What's in this document

This prospectus covers everything you need to know to evaluate whether the Pop & Go Licensee Program is right for you. 10-minute read.

Why this program exists

Rafael Torres built Pop & Go Rooter into one of San Diego and Phoenix's most trusted plumbing brands — 3,500+ 5-star reviews, 4.9 average rating, and 25+ years of family-owned service.

Along the way, he saw a pattern in the plumbing industry that broke his heart. Talented plumbers — the ones who actually give a damn about the customer, the trade, and doing quality work — were stuck.

Either they worked for a chain that treated them like a number, or they started their own shop and got crushed by marketing, admin, and cash flow. Great plumbers, bad businesses.

What Pop & Go Licensee solves

The Pop & Go Licensee Program gives experienced plumbers a proven business system to plug into. You keep your independence, your ownership, and your bank account. You get the brand, the marketing, the systems, and the support to grow faster than you could alone.

Why plumbing, why now

The residential + light commercial plumbing market in the US is $130B+ per year and growing 5% annually. Skilled trades are the most underserved category in franchising because most franchise systems focus on food service or retail.

Meanwhile, homeowners increasingly want to work with local, family-owned businesses — and they want the reliability of a professional brand. That's the gap Pop & Go fills. National brand, local operator, real relationships.

Included in your license

Your license fee covers the full package below. Nothing is charged à la carte — this is what every Pop & Go licensee gets on day one.

🚛 Startup Assets

• Branded vehicle wrap for one work truck (professional install, ~$3,500 value)
• Startup kit — uniforms, branded business cards, brand asset library, welcome packet
• Local launch marketing campaign — first 30 days of Google Ads spend up to $3,000
• Google Business Profile setup + optimization — professional configuration + first review generation campaign
• Personal business phone number — with call routing and voicemail transcription

💻 Technology Stack

• Pop & Go CRM — customer database, service history, follow-ups (built on GHL)
• National Lead System — every call generated by HQ marketing in your territory routes to your phone
• Dispatch + scheduling system — book jobs, manage crew, track completion
• Invoicing + payment processing — Stripe integration, automatic receipts
• Priority Property Program access — enrol your customers in the recurring membership program (revenue share to you)

📚 Playbook + Training

• Complete Operations Playbook — SOPs for every part of running a Pop & Go location
• Pricing Guide — what to charge for every service, based on 25+ years of real data
• Customer Service Scripts — call intake, upsell, complaint handling
• 2-week Onboarding Training — in-person or remote, your choice
• Licensee Academy access — ongoing training modules, always growing

Ongoing support & growth

Beyond the startup package, your monthly royalty + marketing fund contribution covers the following ongoing benefits — the value that grows with the brand.

📢 National Marketing Machine

• National brand marketing — funded by the marketing fund pool, allocated to campaigns benefiting all licensees
• Google Ads at scale — HQ manages master account, routes leads to correct territories
• SEO content library — blogs, guides, and location pages driving organic traffic
• Social media templates — plug-and-play Instagram, Facebook, Google Business posts
• Annual national PR push — earned media coverage benefiting the brand

🎓 Continuous Training + Coaching

• Quarterly Growth Summits — 2-day training + networking events (4x per year)
• Monthly Group Coaching Calls — hosted by Rafael + HQ team, all licensees welcome
• Financial + Business Coaching — quarterly 1:1 review of your P&L with HQ
• Peer Network — private Slack + Facebook Group for licensee-to-licensee support
• Annual Convention — 3-day gathering of all licensees for training + celebration

🛠️ Operational Support

• Support Hotline — M-F 6am-6pm PT, real humans, real answers
• Tech Stack Maintenance — HQ handles CRM, dispatch, phone system updates
• Legal + Compliance Guidance — templates + resources for licensing, insurance, HR
• Vendor Discounts — negotiated pricing with major suppliers (Ferguson, HD Pro, etc.)
• Emergency Escalation Line — direct line to Rafael for critical issues

What it costs, what you keep

Straightforward economics. No hidden fees, no surprise charges, no revenue targets you have to hit or lose your license.

Fee Structure

Startup Investment Estimate

Beyond the license fee, expect these one-time startup costs:

• Work truck (if you don't have one): $30K-60K
• Tools + equipment: $5K-15K
• State licensing + insurance setup: $2K-5K
• Working capital reserve (3 months operating expenses): $15K-30K

Total realistic startup investment (including license fee): $85K-145K

Year 1 licensee projections

Below are conservative revenue projections based on Rafael's actual first-year data from his own Pop & Go location, adjusted for average metro market conditions.

