Case study: Alaska Door Supply

The situation

Every price ran through Scott’s team.

Scott’s dealers couldn’t get a price on their own. They’d call or email. Then someone on Scott’s side had to look it up by hand, dig through the supplier’s system and a pile of spreadsheets, do the math, and send a quote back.

It was slow, and it was risky. A door has a lot of moving parts. Size, color, panel, glass, inserts, add-ons. Get one wrong and the price is off by thousands. His guys aren’t quoters, so they weren’t confident doing it. And nothing was self-serve, so every order leaned on Scott or his team being free to answer.

He needed his dealers to do this part themselves. But only if the price was right every single time. Off-by-a-bit pricing is worse than no portal at all.

“I don’t really care about garage doors. I care about people. I want to remove the barriers from my team so they can do the work they’re good at.”Scott Fraley

What we built

A dealer portal that prices to the penny.

It’s live at alaskadoorsupply.com. A dealer logs in, builds the exact door they want, and sees a real price right away. The hard part was the pricing, so we got it dead-on.

Build the door

The dealer picks the model, then size, color, panel, glass, inserts, and add-ons. A picture of the door updates as they go, so they see exactly what they’re buying.

See the real price

The price shows the second the door is built. It pulls from the supplier’s system and adds Scott’s margin, so it matches what a dealer would get from the supplier direct, to the penny.

Cart it or ask for a quote

Live-priced doors go straight in the cart. For the rest, the dealer sends a quote request and Scott prices it from his own panel. The dealer accepts, asks for a change, or declines.

Straight into Jobber

The order drops into the Jobber pipeline Scott already runs. He sees his cost and his margin on every line. No retyping, no lost orders.

Checked to the penny

We went through the whole supplier lineup, size by size. About 1,000 prices, all matched against the source. A tool re-checks them so they don’t drift.

Every option, true to the supplier

Panels, colors, glass, inserts, hardware. Pick a panel and the glass options change, just like they should. It mirrors how the supplier’s system works.

His dealers only

Each dealer logs in to their own account. They see their own quotes and carts, not anyone else’s. New dealers can apply right from the site.

Scott stays in control

He runs pricing, margins, and his team from an admin panel. He sets a model live only after the price is proven.

Where it landed

Dealers quote themselves. The price is always right.

Pricing is locked. We checked the whole supplier lineup, size by size, about 1,000 prices, all matching to the penny. Along the way we caught and fixed real overcharges, like one add-on adding $8 to every door and a commercial door priced four times too high.

Now a dealer builds a door at 9pm and gets the right price, with nobody on Scott’s team in the loop. His guys aren’t hand-quoting anymore. And the thing Scott keeps coming back to isn’t the portal itself. it’s that his team needs him less, and he’s not the one stuck fixing every little thing anymore.

”I hired you and it was great. Now I’m deep in it. I want to do more.”Scott Fraley

The communication side matters to Scott too. He said he never had to wonder whether the work was getting done. every message got picked up, every task came back sorted.

”You don’t have to wait anymore. You can pick up the tools and fix the thing yourself.”Scott Fraley

His dealers called for every price. Now they price it themselves.