40% Growth and a Company Rebuilt: Tasha Roberts of ASAP Commercial Doors | Everyday Excellence

Tasha Roberts quit her corporate finance career in 2016 to take over her parents' commercial door company after they were injured in a motorcycle accident. She became the official owner in 2021, rebuilt the team from scratch, expanded to North Carolina, and grew 40 percent last year. In this conversation, she shares what it took and what she would tell anyone considering a similar path. Key Topics: • Taking over a family business from crisis: from finance to commercial doors overnight [1:59] • Rebuilding the entire team around core values, and how strong people attract other strong people [4:30] • The trust lesson from moving across the country: giving power away is a skill, not a weakness [6:28] • Why growth without the right team breaks operations instead of scaling them [8:44] • Marketing that works in commercial B2B: multiple GBP profiles, local SEO, PPC, email and text [12:35] • The biggest agency frustration: having to coach your own digital partner instead of the other way around [16:04] • Three to five year vision: more service locations, an apprenticeship program, unlimited growth paths for the right team members [19:39] • Best advice for starting a commercial service business: service and maintenance before installation contracts [21:02] Tasha's story covers a pattern that many family business inheritors recognize: the moment when you are handed something that was never fully yours and have to decide whether to rebuild it in your own image or keep what was there. The 40 percent growth year came after a full reset. This is the conversation behind that reset. About Tasha Roberts: Tasha Roberts is the owner and CEO of ASAP Commercial Doors, serving the Phoenix metro and the Charlotte, North Carolina market. The company handles all commercial doors: roll-up, storefront, interior, hardware, and automations. It is a certified woman-owned business serving property managers, general contractors, and facility management teams. Website: https://asapcommercialdoors.com/ Everyday Media Group helps commercial service businesses build the local SEO, GBP strategy, and content foundation that brings in qualified leads without constant client-side management. Todd Baldwin and the team work with growing businesses looking for a proactive digital partner. Visit: https://everydaymediagroup.com/ Chapter Timestamps 1. 0:00 - Introduction 2. 0:43 - About ASAP Commercial Doors: 26 years, Phoenix origin, Charlotte expansion 3. 1:59 - How the business got started: Tasha's parents founded it in 1999 4. 2:32 - Stepping in after parents' motorcycle accident; becoming official owner in 2021 5. 3:11 - Advantages of being a woman-owned business in construction 6. 4:30 - Culture evolution: 100% team turnover since 2021 and building from scratch 7. 5:17 - How ASAP keeps the team motivated and aligned with core values 8. 6:28 - The lesson from the team: learning to trust and delegate after moving cross-country 9. 8:44 - Why growth without the right team breaks operations 10. 9:51 - Maintaining quality across two locations: the general manager in Arizona 11. 10:50 - Systems and SOPs: necessary for scale even when not fun to build 12. 12:35 - Marketing channels: PPC, local SEO with multiple GBPs, email, text, and Meta 13. 14:36 - Why PPC is expensive but still necessary for B2B commercial clients 14. 16:04 - Biggest marketing frustration: coaching the agency instead of being coached 15. 17:48 - Communication as the most important standard for any vendor relationship 16. 18:22 - Lead management: Level 1, 2, 3 prioritization system for inbound calls 17. 19:39 - Three to five year vision: more service locations and an apprenticeship program 18. 21:02 - Best advice for new commercial service businesses: start with service, not installs 19. 22:03 - How to connect with ASAP Commercial Doors #CommercialDoors #HomeServices #Entrepreneurship #EverydayExcellence #ASAPCommercialDoors #WomanOwned #BusinessGrowth #CompanyCulture #FamilyBusiness #NorthCarolina