Conservative Year 1 Projection

What licensee net becomes

From the ~$226K “licensee net,” you pay:

• Cost of goods (parts, materials): typically 20-25% of revenue = ~$60K
• Labor (if you hire crew): variable
• Truck expenses (fuel, maintenance): $5-8K/yr
• Insurance + admin: $6-10K/yr
• License-required software + subscriptions: covered by royalty

Realistic owner take-home in Year 1 as a solo operator: $95K-135K.

Realistic owner take-home in Year 2 with 1 additional tech hired: $145K-190K.

Realistic owner take-home in Year 3 with 2-3 techs: $200K-320K.

How exclusivity works

Every licensee gets an exclusive 5-mile radius from a home base address they designate. Within that radius:

• No other Pop & Go licensee can operate
• All national leads generated in the area route to your phone
• Your Google Business Profile owns local search
• HQ marketing spend attributes to your territory's conversions

Why 5-mile radius (not zip codes)

We considered zip code exclusivity and county-level territories. Both create problems:

• Zip codes are gameable — licensees pick the wealthiest ones and skip the rest
• County-level is too large — one licensee monopolizes a metro that should support several

5-mile radius matches how customers actually search (“plumber near me”), scales cleanly across urban and suburban markets, and is fair to both HQ and licensees.

Overlapping territories protocol

In dense metros, adjacent 5-mile radii will overlap. When they do:

Second territory rights

After 24 months in good standing at $40K+/mo average revenue, you can apply for a second territory at 50% off the standard fee ($17,500). Great for licensees who want to expand into adjacent markets or run multiple locations.

Who thrives in this program

This program is designed for a specific type of person. If this sounds like you, keep reading. If it doesn't, this probably isn't your fit — and that's ok.

You're a great fit if...

• You're a licensed plumber with 5-15 years experience in the trade
• You either work for someone else and are tired of it, OR run a small solo shop that's stuck
• You have $50K+ liquid capital plus access to working capital reserves
• Your credit is 680+ and you can qualify for standard business insurance
• You're coachable — willing to follow a proven system instead of doing everything “your way”
• You're family-oriented and motivated to build something long-term
• You want to own a real business without starting from zero

This is NOT for you if...

• You're a career-changing entrepreneur with no plumbing experience
• You're looking for passive investment — this is an owner-operator model
• You have less than 5 years of licensed plumbing experience
• You're under-capitalized (less than $50K liquid)
• You're resistant to following proven systems and standards
• You've had multiple job changes in the last 3 years (stability matters)
• You have a track record of burning through prior franchise relationships

Your first 90 days

From the day you sign your license agreement to the day you take your first Pop & Go branded service call.

Days 1-14 · Onboarding Foundation

• Legal paperwork finalized · payment processed · territory locked
• Truck wrap ordered and scheduled for install
• Startup kit shipped to your address
• Google Business Profile setup + first review generation campaign begins
• Local phone number provisioned + tested
• CRM account created + configured
• Local launch marketing campaign scheduled to fire on Day 15

Days 15-28 · 2-Week Training Academy

• Choose remote (Zoom-based) or in-person (San Diego)
• Week 1: Operations Playbook mastery, pricing guide, customer service scripts
• Week 2: CRM training, dispatch software, marketing calendar, financial management
• Certification exam at end of Week 2 — you must pass to launch
• Direct access to Rafael during training + first 30 days post-launch

Days 29-60 · Soft Launch

• Truck wrap installed · uniforms delivered · brand assets in place
• Your first service call — likely a friend, family, or existing customer
• Google Ads campaign live in your territory
• Weekly 1:1 check-ins with your assigned Licensee Success Manager
• Iterate on pricing + operations based on real-world feedback

Days 61-90 · Full Operations

• Full service schedule filled from ads + local marketing
• Priority Program enrollment opens in your territory
• Your first month of “normal” operations completes
• Quarterly review with HQ to set 90-day forward plan

First 5 spots · 30% off · locked forever

We're opening our first 5 licensee spots at a special Founding rate. In exchange for helping us prove and refine the program, Founding Licensees get:

What Founding Licensees pay

Extras included for Founding Licensees

• Personal onboarding week with Rafael in San Diego (travel + hotel covered)
• Direct Slack/text access to Rafael for 12 months
• Quarterly 1:1 strategy calls with HQ leadership
• Founding Licensee designation used in national marketing
• Priority spot in Licensee Growth Summit + Annual Convention

What we ask in return

• Case study rights (financials + operational data)
• Testimonial video at 6-month + 12-month marks
• 2 qualified referrals per year to other prospective licensees
• Quarterly feedback call to help us improve the playbook
• Public commitment to be a “Founding Licensee” in marketing

The 5-step application process

From your first call to signing your license agreement, expect 4-8 weeks. This isn't a fast process on purpose — we're both making a decision that will define our next 10 years.