WHAT WOULD YOU LIKE TO LEARN ABOUT?
The Investment Case
Building something worth backing.
This page exists because I believe the people who use Wolfman deserve to understand what I am trying to build — and whether it will still be here in two years. It starts with my own investment of time and money. At key milestones, it may open to external investors. Either way, you should know the plan.
Everything on this page is honest. The assumptions are documented, the targets are real, and the risks are named.
What Wolfman is
Wolfman is a mindful morning journalling app. Users log their daily intentions, morning routine activity, and evening reflections. Over time, data accumulates — habit patterns, mood trends, consistency streaks — building a personal picture of how inner life connects to outer routine.
The site you are reading is the public beta. Revenue comes entirely from subscriptions. There are no ads. There will never be ads.
Wolfman also has a shop — photography canvases and prints, wellbeing-themed clothing — but shop revenue is separate from this plan and not included in the forecasts below.
The Retention Engine
The question any investor asks is: why do people come back?
Free tier users track their daily intentions and morning ritual activity, build consistency streaks, and earn achievements for showing up. Small recognitions that make the habit feel worth keeping.
Premium subscribers unlock what the habit earns them:
- Advanced analytics showing how rituals connect to mood and energy over time
- WOLF|BOT — the AI journalling assistant — for deeper reflection and review
- Communities — shared spaces to grow alongside others with similar intentions
- An expanded achievements system tied to ritual milestones, beyond what the free tier unlocks
The pattern is deliberate. We do not lock away the basics. We give people enough to fall in love with the habit — then offer the tools to go deeper.
Revenue model
One product. One price.
Monthly
£4
per month, cancel any time
Yearly
£36
per year — three months free
No ads. No sponsorships. No data sold. The only way Wolfman makes money is if people find it worth paying for.
How free users become subscribers
Not all conversions look the same. The model accounts for two distinct patterns:
The instant convert
Someone discovers Wolfman, tries it, and upgrades within the first few weeks. They already know what they want. We model this as 5% of new monthly signups converting immediately.
The habit convert
Someone joins on the free tier, builds a streak, feels the value accumulate over weeks or months, then decides to go deeper. We model this as 1% of the existing free pool upgrading each month.
The steady-state ceiling is driven by growth rate and retention — not by which conversion path a user takes. Both types matter.
The assumptions
Every forecast is built on assumptions. Here are ours, documented openly so they can be challenged, tested against reality, and updated as the beta produces real data.
| Variable | What it means | Base value | Note |
|---|---|---|---|
Z | New free signups per month | 953 | The primary growth driver — roughly 32 new registrations per day |
X_new | % of new signups upgrading immediately | 5% | Industry range: 3–8% for niche wellness apps |
X_existing | % of existing free users upgrading each month | 1% | Habit-driven conversion — people upgrade after experiencing the value |
Y | Monthly premium churn rate | 4% | ~39% annual — in line with typical consumer subscriptions |
W | % of new premium subscribers choosing the yearly plan | 20% | Yearly subscribers pay £36 upfront and churn at a much lower rate |
Three-year targets
These targets are the output of the model — not aspiration, but calculation. Each one requires a specific rate of growth that the product has to earn. The December 2028 and 2029 targets assume growth accelerates as communities, the achievements system, and broader word-of-mouth compound.
December 2027
£100,000
annual revenue target
December 2028
£250,000
annual revenue target
December 2029
£500,000
annual revenue target
24-month growth forecast
Annual revenue run rate across three scenarios — April 2026 to March 2028. The dashed red line marks the £100,000 target.
