When Mason Jarvis left his position as a senior process engineer at Intel’s semiconductor fabrication facility in 2016, he didn’t immediately set out to revolutionize the flooring industry. But today, his company, Ironwood Floor Co., has transformed into a rapidly expanding franchise operation with average unit revenues of $1.8 million annually and a unique launch program that gets new franchisees selling before their showrooms even open.
“Most home service franchises focus on selling territories without truly solving the operational challenges that cause franchisees to struggle,” says Jarvis, who founded Ironwood Floor Co. in Denver after leaving Intel. “We spent two years perfecting our systems before even considering franchising.”
Engineering Success: The 100-Day Path to First Revenue
What sets Ironwood Floor Co. apart from traditional franchise models is Jarvis’ innovative two-track approach to launching new locations. The company has developed a systematic 100-day program that enables franchisees to make their first sale before their physical location even opens.
“We’ve separated the launch into two distinct tracks,” Jarvis explains. “The track to go from signing the franchise agreement to making their first sale is our 100-day program. If franchisees work full-time, they can complete all online training, work with our kitchen design trainer, come to Denver for on-site training, and return to their market ready to sell.”
This accelerated approach provides new franchisees with all necessary tools—including mobile sampling kits and design tools for in-home consultations—allowing them to generate revenue while their showrooms are being built out. Meanwhile, the showroom build-out track typically takes about four months from lease signing to grand opening.
Industry analyst James Morrison of Vector Capital notes, “What Ironwood has done is remarkable. They’ve created a franchise system that addresses the three main pain points in home services: standardization, scalability, and customer experience.”
Technology-Driven Operations: The FloorLogic™ Advantage
At the heart of Ironwood’s franchise success is FloorLogic™, a proprietary software platform that Jarvis developed to manage everything from lead generation to project completion. Unlike many franchise operations that cobble together different software solutions, Ironwood’s integrated platform serves as what Jarvis calls “a digital nervous system for the entire operation.”
“We analyzed 27 distinct metrics for each franchise location,” Jarvis reveals. “This allows us to identify potential issues before they impact profitability and implement targeted interventions. It’s not about micromanagement—it’s about creating data-informed feedback loops that drive continuous improvement.”
This systematic approach extends to marketing as well. Rather than leaving franchisees to develop their own local marketing strategies, Ironwood has created a comprehensive system that includes digital campaigns, community outreach templates, and outbound lead generation. The company’s “Floor Scout” program helps generate leads before a location even opens, while partnerships with major flooring manufacturers provide franchisees with significant discounts on display materials—sometimes up to 70% off retail.
For entrepreneurs considering franchise opportunities, Ironwood Floor Co.’s model offers a compelling blueprint: combine deep industry expertise with cutting-edge technology, standardize operations without sacrificing quality, and provide comprehensive support systems that enable franchisee success.
“The future of franchising isn’t just about selling territories,” Jarvis concludes. “It’s about creating systems that make success inevitable for franchisees while delivering consistently exceptional experiences for customers.”
Leave a Reply