Recession-Proof Your Startup: How One Company Hit $200 Million During Economic Uncertainty
A roofing restoration company launched just before the pandemic has scaled to nearly $200 million in annual revenue in 2025, proving that economic downturns can be fertile ground for innovative businesses. While many companies braced for impact during the Covid-19 pandemic and subsequent economic challenges, Roof Maxx capitalized on a growing need for affordable solutions and lasting practices. The company’s success isn’t a fluke; it’s built on a set of principles that can help any business not just survive, but thrive, when times get tough.
Tough economic times are scary for businesses and consumers, but the solution isn’t to take your foot off the gas. I opened the first Roof Maxx dealership in 2019,just one year before the Covid-19 pandemic. Today, it’s a nationally recognized residential roof restoration brand with an annual revenue of nearly $200 million in 2025. Here are five key principles I used to guide my business decisions during those challenging years.
Related: How Grate Entrepreneurs Find Ways to Win During Economic Downturns
The core strategy revolves around offering value when consumers are most price-sensitive. As people tighten their belts, they become more discerning about spending, but also more open to solutions that save them money in the long run. This is particularly true for services that address essential needs.
“When faced with the choice of throwing it away, they will. and since many green solutions focus on reducing waste, these services have more appeal when the economy suffers, not less,” explains the founder. With Roof Maxx, we offered homeowners a way to keep their current asphalt shingles in good condition instead of having to pay for a full roof replacement. Not only did it save an average of 3.8 tons of landfill waste per home, but it also cost up to 80% less. The fact that we were eco-kind wasn’t a bonus; it was a key part of the value we were offering at a time when every saved shingle (and dollar) mattered.
Related: build a Business That Helps People Feel Good About Doing the Right Thing
Make your business recession-resistant
The principles that helped my business grow during one of the worst recessions in our lifetimes weren’t rocket science.They were simple:
- Focus on an essential problem
- Offer an affordable choice to something expensive
- Keep operating costs in check
- Focus on aging systems or infrastructure
- Help customers stay lean and green
You can use these to insulate your business as well. Here’s to sustainable growthno matter what the future holds.
