2023–2024 CRM MVP
Built the CRM that took Roofr from a measurement and proposals suite to an operating system for roofers.
Case highlights
182 → 2,439
Adopted companies
closed-beta rollover at GA to Apr 2026; ~13x in 27 months
32.8%
Paid-tier adoption
of Elite subscribers using job stages / workflow
0 → 1,500
Monthly task completion
from zero to 1.5k monthly completions in year one
- Roofr was a suite of disconnected tools. Expansion beyond measurements and proposals was capped.
- Contractors kept a separate CRM open alongside Roofr.
- Missing foundational CRM blocked the $2B construction-CRM category and the subscription-revenue pivot the business needed.
Launch
Adoption signals
- 01 Task completion rate among active users.
- 02 File-attachment adoption as a platform-stickiness proxy.
- 03 Workflow usage on paid-tier subscribers.
- 04 Contact-flow engagement vs pre-CRM baseline.
Strategy
Category positioning
- 01 Foundation for subscription-revenue expansion.
- 02 Shift from "tools" to "platform" in sales conversations.
- 03 Competitive positioning against JobNimbus, AccuLynx, JobProgress.
- Incumbents (JobNimbus, AccuLynx, JobProgress) were bloated. An opening for a focused, workflow-first MVP.
- Customers wanted existing Roofr functionality stitched into a cohesive job lifecycle. That shaped the build as a connector layer.
- The roofing workflow is high-ambiguity. Contacts that aren’t yet jobs, jobs that never get proposals, measurements without jobs. The MVP had to support every real state without forcing data work upfront.
REEL Final prototype
Interactive prototype used for enterprise prospect demos and beta onboarding. Shipped the story before the build was feature-complete; closed early adopters on the promise.
Jobs as the core
A Jobs layer connecting measurements, proposals, contacts, and files.
Contactless jobs
Making contacts optional didn’t hurt contact engagement; it went up 25% → 34.2%.
Prototype as a sales tool
Built with realistic contractor data for event sales demos and beta onboarding. Closed early deals on the promise before the real build was feature-complete.
-
182 → 2,439
Adopted companies
Active businesses on the CRM (definition below). 182 closed-beta teams rolled over at the Jan 2024 launch; ~13x growth in 27 months, every month larger than the last.
-
0 → 1,500
Monthly task completions
First-year peak; ~800/month average across post-launch cohorts.
-
32.8%
Elite paid-tier adoption
Of Elite subscribers updating job stages monthly.
-
25% → 34.2%
Contact usage
Monthly contact-flow usage vs the pre-CRM baseline; contactless-jobs increased contact creation.
-
0 → 5.92%
File-attachment monthly actives
Monthly actives uploading files to jobs by Oct 2025. Sticky-platform signal.
-
20+
Closed-beta contractors
Qualified roofing contractors onboarded before GA.
-
Tools → Platform
Category shift
Foundation of the subscription-revenue pivot.
Definition of adopted: Active subscriber, 1+ month into the lifecycle, completing the core loop (Job → Proposal → Invoice) or the expanded loop (Material Order / payment), sustained for 2+ months across a 15-month rolling window.
Deep dive
Curious about the specifics?
Adoption cohorts, revenue pivot data, prototype walkthrough videos, and the internal PRD are available on request during a portfolio review.