Market Rollout
& Business Plan
30-60-90 day launch · St. Louis · Sacramento
Here's what we're doing: launching the ACS model, getting each location to break-even as quickly as possible, and announcing that ACS now serves each market.
Prepared by Kevin Russell, Growth Revolution
For Kenny Chiarelli Jr. and the ACS team · Version 2
For Kenny Chiarelli Jr. and the ACS team · Version 2
01 · At a glance
St. Louis + Sacramento live by Nov 1 · outreach starts next week
Our one message
Dependable service at a fair price
Businesses: With roll-off, every haul is a call. With ACS, nobody has to call. For facilities managers and executives whose time goes to dumpsters.
Haulers: We create the room. You charge the customer.
Haulers: We create the room. You charge the customer.
Oct 28Sacramento demo
Nov 1Live: St. Louis + Sacramento
Next weekOutreach + social posts start
Day 30 · Nov 24First-month checkpoint
Day 60 · Dec 24Convert leads to accounts + expand
Day 90 · Jan 23Break-even + repeat
7
clients needing daily compaction to break even, per location
$3,000/mo
average per daily-compaction client (+ trip fee + tonnage)
$21,000/mo
per location (7 × $3,000)
1
GBP office per market to start, scaling to 3
Jump to a section
02 · Model & break-even
Seven clients cover a location
Monthly revenue vs. cost, per location
$21,000
7 clients × $3,000/mo
$15–20k
Cost per location (range)
+$1,000–$6,000
cushion per month, before trip fees and tonnage
cushion per month, before trip fees and tonnage
Price
- $3,000/mo daily compaction + trip fee + tonnage
- $100 minimum per compaction (all ACS materials)
- Ladder: baseline → discount steps TBD → floor TBD
A head start toward 7
- ~70 real leads already in the CRM for St. Louis
- Market size (hauls, dumpsters or customers per market): TBD
Notes
- Office rent: start with 1 office per market ($500–$600/mo), then add a 2nd and 3rd (up to $1,500–$1,800/mo). Inside the $15–20k? TBD
- Lead with dependable service at a fair price (and saving money); sustainability / electric truck is secondary
03 · Rollout & timeline
90 days: go live, convert, break even
Milestone
Outreach and social posts start next week; Thanksgiving week (Nov 23–27) is slow, so the first round lands before Nov 20.
December: listings, content and case studies.Convert + expand: turn leads and demos into signed compaction accounts; add listings, content, case studies and the remaining market pages and GBPs.Sacramento Nov 1 date to be confirmed.
04 · Top 7 priorities, in order
What happens first, and who owns it
| # | Priority | Owner | Due |
|---|---|---|---|
| 1 | Sacramento demo + official launch at Cal EPIC: demo the all-electric ACS truck Who we're demoing to: TBD · Capture launch content: photo and angle shot list for the truck · Promote the all-electric truck | Kenny | Wed Oct 28 |
| 2 | Website live for St. Louis + Sacramento | Kevin + Growth Revolution team | By Nov 1 |
| 3 | Sign offices: St. Louis, then Sacramento · 1 per market to start (scaling to 3), primarily for Google Business Profiles, ~$500–$600/mo each | Kevin | ASAP · TBD |
| 4 | Google Business Profiles: create and verify as soon as each office is signed | Kevin / Growth Revolution team | TBD (needs signed office) |
| 5 | Market announcement / press release (content + headlines) and business listings | Kevin (input from Kenny) / Growth Revolution team | TBD · lined up and priced |
| 6 | Outreach starts: CRM cleanup → cold email (~5/day) + social posts on Facebook, Instagram and LinkedIn + $100 boost test | Growth Revolution team · Kenny approves boost | Next week |
| 7 | Hauler outreach: hauler flyer + "Request approval from current hauler" tool | Flyer: Growth Revolution team · Tool: Kenny | TBD |
05 · Offices & Google Business Profiles
1 office per market to start, primarily for GBPs
Offices
1 → 3 / market
Start with 1, then add a 2nd and 3rd. Primarily to establish Google Business Profiles
Budget
$500–600
per office / month
| St. Louis areas, in rollout order | Sacramento areas, in rollout order |
|---|---|
| 1 · Earth City / Bridgeton · top pick: Earth City Business Park suite, $575/mo · confirm it qualifies for a GBP (office and phone hours, front desk) | 1 · Power Inn / Florin-Perkins |
| 2 · Hazelwood · TBD | 2 · McClellan Park / North Highlands |
| 3 · St. Peters · TBD | 3 · West Sacramento Port |
| Alt: Maryland Heights · Fallback: Main Street, St. Charles | Exact addresses TBD |
St. Louis first, then Sacramento · click a map to enlarge
St. Louis · proposed GBP coverage (approx.)
