Lighting Distributor

A long-established Northern California lighting and controls distributor was ready to expand into two new regional markets, but needed a plan credible enough to win its manufacturing partner's buy-in before committing to the move. So I built the expansion plan end to end: sizing the demand in each target territory, assessing the competitive landscape, and laying out a customer strategy, a phased staffing and operations plan, and multi-year revenue and commission projections with a break-even timeline. I built in the realistic first-year dip that comes with a change in representation, so the growth targets held up under scrutiny. What they walked away with was an evidence-backed roadmap they could take to their partner with confidence.