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The working companion to Which Verticals to Win First. The guide explains the four levers. This is where you put a number on each one, for every vertical in your radius, and let the total decide the order.
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The totals, ranks and tiers fill in for you. Read the guide first if you have not. This assumes you already know what the four levers are and why they matter more than the vertical's name.
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This scorecard turns the four-lever reframe from the guide into a ranked list you can hand to a rep on Monday. It stops the team from arguing about which vertical is best and makes it argue about four scores per vertical instead, which is a fight you can settle with evidence from your own market.
Rate every vertical on four levers, 1 to 5 each. A 1 means the lever works against you in this market right now. A 5 means it is fully in your favor. Add the four numbers for a total out of 20. Score the vertical as it sits in your own drivable territory, not as it reads in a trade article.
| Lever | What you are judging | What a 1 looks like | What a 5 looks like |
|---|---|---|---|
| Entry-service speed | How small the first yes can be, and how fast you can get it | The only way in is a master agreement or a formal vendor approval that takes a year | A duct or carpet clean, a maintenance-team training, or an Emergency Response Plan gets you in the building within weeks |
| Portfolio ceiling | How many buildings one won relationship can pull along behind it | Every account is a single building with its own separate decision maker | One facilities director, operator, or ownership group controls a whole portfolio, and a good result travels to sister sites by reputation |
| Geographic density | How many real targets sit inside one drivable cluster | A handful of buildings scattered across a two-hour radius | Dozens of targets inside a cluster one rep can cover in a day and get fluent in within a quarter |
| Decision maker access | Whether you can reach a person who can put their name on an agreement | The friendly contact you can reach has no signing authority, and the person who does hides behind procurement | You can get to the owner, the regional lead, or the facilities head who can approve a walkthrough or sign a service agreement on their own |
Two rules that keep the scores honest. First, score the lever, not your enthusiasm for the vertical. A vertical you like but cannot reach scores low on access. Second, when you are torn between two numbers, take the lower one. A flattering scorecard sends a rep into the wrong buildings for a quarter.
One row per vertical. The rows are pre-filled with the building types this hub covers. Add or strike rows to match what actually exists inside your line. Fill every score column before you total anything, then rank the table from the highest total down. Break ties on portfolio ceiling first, then on decision maker access, because those two decide what a won vertical is worth, not how pleasant the first call was.
| Vertical | Entry-service speed (1 to 5) | Portfolio ceiling (1 to 5) | Geographic density (1 to 5) | Decision maker access (1 to 5) | Total (of 20) | Rank |
|---|---|---|---|---|---|---|
| Multifamily and apartment portfolios | ||||||
| Commercial office | ||||||
| Healthcare facilities | ||||||
| Senior living | ||||||
| Hospitality and hotels | ||||||
| Education, K-12 and higher ed | ||||||
| Retail and restaurants | ||||||
| Industrial and manufacturing | ||||||
| Transportation and logistics | ||||||
| Cold storage | ||||||
| Data centers | ||||||
| Self-storage | ||||||
| Government and municipal | ||||||
| Faith-based and non-profit |
Verticals I added that are not on the list:
Verticals I struck because they do not exist inside my line: