Editors Note

Welcome back to Digital Display Insider! If you’re new here, this weekly newsletter is built to equip Mobile Digital Billboard operators with the insights, tools, and strategies needed to build a profitable, lasting business. Whether you’re still in the research phase or you’ve got a truck on the road, you’re in the right place.

This week we’re talking about something that, if I’m being honest, I skipped when I started—and it cost me.

When I launched my MDB business, I didn’t have a business plan. Not because I didn’t care, but because I believed two big lies: one, that business plans were just for banks and loans, and two, that the numbers would be meaningless since I had no history to base them on. Add to that the fact that, at the time, there were only a couple dozen LED trucks in the country and virtually zero public information to reference—I was basically flying blind.

And like most operators starting out, I fell into the trap of chasing anything that brought in revenue. One day we were doing events, the next day local advertisers, the next day running exclusive jobs across the state. It wasn’t until I chose a model, built a plan around it, and committed to sticking with that plan for at least 12 months that we started gaining traction.

So in this issue, I’m laying out why having a business plan matters—even if you’re bootstrapping. And at the end, I’ll give you something I wish I had when I started: a free MDB-specific business plan template you can download and customize to your vision.

Let’s build something real.

M.D.B. Startup Focus

The One Thing That Could Save You Thousands Before You Ever Hit the Street

Why Every Mobile Digital Billboard Business Needs a Real Business Plan—And What Happens If You Don’t

When I launched my mobile digital billboard business over a decade ago, I did what a lot of first-time operators still do today—I jumped in with both feet and no business plan. It wasn’t because I didn’t care or wasn’t serious about succeeding. There were two reasons I skipped that step—maybe you can relate.

First, I bought into the lie that business plans are just for banks or investors. I believed it was just a bunch of made-up numbers you throw on a spreadsheet to look “official.” And since I had no historical data to pull from—no clients, no pricing strategy, no idea what was realistic—I figured it wasn’t worth the effort.

Second, there just wasn’t any real information out there. When I started, there were only a couple dozen LED trucks in the entire country. No playbook, no YouTube videos, no podcasts. All the info I could find came from traditional billboard companies, and what works for a 14x48 static board on a pole doesn’t exactly translate to a mobile digital truck rolling through traffic. Even now, more than 10 years later, I’m still one of the only people publishing actual information about what this business looks like in the real world.

And I can tell you—skipping the business plan probably cost me tens of thousands of dollars in wasted time, missteps, and missed opportunities.

The Dangerous Myth About Business Plans

Most people assume that a business plan is something you throw together when you’re applying for a loan. But that couldn’t be further from the truth. A business plan isn’t for the bank—it’s for you. It’s how you process your ideas and turn them into an actual plan of attack.

If you don’t know things like:

• Who you’re trying to serve

• What your model is (Exclusive vs. Shared)

• What success looks like in 6, 12, or 24 months

• How much you need to sell to break even and hit your income goals...

...you’re going to make emotional decisions. And emotional decisions lead to chaos.

Winging It is Expensive

One of the greatest strengths of a Mobile Digital Billboard is how versatile it is. There are so many ways to make money with it—daily advertising routes, live events, brand takeovers, screen rentals, experiential campaigns, political ad blitzes, the list goes on.

But that strength is also the curse for new operators.

Because without a plan, you’ll take any job that comes your way just to bring in some cash. You’ll be doing an event one day, then trying to sell a 3-month route the next, then chasing a brokered gig that ends up paying you net-90. Your energy gets scattered. You’re reactive instead of proactive.

That was me. I tried everything, said yes to everyone, and never gained real momentum.

The turning point came when I made a hard decision: we were going to pick a model and stick to it for at least 12 months. I sat my team down and said, “We’re done pivoting. We’re executing this plan—and no major changes until we’ve given it a real shot.” That single decision changed the game for us.

Clarity = Confidence = Results

You can’t build a lasting business on gut instinct. Passion matters, but clarity is what moves the needle. A solid business plan forces you to think through the hard stuff before you're in the thick of it.

How are you going to get leads?
What will you charge—and why?
What will your fulfillment process look like?
How will you measure success each month?

These aren’t questions you want to figure out on the fly.

And let me be clear—your plan will evolve. That’s normal. But starting with no plan is like taking a road trip with no GPS, no map, and no idea what direction you're heading. You might get somewhere... but it probably won’t be where you hoped.

Why This is Even More Important in MDB

The MDB industry is still in its early stages compared to traditional OOH. And that means you’re not just selling advertising—you’re also educating the market while building your brand. It’s a unique challenge.

You’re running a truck. You’re managing LED screens. You’re creating offers. You’re selling. You’re collecting payment. You’re operating like a media company, an ad agency, and a logistics firm—all at once.

That’s why having a business plan is so critical. It gives you the foundation to build something stable instead of constantly reacting to what comes next.

Don’t Just Read About It—Build Yours

So here’s my challenge to you: don’t skip this step. Whether you’re still shopping for trucks or you’ve already got one in the garage, sit down and map it out.

What’s your business model?
Who are you going after?
What does your first 90 days look like?
What’s your revenue target and how do you get there?

To help you do that, I’ve created a Business Plan Template specifically for Mobile Digital Billboard Operators. This isn’t some generic form you’ll never use. It’s the exact kind of document I wish I had when I started. It will walk you through each step so you can build with confidence and avoid the mistakes I made.

You can download it for free at the link below.

Start with a plan. Stick to it. Adjust as you learn—but never wing it again.

Your future self will thank you.

Get The FREE Mobile Digital Billboard Business Plan Template HERE

LED Truck Financing Options

Financing Options: Lease Your LED Truck with Currency

I’m excited to announce that Legion LED Trucks has partnered with Currency to offer flexible financing and lease options for both new and used LED trucks! Whether you’re looking to start or grow your MDB business, these leasing plans provide an affordable way to get on the road with minimal upfront investment.

Leasing is an excellent option for operators who want to keep cash flow steady while upgrading their equipment regularly. With 36-, 48-, and 60-month turnback leases available, you can keep your fleet up to date without the commitment of long-term ownership. For example:

• Lease a $150,000 truck for $4,665/month on a 36-month term or $3,626/month on a 48-month term.

• A $200,000 truck can be leased for $6,221/month on a 36-month term, $4,835/month on a 48-month term, or $4,007/month on a 60-month term.

• Payments can be customized based on your needs, with turnback options at the end of the lease.

To qualify, applicants need a minimum 670+ credit score and three months of bank statements. Additional requirements may apply. Financing is subject to credit approval, and terms may vary based on creditworthiness and truck selection.

This partnership is designed to make it easier than ever to grow your business without tying up capital. For more information or to explore your leasing options, contact us today!

How To Start A Mobile Digital Billboard Business

I just updated and expanded my book, “How To Start A Mobile Digital Billboard Business Without Losing $100k”, so if you are thinking about starting your own mobile digital billboard business, this is a must read.

For a limited time, I purchased a bunch of author copies and am giving signed copies away for free…you just pay the shipping and handling.

Or…if you prefer to pay $19.95 + shipping (unless you’re a Prime Member), then you can also find it on Amazon.

Free is better…

Bonus Content

Equipment For Sale