Business Model

Revenue Model

Primary: B2C Subscriptions

Freemium model with premium subscriptions for advanced features ^revenue-model

Pricing Tiers

Free Tier (User Acquisition)

• Basic document upload (limited storage)

• View last 6 months of records

• Simple biomarker tracking

• Single user profile Purpose: Acquire users, demonstrate value ^free-tier

Individual Premium - ₹299/month (₹3,588/year)

• Unlimited document storage

• Full health history (all time)

• Biological age calculation

• Advanced biomarker tracking

• Pollution-adjusted metrics

• Peer comparison insights

• 1 user profile Target: Individuals managing chronic conditions ^individual-tier

Family Plan - ₹999/month (₹11,988/year) ⭐ Primary Focus

• Everything in Individual

• Up to 5 family member profiles

• Multi-generational health management

• Family health history tracking

• Shared access controls (caregiver access)

• Priority support Target: Families managing parents, children, spouse health ^family-tier

Premium Plus - ₹1,999/month (₹23,988/year) (Future)

• Everything in Family

• Personalized health coaching

• Genetic testing integration

• Advanced AI insights

• Telemedicine credits

• Annual health reports Target: High-net-worth health-conscious families ^premium-plus

Revenue Projections

Conservative Scenario (Year 2)

Product Offering	# Users	Monthly Price	Annual Revenue
Individual Premium	50,000	₹299	₹17.94 Cr
Family Plan	25,000	₹999	₹29.97 Cr
Total			₹47.91 Cr (~$5.7M)
^conservative-projection

Base Case Scenario (Year 3)

Product Offering	# Users	Monthly Price	Annual Revenue
Individual Premium	100,000	₹299	₹35.88 Cr
Family Plan	50,000	₹999	₹59.94 Cr
Total			₹95.82 Cr (~$11.5M)
^base-case-projection

Ambitious Scenario (Year 5)

Product Offering	# Users	Monthly Price	Annual Revenue
Individual Premium	200,000	₹299	₹71.76 Cr
Family Plan	100,000	₹999	₹119.88 Cr
Total			₹191.64 Cr (~$23M)
^ambitious-projection

Unit Economics

Customer Acquisition Cost (CAC)

• Paid ads: ₹2,000-3,000 per user

• Clinic partnerships: ₹500-1,000 per user

• Referrals: ₹200-500 per user

• Blended CAC target: ₹1,500 per user ^cac

Lifetime Value (LTV)

Individual Premium (3-year retention):

• ₹299/month × 36 months = ₹10,764

• LTV:CAC = 7.2x (blended)

Family Plan (5-year retention):

• ₹999/month × 60 months = ₹59,940

• LTV:CAC = 40x (blended)

Health records are sticky → high retention expected ^ltv

Payback Period

• Individual: 5-6 months

• Family: 1.5-2 months

• Target: <6 months across all tiers ^payback

Conversion Funnel

Acquisition

• Content marketing, SEO (health blogs)

• Clinic partnerships (doctor referrals)

• Paid ads (Google, Meta)

• Community (patient groups, forums) Target: 10,000 signups/month by Month 12 ^acquisition

Activation

• Upload first document

• See first biomarker trend

• Calculate biological age Target: 60% of signups activate ^activation

Trial Conversion

• Offer 1-3 month premium trial

• Unlock family profiles, advanced insights during trial

• In-app nudges showing value Target: 15-20% trial → paid conversion ^trial-conversion

Retention

• Weekly health insights push notifications

• Email summaries of health changes

• New biomarker detected alerts

• Feature releases Target: 80% monthly retention after 6 months ^retention

Distribution Strategy

Phase 1: Clinic Partnerships (Months 1-6)

• Partner with 10-20 chronic disease clinics (diabetes, cardiology, nephrology)

• Doctors invite patients to digitize records

• Clinic gets dashboard view (with consent) for better care Goal: 1,000 paying families ^clinic-partnerships

Phase 2: Direct B2C (Months 6-12)

• Content marketing (SEO blogs on diabetes, CKD, longevity)

• Referral program (invite family, get 1 month free)

• Paid acquisition (Google Ads, Meta Ads) Goal: 5,000 paying families ^direct-b2c

Phase 3: B2B2C - Employers (Months 12-24)

• Corporate wellness packages

• Employer subsidizes family health plans

• Pilot with 5-10 mid-size companies (500-2,000 employees) Goal: 10,000 paying families ^employer-b2b2c

Phase 4: Longevity Partnerships (Months 12-24)

