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Building Giants. Breaking Barriers.

We transform home service businesses into industry leaders through battle-tested operational excellence and strategic growth systems.

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Trusted by leading companies just like yours.

These companies chose transformation over tradition. Their results speak volumes.

Michael and Son Services
Thelen Mechanical
Liberty Plumbing
TrustPoint Electric
McConahy Mechanical
DrainWorks Now
Mountainside Air
SitMeansSit
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No More Band-Aid Solutions

 

You've heard it all - endless 'growth hacks,' conflicting advice, and quick fixes that barely scratch the surface. We deliver proven operational systems that create lasting transformation, not temporary patches.

 

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You Deserve Real Results

 

50%+ gross profit margins aren't a pipe dream - they're the natural outcome of operational excellence. Stop settling for industry averages and build the financially independent future you've worked for.

 

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Built By Operators, For Operators

 

No theoretical frameworks or recycled playbooks. Just battle-tested strategies from leaders who've scaled multiple operations. Simple, practical, proven.

 

Prescriptive Solutions For Your Scaling Goals

ServiceTitan Optimization

Transform your CRM into a powerful revenue engine with custom configurations, automated workflows, and strategic reporting.

Marketing Analytics

Transform your marketing metrics into strategic advantages with data-driven insights that pinpoint opportunities and optimize every advertising dollar.

Operational Mastery

Streamline your operations through proven systems, standardized processes, and accountability frameworks that scale.

Call Center Excellence

Elevate your booking rates and customer experience through proven scripts, strategic training, and performance metrics that drive revenue.

Technician Sales Training

Convert more service calls into comprehensive solutions using our field-tested Core 5 Service System that builds trust and delivers value.

Moneyball

Maximize efficiency and revenue with strategic dispatch protocols that optimize technician utilization and aged opportunity conversion.

Performance Pay

Create compensation structures that drive results, retain top talent, and align team incentives with company growth targets.

Financial Analysis

Achieve target margins with precision job costing, strategic pricing, and operational metrics that drive profitability.

Direct Savings. Zero Intermediaries. Maximum Value.

Our strategic partnerships are structured differently. No rebates collected. No hidden fees. Just pure value passed directly to our members. We've forged relationships with industry-leading providers who share our commitment to operational excellence.

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Avoca AI
Dynamic AQS
Camp Digital
Raw Selection Recruiting
Conduit Tech
ServiceTitan Partner

Real Leaders, Real Results

Service Crucible helped us find hundreds of thousands of dollars in revenue that was right there, waiting to be tapped. And they did it fast—no need for us to redefine our business or overhaul our existing tools like ServiceTitan.  I’m excited for the growth ahead.

Nick Thelen

Owner | Thelen Mechanical

Service Crucible has been a game-changer for us! In just months, they helped us achieve record revenue and profits, completely transformed our team's engagement with metrics, and created a culture of friendly competition. Their availability and thought-provoking questions keep us pushing forward. The ROI has been incredible!

 

Steve Akian

Owner | Akian Plumbing, Heating, Air Conditioning & Electrical

Norris uniquely understands the industry nuances  that elude many others. Service Crucible is bringing a much needed transformative change to the home services industry.

Elias Moussa

CEO | Michael and Son Services

Having worked closely with Norris, I can say without hesitation that he inspires trust, delivers outstanding results, and builds a culture that rivals the best in the business. Through his company, Service Crucible, Norris has elevated coaching and best practices for the home services industry to an entirely new level. The insights and strategies he provides are transformative, creating success stories across the board.

Jesse Stearns

Owner | Radius Plumbing & Rooter

Service Crucible is a game-changer! They know exactly what it takes to help home services businesses win. They're relentlessly focused on people, training, development, and results. Their ability to break complex topics into actionable, digestible steps sets them apart, empowering his clients with clear paths to success.

