Annual revenue, eight years apart
From first sold week to the top 1%
What the business asks of him today
A Founder, A Company, And The System Between Them.
Chris Ruvalcaba
The operator who never planned to be one.
No crew. No truck. No chainsaw.
Chris Ruvalcaba walked into tree work in Portland, Oregon on day one with no equipment, no employees, and not so much as a chainsaw.
He sold a week of work anyway, then figured out how to deliver it. That is the whole origin story, and it is the reason nothing on this site sounds like it came from a software company.
He earned his stripes climbing.
Chris became an ISA Certified Arborist (#PN-9560AT), a Tree Risk Assessment Qualified (TRAQ) professional, and Pruning Prescription Qualified. That is the same standard he now holds every crew member at Monkeyman's to.
He grew up in the work, not around it. Every process he built exists because he had to solve the same problem twice.
Monkeyman's Tree Service
Family-owned since 2008. Top 1% in the trade.
Elevating lives, not just canopies.
Headquartered in Lake Oswego and serving fifteen-plus communities across the Portland Metro area, Monkeyman's Tree Service (CCB #206934) exists to improve the quality of life for its clients and its team.
The vision is simple: become the most valuable tree service provider in the Pacific Northwest by leaving every property, and every person on the crew, better than they were found.
Elevated living. Team empowerment. Client commitment. Legacy.
Those four principles, with a growth culture and integrity underneath them, decide who Monkeyman's hires, how they train, and what they will and will not compromise on.
The company only hires Certified Arborists and invests in continuous arboricultural training. That standard shows up in every workflow TreeROI ships.
$0 became more than $5M.
Eight years after the first sold week, Monkeyman's crossed $5M in annual revenue, placing it in the top 1% of tree service companies in the country.
It still runs today, on thirty minutes to two hours of Chris's time a week.
Why He Built TreeROI
The stack he needed didn't exist. So he built it.
Every tool solved one problem and created another.
Quotes written twice. Jobs that never got costed. Crews waiting on a phone call. Leads sitting in a voicemail nobody checked.
Every problem had a tool that claimed to solve it. Buying all of them created a new problem, because none of them talked to each other.
Nothing on the market did the job.
Generic field-service software did not understand tree work. Tree-specific tools did not handle marketing. Marketing agencies had never seen a job costing sheet.
So he stopped looking for a product and started building one, around how the business actually ran, not how someone imagined it running.
One system instead of a stack.
CRM and lead management. Scheduling. Job costing. Marketing. Reporting. Built as one system because that is how the work happens. A lead becomes an estimate becomes a crew becomes an invoice.
TreeROI is that same system, productized so another owner can install it instead of spending eight years building it.
"This is not an agency. This is not just software. It's the operating system I wish someone had handed me at $1M, built by somebody who's made the 2:00 AM payroll call and felt every one of these problems firsthand."
Chris Ruvalcaba · Founder, TreeROI & Monkeyman’s Tree Service
THE SAME SYSTEM, PRODUCTIZED.
TreeROI is not a rewrite or a concept. It is the system that already runs a $5M tree service, packaged so another owner can install it instead of spending years building it.
You are skipping the trial and the error, not just buying software.
#PN-9560AT
TRAQ · Qualified
Qualified
FounderWhat he had to build
- 01CRM & lead management
- 02Scheduling & dispatch
- 03Job costing
- 04Marketing
- 05Reporting
Five systems that every tree company needs, and that no single product on the market delivered together.
YOU'RE ALREADY SPENDING THE MONEY.
WE JUST MAKE IT SIMPLER, BETTER, AND FAR MORE PROFITABLE.
Book a demo and see your whole business leads, jobs, crews, cash and marketing on one dashboard.