Limited spots available each week - John personally runs every single call

MOST TRADIES ARE
UNDERCHARGING BY 15-20% AND DON'T EVEN KNOW IT.

In 20 minutes, John will find exactly where your money is leaking. Then he'll build you a personalised profit plan and send it to you, for free.

BOOK YOUR PROFIT
PLAN CALL
The real problem

YOU'RE BUSY.
BUT WHERE'S THE MONEY?

You're winning jobs. Your team is flat out. But at the end of the month, you don't have the cash you thought you would.

As you grow your business, if you don't build good systems and disciplines now, you're just scaling rubbish. Get the basics now!

QUOTING ON INSTINCT, NOT DATAPricing off gut feel or what a competitor charges, not off what the job actually costs you. You're often leaving 10-20% on the table without knowing it.
NO CASH ONCE WAGES AND MATERIALS HITYou invoice the job, then wages, subbies and materials eat it alive. The bank balance never matches the turnover.
JOBS RUNNING OVER WITH NO WARNINGLabour blows out mid-job. By the time you know, the margin is gone and you're wearing it.
BAS HITS LIKE A TRUCK EVERY QUARTERNo forward visibility means every tax event feels like a crisis you didn't see coming.
THE WHOLE THING LIVES IN YOUR HEADYou can't step away because nothing works without you. That's not a business, it's a job you own.

"In all the years I've been doing this, I've never met a trade business owner who could tell me the exact number it costs to run their business. The basic stuff that builds a profitable business, knowing your numbers, pricing properly, controlling your cash, most of it just never gets done. Nobody ever showed them how."

John, Serve SME
Simple process

THREE STEPS TO CLARITY

1

BOOK IN 60 SECONDS

Fill in the form. Pick a time that works for you. No prep needed, just show up.

2

20-MINUTE DEEP DIVE

John asks the right questions about your pricing, costs and cashflow. Real talk, zero fluff.

3

RECEIVE YOUR ROADMAP

John personally sends you a custom Profit Plan with specific actions to increase your margin.

What's on the call

THIS ISN'T A GENERIC BUSINESS CHAT.

John digs into your numbers, your pricing, and your costs. Everything in the roadmap is built specifically for your business.

💰
Charge properly
  • Find out your true cost-to-deliver
  • Identify where you're undercharging right now
  • Know your real margin per job type
  • Price with confidence, not guesswork
🔧
Deliver on budget
  • Spot where labour costs blow out
  • Keep profit on the job start to finish
  • Simple tracking that actually gets used
  • Stop wearing jobs that run over
📊
Know your numbers
  • Understand what your P&L is saying
  • Control cashflow week to week
  • No more BAS surprises
  • Decisions from data, not stress
John
📷
Replace with John's photo
<img src="images/John.jpg" alt="John">
Who is John?

I SPENT 18 YEARS
LEARNING THIS. YOUR CALL TAKES 20 MINUTES.

I'm not a coach who's read about trade businesses. I built one, grew it, and sold it.

I started my electrical business with nothing but a van and a goal: build something that worked for me, not the other way around. No roadmap. Just hard work and expensive lessons.

What started in my garage became a multi-million dollar operation with multiple offices and 45+ staff, before I successfully exited the business.

The things that took me 18 years to figure out? I can walk you through the most important ones in 20 minutes.

I built Serve SME because too many trade business owners are working themselves into the ground while their businesses bleed money, and it doesn't have to be this way.

1
Started my electrical business from scratch Garage start-up. No roadmap. Learned the hard way.
2
Scaled to a multi-million dollar operation Multiple offices. 45+ staff. Real systems. Real profit.
3
Successfully exited the business Built it to be sellable. The ultimate proof it worked.
4
Founded Serve SME Helping trade business owners get what took me 18 years, fast.
Real results

TRADE BUSINESS OWNERS.
REAL OUTCOMES.

★★★★★

John transformed our business strategy and helped me focus on profit in every part of the business. He has a really practical approach. Within less than a year of working with John I'd achieved more than the three years when I'd been doing it all alone.

Dave Kelly
Dave Kelly
Gippsland Home Inspections
★★★★★

John's advice always gets right to the core of what I'm struggling with. Every conversation I've had with John about my business has left me feeling refreshed and motivated to keep going. He really knows his stuff and genuinely wants everyone to succeed.

Wayde Hodgson
Wayde Hodgson
Ag Contracting
★★★★★

John has been my coach for five years and his impact has been invaluable. My business is more focused, efficient, and profitable because I'm prioritising what truly matters. His clear, practical approach has helped me simplify complexity and make better decisions.

Kris Lewin
Kris Lewin
National Operations Network
★★★★★

John's business knowledge is unmatched. I would recommend his advisory services to any business owner who is ready to take their business to the next level. The clarity he brings to what you should actually be focusing on is worth its weight in gold.

Blake Gilbert
Blake Gilbert
Elecell
Straight answers

"I HAVE A FEW
QUESTIONS FIRST..."

Fair enough. Here's what every trade business owner asks before booking, answered straight.

STILL ON THE FENCE?

The worst outcome here is a 20-minute call where you learn something useful. There's nothing to lose and a lot to gain.

Book my free call now
Q"Is this actually free? What's the catch?"

Completely free. No credit card. No obligation. John does these calls because he's genuinely passionate about helping trade business owners, and some go on to work with him longer-term. But that conversation only happens if it makes sense for you.

Q"I'm too busy, I don't have time for another call."

Being too busy is exactly why you need this call. Twenty minutes now could save you thousands over the next twelve months. Most people who book say they wish they'd done it sooner.

Q"I already have an accountant. Do I need this?"

Your accountant handles compliance. This is about the operational numbers, why you're busy but not profitable, why cashflow swings, why jobs blow out. Different problem, different solution.

Q"Is my business big enough or the right type?"

John works with trade businesses from under $500K to $5M+. Electrical, plumbing, building, HVAC, landscaping, the profit problems are the same. If you're quoting jobs and running a crew, this applies to you.

Q"How long before I see results?"

The roadmap John sends will include quick wins you can act on immediately. Pricing adjustments alone can improve margin on the very next job you quote. Some changes take longer as unfortunately, there are no silver bullet solutions in business. The results you get come down to your commitment to take continuous, consistent action.

Ready?

YOUR NUMBERS ARE
TRYING TO TELL YOU
SOMETHING.

It doesn't matter how hard you work if you can't get a handle on your numbers.

This call costs you nothing. The Profit Plan costs you nothing. The only cost is continuing to leave money on the table.

✓
Free 20-minute call, no obligation whatsoever
✓
Custom Profit Plan sent to you after
✓
John personally reviews your pricing and costs
✓
Limited weekly spots, John runs every call himself
BOOK YOUR PROFIT
PLAN CALL

60 seconds to book. Spots are limited each week.