08 · Financials
Revenue Projections
Base case, built from three pricing tiers — Starter, Growth and Enterprise — with explicit churn and organic upgrade assumptions, growing from a 6-account pilot book to 359 active accounts by M36.
£295.5k
ARR at M12
53 active accounts
£2.15m
ARR at M36
359 active accounts
61%
Enterprise share of ARR
Year 1 · falls to ~59-60% by Year 3 as Growth scales
20%
Starter → Growth conversion
Organic, per month
Revenue mix — MRR by tier
Starter, Growth and Enterprise MRR stacked across all 36 months. Enterprise dominates the mix throughout; Growth is the fastest-scaling tier.
Revenue mix by year
| Metric | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Active Starters | 35 | 122 | 222 |
| Active Growth | 14 | 60 | 108 |
| Active Enterprise | 4 | 15 | 29 |
| Starter MRR | £2.6k | £9.2k | £16.7k |
| Growth MRR | £7.0k | £30.0k | £54.0k |
| Enterprise MRR | £15.0k | £56.3k | £108.8k |
| Total MRR | £24.6k | £95.4k | £179.4k |
| ARR | £295.5k | £1,144.8k | £2,152.8k |
| Revenue mix — Starter / Growth / Enterprise | 11% / 28% / 61% | 10% / 31% / 59% | 9% / 30% / 61% |
| Cumulative income collected | £121.5k | £735.5k | £1,692.0k |
Pricing model
Starter · The hook
Starter
£75/mo
Per-property subscription · up to 5 leases
20% convert to Growth / month
Growth · Managing-agent tier
Growth
£500/mo
Up to 25 leases · full platform access
Fastest-scaling tier
Enterprise · Custom
Enterprise
£45k ACV
£3,750/mo equivalent · agreed annually, invoiced up front
~60% of ARR throughout
Model assumptions. Starting book of 6 pilot Starter accounts at M0. Monthly churn: 2% (Starter/Growth) and 0.5% (Enterprise) in Year 1, halving to 1% and 0.25% from Year 2. Starter accounts convert organically to Growth at 20%/month. All figures are the single base case in the model — no bear/bull scenarios are modelled.