From Seed to Series B - What Actually Worked Along the Way

"If I could do some things over, I would have hired marketing leadership earlier, even before sales."That's what Document Crunch CEO Josh Levy told his VP of Marketing, Lori Peters.In today's episode of Bricks and Bytes, we had Lori Peters from Document Crunch and we got to learn about why construction tech marketing is fundamentally different from other SaaS industries, how to scale from seed to Series B, and what's actually working in 2025.Tune in to find out about:✅ Why conferences are their biggest lead generation channel (while other SaaS companies avoid them)✅ How they expanded nationally by going where their customers were, not just selling remotely✅ The shift from marketing-led pipeline to fully integrated go-to-market teams✅ Why LinkedIn still dominates and how AI is changing organic search foreverWatch now to hear how a 10-year construction tech marketing veteran built a winning strategy from the ground up.Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioChapters00:00 Intro03:26 Introduction to Document Crunch and Construction Tech06:28 Evolution of Marketing in Construction Tech09:23 Marketing Strategies Through Funding Stages12:23 Challenges in Scaling Marketing Operations15:11 Effective In-Person Marketing Channels18:29 Community Initiatives: Built by Builders and Crunch Community21:28 Targeting Customers and Tailoring Messages30:03 The Costly Disruptions in Construction30:58 Understanding Disputes and Their Impact32:28 The Role of Customer Advisory Boards34:43 Navigating the AI Landscape in Construction37:39 Building Trust in AI Solutions38:59 Leveraging Investor Relationships40:17 Partnerships and Trust in Marketing42:23 AI in Marketing Strategies47:30 Marketing Nuances in the Construction Industry49:19 The Importance of Thought Leadership52:12 Structuring a Growing Marketing Team53:49 Technology in the Marketing Stack54:57 Future Predictions for Marketing in AEC

"We've nearly tripled our profits in three years - and it wasn't one big change, it was a million small ones."In today's episode of the Bricks & Bytes, we had Marc Barone, COO of Buro Happold, and we got to learn about how they scaled from strong to exceptional, the real impact of AI on engineering productivity, and why listening matters more than action in your first 90 days as a leader... and many more!Tune in to find out about:✅ How Buro Happold grew 75% in three years while tripling profitability ✅ Why understanding what to say no to is as important as knowing what to say yes to ✅ The truth about measuring AI productivity gains and what actually works ✅ Why your first 90 days as COO should be about listening, not changing everythingWatch now on YouTube! Link in the comments!------------------Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io------------Chapters00:00 Intro03:35 Introduction and Background05:36 Overview of Bureau Hapold06:47 Technical vs Commercial Risk Management08:59 Growth and Profitability Strategies12:45 Path to COO Role16:01 Leadership and Team Dynamics19:45 Culture and Employee Engagement25:39 Digital Transformation and AI Integration33:38 Innovation and Technology Solutions38:04 The Gradual Rollout of AI Tools42:19 Balancing Automation and Human Resources47:19 The Importance of Local Expertise52:26 Evaluating AI Tools for Business57:11 The Future of AI and Market Dynamics01:04:17 Measuring Productivity Gains from Technology01:09:08 First Steps for a New COO

