New Playbook Reveals A Counterintuitive Approach That Adds Up To $6 Million To Your Roofing Company's Valuation Without Doubling Your Revenue, Hiring A $15,000 Consultant, Or Selling To Anyone
While Also Tightening Up Your Operations, Building A Team That Runs Without You, And Putting More Cash In Your Pocket Every Single Month You Own The Business
What Is Forge: Build, Scale & Sell?
Forge: Build, Scale & Sell is a complete valuation playbook, that lets you add a turn of multiple to your valuation in 90 days without selling, taking on PE money, or hiring a $15,000 consultant to tell you what's already in your books.
We achieve this by showing you the same comp math sophisticated buyers run, run on your own books in your own office, applied through 8 pre-recorded sessions from the operators currently underwriting and building roofing companies in real time.
And as a result, this stacks real enterprise value in turns of multiple, so the next three years of work compounds into a real asset on the books, with a clean handle on what your business is becoming as it grows.
That's the playbook.
By Friday, you'll have:
A written valuation + a prioritized fix list.
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A real valuation written down Based on the same comp math sophisticated buyers run.
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A 1-to-10 scorecard on your 3 Pillars So you know what to fix first and what it's worth.
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The 30-day financial cleanup The hygiene that adds a turn of multiple.
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The equity structure Aligned incentives without losing control.
From: Sam Taggart, Sandy, UtahRe: What your roofing company is actually worth
The Person With The Least Information About What Your Roofing Company Is Worth Is Usually The Person Who Built It
The buyer who eventually comes to your door knows exactly what they'll pay for in your business and what they'll discount.
The broker has run the comp on companies like yours dozens of times before they pick up the phone.
The PE partner has a spreadsheet that prices recurring revenue at one multiple and one-time revenue at a completely different multiple, and they've run that spreadsheet across a hundred deals already.
The only person walking into the valuation conversation without the framework is the owner who built the business in the first place.
"Every party in the valuation conversation is incentivized to know more than you do about the value of your own business… and they price their information accordingly."
A valuation consultant will sell you that framework for $15,000.
An M&A advisor will show you the math after you sign an engagement letter and pay a 10% retainer.
A PE firm will show you the framework after you sign an NDA and let them inside your books for six months.
For $98, this course closes that gap.
You'll see every framework, every number, and every example the Forge Roofing operating team uses when we underwrite a roofing company in our portfolio, applied to your own books, in your own office, on your own time.
By the end of the week you'll know what your company is worth today, the specific things you can fix to make it worth more, and whether the offers you'll eventually be fielding are anywhere close to fair.
Here's Where You'll Be Standing By Friday Once You've Worked Through The Playbook
You'll have a written valuation for your own business, based on the same comp math sophisticated buyers run when they underwrite roofing companies in your revenue band.
You'll have a 1-to-10 scorecard across the 3 Pillars that drive valuation, with a clear picture of which pillar to fix first and what fixing it is worth in turns of multiple to your business.
You'll know the 30-day financial cleanup that adds a turn of multiple to your valuation immediately, the same cleanup the Forge operating team runs on every roofing company we underwrite.
You'll have the equity structure that lets you share upside with the team you'll need to run this thing without burning down what you've already built getting here.
You'll have a shared language so the people around you understand the gap between what the business is worth today and what it could be worth, and what role each of them plays in closing it.
And you'll have a clear answer to the question every owner doing $3M to $30M is quietly asking themselves right now, which is whether what they've built so far is actually worth what they think it's worth.
The 3 Things That Determine Whether Your Roofing Company Is Worth 4x Earnings Or 8x Earnings On The Same Revenue
The valuation conversation in every roofing company sale, partnership, or capital raise comes down to three specific things.
Companies that score high across all 3 pillars get valued at premium multiples by every sophisticated buyer in the market, whether that's a PE firm, a strategic acquirer, an ESOP, or a family successor borrowing the money to buy you out.
Companies missing any one of them either sell for a discount or sit on the market for years without a real offer ever landing on the table.
Pillar 1: Predictable Sales
A diagnostic sales engine that runs without the owner standing on a roof to make it happen.
- Documented lead-gen system that runs whether you're in the office or on a job site
- Recurring service agreements baked into every project, paying you year after year through PMAs and MSAs
- The earn-and-return model that turns one job into a 10-year customer relationship
This is the pillar that determines whether you have a business or a job.
