Greenfield Go-to-Market Playbook
Company: WIN Home Inspection
Timeline: February - August 2020
Executive Summary: Built entire franchise sales operation from zero, achieving 10x increase in franchise sales while bypassing expensive industry broker model through direct automation.
Situation
WIN was a declining 30-year-old brand with zero sales process, team, or systems to recruit new franchise owners. The franchising industry relied heavily on expensive franchise brokers, but we needed to build a direct inbound sales operation from scratch.
Task
The challenge was to:
- • Master complex franchise law across 50 states
- • Build automated compliance systems
- • Create scalable sales process without brokers
Action
- • Self-taught franchise law across all 50 states including FTC disclosure requirements
- • Built HubSpot workflows with custom properties and automated nurture sequences
- • Developed AWS Lambda functions for SMS reminders and DocuSign integration
- • Created state-specific disclosure templates and compliance tracking
- • Launched Facebook Ads campaigns with custom landing pages
Result
The system propelled WIN to 3 consecutive #1 industry rankings while eliminating broker dependencies. From 2020-2024, we sold 199 franchises using a 2-person team and fully automated processes.
Key Metrics
- • 10x increase in franchises sold vs. previous year
- • 3 consecutive #1 industry rankings
- • 100% process automation from zero systems
- • $0 broker commissions vs. industry standard $10K+ per franchise
- • 2-person team vs. 50+ person broker networks
- • 50-state regulatory compliance automation