The Swiss preventive longevity
platform for pets.

Table of contents.

1. 01Executive summary · the 90-second versionp. 3
2. 02The opportunity · problem, market, why nowp. 4
3. 02ATarget audience · species priority + 6 personas + geographyp. 4A
4. 03The product · the five-layer ecosystemp. 5
5. 03AProducts & services · the full 14-line cataloguep. 5A
6. 03BMembership tiers including the Concierge insurance-like layerp. 5B
7. 03CCommerce · in-house · marketplace · white-label B2Bp. 5C
8. 03DAcademy · the "Mindvalley for pets" course marketplacep. 5D
9. 03EB2B services · vet clinic licensing · adjacent-species marketsp. 5E
10. 03FInsurance partnerships · data licensing · media & contentp. 5F
11. 03GCommunity & impact · 1%-to-nature · rescue & wildlife storiesp. 5G
12. 04Business model & unit economicsp. 6
13. 05Go-to-market strategy · founder cohort, content, salonsp. 7
14. 06Competitive landscape & moatp. 8
15. 07Team & advisorsp. 9
16. 07AEquity philosophy & cap table · founder vs co-founder vs employee · the fairness checkp. 9A
17. 07BRecommended ESOP grants · vesting rules · what we will not dop. 9B
18. 08Roadmap & project plan · 24-month detailedp. 10–11
19. 09Financial scenarios · Bootstrap · Lean · Funded · Aggressive Growth CHF 2Mp. 12–17
20. 10Risks & mitigationp. 18
21. 11Use of fundsp. 19
22. 12Ask & visionp. 20

Executive summary.

The thesis

PETVITY is the Swiss preventive longevity platform for pets. The free Pet Profile + Pet-Harmony Score™ is the front door; membership is the daily practice; everything else (shop, Academy, app, Care Partner network, events) compounds on top. The category does not exist as a defined product yet; PETVITY's wedge is the editorial and structural authority to define it before larger incumbents (Mars, Nestlé) react.

Traction · May 2026

Platform is technically ~95% complete as a marketing site, ~70% as a product (auth, profiles, Pet-Harmony Score™, Quests, Protocols, Care Partner Academy all live in fallback mode), and ~30% as an operating business (no Swiss entity yet, no Stripe/Shopify activated). Activation cost from current state to "first revenue" is ~CHF 5–10k and 4 weeks elapsed.

Business model · five revenue layers

Blended gross margin at scale: ~62%. CAC target CHF 50–80; LTV target CHF 1,200–1,800; payback <6 months in the funded path.

The ask

Three financial scenarios are presented in section 9. The recommendation depends on your appetite, runway expectations, and the Monaco Summit window (September 2026):

• Bootstrap (CHF 0 external): founder-only · slow but full ownership · 12-month path to ~CHF 80–150k ARR
• Lean (CHF 100k): founder + 1 part-timer · activates Tier 2 · ~CHF 250–400k ARR by month 12
• Funded (CHF 500k): founder + 3 hires · full Monaco Summit · 500 founder cohort · CHF 900k–1.2M ARR by month 12

Why now

Three converging waves: (1) longevity science maturity (Dog Aging Project TRIAD, López-Otín 12 hallmarks, NIH funding 4× since 2018); (2) Gen Z pet parenting (52% pet-owning, 2.3× spend per pet vs Boomers); (3) post-pandemic premium pet spend (€250B globally, premium segment +14% YoY). The window before larger players assemble a similar offering: ~18 months.

The opportunity.

The pet healthspan gap

Pet medicine is brilliant at acute care — surgery, oncology, emergencies. It is structurally weak at the slow, daily, preventive work that builds healthspan in humans. The result is observable in any vet's waiting room:

• ~60% of dogs over 7 show radiographic osteoarthritis
• ~30% of cats over 10 develop chronic kidney disease (often diagnosed late)
• ~70% of cats and dogs over 3 have periodontal disease loading the kidneys, heart and liver
• 0 widely-adopted, measurable healthspan tools for companion animals

Owners spend more than ever globally (€250B, +6% YoY; premium segment +14%) but have no measurable framework for what actually extends a pet's good years. The default protocol — commercial extruded kibble + annual vet visit + reactive treatment — is the universal baseline because nothing else exists at scale.

Market sizing

Why now · three converging waves

The window

Mars Petcare attempted a similar play (Petivity, 2023) and quietly killed it within 18 months — they're structurally B2B2C through retail and cannot run a community with the trust needed for premium personalisation. Function Health, Levels and Whoop have proven the longevity-platform shape on the human side; the pet vertical is structurally identical and 5 years behind. PETVITY's window before Mars / Nestlé / Zoetis Ventures assemble a serious counter-offering: ~18 months.

Target audience · who we serve.

PETVITY is built for a specific kind of household and a specific orbit of animals. The species we serve and the audience segments we serve are two different cuts on the same question · we open with both. The species cut sets the product roadmap; the audience cut sets the marketing voice.

Species priority · the three-then-many ladder

Audience segments · the six personas

Geographic priority

The product · five integrated layers.

PETVITY is not a single product · it's a five-layer ecosystem where each layer reinforces the others. A member feeds the marketplace; the marketplace feeds the Care Partner network; the Care Partner network feeds the events; events feed media; media feeds membership. The full architecture is live or scaffolded today.

