Co-Founder / CRO @Broadlume (acquired by @cynclyco). We help local flooring retailers thrive 🚀 Previously @Google. I went viral on GIPHY ✌️

Joined February 2009
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Pinned Tweet
Big news from the @Broadlume team today - after 10 incredible years, we’re excited to announce Broadlume has officially been acquired by @CynclyCo ! Together, we’re building the future of Cyncly Flooring. You can read more about it here: broadlume.com/blog/broadlume…
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Been watching Jeremy and team build from sidelines - excited for everyone to see the magic they’ve been cooking up. Congrats on the launch y’all!
Today, @editframe emerges from stealth. Agents need video. Editframe Agent Skills: npm create @editframe@latest Just prompt Claude Code, Cursor, or Codex and get a working video or a full interactive GUI. This video was created just by prompting 👇
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In 2018, we walked away from millions of dollars in revenue to go all-in on building technology for the flooring industry. Not exactly the kind of pitch that gets standing ovations in board meetings. We'd met a guy named John Weller at a Google conference in New York. He told us stories about the flooring industry. How thousands of independent retailers were running their businesses with basically no technology built for them. How they were some of the hardest-working people he'd ever met, and nobody was building the tools they actually needed. My co-founder Todd and I grew up in families that ran small businesses. We knew that feeling. John got us hooked. But going all-in on flooring meant killing what was already working for our business. We basically had to torch most of our existing revenue to bet everything on an industry that most tech people had never thought about. This was years before "vertical saas" was in the mainstream VC consciousness. Most people thought we were crazy. What came next exceeded even our incredibly high expectations: 4,000 customers 8 acquisitions $90M raised A strategic exit We've never told the full story publicly, but that changes on April 14th. I'm sitting down with @toddsaunders , Sean Bave, and @badcontentbiebs at @Vertex_Event to give a behind-the-scenes look at one of the craziest pivots in saas. We're getting into the weeds on how we actually grew Broadlume into the largest technology company in the flooring industry. We’ll dive into the real decisions behind our acquisitions, the mistakes we made scaling, and what we'd do completely differently if we started over. April 14 | City Winery, NYC | Free invite-only Spots are limited. Sign up here --> @Vertex_Event
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Caught up with a founder friend this morning who's been at a construction conference all week, and this was pretty much his big takeaway. These guys aren't technical, but they're not stupid either. They understand their business better than anyone and are desperate for tools that solve their insanely specific problems. Big saas incumbents are missing this. You're not competing with other saas companies anymore. You're competing with thousands of builders who can use tools like claude code business owners who have all the domain expertise.
Don't fall for the ignorance trap of "our customers aren't technical." I hear this from founders in construction, flooring, HVAC, plumbing, pest control. They say it like it's a moat. "Our customers will never adopt AI. They barely adopted email." I used to say the same thing about flooring retailers, but I was wrong for saying it, and thinking that way. What's actually happening is that someone's 24-year-old nephew is home for Thanksgiving and says "Uncle Mike, let me show you something." And Uncle Mike, who runs a $15M concrete company and has never touched a line of code, watches his nephew build a custom estimating tool in 45 minutes that replaces software Mike pays $2,000 a month for. That nephew doesn't know anything about concrete. But Mike does. And Mike can describe what he needs in plain English. And Claude Code can build it. That scene played out at my Thanksgiving table. This is happening right now in every single trade vertical. It's not at scale yet. The next generation is going to write bespoke software for each of their uncle's stores.
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26 Nov 2025
I called @toddsaunders this morning with a work emergency and imagine my surprise when a random person answered the call. I can’t believe something like this is even possible. @Verizon @VerizonSupport need to fix this asap. What a terrible customer experience.
