BOSSTORQUE — v2 Feedback + Market Sizing + v3 Plan

Sperry Tree Care Campaign — Bundled Notes for v3

For: Lazar · From: Jason · May 6, 2026 · Source: BOSSTORQUE Leads 2.xlsx (24 URLs) + independent Sales Nav pass

What's in here: v3 batch eval (NEW) TL;DR v2 review Patterns to fix Market sizing (Sales Nav) Independent sourcing & directories Saved Sales Nav search v3 action plan Starter list ⬇ Starter list XLSX

v3 batch evaluation — May 7–8 submissions

You're trending the right direction

You've shipped 57 net-new URLs across May 7–8. Hit rate this round is ~50% clear Yes — double what v2 was (24%). Geo discipline is solid (almost everything in OR/WA/ID/NV/AZ/CA/BC). Persona discipline is much better — most of your picks are real Owners, Presidents, CEOs, Co-Owners. You're internalizing the playbook. Keep this trajectory.

Clear Yes (new)

+ carryovers from v1/v2/Sales Nav

Maybe — verify before sending

Drop

~50%

Clear-Yes hit rate

vs ~25% in v2

Approve for connection — 24 clean Yes

#	Name	Title	Company	Geo
1	Oscar Milla	President	Blue Wave Tree Care	Escondido, CA
2	Darren Diaz	CEO	David's Tree Service Inc.	Orange County, CA
3	Silvia Jauregui de Kramer	Co-owner / ISA Cert + TRAQ	Hug A Tree Service LLC	LA Metro
4	Scott Griffiths	President / CEO	Great Scott Tree Service Inc.	Irvine, CA
5	Anna Vargas	President / Arborist	Fourest Tree Service Inc.	Oxnard, CA
6	Ed Gross	Owner	Evergreen Tree Specialist	San Diego, CA
7	Alvaro Becerra	Owner	AB Tree Doctor	Bakersfield, CA
8	Chyanne Trenholm	Owner / CEO	Nine Peaks Tree Care	Campbell River, BC
9	John Serio	Co-owner	American Tree and Plant Solutions LLC	Phoenix, AZ
10	Adam Bushey	Owner	Giant Care Tree Service	Eugene, OR (Sperry's town)
11	John Page	Owner / ISA Certified Arborist	NW Tree Work	Portland, OR
12	Jose De La Cruz	Owner	Rancho Tree Service	Bakersfield, CA
13	Pete Luna	Owner / ISA Certified Arborist	Tree Solutions LLC	Las Vegas, NV
14	Luis Casas	President	Legacy Tree Care	LA Metro
15	Jean-Claude Rochat	Owner	Arborist Now Inc.	San Francisco, CA
16	Katy Bigelow	Self-employed Master Arborist (BCMA)	Katy Bigelow, Arborist LLC	Greater Seattle, WA
17	Vicente Cortez	President / Cert Arborist	So Cal Tree Care, Inc.	Escondido, CA
18	Nicholas Soverel	Owner / Founder	Frontera Forest Solutions, Inc.	North Vancouver, BC
19	Nici Craft (handle: nicoledowning)	Family-business operator	Family tree service business	Hayden, ID
20	Alex Lasko	Business Owner	MTS Tree and Landscape (combo)	Issaquah, WA
21	Jose Rios	(verify role)	Twin Rivers Professional Tree Care Inc.	Hayward, CA
22	Dan Cacic	Business Owner	StumpMaster Tree & Landscape Ltd. (combo)	Port Coquitlam, BC
23	Pam Kirschner	Owner / Arborist	Timberline Tree Service	Boise, ID
24	Jorge Mondragon	Owner / CEO / Cert Arborist	ArborPoint Tree Care Services LLC	Ramona, CA

