Information Booklet- Profitable Tradie

MILLION DOLLAR TRADIE
For Plumbers and Electricians Who Want More Profit, Time and Freedom
INFORMATION BOOKLET
ABOUT US | 6 STEP TRADIE SYSTEM | TRADIE LADDER | TRADIE CHECKLIST | TOOLBOX | PROGRAMME OPTIONS | FAQ’S

TABLE OF CONTENTS
Section 1:
Section 2:
Section 3:
Section 4:
Section 5:
Section 6:
Section 7:
Who Is Profitable Tradie?
All about the team and our award-winning programme
The Profitable Tradie 6-Step System
Financials, Systems, Team, Sales, Marketing, Leadership
The Tradie Ladder
From Start-Up to Entrepreneur
The Tradie Checklist
Determine key actions for your company’s profitability
The Tradie Toolbox
All the strategies to take your company to the next level
Client Success Stories
Hear from past and current clients
Programme Options
Details on our two Programme Options

Section 1
Who Is
Profitable Tradie?
“ COMING TOGETHER IS A BEGINNING,
KEEPING TOGETHER IS PROGRESS
WORKING TOGETHER IS SUCCESS ”
- HENRY FORD

TONY FRASER-JONES
MY STORY...
Coaching Plumbers, Drain Layers, Gasfitters and Electricians for over 8 years
Property Investor—has a substantial residential property portfolio
Lecturer in Management at The University of Auckland
Worked with over 240 Trade Businesses one-on-one
Published Author
Business Commentator
Speaker and Seminar Presenter

1
I have extensive corporate experience as well as having owned and operated 5 businesses. My corporate experience has focused on strategy, sales,
systems, financials and marketing. So I know the importance of generating ongoing cash flow through effective sales and marketing.
2
My corporate experience includes:
Management Consultant Accenture Managing Director Burger Fuel Hamilton
Managing Director We buy Houses Managing Director Extend Business Coaching
Managing Director Plumbers Coach Managing Director Profitable Tradie
3
4
Graduated from Auckland University with a Master of Commerce in Management and Employment Relations with First Class Honours. I wrote an
80,000 word thesis … Something I’m still very proud of. I was fortunate to lecture and tutor undergraduate programs whilst at University. I distil
theory into simple strategies that you can use right now in your Plumbing, Drain Laying, Gas Fitting and Electrical Business to improve cash flow
and workloads.
I have spent over $224,900 on educating myself over the past 9 years learning from the worlds greatest business minds… Attending workshops and
seminars throughout the world to learnt the best business strategies for sales, marketing and leadership. To name a few…
Anthony Robbins
Life Coach, motivational speaker, personal
finance instructor, and self-help author
Dan Kennedy
World ranked direct marketing expert.
Author of “the Ultimate Sales Letter”
Perry Marshall
Online marketing genius and author of
80/20 Sales and Marketing
Michael Gerber
Author of E Myth and named “ The world’s
#1 small business guru” by INC magazine
Joe Polish
Founder of Piranha Marketing and “I love
marketing”
Jeffery Gitomer
Sales guru, author of New York Times, Wall
Street Journal, best sellers
Brad Sugars
Entrepreneur and founder of ActionCOACH the
worlds #1 business coaching company
Robert Kiyosaki
Investor, entrepreneur, author “rich dad/poor
dad” series
Yanik Silver
Internet marketing expert, sold over $12
million, author of surefiremarketing
5
6
7
8
I'm a keen fitness and health food fanatic… I believe that good personal wellbeing is critical for everyone particularly businesses owners, as we all
know day to day stresses of running a successful business take a toll. My savour is regular exercise and a nutritious diet.
Originally from Te-Aroha in the heart of the Chief’s Country (I promise I don’t own a cow bell)… I'm a country boy through and through growing up
on a dry-stock farm.
My highly motivated style will challenge you and take you above and beyond what you thought possible with your business. I’ll become a
trustworthy guide to building your business.
Business development is my passion (and I'm good at it) I have a simple practical business system that actually works. I've spent the past 8 years
developing and perfecting the programme. I thrive on seeing a business develop and reach new potentials!

Meet the team
At Profitable Tradie…
Nick Honiss
Marketing Coordinator
Damon Fisher
Marketing Manager | Strategy Coach
Damon… Known in the office as “dangerous” … Bright eyed and bushy tailed Damon has come straight out of
university into the Profitable Tradie team. He's full of fresh new ideas learning the latest and greatest
marketing techniques NZ education has to offer! Dangerous is the man you’ll take to on the phone each month
and will track your progress throughout the program. Being such a people person, we are positive you will get
along with him very well.
His expertise… Crunching the Numbers, Copy Writing, Social Media Advertising, Business Strategy
Nick is fresh out of The University of Waikato University with a great eye for Graphic Design and has helped
us a lot with all the branding of Profitable Tradie. Along with this skill set, Nick is full of new ideas to bring
to the company and is learning all of the best marketing techniques through his new role here at Profitable
Tradie.
In his spare time he loves building cars with his mates and has a big passion for photography. As well as
these hobbies, Nick is a very sociable young man and is always keen to catch up over a beer.

Matt Egan
Marketing Coordinator
Matt is another young gun here at Profitable Tradie. We had to bring Matt on-board after he
showed us the marketing he had done for his Fathers company, where he picked up a few choice
marketing tools and grew the business massively.
Matt has spent time studying at Waikato Uni, freelancing as a digital marketer and working in
trades too. He says he’s a bit book smart and a bit street smart too.
When he’s not geeking out about websites and business growth, Matt likes to get along to the
martial arts gym where he trains in Brazilian Ju Jitsu. A good habit to have seen as he loves
indulging in takeaway meals!
Richelle Marsh
Personal Assistant
Richelle… A young entrepreneur! She is the founder of her own coaching business for
natural horsemanship called “Walnut Ridge Equestrian” and a consultant for Isagenix
(health and wellness company). She loves learning and experiencing new challenges.
Richelle has two young children (picture to the right) Charlotte and Matilda. She enjoys
getting outdoors and going on new adventures with her family.
Richelle’s role at Profitable Tradie is to assist and improve the daily running's of the
business. She cracks the whip and keeps us all on track here at Profitable Tradie!