The Pet-Harmony Score™ · the central instrument

Composite tracker across four dimensions, scored 0–25 each (0–100 composite). Updates weekly with member check-ins. Trend is shown on the home tile; the absolute number lives one tap deeper, alongside methodology. Not a clinical diagnostic — a tracker that lets owners see whether what they're doing is moving the needle. Vet-reviewed by Dr. Sarah Vogt, DVM (medical advisor).

The PETVITY framework · People · Places · Things · Technologies

Every recommendation, every product, every protocol sits in one of four buckets: People (humans & animals an animal lives with) · Places (home, routine, environments) · Things (food, bowls, bed, supplements) · Technologies (trackers, diagnostics, apps). This is the operational scaffold underneath the editorial and the score.

What makes the product premium

• Editorial honesty. 16 long-form articles citing real published evidence (Dog Aging Project, IRIS staging, López-Otín, Purina Lifespan Study). Real cases (founder's Border Collie). Illustrative cases clearly disclosed.
• Vet-reviewed at every layer. Care Partner Academy curriculum reviewed and citations verified; Pet-Harmony Score methodology vet-reviewed; protocols vet-cosigned.
• Swiss governance. revFADP + GDPR-K compliant. Supplements third-party tested. Tox Info Suisse 145 in every emergency reference.
• Quiet luxury aesthetic. Italiana display + Inter body. Forest-deep + gold + ivory. No exclamation marks, no "amazing," no "fur babies." Aēsop × Aman × Patek × Function tonal triangle.

Products & services · the full catalogue.

The five-layer ecosystem on the previous page is the consumer-facing summary. Behind it sits a deliberately wide product and service catalogue · 14 distinct revenue lines across direct-to-consumer · marketplace · B2B · niche export · data & insurance. This is the page that turns "PETVITY is a longevity membership" into "PETVITY is the operating system." Each line below is either live, in build, or scheduled for the 24-month roadmap.

The 14 revenue lines · summary

Y3 contribution percentages indicative of the Funded scenario. The next five pages detail the product and service architecture for each major line · with pricing, margin, and the strategic logic for why each fits inside the same brand.

Membership tiers · the insurance-like layer.

The subscription stack is the spine of the business. Three tiers today; a fourth — Concierge — opens in Q1 2027 and is structurally a cheaper-than-insurance preventive-care membership that includes home longevity hardware, network vet access, and quarterly product replenishment. This is the answer to "why would a Swiss owner pay PETVITY CHF 1,490/month?"

The Concierge tier · why it works

The Concierge tier is structurally a preventive-care insurance alternative. Traditional Swiss pet insurance runs CHF 80–200/month, has high deductibles, and only pays after the animal is sick. PETVITY Concierge inverts this: members pay more upfront, but receive concrete value every month (supplements + tele-vet + device kit) AND get reduced rates with PETVITY-partnered Swiss veterinary clinics. Effectively the member is buying a healthspan-extension service that includes preventive vet access, rather than a reimbursement product after illness.

What the Concierge member actually receives

• Quarterly home longevity kit replenishment · supplements specific to pet's profile · senior reformulation as the pet ages · lab-tested batches
• Onboarding longevity device kit (one-time, embedded in first quarter) · PEMF therapy mat · molecular-hydrogen water bottle · 3 cognitive enrichment toys · pet thermometer · weekly weighing scale
• Tele-vet on demand · unlimited 15-minute video consults with the partner vet network · response within 4 hours during business hours
• 30% off in-clinic visits at partnered Swiss veterinary clinics (target 40 partner clinics by Y2 EOP)
• Concierge case manager · one named PETVITY Care Partner who knows the pet's profile · single point of contact for any question
• Lifetime longevity record · printed annual book (Patek service-card aesthetic) chronicling the pet's year · the Maison artefact
• Annual Monaco Summit invitation · plus +1 plus discounted hotel partnership rates

Unit economics · Concierge

Target Y3: 200 Concierge members at CHF 1,490/mo = CHF 2.4M ARR · ~CHF 1.5M gross profit · highest-LTV cohort in the portfolio · target retention >95% (vet network lock-in).

Commerce · the three-layer shop.

The PETVITY shop runs three commerce models in parallel. In-house line for brand control and margin. Curated marketplace for breadth and partner relationships. White-label B2B for the boring-but-massive volume of clinics, breeders, hotels and partner brands buying private-label PETVITY-formulated SKUs.

Layer 01 · In-house product line (highest margin · brand-defining)

Six in-house SKUs already have product detail pages live. Reformulated quarterly with the medical advisor. Manufactured by Swiss / EU contract manufacturers. Third-party COA (Certificate of Analysis) on every batch · published openly.

Layer 02 · Curated marketplace (3rd-party brands)

Selected brand partners list their products on the PETVITY shop. PETVITY handles traffic, checkout, customer service. Partner ships and fulfils. 70/30 split (partner / PETVITY). Already scaffolded · ~8–12 brand partners targeted by Y2 EOP. Partner application at /partner-register.

Partner categories targeted: premium fresh food (3 brands), supplements not made in-house (4 brands), accessories & equipment (3), services (2). Each partner adds breadth without inventory risk. The 30% PETVITY take on a CHF 84 average partner cart at 5,000 partner orders/year = CHF 126k Y3 contribution from this layer alone.

