H&N Hauling — Business Plan
Commercial Hauling Marketing Shell — Dutchess County, NY
Shell Owner: Shawn C. O'Neil (owns DBA, domain, ads, GBP)
Operating Partner: James O'Neil (H&N Enterprises — owns trucks, runs operations)
DBA: H&N Hauling
Domain: handnhauling.com
Parent Brand: Hauling Ass Racing (HAR)
Prepared by: Shawn C. O'Neil / Black Haus Capital
Date: February 17, 2026
Status: FINAL
Confidential
Executive Summary
H&N Hauling is the commercial-facing marketing shell that generates vehicle transport, equipment hauling, and heavy-duty commercial leads in Dutchess County and the Hudson Valley. Owned by Shawn C. O'Neil, the DBA operates alongside H&N Towing — same fleet, same drivers, different customer, different brand.
Consumer searches "tow truck near me" → finds H&N Towing (red/white/blue).
Commercial searches "flatbed hauling Dutchess County" → finds H&N Hauling (neon green/black).
Two funnels. One fleet. Double the inbound.
Why a Separate Commercial Shell?
Commercial and consumer customers search differently, buy differently, and value different things:
| Factor |
Consumer (H&N Towing) |
Commercial (H&N Hauling) |
| Search Terms | "tow truck near me" | "flatbed hauling dutchess county" |
| Decision Speed | Immediate (emergency) | Planned (quote first) |
| Avg Revenue/Job | $242 | $300-600 |
| Frequency | One-time | Recurring |
| Payment | At scene | Net 15-30 invoicing |
| Relationship | Transactional | Partnership |
| Marketing | Google Ads (emergency) | Outbound sales + Google Ads |
The Opportunity
H&N Enterprises already handles commercial work through existing dealer relationships (North East Ford $23K, Ruge's $4K, Orchard CDJR $2.3K). But there's no dedicated brand, no website, no ads, and no outbound sales targeting commercial accounts.
Year 1 Target: $73,800-147,600 in new commercial revenue at a cost of $12,720 in marketing.
Section 1: Ownership & Entity Structure
HAULING ASS RACING (HAR) — Brand Umbrella
│
├── NEW YORK OPERATION
│ ├── H&N Enterprises (James O'Neil, 100%)
│ │ └── Owns: trucks, equipment, employees, daily operations
│ │
│ ├── DBA: H&N Towing (separate document)
│ │ └── Owner: SHAWN C. O'NEIL
│ │ └── handntowing.com — consumer emergency towing
│ │
│ └── DBA: H&N Hauling ← THIS DOCUMENT
│ └── Owner: SHAWN C. O'NEIL
│ └── handnhauling.com — commercial hauling shell
│
└── FLORIDA OPERATION (separate documents)
└── HAR Towing LLC (Shawn C. O'Neil, 100%)
Shell vs. Enterprise — Who Does What
| Function |
Shell (Shawn) |
Enterprise (James) |
| DBA Registration | ✓ | |
| Domain & Website | ✓ | |
| Google Business Profile | ✓ | |
| Google Ads | ✓ | |
| Outbound Sales | ✓ | |
| Quote Generation | ✓ (with James input) | |
| Contract Negotiation | ✓ | |
| Customer Invoicing | | ✓ |
| Truck Fleet & Maintenance | | ✓ |
| Driver Employment | | ✓ |
| Insurance & Compliance | | ✓ |
| Service Fulfillment | | ✓ |
Section 2: Market Analysis — Commercial Hauling
Dutchess County Commercial Landscape
| Segment |
Est. Companies |
Est. Annual Spend on Hauling |
Status |
| Auto Dealerships | 25-35 | $500K-1.5M (county-wide) | EXISTING ACCOUNTS |
| Body Shops / Collision | 15-25 | $200K-500K | PARTIALLY ENGAGED |
| Construction Companies | 50-80 | $1M-3M (equipment transport) | UNTAPPED |
| Property Managers | 30-50 | $100K-300K (abandoned vehicles) | UNTAPPED |
| Farm Operations | 20-40 | $200K-500K (equipment hauling) | UNTAPPED |
| Government / Municipal | 10-15 | $500K-1M | PARTIALLY ENGAGED |
| Other Tow Companies | 25-40 | $100K-300K (overflow work) | POSSIBLE |
Why Commercial is Underserved
Most towing companies in Dutchess County focus exclusively on emergency consumer work. Commercial hauling is an afterthought — no dedicated brand, no website, no outbound sales.
