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  • The brief
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  • Idea portfolio
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  • This week · 6
  • This quarter · 10
  • Big bets · 3
  • Wildcards · 2
  • How we can help
Generated Oct 21, 2026
  1. Programmable
  2. Playbooks
  3. Flags.com
Flags.com logo

growth playbook · Oct 21, 2026

flags.com (opens in a new tab)

Flags.com growth playbook

Diagnosis

Flags.com (Regal Flags & Poles) has assets most flag stores lack: a 27-year-old category domain, a woman-owned family business founded by a Marine, strong reviews (4.9 on Reviews.io, 4.7 from 2,883 on Trustpilot) and useful services like half-staff alerts. Two settings hold it back.

Its robots.txt blocks Meta's and Pinterest's crawlers, so shared links lose their previews, and its SAM.gov registration covers grants only, so it cannot bid on the roughly $30 million a year federal agencies spend on flags. This playbook fixes both first, speeds up phone pages and small-order shipping, then builds repeat buying (replacement reminders, institutional accounts, care plans) and public-sector sales.

Growth Score

6/10

Biggest Opportunity

Public and institutional buyers: federal, state, school and veterans' organizations buy American-made flags every year, and Flags.com is a woman-owned small business with the right products.

Biggest Risk

Flag buying is seasonal and price-competitive, with Annin, Flags USA, Gettysburg Flag Works, FlagandBanner.com and marketplaces selling similar American-made flags.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Switch the SAM.gov registration to "All Awards" and start bidding on federal flag orders

    Update the SAM registration purpose to All Awards.

    High impact First result in 1 quarter
  2. 2

    Let Facebook, Instagram and Pinterest see your pages, so shared links show the flag

    Edit robots.txt and run five product links through Meta's Sharing Debugger.

    High impact First result in 2 weeks
  3. 3

    Trim the third-party scripts slowing the homepage on phones

    List every tag in Tag Manager and who uses it.

    Medium impact First result in 1 month

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 6 ideas are marked Unexpected: plays you are unlikely to have tried.

    1 of these are things Programmable can build and run for you.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 4Fill-ins · 10Reconsider · 4
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    Flags.com's robots.txt blocks Meta's link-preview crawler by name and then blocks every crawler it does not list, which includes Pinterest's and X's and LinkedIn's preview bots. Meta uses that crawler to build the title and image when someone shares a link on Facebook, Instagram or Messenger, and Pinterest says a blocked crawler is the usual reason Rich Pins fail. For a flag store, whose customers share a new flag on the porch before Memorial Day and the Fourth of July and pin garden and house flags all year, every shared link risks showing as a bare URL.

    High impactLow effort First result in 2 weeks E commerce Manager

    First action

    Edit robots.txt and run five product links through Meta's Sharing Debugger.

    How to measure it

    Social referral sessions

    Now
    –
    Target
    +30%
    By
    90 days

    Steps

    1. 1

      Edit robots.txt

      Allow the social preview crawlers and Storebot-Google with cart/checkout exclusions.

      BigCommerce Developer 1 hour

    2. 2

      Check Cloudflare

      Make sure verified bots pass the browser check.

      BigCommerce Developer 1 hour

    3. 3

      Test previews

      Meta Sharing Debugger on the homepage and top products.

      E-commerce Manager 1 hour

    4. 4

      Check tags

      Open Graph title, image and price on product pages.

      BigCommerce Developer 1 day

    5. 5

      Enable Rich Pins

      Validate with Pinterest.

      Marketing Manager 1 day

    6. 6

      Claim the domain

      Verify flags.com in Pinterest Business.

      Marketing Manager 1 hour

    7. 7

      Measure

      Referral sessions and orders by network.

      E-commerce Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    E commerce Manager

    Smallest test

    Fix robots.txt today and re-test the homepage link in Meta's Sharing Debugger.

    Why it works

    Add allow rules for facebookexternalhit, Pinterestbot, Twitterbot, LinkedInBot and Storebot-Google (with the same cart and checkout exclusions used for Googlebot), and remove the Facebot and facebookexternalhit "Disallow: /" lines. Check that the Cloudflare bot settings let verified social crawlers through too. Then test five product links in Meta's Sharing Debugger and Pinterest's Rich Pin validator and enable Rich Pins.

    Shares and pins with a picture and price get far more clicks than bare links, and this traffic is free: it comes from customers and their friends.

    Ready to use

    Copyrobots.txt rules to add

    # Allow social link previews and Google Shopping checks
User-agent: facebookexternalhit
User-agent: Pinterestbot
User-agent: Twitterbot
User-agent: LinkedInBot
User-agent: Storebot-Google
Disallow: /account.php
Disallow: /cart.php
Disallow: /checkout.php
Disallow: /login.php

# Then delete the two "Disallow: /" groups for Facebot and facebookexternalhit

    Risks and how to handle them

    • Unwanted scrapers return

      Keep the block for scrapers; allow only named, verified social crawlers.

    • Cached bare previews

      Re-scrape top pages in each debugger after the change.

    Evidence

    • Your websiterobots.txt (checked October 20, 2026): named rules let Googlebot, Bingbot, DuckDuckBot, Applebot, Semrush and OpenAI's crawler in; then "# Block all other bots" with "User-agent: * Disallow: /". Meta's crawlers are blocked by name ("User-agent: facebookexternalhit Disallow: /" and the same for Facebot). Crawlers not named, such as Pinterest's, X's and LinkedIn's link-preview bots and Google's Storebot-Google, fall under the block-all rule. A separate group lets AI assistants such as ChatGPT-User, OAI-SearchBot, PerplexityBot and ClaudeBot in, except for cart and account pages.Source
    • Meta documentationMeta's web crawler documentation: FacebookExternalHit fetches a page when someone shares its link on Facebook, Instagram or Messenger, to build the link preview (title, description, image).Source
    • Pinterest supportPinterest staff: a Rich Pin error "usually happens when our Pinterest crawler is being blocked by your website. Make sure to include a parameter in your robots.txt file that allows our crawler to access your site."Source
    • Tech stackStack seen in the page test and DNS: BigCommerce, Klaviyo (email and SMS), Gorgias chat, Reviews.io, Lucky Orange session recording, a Search Magic site search, Google and Bing Ads and the Meta pixel; Google Workspace mail with DMARC policy "none". The site sits behind a Cloudflare browser check that turns away automated readers.Source
  • 02

    Regal Flags & Poles (dba flags.com) registered in SAM.gov in April 2026 as a woman-owned small business, but only for federal assistance, which means it cannot bid on federal contracts. Federal agencies spent about $29.8 million on flags and pennants in fiscal 2025 with 49 suppliers, including small flag companies, and Flags.com already sells the military guidons, streamers and American-made flags those orders call for.

