Growth Package for Scott Molchan

Click each deliverable below to expand and see the full breakdown

Deliverable 1: Paid Acquisition Opportunity + Ad Scripts

Paid Acquisition Opportunity

You are doing $300K-$800K/year without a single paid ad. Here is what happens when you add paid acquisition on top of that.

The Opportunity: Why Ads Make Sense for Million Dollar Landscaper

Strategy +

Your ideal customer is a landscaping business owner making $200K-$1M in revenue who is doing their own marketing (or not doing it at all). They are not searching Google for "landscaping business coach." They do not know they need a coach yet.

Meta (Facebook + Instagram) puts your message in front of them while they scroll. You interrupt their day with a hook that makes them stop and think: "Wait, that is me."

Your podcast proves you can hold attention. Ads just put the first 30 seconds in front of 100x more people.

Budget Framework

Phase	Monthly Spend	Goal	Duration
Testing	$1,500-$3,000	Find winning hooks and audiences	4-6 weeks
Scaling	$3,000-$7,000	Drive leads to LPC at scale	Ongoing
Full Funnel	$5,000-$10,000	Cold + retargeting + sales sequence	Once VSL is live

Expected ROI

Metric	Conservative	Moderate
Monthly ad spend	$3,000	$5,000
Cost per lead	$8-$15	$5-$10
Leads per month	200-375	500-1,000
Lead-to-call rate	3-5%	5-8%
Calls booked/month	6-19	25-80
Close rate	20-30%	25-35%
New clients/month	1-6	6-28
Revenue per client	$2,000	$3,000
Monthly revenue from ads	$2K-$12K	$18K-$84K

Even the conservative model pays for itself. And this is on top of the organic revenue you already have.

Campaign Angle 1: Cold Traffic to Lead Magnet

Campaign +

Target audience: Landscaping business owners, 25-55, US-based. Interests: landscaping business, lawn care business, landscape management, small business coaching.

Core message: You are leaving money on every job because your pricing is based on guesswork. Here is a free tool that fixes that.

Emotional driver: Fear of losing money on jobs they already won. The feeling of working hard and still being broke at the end of the season.

Landing destination: Landscaping Price Calculator (milliondollarlandscaper.com/lpc)

Why this works: Your LPC is already a lead magnet. Right now it only captures people who find your site organically. Running cold traffic to it turns it into a lead generation machine. Every lead enters your email system automatically.

Campaign Angle 2: Warm Retargeting to ProfitsUP

Campaign +

Target audience: Custom audience of LPC users + website visitors + email list + podcast listeners (upload list) + Instagram engagers.

Core message: You downloaded the pricing calculator. Now here is what happens when you build a SYSTEM around it. ProfitsUP is the full framework.

Emotional driver: The gap between "I know my pricing is off" and "I have a system that guarantees profit on every job."

Landing destination: ProfitsUP VSL page (to be built).

Why this works: Retargeting costs 5-10x less than cold traffic. These people already know who you are. They downloaded your free tool. Now you show them the paid version that does the rest.

Deliverable 1 (continued)

3 Ad Scripts Ready to Film

Each script is a different angle. Film whichever one feels right. We handle the rest.

Ad Script 1: "The $165,000 Mistake"

Ad Creative +

Format: Talking head (Scott on camera) | Length: 45-60 seconds | Angle: Origin story hook

Hook (first 3 seconds)

"I found $165,000 in lost productivity hiding inside my landscaping business."

Story (15-20 seconds)

"I was the VP of a landscaping company. Booked solid every season. Crews out every day. And we were still stressed about money. So I brought in a consultant. He found $165,000 in jobs we were losing money on because our pricing was wrong. Not a little wrong. Losing-money-on-every-job wrong."

Result (10-15 seconds)

"Once we fixed the pricing, everything changed. Same crew. Same jobs. Way more profit. That is when I realized most landscapers have the same problem and do not even know it."

