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At 28 years old, Ethan from Homebeam Outdoor Lighting is on pace to do roughly $800K this year with a niche landscape lighting business. Just last winter, he was nearly $70K in debt. Now, he's paid it off, paid himself, and is on track to finish the year with six figures in the bank.
But three years ago, Ethan was working a $70K–$75K engineering job.
After spending three years behind a desk, Ethan realized he didn't want to spend the rest of his career waiting for small raises and eventually becoming a supervisor. When his wife became pregnant, he decided it was time to bet on himself and build a business that could support his family.
He started Homebeam in 2023 while still working full-time. His first major project was around $10K, but he severely underpriced it because he didn't understand overhead or true job costs.
Then things got worse.
After quitting his job in 2024, Ethan generated roughly $125K in revenue while spending $45K–$55K on advertising. He lost money, burned through his savings, and was told to spend even more on ads.
Eventually, he realized the problem wasn't his market. It was how he was running the business.
After joining the Blue Collar Business Accelerator, Ethan drastically reduced his ad spend and focused on pricing, sales, branding, social proof, referrals, and better lead generation.
The result? His revenue jumped from roughly $125K to $450K.
Now in year three, he's on pace for $750K–$800K and believes he could eventually build a $1.5M business within his current 45-minute service area.
You’ll discover:
- How Ethan went from a $70K engineering job to an $800K landscape lighting business
- Why a niche trade doesn't mean your market is too small
- How underpricing his first $10K project taught him the importance of understanding overhead
- Why spending $45K–$55K on ads produced only $125K in revenue
- How he nearly 4X'd revenue from $125K to $450K
- Why raising his prices actually improved his profitability
- How door hangers became one of his most reliable lead sources
- Why referrals, Google, repeat customers, and organic marketing became more important than paid ads
- How he paid off nearly $70K of debt while still paying himself
- Why taking calculated risks and getting out of analysis paralysis changed his business
- How he went from believing his market was too small to believing $1.5M is possible
Today, Ethan has a growing team, a profitable niche business, and a completely different perspective on what's possible.
The biggest lesson from his story?
Your market might not be the problem.
For years, Ethan believed his market was too limited and customers wouldn't pay higher prices. Once he improved his pricing, sales process, branding, and customer experience, he discovered that people were willing to pay far more than he thought.
Three years ago, he was behind a desk making $70K–$75K.
Today, he's building an $800K business.
Sometimes the biggest thing holding your business back isn't the market. It's what you believe is possible.