71% of construction companies are still using Excel to manage thousands of employees—and it's costing them millions in lost projects.In this episode of Bricks & Bytes, Owen and Martin sit down with Lauren Lake, co-founder of Bridgit, and Kevin Ferguson from AECO Product Marketing to uncover how two college students disrupted the construction workforce planning industry—and built a company that now serves half of the top 20 general contractors in North America.In this episode:Why 42% of contractors are turning down projects despite high demand (hint: it's not what you think)The "crane hunting" strategy that led to a Harvard Business School case studyHow Bridget went from $0 to $4M ARR in just 2 years by solving one simple problemWhy construction companies are now budgeting $100K+ for workforce planning softwareThe shocking reason employees are leaving construction jobs (and it's not the pay)What happens when executives ask "where are our people?" and nobody knows the answerThe hidden cost of breaking up winning project teams after every jobHow AI and experience tracking are revolutionizing team composition decisionsWhy there's been ZERO research data on project team success since 1999The global expansion playbook that worked across North America, Australia, and the UK"Our goal was simple: we just need to replace Excel. And that's actually a really challenging goal." — Lauren LakeWhether you're a contractor struggling with resource allocation, a tech founder looking for validation strategies, or simply curious about how construction's labor shortage is reshaping the industry—this episode reveals why workforce planning has become the most critical investment in construction technology.Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io🎧 Listen to the Podcast: https://open.spotify.com/show/0xSpdQpmgf0xJvAsGAQRX5?si=QgmckXGVRnO46vOZKa0I1Q📩 Subscribe to the Bricks & Bytes Newsletter: https://bricks-bytes.beehiiv.com/🌐 Visit our website: http://bricks-bytes.com/📲 Follow us: LinkedIn: https://www.linkedin.com/company/bricks-bytes/ Twitter: https://x.com/bricksbytespod Instagram: https://www.instagram.com/bricksbytes/Enjoying the insights? Hit that Subscribe button to stay ahead in construction tech, AI, and the future of how we build.-----------------Chapters00:00 Intro02:40 Introduction to Bridget and Its Founders03:38 The Secret to Success in Workforce Planning05:17 Identifying Pain Points in Workforce Planning08:15 The Harvard Business School Case Study12:08 Validating the Product with Early Customers14:16 The Evolution of the Product16:55 Challenges of Replacing Excel18:12 The Importance of Visibility in Workforce Management19:27 The State of Workforce Planning Report20:39 Granular vs. Executive Workforce Management22:35 Transforming Workforce Planning Meetings24:41 Creating a New Category in Workforce Planning26:56 Rapid Growth and Market Penetration28:15 ROI in Workforce Planning Solutions30:46 What Makes a Good Workforce Planning Software?32:53 The Role of AI in Workforce Planning34:39 Educating the Market on Workforce Planning52:57 Insights from the 2025 Workforce Planning Report57:08 Investment Trends in Workforce Planning58:19 The Ongoing Reliance on Excel1:02:04 Pricing Model for Bridget1:04:53 Building a Strong Company Culture1:07:44 Managing Contractors and Subcontractors1:08:52 Closing Remarks and Future Engagements

"If you can't get to $5M in recurring revenue in 18 months, you're probably not venture fundable right now."KP Reddy just called out the entire construction tech ecosystem—and he's not holding back.In today's episode of Bricks & Bytes, we had KP Reddy and we got to learn about why most construction tech startups are chasing the wrong business model, how AI is fundamentally changing the value of human work, and why he's now buying contractors instead of selling them software... and many more!Tune in to find out about:✅ Why construction attracts risk-averse founders (and why that's killing innovation)✅ The real reason CEOs want everyone back in the office (hint: it's about ego, not productivity)✅ How token-based pricing will replace hourly billing in the next 5 years✅ Why KP is teaching CEOs to vibe code—and firing consultants who say "it can't be done"This conversation will change how you think about building, investing, and working in construction tech.Watch now on YouTube. Link in the comments!-------------Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioChapters00:00 Intro03:00 Introduction and Competitive Spirit06:05 The Shift in Venture Capital Dynamics08:42 Capital Light vs. Capital Heavy Startups11:45 Vibe Coding: The New Era of Prototyping14:45 The Role of AI in Construction and Tech17:44 The Future of CRM and Personalization in Business20:42 The Impact of AI on Job Identity and Purpose23:29 Navigating the Future of Work in AEC26:17 The Evolution of Business Models in Construction29:06 Conclusion: Embracing Change and Purpose35:56 Finding Fulfillment in Venture Capital39:38 The Role of AI in Pricing Models45:33 Ego and Status in Business Decisions49:33 Brackish Waters: The Intersection of VC and PE57:49 Transformative Tech and Market Dynamics62:39 The Nonsense of Change Management

"Digital twins are still solving problems we haven't even imagined yet."In today's episode of Bricks, Bucks & Bytes, we had James Mize from CRB and we got to learn about why pharmaceutical and biotech construction is pushing the boundaries of what's possible with digital twins, the real reason most companies stick with their tech partners, and why information management is construction's biggest unsolved problem... and many more!Tune in to find out about:✅ How predictive maintenance using digital twins is saving pharmaceutical companies millions in downtime costs✅ Why design innovation is racing ahead while construction remains stubbornly manual✅ The partnership model that actually works when choosing construction technology vendors✅ Why document control might disappear completely as AI learns where every file should liveListen now on Spotify and join the conversation about the future of construction technology.----------Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io-------------------Chapters00:00 Intro03:05 Exploring Digital Twins in Construction09:10 The Role of CRB in Biotech and Pharmaceutical Construction14:54 Innovation in Design vs. Construction20:50 Evaluating Technology Vendors and Solutions26:43 Navigating Pricing Models for Tech Solutions36:31 Exploring Software Innovations in Construction38:34 Identifying Pain Points in Information Management43:04 Researching Solutions: Inbound vs Outbound47:18 Evaluating Information Management Tools51:42 Lessons from Technology Failures54:11 The Role of Venture Backing in Technology Solutions55:09 Importance of Construction Experience in Founders56:39 Contrarian Views on External Validation57:41 Gathering Feedback from the Field01:00:04 Maximizing ROI from Technology Investments01:02:00 Current Initiatives and Hiring Opportunities

