The School of Entrepreneurship

What The School of Entrepreneurship does

The School of Entrepreneurship (SOE) is an online subscription coaching and training platform serving owners of home improvement, repair, and replacement contracting businesses in the United States. Founded in 2017 by Larry Janesky as the coaching and training division of Contractor Nation, SOE delivers leadership development, business systems, and personal growth curriculum to contractors across HVAC, roofing, basement waterproofing, crawl space, remodeling, and plumbing verticals. The program covers functional areas spanning marketing, call center operations, sales, production, accounting, recruiting, and management, and includes team-wide accountability components. Customers are exclusively small-business contractor owners; the company has cumulatively coached over 1,000 contractors since inception.

The product is delivered through a web portal at app.thesoe.com and native iOS and Android applications. The technology stack is centered on video-led training content, an interactive goal-tracking system, printable exercises, a persistent content library that remains accessible after subscription cancellation, and an SOE Radio audio playlist feature for on-the-go listening. The underlying architecture is a conventional online course platform with no APIs, SDKs, or proprietary integrations disclosed beyond Google Analytics for advertising remarketing. A companion daily email publication, Think Daily, reaches over 55,000 subscribers each morning and functions as the primary top-of-funnel awareness asset.

Revenue is generated through annual subscription fees for the training and coaching program; pricing is not publicly listed and is quoted via direct phone contact with Bob Showers (814-441-3800). Customer acquisition blends a community-led, referral-driven approach — leveraging founder reputation, YouTube testimonials, and the Think Daily publication — with a sales-led inside-sales motion and a freemium free trial funnel. The business is bootstrapped and founder-owned, with no venture capital, institutional investors, public listing, or M&A activity disclosed.

Name

The School of Entrepreneurship

Legal name

The School of Entrepreneurship

Website

https://thesoe.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The School of Entrepreneurship is an online subscription coaching and training platform that delivers leadership, business systems, and personal development curriculum to owners of home improvement contracting businesses in the United States, founded in 2017 as the training arm of Contractor Nation.

Ownership category

akta.pro rank

Product category

Business Coaching Services

NAICS

Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Leadership, Management & Teamwork for Business (EDAMAHAI)

akta.pro secondary industries

Marketing, Branding & Sales Skills (EDAMAHAG), Entrepreneurship Foundations & Startup Basics (EDAMAHAA), Entrepreneurship & Small Business Workforce Programs (EDAAAOAM)

Keywords

• Contractor coaching services
• Leadership development training
• Business systems training
• Online coaching platform
• Personal development program

Headquarters

HQ city

Seymour

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Subscription Training & Coaching Program: The School of Entrepreneurship generates revenue through subscription-based access to its online leadership and personal development training program for contractors. The program includes video courses, coaching, printable exercises, digital tools, and accountability systems. A free trial is offered to drive conversion to paid subscriptions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

The School of Entrepreneurship is an online leadership and personal development coaching program specifically designed for home improvement contractors. It delivers courses via videos, printable exercises, and digital tools through a web portal and mobile app, covering business systems across marketing, call center, sales, production, accounting, recruiting, and management. The program includes team-wide accountability support and offers a free trial before paid subscription.

Product overview

The School of Entrepreneurship is a single, unified online coaching and training platform for home improvement contractors, founded by Larry Janesky. The core product delivers courses through printable exercises, digital tools, and short videos accessible via a web portal and mobile app (SOE Mobile App). Key features include a Growing Library for course storage, Goal Tracking tools for measuring business metrics, and SOE Radio for audio playlists. The program integrates business modules covering Marketing, Call Center, Sales, Production, Accounting, Recruiting, and Management. A complementary offering, Think Daily, provides daily inspirational email messages. The company operates within the broader Contractor Nation ecosystem alongside other networks including Basement Systems, Total Basement Finishing, CleanSpace, Dr. Energy Saver, Attic Systems, and MoreHouse Finance.

Differentiator

Problem solved

Functional benefit

Products and services

• The School of Entrepreneurship Online Coaching Program Subscription-based online leadership and personal development coaching program for home improvement contractors. Delivers video courses, printable exercises, digital tools, and accountability support covering marketing, call center, sales, production, accounting, recruiting, and management.
• SOE Mobile App (iOS and Android) Native mobile applications on Apple App Store and Google Play Store that allow contractors to access training content anywhere, featuring SOE Radio for creating custom audio playlists to listen to while driving, exercising, or on the go.

Quantifiable outcome

• 317% growth for roofing contractor
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Contractor NationcoreStrategic or Co-development PartnerThe School of Entrepreneurship is the coaching and training division of Contractor Nation, the global leader in building and supporting successful contracting businesses. Through Contractor Nation's network of companies (Basement Systems, Total Basement Finishing, CleanSpace, Dr. Energy Saver, Attic Systems, Treehouse Internet Group, and MoreHouse Finance), they provide coaching, training, marketing, website management, and access to over 30 patented products.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Strategic Coach: Quarterly coaching program for entrepreneurs with $1M–$10M businesses run by Dan Sullivan; overlaps with SOE's leadership/entrepreneur coaching positioning for established SMB owners across many industries.
• Tony Robbins Business Mastery: High-profile business mastery and leadership event/program for entrepreneurs; competes for the same premium-tier SMB owner mindshare with celebrity-driven content delivery.
• Dean Graziosi's MDE Mastermind: High-ticket mastermind and business education brand targeting real estate and small-business owners; competes for the same SMB owner persona with similar subscription/mastermind mechanics, but at a broader audience.
• Sandler Training: Established sales and management training franchise serving SMB and mid-market clients; overlaps with SOE's sales, recruiting, and management modules for service business owners.
• ActionCOACH: Global business coaching franchise serving SMBs across verticals including trades and construction; provides leadership, sales, and operations coaching that overlaps with SOE's curriculum.

Emerging players

• ServiceTitan: Operating system for home service businesses that has expanded into training, peer groups (Pantheon), and educational content for contractors—adjacent to SOE's coaching proposition and embedded in the same buyer workflow.
• Buildertrend: Construction/contractor software platform that increasingly bundles training, education, and best-practice content for its users—partial overlap with SOE's curriculum, but distributed via software rather than coaching.

Direct peers

• Contractor Dynamics: Coaching and training program specifically for contractors and home service business owners, covering leadership, sales, operations, and growth—directly overlapping SOE's curriculum and SMB contractor target customer.
• Service Roundtable: Peer-group and coaching organization for HVAC, plumbing, electrical, and home service contractors; offers business coaching, peer accountability, and operational training that competes head-on with SOE's positioning.

Others

• Thumbtack: Marketplace and lead-generation platform for home service contractors; serves the same end customer (contractor SMBs) and is a complementary ecosystem partner and potential distribution channel for SOE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/contractor.nation
• LinkedInlinkedin.com/company/thesoe

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The School of Entrepreneurship