For landscaping & home service owners doing $200K–$2M
Tired of working 70 hours a week and taking home money that doesn’t match the effort? This is the program that gets you out of the middle of it.
List price is $1,500 $1,200 a month. The next 20 owners lock in the founding rate for as long as they stay.
Profit on every job · New leads daily · 10 hours reclaimed
Free calculator for home service owners
Run your numbers in about ten minutes and find the minimum hourly rate your business needs to charge—with profit built in.
Free. No credit card. No call required.
You’re up before the crews. You price the jobs, handle the callbacks, and fix whatever went sideways yesterday. When somebody no shows or quits, you’re taking their place in the truck.
Then the month ends and you still aren’t sure where the money went.
Most owners I talk to check the bank balance to figure out how they’re doing. Or they look at what’s left after payroll. Or they say we’re busy, so we must be okay. That’s a guess, and you can’t effectively run a business on it.
Nobody’s questioning your work ethic. The gap here is clarity.
If you read that list and recognized four of them, you’re the guy this was built for.
0 of 7 marked
Let me guess: You didn’t want to work 40 hours a week for somebody else, so you started your own business and now you work 80 for yourself and earning less.
That worked for a while. It’s how you got from nothing to a real company with trucks and crews and a phone that rings. The problem is that brute force hustle has a ceiling, and you probably already hit it. Every hour you add now buys you less than the last one did.
I’ve run over 10,000 one-on-one coaching calls with service business owners all over the world. After enough of them you stop seeing individual businesses and start seeing the same three things over and over.
The week you’re actually running
Every lane runs through one person
Pattern 01
Pattern 02
Pattern 03
Here’s what I’ve watched happen when owners try to fix it with more. More leads dropped onto a broken system just make you busier while your margins stay exactly where they were. A new hire brought into a company with no structure becomes an expensive problem inside of ninety days. A new truck adds payment pressure to a business that couldn’t tell you which jobs are actually profitable.
The order most companies run
The order we run
The order matters. We get your numbers right before we touch anything else, because everything after that depends on knowing which work actually makes money. Then we get you out of the middle of it. Then we build the system that runs it without you.
Everything in this program sits on three pillars, and we work them in this order.
Hone OS
01 · Profit Path
We start with your real numbers. What each service actually makes after burden and overhead, what your time is truly worth per hour, and which jobs you should stop saying yes to. Most owners find out inside the first month that one of their services has been losing money for years.
02 · Lead Engine
Once you know which work is worth having, we build a pipeline that brings you more of it. Owned, earned, and paid, with tracking so you know what a lead costs and what it’s worth.
03 · Talent System
Then we get you out of the middle. Right people in the right roles, your crew leaders actually leading, and the processes that live in your head written down where your team can use them.
System state · all three running
A business that runs with clarity—even when the owner is not in the room.
That’s the Hone OS. It’s the operating system I built out of over 10,000 calls, and it’s what gets installed in your business.
Claim a founding seatYour first 90 days
Roughly six private 1:1 calls over your first three months. We build your Profit Path, get your books straight, and get a couple of things off your plate. By day 90 you know your numbers cold and you have a clear plan you can actually run.
≈6private calls with Derrik
Marks show roughly where the six calls land
Every week
Ninety minutes of live group coaching with other owners running the same kind of business you are. We’ll learn, grow, celebrate wins, share struggles, and level up together.
As needed, after day 90
You get a link to my calendar. Something comes up, you book twenty minutes and we handle it.
On demand
Profit Path, Lead Engine, and Talent System, plus every tool underneath them. Watch it on your schedule, in the order that matches what we’re working on.
Weekly & monthly
One place for your numbers. Your Command Center that shows you the key metrics and drivers of your business. Data driven decisions will outperform brute force hustle 10/10 times.
Command Center
Digital Scorecard
Reviewed weekly Reviewed monthly Your numbers, one place
Three times a year
January for annual planning, July for a mid-year reset, October to close the year and plan the next one. Half a day each, and you leave with something built.
Ongoing
The other owners in the program, between calls. Somebody in there has already solved the thing you’re chewing on.
Case 01
Landscaping
Maintenance and high-end installs. He was working 70 to 80 hours a week and taking home $52,000. Three weeks in, he left for Africa and the business kept running without him. He finished 2025 with $160,000 in profit, and through June he was at $800,000 in revenue in six months — while deliberately not trying to grow.
“Company didn’t burn down when I was gone. Things ran smoothly like butter.”
