What Business 411 does

Business 411, founded in 2019 and headquartered in Sunrise, Florida, is a business development company that delivers integrated training, branding, and marketing services exclusively to roofing and adjacent home service contractors. Its core product is a vertical-specific education ecosystem built around the Roof Team University cloud-based learning platform, which delivers white-label, branded training content with progress tracking and assessments, supported by a library of training manuals (Residential, Commercial, Insurance Restoration, and Production), in-person SOP workshops held at its Fort Lauderdale training facility (the 411 Roofing/Sales/Commercial Systems series), and homeowner-facing sales materials. The technology stack relies on a custom WordPress-based e-commerce and content delivery layer, and the company positions its platform as a turnkey process-documentation system designed to reduce owner dependency and standardize operations across contractor teams.

The company's revenue model is a hybrid of one-time product purchases, recurring subscriptions, and project-based professional services. One-time offerings include training manuals ($499–$999), branding and design packages ($750–$6,000, including Brand Creation, Design Bundle, Truck Wraps, Trade Show Bundle, and Sales Magazines of 12 and 24 pages), and website builds. Recurring monthly subscriptions include managed Google Advertising ($1,000/month), Full Service SEO ($1,500/month), a combined Google Bundle ($2,250/month), and the Roof Team University portal subscription. Workshops are sold as multi-day intensive programs. Distribution combines a self-serve e-commerce storefront for smaller SMB purchases with a consultation-driven sales motion (book-a-call CTAs and phone outreach) for larger engagements, supplemented by active participation at industry trade shows such as the International Roofing Expo.

Business 411 serves an exclusively SMB customer base consisting of roofing companies (primary), solar companies, exterior contractors, and broader home service businesses, with active customer team sizes ranging from 5-person contractors to multi-location operators of 500+ employees. The company claims 2,500+ contractors served, 6,800+ companies using its free Quick Reference Guide, and $1B+ in cumulative managed revenue among consulting clients. The company appears bootstrapped and founder-owned, with Elizabeth Holguin serving as CEO of both Business 411 and a related entity, Marketing 411, suggesting leadership and ownership overlap across the group.

Name

Business 411

Legal name

Business 411

Website

https://business411.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

251–500 employees

Short description

Business 411 provides integrated training, branding, and marketing services exclusively for roofing and adjacent home service SMB contractors, anchored by the Roof Team University online learning platform and a vertical-specific library of white-label training manuals, workshops, and recurring marketing services.

Ownership category

akta.pro rank

Product category

Contractor Training and Business Development Services

NAICS

Computer Training (611420), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Services-Educational Services (8200), Services-Advertising (7310)

akta.pro primary industry

Customer & Go-to-Market Onboarding (Sales/CS/Support) (EDABAOAH)

akta.pro secondary industries

Customer Success Operations & Health Scoring (Renewals/QBRs) (EDABABAM), Storage, Ladders & Material Handling Retail (Ladders, Carts, Shop Storage) (CRAIADAM), Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles) (CRAIADAJ)

Keywords

• Contractor training services
• Roofing business development
• Home service marketing
• White-label training portal
• Branding and lead generation

Headquarters

HQ city

Sunrise

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Training Manuals and Guides: One-time purchase of comprehensive training manuals covering roofing topics (Residential, Commercial, Insurance Restoration, Production). Also includes Sales Magazines (12 or 24 pages) and Quick Reference Guides. These provide foundational educational content for onboarding and ongoing team development.
2. Roof Team University Subscription: Online training portal subscription providing branded training content with progress tracking. Customers can customize content with their company branding. Sold as ongoing access to the training platform ecosystem.
3. Marketing Services (Google Ads, SEO): Monthly subscription services for Google Advertising Management ($1,000/month), SEO Full Service ($1,500/month), and Google Bundle combining PPC and SEO ($2,250/month). Ongoing managed services with recurring monthly billing.
4. Branding and Design Services: One-time project-based services including Brand Creation ($1,999), Design Bundle ($2,499), Truck Wraps ($750), Outdoor Display Bundles ($1,599), Trade Show Bundles ($2,499), Sales Magazines, and Premium Websites ($6,000). Custom design work delivered as completed assets.
5. Live Training Workshops: In-person and virtual SOP Masterclasses including 411 Roofing Systems, 411 Sales Systems, and 411 Commercial Systems workshops held in Fort Lauderdale, FL. Multi-day intensive training programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Business 411 provides training, branding, and marketing solutions for the roofing and home service industry. Its core offering centers on training products (a cloud-based online training portal called Roof Team University, in-person and virtual 3-day SOP workshops, and a library of domain-specific training manuals), combined with managed marketing services (Google Ads, SEO) and branding/design packages (logos, truck wraps, sales magazines, websites). Customers are primarily U.S. roofing, solar, exterior, and home service contractors that purchase one-time manuals and design assets or recurring subscriptions for the portal and marketing retainers.

