Groundwork — Shared Reality for Renovation
User Research Plan
A structured plan to validate five product assumptions with Denver homeowners and general contractors before committing to build.
Section 01
Research Objectives
Each objective maps directly to a falsifiable assumption about Groundwork's product and business model. Sessions are designed to stress-test the riskiest assumptions first. An assumption that fails here saves months of engineering time.
| Assumption | Research Question | Method | Audience |
|---|---|---|---|
| A1 Homeowners will act on a transparency tool, not just complain and accept the status quo | Do homeowners currently attempt to create visibility into their project? How do they cope with opacity? | Interview → Prototype reaction | Jonas, Diane |
| A2 Contractors will accept the invitation and not interpret it as surveillance | How does a GC with 22+ years experience react when asked to join a homeowner-facing transparency platform? | Interview → Invite framing test | Marcus |
| A3 The Daily Digest is the right default, not the full dashboard | How much do homeowners want to check in versus be notified? What does "enough information" feel like? | Prototype comparison task | Jonas, Diane |
| A4 The Contract Health Score is useful before signing, not just interesting after the fact | When in the renovation lifecycle does a homeowner most need contract guidance? Would they pay for a pre-signing analysis? | Concept test → Lo-fi prototype | Jonas, Diane |
| A5 Change order analysis reduces disputes | How do homeowners and contractors currently handle change orders? Would a structured review surface conflict or prevent it? | Interview → Lo-fi prototype | Diane, Marcus |
Research priority order: A2 (contractor buy-in) is the single highest-stakes assumption. A platform with no contractor participation is a complaint log, not a shared workspace. If A2 fails, the product must be re-scoped before A3–A5 are worth testing.
Section 02
Key Assumptions Deep-Dive
These are the five beliefs about user behavior that Groundwork's product model depends on. Each card names the assumption, the failure mode if it's wrong, and the behavioral signal we're looking for in sessions.
Assumption 1
Homeowners will use a transparency tool, not just vent and accept the status quo
Failure mode: The pain is real but passive. Homeowners complain to friends after the fact. They don't seek tools mid-project because they feel powerless, or because the relationship with their contractor is too fragile to disrupt.
Signal to look for: Participants describe specific, proactive steps they currently take to track progress — spreadsheets, calendar reminders, asking for photos, hiring a project manager.
Assumption 2
Contractors will accept the invitation and not read it as surveillance
Failure mode: GCs see the invite as an adversarial tool for homeowners to build legal cases against them. They decline, ask their clients not to use it, or adopt it only to enter minimal data that looks good.
Signal to look for: GC says something like "this would actually protect me" or "I already try to do this with photos/texts." Voluntary, not coerced.
Assumption 3
Daily Digest is the right default view over the full dashboard
Failure mode: The Digest feels like a loss of control. Homeowners are already anxious; being presented with a curated summary instead of raw data feels like the contractor managing their perception again.
Signal to look for: Participant's first instinct on the prototype is to look for a "more detail" or "see everything" button — or conversely, says "this is all I need."
Assumption 4
Contract Health Score is useful before signing, not just interesting after
Failure mode: Homeowners feel the score is a post-hoc curiosity. They signed already; what's the point? Or worse, they see it as a reason to panic about a contract they can no longer exit.
Signal to look for: Participant who is pre-signing asks how they could have used this earlier. Participant mid-project says "I wish I had this before I signed."
Assumption 5
Change order analysis reduces disputes, not just documents them
Failure mode: The analysis surfaces the dispute in writing but provides no path to resolution. The homeowner now has documented proof of a problem but no leverage or actionable path forward. This escalates rather than prevents conflict.
Signal to look for: Both homeowners and contractors say the structured review gives them shared language. The contractor says "I'd feel better if change orders were handled this way because it protects me too." The homeowner says "this is something I'd show my contractor, not use against them."
Section 03
Research Personas
These three personas represent the primary behavioral archetypes for Groundwork. Every interview question and prototype task is designed to surface one of these perspectives. Real recruits will map to a dominant persona; most sessions should aim for one Jonas, four Dianes, and two Marcuses in the first round.
