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Sarah Cano didn’t plan to start a roofing company—but when a hailstorm hit, she built Rooforia from the ground up.

In this episode of The Unscripted Climb, Sarah shares how she grew a multimillion-dollar business in one of the most male-dominated industries out there. From defining core values to building a team that actually believes in them, she walks through the wins, losses, and lessons that shaped Rooforia’s success.

We talk marketing, leadership, simplification, and why vulnerability might be your best business asset.

💡 Takeaways:

• Start where the opportunity is—even if it’s a hailstorm
• Core values = more than a poster on the wall
• Community involvement is your best referral engine
• Simplifying your services often increases profits
• Vulnerability isn’t weakness—it’s a leadership strategy

🎙️ Hosted by Chris Beecham & Natalie Micale
Keywords: roofing, entrepreneurship, female founder, team building, business growth, marketing strategy, core values, Rooforia, resilience

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🔗 Connect with Us:

• Chris Beecham on LinkedIn
• Natalie Micale on LinkedIn

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