Episode

Every construction startup gets acquired for less than $100 million. That’s what Yves Frinault was told when he pitched Fieldwire back in 2013. They called it the “$100 million curse” that killed every construction tech company. But Yves had a different plan. In today’s episode of Bricks & Bytes, we had Yves Frinault and we got to learn about how military training shaped his leadership style, why gaming experience was crucial for building construction software, and the near-death moment that almost killed Fieldwire… and many more! Tune in to find out about: ✅ How paratrooper training taught him fairness in leadership ✅ Why he went from half salary to a successful Series A in months ✅ The product lessons he learned from video game design ✅ How Fieldwire broke the $100M curse with their Hilti acquisition Listen now on Spotify and discover how one founder changed construction tech forever. ————- Chapters 00:00 Intro 01:30 From Military to Tech: A Unique Journey 04:23 Lessons from Gaming: Insights for Construction Tech 07:24 The Birth of FieldWire: Inspiration and Initial Steps 13:24 Navigating Growth: Key Milestones and Customer Insights 19:04 Marketing Strategies: The Power of Ads and Product-Led Growth 25:13 Scaling Up: Targeting Different Customer Segments 30:56 Enterprise vs. SMB: Understanding Market Dynamics 40:35 Balancing Customization and Scalability 41:59 Testing Frameworks and Product Development 46:35 The Hilti Acquisition Journey 51:55 Cultural Integration Post-Acquisition 57:10 Negotiating Acquisition Deals 01:01:33 Pricing Strategies in Construction Tech 01:04:20 Go-to-Market Strategies in Construction Tech 01:07:20 The State of Exits in Construction Tech 01:10:19 Key Decisions that Shape Success 01:13:15 Future Aspirations and New Ventures

“We’re building about 30 times more square footage this year than we did last year.” That’s what Vikas Enti told me. And he’s not talking about some massive construction company. He’s talking about a startup that’s completely reimagining how homes get built. In today’s episode of Bricks & Bytes, we had Vikas Enti, CEO of Reframe Systems and former Amazon Robotics VP, and we got to learn about how he’s applying mass customization principles from e-commerce to solve the housing crisis, why every home built today is essentially a prototype, and how his team can fix construction mistakes in 9 minutes while the industry takes weeks… and many more! Vikas spent 11 years at Amazon Robotics deploying over half a million robots. Now he’s using that same software-defined manufacturing approach to build climate-resilient homes faster and cheaper than traditional construction. Tune in to find out about: ✅ Why the assembly line approach is killing modular construction ✅ How they’re solving the skilled trades shortage with iPad instructions ✅ The real reason construction costs $350-450 per square foot in infill markets ✅ Why 40% of plumbers and electricians will retire in the next 10 years Listen now on Spotify and discover how one team is turning construction into a software problem. Chapters 03:00 Introduction and Recent Developments 06:03 Expansion into California and Fire Resilience 08:45 Vikas Enti’s Background and Transition to Construction 12:11 The Need for Mass Customization in Construction 15:01 Software-Defined Manufacturing and Automation 17:55 Design Automation and User Interaction 20:55 Challenges in Hardware and Automation 24:08 The Future of Construction and Change Management 35:41 Navigating Change Management in Construction 37:30 The Shift to Developer-Centric Models 39:11 Embracing a Beginner’s Mindset for Innovation 41:50 Scaling Microfactories and Business Models 44:48 Delivering Turnkey Solutions: The Role of Microfactories 48:31 Unit Economics and Competitive Positioning 52:24 Balancing Profitability and Affordability 54:29 Understanding Competition in the Construction Industry 59:32 The Information Problem in Construction