Section 2
The Profitable Tradie
6-Step System
“ A GOOD SYSTEM SHORTENS
THE ROAD TO A GOAL”
ORISON SWETT MARDEN

Profitable Tradie 6 Keys to a Profitable Tradie Business

Financials

1 Financials
Numbers are about focusing on the high profit jobs and walking away from the low profit time wasters,
pricing for gross margin, reviewing your financials and key performance indicators monthly and planning for
your cash flow requirements.
A
B
C
D
Price for profit (get a minimum GP% that allows you to achieve your profit and life/family goals).
Control the job on the way to hit your targets.
Understand the numbers that drive your profit and cash flow by back costing and forecasting.
Pricing and systems to make back costing simple.
Outcome:
Know which jobs to take and which jobs to turn down.
Clarity and confidence to be able to control the numbers that drive your business.
“We’re pricing for the right margins and checking all our
jobs which has seen our margins grow by 25%”
Alan Gellert: Owner of Ace Electrical

Systems

2 Systems
Systems is about writing your processes down and using technology to improve your effectiveness so
you can do more with less effort and have a business that operates predictably and profitably with or
without you.
A
B
C
Put systems in place so your team performs well and jobs are completed on time and on budget.
Systemise your office so you can stop doing the small $20 per hour jobs you don’t enjoy doing
Use the right technology to automate as much of your paperwork as possible.
Outcome:
Go from chaos and feeling overwhelmed to control and peace of mind
“I’ve managed to keep a strong margin and increase my
turnover from $300,000 to $1,200,000 and my team are
well organised with all the right systems and checklists”
Brad Martin: Owner of Leading Edge Electrical

Team

3 Team
Team is about becoming an employer of choice and creating a clear hiring process so you have a productive
and reliable team who treat the business as you would and allow you to take holiday when you choose to.
A
B
C
Become an Employer of Choice.
Create a high performing team starting with hiring the right guys using our 10 step hiring process.
Get your team motivated to work to their full potential with performance reviews, team
incentives and the right systems in place to help them do their job.
Outcome:
Get back 10 hours a week and learn how to put the right systems in place to get your team firing
on all cylinders.
“We’ve hired 6 new tradesmen, an office manager and
pricing person which has freed me up and our sales have
grown by $1.6m over 13 months”
Mark Watkins: Owner of Advanced Plumbing

Sales

4 Sales
Sales is about streamlining your selling process so you convert more quotes into jobs, at high margins and
stop wasting time on quotes that go nowhere.
A
B
C
Turn more quotes into jobs with our 8 step sales process.
Position yourself as the expert… Educate, and nurture prospects to choose you on quality
rather than competing on price (no longer a race to the bottom).
Get more high margin consistent jobs you want.. And go from tradesmen to salesmen/trusted advisor.
Outcome:
Get back 10 hours a week and learn how to put the right systems in place to get your team firing on all
cylinders.
“Turnover has increased by 60% and Gross Profit Margins
have increased right across the board”
James and Tania Vinson: Owner of JT Plumbing

Marketing

5 Marketing
Marketing is about creating both online and offline marketing systems to generate a consistent flow of
profitable leads.
A
Choose the right markets with premium pricing and educate your clients on value.
B
C
Use your customer database to drive strong repeat and referral business.
Automate your marketing by having a website the captures and converts as well as nurtures your prospects
so they choose you and not your competitors.
Outcome:
Have more leads than you need so you can choose what clients and jobs you want to do.
“With one simple sales letter we secured 2 new clients
straight away, worth $80,000 annually”
Mike Foote: Owner of Plumbing and Gas Works

Leadership

6 Leadership
Leadership is about ensuring your focus, motivation and vision are strong and that your personal effectiveness is
constantly improving through learning and good time management.
A
Get more done in less time by spending your time on the most important activities.
B
C
Set SMART goals and a clear action plan for your future including a 90 Day Plan with at least 10 priority
business projects.
Watch our live webinars with well-known, successful, local business owners and learn the inside scoop to their
success In business. Plus network at our events with the top 3% of trade business owners.
Outcome:
Create a strong vision for your business and personal life.
“We’d been in business for nearly 40 years… In the first
few months on the Million Dollar Tradie program I learnt
more about running a successful business than in the
previous 40 years”
Stuart Gladding: Owner of Alpha Plumbing

Section 3
The Tradie
Ladder
“LIFE DOES NOT GET BETTER BY CHANCE,
IT GETS BETTER BY CHANGE”
-JIM ROHN

Profitable Tradie 6 Stages of Growing a Profitable Trade Business

1. START UP :
EXCITED BUT OVERWHELMED
NEEDING A PLAN

1 Start Up
You do cashies on the weekend and make a plan to get a van and go out on your own. You look for
work through family, friends and other tradies you know.
Challenge:
Your “out of hours work” gets busy and start thinking about how you can replace your wages, take control of
your future and make a go of it on your own.
Solution:
Start your own business

2. SURVIVAL :
STRESSED & KEEN TO GROW
MANAGING CASH FLOW
STAFF HEADACHES

2 Survival
You go out on your own so you have to make it work. Your business grows and you struggle to keep all your clients
happy. You realise you need more hands to keep up with the work load. You hire an apprentice and possibly a
tradesmen. As your business gets more complicated you feel overworked and wonder “would be easier to go back to
being on my own?”
Challenge:
Keeping track of your financials and cash flow, overwhelm with more jobs, more paperwork and a team members to
organise and manage.
Solutions:
Grow your work load with profitable work; Hire the right people; Manage your time between working “on the
tools” and working “on your business.”

3. STABILITY :
STEADY BUT STUCK
NEED ONSITE & OFFICE SYSTEMS
UNRELIABLE SALES & MARKETING

3 Stability
You have good base of clients and the business is stable, but is struggling to grow because you are a
bottleneck. You’ve built up a team of tradesmen and have office support. You have a basic marketing plan
relying on “word of mouth.” However, you are the foreman, pricing person, marketing person and the
business cannot survive more than a few days without you.
Challenge:
The business is stuck on your head and you can face cash flow and profitability problems.
Solution:
Create the onsite systems for your guys to follow so you don’t have to
supervise every job. Work on your pricing, back costing and financial
systems to ensure your business if profitable and creating a return on
investment. Build a marketing and sales systems to give you consistent
leads and jobs moving forward.

