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Avelia: Co-Founder & Partner Briefing
Date: March 2026 Confidentiality: Internal Use Only
1. Executive Summary
Avelia is the "Trust Anchor" for the modern family.
We are building the world's first privacy-absolute, stage-aware companion app for couples. From the moment they ask "Do we want a child?" through to their child’s first day of school, Avelia provides tools for tracking, journaling, and decision-making without ever seeing the user's data.
In a market dominated by apps that sell ovulation data to advertisers and insurers, Avelia offers a radical alternative: Sovereign Data. We combine the clinical utility of Flo/Clue with the emotional connection of a shared diary, protected by military-grade End-to-End Encryption (E2EE).
Our Mission: To protect the most intimate journey of a human life from surveillance capitalism.
2. Pitch Deck Outlines
A. For Co-Founders (The "Vision" Deck)
Focus: The Why, The Culture, The Build.
- The Problem: Parenting is high-anxiety. Apps exploit this by harvesting data. "Why does Facebook know I'm pregnant before my mother does?"
- The Solution: Avelia. Private by design. Built for two people, not just one user.
- The "Secret Sauce": Our E2EE architecture. We literally cannot sell the data even if we wanted to. This is our moat.
- The Product Roadmap:
- Now: IVF & Cycle Tracking (The "Hardest" Users).
- Next: Pregnancy & Postpartum (The "Broadest" Users).
- Later: Child Development & Family Archive (The "Longest" Retention).
- The Culture: Honest. Scientific. Warm. We don't use "dark patterns" to hook users.
- The Ask: Join us to build the standard for privacy tech.
B. For Investors (The "Growth" Deck)
Focus: The Market, The Moat, The Money.
- Market Opportunity: The FemTech market is projected to reach $60B by 2027. The "Privacy Tech" sector is growing 25% YoY. We sit at the intersection.
- The Gap: Competitors (Flo, Ovia) rely on ad revenue/data sales. They cannot pivot to privacy without destroying their business model. We are born private.
- Target Audience: High-intent couples. IVF patients (high willingness to pay). Privacy-conscious millennials/Gen Z.
- Traction/Tech: MVP in development. Flutter + NestJS + Argon2id crypto. "Zero-Knowledge" architecture verified.
- Unit Economics: Subscription/Marketplace model. High LTV (10-year journey). Low data liability costs (we store blobs, not PII).
- The Exit: Acquisition by a health provider looking for a secure patient interface, or a privacy-focused major tech player.
3. SWOT Analysis
| Strengths (Internal) | Weaknesses (Internal) |
|---|---|
| Privacy Architecture: E2EE is a massive differentiator. | User Friction: Losing a password = data loss (no "forgot password" link). |
| Multi-User Core: Built for couples from Day 1, unlike competitors who bolted it on. | Complexity: Syncing encrypted data across devices is engineering-heavy. |
| Safe Mode: Plausible deniability for users in abusive or repressive situations — no competitor offers this. | Marketing Cost: We cannot use "lookalike audiences" easily without user data. |
| Stage Awareness: Unified interface prevents "app switching" fatigue. |
| Opportunities (External) | Threats (External) |
|---|---|
| Medical Trust: Doctors will recommend us because we don't leak HIPPA data. | Sherlocking: Apple Health/Google Fit improving their cycle tracking. |
| B2B Benefits: Selling "Avelia Premium" to companies as a fertility benefit. | Copycats: A major player forking our open-source crypto approach. |
| Expert Marketplace: Taking a % of booking fees for fertility coaches/consultants. | Subscription Fatigue: Mitigated by a generous free tier (incl. NFP) and a low-cost Light tier at 2,99€/mo. |
4. Business Model Canvas
- Value Propositions: Data Sovereignty (Privacy), Partner Connection (Shared View), Clinical Utility (IVF/Pregnancy Tools).
- Customer Segments:
- The IVF Warrior: High anxiety, high need for data privacy, high willingness to pay.
- The Privacy Conscious: Tech-literate, dislikes targeted ads.
- The Partner: Wants to be involved but feels excluded by current "pink" apps.
- Channels: Influencer marketing (privacy/tech niche), Fertility Clinics, App Stores.
- Revenue Streams: Three-tier subscriptions (Free / Light 2,99€ / Premium 8,99€) + storage add-ons + Marketplace commissions (future). No ads.
- Cost Structure: Development (High initial R&D), Server (Low - encrypted blobs are small), Compliance/Audit.
