Customer Pain and Solution


UNADAT is an AI-based personalized consumer debt cost minimization platform that finds hidden money in loans.


Problem
Most financial companies focus on investment over debt, but median US debt ($131K) dwarfs savings ($33K) and hammers users with high interest rates. Americans hold $4 trillion in debt just between credit cards, fresh mortgages and car loans. An extra payment of $50/month can save 150-200x the balance by retirement age, but how to see its long-term impact and where to put it? Banks know where; users don’t. Seeking instant gratification, they lack debt strategy and access to financial advocates.

Solution
UNADAT is an AI-based personalized consumer debt cost minimization platform that finds hidden money in loans. Unadat algorithms empowers people to see their decisions through a lens of net present value (UnaWorth ). Unadat treats debt as a personal investment, arming users with a bank’s financial foresight. Our average users can save (“earn”) $10K in 5 years by applying small extra payments to inflection points in the amortization schedules of their mortgages and credit line balances.

Overall Impact

Form a strategic relationship with an existing credit union (e.g. DCU) or customer-oriented bank (e.g. Eastern Bank), or financial adviser brokerage (e.g. SmartAsset) to source our target market, widen traction and test business model. At year 1 our goal is 5K users, seed fund, +2-3 FT employees.

By year 5: 250K users with a larger mix of B2B users, acquire API-sourcing teams (e.g. Prism), to grow product lineup and distribute a single user payment between creditors and negotiate rates in bulk.

Current Strategies
Acquisition and retention of individual customers
Beginning to focus on business customers
Partnering

Later Steps
Acquiring startups in related fields (e.g. Prism)

1 year5 year
Users1,000-5,000250,000-1,200,000
Valuation
Multiples, EV/EBITDA:
Software Internet 22.89
Between $41,200 (1.5% paying user at $10/mo for 1,000 users) and $824,000 (4% paying users at $15/mo for 5,000 users) Between $10,547,000 (1.5% paying user at $10/mo for 256,000 users) and $210,954,000 (4% paying users at $15%/mo for 1,280,000 users )
Full-time Employees5-9, 7 average1,000
Valuation/Full-time employee41,200/7 = $5,880$210,954,000/1,000 = $210,954
Value Offering Provide advice
Unite the punchiness of optimal AI-produced solution with humility of working with customers to figure out how much they can afford to pay
Distribute payments
Work on users’ behalf to determine what they afford to pay*, negotiate payments in bulk, and distribute payments to users’ creditors each month.

Customer Needs and Acquisition

Potential Market
TAM(1 in 2 Americans, $2T total debt) multiple debt holders (50% credit cards, 41% mortgage, 33% car loans)
SAM50M (1 in 7, $0.62T) Multiple debt holders who pay extra ($50 or above minimum payments)
Target Market, 15% penetration 7.5M (1 in 40, $93B), 54M Unadat revenue

Market Validation
Since 12/2016, we gathered 500 active users, 4 full time developers, and 15 skilled part-time helpers. We began testing in January; a beta launch was on 4/19 to our list surf. We aim for 1.5-4% conversion to paying customers by next April.

Marketing
Our use case is a niche message: “Afford a dream home sooner. All while taming your debt.” A wedge into the mass conscious, it taps into real estate networks on the ground and SEO online via popular, relevant topics on our independent blog, LifeLine.

Sales and Distribution
Physical and virtual FIRE groups, government/nonprofit debt education workshops/websites (e.g. PurplePurse) as market wedge. Partner with banks or PayPal to distribute users’ optimized payments.
  1. FIRE groups (physical and virtual)
  2. Government and nonprofit debt and finance education. Both physical (workshops) and virtual (integration on websites, pamphlets, etc.)
  3. Partner with banks or PayPal to distribute optimized payments for users (UnaPay).
  4. Third-party partnering with banks, Paypal/Venmo, etc. to minimize missed payments and facilitate easier collection
  5. Marketing dollars: Instagram, Facebook, Adwords.

Industry and Competitors

Current/Future Competitiors
Most of the financial companies and startups focus on investment and not debt management but the debt owed by an average American ($131K) far exceeds average funds for investments ($33k) and hammers with far higher interest rates. Meanwhile, companies like Credit Karma provide administrative solutions to low credit scores without attacking the debt. Banks have an inherent conflict of interest, making their money off debt.

Competitors:
  1. Now - Credit Karma, Credit Sesame, and other credit score fixers, Experian, TransUnion, government debt programs, personal financial advisers and investment groups - none have touched on assisted decision making through net worth (UnaWorth) and “matrix-AI” solutions optimization
  2. Future - Large institutional employers alone or coupled with subscription retailers like Amazon +/- Alexa personal assistants and companies like WeWork/WeLive that attempt to take on more facets of people's everyday responsibilities.

Complimentary Organizations and Possible Partners
  1. Prism, Mint, Moven
  2. Debt management planners and financial advisors who realize the significance of debt
  3. Government (educational) and nonprofit workshops
  4. Government active involvement (debt forgiveness, interest freezing)
  5. Banking and credit card applications that simplify payments and provide APIs
  6. Abundance of FIRE followers
  7. Organizations focusing on saving for retirement

Primary Advantages
Market disruption needs business models innovation but existing solutions maximize fees, reluctant to cannibalize on them. (1) With no conflict of interest, we (2) anonymously free people from debt as the (3) first such entrant with an (4) apt team.
  1. Direct representation of customers true financial interests, lack of financial interest; most banks and other financial institutions have a vested interest in debt
  2. Unadat provides AI decision-making support, not only visualization or administrative assistance
  3. Anonymity
  4. Low barrier of entry compared to a dedicated financial planner/debt management specialist
  5. UnaWorth perspective = unfixed-in-time money perspective
  6. UnaScore (gamification of healthy financial practices)

Business Model and Financials

Revenues
(1) Una launch: Freemium, estimated conversion rate of 1.5-4% and two premium options of $9.99 and $14.99. Revenue/user soars from $1.8@1K users to $4.9@250K.
(2) Duo rollout: Subscription, $1-5/mo (2-10% of user profits check, avg. $50/mo)

Number of UsersAverage Annual RevenueAnnual Revenue per 100 Users
1,000$1,800$180
5,000$13,500$270
250,000$1,228,000$491
1,280,000$9,219,000$720
Costs
  1. Infrastructure (IT) costs
  2. Strategic Partnerships (e.g. WeLive)
  3. Acquisitions (e.g. Prism)
  4. Grow the team
Costs are presently minimal, due to a Microsoft BizSpark prize for 3 yrs of free Azure cloud services. After the expiration, the main variable cost is bandwidth. Fixed costs include databases, data storage/backup, and marketing.
Number of UsersAverage Cost, Starting 2019 (per user/year)
1-4,999$0.63
5,000-500,000$0.14

Founding Team and Advisors

Our team shares a blend of complementary skills and personalities:
Sean Smirnov, tech-MBA, MD*, seansmirnov.com, Pioneer, moved to the US with $44 in his pocket, turned innovation leader in finance, taxation, regulation, and healthcare.
Daniel Pesman, Connector, tech to business through data insight, BBA Business Analytics, BS Industrial Engineering.
Vlad Petrov, PhD, AI-person, Software Engineer (ML).
Irina Poliakova, People Person, hire from HeartWell Institute, MA Communications (Marketing, HR).

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