Roadmap
Client Journey
Financial Model
TAM
Comps

Phase 1 — Build Apps & Inference Engine

Duration
months
Dates
Mar 2026 — Jun 2026
Capital Needed
$
📱

Apps

  • Complete DB architecture
  • Structure historical patient data
  • Productionize Client, Practitioner, and Operations apps
🧬

Inference Engine

  • Database of longevity prognoses with weighted markers and threshold triggers
  • Recommendations engine — speeds up lab interpretation and serves as training tool
  • Supplements mapped as markers to prognoses
Jennifer
Practitioner
10%
Natalie
Operations
20%
Julian
Technology / Business
100%
Lenny
Business
0%
Jean
Technology
100%
Matt
Technology
15%

Phase 2 — Deploy to Clinic

Duration
months
Dates
Capital Needed
$
  • Onboard Jennifer onto Practitioner App
  • Onboard Natalie to Operations App
  • Integrate Inference Engine into lab interpretation workflow
  • Validate and iterate based on real-world usage
Jennifer
Practitioner
10%
Natalie
Operations
20%
Julian
Technology / Business
100%
Lenny
Business
0%
Jean
Technology
100%
Matt
Technology
15%

Phase 3 — Build Packing Facility

Duration
months
Dates
Capital Needed
$
  • Source and install packing machine
  • Secure warehouse / storage space
  • Build inventory management system
Jennifer
Practitioner
0%
Natalie
Operations
20%
Julian
Technology / Business
100%
Lenny
Business
0%
Jean
Technology
30%
Matt
Technology
15%

Phase 4 — Polish & Ship to App Stores

Duration
months
Dates
Capital Needed
$
  • Refactor and polish patient app for public release
  • Make any major UX/feature changes before app store launch
  • Integrate Inference Engine for lab analysis
Jennifer
Practitioner
20%
Natalie
Operations
30%
Julian
Technology / Business
100%
Lenny
Business
40%
Jean
Technology
100%
Matt
Technology
15%

Phase 5 — Build Training Program

Duration
months
Dates
Capital Needed
$
  • Codify Jennifer's methodology and protocols into structured curriculum
  • Build interactive coaching platform powered by Inference Engine
  • Practitioner certification process — lab interpretation, patient management
Jennifer
Practitioner
50%
Natalie
Operations
0%
Julian
Technology / Business
60%
Lenny
Business
0%
Jean
Technology
100%
Matt
Technology
15%

Phase 6 — Launch & Scale

Duration
months
Dates
Capital Needed
$
  • Marketing and user acquisition push
  • Scale support and infrastructure for volume
  • Expand practitioner availability to meet booking demand
Jennifer
Practitioner
80%
Natalie
Operations
80%
Julian
Technology / Business
100%
Lenny
Business
60%
Jean
Technology
100%
Matt
Technology
15%

Phase 7 — Recruit Practitioners

Duration
months
Dates
Capital Needed
$
  • Recruit practitioners through network and outreach
  • Put practitioners through our training program
  • Ramp period — each practitioner needs time before full client load
Jennifer
Practitioner
60%
Natalie
Operations
40%
Julian
Technology
50%
Lenny
Business
0%
Jean
Technology
30%
Matt
Technology
0%

