FOCURA — Financial Model & Projections
Updated: April 2026
Document Map
Pricing, Revenue & Valuation
For pricing tiers, revenue projections, unit economics, valuation scenarios, storage pricing, and the professional referral network model, see Pricing Strategy — April 2026. This document covers cost structure, profitability, coaching revenue, and the operational roadmap.
1. Coaching Revenue
Coaching sessions are positioned as high-margin add-ons available at any subscription tier: a Single Session (895, three sessions). Coaching is also the primary completion-rate tool — coached households complete the platform at materially higher rates and generate better testimonials.
| Year | Sessions | Avg Fee | Coaching Revenue |
|---|---|---|---|
| 2026 | 50 | $500 | $25,000 |
| 2027 | 100 | $500 | $50,000 |
| 2028 | 160 | $500 | $80,000 |
| 2029 | 220 | $500 | $110,000 |
| 2030 | 280 | $500 | $140,000 |
| 2031 | 330 | $500 | $165,000 |
Coaching Delivery Model — Retired Advisor Network
Coaching scales through a network of retired financial advisors who want to stay engaged with clients without carrying a full practice. These are professionals who understand the estate conversation, know how to read a client’s situation, and have decades of relationship experience — but no longer want to manage a book of business.
Why this works for the coach:
- Flexible, part-time engagement — 5–15 sessions/month, work from home
- Meaningful work that uses their expertise (not a call centre script)
- No licensing burden — coaching guides a household through the FOCURA organizing process, it doesn’t involve financial advice, insurance sales, or securities recommendations
- Stays connected to the industry and to clients
Why this works for Focura:
- Deep bench of experienced coaches without full-time salary commitments
- Coaches are paid per session, not on staff — keeps the cost structure variable
- Retired advisors bring credibility and warmth that households respond to
- Every coach is also a referral source: they know active advisors, lawyers, accountants, and insurance agents from their career
Economics:
| Role | Rate | Focura Revenue | Margin |
|---|---|---|---|
| Coach (retired advisor) | 250/session | $500/session (client pays) | 50–60% |
| Tim / Jeff / Sharlyn (internal) | Internal cost | $500/session | Higher margin, limited capacity |
At 330 sessions/year (2031 projection), 70% delivered by the retired advisor network at 52K in coach payouts, leaving ~165K revenue. Internal sessions (Tim, Jeff, Sharlyn) run at higher margin but are capacity-constrained.
Recruitment pipeline:
- Advisors retiring from the firms in the prospecting list — independent dealers, MGAs, and fee-only practices
- Advocis chapter networks — retired members looking to stay involved
- CALU members transitioning out of active practice
- Word of mouth from active Focura advisors (“my colleague just retired and would be great at this”)
Scaling path:
| Year | Total Sessions | Internal (Tim/Jeff/Sharlyn) | Retired Advisor Network | Coaches Needed (at ~10 sessions/month) |
|---|---|---|---|---|
| 2026 | 50 | 50 | 0 | 0 |
| 2027 | 100 | 60 | 40 | 1–2 |
| 2028 | 160 | 60 | 100 | 2–3 |
| 2029 | 220 | 40 | 180 | 3–5 |
| 2030 | 280 | 30 | 250 | 5–7 |
| 2031 | 330 | 30 | 300 | 7–10 |
Tim, Jeff, and Sharlyn handle all coaching in year one, which builds the playbook. The first retired advisor coach is recruited in 2027 once the process is documented and repeatable. By 2031, a network of 7–10 part-time coaches delivers the majority of sessions.
Compliance note: Coaches guide households through the FOCURA Method — organizing facts, capturing stories, preparing executor materials. They do not provide financial advice, recommend products, or give tax/legal opinions. The coaching engagement should be clearly scoped in writing. If a coach holds active licenses, ensure their coaching role is separate from any advisory capacity.
