Roofstreet

What Roofstreet does

Roofstreet is a French geomarketing company that converts GPS-derived mobility data into predictive site selection and catchment area intelligence for franchise networks, retail chains, and commercial real estate professionals. Founded in 2018 in Toulouse as Oalley SAS (legal entity SIREN 843 086 562, registered capital approximately €54,000), the company operates through two interconnected products: Smappen, a freemium self-serve cartography platform (rebranded from Oalley in March 2022, free tier up to 10 zones, paid plans from €99/month without commitment), and Roofstreet for Retail, an enterprise B2B platform accessed via request/demo and targeting franchiseors and large retail chains. The proprietary Behavior Route Matcher algorithm (patent filed 2018) transforms sparse smartphone GPS points into accurate pedestrian and vehicle flow data by observing repeated movement patterns, and is integrated with INSEE population indicators and SIRENE business data covering approximately 5 million references.

The company monetizes through three complementary streams: a self-serve freemium SaaS model on Smappen, usage-based API access at dev.retail.roofstreet.io (credits debited per call), and an enterprise sales motion for the Roofstreet for Retail platform. Its go-to-market combines product-led growth (free isochrone tool, freemium Smappen tier, SEO-optimized content hub at roofstreet.io covering 15+ French cities) with traditional enterprise sales and co-marketing events alongside ecosystem partners such as Toute la Franchise. Named enterprise customers include Carrefour (using the platform to predict annual revenue of new store locations) and Tommy's Express (using it to validate vehicle flux for a 55-station European car wash rollout). The company employs approximately 12 people as of 2022 and has raised approximately $1.23 million in seed funding from Newfund (April 2018); no subsequent funding rounds have been disclosed. Roofstreet serves primarily the French market, with stated ambitions for internationalization following the 2022 Smappen rebrand.

Name

Roofstreet

Legal name

Oalley SAS

Website

https://roofstreet.io

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Roofstreet is a French geomarketing company that converts GPS-derived mobility data into site selection and catchment area intelligence for franchise networks, retail chains, and commercial real estate professionals through its Smappen platform and Roofstreet for Retail enterprise product.

Ownership category

akta.pro rank

Product category

Geomarketing Software

NAICS

Surveying and Mapping (except Geophysical) Services (541370)

akta.pro primary industry

Location, Footfall & Mobility Intelligence (Origin-Destination, visitation) (THALAIAJ)

Keywords

• Geomarketing software
• Catchment area analysis
• Retail site selection
• Franchise network planning
• GPS mobility analytics

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Smappen Freemium Subscription: Smappen operates on a freemium model. Free tier includes basic map creation, up to 10 catchment zones, and limited data. Paid tiers (Essentiel, Plus, Pro) provide full population data access, Excel exports, unlimited business searches, ELM report generation, data imports, and premium support. Subscription is monthly with no commitment.
2. API Credits: API access is credit-based. Users receive credits upon registration and credits are debited per API isochrone call. Credits can be recharged or plans upgraded by contacting the sales team.
3. Roofstreet for Retail Platform: Interactive B2B platform for retail network analysis including footfall and vehicle flux analysis, socio-demographic segmentation, and catchment zone definition based on real consumer travel behavior. Accessed via a request/demo model.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Roofstreet is a French geomarketing intelligence company that turns GPS geolocation data into predictive information for retail site selection and franchise network optimization. Its commercial SaaS platform Smappen enables users to create, organize, and analyze catchment areas using isochrone, isodistance, manual, and administrative zone tools, combined with INSEE population data and SIRENE business data. The enterprise-grade Roofstreet for Retail platform adds pedestrian and vehicle flow analysis with socio-demographic segmentation, leveraging a proprietary Behavior Route Matcher algorithm (patent filed 2018) that reconstructs travel trajectories from raw smartphone GPS data.

Product overview

Roofstreet operates two interconnected products: Roofstreet for Retail, an interactive platform providing pedestrian and vehicle flow analysis, segmentation, and catchment area definition based on actual GPS-based consumer displacement data; and Smappen (formerly OALLEY, rebranded in March 2022), a cartography platform for creating, organizing, and analyzing catchment areas with access to INSEE population data and SIRENE business/competition data. Smappen operates on a freemium model with free isochrone catchment area tools and premium features for deeper analysis, report generation, and unlimited searches. Both products share the same proprietary Behaviour Route Matcher algorithm (patent filed 2018) that transforms raw GPS smartphone data into structured mobility statistics. A public API at dev.retail.roofstreet.io allows third-party integration of flow and catchment area data.

