V
Online Pharmacy Project
Business Overview & Operations
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10 Apr 2026
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10 Apr 2026
Click any box to explore the details
The strategic case — pharmacy as a lead engine for the clinic
Project readiness — what's done, what's in progress, what's blocking
Timeline, phases, and total upfront investment needed
Two GPhC-regulated online pharmacy brands — men's and women's health
Products, manufacturing partners, and compounding models
Patient journey, order flow, and the backend tech behind it
Our prices vs 11 competitors — visual benchmarking
Confirmed panels, lab partners, Tasso devices, and costings
Fulfilment, GP letters, MESH, UN3373, and integrations
White-label Mounjaro fulfilment for partner clinics — can start before Viva launches
What pages live where — VivaMen and VivaFem site structure, categories, and products
Revenue projections, costs, margins, P&L — the full financial picture
The pharmacy isn't just a pharmacy — it's a patient acquisition engine for the clinic
Clinica Medica already operates Signature Clinic — performing procedures like PRP, shockwave therapy, P-Shot, and aesthetic treatments. The problem: acquiring patients for these high-value procedures is expensive and competitive.
VivaMen and VivaFem solve this. Patients who come to us for everyday pharmacy products — ED medication, hair loss treatments, HRT, weight loss — are the exact same demographic who would consider the clinic's higher-value procedures. The pharmacy creates a trusted clinical relationship first, then cross-refers naturally.
Every pharmacy patient is a potential clinic lead. Here's how the funnel works:
• Recurring prescription revenue (subscriptions)
• 57-82% gross margins on generics
• Growing patient base with low churn on sticky products
• Standalone profitable business at scale
• Pre-qualified leads — already patients, already trust us
• Zero incremental acquisition cost — they're already in the funnel
• Higher conversion — warm referral vs cold ad
• Higher LTV — a P-Shot or PRP patient is worth multiples of a Sildenafil subscription
• Data — we know their condition, history, and engagement level
| Pharmacy Only | Pharmacy + Clinic Referral | |
|---|---|---|
| Customer acquisition cost | ~32 (paid ad) | Same — already acquired |
| Year 1 pharmacy revenue | ~200-400 (subscriptions) | ~200-400 |
| Clinic procedure revenue | 0 | 500-3,000+ per procedure |
| Total LTV | 200-400 | 700-3,400+ |
| LTV:CAC ratio | 6-12x | 22-106x |
Illustrative — actual procedure values depend on treatment type. Even a small conversion rate (5-10% of pharmacy patients) transforms the economics.
Project readiness as of April 2026
Strategy, planning, content, and operational groundwork are largely complete. The backend technical build is the main remaining piece.
| Area | Status | Detail |
|---|---|---|
| GPhC Registration | Done | Glasgow pharmacy already registered and in place |
| Supplier Agreements | Done | Alliance Healthcare + AAH — all core products available to stock on demand |
| VivaMen Frontend | 90% | UX mostly done, minor cleanup remaining. View live preview |
| VivaFem Frontend | 70% | More implementation needed by website editor. View live preview |
| Backend System | Architect briefed | Dev paused early April. Consultation forms, order flow, ID checks, prescriber dashboard, payment — mostly to be built. Systems Architect engaged: proposes shipping v1.0 in 4 weeks covering all/most user-facing workflows + integrations (LexisNexis ID, SignatureRx, TitanPMR, Stripe, Royal Mail). Rate USD $3,500/week, 4-week minimum ($14,000), first 2 weeks ($7,000) paid upfront, biweekly thereafter. Platform decision (Shopify Plus vs WooCommerce / WordPress) being evaluated during week 1. |
