Metrico

Contents

1. Executive summary
2. Problem
3. Solution & product
4. Market & ICP
5. Competition & differentiation
6. Business model & unit economics
7. Go-to-market
8. Traction & validation
9. Estonia / EU presence plan
10. Team & hiring
11. Financial outlook (assumptions)
12. Risks & mitigations
13. Milestones & ask
14. Appendix — links & materials

1. Executive summary

Metrico is a live, bilingual (English / Persian) SaaS progressive web application for mid-size construction developers and contractors. It unifies the pre-sale → build → handover operating loop: visual unit inventories, installment schedules, project finance, and owner-safe progress updates — including offline use on weak-signal sites.

The product is not a slide deck. It is in production use for demos, onboarding, and one live construction project run by the founder. Early validation is intentionally framed as early: the founder is an active user with roughly ten years across investor, supervising engineer, and site superintendent roles; a small circle of four reviewers (plus spouse co-builder) provides practical feedback; there is no invented customer count.

Commercial model: annual prepaid SaaS plans — Starter free, Plus €50/year, Pro €100/year, Ark €150/year. Primary revenue is paid upgrades. European card billing is under development; an Iran checkout path exists. Unit economics are early-model assumptions, not audited KPIs.

Year-1 geographic effort weights (planning assumptions, not revenue share): Iran ≈ 30% (familiar operating market for feedback), Estonia ≈ 50% (company base, hiring, EU beachhead learning), other markets ≈ 20% (selective later European outreach). Adoption assumption: roughly 30–60 early users in twelve months, with discounts and referral mechanics — not an ARR promise.

Estonia path: initiate e-Residency in parallel with committee preparation; register the Estonian company after committee approval; relocate with family after the founder’s current home-country construction project finishes; hire one developer preferably in Estonia / EU; start from home office. Year-1 living + GTM budget assumption: €40,000. Language roadmap: English first, then German for DACH. No M&A narrative. Ask: Startup Committee recognition to build Metrico as a serious Estonian / EU software company with a clear path to company registration, EU billing, and specialized hiring.

2. Problem

Mid-size residential and commercial developers still run the commercial heart of a project — which units are sold, what buyers owe, what investors need to see, and what owners may safely see — across spreadsheets, chat threads, notebooks, and paper. That stack breaks as soon as several projects run in parallel, or when a site team needs answers on a phone with poor connectivity.

2.1 Daily failure modes

• Unit status, buyers, and installment rows live in Excel, messaging apps, and handwritten ledgers — with no single source of truth.
• Site supervisors and sales staff need mobile tools that keep working when signal is weak; desktop-only accounting packages do not follow them to the site.
• Owners and stakeholders ask for progress updates, while full project ledgers must remain private — forcing ad-hoc reports rebuilt every week.
• Generic CRMs track contacts but not floor maps and m² × price contracts; heavyweight construction suites optimize job-site logistics but often miss the unit + installment + owner-portal reality of mid-size builders.
• Repetitive hand-built statistics (average sale price per m², remaining debt, investor shares) consume hours and still go stale.

2.2 Who feels this most

Builders and developers selling units off-plan or in stages; contractors and executors coordinating delivery with commercial status; technical offices and site supervisors who are asked for both progress and commercial answers. The founder lived these gaps as investor, supervising engineer, and superintendent — which is why Metrico’s product direction starts from field workflows rather than from a generic project board template.

2.3 Why “another CRM” or “another PM tool” does not close the gap

Contact-centric CRM platforms leave the unit map and payment plan in separate systems. Work hubs (task boards) can track activity but do not ship construction-native objects — floors, units, sale status, down payments, installment rows, check views — out of the box. Local accounting packages are strong at books after the fact, weaker at live site + owner communication. Spreadsheet portfolios scale poorly across phones, permissions, and offline work. The market therefore still has room for a focused, repeatable SaaS for the money-and-units loop of mid-size construction.

3. Solution & product

Metrico is a construction command center delivered as an installable progressive web app. Teams use it on phone, tablet, and desktop; they can install it to the home screen and work offline on site, syncing when connectivity returns. The interface ships bilingual English and Persian from day one.

3.1 Core product loop

• Visual floor / unit map — sold, reserved, vacant — not only tables.
• Automatic commercial math — contract totals from m² × price, remaining debt, average sale price per m².
• Installments & site finance — schedules, project costs, investor shares, check and cash reports, PDF exports for partners and accountants.
• Owner portal + progress gallery — stakeholder updates without exposing the full ledger.
• Drawings & maps in-app — technical drawings viewable inside the same product; project pins and KML export including market signal (e.g. average sale price / m² by site).
• Offline-capable PWA — field continuity on weak-signal sites.

