FluxCap Financial Services — Go-to-Market Strategy & Unit Economics
The go-to-market strategy and the unit economics - the acquisition model and the per-customer economics underpinning FluxCap.
Section 10 · Business Plan
Go-to-Market Strategy & Unit Economics
The go-to-market strategy and the unit economics – the acquisition model and the per-customer economics underpinning FluxCap.
Acquisition channels
| Channel | Mechanics | Expected share of FY2031 gross adds | Indicative CAC |
|---|---|---|---|
| Performance digital | Search, social, programmatic; conversion-optimised funnels | 35% | R350–R500 |
| Embedded partnerships | Payroll platforms, retailers, e-commerce, fintech APIs | 30% | R80–R150 |
| Referral & organic | Member-get-member incentives; SEO; app-store presence | 20% | R40–R90 |
| Influencer & community | Micro-influencers, stokvel and community-finance education | 15% | R150–R250 |
Blended CAC starts high — approximately R767 in
FY2027 — reflecting launch-phase paid-media dependence, then
compresses to the R240–R285 range as embedded and referral channels
scale. Against annual revenue per active customer of R1,550–R2,111 and a
modelled 24–30-month average customer life, the implied LTV:CAC ratio
moves from roughly 2.0x at launch to above 5x at maturity. Marketing
spend is held at 25–34% of opex throughout, so acquisition intensity is
funded within the sponsor’s EBITDA envelope rather than layered on top
of it.
FY2027 unit economics are marginal by design: a R767 CAC against
R2,111 first-year revenue per customer works only if 12-month retention
exceeds ~45%. If launch-cohort retention lands below 35%, the marketing
budget acquires unprofitable volume and the FY2028 revenue step to R310m
becomes unachievable on the allocated spend. Cohort retention is
therefore the single most important early KPI — it should be a reporting
covenant to funders from month 6.
Confidential — this business plan is provided to prospective investors and lenders for evaluation purposes only and may not be reproduced or distributed without the written consent of FluxCap Financial Services (Pty) Ltd.