Bricks And Bytes

David Horesh, a construction marketing consultant with seven years of experience, shares insights on effective marketing strategies for construction tech startups. He highlights the industry's skepticism towards ROI calculators and explores how understanding construction jargon is crucial for success. David discusses the leaky bucket problem affecting sales funnels and suggests that memes can engage professionals better than traditional content. He emphasizes leveraging digital platforms and AI tools to streamline marketing efforts and enhance buyer engagement.

"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 wrongThis 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 Timestamps00:00 Intro01:56 Introduction and Unique Connections05:10 The Importance of Authenticity in Construction Tech Marketing07:46 Kalyn's Role and Daily Involvement in Grindstone10:55 Building Relationships and Customer Acquisition Costs14:00 Leveraging AI and Tools for Marketing Efficiency16:41 Time, Talent, and Treasure Framework for Startups19:53 Prioritizing Marketing and Sales Initiatives22:47 Testing and Iterating Marketing Strategies26:03 Maintaining Customer Touchpoints and Nurturing Relationships28:54 Final Thoughts on Marketing in Construction Tech32:50 Creating a Cohesive Marketing Strategy34:58 Winning at Product Marketing36:07 Understanding Your Customers37:48 Common Positioning Mistakes41:08 Effective Messaging Frameworks42:57 Tailoring Messaging for Different Personas47:59 Key Metrics for Success52:33 Generating Qualified Leads55:53 The Best Channels for Customer Engagement59:17 Radical Changes in Go-to-Market Strategies

Kevin Ferguson, a product marketing consultant specializing in AEC technology, shares crucial insights into the messaging struggles faced by AEC startups. He discusses how many companies fail to communicate their purpose clearly, leaving customers confused. Kevin emphasizes the importance of precise website messaging as a key sales tool and highlights the need for companies to focus on customer feedback to refine their messaging. He also critiques the buzz vs. reality in construction tech, urging startups to ensure product clarity over clever marketing.

"WhatsApp processes billion-dollar construction orders while ERPs sit unused as glorified data entry systems in Africa.."In today's episode of Bricks & Bytes, we had Kagure Wamunyu from Jumba and we got to learn about how African tech companies must build entire ecosystems from scratch, why 60% of Kenya's GDP runs on mobile money, and how construction distribution works in emerging markets... and many more!Tune in to find out about: ✅ How Uber Kenya became the first 100% cash market using manual Excel reconciliation ✅ Why Kenyans build homes instead of buying them due to 15% mortgage rates✅ The reality of building construction tech in Africa where you become multiple businesses ✅ How WhatsApp has become the primary business operating system across African companiesFrom civil engineering to dropping out of Oxford PhD to revolutionize construction supply chains across Africa, Kagure shares the untold story of adapting global tech solutions to local market realities.Her journey from handling driver strikes as Uber's face in Kenya to building Jumba shows how founders in emerging markets navigate challenges that don't exist elsewhere.Watch now on Youtube to hear the full conversation about building in markets where traditional assumptions don't apply.00:00 Intro01:55 Kagure's Journey: From Nairobi to Tech Innovator04:52 The Uber Experience: Adapting Technology to Local Markets07:53 Understanding Mobile Money: The Backbone of Kenyan Transactions10:53 Navigating Challenges: From Uber to EdTech13:59 The Birth of Jumba: Merging Construction and Technology16:48 Jumba's Business Model: Connecting Hardware Stores and Manufacturers20:09 Strategic Product Focus: Cement, Steel, and Beyond22:56 Scaling Operations: The Role of Hardware Stores in Construction25:45 SaaS Development: Building Technology for the Construction Industry28:30 Streamlining Financial Processes with SaaS29:35 Building Tech Products in Africa34:35 Navigating Talent and Fundraising in Kenya39:35 Understanding African Market Dynamics43:54 Sales Strategies in Construction Tech48:30 Challenges and Advantages of Being a Female Founder49:57 Lessons Learned and Future Ambitions