    High impactLow effort First result in 1 quarter President

    First action

    Update the SAM registration purpose to All Awards.

    How to measure it

    Federal orders

    Now
    –
    Target
    10
    By
    2 quarters

    Steps

    1. 1

      Update SAM

      All Awards, product and NAICS codes.

      President 1 week

    2. 2

      WOSB

      Apply for SBA certification.

      President 1 month

    3. 3

      Capability statement

      One page: products, made in USA, FMAA, codes.

      Government Sales Lead 3 days

    4. 4

      Alerts

      SAM.gov searches for flags and guidons.

      Government Sales Lead 1 day

    5. 5

      Small buys

      Introduce to base and VA purchasing offices.

      Government Sales Lead 1 quarter

    6. 6

      Bid

      First solicitations.

      Government Sales Lead ongoing

    7. 7

      Review

      Win rate and margins.

      President quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    President

    Smallest test

    Change the registration and bid on one small solicitation.

    Why it works

    Update the SAM registration purpose to All Awards, add product code 8345 (flags and pennants) alongside the NAICS codes, and consider SBA's WOSB certification. Then set up alerts on SAM.gov for flag and guidon solicitations, start with small purchases under the micro-purchase limit at military bases and VA facilities, and build a simple capability statement.

    Government buyers order every year and reorder the same specifications, so a few accounts make a steady base outside the holiday peaks.

    Risks and how to handle them

    • Specifications and AbilityOne items

      Bid only where the item is open to commercial vendors and specs match.

    • Slow payments

      Accept government purchase cards for small orders.

    Evidence

    • SAM.govSAM.gov entity record: "REGAL FLAGS & POLES, INC. (dba WWW.FLAGS.COM)", Delray Beach, Florida; registered April 7, 2026, expiring April 7, 2027; purpose of registration "Federal assistance awards"; business types include "Woman-owned business" and "Woman-owned small business (WOSB)", Subchapter S corporation. Its profile describes a "Supplier of flags, flagpoles, military guidons, military streamers, custom flags" with NAICS 459999, 314999 and 332323.Source
    • Federal procurement guidanceSAM.gov registration guidance: choosing the option for federal assistance only means the entity cannot bid on federal contracts; the Smithsonian's contracting notice advises against selecting assistance-only if a vendor plans to bid on its procurements, because procurements may be delayed until the record is corrected. "All Awards" covers contracts and grants.Source
    • USAspending.govFederal contract obligations for product code 8345 (Flags and Pennants) in fiscal year 2025: about $29.8 million across 49 recipients, including small flag companies such as Atlas Flags (about $1.7 million), Dawn's Early Light Flags (about $550,000) and National Capital Flag Company (about $347,000), alongside AbilityOne nonprofits. No federal contracts are on record for Regal Flags & Poles.Source
    • News coverageFlags.com's 2018 rebrand release: the business began in 1990 as Regal Flags & Poles, Inc. in Maryland, founded by a retired Marine and his family; it acquired the Flags.com domain in 1999 and moved to South Florida; a "woman-owned, family-run, small business"; "American flags are at the core of our product offering", plus custom flags and flagpoles.Source
  • 03

    Real visitors still pass Core Web Vitals, but loading is 21% slower than before, and in Google's phone test the hero banner takes 21 seconds to appear. Twenty third-party services add 3.4 MB; Google Tag Manager and Lucky Orange alone block the page for nearly 0.9 seconds, and the free-shipping banner shifts the layout.

    Medium impactMedium effort First result in 1 month BigCommerce Developer

    First action

    List every tag in Tag Manager and who uses it.

    How to measure it

    Mobile conversion rate

    Now
    –
    Target
    +10%
    By
    60 days

    Steps

    1. 1

      Tag audit

      Keep only used tags.

      Marketing Manager 1 day

    2. 2

      Sample recording

      Lucky Orange on 20% of sessions.

      BigCommerce Developer 1 day

    3. 3

      Defer widgets

      Reviews and chat after load.

      BigCommerce Developer 2 days

    4. 4

      Banner space

      Fixed height for the shipping banner.

      BigCommerce Developer 1 hour

    5. 5

      Redirects

      One hop to www.

      BigCommerce Developer 1 hour

    6. 6

      Hero image

      Smaller, preloaded.

      BigCommerce Developer 1 day

    7. 7

      Recheck

      Field data after 28 days.

      E-commerce Manager 1 month

    First result
    1 month
    Cost
    Developer time
    Owner
    BigCommerce Developer

    Smallest test

    Remove unused tags this week.

    Why it works

    Remove tags no one uses from Tag Manager, load Lucky Orange only on a sample of sessions, defer the review widget below the fold, reserve space for the shipping banner, and fix the redirect chain to www.flags.com. Recheck field data in 28 days.

    Faster phones pages convert more of the paid traffic the store already buys.

    Risks and how to handle them

    • Losing tracking

      Agree tag removals with whoever runs ads.

    Evidence

    • Google PageSpeedHomepage lab test (mobile): score 36 (desktop 47); the hero banner ("American Flags 100% American-made U.S. flags Shop now") appears after 21.4s; first content at 6.7s; 1,072 ms of blocking time; 3.5 MB over 133 requests, 3.4 MB of it from 20 third-party services (BigCommerce scripts 1.8 MB, Google Tag Manager 543 KB and 476 ms of blocking, Lucky Orange 413 ms of blocking, Reviews.io, Facebook, Klaviyo); 591 KB of unused JavaScript, 2.45s of render-blocking requests, an 0.8s redirect chain, 5,605 page elements and 12 console errors. The "FREE Shipping Available Orders $85+*" banner causes the largest layout shift.Source
    • Google PageSpeedReal visitors (Chrome UX Report) pass Core Web Vitals: LCP 2.3s at the 75th percentile, INP 121 ms, CLS 0.03, but loading is 21% slower than in the previous period and the server takes 757 ms to first byte.Source
    • Tech stackStack seen in the page test and DNS: BigCommerce, Klaviyo (email and SMS), Gorgias chat, Reviews.io, Lucky Orange session recording, a Search Magic site search, Google and Bing Ads and the Meta pixel; Google Workspace mail with DMARC policy "none". The site sits behind a Cloudflare browser check that turns away automated readers.Source
  • 04

    Free shipping starts at $85, and reviewers complain about high shipping on small orders. Many buyers want a single state, country or team flag well below $85.

