Current stage
Beta live
WeSelf already exists as a native app and web-supported service flow.
Locked business development
From working prototype to validated market entry, with a grant-ready commercial plan.
This page translates the current WeSelf dossier into an operational business-development view: product scope, market entry, spending logic, growth phases, and the first three years of commercial assumptions.
Overview
The business plan starts from a real prototype, not from a concept deck.
Market focus
Italy first
National launch with commercial priority on urban and Central-Northern areas.
Addressable segment
1.5M-2.5M
Digitalized adults interested in mental wellbeing, self-help, and practical continuity.
Funding plan
EUR 60k
EUR 30k grant, EUR 30k bank financing, with a lean individual-founder structure.
What WeSelf sells
- Guided check-ins, self-reflection flows, and AI-supported interpretation inside one app.
- A continuous digital service designed to help users read patterns rather than react only in crisis.
- A premium monthly or annual access model, with room for later service extensions.
Why the offer is different
- It sits between generic wellness content and structured therapy.
- It is lighter, more continuous, and more affordable than session-based therapy platforms.
- It combines reflection, pattern reading, and human-support orientation inside one product flow.
Commercial thesis
WeSelf is not positioned as a direct clone of online-therapy operators. The initial goal is to own the earlier, more continuous layer of support: daily self-observation, personal orientation, and signal interpretation. Once a solid user base and trusted workflow are established, that base can later expand into higher-value professional services, including online therapy, without forcing the product to start there.
Market
The opportunity is not only therapy demand. It is the unmet need before therapy begins.
Target users
- Adults aged roughly 20-45/50, already comfortable with apps, subscriptions, and digital self-service.
- Students, workers, and people under everyday pressure who want more clarity without an invasive experience.
- Users looking for a private, flexible, and continuous tool instead of a high-friction clinical entry point.
Competitive arena
- Direct Italian references include Unobravo and Serenis, both centered on online psychology sessions.
- Indirect alternatives include self-help apps, journaling tools, meditation apps, and general wellbeing content.
- WeSelf differentiates by integrating check-ins, personal data reading, and guided interpretation in one ongoing habit.
Pricing and market gap
| Offer | Indicative price |
|---|---|
| WeSelf premium monthly | EUR 14.90 |
| WeSelf premium annual | EUR 129 |
| Unobravo / Serenis individual session benchmark | EUR 49 |
| Couples-session benchmark | EUR 59 |
This creates room for a lower-friction entry product that is useful before, alongside, or instead of a structured therapy path.
Growth
Commercial development is phased to reduce risk, not to simulate scale too early.
Acquisition engine
- Organic content on Instagram, TikTok, Facebook, and LinkedIn to establish narrative and trust.
- Landing pages, SEO, editorial content, newsletter, and CRM flows to convert intent into trials and paid plans.
- Targeted paid acquisition through Meta and Google once product-market signals are strong enough.
- Referral loops and selective partnerships with communities, creators, and wellbeing-adjacent actors.
Go-to-market sequence
- Stage 1: strengthen product quality, onboarding, analytics, and trust infrastructure.
- Stage 2: run a university pilot to validate usage, behavior, and qualitative response.
- Stage 3: launch first open market tests with paid and organic acquisition.
- Stage 4: formalize pricing, retention loops, and a broader commercial launch.
Future expansion path
Once WeSelf has a credible base of active users and a validated acquisition engine, the model can expand into online therapy or structured professional support. That evolution would increase lifetime value and make paid acquisition more efficient, but it comes after the platform has already proven its value as a lighter, more continuous service.
Operations
The operating model stays lean internally and uses external specialists only where they add leverage.
Activities kept in-house
- Product direction, feature prioritization, and core platform evolution.
- Coordination of onboarding, UX adjustments, commercial priorities, and pilot execution.
- Brand narrative, positioning, and high-level growth decisions.
Activities supported externally
- Specialist work on design, performance marketing, analytics, and selected technical integrations.
- Legal and privacy support for GDPR, DPIA, AI-governance, and supplier agreements.
- Potential university-pilot support for research framing, data interpretation, and reporting.
Why the founder can execute
The plan relies on capabilities already demonstrated in practice: the founder has built the current WeSelf beta directly, manages the technical stack, and brings digital-marketing experience useful for positioning, testing, and early customer acquisition. This matters because the project does not start from outsourced ideation; it starts from a working product and a founder already operating across build, growth, and execution.
Funding
Most of the budget is intentionally concentrated on software, data infrastructure, and pilot-readiness.
Program of expenditure
| Category | Amount |
|---|---|
| B. Equipment and testing devices | EUR 6,500 |
| C. Software and TIC services | EUR 51,500 |
| D. Working capital | EUR 2,000 |
| Total program | EUR 60,000 |
Use-of-funds logic
- Multi-device testing, pilot operations, and demo-ready content require only a light hardware layer.
- The heavy allocation goes to product hardening, cloud setup, analytics, CRM, onboarding, security, and AI governance.
- Working capital remains deliberately small because the model is digital and operationally lean in the first phase.
Financing structure
| Source | Amount |
|---|---|
| Grant contribution | EUR 30,000 |
| Bank financing | EUR 30,000 |
| Year-1 deployment | EUR 42,000 |
| Year-2 deployment | EUR 18,000 |
Financials
The forecast stays prudent: small initial scale, improving revenue quality, and positive cash flow from year two.
Year 1 revenue
EUR 18.7k
Launch year with product hardening, pilot activity, and first commercial traction.
Year 2 revenue
EUR 52.9k
Commercial validation phase with stronger recurring conversion and positive cash generation.
Year 3 revenue
EUR 90.9k
Regime-year target based on 400 monthly-equivalent active premium users and 150 annual plans.
Year 3 cash flow
EUR 24.5k
Financial cash flow remains positive even after the modeled annual capital repayment.
Year-3 sales objective
| Product | Regime revenue |
|---|---|
| Premium monthly plan: 4,800 monthly units at EUR 14.90 | EUR 71,520 |
| Premium annual plan: 150 annual plans at EUR 129 | EUR 19,350 |
| Total regime revenue | EUR 90,870 |
Cash-flow path
- Year 1 operating cash flow: minus EUR 5,328, considered normal for product and market-entry setup.
- Year 2 operating cash flow: plus EUR 14,926, showing the model can move beyond initial burn.
- Year 3 operating cash flow: plus EUR 29,493, or EUR 24,493 after annual capital repayment.
What these numbers imply
The model does not assume aggressive market capture. It assumes a very small share of the reachable Italian market, steady recurring conversion, and a founder-led structure that keeps overhead light in the early years. That makes the plan more conservative, but also more credible for a prototype-stage product that is being validated step by step.
Next step
Use this page as the operating layer behind the manifesto.
The manifesto explains why WeSelf matters. This page explains how the project is meant to enter the market, deploy capital, validate demand, and become commercially sustainable.