The Case for Bark — Shine On Cleans

People in Norwich are on Bark right now, asking for exactly what we offer. We know this because we've already spoken to over 2,000 of them. The market isn't the question. The question is whether our system can handle the volume when we open the tap.

We've also proven that customers will pay our new prices. We shifted from per-booking to subscription billing, and restructured our visit format.

Previously: 2hr FlexiClean → £46 · Now: 90min CatchUp → £52
A higher rate per hour, in less time, on a recurring subscription. These prices reflect the value our AI system adds — and customers are buying it.

CatchUp Visit Price

£52

90 mins · was £46 for 2hrs

Cleaner Share (est.)

~45%

of subscription revenue

Cost Per Bark Lead

5–9

credits · a few pounds

Three Real Scenarios

Live prices from our system

The Flow Plan

"A busy professional who wants fortnightly help — reliable, flexible, great value."

2× CatchUp visits/month · 90 mins each · 3 hrs/month total

£92 / month · Flexible tier

Cleaner pay (est. 45%)~£41/month

SOC gross profit~£51/month

Profit after 12 months

£612

After 24 months: £1,224
Lead cost: a few pounds

100× return on lead

One Flow customer retained for a year covers the cost of 60–120 future lead purchases.

The Spark Plan

"A larger household wanting cleaning six times a month — serious recurring value."

6× CatchUp visits/month · 90 mins each · 9 hrs/month total

£276 / month · Flexible tier

Cleaner pay (est. 45%)~£124/month

SOC gross profit~£152/month

Profit after 12 months

£1,824

After 24 months: £3,648
Lead cost: a few pounds

260× return on lead

One Spark customer generates enough profit to fund hundreds of future Bark purchases.

The Deep Clean

"A one-off deep clean — our #1 gateway booking into a recurring subscription."

Deep Clean (3-bed) · ~8 hours · one-time booking

£280 one-off

Cleaner pay (est. 45%)~£126 one-off

SOC gross profit~£154 one-off

Immediate profit

£154

Converts to Flow plan?
Add another £612/year

Gateway booking

Deep cleans are our highest-converting entry point. The customer sees what we do. Then they subscribe.

"The maths only fails if we don't deliver the clean. Buy the lead, run the system, get the job done — everything else is upside."

The System That Makes It Scale

#	What Happens	Who Does It
1	New Bark lead is purchased automatically	Auto-buy Zapier Zap
2	Lead details arrive at quote intake, parsed and enriched	n8n + Quote Parser
3	Archer calls the customer within minutes	Archer (Retell AI)
4	Quote sent, follow-up email drip begins	Archer + ActiveCampaign
5	Customer converts — order created, campaign stopped	Order Pipeline + Molly
6	Cleaner matched, scheduled, and dispatched	SHINE Agent Mesh
7	Visit delivered, subscription active, revenue flowing	💰 Done

Right now we have 3 credits and three unworked leads sitting in our inbox. The fix is simple. Top up the credit pack, flip on the auto-buy Zap, and let the pipeline do what it was built to do. Five leads. One conversion. The system pays for itself.

Top up Bark credits

Turn on auto-buy Zap

Watch the pipeline run

Two Growth Phases — One Clear Pattern

Month	Phase 1 — 2024 Auto-buy ON	Phase 3 — 2025 Rebuild, no auto-buy
Month 1	£896	£2,888
Month 2	£1,436	£4,450
Month 3	£1,917	£6,766
Month 5	£3,864	£7,934
Month 7	£7,155	£9,827
Month 8 — Peak	£10,249 ★	£10,350 ★
Both phases killed by workforce losses — not lack of demand.

Phase 1 Growth Rate

+41%

per month avg · auto-buy ON

Phase 3 Growth Rate

+20%

per month avg · no auto-buy

Buying all leads was twice the growth rate. Same city. Same product. Same team.

