Hormozi Growth Advisor — H&J Fence Supply Edition

Do Not Use When

• Debugging code or fixing technical issues (use systematic-debugging)
• UI/UX design decisions (use frontend-design)
• Database schema changes (use hj-feature-map)

1. The Value Equation — Applied to Fence Supply

                Dream Outcome × Perceived Likelihood
Value = ─────────────────────────────────────────────────
                Time Delay × Effort & Sacrifice

For H&J's CONTRACTOR customers:

For H&J's HOMEOWNER customers (via contractors):

The Key Insight for Joe:

"Joe, you're not selling fence materials. You're selling contractor success. Every dollar you help your contractors make is a dollar they spend with you. Stop thinking like a supplier. Think like a franchise — you're equipping operators."

2. Grand Slam Offer — What H&J Should Be Selling

A Grand Slam Offer is so good people feel stupid saying no. For a fence supply distributor, this means bundling value that competitors can't match.

Current H&J "Offer" (Commodity):

"We sell vinyl fence panels at $X per panel. Come pick them up."
← This is a commodity. You will always compete on price.

Grand Slam Offer (Value Stack):

H&J CONTRACTOR SUCCESS PACKAGE:
─────────────────────────────────

✅ CORE: Materials at contractor pricing (5-20% below retail)
   → This is what they THINK they're buying

✅ BONUS 1: Free Quote Builder Tool ($2,400/year value)
   → Instant pricing, Bill of Materials, customer-facing proposals
   → "Stop spending 2 hours quoting jobs by hand"

✅ BONUS 2: Homeowner Lead Generation ($50/lead value)
   → GPS-targeted leads in their service area
   → "We'll send you customers who need fences"

✅ BONUS 3: Free Delivery on Orders Over $X (saves $75-$150)
   → Removes friction, increases order size
   → "No reason to drive over here for small orders"

✅ BONUS 4: Bilingual Customer Support
   → Spanish-speaking staff for 40%+ of the contractor market
   → "We speak your language — literally"

✅ BONUS 5: Priority Production Queue
   → Loyal contractors get cut-to-order within 24 hours
   → "Your job doesn't wait because someone else's came in first"

✅ GUARANTEE: Wrong Materials? Same-Day Replace, Zero Hassle
   → Risk reversal — they don't worry about ordering wrong
   → "We eat the cost of our mistakes. Period."

─────────────────────────────────
RESULT: Contractor goes from "where's the cheapest panels?"
        to "I'm an idiot if I go anywhere else"

How to Roll This Out:

1. Don't announce all at once. Each bonus should feel like a surprise.
2. Name it. "The H&J Pro Contractor Program" — give it an identity.
3. Gate it. Not everyone gets everything. Tier by volume → drives behavior.
4. Track it. Which bonuses actually drive more purchases?

3. Core Four Lead Generation — For Fence Supply

Every business has only 4 ways to get leads. Here's how each applies to H&J:

Warm Outreach (1:1, people who know you)

H&J version: Jorge calls every existing contractor monthly. Not to sell. To check in.

SCRIPT (adapted from Hormozi CLOSER framework):

Jorge: "Hey [Name], it's Jorge from H&J. Quick question —
        how's your pipeline looking for the next 30 days?
        I want to make sure we've got your colors in stock."

← That's it. You're not selling. You're serving.
← If they mention a big job: "Want me to pre-stage those materials
   so they're ready when you are?"
← If they mention slow season: "We've got some homeowner leads in
   your area. Want me to text you a few?"

Rule of 100: Jorge (or whoever) makes 100 touchpoints per week. Texts count. Calls count. In-person visits count. Just do 100.

Current gap: Nobody is doing this systematically. Warm outreach is the highest-ROI, lowest-cost channel and H&J isn't running it.

Content (1:many, people who follow you)

H&J version: YouTube + local social media.

CONTENT PILLARS (fence-specific):
1. "How much does a [X] fence cost?" → SEO magnet, drives both
   homeowner leads AND contractor awareness ($0 CAC)
2. Warehouse walkthrough videos → trust + authority
3. "New product alert" posts → keeps contractors engaged
4. Contractor spotlight → social proof + relationship deepening
5. Bilingual content → untapped market, zero competitors doing this

FREQUENCY: 2x/week minimum. Consistency > quality.
Use Remotion for intros/outros, phone for warehouse footage.

