# FIXXO — Supply Sourcing Playbook

**Scope** pilot supply acquisition for Herndon, Reston and Seattle. This file documents every source, the query to run on each, and the verification rule that turns a lead into an active partner.
**Companion files** `db/schema.sql` (storage) · `db/partners_herndon_plumbing.csv` (seed) · `WOMEN_PILOT.md` (women-first supply) · `FIXXO_OPS_PLAYBOOK.html` §1 (verification gates).

**The rule that governs everything:** a lead is not supply. A partner is `active` only when licence, identity, insurance and both hard screens pass — verified against the authoritative registry, not a directory listing.

---

## 1 · The two registries that actually matter

Directories list businesses. Registries list *credentials*. Always build from the registry and use directories only to find contact details.

### Virginia — DPOR
| Source | URL | What it returns |
|---|---|---|
| DPOR License Lookup (primary) | https://www.dpor.virginia.gov/LicenseLookup | Every regulated individual and business, with status, class, expiry, disciplinary history |
| DPOR Board for Tradesmen | https://www.dpor.virginia.gov/Boards/Tradesmen | Plumbing, electrical, HVAC and gas-fitting tradesman certifications |
| DPOR Board for Contractors | https://www.dpor.virginia.gov/boards/contractors | Contracting businesses by class (A/B/C), Recovery Fund, complaints |

**Query to run (plumbing, Herndon cluster):** Board for Contractors → Licence Type **Tradesman** → trade **Plumber (Master or Journeyman)** → City `Herndon` (repeat for `Reston`, `Sterling`, `Chantilly`) and zips `20170 · 20171 · 20190 · 20164`. Export names, licence numbers, status and expiry. This bypasses intermediaries and returns the individual licence holder.

**Verification rule (VA):** confirm the *business* class and its Qualifying Individual, **and** each dispatched technician's individual card. Water-heater work is licensed plumbing **at any dollar** (18VAC50-30-10). Never job-split to stay under the $1,000 Class C floor.

### Washington — L&I
| Source | URL | What it returns |
|---|---|---|
| L&I Verify (primary) | https://secure.lni.wa.gov/verify/ | Registration status, bond, insurance verification, workers' comp, citations, bond lawsuits |
| L&I — hiring a contractor | https://lni.wa.gov/licensing-permits/contractors/hiring-a-contractor/verify-contractor-tradesperson-business | How to read the record |
| WA open data (bulk) | https://data.wa.gov | Machine-readable contractor registration feed — the only sanctioned bulk route |
| L&I electrical programme | https://lni.wa.gov/licensing-permits/electrical | Electrical contractor licence + administrator certificates (RCW 19.28) |
| L&I plumbing programme | https://lni.wa.gov/licensing-permits/plumbers | PL01 journey · PL02 residential · PL03 pump & irrigation · PL04 residential service · PL30 backflow (RCW 18.106) |

**Two-lookup trap (WA):** a Contractor Registration is **not** authorisation to do electrical or plumbing work. Electrical needs a firm-level Electrical Contractor licence plus a designated Administrator plus individually certified electricians; plumbing needs an L&I Plumbing Contractor licence plus certified plumbers. Check both registries.

**Bond minimums (from 1 Jul 2024):** general contractor $30,000 · specialty $15,000. Registration is a filing, not an exam — the bond *is* the consumer protection, so verify it is current with no claims.