4. SUCESS :
PROFITABLE BUT BURNTOUT
BUSINESS DEPENDANT ON OWNER
BUILD YOUR MANAGEMENT TEAM

4 Success
You’ve built a solid team; your business is profitable; you have a key guy you can rely on to organise the team
for a week but if you’re away for any longer than a week or two the business grinds to a halt because you do
the pricing, sales and project management.
Challenge:
Overcoming burnout from having to manage all aspects of the business without having any management
help.
Solution:
Systemise your office processes from pricing to marketing to operations management.
Look to recruit an Operations Manager and a Pricing Person to free you up to continue
to grow the business and to buy your time back.

5 SCALE:
RELEASED… ALMOST…
TRAINING YOUR MANAGEMENT
TEAM

5 Scale
You have strong profit that supports a management team such as a Pricing Person, Operations Manager(s) and
Office Team to schedule the work, manage the team and run the day-to-day operations. Your business becomes
an investment as the business becomes a saleable asset. You have positive cash flow that you are investing in assets
outside the business.
Challenge:
Ensuring your Management Team implement the systems correctly and coaching them to improve; working on
developing relationships with key clients.
Solution:
You plan out your exit strategy or end game. Do you sell the business; do
you hire a General Manager or do you pass the business on to a family
member or key staff member or do you use the cash flow to grow your
asset base?

6 SIGNIFICANCE:
FREEDOM TIME & MONEY
EXPLORING OTHER VENTURES

“What seperates the entrepreneur from the businessman
is simply perspective”
Tony Fraser-Jones: Founder of Profitable Tradie
6 SIGNIFICANCE
The business is running under its own momentum and you don’t have to work in the business if you choose
not to. You can establish a Board of Directors to provide new ideas and accountability and implement a
dashboard of Key Performance Indicators to ensure your business is kept on track. You set up other
business ventures as an entrepreneur does.
Challenge:
At this stage it’s more of a mental game … You may find the “I like to be in control” tendencies come out.
Solution:
A strong Board of Directors and a dashboard of financial Key Performance Indicators
give you the confidence that the business is growing as it should.

WHICH LEVEL
Are you at and why?…
“Low profit, poor team, no time…”
- Common Problems
You can get stuck at any one of the 6 stages. We find there are two common transition points…
One is at around $500k when the business is no longer just you and you start to build a business with staff and systems. The sticking point here
is a mental challenge of realising that being a great plumber, electrician or any tradesmen is not going to get you to the stability and success stage.
You need strong financial reporting, systems for both on-site and in the office and to begin developing your marketing strategies.
The second is around the $2,000,000 mark. This step is also a mental challenge where you have to release control of the business and trust in
your systems and people. The key strategies are your team hiring process and developing more sophisticated sales and marketing systems.
The Million Dollar Tradie Program teaches you how to unlock progress to the next stage from whatever stage you are currently at.
As you progress you’ll need to stop doing many of the things that made you successful and learn new skills. If you don’t learn the new skills you’ll
carry the bad habits through and undermine your success at the next level.
For instance, one of our clients who recently joined the program was at the success stage with a turnover of $3.8 million, with 17 guys and two
working owners.
But…
The business was suffering from major cash flow problems because the owners had not learnt how to price for the appropriate margins; to back
cost their jobs and to run and review their monthly profit & loss statement. So they had to go back and strengthen their financials before they
could move forward.

Back costing revealed some KEY Issues…
1
2
3
Gross Profit (GP% margin) was only 18% due to:
Most work over the year was with large building companies and commercial projects, both which are price sensitive
markets.
No marketing had been set up to position the company as the expert or “go to” company in their chosen niche and type of work.
No onsite systems for controlling the job on the way through via the project schedule (automated now with Fergus), no daily site logs, weekly
task analysis, or breaking the jobs down by stage. Also no quality assurance checklists or pre-job checklists to ensure the buildings were ready.
Solutions:
Hired an Office Manager, Operations Manager and Pricing person to free up time to work on improving business systems and cash flow.
Quality Assurance Checklists for all jobs to ensure call backs and rework is minimised.
Pre-job checklists to ensure building contractors are ready.
Pricing for a target Gross Margin and saying no to low profit work.

Section 4
The Tradie Checklist
“ACTION IS THE FOUNDATIONAL TOOL TO
ALL SUCCESS”
-PABLO PICASSO

Profitable Tradie 6 Keys to a Profitable Trade Business

Numbers Checklist
Do you know your numbers? Are your margins profitable for each job?
Better find out the missing areas of your business below!
1 Do you accept credit card payments?
2 Do you have an accounts receivable process (with scripts and letters)
3 Do you know the margin you make on each job?
4 Do you regularly check the average the Gross Margin for your business and compare it to individual jobs?
5 Do you use accounting software?
6 Do you check your break-even point each month?
7 Are you using a Cash-Flow forecast for your business?
8 Do you understand the difference between Mark up and Margin?
9 Do you have set prices for maintenance work?
10 Do you know what you can do to increase your margins and do you have at least five strategies in place to increase your margins?
11 Do you use a pricing calculator with prebuilt and pricing templates?
12 Are you using a pricing strategy in-line with your Break-even point?
13 Do you have a sales budget with sales and profit targets?
14 Do you have at least five strategies place for improving your cash-flow?
15 Do you have terms-of-trade?
16 Do you “sack” you C and D clients? (the least profitable ones)
17 Do you price for profit or to simply win the job?
Yes/No
(Yes only
if 100% of
the time)
Items to
work on in
the next
90 days
Numbers Total:

Marketing Checklist
Are your marketing strategies delivering you those profitable jobs you want?
If not your probably missing some of the key elements listed below...
18 Do you have a clearly defined Niche (s) for your business? (e.g. maintenance, commercial, builders, HVAC etc.)
19 Have you got a unique selling proposition?
20 Are you using a systemised referral process?
21 Do you send a regular Newsletter?
22 Do you have a website? And does it capture and convert visitors into clients?
23 Do you have an annual marketing plan that is budget driven?
24 Do you have a compelling guarantee?
25 Are you consistently testing and measuring marketing activities you’re doing?
26 Do you have strategic alliances with partners (e.g. Builders, property managers, real-estate agents, kitchen supplies, other subcontractors)?
27 Are you marketing to your database and do you use email marketing?
28 Are you calculating marketing campaign breakeven points?
29 Do you have a system for nurturing prospects?
30 Are you using multiple tried and tested “Direct Response” marketing strategies for improved lead flow?
31 Do you have a 10 x 10 Marketing Plan which you review and update regularly?
32 Are you distributing Flyers with offers and testimonials?
33 Do you have signage on all your vehicles and have you got site signage on all your sites?
34 Do you have an online marketing strategy (Including AdWords, social media and other online directories)?
35 Do you have a program for servicing work?
Yes/No
(Yes only
if 100% of
the time)
Items to
work on in
the next
90 days
Marketing Total:

