There are several different strands to the Welba commercial model including a tiered-subscription with add ons, one-off purchases and also charity donations. There’s end users who might have signed up to create or join a challenge and there’s also company employees who have been signed up by their company. Then there’s the distinction between active and passive users with companies only paying for those of their employees that are active. So there’s a lot of moving parts and Oli needed a model that enabled him to understand how inputs such as engagement, price, retention, customer acquisition, and subscription switching, would affect the business. He needed to grasp how changing the inputs would impact revenue, profit, app downloads, and total active users.

With the model we built, Oli could map out different scenarios and compile a list of KPIs and targets that he needed to hit in order to generate the returns he was aiming for. He then presented this to investors - who could also make their own copies of the model to test different scenarios - and raised his Seed and then Series A funding rounds.

As well as the model we also conducted data analysis on a large dataset that Welba had compiled detailing the environmental performance of FTSE 250 companies. The dataset included each companies’ emissions and a breakdown of their energy use. We were able to define performance metrics and rolling industry averages that we then used to analyse each companies improvement relative to their industry. This enabled Welba to develop marketing collateral highlighting the importance that today’s work force gives to potential employers corporate social responsibility.