AFFIRMOLOGY LLC

BUSINESS PLAN

Personalized subconscious audio built on a person's cosmic blueprint. A software update for the Subconscious Operating System.

Wyoming LLC (effective June 26, 2026) · Miami, FL · Confidential

v11 · July 2026. Figures marked indicative are finalized from beta data.

A note on flexibility, up front. This plan is written to breathe. Nearly every number below the valuation line recalibrates on beta data and real feedback: tier prices, credit allotments, creator terms, ad budgets, even how we buy help (a line item can become a contract, a contract can become a hire, a vendor can become an equity partner). The shape of the business is stable; the settings are tuned live. Where a figure is not yet locked, it is marked indicative.

1. Executive Summary

Everyone is trying to become the fullest version of themselves, and almost every tool for that quietly fails in the same place: transformation stalls when the subconscious does not believe the new story, and cosmic-blueprint systems (astrology, Human Design, Gene Keys, numerology) stay as head-knowledge that never reaches the body. Affirmology is the bridge.

It turns a person's unique blueprint into deeply personal first-person audio that speaks past the analytical mind and installs a truer self-image, a software update for the Subconscious Operating System. And the blueprint is only the first layer: the app learns the context of the member's life, the season they are actually in, and delivers every audio through a library of scientifically proven transformational techniques (heart coherence, EFT, visualization, sleep-window delivery), so each piece is about this person, this moment, in the form that installs.

What it is. A multi-agent AI system takes birth data, computes the full chart (Swiss Ephemeris), retrieves grounded interpretation from a proprietary corpus of 25,000+ records, layers in the member's life context and a toolkit of proven transformational techniques, writes a personalized script, renders it in a warm human voice, and mixes it over music, plus a chart-grounded chatbot ("Hermes") that talks and, at higher tiers, creates audio on demand.

The opportunity. Two proven markets have never been joined, and real companies already make real money at the edges: Astrotalk ~$142M revenue, Nebula ~$50M ARR, CHANI ~$600K/month bootstrapped, Co-Star at 30M users. No one sits at the intersection of verified deep personalization and subconscious-first audio.

The model. High-margin membership (70 to 90% category margins; validated per-audio cost of a few cents to ~$0.50; the ElevenLabs startup grant zeroes voice cost for year one). A free preview week that front-loads the felt experience, then a Base membership (~$20 to $27/month), then a Premium (Golden) membership where a companion that remembers the member creates bespoke audio; both paid tiers buy credits for custom creations. Above them sits the creator ("Affirmologist") tier, whose communities become distribution, with an in-app marketplace where creators publish journeys and music beds. A credit-based referral economy rewards members and creators with in-app value rather than cash, so the growth engine costs compute, not dollars.

Built to be shared. The product itself is the marketing: shareable video cards in the style that carried CHANI and Co-Star, a gift-a-Soul-Song mechanic live at launch where the gift can only be received inside the app (so every gift is an acquisition and both sides earn credits), and event video cards timed to real sky events.

Theme: revenue is the driver. Two points sit at the very top of this plan. First, we have a short path to revenue: a small amount of investor money revs the engine, the right beta cohort hones the customer journey, and after a subscriber's first month their acquisition cost is essentially recovered, so ad spend becomes profit from roughly month two, at under 10% early churn, with live events and affiliates driving membership from mid-September.

Second, this is a low-overhead, high-margin business: the audios are cheap to produce and cheap to scale, so revenue, not repeated fundraising, funds the build. We raise a small amount to clear two humps and reach the fall inflection (ads, the Faena conference, affiliates), after which revenue carries the rest. When the ad funnel is proven, a second round may be initiated to grow users with ad revenue.

A staged Round 1 at $1.5M post-money, direct Wyoming LLC membership units (no SAFEs), with distribution and ownership from day one. Modeled at $30K (survival floor), $50K (lean launch), $100K (the target we would most love to hit), and $150K (full plan, runway comfortably past November).