CTA (5-10 seconds)

"I built a free Landscaping Price Calculator that shows you exactly where you are losing money. Link is below. Takes 2 minutes."

Ad Body Copy (text above the video)

Most landscapers price by gut feel. That is how you end up booked solid and broke.

I found $165,000 in lost productivity in my own landscaping business. Yours might be worse.

This free calculator shows you exactly where the money is leaking.

Ad Script 2: "Booked Solid and Broke"

Ad Creative +

Format: Talking head or B-roll with voiceover | Length: 30-45 seconds | Angle: Problem agitation

Hook (first 3 seconds)

"If you are booked solid and still stressed about money, your pricing is broken."

Story (15-20 seconds)

"I talk to landscapers every week who are running 3 crews, working 60-hour weeks, and barely taking home $50K. Their schedule is full. Their bank account is not. The problem is never the work. The problem is they are doing $500 jobs that should be $800 jobs. And they do not know it because they never ran the numbers."

CTA (10 seconds)

"I built a free tool that runs the numbers for you. Takes 2 minutes. Link is below."

Ad Body Copy

You are not lazy. You are not bad at sales. Your pricing is just wrong.

Most landscapers are undercharging by 20-40% and do not realize it until the end of the season when there is nothing left.

This free pricing calculator shows you the gap.

Ad Script 3: "Your Competitor Charges More"

Ad Creative +

Format: Talking head | Length: 30-45 seconds | Angle: Competitive pressure

Hook (first 3 seconds)

"The landscaper down the road charges 30% more than you and stays busier."

Story (15-20 seconds)

"It is not because they are better at mowing lawns. It is because they know their numbers. They know exactly what every job costs them, what profit margin they need, and what to charge to hit it. You are guessing. They are calculating. That is the only difference."

CTA (10 seconds)

"I made a free calculator that gives you the same thing. Plug in your numbers, see what you should actually charge. Link below."

Ad Body Copy

The difference between a landscaper making $50K and one making $150K is almost never skill.

It is pricing.

One guesses. The other calculates.

This free tool takes 2 minutes and shows you what you should actually be charging.

Deliverable 2: VSL Funnel Strategy + Landing Page Copy

VSL Outline for ProfitsUP Estimating

A 15-minute video sales letter that sells ProfitsUP to cold leads while you sleep. Full script below.

Section 1: Hook (0:00-0:45)

VSL Script +

"If you are a landscaping business owner and you are booked solid but still stressed about money at the end of every season, this is going to make sense to you.

I am going to show you the exact system that turned a landscaping company losing money on 40% of its jobs into a business that actually keeps what it earns. And I am going to show you how to set it up in your business without hiring a CFO, buying expensive software, or spending a weekend buried in spreadsheets.

My name is Scott Molchan. I have been in the landscaping industry for over 20 years. And what I am about to show you is the thing I wish someone had told me when I was running crews 60 hours a week and still wondering where the money went."

Section 2: The Problem (0:45-3:00)

VSL Script +

"Here is what happens to most landscaping businesses. You start out mowing lawns. You get good at it. You hire a crew. Then another crew. Business grows. You are booked solid.

But the money does not grow with it.

You are doing more jobs, paying more people, buying more fuel, more equipment. And at the end of the season, you look at your bank account and think: where did it all go?

The answer is almost always the same. Your pricing is wrong. Not a little wrong. I am talking about doing jobs for $500 that actually cost you $600 when you add up labor, materials, drive time, equipment wear, and overhead.

Most landscapers do not know their real cost per hour. They price based on what the guy down the road charges. Or what feels right. Or what they charged last year plus a little extra.

That is how you end up working harder every year and making the same amount. Or less."

Section 3: The Turning Point (3:00-5:00)

VSL Script +

"I know this because I lived it.

I started mowing lawns for my dad's company, South County Landscaping, back in the late 80s. Worked my way up from pushing mowers to managing crews. By the late 90s, I was the VP.

We were booked solid. Crews out every day. Schedule full. And we were stressed about money every month.