Case 02
Five years
Was doing $150,000 in revenue and taking home $40,000. Five years later he’s at $5 million in revenue and about $1 million in take-home — in the same market, running the same trade.
Case 03
Eight months
A general contractor losing money every single month. We didn’t change his market or his team. We looked at his numbers, found which jobs were actually making money, and he stopped saying yes to everything else. Eight months later he’s stacking profit.
Case 04
First year
Runs landscape maintenance. First year with me his revenue was up 50% and his profit was up 160%. He’s tracking to double that this year, and he now controls 23% of his market.
Individual results from individual clients. Not typical, promised, or guaranteed.
The right owner
You’re doing $200K to $2M in your Home Service business.
You’ve got a crew. People are depending on you, so the way you run this affects more than just you.
You’re willing to look at the numbers you’ve been avoiding. You don’t have to know accounting going in. I’ll teach you the parts that matter.
You’re working 50+ hours a week and you haven’t had a real day off in a while.
You check the bank balance to figure out if you had a good month.
You’ll do the work yourself instead of waiting for somebody to do it for you.
The wrong owner
I’d rather repel the wrong guy twice as hard as I attract the right one, so I’ll be blunt. This won’t work for you if:
You want it done for you. We’ll show you exactly what to do and hold you to it, but you do the work.
You won’t follow the process. We have a system that works. If you sign up and then chase the next shiny object, I can’t help you.
You blame everyone else. Your crew, your market, the economy, your spouse. If nothing is ever your fault, coaching won’t fix that.
You just want to complain. I’ve had guys spend every call telling me why things don’t work and never once try the thing I asked. That victim mindset wastes both our time.
You expect results without effort. There’s no magic button and no shortcut. This is a system that works when you work it.
If you’re in the wrong owner column, do us both a favor and don’t book a call. I’d rather you keep your money than spend months proving to yourself that nothing works. But if you’ve been grinding for years, you know you’re capable of more, and you’re ready to stop guessing and build this the right way, that’s exactly who this is for.
The Intentional CEO is $1,500 a month. The next 20 owners get it at $1,200 a month, locked for as long as you stay. When the 20 seats are gone the price goes to $1,500 and only goes up from there.
Monthly
Recommended$1,200/mo $1,500/mo
12 × $1,200 = $14,400 over your first twelve months
Claim a founding seatPrepay
$12,000 $18,000
12 × $1,200 = $14,400 · you pay $12,000 · you keep $2,400
Prepay and save $2,400Founding seats left 19 of 20
Prepaying is two months free. If you’ve had a good season and you’d rather write one check than carry another monthly bill, take this one. Ask your accountant which year you want the deduction in.
You don’t wait for a cohort to start. Here’s the actual sequence.
You’ll get a welcome email with your onboarding link and the Zoom link for The Room.
We get your first one-on-one with me on the calendar, usually within a few days.
You’re in The Room. Bring one question with the two options you’re weighing and we’ll work through it live.
Six calls with me. We build your Profit Path, get your books straight, and get some weight off you. Then building the business gets fun.
You’re in The Room every week, you book me for twenty minutes whenever you need it, and we run your numbers weekly and monthly in the scorecard.
Ninety minutes a week to get ten hours back is the best trade you’ll make this year. And every guy who told me he was too busy was too busy because of the exact problems we fix on that call.
Fair. Ask it the other way. What’s it costing you to keep running the business the way you’re running it? Matt was losing money every month before we found out which jobs were profitable. If you don’t know your numbers, you’re already paying for this program (a few times over). You just don’t have anything to show for it.
Usually because you got information and no coaching. You watched some videos alone and then went back to your week. This has a live call every Tuesday where we coach you personally, six one-on-ones in your first 90 days, my calendar link after that, consistent clarity and accountability on knowing your numbers. You’re not going to be able to hide in this one. Implementation > Information.
After more than 10,000 calls, I’ve seen every version of stuck. Your service mix might be different from the last guy’s, but what’s jamming you up isn’t unique to you. Even though it probably feels like it is…
No. This is built as a long-term program, and our average client stays 1,347 days, close to four years. We ask for a 90-day commitment up front, because that is the time it takes to build the foundation and see your real numbers. After that it is month to month. From there our whole job is to free up your time and grow your profit, so that being in the program pays for itself and leaving would cost you more than staying. You also get 30 days to decide it is right, with a full refund if it isn’t.
You’ve been doing it your way for a while now. You know what it’s produced, and you know what next season looks like if nothing changes.
List price is $1,500 a month. Twenty founding seats are open at the locked founding rate of $1,200 a month for as long as you stay.
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