2. The Problem & Why Now

Two paths to transformation both fail at the same gate. Affirmations bounce off the subconscious's "yeah-right" response, so nothing installs. Cosmic blueprints land as information in the head, not felt truth in the body.

Affirmology closes both: the blueprint supplies true, specific content, and audio delivery (first person, present tense, over music, with heart-coherence and somatic technique) gets it past the gatekeeper where identity actually changes. We learn the context of the member's life and adapt, building custom audios with a selection of scientifically proven transformational techniques.

Why now. The tech stack only matured in 2023 to 2025 (production voice, cheap retrieval, AI music, multi-agent orchestration). Astrology belief is mainstream (27% of US adults, 43% of women 18 to 49). And the meditation incumbents are flat-to-declining as undifferentiated, generic audio content saturates.

3. The Product

Core loop: birth data to Swiss Ephemeris chart, to the proprietary corpus (25,000+ structured records, tier-walled), to an agentic "council" (Hermes + specialist oracles) that writes a personalized first-person script, to a warm voice + music mix, with a QC gate that rejects any flawed audio before it is served.

Signature experiences, each a reusable Structure so any chart spawns the same catalog: the Mirror / first reading ("The Recognition"), the Origin Soul Song, and full suites (Morning Activation, Before-Bed Sleep Install, EFT Tapping, Pre-Pitch Primer, Money-Block Clearing Journey, and more).

The companion that remembers. The Hermes chatbot is a chart-grounded companion that talks freely at all tiers. At the Premium (Golden) tier it becomes something no template product can be: a companion with a persistent per-person knowledge base that never forgets, accumulating the member's context, goals, wins, and history, and creating bespoke audio from that deepening understanding. Structures scale reach; the knowledge base creates depth and loyalty. It is the difference between a template and a relationship, and it is what the premium tier is worth paying for. Bespoke creations (a custom audio, a deep reading, a new suite) are the premium units a member spends credits on.

The context layer. The app learns the season a member is actually in: a move, a launch, a heartbreak, a health push, and tunes every audio to it, so the work meets the member's real life instead of a generic ideal. That context accumulates, and the audios get more personal every month.

The transformation toolkit. Under the songs sits a researched library of change tools distilled from more than a hundred and fifty teachers and lineages: heart-coherence breath, EFT tapping, parts work, visualization, sleep-consolidation delivery. The blueprint supplies the truth, the context supplies the moment, and the toolkit supplies the mechanism of change.

Founder IP: Jeff's heart-coherence technique, validated across live events with 200+ person groups, is the signature opening on premium tracks, embedded IP a generic AI competitor cannot reproduce.

4. The Science

Subconscious delivery: language lands as image and sensation before logic; in a relaxed theta/alpha state the analytical gatekeeper quiets, so first-person present-tense content installs.

EFT tapping: 180+ peer-reviewed studies; a single session has shown ~24% cortisol reduction and reduced amygdala reactivity on fMRI.

Heart coherence: HeartMath, 30 years, 400+ studies, sustained positive emotion produces measurable HRV coherence.

Afformations and the predictive brain: identity changes when the self-model is updated through felt, repeated, emotionally-encoded experience.

5. Market & Opportunity

The strongest argument is real comparables making real money, and nobody combining what we combine.

Proof it scales: Astrotalk ~$142M revenue FY25 (5M+ consultations/month); Nebula ~$50M ARR (250% YoY, bootstrapped); CHANI ~$600K/month (~$7.2M ARR), bootstrapped; Co-Star ~30M users, ~$21M raised; Calm and Headspace each cleared $2B+ valuations on audio wellness.

6. Competition & Moat

The field splits in two, and each half is missing the other's. Info-first astrology apps deliver information to the logical brain as entertainment; generic audio-wellness apps deliver to the subconscious but are not about you. Affirmology alone does both.