3.2 Innovation thesis

Metrico’s innovation is not another generic project board. It is a repeatable operating system for the construction pre-sale → build → handover loop: visual unit grids, installment math, site finance, and owner updates in one bilingual offline-capable product. Generic CRMs track contacts; heavyweight construction suites optimize job-site logistics. Mid-size developers still run units, buyers, and receivables in spreadsheets and chat. Metrico closes that gap with software leverage — the same SaaS sold on annual plans — so growth does not require rebuilding a custom agency stack for every project or country.

3.3 Product stage & plan ladder

Metrico is a live SaaS / PWA in production use for demos and onboarding — not a concept deck. Four annual plans gate depth and portfolio size:

• Starter — Free — 1 project · up to 15 contacts · up to 10 reminders · core unit sales and expense tools. Freemium entry for evaluation and very small portfolios.
• Plus — €50 / year — up to 3 projects · PDF reports · backup/restore · chat · maps · owner portal · project drawings gallery. Unlocks the day-to-day sales + owner loop.
• Pro — €100 / year — up to 10 projects · project accounting · inventory · contracts · tax prep views · KML export. Deeper site finance and materials.
• Ark — €150 / year — high project ceiling for mid-size portfolios · energy tools · takeoff / quantity estimating. Showcase tier; the labeled demo runs at Ark for evaluation.

3.4 What Metrico is not

• Not a local services agency that rebuilds custom software per client project.
• Not a lifestyle relocation story; company and product come first.
• Not an M&A or consortium thesis — growth is product-led SaaS expansion.
• Not a claim of scaled European commercial traction today.

4. Market & ICP

4.1 Ideal customer profile (Year 1)

Early buyers and design partners are construction operators who feel the unit–finance–progress gap daily:

• Builders / developers (residential and commercial unit sales).
• Executors and contractors coordinating delivery with commercial status.
• Technical offices and site supervisors who become power users and referral nodes.

Primary go-to-market thesis: grow Metrico as a leading app in its domain through product strength and field referrals — the best marketer is a power-user site supervisor who can introduce peers more credibly than cold advertising.

4.2 Year-1 geographic effort weights

The following percentages describe where the founders expect to spend time and attention in Year 1. They are not a claimed revenue split by country.

4.3 Adoption goal (assumption)

Operational target for the first twelve months: roughly 30–60 early users. Some will enter with strong discounts; referral discounts will reward introducing colleagues. Frame as early adoption and GTM mechanic — not an ARR promise or paying-conversion guarantee. Conversion rates will be measured once paid cohorts exist; they are not invented here.

4.4 Path narrative (markets)

Learn in a pilot / familiar market → expand regionally where the same SaaS core fits → operate from an Estonian / EU company base → sell a repeatable product into European and international construction teams. Iran can be an early feedback market because the unit + installment pain is real there; it is not positioned as the final geography of the company.

5. Competition & differentiation

The landscape note below describes Metrico’s advantages only — not a critique of other products. Other tools are useful in their domains. Metrico is built for mid-size developers who live in unit sales, installments, and owner updates every day.

5.1 International reference points

• Alongside construction suites (e.g. Procore, Buildertrend) — Metrico is purpose-built for the pre-sale → handover money loop: colored unit grids, installment schedules, buyer receivables, and owner portal links in one calm product — with an installable offline PWA for the field.
• Alongside work hubs (e.g. Monday.com, Asana) — Metrico carries construction-native objects out of the box: floors, units, sale status, down payments, installment rows, project ledgers, and PDF reports ready for partners and accountants.
• Alongside CRM platforms (e.g. Salesforce, HubSpot) — Metrico keeps the sales contact next to the unit map and the payment plan — so “which units are sold, what is owed, what the owner can see” stays one workflow, not three disconnected systems.
• Alongside drawing / BIM viewers — Metrico keeps technical drawings viewable inside the same app that already holds units, finance, and owner updates — so teams stay in one command center.

5.2 Regional / local reference points

• Alongside spreadsheet portfolios — live unit map with automatic contract totals, remaining balances, average sale price per m², and installment ticks — available on phone at the site.
• Alongside local accounting packages — stays close to the project (investor shares, project cash, check views, owner-safe progress) and exports PDFs accounting teams can still use.
• Alongside chat- and CRM-led sales follow-up — each sold or reserved unit has a clear home for buyer data, documents, installment status, and a secure owner link with progress gallery — without exposing the full ledger.

