# Simma — investor data room (full text, as of 2026-09-25) # Overview _Simma investor data room · Measured · Vision · as of 2026-09-25_ ## What Simma is *Vision.* Simma is one platform to run a small business — its website, email, customers, bookings, products and money, all Simma's own — with AI agents that help the owner run it. Other "AI operating systems" connect to a business's rented tools; Simma **owns** the tools, so its agents work on one permanent record of the business. ## Where it stands today *Measured, status.html re-measure, 2026-09-24.* - In production since 2026-09-03; built solo by the founder (7,775 commits since January 2025). - 0 paying customers and £0 revenue — pre-launch by design. The raise funds the first customers. - Our design partner is a UK dance school. Its website, timetable and bookings were built in Simma, and it shapes what we build next. - The full, dated list of what works and what doesn't is on the status page. ## The company *Measured.* Simma Labs Limited, United Kingdom. Founder: Paul O'Connor. ## The ask *Plan.* £750k pre-seed on a SeedLegals SeedFAST, £4m cap (pre-money), £250k SEIS (lifetime cap) then £500k EIS. The seed raise starts at month 12; runway runs to month 18 to cover it. --- # Product _Simma investor data room · Vision · Measured · as of 2026-09-25_ ## Four layers, one record *Vision.* - **See it** — six lenses across the whole business: Home (the business feed), Compass, Inbox, Calendar, Insight, Cashflow. - **Run it** — thirteen areas: Marketing, Website, Sales, Customers, Support · Services, Products, Work, Money · Library, Team, My Business, Settings. - **Meet it** — where customers and staff touch the business: the website, the customer portal, Simmi (the business's own AI for its customers), Simma Station (in-person). - **Found** — Google Business Profile, SEO and AI search, kept up to date from the same record. ## The agents *Vision.* Named agents help the owner — Maya (marketing), Sam (sales), Charlie (customers), Fiona (finance), Oli (operations), coordinated by Sage, the chief of staff. They draft; the owner approves. Nothing reaches a customer or moves money without a person's yes. *Measured.* Agent identities, permitted tools, per-step attribution and an audit log are built; the named business agents are the next build. ## The Cascade *Measured.* One platform, a version for every business: eight layers (platform, industry, specialism, niche, franchise, country, business, person) decide features, menus, words, emails and currency. 22 industries, 181 specialisms, 364 niches and 23 countries are mapped; 180+ email templates are published across the layers. ## Simma builds Simma *Measured.* Simma's own development runs through Simma's task system: 2,223 work items, 568 commits attached to 74 items, 15 coding-agent claims with 12 of 15 check-ins verified inside their lane. --- # Status and traction _Simma investor data room · Measured · as of 2026-09-25_ ## Honest position *Measured, 2026-09-25.* - Paying customers: **0**. Revenue: **£0**. Design partner: a UK dance school (not named without its permission) whose website, timetable and bookings were built in Simma. - Production last released 2026-09-03; 1,597 commits of finished work await the next release. - Customer websites on simmasite.com are **not reachable today** — fixed in code on 2026-09-25, waiting on DNS and deployment steps. - Known gaps are named on the status page, including: Simma Pay's plan prices not yet applied on every payment path; the Google Business Profile connection; customer-portal booking changes. ## What is not claimed No measured customer economics are given: acquisition cost, lifetime value, churn and retention can't be measured without customers. The margin and churn figures in the financial model are assumptions, labelled as plan. --- # Market _Simma investor data room · Estimate · Plan · as of 2026-09-25_ ## Sizing *Estimate, 2026-09-24.* Priced at what a business would spend with Simma (subscription plus Simma Pay), not total software spend. - **TAM ~£392bn a year** — every business worldwide, all sizes, priced to local incomes. £114.4bn of it in the UK and US. - **SAM £62.3bn a year** — UK+US service businesses under 250 staff (19m businesses). - **Beachhead £43.7bn a year** — service businesses with up to 9 staff, UK and US (17.9m businesses). - **First customers £6.1bn a year** — Instruction, fitness & personal services (UK 85/93/96; US NAICS 61/713/812). ## Obtainable *Plan.* **50,000 customers by the end of year 5** (47,000 micro, 2,500 small, 498 medium, 2 enterprise) — £116.5m revenue in year 5, £172.9m exit ARR, 0.28% of SAM. Built bottom-up from the customer ramp, not as a share of SAM. ## Sources UK Business Population Estimates 2025; US Census NES/SUSB 2022; Eurostat 2023; World Bank 2025 income groups; SME Finance Forum / Statista. Method: UK+US spend per head by size band x (group GNI per head / $83,022) x population; World Bank 2025. --- # Business model _Simma investor data room · Plan · as of 2026-09-25_ ## Subscription *Plan.