Our compounding moat. Producing raw astrology reports from every system is not, by itself, hard, so the moat is everything we build on top: the interpretation and poetic layer, the neuroscience and transformation techniques, the gamified and viral experience, and a proprietary corpus (25,000+ records) feeding a multi-oracle agentic council. It rests on assets a competitor cannot clone quickly: the Living Profile and per-person knowledge base (a deep psychographic profile from day one, ~20 to 40% revenue lift from better targeting, and a companion that literally knows the member better every month); founders who have lived inside the target avatar for 12 to 20 years, with the technical and psychological depth and the Miami community friendships that make the brand credible; the creator/Affirmologist and affiliate network as in-person distribution; a data flywheel where every rating sharpens the bank; and a provisional patent application in preparation (Jeff, a patent attorney, will file it himself; not yet filed, but real credibility and a deterrent once it is). The position itself, trust-and-transformation rather than information-as-entertainment, is the hardest thing to copy.

Who could copy us. Co-Star and The Pattern have large audiences and brand familiarity, but bolting on verified four-system, subconscious-first audio would mean reworking the app, interface, and messaging that are their bread and butter. Mindvalley-class wellness platforms are the more real long-term threat if they notice the category, yet we are the ones living inside its nuances, building the transformational layer that sits above a simple chart read, which is out of scope for information-first apps.

The larger practical risk is not being funded in time to seize the Miami window (Faena and the November gathering), and that window is exactly what a small, revenue-focused raise closes. (Founder and staff non-competes plus contractor IP-assignment to be executed with counsel.)

7. Business Model & Revenue

A high-margin recurring membership with a bespoke-creation upsell and a creator distribution layer. Earlier drafts carried a one-time starter kit; that is gone. The winning consumer apps convert through a free taste and a membership habit, and our front-loaded felt experience is built for exactly that: a free week strong enough to start the habit, then membership, credits, gamification, and a chatbot that learns the member, recouping more over time instead of gating the door. Pricing is the current framework, finalized from beta data; the shape is stable.

The credit model. Credits are what bespoke creations cost: a custom audio, a deep reading, a new suite, a chatbot-composed piece. Each paid tier includes an abundant monthly allotment; heavy users buy top-ups priced above cost. Allotments do not roll over, and we never throttle the obsessed creator (they become evangelists); engagement and referrals can earn bonus credits. Because a credit costs us compute rather than cash, the perceived value is high while the marginal cost stays near zero. All credit allotments and prices are indicative, finalized from beta.

The Golden Tier, plainly. Lower tiers get the catalog. The Golden Tier gets the relationship: a companion that knows the member deeply, never loses their context, and meets them where they actually are, every time. That accumulated understanding is what people ultimately want, it compounds with every conversation, and it is the natural home for the credit economy.

The creator marketplace. Creators can publish their journeys and music beds in an in-app marketplace and earn rewards or money when members use them. That motivates the top conscious DJs and composers to create for the platform, and the inspired amateurs right behind them. This is a coaches' and facilitators' dream: we build the studio, hand them levers to make audios even more creative than ours, distribute their Structures through the catalog, and their communities come into our memberships.

The referral and affiliate credit economy (indicative, finalized from beta)

Most referrers are rewarded with in-app value, not cash. Credits for audio generation cost us compute while the perceived value is high, rewards pull referrers deeper into the product (credit-type rewards have outperformed cash by roughly 18% on referral performance in SaaS), and fraud is contained by design because in-app credits cannot be cashed out. Every reward triggers only on a qualified paid conversion, deduped by device and payment, capped per account.

The paths in. Some members earn their way to Creator status through referrals. Plenty of coaches and facilitators will skip the ladder entirely and come straight for the studio, and some creators will be strong enough to elevate into the paid influencer tier. Credits and status carry the base cheaply and improve retention; cash is reserved for the top, where it is funded one-to-one by subscription revenue the influencer already brought in, matching consumer-app benchmarks (15 to 30% typical, influencers often negotiating 30 to 40%). This means the referral engine only ever pays out of booked revenue.

The creator engine is revenue plus acquisition: creators serve their communities with Affirmology-powered audio, and every member they bring opens an account and gives an email. The esoteric creator economy already supports real full-time incomes, and Affirmology gives a creator more leverage than any of it: a studio, a catalog, and a membership their community can join.