JK
Jonas K.
First-time buyer, fixer-upper
Homeowner
"I Googled everything but none of it prepared me for the guy just not showing up on a Tuesday."
- No reference point for what "normal" looks like
- High anxiety, low ability to push back
- Motivated by fear of being taken advantage of
- Likely to use every feature out of paranoia
- Most likely to pay for the product
DT
Diane T.
7 renovations, pattern-matcher
Homeowner
"I've learned to CC myself on everything and keep a change order log in a Google Sheet. It's exhausting."
- Has workarounds; Groundwork must beat her system
- Skeptical of new tools that add steps
- Ideal reference customer — endorsement carries weight
- Knows exactly where her past projects went wrong
- Will test the contract score rigorously
MR
Marcus R.
General Contractor, 22 years
Contractor
"My reputation is my business. I actually want clients to see what I'm doing. Most don't ask."
- Confident in his work; transparency is not threatening
- Has been burned by undocumented change orders
- Skeptical of software that adds paperwork
- Would adopt if it protected him from disputes
- His buy-in is the social proof that recruits other GCs
Section 04
Target Participants
Homeowner Criteria
9 participants total. 4–5 active (mid-renovation) and 3–4 recently completed (within 18 months). Mix of first-timers and repeat renovators. Denver metro preferred; remote (video) acceptable for outliers with high-fit profiles.
| Segment | Criteria | Target # | Where to Find |
|---|---|---|---|
| Active First-Timer | First major renovation (>$15K), currently underway, has at least one contractor on-site | 3 | r/Denver, Nextdoor Capitol Hill / Wash Park, Facebook "Denver Home Renovation" group |
| Active Veteran | 2+ past renovations, currently underway, actively managing a GC relationship | 2 | Denver Modernism Week attendee list, Nextdoor Highlands, HOA boards |
| Recently Completed | Major renovation completed in last 18 months, can recall experience in detail | 3 | Houzz reviews left from Denver addresses, permit data (public), Angi reviews |
| Pre-Renovation | Has signed contract, work starts within 4 weeks — ideal for contract score concept test | 1 | Denver Building Inspections permit applications (public record), local Facebook groups |
Contractor Criteria
5 participants total. Focus on GCs and remodelers who work directly with homeowners (not commercial). The goal is not a representative sample of all contractors — it is to find the best-case and worst-case reactions to the invite framing.
| Segment | Criteria | Target # | Where to Find |
|---|---|---|---|
| Established GC | 10+ years, licensed in CO, primarily residential remodels, 2–8 active projects at once | 2 | NARI Rocky Mountain chapter roster, Denver contractor licensing database, referrals from homeowner participants |
| Growth-Stage GC | 3–9 years, actively seeking new clients, uses at least one digital tool (Buildertrend, Jobber, even QuickBooks) | 2 | Houzz Pro Denver listings, Nextdoor "recommended" threads, local Facebook contractor groups |
| Skeptic | Any tenure, explicitly resistant to client-facing apps, uses only text/phone — represents the hardest sell | 1 | Ask homeowner participants "did your contractor push back on using any app?" and recruit that contractor |
Avoid: Recruiters from paid panels like UserTesting or Respondent for this round. The renovation context requires verified, current projects. Bad-fit participants give confident answers about experiences they aren't actually having.
Section 05
Screener Questions
Use these as the intake form before scheduling. Paste into a Tally or Typeform. Screener should take under 3 minutes. Do not reveal what you're looking for — lead with "We're studying the home renovation experience."
Homeowner Screener (copy-pasteable)
Screener
Homeowner Intake Form
~3 min
Qualification
Are you currently in the middle of a home renovation project, OR have you completed one in the past 18 months?
Options: Currently underway / Completed in the past 6 months / Completed 6–18 months ago / No — Disqualify "No"
Approximately how large was or is the project budget?
Options: Under $5K / $5K–$15K / $15K–$50K / $50K–$150K / Over $150K — Disqualify "Under $5K"
Did you hire at least one general contractor or specialty contractor to do the work (not a full-service company like a franchise)?
