HAR Towing LLC — Tampa Operations Launch Playbook

Prepared by: Shawn C. O'Neil / Black Haus Capital

Date: February 17, 2026

Status: FINAL — Execution-Ready

Parent Entity: HAR Towing LLC (FL) — Shawn C. O'Neil, Owner

Confidential

MISSION

Launch a 2-truck, 2-driver towing operation in Tampa Bay serving 3 markets (Clearwater, Tampa, St. Petersburg) under 3 DBA marketing shells — all feeding revenue up to the Hauling Ass Racing brand umbrella.

Target: Operational by April 2026. Profitable by Month 3. 4+ calls/day by Month 6.

SECTION 1: ASSETS ON HAND

Asset	Status	Notes
Locked yard	SECURED	2 spots, fenced, Tampa area
Flatbed (rollback)	AVAILABLE	Lease from James O'Neil (H&N Towing NY)
Wrecker/wheel-lift	NEED TO ORDER	Purchase used ($55K-90K) or new ($90K-120K)
Driver #1	IDENTIFIED	Needs hire paperwork + CDL verification
Driver #2	IDENTIFIED	Needs hire paperwork + CDL verification
Dispatch system	NOT SET UP	Need phone system + dispatch software
Insurance	NOT SET UP	Need FL commercial auto + garagekeepers
LLC registration	NOT FILED	File at sunbiz.org

SECTION 2: TRUCK ACQUISITION

Option A: Used Wrecker (RECOMMENDED)

Spec	Target
Type	Medium-duty wrecker or wheel-lift
Year	2018-2022
Chassis	Ford F-550/F-650, International, or Freightliner
Body	Jerr-Dan, Century, Vulcan, or Holmes
Mileage	Under 80,000
Budget	$55,000-90,000
Financing	60-month term, $1,100-1,800/month
Sources	Facebook Marketplace, TruckPaper.com, Zip's Towing, Lynch Truck Center

Option B: New Wrecker

Spec	Target
Budget	$90,000-120,000
Financing	72-month term, $1,400-2,000/month
Lead time	8-16 weeks (if custom build)
Advantage	Warranty, reliability, lower maintenance Year 1

Recommendation

Buy used. A 2020 Ford F-550 with a Jerr-Dan body at $65K financed over 60 months = ~$1,300/month. Save $30K-50K vs. new. Reinvest savings into marketing and operations.

Flatbed Lease (from H&N Towing)

Term	Detail
Asset	1 flatbed rollback from James O'Neil's fleet
Lease rate	$1,500-2,500/month (negotiate)
Term	12 months, renewable annually
Maintenance	Lessee (HAR Towing) responsible
Insurance	Lessee provides FL commercial auto on the unit
Title	Remains with H&N Towing LLC (James)

SECTION 3: DRIVER HIRING

Requirements (Both Drivers)

Requirement	Detail
CDL	Class B minimum (Class A preferred)
Tow experience	1+ year preferred (will train right candidate)
Clean driving record	No DUI/DWI, no more than 2 moving violations in 3 years
Drug test	Pre-employment + random (FL requirement)
Background check	Required — no felony convictions involving vehicles
Physical	DOT medical card current
Availability	Must work on-call rotation (24/7 coverage between 2 drivers)

Compensation Structure

Component	Driver 1	Driver 2
Base hourly	$18-22/hr	$18-22/hr
Average hours/week	45-50	45-50
Weekly gross	$810-1,100	$810-1,100
Monthly gross	$3,500-4,750	$3,500-4,750
Combined monthly labor		$7,000-9,500

Alternative: Commission Model

Component	Detail
Base	$15/hr (lower base)
Commission	20% of each invoice they complete
Avg commission/call	$50-60 (at $250-300 avg invoice)
At 3 calls/day	$150-180/day commission + $120 base = $270-300/day
Monthly	$5,900-6,500 per driver
Advantage	Aligns driver pay with performance. More calls = more pay.

Recommendation: Start with hourly ($20/hr) for first 90 days while building volume. Switch to base + commission once hitting 3+ calls/day consistently.

