MDM Group Inc. — Strategic Intelligence
Construction · Homes · Telecom · Wood — GTA & Southern Ontario
⚠️ GTA new home sales down 82% vs 10-yr avg · Condo sales down 91% · Up to 100K construction jobs at risk — but renovation spending + public infra remain strong
Data Integrity Notice: Revenue figures below are management targets, not validated actuals. MDM currently has no centralized tracking for revenue by division, win rates, margins, or lead sources. These numbers represent aspirational goals, not measured performance. See "Data Gaps" below.
Contracting TARGET
$8–12M
Revenue Aspiration · ICI Focus
Homes TARGET
40 units
Aspiration · Reno + Custom
Telecom TARGET
$5–8M
Revenue Aspiration · 5G/FTTH
Wood TARGET
$2–4M
Revenue Aspiration · Millwork
Division Scorecard — Readiness vs Opportunity
Revenue Mix (Target)
Competitive Positioning — All Divisions RESEARCHED
| Division | Direct Competitors (Researched) | MDM Advantage | MDM Weakness |
|---|---|---|---|
| Contracting | HKC Group, Fresco Construction, Gillam Group, Masterstrux | Integrated trades (GC + electrical + millwork) | Smaller scale than HKC; less tech than Fresco |
| Homes | Kingsgate Luxury, PCM Inc., RS Homes, Eurodale | Trust-first branding, in-house trades | Low digital presence; fewer published projects |
| Telecom | Plan Group (Bouygues), Violin Group, Ontario Electrical | Freedom preferred status, full-facility scope | Smaller than Plan Group; less DAS depth than Violin |
| Wood | Boreal Architectural, Ontario Wood Custom, DM Millwork | GC integration, CNC, ecclesiastical niche | Less brand recognition than established shops |
Source: Competitive Intelligence Brief v2 (14 competitors profiled). Note: Large nationals (EllisDon, PCL, Aecon) operate in a different tier ($50M+ projects) and are not direct competitors.
Between the Lines: MDM's cross-division integration (GC + electricians + millwork) sounds compelling in theory, but most clients need only one service. The real value is operational: shared overhead, knowledge transfer between divisions, and the ability to self-perform trades that competitors must subcontract. The risk is appearing unfocused rather than integrated — messaging must emphasize the specific benefit to each client type.
KPI Framework — Company-Wide TARGETS — NOT YET TRACKED
| KPI | Target | Freq | Owner | Current Status |
|---|---|---|---|---|
| Revenue per Division | See division targets | Monthly | Division Director | No tracking |
| Gross Margin | ≥ 22% | Monthly | Finance | No tracking |
| Client Satisfaction (NPS) | ≥ 50 | Quarterly | Operations | No tracking |
| Lead-to-Close Rate | ≥ 18% | Monthly | Sales | No tracking |
| Change Order Rate | ≤ 8% | Monthly | Project Mgmt | No tracking |
| Safety Incident Rate | ≤ 2.0 per 200K hrs | Monthly | Safety | Partial |
| Repeat Client Rate | ≥ 35% | Quarterly | Sales | No tracking |
Critical Data Gaps
The following internal data does not currently exist. Without it, all revenue targets and KPIs above are aspirational, not measurable.
| # | Gap | Impact | How to Fill |
|---|---|---|---|
| 1 | Revenue by division | Critical | Pull from accounting / Sage |
| 2 | Win rates / lost bids | Critical | Track last 12 months of bid outcomes |
| 3 | Project margins (actual) | Critical | Pull from completed project P&Ls |
| 4 | Lead source tracking | Critical | Add "How did you hear about us?" to intake |
| 5 | Geographic heat map | Important | Map completed projects by postal code |
| 6 | Client persona validation | Important | Survey past 20 clients |
| 7 | Subcontractor performance | Important | Track sub metrics per project |
Source: Research Assessment Report. Overall research score: 8.0/10 (external data), but internal operational data remains the critical gap.