* Priced per business, per month. Extra users £5 a month. - **Free** — £0 a month · 1 user · up to 25 customers - **Lite** — £49 a month · 2 users · up to 100 customers - **Starter** — £99 a month · 5 users · up to 500 customers - **Business** — £199 a month · 10 users · up to 5,000 customers - **Pro** — £299 a month · 25 users · up to 25,000 customers - **Scale** — £499 a month · 50 users · up to 250,000 customers ## Simma Pay *Plan.* Every payment a business takes runs through Simma Pay, built on Stripe Connect. The Free plan gives away the whole operating system and earns only on payments; paid plans cost a subscription and take less per payment. Simma's rate falls with the plan: **5% + 50p (Free)** down to **2.5% + 25p (Scale)**; the underlying processor cost is 1.75% + 20p. In the model, Simma Pay is 61.3% of year-5 revenue. The rates will be tested with the first studios before they are fixed. *Measured.* The priced rates are the single source of Simma's fee (founder decision, 2026-09-25); applying them on every payment path is in progress — see the status page. ## Franchises *Plan.* Custom contract. --- # Financials _Simma investor data room · Plan (draft) · as of 2026-09-25_ ## Five-year model *Plan — draft of 25 September 2026 — £750k pre-seed; hiring plan of 2026-09-25 (sales/CS month 2, engineer month 4, sales/CS month 6); seed raise from month 12.* As of 2026-09-25. - **Year 1** — revenue £58k (subscriptions £27k, Simma Pay £31k) · EBITDA −£367k · 50 customers at year end · 4 people - **Year 2** — revenue £1.2m (subscriptions £569k, Simma Pay £642k) · EBITDA −£1.4m · 1,000 customers at year end · 20 people - **Year 3** — revenue £9.4m (subscriptions £4m, Simma Pay £5.3m) · EBITDA −£3.1m · 6,000 customers at year end · 65 people - **Year 4** — revenue £38.2m (subscriptions £15.8m, Simma Pay £22.4m) · EBITDA £996k · 20,000 customers at year end · 152 people - **Year 5** — revenue £116.5m (subscriptions £45m, Simma Pay £71.5m) · EBITDA £24.8m · 50,000 customers at year end · 287 people EBITDA break-even in **year 4**. Gross margin rises from 74.8% in year 2 to 85.8% in year 5. ## Rounds - **Pre-seed** — £750k, now (SeedFAST, £4m cap) - **Seed** — £3m, raise from month 12, close by month 18 - **Series A** — £10m, start of year 3 The workbook, with live formulas, is available on request. --- # The raise _Simma investor data room · Plan · as of 2026-09-25_ ## Terms *Plan.* - **£750k pre-seed** — SeedLegals SeedFAST (UK advance subscription agreement). - **£4m valuation cap, pre-money** — about 15.8% for investors at the cap. - **6-month long-stop.** £250k SEIS (lifetime cap) then £500k EIS. - SEIS/EIS: advance assurance applied for before first close, and before anything is signed. ## Use of funds (18 months) *Plan.* People 64.5% · marketing 18.5% · product and infrastructure 7.1% · legal, admin and other 9.9%. £720k spent and £137k of revenue over 18 months, leaving about **£167k** at month 18. Hires: the founder full-time from month 1; a sales and customer-success hire from month 2; an engineer from month 4; a second sales and customer-success hire from month 6; a marketing agency from month 3. The seed raise starts at month 12, with about **£328k** still in the bank; a raise takes a few months. ## Milestones *Plan (draft).* - **Before first close** — IP assigned to Simma Labs Limited; SEIS/EIS advance assurance applied for - **Months 0-3** — Founder full-time from first close; First sales & customer-success hire (month 2); First studios onboarded by hand - **Months 3-6** — Engineer joins (month 4); First paying studios; payments live through Simma Pay; Second sales & customer-success hire (month 6) - **Months 6-12** — 50 paying customers; Sage live behind the approval gate; Start raising the seed round (month 12) - **Months 12-18** — Close the seed round; Evidence of what studios pay for and keep using; First franchise conversation Paying customers: 10 by month 6, 50 by month 12, 140 by month 18. --- # Team _Simma investor data room · Measured · Plan · as of 2026-09-25_ ## Founder *Measured.* Paul O'Connor — paul@simma.ai · https://www.linkedin.com/in/o-c/ - **Head of Product, Event Platforms, Informa plc** (2024-01–now): 50-person team, three squads; £3m+ budget; 2,000+ live sites; 386-site migration onto one platform - **Senior Product Manager, Event Platforms, Informa plc** (2021-11–2023-12) - **Senior Product Manager, Vacancy Filler (now HireRoad)** (2021-05–2021-11) - **Founder, Workwear City** (2020–2021): 22,000+ SKUs; sold via trade sale 2021 - **Managing Director, Rail Media** (2017–2021): 40-person company; revenue doubled - **Product Director, Rail Media** (2012–2017): built Datlyn (CRM, subscriptions, events, sales in one system); RailwayPeople.com to 1m+ monthly users and £100k+ monthly SaaS revenue - **Designer to Product Manager, Rail Media** (2002–2012): launched RailwayPeople.com; co-designed iStudio Publisher ($100k/month in sales) ## The people who'd join *Plan.