So I brought in a consultant. He looked at our numbers. And he found $165,000 in lost productivity. One hundred sixty-five thousand dollars we were leaving on the table because our pricing, our systems, and our processes were broken.

Not because we were bad at landscaping. We were great at landscaping. We were terrible at running a business.

That was the moment everything changed."

Section 4: The Solution (5:00-8:00)

VSL Script +

"What I learned from that consultant, and from 20 years of fixing it since then, is that there are really only 3 things a landscaping business needs to get right to be profitable:

Number one: Know your real numbers. Not your gut feel. Your actual cost per man-hour, your overhead rate, your equipment cost per hour. The real numbers.

Number two: Price every job from those numbers. Not from what feels right. Not from what the competition charges. From YOUR numbers. Because your costs are different from theirs.

Number three: Build a system so you do not have to recalculate this for every single job. You plug in the variables, the system gives you the price. Done.

That is what ProfitsUP Estimating is. It is the system I built after finding that $165,000 gap. It takes the guesswork out of pricing so every job you take makes you money.

Not some jobs. Every job."

Section 5: What ProfitsUP Includes (8:00-11:00)

VSL Script +

"Here is what you get inside ProfitsUP:

First, we figure out YOUR numbers. Not industry averages. YOUR cost per man-hour, YOUR overhead, YOUR equipment costs. This is the foundation everything else is built on.

Second, you get the ProfitsUP Estimating System. This is the same framework I used to fix our pricing at South County. You plug in the job details, it tells you exactly what to charge to hit your target profit margin. No guessing.

Third, you get monthly group training sessions with me. These are not theory. Bring a real job you are bidding on. We will price it together. Bring a problem with a client who is pushing back on price. We will solve it together.

Fourth, you get the systems and procedures that make this stick. Not just a calculator you use for a week and forget. A system that becomes how your business operates.

I have taught hundreds of landscapers this system. The ones who implement it typically see their profit margins go from 4-5% to 12-15% within 6 months. Same crews. Same jobs. More money in your pocket."

Sections 6-8: Credibility, Offer, Objections (11:00-17:00)

VSL Script +

Section 6: Credibility (11:00-13:00)

"I have been in this industry for over 20 years. I ran South County Landscaping. I have coached hundreds of landscapers through the Million Dollar Landscaper Podcast, which is one of the top-rated landscaping business podcasts with nearly 400 episodes.

I am not a marketing guru who read a book about landscaping. I am a landscaper who learned the business side the hard way and now teaches it.

[INSERT TESTIMONIALS from existing ProfitsUP students here. Quote their results. Be specific.]"

Section 7: The Offer + CTA (13:00-15:00)

"Here is what I want you to do right now.

Click the button below and book a strategy call with me. It is free. It takes 15 minutes.

On that call, we are going to look at your numbers. I will show you exactly where your pricing gaps are. And if ProfitsUP is the right fit, I will walk you through how to get started.

If it is not the right fit, you will still walk away knowing your real cost per man-hour and what you should actually be charging. That alone is worth the 15 minutes.

Click the button. Book the call. Let us fix your pricing."

Section 8: Objection Handling (15:00-17:00)

"Now, you might be thinking a few things.

'I do not have time for this.' You are already spending time pricing every job by guesswork. ProfitsUP replaces that guesswork with a system. It saves time. It does not cost time.

'My pricing is fine.' If you are hitting 12-15% net profit consistently, you are right. Most landscapers I talk to are at 4-5%. They think they are fine until they see the real numbers.

'I cannot afford coaching right now.' If your pricing is off by even 10%, you are losing more money per month than ProfitsUP costs per year. The math does not lie.

Book the call. Let me show you the numbers. If I am wrong, you have lost 15 minutes. If I am right, you are leaving tens of thousands on the table every season."

Deliverable 2 (continued)

Landing Page Copy for ProfitsUP

Complete copy for a conversion-optimized ProfitsUP sales page. Ready to drop into GoHighLevel.