New Home Sales vs Avg BILD
-82%
vs 10-year average
BILD / CBC, 2025
Condo Sales vs Avg BILD
-91%
Toronto: 5,314 units (record low)
BILD / CBC News, 2025
Economic Impact at Risk
$20B
Ontario-wide
@ShaziGoalie (1,942 likes)
Jobs at Risk
100K
Construction sector
@ShaziGoalie · RESCON estimate
Market Decline — Current vs 10-Year Avg
Contractor Optimism — GTA vs Rest of Ontario
Addressable Market by Segment ($B CAD)
What IS Working (Growth Signals)
Growth Vectors — Sourced Signals
| Segment | Signal | Source | Confidence |
|---|---|---|---|
| Renovation Spending | $61B (+2.9%), rising through next decade | IBISWorld Canada | High |
| Medical/Pharmacy | +150% since 2020 | Ontario Construction News | High |
| Public Infrastructure | Ontario ICI CapEx: $126.5B (+11.8%) | ICI Construction | High |
| 5G/Telecom CapEx | $26B+ planned investment, 56,700 → 64,800 towers | CWTA / ISED | High |
| Advanced Materials | 41% of contractors adopting (up from 35%) | Unclear survey | Medium |
| AI Adoption | 18% leveraging AI for predictive + safety | Unclear methodology | Medium |
Regulatory Changes — 2025-2026
| Date | Change | Impact |
|---|---|---|
| Jan 2025 | New Ontario Building Code | Compliance |
| Jan 2026 | Construction Act amendments | Holdback + Adjudication |
| Ongoing | Social Procurement scoring | Opportunity |
Between the Lines: The -82% headline masks a split market. New construction is frozen, but renovation ($61B), medical (+150%), telecom ($26B+ 5G), and public infrastructure ($126.5B ICI) are growing. The real question for MDM isn't whether there's work — it's whether MDM is positioned to capture the right work. Telecom (carrier contracts) and medical (pharmacy builds) are MDM's most defensible segments. Residential renovation is growing but fiercely competitive. The BoC rate at 2.25% should eventually unfreeze residential, but "eventually" could mean 2027-2028.
Homeowners with Major Issues
63%
In big cities
CBC Marketplace, 2025
Issues on Projects Over $20K
79%
Nearly 4 in 5
RESCON Survey
#1 Business Driver
WOM
Word-of-mouth referrals
Industry consensus
Change Orders from Bad Docs EST.
68%
Communication fragmentation
FMI / Industry estimate
Homeowner Trust Breakdown
Top Complaints — What Homeowners Report
MDM Opportunity: In a market where 63% of homeowners have been burned, MDM doesn't need to be louder — it needs to be provably different. Every piece of evidence (reviews, case studies, published numbers) widens the gap.
Between the Lines — Honest Self-Assessment: The trust crisis is real and creates a genuine opening. But MDM's ability to exploit it depends on building the proof trail first. Right now, MDM's digital presence is weak (competitor research confirms most GTA mid-market contractors, including MDM, have minimal web/content presence). The trust-first positioning is strong strategy, but without published case studies, 50+ Google reviews, and a visible online presence, the "provably different" claim remains aspirational. The AGM scandal's public attention may also fade — this window is time-limited.
High-Profile 2025 Scandals
- AGM Renovations — CBC Marketplace fraud investigation, police involved. Client paid $66K; company closed one week later.
- Magnolia Construction — Ottawa couple filed $381K civil claim from a kitchen reno. Plumbing broke, flooded entire home.
- Scam Industry Emerging — Entrepreneur in Cambridge now building a business helping homeowners avoid contractor scams.
What Homebuyers Want in 2026
- Transparency above all — clarity, honesty, reassurance
- Faces, not logos — clients want to know WHO they're working with
- Verified trust signals — HCRA, Google reviews, third-party ratings
- Content that educates — blogs, videos, guides that prove expertise
- Local proof — visibility across maps, review sites, GMB
Revenue Target TARGET
$8–12M
Annual aspiration
Avg Project Size
$500K–$5M
ICI sweet spot
Market positioning
Win Rate TARGET
≥20%
Not currently tracked
GM Target TARGET
≥18%
Not currently measured
ICI Pricing Benchmarks ($/sq ft)
Competitive Landscape RESEARCHED
| Competitor | Positioning | Strength | Vulnerability |
|---|---|---|---|
| HKC Group | Coast-to-coast, COR-certified GC | National scale, healthcare compliance | Less agile locally; corporate overhead |
| Fresco Construction | Tech-forward GC | AI estimating, engineering capability | No millwork, no in-house electrical |
| Gillam Group | CM/PM consulting | Institutional experience | Less hands-on execution; minimal web |
| Masterstrux | Commercial + franchise builds | In-house millwork | Smaller, narrower scope |
Note: EllisDon/PCL/Aecon operate in a different tier ($50M+ projects). MDM's direct competition is mid-market GCs in the $500K–$5M range.
MDM's Play: Own the $500K–$5M ICI sweet spot. Key differentiator vs these competitors: integrated trades (GC + electrical + millwork under one roof). No other mid-market GC in the research set matches this.
⚠️ Trust crisis: 63% of homeowners faced major contractor issues. AGM Renovations fraud case is still top-of-mind. Opportunity: position MDM as the anti-AGM.
