UnderConnect — Case Study | CW Digital Marketing

The strategy

Validate first, build in the right order.

We treated UnderConnect as a business before a product: research and validate the model, launch the public face, and only then build the platform, wave by wave.

Pillar 01

Business intelligence

Market research and validation of the offer, before any design or code, ending in a business plan on one page.

Pillar 02

Site and CRM architecture

The structure of the institutional site, its launch, and how the platform and the commercial CRM will work together.

Pillar 03

The SaaS platform

A marketplace of project offers and demands, designed by CW and being developed in three waves.

Execution — what you don't

The plan, the connection and the build.

The parts of UnderConnect most visitors never see: the business model on one page, how the platform talks to the commercial CRM, and the roadmap of the system itself.

Business plan · the model on one page

Problem

Finding a qualified utility contractor means calling insurers to check each company’s policy, one by one.

Solution

A private B2B network that verifies companies before anyone searches.

Market

Utility construction in the USA. Florida pilot, national model from day one.

Verticals

Power · Gas/Oil · Water/Sewer · Fiber/Telecom

Two sides, one network

Who offers work (carriers and contractors publishing) and who executes it (contractors). Opportunity, verification, match, interest, contact.

Where it stops

It presents, qualifies and connects. It does not broker the deal.

Access

Restricted. An account is required to publish or apply.

CRM architecture · platform to Zoho CRM

Source of truth

UnderConnect platform

Accounts, credentials, verification and opportunities live here, always.

One way · in the background→

Account created
Verification status changed
Gaps summary

Commercial tool

Zoho CRM

Contacts, sales funnel and follow-up cadence for the commercial team.

The sync runs outside the user’s request, so the platform never waits on the CRM. No documents and no sensitive data are sent to the CRM.

SaaS development · roadmap

Visual Studio Code

EXPLORER

▾ src

router.ts

models.ts

utils.ts

▸ tests

package.json

router.ts

models.ts

// generic illustration — not real project code

import { Router } from "./framework";

import { db } from "./database";

interface Item {

id: string;

title: string;

status: "draft" | "active";

}

const router = new Router();

router.get("/items", async (req, res) => {

const items = await db.query<Item>({

where: { status: "active" },

limit: 20,

});

res.json(items);

});

export default router;

mainTypeScriptUTF-8

WAVE 1

The loop that makes a company exist

The full cycle from sign-up to revealed contact.

RegisterCredentialVerifiedGatePublishMatchInterestContact

WAVE 2

Take operations off the team, switch on revenue

Billing on measured usage, self-service plans, a dedicated verifier panel and expiry alerts.

WAVE 3

Intelligence and enterprise

Hybrid and natural-language search, a full trust score and enterprise features.

Illustrative image. The platform has not launched yet, so no real code or screens are shown.

From an idea on paper to a marketplace.

A place where utility construction finds itself.

A market that qualifies people by phone.