Pet Passport

LA Market: 6-Month Growth Model

Adjust the variables. See the math. Understand the model.

Target: 150 showed-up bookings 6-month POC
Produced by Pushpost, LLC for Pet Passport · GoPetPassport.com · Confidential
// Why this exists

You raised the right question on our last call: on the surface, spending $40K to generate $4,500 in revenue sounds like a broken model. You're right. If that's the whole story, it is. This page is the rest of the story. What it shows is not month-6 profitability. What it shows is cost per acquisition compressing over time, the signal that tells an investor the unit economics are working and the model is worth backing at scale.

// What a booking means here

Every number in this model counts one thing only: a pet owner who created an account, booked a slot, and physically showed up to the facility. Not a click. Not a form fill. Not a calendar hold. Showed up. That's the only metric that generates revenue, proves the model, and means anything to an investor.

// The $25 incentive

To drive early adoption, Pet Passport offers a $25 credit per showed-up booking in months 2 through 4, capped at $1,000 total. This is absorbed by Pet Passport as a user acquisition cost. It is not charged to the facility and not visible to the pet owner as a fee. It exists to reduce friction for first-time users and prove the market will actually show up before we ask facilities to pay for leads.

// How to use this

The four sliders at the top control the key variables — lead fee, ad spend, no-show rate, and production budget. Move them and every number updates in real time. Proforma shows the month-by-month spend and CPA compression. The Case shows why the model holds up — LTV, the Google LSA benchmark, and the full production budget. Booking Ramp is the committed monthly target. Scale shows the path to a $5M–$10M valuation.

Facility lead fee $35
Monthly ad spend $1,500
No-show / cancel rate 5%
Monthly production budget $500
Talent, voiceover, graphics. Pet Passport cash cost, not Nick's sweat equity.
— Click a tab to cycle through the different views —
// 6-Month Financial Proforma
Total POC Investment
—
ad spend + incentive + production
Gross Bookings Needed
—
to net 150 showed-up
Phase 2 Facility Revenue
—
months 4–6 combined
True CAC (all-in)
—
total out ÷ showed-up
Month Ad Spend Incentive Total Out Showed Up Cumulative Fac. Revenue Net CPA Phase
Ad Spend
Incentive
Facility Revenue
CPA (right axis)
Month 1 is setup only — content production, ad creative build, platform optimization. No bookings targeted. The $25 per showed-up booking incentive runs months 2 through 4, capped at $1,000 total — it exists to reduce friction for first-time users and prove the market will show up before facilities are asked to pay for leads. Pet Passport absorbs this cost entirely. Facility revenue activates in Month 4 as the first facilities are signed and bookings begin routing through them. Ad spend is performance-only — organic reach is driven by content at zero incremental cost. Bookings scale much faster than ad spend, which is what drives CPA down over time.
// Monthly Booking Targets: Showed-Up Appointments
Month Target Showed-Up Gross Needed Cumulative MoM Growth Incentive Active What Drives Bookings

Why the ramp is back-loaded

Month 1 is setup. The platform is unknown, the ad system is cold, and the content hasn't had time to compound. Months 2 and 3 introduce the $25 incentive and warm the audience. By month 4, you have a proven market signal, signed facilities, and an audience that trusts the product. The big numbers come after the system is loaded, not before it is tested.

What makes this defensible

Every showed-up appointment is a closed loop: account created, slot booked, pet owner physically arrived. That is not a click or a form fill. It is a delivered outcome. CPA compression from month 2 to month 6 demonstrates that the system gets more efficient as it scales, not less. That is the signal investors look for in a marketplace.

