Product Overview
Status: Discovery · Last Updated: 2026-05-15
Vision: A modern, AI-integrated CRM built specifically for field service contractors. Photo-first, mobile-native, and AI-powered so the contractor just does the work — the software handles everything else.
Core Positioning
This software replaces four roles that small contractors can't afford to hire:
| Role Replaced | How the CRM Covers It |
|---|---|
| Receptionist | Digital Receptionist answers every call, qualifies leads, books appointments 24/7 |
| Website Administrator | Project videos auto-posted to portfolio — no manual updates needed |
| Social Media Manager | Content auto-published to social and YouTube from the video pipeline |
| Ads Manager | High-performing videos flagged and promoted to paid ads inside the CRM |
Small contractors start with just the software. When they eventually hire, new staff is more effective because the system handles the repetitive work. This is the staffing replacement and augmentation angle — the idea that triggers the buy.
All Modules
1. Contacts
- Clean contact list with activity feed per contact (Sulla Mobile style)
- Shows all interactions: calls, emails, photos, jobs, notes
- Each contact links to their associated projects
2. Projects
- Auto-created from field photos via EXIF GPS metadata
- Linked to contact by address
- Full project timeline from first photo to final payment
3. Mobile App — Field Capture
- Take photos → GPS auto-links to project and contact
- Take video → AI transcribes audio into tasks and notes
- Digital Receptionist embedded (handles inbound calls in the field)
4. Inspection Report
- AI-generated from field photos
- Summarizes conditions, damage, scope of work
- Milestone on project timeline
5. Customer Onboarding Flow
- Step 1: Review invoice
- Step 2: Card on file ($1 authorization)
- Step 3: Sign contract
- Step 4: TBD
6. Invoices
- All invoices with paid / unpaid / pending status
- Linked to project and contact
7. Contracts
- Signed contracts stored and linked to projects
- Contract templates for reuse
8. Change Orders
- Customer removes scope → credit change order
- Customer adds scope → additional charge order
- Signed by customer, tracked on timeline
9. Transactions
- All card payments: captured, refunded, disputed
- Linked to invoice and contact
10. Completion Video
- Contractor records final walkthrough showing work done and site cleanup
- Transcribed and stored as final timeline milestone
- Feeds into the AI video production pipeline
11. Review & Testimonial Funnel
- Post-project survey via email + SMS
- Satisfied customers → review funnel → gift card per platform posted
- Video testimonial offer → free 5-day vacation via Marketing Boost
12. AI Project Video Pipeline
- Gemini builds storyboard from all project assets
- Claude writes narrative
- AI video platform produces polished project video
- Published to website, social media, YouTube
13. Performance Tracking & Ads
- Track views and engagement per published video
- High-performers flagged as ad candidates
- Ads created and managed inside the CRM
14. Follow-Up Engine
- Prioritized lead queue — no lead falls through
- Auto-follow-up via email and SMS until converted or disqualified
15. Relationship Intelligence
- Remembers birthdays, anniversaries, family details, preferences
- Populated automatically from call transcripts
- AI drafts personal outreach reminders
16. Email Newsletter & SMS
- Segmented warming campaigns by lead stage
- Personalized content: project spotlights, objection-handler testimonials
- SMS: appointment reminders, follow-ups, re-engagement
17. Digital Receptionist
- Intelligent IVR — answers every call 24/7
- Qualifies leads, books appointments, logs everything to CRM
- Replaces a full-time receptionist
Key Differentiators
| Feature | Traditional CRM | Merchant Protocol CRM |
|---|---|---|
| Project creation | Manual data entry | Auto from photo GPS |
| Notes / tasks | Manual | AI-transcribed from video |
| Customer onboarding | Email chain | Structured 3-step flow |
| Project history | Flat records | Visual timeline |
| Field input | Desktop forms | Mobile-first, camera-first |
| Marketing | Separate tools | Built-in video, social, ads |
| Staffing | Requires 3–4 roles | Replaces all of them |
Open Questions
- What is step 4 of the onboarding flow?
- Is the inspection report shared with the customer, or internal only?
- Payment processor — Stripe, Square, or other?
- Project naming convention — address, contact name, date?
- Customer portal beyond the onboarding flow?
- Contract template management — per trade type, per job type?
- Video creation platform — confirm name ("Higgs Field" per conversation, likely Heygen or similar)
- Gift card platform for review incentives — Tremendous, Giftbit, other?
- Amount per review platform earned on gift card?
- Ad platforms — Facebook Ads, Google Ads, both?