Growth Proposal — October 22, 2026
Time to Let the World Know.
A growth partnership for Focused Metal Products. You built a real manufacturing operation — 300-ton press, certified welders with 15+ years of experience, laser capacity to 72″×250″, 100% domestic steel from Northeast Ohio. The capabilities are there. The customers are out there. Here is how we connect the two and build a brand that makes FMP the name buyers think of first.
Focused Metal Products already has the specs industrial buyers and fleet managers need: laser and plasma cutting up to 1/2″ thick on sheets to 72″×250″, a 300-ton press forming parts up to 16 feet long, high-volume stamping with custom die production, certified welders with 15+ years of experience, 100% domestic steel, large inventory, fast shipping. The goal is not to change what you built — it is to make sure the right buyers find it immediately and know exactly what to do next.
The website is already live and indexed. These are the specific upgrades that turn a capable site into an active sales asset.
What Exists Today
- Laser, forming, stamping, and welding pages already live with real specs
- Actual shop photos — bumpers stacked in the facility, genuine credibility
- Live bumper store with volume pricing: single / 5-pack / 12-pack
- Real customer review from Tom M., TJM Express, South Bend IN already published
- Seven industries served listed in site navigation
- Contact form in place — buyers can already reach you
- Squarespace infrastructure in place and familiar to the team
What We Unlock
- Capabilities surfaced above the fold — no carousel hunting for buyers with intent
- Dedicated /bumpers landing page — SEO-optimized, fully separate from the main industrial site, with Tom M.’s review in the hero and a live Stripe checkout
- Main site hero stays industrial with a single “Get a Quote” CTA — this keeps FMP’s core industrial message clean while the bumper gets its own dedicated sales path reached via navigation, ads, and email links
- Company story added — who built this, where, why 100% domestic steel matters
- Industries called out in hero so procurement managers self-identify immediately
- Keep Squarespace or move to Cloudflare Pages — either works, your call
Every service page gets its own RFQ form. Laser cutting, forming, stamping, welding — a buyer lands on the page that matches their need and can request information right there. Name, company, job description, spec file upload. Inquiry goes straight to FMP’s inbox and logs to the dashboard instantly.
Request a Fabrication QuoteThe bumper product is live. The pricing is set. A real customer left a real review. The next step is a dedicated sales engine — a landing page built for fleet buyers, a checkout that does not route a DSP owner through the same form as a fabrication RFQ, and automated follow-up that turns a one-time order into a recurring account.
“Easy to install. Fast delivery time. High quality bumper!”
That review is already live on your site. We move it to the hero of a dedicated bumper page where it does real work — one real voice from a real ISP operator beats any feature list.
Who’s Buying
- Amazon DSPs — avg fleet 20–40 vans
- FedEx ISPs — avg fleet 10–50 vans
- UPS contract carriers
- Food and beverage distributors
- Body shops servicing contractor fleets
- Service garages specializing in work vans
- Municipal and utility fleets
- Laundry and uniform service fleets
- Mobile tool truck operators
The Math
- Single unit: $395
- 5-pack: $1,745 ($349/ea)
- 12-pack: $4,020 ($335/ea)
- Fleet of 20 vans: ~$6,700 first order
- Amazon DSP, 30 vans: ~$10,050 first order
- Body shop account: 2–5 units/month recurring
- Universal fit, integrated center step, black powder coat
- Wear item — repeat orders, recurring revenue
Why the Bumper Sells Itself
- Roughly half the price of the main alternative — the value is obvious the moment a buyer compares
- Universal fit across major step van makes and model years — confirm exact range with FMP; one SKU covers a wide range of contractor fleets
- In stock and ships fast — fleet managers do not have time to wait on custom lead times
- The job is not selling — it is getting the bumper in front of more of the right buyers. Once they see it, the price and fit do the rest.
Fleet orders and industrial RFQs are different buyers with different needs. We route them separately. Small orders close instantly via Stripe — no sales call, no back-and-forth. Fleet buyers get a dedicated quote form. Both paths feed the same FMP dashboard automatically.
