Pearpop Financial Model

Two core product lines:

Pearpop Challenges (launched 2021): Brands post a campaign brief with a total budget and max payout per creator. Creators on TikTok/Instagram/Twitter submit content; brand pays on a CPM, CPV, or CPA basis for verified views and engagements. Pearpop verifies all creators ("Pearpop Verified™") and monitors submissions for brand safety.

Ovations (next evolution): A loyalty/advocacy layer where brands activate their own existing customer base. Customers who have purchased a product are invited to create content; tiered achievement rewards (discounts, product credits, streaming access) unlock at view milestones (10K / 25K / 50K views). Positioned as UGC at scale with a qualified-buyer gate.

Web3 / Passport Protocol: Briefly mentioned as a future data layer to create "predictable and measurable value on and off platforms, on and off chain". Early-stage; no revenue mechanics disclosed.

• US Influencer Marketing spend: $4.6B by 2023.
• Market adoption: 93% of marketers use influencer marketing.
• No SAM or SOM figures given; no global TAM cited.

• Take rate on campaign spend: Brands set a total budget; creators are paid on performance (CPV, CPM, CPA). Pearpop's take rate / margin on top of creator payouts is not disclosed.
• CPV benchmark visible in deck: $0.0131 CPV on a Stranger Things 4 TikTok challenge with $45,000 total budget and 152K+ views. This is the brand-facing cost per view, not Pearpop's net revenue.
• Ovation tier: Unclear if separate SaaS fee or same take-rate model; no pricing disclosed.

• $10M+ paid out to creators (cumulative, all-time).
• 71% of payouts went to creators with fewer than 1M followers.
• 200,000+ creators on platform.

Campaign-level data points (illustrative, from case study slides):

• No revenue, GMV, growth rate, customer count, or retention data disclosed.
• No ARR, MRR, or cohort data in deck.

Known data point that informs unit economics:

• CPV = $0.0131 (brand-paid, Stranger Things campaign). If Pearpop's take rate is ~20–30%, implied net revenue per view ~$0.003–$0.004.
• Creator payout ratio: 71% to sub-1M-follower creators implies mid/long-tail skew, which typically means lower per-creator payouts but higher volume.

No explicit competitive slide in deck.

Moat claims made:

• Performance-based pricing (CPV/CPM/CPA vs. flat fee on follower count) - differentiates from traditional influencer agencies.
• "Pearpop Verified™" creator vetting + brand safety monitoring.
• Ovation product creates a proprietary qualified-buyer audience layer (existing customers only) - not replicable by generic influencer platforms.
• Web3 "Passport Protocol" - positioning as future data infrastructure for creator identity/value across chains.
• Fast Company Most Innovative Companies 2022 recognition.

Founders:

• Cole Mason - CEO & Co-Founder; Forbes 30 Under 30.
• Guy Oseary - Co-Founder; Maverick Management / Untitled Entertainment (manager of Madonna, U2, etc.; major entertainment industry network).

Leadership team:

• Alex Morrison - CMO (ex-Grey, R/GA)
• Rebecka Marcucci - Head of Product & Ops (ex-Tinder, Accenture)
• Sam Christie - Head of Sales (ex-TikTok, OMP)
• Adam Maltais - Head of Growth (ex-Shopify)
• Arik Betesh - General Counsel (ex-Netflix)
• Will Price - Head of Engineering (ex-Topcoder)
• Nate Lu - Head of Design (ex-AXS)

Archetype + why: Marketplace GMV / take-rate revenue model, with a campaign-volume driver tree. Pearpop is not SaaS (no subscription ARR visible); it is a two-sided marketplace where brands spend budgets and Pearpop earns a take rate on campaign GMV. Secondary layer: if Ovation becomes a SaaS subscription for enterprise brands, a separate ARR module would be needed. For now, GMV-driven marketplace model is the right frame.

Forecast horizon & granularity:

• 3 years (2023–2025), monthly in Year 1, quarterly in Years 2–3.
• Rationale: early-stage marketplace with no disclosed revenue; monthly granularity needed to model campaign ramp and creator supply growth.

Key drivers & assumptions:

*Supply side (creators):*

• Starting creator count: 200,000.
• Monthly creator growth rate: 5% MoM in Y1 tapering to 2% by Y3.
• Active creator utilization rate (% submitting to at least 1 challenge/month): 10% in Y1, growing to 20% by Y3.

*Demand side (brands / campaigns):*

• Average campaign budget: $45,000.
• New campaigns per month:.
• Campaign duration:.

*Economics:*

• Gross CPV (brand-facing): $0.0131.
• Pearpop take rate on campaign GMV: 25%.
• Creator payout ratio: 75% of campaign budget paid to creators.
• Gross margin on net revenue: 70–75%.

*Ovation product (Year 2+ module):*

• Brand enterprise SaaS fee or incremental take rate:.

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

• Base: Creator growth 5% → 2% MoM; campaign volume grows 8% MoM Y1; take rate 25%; avg budget $45K.
• Bull: Creator growth accelerates to 8% MoM; Ovation launches commercially in 2023 with 20 enterprise clients; Web3 Passport generates new data licensing revenue stream.
• Bear: Creator growth slows to 2% MoM; avg campaign budget compresses to $25K; brands pull back on influencer spend (macro); take rate pressure to 18% from competition.

Required sheets / outputs:

1. Assumptions - all driver inputs, color-coded vs..
2. Supply Model - creator count, active creators, submissions per campaign.
3. Demand Model - campaign volume, avg budget, GMV.
4. Revenue & Take Rate - GMV × take rate = net revenue; creator payouts as cost line.
5. P&L - net revenue, gross profit (ex-creator payouts), opex (headcount by function, S&M, tech), EBITDA.
6. Headcount Plan - 8 leadership roles visible; build out by department.
7. Cash & Runway - given raise unknown, model as sensitivity on funding amount.
8. Dashboard - GMV, Net Revenue, Active Creators, Campaigns/Month, Gross Margin %.
9. Scenarios tab - Base / Bull / Bear toggle.