THE SCALE
PLAN

A complete financial model, compensation framework, market expansion roadmap, and operational transition plan for building ASM into a nationwide real estate media brand.

April 2026 — 7 Modules
Current Monthly Volume
50
shoots/month — both owners shooting
Annual Revenue Target
$7M
nationwide vision
New Base Package Price
$650
Signature — confirmed March 2026
Target Profit Margin
30–33%
per shoot after all costs
Florida Markets
22+
MSAs with strong RE activity
Shooter Revenue Model
33/33/33
shooter / ops / owners
Navigation
All Seven Modules

Each file is self-contained. Read in order for the full picture, or jump to what you need. Open in any browser — no internet required after fonts load.

MODULE 01
Pricing Structure
Your confirmed new pricing from the March 12 meeting. Per-shoot economics, margin math, and what each package actually costs to deliver — including all your fixed overhead.
Revenue Model
MODULE 02
Shooter Compensation
Hourly, flat per-shoot, and 33/33/33 revenue share — all three compared with real numbers. Which model works at each growth stage. Own-equipment vs company-equipment analysis.
Compensation
MODULE 03
Current State — Phase 1
Today's reality: 50 shoots/month, both owners behind the camera. Full operational cost breakdown. What you actually take home now vs. after the price increase goes live.
Financials
MODULE 04
Scale Phases & Milestones
Phase 1 through Phase 5. Shooter counts, shoot volumes, team builds, and owner income at each stage. How many shoots and shooters to hit $250K, $500K, $1M, $3.5M, $7M.
Roadmap
MODULE 05
Florida Market Expansion
All 22+ Florida markets ranked by transaction volume, competition, and opportunity. Priority order, shooter counts per market, projected revenue, and how to enter each one.
Markets
MODULE 06
National Expansion
Texas, the Southeast, and beyond. Best untapped national markets for real estate media. How to enter a market remotely with one shooter. Playbook to scale to 50+ markets.
National
MODULE 07
Operations Transition
The exact playbook for stepping out of the camera. Team structure needed, when you can stop shooting, and how to run ASM as a content, branding, and ads business. Full risk mitigation.
Operations
Quick Reference
Revenue Milestone Summary

What hitting each revenue number requires. Based on blended avg revenue of ~$720/shoot (Signature-weighted mix).

$250K
Annual
~29 shoots/mo
2 shooters (you + 1 hire)
1 market (Orlando)
$500K
Annual
~58 shoots/mo
4–5 shooters total
2 markets
$1M
Annual
~116 shoots/mo
8–10 shooters
3–4 markets
$3.5M
Annual
~405 shoots/mo
25–28 shooters
10–12 markets
$7M
Annual
~810 shoots/mo
50–55 shooters
20–25 markets

Core Assumptions Used Throughout This Plan

Baseline Package Price
$650 Signature (confirmed)
Blended Avg Revenue/Shoot
~$720 (package + add-on mix)
Shooter Pay (33% model)
~$215–$462 per shoot
Photo Editing (Fotello)
$230 base (10 listings) + $30/listing beyond 10
Video Editing Cost
~$110/video listing
Fixed Monthly Overhead
~$2,469/mo (current)
VA Team Current Cost
~$1,622/mo (3 VAs)
Target Net Margin
30–33% per shoot
Avg Shoots/Shooter/Month
18–22 at full capacity
Mileage Rate
$0.67/mile (IRS 2025)