Unit Target TARGET
40
Projects / Year (aspiration)
Avg Job Size
$50–150K
Renovation range
Industry benchmarks
Reno Market IBIS
$61B
Canada-wide, +2.9% growth
IBISWorld Canada
GM Target TARGET
≥25%
Gross Margin (not yet measured)
Homes Pricing Benchmarks ($/sq ft)
Trust-Based Positioning
| Element | What MDM Should Do |
|---|---|
| Fixed-Price Guarantee | "Your first quote is your real quote" — no hidden costs |
| Deposit Protection | Milestone-based payments tied to verified completion |
| Progress Transparency | Weekly photo updates + client portal access |
| HCRA Standing | Maintain clean record; display prominently |
| Google Reviews | Target 4.7+ stars with 100+ reviews |
📡 Canadian wireless CapEx: $11B+ annually · 5G investment: $26B+ planned · CRTC fibre mandates driving FTTH expansion · Cell towers: 56,700 → 64,800 by 2030
Revenue Target TARGET
$5–8M
Annual aspiration
Wireless CapEx CRTC
$11B+
Canadian market / yr
CRTC Communications Report
5G Investment CWTA
$26B+
Planned spend to date
Canadian Wireless Telecom Assoc.
GM Target TARGET
≥20%
Not yet measured
Carrier CapEx — Annual Spend ($B CAD)
Telecom Opportunity Matrix
Service Lines & Opportunities
| Service | Market Driver | MDM Position | Priority |
|---|---|---|---|
| 5G Small Cell | Urban densification | Carrier-direct relationships | Critical |
| FTTH / Fibre | CRTC mandates + ISP expansion | ISP partnership model | Critical |
| Tower / Macro | Coverage expansion | Site prep + civil works | High |
| DAS / In-Building | Commercial coverage requirements | Cross-sell with Contracting ICI | Growth |
| Data Centre Cabling | AI/cloud boom | New capability to build | Explore |
Between the Lines: Telecom may be MDM's most strategically defensible division. Carrier relationships (especially Freedom preferred status) create a moat that's hard to replicate. Unlike residential construction where trust is rebuilt project-by-project, telecom carrier approvals are institutional — once you're on the preferred list, you get recurring work. The risk: MDM is a small player compared to Plan Group (Bouygues-backed). The play is volume reliability in the mid-market, not competing for mega-contracts. EV charging ($180M Ontario investment) is a near-term opportunity that leverages the same master electrician capability without needing new carrier approvals.
Revenue Target TARGET
$2–4M
Annual aspiration
Canadian Market IBIS
$6.8B
Millwork industry, 2.8% growth
IBISWorld Canada
Cabinet Market MORDOR
$3.76B
6.88% CAGR through 2029
Mordor Intelligence
GM Target TARGET
≥30%
Not yet measured; ecclesiastical 30-45%
Wood — Service Lines & Margin Profile
Competitive Landscape RESEARCHED
| Competitor | Positioning | Strength | Vulnerability |
|---|---|---|---|
| Boreal Architectural | Luxury restaurant millwork | High-profile venue portfolio | Niche only — restaurant/hospitality |
| Ontario Wood Custom (OWC) | Retail and medical fixtures | 40+ years experience, medical sector | Minimal digital presence |
| DM Millwork Ltd | ICI commercial millwork | 25+ year track record | No GC integration — millwork only |
MDM's Play: Vertically integrated — CNC manufacturing + GC installation. Ecclesiastical woodwork (church interiors, altars, iconostasis) has near-zero GTA competition and 30-45% margins — this is the defensible niche. Cross-sell with Contracting for turnkey builds.
The Price Transparency Playbook: Industry sources report 25-50% typical quote-to-final variance (midpoint ~37.5%). MDM claims ~1.8% variance based on internal tracking. If validated and published consistently, this becomes a powerful differentiator.
Data Note: The "37.5% industry average" is a midpoint of the reported 25-50% range. MDM's "1.8%" is an internal claim that needs ongoing project-by-project validation. The competitor comparison below uses illustrative company names, not real firms.
Bait-and-Switch Reality — Competitor vs MDM ($K)
Price Accuracy — Industry vs MDM (%)
Kitchen Renovation Quote Comparison ILLUSTRATIVE
| Company | Initial Quote | Final Bill | Variance | Rating |
|---|---|---|---|---|
| Budget Build Co | $65,000 | $94,000 | +44.6% | 2.1★ |
| Quick Reno Inc | $72,000 | $108,500 | +50.7% | 2.4★ |
| TrustBuild Homes | $85,000 | $99,000 | +16.5% | 3.6★ |
| MDM Homes | $94,300 | $95,800 | +1.6% | 4.8★ |
Pricing Strategy by Division
| Division | Strategy | Benchmark |
|---|---|---|
| Contracting | Competitive bid + value-add | $180–350/sq ft (ICI) |
| Homes | Fixed-price transparency | $150–400/sq ft (reno) |
| Telecom | Carrier rate cards + ISP bundles | $800–2,500/site (small cell) |
| Wood | Premium positioning, custom quotes | $50–200/linear ft (millwork) |
Advanced Materials EST.
