CLEARVIEW WINDOWS /// OPERATIONS BRIEF

/// SEC 01

Executive Summary

[ PROBLEM /// SOLUTION /// OPPORTUNITY ]

The Utah window replacement industry operates on a door-to-door sales model that routinely charges homeowners 3–5x the actual cost of product + labor. A typical 10-window job costing ~$5,000 in hard costs is being sold for $15,000–$20,000+. The excess goes to bloated sales commissions with no cap.

"A single job that a competitor quotes at $19,800 can be delivered at $6,850 with ~$2,450 in profit."

[ Quote Comparison — Same Job, Stephen Collette ]

CLEARVIEW

$6,850

D2D COMPETITOR

$19,800

HARD COST

$5,000

[ Cost Breakdown — Competitor's $19,800 Quote ]

HARD COSTS

$5,000

PROFIT / COMMISSION

$14,800

/// SEC 02

Market Sizing

[ TAM /// SAM /// SOM ]

TAM (Utah Annual)

$84M–$126M

~10,500 Jobs/Year

SAM (Wasatch Front)

$40M–$60M

80% of UT Population

SOM (Year 1)

$624K–$936K

8–12 Jobs/Month

[ SOM Trajectory — 3-Year Projection ]

Metric	Year 1	Year 2	Year 3
Jobs/Month	8–12	15–20	25–35
Avg Job Revenue	$6,500	$7,000	$7,500
Annual Revenue	$624K–$936K	$1.26M–$1.68M	$2.25M–$3.15M
Market Share	0.7–1.1%	1.5–2.0%	2.7–3.7%

/// SEC 03

Market Segments & Personas

[ 4 SEGMENTS IDENTIFIED ]

[ SEG-01 ] Budget-Conscious Family

45% OF MARKET

Sarah & Mike, Lehi

AGES 30–45 /// $60K–$100K HHI /// FIRST/SECOND HOME

JTBD: Replace drafty, aging windows without breaking the bank

Sticker shock from D2D quotes ($15K–$20K+)
Don't know what windows should actually cost
Distrust high-pressure sales tactics

This segment is MORE likely to buy when shown a transparent cost breakdown than when offered a "discount." Trust > price.

[ SEG-02 ] Quality-Focused Established

30% OF MARKET

David, Draper

AGES 45–65 /// $100K–$200K HHI /// LONG-TERM HOMEOWNER

JTBD: Premium windows that improve comfort, curb appeal, and resale value

Bad experience with cheap contractor in the past
Wants quality, hates feeling ripped off
Concerned about warranty and long-term support

Values installer reputation over brand name. Brady's experience and crew quality ARE the product for these customers.

[ SEG-03 ] Investor / Bulk Buyer

15% OF MARKET

Jason, American Fork

2–10+ RENTALS /// BUDGET-DRIVEN /// FAST TURNAROUND

JTBD: Replace windows in rental units at lowest cost per unit

Need volume pricing (5–50+ windows at a time)
Extremely price-sensitive — knows costs
Need reliable scheduling around tenants

Recurring revenue engine. One relationship = multiple jobs/year with zero acquisition cost after first sale.

[ SEG-04 ] New Construction / Remodel

10% OF MARKET

GC / Builder Partnership

GENERAL CONTRACTORS /// CUSTOM BUILDERS /// RENOVATION CO.

JTBD: Source and install windows as part of a larger project

Unreliable subcontractors who miss schedules
Need windows on tight timelines
Want a partner, not a vendor

On-time delivery is the differentiator. Scheduling reliability beats price for this segment.