The relationships tier is a viral acquisition loop (validated by The Pattern): people invite partners and friends to see their connection, and revelations about two people unlock fully only when the other person joins.

Unit economics (validated). Per-audio cost $0.13 to $0.27 standard (up to ~$1 premium); a full Understanding runs ~$0.20/person (measured: Sol $0.20, Jeff $0.19, Staci $0.17); a Mirror Door ~$0.50. Being honest about voice: today, audios rendered on ElevenLabs cost closer to $0.50 each, though not every audio uses it; the ElevenLabs startup grant would zero the voice line for 12 months, and our long-term path is to grow on Fish Audio (cheaper, also grant-eligible) as its voices improve, reserving ElevenLabs for premium cases.

Deeper per-person analysis audios may run $1 to $3. Overhead is low and scalable, and the expensive-looking parts compound: the deep research corpus is built once, stored, and added to as needed, paying long-term benefits, and generations for promotions, events, and demos cost cents against what the same reach costs in Meta ads. Cost discipline is enforced in code (a ~$0.45/reading spend cap, stop-on-credit-error, overnight throttle).

Working assumptions: blended ARPU ~$27/month; CAC ~$55, with real-world paid CAC likely $40 to $80 early and trending under $55 as we learn the algorithm; churn ~10% early, targeting 5 to 7%; implying LTV ~$270 to $380 and LTV:CAC ~5 to 7x.

The credit-first referral economy above is the current working model for creator economics; the exact rev-share, thresholds, allotments, and comp levels are finalized from beta data. The founders hold personal relationships with several established astrology creators (collectively hundreds of thousands of followers) to activate once the app's experience is proven; the first wave is smaller Miami-community creators.

8. Go-to-Market

The strategy is relationships first, then paid amplification. The calendar carries it on a seven-beat runway: June 26 LLC filed; July 10 inner-circle beta; Aug 8 the full private beta opens on the Lion's Gate, promoted with eclipse-specialized audios for our demo people; Aug 14 the app goes public in the App Store, with sales and paid acquisition opening in the window between August 14 and September 11 as the beta proves the funnel; Sept 11 Miami in-person debut; Sept 24 to 26 Faena; Nov 11 gathering; early Dec Art Basel (optional). We already have roughly 20 to 25 warm beta testers (able to add 5 to 10 more) and four investor leads, with more conversations opening, and some people are both.

Four channels carry the fall: the Miami Compact (opt-in lists for lookalikes, never cold); the affiliate/Affirmologist program (credit-first, per Section 7, activated at Faena, with beta testers becoming affiliates as early as mid-August); the relationships viral loop; and nano-tested paid ads (small budgets across many hook variants, kill losers in 72 hours, scale winners).

At every event, the oracle-card flyer deck does the physical work: a card beautiful enough to keep, inviting each person to their own demo and full experience. Most of the deck is these demo cards; a smaller run of creator and affiliate cards travels with our ambassadors, handed out with discretion to the coaches, healers, and community leaders Miami is dense with. The fall target is $10 to $20K/month, reached within about 90 days of the August launch.

Built to be shared: the viral mechanics

The share loop is engineered into the product, in the style that carried CHANI and Co-Star to millions of users on near-zero paid media, and much of the infrastructure is already live.

Shareable video cards. Beautiful, on-brand, personalized cards and clips a member wants to post: the Signature Card (their chart signature, Big Three in plain language, one mantra line, designed to be screenshot-and-shared), short audio snippets of their strongest affirmation lines for Instagram and TikTok, and branded watch pages with rich link previews that make every shared link look premium. The brand itself stays reactions-only; members do the sharing, which reads as testimony, not advertising.

Gift a Soul Song (live at launch). A member can gift a personalized Soul Song to a friend, and the recipient can only receive it inside the app. Every gift is therefore an acquisition: the friend opens an account to claim something made just for them, and both sides earn credits. It is the warmest possible first touch (a gift, not an ad) and it compounds through the credit economy.

