In this week's "Emergency Pod" session Matt talks about the challenges and strategies involved in pricing, marketing, and running a mosquito control franchise, all while dealing with multiple disasters in the span of one morning. 

His reflections on three months of business ownership include:  

• The importance of raising prices to reflect the value and target higher-end customers
• Focusing on perceived value is key, as wealthy customers are willing to pay more for the best quality. 
• Identifying  talent as a marketing issue (Thank you, Ryan Englin )and aiming to hire and train high-value talent to deliver exceptional service. 

Despite the challenges, Matt is determined to push through the growing pains and achieve success.

Key Points:

• Raising prices helps lock in value and cater to higher-end customers.
• Targeting wealthy customers requires understanding their mindset and offering the best quality.
• Franchise owners have flexibility in setting prices and creating their own sales strategies.
• Reinvesting profits allows for improved operations, marketing, and talent acquisition.
• The mosquito business is fundamentally a marketing business, requiring a focus on effective marketing strategies.
• Talent is a crucial aspect and needs to align with the value promised to customers.
• Challenges and setbacks are part of the process, and perseverance is essential for long-term success.

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