Nathan limits his business to a one-hour radius to stay near family. The speaker says that market is too small for organic growth even if he captures every customer, so he needs different strategies to expand beyond that constraint.
Nathan didn't want to leave an hour radius. That's where his family was. That was his primary goal, which is totally fine. And if you're an owner and you're listening to this and you have a goal like that, good for you. Make sure your team's on the same page. That's okay. That meant organic growth was kind of out because in that market, even if we signed up everybody, which wasn't going to happen, we still probably wouldn't get to that goal. So it then became about, well, how else could we expand?