Full Landing Page Copy

Landing Page +

Headline

Stop Guessing. Start Profiting. The Landscaping Pricing System That Turns Booked-Solid Into Actually-Profitable.

Subhead

ProfitsUP Estimating helps landscaping business owners know their real numbers, price every job for profit, and build a system that makes it automatic. Built by a landscaper with 20+ years in the industry.

Hero CTA

Book a Free Strategy Call with Scott

Section: The Problem

You are not short on work. You are short on profit.

You have crews out every day. Your schedule is full. Your phone keeps ringing. But at the end of every season, the money is gone. Fuel, labor, equipment, insurance, truck payments. It all disappears.

And you cannot figure out why.

Here is why: your pricing is based on guesswork. Not on purpose. Nobody taught you how to price a landscaping job. You looked at what the competition charges, added a little on top, and called it good. And it worked. Until it did not.

The average landscaping business runs a 4% net profit margin. That means on a $500,000 year, you keep $20,000. You worked 60-hour weeks for $20,000.

The landscapers in ProfitsUP average 12-15%.

Section: The System

ProfitsUP Estimating is not a spreadsheet. It is not a template you download and forget about.

It is a complete pricing system built specifically for landscaping businesses. You plug in YOUR real numbers (labor cost, overhead, equipment, materials) and it tells you exactly what to charge on every job to hit your target margin.

What you get:

Your real cost per man-hour (not the industry average, YOUR number)
A pricing framework that works for maintenance, installs, hardscaping, and snow removal
Monthly live group training sessions with Scott Molchan (bring real jobs, real problems)
Systems and procedure templates you can customize for your business
Access to the ProfitsUP community of landscapers who are building profitable businesses

Section: Who Is This For

ProfitsUP is for landscaping business owners who:

Are doing $200K-$2M in revenue and want to keep more of it
Price jobs by gut feel and know it is costing them
Work 50-60 hour weeks and feel like they have nothing to show for it
Want to build a business that runs on systems, not just hard work
Are ready to stop being a landscaper who owns a job and start being a business owner

This is NOT for landscapers who are just starting out with no customers. You need revenue first. ProfitsUP helps you keep more of the revenue you already have.

Section: About Scott

Scott Molchan started mowing lawns for his dad's company in the late 1980s. Worked his way up to VP of South County Landscaping. Brought in a consultant who found $165,000 in lost productivity.

That was the wake-up call.

Since then, Scott has spent 20+ years building the systems that turn landscaping companies from busy-but-broke into profitable operations. He hosts the Million Dollar Landscaper Podcast (nearly 400 episodes, 5.0 rating) and has taught hundreds of landscapers how to price for profit.

He is not a coach who read a book. He is a landscaper who lived it, fixed it, and now teaches it.

Bottom CTA

Book a free 15-minute strategy call with Scott.

On this call, Scott will:

Look at your current pricing approach
Show you where the gaps are
Walk you through how ProfitsUP would work for your specific business

No pressure. No pitch deck. Just your numbers and the truth about what they mean.

Deliverable 2 (continued)

Funnel Map

Complete Funnel Architecture

Funnel Map +

What exists today: The LPC lead magnet and the Calendly booking link. Everything in between is missing.

What we are building: The VSL landing page copy and the email sequences that connect the lead magnet to the sale.

The Flow

Cold Traffic (Meta Ads)
3 ad scripts targeting landscaping business owners. Budget: $1,500-$10,000/mo depending on phase.

Landscaping Price Calculator (existing at /lpc)
Free tool captures email. Already built. Already works. We just drive more traffic to it.

Email Welcome/Nurture Sequence (5 emails over 10 days)
Delivers value, builds trust, introduces ProfitsUP. Written in Scott's contractor-to-contractor voice.

ProfitsUP VSL Landing Page (NEW)
15-minute VSL + full sales copy. Converts warm leads into strategy call bookings.