/// SEC 04

Competitor Analysis

[ THREAT ASSESSMENT ]

Company	Model	Quote (10 Win)	Markup	Key Weakness
Renewal by Andersen	D2D + Showroom	$18K–$25K	4–5x	Extreme price, aggressive sales
Window World	Franchise	$8K–$12K	2.5–3x	Inconsistent quality, franchise variance
Elite Windows	D2D Sales-Driven	$15K–$20K	3–4x	High-pressure sales (Brady's ex-employer)
Advanced Windows	D2D Sales-Driven	$14K–$18K	3–4x	Same broken model (Brady's ex-employer)
Local Handymen	Word of Mouth	$5K–$7K	1.5–2x	No warranty, inconsistent, unlicensed
CLEARVIEW	Digital Acquisition	$6K–$8.5K	1.4–2.0x	Name-brand product + honest pricing

[ Markup Comparison — 10-Window Residential Job ]

RENEWAL BY ANDERSEN

$25,000

ELITE WINDOWS

$20,000

ADVANCED WINDOWS

$18,000

WINDOW WORLD

$12,000

CLEARVIEW (TARGET)

$6,930

HARD COST

$4,200

/// SEC 05

Value Proposition

[ BRAND PILLARS ]

"The same quality windows. The same professional installation. Half the price. No salesmen, no gimmicks — just honest window replacement."

[ Pillar 01 ]

TRANSPARENT PRICING

We show you what windows cost

[ Pillar 02 ]

PROFESSIONAL INSTALL

Brady-trained crews, 5+ yr exp

[ Pillar 03 ]

DIRECT-TO-YOU

Cut out middlemen, pass savings

[ Pillar 04 ]

GUARANTEED QUALITY

Full mfg + labor warranty

/// SEC 06

Sales Org & Commission

[ CAPPED FAIR PAY MODEL ]

[ Pricing Architecture — Max Markup System ]

Maximum Markup (Cap)

2.0x

Absolute ceiling — no override

Target Markup (Standard)

1.65x

Most residential jobs

Minimum Markup (Floor)

1.4x

Bulk/investor jobs

[ Markup Applied — Real Job Pricing ]

Job Type	Hard Cost	ClearView (1.65x)	Max Cap (2.0x)	Competitor
10-Win Residential	$4,200	$6,930	$8,400	$15K–$20K
5-Win Condo	$2,100	$3,465	$4,200	$7.5K–$10K
20-Win Investor	$7,800	$10,920	$15,600	$28K–$40K

[ Commission Plan — "Capped Fair Pay" ]

Component	Amount	Notes
Base Salary	$3,500/mo ($42K/yr)	Livable wage — not desperate to close
Commission Per Job	$300 FLAT	Same regardless of job size
Volume Bonus	$500 at 8+ / $1K at 12+	Rewards consistency, not upselling
Review Bonus	$100 per 5-star	Rewards quality, not quantity
Quarterly Quality	$1,500 if avg > 4.8	Long-term alignment

[ Ramp-Up ] 5 Jobs/Mo

$69K

Base $42K + Comm $18K + Bonus $9K

[ Solid ] 8 Jobs/Mo

$87.6K

Base $42K + Comm $28.8K + Bonus $16.8K

[ Crusher ] 12 Jobs/Mo

$110.4K

Base $42K + Comm $43.2K + Bonus $25.2K

WHY THIS PROTECTS THE CONSUMER: Flat $300/job commission = zero incentive to inflate. Pricing engine generates the quote — no human override. Max cap (2.0x) is still 40–60% below market. Review-based bonuses align rep income with customer happiness.

[ Anti-Gaming Safeguards ]

/// Rep inflates window count to increase "hard cost"

Brady verifies measurements independently

/// Rep steers to expensive window lines

Defaults to best-value; upgrades require customer initiation

/// Rep sandbagging (sitting on leads)

Round-robin assignment with SLA timers

/// Rep rushing consultations for volume

Customer satisfaction scores weighted in comp

[ Org Structure — Phase Progression ]

Phase 1 /// Months 1–6 /// Founder-Led

Spencer Roberts (Owner / Sales Lead)
  ├── Inbound leads from Google Ads / LSAs / Meta
  ├── All consultations (in-home or video)
  └── Closes deals via pricing engine

Brady Barry (Owner / Operations Lead)
  ├── Manages all installations
  ├── QA + crew training
  └── Manufacturer relationships

Phase 3 /// Year 2+ /// Full Team

Spencer Roberts (CEO)
  └── Sales Manager
      ├── Sales Consultant #1
      ├── Sales Consultant #2
      └── Sales Consultant #3

