[WIP] 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)
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)
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)
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)
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
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
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