Monthly showed-up
Cumulative (right axis)
Every number in this model represents a showed-up appointment — not a click, not a form fill, not a gross booking. A showed-up appointment means the pet owner created an account, booked a time slot, and physically arrived at the facility. The gross bookings column accounts for a buffer above target to absorb cancellations and no-shows. The back-loaded ramp reflects how marketplaces actually grow: slow early when the platform is unknown, accelerating as content compounds, the audience warms, and the incentive does its work.
// Why This Model Works: The Investor Argument
Total POC Budget: All-In Cash Cost
Ad spend + incentive + production. This is what Pet Passport writes checks for. Nick's time is sweat equity. It is not in these numbers.
6-Month Budget Breakdown
Performance ad spend —
$25 user incentive (capped) $1,000
Content production (6 mo) —
Total POC investment —
What Production Covers
Video shoot & editing ~$250/mo
Talent & actors (when needed) ~$100/mo
Voiceover ~$75/mo
Graphics & motion ~$75/mo
Nick's strategy, creative direction, ad management, content = sweat equity
Lifetime Value: What One User Is Actually Worth
CPA only tells half the story. Adjust how often users book and how long they stay to see what each acquired user is worth over time.
Bookings per user per year 3
Vet visits, grooming, boarding. How many times a year does a typical pet owner use the platform?
Customer lifespan (years) 2 yrs
How long does a user stay active on the platform before churning?
Lifetime Value (LTV)
—
per pet owner
Month-6 CPA
—
cost to acquire one user
LTV : CAC Ratio
—
investors want 3:1 minimum
The Market Benchmark: Google Local Service Ads
Facilities already pay Google $50–$150 per lead. That's a phone call with no show-up guarantee, no booking data, and no accountability for no-shows. Here's how Pet Passport stacks up.
Google LSA: Current Market
$50–$150
What you pay for A phone call
Show-up guarantee None
No-show risk Facility absorbs it
Booking data provided None
Pet/owner profile None
Outcome if they no-show You still paid
Pet Passport: POC Rate
$35
What you pay for Showed-up appointment
Show-up guarantee Yes, pay on arrival
No-show risk Pet Passport absorbs it
Booking data provided Full profile + history
Pet/owner profile Name, pet, service, notes
Outcome if they no-show You pay nothing
Pet Passport: Established Rate
$50–$75
When this unlocks After no-show data established
Justification Still 50% below LSA floor
Facility incentive to stay Better product, lower cost
No-show risk Pet Passport absorbs it
Recurring users Same user books again = same fee
Platform dependency Grows as user base builds
The $35 POC rate is intentionally below market to prove the model. Once show-up rates are documented and facilities see consistent delivery, the rate moves to $50-$75, still 50% cheaper than Google LSA with a superior product. That is the pricing power argument.
Google LSA pricing sourced from industry benchmarks for pet services categories in major US metros (2024–2025). LSA charges per verified call, not per showed-up appointment — facilities bear the full no-show and cancellation risk. Pet Passport's show-up guarantee inverts this entirely: the platform absorbs no-show risk, which is what justifies the per-arrival fee model. LTV assumes the facility lead fee is used as the per-booking revenue figure — this is conservative, as repeat users reduce platform CAC further over time.
// City Expansion: Unit Economics at Scale
Month-6 Run Rate
—
bookings/mo at $—/lead
Cities to $5M Valuation
—
at 5x revenue multiple
Cities to $10M Valuation
—
at 8x revenue multiple
// One-Sentence Investor Pitch
Stage Cities Monthly Bookings Annual Revenue Valuation @ 5x Valuation @ 8x Notes
Annual Revenue
Valuation @ 5x
Valuation @ 8x
Why $35 Is the Starting Price, Not the Ceiling
The POC rate is designed to eliminate facility objections and prove the model. Once show-up rates are documented and facilities see consistent delivery, the fee moves. Here is what that does to the city count needed for a $10M valuation.
Phase Lead Fee Cities to $5M Cities to $10M vs. Google LSA Floor Context

The 30 cities you actually need

Tier 1 (top 15 major metros: New York, LA, Chicago, Dallas, Houston, DC, Miami, Philadelphia, Atlanta, Phoenix, Boston, San Francisco, Seattle, San Diego, Denver) plus Tier 2 (Minneapolis, Tampa, Portland, Austin, Charlotte, Nashville, Sacramento, Orlando, Las Vegas, Denver, Columbus, Indianapolis, Raleigh, Salt Lake City, Baltimore) gets you to 30 established markets. At a $60 lead fee, that is your $10M. You never need to touch a secondary market.

Why facilities will accept the higher rate

Google LSA charges $50-$150 per phone call with no show-up guarantee and no booking data. By the time Pet Passport raises its rate to $50-$75, facilities have months of showed-up appointments on record, a full booking history, and zero no-show risk. The platform is still 50% cheaper than LSA and provably more reliable. There is no negotiating leverage on the facility side once the model is proven.

The per-city baseline uses the Month 6 run rate as the starting point for each new city, which is a conservative assumption since an established city should outperform a launch market over time. The 5x valuation multiple is the floor for a growing marketplace with documented unit economics. The 8x multiple reflects a platform with demonstrated CPA compression and expanding revenue. These are illustrative models, not projections. Move the sliders to stress-test the assumptions.