Options: Yes / No — Disqualify "No"
Experience Context
How many major home renovation projects have you personally managed in your lifetime?
Options: This is my first / 2–3 / 4–6 / 7 or more
How would you describe your experience managing your contractor relationship so far?
Options (multi-select): I feel well-informed at all times / I sometimes struggle to get updates / I'm often uncertain what's happening on-site / I've had at least one significant disagreement about cost or scope / I feel the contractor is generally trustworthy
Tech & Availability
On a scale of 1–5, how comfortable are you using apps on your phone for financial or project tasks?
Disqualify 1. Prefer 3–5. Don't require 5.
Are you available for a 30-minute video or in-person conversation sometime in the next two weeks?
Options: Yes / No — Disqualify "No"
Contractor Screener (copy-pasteable)
Screener
Contractor Intake Form
~3 min
Qualification
What best describes your primary work?
Options: General contractor / Specialty trade (plumbing, electrical, etc.) / Design-build firm / Handyman / Other — Prefer "General contractor" or "Design-build"
How many active residential renovation projects are you or your company running right now?
Options: 0 / 1–3 / 4–10 / More than 10 — Disqualify "0"
How many years have you been working in residential renovation?
Options: Under 2 years / 2–5 years / 6–15 years / Over 15 years — Prefer 2+ years
Client Communication
How do you primarily communicate updates to homeowners during a project?
Options (multi-select): Text message / Phone call / Email / App or client portal / Weekly in-person check-in / I let them call me when they want updates
Have you ever had a dispute with a homeowner about a change order or unexpected cost?
Options: Yes, more than once / Yes, once / No, but I've come close / Never — Disqualify "Never" (no useful context)
Availability
Are you available for a 20-minute conversation in the next two weeks?
Options: Yes / No — Disqualify "No"
Section 06
Incentives
Incentives are structured to reflect the value of the participant's time and to avoid attracting people who are only motivated by payment. Contractor compensation is higher to account for lost billable time.
Homeowners — 30-min Session
$75
Amazon gift card or Venmo, delivered immediately after the session ends. Frame it as "thank you for your time" not as payment for opinions.
Contractors — 20-min Session
$100
Venmo or check. Acknowledge the lost billable time explicitly in the outreach message. No gift cards — contractors prefer direct payment.
Optional add-on: Offer early access to the beta ("be the first contractor on Groundwork in Denver, with your profile featured") to contractors who complete the session. This has non-monetary value to growth-stage GCs who are actively seeking new clients and often outweighs the cash incentive.
Section 07
Homeowner Interview Script
This is a semi-structured interview. The questions are in order, but follow the participant's thread when they go somewhere interesting. The prototype walkthrough happens after the interview, not during it. Total target: 30 minutes.
Moderator reminder: Your job is to understand their current behavior, not validate features. Never say "Groundwork" or describe what the product does until Section 9. If they ask, say: "I want to hear about your experience first, before I show you anything."
Phase 1
Warm-Up & Project Context
5 min
Open: Thank them, confirm recording consent, set expectations.
"This session will take about 30 minutes. There are no right or wrong answers. I'm here to learn from you. I'm going to ask about your renovation experience — the good and the bad. Then I'll show you a prototype and ask for your reaction. If anything's unclear, just say so."
Context Setting
Tell me about your current (or most recent) renovation project. What was the scope of it?
Let them describe freely. Note: budget range, duration, number of contractors.
How did you find your contractor? Walk me through that decision.
Probe: What made you trust them? What did you check? Did you get multiple bids?
Before the project started, what did you expect the experience to be like? And what was it actually like?
This surfaces the gap between expectation and reality. Let them vent. Don't steer.
Phase 2
Pain Points & Current Workarounds
8 min
Tell me about a moment during the project when you felt uncertain or out of the loop. What triggered that?
Probe: How long did it last? What did you do? Did it resolve?
Have there been any unexpected costs or changes to the original scope? Walk me through one.