Pillar 2: Distributable Profits
PE-grade financials that survive a Quality of Earnings review without panic.
- A bucket-based cash flow system that pays the taxes, the company, and the owner without anyone scrambling at the end of the month
- Clean accrual-basis books worth 1 to 2 turns of multiple to your valuation, which on a $1M EBITDA company is the difference between a $4 million business and a $6 million business
- Normalized EBITDA with the right add-backs so the number on the sell-side memo matches the number in your head
This is the pillar where most roofing owners under $20M quietly lose millions.
Pillar 3: Transferable Value
Systems built into the company that make it operate as a real asset somebody else could run.
- Documented workflows and KPI scorecards that hold up under scrutiny without you sitting at the head of the table
- A weekly meeting rhythm that runs without you in the room, so the operation keeps moving when you take three weeks off
- The journey of the 3 Exits, out of the field, out of the day-to-day, and eventually out of the org chart entirely
This is the pillar that determines whether your business is an asset or a paycheck.
This course walks you through how to score your own business 1 to 10 on each pillar in about 20 minutes, and what to fix first to add a turn of multiple to your valuation.
Most owners walk in thinking they're a 7 across the board on all three pillars.
Most of them are a 3.
The Same Roofing Company Is Worth $4 Million Or $10 Million Depending On How It's Built, Not Where It Sells
Here's the math nobody puts on a sales page, because everybody in the valuation conversation is selling you something to learn it.
You're doing $5 million in revenue, netting $1 million in real EBITDA. Now look at the two paths the same business can take from there:
Path A: The Standalone
- ✕Owner dependency keeps decisions on your desk
- ✕Cash-basis books, financials in your head
- ✕Project-based revenue, no recurring component
- ✕No documented systems holding it together
Trades at 3 to 4 times EBITDA
That's a $3M - $4M business
Path B: Built-To-Be-Valued
- ✓Documented sales engine running independently
- ✓Accrual-basis financials with clean add-backs
- ✓Recurring service revenue baked in
- ✓A number two who can run the day-to-day
Trades at 7 to 10+ times multiple
That's a $7M - $10M+ business
"Same revenue, same trucks, same crews, same customer base…the difference is what's been built into the underlying business."
The valuation gap is in your control whether you sell next year, sell in ten years, or never sell at all.
The owners who do this work are stacking 6, 7, 8 figures of enterprise value onto the same operation while they're still running it. They're also taking home more cash month over month, because every fix that closes the valuation gap also tightens up the operation that produces their cash flow.
The owners who skip the work are leaving that money on the table whether or not an offer ever comes in.
A Few Owners This Course Won't Help, Because We'd Rather Tell You Up Front Than Take Your $98
This is a self-directed course, with the work happening on your time, in your office, with your books open in front of you.
If you don't have an hour to focus on each session and you're not going to actually run the scorecard on your own business, the $98 is better spent on something else.
If you're trying to flip your business and be fully out in the next 12 months, you need an acquisition broker, and the conversation there looks completely different from the valuation work we teach inside this course.
If the financial picture you describe in conversation is more optimistic than what shows up in your books, that gap kills more deals than any other single factor at diligence, and you'd be better off spending the $98 on a forensic bookkeeper before you ever crack open this playbook.
If every decision in your company still runs through you and you don't have a number two on the team yet, a sophisticated buyer can see that in five minutes and they'll discount your valuation accordingly, so the work in front of you is building the bench before doing this scorecard.
If your sales team turns over more than 50% a year, the culture isn't holding talent, and culture is one of the most expensive things to fix during diligence, which means that's the first thing to repair before this playbook adds real value.
And if you want to be told you're crushing it, this course will frustrate you, because the whole point of it is to show you what a sophisticated buyer is actually seeing when they look at your business, and some of it is going to be uncomfortable.
The owners who get the real valuations have that uncomfortable conversation with themselves three to five years before they need to.
This Is For The Roofing Owner Who Wants To Know What Their Business Is Actually Worth
You're doing $3M to $30M in revenue right now.
You've got a real team, a real customer base, and a real reputation in your market.
You've been hearing about the multiples, the PE money pouring into roofing, and the roll-ups, and you want to actually understand what determines the valuation of a roofing company before you make another decision based on someone else's framing.
You want to build a business that's worth more whether you ever sell it or not, because every fix that closes the valuation gap also tightens up the operation that produces your take-home pay today.
