Trades.Tools is a set of free, printable marketing worksheets for trades businesses in Canada. It was built on a simple belief: an owner who can do the marketing arithmetic by hand will make better decisions than one who relies on a dashboard. Everything here is written to be printed, filled in with a pencil and checked.
The company
Trades.Tools is part of the Sedighi.ca and SAZ.ca group of companies. It is Canadian, headquartered in Vancouver, British Columbia, and led by Ali Sedighi, MBA.
- Sedighi.ca is the consulting company through which Ali Sedighi does growth, marketing and technology work. The brands it runs include Trades.Agency, our sister marketing brand for trades, along with HVAC.Agency, HVAC.Digital, Conv.ca and BusinessConsulting.ca.
- SAZ.ca (Strategy & Acceleration Zone) is the group's Canadian strategy firm, focused on AI and on speeding up revenue growth. Ali started it and remains its Founder & Managing Partner.
- Trades.Agency is the group's marketing brand for trades and home-service businesses. When a reader of this site hires us, the work is delivered through Trades.Agency's plans.
Trades.Tools is the teaching arm of that work: the same formulas we use with clients, published so that any owner can use them.
Ali Sedighi, MBA
Ali's own numbers education is an MBA in Technology Management. His marketing career runs 17+ years, back to 2007 and ONE.ir, the full-service digital agency he founded that year. Today he is based in Vancouver, BC.
Since then he has started Conv.ca, which specialises in conversion-rate optimisation, and MyAutomation.ca, alongside his role at SAZ.ca. Over the years he has worked for clients in Canada, the USA and Dubai.
Most of his trades work has been in heating and cooling, where he has built 150+ live HVAC websites, including CombiBoiler.ca, GasBoilers.ca, HeatLand and BCWide.ca. The worksheets on this site grew out of that work: years of sitting with owners and asking the same questions about job value, booking rates and what a lead is really worth.
You can read more about Ali on Sedighi.ca and SAZ.ca.
What we are, and what we are not
Trades.Tools is a marketing and business consulting service for trades and home-service businesses. We are not a contractor. We do not install, repair, service or inspect anything, and we never will. Nothing on this site is technical, safety, code-compliance, licensing, accounting or legal advice. Where a regulator matters to your marketing, our regional pages link to it and summarise what it oversees, but the regulator's own site is always the authority.
We also do not promise rankings, leads or results. What we offer is clear arithmetic, honest reporting and, when you hire us, marketing work measured against booked jobs.
How we work
The way we work follows the worksheets.
- Numbers first. Before suggesting any spend, we want to see job value and, if possible, where last year's jobs came from. The job value worksheet is usually the first thing we fill in together.
- Gross profit, not revenue. Every report we write measures marketing against the gross profit of the jobs it produced.
- Show the working. Every figure in our reports can be traced to an invoice, an ad bill or a call record. If a number is an estimate, it is labelled as one.
- No lock-in. Trades.Agency plans are month-to-month, with 30 days' notice to cancel. You own your website, ad accounts, Google profile and data.
- Contact by call, text or email. No forms, no chat widgets, no booking software. You reach a senior strategist directly.
Why paper, why free
There are plenty of marketing calculators online. Most of them ask for three numbers and return one, and the owner learns nothing about why. A worksheet is slower, and that is its value. Writing "booked jobs: 15" next to "leads: 60" makes the gap visible in a way a percentage on a screen rarely does.
The tools are free because they work better that way. An owner who has done the ROI worksheet asks sharper questions of any agency, including us. If you would like help after that, see our services or get in touch. The first consultation is free.
Frequently asked questions
Who owns Trades.Tools?
Trades.Tools is part of the Sedighi.ca and SAZ.ca group of companies. Sedighi.ca is Ali Sedighi's growth, marketing and technology consulting company, and its brands include Trades.Agency, which delivers our paid marketing work.
Is Trades.Tools a contractor?
No. We are a marketing and business consulting service for trades and home-service businesses. We do not install, repair or service anything.
Where are you based?
We are Canadian and headquartered in Vancouver, British Columbia. We work with trades businesses across all ten provinces and three territories, by video call or in person as well as phone, text and email.
Why give the worksheets away?
Because an owner who understands their own numbers makes better decisions, whether or not they ever hire us. Some readers later want help, and that is how the site pays for itself.