Business Plan
| Metric | Target |
|---|---|
| Year 1 Revenue | £100k |
| Gross Margin | 70%+ |
| Time to MVP | 8 weeks |
| Break-even | ~£5k MRR (£60k ARR) |
Executive Summary
Organisations hold vast amounts of tacit knowledge — insight, experience, and perspective locked inside people's heads. Extracting this knowledge today requires expensive consultants, time-consuming workshops, or interviews that lose nuance. Large language models can now read dozens of people's unstructured thoughts on the same topic and produce a coherent, nuanced synthesis. The technology exists — what's missing is a product that makes this accessible without technical skills.
Envara is a web-based platform that enables anyone to collect structured qualitative input from multiple people and receive an AI-generated synthesis report. Freemium SaaS with pay-per-report option. Revenue target: £100k in Year 1, growing to £500k by Year 3. Bootstrapped — no external funding sought.
Market Opportunity
Target Customers
Primary: HR managers and team leads in companies with 50–500 employees. Willing to pay £50–150/month.
Secondary: Independent consultants and coaches delivering assessments. Willing to pay £29–99 per report, passed to clients.
Tertiary: Founders and product teams doing customer discovery. Willing to pay for speed and insight quality.
Business Model
Revenue Streams
| Stream | Pricing | Model |
|---|---|---|
| Free tier | £0 | 1 collection, 5 respondents, watermarked, 30-day expiry |
| Pay-per-report | £29 / £59 / £99 | Based on respondent count (10 / 30 / 50) |
| Starter subscription | £49/month | 3 collections/month, 15 respondents, PDF, reminders |
| Professional subscription | £149/month | Unlimited, 50 respondents, branding, roles |
Unit Economics
| Metric | Value |
|---|---|
| ARPU | £75/month (blended) |
| COGS per report | £5–10 (AI + infra) |
| Gross margin | 70–85% |
| CAC target | £50–100 |
| LTV | £450–900 |
| LTV:CAC | 5–10× |
Financial Projections
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Subscription revenue | £45,000 | £180,000 | £400,000 |
| Pay-per-report revenue | £55,000 | £70,000 | £100,000 |
| Total revenue | £100,000 | £250,000 | £500,000 |
| Operating costs | (£25,600) | (£71,000) | (£152,000) |
| Gross profit | £74,400 | £179,000 | £348,000 |
| Gross margin | 74% | 72% | 70% |
Go-to-Market
Key Channels
- Content marketing: SEO-driven use-case landing pages and how-to guides.
- Product-led growth: Respondent exposure, watermarked report sharing, consultant multiplier.
- Community: HR communities, startup accelerators, coaching networks.
Milestones
| Milestone | Target Date | Criteria |
|---|---|---|
| MVP live | April 2026 | End-to-end flow, 5 beta users |
| Public launch | May 2026 | Billing, marketing site, Product Hunt |
| First £1k revenue | June 2026 | 10–15 paying customers |
| First £5k MRR | September 2026 | ~70 subscribers, break-even |
| £100k ARR | February 2027 | ~140 subscribers (blended) |
Risks
| Risk | Likelihood | Mitigation |
|---|---|---|
| AI synthesis quality inconsistent | Medium | Prompt engineering investment, regeneration, quality feedback |
| Low free-to-paid conversion | Medium | Iterate friction points, test pricing, optimise upgrade flows |
| Respondent completion rates low | Medium | Mobile-first UX, time estimates, reminders |
| Larger player copies model | Low | Move fast, build brand, own SME niche |
| Founder bandwidth | High | Ruthless prioritisation, contractors |