Probe: How was it presented to you? Did you have time to think about it? Do you feel you had a real choice?
How do you currently keep track of what's been agreed to, what's been paid, and what's left?
Probe: Show me — do you have a spreadsheet, folder, text thread? This is the key behavior signal for A1.
What's your biggest fear for the rest of this project?
Don't offer options. Let them name it. Fear of cost overrun vs. fear of relationship damage vs. fear of bad work reveals different value propositions.
Have you ever considered hiring someone to manage the renovation for you? What stopped you (or what made you do it)?
Phase 3
Tools & Transparency Appetite
7 min
Have you used any apps or tools to manage this renovation? Which ones and what for?
Probe: What worked? What frustrated you?
Imagine you could see a live update every day — what was done today, what it cost, and whether it's on schedule. Would that make you feel better, or would it give you more anxiety?
Key for A3. Look for "information type" preference: summary vs. raw data. Look for emotional reaction, not rational answer.
If your contractor could see everything you were tracking — the notes you're keeping, the questions you have — would that change how you tracked things?
Surfaces self-censorship behavior. Critical for understanding the power dynamic.
Have you ever looked at your contract after you signed it? What prompted that?
Validates A4. Look for: did they re-read for comfort, or in a dispute, or never?
If someone could flag the risky parts of your contract before you signed — missing clauses, unusual payment terms, vague scope language — would that have changed anything about how you proceeded?
Phase 4
Trust Calibration & Relationship Dynamics
5 min
On a scale of 1–10, how much do you currently trust your contractor? What would move that number up or down?
Don't interpret the number. Ask what behaviors make it go up or down.
Have you ever felt like you couldn't push back on your contractor even when you wanted to? What was that situation?
This is about power asymmetry. Surfaces whether transparency tools feel empowering or confrontational to this participant.
If a tool made your renovation completely transparent to you, but your contractor knew you had it — how do you think they would react? Would you tell them?
Critical: this tests whether the participant sees Groundwork as collaborative or adversarial.
Transition: "Thanks — that context is really helpful. Now I'd like to show you something we've been building and get your honest reaction."
Section 08
Contractor Interview Script
The contractor interview is structured differently. Never use the word "oversight" or "accountability" with a contractor — these are adversarial framings. The value proposition must be framed around protection from disputes and reducing the cost of miscommunication. Total target: 20 minutes.
Framing note: Lead with Marcus's perspective, not Jonas's. "We're building something to protect contractors from the misunderstandings that lead to disputes" is true and lands differently than "homeowners want more transparency." Both are true. The first one gets you 20 minutes.
Phase 1
Warm-Up & Daily Workflow
5 min
"I'm not here to sell you anything. I'm trying to understand how you work today before we show you anything. There are no right answers and we're not evaluating you."
Walk me through what a typical project day looks like from the moment you get to the first job site to when you're done for the day.
Note: When does client communication happen? Is it reactive or proactive?
How many projects are you actively managing right now? How do you keep track of all of them?
Probe: What's your system? Paper, phone, app? What breaks down?
What's the part of running a project that takes up the most of your time that you wish you could get back?
Phase 2
Client Relationships & Communication
6 min
How often do your clients contact you during a project? What do they usually want?
Probe: Is it more or less than you'd like? What do they ask about most?
Tell me about a project where communication with the homeowner went really well. What made it work?
Tell me about one that didn't go well. What happened?
Listen for blame attribution. Does this GC see themselves as responsible for the communication breakdown, or the homeowner?
What do you think most homeowners fundamentally misunderstand about renovation projects?
This surfaces their theory of why disputes happen. Critical context for how they'll interpret the invite.
Have you ever sent a homeowner daily photos or progress updates proactively — without them asking? What happened?
Phase 3
Contractor Invite Framing Test
5 min
Show the lo-fi contractor invite screen at groundwork.coreyschuman.com/06-contractor-invite-lofi.html. Say: "Imagine one of your clients sent you this. You've just started a kitchen remodel with them. Read it out loud if you're comfortable, then tell me your first reaction."
