Can't Stop the Growth What Home Service PE Firms Want: A CFO’s Guide to Getting Top Dollar with Paul Maskill
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Jun 19, 2025 Paul Maskill, a fractional CFO specializing in blue-collar businesses, shares insights on running a profitable home service business. He highlights common pricing mistakes and the importance of understanding financial metrics that many owners overlook. The discussion also delves into the growing role of private equity in the sector, detailing how clean financials and recurring revenue can enhance business value. Additionally, Paul emphasizes the benefits of membership plans and the need for financial literacy to empower service business owners towards sustainable growth.
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Paul's Entrepreneur Journey
- Paul Maskill shares how he left corporate finance to start and grow multiple service businesses.
- He emphasizes seeing numbers as a GPS for business decisions rather than rearview mirror reflection.
Common Financial Misunderstandings
- Most trades business owners have heard key financial terms but don't fully understand or implement them.
- Incorrect pricing and cost of goods accounting commonly disrupts profitability in home services.
Effective Marketing Strategies
- Invest 8% to 12% of revenue in marketing while optimizing customer re-engagement.
- Send educational content and personalized touches to past customers to increase loyalty and referrals.