Sales Checklist
Do you have a sales process that’s actively converting leads into jobs? Could it be better?
Then discover what's missing below...
36 Have you mapped out your sales process? (flow chart)
37 Do you have a conversion rate target and review progress towards it?
38 Does your team consistently use sales scripts?
39 Do you have a features and benefits list for your trade business to upsell and cross sell?
40 Does your sales team (if your business is small) undergo regular sales training?
41 Are you using at least 5 conversion rate strategies and reviewing them regularly?
42 Are you using the most efficient quoting system for your business?
43 Does your team offer free inspections when doing maintenance work to upsell?
44 Are you using strong qualifying questions during initial phone calls, in your Sales brochure and during appointments?
45 Are you sending information packs about your business?
46 Do you have a follow up process for quotes, unpaid invoices and enquiries?
47 Do you have enquiry scripts? (and use them)
48 Are you using a Customer Relationship Management (CRM) system to nurture prospects?
49 Does your team have a process to follow when turning up to a job? (e.g. where to park the van, shows ID)
50 Do your team all wear a uniform and are they always clean and tidy?
51 Do you collect and display testimonials for satisfied clients?
Sales Total:
Yes/No
(Yes only
if 100% of
the time)
Items to
work on in
the next
90 days

Systems Checklist
Find your spending too much time on tasks you don’t want to be doing? Or maybe your
spread too thin each week, systems help!!!!
Yes/No
(Yes only
if 100% of
the time)
Items to
work on in
the next
90 days
52 Have you documented and systemised all your financial systems?
53 Do you regularly review your biggest inefficiencies and act on them?
54 Do you have all key tasks and routines documented in a “operations manual”?
55 Are you using job management software? Are you using this to its full potential…
56 Do you have an up-to-date health and safety policy? Are you following it?
57 Do you regularly review your systems for technology improvements?
58 Do you have a system for enquiries?
59 Do you have all your licensing and regulatory systems in place?
60 Do you systemise automated emails to nurture your prospects?
61 Do you schedule and complete regular maintenance on all key items of equipment?
62 Do you have online job cards?
63 Are you using a quality assurance checklist ensuring consistency and making sure things aren’t forgotten on the job?
64 Do you have an A-Z of all your operations, architecting all the systems of your business in an overview?
65 Can you go on holiday without concern and comeback to your business operating better than when you left it?
66 Do you have a materials ordering system?
67 Do you have a handover checklist?
68 Do you have a pre-job checklist to make sure the sites ready for you when working with builders?
69 Have you got a system for back costing jobs?
Systems Total:

Team Checklist
Have a team culture and motivating your guys is crucial to a successful Plumbing or Electrical business.
Find out more ways you can build a great team...
Yes/No
(Yes only
if 100% of
the time)
Items to
work on in
the next
90 days
70 Do you have a team “Culture” or “Code of Conduct” which is clearly defined and adhered to?
71 Does your team promote and maintain the culture of the business?
72 Does your team understand clearly what their roles and limitations are?
73 Are you hiring on ‘attitude’ and employing people to run the systems in your business?
74 Do you have position descriptions and Key Performance indicators for each team member?
75 Are you an employer of choice? Have you created a unique hiring proposition?
76 Are you using DISC profiling or other psychometric profiling to ensure you align strengths with tasks?
77 Do you encourage problem solving when difficult arise and situations call for it?
78 Do you have a strong clear vision for where you want to take the company and does your team understand?
79 Are you using a system for encouraging open communication among team members?
80 Do you do regular one-on-one performance appraisals?
81 Do you follow a step-by-step hiring process?
82 Do you have an up to date organisational chart?
83 Do you have up to date contracts for each team member in your business?
84 Are you conducting regular team meetings with your team?
Team Total:

Leadership Checklist
Are you leading your team well? Think you could do better? Then see some key ways on
what you might be missing that is holding you back...
Yes/No
(Yes only
if 100% of
the time)
Items to
work on in
the next
90 days
85 Do you devote at least 1 hour per week to personal development? Do you attend course, seminars, webinars, read books etc.?
86 Do you use a daily “To do list” and “Weekly Plan” always?
87 Do you prioritise well and understand the urgency and importance of all your decisions? (e.g. a Default Diary)
88 Do you delegate or outsource most or all of your administrative and low value/low enjoyment work?
89 Do you work “ON” your business for at least four hours each week, have good self-discipline and manage yourself well?
90 Do you have good work life balance and a strict policy not to operate in crisis mode?
91 Do you have a life plan that you refer to regularly which has mile stones you plan to achieve in time?
92 Do you have strong leaders other than yourself in the business?
93 Have you got 5 KPI’s (key performance indicators) for each position in the business?
94 Do you have a Vision Book with your key goals?
95 Do you have a system for recognising longevity and performance?
96 Do you lead by example demonstrating traits and behaviours you expect your team to follow?
97 Are you open to implementing suggestions from team members and do you encourage input and feedback?
98 Are you open to new ideas and embrace the changes in technology for your business?
99 Do you respect yourself and your time above all else and regularly plan the use of your time in advance?
100 Would you employ yourself to run your business?
Leadership Total:

Tradie Checklist
SCORESHEET
So what’s your score?.... Didn’t think you were being tested right?
Well that’s the beauty of doing test without realising it!
Numbers
Marketing
Sales
Systems
Team
Leadership
Grand Total
81-100
61-81
41-60

Section 5
The Tradie Toolbox
Profitable Tradie’s Tool box contains all the strategies you
need for a successful business.
Select your top 10 strategies that will make the most
impact on your company in the next 90 days.