I am living through one of the worst customer experience failures I have ever seen. I upgraded my phone with @Verizon and expected the simplest task: activate the phone and move my number over. What happened instead was unbelievable. Three hours on hold with outsourced support. They finally “activated” it and my phone instantly died. Completely bricked. So I drove to the local Verizon store. I spent another two hours there. The staff was kind, patient, and clearly powerless. They literally didn't have the power to do anything or fix it, and had to go through the same outsourced customer service I did. It was just as brutal. Customer support admitted something in the backend was corrupted. They told me it would take 24 to 72 hours to restore my number because it was stuck in “the switchboard.” Then today, 48 hours without a working phone) my mom called my number trying to reach me.. Except this time a woman in Alpharetta, Georgia picked up. She registered my phone number... a stranger is now answering my calls. Verizon did not just brick my phone. They reassigned my number to a random person who has been getting Broadlume calls all morning. The team at the store did everything they could. This was not their fault. This was a system failure from the top. It's embarrassing that a company of this size can have technology and support issues this severe. When a company stops caring about customer experience, this is what happens.... Frontline employees take the heat. Customers are beyond angry. And no one in the system is empowered to fix it. Verizon, you completely failed here and are a real life company startups can look at and learn what not to do. NEVER take support for granted. You can have the best product, the most pricing power, and the biggest brand.... but if your support fails, your company fails. Thanks for the reminder @VerizonSupport @VerizonBusiness !
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Good sales teams win when momentum's on their side. Great sales teams win by creating momentum when it's not. When momentum's on your side, everything clicks. Prospecting feels effortless. Pitches land. Deals close. Without it? You're running sprints in quicksand. So how do you shift negative momentum? It's simple: manufacture wins where you can get them. If new bookings slow, shift your team's focus upstream. Track demos booked. Turn it into a friendly competition. Celebrate every win, no matter how small, with your team. Because here's the truth: More demos scheduled → More demos attended → More closed deals. Momentum will shift faster than you'd think.
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26 Jan 2025
Haven't stopped thinking about this since yesterday. All of the traditional career paths parents have pushed their kids into historically (engineering, law, medicine) will be radically transformed by AI in the next 5-10 years. What fields are most immune outside of the trades?
23 Jan 2025
Chris Sacca's Grand Theory of AI: We are super fucked. cc: @sacca
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Find yourself a co-founder / CEO that will footrace sales prospects to close a deal (he won).
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In the early days of Broadlume, I tried recruiting the smartest engineer I knew as our third co-founder. He turned us down after weeks of courting him. It was a tough beat for two non-technical co-founders looking to build a complicated software business. We pivoted fast, hacked together an MVP in Google Sheets, and a few weeks later got into @Techstars. Just keep building.
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Great marketers subtract. Tight copy. Limited buzzwords. Fewer steps to conversion. It’s often easier said than done.
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I'm not big on New Year's resolutions. Instead, I'll pick 1 new skill each year and invest my time and money into it. But this year I’m committing to writing more. Daily if possible. Here’s my attempt at public accountability and not taking this app too seriously.
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Dan Pratt retweeted
5 Dec 2024
Couldn’t be happier for these guys. From the earliest days working with @danielppratt at Smarterer, it was clear that he is an exceptional human, and @toddsaunders is an absolute force of nature. So happy for you two 👏🏽
After nearly a decade of building @Broadlume, I’m excited to announce that we've been acquired by @CynclyCo 🎉🎉 It's been an incredible 10-year journey, but to be honest, one that I can't take credit for. If you're a founder reading this, please trust me: The team and people you surround yourself with will make or break your company. They are the reason your company will succeed. Broadlume was never a straight line of success. But if you are passionately curious about your business, work hard, and surround yourself with great people, anything is possible. Broadlume is a testament to that. To the Broadlume Team – Thank you for everything. You taught me what passion, hard work, and resilience truly mean. I've grown so much personally and professionally because of you, and I truly