Shift Structure

Shift	Hours	Driver
Day shift	6:00 AM - 6:00 PM	Driver 1
Night/on-call	6:00 PM - 6:00 AM	Driver 2
Rotation	Alternate weekly	Both
Days off	Staggered — 1 driver always on call	Both

SECTION 4: DISPATCH & PHONE SYSTEM

Phone Numbers (3 tracking numbers — CallRail)

DBA	Number	Routes To
Clearwater Towing	(727) XXX-XXXX	Central dispatch queue
Tampa Towing	(813) XXX-XXXX	Central dispatch queue
St. Pete Towing	(727) XXX-XXXX	Central dispatch queue

All 3 numbers ring the same dispatch phone. Driver answers with whichever DBA name the call came from (CallRail whisper message tells them).

Dispatch Software Options

Software	Monthly Cost	Features
TowBook	$99-199/month	Industry standard. GPS dispatch, invoicing, impound management
Tracker Management	$150-250/month	Police rotation integration, full fleet management
ServiceTitan	$250-400/month	Overkill for launch — consider at scale
ProTow	$100-200/month	Solid mid-tier option

Recommendation: TowBook at $149/month. Industry standard, handles invoicing, GPS, and impound tracking. Integrates with QuickBooks.

Call Flow

Customer calls "Clearwater Towing" → (727) number → CallRail
    → Whisper to driver: "Clearwater Towing call"
    → Driver answers: "Clearwater Towing, how can I help?"
    → Dispatch via TowBook
    → Invoice generated under HAR Towing LLC
    → CallRail logs attribution: Clearwater Towing DBA

SECTION 5: INSURANCE

Required Coverage

Policy	Coverage	Est. Annual Premium
Commercial Auto (2 trucks)	$1M combined single limit	$8,000-14,000
Garagekeepers Liability	$100K-250K (stored vehicles)	$1,200-2,400
General Liability	$1M per occurrence / $2M aggregate	$2,000-3,500
On-Hook / Cargo	$100K-250K (vehicles in transit)	$1,500-3,000
Workers' Compensation	FL statutory limits (2 employees)	$3,000-6,000
Umbrella / Excess	$1M (optional Year 1)	$1,500-3,000
TOTAL ANNUAL		$17,200-31,900
TOTAL MONTHLY		$1,433-2,658

Insurance Carriers (FL Towing Specialists)

Progressive Commercial
National General
Canal Insurance (towing specialist)
Great West Casualty
Sentry Insurance

Action Items

Get 3+ quotes before binding
Ensure policy covers ALL 3 DBA names
Verify garagekeepers covers yard storage
Add James's leased flatbed to policy (with his company as additional insured)

SECTION 6: YARD OPERATIONS

Current Yard (2 spots)

Feature	Status
Fenced/secure	Yes
Spots	2 (truck parking)
Storage capacity	Limited — 2-4 vehicles max
Lighting	Verify — need security lights
Camera	NEED — install 2-4 cameras minimum

Yard Improvements (Budget: $2,000-5,000)

Security cameras (4x Wyze Cam or Ring) — $200-400
Motion-activated flood lights (4x) — $100-200
Signage (HAR Towing LLC + all 3 DBA names) — $300-500
Tool storage (lockbox for chains, straps, jump pack) — $200-400
Cone storage rack (for neon green cones) — $50-100

Expansion Plan

Current yard has 2 spots — sufficient for launch. When hitting 4+ calls/day with stored vehicles:

Month 4-6: Evaluate larger yard or second lot
Target: 10-20 vehicle storage capacity
Location priority: Near I-275 or I-75 interchange (high-traffic corridor)
Budget: $800-2,000/month for 20-spot lot

SECTION 7: LICENSING & COMPLIANCE

Florida Tow Operator Requirements

Requirement	Detail	Cost
FL Business Entity (LLC)	File Articles of Organization at sunbiz.org	$125
EIN (Federal)	Apply at irs.gov	Free
3 Fictitious Names (DBAs)	File at sunbiz.org	$50 each ($150 total)
Local Business Tax Receipt	Hillsborough County + Pinellas County	$50-150 each
FL Motor Vehicle Dealer/Tow License	Check with FL DHSMV if required for your ops	$50-300
USDOT Number	Required if operating vehicles over 10,001 lbs GVW	Free (apply at safer.fmcsa.dot.gov)
Drug & Alcohol Testing Program	Required for CDL drivers	$100-200 setup
TOTAL LICENSING		$575-1,075

