The Hole Deal

What The Hole Deal does

The Hole Deal, Inc. is a privately held underground utility installation contractor founded in 2005 and headquartered in Goodfield, Illinois. The company delivers two core services: directional boring (horizontal directional drilling) for trenchless installation of fiber optic cables, water lines, electrical conduits, and gas lines, and cable plowing for efficient single-pass cable burial in open or rural terrain. Equipment includes directional drilling machinery with electronic drill-head locating systems that transmit real-time depth, location, pitch, and direction data to an above-ground receiver, enabling bores up to 1,500+ feet in a single run (typically 750+ feet per day in favorable soil), up to 50 feet deep, and diameters of 2-12 inches. A third, ancillary offering is geothermal loop installation.

The company serves a mix of contractors, businesses, municipalities, utility companies, and residential homeowners across the Midwest, with named enterprise customers including Metronet (designated primary boring contractor for Central Illinois city-wide fiber build-outs) and Design-Air Heating & A/C. Pricing is quote-based, customized to project parameters such as ground conditions, bore distance, depth, and pipe diameter, and customers are acquired through direct outreach (website quote form and phone), Google reviews, and word-of-mouth referrals rather than formal sales channels. Leadership consists of co-founder and President/Owner Sam Wettstein, who has been in the underground industry since youth, and Accounting/Human Resources lead Casey Dorn, who joined in 2019.

The business operates as a regional services franchise with no external funding, no parent company, no subsidiaries, and no disclosed revenue. Marketing presence is limited to the company website, a Facebook page, and Google Business reviews (26 reviews, rated "Excellent"). A vendor relationship with Mavidea supports web design, development, and SEO. The competitive proposition rests on 20 years of regional operating experience, trenchless-installation equipment capabilities that minimize surface disruption versus open-cut trenching, and word-of-mouth reputation in the Midwest market.

Name

The Hole Deal

Legal name

The Hole Deal, Inc.

Website

https://theholedealinc.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

The Hole Deal is a privately held Central Illinois underground utility contractor founded in 2005, delivering directional boring and cable plowing services for fiber, water, electrical, and gas installations to contractors, utilities, municipalities, and residential customers across the Midwest.

Ownership category

akta.pro rank

Product category

Underground Utility Installation Services

NAICS

Utility System Construction (2371), Power and Communication Line and Related Structures Construction (237130), Water and Sewer Line and Related Structures Construction (23711)

SIC

Water, Sewer, Pipeline, Comm & Power Line Construction (1623), Heavy Construction Other Than Bldg Const - Contractors (1600)

akta.pro primary industry

Cable Installation & Construction Services (trenching, duct banks, HDD, pulling, cable laying) (EUADADAI)

akta.pro secondary industry

Underground Gas Line Trenching & Sleeving (HSAOAKAI)

Headquarters

HQ city

Goodfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Others

Revenue model

1. Directional Boring Services: Professional directional boring/horizontal directional drilling services for installing underground pipes, cables, conduits, and utilities including fiber optic cables, water lines, and electrical conduits.
2. Cable Plow Services: Cable plowing services for efficient installation of conduit or cables in open or rural areas, using advanced plowing equipment to quickly and accurately bury cables.
3. Geothermal Loop Installation: Installation services for geothermal loop systems as shown in career materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Hole Deal provides directional boring (horizontal directional drilling) and cable plowing services for installing underground utilities such as fiber optic cables, water lines, electrical conduits, and gas lines. The company uses specialized drilling machinery with electronic locating equipment to bore precise paths up to 1500+ ft in a single bore and up to 50 ft deep, and plowing equipment for single-pass cable burial in open or rural areas. Services are delivered on a project-quoted basis to contractors, businesses, municipalities, utility companies, and residential homeowners across the Midwest.

Product overview

The Hole Deal offers two core underground utility installation services: Directional Boring and Cable Plow. Directional Boring is a trenchless method using horizontal directional drilling to install pipes, cables, and conduits underground with minimal ground disturbance. Cable Plow is a faster, more cost-effective method for installing utilities in open or rural areas, completing installations in a single pass. Both services work together to provide comprehensive underground solutions for various project requirements across Central Illinois.

Differentiator

Problem solved

Functional benefit

Products and services

• Directional Boring Horizontal directional drilling (HDD) service that installs underground utilities—including fiber optic cables, water lines, electrical conduits, and gas lines—with minimal surface disruption. Uses specialized directional drilling machinery with electronic locating equipment to create precise bore paths under obstacles such as buildings, roads, ponds, streams, and railroads, with capability up to 1500+ ft per single bore and up to 50 ft deep.
• Cable Plow Cable plowing service for efficient installation of conduit or cables in open or rural areas. Uses advanced plowing equipment to quickly and accurately bury cables in a single pass, reducing environmental impact and ground restoration work versus traditional trenching.
• Geothermal Loop Installation Installation services for geothermal loop systems, leveraging the company's directional boring capabilities to install underground loops for geothermal heating and cooling applications.

Quantifiable outcome

• Bores up to 1500+ ft in single bore
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• MavideaminorOthersMavidea provides web design, development, and SEO services for The Hole Deal's website. Credits appear in website footer indicating this is an ongoing vendor relationship for digital marketing and web presence maintenance.

Scale indicators6 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Quanta Services: Largest pure-play utility construction contractor in North America, providing HDD, pipeline, and electric infrastructure services. Encompasses the same end markets (telecom, gas, electric utilities) as The Hole Deal at dramatically larger scale and public-company scope.
• Mears Group: Quanta Services subsidiary providing pipeline construction, HDD, and gas distribution services to utilities and municipalities nationwide. Overlaps with The Hole Deal on directional boring for utility installation, but operates at enterprise scale with broader service lines.
• Miller Pipeline: Utility infrastructure contractor specializing in gas distribution, water/wastewater, and HDD/boring services for municipalities and utilities. Comparable in trenchless installation services, though materially larger and serving a national footprint.
• Badger Daylighting: Publicly traded North American hydrovac and non-destructive excavation services provider. Operates a much larger fleet across the U.S. and Canada, but overlaps with The Hole Deal in trenchless underground utility installation for contractors, utilities, and municipalities.
• Team Fishel: Midwest-headquartered utility construction contractor offering directional boring, cable plowing, and fiber buildout services to telecom and utility customers. The Hole Deal's geographic peer in the Midwest, with overlapping telecom and utility customers.

Others

• Vermeer Corporation: Manufacturer of horizontal directional drilling rigs, trenchers, and cable plows used by underground utility contractors. Provides the type of equipment The Hole Deal operates, making it a key supplier/ecosystem participant rather than a direct competitor.
• Digital Control Incorporated (DCI): Leading manufacturer of electronic locating/tracking systems used in horizontal directional drilling. Comparable to the locating technology The Hole Deal highlights as a feature of its boring service, making DCI an enabling supplier in the HDD value chain.

Direct peers

• Laney Directional Drilling: Specialty HDD contractor performing horizontal directional drilling for utility and pipeline installations across the U.S. Closely comparable service offering, customer base, and equipment footprint to The Hole Deal, though operating at larger scale and broader geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheHoleDeal
• LinkedInlinkedin.com/company/the-hole-deal-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 The Hole Deal