Product overview

Business 411 is a business development company specializing in the home service industry, particularly roofing. The company offers a unified platform combining training and education products with marketing and branding services. The core training ecosystem includes Roof Team University (online training portal with progress tracking and assessments), the 411 Roofing Systems/Sales Systems/Commercial Systems workshop series (in-person and virtual SOP training), and a library of training manuals covering Residential Roofing, Commercial Roofing, Insurance Restoration, and Roofing Production. These training products are available as individual manuals, bundled packages, and can be white-labeled for client companies. Complementing the training products are marketing services including Google Advertising Management, SEO Full Service, and Google Bundle (PPC + SEO), as well as web development offerings (Premium Website, Website Landing Page), and branding services (Brand Creation, Design Bundle, Truck Wraps, Outdoor Display Bundle, Trade Show Bundle, Sales Magazines). The company also provides a free Roofing Quick Reference Guide as a lead magnet. The offering architecture is modular, allowing clients to purchase individual products or combine multiple services for a complete business development solution.

Differentiator

Problem solved

Functional benefit

Brands

• 411 Roofing Systems: A 3-day Standard Operating Procedure class for roofing company owners and operations managers focused on implementing processes and creating well-organized companies.
• Roof Team University
• Residential Roofing Manual
• Commercial Roofing Manual
• Insurance Restoration Manual
• Roofing Production Manual
• Homeowner's Guide to Residential Roofing
• Homeowner's Guide to Insurance Restoration
• Sales Magazine (12 Pages)
• Sales Magazine (24 Pages)
• Design Bundle

Products and services

• Roof Team University Cloud-based online training portal for roofing companies that delivers branded training content, progress tracking, and assessments for team onboarding and ongoing development. Allows businesses to white-label training with their own brand, colors, and company name.
• 411 Roofing Systems Workshop A 3-day Standard Operating Procedure class offered in-person in Fort Lauderdale, FL or virtually, covering process implementation for roofing company owners and operations managers.
• 411 Sales Systems Workshop Sales-focused SOP training for roofing/home service company owners and sales managers, with separate tracks for sales teams and individual sales representatives.
• 411 Commercial Systems Workshop Commercial roofing-focused SOP training for company owners and commercial business development leaders in commercial roofing operations.
• Residential Roofing Manual A comprehensive training manual covering residential roofing basics including roof components, materials, measurements, damage signs, history of roofing, roof inspections, and sales resources. Priced at $999 one-time.
• Commercial Roofing Manual A training resource covering commercial roofing topics including commercial roof systems, flat roof diagrams, coatings guide, measuring commercial roofs, and parts of a flat roof system. Priced at $499 one-time.
• Insurance Restoration Manual A training guide covering the restoration industry, insurance restoration basics, insurance types, storm damage signs, photo documentation, and supplementing processes. Priced at $499 one-time.
• Roofing Production Manual An operations guide covering production objectives, job intake and approval, communication points, production day checklists, arrival to clean-up workflow, and collections processes. Priced at $599 one-time.
• Residential + Commercial Manual Bundle A combined package of the Residential Roofing and Commercial Roofing manuals offered at a discounted bundle price ($898 one-time, saving $100).
• Residential, Commercial + Insurance Manual Bundle A comprehensive bundle combining Residential Roofing, Commercial Roofing, and Insurance Restoration manuals at a discounted price ($1,297 one-time, saving $200).
• Google Advertising Management Monthly managed Google Ads campaign service for home service contractors looking to improve online visibility and lead generation. Subscription at $1,000/month.
• SEO Full Service & Management Monthly full-service SEO optimization and ongoing management for home service businesses. Subscription at $1,500/month.
• Google Bundle (PPC + SEO) Combined monthly package offering both Google Pay-Per-Click advertising and SEO services at a discounted bundle rate ($2,250/month).
• Premium Website A full-service premium website development package with professional design and implementation for home service businesses. One-time price $6,000.
• Website Landing Page A single-page website landing page solution for businesses needing a targeted web presence. One-time price $1,500.
• Brand Creation A comprehensive brand identity package including 1-3 logo design concepts, brand consultation with 3 revisions, and brand guidelines document. One-time price $1,999.
• Design Bundle A complete sales materials design package including presentation folder, business card, door hanger, yard sign, brochure, and 'What To Expect' page designs. One-time price $2,499.
• Truck Wrap Custom vehicle wrapping service for trucks, trailers, and vans, including mockup, vector print files, and 3 design revisions. One-time price $750.
• Outdoor Display Bundle Event display package including 10' x 10' event tent with premium outdoor fabric, aluminum stand with carrying bag, and 2 12ft single-sided yard flags with ground stakes. One-time price $1,599.
• Trade Show Bundle Home show and networking display package including retractable display, 10ft booth display, 6ft table cover, with 3 design revisions. One-time price $2,499.
• Sales Magazine (12 Pages) A custom 8-12 page sales magazine designed for homeowner education covering the insurance claims process, signs of damage, and financing options. One-time price $2,499.
• Sales Magazine (24 Pages) An extended 24-page custom sales magazine providing comprehensive homeowner education and sales presentation materials. One-time price $4,997.

