H&N TOWING — BUSINESS PLAN

Consumer Emergency Towing Marketing Shell — Dutchess County, NY

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EXECUTIVE SUMMARY

H&N Towing is the consumer-facing emergency towing marketing shell serving Dutchess County, New York. Owned by Shawn C. O'Neil, the DBA captures inbound emergency towing calls through Google Ads, Local SEO, and Google Business Profile — then routes them to James O'Neil's fleet at H&N Enterprises for fulfillment.

The shell model separates lead generation (Shawn) from fulfillment (James). Shawn owns the brand, the domain, the ad spend, and the customer relationship. James owns the trucks, employs the drivers, and does the work. Both win.

The Opportunity

Based on 944 actual dispatch records analyzed (Jan 2025 – Feb 2026):

The Problem

James is waiting for dispatched calls at contracted rates. No digital presence driving direct inbound. No Google Ads. No reviews strategy. Every dispatched call has a middleman taking margin.

The Fix

Deploy a professional digital marketing shell that drives direct consumer calls at higher margins. Same fleet. Same drivers. Same territory. Better economics.

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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 ← THIS DOCUMENT
│   │   └── Owner: SHAWN C. O'NEIL
│   │   └── handntowing.com — consumer emergency towing shell
│   │
│   └── DBA: H&N Hauling (separate document)
│       └── Owner: SHAWN C. O'NEIL
│       └── handnhauling.com — commercial hauling shell
│
└── FLORIDA OPERATION (separate documents)
    └── HAR Towing LLC (Shawn C. O'Neil, 100%)

Roles & Responsibilities

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SECTION 2: MARKET ANALYSIS — DUTCHESS COUNTY

Territory Overview

Geographic Hotspots (From Call Data)

Competitive Landscape

Dutchess County towing is fragmented — 25-40 small operators, most with no digital marketing. The typical competitor:

• Has no website or a poor one
• Has no Google Ads
• Has fewer than 10 Google reviews
• Relies on police rotation lists and word-of-mouth
• Does not track call data or performance metrics

Seasonal Demand

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SECTION 3: CURRENT PERFORMANCE (944 CALLS ANALYZED)

Revenue by Call Type

Revenue by Account

Fleet & Drivers

Financial Health

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SECTION 4: BRAND IDENTITY — H&N TOWING

Brand Positioning

H&N Towing is the consumer emergency towing brand. When someone's stuck on the road at 2 AM, they Google "tow truck near me" — H&N Towing is what they find.

We are NOT:

• A commercial hauling company (that's H&N Hauling)
• A junkyard or auto recycler
• A body shop or mechanic
• A general contractor

We ARE:

• 24/7 emergency roadside response
• Flatbed specialists (safe transport, no dragging)
• Accident scene recovery
• Winch-out and off-road recovery
• Dead battery / jump start / lockout
• The first call when something goes wrong on the road

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SECTION 5: REVENUE MODEL

How the Shell Makes Money

CUSTOMER FINDS H&N TOWING (via Google, ads, or direct)
        |
        v
CALLS TRACKING NUMBER (owned by Shawn — CallRail)
        |
        v
DISPATCHED TO JAMES'S FLEET (H&N Enterprises)
        |
        v
JAMES FULFILLS THE CALL (his trucks, his drivers)
        |
        v
JAMES INVOICES THE CUSTOMER
        |
        v
REVENUE SPLIT: James covers ops costs -> Shawn's shell generates the lead

Revenue Streams

Cost Structure (Marketing Shell Only)

Unit Economics

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SECTION 6: GROWTH STRATEGY — 4 REVENUE LEVERS

LEVER 1: Direct Inbound Calls (Digital Marketing)

Stop waiting for dispatch. Drive calls through Google directly.

Why Direct Calls Are Better:

• No dispatcher taking a cut
• Customer found YOU — you set the price
• Emergency callers pay premium rates
• 20-40% higher revenue per call vs dispatched

Channels:

1. Google Business Profile (FREE) — optimize, add photos, generate reviews
2. Google Local Service Ads ($1,500/mo) — pay per lead, not per click
3. Facebook/Instagram Ads ($600/mo) — brand awareness, retargeting
4. SEO Content — service area pages, blog posts, local keywords

LEVER 2: Police & Insurance Rotation (Recurring Revenue)

Police Rotation:

• Apply to Dutchess County Sheriff rotation
• Expand NY State Police rotation (already 47 calls = $39K)
• Each police call averages $352-833

Insurance Panels:

• Register with State Farm, GEICO, Progressive, Allstate
• Each generates 5-15 calls/month at contracted rates
• Higher than dispatch, lower than direct — but consistent volume

LEVER 3: Storage Revenue (Highest Margin)

Storage is 85-95% pure margin. Current storage revenue: only $15,680 (6.9%).

Target: Secure or lease a 20-30 vehicle storage lot near I-84 corridor.

• $35-75/day per stored vehicle
• 15 vehicles × $50/day = $22,500/month
• Police impounds sit for weeks/months = recurring income

LEVER 4: Referral Partnerships (Passive Revenue)

James already delivers vehicles to body shops. That delivery is worth money.