Email Sales Sequence (3 emails over 5 days)
Pushes leads who did not book after the VSL. Direct, simple, one CTA per email.

Application / Strategy Call (Calendly)
15-minute call. Scott reviews their numbers, shows the gap, presents ProfitsUP.

Close
ProfitsUP enrollment.

Retargeting layer (Phase 2): Once the pixel is installed and collecting data, retarget LPC users and website visitors with Campaign Angle 2 ads pushing to the VSL page. This is the lowest-cost, highest-converting traffic in the entire funnel.

Deliverable 3: Email Nurture Sequence

8-Email Nurture + Sales Sequence

Trigger: Someone downloads the Landscaping Price Calculator. Goal: Move them from free tool user to ProfitsUP strategy call booked. All written in Scott's voice.

Email 1: Your pricing calculator is ready (Immediate)

Nurture +

Subject: Your pricing calculator is ready

Scott here.

You just grabbed the Landscaping Price Calculator. Good move.

Here is what most landscapers find when they actually run their numbers: the gap between what they charge and what they should charge is bigger than they expected. Sometimes 20%. Sometimes 40%.

That is not because you are bad at pricing. It is because nobody in this industry teaches pricing. You learn it by copying the guy down the road. And he learned it the same way.

Run the calculator. See what it says. And if the number surprises you, that is a good thing. You cannot fix what you cannot see.

Talk soon,
Scott Molchan
Million Dollar Landscaper

Email 2: The $165,000 lesson (Day 2)

Nurture +

Subject: The $165,000 lesson

Quick story.

When I was VP of my dad's landscaping company, we were booked solid. Crews out every day. Schedule full.

And we were stressed about money constantly.

So I brought in a consultant. He dug into our numbers and found $165,000 in lost productivity. Jobs we were losing money on. Every single one of them priced by gut feel.

That is when I stopped guessing and started calculating.

The pricing calculator you downloaded is the first step of that same process. It shows you where the leaks are. The next step is building a system so those leaks never come back.

More on that tomorrow.

Scott

Email 3: 4% vs 15% (Day 4)

Nurture +

Subject: 4% vs 15%

The average landscaping company runs a 4% net profit margin.

On a $500K year, that is $20,000 in your pocket.

The landscapers I work with in ProfitsUP average 12-15%.

On the same $500K year, that is $60,000-$75,000. Same crews. Same jobs. Same truck. Just better pricing and better systems.

The difference is not talent. It is not harder work. It is knowing your real numbers and pricing from them instead of from a feeling.

Did you run your numbers in the calculator yet? If the result was uncomfortable, you are on the right track. That discomfort is the gap between where you are and where you should be.

Scott

Email 4: What I hear every week (Day 7)

Nurture +

Subject: What I hear every week

I have done almost 400 podcast episodes. I talk to landscapers every single week.

The number one thing I hear is some version of: "I am booked solid but I cannot figure out where the money goes."

It goes to jobs priced too low. It goes to overhead you did not account for. It goes to drive time and equipment costs that never made it into the estimate.

And it keeps going there until you build a system that catches it.

That is what ProfitsUP Estimating does. It is the pricing system I built after finding the $165,000 gap in my own business. It takes your real numbers and turns them into prices that actually make you money.

If you want to see how it works for your specific business, I do free 15-minute strategy calls.

No pitch. Just your numbers and the truth about what they mean.

Book here: [CALENDLY LINK]

Scott

Email 5: Two types of landscapers (Day 10)

Nurture +

Subject: Two types of landscapers

There are two types of landscapers.

The first type works 60 hours a week, has a full schedule, and takes home $40K-$60K. They think the problem is they need more customers. So they work harder.

The second type works 40-50 hours a week, has a slightly smaller schedule, and takes home $100K-$150K. They do not need more customers. They need the RIGHT customers at the RIGHT price.

The only difference is a system.

ProfitsUP is that system. If you are ready to stop being the first type and start being the second type, book a call with me.

