The Game with Alex Hormozi
The Game with Alex Hormozi

How I Would Build a $10M Service Business (If I Had to Start Over) | Ep 1004

October 1, 2026

AI Summary

5 min read

How a Roofing Startup Scaled Revenue 7x in 90 Days by Ignoring What Everyone Else Wants

Alex Hormozi sat down with Caleb, owner of Keyes Roofing Company in St. Louis, a business barely two months old doing about $20,000 per month in revenue with a 59% profit margin. Caleb had two acquisition channels: door knocking (where he could close a sale every 20 doors) and referrals. His goal was $7–10 million in three years. What followed was a surprisingly simple strategic shift — and 90 days later, Caleb had grown monthly revenue from $32,000 to $250,000.

The Strategic Pivot: Repairs Over Replacements

The conventional roofing playbook chases high-ticket roof replacements averaging $18,000–$25,000. But Hormozi noticed something more interesting in Caleb's numbers. His smaller repair jobs — gutters, downspouts, minor fixes — averaged $1,500 with 64% gross profit, yielding about $1,100 per job. More importantly, nobody else wanted these jobs. As Caleb put it, "Nobody else will even show up to even attack that job."

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What you'll learn

  • 1 (00:00) **Episode Setup & Caleb's Business Snapshot** - Alex introduces the format: helping a stranger build a $7M/year business, then checks in 90 days later. Caleb (Keyes Roofing Company) shares his current numbers: ~$20K/month revenue, 59% profit, two months in business.
  • 2 (02:24) **Why Caleb's Position Is Strong** - Alex identifies the core asset: Caleb himself can reliably generate revenue by knocking doors.
  • 3 (03:05) **The Repair vs. Replacement Math** - Alex runs the numbers comparing gross profit on repairs vs. replacements and spots an overlooked opportunity.
  • 4 (04:05) **The Repair-First Business Model** - Alex pitches orienting the entire business around high-volume, high-margin repairs as the primary growth engine.
  • 5 (05:38) **Building Two VSLs for the Sales Process** - Alex explains the specific video sales letter structure to pre-sell and edify before the close.
  • 6 (08:25) **The Door-to-Door Army Strategy** - Alex says go all-in on door-to-door as the primary growth engine, not getting cute with other channels.
  • 7 (09:14) **The Backend: Reviews, Recurring Revenue & the Membership** - Alex outlines a maintenance program to drive repeat business and annual touchpoints.

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Guests on this episode

Alex Hormozi

Show Notes

Download your free personalized $100M scaling roadmap in under 30 seconds: https://www.acquisition.com/roadmap?el=yt-alex-486r&htrafficsource=youtube  


Kaleb's roofing company was doing $20K a month and closing one in every 20 doors knocked in just two months. In this episode of Scale or Fail, Alex identifies what's holding the business back and builds the high-volume repairs machine nobody else wanted to run. 90 days later, Kaleb had gone from $32K to $250K in revenue.



In this episode

00:00 Introduction: Kaleb and Keys Roofing Company

02:23 Selling repairs versus replacements

04:47 Building the VSL and sales funnel

09:33 Customer retention: reviews and membership offers

12:06 Sales representative’s closing script

14:02 Leveraging speed as margin

16:28 Kaleb’s position on the scaling roadmap

18:10 90-day results: from $32K to $250K in revenue



More Value:

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Get the $100M Book Bundle: https://shop.acquisition.com/pages/100m-book-bundle  

Watch My Latest Episodes on YouTube: https://www.youtube.com/@AlexHormozi/featured 

Learn How to Scale Your Business to Millions in Revenue: https://www.acquisition.com/ 

Discover The Easiest Business I Can Help You Start (Free Trial): https://www.skool.com/hormozi   

Additional Free Books and Video Courses: https://www.acquisition.com/training  


DISCLOSURE: Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies and identify any potenti

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