Rovertown

Rovertown operates as a specialized software-as-a-service (SaaS) provider, focusing on the development of branded mobile applications for the convenience store (c-store) sector. The firm was established in 2009 by co-founders Mike Philip, who serves as CEO, Jeffry Harrison, the President, and Michael Rzeznik, the CTO. Initially, the company targeted college students, offering a mobile platform for local discounts, which provided foundational insights into personalized mobile experiences. This early focus evolved, and the company pivoted to serve the convenience retail market.

The company's core offering is a flexible app platform that enables convenience store chains to create and manage their own branded mobile applications. This platform is vendor-agnostic, meaning it can seamlessly integrate with a wide array of third-party technology vendors for services like loyalty programs, mobile payments, fuel purchasing, car wash subscriptions, age verification, and mobile ordering. Rovertown's business model is centered on providing this platform to regional and national convenience retailers, with clients including notable brands like Refuel, Stinker, GoMart, and MAPCO. Revenue is generated through this platform-based service, with an estimated annual revenue of around $1.7 million.

A key feature of the Rovertown platform is the "Integration Store," a marketplace where retailers can browse, select, and implement dozens of native features and third-party integrations into their apps using a drag-and-drop interface. This allows for a high degree of customization in features such as personalized promotions, gamification, loyalty marketing, and online ordering without requiring new app development for each change. The platform also includes analytics and reporting tools to help retailers understand customer behavior and optimize their digital engagement strategies. Further enhancing user engagement, the company offers customizable mobile games that can be integrated with in-store rewards, a feature that has demonstrated a significant increase in monthly app usage for participating retailers.