    Medium impactLow effort First result in 1 month E commerce Manager

    First action

    Pull the cart abandonment rate for orders under $85.

    How to measure it

    Conversion on carts under $85

    Now
    –
    Target
    +15%
    By
    60 days

    Steps

    1. 1

      Baseline

      Abandonment under $85.

      E-commerce Manager 1 day

    2. 2

      Cost check

      Mailer postage by size.

      Operations Manager 1 day

    3. 3

      Set rate

      Flags-only flat rate.

      E-commerce Manager 1 day

    4. 4

      Cart nudge

      Accessory suggestions.

      E-commerce Manager 2 days

    5. 5

      Test

      Four weeks.

      E-commerce Manager 1 month

    6. 6

      Decide

      Keep or adjust.

      President 1 day

    First result
    1 month
    Cost
    Shipping subsidy
    Owner
    E commerce Manager

    Smallest test

    Run the flat rate for two weeks.

    Why it works

    Test a low flat rate for orders under $85 containing only flags (they ship in a mailer), and show "add $X for free shipping" with flag accessories in the cart.

    A predictable small shipping charge rescues small orders, and the cart nudge raises order size.

    Risks and how to handle them

    • Margin on small orders

      Limit the rate to flags-only mailers.

    Evidence

    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
    • Google PageSpeedHomepage lab test (mobile): score 36 (desktop 47); the hero banner ("American Flags 100% American-made U.S. flags Shop now") appears after 21.4s; first content at 6.7s; 1,072 ms of blocking time; 3.5 MB over 133 requests, 3.4 MB of it from 20 third-party services (BigCommerce scripts 1.8 MB, Google Tag Manager 543 KB and 476 ms of blocking, Lucky Orange 413 ms of blocking, Reviews.io, Facebook, Klaviyo); 591 KB of unused JavaScript, 2.45s of render-blocking requests, an 0.8s redirect chain, 5,605 page elements and 12 console errors. The "FREE Shipping Available Orders $85+*" banner causes the largest layout shift.Source
  • 05

    Flags.com already offers half-staff alerts by email or SMS and a flag-flying calendar. People who sign up fly a flag regularly and care about getting it right: the best customers for replacement flags and accessories.

    Medium impactLow effort First result in 1 quarter Marketing Manager

    First action

    Add the alert signup to the order confirmation page.

    How to measure it

    Half-staff alert subscribers

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Signup points

      Order confirmation and product pages.

      E-commerce Manager 2 days

    2. 2

      Welcome series

      Care and etiquette.

      Marketing Manager 1 week

    3. 3

      Replacement prompt

      Yearly.

      Marketing Manager 2 days

    4. 4

      SMS consent

      Clear opt-in wording.

      Marketing Manager 1 day

    5. 5

      Report

      Revenue per subscriber.

      Marketing Manager monthly

    6. 6

      Refine

      Frequency.

      Marketing Manager quarterly

    First result
    1 quarter
    Cost
    Klaviyo costs
    Owner
    Marketing Manager

    Smallest test

    Add the signup to order confirmations.

    Why it works

    Promote the alerts on every order confirmation and product page, send a welcome series on flag care and etiquette, and add a gentle replacement prompt once a year. Track list growth and revenue per subscriber in Klaviyo.

    Useful alerts earn permission and attention all year, not just at holidays.

    Risks and how to handle them

    • Alert fatigue

      Keep promotional messages separate from alerts.

    Evidence

    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
    • Tech stackStack seen in the page test and DNS: BigCommerce, Klaviyo (email and SMS), Gorgias chat, Reviews.io, Lucky Orange session recording, a Search Magic site search, Google and Bing Ads and the Meta pixel; Google Workspace mail with DMARC policy "none". The site sits behind a Cloudflare browser check that turns away automated readers.Source
    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
  • 06

    Trustpilot reviewers mention items that look different from the photos and hardware without clear instructions. These are cheap to fix and they drive returns and calls.

    Medium impactLow effort First result in 1 month Customer Service Lead

    First action

    Tag last quarter's complaints by cause.

    How to measure it

    Photo and instruction complaints

    Now
    –
    Target
    -50%
    By
    90 days

    Steps

    1. 1

      Tag complaints

      By cause.

      Customer Service Lead 2 days

    2. 2

      Reshoot

      Top 20 sellers.

      E-commerce Manager 2 weeks

    3. 3

      Install videos

      Kits and brackets.

      Marketing Manager 2 weeks

    4. 4

      PDFs

      Printable guides.

      Customer Service Lead 1 week

    5. 5

      Shipping email

      Links to guides.

      Marketing Manager 1 day

    6. 6

      Measure

      Complaints monthly.

      Customer Service Lead monthly

    First result
    1 month
    Cost
    Photography
    Owner
    Customer Service Lead

    Smallest test

    Film one install video for the bestselling kit.

    Why it works

    Reshoot the top 20 sellers as shipped (with the actual header, grommets and bracket), add a one-minute install video and a printable PDF for each flagpole kit and bracket, and link them in the shipping email.

    Accurate photos and clear instructions cut returns, calls and one-star reviews.

    Risks and how to handle them

    • Supplier changes parts

      Recheck photos when stock changes.

    Evidence

    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source

This quarter 10

The core plays for the next three months.

  • 07

    Outdoor flags fade and fray, and reviewers say Flags.com flags last for years only in good conditions. Most buyers do not know when to replace, and a faded flag on the porch is a sale waiting to happen.

    High impactLow effort First result in 1 quarter Marketing Manager

    First action

    Pull buyers of outdoor flags from the last three years.

    How to measure it

    12-month repeat rate

    Now
    –
    Target
    +20%
    By
    3 quarters

    Steps

    1. 1

      Segment

      Outdoor flag buyers by size.

      Marketing Manager 2 days

    2. 2

      Guide

      When to replace.

      Marketing Manager 3 days

    3. 3

      Flows

      Before each holiday.

      Marketing Manager 1 week

    4. 4

      Prefill

      Size and material in the link.