| Product Pages | Done | 27 product/category pages written (GPhC-compliant copy for both brands) |
| Email Templates | Done | 60 transactional email templates covering all order states, GP letters, patient comms |
| Pricing Strategy | Done | 53 products benchmarked against 11 competitors with proposed pricing |
| Financial Model | Done | 5-year P&L with auto-scaling staffing, product-level revenue modelling, XLSX export |
| Backend Specification | Done | Full 12-phase spec with all decision points, API contracts, DB schema, error paths |
| Test Kit Supply | 80% | Blood test kits (Hormone & Testosterone): RDI Health — lead supplier. Tasso device kits and microtainers. Reduced minimum order agreed. Initial stock ~5,000–6,000. STI panels (forthcoming): Chlamydia + Gonorrhoea (Vivamen); Chlamydia + Gonorrhoea + BV (Vivafem). Engaging both RDI Health and CoVertec to identify the best technical solution. CoVertec proposing the Colli-Pee® (DNA Genotek) first-void urine collection device — a single device validated for chlamydia, gonorrhoea and BV NAAT assays. The same kit components serve VivaMen and VivaFem; the patient self-collects one urine sample regardless of which STI tests they ordered. Operationally this means one SKU to stock, one workflow to dispense, one sample type for the lab to process. RDI could likely match if specified. CoVertec pricing expected early next week; RDI pricing pending. |
| Kit Identification & Barcode Tracking | Open | End-to-end traceability requirement: every kit must carry a unique barcode (box-level) tied to a specific patient at dispatch, and re-scanned at the lab on return so results are auto-attributed. TDL being consulted on their preferred barcode and result-return workflow. Randox to follow up with as alternative. Final integration will use the selected STI supplier's labelling capability. |
| Lab Partner | Selected | The Doctors Laboratory (TDL) — strongest option. Can run FBC from capillary, UKCA/MHRA registered kits, no minimum orders. Ready to onboard. |
| Prescriber | TBC | Independent prescriber not yet hired. Required before launch for clinical assessments and Rx authorisations. |
| Dispenser | Available | Qualified dispenser already in clinic (employed since 2021). Second staff member on course, can complete in a few months. |
| Superintendent Pharmacist | In Place | In post — leads operations, governance, compliance, QA |
| NHS OSD / MESH | 50% | OSD code obtained. NHS Mail + MESH registration in progress for programmatic GP letters. |
The phases, timeline, and upfront investment to get from here to live orders
From the business plan operational roadmap. Items marked as done reflect current status.
| # | Task | Status |
|---|---|---|
| 1 | Draft core SOPs (consultation, prescribing, dispensing, PV, complaints, incidents, data) | To Do |
| 2 | Set governance: copy approval, document control, audit schedule, KPI pack | To Do |
| 3 | Configure tech stack: website backend, e-consult, PMR, payments, ID verification, courier | Paused |
| 4 | Contract suppliers and wholesalers; set stock rules | Done |
| 5 | Build treatment pages, FAQs, patient guides | Done |
| 6 | Marketing guardrails: category copy guidance | Done |
| 7 | Rota core team (pharmacist, prescriber, dispenser); train on systems | Partial |
| 8 | End-to-end test orders (consult → ID → review → pick/pack → dispatch) | Blocked |
| 9 | Set service standards: dispatch cut-offs, delivery options, refund policy | To Do |
| 10 | Launch measurement: dashboards for CAC, approval rate, dispatch time | To Do |
| 11 | Go/no-go review; fix blockers | Not Started |
Once the backend is live and prescriber is hired.
