Hey tdeck, thank you so much for taking the time to think about my app! I'm glad you got the concept.
I agree with what you write about folks' motivation, let me add that the users of the app are required, if they want to see the details of an endorsement, to enter an endorsement of their own (until they do that, they will just see "Alice endorses a plumber"). In fact I want to leverage a little also the curiosity of people to see the names that their friends are endorsing.
Perhaps the biggest push to use and spread the app, could be the need for providers to spread their offerings. Say I seek customers as a babysitter, I will download the app, enter my profile, and then ask to all my contacts to endorse me on the app (and preferably then spread the app to their contacts as well, with the message "Anyone seeks a babysitter?"). I'm trying to follow this path, currently without success, but I know that some people have been able to spread similar apps, so I need to understand how they did it.
As for the revenue model, it is the usual one for yellow pages: providers pay if they want to enter info on their listing. I agree that it's good to state it clearly in the FAQs.
Would you wish to take part in this project? Have you done something similar?
Cheers, Francesco.