H&N Hauling fills this gap:
- Dedicated commercial brand (neon green/black — looks different from emergency towing)
- Separate Google Business Profile targeting commercial keywords
- Separate phone number for business-hours commercial work
- Outbound sales team (Shawn) approaching dealerships, body shops, contractors
- Contract pricing for recurring volume
Competitive Advantage
| Advantage |
Detail |
| Only dedicated commercial hauling brand in county | Competitors are "tow truck" companies — we're a "hauling company" |
| Existing dealer relationships | North East Ford ($23K), Ruge's ($4K), Orchard ($2.3K) already in the book |
| Professional fleet | 2022 Freightliner + 2023 F600 — modern, clean, capable |
| HAR brand connection | Neon green branding stands out, racing connection adds personality |
| Dual-funnel model | Consumer calls go to H&N Towing; commercial calls go to H&N Hauling |
| Data-driven | 944 calls analyzed — we know our costs, margins, and opportunities |
Section 3: Service Offerings
Core Services
| Service |
Description |
Target Market |
Avg Revenue |
| Vehicle Transport (Local) | Dealer-to-dealer, customer-to-dealer, private | Dealerships, private sellers | $150-300 |
| Vehicle Transport (Regional) | 25-75 mile transport, auction pickups | Dealerships, auction houses | $200-500 |
| Equipment Transport | Skid steers, mini excavators, generators | Construction, farm ops | $250-800 |
| Heavy-Duty Towing | Large vehicle recovery, commercial trucks, RVs | Commercial fleet operators | $400-1,000 |
| Abandoned Vehicle Removal | Parking lot, property cleanout | Property managers, HOAs | $150-250 |
| Fleet Servicing | Scheduled maintenance transport | Dealerships, fleet operators | Contract rate |
| Overflow Support | Heavy jobs other tow companies can't handle | Other tow operators | $300-500 |
Service Differentiation from H&N Towing
| H&N Towing (Consumer) |
H&N Hauling (Commercial) |
| "Help! I'm stuck!" | "I need 3 vehicles moved Friday." |
| 24/7 emergency response | Business hours, scheduled work |
| Red/white/blue branding | Neon green/black branding |
| handntowing.com | handnhauling.com |
| Google Ads: emergency keywords | Google Ads: commercial keywords |
| Payment at scene | Net 15-30 invoicing |
| One-time transaction | Recurring contracts |
Section 4: Brand Identity
| Element |
Specification |
| Name | H&N Hauling |
| Legal Entity | H&N Enterprises d/b/a H&N Hauling |
| Shell Owner | Shawn C. O'Neil |
| Domain | handnhauling.com |
| Primary Color | ■ Neon Green (#39FF14) |
| Secondary Color | ■ Black (#0A0A0A) |
| Accent Color | ■ White (#FFFFFF) |
| Dark Charcoal | ■ #333333 (secondary backgrounds) |
| Truck Color | Black Ford Super Duty |
| Typography (Headers) | Bebas Neue / Impact (bold, condensed, industrial) |
| Typography (Body) | Barlow / Montserrat (clean, modern) |
| Tone | Commercial. Professional. Tough. Direct. |
| HAR Connection | Neon green = HAR brand thread. "Powered by Hauling Ass Racing" in footer |
Brand Voice
- Direct. No fluff. Commercial clients don't want stories — they want solutions.
- Professional but not corporate. This is a working operation.
- Confidence without arrogance. "We haul. Period."
- Technical when needed: load ratings, equipment specs, capabilities.
Key Messages
- "Commercial hauling. Equipment transport. Heavy-duty specialists."
- "Dutchess County's commercial hauling solution."
- "Flatbed. Rollback. Heavy-duty. One call."
- "From dealership to job site. We haul."