Phase 8 — Onboard Existing Clients

Duration
months
Dates
Capital Needed
$
  • Onboard existing clients onto the platform — migrate data and profiles
  • Match existing clients with practitioners and set up ongoing care
  • Integrate packing fulfillment with client supplement protocols
  • Iterate on client experience based on early feedback
Jennifer
Practitioner
40%
Natalie
Operations
60%
Julian
Technology
100%
Lenny
Business
30%
Jean
Technology
100%
Matt
Technology
15%
Sign Up
Email, name, app agreement form
Low / Medium
Have existing labs?
Yes
Upload Labs
▼
Sufficient data?
If not enough data → prompted to order
No
Order Labs (Quest)
▼
Add Specialty Labs? Optional
Phlebotomist comes to your home
Onboard
Budget, medical history, medications, goals, allergies
▼
Inference Model
Biomarkers + medical history → health score, risk flags, optimization opportunities
▼
Protocol Generated
Personalized supplement + lifestyle protocol, budget-optimized
▼
Practitioner Review
Practitioner reviews protocol for safety before delivery
▼
Client Edits / Approves Protocol
▼
Pay
▼
Under $250/mo
Fullscript
Ships as bottles
Over $250/mo
Packed + Shipped
Free packing unlocked
Auto-Renew Protocol Monthly
High
Discovery Call
▼
Monthly $500/mo
Biweekly $900/mo
Onboard
Budget, medical history, medications, goals, allergies
▼
Consultation Call
Practitioner reviews onboarding, discusses goals, plans lab panel
▼
Order Labs
Phlebotomist dispatched to your home
▼
Inference Model
Biomarkers + medical history → health score, risk flags, optimization opportunities
▼
Protocol Generated
Personalized supplement + lifestyle protocol, budget-optimized
▼
Practitioner Review
Practitioner reviews protocol for safety
▼
Journey Call
Practitioner walks through results, discusses findings and protocol
▼
Client Edits / Approves Protocol
▼
Packed + Shipped
Packing included
▼
Ongoing Cycle
Order labs → phlebotomist dispatched → results auto-upload → journey call → updated protocol → ship → repeat
Click any row with ▸ to adjust inputs

Model Parameters

Ramp-Up Until Users3 months
Expense Growth40%/yr

Team

RoleHeadcountAvg SalaryAnnual Cost
Model Assumptions & Embedded Rules
  • Three tiers: Free (referral revenue), Member (packing + supplements + labs), Client (practitioner + supplements + labs)
  • Funnel: Free users convert to Members, Members upgrade to Clients
  • Ramp-up = build phase: no users, no revenue, only fixed costs
  • Supplements: gross revenue for Members & Clients, COGS = spend x (1 - markup%)
  • Labs: margin-based revenue for Members & Clients; referral-only for Free tier
  • Practitioners scale with Client demand (sessions per client x capacity)
  • Packing applies to Members + Clients; packing included for Clients (no separate fee)
  • Per-tier churn rates; no seasonality
  • Team, G&A, rent grow at expense growth rate x user growth
  • Per-user costs (support, QC, AI, storage) apply to all tiers
  • Supplies & shipping apply to packing users (Members + Clients) only
  • Fringe estimated at slider % of team salaries
  • Machine CapEx cumulative; single packing location
  • G&A = legal, insurance, utilities, tax prep, software, compliance
Today 10-Year Source
Logic
  • TAM = health-conscious adults in target segments, deduplicated via union
  • Segments are overlapping behaviors of health-conscious adults (supplements, lab work, athletics, biohacking)
  • SOM = TAM x market capture %
  • Gross Revenue = SOM x ARPU (total transaction value flowing through platform)
  • Net Revenue = Gross Revenue x Take Rate (markups, referral fees, margins we retain)
  • Segments overlap — union: 1 - (1 - supp%)(1 - lab%)(1 - athlete%)(1 - bio%)
  • 10-year = today's assumptions x growth multipliers (capped at 100% for %s)

Market Data

MarketSize (2025)ProjectedCAGRSource
US Dietary Supplements$68.7B$131B (2033)8.5%Grand View Research
DTC Lab Testing (US)$1.2B$8.2B (2034)8.9%Precedence Research
Digital Health (Global)$347-427B$574-946B (2030)17-24%Fortune BI / Grand View
Health Coaching (Global)$17.5B$33.4B (2034)6.7%Precedence Research
US Wellness (Total)$935-989B$1.55T (2033)5.7%MarketDataForecast
Consumer Behavior
US adults taking supplements70%+CRN Consumer Survey, 2023
Wellness is "top priority"82-84% of US consumersMcKinsey Future of Wellness
Willing to spend $100+/mo on wellness55% of consumersMcKinsey Future of Wellness
Personalized health segment CAGR16.2%MarketDataForecast (fastest-growing)

