Gorilla Property Services vs 76 Fence

76 Fence is the stronger revenue play—and it’s not close. The AUV gap is massive: $1.54M versus $313K at Gorilla Property Services. That’s a 5x difference in how much cash each franchisee generates, and it translates directly into budget capacity for software. A franchisee doing $1.5M in fencing absolutely has the margin to invest in POS, scheduling, and marketing automation. At $313K, a Gorilla operator is running lean and will scrutinize every software dollar. Higher AUV means a shorter, simpler sales cycle for us with larger deal sizes.

The terrain tilt is real but doesn’t offset the budget advantage. Gorilla’s `approved_supplier` procurement model gives us more freedom to sell direct without getting gatekept by the franchisor—that’s a genuine accelerant. Meanwhile, 76 Fence runs `franchisor_controlled` procurement, so we’d have to win corporate first or navigate a mandated stack. But here’s the thing: 76 Fence has only 1 franchised unit. This isn’t a hundred-location brand with a locked-down tech stack; it’s a fledgling system where the franchisor is still figuring things out. A single franchisee generating $1.5M is effectively a high-value, quasi-independent account we can land and expand if we approach it like a strategic partner deal, not a corporate RFP slugfest.

The TAM is tiny either way—2 units versus 1—so neither brand offers volume at scale. But if we’re picking one account to land-and-expand from, we chase the bigger wallet. Gorilla’s fresher FDD and open procurement are nice process edges, but a 5x AUV delta is a budget moat that makes everything else secondary.

Verdict: Sell into 76 Fence for the budget; the procurement gate is low enough at 1 unit to outmaneuver.