Sacramento · proposed GBP coverage (approx.)
06 · Website
Your website: built to win local search
Domain: to be decided
~128–148 pages (4 markets: ~200–240) 4 markets, businesses and haulers2 markets, businesses and haulers
2 calculators Waste savings and hauler ROI
Mobile-first Tap to call or request service
Home page
St. Louis market page
Dumpster sizes: 20 / 30 / 40 yd
Mobile: tap to call or quote
For Haulers page
Waste Savings Calculator
Hauler ROI Calculator
Click any page to enlarge
07 · Website
The finished site: about 200–240128–148 pages, built for local SEO
Domain: to be decidedHome · company · how it works · FAQ · pricing · contact & quote~200–240128–148 pages
Businesses & facilities
18pages
- 9 industry pages
- 9 cost-saving guides
Savings calculator
Haulers
~18pages
- Partner program
- Same depth as the business path
Hauler ROI calculator
Dumpster sizes
4pages
- Sizes overview
- 20 · 30 · 40 yard pages
4 markets2 markets
144–18472–92pages
- St. Louis · Sacramento, then San Jose · MontereySt. Louis · Sacramento
- Each: market hub, 30–40 community pages, local service pages and guides
Every community page targets local searches in its own area and ties back to that market's Google Business Profiles. Page counts are projected.
SEO highlights
Community pages in every market30–40 per city, so ACS shows up in each local search
Tied to the GBPsEach market's pages carry its Google Business Profile phone & area
Two audiencesSeparate paths and calculators for businesses and haulers
Fast & search-readyMobile-first, unique titles, FAQ & local-business schema, sitemap
08 · SEO & local search
How we win local search: four parts, one system
1 · Website
- About 200–240128–148 pages built for SEO
- Separate paths for businesses and haulers
- 4 markets, 30–40 community pages each2 markets, 30–40 community pages each
- 2 calculators (savings + hauler ROI)
2 · Google Business Profiles
- 1 office per market to start, scaling to 3
- Each GBP has its own service area
St. Louis
Sacramento
3 · Citations
- 170-listing citation build listCitation build list: national, industry and local listings (2-market count TBD)
- National + local directories
- Every GBP matches across the web, which builds trust with Google
4 · Content
- Two audiences, one edge: compaction
- Haulers: charge for 50%–100% more daily services with the trucks and drivers you already have
- Businesses: cut dumpster hauls, create more space, lower waste costs (up to 70% less volume)
- Emails, flyers, social, videos
NOW · St. Louis site, GBPs & citations
NEXT · Remaining market pages & GBPs
ONGOING · Content & reviews
08 · Citations
Citations: ACS listed everywhere buyers and Google look
A citation is a listing of the business name, address and phone on another trusted site. When every listing matches exactly, Google trusts the business more and ranks its profiles higher in local search.
Core platforms & maps
- Google Business Profile
- Apple Business Connect (Apple Maps, Siri)
- Bing Places
- Yelp · Facebook · Nextdoor
- Better Business Bureau
- Yellow Pages
Data aggregators
- Data Axle
- Neustar Localeze
- Foursquare
- Dun & Bradstreet
- One listing here feeds hundreds of sites
Industry & B2B
- NWRA (waste & recycling)
- SWANA (solid waste)
- IFMA (facility managers)
- Thomasnet · LinkedIn
- Dumpster directories
- SAM.gov (government buyers)
Local, every market
- Chambers of commerce, e.g. Maryland Heights, St. Charles Regional, Sacramento Metro, Monterey Peninsula
- Economic development groups, e.g. North County Inc.
