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Goals & Milestones
What the money buys, by quarter
What the money buys
The build is done. This round buys distribution.
App 2.0 is launched and only tweaks remain, which is why product development takes 4% of $2.5M and marketing takes 36%. Every milestone below is a distribution milestone, not an engineering one.
Said plainly: $2.5M at $20M, opening January 2027, does not fund the two-million-user plan. It funds 28 months to prove the free model works, and a Series A raised against that proof. Anyone who tells you otherwise is selling a slide.
Timeline
Shipped, in flight, and underwritten
Shipped
- App 2.0 launched — remaining product spend is tweaks, not rebuild
- College database live across 1,000–1,600 schools per sport
- HOPE assistant in production: matching, next-best-action, outreach tracking
- Parent and coach collaborative accounts
- Distribution live in 24 countries, adding more monthly
- ESOP leadership seated across baseball, basketball, football, and social
In flight
- Soccer vertical VP activation
- Freemium tier extended down to 7th grade to build habits early
- Partnership marketing motion moving from good to great
- Brand and attention monetization pilots
0–12 months post-close
- Free access rolled out across the USA
- Blended acquisition cost down from $18 to under $12
- Engagement rate held through the free transition
- Contractors converted to employed roles
- First brand revenue recognised from the attention layer
- Transfer portal pilot run through one sport's window, priced and measured
12–24 months, into a Series A
- Attention revenue covering a stated share of operating expenses
- Cohort retention curves published, replacing the flat LTV assumption
- Compliance posture cleared for monetising a base that includes minors
- Series A raised against the free model, funding the path to 2M users
The point of this round
Four things this money has to prove
Free lowers the cost of a user
Blended acquisition cost under $12, from $18 today
The whole plan turns on this. Two quarters of free access is enough to know.
Engagement survives the transition
Active share holding at or above 23%
Free users who never open the app are worth nothing to a brand. This is the quality check on growth.
Brands will actually pay
First recognised brand revenue
One signed, invoiced brand relationship converts the thesis from a story into a line item.
The model is legal at scale
Counsel-cleared compliance posture
Monetising attention on a base that includes minors needs a defensible answer before a Series A buyer will underwrite it.
How to hold us to it
Three numbers, reported monthly.
We have run against a board plan for nine months and beaten the subscriber line every one of them. The same reporting continues post-close, with the free-access pivot layered on top.
Forward figures are projections from the Operating Cash Flow Forecast tab and assume the free-access pivot completes. They are targets, not commitments.