Bumper Landing Page
/bumpers — photos, specs, Tom M. quote, fleet calculator
Stripe Checkout
Singles, 5-packs, and 12-packs: buyer pays immediately, order confirmed on the spot
Auto-Confirm
Receipt emailed to buyer automatically — invoice created in PS Data as part of the fulfillment workflow
Dashboard Entry
Order logged with timestamp, buyer contact, and qty — FMP notified instantly
Reorder + Refer
90-day restock nudge + 30-day referral ask, automated
💻 FMP Operations Dashboard — One View for Everything
Every RFQ, every Stripe order, every fleet quote — logged automatically with timestamp, contact info, and source. No manual data entry. No missed leads. FMP gets an email alert and can see everything in the dashboard the same moment it comes in.
Fabrication Inquiries
Service type, contact info, job description, spec file download link, and date received. Each inquiry tagged by service: laser, forming, stamping, or welding.
Stripe Payments
Order date, quantity, dollar amount, buyer name and contact. Payment already cleared — just pull it and ship it.
13+ Unit & Custom Opportunities
Fleet size, delivery timeline, buyer contact. Flagged for personal follow-up. Large DSP/ISP orders and non-standard configurations land here.
Real Product Photos Already Exist — Use Them
You already have photos of bumpers stacked in the shop. That is exactly the credibility a fleet manager wants to see — not a rendering, not a white-background mockup. We build the landing page around what you have, then recommend a short install and on-vehicle shoot to fill in the gaps.
The finished bumper page has a live Stripe checkout button on it. A DSP owner selects quantity, pays, and FMP gets notified. That is it. No phone tag. No invoice follow-up. Fleet buyers of 13 or more units use the fleet quote path on the same page.
Order a BumperRight now, every order creates manual work at multiple steps. Here is what changes when KeelPoint runs the engine.
Today
- Buyer orders online or calls in
- Email goes to three people manually
- Someone creates the customer in PS Data by hand
- Sales order entered, quantity applied, invoice created manually
- FedEx shipping label created manually
- Passed on to ship
With KeelPoint
- Buyer pays through Stripe on the website — payment and receipt handled automatically before FMP touches the order
- Order logs to the FMP dashboard instantly
- Where PS Data allows (API or scheduled import): customer and sales order created automatically — no re-keying
- Shipping label generated automatically via FedEx Ship API or shipping platform integration
- FMP’s only manual step: print the label, pack, and ship
- Honest note: there may be a small manual piece depending on what PS Data allows — we design around FMP’s existing systems, not to replace them
You have 3,000–4,000 contacts from the FedEx Service Provider Summit — contractors who met you at Booth 326 in person. All marketing, ads, and content will avoid implying any affiliation with or endorsement by FedEx; the summit and FedEx contractors are referenced only as factual context for the buyer audience. That is one of the warmest lists a manufacturer can have. KeelPoint takes over FMP’s email marketing entirely and migrates to SendGrid — one partner running the site, the emails, and the dashboard so everything is consistent and trackable. The full contact list migrates with the handoff, including summit contacts, unsubscribe history, and send history. All existing unsubscribes are honored from day one.
Where You Are Today
- A real summit list — warm, in-person relationships already built at Booth 326
- Email platform with contacts and send history already in place
- Product offer already defined with volume pricing at three tiers
- Multiple buyer segments already in the list: fleet ops, body shops, service garages
- Email running independently of the website and dashboard — no unified view
What KeelPoint Takes Over
- Full migration to SendGrid — better automation, better deliverability, cleaner template design; full contact list, unsubscribes, and history transferred at handoff
- Industrial templates matching the rebuilt site: one headline, one CTA per email
- List cleaned and segmented: fleet managers, body shops, service garages, industrial prospects
- Automated seasonal sequences timed to when contractors actually buy (see cadence below)
- Post-purchase referral ask at 30 days — automates word-of-mouth without manual follow-up
- QA before every send: subject line review, seed test, link check
- Apollo expansion: 12,000–16,000 total reachable contractors (FMP estimates the FedEx Service Provider Summit covers about a quarter of the market)
Load the Gun. Don’t Pull the Trigger Yet.
Contractors are running peak holiday volume — fleet managers are not thinking about equipment. Use this window to clean the list, build January sequences, warm the SendGrid domain, and have everything ready to fire the moment the holiday surge breaks.
Highest Intent Window of the Year
Holiday crunch ends and fleet managers notice the damage. FedEx pushes ISPs and DSPs to repair and refresh before spring volume ramps. This is when contractors are actively spending on maintenance. Email, LinkedIn, and Google Ads all run at full throttle across a focused 3-week window.
