HomeTootie Business Strategy

Strategic Planning Document

Market Analysis

Brand Overview

Mission

To empower self-managing landlords with professional-grade property management tools that are simple, affordable, and built by people who understand their needs.

Core Values

Landlord-First

Built by landlords who understand the pain points

Simplicity

No bloat, just what landlords actually need

Affordability

Flat pricing, not per-unit like competitors

Key Differentiators

  • Flat-rate pricing vs per-unit: Save hundreds annually compared to Avail, TurboTenant
  • Built by active landlords: Real-world experience from 20+ years managing properties
  • No feature bloat: Focus on what small landlords actually use daily
  • Airbnb + long-term rentals: Serve both markets with unified tools

Revenue Streams

1. SaaS Subscriptions (Primary)

Free Plan - $0/month

  • • 1 property, 1 template, 3 tenants
  • • Lead generation & upsell funnel
  • • Target: 60% free users upgrade within 6 months

Starter Plan - $9/month

  • • Up to 5 properties, unlimited templates
  • • Sweet spot for 1-5 property landlords
  • • Target: 65% of paid customers

Pro Plan - $19/month

  • • Unlimited properties, priority support
  • • Early access to new features
  • • Target: 35% of paid customers

Revenue Projection (Year 1)

$180K - $300K ARR

Based on 1,500-2,500 paid users

2. Premium Features (Future)

Add-on Services

  • • Tenant screening reports: $15-25 per report
  • • Electronic signature service: $5/month
  • • Maintenance ticketing system: $3/month
  • • Rent collection integration: 1% transaction fee

Professional Services

  • • Custom lease review by attorney: $199
  • • State-specific lease templates: $29 each
  • • White-label for property managers: $99/month

Revenue Projection (Year 2+)

$60K - $120K ARR

Additional revenue from add-ons

3. Affiliate Partnerships

Landlord Services

  • • Landlord insurance: $30-50 per conversion
  • • Property management software: 20% recurring
  • • Tenant screening services: $10-15 per signup
  • • Legal services (LegalZoom): 15% commission

Property Supplies & Maintenance

  • • Home Depot/Lowe's: 3-5% commission
  • • Smart home devices: 5-8% commission
  • • Handyman services (TaskRabbit): $5-10 per booking

Revenue Projection (Year 1+)

$24K - $48K ARR

Based on 2,000 active users

4. Data & Insights (Long-term)

Market Intelligence

  • • Rental market reports by region
  • • Average lease terms and pricing trends
  • • Landlord sentiment and demand indicators

B2B Opportunities

  • • Sell anonymized data to real estate firms
  • • Market research subscriptions
  • • Custom reports for investors

Revenue Projection (Year 3+)

$50K - $100K ARR

Requires significant user base

Total Revenue Projection

Year 1 Target

$200K - $350K

Subscriptions + Affiliates

Year 2 Target

$500K - $750K

Add premium features

Year 3 Target

$1M - $1.5M

Scale + data revenue

Growth Phases

Phase 1: Foundation (Months 0-6)

Build core product, validate market fit

Launch MVP with core features

Lease generator, tenant management, basic property tracking

Acquire first 100 users (50 paid)

Focus on product-market fit, gather feedback

Content marketing foundation

SEO blog, landlord guides, comparison articles

Revenue Goal: $2K-4K MRR

Phase 2: Growth (Months 6-18)

Scale user acquisition, expand features

Scale to 1,500+ paid users

Paid ads, partnerships, referral program

Launch premium features

Tenant screening, e-signatures, maintenance tracking

Build affiliate partnerships

Insurance, legal services, property supplies

Community building

Forums, Facebook group, landlord resources

Revenue Goal: $15K-25K MRR

Phase 3: Scale (Months 18-36)

Expand market share, diversify revenue

Reach 5,000+ paid users

Multi-channel acquisition, brand recognition

Enterprise tier for property managers

White-label, API access, custom features

Mobile app launch

iOS and Android apps for on-the-go management

Data monetization

Market reports, rental trends, B2B insights

Revenue Goal: $60K-100K MRR

Feature Roadmap

Q1 2025

  • Enhanced lease templates (state-specific)
  • Application link generator
  • Document storage & organization
  • Bulk tenant import/export

Q2-Q3 2025

  • Tenant screening integration
  • Electronic signatures (DocuSign/HelloSign)
  • Maintenance request portal
  • Automated rent reminders
  • Expense tracking & reports

Q4 2025+

  • Online rent collection (ACH/credit card)
  • Mobile apps (iOS/Android)
  • Tenant portal (pay rent, submit requests)
  • Accounting software integrations
  • Market data & rental insights

Strategic Partnerships

Revenue-Generating Partners

  • Landlord Insurance Providers

    Steadily, Obie - $30-50 per conversion

  • Legal Services

    LegalZoom, Rocket Lawyer - 15-20% commission

  • Background Check Services

    TransUnion, Checkr - $10-20 per report

Growth & Distribution Partners

  • Real Estate Investor Communities

    BiggerPockets, REI forums - co-marketing

  • Airbnb Host Communities

    Facebook groups, host meetups - brand awareness

  • Property Management Associations

    NARPM, local landlord groups - credibility

Key Performance Metrics

Customer Acquisition Cost (CAC)

$15-25

Target through organic + paid

Lifetime Value (LTV)

$300-500

24-36 month retention avg

LTV:CAC Ratio

15:1 - 20:1

Healthy SaaS metric

Monthly Churn Rate

< 3%

Target for stability

Free-to-Paid Conversion

25-35%

Within first 6 months

Net Revenue Retention

110-120%

Through upgrades & add-ons