Start
30 Days
90 Days
1 Year
Start
30 Days
90 Days
1 Year
Start
30 Days
90 Days
1 Year
Marketing
Sales
Choose Niche(s) Market(s) (e.g. Maintenance, High
End Homes, HVAC etc.)
Unique Selling Proposal (USP)
Customer Database
Regular Newsletter
Record Source of Leads
Marketing 10 x 10 (Marketing Plan)
Guarantee
Review / Update Website
Landing Pages for Website
Lead Generation Magnet
Google Ad Words
On-Line Directories
Social Media
Strategic Alliances (Property Managers, Kitchen /
Bathroom suppliers etc.)
Vehicle Signage
Site Signage
Building Signage
Program for Servicing Work
Flyers
Marketing Student
Direct Mail to Niche Markets
Customer Farming
Client Surveys
Plumbing / Electrical
Inspection Checklist
Fridge Magnets
Switchboard Stickers
Personal profile
Map Sales Process
Test & Measure Conversion Rate
Sales Scripts
Phone Scripts
Enquiry Scripts
Prospect Questionnaire
Information “Wow” Pack
Sales Training
Set Price Book
Video and Written Testimonials
Quotes and Action Plans
Visual Sales Presentation
CRM System
Uniforms
Autoresponder Sequence
7 reasons to “Choose Us”
FAQ’s
Quote Follow Up Scripts

Start
30 Days
90 Days
1 Year
Start
30 Days
90 Days
1 Year
Start
30 Days
90 Days
1 Year
Systems
Team
Office
Onsite
A to Z of Operations
Job Management Systems
Administration manual
“Cloud” Accounting system
Code of Conduct
Email Templates
Pre-Job Checklists
Quality Assurance Checklists
Team Induction Checklist
Health and Safety Program
Equipment / Tool
Management System
Operations Manual
On-Line Job Cards
Job cards
Handover checklist
Online Job Cards
Task Analysis (who, what,
when)
Hand Over Checklist
Sub-Contractor Hand Over
Checklist
Training Videos for Office
Process (JING)
Core Values
Code of Conduct
Job Descriptions
Employment Agreements
KPI’s (Key Performance Indicators)
Hiring Process
Interview Scripts
Unique Hiring Proposition
DISC Profiling
Vision Statement
Mission Statement
Team Culture
Team Fun Days / Social Club
Performance Reviews
Organisational Chart
Suggestions Box
Incentive Program
Job Advertisement

Start
30 Days
90 Days
1 Year
Start
30 Days
90 Days
1 Year
Leadership
Numbers
Default Diary
Personal Development
Delegate and Outsource
Business Strategy
Vision Book
Milestones
Develop strong leaders
Business KPI’s
90-day plan
SMART goals
Time Productivity
Scheduling Tools
Recognise longevity and performance
Self-Directed Learning
Implement Staff Suggestions
80/20 Rule
Stop-Doing List
Exit Strategy
Price for Profit
Use Margin not Mark-Up
Monthly Profit and Loss
Key Performance Indicators
Break Even Point (Weekly, Monthly, Yearly)
Set Minimum Gross Profit Margin
Cash Flow Forecast
Sales Budget
Unit or Set Pricing
Minimum Service Charge
Review Pricing Strategy
Terms of Trade
Accounts Receivable Process
Credit Card Payments
Take Bigger Deposits
Pay Yourself First
“Sack” C & D Clients
Improve Invoicing Time

Profitable Tradie 100% Money Back Guarantee
Never been called in 8 years with 249 clients!
We are prepared to take all the risk!
If you don’t increase your profit by at least twice your investment with us within 12 months we will keep coaching
you for free until you do… If you stay on the Profitable Tradie program for at least 12 months, attend all the
sessions, and complete all agreed strategies, we guarantee to increase your profit by at least twice the amount of
money you invest with us.
If not, we will keep coaching you for FREE until you do!

Section 6
Client Success
Stories
“MODEL SOMEONE WHO IS ALREADY SUCCESSFUL,
BECAUSE SUCCESS LEAVES CLUES”
- TONY ROBBINS

Check out what our clients say about us….
Brad Martin
Leading Edge Electrical
James and Tania Vinson
JT Plumbing
Mark Watkins
Advanced Plumbing
“I used to think I could do it all myself, I was hesitant to
expand and I used to be at the mercy of the customer
by pricing just to get the job. Now I’m all about my
profit margin and I’ve managed to keep a strong
margin while increasing my turnover from $300,000 to
$800,000. I have a structured sales process so I know
when I walk away from pricing a job I’m confident I’ve
got the job. I also used to be all over the show,
forgetting jobs, forgetting invoicing but now we run a
good management software and the team are more
confident in me, they know what they are doing and
they’re way organised with our new home checklists.”
“I used to think I could run the whole business by
myself and I wouldn’t let anyone in to help me. Now
we have systems in place and they’re working well.
We have let go of the controls and put trust in our
staff which has given our lifestyle back after it was
taken away for many years. The numbers aren’t in my
head anymore, they aren’t ‘yup we’re making
money… I think…’ we know where we are making
money, we know what areas we are making money in
and we know the profit margins through the whole
business. Turnover has increased by 60% and gross
profit margins have increased right across the board”
“We used to chase jobs because we just wanted the
work and because we didn’t check the dollars on them,
we wouldn’t know where they were at. Now we’ve got
a back costing system so we know who our best clients
are and it also shows us where we’ve been letting
things down. After back costing our jobs we found out
that we were losing money on our ‘best’ client, making
19-21 trips to simple house builds! We’ve also put a lot
of systems in place and use a management program. In
12 months our turnover has increased by 40%, gross
profit margin has increased from 18% to 35% which has
allowed us to pay off all our outstanding debt.”