"We reacted too late to the labor shortage. Now we need to work smarter - it has to happen."In today's episode of Bricks & Bytes, we had Tyler Campbell, host of Construction Brothers Podcast, and we got to learn about why construction tech keeps failing, the reality behind the $13 trillion industry myth, and how major projects still run on Excel spreadsheets... and many more!Tyler shared eye-opening insights from his journey building FieldProof and interviewing hundreds of industry leaders.Tune in to find out about:✅ Why RFIs have become weapons for project delays ✅ The real reason construction apps fail to get field adoption ✅ How a £100 million project runs entirely on Excel ✅ Why robotics and AI agents are the only path forwardThe construction industry is more fragmented than we think. Time to face the hard truths about where we're heading.Watch now on Youtube to hear the full conversation about construction's biggest challenges and what comes next.--------------Chapters00:00 Intro01:50 Introduction and Podcast Origins04:53 The Fragmentation of the Construction Industry07:43 The Journey of Starting a Podcast13:50 Content Creation and Audience Engagement19:55 Challenges and Issues in the Construction Industry28:14 Comparing Construction Markets: US vs UK32:04 Mindset and Risk-Taking in Construction36:17 The Role of Technology in Construction39:36 Data Collection Challenges in Construction44:44 The Future of Robotics in Construction51:21 Human-Centric Technology in Construction

This physicist turned construction revolutionary by building houses faster than McDonald's serves burgers!In this episode of Bricks & Bytes, we sits down with Oleg, co-founder of Cuby, who's cracked the code on industrial-scale homebuilding with mobile micro-factories that can pump out a 2,000 sq ft house every single day.Key topics discussed:Why construction is still stuck in the stone age (and how Cuby is dragging it into the future)The mobile micro-factory concept: bringing manufacturing directly to construction sitesHow they're producing homes at $100/sq ft with just 4-person assembly teamsThe IKEA + Starbucks approach to standardized, quality housingWhy most construction tech startups fail (and what Cuby does differently)400,000+ engineering hours invested in solving the "kit of parts" puzzlePlans to deploy 200 factories across the US in the next 10 years"If you solve the logistic problem, you will solve the construction problem. But one of the main problems is not easy just to solve the logistic problem. Because we are speaking not only related the logistic of materials. This is the logistic of tools. This is the logistic of information. This is the logistic of assembling." - OlegFrom lean manufacturing principles borrowed from Toyota to AI-powered quality control, discover how this team is industrializing an industry that hasn't changed since Jesus was a carpenter.

"I make a horrible employee. I'm not a good employee at a big company."That's how Nitin Bhandari, third-time founder and CEO of Planera, describes why he keeps starting companies instead of joining them.In today's episode of Bricks & Bytes, we had Nitin Bhandari and we got to learn about his journey from wireless networks to construction tech, the critical mistakes first-time founders make, and why scheduling software has stayed stuck in the stone age while every other industry moved forward... and many more!Tune in to find out about:✅ Why he spent 9 months just learning construction before building anything✅ How he landed customers who wanted to invest their own money in his company✅ The real reason construction scheduling is broken (it's not what you think)✅ Why hiring for culture fit matters more than most founders realizeListen now on Spotify and discover how an outsider is transforming one of construction's most critical workflows.-----------------------Chpaters00:00 Intro01:30 Introduction and Background03:28 Nitin's Journey as a Founder07:43 The Importance of Product Management09:21 Lessons Learned as a Third-Time Founder10:40 Entering the Construction Industry12:17 Understanding the Construction Market13:30 Hiring for Culture Fit16:20 Selling the Vision to Employees20:28 The Motivation Behind Founding Planera22:32 Identifying the Core Problem in Scheduling26:30 Innovating Scheduling Solutions31:20 Landing Initial Customers34:24 Evolving Sales Strategies in Construction Tech38:17 Effective Go-to-Market Channels40:02 Shifting Focus: From Product to Customer41:39 The Role of Marketing in Growth44:21 The CEO's Evolving Role47:16 Communication as a Team Sport49:13 Hiring Key Talent: The Head of Sales51:41 Running Effective Meetings54:55 Challenges in Construction Tech56:49 Understanding Total Addressable Market (TAM)01:00:39 Innovative Pricing Strategies01:03:27 Navigating Tough Times as a Founder01:05:23 The Role of AI in Construction Tech01:07:15 Exciting Initiatives and Future Plans