5. Monetization Strategy — Current Model (updated 2026-04)
We must choose a model that aligns with our "Honest" brand. If the user is the product, we have failed.
Decision: No ads. Never. The ad model was evaluated and rejected. Avelia is funded entirely by subscriptions, storage add-ons, and future marketplace commissions.
A. Three-Tier Subscription (Core Revenue)
Each tier includes everything from the tier below it.
| Tier | Price | What it adds |
|---|---|---|
| Free | 0€ | NFP & cycle tracking, Considering & Trying stages, private journal & basic tracking, curated guides, data export. On-device only, no account needed. |
| Light | 2,99€/mo · 26,99€/yr | Symptom logging & charts, E2E encrypted cloud sync, 2 GB cloud storage. |
| Premium | 8,99€/mo · 79,99€/yr | All 7 life stages unlocked, partner linking & shared timeline, cross-device access, 5 GB cloud storage, priority support. |
- Why NFP is free: Cycle tracking is the primary hook and differentiator vs. Flo/Clue. Giving it away for free drives adoption; the upgrade path to Light (cloud sync) and Premium (partner features + all stages) follows naturally.
- 14-day free trial of Premium included for all new users.
- Partner/clinic access: Clinics and midwives can provide Premium access to their patients.
B. Storage Add-ons
| Add-on | Price |
|---|---|
| +25 GB | 2,99€/mo |
| +100 GB | 6,99€/mo |
Bring-your-own-storage (connect your own cloud) is free with Premium.
C. Expert Marketplace (Commission) — Future
- Concept: Users book 1:1 video calls with Sleep Consultants, Lactation Consultants, or Fertility Coaches inside the app.
- Verdict: HIGH GROWTH POTENTIAL.
- Reasoning: We take a 15-20% platform fee.
- Why it fits: We don't sell user data to the expert. The user invites the expert into a temporary "shared view" of their logs. This is high-value for the expert (they get accurate data) and the user (they get personalized advice).
D. B2B / Employee Benefits — Future
- Concept: Companies buy Avelia licenses for employees as part of "Family Planning" benefits.
- Verdict: LONG TERM.
- Reasoning: High sales cycle, but huge volume. Privacy is a major selling point for corporate HR who don't want to be liable for employee health data.
6. Recommendation (updated 2026-04)
Three-tier freemium — no ads, no tracking, no third-party SDKs.
- Free tier is a strong product on its own (NFP, cycle tracking, journal). Drives organic adoption.
- Light (2,99€/mo) adds cloud sync and symptom insights — low-friction upsell.
- Premium (8,99€/mo) unlocks the full journey with partner features — the core revenue driver.
- Revenue Layer 2: Marketplace (future). High-margin revenue from connecting users to verified human experts.
This aligns incentives: We only make money when the user finds the tool useful enough to pay, or when we help them solve a problem via an expert.
7. Payment & Identity Architecture (updated 2026-04-11)
Avelia offers three user paths, each with progressive privacy/convenience trade-offs:
Standard path (default, ~85-90% of users)
- In-app Apple IAP / Google Play Billing. Uses
appAccountToken(iOS StoreKit 2) /obfuscatedAccountId(Google Play v4+), so Apple/Google know the user's identity but Avelia does not. - Counterintuitively stronger privacy than direct Stripe checkout, because Stripe would attach the user's email to Avelia's records.
Anonymous path (paid code, ~8-12%)
- User obtains a pre-minted code (
AVELIA-XXXX-XXXX-XXXX) from a clinic, midwife, gift giver, or partner reseller - In-app redemption: enter code → generate account number + passphrase → subscription active
- Avelia has no email, no card, no partner-linked identity for these users
- Codes expire 3 years after mint (German BGB §195 minimum for gift vouchers)
Avelia Fund (free code, ~2-5%)
- Free Avelia Premium licenses for at-risk users distributed via partner NGOs
- Launch partners (Germany): Hilfetelefon, Pro Familia, bff, Frauenhauskoordinierung
- Funded by internal Avelia Health GbR budget (5-10% of net revenue)
- Not dependent on external grants in Phase 1
Why this matters for the pitch
- Zero-knowledge becomes provable at the payment layer, not just the data layer. Even payment records cannot be cross-referenced with user content.
- Clinical distribution creates a B2B moat. Clinics and midwives become trust amplifiers and distribution partners — channels Flo/Clue structurally cannot replicate.
- Avelia Fund is the strongest possible proof of "structural privacy". Competitors cannot match it because their business models depend on user data.
Full spec: avelia-payment-identity.md.