Company & Industry Primer

Part 1 — Who We Are

Anderson Lock & Safe is a commercial locksmith company that has been securing Arizona since 1966. We’re family-owned, ~60 years deep, bonded and insured, with a full support staff behind every technician. Our self-description in one line: the seasoned expert you trust — like a doctor or attorney in our field.

The one fact that explains everything else: we are a commercial locksmith. About 95% of our revenue comes from commercial accounts — property managers, facilities teams, schools, banks, retail chains, contractors. We do residential and automotive work too, but it’s never the lead. Commercial customers call us every week; a homeowner calls once and disappears for five years. This is a relationship business, not a transactional one. Hold onto that — it shapes how we market.

The basics


Founded	1966
HQ	6146 N 35th Ave, Ste 101, Phoenix AZ 85017 · (602) 973-0343
Locations	Phoenix (HQ — shop + road), Chandler (shop), Arcadia (shop), plus “the Cage” (parts/inventory warehouse)
Niche	Expert Commercial Locksmith
2025 revenue	$8.54M
Owner	Michael Hanson

Who’s who (the people you’ll hear about)

Name	Role	Why they matter to you
Michael Hanson	Owner	Sets the vision; marketing reports up to him.
Garrett Poole	VP of Marketing	Your manager.
Jason Hale	VP of Sales & Estimating	Marketing hands warm leads to sales — Jason’s world.
Jared Ghormley	VP of Operations	Runs the field/techs who deliver the actual work.
John Phelan	VP of Retail Sales	The walk-in shop side of the business.
Cecelia Martinez	Senior Dispatcher	Routes techs to jobs.
Adam Brenton	Parts Manager	Reports to Garrett (like you), but on the parts side — owns parts/inventory.
Sophia Hernandez	Hold Jobs Manager	Reports to Garrett (like you), but on the operations side — owns the “hold jobs” queue.
Kyle (DropKick)	Content freelancer	Our content agency. Captures field photo/video and produces content — you’ll work together.
Mike	Email marketing freelancer	Contract via Upwork. Handles email marketing.

Our values (the “WE ARE” framework)

We Are…

Dependable Team Players
Energetically Serving Everyone
People Oriented
Truthful When It’s Hard
Always Respectful
Continuously Improving
We Do Not Settle

Core purpose: be the best place to work. Core niche: expert commercial locksmith.

Part 2 — Where We’re Going (the North Star)

Everything marketing does is in service of these goals. You don’t need to memorize the numbers, but you should understand the direction.

The 2026 motto: Increase sales — specifically ticket sales per customer. Not just “get more customers.” Get more from each relationship we already have.

The 3-year target (by end of 2027): $16M revenue / $2.4M profit — roughly doubling the business.

One growth priority you’ll hear a lot about:

Grow access control from ~12% of revenue toward 40%.

In 2025, access control was about $1M of our $8.54M. “Access control” = electronic access: keypads, card readers, fobs, cameras, intercoms — credentials and software instead of metal keys. It’s a real growth area for us — but it’s one priority among several, and it sits alongside our core locksmithing, not in place of it (more on that in Part 3).

Other 2027 goals worth knowing (context, not memorization): shift to a 60% project / 40% service-call mix, grow to 50 road technicians, reduce reliance on low-margin third-party dispatch work by half, and grow safe sales 50%.

Why this matters for your work: when you’re choosing what to post about, who to email, or what a campaign should emphasize, a good tie-breaker is “does this deepen our relationship with existing commercial accounts and move them toward higher-value work?” — whether that’s a restricted key system, a safe, or access control.

Part 3 — The Industry (context for an outsider)

You don’t need to become a locksmith. But here’s the industry shape that explains our strategy.

Where the work is heading. Both sides of our business are growing — they’re just evolving. Traditional locksmithing isn’t going anywhere; it’s moving upmarket, away from cheap common keyways and “Do Not Duplicate” stamps (which anyone can ignore at a hardware-store key machine) and toward restricted, high-security key systems — patented keyways where we control who’s allowed to cut a key. That’s more valuable, stickier work than a basic rekey. Alongside that, access control — electronic credentials, keypads, fobs — is a growing piece we’re investing in. The common thread: our customers’ security keeps getting more sophisticated, and we grow by leading them up that curve, whether that’s a restricted keyway or a card reader.

Why access control is worth the investment:

Recurring revenue. Cloud-based/managed access systems can bill monthly — turning a one-time job into an ongoing relationship (and raising what the whole company is worth).
Stickier customers. Once we design and install a building’s access system, we’re their go-to for every change, add, and upgrade.
It’s where the existing customers already are. Property managers, schools, and facilities we already serve are upgrading from keys to credentials right now. We just have to be the one who does it.

What we actually sell (the menu). Our biggest line is core locksmithing (~77% of revenue): rekeying, key services, lock repair, hardware install/replacement, safes & vaults, master key systems, emergency lockouts. Access control is ~7–8% today (the growth target). Shop/retail walk-in service is ~6%. Brands you’ll hear: Medeco, Schlage, ASSA, Best, Von Duprin (hardware); Paxton (access control); Hollon, FireKing (safes).

The trade world. The main professional bodies are ALOA (Associated Locksmiths of America) and its safe/vault arm SAVTA. Good to know they exist; you won’t deal with them often.

Who we compete with in Phoenix. Kelley Bros, Advanced Lock Service, Pop-A-Lock, FlyLock, Phoenix Access Control, and integrator/enterprise players (Avigilon, ButterflyMX) on the cloud-access end. Our edge vs. all of them: 1966 longevity, three physical shops (not a guy in a van), full-service across locks + safes + access control, GSA-certified, bonded. We are not the cheapest and we don’t try to be.

Part 4 — Apply Your Marketing Toolkit to Anderson

Here’s the fun part: take the frameworks you already learned — ideal customer profile, the B2B buying center (decision-maker vs. end user), SWOT, and STP/positioning — and point them at this business. It’s the fastest way to learn Anderson, and it gives Garrett a read on where you’re already strong.

These live on their own page as a short, low-stakes worksheet (not a test, not graded):

👉 Go to the Marketing Exercises

Do the first two during your Monday solo block; we’ll do the rest together — and go over the model answers as a pair.

Sources: Anderson brand kit reference files (core-context, customer-profiles, service-offerings, strategic-goals). Company facts current as of April 2026; revenue figures are 2025 actuals.