | $270,000 | 100 leads | $27,500 | 75 jobs | $1,687,500 | $702,000 |
| Top Rep Annual Earnings at Full Ramp | 15 roofs/mo × $1,500 × 12 months | $270,000/yr | ||||||
* State Rev/Mo uses $22,500 avg project (mid of $700–$800/sqft range). NII Net/Mo = Revenue − Roofer cost − Rep commissions − Lead/CPA costs. Overhead not deducted here — see P&L table below.
| Launch Month | Month 1 · 2025 |
| Reps | 5 (100% commission) |
| Ramp: Jobs/Mo Q1→Q4 | 25 → 35 → 45 → 55 |
| Annual Jobs | 480 |
| Annual Revenue | $10,800,000 |
| Roofer Cost | −$4,795,200 |
| Rep Commissions | −$720,000 |
| Lead / CPA Costs | −$792,000 |
| Overhead (Mgmt/Ops) | −$42,000 |
| NII Net Year 1 | $4,450,800 |
| Launch Month | Month 13 · 2026 |
| Reps | 5 (100% commission) |
| Ramp: Jobs/Mo Q1→Q4 | 25 → 35 → 45 → 55 |
| Annual Jobs | 480 |
| Annual Revenue | $10,800,000 |
| Roofer Cost | −$4,795,200 |
| Rep Commissions | −$720,000 |
| Lead / CPA Costs | −$792,000 |
| Overhead (Mgmt/Ops) | −$42,000 |
| NII Net Year 2 | $4,450,800 |
| Launch Month | Month 25 · 2027 |
| Reps | 5 (100% commission) |
| Ramp: Jobs/Mo Q1→Q4 | 25 → 35 → 45 → 55 |
| Annual Jobs | 480 |
| Annual Revenue | $10,800,000 |
| Roofer Cost | −$4,795,200 |
| Rep Commissions | −$720,000 |
| Lead / CPA Costs | −$792,000 |
| Overhead (Mgmt/Ops) | −$42,000 |
| NII Net Year 3A | $4,450,800 |
| Launch Month | Month 25 · 2027 (simultaneous) |
| Reps | 5 (100% commission) |
| Ramp: Jobs/Mo Q1→Q4 | 25 → 35 → 45 → 55 |
| Annual Jobs | 480 |
| Annual Revenue | $10,800,000 |
| Roofer Cost | −$4,795,200 |
| Rep Commissions | −$720,000 |
| Lead / CPA Costs | −$792,000 |
| Overhead (Mgmt/Ops) | −$42,000 |
| NII Net Year 3B | $4,450,800 |
Avg project $22,500 · Roofer cost $9,990 · Rep commission $1,500/job · CPA $1,650/job · Overhead $3,500/state/mo · Ramp: Q1=25 jobs/mo · Q2=35 · Q3=45 · Q4=55 per active state
| Period | Active States | Jobs/Mo | Monthly Rev | Roofer Cost | Rep Comm | Lead / CPA | Overhead | NII Net/Mo |
|---|---|---|---|---|---|---|---|---|
| YEAR 1 — TENNESSEE ONLY | ||||||||
| Q1 (Mo 1–3) | TN | 25 | $562,500 | $249,750 | $37,500 | $41,250 | $3,500 | $230,500 |
| Q2 (Mo 4–6) | TN | 35 | $787,500 | $349,650 | $52,500 | $57,750 | $3,500 | $324,100 |
| Q3 (Mo 7–9) | TN | 45 | $1,012,500 | $449,550 | $67,500 | $74,250 | $3,500 | $417,700 |
| Q4 (Mo 10–12) | TN | 55 | $1,237,500 | $549,450 | $82,500 | $90,750 | $3,500 | $511,300 |
| YEAR 1 TOTAL | TN · 480 jobs | — | $10,800,000 | $4,795,200 | $720,000 | $792,000 | $42,000 | $4,450,800 |
| YEAR 2 — TENNESSEE + NORTH CAROLINA | ||||||||
| Q1 (Mo 13–15) | TN + NC | 110 | $2,475,000 | $1,099,890 | $165,000 | $181,500 | $7,000 | $1,021,610 |
| Q2 (Mo 16–18) | TN + NC | 130 | $2,925,000 | $1,298,700 | $195,000 | $214,500 | $7,000 | $1,209,800 |
| Q3 (Mo 19–21) | TN + NC | 150 | $3,375,000 | $1,498,500 | $225,000 | $247,500 | $7,000 | $1,397,000 |
| Q4 (Mo 22–24) | TN + NC | 170 | $3,825,000 | $1,698,300 | $255,000 | $280,500 | $7,000 | $1,584,200 |
| YEAR 2 TOTAL | TN + NC · 1,380 jobs | — | $31,050,000 | $13,808,700 | $2,070,000 | $2,277,000 | $84,000 | $12,810,300 |
| YEAR 3 — ALL 4 STATES (TN · NC · GA · AL) | ||||||||
| Q1 (Mo 25–27) | TN+NC+GA+AL | 220 | $4,950,000 | $2,197,800 | $330,000 | $363,000 | $14,000 | $2,045,200 |
| Q2 (Mo 28–30) | TN+NC+GA+AL | 260 | $5,850,000 | $2,597,400 | $390,000 | $429,000 | $14,000 | $2,419,600 |
| Q3 (Mo 31–33) | TN+NC+GA+AL | 300 | $6,750,000 | $2,997,000 | $450,000 | $495,000 | $14,000 | $2,794,000 |
| Q4 (Mo 34–36) | TN+NC+GA+AL | 340 | $7,650,000 | $3,396,600 | $510,000 | $561,000 | $14,000 | $3,168,400 |
| YEAR 3 TOTAL | 4 States · 3,360 jobs | — | $75,600,000 | $33,588,000 | $5,040,000 | $5,544,000 | $168,000 | $31,260,000 |
| 3-YEAR GRAND TOTAL | 4 States | 5,220 jobs | $117,450,000 | $52,191,900 | $7,830,000 | $8,613,000 | $294,000 | $48,521,100 |
* TN carries over at 55 jobs/mo (full ramp) into Years 2 and 3. NC adds 55 jobs/mo by Q4 Yr 2. GA + AL each add 55 jobs/mo by Q4 Yr 3. Year 2 TN shown at maintained 55 jobs/mo. All figures based on $22,500 avg project (mid-range).