| Cost Item | Estimate | Notes |
|---|---|---|
| Backend Development | $14,000 minimum (4 weeks) | Systems Architect engaged at USD $3,500/week; 4-week minimum commitment to ship v1.0. First 2 weeks ($7,000) paid upfront, biweekly invoicing thereafter. Continuation at same rate for ongoing refinement after week 4. Architect's recommendation: Shopify (managed platform) for regulatory resilience and faster LegitScript approval (LegitScript is a Shopify partner). Shopify plan tier (Plus vs Advanced) separately decided during scope planning. |
| LegitScript Certification | $1,950 (one-time) + $4,300 / year | Healthcare Merchant Certification required for both VivaMen and VivaFem. $975 application + $2,150 annual fee per website × 2 brands. Industry standard for healthcare-coded merchants under Visa / Mastercard rules; not optional. |
| Test Kit Initial Stock | ~£1,000 | Small initial order to support pilot dispatch and end-to-end process testing — RDI Health permits small-volume orders, so no need for a 5k-6k bulk commitment at launch. Stock can be topped up incrementally as patient volume builds. |
| Medication Initial Stock | Ad-hoc | Core products ordered from Alliance/AAH close to launch. No bulk pre-purchase needed — order on demand. |
| Staff (Y1 phased) | ~6,800/mo (M1-M8), ~7,850/mo (M9-M12) | Supr 1.0 FTE + Dispenser 0.75 FTE from M1 (June 26). Prescriber 0.25 FTE adds in from M9 (Feb 27) when volume justifies. |
| Marketing (ad budget ramp) | 3,000-10,000/mo | Capped during early months: 3k/5k/8k/10k then uncapped. See financial model. |
| G&A (monthly overheads) | ~£1,257/mo | Rent (500), Insurance (135), TitanPMR (333), LexisNexis (100), Hosting (167), GPhC (21). LegitScript shown separately above. Platform decision (Shopify vs WooCommerce) is open and not yet costed in here — financial plan currently assumes WooCommerce / self-hosted ($0 platform license). |
| Setup / One-Time | TBC | Domain, SSL, label printers, packaging supplies, courier account setup. Captured in financial model setup costs. |
The financial model captures all these costs with monthly granularity. The single biggest unknown is the backend development cost — this drives the timeline and total investment figure.
June 2026 launch, slow ramp to £10k/mo ad cap, phased staffing (Supr 1.0 FTE, Disp 0.75→1, Pres 0.25→1, CP scales from Y2). Conservative growth 1.5×/1.5×/1.3×/1.2× YoY.
| Year | Revenue | EBITDA | Margin | Notes |
|---|---|---|---|---|
| Loading live numbers from Financial Model... | ||||
Pre-tax EBITDA. Capital required = cumulative cash floor (deepest dip). Live value: …. See Financial Model's Dashboard tab for full trajectory.
| Metric | Target | Timeframe |
|---|---|---|
| CAC payback | ≤ 3 months | Within 12 months of launch |
| Site conversion rate | ≥ 2.0% (up to 3.0% on optimised pages) | By Month 12 |
| Repeat purchase rate | ≥ 30% | By Month 12 |
| Dispatch SLA | ≥ 95% same working day | From launch |
| Refund/chargeback rate | ≤ 1.0% | Ongoing |
| Operational breakeven | Hit | Within 12 months (subject to media budget + COGS) |
| Owned audience | Email ≥ 25k, SMS ≥ 10k | By Month 18 |
| Organic traffic | ≥ 35% of sessions | By Month 24 |
| EBITDA margin | ≥ 10% | Rolling 12-month by Year 2-5 |
Two brands, one pharmacy — men's and women's health across the UK
Who: Men aged 30-50, UK-based
What: Hair loss, ED, testosterone deficiency, weight gain
Positioning: Discreet, clinician-led, evidence-based
Marketing lead: Viagra Connect + Regaine for hair loss
Who: Women aged 35-55, UK-based
What: Menopause/HRT, hormonal health, vaginal health, weight loss
Positioning: Empowering, warm, clinically authoritative
Note: Androfeme excluded (18/3). Testosterone pages informational only.
Patient picks a treatment
Online health questionnaire
Clinician approves or declines
Prescription & packaging
Discreet Royal Mail tracked
The full backend — 12 phases from browsing to delivery. Click any phase for full detail.
Each phase shows every decision point, API call, error path, and what happens if things go wrong.