Check out what our clients say about us….
Alan Gellert
Ace Electrical
Michelle and Graeme Hopkins
Groundcover Landscaping
Chris and Lee-Anne Coopey
K-10 Plumbing
“We were struggling with growing our business and
keeping on top of everything as we had very few
systems or marketing other than word of
mouth. Through working with Profitable Tradie we’re
pricing for the right margins and checking all our jobs
which has seen our margins grow by 25%. We’ve got
our website and on-line marketing working, using our
customer database and have a clear marketing
plan. Plus we’ve improved our hit rate with quotes
through using the Profitable Tradie sales and follow up
process. Life is much more enjoyable, team is more
organised, the invoicing system is all electronic, don’t
have to do late nights anymore.“
“Before we started on the program we were stuck in a
rut with our mind-set and weren’t open to new ideas.
Since being on board with Tony, we’ve hired more
staff, systemised our business, automated our
marketing and created a killer sales process where we
convert 20% more quotes into jobs and we get more
of the high profit work we want which as seen our
gross profit increase from 28% to now consistently
hitting 40%. We now take regular holidays and have
our lifestyle back”
“Before we jumped on board with Profitable Tradie, we
had become slaves to the business and customers were
starting to take control. Just before we started the
program we decided to take a holiday and get our
heads in the right space. We hired a new senior
plumber. He is outstanding in his work and gets along
really well with the rest of the team. We then followed
that by doing performance reviews with all our staff
and we starting rewarding them when they had good
results. Because of this our staff are now much happier
and business is running much smoother. As well as this,
we also increased our rates by a fair bit. Thanks to
these adjustments our Gross Profit has gone from 30%
to 45% and our Net Profit has gone from 12% to 30%.”

Check out what our clients say about us….
Royston Cant
CJ Cant Plumbing
Neal and Tania Savage
Waipa Plumbing
Damian May
2E Electrical
“For me, it wasn’t so much about the financials, it was
more about getting a balance between business and
family. At the start of the program I didn’t want to
grow the business, but I look back now and the realise
that I had it all in my head. Tony’s managed to simplify
things and strip it all down so its quite simple”
“We’d found it very difficult hiring new staff in the
past. We struggled to find people and when they did
apply we had no process or idea how to decide
whether they were any good. Tony has taught us how
to write good ads and where to put the ads and a stepby-step
process to go through when we have people
apply. What we’ve found is that the guys we interview
are impressed by how professional we are and that
makes them want to come and work with us. We’ve
hired 5 plumbers and an apprentice in the last 11
months which has helped hugely to grow our business
and free up time.”
“Before I met Tony I was working 80 hour weeks and
only returning a 17% gross profit margin. I’ve been on
board now for 6 months and in that time we’ve
increased our profit margins to 35% which has given
me and extra $117,231. We’ve hired 2 guys and just
have a lot more time off the tools”

Check out what our clients say about us….
Johnny Gardner
Inline Plumbing
Jeff and Wayne
Jenco Electrical
Jo and Damian Tebbutt
Tebbutt Plumbing
“Our business had no vision, I never said ‘no’ to work
and I used think being on the tools was the most
important thing. Now that I’m working ‘on’ my
business rather than just ‘in’ it, we have a lot of onsite
and office procedures put in place as well as a job
management program; the team are a lot more
positive as a result. Now I can take holiday with the
family and actually enjoy them without worrying about
the business and coming back to a bunch of headaches.
Our margins have also increased by 13% and the
biggest thing is understanding my margins, I’ll be
honest, I struggle with that side of it but now I
understand them it’s been huge and it’s allowed us to
claw ourselves out of debt over the past 12 months “
“Before we started on the program our business was
stagnated, we didn’t know where to take the business
and it was just going around in circles. After being on
the program for 3 months we’ve started pricing for
margin rather than mark-up and after back costing our
jobs we realised we were giving away big ticket fans
for free which was hurting our margin. We’ve
systemised the business, put set pricing in place and
now have a structured hiring process. We’ve now
stopped working nights & weekends and the business
is now where we want “
“When we started on the programme we were
stressed and over worked. We have systemised our
business quality assurance checklists, enquiry scripts
and default diaries… We have put our prices up
(without complaint) and our margins are growing. We
have changed our mind-set and become more positive,
organised and confident. “

Check out what our clients say about us….
Luke and Ali Hughes
LA Hughes Plumbing & Gas
Kevin Henderson
Optum Plumbing
Brooke Owen
Peter Owen Plumbing
“I used to work every night and through every
weekend. We changed our mindset and got more
positive, which gave us the confidence to do what we
needed to. We also got an understanding of our
financials which was huge, helping us towards growing
our Gross Profit as mush as possible. Thanks to all of
these changes, we stopped working nights and
weekends and went from feeling like “slaves to our
business” to taking a holiday. As well as this, we
systemised the business, refocusing our team. All in all
this increased our Gross Profit from 30% to 45%“
” When I started the programme I was barely breaking
even, working 70-80 hrs per week, always on the tools.
I have gone from that, to biting the bullet and getting
off the tools to make my company more professional
and run a lot smoother. My employees appreciate what
I’m doing and respect me more, because I now have
time to follow through with what I said I was going to
do. I’m also now Systemising my business and my Gross
Profit has increased by a massive 79%”
“Before we met Tony we had no direction, no goals,
no focus and we felt like we had lost control of
everything. But with the guidance from Tony and the
push in the right direction to systemising our business
I now have “the bull by the horns” and the business is
running smoothly and how we had always wanted it
to. With Tony’s help were able to focus and get things
back on track and become more successful“

Section 7
Programme
Options
Million
Dollar
Tradie
1. Million Dollar Tradie
PLATINUM
2. Platinum

Give us 12 months and you will have a profitable, systemised and scalable
company… Even if you hate selling and don’t know anything about marketing!
What you’ll get...
Phase 1
Plan of action
90-day fast start
12 month action plan
Life plan
Phase 3
Marketing Machine
Automation
Generate Leads
Traffic & Conversion
Phase 5
From pain to pleasure
Salesman to trusted advisor
Scale your business
Install Operations Manager
& General Manager
Phase 2
From chaos to control
Numbers
Money
Niche
Phase 4
Get back your time
Systems & Automation
Office & Site
Team

“THE GREATEST BARRIER TO SUCCESS IS
FEAR OF FAILURE”
-SVEN GORAN ERIKSSON

1
Programme Option
Million Dollar
Tradie
Million
Dollar
Tradie
2
Programme Option
Platinum
PLATINUM
8 x Educational Webinars & Monthly Q&A Webinar
8 x Educational Webinars & Monthly Q&A Webinar
Monthly Coaching Calls
4 x One-Day Intensives Workshops
24/7 Access to the Million Dollar Tradie membership site
(templates, documents, downloads, checklists, videos etc.)
2x DISC reports
Access to our extensive library, books, CD’s, DVD’s
Contact with your Coach
Contact with the team
Expertise and recommendations for outsourcing work
Reviews of your work
Monthly Coaching Calls
4 x One-Day intensives workshops
24/7 Access to the Million Dollar Tradie membership site
(templates, documents, downloads, checklists, videos etc.)
2x DISC reports
Access to our extensive library, books, CD’s, DVD’s
Contact with your Coach
Contact with the team.
Expertise and recommendations for outsourcing work
Reviews of your work
12x Private monthly coaching
sessions with Tony Fraser-Jones
Monthly Investment
$1595+GST
Monthly Investment
$2995+GST