Assumptions

Population

Health-Conscious30%

Target Segments

Take Supplements65%
Get Lab Work20%
Semi/Pro Athletes15%
Biohackers5%

Monetization

ARPU (gross)$1,200 /yr
Net Take Rate20%
Market Capture2%

10-Year Growth

Market Growth1.5x
ARPU Growth1.5x
Capture Growth2.5x

Comparable Companies

Company Revenue Users ARPU CAC Capital Raised Valuation Growth Model
Direct Comps — Health Testing & Longevity
Function Health$100M ARR200K$365-500/yr—$350M$2.5B~450%Lab testing membership, 50M+ tests
Superpower~$18M est.150K waitlist$199-499/yr—$34M$300M+—100+ biomarkers + AI + concierge MD + supps marketplace, acquired Base (90K users) + Feminade (5K)
OneTwenty fka Outlive.bioBeta25 beta$499-1,499/yr—Pre-seed——Labs + wearables + AI coach + Rx + supplements, 10K waitlist
InsideTrackerN/AN/A$149-1,781/yr—$17.5M~$91M est.—Blood biomarkers + AI plans
Levels~$8M (2021)60K$125-288/yr—$56M$300M—CGM metabolic health, pivoting to software-first
Adjacent — Wearables & Subscriptions
Oura~$1B2M subs$55/yr sub$50-80$1.3B$11B~100%Smart ring + $6/mo sub, 5.5M rings sold
Whoop$260M+N/A$199-359/yr—$801M$3.6-9B—Wearable fitness, sub-only, IPO planned
Adjacent — Digital Health & DTC
Hims & Hers NYSE: HIMS$2.35B2.5M$996/yr~$89Public$3.5B mkt cap59% YoYTelehealth + supps + Rx, 74% GM, 39% mktg/rev
Noom~$1B ARR1.5M paid$667/yr~$10 affil.$624M$3.7B~25%Health coaching + GLP-1 ($100M run-rate)
Ro$598M ARRN/AN/A—$1.03B$7B (2022)66% YoYDigital health DTC, 40% rev from GLP-1s
Thorne L Catterton$394M400K subsN/A$38$70M IPO$680M acq.~30%Premium supps + testing, LTV/CAC 4.6x
Benchmarks
Median ARPU$365-996/yrSupports our $1,200 gross ARPU
CAC range$38-89Thorne $38 (DTC supps), HIMS ~$89 (telehealth + Rx)
LTV/CAC ratio4-5xHIMS ~4x, Thorne 4.6x
Revenue multiples1.5-25xHIMS 1.5x (public) to Function 25x (high-growth)
Gross margins70-80%HIMS 74%, sub models higher
CAC notes: HIMS ~$89 est. gross CAC (analyst est.; $919M mktg / net adds yields ~$3,270 due to churn — true gross CAC much lower, target <1yr payback). Thorne $38 CAC from 2022 10-K, LTV $175. Oura $50-80 (2025, down from $120-240 in 2022). Noom $10 affiliate channel only.
Capital Requirements Summary
Total investment needed across all phases

IWIL 1 — Phase 1 Investment

ItemCost
App Build (Client, Practitioner, Operations)$40,000
Inference Engine DevelopmentTBD — Engineering
Coaching Platform DevelopmentTBD — Content + Build
Phase 1 Estimated Minimum$40,000+

IWIL 2 — Phase 2 Capital Requirements

ItemCost
Note: All figures are estimates and projections. Actual results will vary based on market conditions, customer acquisition rates, regulatory requirements, and operational efficiency. The ramp-up period assumes a linear build to target customer counts. Working capital needs for supplement inventory are not fully modeled — expect 2-3 months of inventory as float.