41%
Up from 35%
Survey — unclear methodology
AI Adoption EST.
18%
For predictive + safety
Industry survey — unclear methodology
Data Search Waste FMI
18%
Of project time lost
FMI / McKinsey
Phase 1 Monthly Cost
~$200
Get Visible
Tool pricing as of Feb 2026
Tech Stack Investment by Phase ($/mo)
App Failure Patterns in Construction
Implementation Timeline
Phase 1 — Q1 2026
Get Visible (~$200/mo)
Google Business Profile optimization, review collection automation (Grade.us), digital quoting system (Joist), project photo docs (CompanyCam)
Phase 2 — Q2-Q3 2026
Operate Smarter (~$900/mo)
BuilderTrend PM platform ($499/mo), CRM (HubSpot Free), Augmenta AI pilot, AI-assisted estimation (Buildxact), website rebuild
Phase 3 — Q4 2026+
Client Experience Leadership (~$1,100/mo)
Client-facing project dashboard, AI chatbot (Tidio), drone photography (DJI Mini 4 Pro), automated progress alerts
Tech Stack Summary
| Tool | Cost/mo | Phase |
|---|---|---|
| Grade.us / BirdEye | $90–300 | P1 |
| CompanyCam | $19/user | P1 |
| Joist (Quoting) | $75 | P1 |
| BuilderTrend | $499 | P2 |
| HubSpot CRM | Free–$14 | P2 |
| Buildxact (AI Est.) | $149 | P2 |
| Tidio (AI Chat) | $29 | P3 |
ROI — Monthly Tech Cost vs Revenue per Extra Project
Content Pillars
4
Trust-based framework
Social Posting Target
13/wk
Across all platforms
Priority Platform
Instagram
Visual-first
Blog Cadence
4/mo
SEO-optimized
Content Mix by Pillar
Weekly Posting Cadence by Platform
Platform Priority
- 1. Instagram — Visual-first, before/after, Reels
- 2. Google Business — Reviews, posts, SEO
- 3. YouTube — Walkthroughs, education, long-form
- 4. TikTok — Quick tips, transformation clips
- 5. Facebook — Community groups, events
Video Content Types
- Weekly: 60-second project walkthroughs (Reels/Shorts)
- Monthly: "Ask MDM" — answer common questions (2-3 min)
- Per Project: Time-lapse builds + client testimonials
- Quarterly: "What Went Wrong" honest challenge stories
Website Pages — Priority
- Homepage — Lead with client quote, not company claim
- Our Process — 6-step visual timeline
- Projects — Filterable portfolio with quoted vs final
- The MDM Difference — Side-by-side comparison table
- Meet the Team — Faces, certifications, personal touches
- Reviews — Aggregated feed + video testimonials
- Resources/Blog — Educational content hub
- Contact — Simple form + 24hr response promise
Critical Gap: MDM has no lead tracking system. No CRM, no "how did you hear about us?" on intake, no win/loss tracking. All numbers on this tab are targets for a future state, not measurements of current performance. Building lead tracking is a top priority — without it, marketing ROI cannot be measured.
Lead Source Distribution TARGET MIX
Pipeline Funnel TARGET
Lead Channel Strategy
| Channel | Division Fit | Est. Cost/Lead | Priority |
|---|---|---|---|
| Referrals / Word-of-Mouth | All | $0–50 | Critical |
| Google My Business + SEO | Homes, Wood | $50–150 | Critical |
| Industry Relationships | Contracting, Telecom | $0–100 | Critical |
| Content Marketing | Homes, Wood | $30–80 | High |
| Carrier Procurement | Telecom | Relationship-based | Critical |
| Social Media (organic) | Homes | $20–60 | High |
Honesty Check: The radar chart below shows MDM's target positioning (where MDM aims to be), not current reality. Today, MDM's digital presence is weak (competitor research confirms minimal web/content presence across all GTA mid-market contractors). The pillar scores are self-assessed aspirations, not measured outcomes. This gap between aspiration and reality is the entire point of the strategy — but confusing the two would be misleading.
