100 Year Plumbing & Sewer -- War Room

Executive Overview

LIVE

Phone Routing

PLANNED

LSA Account

HIDDEN

HCP Revenue

READY

Zeus Integration

What is 100 Year? A separate legal entity from Bright Side Plumbing, specializing in drains and sewers ONLY. Same team, same techs, same Ashton, same shop -- different brand, different phone, different positioning.

Strategic Purpose: Double LSA visibility (two brands competing for same keywords), specialized sewer/drain positioning, lead overflow capacity, and higher ticket positioning for the most profitable service category.

Current State: Phone routing is live ((913) 347-7523), Daniel AI serves both brands, Ashton dispatches for both. But Website LIVE: onehundredyearplumbing.com, NO LSA, NO Google Ads, NO dedicated marketing, and HCP revenue is unmeasured. This is a sleeping giant.

Brand Identity & Positioning

100 YEAR

Plumbing & Sewer

Phone(913) 347-7523

FocusDrains & Sewers ONLY

PositioningSewer & Drain Specialists

Avg Ticket$3,500-$7,200 (sewer)

CRMHousecall Pro

GBP29 reviews, 4.9 stars

Websiteonehundredyearplumbing.com

Address406 W 75th St Ste E, KC MO 64114

BookingHouseCall Pro (live)

BRIGHT SIDE

Plumbing

Phone(913) 963-1029

FocusFull-Service Plumbing

PositioningYour Neighborhood Plumber

Avg Ticket$500-$2,200 (mixed)

CRMServiceTitan

GBP394+ reviews, 4.9 stars

Brand Differentiation Strategy

Element	100 Year	Bright Side
Tagline	"Sewer & drain experts since [year]"	"Your Overland Park plumber"
Target Customer	Homeowner with sewer/drain emergency or major project	Any plumbing need -- emergency to maintenance
Price Position	Premium (specialist pricing)	Competitive (volume pricing)
Google Ads	Sewer keywords ONLY	All plumbing keywords
LSA Categories	Sewer line repair, drain cleaning, camera inspection	All plumbing categories
Content	Sewer education, root intrusion, clay soil, trenchless	Full plumbing tips, maintenance, emergency prep
Referral Flow	BSP sends sewer overflow here	100Y sends non-sewer here

Revenue Analysis -- The Hidden Numbers

$16K

HCP Reported (9 jobs)

$500K-$1M?

Estimated Actual

$3.2M-$3.7M

Combined BSP+100Y

THE HIDDEN REVENUE PROBLEM

HCP shows only $16,028 revenue at 2.6% (9 jobs). This is almost certainly wrong. If 100 Year is doing sewer work with the same crew, there's likely $500K-$1M in revenue flowing through HCP that isn't in any of our dashboards. This changes the $6M gap math significantly.

IF WE COUNT COMBINED REVENUE

BSP visible: $1.49M this month. BSP invisible: ~$727K-$1M. 100Y unknown: $500K-$1M estimated.
Combined actual could be $3.2M-$3.7M annualized -- meaning the gap to $6M is $2.3M-$2.8M, not $3M+.

Current State -- What's Live vs What's Missing

LIVE NOW

LIVEPhone: (913) 347-7523 routing to Ashton

LIVE3CX voicemail (extension 610 VM-100Year)

LIVEDaniel AI handles both brands (Retell)

LIVEAfter-hours call routing between brands

LIVEGoogle Business Profile (verified)

LIVESame tech crew serves both brands

LIVEHousecall Pro CRM (basic)

NOT BUILT

MISSINGLSA account (biggest revenue lever)

MISSINGWebsite / landing pages

MISSINGGoogle Ads campaigns

MISSINGHCP revenue dashboard

MISSINGBrand identity / logo / design

MISSINGSEO content (sewer blog posts)

MISSINGDaniel v3 second number on Vapi

MISSINGEmail campaigns (separate brand list)

MISSINGSocial media presence

MISSINGReview strategy (separate GBP reviews)

MISSINGKC Police safety magnet (planned)