What is your immediate reaction to this?
Do not explain or defend anything. Just listen. Silence is okay.
Would you accept this invitation? What would make you more or less likely to?
What's your concern, if you have one? Say the thing you'd be thinking but might not say to the homeowner.
This is the most important question in the contractor interview. The honest answer here determines whether A2 is true.
If a client came to you before a project started and said "I'd like us both to use this app," compared to sending it mid-project — does the timing change how you feel about it?
What would need to be true about this tool for it to actually help you, not just help the homeowner?
Phase 4
Change Orders & Documentation
4 min
Walk me through how you handle a change order today. What triggers one, how do you document it, and how do you get sign-off?
Have you ever had a homeowner dispute a change order after approving it? What happened?
Probe: How was it resolved? Who had to prove what?
If a shared tool automatically logged every change order with a timestamp, the reason, the cost, and the homeowner's digital approval — would that protect you or expose you?
This is the crux of A5 from the contractor's side. "Protect me" is the buy-in signal.
Close: "That's incredibly helpful. We're going to keep building with this feedback in mind. Would you be open to a follow-up session in 6–8 weeks when we have a higher-fidelity version to test?"
Section 09
Prototype Walkthrough Script
Run the prototype walkthrough at the end of the homeowner interview, immediately after Phase 4. The six screens below are live at groundwork.coreyschuman.com. Show them in this order: high-fi first (existing reality), then lo-fi (new concepts).
Hi-Fi — Screen 1
Landing Page
01-landing.html
Hi-Fi — Screen 2
Dashboard
02-dashboard.html
Hi-Fi — Screen 3
Daily Digest
03-digest.html
Lo-Fi — Screen 4
Contract Health Score
04-contract-score-lofi.html
Lo-Fi — Screen 5
Change Order Review
05-change-order-lofi.html
Lo-Fi — Screen 6
Contractor Invite
06-contractor-invite-lofi.html
Script
Prototype Introduction & Tour
10 min
Setup: Share your screen or hand them a device. Open 01-landing.html.
"I'm going to show you something we're working on. It's early-stage, so parts of it look rough on purpose. I want your honest reaction — don't worry about being nice. The goal is to figure out what's actually useful before we build it."
Screen 1 — Landing
Take a moment to read this page. Don't scroll yet. Tell me: what do you think this is? Who is it for?
Look for: Does the value prop land immediately? Do they self-identify with the intended user?
What's your first emotional reaction?
Screen 2 — Dashboard
Navigate to 02-dashboard.html.
Imagine this is your project. Spend 30 seconds looking at it. What stands out?
Note: What do they look at first? Do they go to the numbers, the status, the timeline, the photos?
What's missing that you'd want to see here?
Is there anything on this screen that would make you more anxious rather than less?
Screen 3 — Daily Digest (A3 test)
Navigate to 03-digest.html.
This is the Daily Digest — a summary you'd get each morning instead of the full dashboard. Read it as if it just arrived. What's your reaction?
Watch for: Do they immediately want to click somewhere to see more? Do they seem satisfied?
If you could only check in on your project once a day, would you rather see this, or the full dashboard from the last screen?
This is the direct A3 test. Don't frame it as "which is better" — frame it as their preference.
How often do you think you'd actually check this?
Screen 4 — Contract Health Score (A4 test)
Navigate to 04-contract-score-lofi.html.
This screen shows what's called a Contract Health Score. Take a look — what does it do, in your own words?
When in your renovation would this have been most useful? Before you signed, during the project, after something went wrong?
Direct A4 signal. "Before signing" is the validation. "After something went wrong" is interesting but not the primary use case.
Would you have uploaded your actual contract to get this score? What would stop you?
Screen 5 — Change Order Review (A5 test)
Navigate to 05-change-order-lofi.html.
Look at this. What is it asking you to do?
Think about the last change order you dealt with. Would this have helped, made things worse, or made no difference?
Look for: Does structured review feel empowering or confrontational? Does it feel like it creates a paper trail for a fight or prevents one?