Frequently Asked Questions….
Who Are Profitable Tradie?
Profitable Tradie is a Business Coaching Company started by
business entrepreneur Tony Fraser-Jones. Profitable Tradie has
been set up with you, the Plumbing and Electrical business
owner in mind. Unlike traditional Business Coaching
Companies, Profitable Tradie is designed to give you short term
and long term training with tools and templates sourced and
designed specifically for the Plumbing, Electrical, Drain Laying
And Gas Fitting Businesses.
With over 8 years’ experience Coaching Plumbers, Electricians
and other trades businesses, Profitable Tradie has developed
extensive knowledge (not to mention a library of resources) of
strategies and systems that are tested and proven specifically
for Plumbers and Electricians. Tony saw the need for
Plumbers and Electricians to have access to industry specific
business systems (not just training on how to get the job done).
The team at Profitable Tradie are passionate about raising the
bar to increase the profit in your pocket, to take your business
from Chaos to Control and to have more fun doing it!
What Is An Alignment Session?
Great question! This is where a Profitable Tradie Coach will
start with every company that joins our Million Dollar Tradie
program. We will work out where you are now and get a
crystal clear idea on where you want you business to be in 12
months and in 3 years time when your business is operation at
full potential.
We will learn as much as we can about your business, your
goals, your challenges, your sales, your marketing, your
finances, your pricing…
Once we know where you are and where you want to go we
create a step-by-step plan to get you there. Every 90 Days you
will have a 10 to 12 priority projects to give you a “laser-like”
focus to take your business to the next level.
Unlike most Business Coaches, Profitable Tradie will not only
show you what to do, we will give you the tools to do it. Tools
that have been proven by over 240 other businesses before
you. We’ll walk with you every step of the way so you have the
support and guidance when you need it.
How Can I be Sure That Profitable Tradie Will
Work In The Plumbing And Electrical Industry?
Very simple...you see at Profitable Tradie all we do is help
Plumbers and Electricians price, market, systemise, make more
money and improve the quality of life they get from owning
their business. Profitable Tradie has over 131 different
business-building strategies designed and proven for Plumbers
and Electricians.
On the other hand, you are the expert in your business.
Together we can apply the strategies that have been proven by
Plumbing and Electrical Business Owners over the last 9 years
again and again to make your business thrive.
Why Do I Need A Business Coach?
Every great performer, whether an elite athlete, entrepreneur
or performing superstar is surrounded by coaches and
advisors. The increasing pace and competition in the world of
business makes it difficult to keep up with the changes in the
Plumbing and Electrical industry. Let alone the latest
developments in sales, marketing and management
strategies.
A specialist Business Coach for many is no longer a luxury. It
has become a necessity. What’s more, you probably find it´s
difficult to get a truly objective answer from yourself. Your
perspective may lack clarity and deep down you know that
being told the truth is crucial for moving the business
forward. You can survive in business without the help of a
coach, but can you reach your maximum potential?
On the Million Dollar Tradie programme, everyone is invited
to the 1-Day Intensive Boot Camps.
So What Is The Million Dollar Tradie
Programme?
It’s where Profitable Tradie will work with you for 12 months to
make your business goals into reality. From education
webinars, goal setting, training days and plumbing and
electrical specific business strategies, you will develop new
systems and financial processes so you can work less and enjoy
better cash flow.
Will This Mean More Work For Me?
When your alignment session and initial plan is set up, it might
seem like a massive amount of work. But no one ever said
achieving your goals would be easy…
The first few months are the hardest as you get used to
working in a different way...and get over the hump so to speak.
The further you get into the program the easy it becomes as
your systems start to do the heavy lifting rather than the
business relying solely on you.
You will, however, be amazed at how focussed you have
become and how much more you can achieve with a clear plan.
With your focus and the Profitable Tradie program you´ll be
achieving a great deal more with the same or even less work
than before.