Compliance Calendar

Task	Frequency
FL Annual Report (sunbiz.org)	Annually — due May 1
Local business tax renewal	Annually — varies by county
Insurance renewal	Annually
DOT medical card (drivers)	Every 24 months
Drug testing (random)	Per DOT requirements
Vehicle inspection	Annually (FL safety inspection)
DBA renewal	Every 5 years (FL)

SECTION 8: REVENUE TARGETS & KPIs

Monthly Targets

Month	Calls/Day	Monthly Calls	Revenue/Call	Monthly Revenue	Monthly Costs	Profit
1	1.5	45	$225	$10,125	$7,450	$2,675
2	2.0	60	$235	$14,100	$7,450	$6,650
3	2.5	75	$245	$18,375	$7,450	$10,925
4	3.0	90	$255	$22,950	$7,950	$15,000
5	3.5	105	$260	$27,300	$7,950	$19,350
6	4.0	120	$270	$32,400	$8,500	$23,900
7-12 avg	4.5	135	$280	$37,800	$8,500	$29,300

Year 1 Total

Metric	Value
Total Calls (Year 1)	~1,100
Total Revenue	~$260,000
Total Expenses	~$96,000
Net Profit	~$164,000

Key Performance Indicators (Weekly Review)

KPI	Target	Red Flag
Calls/day	3+ by Month 3	Below 2 after Month 2
Average invoice	$250+	Below $200
Response time	Under 30 minutes	Over 45 minutes
Google review score	4.7+	Below 4.5
Cost per lead (ads)	Under $35	Over $50
Close rate (leads → jobs)	40%+	Below 25%
Outstanding balances	Under 5%	Over 10%
Revenue per ad dollar	7x+	Below 3x

SECTION 9: POLICE ROTATION & COMMERCIAL CONTRACTS

Tampa Bay Police Rotation

Agency	Status	Action	Timeline
Tampa Police Dept	NOT APPLIED	Apply for tow rotation list	Month 1
Hillsborough County Sheriff	NOT APPLIED	Apply for approved vendor list	Month 1
Pinellas County Sheriff	NOT APPLIED	Apply for tow rotation list	Month 2
Clearwater Police Dept	NOT APPLIED	Apply for local rotation	Month 2
St. Pete Police Dept	NOT APPLIED	Apply for local rotation	Month 2
Florida Highway Patrol	NOT APPLIED	Apply for FHP rotation (I-75, I-275)	Month 3

Priority: Tampa PD and Hillsborough County Sheriff first. These are the highest-volume agencies in the market. Police calls average 2-4x direct consumer rates (based on H&N data: $833 avg for NY State Police).

Commercial Contracts (Target List)

Business Type	Target Count	Revenue/Contract
Auto dealerships	3-5	$500-2,000/month
Body shops	3-5	$75-150/referral (10-20/month)
Property management	2-3	$200-500/month + per-tow
Parking enforcement	1-2	Per-tow ($125-200)
Rental car companies	1-2	Per-tow ($150-250)
Combined monthly		$3,000-8,000

SECTION 10: NEON GREEN CONE DEPLOYMENT

Tampa Cone Kit (Per Truck)

Item	Qty	Unit Cost	Total
28" Lime/Neon Green Safety Cones	8	$4.50	$36.00
Reflective HAR decals (for cones)	8	$2.00	$16.00
Cone storage bracket (truck-mount)	1	$35.00	$35.00
Per truck total			$87.00
Fleet total (2 trucks)			$174.00

Spare Cones (Yard)

Item	Qty	Unit Cost	Total
28" Neon Green Safety Cones	20	$4.50	$90.00
Reflective HAR decals	20	$2.00	$40.00
Spare inventory			$130.00

Total Cone Investment: $304.00

Photo Protocol (MANDATORY for every tow scene)