Layer 03 · White-label B2B (the volume play)

Same supplement formulations as the in-house line · sold under partner brand to:

• Veterinary clinics (DACH + Monaco): private-label "Klinik Bahnhof Recovery Formula" — clinic gets 50% margin · PETVITY sells at 30% above cost. Target 40 clinics × CHF 1,500/mo wholesale = CHF 720k/yr
• Premium breeders: top dog kennels, FEI-level horse breeding, Maine Coon catteries · breeding stock is willing to pay for proven longevity science. Target 60 breeders × CHF 800/mo = CHF 575k/yr
• Pet hotels & resorts: Chedi Andermatt, Le Bristol Paris pet menu, Hôtel Métropole Monte-Carlo welcome amenities · branded mini-products in welcome bag · co-marketing benefit. Target 12 hotels × CHF 2k/mo = CHF 290k/yr
• Specialty pet retailers: Qualipet, Fressnapf premium shelf, Maxi Zoo · PETVITY-formulated products with clear label provenance. Target Y3.

Total Y3 white-label target: CHF 1.5–2M · gross margin ~45% (lower than direct because of B2B discount, but volume + zero customer-acquisition cost makes the maths work). This is the most underrated revenue line in the plan.

Travel longevity kit · the airport play

A specific white-label sub-product worth calling out. The "PETVITY Travel Kit" — premium nylon travel bag with: portable H₂ water bottle, calming spray, travel-size joint formula, PEMF micro-pad for crate, lab-tested treats, branded blanket. Retail CHF 349. Distribution: Swissport pet desk at ZRH/GVA, Lufthansa/SWISS pet-business-class amenity kit, partnered pet hotels. White-label-able for airline brands. Y3 target volume: 8,000 units.

Academy · the "Mindvalley for pets."

Education is the highest-margin layer in the business (90% gross). It runs in three concentric circles. The flagship Pet Longevity Essentials course (already shipped) is the foundation. The Care Partner Academy (live, founder cohort 01 in flight) is the professional credential. The Course Creator Marketplace · launching Q3 2027 · is the long-arc bet to become the default platform for any pet professional teaching online. Mindvalley did this for personal growth at $30M+ annual revenue from a creator catalogue. Pet longevity is structurally identical and 5 years behind.

Circle 01 · Pet Longevity Essentials (flagship · shipped)

Six modules · ~8 hours total · video + audio + PDF handouts · vet-reviewed. Free preview Module 1 · CHF 490 one-off OR included in Plus & Premium. Y3 target: 1,200 paid + 4,800 included-via-membership = CHF 590k revenue, CHF 530k gross profit (90%).

Circle 02 · Care Partner Academy (live · founder cohort open)

Six modules · 30 lessons · vet-reviewed and source-cited (RECOVER 2024, IRIS staging, López-Otín 2023, FEDIAF 2024, etc.). 40 founder seats × CHF 3,900 = CHF 156k revenue per cohort. Two cohorts/year by Y2 = CHF 312k/yr. Standard pricing post-founder: CHF 5,400 per seat.

The Care Partner is then a distribution node: 35% wholesale on the shop + 10% lifetime referral on every member they bring. Each certified Partner generates ~CHF 600/yr in residual revenue to PETVITY through these flows. 200 certified Partners by Y3 = CHF 120k/yr in passive marketplace flow.

Circle 03 · The Course Creator Marketplace (Q3 2027 · the Mindvalley play)

Open the Academy to vets, behaviourists, nutritionists, physiotherapists, trainers — anyone with credible pet expertise — to create and sell their own courses on PETVITY. The platform handles: payments, video hosting, marketing exposure to the member base, certification framework, customer service. The creator handles: content. Revenue split: 60/40 (creator / PETVITY) on course sales · creator gets 100% of any 1:1 services they sell through their PETVITY profile.

Why this works

• Mindvalley validated the model at $30M+/year with ~50 creator courses. Pet vertical = same shape, no equivalent platform exists.
• The supply side is hungry · vets, behaviourists, trainers all trying to monetize knowledge but stuck on Teachable / Kajabi without an audience. PETVITY brings the audience.
• Creator network creates a moat · once 30+ pet professionals have courses on PETVITY, building a competing platform requires re-recruiting them all.
• The 40% PETVITY share is high-margin · ~85% gross margin (just hosting costs + support + payment processing).

Target courses for Y1 of marketplace

Year 3 target: 30 courses on the marketplace, ~CHF 1.5M revenue, CHF 1.3M gross profit. This is the platform play that makes PETVITY structurally hard to displace · and makes the editorial brand the destination, not just a destination.

B2B services & niche markets.

Two adjacent categories that look like distractions but are actually high-margin extensions of the core IP. Vet clinic consulting sells PETVITY's longevity protocols to forward-thinking clinics that want to offer preventive medicine but lack the SOPs. Adjacent-species supplements captures real, legal, premium markets in performance birds, working dogs and breeding stock — without ever associating the brand with regulated or controversial sub-segments.

B2B · Modern Veterinary Clinic Advisory

A growing cohort of European vet clinics — particularly in Switzerland, Germany, Austria, the Netherlands — wants to offer integrative / functional / longevity-aware preventive medicine alongside conventional practice. They lack: protocol documentation, peptide protocols (where legal), supplement shelf curation, member-facing content, harmony tracking. PETVITY licenses its IP to these clinics:

Target Y3: 25 Practice Licenses + 8 Clinic Networks + 6 Partner Clinics = CHF 632k licence revenue + supplement wholesale + member referrals. Margin ~75% (mostly licence; product wholesale lower margin).