How Will I Find The Time?
Once again the first few months will be the toughest, not
because of an extra amount of work, but because of the
different work. In fact Profitable Tradie will show you how to
on a day-to-day basis, get more work done with less effort.
In other words, after the first few months you’ll find that you’re
not working more, just working differently. You’ll get some
“quick wins” and then, depending on your goals from 3 months
onwards you’ll start to see the results of all your work coming
together.
You can start working less than ever before. Just remember it’s
about changing what you do with your time…NOT putting in
more time!
What Do I Get From The Program?
Profitable Tradie team will work with you for a full 12 months
to make your goals a reality. From webinars and goal settings
sessions, to creating marketing pieces together. You will
develop new sales strategies, as well as financial and office
systems so you can work less and learn all that you need to
know about how to make your dreams come true.
You will be investing between $1595+GST and $2495+GST per
month and your consultant will work with you on your sales,
marketing, systems, numbers and every step of the alignment
you created.
Unlike other coaching companies, here at Profitable Tradie, we
won’t just show you what to do. We give the tools to action
your plan and we will help you through the whole journey to
becoming more successful and creating more time and
freedom for you and your family.
Not only will you get great results but you’ll end up with an
entrepreneurial education that is second to none. And you can
use the knowledge over and over again in any business you
choose to.
We may also suggest several books, DVD’s, webinars or
technology to assist you and yes...they’ll add to your
investment...why? Having a Profitable Tradie Coach is like
having a Marketing Manager, Chief Financial Officer and HR
Manager all for less than half the price of a secretary.
Will It Cost Me More To Implement These
Strategies?
Sit down with Profitable Tradie and we’ll show you how to turn
your marketing efforts into an investment that will yield sales
and profits rather than just running up your expenses. As you
work with Profitable Tradie you’ll come to understand the
importance of test and measure. In most cases you’ll save
money by exposing strategies that aren’t currently working.
We’ll analyse your pricing and margins to makes sure you are
hitting the right industry benchmarks...one of the biggest
frustrations is not knowing what you should be charging!
Once you test and measure you will only ever implement
strategies that actually make money. Like one of our clients
that saved $31,500 on radio and newspaper advertising after
discovering that their expensive campaigns generated only 2
leads over the course of a year. In all likelihood you’ll spend
some money to make some more. How much money will you
save (and make) in the long run by starting small, testing and
then rolling out the winners? When we establish ideas that
work, we make sure you keep profiting from them time and
time again. Remember, if you use the traditional ´accounting´
way of reducing costs, you´ll add just a few percentage points
to your bottom line.
But follow the Profitable Tradie formula and you´ll soon
appreciate that by driving income growth through powerful
sales and marketing strategies your possible returns become
exponential … the sky´s the limit, as they say.
Are There Any Guarantees?
As with life, in business there are no guarantees. Ultimately,
you are the responsible for your own success. There are,
however, a lot of cowboys in the business coaching and
consulting world. That's why we are prepared to take all the
risk with our "Better Than 100% Money Back Guarantee." If
you don't increase your profit by at least twice your investment
with us within 12 months then we will work with you for FREE
until you do! There are two caveats to this guarantee and
these help to make sure both parties are committed to making
the relationship a success.
You must attend all the coaching sessions and complete all of
the agreed upon strategies. To get results from your
Profitable Tradie program, you'll need to take massive action
and start implementing multiple strategies. If you don't work
hard and aren't willing to implement the strategies, then we
can't guarantee the results in your business.
Why Do We Have To Stay For At Least 12
Months?
If you’ve been in business for more than a few months you’ve
seen or heard at least 1 or 2 “quick fixes.” But as you know a
gold winning an Olympic athlete doesn’t train to 3 months...
We believe that long-term success requires us to not just
scrape the surface and do everything for you. Success means
working with you, teaching you the strategies and working
alongside you so you are set up for the long-term.
Over the 12 months, you’ll work through the different areas of
your Plumbing or Electrical Business (Financials, Marketing,
Team, Systems etc.) to set a solid foundation for your future
growth. And you’ll build up the confidence to become a
“Business Owner” rather than simply a good tradesmen.

Can You Do Our Website?
Absolutely! We have the right people for the job that will
create a website to get you the best amount of leads possible.
We follow proven internet marketing strategies which will
position your business as a leader in the on-line marketing
field.
Our copywriters ensure that you’re website is one that works!
One that generates phone calls, email enquiries and requests
for information. Rather than simply looking pretty which is the
trap a lot of web design companies fall into. Price and package
options are available on request.
Can You Write Ads, Letters And Other
Marketing Pieces For Me?
Yes, this is the beauty of our Million Dollar Tradie programme.
Because our programme is designed specifically for Plumbing
and Electrical Businesses, and we’ve worked with over 240
Trade Businesses in the past, you have access to proven and
tested sales and marketing templates. Our membership
website has sales letters, flyers, yellow pages ads, website
examples, Face Book materials, sales scripts and upselling
checklists ready for you to use. All you need to do is version
they to suit your operation and implement. As no one
understand your clients like you and because Sales and
Marketing are crucial to your success we’ll teach you the
science behind successful marketing so you fully
understand.
Why Do You Recommend Books, Downloads,
Podcasts And DVD’s?
We recommend these resources to save you time and money.
You turn your ute or van into a university on wheels.
Listening and reading material from the experts in fields such
as personal development, sales, marketing and team
drastically shortens the time between implementing and
receiving results.
It will also mean that the team here at Profitable Tradie will be
working with you on the high level implementation, rather
than the very basic teaching.
It’s also very powerful way for you to stay focused and speed
up the process and get phenomenal results, rather than just
great results.
Tony at a 1-Day Intensive Boot Camp teaching
Plumbers and Electricians how to systemize their
financials.
What areas will you help me in?
Financials… We’ll help you improve your pricing, margins and
cash flow so you won’t run low on money...and can make a
healthy profit. We’ll find out how much profit you’re making
on each job and streamline your cash collection so you get paid
on time and in full for your jobs.
Systems and Business Development…Stop your business
running you and start running your business. Profitable Tradie
will show you how to create the right systems both onsite and
in the office to your Business runs smoothly and profitably
(even while you’re away enjoying at least 4 weeks holiday a
year) …
Team Building & Recruitment…You’ll never WISH for the right
person to join your team again…you’ll have (and know how to
hire) motivated, hardworking tradesmen and office staff after
Profitable Tradie Trades Coach shows you how…
Sales …Learn how to win more quotes at the margins you want
rather than having to “drop your pants on price.” Plus you’ll
stop working with tyre kickers and save time quoting once you
implement the Profitable Tradie sales process...
Marketing and Advertising…You’ll generate consistent and
profitable leads through both on-online and off-line marketing.
Stop working with “niggly” low margin work. Being able to pick
your clients.
Leadership… Become highly motivated and super focused with
your time. You’ll have a clear vision and plan for where your
business is going and inspire your team to follow you...
When Is The Best Time To Get Started?
Yesterday! No seriously, right now, today, this minute! Before
you take another step, waste another dollar, lose another job,
work too many hours, miss another family event or forget
another special occasion!
Far too many Plumbers and Electricians just wait and see. They
believe that working harder or longer hours will make it all
better. Just remember that what you know, got you to where
you are today. To get you where you want to go, you’ve got to
make some changes and definitely learn something new!
There’s no time like the present to get started on the journey
to you dreams and goals. Lets get you that extra profit, time
and freedom.
So How Do We Get Started?
Well firstly…If you haven’t already, click the ‘book my strategy
session’, fill out the form and arrange a time to have a 15
minute call with Tony.
During this call we will see if we can help you and if we can
and, we will book you in for a 90 minute ‘Strategy Session.’
There’s some paper work to sign and then you’re on your
way…You’ll have to invest a few hours showing us everything
about your Company, together you’ll complete your Alignment
and the work starts.
Remember, it may seem like a big job at the start, but with a
Profitable Tradie Coach you’re sharing the load and together
you’ll achieve great results…

THE NEXT STEP IS
GET IN TOUCH!
+64 7 859 3425
www.profitabletradie.com
info@profitabletradie.com
Level 1, 851 Victoria Street
Hamilton, New Zealand