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From Seedling to Titan. The Blueprint for the $10M Service Business.
Most Businesses Are Weeds. Build a Sherman.
Weeds grow fast and die in the first drought. The General Sherman has stood for 2,000 years because its root system is unshakeable. This is the operational training ground for contractors who want to build a business that outlasts them.
Interactive Sales Training Platform
Practice sales scenarios before you face them in real life. Turn drive time into training time.
20+ Contractor Scenarios
AC breakdown, water heater replacement, maintenance plans, full system installs, and more
5 Customer Personality Types
Friendly, price-conscious, urgent, DIYer, older homeowner. Master them all.
4 Sales Methodologies
Sandler, SPIN, Challenger, Consultative. Learn what works for you.
Gamified Learning
Level up, earn badges, compete on leaderboards, track your progress
🎯 Special Features:
✓ Driving Mode (hands-free audio training)
✓ Appointment Prep (get ready before the call)
✓ 25 Audio Lessons from Sales Masters
✓ Head-to-Head challenges with colleagues
Scale is a Structural Problem.
You can muscle your way to $500k. You can hustle your way to $1M. But you cannot grind your way to $10M.
At a certain height, a tree without deep roots will simply tip over. The same happens to plumbing and HVAC shops. You hit the "Chaos Ceiling"—where adding more leads actually loses you money because your systems break.
The Sequoia GEO Academy is not about "marketing." It is about Infrastructure. We provide the calculators, pricebooks, and SOPs you need to support the weight of a heavy-duty business.
Three stages of contractor business growth
The Operator
Revenue: $0 - $750k
The Goal: Survival & Stability
You are stuck in the truck. Cash flow is tight. One bad week kills you.
The Focus:
Profitable Pricing & The First Hire
The Tool:
The "True Cost" Hourly Rate Calculator. Stop guessing. Know your break-even to the penny.
The Lesson:
"Why $100/hr is stealing your retirement."
The Systemizer
Revenue: $750k - $2M
The Goal: Consistency & Speed
You have a team, but they call you for everything. You are the bottleneck.
The Focus:
Pricebooks, SOPs, & Inventory
The Tool:
The HouseCall Pro Pricebook Converter. Turn your messy supplier invoices into a clean Flat Rate system in seconds.
The Lesson:
"Moving from Time & Material to Flat Rate."
The Executive
Revenue: $2M - $10M+
The Goal: Dominance & Exit
The business runs without you. You focus on acquisitions and market share.
The Focus:
Management, KPIs, & Asset Protection
The Tool:
The "War Room" Dashboard. (Coming Soon)
The Lesson:
"How to fire yourself from daily operations."
Most contractors calculate their hourly rate based on "what the other guy charges." That is a suicide pact. We built a tool that factors in your Billable Efficiency—the silent killer of profit.
Input:
Your overhead, wages, and desired margin.
Output:
The actual price you must charge to stay alive.
Job Price Calculator — Step 2
Estimate any job in seconds. Labor + materials + markup = your price.
Use Your True Cost Hourly Rate
Before using this calculator, complete the True Cost Hourly Rate Calculator above to find your real break-even rate. Enter that number as your Hourly Rate here — not what competitors charge, not a guess. Your profitability depends on it.
Calculate your true hourly rate firstHVAC, Plumbing & Electrical
Trade-specific job type presets built in
Materials + Markup
Add line items and apply 20–50% material markup
Instant Quote Summary
Labor, materials, markup, and total — at a glance
Field Manuals & Blueprints
The General Sherman didn't start as a giant. It started as a seed that refused to die. Stop guessing. Stop grinding. Start building.
Open to all trades. No tuition required.