The Adjacent-Species opportunity (handled carefully)

Once PETVITY's supplement IP is mature for dogs, cats and horses, the same scientific foundation extends to legitimate premium-priced animal markets in three brand-safe categories:

1 · Performance avian (CHF 200M+ EU market alone)

• Pigeon racing — Belgium, Netherlands, Germany, China · multi-billion-euro industry · top racing pigeons sell for €1M+ each. Real demand for muscle, recovery, immune-system supplements. Highly regulated, brand-safe.
• Falconry — UAE, Saudi Arabia, Morocco · birds of prey valued CHF 50k–500k+ each · premium supplement category exists, fragmented suppliers. Cultural adjacency to Monaco/Gulf premium positioning.
• Ornamental show fowl — regulated competitive breeding for ornamental purposes (NL, BE, DE, JP, US). Premium genetics. Brand-safe.

2 · Breeding stock (premium dogs, horses, cats)

FEI-level dressage horses, Westminster-line dog kennels, top-tier Maine Coon and Bengal catteries · stock individuals valued at CHF 100k–10M+ · willing to pay for proven longevity science. We have already started this segment via the white-label B2B layer (page 5C).

3 · Working dogs (military, police, search-and-rescue, service)

Working dogs in service for 6–10 years are state assets. Increasing budgets for performance/recovery supplementation. Public-sector procurement cycle is slow but volumes are large. Target Y3+ entry via existing Swiss police K9 unit relationships.

Adjacent-species revenue trajectory

This is a 2028+ revenue line. Including it now in the plan signals optionality without distracting from the 2026–2027 core build.

Insurance, data & media.

Three later-stage revenue lines that compound on the membership base once it crosses 5,000 paying members. None of these are launchable in 2026 — but they are structurally enabled by everything we build before them, and they shape the Series A and Series B narratives.

Insurance partnerships (referral + data)

By Y3, PETVITY has the most comprehensive longitudinal preventive-care dataset for non-research companion animals in DACH. Two ways this monetizes:

• Pet insurance referral · members get reduced premiums with partnered Swiss / EU pet insurance companies (Helvetia, AXA, Generali Swiss). PETVITY earns CHF 80–200 per insurance policy referred. Members like it because it's actually cheaper than going direct. Target: 2,000 referrals/yr by Y3 = CHF 200–400k.
• Predictive risk data licensing · anonymized Pet-Harmony Score trajectories + outcome data = predictive risk model for insurance underwriting. Insurance companies pay for this · pricing TBD but typical industry deals at scale: CHF 300k–1M/yr per major insurer. Target: 1 active licence by Y4.

Critical: this is opt-in, anonymous, GDPR-compliant. Members consent during onboarding · they get value (cheaper insurance referrals); we get monetization optionality. No member data is ever sold tied to identity.

The PETVITY Care Plan (insurance-adjacent · Concierge tier-only)

Within the Concierge tier (page 5B), members already get 30% off partner-clinic visits. Beyond that we offer a separate PETVITY Care Plan as an optional add-on · CHF 89/month · covers up to CHF 3,000/yr in partner-clinic emergency procedures (deductible CHF 250). This is structurally a thin self-funded insurance pool, regulated under Swiss insurance law (FINMA), so we partner with a regulated insurer (Helvetia or AXA) to administer it · we keep brand & member relationship, they handle compliance and reserves.

Y3 target: 800 Care Plan subscribers × CHF 89/mo = CHF 854k/yr · margin ~30% after claims and partner administration cost.

Media · podcast, print, content licensing

The 16+ deep articles already shipped, the 3 protocols, the 6-module Care Partner curriculum and the brand book together represent ~250 hours of editorial production. Three monetization paths:

• The PETVITY Conversations podcast · launched Q4 2026 · Manuel + a guest scientist or vet per episode · 30 minutes · sponsor-funded (Patek-tier sponsor as anchor; rotating product partners). Revenue: CHF 80–150k/yr after Y2.
• Annual print issue · "PETVITY · Year One" / "Year Two" magazine · sent to all Premium & Concierge members; sold separately in 8 design-led bookshops in Zürich, Munich, Berlin, Paris, Milan. CHF 28 retail. Revenue: CHF 30–60k/yr direct + brand value.
• Content licensing · the species guides, the protocol library, the Care Partner curriculum · licensed to vet education programmes, university Vetsuisse partners, and (from 2028) translated for non-English markets. Revenue: CHF 50–200k/yr.

Total revenue stack · Y3 funded scenario

Y3 total revised upward from CHF 9–11M (original Funded scenario) to CHF 12.4M as the Concierge tier and white-label B2B compound. The blended gross margin holds ~64% across the wider stack (Concierge dilutes, but B2B licensing and insurance are above-blended).

Community & impact.

The strongest premium brands are not just product portfolios · they are communities defined by what they choose to care about. PETVITY's audience cares about their own animal first, but extends naturally to the wider world of animals · domestic, working, wild. We build that orbit deliberately, from Day 1, because (a) it is the right thing to do, (b) it differentiates us from any pet brand that treats this as marketing-after-the-fact, and (c) it produces some of the best content the brand will ever publish.

