ETA itself stays free — every Core, Playbook, Pattern overview, article, newsletter, prescription index, and tool. Pro is a membership that adds tool persistence, the four advanced courses, community, and 30% off Benchmark + Blue Collar Funded. Mastery is credentialing. Prescriptions are coaching a la carte.
You learn the math here. When you're ready to deploy a real business, the system has two paid lanes that take it from theory to production. Pro members get 30% off both.
ETA stays free because Blue Collar Funded — the agency that builds and hosts contractor websites and deploys Benchmark — funds it as the school arm of its own ecosystem. Educated contractors who eventually need a website, hosting, or Benchmark deployment hire BCF. That revenue funds the next round of free seats. Pro membership ($19 founding / $39 standard) doesn't gate the free curriculum — it's a membership that adds depth, community, tool persistence, and 30% off the downstream services. Mastery purchases cover the credentialing infrastructure (audit-ready hours, certificate verification, deliverable review). Prescriptions are per-problem coaching. The school's job is to make the methodology stick. The agency's job is to deploy it. Neither extracts revenue from the same person at the same stage.