Event video cards. Personalized, shareable cards timed to real sky events: new and full moons, eclipse windows, seasonal turnings. Each one is a reason to open the app, a reason to post, and a reason for the friend who sees it to ask for their own.

Chart-informed marketing: campaigns timed to the sky

Our marketing calendar is itself chart-driven, which no generic wellness brand can authentically copy. The full beta opens August 8 on the Lion's Gate. The August eclipse window powers a limited "Eclipse Portal" identity-reset audio suite offered only to the founding group, framed as catching a rare cosmic window. Launch campaigns, event cards, and content drops ride real transits, so every campaign arrives with built-in meaning, urgency, and shareability for the exact audience we serve.

The growth engine: how we scale without burning cash

A fair question sits under every consumer app: does growth just mean pouring cash into ads? For our category, the honest answer is encouraging. The biggest personalized-astrology apps grew first on word of mouth and community, not paid media.

Co-Star reached more than 20 million downloads with essentially no marketing spend, carried by shareable, uncannily personal notifications. CHANI grew to roughly $14M in annual revenue with no venture funding, on the founder's community and a values-led brand.

Our Sacred Audio is built to be just as shareable, and our Miami community, Jeff and Sol's social reach, live events, the gift mechanic, and the credit-first creator and affiliate program are the same low-cost engine.

Paid advertising is layered on top of that, and only after the fundamentals are dialed. Through late August and September we spend small, testing creative, message, and landing pages until a subscriber reliably stays past the first month.

Once that is true, the math is friendly: at about $27 per month against a roughly $50 acquisition cost, a customer pays back their acquisition in about two months, then keeps paying. Category benchmarks call a payback under twelve months healthy; ours is closer to two. That is what makes scaling a question of fuel, not faith.

From there we grow by reinvesting. A meaningful share of every month's revenue above costs goes back into ads, and we let the payback period gate the spend: pushing harder while the return holds, easing off if it slips. High-growth consumer subscription apps commonly run marketing at roughly 20 to 40 percent of revenue while scaling (Astrotalk, at over $40M revenue, spends about 25 percent).

The one number that governs all of this is not the $50 acquisition cost but churn: at 10 percent monthly the average customer stays about ten months (~$270 of gross value); if retention improves to the 5 to 7 percent typical of strong wellness apps, that lifetime and value roughly double, and every advertising dollar works far harder. And the nature of our app, under a sky that never stops changing, is that even lapsed members can be won back: astrological events and their own birth data let us re-engage them tastefully and persuasively, with a reason that is genuinely theirs.

Faena / Ultimate Wellness activation

Both founders are Masters of Ceremonies for the three-day Ultimate Wellness Event at Faena, Miami Beach, Sept 24 to 26, 2026. In exchange (no cash fee): a main-stage-room exhibitor table; a dedicated upstairs demo/experience room; 20 complimentary team tickets; a promotable discount code; parking; comped meals (to confirm); AV; and permission to mention Affirmology from stage and direct attendees to the demo.

The founders' daughter will act as on-site assistant.

Conversion goal: of roughly 200 to 300 attendees (well-attended sessions such as the breathwork and kundalini activations draw 100 to 200 each, all passing the demo area), convert on the order of 20 to 200 sign-ups, potentially up to ~400, and recruit around 30 affiliates, plus a VIP experience for speakers at the first-night party and abundant filmed reactions for marketing.

9. Traction & Roadmap

Today: the Wyoming LLC is filed and active (effective June 26, 2026); the demo runs cloud-native (no founder laptop); the pipeline is proven end to end; per-unit costs are validated (~$0.20 an Understanding, ~$0.50 a Mirror Door); the agentic council works; and cost safeguards (spend caps, credit-error stop, overnight throttle, QC gate) are deployed. Founders and early testers have full personalized audios built and stored, and early response has been strongly positive.

The share and re-engagement machinery is already running: rich link previews and branded shareable watch pages are live, and an automated Mirror drip delivers each new demo-taker's second audio a few days after their Origin Soul Song, with more than 20 Mirrors delivered to date and strong response.