      E-commerce Manager 3 days

    5. 5

      Send

      Holiday schedule.

      Marketing Manager seasonal

    6. 6

      Measure

      Repeat orders.

      Marketing Manager monthly

    First result
    1 quarter
    Cost
    Klaviyo costs
    Owner
    Marketing Manager

    Smallest test

    Send one reminder to last year's buyers.

    Why it works

    Send past buyers of outdoor American flags a reminder before each flag holiday with a photo guide to fraying, a recommendation based on what they bought (nylon or polyester) and their size preselected.

    Timely reminders turn one purchase into a habit and smooth demand ahead of the peaks.

    Risks and how to handle them

    • Too many messages near holidays

      One reminder per holiday.

    Evidence

    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
    • Tech stackStack seen in the page test and DNS: BigCommerce, Klaviyo (email and SMS), Gorgias chat, Reviews.io, Lucky Orange session recording, a Search Magic site search, Google and Bing Ads and the Meta pixel; Google Workspace mail with DMARC policy "none". The site sits behind a Cloudflare browser check that turns away automated readers.Source
  • 08

    One reviewer bought FMAA-certified flags for a unit's Color Guard; Gettysburg Flag Works markets custom flags to universities and municipalities. Institutions buy flag sets, guidons and replacements on schedule and value American-made, certified flags and a phone number that answers.

    High impactMedium effort First result in 2 quarters Government Sales Lead

    First action

    List 100 posts, schools and towns in Florida.

    How to measure it

    Active institutional accounts

    Now
    –
    Target
    100
    By
    2 quarters

    Steps

    1. 1

      Account setup

      PO and net terms.

      Operations Manager 2 weeks

    2. 2

      Reorder lists

      Per organization.

      E-commerce Manager 2 weeks

    3. 3

      Target list

      100 in Florida.

      Government Sales Lead 1 week

    4. 4

      Outreach

      Calls and email.

      Government Sales Lead 1 quarter

    5. 5

      Reminder

      Yearly replacement.

      Marketing Manager 1 week

    6. 6

      Expand

      Other states.

      Government Sales Lead 2 quarters

    First result
    2 quarters
    Cost
    Staff time
    Owner
    Government Sales Lead

    Smallest test

    Sign five veterans' posts.

    Build the prospect list. The list compiled from public sources, verified, deduplicated and delivered to your CRM. Usually live within days.

    Book a working session

    Why it works

    Offer an institutional account: quote requests, purchase orders and net terms, a reorder list per organization, and a yearly replacement reminder. Reach VFW and American Legion posts, JROTC programs, schools and city facilities managers in Florida first.

    Institutional buyers reorder reliably and refer peers.

    Risks and how to handle them

    • Late payments

      Credit checks and card options.

    Evidence

    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
    • Competitor researchRivals' own homepages: Flags USA, "100% USA-made since 1987! Proudly women-owned and family-run"; Gettysburg Flag Works, custom flags "for universities, colleges and municipalities" plus half-staff alerts; Annin Flagmakers, "the oldest and largest flag manufacturer in the United States"; FlagandBanner.com, "American Made Flags"; All Star Flags and U.S. Flag Store.Source
    • SAM.govSAM.gov entity record: "REGAL FLAGS & POLES, INC. (dba WWW.FLAGS.COM)", Delray Beach, Florida; registered April 7, 2026, expiring April 7, 2027; purpose of registration "Federal assistance awards"; business types include "Woman-owned business" and "Woman-owned small business (WOSB)", Subchapter S corporation. Its profile describes a "Supplier of flags, flagpoles, military guidons, military streamers, custom flags" with NAICS 459999, 314999 and 332323.Source
    • News coverageFlags.com's 2018 rebrand release: the business began in 1990 as Regal Flags & Poles, Inc. in Maryland, founded by a retired Marine and his family; it acquired the Flags.com domain in 1999 and moved to South Florida; a "woman-owned, family-run, small business"; "American flags are at the core of our product offering", plus custom flags and flagpoles.Source
  • 09

    Federal is only part of public demand: states, counties, cities and school districts buy flags too, often through their own vendor portals and with woman-owned business programs.

    Medium impactMedium effort First result in 2 quarters Government Sales Lead

    First action

    Register on the Florida state vendor portal.

    How to measure it

    Bids submitted

    Now
    –
    Target
    20
    By
    2 quarters

    Steps

    1. 1

      Florida

      State vendor portal.

      Government Sales Lead 1 week

    2. 2

      Counties

      Ten largest.

      Government Sales Lead 1 month

    3. 3

      Schools

      Ten largest districts.

      Government Sales Lead 1 month

    4. 4

      Certification

      State woman-owned programs.

      President 1 quarter

    5. 5

      Alerts

      Flags and flagpoles.

      Government Sales Lead 1 week

    6. 6

      Bid

      Weekly review.

      Government Sales Lead weekly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Government Sales Lead

    Smallest test

    Register on one portal this week.

    Why it works

    Register on Florida's state vendor system and the portals of the 10 largest counties and school districts, apply for state woman-owned business certification where it exists, and set bid alerts for flags and flagpoles.

    Public buyers have to buy from registered vendors; registration is the entry ticket.

    Risks and how to handle them

    • Many small bids

      Bid only where margin and specs fit.

    Evidence

    • SAM.govSAM.gov entity record: "REGAL FLAGS & POLES, INC. (dba WWW.FLAGS.COM)", Delray Beach, Florida; registered April 7, 2026, expiring April 7, 2027; purpose of registration "Federal assistance awards"; business types include "Woman-owned business" and "Woman-owned small business (WOSB)", Subchapter S corporation. Its profile describes a "Supplier of flags, flagpoles, military guidons, military streamers, custom flags" with NAICS 459999, 314999 and 332323.Source
    • USAspending.govFederal contract obligations for product code 8345 (Flags and Pennants) in fiscal year 2025: about $29.8 million across 49 recipients, including small flag companies such as Atlas Flags (about $1.7 million), Dawn's Early Light Flags (about $550,000) and National Capital Flag Company (about $347,000), alongside AbilityOne nonprofits. No federal contracts are on record for Regal Flags & Poles.Source
  • 10

    Custom flags are part of the offer, and rivals such as Gettysburg Flag Works lead with custom flags for organizations. Custom buyers want a price and a proof quickly.

    High impactMedium effort First result in 1 quarter E commerce Manager

    First action

    Write a price table for the five most common custom sizes.

