Vertical Market Strategy: Defining Your Focus for Scale

Vertical Market Strategy: Defining Your Focus for Scale

Author: Chad Lingafelt, Tony Hokanson, Lars Johnston December 4, 2025 Duration: 1:13:48

Are you spreading your business too thin by trying to be "all things to all markets"? This episode dives into the critical strategy of defining your ideal vertical market for growth. Lars from Calgary Lock & Safe, Tony from Assured Security, and Chad from Loc-Doc Security discuss how market focus—whether it’s residential, commercial, or multifamily—requires a completely different skill set, discipline, and product offering. Chad explains his company's intentional decision to eliminate residential and automotive services , which they found challenging to scale , to laser-focus on commercial property management. This was driven by the realization that their business operations were naturally tailored to serve commercial customers better.


The hosts emphasize that the key to expansion is not doing more, but being intentional about your strategy. Lars reinforces this by noting that the manufacturing and distribution channels are heavily focused on commercial products, making it easier to scale in that area. Finally, Chad reveals a powerful new tool in his "Who Not How" arsenal : using a Gemini-powered Business Analyst fed with two years of company data to identify the most profitable product lines and the best new markets to pursue.



Tune into Unlocked Podcast for a grounded, cross-border conversation about what it really takes to build a company meant to last. You’ll hear from three practicing business owners, each running their own operations from distinct locations-North Carolina, Minnesota, and Alberta, Canada. They don’t deal in abstract theory; instead, they draw directly from their own evolving playbooks, setbacks, and hard-won victories. The dialogue in this podcast revolves around practical strategies and philosophical shifts necessary for creating enterprises that can thrive beyond a single owner’s tenure. Episodes delve into the nuanced decisions around leadership transition, cultivating a resilient company culture, and implementing systems that ensure stability through market changes. It’s a candid exchange between peers who are in the trenches themselves, offering listeners a rare, ongoing case study from multiple industries and perspectives. If you’re steering a business and thinking about its legacy, this series provides a thoughtful, actionable companion for the long journey ahead.
Author: Language: English Episodes: 82

Unlocked Podcast
Podcast Episodes
Operating Room Efficiency vs. Locksmith Team Structure (Episode 80) [not-audio_url] [/not-audio_url]

Duration: 55:34
In Episode 80, Chad (Loc-Doc Security), Lars (Calgary Lock & Safe), and Tony (Assured Security) dive into a fascinating Harvard Business Review article examining what operating rooms can teach business leaders about team…
Episode 79: Keeping Your Culture Consistent Across Multiple Branches [not-audio_url] [/not-audio_url]

Duration: 1:01:57
As physical security companies scale, regional expansion is often the ultimate growth engine—and the ultimate culture killer. In Episode 79, the Unlocked trio—Lars Johnston (Calgary Lock & Safe), Tony Hokanson (Assured S…
How to Process Map Your Business for Growth (Episode 77) [not-audio_url] [/not-audio_url]

Duration: 1:26:53
Fresh off a sales training in North Carolina, Chad (Loc-Doc Security), Tony (Assured Security), and Lars (Calgary Lock & Safe) tackle their most technical "homework" assignment yet: Process Mapping.Inspired by Elon Musk’…
Applying Lessons from Iconic Brands to Your Business (Episode 76) [not-audio_url] [/not-audio_url]

Duration: 1:15:43
In Episode 76, Tony (Assured Security), Lars (Calgary Lock & Safe), and Chad (Loc-Doc Security) step outside the security industry to examine what the world’s most successful brands can teach us about growth and operatio…
Specialist vs. Generalist - Revisited (Episode 74) [not-audio_url] [/not-audio_url]

Duration: 1:10:21
In Episode 74, the Unlocked trio—Chad (Loc-Doc Security), Tony (Assured Security), and Lars (Calgary Lock & Safe)—engage in a high-stakes debate over the future of security sales. Fresh off a trip to Las Vegas for ISC We…
Orchestrating Organic Opportunities (Episode 73) [not-audio_url] [/not-audio_url]

Duration: 1:07:14
In Episode 73, Tony (Assured Security), Lars (Calgary Lock & Safe), and Chad (Loc-Doc Security) tackle the challenge of growing organically by capturing large-scale projects. The trio explores tactical ways to move beyon…
Leveling Up with System 1 and System 2 Thinking (Episode 72) [not-audio_url] [/not-audio_url]

Duration: 58:39
In Episode 72, the Unlocked trio—Tony (Assured Security), Lars (Calgary Lock & Safe), and Chad (Loc-Doc Security)—dive into the psychology of decision-making. Inspired by the work of Nobel Prize winner Daniel Kahneman an…