Investors Prepared: 12 December 2025

PLANDAT investor memo

Offline-first workout tracking with wearable automation and AI progress intelligence.

Rough plan (high level)

0–90 days (post-funding)

Ship v1: offline execution + scheduling + timers + notes + baseline analytics.
Ship Fitbit integration (read data) and premium cloud sync.
Run 3 acquisition experiments and report CAC, D7/D30 retention, conversion, churn.

3–12 months

Hit ≥ 100k MAU with ≥ 12% D30 retention (or equivalent for ICP).
Launch AI insight v2 and prove uplift in retention and paid conversion.
Release web parity; open commerce with a small SKU set.

Rough fundraising terms (illustrative)

We’re targeting a SAFE raise of £250k–£500k for roughly 10% dilution (before accounting for the employee option pool).

Using the simple cap approximation (cap ≈ investment × 9 for 10%), this implies:

£250k for ~10% → implied cap around £2.25m
£500k for ~10% → implied cap around £4.5m

We also plan an employee option pool of 10%, which will dilute founders/investors depending on how it’s created (pre/post-money in the next priced round).

Confidential — for discussion purposes.

Highlights · Product · Market · Go-to-market · Business model · Milestones · Fundraising · References

1. Investment highlights

Clear wedge: strength training users want in-gym execution + insights, not another workout library.
Offline-first + scheduling + timers is a concrete usability edge (works in real gyms).
Wearable integration (Fitbit first) enables automated context and higher-value analytics.
Premium model aligns value (AI + cloud sync) with willingness to pay; comparable apps charge £3–£16/month.
Expansion path: web parity + commerce store creates a second revenue engine beyond subscriptions.

2. Company & product

PLANDAT is a workout tracking platform with:

Workout plan builder (reps/sets/rest), scheduling by day/hour, session execution flow.
Offline mode as default; sync is a premium feature.
Fitbit integration to incorporate activity/heart-rate context and reduce manual capture.
AI assistant to summarise sessions, explain trends, and recommend next-step adjustments.
Web app with feature parity + integrated commerce store (planned).

3. Market

Software (fitness apps)

Global fitness app market: USD 10.59B (2024) and forecast USD 33.58B by 2033 (GVR).
UK fitness app market: USD 395.8M (2024) and forecast USD 1,293.4M by 2033 (GVR).
AI in fitness & wellness: USD 9.8B (2024) and forecast USD 46.1B by 2034 (InsightAce summary).

Commerce (activewear)

Global activewear market: USD 406.83B (2024) forecast USD 677.26B by 2030 (GVR).
Gymshark reported FY ending 31 July 2024 turnover of £607.3m (press coverage).

4. Competitive positioning

Direct workout trackers: Hevy, Strong, JEFIT. Adaptive planner: Fitbod. Content library: Gymshark Training/Nike.

Positioning statement:

“PLANDAT is the workout assistant that actually runs the session (offline), captures results with minimal friction, and explains progress with AI — so users know what to change next.”

5. Go-to-market

Acquisition (early)

Gym/trainer partnerships (door-to-door): affiliate onboarding; PTs distribute plans and drive installs.
Paid acquisition tests: workout tracker keywords + wearable owners.
Creators: lifters demonstrate the timer-led workflow and weekly insight loop.

Retention levers

Scheduled sessions & streaks, adherence scoring, PR milestones.
Weekly AI performance review: what improved, what stalled, what to do next.
Progressive personalisation (not generic templates).

6. Business model

Freemium: offline-first core is free to maximise adoption and habit formation.
Premium: cloud sync + AI + advanced analytics + deeper integrations.
Commerce: accessory-first, then limited apparel drops once demand is proven.
Long-term: trainer seats or revenue share for B2B2C distribution.

Competitive price anchors (public):

Fitbod: $15.99/mo or $95.99/yr
Strong PRO: $4.99/mo or $29.99/yr
Hevy PRO: $2.99/mo or $23.99/yr
JEFIT Elite: around $69.99/yr (varies by store)

7. Metrics plan & milestones

90-day milestones after funding

Ship v1: offline execution + scheduling + timers + notes + baseline analytics.
Ship Fitbit integration (read data) and premium cloud sync.
Run 3 acquisition experiments and report CAC, D7/D30 retention, conversion, churn.

12-month milestones

Hit ≥ 100k MAU with ≥ 12% D30 retention (or an equivalent retention benchmark for your ICP).
Launch AI insight v2 and prove uplift in retention and paid conversion.
Release web parity app; open commerce with a small SKU set.

8. Financial snapshot (illustrative)

These numbers are illustrative and should be replaced with observed metrics once we have real usage data.

Year	Active users (MAU)	Paid subscribers	Revenue (GBP)	Key assumptions
Y1	50,000	1,500	£180k	3% conversion; £10/mo blended; soft-launch UK
Y2	250,000	12,500	£1.5m	5% conversion; £10/mo blended; add web, AI insights v2; scale ads
Y3	800,000	56,000	£6.72m	7% conversion; £10/mo blended; improved retention; add commerce & partners

Revenue assumes subscription only (excludes commerce) and is calculated as paid subscribers × £10 × 12.

Cost drivers

Engineering & product (largest early cost).
AI inference & data storage (variable; keep premium-gated and cached).
Paid acquisition (scale only after retention is proven).
Commerce: inventory and fulfilment (mitigate via accessories/preorders).

9. Fundraising ask

Pre-seed (SAFE): £250k–£500k to ship v1, validate retention/conversion, and prove the insight loop.
Seed: £1.0m–£2.5m to scale acquisition, expand integrations, launch web parity and commerce.

Use of funds (example split)

60% product & engineering
15% data/AI
15% growth experiments
10% ops/legal/security

10. Data room checklist

Product: roadmap, architecture overview, security model, privacy policy (GDPR), app store listings.
Traction: cohort retention, funnel conversion, subscription metrics, churn, NPS/qualitative feedback.
Market: positioning, ICP definition, competitor comparisons, pricing tests.
Financials: 3-year model, assumptions, burn/runway, hiring plan.
Legal: IP assignment, cap table, terms, third-party licences, Fitbit API compliance.

References (public)

Partnerships → Back to home