---

## 2 · Every supplied link, documented

| # | Link | What it is | How Fixxo uses it |
|---|---|---|---|
| 1 | `vesta-plumbing.com` (Google Ads click) | Competitor paid landing page | **Demand-side intel** — the exact search term (`plumber`), broad match, and the page they convert on. Feeds our keyword and objection research, not supply |
| 2 | `allstarpros.com/handyman/home_repair/` (Google Ads click) | National handyman brand, paid landing | Category pricing + messaging reference for handyman |
| 3 | `allamericandrainservices.com` (Google Ads click) | Drain-services brand, paid landing | Drain category pricing reference |
| 4 | https://www.yelp.com/search?cflt=plumbing&find_loc=Herndon%2C+VA+20170 | Yelp plumbing listings, Herndon 20170 | **Contact discovery** — phone numbers and review counts to append to registry records |
| 5 | https://www.dpor.virginia.gov/LicenseLookup | VA DPOR lookup | **Primary VA registry** (§1) |
| 6 | https://www.dpor.virginia.gov/Boards/Tradesmen | VA Tradesmen board | Trade certification source |
| 7 | https://www.thumbtack.com/va/herndon/plumbing | Thumbtack Herndon plumbing directory | **Prospecting pool** — independents already paying for leads are the easiest to convert (§4) |
| 8 | https://www.fairfaxcounty.gov/cregister/ | Fairfax County business register | Local registered trade businesses; commodity filter `plumbing` |
| 9 | https://data.wa.gov | Washington open data | **Bulk WA registry** for Seattle |
| 10 | https://secure.lni.wa.gov/verify/ | WA L&I Verify | **Primary WA registry** (§1) |
| 11 | https://www.wbenc.org/certification/ | WBENC WBE certification | **Women-owned verification** (§5) |
| 12 | https://www.wbenc.org/certification/wosb-certification/ | WBENC → WOSB via third-party certifier | Women-owned federal certification route |
| 13 | https://www.sba.gov/certifications/ | SBA certifications hub | WOSB/EDWOSB programme rules |
| 14 | https://womynowned.com/construction-trades/ | Directory of 1,098 SBA-verified women-owned construction/trades vendors | **Women-owned supply pipeline** (§5) |
| 15 | Google business listings (kgmid links) | The 15 Herndon contractors in §3 | Seeded into `db/partners_herndon_plumbing.csv` |

### 2.1 Full supplied URLs (verbatim, for the record)

```
https://www.vesta-plumbing.com/?utm_term=plumber&utm_campaign=&utm_source=adwords&utm_medium=ppc&hsa_acc=3432825356&hsa_cam=23232384228&hsa_grp=187970142389&hsa_ad=783060947915&hsa_src=g&hsa_tgt=kwd-10128161&hsa_kw=plumber&hsa_mt=b&hsa_net=adwords&hsa_ver=3&gad_source=1&gad_campaignid=23232384228&gbraid=0AAAAADLUvT_Rv7Ad1Zf7rwBr5h5EC08AY&gclid=CjwKCAjwtp7VBhBjEiwAJfpV-x3-Ml3GUDvZmWZSV9XvqnGsxw4ddk9iUZXi0r46lGkkTZVa6KHSbhoCf_cQAvD_BwE
https://allstarpros.com/handyman/home_repair/?locp=9062076&loci=1027163&kw=home+repair+in&var1=20477777735&acct=g_4_&utm_source=google&utm_medium=cpc&utm_network=g&utm_device=c&utm_keyword=home+repair+in&utm_matchtype=b&utm_campaignid=20477777735&utm_adgroupid=173262498228&utm_adid=%7Badid%7D&gad_source=1&gad_campaignid=20477777735&gbraid=0AAAAACYkDasQhHK0qkSEsN9euqc9oxlcx&gclid=CjwKCAjwtp7VBhBjEiwAJfpV-9-jWwWzoHFlunQvIlH-TptxHwyIK7J_HxqmqK16DWnibt7Qn6jRBhoCTQYQAvD_BwE&anonymousId=e6dc27f2-4f49-48a8-a26e-1f6b2918105a&p=home_repair&c=handyman
https://allamericandrainservices.com/?gad_source=1&gad_campaignid=24123353174&gbraid=0AAAAACq2uCPy1_PMKpKRKah9NmN09chGe&gclid=CjwKCAjwtp7VBhBjEiwAJfpV-0NXv5SbghVTYpVXnhjoaXEYW0S68xRSOjmK-cXN2lKYobwg0HfgDxoCzfsQAvD_BwE
https://www.yelp.com/search?cflt=plumbing&find_loc=Herndon%2C+VA+20170
https://www.dpor.virginia.gov/LicenseLookup
https://www.dpor.virginia.gov/Boards/Tradesmen
https://www.thumbtack.com/va/herndon/plumbing
https://www.fairfaxcounty.gov/cregister/
https://data.wa.gov
https://secure.lni.wa.gov/verify/
https://www.wbenc.org/certification/
https://www.wbenc.org/certification/wosb-certification/
https://www.sba.gov/certifications/
https://womynowned.com/construction-trades/
```

> The three Google Ads links are **competitor demand intel** (they arrived with GCLID/`utm_*` click parameters). They are recorded for keyword and pricing research and must never be presented as Fixxo sources.

