Conclusion
All in all we see a market, there is room for us in the market, and there is room for UX and quality improvements for the services currently offered.
Further we have a very experienced team in place which covers both the leadership, operations, the technical aspects and the initial marketing to bring in users and revenue.
With a total value of the market at tens of billions of USD and an initial SOM of USD 2.5-40 million we believe there is a very profitable opportunity here.
On-Courze
Business Plan
Executive Summary
Our SaaS will help small and medium sized companies, sole proprietors, and persons sell and administer their courses, events, and other time based services.
Our profits will be generated from paid add-ons to our free service.
We differ from the competition in four main ways
We are likable and have fluffy bunnies
You get the base service for free – Forever
You get the service with your branding and no ads
You serve your customers in your markets language
Target countries: First 🇸🇪, then 🇩🇰 🇬🇧 🇩🇪 🇳🇴 🇪🇸
What: Fast and Funny online booking service 🐇
Why: The market is there and we want to radically improve the customer experience
for owners and end users alike
Market Analysis
The market is global and gigantic, with Europe as one of the biggest markets. The
numbers are in the tens to hundreds of billion of USD depending on market segment.
Global Online Event Ticketing Market size is valued at USD 60 billion in 2024
according to CMI Team on https://www.custommarketinsights.com/report/online-
event-ticketing-market/
TAM (Total Available Market) is the total market demand for our services.
TAM estimated at USD 100 billion
SAM (Serviceable Available Market) is the segment of the TAM targeted by our services
which is within our geographical reach.
SAM for Sweden estimated at USD 20 million
SAM for the European countries we will initially cover estimated at USD 500 million
SOM (Serviceable Obtainable Market) is the portion of SAM that we can capture.
SOM for Sweden USD 1-2 million
SOM for Europe USD 2.5-40 million
The number of providers who can in theory build a comparable product is huge. But
we have seen only dozens (but there might be as many as a hundred or a few
hundred) of service providers in the market covering the Western world. Most of
these are only in English.
Competitors generally have a free version but they are over all very restricted in
different ways. Ie max 50 registrations, max 1 or 2 services, no history/statistics,
external ads and so forth.
Seems like the biggest competitor is https://www.supersaas.com/ in terms of pricing,
features and languages. 190.000 customers globally.
The competitors we have looked into (mainly Swedish as that is our first market and
data is openly available) have a revenue of 0.5 to 5 million USD. This excludes Visma
Spcs AB with a total revenue in excess of 100m USD which covers other areas than
online booking.
Number of 'foreninger' in Sweden: >200.000 whereof >19.000 are sports.
Guesstimated >1.000 target audience in Malmö alone.
The Team
⭐ Co-Founder, CEO, COO, developer (Johan)
https://www.linkedin.com/in/johan-faerch/
https://stackoverflow.com/users/9607391/johan-faerch
⭐ Co-Founder, Backend, database and infrastructure developer (Asser)
https://www.linkedin.com/in/asserfemoe/
⭐ Co-Founder, Frontend and backend developer (Andreas) Opted out :(
⭐ Co-Founder, Marketing and sales SoMe (Frederik)
https://www.linkedin.com/in/frederik-kjaer-6a6342aa/
❓ Designer UX/UI (Later)
❓ Native iOS/Android developer (Later)
❓ Support?
Service
The service we offer initially covers the needs of small companies, sole proprietors,
and ‘Mom-and-Pop shops’ selling courses, classes, coaching, or the like. We even cover
private individuals throwing a party or other event.
Technically we handle classes or events of one or more participants which is held at
fixed times (ie not dentists appointments and the like as their times are ‘floating’) as
one off, over a set period or perpetual lessons.
Customers are registered and can be handled in the system, confirmations and
invoices are automatically emailed and you can manually email or SMS your
customers via your third-party service provider of choice or buy our add-ons.
Our base service is free, with few limits. As long as the service owner is willing to handle everything manually, the service is free
We have virtually no On-Courze branding and no third party ads
We serve virtually any language and 6 from the get go (English, Swedish, Danish, Norwegian, German, and Spanish)
Our product is fast and straight to the point for the end user. No distracting external up-sale, ads, or diversions. From entry, through sign-up, to receiving confirmation and invoice in only 4 steps
We have integrated invoices with bank payment information and Swish (Sweden) for manual payments outside of On-Courze
Paid add-ons (version 1 and 2)
Online payment service (virtually all European payment systems like credit
cards, Swish, Vipps and so forth) through QuickPay
SMS and email
Slack, Messenger, WhatsApp
Attendance/ticketing
Courier inbox?
Paid add-ons (later versions)
Multiple facilities and areas
Instructors
Multiple administrators
Basically anything from KeepTrack…
Execution
We are turning our marketing and company profile towards humour and feelings
(likeable) over features. ‘Fluffy bunnies’ are fast and efficient (and cute) and are the
reference of what we do differently.
Our plan is to initially focus on volume and getting at least 1.100 free users/owners
during the first 6-12 months. This gives us time to successively develop and roll out
our paid add-ons. We want to see active customers before the end of 2024.
In terms of revenue our target is to average USD 19 per user/owner in 12-18 months
(end of 2025) by up-sale to paid add-ons and paid tiers.
Possible target groups
Team sports (clubs and companies)
Personal Trainers
Prophylaxis, pregnancy classes, midwives
Event planners (for selling and ticketing)
Private classes (ie piano lessons and the like)
Consultants, individuals
For our Beachhead market we are looking into driver schools (~2/3 of Swedish schools
take sign-ups over the phone or email) and possibly pregnancy preparation.
Main marketing sources
Instagram and Facebook for the product and LinkedIn for the company.
End user persona
18-40 years old, money to spare, socially active, living in cities?
Funding Request
We do not need funding as is. Our upcoming costs will be covered by revenue.
KeepTrack GmbH is initially sponsoring infrastructure and backend.
Financial Analysis
Our fixed costs are estimated at USD 0 to 2.000 for the first year.
This is made possible as backend and infrastructure is made available free of charge
from KeepTrack GmbH (Johan). KeepTrack has extra resources and will start invoicing
once On-Courze needs infrastructure, bandwidth, server capabilities in excess of what
is currently available.
Costs to foresee is for UX/UI/design capabilities, native iOS/Android developers,
marketing, and possibly some form of support and administration.
In ref to the competitors we have an estimated value of 5 to 50 million USD for the
companies dedicated to this market in Sweden alone (value @ 10x revenue).
This can then be increased by every additional market On-Courze enters.
Pricing
SMS and email at an overhead and consumption based. SEK 1 and SEK 0.10 respectively. This is ~100% markup from our cost price.
Other channels and messaging services at the same principle
Payment service 1-2% markup and a base fee. TBD
Attendance and ticketing at a base fee. TBD
These services alone should be able to comfortably bring us to our first revenue target.
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