From the Market Cap Formula
How big can your business get in your town?
Pick your trade and type your city. Get your market cap, the trucks you can realistically run, and a grounded owner-income ballpark. No guesswork.
This is a ballpark to plan with, not a promise. It follows the Market Cap Formula from the book. What you actually build depends on execution, competition, pricing, and your market. Use it to get in the neighborhood, not to bank on a number.
This ceiling covers the full core cleaning business done together — soft washing, roof, windows, and gutter cleaning — not soft washing alone. Separate add-on industries like gutter guards, paver and concrete sealing, and garage floor coatings are their own businesses and grow on top of this number. In a small market, that's usually how you scale: more services to the customers you already have, not chasing more people.
What a lean, optimized build looks like here.
At the book's 80% target, one truck to every $300k in revenue. Stay lean, round down, don't force a partial truck.
These are stable-state numbers — what your right-sized, optimized business pays you once you're there. While you're still growing, expect to take a smaller cut and reinvest the rest to fund the next truck. Owner income is a range because it depends on how much you take as salary vs. profit. It tapers as you scale: bigger revenue, but a smaller slice kept — because lean beats big.
This is a big market. Different rules.
Your market cap here is —, which is effectively unlimited for a lean operator. In a market this size, the market isn't your ceiling — your own systems and ambition are. You'll hit the limits of what you can manage long before you run out of town.
That's the opposite of the small-market problem this book solves. Here, you pick your target and build lean toward it. Look at the real operators below: even a top achiever runs at a fraction of the theoretical cap. Most run at 10–45% of it. Decide how big you actually want to be, then build the tight, profitable version of that.
Does the homeowner math back it up?
A second angle on the ceiling: the real pool of homes you'd serve, and what a realistic slice of it looks like. Drag the sliders to your own assumptions.
Almost nobody maxes out their market.
Illustrative examples across market sizes. Notice how few come near their cap — the ceiling is the room you have, not a prediction.
These are illustrative examples, not specific companies. The high end are top achievers — the exception, not the rule. Most owners run a lean, profitable business well below their cap, and make great money doing it.
Want the full playbook for your number?
The book walks the whole formula and every system built on top of it: the 15/15/15/55 model, the Three-Legged Stool, pricing, hiring, and how to run lean and keep the profit.
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