Section 5: Revenue Model
How the Shell Makes Money
COMMERCIAL CUSTOMER FINDS H&N HAULING
│
├── Google Ads ("flatbed hauling dutchess county")
├── Google Business Profile (Maps search)
├── handnhauling.com (SEO organic)
├── Outbound Sales (Shawn cold-calls/visits)
└── Referral from H&N Towing website cross-link
│
▼
QUOTE REQUEST → Shawn generates quote (with James's input)
│
▼
CUSTOMER APPROVES → Job scheduled
│
▼
JAMES'S FLEET FULFILLS (H&N Enterprises trucks + drivers)
│
▼
INVOICED → Net 15-30 payment terms
│
▼
REVENUE: Shell generated the lead → Enterprise fulfilled the work
Revenue Streams (Year 1 Projection)
| Stream |
Monthly |
Annual |
| New commercial calls (Google Ads) | $3,000-6,000 | $36,000-72,000 |
| Dealership contracts (3-5) | $2,000-4,000 | $24,000-48,000 |
| Referral partnerships (body shops) | $750-1,500 | $9,000-18,000 |
| Property management contracts | $400-800 | $4,800-9,600 |
| Total New Revenue | $6,150-12,300 | $73,800-147,600 |
Cost Structure (Marketing Shell Only)
| Expense |
Monthly |
Annual |
| Google Ads (commercial keywords) | $1,000 | $12,000 |
| CallRail (separate tracking number) | $25 | $300 |
| Website hosting | $10 | $120 |
| Magnetic door signs (one-time) | — | $300 |
| Total Shell Cost | $1,035 | $12,720 |
Net Impact
| Metric |
Value |
| New Revenue | $73,800-147,600 |
| Marketing Cost | $12,720 |
| Net Revenue Gain | $61,080-134,880 |
| ROI | 5-11x |
Section 6: Existing Account Analysis
Revenue from Commercial Accounts (Current)
| Account |
Calls |
Revenue |
Avg/Call |
Opportunity |
| North East Ford | 77 | $23,491 | $305 | EXPAND: offer hauling contract |
| Ruge's Chrysler | 8 | $4,056 | $507 | EXPAND: more regular transport |
| Pine Plains Auto Body | 3 | $4,576 | $1,525 | DEEPEN: referral partnership |
| Don's Tree Service | 38 | $3,750 | $99 | REVIEW: low margin, high volume |
| Orchard CDJR | 6 | $2,260 | $377 | EXPAND: dealer-to-dealer transport |
| Red Hook Police | 2 | $2,779 | $1,389 | GROW: apply for rotation expansion |
Existing Revenue at Risk
Don's Tree Service averages $99/call — well below the $148 estimated cost per call. This account may be a loss leader. Review pricing immediately or restructure the relationship.
Expansion Targets
| Target |
Type |
Current Revenue |
Target Revenue |
Approach |
| North East Ford | Expand | $23K | $40K | Hauling contract: 15 transports/mo |
| Ruge's Chrysler | Expand | $4K | $12K | More regular dealer transport |
| Pine Plains Auto Body | Deepen | $4.6K | $12K | Referral partnership ($75/vehicle) |
| Orchard CDJR | Expand | $2.3K | $8K | Volume rate for regular transport |
| Hudson Valley Subaru | New | $0 | $6K | Cold outreach — trial month |
| Prestige Toyota | New | $0 | $6K | Cold outreach — dealer transport |
| 3 Body Shops | New | $0 | $18K | Referral partnership program |
| 3 Contractors | New | $0 | $12K | Equipment transport contracts |
Section 7: Financial Projections (3-Year)
Year 1 P&L (H&N Hauling Shell Only)
| Line Item |
Monthly |
Annual |
| Revenue |
| Google Ads leads | $4,500 | $54,000 |
| Dealership contracts | $3,000 | $36,000 |
| Referral partnerships | $1,000 | $12,000 |
| Property management | $500 | $6,000 |
| Total Revenue | $9,000 | $108,000 |
| Expenses |
| Google Ads | $1,000 | $12,000 |
| Phone/CallRail | $25 | $300 |
| Website | $10 | $120 |
| Signage (one-time) | — | $300 |
| Total Expenses | $1,035 | $12,720 |
| Net Revenue | $7,965 | $95,280 |
3-Year Growth
| Metric |
Year 1 |
Year 2 |
Year 3 |
| Total Revenue | $108K | $180K | $252K |
| Marketing Cost | $12.7K | $18K | $24K |
| Net Revenue | $95.3K | $162K | $228K |
| Commercial Contracts | 5-8 | 12-15 | 18-22 |
| Monthly Leads (organic) | 10 | 20 | 30+ |
Combined Impact with H&N Towing
| Entity |
Year 1 |
Year 2 |
Year 3 |
| H&N Towing (consumer shell) | $355K | $463K | $572K |
| H&N Hauling (commercial shell) | $108K | $180K | $252K |
| Combined NY Revenue | $463K | $643K | $824K |
Two shells, one fleet = $824K in Year 3 from Dutchess County alone.