* Eight people the founder has worked with for years, who know Simma and want to join as the plan makes room (initials until they consent to be named): VT (CTO), PH (Head of Sales), DI (Customer Success), LO (Head of Marketing), JG (Product), MS (Operations), MS (Creative), ST (Content and media). First hires: sales, customer success and engineering. ## From Series A *Vision.* The company organises around four outcomes — Build, Acquire, Retain, Scale — each with one owner, a small team and agents alongside. --- # Go to market _Simma investor data room · Plan · as of 2026-09-25_ ## Who first *Plan.* One-person service businesses: Pilates instructors, Dance teachers, Hairdressers, Driving instructors, Dog groomers, Florists. Later: franchises and multi-location groups. ## Customer ramp by channel *Plan (draft).* - **Year 1** — 50 paying customers: 50 direct and self-serve - **Year 2** — 1,000 paying customers: 600 direct and self-serve, 150 referral, 200 partners, 50 franchise and multi-location - **Year 3** — 6,000 paying customers: 2,700 direct and self-serve, 1,100 referral, 1,500 partners, 700 franchise and multi-location - **Year 4** — 20,000 paying customers: 7,500 direct and self-serve, 4,500 referral, 5,000 partners, 3,000 franchise and multi-location - **Year 5** — 50,000 paying customers: 17,500 direct and self-serve, 12,500 referral, 12,500 partners, 7,500 franchise and multi-location UK-only in years 1–2, then 35% outside the UK by year 5. ## Channels Direct and self-serve (the product sells itself to a one-person business), product-led referral (every Simma site, portal and receipt carries it), partners (industry bodies, franchisors, accountants), and franchise and multi-location groups. --- # Risks and mitigations _Simma investor data room · Plan · as of 2026-09-25_ *Plan — the founder's view of what could go wrong, and what's being done.* - **No customers yet.** The raise funds the first 50; month-6 target 10 paying studios, chosen by hand. - **Solo founder today.** A bench of eight known people; three hires in the first 18 months. - **Founder employment and IP.** The founder is employed full-time; IP is assigned to Simma Labs Limited before first close, and the employment position confirmed with a lawyer. - **Code ahead of production.** 1,597 commits await release; a weekly release cadence resumes with funding. - **Payments revenue depends on fees being applied everywhere.** Being fixed now (status page). - **"AI operating systems" from larger companies.** They connect to rented tools; Simma owns the record and the public faces. - **Payments and data regulation.** Stripe Connect carries card data (Simma never touches it); KYC is audited; GDPR footers by country. --- # FAQ _Simma investor data room · Plan · Measured · as of 2026-09-25_ **Why £750k if about £167k is left at month 18?** The seed raise starts at month 12, and raising takes a few months. Runway to month 18, with £167k still left, means the seed is a choice rather than a deadline. **How much of the round pays the founder?** A market salary for a Head of Product, set out line by line in the private model. No individual salaries are published. **Why does revenue jump so much from year 1 to year 2?** Year 1 is about proving the first 50 customers by hand; the seed round (raised from month 12) funds the channels. Customers go from 50 to 1,000, and Simma Pay volume follows them. **How do Simma Pay's rates compare with Square or SumUp?** They're higher on the Free plan by design. On Free, the whole operating system costs nothing: website, bookings, customers, invoicing and payments. Simma earns only when the business gets paid, at 5% + 50p (Free): about 7% on a £25 class. Every paid plan lowers the rate, down to 2.5% + 25p (Scale), so a growing business moves to a plan. Processor cost is 1.75% + 20p. The honest answer on the exact rates: they'll be tested with the first studios. **How will 50,000 customers be won?** Four channels: direct and self-serve, referral from every Simma site and receipt, partners, and franchise groups — see Go to market. **Why a SeedFAST and not a SAFE?** A UK advance subscription agreement keeps SEIS/EIS relief available to UK investors; a US SAFE would not qualify. **What's live today?** The status page answers this, dated and line by line. It is re-measured before each conversation. **When do the eight people join?** In step with the plan: sales, customer success and engineering first; the rest as the company grows. --- # Available on request _Simma investor data room · Private · as of 2026-09-25_ Shared privately with investors who are engaging: - **The financial model** — the five-year workbook and the monthly 18-month budget, with live formulas. - **Cap table** — the founder holds 100% today. - **IP readiness** — what is being assigned to the company, and how. - **The full evidence ledger** — a file, query or probe behind every line of the status page. - **The BARS operating model** — how the company scales from Series A. - **Architecture notes and decision records.** Ask Paul: paul@simma.ai