Verify before sending — 10 Maybes

Name	Why Maybe	What to check
Gabe Beeler (handle: fltllc)	Title is a tagline ("SCIENCE IS DISCOVERY NOT INVENTION"), no role visible	Confirm he's the owner of Fallen Leaf Tree
Steven A. Nelson	Multi-business — "General engineering contractor" + Nelson Tree Service + landenhancement.com	Confirm tree care is current primary line, not engineering
Brett Cassidy	Title is generic ("Arboriculture/Tree Care") — could be employee or owner	Open profile, scroll to Experience, confirm Owner / Founder at Tonewood Tree Care
Nikolas Tuzzolino	Title is "Consulting Arborist \| Utility Forester \| Tree Care Expert" — could be staff or owner of Holy Grove Tree Care	Confirm Owner / Founder role at Holy Grove
Robert Gandt	Title is just credentials (40 yrs ISA cert). Company "Arborist Alliance" — might be his firm or a network	Verify he owns/runs Arborist Alliance vs. employee
Ryan Dinsmore	Title literally starts with "at Alpine Landscapes & Alpine Tree Care" — role is missing	Confirm Owner / Founder
David Turner	Owner of DT's Tree Care confirmed. But location says "United States" only — no state	Confirm his location is in OR/WA/ID/NV/AZ/CA/BC. If East Coast, drop.
Mike Parker	Title is "Certified Arborist CTSP" at California Arbor Care — could be staff	Confirm Owner / Founder
Justin Tutka	Company is "Tutka Tree Care, Inc." — likely his (matches name) but title is missing	Confirm Owner / Founder via Experience
Edgar Javier Salas Avila	Title is just "Vema Tree Service" — role missing	Confirm Owner

Drop — 14 misses

Name	Why drop	Pattern to add to your skip-list
Dan L.	Senior VM Inspector at California State Polytechnic — wrong persona	"Inspector" / "Specialist" / "Coordinator" titles → drop
Jim Mosher	"Field Execution Partner to $5M–$20M Tree Care Founders" — he's a consultant to tree care owners, not an owner himself. Effectively a peer/competitor to BOSSTORQUE.	Anyone whose headline says "consultant," "advisor," "partner to X founders" — peer/competitor, not buyer
Jason Herz	Jay's GardenScapes — pure landscape, not tree care combo	"GardenScapes" / "Garden Design" company names → drop
Kevin Stitt	Black Diamond VermiCompost — composting, not tree care	"Compost" / "Soil" companies → drop
Joseph Markey	"Entrepreneur" at SourceMultiplier — not tree care	"Entrepreneur" with no operational role → low signal, skip
Kevin Allen	Pro Care Landscape Services — pure landscape	"Landscape Services" with no tree line → drop
Scott Cohen (handle: wholesaledatepalms)	South Coast Wholesale — palm/tree nursery wholesaler, not service. Different vertical.	"Wholesale" / "Nursery" company names → drop
Bryan Waller	Coleman Environmental Engineering — environmental consulting firm, not tree care service. He's an arborist credentialed consultant, not an operator.	Coleman Environmental Engineering appears repeatedly — add company-level skip
Christopher Ward	City of Portland Inspector — government employee, not owner	"City of [X]" / municipal employers → drop
Tyler Thrussell	City of Vancouver — government employee	Same pattern as above
Noah Chubb-Silverman	Reno Bike Project — wrong vertical entirely	Sniff-test before adding: does the company name match the vertical?
Kenna Morrow	Coleman Environmental Engineering — same as Bryan Waller, employee not owner	(see Coleman pattern above)
Cole Stevens (handle: arbormd)	The Davey Tree Expert Company — Davey is a national giant (5,000+ employees, >$1B revenue). Way over our $50M / 150-employee ceiling.	Davey, SavATree, Bartlett, Asplundh — all national tree care chains. Always exclude.
Christopher Ward (dup) / Tyler Thrussell (dup)	(consolidated above)

The improvement path — what to keep doing, what to tighten

Keep doing this

Geo discipline is now strong. Almost zero out-of-region rows. v2 had 9 Florida hits; v3 has zero. Big win.
You're picking real operators. Most of your headlines are now "Owner / President / CEO / Co-owner." Real names, real companies, real roles.
Volume + cadence. 27 + 30 across two days is right at the 25/day target. Sustainable rhythm.
You're catching combos. MTS Tree and Landscape, StumpMaster Tree & Landscape — combos are in scope, you got them.

Three tightening rules for v4 (each one bumps your hit rate ~5–10 points)

Auto-skip national chains. Davey Tree, SavATree, Bartlett Tree Experts, Asplundh, Wright Outdoor Solutions — all over 1,000 employees. Way above our ICP. Always skip.
Auto-skip municipal / government / environmental engineering. "City of [X]," "Coleman Environmental Engineering," "Department of [X]" — these are not buyers. They're employees.
If the title is missing, generic ("Arboriculture / Tree Care"), or just a tagline, open the profile and look at Experience before submitting. If you can't see a clear "Owner / Founder / President / CEO" within the first scroll, drop it. Your 10 Maybes this round are all this pattern — could be Yes, could be No, but I can't tell from the headline alone. You can tell with one click into the profile.