• Partner with 5 body shops in Dutchess County
• $75/vehicle referral fee (shops pay $50-150 per referral)
• 10-20 referrals/month = $750-1,500/month passive income
• Requires zero additional work

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SECTION 7: FINANCIAL PROJECTIONS (3-YEAR)

Conservative Scenario

Moderate Scenario (100% Growth)

Key Assumptions

• Marketing spend: $2,200/month Year 1, scaling to $2,500/month Year 3
• 1 additional driver hired Q3 2026 (moderate+ scenarios)
• No repair shop added
• Referral fees: $75 avg per vehicle delivered to partner shop
• Municipal/commercial contracts: 3-5 secured by Q2 2026

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SECTION 8: WEBSITE STRATEGY (handntowing.com)

Sitemap

HOME
├── Hero: "H&N TOWING — 24/7 Emergency Towing. Dutchess County." + Click-to-Call
│
├── SERVICES (individual pages for SEO):
│   ├── /emergency-towing — 24/7 accident response + roadside
│   ├── /flatbed-towing — Safe vehicle transport, no-drag flatbed
│   ├── /accident-recovery — Collision scene response + cleanup
│   ├── /winch-out — Off-road, ditch, snow/mud recovery
│   ├── /jump-start — Dead battery, no-start assistance
│   ├── /lockout — Vehicle lockout service
│   └── /long-distance-towing — Interstate + regional transport
│
├── SERVICE AREAS (individual pages for local SEO):
│   ├── /red-hook — "Towing in Red Hook, NY"
│   ├── /rhinebeck — "Towing in Rhinebeck, NY"
│   ├── /poughkeepsie — "Towing in Poughkeepsie, NY"
│   ├── /beacon — "Towing in Beacon, NY"
│   ├── /kingston — "Towing in Kingston, NY"
│   ├── /pine-plains — "Towing in Pine Plains, NY"
│   ├── /hudson — "Towing in Hudson, NY"
│   └── /dutchess-county — Full county coverage page
│
├── ABOUT US — Team, fleet, story
├── REVIEWS — Customer testimonials + Google reviews widget
├── CONTACT — Phone (click-to-call), form, service area map
│
└── FOOTER
    ├── Phone number (large, prominent)
    ├── "24/7 Emergency Service"
    ├── Service area list
    ├── "Need commercial hauling? Visit handnhauling.com"
    ├── "Proudly supporting Hauling Ass Racing" + green accent
    └── haulingassracing.com link

Homepage Design Notes

• Hero: Red/white/blue color scheme. White truck photo. Prominent phone number.
• CTA: "CALL NOW" button (click-to-call), "GET QUOTE" secondary
• Trust Signals: Licensed & Insured, Google reviews stars, response time, fleet photos
• Emergency Language: "Stuck on the road?" "Accident? Call us NOW." "Fast response."

SEO Target Keywords

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SECTION 9: GOOGLE ADS STRATEGY

Campaign Structure

Expected Performance

Google Business Profile Optimization

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SECTION 10: 12-MONTH EXECUTION ROADMAP

Month 1-2 (March-April 2026)

• Optimize Google Business Profile (photos, hours, service area)
• Launch Google Local Service Ads ($1,500/month)
• Set up CallRail call tracking (dedicated number)
• Apply for Dutchess County Sheriff tow rotation
• Approach 3 body shops for referral partnerships
• Update handntowing.com: click-to-call, SEO service pages

Month 3-4 (May-June 2026)

• Launch Facebook/Instagram ads ($600/month)
• Secure first 2 police rotation placements
• Collect 25+ Google reviews
• Apply for NY State Police rotation expansion
• Sign 2 body shop referral agreements
• Target: 3 calls/day average

Month 5-6 (July-August 2026)

• Evaluate ad performance — scale what works
• Add insurance company preferred provider registrations
• Evaluate need for additional driver
• Summer maintenance: prepare for fall deer season
• Begin review generation outreach (text/email after each call)

Month 7-9 (September-November 2026)

• Scale to 4 calls/day
• Add 2 more commercial contracts
• Hire part-time driver (if demand supports)
• Winter prep — seasonal surge planning
• Review and adjust pricing upward (5-10%)
• Deer strike season: ramp ad spend 20%

Month 10-12 (December 2026 - February 2027)

• Winter peak season execution
• Target 4-5 calls/day sustained
• Year 1 performance review
• Plan Year 2: territory expansion, 4th truck evaluation
• Annual P&L review with Boss

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SECTION 11: KPIs & TRACKING

Monthly Dashboard

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SECTION 12: RISK REGISTER

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SECTION 13: WHAT JAMES GETS

1. More calls — direct inbound instead of waiting for dispatch
2. Better calls — higher-paying emergency and commercial work
3. Same work — same trucks, same territory, same operation
4. Recurring revenue — police/insurance contracts that pay monthly
5. Passive income — referral fees for deliveries he's already making
6. A real brand — professional website, Google presence, reviews
7. Growth path — clear roadmap from $176K to $350K+ in 12 months

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