MDM — Current vs Target Positioning ASSESSED
5 Strategic Pillars — Aspiration vs Reality SELF-ASSESSED
90-Day Quick Start Checklist
- GBP optimization
- Request 10 reviews
- "Our Process" page
- Quote comparison visual
- Team bios & photos
- 4 blog posts
- 2 video walkthroughs
- "Real Quote" pledge
- Video testimonials
- Social 3x/week
- Pitch 3 media outlets
- HomeStars/TrustedPros
- First case study
- Client portal launch
- Price Accuracy metric
Client Persona — GTA Homeowner
- Profile: Dual-income, 35-55, owns $1M+ home
- Pain: Trust, transparency, deposit safety
- Decision: Household consensus
- Budget: $50K–$300K renovation
Client Persona — Property Developer
- Profile: Mid-size, $5–50M portfolio
- Pain: Schedule slippage, change orders
- Decision: PM + ownership
- Budget: $500K–$5M per project
Client Persona — Carrier/ISP
- Profile: Rogers, Bell, Telus, regional ISPs
- Pain: Contractor reliability, cert gaps
- Decision: Procurement committee
- Budget: CapEx-driven, multi-year
Q1 2026 — Foundation (NOW)
Immediate
Complete Construction Act compliance review (Jan 2026 amendments)
Feb-Mar
Launch MDM Homes trust-first branding ("Your First Quote Is Your Real Quote")
Feb-Mar
Activate carrier relationship pipeline (Rogers, Bell, Telus)
Mar
Set up CRM + project tracking across all divisions
Q2 2026 — Execution
Apr
Launch Google My Business + SEO campaign for Homes
Apr-May
Bid on first 3 ICI projects in $500K–$5M range
May
First cross-division bundle sale (Contracting + Wood)
Jun
Social procurement certification complete
Q3 2026 — Scale
Jul
Homes: 15 projects completed, target 4.7+ Google rating
Aug
Telecom: First FTTH contract secured
Sep
Wood: Launch commercial millwork marketing to architects
Q4 2026 — Optimize
Oct
Full year KPI review — all divisions
Nov
2027 strategic plan + budget based on intel system data
Dec
Migrate dashboard to live Supabase backend (if approved)
📊 M365 Tenant: 51 users · 80 managed devices · 6 domains · $5,411/yr (with HST) · Potential savings: $1,147–$2,347
License Cost Breakdown
Users by Domain
Monthly Billing Forecast (2026)
GoDaddy Wind-Down Timeline
Domain Registry
| Domain | Registrar | Renewal | $/yr | DNS | CF Traffic | Status |
|---|---|---|---|---|---|---|
| mdmmanagement.ca | GoDaddy | Mar 14, 2026 | $17.99 | Microsoft DNS | N/A | ⚡ Next up |
| mdmgroupinc.ca | GoDaddy | Mar 26, 2026 | $17.99 | Cloudflare | 1,660 | ✓ Active |
| mdmtelecom.ca | GoDaddy | Jun 9, 2026 | $17.99 | Cloudflare | 578 | ✓ Active |
| mdmcontracting.ca | GoDaddy | Sep 24, 2026 | $17.99 | Cloudflare | 109 | ✓ Active |
| mdmwoodindustries.ca | GoDaddy | Jan 29, 2028 | $17.99 | Microsoft DNS | N/A | ✓ Active |
| mdmhomes.ca | GoDaddy | Jun 21, 2028 | $17.99 | Cloudflare | Pending | ✓ Active |
Total: $107.94/yr ($121.97 w/ HST). All auto-renew via PayPal on Ehab's GoDaddy account (#63573709).
Cost-Saving Actions
| Priority | Action | Savings | Effort | Status |
|---|---|---|---|---|
| 🔴 P1 | GoDaddy refund — 11 unused licenses (unused since Aug 2025). Call 1-480-505-8877 | $800–$1,500 | Low (phone call) | Not Started |
| 🔴 P2 | Cancel Power Automate — $244.80/yr, NEVER used. Cancel at admin.microsoft.com → call 1-800-642-7676 | $244.80 | Low | Not Started |
| 🟡 P3 | Reassign Mario's annual Basic seat to a monthly user → reduce monthly qty by 1 | $102.12/yr | Low | Not Started |
| ✅ P4 | Teams Essentials — auto-renewal disabled, expires Mar 20, 2026 | ~$65/yr | None | Done |
| 🟢 P5 | Premium downgrade review — all 4 justified for now. Downgrade path = Standard ($17/mo), not Basic | Up to $686/yr | Low | Monitor |
Admin Accounts
| Name | Role | Notes | |
|---|---|---|---|
| Ehab Guirguis | ehabk@mdmcontracting.ca | Global Admin | CEO — Legacy account |
| David Guirguis | david.guirguis@mdmcontracting.ca | Global Admin | Senior PM |
| Ehab Kodsi Guirguis | ehabk@mdmgroupinc.ca | Global Admin | CEO — Group domain |
| Nervine Wassef | nervine@mdmgroupinc.ca | Global Admin | Billing profile owner |
| Michael Guirguis | michael.guirguis@mdmgroupinc.ca | Global Admin | IT Director |
| Marian Alfons | marian.alfons@mdmgroupinc.ca | Billing Admin | Billing only |
⚠️ Recommendation: Reduce Global Admins from 5 to 2–3. Use restrictive roles for others.