SWOT Analysis

Strengths

Same expert crew -- Kalen's 4th-gen team already doing sewer work
Zero incremental labor cost -- same techs, same trucks, same tools
Sewer = highest ticket -- $3,500-$7,200+ avg vs $500 general plumbing
Proven demand -- sewer campaigns already 580x ROAS on BSP
GBP verified, 29 reviews, 4.9 stars -- Google knows the business exists
Ashton handles both -- no new hire needed for dispatch
Daniel v3 ready -- just add second Vapi number ($1/mo)
Zeus/Morpheus infrastructure -- all tools work for both brands
KC clay soil market -- sewer problems are endemic to the area

Weaknesses

Website LIVE: onehundredyearplumbing.com -- nowhere to send traffic
No LSA -- biggest lead channel for plumbers, not activated
29 Google reviews, 4.9 stars -- already has 29 reviews at 4.9 stars
HCP instead of ST -- separate CRM means data is siloed
No brand identity -- no logo, no colors, no visual system
Revenue is invisible -- HCP data not in any dashboard
Same crew capacity -- can't scale both brands independently
No dedicated marketing budget -- shares BSP budget
Potential customer confusion -- two brands, same techs

Opportunities

Double LSA coverage -- two ads in the same SERP, double the leads
Specialist positioning -- "sewer experts" commands higher prices than "general plumber"
$1/mo second Vapi number -- Daniel v3 answers 100Y calls with sewer-specific knowledge
Sewer blog content -- "sewer line replacement cost KC" is a high-value keyword
Insurance-friendly invoicing -- Xactimate structure for sewer claims
KC Police magnet -- physical marketing with 100Y branding
100Y becomes Zeus pilot -- first customer of Zeus platform
HubSpot dual brand -- separate email lists, same infrastructure
Trenchless as differentiator -- "no-dig sewer repair" is premium positioning
Commercial pipeline -- 100Y handles commercial sewer/drain (BSP stays residential)

Threats

Google detecting same-entity LSA -- risk of both accounts being flagged
Capacity collision -- both brands book same crew, one gets delayed
Brand dilution -- customers discover same company, feel deceived
HCP sunset risk -- if migrating to ST, transition data loss
Review velocity -- new GBP with 0 reviews vs competitors with 500+
Ashton bottleneck -- one person dispatching for two brands
Legal/tax complexity -- two entities, separate books, shared resources

Strategic Launch Plan

Phase 1: Foundation (Week 1-2)

1. Pull HCP Revenue Data

Get Ashton to export or provide HCP API access. We need to know REAL 100Y revenue before making any decisions. This changes the entire $6M gap math.

BLOCKED Need Ashton's HCP credentials

2. Set Up 100Y LSA Account

Google Business Profile is verified. LSA setup takes ~1 week for approval. Categories: sewer line repair, drain cleaning, sewer camera inspection. Service area: same 24 cities as BSP.

READY TO START

3. Add Daniel v3 Second Number

Buy second Vapi number with 100Y-specific prompt. Sewer/drain knowledge only. Same Zeus tools. $1/mo + per-minute costs. Route (913) 347-7523 to Vapi.

READY Zeus voice module already supports multiple assistants

4. Build Landing Page

Single-page site for 100Y. Sewer/drain focus. Trust signals (Kalen's expertise, years in business, camera inspections). Booking form. Can be subdomain of callbrightside.com or separate domain.

PLANNED

Phase 2: Marketing Activation (Week 3-4)

5. Launch 100Y Google Ads (Sewer Keywords)

Separate Google Ads account for 100Y. Sewer line replacement, sewer camera, drain cleaning keywords. $50-100/day budget. Same India bot protection (42 country exclusions).

6. Review Generation Strategy

Route sewer/drain completed jobs to 100Y review requests instead of BSP. Auto-review via 3CX SMS. Target: 50 reviews in first 90 days. Ask Kalen which jobs should request 100Y vs BSP reviews.

7. Sewer Content Engine

Publish sewer blog content under 100Y brand. Topics: sewer line replacement cost KC, root intrusion clay soil, trenchless repair, camera inspection, depth pricing. Cross-link with BSP for authority.

8. KC Police Safety Magnet

$500-800 one-time. Business card-sized ad on safety magnets distributed by KC Police to homes. 100Y branding, sewer/drain focus. Physical marketing that competitors can't replicate online.

Phase 3: Scale & Optimize (Month 2-3)

9. HCP-to-Zeus Migration

Migrate 100Y from Housecall Pro to Zeus. Unified dashboard for both brands. Eliminates the data silo. HCP data into PostgreSQL alongside ST data.