Most construction companies think they're using BIM. They're not. And it's costing them 20% on every project.In this episode of Bricks & Bytes, Owen sits down with Dave from Procore's BIM team and Tore Hovland, founder of NovaRender (recently acquired by Procore), to unpack what's really happening in the BIM space and why two major acquisitions just changed the game.Key topics discussed:Why BIM adoption is actually 20-30%, not the 70% everyone claimsThe hidden 2GB browser limit killing your ability to view large modelsHow building from 2D vs 3D vs full BIM changes cost overruns from 20% to 5%Why Procore spent millions acquiring NovaRender and Flypaper simultaneouslyThe streaming technology that lets you open 50-mile infrastructure projects in secondsWhat 80% of acquisitions fail and why culture matters more than techThe future where construction happens without drawings"Where we're going, there are no drawings. You could actually build off the model. It could actually be the permit that goes out." - Dave, ProcoreIf you've ever wondered why your BIM models won't load, why projects keep going over budget, or what the hell is actually happening with construction technology right now, this episode breaks it all down.---------------Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioChapters00:00 Intro02:00 Introduction to Procore and NovaRender Acquisition04:02 Winning BIM: Strategies and Challenges06:52 The Significance of NovaRender in BIM12:04 The Vision Behind NovaRender's Creation15:42 The Decision to Partner with Procore16:57 Acquisition of Flypaper: Enhancing BIM Solutions19:51 BIM Adoption Trends and Statistics23:47 The Impact of BIM on Project Costs28:49 Procore's Growth Strategy in Europe30:26 The Importance of Data Ownership in BIM37:41 Dave's Background and Its Influence on Procore39:16 The Evolution of BIM and Sustainable Construction41:04 User-Centric Design in Construction Technology42:45 Streamlining BIM Models for Field Use45:40 Defining Success in BIM Adoption50:20 Lessons from Founding NoRender54:17 The Acquisition Process: Insights and Experiences01:03:53 Future Predictions for BIM and Construction Technology

Jan Hendrik Goldbeck CEO of GOLDBECK grew his family construction business from €750M to €7B by treating buildings like LEGO.In this episode of Bricks & Bytes, we sit down with Hendrik Goldbeck, CEO of Goldbeck Group, who reveals how 60 years of stubborn innovation and perfect timing transformed a small German metalworking shop into Europe's construction powerhouse.FULL DOCUMENTARY COMING FRIDAY 26TH SEPTEMBER, SUBSCRIBE TO  @BBBeyond  TO STAY UPDATED: https://www.youtube.com/watch?v=SQPQc0blM3kKey topics discussed:- The 1969 origin story: Why his father rejected "we've always done it this way" thinking- German reunification luck: How overnight demand boom accelerated their product approach- The "war of all against all": Why traditional construction's sequential trade-by-trade model fails- From steel elements to turnkey buildings: 60 years of step-by-step evolution- Decentralization strategy: Getting close to architects and engineers in early design stages- Why construction tech "Tesla" startups keep failing (spoiler: it's still physical construction)- The asset-heavy advantage: Why Katerra failed and patient money wins- Cultural integration challenges: Germans want execution, French want endless discussion- AI's future impact: Prompt-driven design cutting pre-construction from months to weeks- "Nature positive buildings" moonshot: Carbon neutral concrete without green premiums- US expansion plans and the importance of local JV partnerships- Leadership philosophy: Open hierarchies vs flat hierarchies"You cannot come from outside and say 'I'm going to be the Tesla of construction.' It's still construction with all the physical restraints. Each project is still individual even with a product approach." - HendrikFrom surviving the 2008 financial crisis by going anti-cyclical to planning voice-activated building configurators, discover how this stubborn German family business is industrializing construction one LEGO brick at a time.Check out our interview with Goldbeck's tech team here: https://youtu.be/vDNUsgVmZHgEnjoy this? Want further exclusive insights in AEC tech? Sign up to our newsletter: https://bricks-bytes.beehiiv.com/----------------Chapters0:00 - Introduction & Company Growth Story1:04 - Goldbeck Origins & Industrialization Vision6:02 - German Reunification & Market Transformation9:20 - Strategic Growth & International Expansion14:37 - The Goldbeck System & Product Approach19:05 - Industry Resistance & Competitive Landscape22:09 - Growth Philosophy & Strategic Priorities27:35 - Future of Construction & Technology34:06 - Sustainability & Nature Positive Buildings38:02 - Leadership & Company Culture42:01 - Customer Value & Business Model44:13 - Startup Ecosystem & Innovation45:43 - Global Expansion Strategy

