# Tomorrow Morning Action Plan — Kyle
*Distilled from 35+ data findings, 21 years of CCD history, 2026-05-12*

## Do these THIS WEEK

### 1. Call the dormant high-LTV list (90 min/day for 5 days)
- **497 customers, $3,947,672 in historical revenue, all have phone/email**
- File: `dormant_high_value.csv` (in the portal)
- Have Leslie make 30 calls/day with this script: *"Hi {name}, this is Leslie from Connecticut Cellar Doors — we did your {item} back in {year}. We're doing a free 5-year check on past customer installs, mind if I send a tech by to make sure it's all weathertight?"*
- Even 5% reactivation = ~$200K of fresh contracts. Realistic floor.

### 2. Have THE conversation with Adam Valendra
- **38.1% of his contracts have outstanding balance.** $246,765 outstanding from him alone.
- Compare: Tim Choomack 5.5%, Kevin Cerulo 6.5%, Jacob Laskosky 2.9%.
- Either his deals are too aggressive on price (customers regret) or his collection follow-up is broken. Find out which.
- If he can't fix it: change his comp structure to pay-on-collection, not pay-on-signed.

### 3. Run the near-miss reactivation list (separate from #1)
- **154 failed appts in 2023-2026 from HIGH-converting cohorts (53%+ close)**
- File: `near_miss_reactivation.csv` (in the portal)
- $322K of recoverable revenue. Hand directly to whoever ran the original appt — they know the customer already.
- Biggest pocket: 20 TV-lead appts that Kevin Cerulo missed = $108K potential alone.

### 4. Change two things in your CRM today
- **Make `inquiry_price_quoted` a required field** at appointment-set. Currently only 5 of 17K contracts have it filled in. Unlocks pricing intelligence we've never had.
- **Add a sub-reason dropdown** under `appt_reason`. 4,290 failures have no reason logged and 782 are "Other*" — that's data leakage.
- Also: fix the "Tom Giannotti" / "Tom Gianotti" spelling duplicate. And "Direct Advantage" / "Direct Advantange". 5-minute cleanup.

## Do these THIS MONTH

### 5. Cut Clipper Print spend by 50%, shift to Facebook + Internet
- Clipper Print Ad is dying: volume -50%, close rate -57% over 21 years.
- Facebook went from 18 → 232 inquiries/year (+1,165% growth).
- Internet rev/inquiry $1,566 with 33% close rate is the most reliable ROI.
- Move the saved budget to Facebook lookalike audiences seeded on the **Ideal Customer cohort** (see `ideal_customer_persona.md`).

### 6. Implement specialty routing
- New incoming inquiry mentions waterproofing → Kevin Cerulo (+394% over-index, $14K mean ticket on those jobs)
- Foundation → Robert Clark (+53%)
- Concrete/Stair → Tom Giannotti (+293%) (note: also schedule longer completion SLA — these are slow jobs structurally)
- Siding → Ferdinando Crudele (+363%) or Adam Valendra
- Custom Doors → New Haven/Stamford/Norwalk veterans
- BILCO/Hatchway → Ray Lecours (+201%) or Jacob Laskosky

### 7. Roll out the failure recovery playbook
- File: `appt_failure_playbook.md` (in the portal)
- The single highest-ROI fix: **lock both decision-makers in before truck rolls** — addresses 1,655 / 4,784 = 34.6% of coded failures
- Train every rep on the 7 canonical categories + the prevention/recovery move for each
- Make "spouse confirmed" a required field on the booking call

## Do these THIS QUARTER

### 8. Greenwich premium push
- 25,207 homes, only 0.18% penetration, $1.59M median home value
- Use the Greenwich pitch deck in `town_pitch_decks.md`
- Senior reps only, no green closers. @me.com lookalike for digital ads.
- Side strategy: pre-listing inspection offer to real-estate agents (~"keep clean inspections, no surprises")

### 9. Build family-network harvesting into the sales workflow
- 318 in-town family clusters identified ($776K combined revenue)
- After every close, ask: *"Anyone else in your family in town? We've worked with the Williams family of Bloomfield 8 times across 3 generations."*
- Track family referrals as a separate source — measure compound effects

### 10. Lead with the city's preferred product
- 21-year data: New Haven loves Custom Doors (+18.6pp), Stamford Custom Doors (+13pp), Cheshire Foundation (+10.9pp), Manchester BILCO (+8.4pp).
- Train phone-takers + reps to mention the city-preferred product first when qualifying.
- Test this against control for one quarter; expect 5-10pp close-rate improvement in matched cities.

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## One number to track this year

**2026 YTD revenue is $1,152,770 through May 12 — your best YTD ever.** Projected full year: **$4.71M** (vs $4.41M in 2025).

The trajectory is positive. The marketing growth (+1,165% Facebook) compounds. The product mean ticket is up 14% YoY. **The next 18 months are when CCD breaks $5M.**

Don't slow down.

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*Generated by the ML analysis engine on 2026-05-12. Backstop: 21 years, 44,282 rows, $32.4M lifetime revenue, 7,827 unique customer addresses.*