    How to measure it

    Custom orders a month

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Price table

      Five common sizes.

      Operations Manager 1 week

    2. 2

      Quote form

      With artwork upload.

      BigCommerce Developer 2 weeks

    3. 3

      Proof process

      One business day.

      Operations Manager 1 week

    4. 4

      Examples

      By customer type.

      Marketing Manager 2 weeks

    5. 5

      Ads

      Custom flag searches.

      Marketing Manager 1 month

    6. 6

      Measure

      Quotes to orders.

      E-commerce Manager monthly

    First result
    1 quarter
    Cost
    Developer time
    Owner
    E commerce Manager

    Smallest test

    Publish the price table.

    Why it works

    Build a quote flow: size, quantity, single or double-sided, upload artwork, and get a price range instantly with a proof within one business day. Show examples by customer type.

    Quick, clear quotes win custom orders, which carry higher margins than stock flags.

    Risks and how to handle them

    • Artwork problems

      Offer design cleanup for a fee.

    Evidence

    • News coverageFlags.com's 2018 rebrand release: the business began in 1990 as Regal Flags & Poles, Inc. in Maryland, founded by a retired Marine and his family; it acquired the Flags.com domain in 1999 and moved to South Florida; a "woman-owned, family-run, small business"; "American flags are at the core of our product offering", plus custom flags and flagpoles.Source
    • Competitor researchRivals' own homepages: Flags USA, "100% USA-made since 1987! Proudly women-owned and family-run"; Gettysburg Flag Works, custom flags "for universities, colleges and municipalities" plus half-staff alerts; Annin Flagmakers, "the oldest and largest flag manufacturer in the United States"; FlagandBanner.com, "American Made Flags"; All Star Flags and U.S. Flag Store.Source
    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
  • 11

    Once Pinterest can read the site, garden and house flags are a natural fit: people plan porches and gardens on Pinterest by season. Flags.com sells garden flagpoles and a wide flag range.

    Medium impactLow effort First result in 1 quarter Marketing Manager

    First action

    Set up four seasonal boards.

    How to measure it

    Pinterest-attributed orders

    Now
    –
    Target
    200 a quarter
    By
    3 quarters

    Steps

    1. 1

      Boards

      Four seasons.

      Marketing Manager 1 week

    2. 2

      Pins

      All garden and house flags.

      Marketing Manager 1 month

    3. 3

      Lifestyle photos

      Porch and garden.

      Marketing Manager 1 month

    4. 4

      Promoted test

      Before a season.

      Marketing Manager 1 month

    5. 5

      Tracking

      Pinterest tag.

      BigCommerce Developer 1 day

    6. 6

      Review

      Monthly.

      Marketing Manager monthly

    First result
    1 quarter
    Cost
    Small ad budget
    Owner
    Marketing Manager

    Smallest test

    Pin the top 20 garden flags.

    Why it works

    Create seasonal boards (spring garden, patriotic porch, fall, sports teams), pin every garden and house flag with Rich Pins, and run a small promoted pin test ahead of each season.

    Pins keep sending traffic for months, unlike social posts.

    Risks and how to handle them

    • Low conversion from browsing

      Measure over a full season.

    Builds on

    Evidence

    • Pinterest supportPinterest staff: a Rich Pin error "usually happens when our Pinterest crawler is being blocked by your website. Make sure to include a parameter in your robots.txt file that allows our crawler to access your site."Source
    • Your websiterobots.txt (checked October 20, 2026): named rules let Googlebot, Bingbot, DuckDuckBot, Applebot, Semrush and OpenAI's crawler in; then "# Block all other bots" with "User-agent: * Disallow: /". Meta's crawlers are blocked by name ("User-agent: facebookexternalhit Disallow: /" and the same for Facebot). Crawlers not named, such as Pinterest's, X's and LinkedIn's link-preview bots and Google's Storebot-Google, fall under the block-all rule. A separate group lets AI assistants such as ChatGPT-User, OAI-SearchBot, PerplexityBot and ClaudeBot in, except for cart and account pages.Source
    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
  • 12

    Storebot-Google, the crawler Google uses to check product pages for Shopping, is not named in robots.txt and so falls under the block-all rule. If Merchant Center cannot verify a page, products can be limited in free listings and Shopping ads.

    Medium impactLow effort First result in 1 month E commerce Manager

    First action

    Open Merchant Center diagnostics.

    How to measure it

    Eligible products

    Now
    –
    Target
    95%+
    By
    60 days

    Steps

    1. 1

      Allow crawler

      Storebot-Google rule.

      BigCommerce Developer 1 hour

    2. 2

      Diagnostics

      Merchant Center.

      E-commerce Manager 1 day

    3. 3

      Fix items

      Flagged products.

      E-commerce Manager 1 week

    4. 4

      Free listings

      Turn on.

      E-commerce Manager 1 hour

    5. 5

      Feed quality

      Titles with size and material.

      E-commerce Manager 2 weeks

    6. 6

      Monitor

      Weekly.

      E-commerce Manager weekly

    First result
    1 month
    Cost
    $0
    Owner
    E commerce Manager

    Smallest test

    Check diagnostics today.

    Why it works

    Add Storebot-Google to the allowed crawlers, then check Merchant Center diagnostics for "not crawlable" warnings, fix any flagged products, and confirm free listings are on.

    Free Shopping listings are high-intent traffic at no cost per click.

    Risks and how to handle them

    • Feed errors unrelated to robots

      Fix the top errors by revenue.

    Evidence

    • Your websiterobots.txt (checked October 20, 2026): named rules let Googlebot, Bingbot, DuckDuckBot, Applebot, Semrush and OpenAI's crawler in; then "# Block all other bots" with "User-agent: * Disallow: /". Meta's crawlers are blocked by name ("User-agent: facebookexternalhit Disallow: /" and the same for Facebot). Crawlers not named, such as Pinterest's, X's and LinkedIn's link-preview bots and Google's Storebot-Google, fall under the block-all rule. A separate group lets AI assistants such as ChatGPT-User, OAI-SearchBot, PerplexityBot and ClaudeBot in, except for cart and account pages.Source
    • Tech stackStack seen in the page test and DNS: BigCommerce, Klaviyo (email and SMS), Gorgias chat, Reviews.io, Lucky Orange session recording, a Search Magic site search, Google and Bing Ads and the Meta pixel; Google Workspace mail with DMARC policy "none". The site sits behind a Cloudflare browser check that turns away automated readers.Source
  • 13

    Flags.com has 4.9 stars from 687 store reviews and 2,142 product reviews on Reviews.io, and 4.7 from 2,883 on Trustpilot. Reviews that mention "made in USA", outdoor durability and the Color Guard use answer the main buying questions.

