Podcast Summary: BUILDERS

Episode: How OneCrew resisted horizontal expansion to dominate one vertical in construction software | Featuring Ari Bleemer

Host: Front Lines Media (Brad)
Guest: Ari Bleemer, CEO & Co-Founder, OneCrew
Release Date: March 23, 2026

Episode Overview

This episode explores how OneCrew, led by Ari Bleemer, successfully built a high-impact construction software business by resisting the temptation of horizontal (multi-vertical) expansion, instead choosing to dominate one well-defined vertical: paving contractors. Ari details the founder journey, industry perceptions, trust-building with a skeptical customer base, and how intense vertical focus led to OneCrew’s credibility and market adoption.

Key Discussion Points and Insights

1. Finding Opportunity in the Paving Industry

• Background Motivation ([01:03]):

  • Ari and co-founder Max entered construction tech after stints at Bain (Ari) and Google (Max), searching for overlooked industries with unmet software needs.

  • Construction is misunderstood as a single vertical; Procore is an example of a company building broadly ("horizontally"), but there’s a "middle of the industry" (self-perform, specialty, and trade contractors) that was largely untapped and underserved.

    “Procore serves general contractors really well... On the other side, you have all your field services... What we believe has really been overlooked for a long time has been the entire middle of the industry... running a process from start to end.” – Ari [03:03]

  • Early customer discovery revealed strong demand but little supply of high-quality software for paving contractors.

  • Resonates on the value of focusing on an unsexy, but ubiquitous, industry:

    “People think of paving and think, wow, it's super niche... But it's an industry that nearly everyone in the country is interacting with on a daily basis.” – Ari [01:22]

2. Defying the Stigma of “Niche”

• Ari discusses family and peer reactions to leaving the corporate world for "paving" ([04:04]).

  • Initial skepticism ("How the hell did you make it to paving?”), even from himself.

  “Every time you tell someone what you do for a living, you start to question it yourself.” – Ari [04:30]

• Confidence solidified after witnessing authentic customer appreciation and impact post-launch.

3. The Virtue of Focusing on One Vertical

• Ari’s thesis: Deep focus in one vertical equals sustainable, durable growth ([00:00], [16:02]).

  “Our quickest path to kind of early growth would have been going to a bunch of different industries... But to build an actual sustainable, durable business that focus on one vertical, I think has been super valuable.” – Ari [00:00]

• Despite product configurability, they delayed horizontal expansion, investing in domain expertise and trust within paving, only considering adjacent markets once leadership in the core industry is secure ([16:02]-[17:14]).

  “Maybe our biggest strength is our focus on paving and is just really building that trust, that reputation, et cetera. In this one industry...” – Ari [16:29]

4. Building Trust in a Skeptical Industry

• Paving contractors often distrust tech due to failed promises and bad software experiences ([10:04]).

  “We have work to do to just build trust back in the industry, that a lot of folks in this industry have been sold solutions...and they end up with something completely unusable.” – Ari [10:10]

• OneCrew’s approach includes:

  • Relentless customer interaction and listening.

  • Every new employee, regardless of role, is required to learn industry terminology and the daily realities of paving contractors ([12:06]):

    “One of the biggest pieces... is just really focusing on making sure that everyone that works at this business has a good sense of the paving industry... from a really early stage that's been really positive feedback that we've gotten is, you know, contractors come up to us and say, like, it feels like you guys actually get it, which there's no better compliment for us.” – Ari [12:32]

  • Emphasizes the distinction between building software and building pavement: “We build software. You guys pave.” ([07:31])

5. Addressing Vertical SaaS and AI Hype

• Ari confidently notes that OneCrew isn’t threatened by mega platforms or generic AI entrants ([06:12]):

  “We can pretty confidently say that none of the very large AI players are specifically focused on our industry right now.” – Ari [06:12]

• On DIY software with AI:

  “At that foundational level, you really need the more deterministic side of things and then you can build incredible AI solutions on top of that. But...you've got to have a good foundation or the thing comes crumbling down.” – Ari [06:42]

6. Notable Industry Surprises

• Key facts about paving that outsiders miss ([14:09]):

  • Asphalt is among the most recycled materials in the world (up to 99% reused).

  • Paving fosters deep personal and community pride:

    “There's a ton of pride in the work that's being done... when I'll visit a customer ... they'll point out, like, oh, we did that lot. And this whole sidewalk, this was us.” – Ari [14:50]

7. Go-to-Market and Growth Philosophy

• Initial plans envisioned quick horizontal expansion; reality reinforced value of focus.
• Now, all growth efforts center on dominating and serving paving before broadening scope.
• Ari admits early boasts about fast multi-industry moves didn’t pan out, reflecting on the wisdom of slowing down and perfecting domain expertise ([17:14]).

Notable Quotes

• Ari Bleemer, on focus:

  "To build an actual sustainable, durable business that focus on one vertical, I think has been super valuable." [00:00]

• On industry skepticism:

  "A lot of folks in this industry have been sold solutions... and they end up with something completely unusable." [10:10]

• On building internal culture:

  "Everyone that works at this business has a good sense of the paving industry... contractors come up to us and say, like, it feels like you guys actually get it, which there's no better compliment for us." [12:32]

• On the satisfaction of niche focus vs. AI hype:

  "I feel very good about getting the reaction of, wow, that's super niche versus the, oh, well, you and everyone else." [06:00]

• On pride in paving:

  “One of my favorite things... is to drive around with someone that's been at the company for a while and just drive around town and have them point out, like, oh, we did that lot. And this whole sidewalk, this was us.” [14:50]

Timestamps for Important Segments

• [00:00] - Why vertical focus is valuable in SaaS
• [01:03] - Ari’s background, discovering the opportunity in paving
• [04:04] - Family and social reactions to a “niche” industry choice
• [07:12] - Why most contractors shouldn’t build their own tech
• [10:04] - The challenge of trust and overcoming industry skepticism
• [12:06] - How OneCrew builds genuine connection and credibility
• [14:09] - Surprising facts about paving as an industry
• [16:02] - Go-to-market evolution, resisting horizontal expansion

Conclusion

Ari Bleemer’s story with OneCrew underscores the counterintuitive power of staying deeply focused on an underserved, “niche” vertical to achieve market leadership and authentic technology adoption. Through industry immersion, relentless trust-building, and a commitment to understanding (and not judging) the pride of their customers, OneCrew positioned itself as a best-in-class solution—offering an alternative path for founders in SaaS beyond chasing horizontal scale and the latest tech hype.

For more, visit getonecrew.com.