In this interview, we had the pleasure of speaking with Cliff Fetner, Founder of Soil Connect, the 1st dirt marketplace pioneering platform in the construction tech industry. Soil Connect simplifies the process of recycling and relocating excavated dirt and other aggregates commonly wasted in the land development and building process. As a third-generation builder and developer, Cliff Fetner's entrepreneurial journey led him to create Soil Connect, addressing a practical need in the industry that has long been overlooked.
Will Johnson: Thanks for chatting with me today, Cliff. Why don’t you start by telling me how you became a construction technology founder?
Cliff Fetner: It’s a simple story. I grew up in a family real estate business in metro New York, always on job sites and often in the way. I went to college, earned a degree in economics and then I came home, hung my diploma on the wall, put on my work boots, and went to back to work with my family. We mostly did residential projects, expanding into multifamily, industrial, and retail over time. Eventually, I left the family business to start my own, focusing on similar projects.
The idea for Soil Connect came from a personal experience. During a harsh New York winter, I broke ground on a project and found myself with thousands of yards of unwanted dirt. I realized there had to be a better way to manage this, which led to the idea of Soil Connect. Moving soil has always been a challenge; we either have too much or too little of it. When we need it, it's nowhere to be found; when we don’t want it, it’s everywhere. Soil Connect aims to solve this age-old problem by connecting people who have soil with those who need it, making the process more efficient for everyone involved.
WJ: What was the specific trigger that made you go from needing a better way to manage dirt to creating a software platform?
CF: It was one of those aha moments. I had thousands of yards of dirt, and called everyone I knew, but no one wanted it. The landfill was an option, but expensive. Then a few days later a builder who building right down the street called and asked if I had any dirt to spare. That’s when it hit me—if I had just known he needed it, my problem would have been solved.
I realized we needed a platform to connect people in the dirt business, much like Airbnb or Zillow. These platforms simply share information, allowing people to find what they need easily. Our industry lacked this kind of solution. So, I didn't reinvent the wheel; I just applied existing technology to our specific problem, creating a marketplace for anyone dealing with dirt.
WJ: You've turned your idea into a successful business. What advice would you give to someone who thinks they have an idea for a great business?
CF: First, validate your idea. Just because you think it's brilliant doesn't mean the market will. We spent about a month researching if anyone else had done what I was envisioning. No one had, and that was encouraging. One key piece of advice is to not overbuild your first version. Create a simple version, bring it to market, and see how users respond. Instead of spending a year developing something only to find out it needs changes, get feedback early and iterate. Keep it simple and let the market guide your improvements.
WJ: That’s great advice. How did you use feedback from your customers to improve your project over time?
CF: Initially, I imagined the product based on my own experience. Moving dirt seems simple, but it’s actually quite complex. Dirt is a commodity, and buying, selling, and tracking it involves many layers. When explaining this to people outside the industry, I often compare dirt to commodities like gas and oil to help them understand.
When we first launched in 2018, our concept was broad—we aimed to serve everyone in the dirt business. But customer feedback showed us we needed to narrow our focus. For instance, small contractors digging pools have different needs compared to large general contractors moving thousands of yards of dirt. The small guys just need to get rid of dirt quickly, while the big guys need to track and manage it meticulously.
Over time, we realized that we bring the most value to builders, developers, and large general contractors. These professionals need efficient ways to move and track large volumes of dirt. As a result, we added features like data analytics and dashboards to help them monitor their projects, track progress, and make informed decisions.
In essence, customer feedback guided us to refine our platform to better serve the specific needs of those who handle large-scale dirt operations. This iterative process helped us improve and tailor our product to provide maximum value to our core users.
WJ: So, connecting the dots, it seems like you didn't get from your original plan to where you are now just based on your own ideas. You must have had a lot of interaction with builders to understand their needs. Were they involved in developing your product?
CF: Absolutely, Will. That's a crucial point for any startup founder. You need to find someone who believes in your idea and is willing to work closely with you. Soil Connect was fortunate to partner with one of the largest industrial developers. They gave us invaluable feedback, suggesting features for our dashboard and helping shape the product. Having a customer partner like that is invaluable.
WJ: What makes good construction technology?
CF: Good construction technology must be simple and user-friendly. Many tech solutions are overly complex and take too long to provide value. At Soil Connect, we focused on ease of use because the construction industry is slow to adapt to new tech. It's crucial to know your demographic and their needs.
Our approach was to keep everything straightforward. Our app asks just three questions to get you started. Users can begin posting and benefiting from the platform within minutes.
We also addressed specific industry problems, like the outdated paper ticket system for tracking dirt. We developed an e-ticketing system that truck drivers can learn in under five minutes. If it takes longer, we redesign it. By really focusing on simplicity, we ensure that the technology is quickly adopted and provides immediate value to users.
WJ: How do you ensure team-wide adoption, especially for those in the field?
CF: Everything we’ve built at Soil Connect is based on my experience as a builder and developer. We started with solving my own problems—like getting rid of excess dirt and reconciling paper tickets on job sites—which led to our marketplace and e-ticketing system.
We also developed a dashboard to track progress in real-time, allowing users to make informed decisions. To ensure field teams adopt our platform, we created mobile apps for easy access. We wanted everyone, from pool contractors to large developers, to be able to use it on the go. This focus on ease of use ensures widespread adoption across the team.
WJ: So, as a founder of a successful and growing business, how do you approach building a strong company culture?
CF: It's all about the team. From my early years in the family business, I learned that we're only as good as the subcontractors we hire. They’ll either make us look really good or really bad. The same applies to startups—know your strengths and weaknesses and hire people who complement them. Once you have a solid concept, surround yourself with the right team to execute it. Without execution, even the best idea is worthless.
In the startup world, culture-building involves not only assembling a talented team but also ensuring you have the necessary capital to support your growth. It's about striking a balance between having the right people and the financial resources to execute your vision effectively.
WJ: How did you ensure you had the capital to bring your idea to life?
CF: Securing capital is a complex task. I initially self-funded the project until I felt comfortable investing more. Then, I ventured into the world of raising capital from investors. Other strategies include raising funds from family and friends or finding one customer willing to pay for your product, proving its market fit. There's no one-size-fits-all approach; founders must choose the path that aligns with their strategy, concept, and comfort level.
WJ: What does the future hold for Soil Connect? And then also for Cliff Fettner?
CF: Soil Connect is entering an exciting phase. We just completed a successful funding round, and we've also found our path to profitability, which is a significant milestone. We've had to make tough decisions to align with this new direction, but we're now focused on executing our strategy, particularly serving builders, developers, and general contractors.
As for me, I'm stepping back from my CEO role and passing the reins to Jonathan Alvarado, who's been with us for several years. With our strategy in place and funds secured, I'm considering my next steps. I'm not into golfing or boating or fishing—I'm more interested in leveraging my experience in development, construction, and technology. So, I'm exploring opportunities at the intersection of these fields for my next chapter. We'll see where it takes me.
WJ: Well, that’s very exciting! I look forward to seeing where your next chapter takes you, Cliff! Thanks so much for chatting with me!
Cliff Fetner has been in construction, real estate development and construction technology for over 25 years. He literally grew upon construction sites in a generational homebuilding family business, which he expanded into all other construction classes. Cliff has a true passion for technology, and is evangelical about how tech adoption can transform companies and the industry itself.
Commentaires