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Arizona Truck Group — Enterprise V2MOM

Scope
Group north star — the one page above the entity roadmaps
Cadence
Quarterly refresh · monthly measures roll up from the entity roadmaps

What this is

The group north star in Salesforce's V2MOM shape — Vision, Values, Methods, Obstacles, Measures. The entity roadmaps cascade from it: every entity's Expectations should ladder to a group Measure here. Markers: 🟢 Confirmed · 🟡 Assumption · 🔴 Gap · 🎯 Target.

Vision

🟢 Own "water truck" in Phoenix metro — the closed-loop truck economy where one customer, one asset class, never changes vendor across its lifecycle: rent → buy → maintain. Buy salvage, rebuild in-house, then rent it, sell it, and supply its parts — capturing margin at every stage a fleet buyer pays an outside vendor for.

Values

  • 🟢 Transparency as the moat — restored-salvage is disclosed; the rebuild story is the reassurance, not a thing to hide.
  • 🟢 In-house control — build stages under one roof; no outsourcing on the critical path.
  • 🟢 Arm's-length entities — each INC its own books; inter-entity deals are real B2B, which is what makes the vertical integration bankable.
  • 🟢 Speed-to-human — a live buyer reaches a person in seconds; AI routes, never plays salesman.

Methods (the plays)

  1. 🎯 SWTR is the front door — stand up demand capture (phone/email/GHL) and wire the rent-to-own credit so rentals feed SEQ/STE sales. Highest-leverage motion in the group.
  2. 🎯 SEQ throughput — hold 8 builds/mo, find the bottleneck station, decide the outside-work question.
  3. 🎯 STE monetization — acquisition + rebuild-cost discipline; capture the demand J&S leaves on the table; finish the Iron Mesa premium standard.
  4. 🎯 SWTP maintain — convert the AI-parts-counter edge into captured demand; cross-sell the SEQ/SWTR base.

Obstacles

  • 🔴 Demand is the binding constraint, not tooling (56 contacts / 36 leads all-time). Capture > build.
  • 🔴 Capture gaps — SWTR has no phone/email; SEQ+SWTP email bounces (mail.cactustruckparts.com, no MX).
  • 🔴 No live financials — revenue/margin gated on the GL-detail pipeline (core.gl_fact empty, #55).
  • 🟡 Single-customer / single-asset concentration — mitigated by spreading across the rent/sell/rent channels.

Measures (group north-star constellation — roll up monthly from the entity roadmaps)

One primary north star + vital signs. Definitions in the Metrics Glossary; live values on the consolidated scoreboard.

Measure Type 🎯 Target Source
Consolidated ROIC ⭐ primary north star 🔴 pending #55 Capital Allocation
Group leads captured / month vital sign (LEAD) 🎯 grow from ~36 all-time all five roadmaps
Rent→own conversions (SWTR → SEQ/STE) vital sign (flywheel) 🎯 set SWTR
SEQ builds / month vital sign 8 SEQ
STE units sold / month vital sign 8 STE
SWTP orders / month vital sign 🔴 set SWTP
DET operating ratio vital sign < 93 DET
Group revenue / gross margin vital sign 🔴 pending #55 scoreboard

Capital allocation

The holdco's real job is deciding where the next dollar goes → see Capital Allocation (entity ROIC ranking, holding structure, group initiatives).

This page changes only on a logged decision; the decision log is the record. Return actuals flow to the consolidated scoreboard via the loop.