Patient browses, clicks "Start Consultation" — no login required yet
Health questionnaire, auto-denial logic, consent, abandonment recovery
Account creation, full payment capture, POM vs P routing
LexisNexis or Yoti API, pass/fail/refer, manual document upload fallback
Prescriber/pharmacist queue, approve/deny/request info, notifications
SignatureRx API, MFA signing, SHA-256 hash, void & replace flow
Order record created, approval email, triggers GP letter + PMR + dispatch
Auto-generated PDF, emailed to GP, bounce handling, MESH integration
TitanPMR data push, order print slip for picking/packing
Flags multiple submissions within 7 days, visible to clinician
Royal Mail API, shipping label, tracking, discreet packaging
Delivery tracking, failed delivery handling, reorder flow, 6-month limit
| Scenario | What Happens | Refund? | Status |
|---|---|---|---|
| Auto-denial from form | Patient told not suitable, advised GP | No (pre-payment) | Auto-Denied |
| ID check fails | Upload docs → manual review → reject if still fails | Yes | Rejected & Refunded |
| Clinician requests info | Patient messaged, consultation paused | No | Awaiting Response |
| Clinician denies | Reason logged, refund issued, patient advised GP | Yes | Rejected & Refunded |
| Prescription error | Void old Rx in SignatureRx, create new version | No | Awaiting New Rx |
| Delivery failed | Team: re-dispatch, contact patient, or refund | Depends | Delivery Failed |
| 30-day timeout | Flagged at 7d, team can reject/refund at 30d | Yes | Abandoned |
| API unavailable | Order tagged "Pending (API Down)", system retries | No | Pending |
Everything a developer or systems architect needs to understand and build the backend.
Platform, database schema (9 tables), API contracts, order state machine (16 statuses), security model — all inside this dashboard
The very start — patient finds a product and begins
Health questionnaire with real-time auto-denial logic
Account creation, full payment capture, and product type routing
Identity check via API with manual fallback
Prescriber or pharmacist reviews, approves, denies, or requests more info
POM items only — SignatureRx integration with tamper-proof audit trail
Everything is linked together, patient notified, downstream actions triggered
Auto-generated for ALL orders (POM and P), with email delivery + fallback
TitanPMR sync and physical order slip for picking/packing
Prevents gaming — flags when same patient submits multiple times
All checks verified, picked, packed, labelled, shipped
Delivery tracking, failed delivery handling, reorder flow, and the 6-month hard limit
The full technical specification behind the platform
| Component | Technology | Notes |
|---|---|---|
| CMS / Frontend | WordPress 6.x+ | Product pages, blog, patient-facing UI |
| E-commerce | WooCommerce 9.x (HPOS enabled) | Order management, payment processing, custom order statuses |
| Database | MySQL + 9 custom tables | Consultation data, prescriptions, clinical reviews — separate from WooCommerce core |
| PDF Generation | mPDF via Composer | GP letters, prescription documents, order slips |
| Background Jobs | Action Scheduler (WP native) | Abandonment emails, reminder sequences, status checks |
| Hosting | Dedicated with SSL | GDPR-compliant, encrypted at rest and in transit |
| Table | Purpose |
|---|---|
| vm_consultations | Consultation records — linked to patient and product category |