You're willing to spend an evening working through the framework on your own time, with your books open and your scorecard in front of you.
You want the playbook in pre-recorded form so the homework happens on your schedule, in your office, with the focus the material actually requires.
If that's you, this course was built for you.
My Name Is Sam Taggart, And Here's The Story Behind The Playbook
I knocked my first door at 11 years old, because I wanted money, I wanted to prove something, and knocking doors was the fastest way to do both.
By the time I was in my early 20s I was selling alarms for Vivint, and I went on to become the #1 rep out of 3,000 in 2014, with over 400 personal accounts in a single year.
D2D Experts came out of all of that, and over the last decade we've trained 61,381+ reps through D2DU, worked with 1,200+ home service companies, added over $1 billion in revenue to the industry, and built D2DCon into the signature annual event in this space.
For most of that decade I told owners the same thing every speaker on the circuit was telling them, which was to grind harder, recruit better, train more, and run more leads. That's the world I came up in and that's how you win on the rep side of the business.
The wakeup came when I started looking at deals from the other side of the table.
I started seeing how sophisticated buyers actually value home service companies, and the math came down to structure, cap table, recurring revenue, bench strength, financial hygiene, and defensibility… none of which has anything to do with how hard the owner is willing to work.
The owners I'd been pushing to grind the hardest were the ones getting the lowest valuations on their businesses, because they'd built the most owner-dependent companies in the field.
So we did something about it.
Forge Roofing operates as a working laboratory for this valuation work, with the operating team underwriting, building, and growing a portfolio of real roofing companies in real time, where we get to see firsthand what actually moves the multiple and what doesn't.
This course is the playbook we built from inside that work, the same framework we apply to every roofing company we touch, packaged for the owners who want the framework first.
You're Learning From The Five Operators Currently Underwriting And Building Roofing Companies In Real Time
Most courses on this topic are taught by operators who sold their company in 2014 and have been on the speaker circuit ever since. The market isn't 2014 anymore, and the playbooks that worked then are showing their age.
This course is taught by the five operators currently inside Forge Roofing, with their hands on real companies, applying the actual valuation work on real owners right now.
Sam Taggart
Founder, D2D Experts
Inside Forge, Sam covers the mindset shift from operator to asset-builder, the valuation math that turns a $1M EBITDA business into a $10M asset, and the equity structure that lets you align your team for the long-term value of the company.
Ryan Nichols
General Partner, Forge Roofing
Ryan is the CFO voice. He walks you through normalized EBITDA, the add-backs that actually count, why not all revenue is valued the same way, and why moving from cash to accrual basis is the fastest way to make your books worth more.
JD Beck
Sales Engine
JD breaks down why 80% of roofing companies plateau at $5M to $10M, how to build a rep-attraction flywheel that has top talent calling you, and the first 5 hires playbook for scaling past $5M.
Josh Langford
Partner Integration
Josh walks you through the 3.5% management fee model, the 90-day onboarding playbook, the partner fit scorecard, and the specific red flags sophisticated buyers look for when underwriting a founder candidate.
Cody Kline
Brand & Growth
Cody is the CMO lens on the operating team. He walks you through the 3 Pillars framework, the brand audit, the two-brand approach to recruiting and customer acquisition, and how to build a brand that survives the founder leaving the building.
Every framework in this course, every number, and every example comes from real operators running this playbook on real roofing companies right now.
A Few Roofing Companies That Did The Valuation Work And What It Was Worth To Them
Every number below comes from a real owner who applied this kind of work to their own roofing business inside the broader D2D Experts community. These are the outcomes the valuation playbook is designed to produce.
Noland's Roofing…$30M to $60M In 8 Months
The work they did: The sales engine and operating system work, putting the rep-attraction flywheel in place and tightening the operating cadence.
The result: Eight months later they doubled top-line revenue without doubling the rep count or the truck count, translating directly into a meaningfully bigger company on the same overhead base.
Maven Roofing…$900,000 Per Week With 5 Reps
The work they did: Built the sales engine, with a tiny team running disciplined territory work and a documented script.
The result: Five reps producing the revenue most regional roofing companies produce with 30 reps, meaning the underlying business operates at multiples of the industry-average revenue-per-rep number.
T-Bare Roofing…$10M To $16M (Owner Working 40% Less)
The work they did: The operating system and team-depth work, building the bench and installing the operating cadence.
