It could work. First of all, the number of strips IN THE ROLL will determine the length. Although most jelly rolls have around 40 strips, they can vary widely. Sewn into the strip sets you loose 1/2" per strip in the seams and so yield 2" per strip. To get the 96" length quoted, the author would have had to use rolls with 48 strips (really weird size roll). If you read all the posts on the tutorial, several people question her finished size. for a quilt 110" long, you would have to use 55 different strips.
The strips are about 40" long, but because you sub cut your tube into all those different widths, you loose a lot in seam allowances. The 2 40" tubes she used made a quilt about 62" wide. So each jelly roll gives you about 31" in width. 3 sets would give you about 93". To get the additional 7" you would need an entire additional roll, but you would only use a portion of it.
So to get the size you want, you would not only need 3 rolls, but would also have to augment the rolls with additional 2.5" strips to bring the count up to 55.
Adding borders would be way easier.