From $1 Million to a Goal of $100 Million

— by Alyssa Rogers

Every night, we spent hours brainstorming strategies to grow the business.

January 1, 2018 – a day that marked the beginning of a new chapter for my husband, Joey Rogers, and me. We had just taken over the reins of Rogers Heating & Cooling, filled with confidence and excitement. Joey’s solid background in HVAC, paired with my marketing expertise, had us believing nothing could stop us from dominating our market. But, as we quickly discovered, running a business requires more than just industry knowledge. We soon realized we were in over our heads when it came to the business side of things.

At the time of the takeover, we had just three employees. It was me running the office in South Boston, Virginia, and Joey out in the field. Every night, we spent hours brainstorming strategies to grow the business. I vividly recall Joey pacing our living room floor, determined to figure out how we could hit our first million in annual revenue.

The journey wasn’t easy. We made mistakes, learning everything through trial and error. We hired people, only to lose them. We tried marketing tactics that flopped. We spent a lot of money and, unfortunately, lost a lot of money. And sleep? That became a rare luxury. We worked around the clock to hit that elusive first million.

By 2019, we did it. But instead of celebrating that milestone, something became painfully clear: it shouldn’t have been that hard. That realization was a pivotal moment for us. We knew we couldn’t achieve our dreams on our own.

Fast forward to 2024. We’re now well beyond that initial million-dollar mark, with a team of 36 employees and big goals for the future. Now we’re aiming for $100 million. In this column, I want to share the top three mistakes we made early on so that you can avoid them.

 

Mistake 1: Trying to Reinvent the Wheel Instead of Asking for Help

When we first started, we thought we had to figure everything out on our own. It wasn’t until later that we realized the value of reaching out to people who had already walked this path. Don’t be afraid to ask for help. I know it’s easier said than done, but there are business owners out there who have already achieved the success you’re aiming for. They’re often more than willing to help. All you need to do is ask.

If you’re not sure where to start, consider joining a best-practice group. For us, joining Service Nation in 2020 was a game changer. It was the first time we were surrounded by people who knew what they were doing and could guide us. It’s true what they say: you are who you surround yourself with.

The biggest lesson we learned here? Most of the processes and systems you’re trying to implement already exist. Don’t waste time reinventing the wheel — learn from those who’ve already done it.

 

Mistake 2: Losing Sight of the Customer Experience

In the beginning, with just a few employees, it’s easy to give every customer the red-carpet treatment. But as you grow, things get more complicated. More calls come in, more employees are hired, and suddenly, it’s easy to lose sight of the little things that made you successful in the first place.

When we crossed the million-dollar threshold, we started relying on our growing team to take care of customers. Unfortunately, not everyone upheld the same high standards we did, and we struggled to ensure the quality of our customer service remained consistent.

The key takeaway? Document your ideal customer journey. Make sure every team member understands it and can repeat it without needing to refer to notes. Never lose sight of the customer — they are the reason your business exists. Keep their experience at the forefront, no matter how large you grow.

 

Mistake 3: Focusing on the Top Line, but Ignoring the Bottom Line

This one hits hard. How many times are you asked about your revenue? It’s easy to get excited about hitting those topline numbers, but when someone asks about your bottom line, it can get uncomfortable fast. Joey and I have been there. We worked so hard to hit our revenue goals, only to get to the end of the year with little to show for it.

We were spending money as fast as we were making it, because we didn’t know how to manage expenses properly. We weren’t negotiating with vendors or pricing jobs correctly. We were chasing revenue, but forgetting that the bottom line is what keeps you in business.

 

Looking Ahead

As we continue growing, I don’t know exactly where Joey and I will be in two years — or even 10. What I do know is that we’re still the same two people with big dreams of building a large HVAC, electrical, and plumbing company. We’re still committed to learning, making mistakes, and growing along the way. Every year brings bigger goals and new challenges, but as long as we stay open to learning from others and sharing what we know, I believe we’ll continue to thrive. And that’s my hope for you too.

What mistakes have taught you the biggest lessons?

Alyssa Rogers is vice president of Rogers Heating & Cooling, an HVAC, electrical, and plumbing company she runs alongside her husband, Joey Rogers. With a background in marketing, Alyssa has played a pivotal role in growing their family business in South Boston, Virginia, from three employees to a team of over 36. In addition to her business leadership, Alyssa hosts The Rogers Radio Podcast, a weekly show focused on community outreach.

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