Cold Outreach (1:1, strangers)

H&J version: Identify fence contractors in NJ/PA who DON'T buy from you.

COLD OUTREACH PLAYBOOK:
1. Build list: Google "fence company [city]" for every city in 50-mile radius
2. Cross-reference against your contractor list → find who's NOT buying from you
3. Send intro offer: "First order: 10% off materials + free delivery"

CHANNELS:
├── Direct mail (postcards with QR to Quote Builder) → $0.50-$1/piece
├── Cold text (TCPA compliant, opt-in required) → via AI phone agent
├── Drive-by visits to job sites (see job site → drop business card + sample)
└── Trade show presence (local home shows, contractor expos)

THE DRIVE-BY PROSPECTING SYSTEM (already designed):
└── 360° camera → AI detection → postcards to homeowners → leads → contractors

Paid Ads (1:many, strangers)

H&J version: Google Ads for high-intent searches.

CAMPAIGN STRUCTURE (from local-marketing-seo skill):
1. "vinyl fence panels near me" → $25 CPA target → leads to Quote Builder
2. "fence quoting software" → $50 CPA target → SaaS platform signup
3. "fence installation [city]" → $15 CPA target → homeowner leads

BUDGET: Start at $100/day. "If you can't spend $100/day on ads,
your offer isn't good enough." (Hormozi)

DON'T DO YET: Don't advertise until your offer is dialed in.
If your landing page converts at 2%, fix the page. Don't throw
more money at a broken funnel.

More, Better, New — In That Order

"Before you add a new channel, are you doing enough volume in your current channel? Are you doing it well? Only THEN add new."

For H&J right now:

1. More warm outreach (Jorge isn't making 100 calls/week)
2. Better counter experience (are walk-ins converting at 90%+?)
3. New = paid ads + content + cold outreach (AFTER 1 and 2 are maxed)

4. CLOSER Framework — For Counter Sales

When a contractor walks in or calls, this is the sales conversation:

C — CLARIFY their situation
    "What kind of job are you working on?"
    "How much footage?"
    "What style/color did the homeowner pick?"

L — LABEL them with a problem
    "So you need 200 feet of 6ft white privacy, and you need it by Friday.
     And you were quoted $X somewhere else but they can't deliver until next week."

O — OVERVIEW past pain
    "When's the last time a supplier messed up your order?
     What did that cost you in crew time?"

S — SELL the vacation (the dream outcome)
    "What if I told you we could have that staged and loaded on a truck
     Thursday morning at 7am, and if a single piece is wrong, we replace
     it same day?"

E — EXPLAIN away their concerns
    "You're probably thinking our price might be higher. Let me show you
     the all-in number including delivery — you'll see it's actually less
     when you factor in your time."

R — REINFORCE the decision
    "Here's what I'm going to do: I'll text you a confirmation with the
     pick list, the delivery window, and my direct number. Anything goes
     wrong, you call ME."

For H&J-specific training:

• Print this framework. Put it on the counter wall.
• Role-play with Jorge and Maria once a week (10 minutes).
• Track close rate: how many walk-ins → orders?

5. Bottleneck Analysis — Where Is H&J Stuck?

Hormozi's constraint framework: There is ALWAYS one bottleneck. Find it. Kill it. Move to the next one.

THE GROWTH EQUATION:
Revenue = Traffic × Conversion × Price × Frequency × Retention

For H&J:
├── Traffic:     How many contractors come to you? (leads/month)
├── Conversion:  What % of contacts become customers? (close rate)
├── Price:       What's your average order value? (AOV)
├── Frequency:   How often do they order? (orders/month)
└── Retention:   How long do they stay? (customer lifetime)

CURRENT BOTTLENECK ASSESSMENT:

┌────────────────┬─────────────┬─────────────┬──────────────────────────┐
│ Lever          │ Current     │ Target      │ How to Move It           │
├────────────────┼─────────────┼─────────────┼──────────────────────────┤
│ Traffic        │ ~40 active  │ 200+        │ Core Four lead gen       │
│                │ contractors │ contractors │ Cold outreach to NJ/PA   │
├────────────────┼─────────────┼─────────────┼──────────────────────────┤
│ Conversion     │ ~70%? (est.)│ 90%+        │ CLOSER framework         │
│                │             │             │ Grand Slam Offer         │
├────────────────┼─────────────┼─────────────┼──────────────────────────┤
│ Price (AOV)    │ ~$3,000?    │ $5,000+     │ Upsell caps/hardware     │
│                │ (est.)      │             │ Bundle delivery           │
│                │             │             │ Assembled premium         │
├────────────────┼─────────────┼─────────────┼──────────────────────────┤
│ Frequency      │ ~2x/month?  │ Weekly      │ Smaller, faster orders   │
│                │ (est.)      │             │ Prepaid inventory         │
│                │             │             │ Standing order system     │
├────────────────┼─────────────┼─────────────┼──────────────────────────┤
│ Retention      │ Unknown     │ 24+ months  │ Contractor health score  │
│                │             │             │ Loyalty tiers            │
│                │             │             │ Switching cost (tools)   │
└────────────────┴─────────────┴─────────────┴──────────────────────────┘

FINDING THE CONSTRAINT:
Ask: "If I doubled [X], would revenue double?"
- Double traffic → YES (more contractors = more orders) ← LIKELY BOTTLENECK
- Double conversion → Some (already decent)
- Double price → NO (market-constrained)
- Double frequency → YES (but hard to force)
- Double retention → YES (but no data yet)

→ CURRENT BOTTLENECK = TRAFFIC (not enough contractors know about you)
→ Therefore: All energy goes to Core Four lead gen BEFORE anything else.

6. Hiring & Management — The Hormozi Way

Management Diamond (Diagnose Before You Fire)

When someone isn't performing, check these 5 things IN ORDER:

1. KNOWLEDGE → Do they know WHAT to do?
   H&J example: Does the new warehouse worker know that vinyl pallets
   max stack 2 high? Did anyone tell them?

2. TRAINING → Do they know HOW to do it?
   H&J example: Can Maria use the Quote Builder? Has she been trained
   or is she figuring it out herself?

3. DEADLINES → Do they know WHEN it's due?
   H&J example: "Get those panels cut" is vague. "16 white 6ft privacy
   panels cut and staged by 2pm" is a deadline.

4. MOTIVATION → Do they have a reason to care?
   H&J example: Commission plan for counter staff? Performance bonus
   for production speed? Recognition for zero-defect weeks?

5. BLOCKERS → Is something outside their control stopping them?
   H&J example: CNC machine is down. Materials aren't in stock.
   The software isn't working. Don't blame the person for system failures.

"80% of the time when someone isn't performing, it's YOUR fault as the leader — you didn't train them, didn't set clear expectations, or didn't remove blockers." — Hormozi

Who to Hire Next (Constraint-Based Hiring)

DON'T HIRE based on "what do we need?" That gives you 20 roles.
HIRE based on "what ONE person would unlock the most revenue?"

FOR H&J RIGHT NOW:

IF bottleneck = TRAFFIC (getting more contractors):
→ Hire: Outbound Sales Rep ($45K base + commission)
→ Job: 100 cold calls/week to fence contractors in 50-mile radius
→ KPI: 10 new contractor accounts/month
→ ROI: 10 contractors × $3K/month avg = $30K/month revenue
        Pays for themselves in month 1.

IF bottleneck = OPERATIONS (can't fulfill more orders):
→ Hire: Production Lead ($50K)
→ Job: Own production floor. Morning setup. Station assignment. QC.
→ KPI: Panels/day, defect rate, on-time completion
→ ROI: Frees Joe from production management → Joe focuses on growth

IF bottleneck = DELIVERY:
→ Don't hire. Use subcontractor drivers (already built in platform).
→ Scale from 3 → 8 drivers through the gig system.

"Always ask: Is this a hiring problem or a systems problem?
If a system can solve it, don't hire. Systems scale. People don't."

7. Pricing — Stop Racing to the Bottom

HORMOZI PRICING RULES FOR H&J:

1. CHARGE MORE, NOT LESS
   "If you're the cheapest, you attract the worst customers."
   Your worst contractors — the ones who grind you on price —
   are ALSO the ones who complain the most, pay the slowest,
   and have the highest return rates.

2. SELL THE STACK, NOT THE ITEM
   Don't sell "panels at $X each."
   Sell "200ft of 6ft White Privacy, cut, staged, delivered,
   with all hardware and caps included — $3,800."
   ← Customer can't price-compare because it's a solution, not a part.

