Brick & Mortar Ventures reposted this
There's a new wave of ConTech startups directly competing with incumbents. Instead of selling their solutions to the industry, they are vertically integrating to become tech enabled contractors. Over 10 years ago, a VC famously proclaimed ‘Software is eating the world.’ They argued technology driven businesses will disrupt industries pointing to Facebook and Netflix as examples. While these companies have changed the way we live, they have yet to disrupt industries like Construction or Real Estate. The truth is the physical world needs physical solutions. Take Ento, for example. They were a workforce management solution for blue collar businesses assisting with scheduling and tracking labor. It created ~8-15% efficiency gains for subcontractors which was great… Except that theoretically the software should have produced over 50% gains. So what happened to the ~35%? They realized that selling solutions doesn’t guarantee contractors will fully adopt them. For founders who care about improving construction, it’s a frustrating realization. And now they’re asking, what if we were the contractor? Last Week in ConTech, Treehouse raised $16.6m in Series A funding. They call themselves the ‘Electrical contractor for the 21st century’ where Trades and Software live under one roof. Their software enabled installation platform for electrification projects (think EV charging or home electrification) gives them an efficiency moat. It allows users to quickly receive pricing estimates, perform load calculations and generate plans for permit filings. And their electricians use it to provide real-time updates during installation. A service incumbents don’t offer. It’s not the first time I’ve seen the model. Back in 2022, Roofer.com which uses drones and AI to undertake roofing inspections acquired a roofing contractor to vertically integrate. If I were an incumbent I’d be nervous. The competitive threat has never been from peers or smaller contractors. It’s from new entrants to the market, deeply embedding technology out-competing on price and efficiency. —--- Follow me and Last Week in ConTech to stay up to date with the latest construction tech news, policy changes and startup funding trends. Ento example from Vertical Integrators by Packy McCormick