The business model of today is that of a simple eCommerce brand.  We sell our products for an Average Cart Size of $135, with blended COGS of $43 and CAC of $81, making us profitable at the customer and unit level from the first purchase.   (note:  we will continue to improve the COGS and CAC #'s as we scale and develop).

The business model of tomorrow (targeting <12 months from now) will be one where we still make a significant portion of our revenues from physical product sales, but where 20-30% of our revenues will be from recurring subscriptions to our Coaching App.  This allows us to grow LTV and scale more rapidly. 

Further down the road, we expect to be able to offer our products as reimbursable medical devices, and provide highly differentiated telehealth Physical Therapy services.  

This phased approach has allowed us to get to market and start selling quickly without a huge amount of up-front capital.

To Investors:  What makes us special as an early-stage investment is that we already have a business that fundamentally works.  We sell need-based physical products to happy customers in a huge market with profitable unit economics.  That provides us a very stable platform on which to build a world-class, much more differentiated digital offering with an uncrossable moat.  We are extremely resource-efficient and disciplined with our capital.

To Customers:  What makes us special to our customers is how we make them feel - confident and taken care of.  Our category is full of snake oil and charlatans, and we trade on credibility and genuine support.  Our products are best in class, we consider that table stakes -- but we get daily compliments from our customers that they're amazed by our level of service.  

Our Go-To-Market strategy has been to first launch our products on our D2C website, Alleviatetherapy.com -- and drive traffic using a combination of Google Search Ads (targeting customers who are actively researching their diagnosis and trying to find a credible solution) and Instagram Ads (targeting consumers who are already using a product that isn't working for them and audiences with a high likelihood of PF, eg runners and firefighters).  We have then supported those paid media placements with organic social and SEO / content marketing blog content to lower acquisition costs while building brand credibility.  

Once we established consumer traction, we grew our reach through 3 reseller channels : medical professionals dispensing our products to their patients, online marketplaces targeting consumer health spend, and then retail (still in progress).  All 3 of our wholesale channels have repeat POs, and we are looking to open additional channels.  

From there, we will look to grow wallet-share and recurring revenue by providing subscriptions to premium content, a subscription-based coaching app, personal coaching services, accessories, and other value-add upsells.  

In a future state, we expect to invest in clinical trials for our products so they can be covered by insurance, further growing reach in the medical channel. 

The parts of this "Go To Market Playbook" that we have executed have been successful in our Plantar Fasciitis vertical, so we expect to repeat it for Tennis Elbow and others as they become ready for commercialization.