Varpet B2B — Autonomous Funnel Strategy

The Real Competitive Landscape

Small home service businesses compare software, paid leads, referrals, and digital ads. Varpet focuses on making digital demand measurable from first click to paid job.

ICP Correction: Digital-first local operators

Our first target is the independent small home service business — the 2–10 tech HVAC shop, solo garage door installer, or 3-crew window cleaning company. The problem is not a missing enterprise dashboard. It is knowing which digital lead source, referral link, or in-person handoff became a completed paid job.

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Category 1 — Software / FSM

Field Service Management Tools

ServiceTitan Jobber Housecall Pro FieldEdge Workiz

Buyer questionDo I need a full FSM?

Varpet entry point15% only on paid jobs

A full operations suite can be more than a small shop needs on day one

Digital campaigns still need setup, optimization, and simple action prompts

The local owner wants proof of paid jobs before committing monthly budget

Varpet angle: Start with Plan B, connect measurable digital sources, and upgrade only after real completed-job data supports it.

🎯

Category 2 — Lead Generation Platforms

Pay-Per-Lead Marketplaces

Angi / HomeAdvisor Thumbtack Yelp Ads Bark.com Houzz Pro

Buyer questionWhich leads become revenue?

Varpet measurementLead → job → payment

Leads are shared — you're competing against 3–5 other contractors

Platform owns the customer relationship, not the business

Lead quality drops as price per lead keeps rising

Stop paying = stop getting leads. No compounding value.

⚡ Varpet wins: Builds an owned customer pipeline. No bidding wars. Repeat business from your existing base tracked in one place.

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Research Evidence — Offline Offers

Postcards & Coupon Mailers

Valpak USPS EDDM Money Mailer PostcardMania Neighborly

What the examples proveDemand budget exists

Varpet channel choiceDigital only

Shared examples are competitor research, not a Varpet campaign plan

Varpet prioritizes Google Ads, social, web forms, and referral links

Every digital source should connect to completed-job revenue

Varpet decision: Use these examples to validate demand, then move acquisition into trackable digital campaigns and referral flows.

📺

Category 4 — TV, Radio & Referrals

Traditional Advertising & Word of Mouth

Local TV spots Radio Yard signs Truck wraps Manual referral programs

Local TV (30s, small market)$200–$1,500/spot

TV production (basic)$1,000–$5,000

Monthly TV brand awareness spend$3,000–$15,000

Yard signs + truck wraps$500–$5,000 one-time

TV/radio: brand awareness only — no conversion tracking

Referrals require consistent follow-up that almost never happens systematically

No way to retarget or follow up with viewers who were interested

Works until you stop paying — no compounding effect

⚡ Varpet wins: Turns every completed job into an automatic review request + referral trigger. No manual follow-up. Compounding effect over time.

Real ICP — Who We're Selling To

Three tiers, all within the small home service business universe. Solo operators, small companies, and franchise networks. The model serves all three — and every provider you sign up is also a potential client.

🔁 The Two-Sided Insight — Providers Are Also Clients

A plumbing company on Varpet Plan B dispatches their techs — and also books an electrician through the Varpet client app when they need their shop rewired. A solo handyman takes jobs through Varpet — and hires a painter from Varpet when a client asks for work outside his trade. Every provider you sign up is a potential client. Every client you serve is a potential provider. The faster you grow supply, the faster demand fills. This is the network flywheel.

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Blue Team — Solo Operator

1–2 person shop. Solo plumber, handyman, independent garage door tech. provider_type = 'individual'. Bids directly, paid directly. Plan B 15%/job — zero upfront, earns before paying. Also uses the Varpet client app for trades outside their own.

🔥 Easiest to Onboard

🟢

Green Team — Small Biz

2–8 techs, $300K–$1M/yr. provider_type = 'team'. Company admin dispatches employees. Starts on Plan B (15%/job), upgrades to Plan A ($1,500/mo) when job volume makes the flat rate cheaper. Marketing dashboard is the upsell hook.

🔥 Hottest ICP

🟢🟢

Green Team — Franchise

3–50+ locations. Multi-location company with centralized admin + location-level B2B users. Corporate sees all, each location sees only their own. Plan A only. CaliforniaFix is pilot. account_providers join scales naturally.

🌡 Plan A Entry

📈

The Ready-to-Scale Operator

Already has Jobber or Google Ads running. Hit a growth ceiling. Needs call tracking, review automation, and better reporting without switching everything. Strong Plan A candidate — already understands the value of marketing data.

🔥 Hot

📮

The Digitally Curious Shop

Already getting business from Google, social, referrals, or in-person conversations but unable to connect a lead source to a paid job. Plan B makes a measured digital test easy.

🌡 Warm

🏡

Existing Varpet Client

Already uses Varpet to book home services. Trusts the brand. When they open a small business or start offering a trade skill, they already know how to upgrade to a business account. Fastest path to Plan B — single button, existing profile.