Would you show this to your contractor? Would you want to fill it out together, or separately?
Section 10
Usability Test Tasks
Run these three tasks after the prototype walkthrough, using think-aloud protocol. The participant narrates what they're doing and why. You observe and take notes. Do not help or explain unless they are completely stuck for more than 60 seconds.
Setup: Open groundwork.coreyschuman.com/02-dashboard.html on a device you hand to the participant. Say: "I'll ask you to do a few things on this prototype. Think out loud as you go — tell me what you're thinking, where you're looking, what's confusing. There's no wrong way to do this."
01
Find today's project status
Starting from the Dashboard, find out what happened on your project today and whether it's on track.
Success criteria
Participant locates today's update without moderator help within 60 seconds. They can state whether the project is on, behind, or ahead of schedule.
Watch for
Do they go to the dashboard or try to navigate to the Digest? Do they find the timeline section or search for a "news feed"? Confusion here indicates information architecture issues.
02
Understand a change order
Your contractor has flagged an unexpected cost. Find the change order and tell me whether you'd approve it based on what you see.
Success criteria
Participant locates the change order review screen (05-change-order-lofi.html) and identifies the cost, reason, and what they would need to approve or reject it.
Watch for
Does the participant feel like they have enough information to decide? Do they ask "where do I see the original contract scope?" That gap is a product requirement.
03
Invite the contractor
You want to start using Groundwork. Your contractor isn't on it yet. Send them an invitation.
Success criteria
Participant finds the invite flow (06-contractor-invite-lofi.html), understands what the contractor will receive, and completes or attempts the invite within 90 seconds.
Watch for
Does the participant hesitate before sending? Do they say "I'm not sure my contractor would like this"? Hesitation before clicking is the most honest signal for A2.
Post-Task Debrief
After all three tasks, ask:
- What felt intuitive? What felt like work?
- Was there anything you expected to find that wasn't there?
- If you could change one thing about what you just used, what would it be?
- On a scale of 1–10, how likely would you be to use something like this on your current project? What would move that number?
Section 11
Post-Interview Survey
Send this immediately after the session ends, before the participant's memory fades. Use Tally or Typeform. Should take under 3 minutes. The goal is quantifiable data to compare across participants, not depth — that came from the interview.
1
How would you describe your experience managing your current or most recent renovation project?
Single select
Maps to A1 baseline: how acute is the pain?
2
After seeing the prototype, how useful do you think Groundwork would be for someone in your situation?
5-point scale: Not useful at all → Extremely useful
Overall utility signal. Compare first-timers vs. veterans.
3
Which feature from the prototype would be most valuable to you personally? Choose one.
Single select
Direct prioritization signal for roadmap. Maps to A3, A4, A5.
4
How concerned would you be about your contractor's reaction to being asked to join Groundwork?
5-point scale
Quantifies the proxy worry for A2. If homeowners are hesitant to invite, A2 is moot.
5
What would need to be true for you to actually pay for a tool like this?
Open text (required, 1–3 sentences)
Willingness-to-pay signal and unmet requirement discovery in one question. Often reveals the killer feature not covered by the prototype.
Section 12
Analysis Framework
Analysis happens in two phases: session-level (immediately after each interview) and cross-session (after all 14 sessions). The goal is not consensus — it is signal clarity on each assumption.
Immediate Session Notes (within 2 hours)
After each session, write a 3-sentence debrief in a shared doc:
- Assumption verdict: Which assumptions were supported, challenged, or ambiguous in this session?
- Most surprising thing said: One direct quote that you didn't expect.
- Open question: One thing this session raised that you don't yet understand.
Cross-Session Synthesis
Affinity Clustering
Pull every notable quote into a FigJam or Miro board (one card per quote). Cluster by theme, not by assumption. Let the clusters surprise you. Common themes in renovation research: control, trust, guilt, money anxiety, relationship preservation. If a cluster doesn't map to any assumption, that's a product discovery.
