About Plaibook
We were the ones losing deals
Plaibook started on the sales floor at a pest control company. It was built by the guy who was tired of watching revenue walk out the door.
2024
Founded
Provo, UT
Headquarters
500K+
Calls analyzed
4
Team members
How it started
10pm call reviews and a spreadsheet
Tanner was running inside sales at BRD Pest Solutions. Seven offices across multiple states, a growing team of reps, and every month the same problem: deals that should have closed didn’t. Leads that cost $75 or $100 each would call in, talk to a rep, and disappear.
He was the guy listening to call recordings at 10pm, trying to figure out why his reps kept losing on price. He knew the good reps were doing something different — handling the spouse objection, building value before quoting, actually asking for the sale. But he couldn’t prove it, and he definitely couldn’t teach it at scale.
“Sales reps are gonna lie. The leaderboard said one of my guys was at 100% close rate — because he was only submitting calls he actually sold. Plaibook helps us figure out the leaks. Now that we know them, we can start fixing them.”
The tools that existed were either generic call center software that didn’t understand pest control, or spreadsheets that were already out of date by the time you filled them in. Nobody was scoring every call. Nobody was connecting marketing spend to which leads actually closed. The qualified leads that got dropped? They just sat there.
So he started building something. He connected with Ammon, a software engineer, through BYU’s Sandbox program, a startup accelerator in Provo that pairs technical founders with operators. The first version of Plaibook did one thing: listen to every sales call at BRD, score it against a checklist, and show which reps were skipping steps.
It worked. They could finally see the patterns. The reps who mentioned the guarantee closed at a higher rate. The ones who confirmed the address and offered termite upsells brought in more per account. Once you could see it in the data, coaching went from “I think you should try this” to “here’s exactly where you lost it.”
Then they built the SMS engine. The AI that texts leads who didn’t close? It was literally trained on Tanner’s own scripts from BRD. The way he handled objections, negotiated pricing, set appointments. That’s why it sounds like a real sales rep instead of a chatbot. It was a real sales rep first.
Case Study
How BRD generated $500K+ with an AI SMS campaign
The same company where Plaibook was born. See the full numbers.
Where we are now
From one sales floor to a lot more
What started as an internal tool for one pest control company now runs across dozens of operations. We added AI texting, then lead attribution, then coaching tools and leaderboards. Each piece we built gave us data that made the next piece better, so the product kept compounding on itself.
We know pest control best because that’s where we started. We understand the seasonal swings, the pricing pressure from national chains, the spouse objection that kills deals, the Tuesday afternoon slump when reps start mailing it in. But the platform works for any home service company that sells over the phone. We have HVAC, solar, alarm, and roofing companies running pilots right now.
We’re four people. We like it that way. We’d rather build a product that does fewer things well than hire a sales team and start making promises we can’t keep. Every customer talks directly to us, and feature requests get weighed against what operators actually need, not what looks good on a slide.
The team
Four people, no layers
When you become a Plaibook customer, you work with us directly. There’s no account manager buffer. If something’s broken, you tell the person who built it.
Lachlan
Engineering
Builds the dashboards and real-time features. The leaderboard that sales floors keep on their TVs all day? That was his idea.
Zac
Engineering
Owns integrations and data pipelines. If your calls need to flow from Five9 through scoring and into FieldRoutes, he’s the one who made that work.
Advisory
Kept honest by an operator
It’s easy for a software company to build features that demo well but don’t survive contact with real operations. That’s why we have Preston.
Preston Peterson
Advisory Partner & Co-Owner, Alta Pest Control
Alta is one of the fastest-growing pest control companies in Utah, serving thousands of residential customers across the Wasatch Front.
Preston co-owns and operates Alta Pest Control. He runs routes, manages techs, and deals with the same seasonal chaos every other pest control owner does. When we bring him a feature idea, his first question is always “would my office manager actually use this, or would she ignore it?”
He’s killed more bad ideas than he’s approved. That’s the point.
How we work
Things we actually believe
Ship what operators ask for
Every feature starts with a real customer saying “I wish I could…” We don’t build from roadmaps. We build from pain.
Measure everything, guess nothing
Our whole product exists because nobody was measuring. We hold ourselves to the same standard. If we can’t show it in the data, we don’t claim it.
Stay small on purpose
Small team means fast decisions, direct relationships, and no one hiding behind a ticket system. We want to stay close to the people using the product.
Be honest about what we don’t do
We’re not a CRM. We’re not a dialer. We’re not trying to replace your whole stack. We do a few specific things and we do them well.
We’d rather show you than tell you
Thirty minutes. We’ll pull up your actual lead data and show you where the revenue is leaking. We don’t use a deck. We just look at your numbers together.
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