Apply those three and your hit rate jumps from ~50% to ~75–80%. At 25/day with 75% hit rate that's ~19 verified leads per day landing in our pipeline. Real, sustainable, high-quality.

One more thing: the "Sent Connection" column

Make sure you're updating it as you send. Right now it's only marked Yes for Heidi Britt, but you mentioned 9 connections sent yesterday. Keeping that column current matters because it's how I'll know which prospects are already in flight when I'm looking at the sheet — without it, I might double-send or step on a thread you've already started.

TL;DR

Real progress on v2 — 3 net new clean keepers (Tony Valenti, Matt White, Kaustubh Deo). The misses tell a clear story: a Florida geo bias and pure-landscape companies still slipping in. Separately, I ran an independent Sales Nav pass to test your "market is too small" comment — 1,500+ results with the locked filter, vs your reported ~40. The market is there; the search just needs to point at it. Saved search URL is below for v3.

v2 Clear ICP fit

+4 vs v1

v2 Maybe / verify

v2 Drop or replace

1.5K+

Total addressable pool

vs your reported 40

v2 review — what's working, where the misses came from

What's working

Tony Valenti — President, First Choice Tree Service (Las Vegas, NV). Clean fit.
Matt White — President, Caretaker Landscape and Tree Management (Gilbert, AZ). Tree care + landscape combo, in scope under the rule.
Kaustubh Deo — President, Blooma Tree Experts (Seattle, WA). 500+ connections, active. Strong fit.
Plus 3 v1 carryovers still hold: Heidi Thomas Britt, George Olekszak, Scott Seargeant.

Doubled the keeper count vs v1 — you're moving in the right direction.

v2 carryover correction

Kelsey Gruenwoldt was a "Maybe" because her LinkedIn profile only showed a tagline ("people & trees through business growth") with no operator role visible. Sales Nav reveals her actual role: Co-Owner of Seattle Tree Care. Promote her to Yes. That makes the v2 keeper count 7 instead of 6.

Patterns to fix for v3

1. Florida bias — 9 of 15 misses

Nine of the 15 "no" rows are in Florida (Pensacola, Orlando, Fort Myers, Clearwater ×3, Daytona Beach, Ormond Beach), plus Brooklyn NY and Jonesboro LA. Florida is not in the campaign footprint. The geo is OR / WA / ID / NV / AZ / CA / BC. Apply the geo filter at the Sales Nav search level (locked URL below) and that 60% miss rate disappears immediately.

2. Pure landscape still slipping in

Four entries are at pure landscape companies — Fieldstone Landscape Development (Manoli Galanakis), Fieldstone Landscape Services (Chris Eastman, who was already a NO in v1 and shouldn't have come back), Romaga Commercial Landscaping, Mariposa Landscape Arizona ×2. The rule: pure landscape is out; tree-care + landscape combos like Caretaker Landscape and Tree Management or Seargeant Landscape & Arboriculture are in scope. Company name is the first signal — if it's just "Landscape" or "Landscaping" with no tree care line on the site, skip.

3. Don't ship self-flagged misses

Six rows you annotated yourself as not fitting (jeremy-bader "Manager", kristi-dean-fogle "Doesn't have C-suite title", richard-schmidt-ii "no connections", tina-isaacs "no job title we are looking for", cliff-hoegler / jim-machen "not other good URL to scrape", chris-forrest / christopher-forrest "low connections"). When you can already see the row doesn't fit, drop it before submitting — don't include it with a note.

