Moraware
👤 Ted Pitts & Harry Hollander (Pitts, a Bay Area programmer, had a brother with a countertop shop — a built-in first customer and a real workflow to copy.)🌐 sitetedpitts.comLinkedIn
They picked the most boring trade they could find — countertop shops — and quietly led it for 20+ years.
Will it work? · our read
Niche depth wins. The countertop-only market is small and mature. 20+ years in, Moraware is a healthy few-million business, not a big one — the smallness that keeps VCs away also caps its size.
01How the money moves
Countertop shop runs on spreadsheets + buggy tools
→
Adopts Moraware to quote, schedule + track slabs
→
Pays a monthly per-user SaaS subscription
02The numbers
$2.2M
ARR (Latka est.)
Latka '25
2,600+
fabrication shops
moraware.com
$0
outside funding
Crunchbase
33,000+ quotes and 29,000+ jobs are created weekly across the shops on it.
About $2.2M ARR (Latka est., 2025) - bootstrapped, $0 raised, 20+ years.
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Latka — Moraware revenue/teamMoraware — 'How Moraware got here'tedpitts.com — co-founder on running a self-funded, deliberately small SaaSStoneTalk Ep.9 — Hollander & Pitts founder interviewMoraware — products
Revenue is EST: the $2.2M ARR is Latka's aggregator estimate (2025), not a first-party disclosure. Founders did publicly state they bootstrapped past $1M/yr and took no salary for two years, which corroborates the order of magnitude. First-party/verifiable: $0 raised (Crunchbase), the founding story and customer growth (5>30>100 in 2003-05), and today's 2,600+ shops / 33k+ weekly quotes (moraware.com). The 'too small for VCs = moat' framing is [our read], grounded in Ted Pitts' own writing on staying small on purpose. No drama invented — this won on 20+ years of niche patience, not a single dramatic move. We never score you.