From clearing landmines to building the “Google Maps of what’s beneath the ground” – sometimes the most unexpected backgrounds create the biggest breakthroughs. Most people can’t imagine that we don’t actually know where underground utilities are buried. Yet there are 169,000 construction projects happening every single day in the US that need this critical information. In today’s episode of Bricks and Bytes, we had Itzik from 4M Analytics and we got to learn about turning military explosive detection expertise into construction tech, the tragic consequences when underground mapping fails, and how AI is revolutionizing subsurface data… and many more! Tune in to find out about: ✅ How military landmine detection skills translate to finding buried utilities ✅ Why 8% of every construction budget goes to unknown underground risks ✅ The business model that maps once but sells the same data forever ✅ From 104 employees to mapping 22 US states in one year Ready to discover how one founder is preventing construction disasters while building a unicorn? Listen now on Spotify. ———— Chapters 00:00 Intro 02:00 From Military to Mapping: The Journey Begins 04:56 Building the Google Maps of the Subsurface 08:07 Navigating the Challenges of Investment 10:49 Understanding the Utility Coordination Landscape 13:57 The Pain Points in Construction and Excavation 17:01 The Value Proposition of 4M Analytics 19:56 The Role of Technology in Mapping Subsurface Utilities 23:13 AI and Its Impact on Data Accuracy 25:48 The Importance of Timing in Tech Solutions 28:56 Innovations in Data Collection and AI Integration 41:01 The Future of Construction and AI 42:17 Expansion and Focus on the US Market 45:36 Navigating Challenges and Learning from Mistakes 51:41 Adapting Go-to-Market Strategies 57:01 Achieving Product-Market Fit 01:02:21 The Role of a CEO in a Growing Company 01:10:14 Closing Thoughts and Future Initiatives

“Hiring young, cheap marketers is actually more expensive than hiring experienced ones.” That’s just one of the eye-opening insights from Phil Carpenter, a fractional CMO who specializes in AEC tech startups. In today’s episode of Bricks, Bucks & Bytes, we had Phil Carpenter and we got to learn about why most AEC startups fail at marketing, the hidden costs of inexperienced hires, and how to actually reach construction professionals… and many more! Tune in to find out about: ✅ Why AEC customers are more skeptical than other industries and what they really want to see ✅ The “crossing the chasm” strategy that determines startup success or failure ✅ Why LinkedIn marketing doesn’t work for most construction professionals ✅ How to build a cost-effective marketing team without breaking the bank Phil’s 30 years of experience in tech marketing reveals some uncomfortable truths about how startups waste money on the wrong strategies. Ready to learn from his wins and failures? Listen to the full episode on Spotify now. ————– Chapters 00:00 Intro 02:00 Introduction to Phil Carpenter 03:59 The AEC Industry and Marketing Needs 06:01 Crossing the Chasm in Technology Marketing 08:01 Identifying Target Segments 10:53 Customer Research and Validation 13:05 Content Marketing Strategies 15:10 The Role of Content Creators in Marketing 16:56 SEO and AI in Marketing 18:56 Testing Marketing Channels 21:52 Public Relations in AEC Marketing 24:58 Budgeting for Startups 36:13 Measuring Marketing Performance 39:59 Finding the Right Marketing Strategy 41:53 The Experimenter’s Mindset in Marketing 42:56 Creative Marketing Stunts 44:14 The Importance of Customer Case Studies 47:08 Building the Right Marketing Tech Stack 49:59 Scaling Marketing Strategies as Startups Grow 53:18 Aligning Marketing and Sales for Success 55:24 Consultative Approach to Startup Marketing 59:58 Learning from Marketing Campaigns 01:03:13 The Fast Follower Strategy 01:05:07 Emerging Trends in AEC Technology Marketing

“Bringing in a CRO too early is the death of any business. It’s like bringing in Lewis Hamilton and saying drive my Fiat in a school zone.” In today’s episode of the Bricks & Bytes, we had Ricky from Deep Space and we got to learn about why most founders hire the wrong sales leadership at the wrong time, how to scale from zero to unicorn status, and the brutal reality of go-to-market in construction tech… and many more! Ricky took simPro from $10M to over $1B valuation as their first CRO. Now he’s doing it again with Deep Space while running his own venture fund. Tune in to find out about: ✅ The exact revenue stage when you should hire a CRO (hint: it’s not when you think) ✅ Why construction sales still requires picking up the phone in 2025 ✅ How to build repeatable sales processes that actually work in AEC ✅ The real difference between good and bad revenue leaders Listen now on Spotify and learn from someone who’s actually built the playbook. Chapters 00:00 Intro 01:50 Introduction and Guest Background 05:48 Ricky’s Journey in Tech and Venture Capital 09:56 The Role of a Chief Revenue Officer (CRO) 13:56 Sales Strategies and Market Adaptation 17:51 Building Trust and Value in Sales 21:46 Hiring Sales Reps and Team Dynamics 25:38 Identifying the Right CRO for Your Business 29:49 Metrics for Evaluating a CRO 33:55 Advice for Early-Stage Founders 36:01 Marketing and Content Strategy in AEC Tech 37:54 Navigating Domain Expertise in Marketing 41:15 Understanding the Sales Cycle Touchpoints 43:49 Essential Tools for Early-Stage Businesses 45:51 Deep Space: The Future of Construction Management Software 52:52 Transparent Pricing in Software Solutions 53:46 The Evolution of Product Management 55:50 Balancing AI Adoption with Business Strategy 57:52 Analyzing Ricky’s LinkedIn Insights