5.3 Differentiation summary

• Visual unit grid for sold / reserved / vacant — not only tables.
• Installments, project finance, and investor views tied to the same project.
• Owner portal + gallery without sharing the full books.
• Offline-capable PWA with bilingual English and Persian.
• Higher tiers: inventory, contracts & QC, takeoff, and energy tools.
• Swiss-army-knife positioning for site operations — not a single-feature gadget.

6. Business model & unit economics

6.1 Revenue model

• Primary revenue today: paid plan upgrades (Plus, Pro, Ark) on annual prepaid billing.
• Secondary (later, only if product demand proves it): extra seats, add-on modules, or white-label / agency packaging — not claimed as live revenue streams yet.
• We sell software subscriptions — not custom agency rebuilds per project.

6.2 Pricing ladder (list prices)

European list prices are annual euro amounts; Persian checkout shows local Toman equivalents where configured.

6.3 Checkout paths

• Iran / Persian checkout: Zarinpal path exists in the payment function; live merchant configuration may still be pending — orders can be saved when the provider is not configured.
• Europe / English checkout: card billing is under development. Evaluators can email hello@metrico.app for EU billing, or use a founder upgrade code.
• Discount codes apply to purchase and renewal where checkout is available.

6.4 Unit economics (early model)

• ARPU (annual). List prices €50 / €100 / €150. Blended ARPU depends on mix; a conservative early mix weighted toward Plus/Pro keeps ARPU in a low three-digit euro range or below.
• Gross margin. Typical pure-software margins are high after hosting and payment fees. We model a credible mid–high software margin once billing is live — not 99% fantasy, and not consulting-heavy COGS.
• CAC & LTV (targets). Keep CAC low via founder-led demos, exhibitions, and supervisor referrals (low three-digit euros or less per paying account as a planning target). LTV is annual prepaid × expected multi-year retention; even 2–3 years of Plus/Pro can support a healthy LTV:CAC if CAC stays lean. These are model targets until paid cohorts exist.
• Cash flow shape. Annual prepaid plans improve early cash collection versus monthly. Freemium lowers acquisition friction; paid conversion is the primary growth lever.

7. Go-to-market

7.1 Next 90 days

Near-term field work the founders will actually do:

1. Attend one construction / industry exhibition.
2. Meet several construction companies in person; visit sites and workshops.
3. Individual talks with site supervisors to introduce the product and seed a first referral network.
4. Advance committee / e-Residency preparation in parallel — company registration after approval (see Section 9).

Channels: person-to-person introductions, visits to notable construction firms, relevant construction and IT exhibitions, and social / domain platforms. The team will travel for intros when needed. No invented logos or fake stats.

7.2 Year 1

Ordered for company building (business-first):

1. Establish the Estonian company after committee approval; complete e-Residency / company setup needed to operate.
2. Local validation: run Metrico in Estonia’s digital environment; gather early-user feedback.
3. Hire one developer preferably in Estonia / EU.
4. Investor and customer intro platforms plus a realistic exhibition calendar.
5. Grow a site-supervisor referral network and run demos; pursue the ~30–60 early-user adoption band with discount / referral mechanics.
6. Family relocation and suitable housing after (or alongside completion of) the founder’s current construction project — enabling the Estonian base, not the headline goal of this plan.

7.3 Year 2–3 (directional)

Direction only — not invented metrics. After Year-1 beachhead learning:

• Presence on relevant EU shared / industry platforms where construction buyers look.
• European marketing partners where a real fit exists.
• Direct outreach to notable construction firms.
• Continuous competitor gap analysis to keep Metrico’s strengths clear and product-led.
• Language expansion: German for DACH after English-first beachhead — without inventing other locale claims.

7.4 What we will not do

• Invent customers, paying counts, or growth charts for committee optics.
• Treat focus weights as a promised revenue share by country.
• Promise a precise paying-conversion rate before we have measured one.
• Plan growth through M&A or consortium narratives.

8. Traction & validation

8.1 Founder as active user

Metrico is built by someone who lives the same workflows the product serves. For about ten years the founder has worked across residential and commercial projects as:

• Investor on construction projects.
• Supervising engineer — formal oversight of build quality and compliance.
• Project supervisor / superintendent — day-to-day delivery across sites.

Additionally, roughly four years of site superintendent / workshop supervision as construction project manager and as builder/investor deepen that domain seat (founder statement; complementary to the older printed CV timeline).

8.2 Gaps before Metrico

• Information fragmentation across notebooks, spreadsheets, chat, and paper.
• Manual and paper-heavy processes that break when several projects run at once.
• Repetitive hand-built statistics and reporting with little reuse.
• Weak real-time control when supervising multiple projects in parallel.