• BioPeak: Data layer for their diagnostics

• Neko Health (if they enter India)

• Premium preventive clinics Goal: Premium tier users, brand positioning ^longevity-partnerships

Secondary Revenue Streams (Future)

Insurance Partnerships

• Discovery Vitality model: Healthier users get lower premiums

• Revenue share from insurance conversions

• Actuarial data licensing (anonymized, aggregated) Timeline: Year 2-3 ^insurance-revenue

B2B SaaS (Hospital/Clinic Edition)

• White-label PHR for hospital networks

• Clinic dashboard for patient health tracking

• Subscription per provider Timeline: Year 3+ ^b2b-saas

API Access

• Health data API for third-party apps (with user consent)

• Developer platform for integrations

• Usage-based pricing Timeline: Year 3+ ^api-revenue

Genetic Testing Integration

• Partner with testing labs (Mapmygenome, 3billion, etc.)

• Revenue share on test referrals

• Premium tier feature Timeline: Year 2+ ^genetic-testing-revenue

Cost Structure

Fixed Costs (Early Stage)

Item	Monthly Cost	Annual Cost
Team (3-5 people)	₹8-12L	₹96-144L
Cloud infrastructure	₹2-3L	₹24-36L
Office & operations	₹1-2L	₹12-24L
Legal & compliance	₹0.5-1L	₹6-12L
Total Fixed	₹11.5-18L/month	₹138-216L/year
^fixed-costs

Variable Costs

• Customer acquisition: ₹1,500/user (blended CAC)

• Cloud storage/compute: ₹50/user/month

• Customer support: ₹20/user/month ^variable-costs

Break-Even Analysis

Fixed costs: ₹150L/year (₹12.5L/month) Break-even (Family plan at ₹999/month):

• Requires ~1,250 paying families

• Achievable in 12-18 months with clinic partnerships ^break-even

Go-To-Market Budget (Year 1)

Customer Acquisition (₹60L)

• Clinic partnership development: ₹15L

• Paid ads: ₹25L

• Content marketing & SEO: ₹10L

• Community & events: ₹10L ^gtm-acquisition

Product & Engineering (₹80L)

• Core team salaries

• Cloud infrastructure

• Tools & software ^gtm-engineering

Operations (₹20L)

• Legal & compliance

• Customer support

• Office & admin ^gtm-operations

Total Year 1 Budget: ₹160L (~$190K) Runway: 12-15 months with pre-seed funding ^year-1-budget

Key Metrics to Track

Acquisition Metrics

• Signups per month

• CAC by channel

• Activation rate (first upload)

• Top of funnel conversion ^acquisition-metrics

Engagement Metrics

• DAU / MAU ratio

• Documents uploaded per user

• Biomarkers tracked

• Weekly active users ^engagement-metrics

Revenue Metrics

• MRR (Monthly Recurring Revenue)

• ARR (Annual Recurring Revenue)

• Trial → paid conversion rate

• ARPU (Average Revenue Per User) ^revenue-metrics

Retention Metrics

• Monthly retention cohorts

• Churn rate

• LTV

• NPS (Net Promoter Score) ^retention-metrics

Unit Economics

• LTV:CAC ratio

• Payback period

• Gross margin

• Burn multiple ^unit-economics-metrics

Competitive Pricing Analysis

Competitor	Pricing	Our Position
Eka Care	Free (basic)	We charge for premium insights
Driefcase	₹499/year (storage only)	Higher price, more value (insights, family)
Apple Health	Free (device-locked)	Device-agnostic, India-specific
Function Health (US)	$499/year	India pricing 1/5th cost
BioPeak	₹50,000/test (diagnostics)	Data layer, recurring revenue

Positioning: Premium vs basic PHR, affordable vs US longevity ^competitive-pricing

Why This Model Works

1. Recurring Revenue

Subscription model provides predictable, scalable revenue ^recurring-revenue

2. High Retention

Health records are permanent, users don't switch (high switching cost) ^high-retention

3. Family Network Effects

One user invites family → multi-profile accounts → higher ARPU ^network-effects

4. Expanding Monetization

Start with subscriptions, expand to insurance, B2B, API, testing partnerships ^expanding-monetization

5. Low Marginal Costs

Digital product, cloud storage cheap, high gross margins (70-80%) ^low-marginal-cost

Related

• [[company-overview]] - Company positioning

• [[market-analysis]] - Market opportunity

• [[solution]] - Product features

• [[traction-metrics]] - Current progress