A 24-month proposal to turn VanDoorn Racing Development into the default online destination for asphalt Super Late Model racing.
That's the entire reason we're here.
The inflection point.
Norton Shores facility acquired
§1031 reverse exchange, Dec 22
40% of footprint, unassigned
You just bought the stage. The question is what you put on it.
All the cash flow. None of the marketing.
Every one of them belongs to whoever shows up first.
No chassis builder in asphalt SLM has an active channel with real subs.
Zero shop-floor technical audio in the entire category.
No real store. No parts catalog. Everyone buys from Summit or Behrents.
Dodge Direct Connection re-entry is open. No builder has claimed it.
The window closes the minute Port City figures out the same math.
Web / Parts / Content / Brand / Partnerships. All of it.
Blind-ship supplier channel. VRD carries the entire short-track parts catalog with zero inventory, zero warehousing, and every order ships in a VRD-branded box.
Teams running Hamke, Fury, Senneker, Port City all become VRD parts customers. The chassis stops being the product — it becomes the brand that sells the product.
20–35% dealer margin on every SKU. No working capital. No shelf space. No warehouse. Butch and Johnny never touch a box.
Every order creates an email, a ship-to, a purchase history, and an item-level interest profile. For the first time, VRD knows who its customers are.
This is the pivot. Chassis = the brand. Parts = the business.
Butch becomes a software product.
Customer ships shocks. Butch dynos, rebuilds, tunes. Customer gets shocks back + written PDF setup report.
Second-order: the largest private asphalt-SLM shock database in North America.
Johnny already does this 25 weekends a year. We just put it on the website.
Bookable online. Entry point for new relationships.
Priority scheduling. Locks in the core customer.
Weekly calls. Custom shock builds. Sim data review.
Video call. No travel. Infinite scale. Long tail.
Zero cannibalization. Every consulting client is a chassis prospect and vice versa.
The media property you already own without knowing it.
The asphalt SLM YouTube landscape is functionally empty.
Port City tried once in 2021. Hamke, Fury, Senneker — nothing.
Butch (30 yrs Penske shocks) and Johnny (3x champion) are the two most qualified people in the entire category to explain how setups work.
Direct Connection just re-entered asphalt oval. Nobody has claimed partner builder status.
Contact: Kevin Kidd, Stellantis Motorsports. 800-998-1110. Five Star Bodies: 262-877-2171.
Shopify live. Klaviyo wired. Dyno + consulting SKUs online. Ship Your Shocks live.
In Lane dropship integrated. 500-1,500 SKUs loaded. YouTube weekly. Podcast pilot.
Dodge outreach. First category sponsor. Canada flier in market. Moncton booked.
Content compounding. 6K–12K YT subs. 3K–8K email. Flywheel measurable.
Academy first camp. 501(c)(3) filed. Masterclass. Used parts trade-in soft launch.
Setup Sheets product. White-label conversation opens. VRD Cup series. Subscription box pilot.
Conservative targets. Chassis revenue not included — this is the new layer only.
| Layer | Month 6 | Month 12 | Month 24 |
|---|---|---|---|
| Shopify traffic | 2K / mo | 8K / mo | 25K / mo |
| Email list | 500 | 3K | 12K |
| Parts catalog orders | 10 / mo | 60 / mo | 250 / mo |
| Parts revenue | $3K / mo | $18K / mo | $85K / mo |
| Ship Your Shocks orders | 2 / mo | 12 / mo | 40 / mo |
| Consulting bookings | 3 | 12 | 30+ |
| YouTube subscribers | 500 | 6K | 20K+ |
| Sponsor revenue | $0 | $30K / yr | $120K / yr |
Even if they see the same opportunity tomorrow.
Stroom eats what it kills. You pay almost nothing upfront.
One-time. Foundation + Revenue Engine #1 ship. Shopify, In Lane catalog, Ship Your Shocks, consulting SKUs.
Of net revenue on layers Stroom operates. Parts + Ship Your Shocks + digital consulting + partnerships closed. Chassis fab excluded — all yours.
Q1, Q2, Q4, Q8. Each is a legitimate off-ramp. If you're not happy, you keep the work and we part ways.
No retainer. No agency fees. No lock-in. Just alignment.