8.3 What the product already covers

On the founder’s own work, Metrico addresses a major share of those gaps — from financial and accounting issues through progress supervision and owner communication. The founder’s estimate: about 70% of the previous problems and blind spots are now handled in the product.

8.4 Early operators & feedback circle

Beyond the founder and his spouse — who design and build the product together — four people are currently reviewing and using Metrico. They help find issues and give practical feedback. Roles in that circle include project supervisors, architect / designer perspectives, and builder and investor perspectives. Frame honestly: early validation and design partners — not “X paying customers.”

8.5 Current live usage

One live construction project is currently being run with Metrico. That is the active operating proof today — useful and real, and still early.

9. Estonia / EU presence plan

9.1 Why Estonia

• Digital society and startup ecosystem suited to building and selling software from an EU base.
• EU legal and commercial foothold for a repeatable SaaS, aligned with the market-map beachhead.
• A demanding automation / digital culture that helps surface product weaknesses early — beachhead validation before costly mistakes.

9.2 Planned sequence (honest)

1. Initiate e-Residency now — can run in parallel with committee preparation; not yet started as of this document.
2. Register the Estonian company after committee approval — preferred timing; company registration is not a precondition for committee review.
3. Complete e-Residency and company setup before physical relocation.
4. Relocate with family after the current construction project in the home country finishes — no invented calendar dates.

9.3 Twelve-month presence model

• Founder relocates with spouse (and children) once the current home-country construction project is complete.
• Hire one technical / developer team member in Estonia (preferably Estonia / EU).
• Start from home / residence; open a physical office later only if the team grows.
• Operate Metrico actively in the Estonian environment to earn local feedback — not a paper presence.

9.4 First 90 days (Estonia-related)

• Register the Estonian company (after committee approval).
• Meet accelerator(s) and relevant ecosystem contacts.

9.5 Language roadmap

Product and GTM languages: English first. Next: German for DACH (Germany, Austria, Switzerland). We do not claim German as a common language of the Netherlands or invent other locale claims.

9.6 Year-1 budget assumption

Planned year-1 living + go-to-market budget assumption: €40,000 — covering residence for the founder, spouse, and two children, plus marketing / exhibitions and related early GTM costs. Assumption for planning — not a grant claim or audited spend.

9.7 What this is not

• Not claimed completed e-Residency, company registration, or physical relocation today.
• Not invented customers, office leases, headcount, or M&A narrative.
• Not speculative fluff or guaranteed timeline dates for committee optics.

10. Team & hiring

10.1 Current team (intentionally lean)

• Mehrzad Saeedi — Founder. Product, domain, and go-to-market. Background: MSc geology (petrology); municipal GIS / urban expert; commercial center management; ≈10 years across investor, supervising engineer, and superintendent roles; ≈4 years site superintendent / workshop supervision as project manager and builder/investor; Metrico founder and active user. LinkedIn: https://www.linkedin.com/in/mehrzad-saeedi-a8aa3714a
• Spouse. Accounting education; advises on accounting principles for product and books (not presented as a separate commercial claim or large “team size”).
• Early feedback circle. Four reviewers / operators (supervisors, architect/designer, builder, investor perspectives) — design partners, not employees.

10.2 Next hire

One developer, preferably in Estonia / EU — to increase engineering bandwidth for product quality, EU localization readiness, and billing / compliance features. Home office first; no invented large engineering org chart.

10.3 Why this founding profile fits the problem

Product direction comes from three angles inside construction: urban / GIS public-sector work, builder / owner–investor economics, and day-to-day site supervision. That combination reduces the risk of building a generic tool that misses installment, unit-map, and owner-privacy realities. Full CV is provided as a companion PDF for committee review.

11. Financial outlook (assumptions)

11.1 Cost base (Year 1)

11.2 Revenue scenarios (illustrative)

Using list prices and the early-user band of ~30–60. Scenarios vary paying conversion among early users — unknown until measured. Figures are annual subscription revenue at list (before discounts).

These Year-1 revenue illustrations are deliberately modest. They show that Metrico is not pretending to be a multi-million ARR story on day one. The business case for committee recognition is the live product, domain founder fit, EU company path, and software leverage — not fantasy Year-1 revenue. Discounts and referrals will reduce effective ARPU further in the earliest cohorts.

11.3 Year 2–3 directional outlook

If beachhead learning works — measured conversion, EU billing live, one developer hired, supervisor referral network active — Year 2–3 can expand paid accounts through EU platforms, partners, and direct outreach while keeping the same SaaS core. We do not invent precise Year-3 ARR. Upside comes from software margin and retention on annual prepaid plans; downside is slow conversion or delayed EU billing (see risks). Secondary revenue (seats, add-ons) only if demand proves it.

