De-risking key business plan assumptions

In March, we're focused on de-risking our key business plan assumptions.

We launched with the following assumptions.

1. We can secure licensing and get contracted with all Utah health insurance companies to earn commission as a broker (we can cross the regulatory complexity moat).

2. The Utah individual health insurance market is large enough to support a $3M+ annual recurring revenue (ARR) business (200K+ consumers with 5% market penetration).

3. Individual health insurance market consumers are unserved or under-served by incumbent providers (low competition)

4. Working individual health insurance market consumers are connected to each other by professional networks, enabling a word of mouth / low-CAC customer acquisition strategy (<$100 unit CAC).

5. We can productized the broker service model and combine it with self-serve software and automation tools to deliver 10x the value of existing providers (We can deliver on product with sweat equity).

6. We can staff and deliver excellent customer service, profitably (<50% cost of service).

7. Clients will remain customers for years (client lifetime > 2 years)

So far, we are feeling good about #1, #2, #3, and #4.

Right now, we're focused on de-risking #5.