ADU Designer and Construction Company
Client Overview
A general contracting company co-founded in Tucson, Arizona, set out to design and construct a minimum of 10 ADUs (additional dwelling units) per year. Despite strong market demand, the founders faced significant hurdles in launching and growing their business, including brand positioning, internal leadership conflict, and operational inefficiencies.
The Challenge
As a new business in a specialized niche, the founders struggled with:
Unclear and conflicting operating procedures between co-founders.
Lack of brand awareness and strategic messaging despite a unique service offering.
Inconsistent client pipeline and undefined ideal client profile.
No referral partnerships or network to support growth.
Operational challenges tied to permitting, licensing, and construction timelines.
An absence of long-term planning and organizational structure to support scale.
The overarching goal was to create clarity around the company’s vision, establish internal cohesion, and build a sustainable, scalable business.
Strategic Action Plan
To support this ambitious vision, we took the following steps:
Strategic Visioning and Planning: Facilitated the development of a cohesive 5-year business strategy and growth roadmap.
Internal Alignment and Role Clarity: Helped clarify co-founder responsibilities and mediate tensions to improve collaboration.
Brand Positioning and Ideal Client Identification: Refined brand messaging and pinpointed the target audience to improve marketing and sales efforts.
Referral and Partnership Development: Built a network of key partners to support construction and generate ongoing client referrals.
Operational Infrastructure: Created systems to support consistent project timelines, permitting workflows, and client communication.
Government Relations Support: Advised on working with local government to comply with permit processes and licensing.
The Results
The impact was significant and multi-faceted:
Exceeded Revenue Goals: Surpassed initial earning projections.
Client Satisfaction: Earned a reputation for high-quality work, resulting in steady referral flow.
Industry Recognition: Featured in local publications and invited to speak at industry panels and events.
Operational Clarity: Gained clear systems and timelines that improved client experience and internal efficiency.
Growth-Ready Strategy: Left with a solid, actionable plan to support long-term growth and expansion.
Conclusion
Through strategic alignment, clear systems, and intentional planning, this ADU-focused contracting firm transformed from a promising idea into a sought-after local leader. This case study highlights the power of thoughtful business strategy and founder alignment in unlocking sustainable growth and industry recognition.
The coaching we received for our construction business allowed us to sign 10 new home builds within its first year in addition to surpassing our financial revenue goal. We attribute the success of our company directly to the work that we’ve done with Three Beats.
- Amanda G., Co-Founder + CEO