I built Planning Signals because skilled tradespeople shouldn't have to constantly hunt for the next project
After 20 years in B2B sales, I wanted to solve a real problem for people I know — tradespeople who do excellent work but struggle with the unpredictable cycle of finding new projects.
— Nathan Ritchie, Founder
Before Planning Signals
I've spent over 20 years in B2B sales and technical leadership roles, helping startups across the US and EMEA grow revenue and build go-to-market strategies. I've lived in Brighton and worked in London for two decades.
The Problem I Kept Seeing
I have friends in the trades who are excellent at their craft — skilled tradespeople who consistently deliver quality work. But they all face the same challenge: unpredictable workload. Busy for months, then suddenly scrambling to find the next project.
The Lightbulb Moment
One conversation stood out. A tradesperson I know mentioned missing out on a significant loft conversion project — not because they weren't qualified or competitive on price, but simply because they found out too late. By the time they heard about it, the homeowner had already been contacted by five other companies.
The Insight
Planning applications are public records, submitted weeks or months before homeowners hire anyone. This data exists — it's just buried across dozens of council websites, updated at different times, in different formats. What if tradespeople could see these opportunities the moment they appear?
Why I Built This
I realized I had the technical and sales background to solve this. Instead of just advising startups, I wanted to build something that directly helps people I know — skilled tradespeople who deserve consistent work and shouldn't lose opportunities due to timing.
“The best projects don't go to the cheapest quote — they go to the builder who shows up first, builds trust early, and demonstrates expertise before the homeowner is overwhelmed with options.”
Bootstrapped & Built Solo
Planning Signals is entirely self-funded. No investors, no outside pressure — just a focus on solving a real problem for tradespeople. This means I can move fast, iterate based on feedback, and keep pricing fair.
Research & Validation
Spent months talking to tradespeople to understand their lead generation challenges. Mapped out council planning portals across London and Brighton to understand data availability and update frequency.
Building the Platform
Developed automated monitoring across 200+ London postcodes and 30+ Brighton postcodes. Built filtering by job type, alert customization, and integrated planning documents. Focused on making it simple — 10-15 minutes per day, not another complex dashboard.
Early Testing
Worked directly with early users to refine the product. Added features like outreach templates, follow-up tracking, and customizable alert frequency based on real feedback from tradespeople using it in the field.
What's Next
Expanding coverage across more UK regions, adding SMS alerts, and building integrations with CRM tools. The goal is to help hundreds of tradespeople avoid the peaks and troughs of project work — consistent opportunities, year-round.
What Success Looks Like
I'm not trying to build a unicorn or raise venture capital. I want to build a sustainable business that genuinely helps skilled tradespeople get consistent work, build better relationships with homeowners, and spend less time worrying about where the next project is coming from.
Want to chat about Planning Signals?
I'm always happy to hear from tradespeople. Whether you have questions, feedback, or just want to talk about how Planning Signals could work for your business — get in touch.
Get in touch