Vendor Quick-Reference
| Service | Account | Owner | Support |
|---|---|---|---|
| Microsoft 365 | admin.microsoft.com | Nervine (billing) / Michael (IT) | support.microsoft.com |
| Microsoft Entra | Tenant 0fe646a1... | Michael Guirguis | entra.microsoft.com |
| GoDaddy | #63573709 | Ehab Guirguis | 1-480-505-8877 |
| Cloudflare | michael.guirguis@mdmgroupinc.ca | Michael Guirguis | dash.cloudflare.com |
🏗️ KrewPact — krewpact.com · Hybrid ERPNext-first construction ops platform · Replacing JobTread · 16 epics, 70+ features, 100+ API endpoints · Next.js + Supabase + ERPNext + Clerk
Planning Docs
17
845 KB · Production-ready
Feature Epics
16
70+ features scoped
P0 MVP Target
12 wk
~25 features · ~40 endpoints
Scale Target
300
Internal users · 99.5% SLA
Architecture Layers — 8-Tier Stack
Lead Gen Pipeline — Apollo + Google + n8n
P0 MVP Delivery Scope (12 weeks)
Epic Feature Distribution
Target Architecture — KrewPact 8-Layer Stack
| Layer | Technology | Responsibility | Decision Record |
|---|---|---|---|
| Web App | Next.js (React + TS) on Vercel | Internal UI + client/trade portals + offline PWA | ADR-001, ADR-010 |
| API / BFF | Node.js Edge service tier | Domain APIs, orchestration, validation, rate limits | ADR-002 |
| Operational DB | Supabase PostgreSQL (Canadian region) | Portal/ops data, workflow states, sync logs, RLS | ADR-003 |
| ERP Core | ERPNext private bench (GPL v3) | Accounting, inventory, procurement, invoicing | ADR-004 |
| Identity | Clerk (50K MAU free tier) | Auth, SSO, session claims, RBAC hydration | ADR-005 |
| E-Sign | BoldSign (per-doc pricing) | Proposals, contracts — vendor-abstracted | ADR-006 |
| Storage | Supabase Storage + CDN | Documents, photos, artifacts — versioned | — |
| Queue / Jobs | Redis-backed workers | Sync pipelines, migration, retries, webhooks | — |
P0 MVP Delivery Plan — 12-Week Aggressive Rollout
| Phase | Weeks | Scope | Features | ERPNext Sync |
|---|---|---|---|---|
| Foundation | 1–2 | Identity/RBAC, Clerk auth, Supabase schema, ERPNext client, Cloudflare Tunnel, app shell, CI/CD | ~5 | Connection scaffold |
| CRM + Estimating | 3–6 | Leads, opportunities, accounts, contacts, estimate builder, templates | ~8 | Customer, Quotation |
| Contracting + Projects | 7–9 | Proposals, BoldSign e-sign, contract tracking, project creation, milestones | ~7 | Sales Order, Project |
| Execution + Go-Live | 10–12 | Tasks, daily logs, document upload, invoice snapshots, dashboard, UAT | ~5 | Read invoices |
Full Feature Scope — 16 Epics × 70+ Features
| Epic | Domain | Features | Priority |
|---|---|---|---|
| 1 | Identity, Access, Organization | 4 | P0 |
| 2 | Estimating Engine | 8 | P0 |
| 3 | CRM & Sales Pipeline | 6 | P0 |
| 4 | Contracting & Proposals | 4 | P0 |
| 5 | Project Setup & Config | 5 | P0 |
| 6 | Project Execution & Scheduling | 8 | P0 |
| 7 | Documents & Media | 6 | P1 |
| 8 | Field Operations & Offline | 4 | P1 |
| 9 | Change Management (CO/RFI/Submittal) | 3 | P1 |
| 10 | Procurement & Trade Management | 4 | P2 |
| 11 | Trade Compliance & Gating | 2 | P2 |
| 12 | Selections & Allowances | 3 | P2 |
| 13 | Financial Operations & Reporting | 6 | P1 |
| 14 | Time & Payroll (ADP) | 3 | P1 |
| 15 | Quality, Closeout & Warranty | 4 | P2 |
| 16 | Portals (Client & Trade) | 4 | P1 |
Integration Blueprint — 6 External Systems
| Integration | Pattern | Direction | Key Notes |
|---|---|---|---|
| ERPNext | API + queue-driven sync | Bidirectional | Finance source of truth — AP/AR/PO/invoices/payments. 43 entity mappings, outbox/inbox pattern |
| BoldSign | API + webhook callbacks | Push + Listen | E-sign for proposals/contracts. Vendor-abstracted adapter to reduce lock-in |
| ADP | Nightly API sync + CSV fallback | Push | Payroll continuity — timesheets push nightly, auditable exports |
| Microsoft 365 / OneDrive | Graph API + delta sync | Pull | Source migration + ongoing document sync from current file structure |
| Apollo.io + Google APIs | API → n8n → CRM | Pull + Enrich | Lead discovery, permit monitoring, RFP tracking, auto-scoring |
| SMB Shares | Connector worker + checksum | Pull (migration) | Batch import from legacy NAS/OneDrive until cutover complete |
