17 — Rollout Strategy
Phase-Gated U.S. Entry
This page answersHow would capital be deployed without committing to national scale up front?
48 — Phases
Four phases, three gates
Phase 1
Single-metro pilot
Months 0–9
PROPOSED- — One high-density launch metro
- — Venue verification at target density
- — Core discovery and pet profile
- — Merchant claim tier at no cost
Gate to next phase
Verified venue density, weekly active usage and merchant claim rate meet threshold.
Phase 2
Monetisation proof
Months 6–18
PROPOSED- — Merchant subscription conversion
- — Affiliate and advertising live
- — First booking and referral partners
- — Retention instrumentation
Gate to next phase
Positive contribution margin per metro and LTV:CAC above target.
Phase 3
Tier-one expansion
Months 15–30
PROPOSED- — Eight to twelve priority metros
- — Regional merchant operations
- — Travel and insurance adjacencies
- — AI concierge general availability
Gate to next phase
Repeatable metro playbook with predictable launch cost and ramp.
Phase 4
National coverage
Months 27–48
PROPOSED- — Priority-state coverage
- — Licensing or partner-led secondary markets
- — Enterprise and corporate benefits
- — Data products
Gate to next phase
Category leadership position in launch states.
49 — KPIs
Pilot KPI framework
The metrics that determine whether phase one succeeded. Targets are set at pilot commencement and reviewed monthly.
Investor implication
Every phase is funded against evidence from the previous one. The maximum capital at risk before the model is proven is a single metro pilot, not a national launch.