Set up neon green cones at scene (standard safety protocol)
Take 1-2 photos of truck + cones at scene (before hook-up)
Take 1 photo after vehicle loaded (cones visible in foreground)
Best photos go to dispatch → social media pipeline
Monthly: Select top 10 photos for HAR social accounts

SECTION 11: TRUCK BRANDING

Wrap Design Spec (Per Truck)

Section	Design
Front doors (both sides)	DBA name + phone number (e.g., "CLEARWATER TOWING" + (727) XXX-XXXX)
Rear panel / tailgate	"Powered by HAULING ASS RACING" + HAR logo (neon green) + haulingassracing.com
Bed rails / body sides	Neon green accent stripe (2" pinstripe, full length)
Cab roof (optional)	DBA name in neon green vinyl
Bumper badge	#35 racing number (small, subtle)

Branding Costs

Item	Per Truck	Fleet (2)
Partial wrap (doors + rear + stripes)	$1,200-1,800	$2,400-3,600
Full wrap (entire truck)	$3,000-5,000	$6,000-10,000
Magnetic signs (temp option)	$150-300	$300-600
Neon green pinstripe vinyl	$50-100	$100-200

Recommendation: Partial wrap ($1,500/truck) at launch. Upgrade to full wrap after Month 6 when revenue justifies it. Magnetic signs as backup for DBA switching.

Magnetic Sign Strategy

Since 1 truck may serve all 3 DBA markets:

3 sets of magnetic door signs (Clearwater Towing, Tampa Towing, St. Pete Towing)
Driver swaps signs based on which market they're responding in
Cost: $150-300 per set ($450-900 for all 3)
Rear panel stays permanent: "Powered by Hauling Ass Racing"

SECTION 12: TECHNOLOGY STACK

System	Tool	Monthly Cost
Dispatch	TowBook	$149
Phone/Tracking	CallRail (3 numbers)	$55
Accounting	QuickBooks Online	$30
GPS Fleet Tracking	Samsara or Vyncs	$30-60
Website Hosting	Cloudflare (3 sites)	$0-20
Google Workspace	Gmail + Drive	$7/user ($14 for 2)
Cameras (yard)	Wyze/Ring (cloud)	$10-20
Total Monthly Tech		$295-348

SECTION 13: FULL STARTUP BUDGET

One-Time Costs

Item	Cost
Used wrecker truck (financed — down payment 20%)	$13,000
FL LLC registration	$125
3 DBA registrations	$150
Business licenses (2 counties)	$200
Insurance (first + last month)	$3,600
Truck branding (2 trucks — partial wraps)	$3,000
Neon green cones (fleet + spares)	$304
Magnetic signs (3 sets)	$600
Yard improvements (cameras, lights, signage)	$2,000
Website build (3 sites — shared template)	$1,000
Dispatch software setup	$200
Working capital (2 months operating)	$15,000
USDOT registration	$0
TOTAL ONE-TIME	$39,179

Monthly Operating Costs

Item	Monthly
Truck payment (wrecker, 60-month)	$1,300
Flatbed lease (from James)	$2,000
Insurance (2 trucks + liability)	$1,800
Fuel (2 trucks)	$1,500
Driver labor (2 drivers)	$7,000
Google Ads (3 DBAs)	$2,100
Dispatch + tech stack	$300
Maintenance reserve	$400
Phone/CallRail	$55
Accounting/admin	$100
TOTAL MONTHLY	$16,555

Break-Even Calculation

Metric	Value
Monthly fixed costs	$16,555
Average revenue/call	$260
Average variable cost/call	$40 (fuel + consumables)
Net revenue/call	$220
Break-even calls/month	76 calls (2.5/day)
Break-even timeline	Month 2-3

SECTION 14: 90-DAY LAUNCH CALENDAR

WEEK 1-2 (March 1-14, 2026)

Day	Task	Owner
Day 1	File HAR Towing LLC at sunbiz.org	Boss
Day 1	Apply for EIN at irs.gov	Boss
Day 2	Register 3 domains (clearwater/tampa/stpete towing)	CC/Boss
Day 3	File 3 DBA registrations at sunbiz.org	Boss
Day 3	Request insurance quotes (3+ carriers)	Boss
Day 5	Begin truck search (TruckPaper, FB Marketplace)	Boss
Day 7	Execute flatbed lease agreement with James O'Neil	Boss/James
Day 10	Bind insurance policy	Boss
Day 10	Open business bank account	Boss
Day 12	Website template design begins	CC
Day 14	Driver hire paperwork (Driver 1)	Boss