This German construction giant cracked the code on building 500 projects per year with LEGO-like precision.In this episode of Bricks & Bytes, we sit down with Fabian, Managing Director of Goldbeck Technologies, who reveals how this family-owned company complete rewrote the rules of construction by treating buildings like configurable products rather than one-off projects.FULL DOCUMENTARY COMING FRIDAY 26TH SEPTEMBER, SUBSCRIBE TO ‪ @BBBeyond  TO STAY UPDATED https://www.youtube.com/watch?v=SQPQc0blM3kKey topics discussed:- Why traditional construction is broken (fragmented design with no shared responsibility)- The "LEGO approach": How standardized building systems enable mass customization- 480-person R&D department developing everything from AI chatbots to augmented reality quality control- Building Operating System: Creating live digital twins for operations and maintenance- Why most construction startups fail by trying to "make horses better instead of building cars"- From 3,700 to 14,000 employees: The 40-year journey to their "hockey stick" moment- 570+ software solutions and the challenge of managing technological complexity- AI as an interface layer: Using agents to orchestrate multiple tools seamlessly- Decarbonizing concrete and steel: Already 35% below market average carbon footprint- The configurator vs. client choice dilemma: "We give options, not open-ended questions""We try to sell a product rather than an individual project. It's like configuring your car - you can decide comfort steering wheel or sporty steering wheel, small engine or racing engine. We make sure everything fits together." - FabianFrom factories producing prefabricated elements to augmented reality construction management, discover how Goldbeck industrialized an industry that most consider "un-industrializable."Check out our interview with GOLDBECK's CEO, Jan Hendrik: https://www.youtube.com/watch?v=4-zrwzhId0cEnjoy this? Want further exclusive insights in AEC tech? Sign up to our newsletter: https://bricksbytes.beehiiv.com/Chapters0:00 - Fabian's Role at Goldbeck Technologies0:49 - Company Culture & Technology Foundation1:12 - Building 500 Buildings Per Year with Technology2:31 - Goldbeck Technologies: 480 People R&D Division3:50 - Balancing Future Innovation vs Immediate Profits5:52 - Building Operating System & Digital Twin Development6:53 - Most Exciting Innovation Areas & Nature Positive Buildings8:40 - Traditional Construction Problems vs Goldbeck's Solution9:58 - Product Approach & Early Client Engagement Strategy12:05 - Finding Clients Early: Regional Sales & AI Tools13:43 - In-House Design Teams vs External Consultants14:46 - Product-Specific BIM Implementation15:31 - Client Education & Overcoming Market Resistance18:15 - Decision-Making Process: Car Configurator Analogy19:13 - Lean Construction vs Managing Just-in-Time Delivery20:39 - Why Few Companies Use This Approach (40-Year Development)22:11 - Complex Business Model Requirements22:59 - Technology Success Stories: Building Automation24:19 - Augmented Reality for Quality Control25:54 - Software Development Team (120-140 People)27:03 - ID Solution Process: Build vs Buy Decisions28:00 - AI Department & Implementation Strategy29:36 - Internal AI Chatbot & Knowledge Management30:43 - AI in Design: Configurators vs AI Designers31:46 - Managing 570+ Software Solutions33:00 - AI as Interface for Multiple Tools34:50 - Robots in Factories vs Construction Sites35:44 - Innovation Scouting & Stage-Gate Process36:52 - Venture Capital Fund Partnerships38:56 - Direct Startup Investments & Focus Areas40:41 - Sustainability & Carbon Neutral Goals42:19 - Timber vs Concrete: Cost-Benefit Analysis44:00 - 35% Carbon Reduction in Concrete Elements45:04 - Success Metrics & Company Culture47:10 - Goldbäcker Family Culture & Work Environment

