What Every Service Business Can Learn from a Whitewater Rafting Company in Jackson Hole

Michelle never really clocks out, even on vacation. And her trip to Jackson Hole, Wyoming has become the perfect case study for her new series.

Michelle walks through her whitewater rafting trip and shows exactly how her fractional CRO brain works in the wild. She introduces us to Reverse Engineering Revenue, where she experiences a business the same way a customer does, then breaks down what's working, or what's not. This mindset helps unlock the revenue opportunities that a business can earn but hasn’t activated yet.

Michelle uses her observations of Lewis and Clark River Expeditions to show that even great businesses leave money on the table. She gives a thorough walkthrough of six revenue opportunities that apply to any local service business, so you can use these ideas and put them to work immediately. As always, the goal is simple, effective strategies you can activate without overcomplicating your business.

Chapters
[Start] Reverse Engineering Revenue: Michelle introduces her new series with her Jackson Hole rafting trip as the case study.
03:44 Observation 1: How removing pre-arrival friction builds trust and reduces operational strain.
09:39 Observation 2: Why customers remember guides, and what that means for culture and hiring.
13:16 Observation 3: Using QR codes and tracking to turn Google reviews into a measurable, trackable system.
18:24 Observation 4: Why the upsold video won the sale and how to find your own version of it.
24:51 Observation 5: Turning one great experience into long-term customer value and earned marketing.
30:01 Observation 6: How to turn your happiest customer into your biggest marketing advantage.

Links & Resources

Part 1: How To Build A Local Business That Doesn't Need You Every Day
Apple | Spotify | YouTube

Part 2: How Any Local Business Can Get 10 New Customers in the Next 7 Days
Apple | Spotify | YouTube

Part 3: How to Turn One-Time Buyers into Recurring Revenue
Apple | Spotify | YouTube

Part 4: Why Most Local Businesses Never Scale (And How to Fix It)
Apple | Spotify | YouTube

The Top Non-Negotiable Small Business Sale Automations
Apple | Spotify | YouTube

Lean Sales Team Buildout
Ready to build a sales team that can scale without you? Michelle’s Lean Sales Team Buildout™ helps founders build their first sales team, exit the sales seat, or fix an underperforming team. We use AI to eliminate low-value sales work, build the right sales operating system, and put fewer, better humans in the right seats. Learn more and book a discovery call at