WEEK 3-4 (March 15-31, 2026)

Day	Task	Owner
Day 15	Driver hire paperwork (Driver 2)	Boss
Day 15	DOT drug testing (both drivers)	Clinic
Day 17	Truck identified and purchased/ordered	Boss
Day 18	Set up TowBook dispatch account	CC/Boss
Day 19	Set up CallRail (3 tracking numbers)	CC
Day 20	Deploy clearwatertowing.com	CC
Day 21	Deploy tampatowing.com	CC
Day 22	Deploy stpetetowing.com	CC
Day 25	Create 3 Google Business Profiles	CC/Boss
Day 28	Truck delivered to yard	Dealer
Day 30	Partial wraps installed (both trucks)	Wrap shop

WEEK 5-6 (April 1-14, 2026)

Day	Task	Owner
Day 31	OPERATIONS GO-LIVE	All
Day 31	Launch Google Local Service Ads (all 3 markets)	CC
Day 31	Neon green cones deployed on both trucks	Drivers
Day 31	First tow call	Drivers
Day 35	First week performance review	Boss
Day 38	Submit Tampa PD tow rotation application	Boss
Day 38	Submit Hillsborough County Sheriff vendor application	Boss
Day 42	2-week performance review (calls/day, revenue, ad spend)	Boss/CC

WEEK 7-12 (April 15 – May 31, 2026)

Week	Target	Focus
Week 7	2 calls/day	Dial in ad targeting, collect first reviews
Week 8	2+ calls/day	Apply for Pinellas County rotation + Clearwater PD
Week 9	2.5 calls/day	First body shop referral partnership
Week 10	3 calls/day	Evaluate commission transition for drivers
Week 11	3+ calls/day	Submit St. Pete PD + FHP rotation applications
Week 12	3+ calls/day	90-day review. Adjust pricing, ad spend, staffing

SECTION 15: RISK REGISTER

Risk	Impact	Probability	Mitigation
Low call volume Month 1-2	High	Medium	Pre-launch Google Ads 2 weeks before go-live. Build reviews early.
Truck delivery delayed	Medium	Medium	Use leased flatbed only until wrecker arrives. Limit to flatbed-compatible calls.
Driver turnover	High	Medium	Competitive pay. Clear expectations. Commission incentive after 90 days.
Insurance claim (accident)	High	Low	Proper training. Dashcams on both trucks. Incident protocol documented.
Competitor price war	Medium	Low	Compete on response time and reviews, not price. Never be the cheapest.
Domain unavailable (tampatowing.com)	Low	Medium	Backup domains ready: tampabaytow.com, towintampa.com
James terminates lease early	Medium	Low	12-month lease with 90-day termination notice. Purchase option in contract.
Yard insufficient (storage overflow)	Medium	Medium	Identify expansion yard by Month 4. Don't over-accept impounds until capacity grows.

SECTION 16: SUCCESS CRITERIA (90-DAY REVIEW)

GREEN (On Track)

2.5+ calls/day by Day 60
$18K+ monthly revenue by Month 3
4.5+ Google review average (all 3 profiles)
Ad spend ROI above 5x
Both drivers retained

YELLOW (Adjust)

1.5-2.5 calls/day by Day 60
$12K-18K monthly revenue by Month 3
Below 4.5 Google review average
Ad spend ROI 3-5x
1 driver turnover (hire replacement within 2 weeks)

RED (Reassess)

Below 1.5 calls/day by Day 60
Below $12K monthly revenue by Month 3
Below 4.0 Google review average
Ad spend ROI below 3x
Both drivers quit

DELIVERABLE BLOCK

File: HAR | Final | Tampa Operations Launch Playbook | 20260217

Created by: Claude Code (CC) / Black Haus Capital

Owner: Shawn C. O'Neil

Status: FINAL — Execution-ready playbook

Classification: Confidential — Haus of Black Internal