    Medium impactLow effort First result in 1 month E commerce Manager

    First action

    Pick three snippets for the top 10 products.

    How to measure it

    Product page conversion

    Now
    –
    Target
    +8%
    By
    60 days

    Steps

    1. 1

      Snippets

      Top 10 products.

      E-commerce Manager 2 days

    2. 2

      Placement

      Near add to cart.

      BigCommerce Developer 2 days

    3. 3

      Seller ratings

      Google and Microsoft Ads.

      Marketing Manager 1 week

    4. 4

      Photo reviews

      Ask after delivery.

      Marketing Manager 1 week

    5. 5

      Reply

      Keep replying to negatives.

      Customer Service Lead ongoing

    6. 6

      Measure

      Conversion.

      E-commerce Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    E commerce Manager

    Smallest test

    Add snippets to the top three products.

    Why it works

    Show review snippets about durability and American-made construction near the add-to-cart button, add review stars to Google Shopping and ads through seller ratings, and ask for photo reviews in the post-delivery email.

    Specific reviews at the moment of decision lift conversion, and stars in ads lift click-through.

    Risks and how to handle them

    • Widget weight

      Load reviews after the main content.

    Evidence

    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
  • 14

    The 6' aluminum kit listing warns it is "not as sturdy in high wind areas", and the store is in South Florida, where wind is a real concern. Buyers in coastal and storm-prone areas need a clear answer before they buy.

    Medium impactMedium effort First result in 1 quarter Operations Manager

    First action

    Collect wind ratings from suppliers.

    How to measure it

    Share of pole sales in the high-wind range

    Now
    –
    Target
    25%
    By
    2 quarters

    Steps

    1. 1

      Ratings

      From suppliers.

      Operations Manager 2 weeks

    2. 2

      Guide

      By region and mount.

      Marketing Manager 2 weeks

    3. 3

      Collection

      High-wind products.

      E-commerce Manager 1 week

    4. 4

      Tangle-free

      Hardware options.

      Operations Manager 1 month

    5. 5

      Promote

      Coastal ads before storm season.

      Marketing Manager seasonal

    6. 6

      Measure

      Returns and sales.

      E-commerce Manager monthly

    First result
    1 quarter
    Cost
    Inventory
    Owner
    Operations Manager

    Smallest test

    Add wind ratings to the top five poles.

    Why it works

    Add wind ratings to every pole and bracket, a sizing guide by region and mounting type, and a "high-wind" collection with heavier poles and spinning or tangle-free hardware.

    Clear guidance prevents broken poles and returns and sells higher-value kits.

    Risks and how to handle them

    • Supplier ratings vary

      Use conservative ratings.

    Evidence

    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
  • 15

    Unlike many stores, Flags.com's robots.txt lets ChatGPT, Perplexity and Claude read its pages. People ask assistants "when is the flag at half-staff", "how to fold a flag" and "what size flag for a 20 foot pole". The store's blog, calendar and half-staff alerts are the right material.

    Medium impactLow effort First result in 1 quarter Marketing Manager

    First action

    List 30 common flag questions.

    How to measure it

    Referral sessions from AI assistants

    Now
    –
    Target
    +100%
    By
    2 quarters

    Steps

    1. 1

      Questions

      30.

      Marketing Manager 2 days

    2. 2

      Write

      Answer pages.

      Marketing Manager 1 month

    3. 3

      Link

      Products and signup.

      E-commerce Manager 1 week

    4. 4

      Structure

      Headings and FAQ markup.

      BigCommerce Developer 1 week

    5. 5

      Check

      What assistants cite.

      Marketing Manager monthly

    6. 6

      Update

      Quarterly.

      Marketing Manager quarterly

    First result
    1 quarter
    Cost
    Writing time
    Owner
    Marketing Manager

    Smallest test

    Publish five answers.

    Why it works

    Publish plain, well-structured answer pages for the 30 most common flag questions (etiquette, sizing, care, retirement, half-staff), each linking to the right products and the alert signup. Check monthly what assistants cite.

    Assistant answers that cite Flags.com send buyers with intent, and the robots.txt already allows it.

    Risks and how to handle them

    • Answers without clicks

      Offer tools (sizing, alerts) that need a visit.

    Evidence

    • Your websiterobots.txt (checked October 20, 2026): named rules let Googlebot, Bingbot, DuckDuckBot, Applebot, Semrush and OpenAI's crawler in; then "# Block all other bots" with "User-agent: * Disallow: /". Meta's crawlers are blocked by name ("User-agent: facebookexternalhit Disallow: /" and the same for Facebot). Crawlers not named, such as Pinterest's, X's and LinkedIn's link-preview bots and Google's Storebot-Google, fall under the block-all rule. A separate group lets AI assistants such as ChatGPT-User, OAI-SearchBot, PerplexityBot and ClaudeBot in, except for cart and account pages.Source
    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
  • 16

    The US Flag Code asks that worn flags be retired with dignity, and many owners do not know how. Veterans' posts and scout troops hold retirement ceremonies.

    Medium impactLow effort First result in 1 quarter Customer Service Lead

    First action

    Ask two local posts to partner.

    How to measure it

    Replacement orders via the program

    Now
    –
    Target
    500 a year
    By
    4 quarters

    Steps

    1. 1

      Partners

      Two local posts.

      President 1 month

    2. 2

      Envelopes

      Prepaid returns.

      Operations Manager 2 weeks

    3. 3

      Page

      How it works.

      E-commerce Manager 1 week

    4. 4

      Discount

      Replacement code.

      E-commerce Manager 1 day

    5. 5

      Promote

      Flag Day email.

      Marketing Manager seasonal

    6. 6

      Report

      Flags retired and orders.

      Customer Service Lead quarterly

    First result
    1 quarter
    Cost
    Postage
    Owner
    Customer Service Lead

    Smallest test

    Run a drop-off box at one post.

    Why it works

    Partner with local veterans' posts and scout troops, offer prepaid return envelopes or drop-off points, and give a discount on the replacement flag. Share ceremony photos with permission.

