Hi there 👋🏼 I'm Price.

I’m building a roofing company from scratch in my mid-30s and documenting the whole messy process. Watch me succeed or fail.

My new company is called Rally Roofing, and yes, the name comes from rally racing.

But it's not just a name, it's the whole brand and operating philosophy.

I grew up in Maryland, with miles of trails from my backyard. Dirtbikes, 4-wheelers, go-karts—we'd spend full Saturdays exploring new trails, getting muddy, breaking stuff, fixing it, going back out. That was my childhood. Something about those experiences, working on dirtbikes, and figuring things out on the fly stuck with me.

It's not super surprising then, when last year I bought a 1972 Datsun 521 pickup. It's quite the project! Now I had never really worked on cars but like I said, I like to figure things out. I stripped out and redid the interior, rebuilt the carb, replaced lights and am slowly fixing it up. The goal is to turn it into sort of a Rally Roofing mascot. Picture a vintage truck with Rally branding rolling up to job sites. That's the vibe I'm going for!

Now, I've never been in a rally race. I would love to one day, and maybe this whole thing opens up some opportunities down the road ha! A guy can dream.

But the thing I love about this theme is that it's not just about going fast. It's about communication, precision, and executing under pressure with a small, tight crew.

Race drivers don't win alone. They've got an entire team behind them that is behind the scenes, who all work together to make magic happen (Realizing now I maybe have watched Cars 1 through 3 too many times with my son). That's how I want to run roofing jobs.

The homeowner shouldn't have to wonder what's happening, or chasing us down for updates, or sitting around anxious about whether we're going to show up. Every job should be planned before we arrive, executed well, documented thoroughly, and finished clean.

That's the Rally philosophy: Fast response, constant communication, technical precision, & a crew that actually operates like a team.

Most roofing companies still run like it's the 90s; phone tag for updates, inconsistent documentation, mystery pricing, and you find out how much it costs after they've already torn your roof off….which is kind of insane when you think about it. Rally is built to be the opposite.

So I've got the vision - and let me tell you, I ran with it.

When I sat down to write the Rally Roofing business plan, I didn't want a template I downloaded and filled in the blanks. I wanted something I'd actually use to make decisions, not a 20-page PDF sitting in a Google Drive folder collecting dust. So I had fun with it!

First, and unsurprisingly, I used ChatGPT and Claude to accelerate the market research and competitive analysis; stuff like pulling permit data to estimate competitor revenues, building financial models, and stress-testing scenarios. It didn't write the plan for me, but it let me move 10x faster on the parts that would've taken me forever manually.

Then, instead of exporting it all to a PDF, I built an interactive, 90s racing themed website for it. It has clickable navigation, embedded financials, competitive analysis with real data, clean design that matches the Rally theme (Branding elements are still in development).

And then—because why not—I added a 90's inspired game in the hero section!

It's called Rally Runner and I love it 🙂 You drive a Rally Roofing truck, jump cones and potholes, and hit ramps for bonus points. Kind-of like the dinosaur game in Chrome when your internet's out. If you make it far enough, a roofer climbs the roof and makes the repair!

Is it useful for understanding my business model? No. Is it memorable? Definitely!

Most companies would never put a video game in their business plan, and that's exactly why I did. I'm trying to do everything with intention and purpose, but also that's fun and memorable.

Essentially, what's a business plan I would be stoked about? What's an ad, or a truck wrap, or invoice that I would want to see and experience?

I'm keeping the link semi-private for now (don't really want competitors etc. poking around my entire playbook), but I'm happy to share it with anyone who's genuinely curious.

If you want the link to the full interactive business plan—financials, competitive analysis, the game, all of it—just reply to this email or drop your email in the comments and I'll send it over.

Let me know if you beat the game (it's not that hard).

Next week I'll get back to the build log—what's actually happening on the ground, license status, first marketing moves, etc. But I wanted to get the business plan out there first because I'm really proud of it, and so you know what we're building toward!

Questions about the plan, the brand, the model — just reply. I read everything.

Let's go to work.

— Price

P.S. — If you missed Issues #1 and #2 (the origin story and the "in-between" phase), they're in the archive. Fair warning on #1: it's a lot.