How a plumbing company grew to $2.5M ARR and recovered $250K in pending invoices with a custom operations platform

Milloway's growth was constrained by two problems. First, they had zero internet presence. No website, no search visibility, no way for new customers to find them online. In a market where homeowners search 'plumber near me' before making a call, being invisible online meant leaving revenue on the table every day.

Second, the back office was entirely analog. Job scheduling, technician dispatch, invoicing, and payment tracking all happened through phone calls, paper forms, and spreadsheets. The team was spending over sixty hours a month on administrative work alone, and outstanding invoices were piling up because there was no systematic way to track or follow up on them.

Alta Marea delivered a complete digital transformation across four months, working on two parallel tracks: a public-facing web presence and a custom operations platform.

On the web side, Alta Marea built an SEO-optimized website engineered to capture local search traffic for high-intent service queries and configured Milloway's Google Business Profile to rank in map results across their service area.

On the operations side, Alta Marea built Tradesman, a purpose-built field service management application that handles job creation, technician dispatch, invoicing, payment tracking, and customer communication in a single platform. Tradesman replaced the paper-and-phone workflow entirely, giving the team real-time visibility into every open job and every outstanding dollar.