Priya Sharma

Age: 38 Lives: Ealing, London. Victorian terrace, two kids, a labrador. Job: Project manager at a mid-size construction firm in Hammersmith. The moment: It's 9pm. The kitchen ceiling is dripping. She needs a roofer. Not tomorrow — now.

The Situation

Priya googles "roofer Ealing." She gets Checkatrade (200 results, all claiming 5 stars), Bark (wants her to fill a form), and three sponsored ads for companies in zones she's never heard of. She scrolls for 90 seconds, calls no one, and texts her neighbour instead.

Her neighbour says "try Dave, he did our extension, let me find his number." The neighbour takes 20 minutes to find it. Priya calls Dave. Dave's voicemail is full.

This happens every time she needs a tradesperson. The information exists — someone in Ealing knows a good roofer. But there's no place where that knowledge is collected, curated, and accessible at 9pm on a Tuesday.

What She Needs

1. A short list, not a marketplace. Max 10 roofers in Ealing. Curated. She doesn't want to choose from 200. She wants to choose from 10 that someone already vetted.
2. Phone number visible immediately. No "request a quote" form. No account creation. She needs to call someone in the next 3 minutes.
3. Neighbour-voice descriptions. "Dave did our extension, very tidy, charges fair" — not "Professional roofing services with 20 years of experience."
4. Works on her phone at 9pm. Loads fast. No pop-ups. No cookie banners blocking the phone number.

The Priya Test

Would Priya find and call a roofer in under 3 minutes on her phone at 9pm?

If the answer is no, it's not ready.