The verdict in three sentences
A commercial refrigeration distributor sells to two audiences: HVAC-R contractors, who want net pricing and spec sheets, and supermarkets, hotels and restaurants, who want a fast quote for a walk-in cooler or display case. The profitable website separates the two journeys, with a cooling load calculator to generate qualified quotes and a secure dealer portal. In Miami, the 2026 order of magnitude is 25,000 to 50,000 USD over 8 to 10 weeks.
Two customers, two journeys on one site
The owner of a distributor of walk-ins, reach-ins, display cases and compressors gets calls and texts all day: a Miami Beach hotel needing a freezer, a Hialeah grocery replacing its cases, a contractor in Fort Lauderdale asking for a compressor net price. Without tooling, each request takes 20 to 40 minutes of back-and-forth to collect dimensions, temperature and use.
The site must therefore sort visitors on arrival. End users fill in a guided form that calculates an indicative load. Contractors log in to see their net prices, check local stock and order. For export to the Caribbean and Latin America, sheets must state voltage, frequency, refrigerant and high-ambient performance.
| Journey | End user (hotel, grocery) | Contractor partner |
|---|---|---|
| Entry point | Solution pages: walk-in, display case, ice | Dealer portal login |
| Key information | Use, volume, temperature | Net price, stock, lead time |
| Tool | Cooling load calculator | 600-product catalogue, quick order |
| Output | Qualified quote request | Purchase order, pro forma invoice |
| Contact | Text or WhatsApp with request summary | Dedicated rep |
| Payment | Deposit on quote | Card, ACH, net 30 account |
2026 budget on the Miami market
The ranges below are a 2026 order of magnitude seen among South Florida agencies for this scope. The most underestimated task is entering 600 products from manufacturer catalogues.
| Item | 2026 market range | Notes |
|---|---|---|
| Discovery and wireframes | 3,000 to 5,000 USD | Two journeys, interviews with 5 contractors |
| Design and development | 8,000 to 16,000 USD | Solution pages, filterable catalogue |
| Importing 600 spec sheets | 3,000 to 6,000 USD | Capacity, refrigerant, dimensions, voltage |
| Cooling load calculator | 4,000 to 8,000 USD | Volume, temperature, door openings |
| Dealer portal with net pricing | 6,000 to 14,000 USD | Price lists per account, ordering, history |
| Maintenance and hosting | 250 to 500 USD per month | Backups, security, updates |
| Total project | 25,000 to 50,000 USD | 8 to 10 weeks |
At Kolonell, this type of project combines a showcase site and a business application. The dealer portal with price lists and the calculator fall under our simple custom applications, from 2,500,000 to 4,000,000 FCFA (3,810 to 6,100 EUR), or medium ones, from 4,000,000 to 7,000,000 FCFA (6,100 to 10,670 EUR), depending on pricing rules and ERP integration. Product import is quoted separately, and maintenance follows our plans at 35,000, 75,000 or 120,000 FCFA per month (53, 114 or 183 EUR).
The calculator that turns a call into a quote
The calculator asks five things: interior dimensions, target temperature (cooler around 35 to 38 °F or freezer around 0 °F), product type, door opening frequency and ambient temperature. It shows an indicative load in BTU per hour and suggests two or three matching configurations. The result goes to the sales rep with all data, and the customer gets a summary by text or email.
The wording must stay careful: it is an estimate, later validated by a technician. But it is enough to stop incomplete requests and prepare a quote within hours instead of two days. In Miami, where ambient heat and humidity are high and hurricane season brings outages, useful add-ons include high-ambient condensing units, generator compatibility and temperature alarms by SMS.
On performance, the site must load fast on mobile: pages under 1.5 MB, compressed images, light PDF sheets. Contractors often check the catalogue from a job site or a van.
Mini case study
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Carlos, owner of a commercial refrigeration distributor in Miami, serves 180 contractors and currently receives 25 quote requests a month, 30% converted, with an average ticket of 12,000 USD and a 25% gross margin.
With the new site, the target is 50 requests a month. Even if conversion drops to 20% because of higher volume, that gives 10 sales instead of 7.5, so 2.5 more sales a month. The margin gain reaches 2.5 × 12,000 × 25% = 7,500 USD a month. A 38,000 USD project pays back in about 5 months.
FAQ
Should we show list prices on the site?
For custom walk-ins, no: a quote is still needed. For accessories and parts, showing a list price helps, while the 180 contractors see their net prices in the portal.
Is online payment useful in B2B?
Yes, for deposits and small parts orders. Card and ACH cover most contractors, while net 30 accounts remain the norm above 5,000 USD.
How many quote requests can we target?
A target of 40 to 80 requests a month is realistic after 6 months, with local SEO and campaigns aimed at hotels, groceries and restaurants across Miami-Dade and Broward.
Does the calculator create liability?
Present it as an indicative estimate, always validated by a technician. A clear disclaimer and human review of every quote are enough.
How long does the project take?
Plan 8 to 10 weeks, including 3 for importing 600 products. Start with your 150 best sellers to launch sooner.
Let's scope your project. Send us your manufacturer catalogues and contractor list, and we will scope both journeys, the calculator and the launch plan. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
