12Build
Procurement made simple for construction
12Build is a procurement platform for the European construction industry. Buyers — general contractors — use it to run tenders and manage suppliers. Sellers — subcontractors and suppliers — use it to find work, get on shortlists and respond to opportunities. I lead product for the Sellers side.
What is already in place
A platform with serious traction, with most of its volume coming from Sellers. But years of Buyer-led roadmap have shaped the product around how Buyers run tenders. Sellers are everywhere on the platform, yet their experience is largely a by-product of someone else's workflow.
Sellers as a side effect
Visibility, relevance and matching are treated as tactics, not products. Sellers get invitations that don't fit them, miss the ones that do, and have little leverage over how they show up in the marketplace. The construction trade runs on trust, timing and project fit — none of which the current Sellers experience really respects.
From by-product to its own product
My job is to give Sellers a product lens of their own. I'm setting up a structured discovery practice across the segment, separating the Sellers problem space from the Buyers one, and turning ad-hoc client requests into a coherent domain strategy. Less feature factory, more durable product thinking.
Principles guiding the work
Sellers are not a derivative of Buyers — they are their own market.
Relevance over reach. A small set of fitting tenders beats a noisy inbox.
Visibility is a product, not a setting.
Respect the trade. Trust, timing and project context are inputs, not friction.
Where it is going
A clearer Sellers domain with tooling around tender relevance, marketplace visibility and response quality. Roadmap decisions grounded in evidence, not the loudest request. The work is just starting — but Sellers are getting a product strategy of their own, not a section of someone else's.
Cases
Always open to share ideas or talk product.