— Conservative · — Base Case · — Optimistic
Free tier vs premium subscribers (Base Case)
Monthly breakdown — Base Case
Month-by-month detail for the base case scenario. Swipe right to see all columns.
| Month | New Free | Total Free | New Monthly | New Yearly | Churn | Total Premium | Rev / yr |
|---|---|---|---|---|---|---|---|
| Apr 2026 | 953 | 905 | 38 | 10 | 0 | 48 | £2k |
| May 2026 | 953 | 1,802 | 45 | 11 | 2 | 103 | £5k |
| Jun 2026 | 953 | 2,689 | 53 | 13 | 3 | 165 | £8k |
| Jul 2026 | 953 | 3,567 | 60 | 15 | 5 | 234 | £11k |
| Aug 2026 | 953 | 4,437 | 67 | 17 | 8 | 310 | £14k |
| Sep 2026 | 953 | 5,298 | 74 | 18 | 10 | 392 | £18k |
| Oct 2026 | 953 | 6,150 | 81 | 20 | 13 | 480 | £22k |
| Nov 2026 | 953 | 6,994 | 87 | 22 | 15 | 574 | £26k |
| Dec 2026 | 953 | 7,830 | 94 | 24 | 18 | 673 | £31k |
| Jan 2027 | 953 | 8,657 | 101 | 25 | 21 | 777 | £35k |
| Feb 2027 | 953 | 9,476 | 107 | 27 | 25 | 887 | £40k |
| Mar 2027 | 953 | 10,286 | 114 | 28 | 28 | 1,001 | £45k |
| Apr 2027 | 953 | 11,089 | 120 | 30 | 32 | 1,120 | £51k |
| May 2027 | 953 | 11,883 | 127 | 32 | 35 | 1,243 | £56k |
| Jun 2027 | 953 | 12,670 | 133 | 33 | 39 | 1,370 | £62k |
| Jul 2027 | 953 | 13,448 | 139 | 35 | 43 | 1,502 | £68k |
| Aug 2027 | 953 | 14,219 | 146 | 36 | 47 | 1,637 | £74k |
| Sep 2027 | 953 | 14,982 | 152 | 38 | 51 | 1,775 | £80k |
| Oct 2027 | 953 | 15,738 | 158 | 39 | 55 | 1,917 | £86k |
| Nov 2027 | 953 | 16,486 | 164 | 41 | 60 | 2,063 | £93k |
| Dec 2027 | 953 | 17,226 | 170 | 43 | 64 | 2,211 | £100k |
| Jan 2028 | 953 | 17,959 | 176 | 44 | 69 | 2,362 | £106k |
| Feb 2028 | 953 | 18,685 | 182 | 45 | 73 | 2,517 | £113k |
| Mar 2028 | 953 | 19,404 | 188 | 47 | 78 | 2,673 | £120k |
Variables: Z=953 · X_new=5% · X_existing=1% · Y=4% · W=20% · Price £4/mo · £36/yr
Product milestones
The growth targets above assume the product continues to earn its subscribers. These are the releases that unlock the next tier of growth.
June 2026
WOLF|BOT — Release 0.2
AI journalling assistant with personality modes, deeper review, and journal title generation. First premium-exclusive feature.
July 2026
Communities — Release 0.3
Community walls, public and private groups. Shared intentions, collective streaks. The social layer that makes the habit harder to break.
August 2026
Achievements — Release 0.6
Full achievements system. Badges, ritual milestones, streak achievements. General achievements available free. Premium unlocks ritual-specific achievements and deeper recognition.
August 2026
Statistics — Release 0.5
Advanced analytics: how mood, energy, and ritual consistency connect over time. A core premium value proposition.
If financially sustainable
Native Mobile App — Android & iOS
If the subscription model proves viable, I will invest in native applications on both platforms. Morning journalling belongs in your pocket. A mobile app is the natural next step — and the one most likely to accelerate Z.
Our commitment to you
Wolfman is evaluated one year at a time. I invest one year forward — in infrastructure, development, and my own time. At each annual review, I assess whether the service is financially sustainable given the growth rate and the cost of maintaining it.
If at any point it is not: I will give notice. You will have one month to export everything you have written here. After that month, the service closes. This is not a hedge. It is a promise.
The terms of this commitment are written into the Terms of Use. Your data belongs to you. It always will.