The inner-orbit beta opened July 10. The full private beta begins August 8, on the Lion's Gate, with eclipse-specialized audios as the invitation hook for our demo people, and structured tracking of favorite lines, listen-through, re-listens, and willingness-to-pay. The goal is strong tester feedback while we refine the app toward the August 14 public app-store date, the opening of sales in the August 14 to September 11 window, and the September 11 Miami debut.

Proposed 12-month frame: Q3 '26 launch beta (July 10), app live, first paying members, Faena; Q4 '26 scale winning ads plus affiliates plus the 11/11 gathering, targeting $10 to $20K/month; Q1 '27 creator program at scale plus a hardened app; Q2 '27 Round 2 preparation on traction. Subscriber targets: at least 500 members by November (a ~$13.5K/month run-rate at ~$27 ARPU, and plausibly into the thousands if online goes viral), and at least 2,000 by the end of Q1 '27 (~$54K/month).

10. Multi-Year Vision

Years two and beyond deepen personalization and widen the catalog and community, from the launch base toward the 100K to 500K subscriber horizon comparable apps have shown reachable. Expansions:

Product depth: Vedic layers, deeper Human Design channels, voice cloning, multilingual delivery (Spanish first, on the year-one agenda), more suites (relationship, vocation, health), and the per-person knowledge base growing into the full Living Profile.

Physical space: a Wynwood loft (~$6K/month) as a demo, studio, podcast, and event hub, funded by revenue (triggered around $20 to 25K/month), not by the raise. It grows into a community headquarters with vibro-acoustic experiences, touchscreen displays, a mocktail bar, and a podcast room for founder and VIP interviews.

Practitioner platform: the Affirmologist certification and creator toolset, a durable distribution and revenue arm. This stays inside Affirmology; it is software and licensing, not facilitated events.

Community and partner-led experiences: Affirmology does not operate retreats. It routes members into partner-led experiences (including Sacred Synergy, a related party disclosed in the operating agreement and dealt with at arm's length) and earns a referral share. Asset-light, no operational drag, and a second revenue stream on top of the membership.

International expansion (Spanish-speaking markets first) is targeted within the first year, sequenced after the initial three-to-nine-month domestic ramp.

11. Team & Governance

Jeff Parker (CEO/CTO). EE degree; 13 years a US Patent & Trademark Office attorney; prior capital raised; built sold-out multi-day conferences; deep Miami spiritual-community standing; AI agent architecture. Originated the concept, the technology, and the heart-coherence methodology.

Sol Ballard (Brand & Community). The audience archetype and the brand voice; magnetic presence and storytelling; co-host of the Ultimate Wellness Conference at Faena; investor-network access. Her founder contribution spans brand, events and event strategy, in-person member acquisition, and voice-of-customer, and much of the app's organic membership comes through her events and relationships. If Affirmology sounds like a real person and not a startup, that is Sol.

Future CEO. Jacque O'Rourke (COO at Aurea, a proven working relationship) is the identified future CEO. That conversation opens once the company is around $100K/month in revenue (roughly $20K/month each to the founders while funding team, tech, and events), at approximately $20 to $25K/month and about 10% or more equity on a standard vest, drawn from Jeff's stake and/or mutually-agreed dilution, structured so Jeff stays comfortably majority.

Bench strength, kept deliberately flexible. The founders are surrounded by capable people rather than payroll commitments. Randy Green supports operations and events. Lauren Martinez, who ran a community healing center, and Glo Ruiz run events and organization; through this fall and next spring they activate as our demo ambassadors, carrying Affirmology to other events, from the Coconut Grove Farmers Market to Miami's dense festival and conference circuit, and they are being groomed to take the demo to festivals and conferences across the country. On the technology side, whether app help ends up as a fixed-scope contract, a retainer, or a team hire is decided on beta-era reality, not committed in advance, and an equity-for-build arrangement is possible. The music-bed budget may likewise convert into an audio engineer partnership at roughly 1% equity for a committed pipeline of custom beds, if the right partner appears. Event staff are per-event plus commissions.