"We don't want this data to exist because if the owner knows it exists, they'll be all over us."This shocking confession from a contractor reveals the massive information gap plaguing the $2 trillion construction industry.In today's episode of Bricks & Bytes, we had Ardalan Khosrowpour, CEO of OnsiteIQ, and we got to learn about why contractors intentionally hide project data from owners, how 95% of construction projects don't even use their BIM models, and the brutal reality of 3% profit margins that force underbidding... and many more!Tune in to find out about:✅ Why the construction industry suffers from deliberate information asymmetry✅ How network effects can create monopolies in vertical markets✅ The stark difference between contractor mindset ($1.5M profit) vs owner mindset ($150M asset)✅ Why selling to capital allocators beats selling to contractors every timeListen now on Spotify to discover how one founder is revolutionizing construction oversight by working with owners instead of contractors.-------------------------Chapters00:00 Intro01:45 The Power of Network Effects in Real Estate04:47 Understanding the Construction Intelligence Platform07:38 Data Capture and Its Impact on Project Management10:40 Misalignment of Incentives in Construction13:46 The Role of Transparency in Construction Projects16:44 Challenges in Selling Technology to Owners19:52 Monitoring and Analyzing Construction Progress22:45 Quality Control and Data Comparison in Construction34:14 Building a Data-Driven Construction Model39:45 Challenges in Selling to Owners43:13 Outbound Sales Strategies and Market Dynamics48:59 Generating Demand Through Product Value54:25 Defensibility and Competition in the Market

Could mobile factories revolutionize homebuilding and solve the housing crisis? One company thinks they've cracked the code.In this episode of Bricks & Bytes, we sit down with Alex Gample, co-founder of Cuby, who's tackling America's housing shortage with a radical approach: containerized micro-factories that can be deployed anywhere to manufacture homes at $100-110 per square foot—significantly cheaper than traditional construction.Key topics discussed:How Cuby's mobile micro-factories work and why they chose a distributed model over gigafactoriesThe company's ambitious plan to deploy 275 factories over the next decadeWhy construction productivity hasn't improved in decades while other industries have transformedHow they're using unskilled labor with advanced software guidance to replace skilled construction workersThe regulatory challenges that have killed previous housing innovation attemptsTheir partnership model with local developers and the economics behind itWhy Eastern European engineering talent is giving them a 7-10x cost advantageThe three-phase master plan from factory deployment to vertical integration"For every seven folks that now retire from the construction industry, only one replaces them... nine out of 10 times no one even has in their immediate circle someone that swings a hammer."Discover how Cuby is reimagining homebuilding from the ground up, why their "antithesis" approach might succeed where others have failed, and what it could mean for making homeownership accessible again.

"Most software companies either get acquired or go out of business. If you start doing really well, they're either going to copy you or buy you."In today's episode of Bricks and Bytes, we had Geoff Tarrant from Payapps and we got to learn about how a $600 million construction tech exit really happens, why Australian startups must expand globally, and the brutal truth about fundraising timing... and many more!Tune in to find out about:✅ Why construction tech companies never IPO and always get acquired instead✅ The mistake founders make when expanding to new markets too early✅ How to build relationships with potential acquirers years before selling✅ Why raising money too late kills more startups than anything elseGeoff shared incredible insights from building PayApps from a CFO's monthly nightmare into a tens-of-millions revenue business that Autodesk couldn't ignore. His investment banking background gives him a unique perspective on what really drives acquisitions and why timing everything wrong can destroy even great companies.Listen now on Spotify to discover the real playbook for construction tech exits and what founders get dangerously wrong.=============Chapters01:41 – Intro & Acquisition Overview04:34 – How Claims Are Evolving in Construction07:41 – Market Dynamics & Competitive Landscape10:30 – The Role of Independent Players in ConTech13:45 – Inside the Acquisition: Strategy & Timing16:49 – What Happens After: Post-Acquisition Integration19:37 – Winning Customers: Acquisition Strategies That Work22:31 – Going Global: Expansion & Market Entry36:58 – Hard Truths: Challenges in New Markets42:13 – Product-Market Fit: Why It Matters More Than Ever47:58 – Team Building at Scale52:55 – Raising Capital & Managing Dilution01:00:39 – What’s Next: AI & The Future of ConTech01:03:59 – Where the Opportunities Are: Shifting Construction Markets