can't thank you enough. Getting to work with you every day was an absolute pleasure, and I can't wait for this next chapter together. Our Leadership Team – Your dedication, vision, and ability to inspire taught me so much. I know there were early mornings and long nights, but building a business with you was the most fun thing I've ever done in my life. The memories we built will be with me forever. Thank you for always pushing us to get better and leveling up our entire organization. Our Board/Investors – You believed in us while also pushing us to get better. We are lucky to have had you in our corner. Your unwavering belief in us (even when we told you we were pivoting from adtech to flooring software) was the foundation that allowed us to build something revolutionary in an industry that needed it. @dafrankel @ralphfolz @aeyal1 @ZelkovaVC @tjmahony @DaveBalter @PSG_equity @Techstars @Mikeyjrog @JasonSPinsky @NattyZ @AngelList The Flooring Industry, Customers, and Partners – Thank you for believing in us and allowing us to service your business, family, and community. This truly is the best industry in the world, and I now finally understand why nobody ever leaves the flooring industry. While our name is changing, our dedication to you isn’t. I promise you that at Cyncly, we will continue to empower flooring businesses of all sizes to dream bigger, work smarter, and achieve unprecedented success. It's time to unify the industry. My Friends and Family – You know you mean the world to me. Thank you for constantly cheering us on. Your personal, professional, and emotional support helped get us here. And thank you for always being there, no matter what. @jilliankcanning – There aren't enough ways to say I love you and thank you. Thank you for your endless patience, love, sacrifice, and for being on this journey with me. There have been a lot of long nights and stressful moments, and you were always there for me. You are the absolute best. Thank you for encouraging and teaching me to be the best version of myself. @danielppratt – I can't believe you dealt with me for 10 years!! I apologize for all your grey hairs, but damn, that was a fun ride. But more than anything we accomplished together, your friendship means the world to me. I couldn't imagine starting Broadlume without you. I truly admire the leader that you are and the empathy you consistently show. You have the highest EQ of anyone I know. ❤️ Thank you again, and I can't wait to see what the combination of Broadlume and Cyncly can do. Here's the letter I wrote to the flooring industry and our internal teams. 👇 broadlume.com/blog/broadlume…
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Dan Pratt retweeted
One of the highest compliments we can pay to a founder is to call them a “heat-seeking missile.” It’s a sign of a talented entrepreneur who will find a way to market despite any obstacles. @Broadlume founders, @toddsaunders and @danielppratt, have earned that title. The announcement of their acquisition by Cyncly validates it, but it was clear to those who met them in their early days. Nearly ten years ago, they founded a company called AdHawk. Inspired by their ad sales work at Google, they believed they could help SMBs more intelligently purchase online advertising. It was a classic case of turning your job into a product. This model worked, and they quickly built it into a $1M business with a diverse customer group. We were so impressed with their rapid growth that we invited Adhawk to present at our @fcollective annual LP meeting. They happily did us this favor but also warned us they were pivoting. Their pitch resonated with flooring installers. AdHawk was growing nicely and had impressive prospects. However, Dan and Todd saw an even bigger opportunity focusing on flooring. Should they follow their entrepreneurial instincts and pursue this niche or stick with the million-dollar business they had built, serving diverse customers? Todd and Dan decided flooring was the future. They redoubled their efforts, and we began describing them as the “Hubspot for Hardwood Flooring.” The increased clarity around their ideal customer profile allowed them to snowball, quickly recouping the revenue they lost when they off-boarded their non-flooring clients. Sensing an opportunity to roll up the industry, they raised ~$60M from @PSG_equity to acquire a group of companies. Key acquisitions bought them technology and customers, but also a crew of executives who had been in the flooring industry for decades. Many startups have fumbled when managing acquisitions, but Todd and Dan are consummate entrepreneurs and have made things work. Today, they’ve announced a nine-figure acquisition of the business, and I couldn’t have been prouder to be their first seed investor. I don’t want to make this sound like it was a straight-line success story. Broadlume has struggled at times and this success hasn't come easily and it rarely does at startups! Investing in the flooring industry isn’t something I had ever planned to do. I’ve likely written my last check related to vinyl tiles. However, the opportunity to work with people like Dan and Todd keeps me interested in investing even after two decades in the industry. Entrepreneurship isn’t a job. It’s a personality trait that’s in short supply. Broadlume is a perfect case study of what’s possible when driven founders and open-minded funders work together. --- My enormous Thank You to the incredible team and tremendous value add partners and collaborators on the @Broadlume journey including (but certainly not limited to): @toddsaunders @danielppratt, Sean Bave, Catherine Faber, @ralphfolz @aeyal1 @DaveBalter & Paul Marco @PSG_equity