Lead Generation System — Apollo.io + Google API
| Component | Function | Data Flow | Status |
|---|---|---|---|
| Apollo.io | B2B prospecting — contact discovery, firmographics, intent signals | Apollo → n8n → KrewPact CRM → ERPNext Lead | Building |
| Google Maps API | Geographic targeting — construction permits, commercial developments | API → n8n enrichment → KrewPact Lead | Building |
| Google Search API | Market signals — RFPs, tenders, competitor job listings | API → n8n → enrichment → CRM | Planned |
| n8n Orchestrator | Workflow engine — dedup, scoring, routing, enrichment, Telegram alerts | All sources → n8n → KrewPact + ERPNext | Active |
| Scoring Model | Lead scoring: project size × industry × location × timing × intent | KrewPact CRM → auto-assign to division | Planned |
RBAC — 13 Roles × Division Scoping
| Role | Projects | CRM / Leads | Estimating | Finance | Portals | Admin |
|---|---|---|---|---|---|---|
| CEO (Ehab) | Full | Full | Full | Full | Full | Full |
| IT Director (Michael) | Full | Full | Full | View | Admin | Full |
| Division Director | Own Div | Own Leads | Own Div | View Own | Manage Own | — |
| Project Manager | Assigned | View | Draft/Edit | — | — | — |
| Site Lead / Foreman | Tasks Only | — | View | — | — | — |
| Admin / Finance | View | View | View | Full | View | — |
| Client (Portal) | Own Project | — | Approve | View Invoices | Self | — |
| Trade Partner (Portal) | Assigned | — | Bid | View POs | Self | — |
Infrastructure — Hosting & Networking
| Component | Technology | Design | SLA Target |
|---|---|---|---|
| Frontend | Vercel (Edge CDN) | SSR + ISR + Edge functions, automatic deploys | 99.99% |
| Database | Supabase Postgres (Canada) | PITR, RLS, real-time subscriptions, read replicas | 99.95% |
| ERPNext | Proxmox self-hosted bench | ZFS storage, VLAN-isolated, Tailscale access | 99.5% |
| Network | TP-Link Omada + Tailscale | VLAN segmentation, zero-trust overlay, multi-site | — |
| Monitoring | Prometheus + Loki + Grafana | Metrics, logs, dashboards, Telegram alerts | — |
| DR / Backup | ZFS snapshots + PITR | RPO 15min, RTO 2hr. Quarterly failover drills | — |
Critical Risks — Top 5
| Risk | Impact | Mitigation | Status |
|---|---|---|---|
| ERPNext GPL v3 propagation | Could force open-sourcing proprietary frontend | Strict API boundary, separate repos, legal counsel | Mitigated by design |
| Clerk — no Canadian data residency | PIPEDA cross-border compliance gap | DPA with Clerk, privacy policy disclosure, eval alternatives | Monitoring |
| Construction Act 2026 changes | Must support new lien/holdback/notice from day 1 | Requirements documented, built into Epic 4/5 | Planned |
| Bus factor of 1 | Single-person infrastructure risk | Document everything, automate runbooks, Telegram alerts | Active mitigation |
| Scope creep (16 epics) | Never ship if all attempted at once | MoSCoW prioritization, P0/P1/P2 phasing, MVP-first | Revised Feb 2026 |
JobTread Replacement — Before / After
❌ Before — JobTread + Siloed Systems
JobTread for basic project tracking · Spreadsheets for estimating · No centralized CRM · Manual inventory · Finance disconnected from projects · No field offline capability · Referral-only leads · No access controls between divisions · Data scattered across OneDrive, SMB shares, email
✅ After — KrewPact (krewpact.com)
Full project lifecycle in one platform · Production-grade estimating with assemblies & templates · CRM with Apollo + Google auto-scored leads · ERPNext finance (AP/AR/job costing) · Client & trade portals with BoldSign e-sign · Offline field capture · 13-role RBAC with RLS · n8n automation · Supabase real-time + Proxmox self-hosted ERPNext
Data Integrity Framework
Every metric in this dashboard is tagged with one of four data quality levels:
| Badge | Meaning | Example |
|---|---|---|
| SOURCED | Primary source, cited, verified within 6 months | -82% new home sales (BILD/CBC) |
| ESTIMATED | Derived from source data or editorial assessment | 37.5% industry variance (midpoint of 25-50% range) |
| TARGET | Management aspiration, not measured | $8-12M Contracting revenue target |