| vm_consultations_answers | Individual question/answer pairs for each consultation |
| vm_consultation_forms | Form structure definitions (questions, logic, auto-denial rules) |
| vm_id_checks | ID verification results (LexisNexis/Yoti), document uploads, manual review status |
| vm_prescriptions | Prescription records — all versions, hashes, SignatureRx references |
| vm_clinical_reviews | Clinician decisions (approve/deny/request info), reasons, notes, timestamps |
| vm_messages | Patient-clinician messaging centre |
| vm_gp_letters | Generated GP notification letters, send status, email tracking |
| vm_dispatch_records | Royal Mail tracking numbers, shipping labels, delivery status |
| System | Direction | What It Does | When |
|---|---|---|---|
| ID Verification (LexisNexis / Yoti) | OUT → | Send patient name/DOB/address for identity verification | Phase 4 — after payment |
| SignatureRx | OUT → | Create prescription record with all Rx fields | Phase 6 — prescriber approves |
| SignatureRx | ← IN (webhook) | Receive signed Rx details, SHA-256 hash, timestamp | Phase 6 — after signing |
| SignatureRx | ← IN (webhook) | Receive void notification if Rx cancelled | Phase 6a — error correction |
| Royal Mail | OUT → | Create shipment, get tracking number + label PDF | Phase 11 — dispatch |
| Royal Mail | ← IN (webhook) | Delivery status updates (delivered/failed) | Phase 12 — post-dispatch |
| TitanPMR | OUT → | Push patient + medication data to pharmacy PMR | Phase 9 — order confirmed |
| Stripe | OUT → | Full payment capture at checkout | Phase 3 — consultation submitted |
| Stripe | ← IN (webhook) | Refund confirmation — triggers patient notification | After clinical denial or ID failure |
Products, manufacturing models, and supply chain
• Holds manufacturing license for Minoxidil scalp solutions + combos (Minoxidil+Finasteride)
• We can buy and keep stock — standard wholesale
• Xeal branding required on product
• Custom packaging after 1,000 units/mo for 3 months (negotiable)
• Can produce bioidentical HRT — specs needed for costing
• Compounds per-patient, per-Rx — named patient required each time
• Different regulatory model to manufacturing
• Can place branded sticker on product
• Also produces bioidentical HRT
• More flexible for small volumes, but slower per-order
| Product | Brand | Category | Type | Price | Status |
|---|---|---|---|---|---|
| Sildenafil (all strengths) | VivaMen | ED | POM | £8.99-18.99 | Below Market |
| 50mg & 100mg in 4 & 8 tab packs. All below market average (9-32% under). 82%+ margins. Category leader. | |||||
| Tadalafil On-Demand (10/20mg) | VivaMen | ED | POM | £17.99-29.99 | Cut Recommended |
| 4 & 8 tab packs. Currently above market avg. 90%+ margins — significant room to cut and still be very profitable. | |||||
| Tadalafil Daily (2.5/5mg) | VivaMen | ED | POM | £29.99-32.99 | Below Market |
| 28-tab packs. Already 10-32% below market average. Strong subscription product. | |||||
| Spedra (50/100/200mg) | VivaMen | ED | POM | £24.99-74.99 | Cut on most |
| Branded avanafil. 50mg x4 already below avg. 100mg & 200mg variants can be cut with 34-49% margin preserved. | |||||
| Viagra Connect (50mg) | VivaMen | ED | P | £26.99-44.99 | Hold |
| Branded OTC. Margin too tight to beat market (~8% if cut). Compete on convenience, not price. | |||||