The result: Grew 60% in revenue while the owner pulled back 40% of his hours, exactly the owner-independence story buyers underwrite at premium multiples.
Big League Roofers…$645,000 To $6.5 Million
The work they did: Ran the full playbook from sales engine through brand work, taking a small operation and scaling it 10x over the build window.
The result: Same owner, same market, applied through a framework that turned what was essentially a paycheck into a real asset trading at real multiples.
"Every one of these owners did the work themselves with the same kind of framework this $98 playbook walks you through, applied to their own books, on their own time, in their own market."
Here's What You'll Know How To Do By The End Of The Week
Every session opens on a single framework and closes on a single action you can take inside your business this week. You're learning from the operators currently underwriting and building roofing companies in real time, on your own schedule, at your own desk, with your own books open in front of you.
Pick Your Target Valuation And Learn The Math That Gets You There
You'll walk out with the real valuation written down for your own business today, the math that turns a $1M EBITDA roofing company from a $4M asset into a $10M asset when it's built right. — Sam Taggart
Score Your Roofing Company Against The 3 Pillars That Drive Your Valuation
Run a 20-minute self-assessment on Predictable Sales, Distributable Profits, and Transferable Value. See exactly where your company is today versus where it needs to be. — Cody Kline
Clean Up Your Financials To Add A Turn Of Multiple In 30 Days
Understand normalized EBITDA, add-backs that actually count, moving from cash to accrual basis, and the 30-day cleanup plan you can hand to your bookkeeper this week. — Ryan Nichols
Build A Sales Engine That Stops Plateauing You At $5M To $10M
Learn why 80% plateau, how to build a rep-attraction flywheel, and the first 5 hires that take a company past $5M without burning the owner out in the process. — JD Beck
Install The Operating Systems That Separate A $4M Business From A $10M Business
Know which 3 systems every company needs before scaling, the minimum tech stack, and the KPIs that actually move the needle on enterprise value. — Ryan Nichols
Decode The Partnership And Acquisition Offers That Will Eventually Come To Your Door
See what a real partnership looks like, what to look for when an offer lands, how the 3.5% management fee model works, and the red flags inside an offer. — Josh Langford
Build A Brand That Adds Millions To Your Valuation
Learn the two-brand strategy, how to market for recruiting and customers simultaneously, and how to build a brand that survives the founder leaving. — Cody Kline
Share Upside With Your Team Without Losing Control Of The Business
Understand profit interest, phantom equity, LTIPs. See the Forge cap table structure, and walk away with an equity decision tree on what to give and when. — Sam Taggart
Bonus: Pick The Monetization Path That Actually Fits Your Goals
See what holding, partnering, selling to strategic/PE/ESOP, and passing down actually look like in terms of multiples, deal terms, control, and ongoing income. — Cody Kline
Picture Where Your Roofing Business Stands 12 Months From Now Once This Work Is In Place
You walk into the office and the team is already running the playbook from the week before, because the operating cadence you installed took the meeting structure off your desk and put it into the hands of your number two.
Your bookkeeper opens QuickBooks and what's on the screen is accrual-basis financials with clean add-backs, depreciation handled correctly, and an EBITDA line that holds up under scrutiny, because the cleanup is done.
Your sales floor is producing more revenue per rep than it was a year ago, with a documented script the new hires get trained on in their first 30 days, and a recurring-service component baked into every job.
A broker calls you about a competitor that's selling and asks if you want to take a look. You ask three questions, run the comp math against your own business in your head, and you know exactly what their company is worth and what yours is worth on the same call. The conversation ends in 12 minutes because you didn't need three weeks and a consultant.
Your name came up on a list of roofing companies in your revenue band with clean books. You take the call, let them open your books, and what they see lines up exactly with what you told them, because the financial picture you describe matches what's actually in the business. The conversation moves forward at the multiple you already knew your business deserved.
"That's the reality the playbook is designed to produce."
The work happens this quarter, the math compounds every quarter after, and a year from now your business is operating at a level that wasn't possible without the framework in front of you.
The Forge Promise
Watch every session of the course and run the 3-Pillar self-assessment on your business inside the first week.
If after that you don't have a clearer picture of what your company is worth and what to fix first than you had before, email us within 30 days at [email protected] and we'll refund the $98 the same day.
No questions, no friction, no phone call required. The course is built to over-deliver, and if it doesn't, we don't want your money.
