Built and Exited
a Construction SaaS Company.

Connected Site Work With the Information Behind It.

Construction equipment moves between contractors and projects. The people receiving it need maintenance records, compliance documents and a clear view of whether it is ready for work. Paper, email and spreadsheets made that information difficult to keep together.

SiteSmart brought people, plant and operational workflows into shared digital profiles. I worked directly with contractors, project teams and frontline operators to shape a product that could work in the office and on site.

Growth Through Customer and Product Work

Grew Adoption Through Sales and Cross-Project Use.

I personally demonstrated and sold the product, shaped requirements and participated in onboarding. With minimal marketing spend, adoption grew through founder-led sales and product propagation across contractors and projects.

The growth story was tied to how construction work moved. Sharing a worker or plant profile with another participating organisation brought the product into a new project context.

Product and Business Model

Shared Profiles Created Paths for Expansion.

I commercialised a recurring profile-based model. Worker and plant profiles could be shared across projects and participating organisations, with each organisation using the information within its own workflow.

GPS extended the offering into location and usage data alongside compliance and servicing. I coordinated hardware suppliers and installation partners with software delivery, giving existing customers another reason to use the platform.

Hands-On Discovery and Delivery

Made Complex Records Usable in the Field.

Gave Each Role a Useful View of the Fleet.

Discovery with mechanics, inspectors, supervisors and plant owners exposed different information needs. I defined the logic, views and scope for plant tables, worked with design on prototypes, and led customer testing across web and mobile.

We chose a customisable table solution after evaluating build-versus-buy options. Engineering implemented the data aggregation, image handling and periodic status refresh that supported the experience.

Made Asset Records Accessible at the Machine.

The QR workflow connected a physical asset to its digital profile. I led discovery, defined workflows and scope, sourced durable labels, and tested the experience with users in the field alongside design and engineering.

Field testing exposed glare and contrast problems. Working with design, engineering and the label supplier, we changed the label finish and added a scan fallback that inverted the image before retrying.

A printed code also let users access the profile when scanning failed. These practical details connected the software to the conditions in which people actually worked.

Company Building

Built the Organisation and Led It Through Acquisition.

I built the organisation to approximately 20 people across two countries, including a 12-person development capability, and raised more than $600k in external capital.

As the primary operating founder, I remained close to product direction, pricing, sales, customer relationships and day-to-day execution. I led SiteSmart from its initial concept through commercialisation and acquisition.

What I Owned

Joined Product Leadership With Founder Execution.

I Set the Direction

Product strategy, priorities, pricing and the recurring profile-based business model.

I Worked With Customers

Founder-led sales, demos, discovery, requirements and onboarding with contractors and frontline users.

I Built the Business

Capital raising, organisation building, supplier relationships and day-to-day operations through commercialisation and acquisition.

We Delivered Together

Design and engineering developed the interfaces and technical implementation. Co-founders contributed design and industry relationships; suppliers and installation partners supported the hardware rollout.