v2 profile-by-profile

#	Name	Title	Company	Geo	Fit	Why
1	Heidi Thomas Britt	CEO	American Tree Medics Inc	Modesto, CA ✓	Yes v1	Carryover, still clean.
2	George Olekszak	Founder	Tree Pros, Inc.	Chino, CA ✓	Yes v1	Carryover, still clean.
3	Scott Seargeant	Owner / Consulting Arborist	Seargeant Landscape & Arboriculture	Visalia, CA ✓	Yes v1	Carryover, combo business in scope.
4	Michael B. (handle: tetrylone)	Strategic Tree Care Operations Leader	Seattle Tree Care	Seattle, WA ✓	Maybe	Verify Co-Owner / Principal — title not on persona list. Note: Kelsey Gruenwoldt (entry #10) is the Co-Owner; he likely reports to her or a founder.
5	Tony Valenti	President	First Choice Tree Service	Las Vegas, NV ✓	Yes	Strong pick. Tree care, owner-level, in geo.
6	Manoli Galanakis	Owner	Fieldstone Landscape Development	Brooklyn, NY ✗	No	Pure landscape, out of geo.
7	Chris Eastman	President	Fieldstone Landscape Services	Clearwater, FL ✗	No v1	Same Fieldstone profile that was a NO in v1. Should have been dropped.
8	Matt White	President	Caretaker Landscape and Tree Management	Gilbert, AZ ✓	Yes	Tree care + landscape combo — in scope.
9	Jeremy Bader	Operations Manager	ProQual Landscaping	Mesa, AZ ✓	No	Wrong vertical, wrong persona. Self-flagged.
10	Kelsey Gruenwoldt	Co-Owner	Seattle Tree Care	Seattle, WA ✓	Yes upgrade	Upgraded from "Maybe" — Sales Nav reveals Co-Owner role.
11	Nikki Cummings	CEO	Here to Serve Workforce Solutions	Pensacola, FL ✗	No	Wrong vertical (workforce/renewables), out of geo.
12	Luis Huizar	VP Operations	Mariposa Landscape Arizona	Glendale, AZ ✓	No	Pure landscape, wrong persona. 20 connections.
13	Jesus Cruz	East Valley Division Manager	Mariposa Landscape Arizona	Phoenix, AZ ✓	No	Same company as #12. Pure landscape, wrong persona.
14	Kristi Dean Fogle	Branch Manager	Greenscapes of SWFL	Fort Myers, FL ✗	No	Wrong everything. Self-flagged.
15	Mariano Cardozo	CEO	Romaga Commercial Landscaping	Orlando, FL ✗	No	Right persona, wrong vertical and geo.
16	Kaustubh Deo	President	Blooma Tree Experts	Seattle, WA ✓	Yes	Strong pick. 500+ connections, active.
17	Richard Schmidt II	Founder & CEO	Valley Tree Care	Phoenix, AZ ✓	No	Vertical / persona / geo all check out — but 1 connection. Profile fails active screen. Self-flagged.
18	Tina Isaacs	A/R & Operations Admin	VI Tree Service	Canada (BC?)	No	Admin role, wrong persona. Self-flagged.
19	Cliff Hoegler	Owner	BC Plant Health Care	Surrey, BC ✓	Maybe	Right vertical, geo, persona. 36 connections — borderline. Self-flagged. Promote if you confirm BC Plant Health Care is operating tree care.
20	Jim Machen	Managing Partner	Jimmy's Tree Service	Jonesboro, LA ✗	No	Out of geo, 2 connections. Self-flagged.
21	Apollo O'Neil (oneilstreeservice)	Senior Consulting Arborist	ONeils Tree Service	Clearwater, FL ✗	No	Out of geo, wrong persona.
22	Apollo O'Neil (apollo-oneil)	Tree Care Expert	ONeils Tree Service	Clearwater, FL ✗	No	Duplicate URL of #21.
23	Chris Forrest	CEO	SB Tree Service	Daytona Beach, FL ✗	No	Right persona, FL out of geo, 14 connections. Self-flagged.
24	Christopher Forrest	ISA Certified Arborist	SB Tree Service	Ormond Beach, FL ✗	No	Same company as #23. Wrong persona. Self-flagged.

Market sizing — your "40 prospects" claim, tested

You wrote that the market is "too low like 40 prospects" with the current ICP. To test that, I ran an independent Sales Navigator pass with the locked filter (tree care + 8 owner-level personas + 7 target geos). Result count:

1,500+

Roughly 37x your number — and that's a single-keyword search. The 40-prospect ceiling is an artifact of how the search has been pointed, not a property of the market.

Your reported pool

~40

"the market is too low like 40 prospects" — implication: filter needs loosening, geos need expanding.

Actual pool, locked filter

1,500+

Sales Nav, keyword "tree care" OR arborist, 8 owner-level titles, 7 target geos. Raw keyword-match count.

