gtm_report

6.2 Channels

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go-to-market report
Organic-and-vendor-led acquisition of digital-first couples
go-to-market report
Demand-Side Strategy Organic-first, with vendor and referral compounding
Channel 1 Wedding social (TikTok/Instagram) - 45% of qualified signups
Channel 2 Vendor-invited couples - 30% of qualified signups
Channel 3 Couple referrals - 15% of qualified signups
Demand Funnel Visitor > Free app (60%) > Plus/Pro (9%) > vendor booking (35%)
Unit Economics CAC: $38, free-to-paid: 9%, payback: 2.5 months - unit economics work from launch
Demand Side Organic social with a vendor-fed referral loop Wedding social is the top discovery channel for high-intent couples
Wedding Social TikTok/Instagram planning content reaching 2.5M couples planning each year
Vendor Invites Onboarded vendors invite their booked couples onto Aisle
Couple Referrals Each wedding seeds partners, family, and the next engaged couples
Wedding Creators Influencer partners convert engaged audiences at 4-6% signup rates
App Store + SEO Capturing high-intent searches across 2.5M annual US weddings
Vendors invite couples, couples refer couples, weddings feed social - self-reinforcing Blended CAC of $38 against a 12-month subscription plus 8-12% booking commissions per wedding
Supply Side Onboarding vetted vendors with zero listing fees Self-serve vendor onboarding cuts setup to 48 hours, accelerating supply growth 4x
Direct Outreach Seeding top metros from a founder-built 5,000+ vendor network
Vendor Self-Serve Zero-fee listings; vendors pay only 8-12% on bookings won
Featured Placement Paid featured slots give vendors qualified, in-budget couple demand
Vendor Referrals Active vendors refer peers, compounding supply at near-zero cost
Category Coverage Filling all 14+ wedding categories per metro before launch
Each vendor invites their booked couples, turning supply into free demand Target 5,000 active vendors across top US metros by month 12, each reaching dozens of couples
Supply-Side Strategy Three-channel vendor supply with zero-fee onboarding
Channel 1 Direct outreach to founder network - 50% of initial vendors
Channel 2 Vendor self-serve signup - 35% of vendor supply
Channel 3 Vendor-to-vendor referrals - 15% of vendor supply
Key Metrics Vendor activation rate: 70%, avg time-to-first-quote: 4 days
Delivery Strategy Vetted vendors deliver quotes and bookings in-app; AI agents coordinate messages, payments, and timeline through the wedding date
Customer Personas Three couples, one 200-hour planning problem
The Overwhelmed Bride
Demographics Ages 27-34, working professional, $80k-$140k household, planning a $33k wedding Pain Points Drowning in 200+ planning hours across 14 vendors and spreadsheets Discovery TikTok, Instagram, Pinterest, wedding subreddits, friends recently married Values Time saved, live budget control, vetted vendors, no $5k planner fee Willingness to Pay Won't pay $3k-$10k for a human planner; will pay $29-$59/mo
The Budget-Strapped Couple
Demographics Ages 24-30, dual early-career, $50k-$80k household, cost-conscious DIY planners Pain Points Overrunning budget by 28% with no live view of spend Discovery TikTok, YouTube, budget wedding blogs, Facebook wedding groups Values Free to start, overspend alerts, negotiated quotes, transparent pricing Willingness to Pay Uses free spreadsheets today; will pay $29/mo to stay on budget
The Time-Starved Professional
Demographics Ages 30-38, senior roles or founders, $150k+ household, in top US metros Pain Points No time to manage 14 vendors but wants a high-end wedding Discovery Instagram, referrals from peers, premium venue and vendor recommendations Values Hands-off coordination, negotiation, day-of execution, premium vendor access Willingness to Pay Would have hired a $10k planner; happily pays $59/mo Pro
Channels & PartnershipsDirect-to-couple app, scaling vendor and referral channels
DirectSelf-serve app signup with in-app upgrade to Plus and Pro - 65% of revenue
IndirectVendor partnerships invite couples and drive 8-12% booking commissions
CommunityCouple referrals and wedding creators generate 15% of new signups organically
Channel StrategyDirect (65%, live now), Vendor-led (20%, scaling), Referral/creator (15%, growing organically)
Strategic PartnershipsWedding vendors and venues (supply plus couple invites), wedding creators (high-intent reach), app stores and search (distribution to 2.5M annual couples)
KPIs & Business Model Unit economics that work at $38 CAC with 2.5-month payback
Growth KPIs
MRR Target $420K monthly recurring revenue by month 18
User Growth 18% MoM (vs 8% consumer app median)
Conversion Rate 9% free-to-paid (vs 5% freemium avg)
Unit Economics
CAC $38 blended customer acquisition cost
LTV $290 average lifetime value
LTV : CAC Ratio 7.6:1 LTV:CAC
Payback Period 2.5 month payback
Revenue Model Freemium subscription plus vendor commission
Pricing $29-$59/mo, 8-12% take rate
Gross Margin 80% subscription, 90% commission
Break-Even Q4 2027 EBITDA positive
Key Takeaway Organic acquisition engine with unit economics that scale
Customer Acquisition Cost $38 blended customer acquisition cost
Lifetime Value $290 average lifetime value
LTV : CAC Ratio 7.6:1 LTV:CAC
Year 1 Projection 250,000 couples by month 12, driven by organic wedding social, vendor-led invites, and couple referrals across top US metros