The four community circles

The 1%-to-nature pledge · concrete mechanics

1% of every membership and shop transaction is structurally allocated to wildlife and animal-welfare partner organisations. This is not "round-up at checkout" charity theatre · it is hard-coded in the financial model, audited annually, and members vote on partner allocation each year.

Target partner organisations

The first cohort of partners — chosen carefully because they shape the brand's perceived value system more than any marketing claim:

Editorial · the rescue & wildlife content layer

Each partner produces (with PETVITY co-funding) emotional, professionally produced video stories that the editorial brand publishes. The format is established by precedent: Loro Piana's "Quest for the Vicuña," Patagonia's environmental documentaries, Aēsop's collaborative essays. PETVITY's version is specifically about animal stewardship at every scale — domestic to wild.

Y1 content commitments

• 4 rescue stories · featured rescued dogs and cats · their starting Pet-Harmony Score, the protocol, the trajectory · published as editorial articles + 3-min video each
• 3 wildlife partner films · co-produced with Pro Natura, WWF, The Brooke · 5–8 min documentary format · published quarterly
• 1 annual impact report · audited · published on petvity.com/impact · sent to all members
• 1 conservation-focused Quest · 30-day "Walk for Wildlife" challenge · members track walks; PETVITY donates per kilometre to partner org

These stories serve four jobs simultaneously: emotional brand-building (the strongest acquisition driver in premium consumer), SEO discovery (rescue + longevity is high-volume search), partnership credibility (real partners with real outcomes), and editorial defensibility (a Mars subsidiary cannot replicate this fast).

The kids' bridge · why Pawpals matters here

The PETVITY Pawpals app (kids 6–14, late 2026) is the bridge between household pet care and wider animal stewardship. Children who grow up tracking the family pet's healthspan also encounter age-appropriate stories about rescued animals and wildlife reserves. The app's "trail map" is partly geographic — a child's steps grow flowers along a trail that includes virtual visits to partner wildlife reserves. The next generation enters adulthood with the noticing skill applied to animals beyond the pet · this is multi-generational community building, structurally embedded.

Business model & unit economics.

Five revenue layers · gross margin breakdown

Unit economics by year

Why the unit economics work

Three structural advantages compound:

1. Founder-cohort lifetime pricing · the first 500 members lock in at CHF 89/mo for life. Their LTV at 30-month average tenure is CHF 1,470 against a CAC of CHF 80. They are also the most word-of-mouth-active cohort, contributing to ~35% of subsequent organic acquisition.
2. Multi-layer revenue · a Plus member contributes CHF 588/yr in subscription · plus typical CHF 200/yr in shop spend (15% off) · plus optional CHF 490 course · plus optional Care Partner referral. Single-relationship, multi-channel monetization is structurally rare in DTC.
3. Marketplace flywheel · brand partners at 70/30 contribute ~30% of gross profit at scale, with no inventory risk to PETVITY. Each Care Partner certified is also a distribution node bringing 5–10 micro-customers per year.

Go-to-market.

The acquisition strategy is built on four mutually reinforcing pillars · cheaper than paid acquisition would otherwise allow, and structurally hard for a copycat to replicate.

Pillar 01 · Founder cohort (the first 500)

500 founders pay CHF 89/mo locked-for-life vs CHF 49/199 standard from member 501 onward. This creates urgency, signals quality (we don't oversell), and produces a ~CHF 0.9–1.2M ARR base before any standard pricing rolls out. Founder cohort drives are the single highest-converting marketing PETVITY runs · target 30–50% conversion from warm leads.

Pillar 02 · Editorial authority (content + SEO)

16 long-form articles already shipped citing real published research (Dog Aging Project, IRIS staging, López-Otín, RECOVER 2024). Three flagship deep-dives (Mira's recovery, dog longevity, cat aging) are designed to rank for "swiss pet longevity," "dog inflammation reversal," "senior cat kidney" and similar high-intent queries. Estimated organic acquisition cost converging to CHF 25–40 per signup by Year 2. Editorial defensibility is the moat the largest brands (Mars, Nestlé) cannot match — they cannot say "we did this for our own pets" credibly.

Pillar 03 · Salons + Monaco Summit (proof at premium)

Zürich Salon (50 guests, quarterly, CHF 1,500 marginal cost per event) generates 5–10 paying members per event plus 2–3 brand partner LOIs. Monaco Summit (Sept 2026, ~150 UHNW guests, anchored to Monte-Carlo Polo Cup) is the strategic anchor — 12-month media cycle, sponsor revenue (CHF 50–250k expected), and direct path to UHNW family-office cap-table. The Summit is itself the Series A pitch.

Pillar 04 · Care Partner network (distributed sales)

Each Certified Care Partner™ = a Swiss sitter / trainer / vet who has been through the 6-module Academy. They are paid via the 35% wholesale on the shop + 10% lifetime referral on members they bring. Each partner becomes a distribution node with 5–10 micro-customers per year. 50 partners = 250–500 referred members annually. Cohort 01 target: 40 founder partners by Q2 2027.