“We’re in an industry that loves ROI calculators… but the industry has built some sort of skepticism to these ROI calculators.” This reality check from David Horesh hit different. In today’s episode of Bricks and Bytes, we had David Horesh and we got to learn about why construction marketing is still a blue ocean, how to avoid the handshake trap, and why memes might be your secret weapon… and many more! Tune in to find out about: ✅ Why understanding construction jargon is make-or-break for tech marketers ✅ The leaky bucket problem killing your sales funnel ✅ How AI agents can replace entire marketing teams ✅ Why construction professionals want memes with their morning coffee David spent 7 years helping construction tech companies go from zero to serious ARR. His insights on digital marketing in a traditional industry will change how you think about go-to-market. Listen now on Spotify and discover what most construction tech founders get wrong about marketing. ———- Chapters 00:00 Intro 01:52 Introduction to David Horesh and His Journey 04:50 Understanding Go-To-Market Strategies 07:52 The Importance of Knowing Your Customer 10:52 Defining Go-To-Market Team Structures 13:50 Navigating Change in the Construction Industry 16:54 Building Relationships and Network Effects 19:43 The Role of ROI in Marketing Strategies 22:54 Marketing Channels in Construction 26:00 Leveraging Digital Marketing in Construction 28:42 Creating Engaging Content for the Industry 38:22 Building Relationships in Marketing 40:37 From Traffic to Sales: The Conversion Process 43:27 The Importance of Awareness and Trust 48:52 Understanding the Marketing Funnel 55:58 Recruiting the Right Marketing Talent 01:01:51 Leveraging AI in Marketing 01:04:51 Measuring Marketing Success

“Pen and paper is still one of the largest competitors that construction tech has.” That’s what Kalyn Lengieza, owner of Grindstone Consultants, told us during our latest conversation. And honestly, it hit different. In today’s episode of Bricks & Bytes, we had Kalyn and we got to learn about why authenticity beats fancy tech features, how relationships still drive deals in our industry, and the real secrets behind successful construction tech marketing… and many more! Tune in to find out about: ✅ Why deals still get done on golf courses and job site trailers ✅ The time, talent, treasure framework for resource allocation ✅ How to use AI and tools like Gong to understand your customers better ✅ Why most construction tech companies are positioning themselves wrong This episode is packed with actionable insights for founders, marketers, and anyone trying to crack the construction tech code. Listen now on Spotify and let us know what resonates with you in the comments. ————— # Podcast Timestamps 00:00 Intro 01:56 Introduction and Unique Connections 05:10 The Importance of Authenticity in Construction Tech Marketing 07:46 Kalyn’s Role and Daily Involvement in Grindstone 10:55 Building Relationships and Customer Acquisition Costs 14:00 Leveraging AI and Tools for Marketing Efficiency 16:41 Time, Talent, and Treasure Framework for Startups 19:53 Prioritizing Marketing and Sales Initiatives 22:47 Testing and Iterating Marketing Strategies 26:03 Maintaining Customer Touchpoints and Nurturing Relationships 28:54 Final Thoughts on Marketing in Construction Tech 32:50 Creating a Cohesive Marketing Strategy 34:58 Winning at Product Marketing 36:07 Understanding Your Customers 37:48 Common Positioning Mistakes 41:08 Effective Messaging Frameworks 42:57 Tailoring Messaging for Different Personas 47:59 Key Metrics for Success 52:33 Generating Qualified Leads 55:53 The Best Channels for Customer Engagement 59:17 Radical Changes in Go-to-Market Strategies