Referral Capture — Automate the Channel Already Working
Tom M. at TJM Express bought, loved it, and left a real review. That is organic referral behavior with no system behind it. Thirty days after every purchase, an automated email asks happy buyers to refer another contractor, DSP, or body shop. Simple trackable link. No manual follow-up. One Indiana customer becomes ten.
Google Reviews — Set Up and Automated
Most fleet buyers check Google before they buy. FMP needs a Google Business Profile that’s claimed, complete, and stacking reviews. We claim or set it up from scratch and wire in an automatic review request that fires 7 days after confirmed delivery — when the bumper is installed and the buyer is happy. No manual follow-up, no chasing. Every satisfied customer becomes a public endorsement that does the selling for the next one.
Templates We Build
- Post-purchase order confirm
- 7-day post-delivery Google review request
- 90-day reorder nudge
- 30-day referral ask
- Seasonal push (January)
- Post-show outreach
Segments We Build
- Fleet managers (DSP/ISP)
- Body shops
- Service garages
- Industrial prospects (fab)
Contact Expansion
- 3,000–4,000 summit contacts activated
- Apollo: ~12,000–16,000 total reachable contractors estimated
- Midwest-first, then national rollout
- Body shops: untapped recurring channel
This is the bigger play. The bumper is the entry point, but the real opportunity is building FMP’s brand online so that transportation companies, construction firms, energy contractors, and OEMs who need a fabrication partner find you first — before they call the competition. The same approach that puts Marika Roof on Instagram and LinkedIn applies here: showcase real work, real capabilities, real people. Industrial buyers respond to proof, not polish.
Reach Procurement and Engineering Decision-Makers
Showcase capabilities, projects, and fabrication work. Posts showing the 300-ton press in action, laser cutting on a 72″ sheet, or a custom assembly coming off the line speak directly to buyers evaluating domestic fab partners. This is where OEM sourcing decisions get made.
Shop Floor Content That Builds Credibility
Time-lapses of laser cuts, forming runs, bumper fabrication, before-and-after welding shots, finished products stacked and ready to ship. This is what 15 years of certified welding experience looks like — and it is exactly the content that attracts body shops and fleet managers who want to see the operation before they call.
High Intent, Low Competition Keywords
“Step van bumper” and “steel fabrication Ohio/Midwest” are low-competition, high-intent searches. Buyers who type these terms have budget and are ready to act. A dedicated landing page optimized for these terms plus a modest Google Ads budget puts FMP at the top when it matters most. Google Ads copy will not imply any connection to or endorsement by FedEx or any other carrier.
Passive Inbound Bumper Sales
Fleet mechanics and body shop buyers often search Amazon and eBay before going direct. A managed listing puts the universal step van bumper in front of buyers who would never find the FMP website otherwise. Passive channel, low maintenance after setup, real incremental volume. Marketplace pricing will be set to avoid undercutting direct sales and to account for marketplace fees.
Build the Brand, Not Just the Bumper
Every fabrication shop in Ohio makes parts. Very few of them show up online looking like a real operation with real capabilities and a real team. The ones that do win the calls. LinkedIn content about a 300-ton press and a 72″ laser table positions FMP as a serious industrial partner to transportation, construction, mining, and energy companies — and pulls in new ones who need exactly what you can deliver.
LinkedIn Audience
- Procurement managers
- Manufacturing engineers
- Fleet operations directors
- OEM sourcing teams
- Construction project managers
- Energy industry MRO buyers
Instagram / Facebook Audience
- Fleet mechanics and managers
- Body shop owners
- Step van / work van operators
- DSP and ISP owners
- Industrial buyers browsing
- Retargeting past site visitors
Core Content Themes
- Capability showcases (laser, press, weld)
- Before / after fabrication shots
- Bumper installs in the field
- Customer project spotlights
- “Built in Northeast Ohio” identity
- 100% domestic steel sourcing story
Once the bumper engine is generating revenue and the brand is building, we build the back-office tools that let you scale without adding headcount. PS Data covers receivables and payables — that is half the picture. You are missing open-order exposure, true 13-week cash visibility with payroll and overhead included, and automated costing for hinge assemblies. Where the PS Data API is open, we connect directly for live data. Where it is not, scheduled report exports from PS Data feed into an automated layer that keeps dashboards and the cash-flow view current automatically — no manual re-entry. This work starts after Phase 1 is running, funded by what it produces.