Honest recalibration of the 1,500+ number

That 1,500+ is the raw keyword-match pool, not the validated ICP-fit pool. The keyword matches anywhere on a profile — cemeteries, wellness clinics, real estate brokers, software companies, marketing agencies, cosmetics, healthcare, and ex-tree-care folks now in adjacent businesses all surface. After applying the same filters Lazar was using, here's the actual chain:

Filter applied	Result count
Geo (7 states/BC) + 8 owner titles + keyword `"tree care" OR arborist`	1,500+
+ Company headcount 1-10 / 11-50 / 51-200 (covers our 5–150 ICP)	~1,000
+ "Posted on LinkedIn" (active in last 30 days)	65

So Lazar's "40" was largely correct — the gap was activity-filter strictness, not market size. With the strict "Posted on LinkedIn" toggle on, the count drops to 65.

Recommended setup for v3: keep the company headcount filter (1-10 / 11-50 / 51-200) but drop the "Posted on LinkedIn" toggle. Most tree care operators are lurkers — they log in, scan messages, and respond when something resonates, but they don't post publicly. We just want them logging in occasionally so they'll see InMails or connection requests. Then apply a looser active-profile screen at the manual-triage step (50+ connections, current employer listed, real role in headline, no Open-to-Work, profile photo and basics filled in). That setup leaves you with ~700–900 candidates to triage down to ~200–400 contactable. Order of magnitude still well above 40.

Why your number was 40

Two likely causes, based on the v1/v2 lists:

Geo bias toward Florida. Nine of fifteen v2 misses were in Florida. Florida isn't in the ICP. If the search was set to "United States" or pulling from FL-heavy regions, that alone would tank the count.
Title strings too narrow. If you were only searching "Owner" and not the full eight titles (Founder, President, CEO, Principal, Partner, Co-Owner, Co-Founder), you'd miss roughly half the pool. Many tree care firms title their leaders as "Founder" or "President" rather than "Owner."

Either explanation closes the gap between 40 and 1,500. Both are simple search-string fixes, not ICP loosening problems.

Independent company-side sourcing — outside Sales Nav and LinkedIn

Sales Nav is people-first (find the operator, find the company through them). The complementary path is company-first: enumerate the tree care companies in a geo, then find the owner via the company website + LinkedIn lookup. This catches operators who don't have an active LinkedIn presence at all — and there are a lot of them in this trade.

Real market size — what's out there

Geo	TCIA Accredited	TCIA Total Members (est.)	All Licensed Tree Care Firms (est.)
California	257 confirmed	~250–300	~5,000–10,000+
Oregon	est. ~30–60	~30–60	~500–1,000
Washington	est. ~40–70	~40–70	~800–1,500
Idaho	est. ~10–25	~10–25	~150–400
Nevada	est. ~15–30	~15–30	~200–500
Arizona	est. ~30–60	~30–60	~600–1,200
British Columbia (Canada)	est. ~20–40	~20–40	~400–800
TOTAL across 7 geos	~500–800 vetted	~500–800	~7,000–15,000+ all licensed

California TCIA was directly queried (257 confirmed). Other six geos are population-and-market-size estimates pending direct query — flagged "est." in the table above and on Sheet 3 of the XLSX. Order of magnitude is not in dispute: the total addressable market across the 7 geos is in the thousands of licensed tree care firms, not 40.

What I checked vs what's still to mine

Source	What it gives	Status
TCIA Tree Care Member Directory	Vetted accredited members per state — ANSI A300 + Z133 compliant, trained staff, ethics. Highest signal.	CA queried (257). Other 6 geos pending.
ISA Find an Arborist	ISA Certified Arborists worldwide — many run their own firms. Searchable by zip.	Not yet pulled.
Google Maps "tree services" + city	Comprehensive local business listings. ~50–200 per metro. Captures non-trade-association operators.	Not yet pulled in bulk; per-metro scrape would yield hundreds.
Yellow Pages tree-service category	Comprehensive paid + free listings, filterable by state.	Not yet pulled.
Houzz Tree Services pros	Tree pros with portfolios — more residential/aesthetic-leaning.	Sampled.
Angi tree service	Reviewed local pros — strong consumer signals.	Sampled.
California CSLB License Search (C-61 D-49)	All licensed CA tree contractors. Comprehensive.	Not yet pulled — CA alone has thousands.
State licensing equivalents — OR LCB / WA L&I / AZ ROC / NV NSCB / ID PCLB / BC consumer protection	All licensed contractors per state. Comprehensive.	Not yet pulled.
PNW-ISA chapter	Pacific Northwest ISA arborists (OR/WA/AK/BC). Member directory + speaker bios.	Sampled.