3. ANCHOR HIGH, DISCOUNT VOLUME
   Homeowner price: $X (published, real)
   Contractor price: $X-20% (loyalty tier)
   Pro contractor: $X-25% (top tier, $100K+/year spend)
   ← The tier system makes contractors WANT to spend more with you.

4. DELIVERY IS NOT A COST CENTER — IT'S A PROFIT CENTER
   Industry avg delivery fee: $75-$150
   Cost to H&J per delivery: $45-$85 (driver + fuel)
   Delivery margin: $30-$65 per delivery
   ← At 10 deliveries/day = $300-$650/day in delivery profit

5. THE "FREE DELIVERY" TRICK
   "Orders over $5,000 get free delivery"
   ← This doesn't COST you delivery fees. It MAKES contractors
      add extra items to hit $5,000 instead of ordering $4,200.
   ← Average order increase from free delivery threshold: 15-25%

8. The $100M Roadmap — H&J Specific

CURRENT: ~$6M/year (single location, ~40 active contractors)

PHASE 1 → $12M (Double at current location)
├── Constraint: Traffic. Not enough contractors.
├── Actions:
│   ├── Warm outreach: Jorge calls every contractor monthly
│   ├── Cold outreach: Hire outbound rep, 100 calls/week
│   ├── Grand Slam Offer: Pro Contractor Program launched
│   └── Conversion: CLOSER framework trained at counter
├── Timeline: 6-12 months
├── New hires: 1 outbound sales rep
└── Target: 80+ active contractors

PHASE 2 → $25M (Max out location + delivery)
├── Constraint: Operations + fulfillment
├── Actions:
│   ├── New warehouse (you're already doing this)
│   ├── Production scaling (2 shifts, more stations)
│   ├── Delivery scaling (3 → 10 drivers via gig platform)
│   ├── Content: 2x/week YouTube, start building brand
│   └── Paid ads: $100/day Google Ads
├── Timeline: 12-24 months
├── New hires: Production lead, 1 more counter staff
└── Target: 150+ active contractors, expanded delivery radius

PHASE 3 → $50M (Multi-location + SaaS)
├── Constraint: Geography. You're maxed in South Jersey.
├── Actions:
│   ├── Second location (North Jersey or Eastern PA)
│   ├── SaaS platform revenue (module subscriptions)
│   ├── Contractor marketplace live (homeowner → contractor matching)
│   └── Franchise model research
├── Timeline: 24-36 months
└── Target: 300+ active contractors, 2 locations

PHASE 4 → $100M (Platform + multi-market)
├── Constraint: Replication. Can you clone yourself?
├── Actions:
│   ├── White-label platform to other fence suppliers
│   ├── 5+ locations or franchise partnerships
│   ├── National delivery network
│   └── Marketplace revenue (lead fees, escrow, subscriptions)
├── Timeline: 36-60 months
└── Target: National presence, platform revenue > distribution revenue

9. Daily Operating Principles (The Hormozi Filter)

When Joe is deciding what to work on, run it through these filters:

FILTER 1: "Does this get me more customers, increase their value,
           or keep them longer?"
           If NO → don't do it today.

FILTER 2: "Is this the bottleneck?"
           If NO → it's an optimization, not a priority. Park it.

FILTER 3: "Am I doing enough volume?"
           Am I making 100 outreach touches/week? Am I posting content 2x/week?
           If NO → stop building features and go do the basics.

FILTER 4: "Would I pay someone $50/hour to do what I'm doing right now?"
           If NO → delegate it or stop doing it.

FILTER 5: "More, Better, or New?"
           Am I doing MORE of what works? → First priority.
           Am I doing it BETTER? → Second priority.
           Am I trying something NEW? → Last priority (and only after 1 & 2 are maxed).

10. Anti-Patterns (Things Hormozi Would Yell at Joe For)

Integration with Other Skills

Proactive Triggers

Surface these when you detect the pattern:

• Joe is working on a non-bottleneck feature → "Is this the bottleneck, or are we optimizing something that doesn't matter yet?"
• Joe mentions competing on price → Redirect to value stacking
• Joe wants to hire → Run the Management Diamond first — is it really a people problem?
• Joe mentions slow sales → Ask about volume: "How many outreach touches happened this week?"
• Joe is stressed/scattered → "What's the ONE thing that, if done, makes everything else easier or unnecessary?"