Beagle Direct conveniently matches UK
homeowners with the right tradesmen
at the right time.
Each side of a job wants something different.
The tradesman
Tradesmen would rather just get to their next job, do it well, get paid, and go home.
The customer
But customers want social proof, expect prompt, convenient booking, and have high expectations of customer service.
Both sides satisfied in one go, with two products.
SiteDesk
Takes the tradesman's whole back office and makes the content that wins the next job.
Beagle Direct
Hosts the social proof and books the right tradesman at the right time. Direct.
Where the customers are. 855,000 family builders and trades, the largest, least-digitised end of UK business.
our segment
How we win customers.
Our first customer came from founder-led sales. He liked the product so much he became a strategic shareholder and ambassador, and his network has given us our next customers. We keep selling this way until product-market fit is proven, then blitzscale with an expert B2B sales team.
The product wins the next customer for us. Rivals hand a homeowner a list to search; Beagle Direct just gets the job booked, with a curated pack of each tradesman's genuine work. Every job a firm runs feeds SiteDesk the photos and notes that become its progress reports, billing and social proof, and that proof wins the firm its next job.
Two kinds of product sit either side of us. Neither does what we do.
Runs from a screen
All require effort outside the tradesman's inclination and skillset.
Curates, books, and does the admin
Beagle Direct curates the list of suitable, available tradesmen, together with the social proof, then books the job in SiteDesk after the customer's final approval. SiteDesk does all the admin on a text or voice note instruction from the tradesman. All the paperwork done, and money is in the bank, before they get home for dinner.
Hand over a list to search
The homeowner reviews all the content, then rings round to get the booking confirmed.
The longer a firm uses SiteDesk, the more value it creates.
The work compounds
SiteDesk holds the diary, the rates and the capability. That is what makes a job bookable, and it is what fills Beagle Direct. Every job the firm runs builds its social proof, and that social proof brings in the next job. The work and the record of the work are the same thing.
And it holds
Leaving means starting again from nothing. A firm that has run its quotes, its billing and its finished-work proof through SiteDesk does not want to rebuild all of that somewhere else. So the longer they use it, the more it holds, and the more reluctant they will be to leave.
Live. Running real quotations on real jobs at a pilot firm.
We built the MVP in days, working alongside an established Hertfordshire family builder with forty years in the trade. It is live at a production pilot, running real quotations from a single-room extension up to a six-figure side-and-rear extension.
Several more firms have expressed interest. Pilots run over the coming weeks, then paying customers.
£60k buys six months to product-market fit. Then £500k funds the scale-up.
The PMF gate, read by M6
Three signals unlock the £500k: 25+ customers with a pipeline to the 50-customer close, early churn consistent with ~10% a year, and 40%+ of new customers organic. If fit has not shown, the company winds down solvently and the downside is capped at the £60,000 of investor capital.Stage two, at the gate, closing ~M6
£500,000 of capital, the team to ~9, the sales team at full intensity, and Beagle Direct into production. The booking commission is the scale revenue the network brings at this stage. It is held as upside, not yet quantified, and no part of the six-month seed proof.
£60,000 for 12% of Beagle Direct Ltd. Simple terms, a fast close.
| Shareholder | Shares | % |
|---|---|---|
| Joel Smalley (founder) | 158 | 63.20% |
| Dale Smith (strategic) | 62 | 24.80% |
| Seed investors | 30 | 12.00% |
| Total | 250 | 100% |
We expect to sell to a strategic acquirer within five to eight years.
The category is already being bought up. The Access Group bought Tradify, the category-leading UK trades platform, in 2024. BigChange, a UK field-service platform, was valued at around £100m. SiteDesk embedded across a comparable base, feeding a network the incumbents cannot retrofit, is a credible target in that range. The model is not UK-bound: the same wedge applies in comparable markets, and expansion beyond the UK raises the ceiling on the eventual exit.