How MMA Plumbing saved $250k by building its internal operating system on Hercules

MMA Plumbing is a plumbing and home services business based in the Netherlands. It handles plumbing, drain unblocking, and home repairs for ~4,000 clients per year. It was started in 2002 by its founder, Rachid Ghazil. Today, it employs 100s of full-time staff and freelancers.

MMA Plumbing's business now completely runs on Hercules. Rachid built his company's own internal operating system (called "MMA Workflow"). It contains 46 integrated modules for accounting, field workflows, sales, quality control, invoice management and more. It has been his dream to have one unified tool for 20 years. Hercules made it possible without coding.

Every software development agency quoted me at least €250,000 to build what I wanted. Hercules let me build it myself, in a few weeks without writing any code. We have quite literally saved hundreds of thousands of dollars and hundreds of hours a month.

Saving 100s of hours a month by creating a unified internal operating system

Before Hercules, MMA ran on a messy stack of tools like Exact, Visma, Excel, Outlook, phone calls, and pen and paper. The day-to-day work was repetitive, manual, and error-prone: jobs had to be entered in multiple tools, plumbers had to call to ask where to go or what the problem was, invoices had to be scanned in one tool then imported into another. Most frustratingly, Rachid never had a centralized view of his costs, revenue, or profit. He had always wanted an internal operating system perfectly catered to his business. In 2025, he actively searched for software dev agencies that could help him build his vision. The lowest quote he received was €250,000. It was too expensive.

It's amazing. Our entire company runs on one unified app.”

Today, Rachid has completely rebuilt his business around one mega app built on Hercules. It's called "MMA Workflow". The app contains 46 connected modules for planning, invoicing, accounting, point-of-sale, client management, mechanic management, forecasting, quality assurance, lead monitoring, and so much more. MMA has fully migrated off old vendors like Exact and Visma. Mechanics now know where to go, what their job is, and what evidence they need to collect without having to call the office. Most importantly, Rachid can see his finances all in one place. Rachid estimates that his app has saved him and his team 100s of hours a month due to less manual work, fewer mistakes, and better operational control. Not only that, but MMA's revenue is growing faster: with less time on admin work, MMA can spend more time on getting new clients, supporting new regions, and offering new services that it previously didn't have the capacity to offer.

Building a hyper-local 4,000-page SEO site in 2 days

One of MMA's #1 company priorities is to reduce its dependency on paid lead generation. It's expensive. Rachid describes it as "renting [his] customer flow from someone else". Rachid wanted to rank organically across every Dutch city instead, with one page per city and service. In 2025, Rachid was told it would take ~6 months to build this. Not only was that too long, but Rachid's biggest fear was that during the migration he might lose his existing keyword rankings.

Rachid rebuilt and launched an SEO optimized website on Hercules in 2 days. It contains 4,000 landing pages, one for each Dutch city. Hercules enabled him to keep his old URLs, so his existing keyword rankings carried over seamlessly. His new site has already started to rank across the country, from small towns like Bloemendaal to bigger markets like Haarlem. He used Hercules Internationalization to localize each page, Hercules Files & Media to store image/video assets and Hercules Audits to regularly check for SEO improvements.

We built a landing page for every city in the Netherlands. 4,000 pages. Previously that would have taken us 6 months. With Hercules, I built it in 2 days.

Why Hercules

Rachid has never coded before. He picked Hercules for three reasons. First, it was almost 20x cheaper than a third-party software development agency. Second, it was higher quality and delivered faster because he was in control, not a third party. Third, it didn't require any code, API keys, hosting, or DevOps; he just had to prompt in natural language.

I showed my apps to my accountant and to people who run big companies. They all said the same thing. What I built on Hercules is better than what they have.

What's next

Rachid is planning to continue to grow his business with Hercules. His main initiative currently is to reduce his paid ad spend to zero by using Hercules to optimize his SEO. His second major initiative is to create a new revenue stream by expanding the services he offers. He plans on launching a home-services mobile app with Hercules Mobile to connect his clients to every home services trade, not just plumbing. As Rachid puts it: "I want to make Europe's biggest plumbing service."