Assumption Decision Matrix
After all sessions, fill in the matrix below. Count evidence for and against each assumption across all participants. A 7/9 homeowner rate on an assumption is different from 5/9. The decision threshold: if fewer than 6 of 9 homeowners provide supporting evidence for A1, the assumption is challenged and the product strategy must be re-evaluated before building.
Behavioral Evidence Over Stated Preference
Weight current behaviors 3x over stated preferences. A homeowner who currently keeps a change order spreadsheet is a much stronger signal than one who says they "would probably use" a change order tool. What people do now predicts what they'll adopt later. What they say they'd do in the future is almost always aspirational.
Assumption Decision Matrix Template
| Assumption | Supporting Evidence | Challenging Evidence | Ambiguous | Verdict |
|---|---|---|---|---|
| A1 — Homeowners will act (not just complain) | — | — | — | Fill after research |
| A2 — Contractors will accept the invite | — | — | — | Fill after research |
| A3 — Daily Digest is right default | — | — | — | Fill after research |
| A4 — Contract Score is useful pre-signing | — | — | — | Fill after research |
| A5 — Change order analysis reduces disputes | — | — | — | Fill after research |
What a Good Outcome Looks Like
Research is not designed to confirm the plan. It is designed to reduce the cost of being wrong. The best possible outcome is:
- A1, A3, A4, A5 validated with strong behavioral evidence → proceed to build
- A2 partially validated with a specific reframing identified → adjust contractor invite copy and re-test with 3 contractors before building the invite flow
- One assumption completely fails → that is a $100K decision you just made for $1,000 in research costs
Section 13
First 10 Users Plan — Denver Tactics
This is not a marketing plan. This is a specific, manual, high-touch acquisition plan for the first 10 users who will use Groundwork in a real renovation context and provide the feedback that shapes V1. Every tactic here is executable without a marketing budget, a team, or an existing audience.
1
Denver Permit Data Outreach
Denver Building & Safety issues public permits searchable at denvergov.org/permits. Filter for residential permits issued in the past 60 days, value $15K+. Cross-reference addresses with LinkedIn or property records to find homeowners. Write personal emails: "I noticed you're permitted for a [kitchen/bath] renovation — I'm building a tool specifically for this and would love to show you what we're working on." Expect a 10–15% response rate on personalized outreach. Target: 2–3 homeowner recruits.
Homeowner
2
Nextdoor Denver Neighborhood Posts
Post in Capitol Hill, Washington Park, Highlands, and Park Hill Nextdoor communities. Frame: "Working on a tool for homeowners managing renovations — looking for 5 people currently in a project who'd be willing to give me 30 minutes of honest feedback. $75 Venmo for your time." Denver Nextdoor renovation threads are active year-round. Do not post the same message in multiple neighborhoods simultaneously (Nextdoor may flag it as spam). Stagger by one week. Target: 3–4 recruits.
Homeowner
3
NARI Rocky Mountain Chapter
The National Association of the Remodeling Industry has an active Denver chapter (NARI Rocky Mountain). Attend their next trade event or member breakfast as a guest. Do not pitch — listen. Offer to buy coffee for any member willing to spend 20 minutes giving feedback on a tool you're building. NARI members are typically growth-minded GCs who already invest in professionalism signals. The Marcus persona is overrepresented in this group. Target: 2 contractor recruits.
Contractor
4
Facebook "Denver Home Renovation" Groups
Search Facebook for "Denver home renovation," "Denver remodeling," and "Denver home improvement." The largest groups have 10K–40K members. Post in the Q&A format: "I'm doing research for a homeowner transparency tool. If you're currently mid-renovation in Denver, would you spend 30 minutes with me for $75? Drop a comment or DM." Comments on these posts often surface authentic frustration stories that are themselves research data. Screen carefully — Facebook groups skew toward distress (people with problems) which is exactly the right recruit. Target: 2–3 recruits.