| Priligy (Dapoxetine 30mg) | VivaMen | ED | POM | £34.99-54.99 | Strategic Cut |
| Premature ejaculation. 3 & 6 tab packs. Market is aggressive (Dr Fox at £34). 14-18% margin if cut to match. | |||||
| Finasteride 1mg (28 tabs) | VivaMen | Hair Loss | POM | £8.99 | Below Market |
| Market avg: £12.50 · Margin: 78%. Key subscription retention product. | |||||
| Minoxidil Oral 2.5mg | VivaMen | Hair Loss | POM | £40.00 | Cut to 26.99 |
| Market avg: £27.36 (x60) / £53.60 (x120). 60%+ margin after cut. Available in 60 and 120 tablet packs. | |||||
| Regaine 5% Foam | VivaMen | Hair Loss | P | £39.99 | Hold (cost > avg) |
| Branded OTC. Wholesale cost exceeds market average — hold current price or renegotiate terms. Top-of-funnel marketing product. | |||||
| Regaine 5% Solution | VivaMen | Hair Loss | P | £36.99 | Strategic Cut |
| Market avg: £33.74. Cut to £33.49 (17% margin). 3-month pack at £64.99 — hold (5% margin). | |||||
| Min+Fin Scalp Solution | VivaMen | Hair Loss | POM | £29.99 | Below Market |
| Market avg: £35.09. Already 15% below average. Combination minoxidil 5% + finasteride 0.1% topical solution. | |||||
| Testogel / Tostran | VivaMen | Testosterone | POM | £— | Informational |
| Testogel sachets or Tostran pump gel. Pages informational only (18/3 decision). | |||||
| Oestrogel (80g) | VivaFem | HRT | POM | £18.99 | Cut to £16.99 |
| Market avg: £22.00 · New margin: 42%. Strategic anchor product. | |||||
| Utrogestan 100mg (30 caps) | VivaFem | HRT | POM | £19.99 | Below Market (-29%) |
| Market avg: £27.98. Micronised progesterone — core HRT component. | |||||
| Utrogestan + Oestrogel Combo | VivaFem | HRT | POM | £39.99 | Below Market (-19%) |
| Market avg: £49.17. Bundled pack — key subscription product for HRT patients. | |||||
| Lenzetto Spray (56 doses) | VivaFem | HRT | POM | £21.99 | Below Market (-13%) |
| Market avg: £25.38. Oestradiol spray — alternative to gel for patients who prefer it. | |||||
| Estriol Cream (15g) | VivaFem | HRT / Vaginal | POM | £16.99 | Below Market (-56%) |
| Market avg: £38.49. Massively below average — strong value positioning for vaginal dryness. | |||||
| Imvaggis 0.03mg (24 pessaries) | VivaFem | HRT / Vaginal | POM | £29.99 | Below Market (-6%) |
| Market avg: £31.77. Promestriene vaginal pessaries — below average with healthy margin. | |||||
| Mounjaro (all strengths) | Both | Weight Loss | POM | £145-280 | Decision Needed |
| £145 (2.5mg) to £280 (15mg). Market: £133-£375. Margins ~14%. See Pricing section for Mounjaro deep dive. | |||||
| Male Testosterone Blood Test | VivaMen | Testing | P | £129.99 | Confirmed |
| 11 biomarkers incl. Free Testosterone, PSA, FSH, LH + Full Blood Count. Double Tasso kit from RDI Health (£36, includes branded sleeve + 2 microtainers). | |||||
| Female Hormonal Blood Test | VivaFem | Testing | P | £99.99 | Confirmed |
| 5 biomarkers: Oestradiol, Progesterone, Free Testosterone, FSH, LH. Single Tasso kit from RDI Health (£22.50). | |||||
| STI Test Kits (forthcoming) | Both | Testing | P | TBC | Under evaluation |