"If you're a VP of Sales and things go wrong, you either failed or got a bad plan. But if you're a CRO and things go wrong, you probably shouldn't have taken the job."In today's episode of Bricks & Bytes, we had Mike Pettinella and we got to learn about scaling construction tech from zero to a $275M exit, the brutal realities of international expansion, and why targeting owners instead of contractors is the harder but smarter play... and many more!Tune in to find out about:✅ Why sales is only two things: volume and efficiency (and you can't train volume)✅ The real difference between selling to American vs British buyers✅ How Building Connected went from zero revenue to Autodesk acquisition✅ Why dedicated reality capture beats DIY solutions every timeMike's journey from forensic construction consulting to leading sales at unicorn startups reveals hard-won insights about building in the most relationship-driven industry on earth.Listen on Spotify now to hear the full conversation.-----------Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io---------------Chapters00:00 Intro02:49 Understanding Roles: CRO vs. VP of Sales03:58 Building Connected: The Journey to Acquisition06:05 Transitioning to Monetization: Challenges and Strategies07:55 Sales Strategies: From Inside Sales to Enterprise Deals11:49 Geographic Sales Dynamics: Where's the Business?14:03 Consulting to Sales: Skills and Strategies Transferred16:22 Managing Sales Volume: Efficiency and Technology19:14 Cultural Shift: Selling in EMEA vs. North America24:59 Expanding Markets: Product Adaptation is Key28:58 OnSight IQ: The Journey and Vision of a Startup33:34 Characteristics of Great Founders: Relentlessness and Empathy37:25 Cooking and Morning Routines38:38 Targeting Owners in Construction42:54 The Importance of Construction Data Ownership46:12 Strategies for Targeting Developers49:14 Reality Capture in Construction53:04 Best Practices for Reality Capture56:08 Future of Data Utilization in Construction58:45 Speeding Up Sales Cycles1:00:35 Managing Multiple Stakeholders1:02:09 Closing Big Deals1:04:04 Pricing Strategies in Construction Tech1:05:48 Mentoring in Sales1:09:02 The Story Behind the Art1:11:29 Exciting Product Developments

"Don't build shitty products for problems that don't exist."This brutal advice from Maksim hit different. After spinning off from his first AEC tech company Kreo, he's now building PVFarm - solar design software that's pulling in $40K average revenue per customer.In today's episode of Bricks & Bytes, we had Maksim and we got to learn about why distribution beats product in AEC, how he cracked the $150M solar design market, and why most startup marketing tactics fail in construction tech... and many more!Tune in to find out about:✅ Why relationship-based sales trump amazing products in AEC ✅ The two pathways to selling enterprise software in construction✅ Why LinkedIn outreach and email marketing don't work for AEC startups ✅ How vertical integration beats horizontal CAD tools for specific building typesListen now on Spotify to hear how Maksim went from building multiple failed products to finding product-market fit with a 40-hour learning curve software that customers love.-----------Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io4M Analytics - Instant, reliable utility data you can trust and verify - https://www.4manalytics.com/-----------------Chapters00:00 Introduction to Maxim and His Journey in AEC Tech03:02 Lessons Learned from Creo: Market Understanding and Sales Strategies05:58 The Relationship Between Sunbeam and PVFarm09:12 Understanding Sunbeam's Focus and Product Offerings11:57 The Importance of Collaboration in Design14:54 Navigating the Competitive Landscape of Solar Design Software17:57 Market Size and Growth Potential in Solar PV20:56 Go-to-Market Strategies and Customer Engagement23:58 Building Value Through Education and Relationships26:55 Webinars as a Tool for Engagement and Education33:28 The Value of Community Engagement33:56 Marketing Strategies That Fail36:00 Leveraging AI for Usability39:26 Navigating the AI Landscape41:14 Building Robust Tools in a Competitive Market43:52 The Go-Kill Framework for Product Ideas46:22 The Role of a CEO in a Tech Startup51:53 Balancing Discipline and Flexibility in Teams52:41 Successful Products in AEC54:51 Building in Different Markets57:12 The Importance of Community in Tech59:20 Managing Remote Teams01:01:08 The Intersection of Jiu-Jitsu and Business