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Dan Pratt retweeted
After nearly a decade of building @Broadlume, I’m excited to announce that we've been acquired by @CynclyCo 🎉🎉 It's been an incredible 10-year journey, but to be honest, one that I can't take credit for. If you're a founder reading this, please trust me: The team and people you surround yourself with will make or break your company. They are the reason your company will succeed. Broadlume was never a straight line of success. But if you are passionately curious about your business, work hard, and surround yourself with great people, anything is possible. Broadlume is a testament to that. To the Broadlume Team – Thank you for everything. You taught me what passion, hard work, and resilience truly mean. I've grown so much personally and professionally because of you, and I truly can't thank you enough. Getting to work with you every day was an absolute pleasure, and I can't wait for this next chapter together. Our Leadership Team – Your dedication, vision, and ability to inspire taught me so much. I know there were early mornings and long nights, but building a business with you was the most fun thing I've ever done in my life. The memories we built will be with me forever. Thank you for always pushing us to get better and leveling up our entire organization. Our Board/Investors – You believed in us while also pushing us to get better. We are lucky to have had you in our corner. Your unwavering belief in us (even when we told you we were pivoting from adtech to flooring software) was the foundation that allowed us to build something revolutionary in an industry that needed it. @dafrankel @ralphfolz @aeyal1 @ZelkovaVC @tjmahony @DaveBalter @PSG_equity @Techstars @Mikeyjrog @JasonSPinsky @NattyZ @AngelList The Flooring Industry, Customers, and Partners – Thank you for believing in us and allowing us to service your business, family, and community. This truly is the best industry in the world, and I now finally understand why nobody ever leaves the flooring industry. While our name is changing, our dedication to you isn’t. I promise you that at Cyncly, we will continue to empower flooring businesses of all sizes to dream bigger, work smarter, and achieve unprecedented success. It's time to unify the industry. My Friends and Family – You know you mean the world to me. Thank you for constantly cheering us on. Your personal, professional, and emotional support helped get us here. And thank you for always being there, no matter what. @jilliankcanning – There aren't enough ways to say I love you and thank you. Thank you for your endless patience, love, sacrifice, and for being on this journey with me. There have been a lot of long nights and stressful moments, and you were always there for me. You are the absolute best. Thank you for encouraging and teaching me to be the best version of myself. @danielppratt – I can't believe you dealt with me for 10 years!! I apologize for all your grey hairs, but damn, that was a fun ride. But more than anything we accomplished together, your friendship means the world to me. I couldn't imagine starting Broadlume without you. I truly admire the leader that you are and the empathy you consistently show. You have the highest EQ of anyone I know. ❤️ Thank you again, and I can't wait to see what the combination of Broadlume and Cyncly can do. Here's the letter I wrote to the flooring industry and our internal teams. 👇 broadlume.com/blog/broadlume…
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Big news from the @Broadlume team today - after 10 incredible years, we’re excited to announce Broadlume has officially been acquired by @CynclyCo ! Together, we’re building the future of Cyncly Flooring. You can read more about it here: broadlume.com/blog/broadlume…
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I also want to thank our world-class Board of Directors and investors for pushing us to be great, and for trusting our crazy pivot into flooring. @dafrankel @ralphfolz @aeyal1 @ZelkovaVC @tjmahony @DaveBalter @PSG_equity @Techstars @Mikeyjrog @JasonSPinsky @NattyZ @AngelList
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And finally, I want to thank @toddsaunders. The best co-founder I could have asked for. Thank you for your trust and leadership. The genuine care you had for our customers cascaded through our team and put us in the position we're in today. I'm excited to keep doing the work.
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Earthquake in Brooklyn is just wild. Didn't expect that!
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