[CALENDLY LINK]

Or reply to this email with any questions. I read every one.

Scott

Sales Email 1: One question (Day 12)

Sales +

Subject: One question

Quick question, and I want an honest answer.

Do you know your real cost per man-hour?

Not the industry average. Not what you think it is. YOUR actual cost when you add up wages, taxes, insurance, workers comp, equipment, fuel, and overhead.

If you hesitate on that answer, your pricing is off. Maybe by a little. Probably by a lot.

ProfitsUP starts by figuring out that number. Then we build your entire pricing system around it. So every job you bid actually makes you money.

If you want to figure out your real number, book a call with me. Takes 15 minutes. No cost.

[CALENDLY LINK]

Scott
Million Dollar Landscaper

Sales Email 2: What happens on the call (Day 15)

Sales +

Subject: What happens on the call

People ask what happens on the strategy call. Fair question.

Here is exactly what we do:

1. I ask about your business (crew size, revenue range, types of work)
2. We look at how you currently price jobs
3. I show you where the gaps are likely hiding
4. If ProfitsUP is a fit, I walk you through how it works
5. If it is not a fit, you still leave with your real numbers

No slides. No 90-minute webinar. 15 minutes of straight talk about your business.

[CALENDLY LINK]

Scott

Sales Email 3: Last one on this (Day 17)

Sales +

Subject: Last one on this

Last email about ProfitsUP for a while.

Here is the short version: if you are running a landscaping business and you price jobs by gut feel, you are leaving money on every single one.

I found $165,000 hiding in my own company's numbers. The landscapers in ProfitsUP find their own version of that number every time.

The strategy call is free. It takes 15 minutes. And at minimum, you will know your real cost per man-hour when it is over.

[CALENDLY LINK]

If now is not the right time, no worries. I will keep sending you useful stuff through the podcast and emails. You know where to find me when you are ready.

Scott
Million Dollar Landscaper

394 Episodes. Zero Ads.Here Is What Happens Next.

Why I Built This for Million Dollar Landscaper

What Is Inside

Want to Walk Through This Together?

Paid Acquisition Opportunity

The Opportunity: Why Ads Make Sense for Million Dollar Landscaper

Budget Framework

Expected ROI

Campaign Angle 1: Cold Traffic to Lead Magnet

Campaign Angle 2: Warm Retargeting to ProfitsUP

3 Ad Scripts Ready to Film

Ad Script 1: "The $165,000 Mistake"

Ad Body Copy (text above the video)

Ad Script 2: "Booked Solid and Broke"

Ad Body Copy

Ad Script 3: "Your Competitor Charges More"

Ad Body Copy

VSL Outline for ProfitsUP Estimating

Section 1: Hook (0:00-0:45)

Section 2: The Problem (0:45-3:00)

Section 3: The Turning Point (3:00-5:00)

Section 4: The Solution (5:00-8:00)

Section 5: What ProfitsUP Includes (8:00-11:00)

Sections 6-8: Credibility, Offer, Objections (11:00-17:00)

Section 6: Credibility (11:00-13:00)

Section 7: The Offer + CTA (13:00-15:00)

Section 8: Objection Handling (15:00-17:00)

Landing Page Copy for ProfitsUP

Full Landing Page Copy

Headline

Subhead

Hero CTA

Section: The Problem

Section: The System

Section: Who Is This For

Section: About Scott

Bottom CTA

Funnel Map

Complete Funnel Architecture

The Flow

8-Email Nurture + Sales Sequence

Email 1: Your pricing calculator is ready (Immediate)

Email 2: The $165,000 lesson (Day 2)

Email 3: 4% vs 15% (Day 4)

Email 4: What I hear every week (Day 7)

Email 5: Two types of landscapers (Day 10)

Sales Email 1: One question (Day 12)

Sales Email 2: What happens on the call (Day 15)

Sales Email 3: Last one on this (Day 17)

Ready to Build This?

394 Episodes. Zero Ads.
Here Is What Happens Next.