- Local IFMA chapters
170TBD listings in the full build list
61 national
54 industry
55TBD local across 4 marketsacross 2 markets
09 · ACS brand kit
One brand kit drives everything
Horizontal · full color
acs-h-fcHorizontal · dark backgrounds
acs-h-dkHorizontal · reverse
acs-h-rvHorizontal · black & white
acs-h-bwVertical · full color
acs-v-fcSquare · full color
acs-sq-fcWordmark · full color
acs-w-fcIcon · full color
acs-i-fcLogos, colors and fonts feed the site, flyers, email and The Lead Toolbox · Full brand kit sent separately · click to enlarge
10 · ACS brand kit
Colors, fonts, naming and sample assets
ACS Navyprimary · #122735
Container Bluesecondary · #1E3B92
ACS Redaccent/CTA · #D5141A
Steel Blacktext · #0F1114
Paper Graypage · #F4F6F7
Steelmuted · #6B7178
Chrome Grayborders · #D0D2D3
Deep Blue#0B1B7B
Success#2E7D4F
White#FFFFFF
Antonheadlines
Barlowbody
Barlow Condensedlabels
File naming
<brandcode>-<piece>-<variant>-<WxH>
e.g. acs-hero-dk-1920x1080 · acs-og-lt-1200x630 · variants fc · rv · lt · dk · bw · fl. Kit folders: 01 Master Files · 02 Logos · 06 Lead Toolbox · 07 App Pack.
Master graphics
![American Made pillar icon]()
![Dependable pillar icon]()
![Heavy Duty pillar icon]()
![Straight Talking pillar icon]()
![Teeth graphic]()
Web hero · dark
Social share image
Form header
Text message image
Letterhead
Community cover
App feature graphic
App icon / favicon
Email signature
11 · Collateral
Flyers & social posts
Flyers
F1 · Haulers: "Increase Capacity" v2 (Kenny)
F2 · Customers: "Cut dumpster hauls" (Kenny)
F2 · Overfilled dumpster
F3 · "Can't haul it?"
F3 · Overfill: "Can't haul it?" (Kenny)
Cities & counties
Social posts · Facebook, Instagram, LinkedIn · "Let us automate your roll-off dumpsters" (we will save you money)
Post 1
Post 2
Post 3
Post 4
Post 5
Post 6
Post 7
Post 8
Click to enlarge · ← → to browse · Prices and contact details are placeholders
12 · Collateral
Email sequences: cold, hauler, customer, launch
E1 · Cold
E2 · Cold
E3 · Cold
E4 · Cold
E5 · Hauler
E6 · Hauler
E7 · Hauler
E8 · Customer
E9 · Launch
Email shell: header
Email shell: footer
Email signature
E1–E4 cold · E5–E7 hauler · E8 customer · E9 "Now serving St. Louis" · each email gets a book-a-call link, call button or text option · click to enlarge
13 · Collateral
Direct mail, estimates & invoices, truck QR
Direct mail · the 9×12 mailer carries the flyers
Postcard 9×6 · front
Postcard 9×6 · back
9×12 mailer · customer
9×12 mailer · hauler
9×12 mailer · back
Estimates & invoices
Estimate
Invoice
Truck QR codes
Truck wrap QR (rear)
Wrap QR + web address
Direct mail plan
- Target prime industrial/commercial sites, picked by material type
- Every piece carries a call to action: book a demo + QR code
- Hauler pieces: haulers provide the dumpsters; ACS compacts on site; the hauler hauls only when needed and charges the customer. Every hauler piece says: "We accept responsibility for any dumpster damage" (repair or replace).
