Face Construction Technologies

What Face Construction Technologies does

Face Construction Technologies, Inc. is a Norfolk, Virginia-based privately held corporation that operates as a wholly-owned subsidiary of The Face® Companies, a diversified technology conglomerate. The company specializes in proprietary construction quality measurement and assessment technologies, with two primary offerings: The Dipstick®, a precision floor flatness and levelness measurement system that evaluates concrete floors using the F-number rating system, and The Golden Trowel® Award, an industry-recognized program that certifies excellence in concrete floor construction. Both product names are registered trademarks, reflecting an established brand presence in the U.S. and Canadian construction quality market.

The company operates a B2B licensing model, generating revenue through royalty-based agreements that allow manufacturers, contractors, and industry partners to use Dipstick® technology and participate in the Golden Trowel® Award program. Customer engagement occurs through dedicated licensing inquiry forms, phone-based sales and support channels (1-800-F-NUMBER for US/Canada, 1-757-624-2121 worldwide), and a corporate website, indicating a consultative, partnership-driven go-to-market approach rather than transactional product sales. Target customers are concrete floor contractors, general contractors, and construction companies requiring standardized, objective third-party verification of floor flatness and levelness specifications.

Face Construction Technologies is one of ten operating subsidiaries under The Face® Companies umbrella, which spans energy harvesting (Evercell™, Spectral®, Lightning®), wireless devices (PulseSwitch™), EMP mitigation (PulseStar®), IoT, automotive, luggage, and building products verticals. The company maintains an R&D partnership with Old Dominion University's Applied Research Center at the Jefferson Lab, with partial funding from Virginia's Center for Innovative Technology, supporting technology development across the broader Face® portfolio. With 12 employees and no disclosed external institutional investment, the company operates as a small, niche specialist within a diversified parent structure.

Name

Face Construction Technologies

Legal name

Face® Construction Technologies, Inc.

Website

https://faceco.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Face Construction Technologies licenses the Dipstick® floor flatness measurement system and the Golden Trowel® Award program to concrete contractors and manufacturers in the U.S. and Canada. It is a wholly-owned subsidiary of The Face® Companies, a diversified Norfolk, Virginia-based technology conglomerate.

Ownership category

akta.pro rank

Product category

Construction Quality Measurement Instruments

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Surface Treatment & Finishing Equipment (Coating, Plating, Deburring, Shot Blasting) (IMAHADAJ)

Keywords

• Floor flatness measurement
• Concrete levelness instruments
• F-number measurement systems
• Construction quality certification
• Concrete floor testing

Headquarters

HQ city

Norfolk

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Technology Licensing: Face Construction Technologies generates revenue through licensing its proprietary technologies, measurement systems, and the Golden Trowel® Award program to manufacturers, contractors, and construction industry stakeholders. The licensing model allows third parties to use Dipstick® technology and participate in the award program.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Face Construction Technologies develops, manufactures, and licenses the Dipstick® — a proprietary precision instrument used to measure floor flatness and floor levelness (F-numbers) on concrete slabs. The company also administers the Golden Trowel® Award, an industry-recognized quality certification program awarded to concrete floor installations that achieve the highest flatness and levelness readings using the Dipstick® system.

Product overview

Face Construction Technologies, Inc. is one of several companies operating under The Face® Companies umbrella. Within this portfolio, Face Construction Technologies offers The Dipstick® and The Golden Trowel® Award. The company operates alongside other Face® entities that develop various energy, electronics, and construction-related technologies including Evercell™, Spectral®, and PulseStar®.

Differentiator

Problem solved

Functional benefit

Brands

• The Dipstick®: Product line under Face Construction Technologies, Inc.
• The Golden Trowel® Award

Products and services

• The Dipstick®
• The Golden Trowel® Award

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Old Dominion University (ODU) Applied Research Center at Jefferson LabcoreStrategic or Co-development PartnerCollaborative R&D partnership with Old Dominion University's Applied Research Center at Jefferson Lab. The partnership focuses on constructing different embodiments of Evergreen® technologies, developing repeatable performance tests, and producing data needed for licensing agreements with manufacturers. R&D efforts are partially funded by Virginia's Center for Innovative Technology to support commercialization of Spectral® technologies.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hilti AG: Global construction tools and measurement equipment company serving concrete and finishing contractors. While Hilti is much broader than Face, it competes for the same contractor wallet on jobsite measurement instruments and is the most credible incumbent that could bundle a flatness-measurement alternative.
• Leica Geosystems (Hexagon): Provider of precision laser scanning, total stations, and floor-flatness measurement tools. Leica's existing flatness/levelness instruments (e.g., the HDS and Disto lines) compete directly with the Dipstick for contractor budget.
• Trimble Inc. Large construction-technology provider whose layout, surveying, and quality-control software overlaps with the construction measurement niche Face serves. Trimble is a broad incumbent with much larger scale, but its focus on digital layout positions it as a long-term competitor or potential acquirer of measurement-IP assets like the Dipstick.
• Topcon Positioning Systems: Provider of positioning, surveying, and construction QA instruments. Topcon's scanner and software offerings increasingly overlap with concrete flatness QA workflows Face Construction Technologies serves.

Direct peers

• Nedo GmbH & Co. KG: European precision measurement instrument manufacturer (lasers, optical levels, digital inclinometers). Nedo serves the same concrete and interior finishing contractors and offers comparable flatness-profiling tooling.
• Stabila Messgeräte: German manufacturer of precision levels and laser measuring tools used in concrete construction. Stabila sells direct to contractors and represents the closest direct competition to Dipstick-style mechanical floor flatness instruments.
• Ziplevel (California Laser): Maker of the ZipLevel altimeter/profiler used for floor flatness surveys and F-number reporting. Ziplevel is one of the few specialists that competes head-on with the Dipstick for concrete flatness measurement work.

Others

• American Concrete Institute (ACI): Standards body that publishes the ACI 117 tolerances and the F-number system that the Dipstick measures. ACI is not a competitor but is the closest ecosystem participant because Face's commercial value depends on adoption of ACI standards by specifiers.
• Allen Face & Company (The Face Companies) — internal reference: The parent conglomerate whose website lists Dipstick as one of several Evergreen-related technologies. Included as context rather than as a competitive peer.

Regional players

• Calculated Industries (Construction Master): Maker of jobsite construction calculators (Construction Master) used by concrete contractors. It addresses an adjacent jobsite-tooling need rather than direct flatness measurement, but competes for the same contractor's tool budget.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/face-construction-technologies

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 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 Face Construction Technologies