---

## 3 · Seed: Herndon / Reston plumbing partners (as supplied)

Stored in `db/partners_herndon_plumbing.csv` — 15 businesses across Herndon, Reston, Sterling and Fairfax.

| Business | Base | Phone |
|---|---|---|
| Cardinal Plumbing, Heating & Air | Herndon 20170 | (703) 782-5055 |
| Herndon Plumbing & Heating Inc. | Herndon 20170 | (703) 437-3284 |
| H & S Plumbing | Herndon 20170 | (703) 437-6966 |
| Beltway Sewer & Plumbing Services | Herndon 20170 | (703) 437-6966 / (703) 596-8947 |
| The Honest Plumbing Service | Herndon 20170 | (703) 940-0853 |
| Sirone Plumbing Services | Reston 20190 | (703) 688-9000 |
| Mint Plumbing LLC | Reston 20190 | listing only |
| Daystarr Plumbing | Reston 20190 | (703) 476-0191 |
| P & D Plumbing | Sterling 20164 | (703) 939-4473 |
| Mega Multiservice | Herndon 20171 | (571) 670-6618 |
| JC Plumbing and Drain Cleaning | Herndon dispatch | (800) 983-6777 |
| Happy Drain Guys Plumbing | Fairfax 22030 | (571) 992-7179 |
| Pioneer Plumbers | Herndon dispatch | (703) 508-3088 |
| DB's Plumbing & Drain | Herndon dispatch | (703) 457-8686 |
| Plumbers of America LLC | Northern VA / Herndon | (703) 439-7151 |

**Re-verify before dialing.** H & S and Beltway share a primary number — confirm they are separate entities or treat as one. Toll-free "dispatch" numbers (JC, Plumbers of America) may be franchises or lead brokers — qualify ownership before pitching. Every phone is marked `verified_phone = no` in the CSV.

---

## 4 · Per-category channels

The method is identical for every trade: **registry → licence match → contact append → screen.** Only the credential names change.

| Category | Virginia credential to verify (DPOR) | Washington credential to verify (L&I) | Non-registry pool |
|---|---|---|---|
| **Plumbing** | Tradesman: Master / Journeyman Plumber; business Class A/B/C | Plumbing Contractor licence + PL01/PL02/PL03/PL04/PL30 certificate | Thumbtack / Angi Herndon; Yelp |
| **Water heaters** | Licensed plumbing **at any price** (18VAC50-30-10) | Same as plumbing | Supply houses (Kelleher-type wholesalers) |
| **Drain / sewer** | Tradesman plumber; business class | Plumbing contractor | All American DMS-type local brands |
| **Electrical** | Tradesman: Master / Journeyman Electrician (ELE) | Electrical Contractor licence + Administrator + journeyman certificate (RCW 19.28) | Yelp / Thumbtack |
| **HVAC** | HVA contractor + Master HVAC tradesman (REF for refrigeration) | L&I HVAC/refrigeration specialty registration | Manufacturer dealer locators |
| **Gas fitting** | GFC / LP gas fitter (§54.1-1128) | Plumbing contractor where applicable | — |
| **Appliance repair** | No state trade licence ≤$1,000 (Class C floor §54.1-1103); gas/refrigerant work needs the relevant licence | Contractor registration | **Factory-authorised servicer lists** (Whirlpool, Bosch, LG) — highest quality pool |
| **Handyman** | ≤$1,000 unlicensed cap; never split a job | Contractor registration | All Star Pros-type brands, local |
| **Roofing / gutters** | Class A/B/C contractor | Roofing specialty registration | Storm-season directories |
| **Painting / drywall** | Class C and up | Specialty registration | Local painters' groups |
| **Flooring / tile** | Class C and up | Specialty registration | Retailer installer networks |
| **Locksmith** | DPOR locksmith certification | Registration | — |
| **Tree / arborist** | Verify arborist certification (not a DPOR trade licence) | Registration | ISA-certified arborist directory |

**Where to append contact detail:** county/city business registers (Fairfax `cregister`), the paid-lead directories the pro already uses, and the business's own site. The registry gives legitimacy; the directory gives the phone number.