- Budget after the $100 test TBD
14 · Marketing channels & hauler partners
Presence and outreach run together
| Channel | Plan | Status |
|---|---|---|
| PR / announcement | "Now serving" announcement per market + press releases | Lined up and priced · headlines TBD |
| Listings | Every trash-related + general directory (Yelp, etc.) | Lined up and priced · schedule TBD |
| Social / ads | Proven graphics live on Facebook, Instagram and LinkedIn within hours + $100 boost test; same launch repeats per market | Budget after test TBD |
| Direct mail | Hauler flyer; target prime industrial/commercial sites by material type | Budget TBD |
| Cold email | End-user flyer copy, one version per location, ~5/day (new domain) | Starts with social push · next week |
| CRM | St. Louis: 245 raw → ~70–100 real leads, tagged by zone; first email + social push aims at the 7 sign-ups | Cleanup first |
Partner-first: the hauler message
"We create the room. You charge the customer."
Charge for 50%–100% more daily services with the trucks and drivers you already have. You provide the dumpsters; ACS compacts on site; you haul only when needed and charge the customer. We accept responsibility for any dumpster damage.
How the hauler approval tool works
- Customer picks "send request to my hauler" or "my hauler already approved"
- Requests repeat until answered, customer copied
- The hauler gets the first right of refusal
- If the hauler says no, ACS has dumpsters ready
Why: local haulers dislike compaction firms that go around them, so we ask first. Hauling partner in place for St. Louis: Gateway Disposal covers all of St. Louis. Build date TBD.
15 · The Lead Toolbox
One system, from first lead to paid invoice
1 · Leads & sales
- Pipelines for dumpster rental + compaction, hauler services, compaction only and waste audits
- Quote, swap and hauler partner forms
- Demo and dispatch calendars
2 · Quote to cash
- Branded estimates
- Contracts for dumpster rental, compaction and hauling, signed online
- Invoices and online payment
3 · Automation
- Estimate sent, contract signed, booking and welcome, all automatic
- Dumpster swap and on-demand compaction requests
- Review requests after every job
4 · Marketing
- Email and SMS templates for every step
- Facebook, Instagram, LinkedIn and YouTube connected
- Website, landing pages and truck QR codes feeding the CRM
Every lead, job and invoice in one place, branded for ACS in every market.
16 · Scorecard & checkpoints
How we'll know it's working
| Metric | Day 30 · Nov 24 | Day 60 · Dec 24 | Day 90 · Jan 23 |
|---|---|---|---|
| Signed compaction accounts, St. Louis | TBD | TBD | 7 (break-even) |
| Monthly compaction run rate, St. Louis | TBD | TBD | $21,000 |
| Signed accounts, Sacramento | TBD | TBD | TBD |
| Real leads contacted | TBD | TBD | TBD |
| Hauler approval requests sent / accepted | TBD | TBD | TBD |
| Partner haulers approved | TBD | TBD | TBD |
| GBPs verified (1 per market to start, scaling to 3) | TBD | TBD | TBD |
| $100 boost test result | Reviewed | — | — |
Weekly scorecard
ContactsConversationsSite visitsDemosSigned accounts
Map-ranking baseline (St. Louis top 5 keywords) → rescan at day 60
17 · Decisions
Open decisions, and what's decided
Still open
1Website domain, section order and exact go-live date per market
2Confirm the St. Louis office choice (BridgetonEarth City Business Park $575/mo suite, or fallback) and that it qualifies for a GBP (office and phone hours, front desk)
3Press release and directory listing schedule: Growth Revolution proposes dates
4Paid social and direct mail budgets after the $100 test
5Day 30 and day 60 checkpoint targets toward 7 accounts
6Is office rent inside the ~$15–20k/mo cost per location?
Decided
✓Offer order: 1) dumpster rental + compaction, 2) hauler services, 3) compaction only, used only when the first two can't be
✓Owner: Kenny owns sales response, ops handoff and the knowledge base
✓Hauling partners: none more needed right now for St. Louis. Gateway Disposal covers all of St. Louis (we still serve haulers)
✓Sacramento franchise: covered; ACS works with haulers that hold the franchise
✓Offices: 1 per market to start, in the rollout order on the Offices slide
✓Pricing: $100 minimum per compaction; $3,000/mo average daily-compaction client