Case Study 1

Millers is new prospecting fertility financing platform with Competitive landscape of Prosper, best egg, united medical credit etc. the US annual fertility market: 10m women have difficulty getting pregnant, $8billion annual spending serving only 10% of women in need and 90% of women in need do not receive treatment. The problem is that fertility treatment is expensive ($25-$50K) and not covered by insurance in most states. As a result, many families give up the dream to have children. Millers believes the solution is affordable loans, multiple funding sources, community support. Millers product are as follows: Apply for loans, grants & discounts - in one platform while the Product market fit are High ad campaign click-through rates, 20% conversion rate, Fertility physician & administrator phone interviews.

Miller's target market are Intrauterine insemination (pre and post consult), Donor service (Egg/sperm donors, Embryo storage, Genetic testing), In Vitro fertilization (Surrogacy), Adoption (Private and domestic). The Millers realized that there is full opportunity to grow fast as the Market Opportunity are: In Vitro fertilization $3.3 billion, Adoption $5.4 billion, Donor service $4.4 billion. After various consulting, their Go to market that is Targeted Marketing are the Community, Digital & traditional media campaigns and Blogs, podcasts, newsletters, etc.

the business model and projected finance will be however be as follows:

Phase 1 - Projected year one revenues are $600,000 after Agreement with FinMkt, marketplace lender

6000 loan originated x $20k x .5% = $600k

Phase 2 - Projected year one revenues are $1,400,000

$100 origination fee x 7k loan x 2.5 net interest x $142.5m amount of loan originated

Projected Financial

Year	Revenue	Net Income	Cash
Y1	$1,000	-$18,155	-$10,808
Y2	$570,000	$268,428	$464,623
Y3	$1,425,000	$188,354	$1,159,651
Y4	$2,636,300	$1,117,207	$2,752,519
Y5	$5,176,500	$2,657,892	$6,304,848

Miller also develop and identified Exit options which is Acquisition of a complementary organization or Horizontal/vertical acquisition while the roadmap to success will be

• Refine marketing/outreach strategy
• Assess & manage customer acquisition costs
• Continued research partner banks
• Lending Ops Dir Recruitment
• Credit policy and procedures development

QUESTION: Conducting effective due diligence using the following criteria:

1. Type of business and attractiveness of the industry
2. Target market size and potential market strategy for reaching the target market
3. How viable is the proposed value proposition, and how marketable is the product or service?