Channel mix · paid vs organic

Markets · sequential expansion

• Year 1 · Switzerland (DE-CH primarily) · ZH/GE/BS first · 80% German, 15% French, 5% Italian content
• Year 2 · DACH (DE + AT) · München / Wien / Hamburg · same content, localised pricing
• Year 2 H2 · Monaco + UAE · piggyback on Summit network · UHNW concierge tier
• Year 3 · UK + France + Italy · post Series A · localised content + 1 country lead each

Competition & moat.

The pet longevity field is fragmented · no incumbent owns the integrated category. Each adjacent player has one piece. PETVITY's positioning is the editorial frame around all of them.

The four moats

1. Editorial defensibility · 16 published cited articles + 3 case protocols + 6-module academy curriculum. Mars cannot say "we did this for our own dog." A copycat would need ~12 months to match content depth and they would still lack the founder story.
2. Swiss-anchored governance · revFADP + GDPR-K compliant · Vetsuisse network · Tox Info Suisse 145 standardisation · Swiss premium positioning carries 5× trust premium for premium consumer health vs. US-funded copy.
3. Multi-layer revenue compounding · single-product pet brands cannot replicate the marketplace + Care Partner + Events + Summit stack within 24 months. Each layer requires a different operational competence.
4. Founder cohort lifetime pricing · the first 500 members are price-locked for life. They cannot be poached on price · they are the strongest word-of-mouth flywheel · they vote on impact partners · they become advisors. This is a structural moat, not just marketing.

What kills us · honest assessment

Team & advisors.

Founder

Operating team (currently part-time / fractional)

Advisory board (current and target)

Hiring plan · post-funding

Three priority hires triggered by capital availability. The Bootstrap path delays all three; the Lean path adds one; the Funded path activates all three within 90 days of close.

External capacity already running

Seven AI partner-scout agents operate weekly autonomously: vet scout (Mon) · influencer scout (Mon) · brand scout (Tue) · sitter recruiter (Wed) · coach scout (Thu) · hotel scout (Fri). They produce ranked lead lists, draft outreach emails, and update an internal Airtable. This single layer would normally cost CHF 8–12k/month in human BizDev — it costs CHF 0 marginal and runs in any scenario.

Equity, vesting & fairness.

Every founding question hides a sharper one underneath. The "how do I split equity?" question hides "what is the difference between a founder, a co-founder, and an early employee?" — and the answer to that determines everything that follows. This section makes the framework explicit, recommends a starting cap table, and locks the vesting rules that protect the company over multi-year horizons.

The three roles · structurally distinct

The honest test for "co-founder" status

Three questions that matter more than any title:

1. Did the person walk away from another career to bet on PETVITY full-time? If yes, candidate for co-founder. If they kept other commitments while contributing part-time, they are an early employee — a valuable one, but not a founder.
2. Did the person spend 6+ months unpaid taking existential risk? Founder equity is the compensation for that specific kind of risk · the kind no salary can buy. People who joined after the company has revenue, traction, and a website did not take that risk · they took a different (smaller) one.
3. Would the company collapse without them? If yes, they are operationally essential and should have meaningful equity · but ask whether the right answer is co-founder shares (with cliff) or a generous ESOP grant (with cliff).

Apply this to each person honestly. If the answer is "no" to all three, the person is an early employee. ESOP grants — generously sized, with vesting — are how you compensate them fairly without giving away founder-level equity for non-founder-level risk.

The PETVITY recommended starting cap table · at GmbH formation

Recommended ESOP grants.

The 12% ESOP pool is the budget. Every grant below comes out of this pool — not out of the founder's shares — and every grant vests over 4 years with a 1-year cliff from grant date. Numbers below are the recommended grants for the current PETVITY team and the next 12 months of expected hires + advisors. Adjust upward if a hire commits full-time; adjust downward if part-time.

Current team · grant ranges

Next 12 months · expected grants

Advisors · the smaller bucket

Vesting · the rules that protect everyone

1. 4-year vesting · 1-year cliff. Standard. Non-negotiable. If person leaves before month 12, they get zero · period. Month 13 = 25%. Month 24 = 50%. Month 48 = 100%.
2. Founder shares vest too. Investors at Seed will require this retroactively if not in place. Set up at incorporation · saves CHF 5–10k of legal cleanup later.
3. Acceleration on change of control. Standard "double trigger" · if PETVITY is acquired AND the person is fired without cause within 12 months, remaining shares vest immediately. Protects the team in an exit.
4. Single trigger acceleration only for the founder. Manuel's shares accelerate fully on change of control. Co-founders / employees get double-trigger only.
5. Right of first refusal. If a shareholder wants to sell shares before exit, the company gets first option to buy. Keeps the cap table clean.
6. Tag-along rights. If the founder sells >5% in a secondary, ESOP holders can sell a pro-rata portion. Fair to everyone.

What we will not do

Roadmap & project plan.

The 24-month operating plan, quarter-by-quarter. The Funded scenario is shown; Bootstrap and Lean compress and slow the same milestones (see section 9).

The next 90 days.

Week-by-week project plan from today through the end of Q3 2026. The first 90 days set up the entire scenario · everything in section 9 cascades from these weeks.

Single most important thing in the first 30 days

Financial scenarios.

Four internally-coherent paths · each one shown with revenue, cost, headcount and milestone trajectory. The right path depends on your appetite for dilution, the speed of capital availability, and whether you commit to the Monaco Summit window (September 2026).

