Construction · Homes · Telecom · Wood — GTA & Southern Ontario
v6.0Data: Feb 2026
v6.0 | Last Updated: Feb 11, 2026 | Next Review: Mar 15, 2026 | Data Confidence: High (85%+ sources verified) | Data Integrity: Sources cited per metric · Targets labeled · Gaps disclosed | 16 Tabs · 32 Charts
⚠️ 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
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
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)
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")
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
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.