Build a Restoration Business That Runs Without You
Complete implementation of the ALEXAN Strategic Plan, with direct access to 40+ years of restoration experience.
$997 / month
+1 616-512-1661You're Successful. But You're Trapped.
You've built a $2M–$3M restoration business. You should feel successful. Instead, you feel buried.
- You can't take a day off without everything falling apart.
- You have no idea if you're actually profitable.
- Your team waits for you to make every decision.
- Insurance companies battle you on every estimate.
- Cash flow feels unpredictable and stressful.
- Emergency calls destroy your schedule daily.
The ALEXAN Strategic Plan: Structure That Creates Freedom
I'm Matt Penny. I've been in disaster restoration for 40 years. I've expanded into multiple markets and generated over $100 million in work. And I never missed one of my kids' games, because I built a business with empowered teams and clear systems.
Five years ago, I lost my son Alex. In his memory, I created the ALEXAN Strategic Plan, the complete system I used to build freedom while growing a successful business. Now I help restoration contractors implement it.
- You know your real profitability every single day
- Your team executes without waiting for you
- Cash flow becomes predictable
- Insurance relationships become professional
- You can leave for a week and the business keeps running
What's Included in CoolCoach Coaching
Profitability Clarity
Real-time tracking of what you SELL, margins per project, accumulated profitability, and breakeven dates. You know the truth every day.
Quarterly Strategic Planning
Every 90 days we set clear goals, review progress, and adjust strategy. You stop reacting and start leading.
EOS System Implementation
Real-time visibility into leads, jobs, costs, margins, and cash flow. Cash flow becomes predictable.
Team Empowerment & Certification
Four certification levels that build real competence: Restoration Administrator, Restoration Coordinator, Project Flow Master, and CoolCoach Leader.
PROVE IT™ Insurance System
Anchors estimates to policy language so insurance conversations become professional and approvals increase.
Hub-and-Spoke Website Strategy
AI-optimized, SEO-focused infrastructure that creates predictable organic demand. Leads become infrastructure, not luck.
Weekly Accountability
Consistent check-ins to keep you on track. You don't drift. You execute.
Direct Access to Matt
40+ years of restoration experience at your fingertips. Call, text, or email when you need guidance.
This Is For You If You…
- Are doing $1M–$5M in revenue
- Feel buried in your business
- Want real profitability clarity
- Are tired of being the bottleneck
- Are ready to implement structure, not just talk about it
This Is Not For…
- Contractors who just want tips and tricks
- People who aren't ready to change
- Businesses under $1M (not enough infrastructure yet)
What It Costs
per month
That's less than one mid-sized restoration job.
Think about what it costs you to stay buried. Lost profitability from not knowing your real numbers. Lost time from being the bottleneck. Lost freedom from a business that owns you.
The real question isn't "Can I afford this?" It's "Can I afford NOT to do this?"
What Contractors Say
Seven years ago when I began working with Matt, I was going to quit the business. Now, after years of working together, I'm actually expanding my company nationally, and we're laying all the foundation to do that right now. It's just been a fantastic experience. Love Matt.
BioStar Restoration
Matt's helped me with everything, the day-to-day customer issues, the employee issues, all the things. It made everything more clear, clean, and crisp. It's really nice to have that senior-level guidance. It's hard to compete with 40+ years of real industry experience.
Snyder's Mitigation and Restoration
Ready to Get Started?
Book a free 15-minute strategy call. We'll look at where you are, where you want to go, and whether ALEXAN is the right fit. No pressure. No obligation. Just clarity.
+1 616-512-1661