| GAP | Data does not exist yet, needs to be collected | Win rates, margins by division |
Data Sources & Confidence
BILD (Building Industry & Land Development) High — New home & condo sales data, market reports
CBC News / CBC Marketplace High — AGM Renovations investigation, trust crisis coverage
RESCON (Residential Construction Council of Ontario) High — Industry surveys, regulatory analysis
CRTC / Carrier Annual Reports High — Wireless CapEx, 5G investment data, FTTH mandates
OGCA (Ontario General Contractors Association) High — ICI market data, contractor surveys
Statistics Canada High — Renovation spending, millwork industry sizing
Global News / CTV News Medium — Contractor fraud reports, market sentiment
Reddit / X (Twitter) / Social Media Medium — Consumer sentiment, complaint patterns, trust signals
Imperio Construction Analysis Medium — Tech adoption rates, app failure patterns
MDM Internal Data High — Pricing benchmarks, project history, margin targets
HomeStars / TrustedPros / Google Reviews Medium — Competitor ratings, customer satisfaction data
Industry Analyst Estimates Low-Med — Market sizing, growth projections (ranges, not exact)
The Biggest Finding in All This Research: MDM has never systematically measured its own performance. You can't improve what you don't measure. The external market intelligence is strong (8.0/10), but internal operational data is the critical gap. Win rates, margins, lead sources, client satisfaction — none of these are tracked. The single highest-ROI investment MDM can make right now isn't marketing or technology — it's a simple intake form, a bid tracking spreadsheet, and a project P&L template. Everything else (the positioning, the pricing playbook, the tech roadmap) depends on having baseline data to measure against.
Version History & Changelog
v6.0
Feb 11, 2026 — Data integrity overhaul: replaced wrong competitors (EllisDon/PCL/Bondfield → HKC/Fresco/Gillam/Masterstrux; Durabuilt/Dashwood → Boreal/OWC/DM Millwork). Added source citations to all KPIs. Labeled all targets vs actuals. Added "Between the Lines" honest analysis callouts. Added Critical Data Gaps section. Fixed positioning radar to show current vs target state. Relabeled fabricated indices. Fixed Hub tab CSS. Added data integrity notice to version bar.
v5.0
Feb 11, 2026 — Major Platform Hub overhaul: replaced placeholder with full KrewPact data from 845KB planning pack (17 docs). Now shows 8-layer architecture, P0 MVP 12-week delivery plan, 16 epics with P0/P1/P2 prioritization, 6 integration contracts (ERPNext/BoldSign/ADP/M365/Apollo/SMB), 13-role RBAC matrix, infrastructure stack, top 5 risks, before/after comparison. Added 2 new charts (P0 scope breakdown, epic feature distribution). 32 charts total.
v4.0
Feb 11, 2026 — Added IT Infrastructure tab (M365 licenses, domains, cost-saving actions, admin accounts, vendor contacts from IT Infrastructure Overview + Domain Tracker). Added initial Platform Hub tab. 16 tabs, 30+ charts.
v3.0
Feb 11, 2026 — Merged v1 (market + trust + content) with v2 (division intelligence + pipeline + personas). Added: source tracking, confidence indicators, version bar, changelog tab, 14 tabs total, 25+ charts.
v2.0
Feb 11, 2026 — Added division-level intelligence (Contracting, Homes, Telecom, Wood), competitive positioning, pricing benchmarks, KPI frameworks, pipeline strategy, client personas, geographic zones.
v1.0
Feb 10, 2026 — Initial dashboard: GTA market reality, trust crisis, opportunity mapping, price transparency playbook, tech roadmap, content strategy, MDM positioning radar.
How to Update This Dashboard
| What | When | How |
|---|---|---|
| Market data (sales, sentiment) | Quarterly (BILD reports) | Update KPI values in HTML |
| Pricing benchmarks | Bi-annually or after major project | Update chart data arrays in JS |
| Competitor intel | Quarterly or on trigger events | Update tables in HTML |
| Tech stack / tools | As adopted / changed | Update tech roadmap section |
| Pipeline / lead data | Monthly (once CRM is live) | Connect to Supabase API (Phase 2) |
| Content metrics | Monthly | Update posting/engagement data |
| 90-Day checklist | Weekly check-in | Toggle checkboxes |