DOZR is one of those startup ideas that makes you wonder how no one has done this before.

The idea, dreamed up by founder and CEO Kevin Forestell, is incredibly simple: an online marketplace that lets contractors rent equipment to each other. Forestell was a contractor with a 10-year-old business when he realized he owned a lot of equipment that spent most of its time sitting idle in a yard, losing money. He started renting his gear out to others and the idea snowballed.

A sharing-economy play, DOZR lets contractors get value from underused equipment while renting gear they don’t own for cheap. Underpinned by a custom insurance product Forestell negotiated with a major provider at Communitech’s Insurance Disrupted event, DOZR has all the right pieces in place to scale significantly.