Differentiator

Problem solved

Functional benefit

Products and services

• Smappen Freemium cartography SaaS platform enabling users to create, organize, and analyze catchment areas (zones de chalandise) using isochrone, isodistance, manual, and administrative zone tools. Provides access to INSEE population data and SIRENE business/competition data (5 million references), with Excel export, heatmap visualization, KML import, map sharing, iframe integration, and Word-format ELM (etat local de marche) report generation for franchise disclosure compliance.
• Roofstreet for Retail Enterprise B2B platform providing pedestrian and vehicle flow analysis, socio-demographic segmentation of flows by target profile, and catchment area definition based on actual GPS-derived consumer displacement behavior. Enables data-driven retail network expansion, store location selection, and revenue prediction for franchise networks and large retail chains. Accessed via a request/demo sales motion.
• Roofstreet API Public API providing pedestrian flow data, vehicle counting data, and catchment area details for integration into third-party applications such as CRM systems. Credits are provided upon registration and debited per API call, with recharge or upgrade via the sales team.
• Free Isochrone Catchment Area Tool Free online tool that lets users calculate and visualize catchment areas based on travel time (isochrone), distance (isodistance), administrative boundaries (IRIS, postal codes, communes), or manual drawing, with up to 10 zones per user and no registration required. Designed as a top-of-funnel lead generation asset alongside the Smappen free tier.
• Behaviour Route Matcher Proprietary algorithm that processes raw GPS localization data by cleaning it, reconstructing travel routes from sparse geolocations over multiple days of repeated movement, and extracting mobility flux insights, with the latest version embedded directly into smartphones to avoid personal data transmission. Powers Roofstreet's Smappen and Roofstreet for Retail analytics.

Quantifiable outcome

• Precision of Behavior Route Matcher comparable to or exceeding manual counting
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Toute la FranchisecoreGTM or Marketing Partner · 30 April 2019Roofstreet co-organizes B2B events with Toute la Franchise, a major franchise broker that connects franchisors with franchise candidates. Together they hosted a breakfast seminar on flux data and retail network success, attended by 20+ franchise brands. Toute la Franchise leverages Roofstreet's data to provide site selection advice to its franchise candidate audience.
• OVH SASminorOthersOVH SAS (headquartered at 2 rue Kellermann, 59100 Roubaix, France) hosts the api.smappen.fr, smappen.fr, and smappen.net websites and platforms. This is a standard hosting/cloud infrastructure relationship.
• StripeminorOthersStripe processes payment data on behalf of Oalley/Smappen without Roofstreet directly collecting payment information. Stripe is stated to be compliant with the Data Privacy Shield, ensuring adequate protection for personal data transfers to the United States.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Placer.ai: Placer.ai provides footfall and visitation analytics using panel-based location data for retailers, real estate, and franchise networks. It is a direct competitor to Roofstreet's GPS-derived pedestrian/vehicle flux and catchment analytics, with similar use cases around site selection and trade area analysis.
• CARTO: CARTO is a location intelligence platform offering spatial analytics, demographic overlays, and catchment analysis for retailers and enterprises. It competes with Roofstreet/Smappen's trade area and geomarketing analytics, though typically with broader GIS tooling rather than Roofstreet's raw GPS flux methodology.
• SafeGraph: SafeGraph aggregates geospatial data (including footfall signals derived from GPS and mobile SDKs) and sells places/patterns datasets to retailers and analytics teams. Its business model and data types overlap closely with Roofstreet's Behaviour Route Matcher output, serving similar retail-network and location-intelligence use cases.

Broad incumbents

• Esri (ArcGIS): Esri's ArcGIS platform is the dominant enterprise GIS offering used for trade area, demographic, and catchment analysis by retailers and franchise networks. It overlaps with Smappen's mapping and population overlay capabilities but lacks Roofstreet's proprietary GPS flux dataset and Behaviour Route Matcher.
• TomTom: TomTom supplies maps, traffic, and movement data to enterprise and government customers. It overlaps with Roofstreet on traffic-counting and isochrone-based trade area analytics for retail and commercial real estate use cases.
• Foursquare: Foursquare operates a large location data and foot-traffic platform through its Places and Pilgrim SDK products, serving retail, advertising, and urban-mobility customers. It is a broad incumbent competing with Roofstreet on enterprise footfall data, with a much larger global panel and cross-vertical reach.
• Mapbox: Mapbox provides mapping, navigation, and location services APIs used by developers and enterprises, including for catchment and movement analytics. It competes with Roofstreet at the platform/API layer rather than on proprietary panel-derived flux data.
• HERE Technologies: HERE offers global location platform services including map data, traffic, and movement analytics used by enterprises, OEMs, and retailers. It competes with Roofstreet on mobility data and isochrone-based analytics as part of a much broader portfolio, often functioning as an upstream data provider.

Regional players

• Mappy: Mappy is a French mapping and route-planning platform with historical strength in French cartography. While its primary use case is consumer navigation, it overlaps with Roofstreet/Smappen in French mapping, isochrone, and trade area analytics and serves as a regional reference point.

Emerging players

• GeoIQ (now part of o9): GeoIQ provided location analytics and trade area tools for retail and enterprise customers in the EMEA region, with overlapping franchise and catchment use cases to Roofstreet's Smappen platform. It is an emerging/niche peer with a similar SMB-to-enterprise motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/roofstreet
• Facebookfacebook.com/roofstreet
• LinkedInlinkedin.com/company/roofstreet

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roofstreet