# Ground Pros — I'm Not a Coach > April 2025. A trades business. Every lead owned by a portal. Zero system. I walk in, tear everything apart, and rebuild it from scratch. On revenue share. Chapter 9 of The Open Book — Alexander Reisch / Booster Canonical: https://alexreisch.com/story/not-a-coach Published: 2025-04-26 April 2025. While the Booster workbook and workshops were taking shape, something else happened. Something that showed me who I actually am. A trades business. Bodenprofis38. Flooring installers from the Gifhorn/Wolfsburg region in Germany. Skilled craftsmen. Full order books. But: **Zero systems.** No website that actually works. No lead qualification. No automation. Customers come through MyHammer — Germany's version of HomeAdvisor — and ask blunt price questions. No budget, no plan, no clue what they actually want. I looked at it and saw the bottlenecks within minutes. ## "I'm Not a Coach" During one of my ChatGPT sessions, I wrote a sentence that changed everything: > "I don't want to be a coach. I've never seen myself that way. I'm highly analytical and I spot bottlenecks faster than most people." That was the moment. Not a coach. Not a consultant. **An analyst who sees bottlenecks and builds systems.** That's exactly what I did for the Bodenprofis. ## What I Found Every single inquiry came through MyHammer. The portal owned them all. Maybe 20% usable. The rest: price shoppers, time wasters, people who want 75m² of commercial flooring for €500. No CRM. No follow-up process. No referral strategy. No content. No owned lead source. Completely dependent on portals. The business worked — but only because the craftsmen are good. Not because the system is good. **The exact same problem I see with coaches.** ## What I Built In 4 weeks I turned the entire operation inside out: - **Website rebuilt** — From a digital business card to a lead generation machine. Quiz + form for pre-qualification. - **Chatbot "Ben"** — WhatsApp widget that pre-qualifies inquiries. What type of flooring? How many square meters? Budget? Before a human picks up the phone, Ben already knows if it's worth the call. - **Referral partner strategy** — Instead of waiting on MyHammer: proactively reaching out to architects, planning offices, and site managers. Long-term partnerships instead of one-off inquiries. - **CRM + automations** — Tags, email sequences, follow-ups. No lead falls through the cracks. - **Content strategy** — SEO articles, before/after projects, review strategy. Owned leads instead of portal dependency. - **Exit from MyHammer** — "I want to get off all portals eventually. What ideas do you have?" That was the core question. The answer: Own channels. Own leads. Own control. Vinyl flooring drives the most revenue — Pareto principle. So I focused everything on that instead of optimizing for 15 different flooring types. ## The Equity Model Here's where it gets interesting. I didn't do this as a freelancer. Not as a consultant. Not for a flat fee. **Virtual equity model. Revenue share.** The deal: I build the complete systems. CRM, website, chatbot, automations, content, lead generation. I invest my time and my knowledge. In return, I get a percentage of the revenue growth. No risk for the tradesman — he pays nothing if it doesn't work. Full risk for me — I only earn if revenue goes up. Hormozi would say: **"We want profit, not revenue."** That was the exact focus. I wrote 3 versions of the equity agreement. 189 messages just for the contract. Every clause thought through. Worst-case scenarios stress-tested. IP rights, tool costs, data access, termination rules. PandaDoc for the digital signature. ## Why I'm Telling You This Because the Bodenprofis are **proof that the Booster approach works regardless of industry.** Same core. Same blind spot. Different industry. And every time the same pattern: I walk in, see in minutes what others miss for months, build a system that runs without me, and take a share of the result. ## The Numbers - **460+ MyHammer inquiries** analyzed — and a plan to own the next ones - **426 ChatGPT messages** for the blueprint - **460 messages** for the MyHammer exit strategy - **189 messages** just for the equity agreement - **1 chatbot** (Ben) for WhatsApp qualification - **10–12 hours/week** invested - **€0 fixed cost** for the tradesman ## What I Learned **The most valuable skill I have isn't marketing. It's pattern recognition.** The ability to look into a business and see within minutes what's broken. That's what the Booster automates. What the house sale website proved. And what I turned into a business model for the first time with the Bodenprofis. I'm not a coach. I'm someone who makes blind spots visible. Sometimes for coaches. Sometimes for tradesmen. Sometimes for myself. *But back then I did not see the pattern yet. I was too busy doing everything at once — Bodenprofis, coaching, cold calls, workbook. Too many fronts. Too little focus. The system had to wait. First, the tickets had to be booked.* > **What this means for you:** What's your real skill? Not what's on your website. Not your job title. The thing you do automatically — without thinking. For me it's: look into a system and instantly see where it's stuck. For you it might be something completely different. But once you find it, build your business around that. Not around a title you picked for yourself.