Inventory and Order Coverage Dashboard
Open sales orders vs. current stock vs. incoming material — visible at a glance. The exposure currently invisible in PS Data surfaces before it becomes a cash problem. If the PS Data API is available, this connects directly for live data. If not, scheduled report exports from PS Data feed into an automated spreadsheet layer that updates the dashboard automatically. Either way, no double entry.
13-Week Cash Flow View
PS Data covers AR and AP — pulled via direct API or scheduled export depending on what PS Data allows. We add payroll, utilities, and overhead through simple weekly inputs to build a true 13-week rolling cash view. Know 90 days out whether you have a problem before the bank call. Same system built for a gym client, adapted for a manufacturer’s cost structure.
Hinge Assembly Calculator (Phase 3)
Material recipe automation for hinge assembly jobs. Enter order quantity and get back a full bill of materials: cut list, hardware spec, hardware weight, and labor estimate. Eliminates manual math, ensures consistent quoting, removes tribal knowledge dependency.
PS Data Integration Throughout
If the PS Data API is available, all three tools connect directly for live, real-time data. If the API is not open, scheduled report exports from PS Data feed into an automated spreadsheet layer, updating dashboards and the cash-flow view automatically. This report-based approach has already been built for another client, turning a roughly 30-minute manual process into about 2 minutes. Either way, FMP opens the dashboard and it is current.
The site rebuild, bumper sales engine, RFQ forms, dashboard, and marketing are all baked into the monthly retainer. No large upfront check. No nickel-and-diming. You pay one monthly fee and we build and run the whole thing. Year 1 is set to cover the cost of building everything from scratch — after 12 months, we renegotiate down once the foundation is running and producing.
- Full website rebuild — capabilities front and center, company story, real shop photos, no stock images
- Dedicated /bumpers landing page — SEO-optimized, Tom M. quote in hero
- Stripe checkout (singles, 5-packs, and 12-packs) + fleet quote form (13+ units or custom) — two buyer paths, zero friction
- Per-service RFQ forms on laser, forming, stamping, and welding pages — with spec file upload
- FMP Operations Dashboard — all RFQs, Stripe orders, and fleet quotes in one view
- Email notifications to FMP on every submission — never miss an inquiry
- SendGrid email sequences: order confirm, 90-day reorder nudge, 30-day referral ask
- Summit list activation — 3,000–4,000 warm contacts sequenced and deployed
- Order automation: Stripe payment, auto receipt, PS Data order handoff (API or scheduled import), and shipping label workflow
- Email marketing takeover and SendGrid migration — full list, unsubscribes, and history transferred
- Attribution tracking: UTM links on every email and ad, “How did you hear about us?” field on all forms, channel reporting in dashboard
- Google Business Profile setup + automated review request 7 days post-delivery
- Monthly reporting and optimization
- Product one-sheet PDF for trade shows and outreach
- Everything in Growth Retainer
- Google Ads — step van bumper keywords, Midwest-first, high-intent only
- LinkedIn content — capabilities showcase, project spotlights, industry targeting
- Instagram + Facebook — shop floor content, bumper installs, brand building
- Amazon + eBay listings managed for passive inbound bumper volume
- Meta and Google Display retargeting campaigns
- Apollo contact expansion — 12,000–16,000 total reachable contractors (FMP estimates the summit covers about a quarter of the market)
- Phase 2: PS Data ops dashboard — inventory coverage and 13-week cash flow view
Year 1 pricing reflects the cost of building everything from the ground up. Once the site is live, the bumper engine is running, and leads are coming in — the heavy lifting is done. After 12 months we sit down, look at the numbers, and reset the retainer to reflect ongoing maintenance and growth rather than build cost. Clients who are winning pay less in Year 2 because the work pays for itself. Target pricing after 12 months: Growth Retainer ~$800/mo, Full Engine ~$1,197/mo. Both targets are confirmed at the 12-month review based on results.
Ad spend (Google, Meta) billed separately at cost. Typical starting budget: $500–$1,500/mo.
Phase 3 (hinge assembly calculator) scoped separately after discovery.