About Crossroads
The company, the mission, and the person behind it.
Our mission
Crossroads Laboratories builds focused software tools for small businesses across the Midwest. I work with the kinds of companies that keep communities running — trades, services, local retailers — businesses that are too often underserved by generic software built for someone else's problems.
I don't start with technology. I start with conversations — sitting down with business owners to understand what's actually hard about running their operation day to day. The tools I build come from that research, not from assumptions.
The goal is simple: working software that fits the way you already work, without the complexity of enterprise systems or the limitations of generic tools.
Founder
Joseph Hohlier
Founder, Crossroads Laboratories · Fishers, IN
My degree is in civil engineering. That might seem like an odd background for a software company — but the skills transfer more directly than you'd think. Engineers are trained to see systems: how components interact, where constraints create pressure, what happens downstream when something fails. I use the same lens on business operations.
After graduating from Purdue University I spent 13 years inside enterprise technology — delivering programs that drove organizational change at scale, adopting emerging tools to automate work that once took armies of people, and translating complex operational problems into technology that actually stuck. I learned what good looks like when the only constraint is the problem itself.
What I also saw was who it wasn't built for. Small businesses carry real operational complexity — the same kinds of problems, just without the procurement budgets. A trades contractor managing 15 jobs doesn't need less capability than a construction firm with 500. They need the same capability, sized right.
That's what I'm building at Crossroads.
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