Constructable GTM brain

category

market profile

• text: Commercial contractors coordinate bids, drawings, submittals, jobsite records and finances over a project's lifecycle.
• text: The company's positioning targets contractors frustrated with the complexity and pricing of incumbent construction management software.
• text: A construction technology market map lists Constructable among project document providers, a narrower historical category than its current platform.

personas

• title: General contractor owner or operations leader
  pains:

  • Legacy software cost and complexity undermine adoption
  • Switching active project systems creates migration and continuity concerns
• title: Construction project manager
  pains:

  • Checking submittals against specifications and managing revisions consume time
  • RFIs, documents, invoices and change orders get scattered across workflows
• title: Superintendent
  pains:

  • Field teams need current drawings and daily records at the jobsite
  • A difficult interface slows adoption by crews who have little time for administration

icp

• text: Mid-size commercial general contractors, with a vendor-described target of $20 million to $150 million in annual construction volume.
• text: US and Canadian contractors managing multiple projects who need shared field, project and financial workflows.

message pillars

• text: Offer predictable pricing with broad collaboration.
• text: Reduce switching friction through migration.
• text: Use AI to reduce repetitive administration.
• text: Bring project workflows into one system.

objections

• objection: Moving data will interrupt active projects.
  response: Review the free migration process and validate a representative active project before committing to a switch.
• objection: Our team is too small for the listed price.
  response: Compare package coverage with current spending and ask about the small-team pricing option.
• objection: Field crews will resist another app.
  response: Demonstrate drawings and daily records with superintendents on a real jobsite before rollout.

competitors

• name: Procore
  why: Established field, project and financial platform explicitly targeted as an alternative.
• name: Autodesk Construction Cloud
  why: Overlapping project and field management suite used by construction teams.
• name: Fieldwire
  why: Competes for field management and jobsite coordination.

keywords

• Procore alternative
• construction project management software
• general contractor software
• construction submittal tracking
• construction drawing management
• construction change order software

voice

• builder-focused
• direct and irreverent
• practical

signals

• text: A contractor is evaluating a Procore replacement or is unhappy with renewal costs.
• text: Project growth is increasing the time spent coordinating drawings, submittals and invoices.

stack

• ChatGPT
• Claude
• GraphQL
• QuickBooks Online
• Sage Intacct

pricing

motion

channels

• SEO
• LinkedIn
• YouTube
• customer stories

confidence

Founders

• name: Emma Nazim
  title: Founder
  role: Founder
  bio: I am a co-founder and CEO at Constructable. Previously I was a VP of Product at Appfolio and led the product team for Appfolio Investment Manager from 0 to 1500 customers. I love working with customers and building vertical software, but outside of that, you can find me making mugs and bowls where no two ever look the same.
• name: Molly Abbott
  title: Founder
  role: Founder
  bio: I am a co-founder and CPO at Constructable. Since 2010, I have had the privilege to work along side amazing leaders in Product, Operations and Partnerships at both Mindbody and AppFolio. Growing up in a construction family, and then marrying into one, I'm excited to be in both tech and construction.
• name: John Yoder
  title: Founder
  role: Founder
  bio: I am a co-founder and CTO at Constructable. Prior to this, I was the VP of Engineering for AppFolio Property Manager where I grew the team from 65 engineers to 250 engineers over 4 years. I am most satisfied when my team can hear the joy in a customer's voice because of something we accomplished together.