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THE MASTHEAD · VOL. IV

Built by operators.For operators.

EllieReid exists because market research — the real kind, the kind that used to arrive as a bound report — stopped being affordable for the businesses that needed it most.

We're a small, distributed team — ex-operators, data engineers, and one former magazine designer who still insists on hairline rules and real serifs.

We build from the assumption that if the signal isn't verifiable, it isn't signal. And that operators deserve instruments that respect their time.

— 01 / 04
Mission

Democratize market intelligence for the hundreds of thousands of service businesses who don't have an in-house strategy team — and never should have needed one in the first place.

WHO WE SERVE

Roofing, HVAC, plumbing, pest, landscape, pool, solar, restoration — any operator whose business depends on where, not just what.

WHAT WE REFUSE

Vanity dashboards. Black-box scoring. "AI-powered" claims without receipts. We are boring in the ways that matter.

— 02 / 04
Chronology

A short history.

From a laptop prototype to the desk that runs expansion studies for operators in all fifty states.

2023
THE FRICTION

The founding team — operators, not analysts — kept paying for market studies that arrived two weeks late and 20K overpriced.

2024
THE PROTOTYPE

First version of the four-pillar scoring engine. Hand-wired to Census and Places. Lived on a single founder's laptop. Worked.

2025
THE DESK

BLS, FEMA, CBP, Trends — all wired in. The Advisor pipeline goes live. First paid operators running live expansion studies.

2026
THE NETWORK

Multi-state expansion intelligence for service operators. Every ZIP, every service type, one terminal.

— 03 / 04
Values

The four things
we refuse to compromise.

I

Data integrity

Every score is a formula. Every number is traceable. If we can't cite the source, we won't ship the signal.

II

Actionable over academic

We build for the operator making a Tuesday-morning go/no-go call, not for the academic writing a Friday paper.

III

Operator first

Our users are founders, field supervisors, and franchise owners. The product is shaped by their workflow, not by investor decks.

IV

Build slow, ship sharp

We'd rather release one pillar that actually works than four that triangulate to a vibe.

— 04 / 04
House Rules
  • §01

    We do not scrape. We ingest — from official, licensed, and public APIs.

  • §02

    We do not sell user data. Ever. Our reports are yours, our logs are ours.

  • §03

    We do not gate research behind sales calls. Sign up, run a study, decide.

  • §04

    We do not pretend the model is the research. The model writes; the data speaks.

Come build with us — or bring us a ZIP and we'll show you the work.

Say helloStart Free→