Equity (per the operating agreement, in signing form and available to review)

Governance (from the operating agreement)

Board. A three-seat board: Jeff (chair), Sol, and one independent seat to be filled. Until the independent seat is filled, board-level decisions are made by the two founders together, with Colin, a non-voting advisor, available by mutual agreement as a temporary tie-breaker for good-faith operational deadlocks. Certain reserved matters always require Sol's consent and can never be decided against her by a tie-breaker. The target for the independent seat is Elizabeth Moss: a founder with a company exit behind her, an EO member, deeply knowledgeable in astrology and Human Design, and approved by both Jeff and Sol. She can help groom the founders as chief executives, and the future CEO after them.

Major Decisions requiring both founders: sale of the company; new equity grants above 1% single or 5% cumulative in 12 months (a cap that covers phantom and economic equity too); debt above $25K; hiring or firing C-suite; materially changing the business model or purpose; distributions above a set threshold; removing a co-founder from operations; amending the operating agreement; any single capex above $25K; admitting a new Member; and any related-party transaction.

Founder pay, protected and disclosed. Founder Support (about $8K/month combined) is paid from raised capital for the defined runway disclosed in the use-of-funds, then carried by revenue under a formula cap (never more than roughly 35 to 40% of trailing-three-month revenue). Once a pay level is set in writing it is binding for its term: it cannot be reduced or suspended unilaterally, only by mutual agreement or for cause, and any claimed drop in engagement must be genuine, material, documented, and mediated before pay changes. Neither founder can be cut by fiat.

Domains. Sol has sole authority over the social accounts she runs (Instagram, TikTok and similar); YouTube is shared. Sol leads brand voice and the message, and Jeff carries that brand coherently through the marketing site and funnels; visual identity is collaborative. A clean written line separates Sol's personal brand (hers, never assigned) from Affirmology brand work (the company's).

Distributions: a 6-month operating reserve is funded first, then distributions run quarterly at the board's discretion, paid on vested ownership, with mandatory tax distributions first.

12. The Raise & Use of Funds

A staged Round 1 at $1.5M post-money (roughly 1% per $15K), deliberately small and revenue-focused; anything beyond an initial ~$75 to $100K, or a later Round 2 after Faena traction, would likely be on different (higher) terms. Our honest aim is to close around $100K; we may land higher or lower. We model four levels (the accompanying spreadsheet runs each month by month):

Per-tier use of funds (from the working budget), each tier building on the last:

How the lines flex. The categories are commitments; the vehicles are not. The app-and-tech line may be spent as hourly help, become a $30 to $40K fixed-scope contract, or convert into a team hire, whichever the beta era proves out. The audio-beds line may become an audio engineer partnership at roughly 1% equity for a committed pipeline of custom beds under full commercial license. Ad spend scales with measured payback, not with the plan. We hunt savings line by line and reallocate as circumstances require, and every reallocation stays inside what the offering disclosed.

Founder runway is ~$8K/month combined (Jeff + Sol) at present, partly offset by client income and rising over time as the company can support it; at the smallest raise levels, less is drawn from the company. (The exact figure shown to a given audience may be presented differently.) The Wynwood loft is intentionally excluded, it is a revenue-funded expansion.

Two stages of capital

This is deliberately a two-stage story, and the split matters for how an investor should read risk. Stage one is this round: a small amount that funds the product, the fall launch, and the proof of a repeatable, low-cost acquisition engine. It is sized to reach revenue on its own, so it is not wasted if nothing else follows.

Stage two is growth capital, and it is a fundamentally lower-risk, separately-fundable step. Once return on ad spend is proven, scaling ads is close to a known quantity, and it can be funded largely by revenue plus non-dilutive instruments rather than by selling more of the company cheaply.

Revenue-based financing (repaid as a small share of monthly revenue, typically a 1.2 to 1.6x cap) and venture debt (often cheaper above roughly $1M) are both built precisely to finance proven ad spend and to bridge the 30 to 60 day gap between paying for a customer and collecting their subscription. A later priced round remains an option for scaling beyond that.