Homeowner
5
Houzz Pro Denver Reviews
Search Houzz for Denver GCs with recent reviews (last 6 months). Read the reviews: homeowners who leave detailed Houzz reviews are highly engaged and willing to talk about their experience. Contact homeowners who left mixed reviews (3–4 stars) — they have nuanced opinions and unresolved frustrations. Contact GCs who are actively responding to reviews — they care about their online presence and are more likely to be open to a tool that builds it. Dual-channel for homeowners and contractors. Target: 1 homeowner, 1 contractor.
Both
6
r/Denver and r/HomeImprovement Reddit
Post in r/Denver: "Denver homeowners: I'm building a tool to give you real-time visibility into your renovation. Looking for 5 people currently mid-project who'd give me 30 min for $75." In r/HomeImprovement, post as a question: "Has anyone found a good app for tracking your contractor's progress in real time?" The responses are themselves research. DM the people with the most detailed answers. Be transparent that you're building something. Reddit rewards honesty and punishes obvious recruiting. Target: 1–2 recruits plus unprompted research signal.
Homeowner
7
Contractor Referral Chain
Every homeowner participant will have a contractor. At the end of every homeowner interview, ask: "Would you be willing to introduce me to your contractor for a separate 20-minute conversation? I'd keep it completely separate from your session and pay them $100 for their time." Most participants will say yes if the interview went well. This is the highest-quality contractor recruit because they're already in a live project with someone who's interested in the tool. Target: 2–3 contractor recruits via warm referral.
Contractor
8
Denver Real Estate Agent Network
Real estate agents who specialize in fixer-uppers (search Zillow/Redfin agent bios for "investor," "as-is," "fixer" in Denver) have clients who are actively renovating. A warm intro from a trusted agent carries significantly more weight than a cold email. Frame the pitch to agents as: "I'm helping your clients survive the renovation process — if it goes well, they're more likely to buy from you again." One coffee with a productive Denver agent can yield 3–5 warm referrals. Target: 2 recruits via real estate channel.
Homeowner
9
Denver Landlord & Investor Facebook Groups
Denver has active landlord and real estate investor communities on Facebook ("Denver Real Estate Investors," "Denver Landlords," etc.). These users renovate frequently (BRRRR investors, flip-and-hold buyers) and have strong opinions about contractor management. They're also more analytically minded than typical homeowners and will give structured, useful feedback. The volume of projects means they've experienced every pain point multiple times. Target: 1–2 recruits with high analytical engagement.
Both
10
Lumber Yard & Tile Showroom Drop-In
Contractors shop at Columbine Lumber, Dunn Lumber, and specialty tile showrooms (Ann Sacks, Denver Tile) weekly. Homeowners shopping for tile and fixtures are actively mid-project. This is the most time-intensive tactic but surfaces the highest-fit participants. Show up at 7–8 AM on a weekday (when contractors are picking up materials) or on a weekend morning (when homeowners browse tile). Be direct: "I'm building a tool for renovation transparency, can I buy you a coffee and ask you 5 questions?" A $5 coffee has more perceived authenticity than a $100 survey. Target: 1 contractor, 1 homeowner with unmediated context.
Both
Session Timeline
| Week | Activity | Sessions |
|---|---|---|
| Week 1 | Deploy screeners via Nextdoor, Reddit, Facebook groups. Pull permit data. Attend NARI event if scheduled. Send 20+ outreach messages. | 0 sessions (recruit only) |
| Week 2 | Screen respondents. Schedule first 5 homeowner sessions. Start with the most articulate, highest-pain recruits. Debrief after each session same day. | 4–5 homeowner sessions |
| Week 3 | Continue homeowner sessions. Begin contractor outreach using homeowner referral chain. Cross-session synthesis midpoint check. | 3–4 homeowner + 2–3 contractor sessions |
| Week 4 | Complete all sessions. Full affinity clustering. Fill assumption decision matrix. Write research report with go/no-go recommendation for each assumption. Share with stakeholders. | 1–2 remaining sessions + synthesis |
First 10 users goal: By the end of Week 4, Groundwork should have at least 2–3 homeowners who have asked "when can I actually use this?" and at least 1 contractor who said "this would protect me." Those are the founding users. Every subsequent decision should be made in reference to them.