10. Commercial Pipeline

Position 100Y for commercial drain/sewer work. Property management companies, restaurants, HOAs. Higher ticket, recurring revenue. Separate from BSP's residential focus.

11. Dual-Brand Email Campaigns

HubSpot manages both brands. BSP list gets general plumbing content. 100Y list gets sewer/drain-specific content. Cross-sell between brands based on customer history.

12. Zeus as 100Y's Operating System

100Y becomes the first "client" of Zeus platform. Proves the product works for a real plumbing company. Case study for future Zeus customers. Robert's equity play.

Revenue Projections

Channel	Conservative	Ideal	Timeline
LSA (100Y)	$15K/mo (3 jobs/week x $5K avg)	$40K/mo (8 jobs/week x $5K avg)	Month 2+
Google Ads (sewer keywords)	$8K/mo (4 conv/week x $2K avg)	$20K/mo (10 conv/week)	Month 1+
Organic/SEO	$3K/mo	$10K/mo	Month 3+
Referral overflow from BSP	$5K/mo	$15K/mo	Immediate
KC Police magnet	$2K/mo	$8K/mo	Month 2+
TOTAL 100Y NEW	$33K/mo ($396K/yr)	$93K/mo ($1.12M/yr)
+ Existing BSP	$3M/yr	$3M/yr
+ BSP Growth (other initiatives)	$500K-$1M/yr	$1M-$2M/yr
COMBINED TARGET	$3.9M-$4.4M/yr	$5.1M-$6.1M/yr	$6M TARGET

Experiments

#	Experiment	Hypothesis	Measure	Status
#243	100Y LSA Launch	Second LSA account doubles sewer lead volume without cannibalizing BSP	100Y LSA leads/week, BSP LSA leads/week (no drop)	PLANNED
#244	Specialist Price Premium	100Y "sewer specialist" positioning commands 15-20% higher prices than BSP sewer jobs	100Y avg sewer ticket vs BSP avg sewer ticket	PLANNED
#245	Dual-Brand Daniel	Second Vapi number with sewer-specific prompt books more sewer jobs than generic BSP prompt	100Y booking rate vs BSP sewer booking rate	READY
#246	Review Velocity Split	Routing sewer job reviews to 100Y GBP reaches 50 reviews in 90 days	100Y review count at 30/60/90 days	PLANNED
#247	Cross-Brand Lead Flow	BSP sewer overflow routed to 100Y converts at same rate as direct 100Y leads	Overflow conversion rate vs direct lead conversion rate	PLANNED
#248	HCP Revenue Discovery	Actual 100Y HCP revenue is 10x+ the reported $16K	Full HCP export, total revenue, job count	BLOCKED

Tech Stack -- 100 Year on Zeus

$1/mo

Second Vapi Number

$0

Zeus Platform (self-hosted)

$0

3CX SMS / Reviews

Shared Infrastructure (already paid for):
VM ($50/mo) -- PostgreSQL -- FastAPI 45 modules -- Next.js frontend -- 3CX SMS -- GBP API -- Google Ads API -- Daniel v3 voice -- SSE streaming -- Morning briefing -- All Zeus tools

Incremental cost to add 100Y to Zeus: $1/mo + ad spend
Everything else is already built and running for BSP. 100Y rides on the same infrastructure.

Decisions Needed from Robert

1. Website: Separate domain or subdomain of callbrightside.com?

Options: 100yearplumbing.com (buy domain ~$12/yr) OR 100year.callbrightside.com (free, shares SEO authority)

2. LSA: Launch now or wait for website/branding?

LSA doesn't require a website. GBP is verified. Could launch immediately with just the phone number.

3. HCP: Migrate to Zeus or keep separate?

If migrating, need Ashton's HCP API key or data export. If keeping, need HCP API integration for dashboards.

4. Branding: Need Audrey for logo/colors or keep it simple?

Can launch with text-only branding initially. Full brand identity later.

5. Budget: Dedicated marketing budget or shared with BSP?

Recommend starting with $50/day shared from BSP sewer budget, then separate once ROI proven.

6. Revenue counting: Combined or separate for $6M target?

Recommend combined -- same team, same infrastructure, same P&L ultimately.