Pet Passport — LA Market 6-Month Growth Model

// 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 three sliders at the top control the key variables — what facilities pay per delivered booking, monthly ad spend, and the no-show buffer. Move them and every number on the page updates in real time. The Proforma tab shows the month-by-month CPA compression you asked for. The Scale tab shows what that trajectory looks like when it's worth $5M–$10M.

// 6-Month Financial Proforma

Total POC Investment

—

ad spend + $25 incentive

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.

// 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

The per-city baseline uses the Month 6 run rate as the starting point for each new city — conservative, 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.