The call never becomes the right job.
Missed bookings, unworked cancellations, weak dispatch, and the wrong technician on the wrong call leave productive capacity unused.
FOR THE OWNER WHO EXPECTS MORE FROM THE BUSINESS
Revenue is only
half the story.
Keep more of it.
A full schedule should build a profitable business.
Not just a busier one.
Work directly with Steven Crosby and Dustin Miller to find where profit is being lost, correct the operating problems behind it, and give your managers a system they can actually run.
Executive operating support. Your company. Your equity.
THE EXPERTISE IS THE SERVICE.THE PLATFORM SUPPORTS THE WORK.
TWO OPERATORS. DIRECT INVOLVEMENT.
Operating partners in SOG. Helping owners strengthen the business—not just presenting reports.
OPERATING EXPERIENCE.
NOT JUST ADVICE.
Air Pros USALarge-scale operations
Service EinsteinBusiness consulting
Platform Partner HoldingsExecutive operations
Lickety SplitChief Operating Officer
Comfort NowDustin · Founder-led contracting
Selected prior operating experience of Steven and Dustin. No company endorsement or current affiliation implied.
01 / THE PROFIT GAP
Busy is not the same
as profitable.
Profit gets lost in the everyday decisions that rarely make it onto one report. More leads will not fix a business that loses margin on the work it already has.
BOOKING & CAPACITY
The sale does not hold its margin.
Pricing gaps, missed turnover follow-up, purchasing drift, installation overruns, and preventable callbacks consume the profit you expected.
The numbers tell different stories.
Your CRM shows completed work. Your books show financial results. Your bank shows cash. If the handoffs are not reconciled, management is working from an incomplete picture.
That is where we work: between the field, the sales process, the installation schedule, the P&L, and the cash that actually arrives.
02 / PUT THE OPPORTUNITY IN DOLLARS
Ten points.
Real money.
At $5 million in annual revenue, a business generating 10% EBITDA produces $500,000. At 20%, it produces $1 million. That ten-point gap is $500,000 in additional annual EBITDA—without another dollar of revenue.
20–25% EBITDA is the operating standard we work toward in a properly run home-services business. Pricing, productive labor, job costs, and management accountability determine how much of your revenue becomes profit.
A $2 million a year shop has a $200,000 annual gap in the same ten-point illustration. You do not need a $5 million business to have a six-figure profit gap. SOG has plans for businesses of different sizes, with scope and support matched to your operation.
EBITDA is earnings before interest, taxes, depreciation, and amortization. It measures operating earnings—not your bank balance.
Find out which levers could move your businessYOUR PROFITABILITY ILLUSTRATIONNOT A FORECAST
ILLUSTRATIVE ADDITIONAL ANNUAL EBITDA
Current annual EBITDA$500,000
Illustrative annual EBITDA$1,000,000
10%20%
CURRENT MARGIN ILLUSTRATIVE MARGIN
Illustration only, not a guarantee or client result. Revenue is held constant. Additional consulting and implementation costs are not included and reduce net benefit. Actual improvement depends on your starting position and execution. Enter your own annual revenue to see what the same margin gap means for your business.
03 / MEET YOUR OPERATING PARTNERS
Two operators.
One standard.
Steven brings field-to-executive operating discipline. Dustin brings the perspective of founding, building, and leading a residential HVAC business. Together, they work with you on the decisions that turn revenue into a stronger company.
PARTNER / OPERATING CONSULTANT
Steven Crosby
Steven’s career began as an HVAC technician and grew through sales, service leadership, consulting, and multi-company executive operations. He knows how an airflow problem, a weak handoff, or an installation overrun becomes a customer problem—and a financial result.
His experience includes Air Pros USA, Service Einstein, Platform Partner Holdings, and serving as Chief Operating Officer at Lickety Split. His work has connected field production, sales, call-center performance, recruiting, financial controls, and leadership accountability.
Field execution connected to the financial outcome.
Steven’s operating background Service and sales performance, installation readiness, department ownership, and the gap between CRM activity, accounting records, and cleared cash.
PARTNER / FOUNDER & OPERATOR
Dustin Miller
Dustin founded Comfort Now in Visalia, California, in 2011. He started with hands-on service work and built a residential HVAC business around customer service, technical training, and employee development.
His experience as a technician, service manager, and business owner gives him a practical understanding of hiring, developing a team, and building repeatable operating processes. Comfort Now received The ACHR NEWS’ 2019 Best Contractor to Work For recognition in the West region.
