Most electricians, plumbers, HVAC techs, and roofers run their business on a stack that was never designed to talk to itself: a scheduling app, a separate invoicing tool, a group chat for dispatch, a spreadsheet for jobs, and a paper trail for warranty history. This product is a single operating system for a trades business: one record per customer, one calendar per crew, one thread per job, with invoicing, estimates, and dispatch built on top instead of bolted on.
The wedge is a specific trade, not trades in general. Plumbing and HVAC shops with five to thirty trucks are big enough to feel the pain of disconnected tools and small enough that ServiceTitan's enterprise price tag and implementation lift do not make sense for them, which is exactly the gap incumbents like ServiceTitan and Jobber leave open at the low end of the market. Starting narrow lets the product encode trade-specific logic, such as how an HVAC maintenance plan renews or how a plumber prices a job sight unseen, instead of shipping a generic field-service shell that owners have to configure themselves.
For the owner, the pitch is simple: see every job, every technician, and every dollar in one place, with less software to pay for and fewer screens to toggle between during a service call.