ME

MediaKits Financial Model

• MediaKits.com (mediakits.com/<handle>) builds auto-updating media kit pages for influencers
• Pulls real-time social analytics from YouTube, Instagram, TikTok, Twitter, Spotify, Twitch, LinkedIn, Apple Music
• Surfaces reach, engagement rate, follower counts, audience demographics (age, gender, location), and top posts in a shareable public URL
• Secondary vision: become a brand-side discovery library - brands can find and evaluate influencers from a searchable kit repository
• Three-step customer journey: Create kit → Share kit → Get discovered by brands
• Long-term positioning: "The most trusted source for influencer marketing data" - verified, undoctored analytics

TAM defined as creators with 10k+ followers/subscribers across platforms:

• YouTube: 1.2M influencers (10k+ subs)
• Instagram: 3.14M influencers (10k+ followers)
• TikTok: 3.1M influencers (10k+ subs)
• Twitter: 533K users (10k+ followers)
• Spotify: 2.96M artists earning income
• Twitch: 7M active streamers
• Apple Music: 5M recording artists
• LinkedIn: 50K users (10k+ connections)
• Implied total TAM by count: ~23M creators across platforms

Influencer marketing industry spend (context for monetization potential):

• 2016: $1.7B → 2017: $3.0B → 2018: $4.6B → 2019: $6.5B → 2020: $9.7B → 2021: $15.0B → 2022: $20.0B (estimated)

No SAM or SOM explicitly stated in deck.

• Freemium: first media kit free, no time limit implied
• MediaKits PRO: $19/month
• Single paid tier shown; no annual pricing, no team/enterprise tier mentioned in deck
• Conversion from free to PRO is the core monetisation lever; no brand-side revenue (sponsorship marketplace, data licensing) shown yet - but long-term vision implies a potential B2B layer

Problem framing:

• DIY (Canva / Photoshop): time-consuming, not real-time, limited options
• Freelancers (Fiverr / Upwork): expensive, iterative, slow

Moat articulated:

• Verified, live-connected analytics prevent influencers from inflating numbers
• Network effect potential: kit library becomes valuable to brands as creator count grows
• No direct named competitors presented in the deck

Founders:

• Kieran O'Brien (Co-Founder) - founder of GearedSocial, influencer campaign experience
• Casey Adams (Co-Founder) - entrepreneur, author, social media expert
• Andrea Khoury (Founding Member, Board) - mommy blogger / influencer
• Aristotle Loumis (Founding Member, Executive Chairman) - Co-Founder Fyllo, Co-Founder Wesana, Partner/President Marcus Lemonis Fashion Group

Product team:

• Sagi S. - Product Design Director (ex-SimilarWeb, Google, Fiverr)
• Mor S. - UI/UX Designer
• Braydon B. - CTO, full-stack, 4x tech exits
• Bennet L. - Back End Developer
• Pavel R. - Front End Developer
• Robert O. - Developer (Princeton CS)

Notable advisors / investors: Ben Kaplan (FuckJerry), Michael Gruen (TalentX), Wiz Khalifa, David Meltzer (Sports 1 Marketing), Josh Elizetxe (Snow), Dan Fleyshman, Sriram Krishnan (a16z), Hiten Shah (Nira), Steven Galanis (Cameo), Arthur Leopold (Cameo), Elliot Tebele, Balaji Srinivasan, Kendrick Nguyen (Republic), Eric Toda (Facebook)

Funding ask:

• $1MM seed round
• Use of funds: product development, initial user acquisition, marketing, legal

Archetype + why: Freemium SaaS - subscriber funnel model (free-to-paid conversion). Revenue is purely subscription-based ($19/month per PRO user). The model should be built around registered user growth, free→paid conversion rate, and monthly churn, not a 3-statement from day one. A 3-statement shell can hang off the SaaS outputs but the core is a cohort/funnel driver model. No inventory, no COGS complexity, no marketplace GMV at this stage.

Forecast horizon & granularity:

• Monthly for Years 1–2, quarterly summary for Years 3–5
• 5-year horizon total (standard for seed-stage SaaS)

Key drivers & assumptions:

*User funnel:*

• New free sign-ups per month - start at ~2,000/mo, grow 15% MoM in Y1 as referral loop and SEO kick in; rationale: early-stage SaaS with strong influencer advisor network but no paid UA history
• Free→PRO conversion rate - 5–8%; rationale: typical freemium SaaS range; product has a clear upgrade hook (analytics depth, verified badge)
• Monthly churn on PRO - 3–5%; rationale: creator tools see moderate churn due to seasonal campaign activity

*Pricing:*

• PRO ARPU: $19/month
• No enterprise or annual tier modelled (not in deck); flag as upside scenario

*Revenue:*

• MRR = Active PRO subscribers × $19
• Gross margin - 75–80%; rationale: pure SaaS, primary COGS = API costs (social platform data pulls) + hosting; no content or fulfilment cost

*Cost structure:*

• Headcount: 6 product/tech team members visible; ~$600K–$800K Y1 fully-loaded team cost
• S&M: heavy Y1 given "initial user acquisition" is an explicit use-of-funds item; model at 40–50% of gross revenue Y1, declining as organic/SEO scales
• R&D: ~30% of revenue Y1, declining to ~20% by Y3
• G&A: ~15% Y1 (legal noted as use of funds)

*Capital:*

• Starting cash: $1MM raise
• Runway target: 18–24 months; standard seed expectation

Scenarios (Base / Bull / Bear - which variables flex):

• Bear: conversion 3%, churn 6%, sign-up growth 8% MoM - runway exhausted ~15 months
• Base: conversion 5%, churn 4%, sign-up growth 15% MoM - breakeven Month ~30, Series A needed ~Month 18
• Bull: conversion 8%, churn 2.5%, sign-up growth 25% MoM + brand-side revenue layer opens in Y2 - positive FCF by end of Y3

Primary flex variables: free sign-up volume, free→PRO conversion rate, churn, and timing of any B2B (brand discovery / data licensing) revenue layer.

Required sheets / outputs:

1. Assumptions - all drivers in one editable panel
2. User Cohort Model - monthly free sign-ups → PRO conversions → churn waterfall
3. P&L (monthly Y1–Y2, quarterly Y3–Y5) - Revenue, Gross Profit, OpEx (S&M / R&D / G&A), EBITDA
4. Cash Flow & Runway - starting balance, monthly burn, months-to-zero, Series A trigger flag
5. KPI Dashboard - MRR, ARR, Active PRO subscribers, conversion rate, churn rate, LTV, CAC (assumed), LTV:CAC ratio
6. Scenario toggle - Base / Bull / Bear switchable from Assumptions sheet