VARPET B2B — Strategy Brief

Tech platform + lead generation.
One subscription. Full control.

A two-sided marketplace that gives home service franchise networks both the software to manage workers and dispatch jobs, and the marketing engine to generate the leads — for a flat monthly fee. Varpet controls the matching. Companies pay to be in the network.

StatusStrategy locked · Build ready

PilotCaliforniaFix · Auto Body · ZIP 90210

ModelSaaS · No profit sharing

PhaseWeb first · Mobile next

01 — The Concept

One platform. Two things competitors charge separately for.

ServiceTitan

Dispatch tech only
$150–500/location/mo

Angi / HomeAdvisor

Lead gen only
$15–100/lead, no accountability

VARPET PARTNER

Both · $1,500/mo flat
Full attribution · AI-matched

02 — Platform Architecture

4 portals. One connected system.

Layer 1
Jay only

MASTER ADMIN PANEL

All accounts · all marketing · all jobs · all providers · full financials · god mode

↓

Layer 2
Franchise

B2B SUB-ADMIN PANEL

Each franchise company manages their own workers, jobs, and sees their marketing dashboard — Google Ads, CallRail, website leads, social

↓ ↓

Layer 3
Workers

Web now · Mobile later

WORKER WEB APP

Receives leads + messages · accepts jobs · uploads photos · completes and signs off

↓

Consumer requests
flow in as job leads

Consumer-facing

VARPET CLIENT PORTAL

Customer requests service by city · AI matches best available provider by location + trust score · Varpet controls the match

Key principle: The customer never selects a company directly — Varpet's AI assigns the best available provider. This means companies cannot bypass the platform to go direct. Varpet owns the consumer relationship.

03 — Pricing Model

Two plans. No profit sharing. Pure SaaS.

Plan A — Flat Fee

Full service · Varpet markets for you

$1,500

/mo

Google Ads managed by Varpet — spend, leads, CPL all tracked

CallRail dedicated number — every call linked to a job

Website lead forms → auto-create jobs in platform

Metricool social tracking — reach, engagement, link clicks

Full marketing dashboard — cost per lead, cost per job, full funnel

Priority placement in AI lead matching

Worker dispatch · Escrow · SMS log · Trust scoring

Best for: accounts ready to scale with guaranteed lead volume

Plan B — 15% Per Job

Platform access only · No monthly commitment

15%

/completed job

No marketing managed — join the platform and receive leads

AI-matched leads from Varpet Client portal (consumer requests)

B2B sub-admin panel — manage workers, jobs, team

Worker web app — leads + messages + job completion

Escrow + payment protection + trust scoring

No upfront cost — 15% deducted automatically on job completion via Stripe

Natural upsell path to Plan A as job volume grows

Best for: new accounts, low barrier to join, fast network growth

💡 Growth strategy: 15% per job removes every barrier to joining — zero upfront cost, accounts only pay when they earn. Get companies on the platform fast, then upsell to Plan A once job volume makes $1,500/mo the cheaper option. More accounts = more city coverage = better service = more consumers = more leads to distribute.

04 — Growth Model

The flywheel. Scale creates better service.

More Accounts Join

15% per job = zero upfront. Any company, any city.

→

More City Coverage

More providers in more ZIPs = AI can always match a lead.

Higher MRR

More accounts upgrade to flat fee. Varpet reinvests in marketing.

↑ ↓

Faster Service

Consumer gets matched quickly. Better experience.

More Leads Flow In

More consumer requests = more jobs distributed to accounts.

←

More Consumers Use It

Good service = word of mouth = more people request on Varpet.

The moat: Companies stay because leaving means losing leads. Consumers return because the service is reliable and fast. Varpet earns on both sides — subscription from companies, trust from consumers — without sharing profit on any job.

05 — Marketing Stack

What each Flat Fee account gets — fully integrated into their dashboard.

📣

Google Ads

Spend · Impressions
Clicks · CTR
Leads · CPL
Campaign performance

📞

CallRail

Dedicated number
Calls · Answered/Missed
Duration · Recording
Call → Job attribution

🌐

Website Leads

Form submissions
Sessions · Bounce rate
Auto-create job from form
Lead → Job conversion

LEAD FLOW:

Ad / Call / Form

→

Lead captured

→

Job created in platform

→

AI matches provider

→

Worker assigned

→

Escrow held

→

Sign-off → Paid

06 — Competitive Positioning

Why franchises pay. What the alternatives can't do.

Feature	Angi / HomeAdvisor	ServiceTitan	Varpet Partner ✓
Lead generation	✓ Yes	✗ No	✓ Yes (managed)
Worker / job dispatch	✗ No	✓ Yes	✓ Yes
Lead → job attribution	✗ No	✗ No	✓ Full funnel
AI-based provider matching	✗ No	✗ No	✓ Location + trust score
Trust score system	✗ No	✗ No	✓ 7-component composite
Escrow / payment protection	✗ No	✗ No	✓ Stripe Connect
Consumer marketplace	✓ Yes	✗ No	✓ Yes (Varpet Client)
Multi-location dashboard	✗ No	✓ Yes	✓ Yes
Predictable monthly cost	✗ Variable per lead	Partial	✓ $1,500 flat or 15% per job
Profit sharing required	✗ Yes (referral fees)	✗ Yes	✓ No — pure SaaS

07 — Revenue Model

SaaS math. Pure margin at scale.

Accounts

$7,500 MRR

$90K ARR

Accounts

$15,000 MRR

$180K ARR

Accounts

$37,500 MRR

$450K ARR

Accounts

$75,000 MRR

$900K ARR

Platform fixed cost: ~$121/mo (Supabase + Cloudflare + Sentry) CAC: $0 currently — inbound + outbound (Apollo + Instantly) Existing asset: 4,795 workers · 47K orders · $1.4M GMV already live on varpet.com

08 — Build Sequence

What gets built. In what order.

Wireframe → Team Review → Spec

HTML prototype done (3 role views + marketing). Present to Grigori. Confirm scope and engineering estimate. ✅ Done

Now

Supabase Schema + RLS Policies

providers · clients · b2b_accounts · jobs · invoices · notifications · user_profiles — all with row-level security. SQL file ready.

4 Portals — Web Build

Master Admin · B2B Sub-Admin · Worker Web App · Varpet Client Portal. Cloudflare Pages deploy. Spec files ready.

Phase 1

Marketing Integrations

Google Ads API · CallRail API · Website lead webhooks · Metricool API. Dashboard live per account. Flat Fee plan activates.

Phase 2

CaliforniaFix Pilot — 90 Days

Auto Body · ZIP 90210 · $1,500/mo + $500 ad spend. Target: 15 jobs/mo · <$50 CPL · >70% lead→job rate. Template for next 4 accounts.

Phase 2

Worker Mobile App + Armenia Dev Team Scale

PWA → native mobile. Connect to existing varpet.com worker pool via API. VOICEN integration (worker speaks natively → English output).

Phase 3