Quantifiable outcome

• Trusted by 2,500+ contractors with $1B+ in managed revenue among consulting clients
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BBB (Better Business Bureau)coreGTM or Marketing PartnerBusiness 411 maintains BBB Accredited Business status, which serves as a trust signal for prospective customers and demonstrates commitment to ethical business practices and customer satisfaction standards.
• Google ReviewscoreGTM or Marketing PartnerStrong Google review presence (5-star ratings) used as social proof and trust builder on the company website and marketing materials.
• Facebook ReviewsminorGTM or Marketing PartnerActive Facebook review presence providing additional social proof and customer testimonial visibility across Meta platforms.
• Roof Sales MasteryminorStrategic or Co-development PartnerCollaboration with Roof Sales Mastery on affiliate marketing and co-promotion of educational materials. Business 411 provides branded-to-you education manuals while Roof Sales Mastery drives awareness and leads for the combined offering.
• National Roofing Contractors Association (NRCA)coreGTM or Marketing PartnerMentioned in context of the International Roofing Expo organized by NRCA. Business 411 participates in NRCA events and positions itself within the broader roofing industry ecosystem.
• Roofing Leadership LabminorGTM or Marketing PartnerOngoing webinar/training series initiative promoted on the website as an evergreen marketing and educational channel for roofing industry professionals.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Podium: Customer communication and marketing platform for local businesses including home service contractors. Comparable as a broader incumbent offering marketing and review-management tooling to the same SMB buyer.
• ServiceTitan: Leading software platform for home service contractors (roofing, HVAC, plumbing). Comparable because it serves the same contractor buyer with operations, training-adjacent, and marketing capabilities, though as a much broader suite rather than a training specialist.
• Conklin Company: Established roofing products manufacturer that also provides contractor business training, marketing support, and systems to its dealer network. Comparable as an incumbent offering training-adjacent services to roofing contractors, with Business 411 already cross-referenced as a partner.
• Angi (formerly Angie's List / HomeAdvisor): Large-scale lead generation and marketing platform connecting homeowners with home service professionals including roofers. Comparable as a broad incumbent in home-services marketing and lead acquisition, addressing the same end-market demand.

Direct peers

• Hook Agency: Digital marketing agency specializing in roofing and home service contractors, offering SEO, web design, and lead generation. Directly comparable as a marketing-services peer for the same roofing SMB customer base.
• Scorpion: Marketing and technology provider focused on home service contractors, offering websites, SEO, PPC, and lead-generation services. Directly comparable to Business 411's Google Ads and SEO subscription offerings for the same roofing/home-services buyer.
• MarketSharp: Marketing automation platform purpose-built for home improvement and roofing contractors, covering lead response, CRM, and campaigns. Comparable as a direct competitor in marketing technology for the same roofing/home-services SMB buyer.
• Roofers Coffee Shop: Media, education, and community platform for roofing contractors offering podcasts, training content, and business resources. Comparable as a roofing-specific training, content, and community peer targeting the same vertical.

Emerging players

• Roofing Insights: Media and education brand for roofing contractors producing video content, podcasts, and training resources. Comparable as a roofing-specific content/training peer targeting overlapping audiences.
• Knowify: Business management and operations platform for contractors including roofing, providing job costing, scheduling, and client management. Comparable as an emerging player offering software-defined operational systems to the same contractor segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCetEGIyzL4wVS0T7ahTa-ZA
• Facebookfacebook.com/4biz411
• Instagraminstagram.com/business411official
• LinkedInlinkedin.com/company/business-411-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Business 411