    It solves a real problem, earns goodwill and brings buyers back exactly when they need a new flag.

    Risks and how to handle them

    • Postage costs

      Use drop-off points and bulk shipments.

    Evidence

    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
    • News coverageFlags.com's 2018 rebrand release: the business began in 1990 as Regal Flags & Poles, Inc. in Maryland, founded by a retired Marine and his family; it acquired the Flags.com domain in 1999 and moved to South Florida; a "woman-owned, family-run, small business"; "American flags are at the core of our product offering", plus custom flags and flagpoles.Source

Big bets 3

Larger plays that can change the trajectory.

  • 17

    Federal agencies spent about $29.8 million on flags and pennants in fiscal 2025, and small flag companies won seven-figure shares. Flags USA, another women-owned flag company, is already a federal vendor and was featured by the SBA.

    High impactHigh effort First result in 4 quarters President

    First action

    Win three federal orders as past performance.

    How to measure it

    Government share of revenue

    Now
    –
    Target
    15%
    By
    4 quarters

    Steps

    1. 1

      Past performance

      Three wins.

      Government Sales Lead 2 quarters

    2. 2

      GSA readiness

      Pricing and documents.

      President 1 quarter

    3. 3

      Apply

      Schedule offer.

      President 1 quarter

    4. 4

      Catalogue page

      Specs and certifications.

      E-commerce Manager 1 month

    5. 5

      Set-asides

      WOSB opportunities.

      Government Sales Lead ongoing

    6. 6

      Review

      Quarterly.

      President quarterly

    First result
    4 quarters
    Cost
    Consultant and staff time
    Owner
    President

    Smallest test

    Prepare the capability statement.

    Why it works

    After the first small federal and state wins, apply for a GSA Multiple Award Schedule for flags and flagpoles, use WOSB status where set-asides apply, and build a government catalogue page with specifications and certifications.

    A schedule contract lets agencies order directly without a new competition each time.

    Risks and how to handle them

    • Compliance burden

      Start with small orders before applying.

    Builds on

    Evidence

    • USAspending.govFederal contract obligations for product code 8345 (Flags and Pennants) in fiscal year 2025: about $29.8 million across 49 recipients, including small flag companies such as Atlas Flags (about $1.7 million), Dawn's Early Light Flags (about $550,000) and National Capital Flag Company (about $347,000), alongside AbilityOne nonprofits. No federal contracts are on record for Regal Flags & Poles.Source
    • News coverageThe SBA Office of Advocacy featured Flags USA as a "Women-Owned, Family-Owned, and Black-Owned Company" in March 2024; Flags USA is also listed as a federal vendor.Source
    • SAM.govSAM.gov entity record: "REGAL FLAGS & POLES, INC. (dba WWW.FLAGS.COM)", Delray Beach, Florida; registered April 7, 2026, expiring April 7, 2027; purpose of registration "Federal assistance awards"; business types include "Woman-owned business" and "Woman-owned small business (WOSB)", Subchapter S corporation. Its profile describes a "Supplier of flags, flagpoles, military guidons, military streamers, custom flags" with NAICS 459999, 314999 and 332323.Source
  • 18

    Businesses, car dealerships, HOAs and property managers fly flags every day and need replacements several times a year, often forgetting until a flag is torn. Flags.com already has the products and reminders.

    High impactMedium effort First result in 3 quarters President

    First action

    Find customers who bought the same flag three or more times.

    How to measure it

    Active care plans

    Now
    –
    Target
    300
    By
    3 quarters

    Steps

    1. 1

      Find buyers

      Repeat commercial buyers.

      E-commerce Manager 1 week

    2. 2

      Price plans

      By size and frequency.

      President 2 weeks

    3. 3

      Subscription setup

      In BigCommerce.

      BigCommerce Developer 1 month

    4. 4

      Pitch

      Existing buyers.

      Government Sales Lead 1 month

    5. 5

      Promote

      HOAs and dealerships.

      Marketing Manager 1 quarter

    6. 6

      Measure

      Renewals.

      E-commerce Manager quarterly

    First result
    3 quarters
    Cost
    Developer time
    Owner
    President

    Smallest test

    Offer the plan to ten repeat buyers.

    Why it works

    Offer an annual plan: a set number of replacement flags shipped on a schedule (for example every four months), priority service and a fixed yearly price. Sell it to existing commercial buyers first.

    Recurring revenue smooths seasonality and locks in the most frequent buyers.

    Risks and how to handle them

    • Plans undercut single orders

      Price near current yearly spend.

    Evidence

    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
    • News coverageFlags.com's 2018 rebrand release: the business began in 1990 as Regal Flags & Poles, Inc. in Maryland, founded by a retired Marine and his family; it acquired the Flags.com domain in 1999 and moved to South Florida; a "woman-owned, family-run, small business"; "American flags are at the core of our product offering", plus custom flags and flagpoles.Source
  • 19

    Flags.com sells flagpoles, but in-ground poles need installation, which is where many buyers stall. Local installers and landscapers do the work but do not stock flags.

    Medium impactMedium effort First result in 4 quarters President

    First action

    Recruit five installers in South Florida.

    How to measure it

    In-ground pole orders

    Now
    –
    Target
    +40%
    By
    4 quarters

    Steps

    1. 1

      Recruit

      Five installers.

      Operations Manager 1 month

    2. 2

      Trade terms

      Pricing and fees.

      President 2 weeks

    3. 3

      Referral page

      Find an installer.

      E-commerce Manager 2 weeks

    4. 4

      Expand

      Other regions.

      Operations Manager 2 quarters

    5. 5

      Quality

      Customer feedback.

      Customer Service Lead ongoing

    6. 6

      Measure

      Orders.

      E-commerce Manager quarterly

    First result
    4 quarters
    Cost
    Referral fees
    Owner
    President

    Smallest test

    Sign one installer.

    Why it works

    Build an installer partner list by region, refer pole buyers to installers, and give installers a trade price and a referral fee on flags their customers buy later.

    Installation removes the main barrier to selling larger poles, and installers bring repeat flag buyers.

    Risks and how to handle them

    • Installer quality

      Review feedback and remove poor partners.

