About Nelly Perez
Helping Contractors Scale with Precision, Performance, and Peace of Mind
From Humble Beginnings
I wasn’t born into business.
I was born into hard work.
My family moved from the Dominican Republic to the U.S. when I was 8 years old.
No money. No English. No safety net. Just grit and faith in God.
I watched my dad work everyday. From him, I learned:
- Show up early
- Outwork everyone
- Don’t cut corners
- Do what’s right, even when no one’s watching
Those lessons followed me into every job I had.
My 10+ year professional Career
At 16, I worked at McDonald’s, where every station ran on laminated checklists.
Later, I became a top rep at AT&T, where real-time scoreboards tracked performance, and we didn’t touch a customer until four weeks of paid training.
My last corporate job was at TOTO, managing over $5M/year in purchase orders.
We sold $10K toilets and $19K tubs, and every step of the process had quality control baked in.
Everything was engineered to protect the standard.
In between all of that,
I was crawling through attics and under homes, installing cable, internet, and TV as a subcontractor for Charter, Comcast, and DirecTV.
That’s where I wrote my first SOP, before I even knew what “SOP” meant.
I just wanted to be faster, better, and cleaner.
That was the moment I realized:
Structure is speed.
Systems are freedom.
The Agency That Grew Too Fast
In 2019, I launched my marketing agency. It took off. Fast. By our 15th hire, the cracks showed.
- Tasks slipped
- Communication was scattered
- Leaders improvised
- I answered every question
- I was the glue, and it was breaking
We weren’t running a business. We were surviving one.
So I Rebuilt Everything. I hired multiple coaches. Read dozens of books. Tested tools that promised clarity but still left gaps.
When none of it worked end-to-end, I built what was missing.
- Scoreboards that tracked performance like a sports team
- SOPs with quality control baked into the workflow
- Daily execution data
- Habit checklists that created accountability
- Leadership rhythms that let the company run without me
This resulted in a 40-person agency that runs like a machine with or without me.
Then One Client Call Changed Everything
In 2022, one of our flooring clients called and asked us to pause his marketing.
He was planning to shut down or sell the business to pursue what he saw as a much bigger opportunity.
At the time, we had over 30 active flooring clients. I knew the business model.
So I bet on it.
I acquired the company, 11 hours away.
Every Sunday night, I flew out.
Every Friday night, I flew home to see my wife and 2 boys.
I ran estimates. Helped with installs. Put out fires.
During all of it, I began adapting the system I built for my agency to work in the trades.
That’s when everything clicked.
Just 4 months later, I was able to move back home full-time.
Within 2 years:
- More than doubled revenue
- Cut my time down to a 1-hour/week Zoom meeting
- Successfully exited
That experience didn’t just validate my system.
It proved something deeper:
Contractors need a scoreboard and an operating system that runs the business, so they don’t have to.
That’s what EIDN became.
Built from fast food, fieldwork, cable installs, and forged in the fire of business.
Tested in the trenches. Refined in real teams. Proven in real chaos.
It came from the systems I saw at McDonald’s, AT&T, and TOTO.
From crawling crawlspaces and attics as a subcontractor.
From the dozens of books I studied, the coaches I hired, and the mistakes I paid for.
Who I Help Now
Today, I help $500K–$10M trades businesses install the two systems that drive scalable growth:
- A marketing machine that builds demand
- An operating system that delivers without breaking
Together, they give you:
- Scoreboards
- Clarity
- Accountability
- Structure
- Growth that doesn’t burn out your team or bottleneck your life
Ready to Scale Clean?
Let’s build the business that carries you, not the one you have to carry.