Brady Barry (COO)
  ├── Crew Chief A → Install Crew A (3)
  ├── Crew Chief B → Install Crew B (3)
  ├── Scheduling Coordinator
  └── Manufacturer Liaison

/// SEC 07

Customer Journey

[ PERSONA: SARAH & MIKE, LEHI ]

01

Awareness

Google Search: "window replacement cost utah"

Clicks ClearView ad / LSA listing

/// Just got a $17K D2D quote, feels wrong

Ad copy: "Utah windows shouldn't cost $15K+"

02

Consideration

ClearView Website / Landing Page

Reads pricing transparency page, reviews, before/after photos

/// "Is this too good to be true?"

Show real job breakdowns, BBB badge, video testimonials

03

Quote Request

Online Form or Phone Call

Submits info: home age, window count, contact

/// "Are they going to hard-sell me?"

Instant confirmation: "No salesmen. Just a window expert."

04

Consultation

In-Home or Video Consultation

Walks through windows, gets measured, sees quote generated live

/// "How is this half the price?"

Side-by-side: "Here's what you'd pay elsewhere and why"

05

Decision

Quote Review (24–48 Hrs)

Compares to other quotes, checks reviews

/// Spouse buy-in, financing questions

Financing, 30-day price lock, no deposit required

06

Purchase & Install

Contract + Installation Day

Books date, crew arrives, 1-day install, walk-through

/// 6–8 week lead time feels long

Regular status updates, pre-install checklist, clean-as-you-go

07

Advocacy

Follow-Up + Review Request

Leaves 5-star Google review, tells neighbors

/// No pain — delighted customer

Referral bonus: $200 off next project or gift card

/// SEC 08

Operations & Fulfillment

[ MFG /// CREWS /// PROCESS ]

[ Manufacturer Targets ]

Criteria	Target
Product Cost (Std 4x4 Vinyl)	$350–$450/window
Lead Time	4–6 weeks
Minimum Order	Low or no minimums
Warranty	Lifetime limited (glass + frame)
Location	Western US preferred

EVALUATE: MI Windows /// Milgard /// PlyGem /// Simonton /// Amsco

[ Crew Scaling ]

Phase 1 (Mo 1–6)

1 CREW

Brady + 2 /// 8–12 Jobs/Mo

Phase 2 (Mo 7–12)

2 CREWS

Brady trains Crew B /// 16–24 Jobs/Mo

Phase 3 (Year 2+)

3+ CREWS

Brady in QA/Mgmt /// 25–35 Jobs/Mo

/// SEC 09

Go-to-Market

[ CHANNEL MIX & BUDGET ]

Channel	Budget/Mo	CPL	Leads/Mo	Close Rate	Jobs/Mo
Google LSAs	$1,500	$55	27	30%	8
Google Search Ads	$2,000	$150	13	25%	3
Meta (FB/IG)	$1,000	$80	12	15%	2
Organic (GBP)	$0	$0	5	35%	2
Referrals	$0	$0	3	50%	1–2
TOTAL	$4,500	—	60	~27%	~16

/// SEC 09B

PPC Keyword Intel

[ AHREFS DATA — APR 2026 ]

[ Tier 1 ] High-Intent Local Keywords — Core Campaign

Keyword	Vol/Mo	CPC	KD	Priority
window replacement salt lake city	250	$1.80	13	HIGHEST
window replacement utah	250	$12.00	18	HIGHEST
window replacement provo	150	$6.00	0	HIGHEST
replacement windows salt lake city	150	$10.00	22	HIGHEST
windows salt lake city	150	$17.00	10	HIGHEST
home window replacement utah	100	$14.00	19	HIGHEST
window installation utah	100	$16.00	18	HIGHEST
window replacement orem	90	$10.00	8	HIGH
window replacement utah county	90	$35.00	10	HIGH
window installation salt lake city	90	$20.00	9	HIGH
replacement windows utah	80	$16.00	5	HIGH
utah window replacement	80	$16.00	22	HIGH
salt lake city window replacement	70	$20.00	4	HIGH
replacement windows utah county	60	$17.00	14	HIGH
window company salt lake city	50	$13.00	28	HIGH

"window replacement provo" (150/mo, $6 CPC, KD 0) is massively undervalued. Almost no one is bidding. This should be your first dollar spent.