11.4 Capital stance

Year-1 operations are planned lean (€40k living + GTM assumption). Capital / asset transfer timing to Estonia is a recognized risk (Section 12). This plan does not claim grant awards, completed fundraising rounds, or M&A exits.

12. Risks & mitigations

Managed risks — honest, not fear-mongering. Mitigations are operational, not guarantees.

12.1 Geopolitical spillover (Russia–Europe)

Risk: regional instability affecting travel, sentiment, or capital flows. Mitigation: EU company base, English-first product, diversified beachhead learning — not single-country dependency for all learning.

12.2 Middle East recession pressure

Risk: weaker demand in familiar early markets. Mitigation: Year-1 effort already weights Estonia / EU beachhead; Iran remains a feedback market, not the end destination.

12.3 Capital / asset transfer to Estonia

Risk: timing and compliance friction moving capital. Mitigation: lean year-1 budget assumption (€40k); start home-office; no invented grants.

12.4 Product intro timing vs finding prospects

Risk: product readiness and prospect pipeline misaligned. Mitigation: founder-as-user + supervisor referral network; exhibition and site visits in the 90-day plan.

12.5 Competing where markets / marketing are less known

Risk: rivals with deeper local marketing. Mitigation: domain wedge (units + installments + owner portal), honest competitor sheet, beachhead learning before spray spend.

12.6 EU payments / billing readiness

Risk: European card checkout still under development. Mitigation: labeled paths (email / founder codes); prioritize EU billing after company setup.

12.7 Early-team bandwidth

Risk: two-person core capacity. Mitigation: one EU developer hire as a top Year-1 priority; scope GTM to exhibitions, referrals, and demos — not heavy paid media.

12.8 Language / localization & CAC uncertainty

Risk: beyond EN/FA; CAC not yet measured. Mitigation: EN first, then German/DACH on roadmap; treat CAC/LTV as early model — no fake conversion rates.

13. Milestones & ask

13.1 Near-term milestones

1. Complete Startup Estonia committee pack (this full plan, short summary, CV, evidence sheets, live demo).
2. Initiate e-Residency application in parallel.
3. Committee review / recognition.
4. Register Estonian company after approval; progress EU-ready billing.
5. Execute 90-day field GTM (exhibition, firm meetings, site visits, supervisor network).
6. Hire one developer (Estonia / EU preference).
7. Relocate with family after current construction project completes; validate product locally in Estonia.
8. Measure early conversion among the ~30–60 early-user band; iterate pricing discounts and referrals from data.

13.2 Ask — what committee recognition enables

• Recognition to build Metrico as an Estonian / EU SaaS company — hire specialized engineering talent and operate from Estonia’s digital infrastructure.
• A clear path to register the company after approval and complete EU-ready billing and compliance.
• Evaluators can open the live app and labeled demo (see Guide) — product evidence before paperwork claims.

13.3 Closing statement

Metrico is a serious early-stage software company with a live product, a domain founder, and an honest Estonia path. We ask for committee review on that basis — not on invented traction.

14. Appendix — links & materials

14.1 Live product & demo

• Live app: https://mehrzad1420.github.io/metrico_by_cursor/index.html
• Demo account email: demo@metrico.app (password on request via hello@metrico.app)
• Landing / Guide (evaluator path): landing/guide.html in the public site pack

14.2 Committee sheets (HTML sources in repo · EN PDFs under guide/committee-pdfs/)

• Short business plan & CV highlights — business-plan.html · metrico-business-plan-en.pdf
• This full business plan — business-plan-full.html · metrico-business-plan-full-en.pdf
• Full founder CV — cv-full.html · metrico-cv-mehrzad-saeedi-en.pdf
• One-pager — onepager.html · metrico-onepager-en.pdf
• Markets / innovation — markets.html · metrico-markets-en.pdf
• Revenue & unit economics — revenue.html · metrico-revenue-en.pdf
• Market map — market-map.html · metrico-market-map-en.pdf
• Market evidence — market-evidence.html · metrico-market-evidence-en.pdf
• Competitors — competitors.html · metrico-competitors-en.pdf
• Estonia presence — estonia-presence.html · metrico-estonia-presence-en.pdf
• Pitch deck (10 slides) — pitch-deck.html · metrico-pitch-deck-en.pdf

14.3 Contact

• hello@metrico.app
• mehrzad.saeedi@gmail.com
• LinkedIn: https://www.linkedin.com/in/mehrzad-saeedi-a8aa3714a

Metrico — Full business plan (English) · August 2026 · For Startup Estonia committee evaluation · No invented customers, revenue charts, or M&A claims.