🌡 Organic

⚡ North Star: Client Speed = Revenue

The single metric that drives Varpet revenue is how fast a client gets serviced. More Blue + Green providers in a ZIP = faster match = better client experience = more repeat jobs = more 15% flows.

🟢 Green Team first — onboard B2B companies and their whole team joins automatically via account_providers. One company signup = 5–20 new Green Team providers instantly.
🔵 Blue Team grows organically — solo operators find Varpet through the client app, see jobs available, upgrade to provider. Zero sales required.

The Autonomous Funnel — Plan A & Plan B

Two paths in, zero manual sales required. Plan B removes every barrier to entry. Plan A justifies itself through full-service ROI. Both paths run themselves.

Plan B — Self-Serve

15% per completed job

Zero barrier. Zero monthly fee. Pay only when you earn.

1

Business signs up from landing page

No credit card. No call. Instant access.

2

5-minute onboarding: vertical, service area, tech count

Vertical picker auto-loads relevant demo data

3

Portal goes live with their branding

Connect approved Google Ads, CallRail, GA4, social, and referral sources

4

Stripe Connect captures 15% per completed job

No job, no charge. Fully automatic.

5

Plan A recommendation after real revenue data

Trigger savings language only when Plan B fees exceed $1,500/month.

Plan A — Full Service

$1,500 /mo flat

Unlimited jobs. Full dashboard. White-glove setup.

1

Demo request or comparison page CTA

Vertical-specific landing page captures intent

2

Interactive demo — no login required

Pick vertical, see real mock data for their trade

3

Calendly-style booking — 20-minute setup call

Or skip call: credit card → instant access

4

Varpet completes full integration setup

CallRail, Google Ads, GA4, Metricool — all wired

5

Monthly ROI report delivered automatically

Shows digital source-to-job revenue and cost-per-booked-job.

🔁 The Upgrade Flywheel

Plan B users can learn from real revenue attribution immediately. At $10,000/mo in completed jobs, 15% equals the $1,500 Plan A fee. Above that point, the automatic message can truthfully show flat-fee savings; below it, Plan A is offered only for added managed-marketing value.

🌀 The Two-Sided Network Flywheel

🏢

B2B Provider Signs Up

Company + employees join at 15%/job (Plan B)

📱

Provider Uses Client App

Books services from other Varpet providers — becomes a paying client too

📈

More Supply + Demand

More providers → faster service → better client experience → more jobs

💰

Revenue Compounds

15% flows from every job — both directions. Network value grows with every signup.

A solo electrician on Plan B takes 8 jobs/month through Varpet and books a plumber from Varpet when his client needs pipe work. He's generating revenue AND spending revenue — on the same platform. The more providers you sign, the more clients you have. The more clients, the more jobs available for providers. Both sides reinforce each other automatically.

Demo Mode — Interactive, No Login Required

Highest-leverage build. A prospect can experience the full portal with realistic data for their exact trade before signing up for anything. Click a vertical below.

❄️

HVAC

Avg job: $385 · 22 calls/mo

🔧

Plumbing

Avg job: $290 · 31 calls/mo

⚡

Electrical

Avg job: $420 · 18 calls/mo

🚪

Garage Door

Avg job: $245 · 28 calls/mo

🪟

Windows / Gutters

Avg job: $320 · 19 calls/mo

🖌️

Painting

Avg job: $1,200 · 12 calls/mo

📊 HVAC Sample — Houston Metro (Demo Data)

DEMO MODE

22

Inbound Calls (30 days)

↑ 14% vs last month

$8,470

Attributed Revenue

↑ 22% vs last month

4.7★

Avg Google Rating

18 new reviews this month

$385

Cost per Booked Job

vs $480 on Angi

🛠 Build Spec: Demo Mode

Vertical picker (card click) → loads mock JSON dataset per trade → renders full portal metrics with "DEMO" watermark → sticky bottom CTA: "Start Free — Plan B" or "Book Setup Call — Plan A". No login, no email required to see the demo. The goal is to let them feel the product ROI before the ask.

Autonomous Email Nurture — 5-Touch Sequence

Triggered on Plan B signup. Runs automatically via your email platform. Converts the sceptic, educates the evaluator, and reactivates the ghost — no manual sends.

1

Day 0 — Immediate on signup

Your Varpet dashboard is live ✓

Here's how to connect your first integration in under 5 minutes. (CallRail or Google Ads first — your choice.)

Goal: First activation

2

Day 3 — If no integration connected

Which lead source produced a paid job last week?

Connect one digital source and start measuring inquiries against booked and completed work.

Goal: Reframe pain + push activation

3

Day 7 — Educational

What your first 30 days of source-to-job reporting can reveal

See how calls, forms, social clicks, and referral links can be measured against booked and paid jobs. Two-minute read.

Goal: Social proof + vertical case study

4

Day 21 — Upgrade trigger (if $1,500+ in fees paid)

You paid us $[FEE] this month — here's the math on switching

Plan B made sense when you were getting started. But at your current volume, Plan A at $1,500 flat means you'd have kept $[DELTA] extra last month.