What Stopped Us — And Why It's Different Now

📍 Sep 2024 — Sheffield closed

70% of revenue came from Sheffield. Distance made quality control impossible. Norwich was the better model. Closed Sheffield, lost the revenue overnight.

📍 Late 2025 — Viv left, cleaners departed

Viv handled ~70% of regular bookings. She left without notice. Several cleaners left in parallel. Revenue fell from £10,350 to £5,294 in three months.

📍 Now — Stripe Capital (temporary)

25% of all transactions go to Stripe Capital repayment until the £4k loan is cleared. Every new full-rate subscriber accelerates this. Once repaid, full margin returns.

✅ What's Different This Time

Molly + Sapphire provide workforce stability. The SHINE system handles scheduling, comms, and dispatch without depending on any single person. Archer calls every lead. The pipeline doesn't sleep.

Molly's Pay — How It Fills Up

Molly is not paid when we hit an arbitrary milestone — she's paid as we grow. Every new subscription past the first 35 customers adds £58.50/month directly to her pay pot. At 86 active subscriptions, Molly is paid in full at £3,000/month, guaranteed and recurring.

Active Customers	Molly's Monthly Pay	% of Full Pay
1–35 customers	£0 (software + mktg covered first)	0%
36th customer joins	£58.50/month starts flowing	2%
50 customers	~£878/month	29%
61 customers	~£1,521/month	50%
72 customers	~£2,164/month	72%
86 customers ✓	£3,000/month — PAID IN FULL	100% ✓

Based on avg plan £130/month, 45% contribution margin. Calculation: (customers − 35) × £58.50.

Molly's Pot — Visual

Each bar = one milestone. Each new customer past #35 adds to the fill.

35 customers£0 / £3,000

50 customers£878 / £3,000

61 customers — halfway£1,521 / £3,000

72 customers£2,164 / £3,000

86 customers — MOLLY PAID IN FULL ✓£3,000 / £3,000

PAID IN FULL

Note on Stripe Capital: Until the £4k loan clears, Stripe retains 25% of each transaction. This compresses effective margin on current customers. Every new full-rate subscriber both grows Molly's pot and accelerates loan repayment — double value.

30-Day Bark Plan & Cash Allocation

Period	Leads / Spend	New Customers	Cum. MRR
Week 1	14 / ~£140	3	£390
Week 2	14 / ~£140	3	£780
Week 3	14 / ~£140	3	£1,170
Week 4	18 / ~£180	4	£1,690
Month 1 total · 60 leads · ~£600 spend		13 ★	£1,690 MRR

CAC: ~£46 per customer. LTV at 12 months (Flow plan): £612. LTV:CAC = 13:1. Compounding: every month of acquisition stacks on the last — month 2 adds to month 1's base, month 3 to both, and so on.

For every £130 received via Stripe (3 days to clear), here is how it is allocated:

Cleaner pay reserve (ring-fenced)

Released when visit delivered.

£58.50 45%

ISA fund / debt servicing

David drawing this now toward debt.

£13.00 10%

Contribution Pool — £58.50 (45%) — Priority Order:

① Software & fixed costsFirst £500 contribution

② Bark credit reinvestmentNext £1,500

③ Molly's pot (fills to £3,000)Next £3,000

④ David's drawNext £4,000

⑤ Buffer / growth reinvestmentRemainder

The Multiplier — What Doncaster Changes

Norwich Only

13/mo

new customers
2 leads/day · 1/5 convert

Break-even: ~month 12

Molly full pay: ~month 7

+ Doncaster

26/mo

new customers combined
4 leads/day total · 1/5 convert

Break-even: ~month 6

Molly full pay: ~month 4

What's Needed

✦ Bark credits for Doncaster
✦ ISA: David or local hire (10%)
✦ 1–2 trusted cleaners in DN area
✦ Same SHINE system, different city

Sheffield proved distance kills ops.
Doncaster is closer — and familiar.

"Doncaster doesn't require a new business — it requires a new postcode and a local face on the ground. The system, the pricing, the pipeline: it's already built."