$98 For The Same Valuation Playbook A Consultant Would Sell You For $15,000
A valuation consultant charges $15,000 to walk you through their version of this framework, with one Zoom call per week for two months and a workbook at the end.
A private equity advisory firm charges $25,000 for the same engagement, with a flashier presentation deck and a partner who used to work at Goldman.
This course gives you every framework, every number, and every example for $98, with the difference being that you do the work yourself on your own time, with your own books in front of you. That difference is the whole point.
"Here's the value math on the back end."
For a $5 million roofing company, one turn of multiple in your valuation is worth roughly $400,000 to $500,000 of additional enterprise value.
You're learning how to fix the things that cost most owners 1 to 2 turns of multiple in their valuation.
If this course adds half a turn to your business, you just made $200,000 of enterprise value on a $98 investment.
And if you never sell, you'll still run a better company, with cleaner books, tighter operations, and a sales engine that doesn't depend on you, which means more take-home money for as long as you own it.
Here's Everything Included For The $98
Questions Owners Ask Before They Buy
"I'm not planning to sell my business. Does this course still apply?"
This is the most common question we get, and the answer is the playbook delivers more value to owners who aren't planning to sell than it does to owners who are.
The work that closes the valuation gap is the same work that closes the cash flow gap. Cleaner books mean lower tax surprises. Less owner dependency means more time off. A stronger sales engine means more revenue on the same overhead. Even owners who plan to die with the business in their hands tell us this work paid for itself in the first 90 days through operational tightening alone.
"I've already worked with a business coach. How is this different?"
Most business coaches in this space teach growth, which is a different problem from valuation. A business coach helps you go from $3M to $5M in revenue. This playbook teaches you what determines whether that $5M business is worth $4M or $10M.
The two complement each other. A coach helps you grow the numerator. This course teaches you what makes the multiple bigger when those numbers eventually get priced.
"How long does it take to actually see results?"
The 3-pillar scorecard runs in 20 minutes, giving you a written list of the 3 to 5 things to fix first. The 30-day financial hygiene cleanup is exactly what it sounds like, and most owners see the operational impact inside a month.
The full compounding of the work shows up between 6 and 18 months in, as the systems, the bench, and the recurring revenue components stack on top of each other.
"Is this really worth $98? It feels too cheap for what it's promising."
The $98 price is intentional, because we'd rather get the playbook into the hands of every roofing owner in the country than charge $2,500 and get it in front of a handful.
The economics work for us because some owners will eventually want to talk about plugging into the Forge platform, and the rest will become customers of D2D Experts for their team training needs. Either way, the course delivers its full value standalone whether you ever talk to us again or not.
"What if I'm under $3M? Will this still help me?"
Under $3M, the work that matters most is getting to $3M (building a sales engine, first reps, basic systems). Some of that is covered here (Videos 4 and 5), but the financial structure and equity work will be more useful to you a couple years from now.
If you're under $3M and buy the course, watch Videos 4 and 5 first, and shelf the rest until you're closer to the $3M-$30M band.
"Is there an upsell I should know about?"
After you've gone through the playbook, if you want help applying the work to your business, there's a path to talk with our partners about what a partnership with Forge Roofing could look like. That's completely separate from this course.
The $98 buys you the full playbook with no further obligation, no recurring charges, and no upsell required to get the full value.
The Information You Need Is Already Behind A Paywall Somewhere. We Built A Cheaper Door.
A valuation consultant wants $15,000 and your calendar. An M&A advisor wants six months of your time and a signed engagement letter. A broker wants a 10% retainer before they pick up the phone.
For $98 you get the same playbook the Forge operating team uses internally, in pre-recorded form, with no NDA, no engagement fee, and no six-month calendar block.
"The information arbitrage is the whole game in the valuation conversation, and right now it's working against the person who has the most to lose, which is the owner who built the business."
This course closes that gap for the cost of dinner.
The roofing owners with the most valuable businesses in this market all start at the same place, which is they understand what determines the valuation of a roofing company, and they understand it years before they're ever forced to find out. This course gives you that understanding for $98, with no NDA and no engagement fee, on your own time, at your own desk.
When you finish the course, if it makes sense for where you're at, there's a path to talk with one of our partners about what a partnership with Forge could look like for your specific business. That's the next step for the owners who go through the playbook and realize they want to plug into a bigger platform, and the course delivers everything you need whether you ever talk to us again or not.