Achieving Profitable Growth in Your Service Business With Jason Noel

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Welcome to another episode of the Profit Roadmap, where we interview experts to help you grow your field service business. In this episode, we're diving into financial planning and business profitability with Jason Noel, a master advisor for CEO Warrior with over 20 years of leadership experience in the home service industry. Also joining us in this episode is special guest co-host Mike Callahan, entrepreneur and owner/president of SimpleGrowth, with 25+ years of experience as a successful business owner.

In this episode, we cover:

• Why financial resets are sometimes necessary for business growth
• How to balance cutting expenses while investing in growth
• The critical importance of understanding your numbers
• Leadership's role in financial success
• Creating sustainable financial strategies for 2025
• Building a culture that supports profitability

About Jason

Jason Noel brings a TON of experience in the plumbing and home services industry, having served in leadership roles at multiple successful companies. After helping businesses achieve significant profitability improvements, including a 90% increase at ARS Indianapolis, Jason joined CEO Warrior as a master advisor. He's spent the last three years helping service business owners scale their operations and build sustainable, profitable companies.

The Reality of Service Business Finances 

One of the biggest insights Jason shared is that revenue isn't everything. "Just because somebody says they're a ten million dollar business doesn't mean they're making money," he said. Many business owners get caught up in the "shiny object syndrome" of top-line revenue while forgetting profitability.

The Keys to Financial Success 

Jason outlined several key areas that service businesses should focus on:

Cash Flow Management

• Use a 13-week cash flow projection
• Track both P&L and actual bank account activity
• Plan expenses strategically instead of day-to-day
• Consider timing for major purchases like vehicles

Pricing Strategy

• Build proper billable hour and day rates
• Don't fear charging market-appropriate prices
• Focus on building value rather than competing on price
• Train teams to communicate value effectively

Leadership and Culture 

True financial success starts with leadership. Jason emphasizes that most business challenges are leadership problems at their core. He recommends:

• Embracing humility as a leader
• Building a team with complementary strengths
• Understanding that you won't find "10 people like you"
• Creating and living by clear core values

The Financial Reset Process 

When businesses need to adjust their financial strategy, Jason recommends:

1. Start with realistic goal-setting based on historical data
2. Focus on profitability over revenue
3. Analyze department-specific metrics
4. Include the leadership team in budget planning
5. Look for efficiency improvements before cutting costs

"Most challenges are done in the cost of goods and in your margin and just your efficiencies and your pricing and things like that," Jason explains. "Typically, the last answer is cutting overhead."

Common Financial Mistakes 

Jason highlighted several pitfalls service businesses should avoid:

• Throwing money at marketing without tracking ROI
• Living day-to-day off the bank account
• Neglecting to understand key performance indicators
• Focusing solely on revenue growth
• Not properly tracking department profitability

Key Takeaways for Service Business Owners

1. Know Your Numbers: "Whether you like the numbers or not, you have to know them," Jason emphasizes. Understanding your financial metrics isn't optional for business success.
2. Build Strong Leadership: Focus on developing your leadership team and creating a strong culture based on core values. Success comes from having the right people in the right roles.
3. Plan Strategically: Use tools like 13-week cash flow projections and departmental budgets to make informed decisions rather than reactive choices.

Learn More 

To learn more about financial planning and business growth strategies, consider attending CEO Warrior's Service Business Live event in Nashville on March 6th and 7th, 2025. This two-day event offers insights into building a more profitable service business and includes hands-on business planning.

• CEO Warrior
• SimpleGrowth

Related: The Latest Hiring Trends and Insights in Field Services