[ Tier 2 ] City-Level Long-Tail — Geo Expansion

Keyword	Vol/Mo	CPC	Notes
window replacement draper	150	—	No CPC data = low ad competition
window replacement sandy	100	—	Same pattern — opportunity
window replacement herriman ut	40	—	Emerging suburb, growing fast
window replacement west jordan	30	$25.00	Active competition
window replacement american fork	10	—	Low vol, add as broad match

[ Tier 3 ] High-Volume Generic + "Near Me" — Geo-Targeted

Keyword	Vol/Mo	CPC	Traffic Pot.	Intent
window replacement cost	8,600	$0.20	36K	Info + Commercial
replacement windows near me	8,400	$0.30	27K	Commercial + Local
window contractors near me	3,600	$0.35	36K	Commercial + Local
window replacement companies near me	3,600	$0.10	36K	Commercial + Txn
best replacement windows	3,200	$0.25	22K	Commercial
window installers near me	2,800	$0.35	36K	Commercial + Txn
vinyl replacement windows	1,800	$1.70	1.2K	Commercial
double pane window replacement	1,800	$2.50	700	Commercial + Txn
how much do replacement windows cost	1,000	$3.50	35K	Informational
window replacement financing	400	$1.80	1.3K	Commercial

[ Tier 4 ] Competitor Conquest — Brand Interception

Keyword	Vol/Mo	CPC	KD	Notes
pella windows utah	150	$4.00	6	Branded + Local
renewal by andersen utah	100	$7.00	0	Your #1 overpriced competitor
andersen windows utah	90	$5.00	0	Brand variant
milgard windows	18,000	$3.00	33	National — geo-target to Utah

CONQUEST STRATEGY: "renewal by andersen utah" searchers are about to pay $20K+ for a $5K job. A $7.00 CPC to intercept them has massive ROI. Ad copy cannot use competitor names — use: "See Why Utah Homeowners Are Switching — Same Quality, Half the Price."

[ Recommended Campaign Architecture ]

CAMPAIGN 1: [SEARCH] UTAH WINDOW REPLACEMENT — CORE LOCAL
  ├── Ad Group: Salt Lake City
  │   ├── window replacement salt lake city
  │   ├── replacement windows salt lake city
  │   ├── window installation salt lake city
  │   └── window company salt lake city
  ├── Ad Group: Utah County
  │   ├── window replacement utah county
  │   └── replacement windows utah county
  ├── Ad Group: Provo / Orem
  │   ├── window replacement provo
  │   └── window replacement orem
  ├── Ad Group: South Valley
  │   ├── window replacement draper
  │   ├── window replacement sandy
  │   └── window replacement west jordan
  └── Ad Group: North Utah County
      ├── window replacement lehi
      └── window replacement american fork

CAMPAIGN 2: [SEARCH] NEAR ME / GENERIC
  ├── Ad Group: Near Me (High Intent)
  │   ├── replacement windows near me
  │   ├── window installers near me
  │   └── window contractors near me
  ├── Ad Group: Cost / Pricing
  │   ├── window replacement cost
  │   └── how much do replacement windows cost
  └── Ad Group: Product-Specific
      ├── vinyl replacement windows
      └── double pane window replacement

CAMPAIGN 3: [SEARCH] COMPETITOR CONQUEST
  ├── Ad Group: Renewal by Andersen
  ├── Ad Group: Pella / Andersen
  └── Ad Group: Milgard (Geo-Targeted)

CAMPAIGN 4: [LSA] GOOGLE LOCAL SERVICE ADS
  └── Service: Window Installation/Replacement /// Geo: UT + SL County /// CPL: $25–$85

CAMPAIGN 5: [META] FACEBOOK / INSTAGRAM
  └── Retargeting + Lookalike /// Homeowners 30–65 /// UT + SL County

[ Monthly PPC Budget Allocation ]

