Detail Direct (Aquired)
Detail Direct was a simple idea that gained real traction fast. It connected auto detailers with customers through a clean marketplace and had one of the best CAC to LTV ratios I’ve seen from paid ads. The only problem? We had all the supply and never fully cracked the demand.
Detail Direct was a marketplace platform built to connect people with trusted auto detailers in their area. The concept was straightforward let detailers sign up, list their services, and allow customers to book them directly through a clean, mobile-friendly experience. On the backend, they could manage pricing, availability, service areas, and more. It was all built on WordPress, customized to serve the needs of mobile and shop-based detailing businesses.
We kicked it off by running Facebook ads, mostly targeting detailers. The response was overwhelming. The signup flow was simple, and the perceived value was high. Detailers were excited. They were getting listed on a platform that made them look good and gave them a real chance to book more jobs. Our CAC to LTV ratio was strong, especially considering many were willing to pay upfront just to get visibility. But that’s where the learning started.
The main challenge with DetailDirect wasn’t the product it was the marketplace structure itself. We focused hard on supply and onboarded dozens of detailers in the first couple of weeks. But we didn’t build up the other side of the equation fast enough. Without consistent user traffic or a dedicated demand engine, the momentum started to stall. In hindsight, I would have reversed the strategy: create a high-converting user funnel first, then invite the detailers in after.
We still put out some great campaigns. The brand had a professional feel, the explainer video performed well, and we had real businesses linking to their DetailDirect profiles. The software itself was simple but functional. Bookings were easy. Reviews were collected. The UI worked. The value prop was clear. But in a two-sided marketplace, one missing piece can break the whole system and for us, it was user acquisition.
Eventually, someone reached out and made an offer to buy the platform. I took the deal. It wasn’t a major exit, but it felt right at the time. I had already started focusing more of my attention on product-led SaaS, and DetailDirect had served its purpose as another layer of real-world experience. It taught me the hard truth that marketplace businesses live or die by demand, not just supply.
I’m not sure what it’s doing today, but I still think the idea was strong. Detailers want visibility. Users want simplicity. If paired with the right SEO, content, and user-side performance marketing, it could still grow. But what DetailDirect really gave me was a clearer lens on what kind of businesses I want to build—tools that don’t rely on chasing both sides of the market, but instead deliver immediate, focused value to one group that really needs it.