| Vivamen: Chlamydia + Gonorrhoea. Vivafem: Chlamydia + Gonorrhoea + BV (Bacterial Vaginosis). NAAT-based home test panels. Product pages already live on both brand sites. Sample-collection device: Colli-Pee® (DNA Genotek) — first-void urine collection. A single Colli-Pee device produces one urine sample that is validated for chlamydia, gonorrhoea and BV NAAT testing. Same kit components for VivaMen and VivaFem: only the test mix attached to the order changes; the patient-side kit and workflow are identical. One SKU, one fulfilment process, one sample type for the lab. Engaging both RDI Health and CoVertec. CoVertec is proposing the Colli-Pee as the sample-collection layer and is scoping eco-friendly outer packaging around it; pricing expected early next week. RDI Health (already the lead supplier for blood test kits via the Tasso infrastructure) could match the Colli-Pee specification if requested; STI panel pricing pending. · Open requirement: kit-to-patient barcode traceability (see dedicated workstream in the Test Kits & Biomarkers section). | |||||
All 53 products benchmarked against 11 competitors — grouped by medicine
| Medicine | Strength / Pack | Our Price | Market Avg | Proposed | Status |
|---|---|---|---|---|---|
| Sildenafil (Generic Viagra) — VivaMen | |||||
| 50mg x4 | 8.99 | 13.27 | — | Below (-32%) | |
| 50mg x8 | 16.99 | 17.89 | — | Below (-5%) | |
| 100mg x4 | 9.99 | 13.15 | — | Below (-24%) | |
| 100mg x8 | 18.99 | 20.79 | — | Below (-9%) | |
| Tadalafil On-Demand — VivaMen | |||||
| 10mg x4 | 17.99 | 14.17 | 13.99 | Cut (90%+ margin) | |
| 10mg x8 | 29.99 | 23.75 | 23.49 | Cut (90%+ margin) | |
| 20mg x4 | 17.99 | 14.91 | 14.49 | Cut (90%+ margin) | |
| 20mg x8 | 29.99 | 25.43 | 24.99 | Cut (90%+ margin) | |
| Tadalafil Daily — VivaMen | |||||
| 2.5mg x28 | 29.99 | 44.40 | — | Below (-32%) | |
| 5mg x28 | 32.99 | 36.80 | — | Below (-10%) | |
| Spedra (Avanafil) — VivaMen | |||||
| 50mg x4 | 24.99 | 25.79 | — | Below (-3%) | |
| 100mg x4 | 29.99 | 29.99 | 29.49 | Cut (43% margin) | |
| 200mg x4 | 42.99 | 40.19 | 39.99 | Cut (34% margin) | |
| 50mg x8 | 47.99 | 46.89 | 46.49 | Cut (49% margin) | |
| 100mg x8 | 56.99 | 54.79 | 54.49 | Cut (42% margin) | |
| 200mg x8 | 74.99 | 72.19 | 71.99 | Cut (34% margin) | |
| Viagra Connect (OTC) — VivaMen | |||||
| 50mg x4 | 26.99 | 20.99 | — | Hold (8% margin if cut) | |
| 50mg x8 | 44.99 | 36.99 | — | Hold (8% margin if cut) | |
| Priligy (Dapoxetine) — VivaMen | |||||
| 30mg x3 | 34.99 | 22.15 | 21.99 | Strategic (18% margin) | |
| 30mg x6 | 54.99 | 42.57 | 41.99 | Strategic (14% margin) | |
| Finasteride 1mg — VivaMen | |||||
| 1mg x28 | 14.99 | 11.27 | 10.99 | Cut (80% margin) | |
| 1mg x56 | 27.99 | 18.65 | 17.99 | Cut (75% margin) | |
| 1mg x84 | 39.99 | 27.39 | 26.99 | Cut (76% margin) | |
| Minoxidil Oral — VivaMen | |||||
| 2.5mg x60 | 40.00 | 27.36 | 26.99 | Cut (61% margin) | |
| 2.5mg x120 | 70.00 | 53.60 | 52.99 | Cut (60% margin) | |
| Regaine (OTC) — VivaMen | |||||
| Foam 5% x1 can | 39.99 | 30.62 | — | Hold (cost > avg) | |
| Foam 5% x3 cans | 79.99 | 54.44 | — | Hold (cost > avg) | |
| Solution 5% x1 | 36.99 | 33.74 | 33.49 | Strategic (17% margin) | |
| Solution 5% x3 | 64.99 | 60.99 | — | Hold (5% margin) | |
| Min+Fin Solution — VivaMen | |||||
| 5%+0.1% x60ml | 29.99 | 35.09 | — | Below (-15%) | |
| Testogel Sachets — VivaMen | |||||
| 40.5mg x30 | 74.99 | 54.95 | 67.99 | Cut (30% margin) | |
| Tostran Gel 2% — VivaMen | |||||
| 60g pump | 54.99 | 46.06 | 45.99 | Cut (30% margin) | |
| Mounjaro (Tirzepatide) — Both Brands | |||||
| 2.5mg x1 pen | 169.00 | 165.44 | 164.99 | Strategic (13% margin) | |
| 5mg x1 pen | 189.00 | 190.64 | — | Below (-1%) | |
| 7.5mg x1 pen | 249.00 | 253.24 | — | Below (-2%) | |
