AJF Growth Consultants

Executive Summary

A unicorn, privately held home improvement giant recruited Anthony Friesl to launch a new water treatment division after its failed attempt to acquire Pelican Water. Within 7 months, the division hit a $21M run rate, scaled to 7 markets, and ultimately grew to more than $100M in 4 years.

The achievement: simplifying one of the most complex, service-intensive categories (water treatment) so it could run at speed inside a platform designed for one-and-done products like gutter guards.

The playbook proved that even specialized services can be scaled rapidly with the right system design, cultural alignment, and customer experience guardrails.

Why this matters today: Sponsors and operators often avoid service-intensive categories because of their complexity. This case shows they can be simplified, scaled, and integrated without sacrificing customer experience—if built on the right framework.

Challenge & Starting Point

This unicorn company was a billion-dollar plus home improvement platform with advanced digital marketing, a proprietary CRM, and national branch infrastructure optimized for high-velocity installs. But water treatment had very different requirements:

In-home testing and multi-product solutions

Sequenced installations (softener + filter + UV)

Ongoing service requirements

Reliance on independent sales reps and contractors (not WQA-certified specialists)

Friesl's mandate was to simplify these requirements for speed and scale—while maintaining premium outcomes inside a platform designed for simpler products.

Strategy & Transformation Overview

System and Process Integration

Adapted the proprietary CRM to capture test results, generate multi-product quotes, and schedule multi-stage installs

Built city and well water product lines, pricing, supply chain, and service protocols to integrate seamlessly into Unicorn's infrastructure

Simplification for Scale

Designed pre-packaged solutions with clear if/then selection logic

Built concise training for non-specialists to reach competency fast

Established clear service guardrails to protect brand reputation

Performance and Accountability

Linked measurable actions (sales, install, service) directly to pay and recognition

Embedded accountability at every step

Lean Workforce Model

Corporate team: 3 dedicated employees (product, ops, sales)

Branch team: 3 employees (sales, ops, field trainer)

All other functions: Provided by the matrix org or 1099 contractors (sales & installation)

The smallest corporate/branch team model in the industry succeeded when backed by strong systems, processes, and accountability.

Results

From zero to nine figures: demonstrating that complex categories can scale at platform speed

Launch achievements:

Launch: National rollout of water treatment division in under 12 months

Markets: 7 markets opened in year one

Revenue: $21M run rate within 7 months; scaled to over $100M in 4 years

Team: 3 corporate employees and 3 employees per branch

Platform: Complex, service-intensive category integrated successfully into a high-velocity home improvement platform

Industry Impact: Demonstrated that specialized categories can be simplified, scaled, and integrated without sacrificing customer experience

Lessons Learned: The 5 Pillars in Action

Customer Acquisition – Leveraged existing platform marketing engine for new category launch

Sales Execution – Simplified complex multi-product sales process for high-velocity execution

Operational Excellence – Integrated service-intensive category into platform operations without compromising speed

Tech Enablement – Adapted existing CRM and systems for water treatment complexity

White Glove CX – Maintained service quality at speed through strict protocols and measurement

These lessons reinforced the importance of the **5 Pillars framework**: when all five work together, even the most complex categories can scale rapidly.

Key Takeaways

Why is water treatment harder to scale than other services?

Because it often requires multiple systems, sequencing, and ongoing service. Most platforms avoid it due to complexity.

Why do companies avoid this category?

It demands ongoing service and doesn't fit platforms built for one-time projects. The perception is that it requires specialists and slows down high-velocity operations.

How can you scale without specialists?

Pre-packaged solutions, if/then logic, and high-impact training allow non-specialists to execute at speed. The key is systematizing decision-making rather than relying on expertise.

By defining clear protocols, linking metrics to pay, and reinforcing trust-building behaviors, even contractor-based models can maintain consistent customer experience.

What made this launch successful?

The combination of system integration, process simplification, and accountability structures. The platform's existing infrastructure became an accelerant rather than a constraint.

Conclusion

At AJF Growth Consultants, we help sponsors balance speed with sustainability. Scaling from zero to nine figures requires not just capital, but disciplined systems that preserve customer experience.

We build operating models that allow sponsors to expand rapidly without sacrificing reputation, ensuring that growth compounds rather than erodes long-term value.

This case proves that with the right framework, even the most complex service categories can achieve platform-level scale and speed.

Unicorn Case Study – Launching a National Division at Speed