Campaign	Budget	Est. CPC	Est. Leads	Est. CPL
Core Local (#1)	$2,000	$8–$15	20–35	$57–$100
Near Me / Generic (#2)	$1,000	$1–$5	15–25	$40–$67
Conquest (#3)	$500	$4–$7	5–8	$63–$100
Google LSAs (#4)	$1,500	Per lead	20–40	$38–$75
Meta Ads (#5)	$1,000	$0.50–$2	8–15	$67–$125
TOTAL	$6,000	—	68–123	$49–$88

/// SEC 10

Financial Model

[ P&L /// UNIT ECONOMICS ]

[ Unit Economics — Per Job (10-Window Avg) ]

Window Cost

$3,500

Labor (10 x $130)

$1,300

Materials/Supplies

$200

Total Hard Cost

$5,000

Sale Price (1.65x)

$8,250

Gross Profit / Job

$3,250

Gross Margin

39.4%

[ Profit & Loss Summary ]

Metric	Year 1 (8 J/Mo)	Year 2 (18 J/Mo)	Year 3 (30 J/Mo)
Revenue	$792,000	$1,890,000	$3,375,000
COGS	$480,000	$1,080,000	$1,800,000
Gross Profit	$312,000 (39.4%)	$810,000 (42.9%)	$1,575,000 (46.7%)
Operating Expenses	$207,600	$586,200	$900,000
NET PROFIT (PRE-TAX)	$104,400 (13.2%)	$223,800 (11.8%)	$675,000 (20.0%)

[ Revenue Trajectory ]

YEAR 1

$792K

YEAR 2

$1.89M

YEAR 3

$3.38M

Startup Capital Required

$40,000

Monthly Break-Even

6 JOBS

@ $8,250 avg revenue

Payback on Capital

MO 5–6

[ Startup Capital Breakdown ]

WORKING CAPITAL

$20,000

INITIAL AD SPEND

$9,000

TOOLS + EQUIPMENT

$3,000

VEHICLE WRAP

$2,500

INSURANCE (3 MO)

$2,400

WEBSITE + CRM

$2,000

LICENSING + BONDING

$1,500

/// SEC 11

Risk Analysis

[ THREAT MATRIX ]

Risk	Likelihood	Impact	Mitigation
D2D competitors slash prices	LOW	MED	Cost advantage is structural, not promotional
Manufacturer delays	MED	MED	Maintain 2 manufacturer relationships
Brady becomes unavailable	LOW	HIGH	Document processes, train crew chiefs, key-man ins.
Google Ads CPL spikes	MED	MED	Diversify: LSAs, Meta, referrals, GBP organic
Negative review / quality issue	LOW	HIGH	QA checklist every job, 48-hr follow-up
Seasonal demand fluctuation	HIGH	MED	Cash reserves in peak months, winter promos
Homeowner financing defaults	LOW	LOW	Third-party financing (Hearth, GreenSky)

/// SEC 12

90-Day Launch Plan

[ EXECUTION SEQUENCE ]

DAYS 01–30

Foundation

Form LLC, open business bank account

Apply for Utah contractor license (DOPL)

Secure general liability + workers' comp insurance

Establish manufacturer relationship (pricing, terms, lead times)

Set up CRM / pipeline management (GHL or Jobber)

Build website with transparent pricing page + quote form

Set up Google Business Profile, seed initial reviews

Brand identity: logo, vehicle wrap, business cards, uniforms

DAYS 31–60

Go Live

Launch Google Local Service Ads (highest intent, lowest CPL)

Launch Google Search Ads (core local + "near me" campaigns)

Begin consultations, close first jobs

Document every install with before/after photos + video

Collect first Google reviews aggressively

Build pricing engine (spreadsheet or simple tool)

Establish install checklist and QA process

DAYS 61–90

Optimize & Scale

Analyze ad performance: CPL, close rate, cost per acquisition

Launch Meta Ads (retargeting + lookalike audiences)

Refine consultation script based on first 10–15 closes

Begin hiring first sales consultant if volume supports

Negotiate improved manufacturer terms based on initial volume

Launch referral program

Evaluate adding second install crew