How to read the next pages

Each scenario has its own dedicated page (13–17) with: monthly cash burn breakdown · revenue trajectory · headcount plan · key milestones · the activation order specific to that capital level. The numbers reconcile · you can swap one scenario for another mid-path if circumstances change.

Scenario A · Bootstrap CHF 0.

The premise: Manuel works without salary for 12–18 months. The 7 AI agents continue running. Tier 1 integrations only · no paid hires. PETVITY operates under the SYL Hub bridge (no GmbH cost in M1; deferred to Q4 2026 from operating cash). The trade-off is speed for ownership and optionality. This path keeps 100% founder ownership but stretches every milestone by ~50%.

Year 1 monthly P&L (CHF, simplified)

SYL bridge timing: GmbH formation deferred to Q3 (M7–9) when revenue covers the CHF 22k. M1 burn drops from CHF 20k to ~CHF 0 — material for a bootstrap path because it removes the first-month cash strain that would otherwise kill the option.

Activation order

1. Week 1: SYL Hub bridge live · Stripe products tagged "PETVITY · SYL" inside SYL's existing Stripe account · Tally + Mailchimp/free Klaviyo · all free-tier · 1 weekend
2. Month 1: First Salon (June 26) hosted in association with SYL Hub · first 10–25 founder cohort signups
3. Month 1–2: Apply to Innosuisse, Venture Kick, ZKB Pionierpreis · ~CHF 30–50k total non-dilutive likely · 6-month delivery
4. Month 7–9: GmbH formation (CHF 22k) once Y1 revenue covers it · clean inter-company transfer of PETVITY-attributed assets from SYL
5. Founder cohort drive via founder note · target 100 paying members in Y1 (instead of 500)
6. Monaco Summit · either skipped, or attended as sponsor not host (CHF 3,500 Patron tier)

Year 2–3 trajectory (Bootstrap)

Honest verdict

Scenario B · Lean CHF 100k.

The premise: CHF 100k assembled from friends-and-family + non-dilutive grants (Innosuisse Cheque + Venture Kick stage 1 + W.A. de Vigier or ZKB) — minimal equity dilution (~5–8% via SAFE-cum-grants). Manuel paid CHF 30k for the year (2.5k/mo, just covers rent and basics). One part-time hire. SYL Hub bridge in M1; GmbH forms M2–3 once non-dilutive funds arrive. Activates Tier 2. Paid acquisition pilot. Monaco involvement at sponsor level.

Year 1 monthly P&L (CHF, simplified)

SYL bridge timing: M1–3 burn drops from CHF 37.5k to CHF 15.5k (founder + part-timer salary covered, GmbH cost deferred to M4–6 once non-dilutive grants land). Total Y1 net unchanged · only the cash-flow shape shifts.

Use of the CHF 100k

Year 2–3 trajectory (Lean)

Scenario C · Funded CHF 500k.

The premise: Pre-seed close of CHF 500k as a first tranche (or full CHF 1.5M as the existing pitch deck targets — CHF 500k is the tranche that activates the team and runs to month 12). Vehicle: SAFE @ CHF 6–8M post-money cap. Investors: 3–4 strategic angels at CHF 100k each + 1 micro-VC anchor at CHF 200–300k. SYL Hub bridge runs M1–2 (Salon & first founder cohort signups) while pre-seed closes; GmbH forms in parallel. Manuel paid CHF 75k/yr. CTO + Ops + Medical hired within 90 days of close. Full Monaco Summit hosted. Founder cohort fills 500/500.

Year 1 monthly P&L (CHF, simplified)

Use of the CHF 500k

Year 2–3 trajectory (Funded)

Scenario D · Aggressive Growth CHF 2M.

The premise: Pre-seed full close at CHF 2M · CHF 1.5M SAFE @ CHF 8–10M post-money cap led by a Tier-1 micro-VC + CHF 500k strategic angels (Pictet NextGen, family office principals from Polo Cup network). Manuel paid CHF 90k/yr · 5 hires Y1 (CTO + Senior Eng + Ops + Medical + Marketing/Growth) + 2 contractors · CHF 350k paid acquisition · full Monaco Summit hosted as flagship · Monaco satellite presence Q3 · DACH expansion launches Q2 · founder cohort fills by end of Q2 · Concierge tier soft-launches H2.

Year 1 monthly P&L (CHF, simplified)

Use of the CHF 2M

Year 2–3 trajectory (Aggressive Growth)

Why this path · the strategic case

The Aggressive Growth path is the right answer to one specific question: can we close the 18-month window before Mars / Nestlé / Zoetis Ventures notice? At CHF 2M of capital, three things become possible that the Funded path can't quite reach:

• Senior engineering on Day 1. A CTO + Senior Engineer team can ship the full Tier 3 platform (vet/sitter two-sided marketplace, AI Companion, Concierge backend) within 9 months instead of 18 — directly accelerating Series A readiness.
• Real paid acquisition validation. CHF 350k marketing budget produces statistically significant cohort data on CAC/LTV by month 9 · investors at Series A want this; Funded scenario delivers it 6 months later.
• Monaco physical presence. A small Monaco satellite hub from Q3 — not just the Summit — turns "we have an event there" into "we operate there." This shifts the Series A narrative from CH-only to multi-jurisdictional premium platform.
• DACH from Q2 instead of Y2. Pulls forward ~CHF 1.5M of Y2 revenue into Y1 H2 · helps the Y1 P&L cross breakeven 6 months earlier.
• Concierge tier soft-launch in Y1. 30 Concierge members at CHF 1,490/mo by Y1 EOP = CHF 30k MRR · proves the highest-LTV tier works · de-risks the Y2 expansion.