Two parallel tracks for v3

Track A — People-first (Sales Nav)

Saved search below + manual profile triage. Lurker-friendly setup yields ~700–900 candidates. Triage to 200–400 contactable.

Track B — Company-first (independent directories)

Pick 1–2 directories from the table above (TCIA + Google Maps is a good combo for vetted-plus-comprehensive). Pull all tree care companies per geo. Then find each owner via company website + LinkedIn lookup. Captures operators with no/weak LinkedIn presence — invisible to Track A.

The 64-company sample currently in Sheet 3 is a starting set drawn from "best of" lists. Mining the directories above expands it to the real universe of 500–800 vetted plus thousands more licensed.

Saved Sales Nav search — use this for v3

I built and saved this Sales Nav search on the BOSSTORQUE seat. Open it, then click "Save search to get notified of new results" at the top of the filter panel to pin it to your Saved Searches list.

Direct link — opens with all filters applied

Open the saved Sales Nav search →

Filter spec (in case the URL ever breaks)

Geography (Region): California / Oregon / Washington / Idaho / Nevada / Arizona / British Columbia, Canada

Current job title (8): Owner / Founder / President / Chief Executive Officer / Co-Owner / Co-Founder / Principal / Partner

Keywords: "tree care" OR arborist

Result count (May 6, 2026): 1,500+ raw, ~300–450 contactable after triage

v3 action plan

Non-negotiable: visually inspect every profile

Sales Nav is a sourcing tool, not a validation tool. The keyword search returns ~1,500 raw matches but ~65–70% of them are false positives — cemeteries, wellness clinics, real estate brokers, software companies, and ex-tree-care folks now in adjacent businesses. Open every candidate's LinkedIn profile directly before adding them to v3. Confirm with your eyes:

Current company actually does tree care (or tree+landscape combo) — check the company name and About section, not just keyword in their experience history.
Role title is owner / founder / president / CEO / principal / partner / co-owner.
Profile is active: current employer listed, real role title (not a tagline), recent activity in the last 90 days, 50+ connections, no Open-to-Work badge.

Sales Nav surfaces candidates. You confirm fit. Don't ship a row you haven't opened.

Open the saved Sales Nav search above. Confirm it loads with the 7 geos and 8 titles applied. Save it to your Saved Searches list using the toggle at the top of the filter panel.
Sort by Relevance. Open every candidate profile in a new tab and visually inspect against the four checks above. Drop anything that fails — don't include with a note, just drop.
Drop pure-landscape companies. If the company name is just "Landscape," "Landscaping," "Lawn," "Garden," or "Grounds" with no tree care line on the site, skip. Keep tree-care-only and tree-and-landscape combos.
Drop self-flagged misses before shipping. If you'd write a note like "doesn't have the title we want" or "low connections," delete the row instead.
For v4, layer keyword variants. The current saved search already covers "tree care" OR arborist. Re-run separately with tree service, arboriculture, tree experts, and ISA certified in the keyword field one at a time, then dedupe across runs.
Target cadence: 25 verified leads per day, mixed across the two tracks (Sales Nav people-first + independent directories company-first). Each lead must clear all five filters and use the column structure below. That's ~125/week, ~500/month — enough pipeline to feed Sperry-style outreach without rushing the triage.

Required column structure for v3 submission

Column	What goes in it
LinkedIn URL	Full URL
Name	First Last
Title	Owner / Founder / President / CEO / Principal / Partner / Co-Owner / Co-Founder. If anything else, the row doesn't ship.
Company	Legal name
Vertical	Tree care or Tree+Landscape combo. No pure landscape, no pest control.
HQ City / State	Must be in OR / WA / ID / NV / AZ / CA / BC.
Connection count	50+ required.
Last post	Within 90 days preferred.
Notes	Anything I need to know — TCIA-accredited, ISA-certified team, multi-location, etc.

Starter list — 24 confirmed ICP fits to seed the pipeline

While I was sizing the market, I captured the 18 strongest hits from my Sales Nav pass plus the 6 carryovers from your v1/v2 work. Use these as a starting set; v3 should add more on top.