Because stage two is lower risk, it can carry different terms, and early stage-one investors who want to add fuel at that point can be offered a preferred position for doing so.

The raise is itemized line by line in the Use of Funds document; final event quotes firm up as vendors confirm.

13. Investment Structure

Direct Wyoming LLC membership units, no SAFEs or convertible notes as default, with ownership, distribution, and voting from signing. Options per investor: a straight promissory note (pure debt, ~4-6%, 18-24 month payback) for a fixed return; a small founder loan layered on top of equity; and standard protections (pro-rata, tag-along). A founding-investor bonus applies to the first check into Round 1 (see the Term Sheet).

Distributions begin after a ~6-month operating reserve, then run quarterly. Beyond the financials, investors join a privileged circle: complimentary access to Affirmology events and the chance to promote their own retreat center, community, or location to our audience; deeper-tier investors can have more of a voice in the company and favorable treatment for showcasing or collaboration.

ElevenLabs grant. The ElevenLabs Startup Grant provides ~33M characters (~680 hours) of voice free for 12 months. Affirmology qualifies (under 25 employees, a real product with a monetization plan).

The application is drafted and is being submitted this week; it requires a live URL, so it goes in via the demo, and a decision comes in about a week. It reverts to the free tier when the 12 months or credits run out, so we treat it as one year of runway on the voice line, not a permanent zero.

Fish Audio, our cheaper long-term voice path, also offers a grant we intend to pursue. Music: we use only commercially cleared beds (built in Suno or purchased), and the beds line may convert into an audio-engineer equity partnership for custom beds under full commercial license (Section 12).

Legal and IP. Jeff Parker is a US patent attorney and will file the provisional patent application himself, gifting that work to the company (outside patent counsel may assist); nothing has been filed yet, and the year-two non-provisional filing will need a budgeted line. Trademark clearance is done: AFFIRMOLOGY is available (the prior registration is dead, and the one social account using the name is not using it in commerce), the filing is ahead, and we hold affirmology.ai. Counsel passes on the operating agreement, the astrology disclaimer, birth-data privacy, and ToS + Privacy Policy follow the raise.

14. Financials

A working scenario model accompanies this plan (Affirmology_FinancialModel_v2.xlsx): fully editable, running $30K / $50K / $100K / $150K month by month, with a summary comparison and a cap-table/equity ladder (including a $75K tier). Current output at the conservative starting assumptions (ARPU ~$27/mo, CAC ~$55, churn ~10%, ~98% margin, $8K/mo founder pay, ads from August, Faena bump in September):

The $100K target scenario sits between $50K and $150K: 6.7% equity, break-even in month 8, a lowest cash point of ~$49K, ~$79K cash and ~996 active subscribers (~$21.6K MRR) by month 16. It funds the full plan on a leaner base, which is why it is the raise we would most like to close.

Read: at higher churn, $30K genuinely dips negative unless growth is faster or client income bridges it (the honest "make it work" reality); $50K breaks even around month 10; $150K breaks even sooner and never gets tight, carrying runway past November. Increasing ad spend accelerates the subscriber ramp toward the $10 to $20K/month fall target.

Growth economics. The model includes a Growth and Financing view that lays out the flywheel explicitly: customer lifetime and lifetime value at different churn rates, the roughly two-month payback, and a reinvestment path where a set share of monthly surplus feeds the ad budget. It also sketches the stage-two options (revenue-based financing and venture debt) so the ad-scaling phase can be read on its own terms, separate from this first raise.

15. Risks & Mitigations

The core risks and mitigations are summarized above; regulatory and legal items (claims language, data privacy, licensing, IP) are handled in the legal pass noted in Section 13.

16. What finalizes next

The plan is decided; a short list of settings finalizes on real data and paper.

Beta data from the August 8 cohort sets the final tier prices, credit allotments, and referral rewards.

The ElevenLabs and Fish Audio grant submissions are in flight.

The trademark filing for AFFIRMOLOGY is ahead (clearance done; affirmology.ai in hand), alongside the provisional patent filing.

The operating agreement is in signing form and available to review.