2. Cost Structure
| Year | Hosting / Infra | Staffing | Marketing & Other | Total Costs |
|---|---|---|---|---|
| 2026 | $9,000 | $80,000 | $30,000 | $119,000 |
| 2027 | $18,000 | $220,000 | $60,000 | $298,000 |
| 2028 | $35,000 | $380,000 | $100,000 | $515,000 |
| 2029 | $55,000 | $560,000 | $150,000 | $765,000 |
| 2030 | $80,000 | $720,000 | $200,000 | $1,000,000 |
| 2031 | $110,000 | $900,000 | $250,000 | $1,260,000 |
Hosting notes: 2026–2027 includes FileMaker server ($6K/year) plus AWS Canada (ca-central-1). FileMaker costs phase out as V2 migration completes (2028). AWS costs scale with user load and include S3 storage — see Storage Pricing for per-tier storage pools, overage pricing, and cold storage lifecycle.
Staffing notes: 2026 reflects founder draw + part-time roles. 2027 reflects full team on salary (Tim, Jeff, Sharlyn, Jill) plus client success. Costs grow as volume justifies additional coaching and CS headcount. Development costs (Outside the Box) are captured in upfront capital, not operating costs, until V2 development begins.
3. Combined Revenue & Profitability
All figures in CAD. Subscription revenue and referral network projections are from Pricing Strategy — April 2026.
Revenue by Stream
| Year | Subscription | Coaching | Referral Network | Storage Overage | Total Revenue |
|---|---|---|---|---|---|
| 2026 | $11,000 | $25,000 | — | — | $36,000 |
| 2027 | $54,000 | $50,000 | — | — | $104,000 |
| 2028 | $163,000 | $80,000 | $92,000 | $2,000 | $337,000 |
| 2029 | $380,000 | $110,000 | $254,000 | $12,000 | $756,000 |
| 2030 | $735,000 | $140,000 | $550,000 | $36,000 | $1,461,000 |
| 2031 | $1,213,000 | $165,000 | $957,000 | $72,000 | $2,407,000 |
Subscription revenue reflects the base-case advisor-only model from Revenue Projections (8 advisors in 2026 → 400 by 2031, blended ARPU growing from 322/month). Referral network revenue includes all professional referral types including insurance finder’s fees — see Professional Referral Network. Founding Member revenue (1,500) is not included in the recurring table.
Net Income (Pre-Tax) & EBITDA Margin
| Year | Total Revenue | Total Costs | Net Income | EBITDA Margin |
|---|---|---|---|---|
| 2026 | $36,000 | $119,000 | -$83,000 | -231% |
| 2027 | $104,000 | $298,000 | -$194,000 | -187% |
| 2028 | $337,000 | $515,000 | -$178,000 | -53% |
| 2029 | $756,000 | $765,000 | -$9,000 | -1% |
| 2030 | $1,461,000 | $1,000,000 | $461,000 | 32% |
| 2031 | $2,407,000 | $1,260,000 | $1,147,000 | 48% |
What Changed — and Why It’s Honest
The previous version of this document (March 2026) showed the business reaching cash-flow positive in 2027 with 71% EBITDA margins by 2031. That model included 15,000 direct-to-consumer subscribers at 527K/year.
The April 2026 decision to move to advisor-only distribution is the right call for the business — but it changes the financial trajectory:
| Metric | Previous Model (March 2026) | Revised Model (April 2026) | Why |
|---|---|---|---|
| Cash-flow positive | 2027 | 2030 | No consumer subscription revenue cushion |
| 2031 total revenue | $4,387,000 | $2,407,000 | 400 advisors vs. 15,000 consumers + 800 advisors |
| 2031 EBITDA margin | 71% | 48% | Still strong — just takes longer to scale |
| Cumulative loss (2026–2029) | -$27,200 | -$464,000 | Deeper trough before profitability |
| Revenue diversification | Subscription-heavy | Balanced (50% sub / 40% referral / 7% coaching) | Referral network matters more |
The trade-off is worth it. The advisor-only model eliminates consumer billing/support, ensures every household has professional guidance, reduces CAC to near zero, and creates advisor lock-in. But it requires more working capital and patience.
