IP

iPlaySafe Financial Model

• Two-product bundle: (1) iPlaySafe App - medical-grade software (ISO 13485:2016, IEC 62304 compliant, EU-MDR ready) for tracking and sharing STI status; (2) iPlaySafe Home STI Testing Kit - CE-marked physical kit.
• Four-step workflow: order kit online → collect sample at home → lab processes (Viapath) → results tracked in app and shared as a verified badge.
• Badge concept: green (subscriber, tested negative within 6 months), blue (one-off test, negative within 6 months), red (6+ months since last test).
• Dating-app integration: users can display badge on their dating-app profile via API partnership.
• Branding and marketing designed by Healthy Pleasure Group, a sexual-health marketing agency.

• Macro problem: 1 million STIs acquired worldwide every day; number is rising.
• 1,500+ dating apps or websites globally.
• Market validation by competitor revenue (proxy for market size, not TAM/SAM stated):
• Everlywell est. annual revenue $130M
• LetsGetChecked est. annual revenue $100M
• Medichecks est. annual revenue $3.2M
• No TAM/SAM/SOM figures stated in deck.
• Tailwind: COVID-19 normalised home testing kits and electronic health-status sharing.

Three stated streams:

1. B2C - kit sales: One-off STI test kit purchase; avg. fee £99 per box.
2. B2C - subscription: Subscribers automatically receive a kit every 6 months; subscription price not stated in deck.
3. Affiliates: Pharmacies - referral/affiliate fee if results are positive and user needs medication; fee rate not stated.
4. Partnerships: Dating apps pay to integrate iPlaySafe API so users can display badge on profiles; deal terms not stated.

No COGS, margin, or pricing breakdown beyond £99/box average in deck.

• No current revenue or user numbers disclosed.
• Deck is a 2020 pre-launch pitch; targets are forward-looking projections, not traction.
• 12-month target: 20,000 boxes sold.
• 12-month revenue target: £2M.
• Implied check: 20,000 × £99 = £1.98M ≈ £2M - internally consistent.

• ASP: £99 per box.
• Subscription cadence: kit every 6 months for subscribers - implied annual subscription revenue ~£198/subscriber if retention holds.

Direct competitors cited:

• Everlywell ($130M est. revenue) - US home testing platform.
• LetsGetChecked ($100M est. revenue) - UK/US home testing.
• Medichecks ($3.2M est. revenue) - UK online blood tests.

Claimed competitive advantages:

• "World's first" testing + social-sharing platform - no incumbent combines kit + status-sharing badge.
• EU-MDR readiness (most apps will need medical-device classification from May 2021).
• Medical-grade compliance: ISO 13485:2016, IEC 62304 - ~1.5 years to achieve.
• Dating-app API integration - network-effect moat if adopted at scale.
• Proactive/positive brand positioning vs. fear-based incumbents.

Team:

• Georgia Di Mattos - CEO & Co-Founder
• Bianca Dunne - CIO & Co-Founder
• Dr. Rupert Wharton - Medical Director
• Ulf Ek - Financial Advisor
• Richard Bull - CTO

Partners:

• Viapath - lab integration
• Zendra Health - medical-grade app development
• MedDX - distributor integration

Funding ask:

• £1M Angel Round
• 12-month runway to reach 20,000 transactions / £2M revenue
• Use of funds: Not broken down in deck.

• Archetype + why: DTC inventory/subscription P&L with B2B partnership revenue line. This is a physical-kit + app business: unit economics hinge on kit COGS, fulfilment, and lab fees against a £99 ASP, layered with a recurring subscription tier and two small B2B streams (affiliate, API). A standard DTC 3-statement model (IS + simplified BS + CF) captures this cleanly. Not SaaS-only because the physical kit is the primary transaction unit and COGS are material.

• Forecast horizon & granularity: 3 years, monthly in Year 1 (ramp to 20K boxes), quarterly in Years 2–3.

• Key drivers & assumptions:
• Kit ASP: £99
• Month-12 box volume target: 20,000 units
• Monthly unit ramp: S-curve from ~200 units/month (Month 1) to ~3,000/month (Month 12) - consistent with angel-funded launch
• Subscription mix (% of buyers who subscribe): 30% of buyers convert to 6-month auto-replenishment subscription - common for DTC health kits
• Subscription renewal rate: 70% semi-annual retention - moderate assumption for health subscription
• Kit COGS (lab + kit + fulfilment): £40–£50/box (~45–50% of ASP) - typical for UK home diagnostics with Viapath-grade lab; needs validation
• App operating costs (Zendra dev maintenance, hosting): £15K–£25K/month
• Marketing / CAC: £20–£35 per acquired customer in Year 1 via social + influencer (sexual health space); no deck data
• Dating-app partnership revenue: £0 in Year 1 (integration pipeline), small per-API-call or flat SaaS fee from Year 2
• Affiliate (pharmacy) revenue: ~5–8% referral margin on positive-result medication; modest, model as £ per positive test × positivity rate
• Headcount: 5-person founding team + 2–3 hires in Year 1 (ops, marketing); salary burn ~£300K–£400K/year
• Angel raise: £1M; no follow-on terms stated

• Scenarios (Base / Bull / Bear - which variables flex):
• Base: 20K boxes in 12 months, 30% subscription conversion, COGS 47% of ASP, CAC £28
• Bull: 30K boxes (faster dating-app API adoption accelerates virality), 40% subscription conversion, CAC £22
• Bear: 10K boxes (slower B2C adoption, dating-app API delays), 20% subscription conversion, COGS 52% of ASP

• Required sheets / outputs:

1. Assumptions (all drivers, toggleable)
2. Volume build (monthly units: one-off vs. subscription; cohort renewal waterfall)
3. Revenue schedule (kit revenue + subscription revenue + affiliate + partnership)
4. COGS & gross margin
5. Opex (headcount, marketing, tech/infra, regulatory/compliance)
6. P&L / Income Statement
7. Cash flow (critical - pre-revenue raise, physical inventory timing)
8. Balance sheet (simplified)
9. Funding & runway (£1M raise → months of runway at various burn rates)
10. Scenario toggle