Goal: Plan A upgrade conversion

5

Day 45 — Re-engagement (if inactive)

Still there? Your dashboard is collecting dust.

Your competitors in [City] are tracking every call. You're not. 15 minutes this week is all it takes — here's a pre-filled setup for [Vertical].

Goal: Reactivation

Vertical Landing Pages

Each page speaks directly to one trade and the digital lead sources it can measure from click or referral to paid job.

varpet.com/hvac

HVAC Marketing Intelligence

"See which calls came from Google, social, or referrals — in one dashboard."

varpet.com/plumbing

Plumbing Business Growth

"Stop paying $80/lead on Thumbtack. Track which channel actually books jobs."

varpet.com/garage-door

Garage Door Marketing ROI

"Which digital campaign became an installed garage door? Let's find out."

varpet.com/windows

Window & Gutter Cleaning Growth

"Track every seasonal campaign from first call to completed job."

varpet.com/painting

Painting Contractor Intelligence

"Know which jobs came from yard signs, referrals, or Facebook Ads."

varpet.com/auto-body

Auto Body & Detailing

"Connect your shop's Google profile to a full marketing dashboard in 5 minutes."

AI Agent Layer — Actionable Automation

Varpet's goal is to connect consented lead, job, and payment events so small service businesses receive useful next actions without configuring a complex analytics system.

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Phase 2C · Customer Agent

Client-Facing Support

→New leads: inbound call/SMS via Twilio tracking number
→Returning clients: in-app chat widget (session ID, no phone cost)
→Answers booking questions, confirms job status, handles complaints
→Never contacts provider directly — escalates to Admin Agent

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Phase 2B · Provider Agent

Worker-Facing Support

→All interaction in the worker mobile app (in-app chat)
→Answers: schedule, job details, payment status, how-to
→Identified by Supabase session user_profiles.id — zero Twilio cost
→Never contacts client directly — relays via Admin Agent only

🛡️

Phase 2A · Admin Orchestrator

Central Intelligence

→Routes messages between Customer and Provider agents
→Manages Stripe payout-release triggers + dispute escalation
→Alerts B2B admin when job needs human review
→Built first — it's the backbone the other two plug into

💬 What it looks like in-app

        [Worker app] "What time is my next job?"

        [Provider Agent] "Tue 10am — 123 Oak St, HVAC install"

        [Client app] "Is my tech on the way?"

        [Customer Agent] "Yes — 12 min away, arriving by 10:15am"

        [Admin panel] "How many jobs pending review?"

        [Admin Agent] "3 jobs flagged — 2 payment disputes, 1 incomplete"

📊 Why This Wins

✓

Cost

~$0.002/question via Claude Haiku. 1,000 daily interactions = $2/day.

✓

Speed

Instant answers 24/7 — no dispatcher, no hold time, no missed call.

✓

Differentiator

A small-business entry plan that combines managed digital demand, job completion, and clear next actions.

✓

Training Loop

Every interaction logged in job_comms. The more jobs, the smarter the agent gets.

Strategic Thesis — Digital Demand to Paid Job

Varpet is built for small service businesses that want both measurable digital growth and a practical job workflow. The defensible asset is consented, reliable source-to-job outcome data that improves reporting and recommendations over time.

Build Sequence — Shortest Path to Revenue

Three phases. Build in order. Each phase unlocks the next revenue motion. Phase 1 alone can close the first paying business.

Phase 1 — Foundation (Weeks 1–2)

The Self-Serve Engine

Plan B signup flow (no CC, instant access)
Vertical picker onboarding (5 trades)
Demo mode with mock data per vertical
Stripe Connect integration (15% capture)
Basic portal with CallRail connection
Welcome email + Day 3 follow-up trigger

⏱ Target: 2 weeks → first Plan B business live

Phase 2 — Intelligence (Weeks 3–4)

The Marketing Dashboard

GA4 sync edge function (sync-ga4)
Metricool sync (fix blogId + X-Mc-Auth header)
Google Ads sync (sync-google-ads)
Marketing scorecard + channel attribution view
Full 5-email nurture sequence (automated)
Plan A upgrade trigger at fee threshold

⏱ Target: 4 weeks → Plan A pitch fully automated

Phase 3 — Scale (Weeks 5–8)

The Growth Layer

6 vertical landing pages (SEO-optimized)
Review automation (post-job SMS trigger)
Monthly ROI report (PDF auto-generated)
Compare page SEO: "Varpet vs Angi" etc.
Franchise multi-location dashboard (Plan A+)
Business referral program (B2B word of mouth)

⏱ Target: 8 weeks → 10 businesses, $15K MRR run rate

Key Insight from the Shared Mail Examples

The scanned coupons and postcards are competitive evidence only: home service brands already invest in local demand. Varpet's execution strategy is digital-first: Google Ads, social, website forms, referral links, and in-person QR handoff links connected to paid-job results.

The Varpet B2B Autonomous Machine