Cap table impact · honest math

Founder ownership at Series A in the Aggressive path: ~42% · vs ~47% in Funded. The 5-percentage-point difference buys 12 months of compounding · which itself produces a 1.5–2× higher Series A valuation. The dilution arithmetic favours speed if the team can execute.

Scenarios compared.

The numbers, side by side · all four scenarios

Member trajectory · all four scenarios

Recommendation matrix

Key assumptions.

Every financial projection sits on assumptions · here are the ones that move the model most. Stress-test these in your investor conversations.

Member economics

Acquisition assumptions

What breaks the model

• If churn > 25% annual · LTV drops below CAC × 5, payback stretches past 12 months. Mitigation: founder cohort retention is a leading indicator; if Q1 founder churn > 5%, halt acquisition spend and fix product.
• If Monaco Summit doesn't deliver CHF 200k+ sponsor revenue · Funded scenario Y1 turns negative. Mitigation: lock 60% of Summit sponsor commitments before September event; have alternative Salon-only path costed.
• If paid CAC stays above CHF 150 · paid acquisition can't be the floor. Mitigation: the model is built so paid acquisition is <20% of channel mix Y1; even if paid is uneconomic, organic + referral + events carry the plan.
• If GmbH formation drags past Q4 2026 · Stripe / Shopify / Klaviyo activation slips, Q4 founder cohort drive is impaired. Mitigation: file in Week 1 of plan; use Klaviyo / Stripe with Manuel's personal entity in the interim if absolutely necessary.

Multiplier scenarios (sensitivity)

Even the worst case (−40%) keeps all three scenarios cash-flow positive at end of Y1 (Bootstrap +20k · Lean +50k · Funded burn ~CHF 100k of the CHF 500k raised). The model has structural margin of safety because the founder cohort lifetime pricing creates a price-floor.

Risks & mitigation.

Strategic risks

Operational risks

Financial risks

Regulatory risks

Founder-specific risks

Use of funds.

How a CHF 500k pre-seed (Funded scenario) is spent. Bootstrap and Lean scenarios are leaner, narrower versions of the same allocation. Each line item maps to a milestone in the 24-month roadmap (section 8).

Note: total cost line above sums to CHF 880k against a CHF 500k raise. The CHF 380k gap is funded by Y1 revenue (target CHF 1.1M, with ~CHF 380–500k of that converting to operating cash flow within Y1). If actual Y1 revenue underperforms by >30%, a follow-on bridge or earlier Seed conversation becomes needed in Q3 2027 · the buffer line absorbs the first ~3 months of variance.

Lean (CHF 100k) allocation

Note: GmbH formation cost (CHF 22k) and Salon costs in Lean scenario are funded by Y1 revenue + CHF 30–50k expected non-dilutive grants (Innosuisse + Venture Kick + W.A. de Vigier).

Bootstrap (CHF 0) allocation

No external capital; all cost lines funded by sales as they come in. The CHF 22k GmbH formation cost is the largest up-front item · Manuel's personal cash. Operating costs are deferred until Y1 revenue covers them. Salon limited to 1 event Y1; Monaco skipped or attended as Patron sponsor only (CHF 3,500).

Ask & vision.

What we're asking · three options

Depending on the reader of this document, the ask is one of three:

The 5-year vision

By 2030 (Year 5), PETVITY operates:

• ~25,000 paying members across CH, DACH, MC, UAE, UK, FR, IT
• CHF 50M ARR across membership · marketplace · Care Partner network · Academy · events
• ~150 hires across Zürich (HQ), Monaco (concierge hub), Dubai (Gulf entrée)
• 500+ Certified Care Partners across DACH and Monaco
• Annual Monaco Summit as the established calendar event for premium pet longevity
• ~1% to nature structurally · partnered wildlife / welfare orgs · audited annually
• Series B closed at CHF 150M+ valuation · strategic option (Mars / LVMH consumer / Eurazeo) on the table but not exercised

The 25-year vision

PETVITY becomes the operational standard for pet longevity globally · the way humans use Whoop / Function Health / Levels for their own healthspan, owners use PETVITY for their pets'. Every premium pet brand integrates with the Pet-Harmony Score™ as input. Veterinary medicine evolves to use the longitudinal data PETVITY captures across millions of pet-years of structured observation. The 1% structural pledge funds 2,000+ wildlife reserves and conservation projects. PETVITY is to pets in 2050 what Patagonia was to outdoor in 2010 · the founding category brand, family-office aligned, multi-generational.

What you do next

1. If this is the right opportunity · 30-minute call with Manuel · book at /founder-call or email manuel@petvity.com
2. If you want to read more · the website itself is the deepest data room · 16 articles, 3 protocols, 6-module Care Partner curriculum, full marketing kit, brand book, integrations status · all at petvity.com
3. If you want to test the product first · the Pet Profile is free at /pet-profile · 90 seconds · the Pet-Harmony Score™ output is real
4. If you want to invest · request the data room (cap table, model XLS, partnership LOIs, founder CV, all references) at invest@petvity.com