Dustin’s experience spans field service, hiring, technical training, and leading a California residential HVAC business. His business background also includes Pest Control Now in Visalia, bringing experience in another home-services trade to the SOG engagement with Steven.
A founder’s understanding of the business you own.
Dustin’s founder background Team development, service processes, customer experience, and the day-to-day discipline behind a company that can grow beyond its owner.
STILL BUILDING. STILL OPERATING.
Dustin is publicly listed as managing member of On The Way Heating & Air. SOG brings Steven and Dustin’s operating perspectives to the same pressures you face: staffing, working capital, demand, dispatch, and making payroll. The engagement does not require selling equity in your company.
04 / DIAGNOSIS BECOMES EXECUTION
Find the cause.
Change the result.
Knowing a number is low is not enough. Steven and Dustin help trace the problem to the process, the capacity, the cost, or the leadership decision behind it.
Trace the money.
Review calls, sold estimates, completed jobs, labor, purchasing, financial reporting, and settlement evidence. Separate a sales problem from a production problem—and both from an accounting or cash-timing issue.
Fix the operating cause.
Tighten booking and dispatch, improve appropriate options and turnover handoffs, establish install readiness, review job costs, and set practical standards managers can use.
Make ownership visible.
Give every priority an owner, a target, and a review cadence. Build department scorecards and follow through on corrective actions instead of waiting for next month’s P&L.
Pricing, acquisition economics, memberships, customer communication, and retention are reviewed in the same operating context—not sold as disconnected services.
05 / THE INFRASTRUCTURE BEHIND THE ENGAGEMENT
Not another login.
A way to lead.
SOG Operating Intelligence gives the engagement a shared operating record. Steven and Dustin use it to see performance, expose exceptions, and help management act. The expertise is what you engage; the platform makes the work measurable.
Know what actually happened.
Completed production, sales sold, service performance, and reported balances remain distinct. Pulse, LTM, technician and installation views support focused management review.
Build the requirement from the costs.
Expenses, direct costs, capacity, and the owner’s profit definition drive a controlled working budget. Targets are not quietly rewritten to make a weak day look better.
Source-backed operating facts
Named owners and review queues
Preliminary and closed figures kept separate
CRMWhat was sold
and completed.
and completed.
ACCOUNTINGWhat the financial
records support.
records support.
BANK & SETTLEMENTWhat actually
cleared.
cleared.
Current direct integrations include read-only ServiceTitan operating imports and QuickBooks financial reports. Bank and payroll sources require their own connection and evidence review. Compatibility is confirmed during scoping; the platform never rewrites your books or treats a recorded payment as cleared cash.
The consulting engagement and the app work together.Explore the engagement here. Existing clients can enter their protected SOG workspace through the app; access remains subject to sign-in and organization permissions.
Open the SOG app06 / WHAT WORKING TOGETHER LOOKS LIKE
Experienced operating partners.
Not a report and a goodbye.
Work with Steven and Dustin on the priorities that matter to your company. Direct involvement, review cadence, responsibilities, and implementation support are agreed before the work starts.
- 01
Assess
Establish the operating and financial baseline.
- 02
Prioritize
Rank the profit opportunities worth pursuing.
- 03
Implement
Build the processes and controls behind better results.
- 04
Lead
Coach managers and make accountability routine.
- 05
Measure
Review the evidence, refine, and sustain the gains.
07 / THE RIGHT FIT
For owners ready
to do the work.
HVAC. Plumbing. Electrical. Drain and related residential services. Growing independents and established multi-location businesses.
A serious owner matters more than a particular revenue number. We assess fit, scope, and investment before recommending an engagement.
If you cannot control job costs, margins, labor, and cash, you are not ready to scale—regardless of revenue. Build that control first. More volume will not fix a business you cannot measure.
The right plan fits the business you run. We agree on scope, support, and investment around your company—not a package designed for someone else’s scale. The cost of leaving a documented profit gap unaddressed belongs in that decision, too.
You want the real operating picture.
Even when the numbers challenge the story you have been telling yourself.
Your managers will participate.
Access to the right records, responsible leaders, and the willingness to change how the business runs.
You can invest in implementation.
Professional support is worthwhile only when the economics and your capacity to execute justify it.
Not a software demo. Not an advertising pitch. No promised result without the work.
SPECIAL OPERATIONS GROUP
Your business has the revenue.
Let’s examine the profit.
Bring the operating problem to two partners who understand the field, the team, and the financial result.
Request a Profitability Assessment A qualified-owner fit review with Steven and Dustin. Not an automatic appointment or obligation to engage.