---

## 5 · Women-owned supply (pilot-critical)

The women-first pilot needs verified women-owned or women-operated partners, not good intentions. Four routes, in order of strength:

1. **WBENC-certified WBE** — https://www.wbenc.org/certification/ — 51% owned, controlled, operated by women; documentation + site visit. The gold standard, recognised by Fortune 500.
2. **SBA WOSB / EDWOSB** — https://www.sba.gov/certifications/ and https://certify.sba.gov — free to certify; four approved third-party certifiers: WBENC, NWBOC, U.S. Women's Chamber of Commerce, El Paso Hispanic Chamber.
3. **State certification** — Virginia's DSBSD (Department of Small Business and Supplier Diversity) and Washington's OMWBE maintain state WBE/MBE directories.
4. **Womyn Owned directory** — https://womynowned.com/construction-trades/ — 1,098 vendors holding an active **WOSB/EDWOSB** in construction and trades, each linked to its SBA Small Business Search profile. This is the fastest available pipeline of women-owned trades businesses.

**Self-attestation is allowed but labelled.** A partner may join as `self_attested` and receive women-first matching immediately; the certification badge appears only after `partner_certifications.verified_at` is set. Never display "women-owned" unverified — that is the same trust failure as a fabricated review.

**Verification rule:** check the certification against the certifying body (WBENC link, SBA Small Business Search, or the state directory) and store `certifier`, `certificate_no`, `expires_at`, `verified_at` in `partner_certifications`. Re-check on expiry (the `v_expiring_credentials` view flags 60 days out).

---

## 6 · Outreach method

- **Channel order:** call → SMS → email → in person. Independents answer the phone; franchise dispatch does not.
- **Lead with their number, not ours.** "You're paying $40–120 a lead on Angi and not every one converts. Fixxo charges nothing to see a job and 15–18% only when it's done and the customer approves."
- **Target the segment:** solopreneurs and 1–3 person crews. National outfits and franchises will not white-label under an aggregator.
- **Zero upfront cost is the hook** — the primary frustration with US lead platforms is paying for leads that never convert.
- **Log everything** in `outreach_activity` so the funnel view (`v_supply_funnel`) shows real conversion per channel.
- Every partner still passes §1 verification. Enthusiasm is not a substitute for a licence.

---

## 7 · Data hygiene

- **One row per legal entity.** DBA in its own column. Never merge two businesses that share a phone without evidence.
- **Licence numbers are unique keys** (`partner_licenses` unique on jurisdiction + authority + number). Re-verification updates `status` and `verified_at`, it does not create a new row.
- **Store what the registry said and when.** `verified_at` plus `evidence_url` (a dated screenshot) is the audit trail. Registries change; our record of what we saw must not.
- **Never store PAN.** Per APP_DATA_MODEL, payment data is Stripe tokens only.
- **Expiry is a gate, not a reminder** — a lapsed licence or COI suspends matching the same day (see the playbook §1.4 ops clock).

---

## 8 · Coverage plan

| Market | Status | Supply target |
|---|---|---|
| Herndon 20170 / 20171 | **pilot** | 50 plumbing partners + 20 women-owned across trades |
| Reston 20190 / 20191 / 20194 | **pilot** | 25 plumbing + 10 women-owned |
| Sterling / Chantilly 20164 / 20151 | adjacent | overflow coverage |
| Seattle 981xx | **scored** | L&I bulk extract first; women-first launch market #3 |

Seattle is deliberately sequenced after the Virginia pilot holds its quality gates — the same depth-before-breadth rule as the playbook. Washington's open-data feed makes the *supply* extract faster, but the trade-certification layers (electrical, plumbing) mean verification is heavier, so budget an extra week in the ops clock.