Nicole Hockley

HR Director | Sparton

The founder's passion for building people, teams, and businesses is at the core of what makes Service Crucible such a powerful force in the home services industry. His day-to-day interactions with employees and customers reflect his extraordinary knowledge and drive to take on challenges that improve himself and those around him.

Monica Romberg

Accounting Manager | Propeller Industries

I had the privilege of working with Norris Ayvazian for a couple of years at Peaden, and his leadership through Service Crucible carries the same hallmarks of excellence.

Esmeralda Russel

Benefits Administrator | Envoy Global

Norris is a gifted operator with a rare combination of passion, patience, and leadership. I’ve seen Norris go above and beyond in building his team and maximizing opportunities by not only embracing our recruiting and training efforts, but also focusing on each individual's strengths and lifting morale across his branch in the time we worked together. 

 

Genevieve Davis

Sr. Talen Acquisition Specialist | Central Moloney

Nick Thelen
Steve Akian
Elias-Moussa
Jesse Stearns
Nicole Hockley
1729530658003
Esmeralda Russel
1723199754132

You May Be Wondering:

Who is Service Crucible best suited for?

Service Crucible works with residential service businesses (HVAC, plumbing, electrical, roofing, lawn care, etc.) generating between $2 million and $60+ million in annual revenue. Our ideal members are owners who have stepped away from field work to focus on business operations, prioritize processes and analytics, and aim to scale for growth or prepare for acquisition.

What makes Service Crucible different from other consultants?

We provide prescriptive, hands-on guidance rather than theoretical advice. Our methodologies come from direct industry experience scaling companies from $4M to $12M in 12 months, achieving 25% net profit margins, and successfully navigating private equity acquisitions. We focus on implementation, not just strategy.

 

What are the membership tiers?

We offer three tiers:

  • Crucible Package: Triple the strategic sessions, direct founder access, and VIP support status
  • Ignite Plan: Weekly strategy sessions, monthly intensive training, and multi-channel support
  • Forge Plan: Bi-weekly strategic sessions, quarterly business reviews, and essential tools

Is there a minimum commitment?

Yes. We offer a 90-day satisfaction period where you can opt out without further commitment. After 90 days, membership transitions to a one-year commitment. This structure ensures enough time to implement changes and see meaningful results.

 

How long does it take to see results?

While every company's journey is unique, members typically see initial improvements within 60-90 days of implementing our systems. Companies that fully embrace the Core 5 System and Four Forges often experience significant transformational results within 90-120 days.

How does onboarding work?

Onboarding begins within five business days of joining. We conduct a comprehensive assessment of your operations, establish baseline metrics, and create a customized implementation plan. This includes setting up regular meeting schedules and defining initial focus areas.

 

What ongoing support do you provide?

Support varies by membership tier but includes regular strategic sessions, access to our resource library, and participation in weekly office hours. Ignite and Crucible members receive additional support through multi-channel access and intensive strategy sessions.

 

Do you help with ServiceTitan optimization?

Yes. We provide deep ServiceTitan configuration analysis and optimization as part of our service offerings. This includes call booking strategies, technician efficiency tracking, and revenue optimization techniques.

 

What's required to begin?

Success with Service Crucible requires:

  • Commitment to implementing systematic changes
  • Willingness to trust and follow proven processes
  • Dedication to measuring and tracking key metrics
  • Active participation in strategic sessions
  • Open communication with your team about changes
How do I know if I'm ready for Service Crucible?

You're ready if:

  • Your business generates $2M+ in annual revenue
  • You're focused on business operations, not field work
  • You're committed to systematic growth
  • You value data-driven decision making
  • You're ready to implement proven processes

 

Can you help with specific challenges like hiring or marketing?

Yes. Our comprehensive approach covers all aspects of residential service operations, including:

  • Recruitment and retention strategies
  • Marketing optimization
  • Performance pay implementation
  • Call center excellence
  • Operational efficiency
  • Financial management

Ready to Elevate your business?

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