Home-services contractors lose a quarter of inbound calls to voicemail, hold time, and after-hours rings (industry call-tracking benchmarks). At a plumbing company that is a $250–$800 service call; at a roofing company it is an $8,000–$25,000 replacement. Meanwhile the agencies selling them "marketing" sell impressions and dashboards — nobody owns the one moment revenue actually happens: the phone call. And the contractor's own customer list — homeowners who already paid once — sits untouched for years.
We make the invisible loss visible before we ask for anything. Our Missed-Call Calculator turns a contractor's own numbers into a dollar figure in 60 seconds — the same interactive utilities double as defensible SEO assets that survive search-engine spam updates.
In the last 24 months, AI voice crossed the line where callers can't reliably tell the difference. The trades are the largest remaining phone-first category with no AI-native layer — fragmented, offline, and underserved by software built for offices. The moat forms in this window: a contractor's phone number is their oldest marketing asset, printed on every truck, yard sign, and Google profile. Once the number is ported, leaving means changing it everywhere. Businesses do not change their number twice — whoever ports first, keeps the account.
ProPlum is an AI-first telecommunications and marketing partner built exclusively for plumbing, HVAC, and roofing contractors. We do not sell software seats. We replace the client's phone company, answer every call with an AI dispatcher, own their search presence, and run their ads on a white-label Plai AI engine — one metered vendor relationship, four revenue lines.
Ported numbers are the hardest switching cost in local services. Leaving ProPlum means reprinting the trucks, the yard signs, and the Google profile — and retraining five years of customers to dial a new number. Usage-based billing grows automatically with the client's business, with zero new selling. And every upgrade line we attach raises the switching cost of every other line: the phone company, the search presence, and the ad engine all live in one relationship. $8K–$15K in sticky baseline ARR per account, before expansion.
We never ask a contractor to switch vendors on faith. We prove ROI in two weeks with their own money, then expand.
The model targets 1% of the serviceable employer market (1,357 accounts) over 36 months — no heroics required, 99% of the market left on the table.
Sales economics: a 50/50 AE call center ($120K OTE = $60K base + $60K commission), commission paid only on new ARR — the installed base compounds with zero recurring sales cost.
| Sales Metric | Value |
|---|---|
| Quota per rep | $600K ARR/rep (5x OTE) |
| CAC per account | ~$7,545 |
| Gross profit per account-year | ~$21,263 |
| CAC Payback | ~4.3 months (SaaS average: 12–18) |
That dynamic scales overall contribution margin to 35% by Year 3.
By end of Year 3, ProPlum is positioned for acquisition on predictable, contracted recurring revenue protected by structural moats.
We are raising [$ AMOUNT] via [SAFE / equity / revenue share] to fund the next [18] months: [AE pod to 6 reps · telco infrastructure at scale · roofing-market expansion].
Milestones this round buys: 80 accounts and $0.22M exit MRR by month 12, the Tampa roofing playbook replicated to 5 markets, and a ported-number base no competitor can dislodge without a decade of reprinting.
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