Former semiconductor engineer Mason Jarvis has brought Silicon Valley thinking to the traditional flooring industry through his company, Ironwood Floor Co. By developing the proprietary FloorLogic™ platform, Jarvis has addressed the industry’s most significant pain point: communication gaps between contractors and customers.
This comprehensive software system manages every aspect of flooring projects, from initial consultation through final warranty registration. Customers receive real-time updates on project status, while installers access project details, photos, and special instructions through a mobile app. When technicians are en route to a job site, customers automatically receive notifications, eliminating the frustrating uncertainty common in home improvement projects.
The impact of this technological approach is reflected in Ironwood’s impressive metrics: a 98% customer satisfaction rate across franchise locations and franchise units reaching profitability 40% faster than industry averages, with top performers generating up to $2.5 million in annual revenue.
The company meticulously tracks 27 distinct performance metrics for each location, creating data-informed feedback loops that drive continuous improvement throughout the franchise network. This systematic approach extends to marketing, with comprehensive systems including digital campaigns and community outreach templates.
Most notably, Ironwood has created a new business model where approximately 30% of revenue comes from other contractors and designers who outsource their flooring work to Jarvis’s specialists. By positioning Ironwood as “the orthopedic surgeons of the flooring world,” Jarvis has transformed potential competitors into valuable B2B clients.