Sheppard

Free Resource · For Sponsors & Operating Partners

The LOI-to-Day-100 Marketing Playbook.

The documented, sequenced operating plan Sheppard installs in the first 100 days of a PE-backed home services platform engagement. Vendor consolidation, KPI dashboards, attribution methodology, and the sponsor reporting cadence — written for residential home services, sized to the deal life cycle.

What's Inside

  • →The 7-workstream value-creation framework
  • →Vendor consolidation map and contract-renegotiation sequence
  • →Sponsor-facing KPI dashboard architecture (with sample template)
  • →Attribution methodology reconciled to the financial system
  • →The four value-creation levers: brand, lead flow, geo, ticket mix
  • →100-day sponsor reporting cadence and QBR materials
  • →Exit-readiness preparation checklist

Stage

Vertical(s)

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Why It Matters

90 days of discovery is 90 days too many.

Most PE-backed home services platforms spend the first 90 days post-close discovering what the marketing function looks like. Vendor reviews, system inventories, dashboard builds. A full quarter of value-creation runway, evaporated.

The platforms that compound — and the ones that defend their multiple at exit — start Day 1 with the playbook already written. This is that playbook.

Frequently Asked

On the playbook.

What is an LOI-to-Day-100 marketing playbook?

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A documented, sequenced operating plan for the marketing function — built around the deal thesis, scoped to the platform's add-on cadence, and ready to deploy the day the wire clears. It eliminates the typical 30-day discovery and 60-day rebuild that costs platforms a full quarter of value-creation runway.

Who is the LOI-to-Day-100 playbook designed for?

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PE sponsors, operating partners, and portco CEOs running platform investments in residential home services — HVAC, plumbing, electrical, roofing, pest control, and adjacent trades. The playbook is sized to single-portco platforms and multi-portco roll-ups equally.

What's actually inside the playbook?

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A vendor consolidation framework, KPI dashboard architecture with sponsor-facing reporting templates, attribution methodology reconciled to the financial system, channel-mix rebuild logic against unit economics, brand architecture for add-on integration, and the 100-day operating cadence we run with portco leadership.

How is the playbook different from a generic 100-day plan?

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Generic 100-day plans are operational frameworks scoped to people and processes. This playbook is marketing-specific, sized to home services, and ties every workstream to an EBITDA-impact model. It's built from real engagement work in PE-backed platforms — not an MBA case study.

Is the playbook free?

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Yes. Sheppard publishes it to give sponsors and operating partners a clear view of how the function should work. If you want help running it inside a specific platform, that's the engagement conversation — start with the contact form.

Beyond the Playbook

Want Sheppard to run the playbook inside your platform?

The document is the starting point. Engagements run from pre-LOI diligence through hold-period execution and into exit preparation. Most installs ship inside 90 days.

Engage SheppardSee the full operating model