Capital Requirement
The cumulative operating loss from 2026–2029 is approximately $464,000 before the business reaches cash-flow positive. Additional working capital sources:
| Source | Amount | Notes |
|---|---|---|
| Founding Member program | 15,000 | 5–10 spots at $1,500 |
| Existing capital / founder investment | TBD | Initial raise of 300K covers build + operating costs |
| Coaching revenue (first 4 years) | $265,000 | Offsets operating losses but doesn’t eliminate them |
The business needs approximately 250K in net capital above coaching revenue to reach self-sustaining operations. This is fundable through founder investment, the initial raise, or a small seed round.
A Note on the Valuation Scenarios
The Pricing Strategy document includes valuation scenarios projecting 6.93M total revenue (Scenario B). Those scenarios were built before the detailed advisor-count model was completed. The detailed model — 400 advisors at blended ARPU — produces 5.9M.
To reach 322/month blended ARPU) — roughly 4× the current base-case target.
This needs to be reconciled. Either:
- The advisor growth target increases significantly (1,500+ by 2031), which requires different marketing spend and sales capacity
- The valuation scenarios are revised downward to align with the 400-advisor model
- A combination — higher advisor targets in later years as the referral network and word-of-mouth compound
The profitability model in this document uses the 400-advisor base case. The valuation scenarios in Valuation Impact represent the upside case and should be updated once the growth targets are confirmed.
4. Exit Scenarios
Exit timing and strategy depend on which growth path materializes.
Base Case (400 Advisors by 2031)
| Year | Total Revenue | EBITDA | Multiple | Valuation Range |
|---|---|---|---|---|
| 2029 | $756,000 | -$9,000 | — | Pre-revenue multiple; valued on ARR + pipeline |
| 2030 | $1,461,000 | $461,000 | 5–6× revenue | 8.8M |
| 2031 | $2,407,000 | $1,147,000 | 5–6× revenue | 14.4M |
Upside Case (1,500+ Advisors by 2031)
If advisor adoption exceeds the base case — through channel partnerships, enterprise deals, or referral-driven growth — the valuation scenarios in Valuation Impact apply:
| Scenario | 2031 Revenue | Multiple | Valuation Range |
|---|---|---|---|
| A: Subscription only | $5.9M | 7.5× | 50.9M |
| B: Full revenue model | $6.93M | 8.0× | 63.7M |
Exit Paths
- Strategic acquisition (2029–2030): A fund company, bank, or large advisory firm buys Focura to white-label the platform across their distribution network. In the base case, this is a 9M outcome; in the upside case, $15M+.
- Growth equity raise (2028–2029): A minority investment to accelerate the advisor channel and enterprise sales. Even in the base case, a 5M valuation is achievable and provides capital to compress the growth timeline.
- Full exit (2031): Tim’s target — sell the business on or near his 65th birthday. Base case: 14M. Upside: 64M. The range is wide because it depends entirely on advisor adoption velocity between now and then.
5. 2026 Roadmap — Foundation and Traction Year
The goal for 2026 is to turn Focura from a working prototype into a revenue-generating business with proof of product–market fit, clean operations, and a pipeline for 2027 scale. For granular task-level tracking, see 3. Start Up.
Quarter 1 (Jan–Mar 2026) — Finalize & Launch Pilot
Primary objective: Establish a stable, demonstrable product and secure early adopters.
| Area | Goals | Owner | Success Metric |
|---|---|---|---|
| Product / Technology | V1 front-end build begins with Outside the Box; FileMaker API bridge spec finalized | Tim / Ryan Lutterell | Stable demo environment live |
| Legal & Structure | Incorporate company; execute team agreements; IP ownership documented | Tim / Marco Wai (Gowling WLG) | Legal entity registered |
| Advisors | Recruit 3–5 pilot advisors; collect usability feedback | Jeff | Signed pilot NDAs |
| Marketing | Website sections live: How It Works, For Advisors, For Households | Sharlyn | 100+ email subscribers |
| Q1 Target | 3–5 pilot advisors onboarded with real households | Tim | Functional pilot environment |
Quarter 2 (Apr–Jun 2026) — Monetize & Validate
Primary objective: Start charging, collect metrics, validate the advisor value proposition.
