Consumers HATE contractors. They've had terrible experiences. The only place to find anything out about contractors is Angies list, which is basically biased customer sat reviews.
What if there was a way to get data on large numbers of jobs? Numbers that allow contractors to be ranked on various metrics. Metrics that are not just customer sat but close proxies for quality and ability to deliver on promise.
What if that list could also assist contractors uncover and address weaknesses in their businesses, and brag about strengths? If this list, or REGISTRY, helped them express their ability to deliver higher quality and explain why they might have a higher price?
What if the registry helped customers see that the contractors interests were ALIGNED with theirs? Getting the best job was paramount rather than cutting corners, because this job's results help determine where they are in the ranking?