Zoopal Market Ambition

What the app could become — bought, earned and shared

Target 950,000 subscribers — 1% of US pet households

This whole page is showing

Conservative

Conservative.

These are not predictions. They show what could happen from Conservative to Ambition, each adjustable by settings on the left.

Every figure is the arithmetic of those settings and nothing more. Zoopal’s own figures are only beginning to come in, so no number below is evidence yet. The sliders show which assumptions the case rests on. The main ones are how often people share the app, how many of the people they share it with install it, and what a user from creators costs. Any of these could turn out far better than the settings here, or far worse.

Growth Driver Assumptions

People who share, each month 5%

Share of active users who send a Zoopal link in a month. No published benchmark exists for this.

Of those who look, who install 8%

A shared link opens on the web with no account needed. This is the share of the people who see a share who then install the app — everyone whose eyes pass it, not only the ones who tap it.

People who see each share 6

One share, and how many pairs of eyes land on it. A link texted to one friend is 1. A family group chat is 8. A post a few hundred people scroll past is a few hundred. This is the average across all of them — sharing is deliberately not broken out by channel. 6 is not measured. It was lowered from 8.75, which made the Ambition results hard to believe. Read the glossary before quoting anything that rests on it.

Each active user brings in, a year 0.42

None of the three settings above has ever been measured, and this is the number the whole page rests on. Built from the outside evidence instead, the pair is nearer 3.75 people a share installing at 8%. At 15% sharing that gives 0.54 new people a year for each active user. Ambition gives 2.16. See Glossary.

Creator spend, a year $100,000

Paying people on TikTok and Instagram to post short videos about Zoopal. The same amount in each of the five years. $100,000 is the creator/influencer line in the $500,000 round. The creator & video lead who runs it is a fixed figure below.

Cost of one user from creators $1.00

Conservative is $1.00: $3 for 1,000 views that bring in 3 downloads. Ambition is $0.50, toward the hopeful end. The hopeful end itself is $0.29: $2 for 1,000 views that bring in 7. Both come from one company’s account, Cal AI’s. Zoopal will have its own figure after three months.

Ad spend, a year $45,000

Paid ads on Meta and TikTok. The same amount in each of the five years. $45,000 is the paid-ads line in the $500,000 round.

Cost of one user from ads $3.00

The higher this is, the fewer users the ad money above buys. The project’s working band is $3 to $8.

Still here a year later 65%

The best upper quartile of any app category is 60%. Trupanion, pet insurance, holds 82%.

Money

Of all users, who pays 10%

Duolingo: 12.5 million paying of 137.8 million monthly users, which is 9.1%.

Months paid in their first year 6

Someone who joins in month eleven pays for one month, not twelve. Six is the average if arrivals are spread evenly.

Fixed Figures

Monthly plan

Annual plan

Of subscribers, share on monthly

Creator & video lead, a year

Not in this plan yet — set to zero

Neither is in the $500,000 plan: there is no paid shelter hire, and no advertising abroad. Move them up to see what either would add.

Shelters signed up each month 0

Earned by someone on the team, not bought. They add up and never go away, until the reachable shelters below are used up. Six a month would be 360 shelters by year five, a fifth of the 1,805 that carry the system.

Of a shelter’s adopters, who install 10%

A signed shelter does not deliver all of its adopters. This is the share who actually install. Untested, and it decides how much shelters could ever bring in.

Adoptions a year, one shelter

What the shelter program costs, a year

Shelters you can reach

Paid to shelters, share of what Apple leaves

Advertising abroad, next to US ads 0%

A second market that adds users on its own money. At 50%, every dollar of ads in the US is matched by fifty cents of ads abroad.

Year it opens 3

Nothing happens abroad before this year. Shelters never do: those relationships are American, so overseas runs on ads and sharing alone.

Overseas price, % of US

Overseas, share who pay, % of US

Overseas cost of one user

Users, end of year 5 0

Subscribers, end of year 5 0

Yearly rate leaving year 5 0

US share of 95m pet households Below target 0.00% — the target is 1%

Five years, line by lineConservative

Metric	Year 1	Year 2	Year 3	Year 4	Year 5

Where the users come fromConservative

Show on this chart:

Zoopal brings people in four ways in this model: creators, paid ads, American shelters, and ads abroad. The last two are set to zero in this plan. Sharing is its own band. It counts everyone who installed because somebody shared Zoopal with them, whichever way the sharer first arrived. At the settings now on this page, every person Zoopal brings in directly becomes 0 users by the end of Year 5.

Break-even. Running the company costs $0 a year by Year 5, not counting creators, the creator & video lead, or ads. About 0 subscribers cover that. Above that is surplus to grow our user base.

The same sources, as a share of each yearConservative

how the balance between them shifts

This bar always shows the scenario the whole page is set to, even when the chart above compares both. Each person is counted by the way they themselves arrived. Anyone who installed because somebody shared Zoopal with them is in the sharing band.