Section 8: Website Strategy (handnhauling.com)
Sitemap
HOME
├── Hero: "H&N HAULING — Commercial Hauling. Dutchess County." + Click-to-Call
│
├── SERVICES:
│ ├── /flatbed-hauling — Flatbed transport for vehicles, equipment, materials
│ ├── /equipment-transport — Construction equipment, farm machinery, heavy loads
│ ├── /vehicle-transport — Dealer-to-dealer, auction, private transport
│ ├── /heavy-duty-towing — Large vehicle recovery, commercial trucks, RVs
│ ├── /commercial-contracts — Monthly/annual service agreements
│ └── /abandoned-vehicle-removal — Property management, parking lot clearance
│
├── SERVICE AREAS:
│ ├── /red-hook, /rhinebeck, /poughkeepsie, /hudson
│ ├── /kingston, /beacon, /pine-plains, /dutchess-county
│
├── FLEET — Photos of trucks with specs
├── ABOUT — Company, team, HAR connection
├── REQUEST A QUOTE — Commercial inquiry form
├── CONTACT — Phone, email, form
│
└── FOOTER
├── "Powered by Hauling Ass Racing" + neon green HAR logo
├── "Need emergency towing? Visit handntowing.com"
└── haulingassracing.com link
Design Notes
- Color scheme: Neon green headlines on black background. White body text.
- NO EMERGENCY LANGUAGE — This is NOT a towing site. No "stuck on the road?"
- CTA: "CALL NOW" + "REQUEST QUOTE" (commercial = quote-first)
- Trust signals: Licensed & Insured, fleet photos, equipment specs, load ratings
Section 9: Google Ads & SEO Strategy
Google Ads Campaigns
| Campaign |
Budget |
Keywords |
| Commercial Hauling | $400/mo | "commercial hauling dutchess county," "equipment transport" |
| Vehicle Transport | $300/mo | "vehicle transport hudson valley," "dealer transport NY" |
| Heavy-Duty | $300/mo | "heavy duty towing dutchess county," "commercial towing" |
| Total | $1,000/month | |
Expected Performance
| Metric |
Value |
| Cost Per Click | $4-8 (commercial keywords cheaper than emergency) |
| Clicks/Month | 125-250 |
| Conversion Rate | 8-15% (commercial = fewer but higher-intent) |
| Leads/Month | 10-35 |
| Revenue/Lead | $300-600 |
| Monthly Revenue from Ads | $3,000-21,000 |
SEO Keywords
| Keyword |
Est. Volume |
Competition |
Priority |
| flatbed hauling dutchess county | 50-100 | Low | HIGH |
| equipment transport hudson valley | 30-50 | Low | HIGH |
| commercial hauling poughkeepsie | 20-40 | Low | HIGH |
| vehicle transport dutchess county | 30-50 | Low | HIGH |
| heavy duty towing dutchess county | 50-100 | Medium | HIGH |
| dealer vehicle transport | 10-20 | Low | HIGH |
| abandoned vehicle removal | 20-40 | Low | MEDIUM |
| flatbed transport near me | 200-400 | Medium | MEDIUM |
Section 10: Outbound Sales Strategy
Target Account List
Tier 1 — Existing Accounts (Expand)
| Account |
Current Revenue |
Expansion Target |
Approach |
| North East Ford | $23,491 | $40,000 | Monthly hauling contract ($1,500-2,000/mo) |
| Ruge's Chrysler | $4,056 | $12,000 | Regular transport schedule |
| Pine Plains Auto Body | $4,576 | $12,000 | Referral partnership + return transport |
| Orchard CDJR | $2,260 | $8,000 | Volume rate proposal |
Tier 2 — New Accounts (Prospect)
| Target |
Type |
Monthly Potential |
Approach |
| Hudson Valley Subaru | Dealer | $500-1,000 | In-person visit + trial month |
| Prestige Toyota Kingston | Dealer | $500-1,000 | In-person visit + trial month |
| 3 body shops (Rhinebeck, Red Hook, Poughkeepsie) | Collision | $500-750 each | Referral partnership proposal |
| 3 construction companies | Equipment | $300-600 each | Door-to-door, business card |
| 3 property managers | Abandoned vehicles | $200-400 each | Cold email + phone |
| Farm equipment dealers | Agriculture | $300-600 | Partner for seasonal transport |
Sales Process
STEP 1: IDENTIFY (Build target list from Google Maps, local directories)
STEP 2: RESEARCH (What do they need? How many vehicles/equipment do they move?)
