Our Story
Meet the Founders
We didn't start We Forge Web in a boardroom. We started it in the field — solving real problems for real service businesses. Here's our story.
30+
Years Combined Experience
20+
Businesses Helped
500+
Hours Saved for Clients
100%
Commitment to Your Success
Where It All Began
The Origin Story
Al and Steve met through operational challenges at Flowerbed Creations. Steve was searching for someone who could help him solve recurring inefficiencies inside his 25-year landscaping and hardscaping business. Al was recommended as an operations specialist capable of mapping and fixing broken processes.
What began as a simple workflow audit became a long partnership.
The Aha Moment
The turning point happened during a peak season when Flowerbed Creations lost multiple leads, crews got double-booked, and receipts piled up unpaid for weeks. Both founders looked at each other and said:
"There has to be a better way to run a service business."
That frustration sparked the beginning of We Forge Web.
As they solved one system after another — from lead routing to scheduling to receipt automation — they realized they were building something far bigger than internal fixes. They were building a blueprint for how service-industry businesses should operate.
The Team
The People Behind We Forge Web
Steve Marseille
Co-Founder & Client Success Lead
25 years building Flowerbed Creations taught Steve what every service-business owner knows: leads coming from everywhere, crews needing direction, jobs overlapping, and systems not keeping up.
His leadership experience shaped the 5M Blueprint — a framework for aligning Manpower, Machine, Method, Material, and Money.
About Steve
- Enjoys craftsmanship and outdoor projects
- Passionate about creating long-lasting landscapes
- Known for building strong client relationships
"Serve well, and success follows."
Al Deleon, MBA
Co-Founder & Operations Architect
Al experienced the same chaos — lost leads, manual scheduling, receipts everywhere, too many disconnected tools. Armed with an MBA and operations background, he transforms broken processes into scalable systems.
His designs connect the entire service lifecycle: Lead → Estimate → Schedule → Completion → Payment, with automation that reduces admin hours.
About Al
- Loves building systems that reduce chaos
- Learns new technologies as a hobby
- Enjoys business strategy and exploring automation tools
"Structure creates freedom."
Our Focus
Why Service Businesses?
We chose this niche because we personally lived these struggles inside Flowerbed Creations. We know what it's like to lose a lead because nobody followed up. We know the stress of double-booked crews. We know the pain of scattered receipts at tax time.
That's why we're committed to helping service-industry owners like you.
- Service businesses operate with tight margins, high workload, and nonstop demands
- Most software isn't built for field work, crews, dispatch, or day-to-day operations
- Small service companies rarely get tailor-fit systems — they get generic tools
- We want to help owners reclaim time, reduce stress, and run smoother operations
Real Results
Client Transformations
Here's what happens when service businesses get the right systems in place.
Landscaping
Before
Missed leads, delayed responses, crews unclear about schedules.
After
Automated lead routing, same-day responses, and synced schedules that reduced job confusion.
Cleaning Business
Before
Manual invoicing and lost client follow-ups.
After
Automated reminders, faster approvals, and a 40% reduction in admin workload.
Construction
Before
Receipts piled up and material costs kept slipping through the cracks.
After
OCR-automated receipt tracking and real-time material logs.
Our Framework
The 5M Blueprint
The foundation every service business runs on — and the framework we use to build your systems.
Manpower
Scheduling & crew alignment
Machine
Integrated tools & software
Method
Standardized workflows
Material
Real-time expense tracking
Money
Financial health visibility
Together, We Forge Web
We don't just understand your struggles — we lived them. And now, we solve them.
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