Ispahany identified Buildfire as a direct competitor. When Latka raised a hypothetical $500,000 all-cash acquisition offer from Buildfire, Ispahany declined, saying the figure was far too low given his ambitions.
Ispahany cited businessapps.com as the largest player in the space, stating that according to his understanding the company was generating $15,000,000 in annual revenue at its peak and exited in what Latka described as a flash sale at an $18,000,000 valuation. These figures were presented by Ispahany as his understanding of a competitor's performance and are not company-confirmed figures from businessapps.com.