    Evidence

    • ReviewsReviews.io: 4.9 from 687 store reviews, 97% recommend, 2,142 product reviews; praise for quality, American-made construction, fast delivery and reaching a real person by phone; one reviewer bought FMAA-certified flags for a unit's Color Guard; complaints include high shipping on small orders and nylon flags wearing out. The 6' Aluminum Flagpole Kit has 4.5 stars from 8 reviews and its listing warns the kits are "not as sturdy in high wind areas".Source
    • News coverageFlags.com's 2018 rebrand release: the business began in 1990 as Regal Flags & Poles, Inc. in Maryland, founded by a retired Marine and his family; it acquired the Flags.com domain in 1999 and moved to South Florida; a "woman-owned, family-run, small business"; "American flags are at the core of our product offering", plus custom flags and flagpoles.Source

Wildcards 2

Unexpected experiments, each with a cheap way to test it.

  • 20

    Flags.com began in 1990 when a retired Marine and his family started selling flags and poles, and it is woman-owned and family-run today. Flags USA leads its homepage with being women-owned and family-run; Trustpilot reviewers mention the veteran-made mission.

    Medium impactLow effort First result in 1 quarter Marketing Manager

    First action

    Film a two-minute story video.

    How to measure it

    Searches for "flags.com"

    Now
    –
    Target
    +15%
    By
    2 quarters

    Steps

    1. 1

      Video

      Two minutes.

      Marketing Manager 1 month

    2. 2

      Product line

      Short story line.

      E-commerce Manager 1 week

    3. 3

      Packaging

      Insert card.

      Operations Manager 1 month

    4. 4

      Veterans Day

      Campaign.

      Marketing Manager yearly

    5. 5

      Press

      Local stories.

      President ongoing

    6. 6

      Measure

      Brand searches.

      Marketing Manager quarterly

    First result
    1 quarter
    Cost
    Video cost
    Owner
    Marketing Manager

    Smallest test

    Add the story line to the top product pages.

    Why it works

    Make the story visible where buyers decide: a short founder video, a line on product pages and packaging, and a yearly Veterans Day campaign supporting a veterans' charity.

    In a category where many stores look alike, a real story is a reason to choose.

    Risks and how to handle them

    • Overused patriotism

      Keep it factual and specific.

    Evidence

    • News coverageFlags.com's 2018 rebrand release: the business began in 1990 as Regal Flags & Poles, Inc. in Maryland, founded by a retired Marine and his family; it acquired the Flags.com domain in 1999 and moved to South Florida; a "woman-owned, family-run, small business"; "American flags are at the core of our product offering", plus custom flags and flagpoles.Source
    • Competitor researchRivals' own homepages: Flags USA, "100% USA-made since 1987! Proudly women-owned and family-run"; Gettysburg Flag Works, custom flags "for universities, colleges and municipalities" plus half-staff alerts; Annin Flagmakers, "the oldest and largest flag manufacturer in the United States"; FlagandBanner.com, "American Made Flags"; All Star Flags and U.S. Flag Store.Source
    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source
  • 21

    Flags.com sends order emails and half-staff alerts from its own domain. The domain's DMARC policy is set to monitoring only, so receiving servers are not told to reject mail that fails checks.

    Medium impactLow effort First result in 1 month BigCommerce Developer

    First action

    Review 30 days of DMARC reports.

    How to measure it

    Legitimate mail passing DMARC

    Now
    –
    Target
    99%
    By
    60 days

    Steps

    1. 1

      Reports

      Review senders.

      BigCommerce Developer 1 week

    2. 2

      Align

      Klaviyo, Gorgias, Workspace.

      BigCommerce Developer 1 week

    3. 3

      Quarantine

      Policy change.

      BigCommerce Developer 1 day

    4. 4

      Reject

      After a clean month.

      BigCommerce Developer 1 month

    5. 5

      Logo

      BIMI where supported.

      Marketing Manager 1 month

    6. 6

      Monitor

      Monthly.

      BigCommerce Developer monthly

    First result
    1 month
    Cost
    $0
    Owner
    BigCommerce Developer

    Smallest test

    Review the reports this week.

    Why it works

    Review DMARC reports, make sure Klaviyo, Gorgias and Google Workspace pass alignment, move to quarantine and then reject, and add a brand logo (BIMI) where supported.

    Trusted emails land in the inbox, and customers are protected from fakes.

    Risks and how to handle them

    • Blocking real mail

      Move in stages.

    Evidence

    • Tech stackStack seen in the page test and DNS: BigCommerce, Klaviyo (email and SMS), Gorgias chat, Reviews.io, Lucky Orange session recording, a Search Magic site search, Google and Bing Ads and the Meta pixel; Google Workspace mail with DMARC policy "none". The site sits behind a Cloudflare browser check that turns away automated readers.Source
    • ReviewsTrustpilot: 4.7 from 2,883 reviews, replies to 92% of negative reviews; complaints about delayed shipments, out-of-stock items, photos that do not match the item and unclear hardware instructions. Flags.com offers a free downloadable flag-flying holiday calendar (.ics), half-staff alerts by email or SMS, and a blog.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Have it built

ProgrammableAgency

1 of the 21 ideas are things Programmable builds and runs for its customers: pages, outreach, prospect lists, booking flows and monitors. Pick one, or send the whole list.

Prospect lists1The list compiled from public sources, verified, deduplicated and delivered to your CRM.

A 30-minute session with the engineer who would build it, not a sales call. You leave with a plan whether or not you hire us.

Book a working session

Usually live within days.

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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 21, 2026, and cites them throughout. Flags.com did not commission, review or endorse it, and Programmable is not affiliated with Flags.com. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Flags.com runs its business.

Something wrong, or do you represent Flags.com? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 306 ideas

    Unblock social crawlers, switch SAM to All Awards, trim scripts, flat shipping for small orders, alert list growth and fixes for photo and instruction complaints.

  2. Days 31 to 6012 ideas

    Replacement reminders, institutional accounts, state portals, custom quotes, Pinterest, Google Shopping access, reviews, the high-wind range, assistant answers and flag retirement; the founding story and email protection.

  3. Days 61 to 903 ideas

    Commit to the big bets: a government business, flag care plans and installer partners.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value american-made, durable flags. The most cited problem: shipping cost on small orders.

  • Fast delivery
  • Hardware instructions and photo accuracy
  • In their words: “made in the USA”

Market

Competitive landscape

4 competitors compared: Flags USA, Annin Flagmakers, Gettysburg Flag Works and FlagandBanner.com.

  • Gap to exploit: Easy public-sector buying
  • Flags USA: Smaller domain authority
  • Annin Flagmakers: Sells through many retailers

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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