| Area | Goals | Owner | Success Metric |
|---|---|---|---|
| Revenue | Convert pilots to paid Advisor subscriptions; launch Founding Member program | Jeff | First paying advisor subscriptions |
| Product | Estate Map live; help/training module; Executor Task Engine functional | Tim / OTB | All Core Household Features working |
| Operations | CRM live (Bigin); billing via Stripe; trial flow functional | Jill | Stripe billing active |
| Marketing | 3-video explainer series; LinkedIn outreach begins | Sharlyn | 500+ video views |
| Founding Members | Sell first founding member spots ($1,500, 10 available) | Jeff | 2–3 founding members signed |
| Q2 Target | 3–5 paying advisors; Founding Member revenue flowing | Tim | First MRR |
Quarter 3 (Jul–Sep 2026) — Build Systems & Brand
Primary objective: Operationalize, establish repeatable marketing, begin professional referral network groundwork.
| Area | Goals | Owner | Success Metric |
|---|---|---|---|
| Infrastructure | Automated provisioning and usage dashboard | Tim / OTB | Admin console live |
| Marketing & Sales | Advisor referral program launched; Executor Readiness webinar series begins | Jeff / Sharlyn | 2 webinars completed |
| Referral Network | Identify 3+ professionals (lawyers, insurance agents, accountants) willing to participate in referral pilot; legal review of fee structures | Jeff / Tim | First professional referral conversations |
| Content | 6 blog posts or videos live; Tell Your Story content track launched | Sharlyn | Consistent cadence |
| Q3 Target | 5–6 paying advisors; positive advisor testimonials | Tim | Growing MRR |
Quarter 4 (Oct–Dec 2026) — Prepare for Scale
Primary objective: Finish the year with clean financials, validated KPIs, and a ready-to-scale operation.
| Area | Goals | Owner | Success Metric |
|---|---|---|---|
| Financial | 7–8 paying advisors; <15% churn; clean books | Tim / Jill | Clean QuickBooks P&L |
| Product Roadmap | 2027 feature spec: advisor dashboard, Practice tier features, analytics | Tim | Roadmap doc delivered |
| Team | Confirm all 2027 roles; prep for Q1 hiring | Tim | Job descriptions ready |
| Partnerships | 5+ advisor firms signed; Founding Member program closed (September 30) | Jeff | Signed agreements |
| Referral Network | Professional referral network structure defined; legal review of all fee arrangements complete | Tim / Jeff | Legal templates signed |
| Q4 Target | $19K+ ARR run-rate; 70%+ gross margin | Tim | Run-rate target hit |
End-of-2026 Targets
| Metric | Target |
|---|---|
| Paying advisors | 7–8 |
| Households under management | 60–100 |
| ARR run rate | 25K |
| Coaching revenue (year) | 30K |
| Founding Member revenue | 15,000 (5–10 spots sold) |
| Gross margin | ≥70% |
| Advisor firm partnerships | 5+ active |
| Professional referral network | Structure defined, legal review complete, pilot conversations underway |
| Valuation indicator | 810K (5× ARR, Scenario A) |
6. Early 2027 — Scale Readiness Goals
- Sales: Consistent inbound advisor flow (1–2 new advisor plans per week via Jeff’s channel).
- Infrastructure: Automated billing, licence management, and usage reporting. Storage monitoring and pool enforcement live.
- Team: Development freed from Tim’s direct oversight; Jill handling user setup and support.
- Financial: Positive monthly cash flow trajectory; $5K+ MRR entering 2027.
- Product: V1 stable; V2 architecture scoped; advisor dashboard and Practice tier features on the roadmap.
- Referral Network: Professional referral network launched with at least 3 vetted professionals. First referral fees earned. Legal templates in place for all referral types.
- Coaching: 100+ sessions projected for 2027; coaching positioned as the completion accelerator for advisors’ households.
Updated April 2026. For pricing tiers, revenue projections, valuation scenarios, storage pricing, and the professional referral network, see Pricing Strategy — April 2026. For task-level execution, see 3. Start Up.