STEP 3: APPROACH (In-person preferred for dealers/shops, email for property managers)
STEP 4: PITCH (Rate card, fleet photos, reliability data, references)
STEP 5: TRIAL (Offer first 3 jobs at 10% discount to prove reliability)
STEP 6: CONTRACT (Monthly or annual service agreement)
STEP 7: RETAIN (Monthly check-in, holiday gift, rate review)
Sales Activity Targets
| Activity |
Weekly |
Monthly |
| Cold visits (dealers, shops) | 2 | 8 |
| Cold emails/calls | 5 | 20 |
| Proposals sent | 1 | 4 |
| Contracts signed | — | 1-2 |
| Follow-up touches | 5 | 20 |
Section 11: Truck Branding
H&N Hauling Truck Design
| Section |
Design |
| Front Doors | "H&N HAULING" bold white text on black + phone number |
| Bed Rails | Neon green accent stripe (2" pinstripe, full length) |
| Rear Panel | "COMMERCIAL HAULING • EQUIPMENT TRANSPORT" + phone |
| Tailgate | "Powered by HAULING ASS RACING" + HAR logo (neon green) |
| Hood | Optional: Small "H&N" monogram in neon green |
Magnetic Sign Option
If same truck handles both towing and hauling:
- 2 sets of magnetic door signs ($150-300/set)
- "H&N TOWING" magnetics for emergency consumer calls
- "H&N HAULING" magnetics for commercial jobs
- Rear panel stays permanent (HAR branding)
Section 12: Cross-Promotion with H&N Towing
Website Cross-Links
- handntowing.com footer: "Need commercial hauling? Visit handnhauling.com"
- handnhauling.com footer: "Need emergency towing? Visit handntowing.com"
Phone System
- H&N Towing: Emergency line (24/7)
- H&N Hauling: Commercial line (business hours, voicemail after hours)
- After-hours voicemail: "For emergency towing, press 1 to connect to H&N Towing."
Google Ads Separation
- H&N Towing: "tow truck," "towing near me," "emergency towing," "accident towing"
- H&N Hauling: "commercial hauling," "equipment transport," "vehicle transport," "flatbed service"
- Zero keyword overlap. Each shell owns its search territory.
Section 13: 12-Month Execution Roadmap
Month 1-2 (Launch)
- Set up handnhauling.com (neon green + black design)
- Create Google Business Profile for "H&N Hauling"
- Set up dedicated phone number (CallRail tracking)
- Launch Google Ads campaign ($1,000/month)
- Design and order magnetic door signs
- Send outreach to 5 dealerships + 3 body shops
Month 3-4 (Build)
- Close first 2-3 commercial contracts
- Collect 10+ Google reviews (from existing commercial clients)
- Publish 4 SEO blog articles
- Follow up on all outreach — close deals
- Optimize Google Ads based on data
Month 5-6 (Scale)
- 5 commercial contracts active
- Add construction/farm outreach
- Monthly content: 2 new blog posts
- Evaluate hauling-specific truck branding
- Target: 15 commercial leads/month
Month 7-12 (Grow)
- 8+ contracts active
- $9,000+ monthly revenue from commercial shell
- Review pricing — increase rates 5-10%
- Plan Year 2 expansion (more territory, more accounts)
- Annual performance review with Boss
Section 14: Risk Register
| Risk |
Likelihood |
Impact |
Mitigation |
| Commercial leads slow to convert | Medium | Medium | Focus on dealer relationships (faster close) |
| Don's Tree Service unprofitable | High | Low | Renegotiate rates or transition to hauling contract |
| Competition enters commercial space | Low | Medium | First-mover advantage + relationship moat |
| Seasonal slowdown impacts commercial | Medium | Low | Commercial is less seasonal than consumer |
| James can't handle commercial + consumer | Low | High | Prioritize higher-margin commercial, add driver |
| Contract customer defaults on payment | Medium | Medium | Net 15 terms, stop service at Net 30 |
Section 15: Success Criteria
Month 3 Checkpoint
- 3+ commercial contracts signed
- 10+ Google reviews for H&N Hauling
- $3,000+/month in new commercial revenue
- Google Ads generating 10+ leads/month
Month 6 Checkpoint
- 5+ commercial contracts active
- $6,000+/month in new commercial revenue
- Referral partnerships generating $500+/month
- Google Ads ROI at 3x+
Month 12 Checkpoint
- 8+ commercial contracts active
- $9,000+/month in new commercial revenue
- 25+ Google reviews
- Google Ads ROI at 5x+
- Combined H&N (Towing + Hauling) revenue exceeding $40K/month
Deliverable Block
File: HN Hauling | Final | Business Plan — Commercial Hauling Marketing Shell | 20260217
Created by: Claude Code (CC) / Black Haus Capital
Status: FINAL — Ready for deployment
Classification: Confidential — Haus of Black Internal