Download the full XLSX (3 sheets: Starter Sample · Sales Nav Filter Spec · Independent Co. List)

⬇ Starter Sample - 24 ICP Examples - May 6 2026.xlsx

What's in the XLSX:

Sheet 1 — Starter Sample (24 leads): The 24 LinkedIn profiles I triaged from Sales Nav, with URLs, fit verdicts, and notes.
Sheet 2 — Sales Nav Filter Spec: Filter setup, recalibrated math, next keyword variants.
Sheet 3 — Independent Co. List: Three sections — (1) Market size by geo: California TCIA accredited count is 257 confirmed; total TCIA across our 7 geos is ~500–800 vetted companies; total licensed tree care firms across the 7 geos is ~7,000–15,000+. (2) 64-company sample from "best of" lists, TCIA, ISA, Yelp/Houzz/Angi, and local press awards. (3) Sourcing path — 9 directories with URLs (TCIA, ISA, Google Maps, Yellow Pages, Houzz, Angi, state contractor licensing DBs, PNW-ISA chapter) for Lazar to grind through to expand the list to thousands.

#	Name	Title	Company	Location	Source	Note
1	Andy LaVelle	President and CEO	Arbor MD Tree Care, Inc	Orinda, CA	Sales Nav	Clean fit.
2	Eddie Aguirre	Owner	Evergreen Tree Services	Sherwood, OR	Sales Nav	17+ yrs in role.
3	Krystle Reneer	President	Brush Hog Tree Care Inc.	SF Bay Area, CA	Sales Nav	7+ yrs.
4	Kevin Goddard	Business Owner	TK Tree Pro	(US — verify)	Sales Nav	ISA certified arborist. Verify location.
5	Shaeffer (Tree Solutions)	Company Owner	Shaeffer Tree Solutions	Eugene, OR	Sales Nav	Same town as Sperry. Direct local peer.
6	Alex Carey	Business Owner	B&C Tree Service	Greater Phoenix Area, AZ	Sales Nav	Clean fit.
7	Tony Valenti	President	First Choice Tree Service	Las Vegas, NV	v2 + Sales Nav	Confirmed both passes.
8	Del Real (Tree Service)	Company Owner	Del Real Tree Service	Fontana, CA	Sales Nav	Family-owned, 25 yrs.
9	Curt Peterson	Owner	Arborman Tree Care	Boise, ID	Sales Nav	30+ yrs.
10	Ryan A.	Owner	Tree Talk Arbor Society	Beaverton, OR	Sales Nav	ISA-TRAQ Certified.
11	Valdovinos (Tree Care)	Owner	Valdovinos Tree Care	Fresno, CA	Sales Nav	Family-owned.
12	Lila-Mae White, MBA, CHE, PMP	Business Owner	Tree Toad Consulting	Kelowna, BC	Sales Nav	Senior ops/strategy.
13	Christopher Campbell	Owner CEO	CC Tree Design	San Francisco, CA	Sales Nav	Cert. Arborist 2002, Tree Risk Assessor.
14	Bailey Bright	Owner	Bee's Trees	Sparks, NV	Sales Nav	Dedicated arborist.
15	Kelsey Gruenwoldt	Co-Owner	Seattle Tree Care	Seattle, WA	v2 + Sales Nav	v2 "Maybe" promoted to Yes.
16	Brian Brown, LEED AP	President / CEO	Estate Landscape & Tree Service	Incline Village, NV	Sales Nav	Combo — in scope.
17	Furrukh Sohail	Owner & CEO	BloomsGreen	Greater Reno Area, NV	Sales Nav	Verify tree care service line.
18	Edgar Larios	President	High End Companies LLC	Las Vegas, NV	Sales Nav	Verify current company; was Cert. Treecare Safety Pro at FCTS.
19	Heidi Thomas Britt	CEO	American Tree Medics Inc	Modesto, CA	v1 + v2	Verify revenue under $50M ceiling.
20	George Olekszak	Founder	Tree Pros, Inc.	Chino, CA	v1 + v2	20+ yrs.
21	Scott Seargeant	Owner / Consulting Arborist	Seargeant Landscape & Arboriculture	Visalia, CA	v1 + v2	Combo — in scope.
22	Michael B. (tetrylone)	Strategic Tree Care Operations Leader	Seattle Tree Care	Seattle, WA	v1 + v2	Same company as Kelsey. Verify Co-Owner / Principal.
23	Matt White	President	Caretaker Landscape and Tree Management	Gilbert, AZ	v2	Combo — in scope.
24	Kaustubh Deo	President	Blooma Tree Experts	Seattle, WA	v2	500+ connections, active.

The same list with full enrichment columns is in the workspace folder: ICP Candidates v1 - May 6 2026.xlsx