| 10mg x1 pen | 279.00 | 284.44 | — | Below (-2%) | |
| 12.5mg x1 pen | 299.00 | 299.64 | — | Below (-0.2%) | |
| 15mg x1 pen | 319.00 | 312.99 | — | Hold (5% margin) | |
| Wegovy (Semaglutide) — VivaFem | |||||
| 0.25mg x1 pen | 114.99 | 104.79 | 103.99 | Strategic (16% margin) | |
| 0.5mg x1 pen | 119.99 | 119.99 | 119.49 | Cut (26% margin) | |
| 1mg x1 pen | 124.99 | 145.29 | — | Below (-14%) | |
| 1.7mg x1 pen | 179.99 | 177.61 | 176.99 | Strategic (16% margin) | |
| 2.4mg x1 pen | 249.99 | 196.54 | — | Hold (cost > avg) | |
| HRT Products — VivaFem | |||||
| Oestrogel | 0.06% 80g | 19.99 | 23.79 | — | Below (-16%) |
| Utrogestan | 100mg x30 | 19.99 | 27.98 | — | Below (-29%) |
| Utrogestan + Oestrogel | Combo pack | 39.99 | 49.17 | — | Below (-19%) |
| Lenzetto Spray | 1.53mg x56 | 21.99 | 25.38 | — | Below (-13%) |
| Estriol Cream | 1mg/g 15g | 16.99 | 38.49 | — | Below (-56%) |
| Imvaggis | 0.03mg x24 | 29.99 | 31.77 | — | Below (-6%) |
| Test Kits — Both Brands | |||||
| Female Hormone Kit | Lab panel | 119.99 | 104.86 | — | 39% margin (cost £73.50) |
| Testosterone Kit (M) | Lab panel | 129.99 | 38.39* | — | Hold (diff product tier) |
| Menopause Kit | Lab panel | 119.99 | 40.09* | — | Hold (diff product tier) |
* Test kit market averages include basic OTC dipstick kits (6-25). Our kits are comprehensive lab panels — not a like-for-like comparison. Prices as of 24 March 2026.
Two potential routes for Mounjaro — they can run in parallel:
Route 1 — Viva (DTC): Sell direct to patients via VivaMen/VivaFem at higher margins. Prices to be set above MP365 levels. Question: prioritise this alongside core ED/hair/HRT launch, or defer?
Route 2 — MP365 White-Label (B2B): Supply Mounjaro to partner clinics as a fulfilment service. Clinics handle consultations and prescriptions, we handle stock and delivery. This can run NOW, before Viva launches. See the "MP365 Clinic Supply" section on the home map.
For granular competitor-by-competitor pricing, rankings, and subscription pricing — click below.
Confirmed panels, lab partners, Tasso devices, and costings
Confirmed biomarkers (11):
• Free Testosterone
• PSA (Prostate Specific Antigen)
• FSH (Follicle Stimulating Hormone)
• LH (Luteinising Hormone)
• Haemoglobin
• Haematocrit (HCT)
• Red Blood Cell Count (RBC)
• Mean Cell Volume (MCV)
• MCHC
• White Cell Count
• Platelet Count
Includes Full Blood Count — requires lab capable of FBC from capillary (TDL confirmed).
Confirmed biomarkers (5):
• Oestradiol
• Progesterone
• Free Testosterone
• FSH (Follicle Stimulating Hormone)
• LH (Luteinising Hormone)
Strategy: Drives HRT consultation conversions. Framed as comprehensive hormonal profile.
NAAT-based home STI test panels covering the highest-incidence community-acquired STIs. Product pages are already live on both brand sites; supplier and pricing are being finalised.
Colli-Pee® — first-void urine collection by DNA Genotek
A single Colli-Pee device produces one standardised urine sample that is validated for chlamydia, gonorrhoea and BV NAAT assays. Implication: both VivaMen and VivaFem use the exact same physical kit — only the assay mix attached to the order changes. One SKU to stock, one fulfilment workflow, one sample type for the lab to handle. Materially simpler than any 3-kit / 3-sample alternative.
Component proposed by CoVertec; RDI Health could match the same Colli-Pee specification if specified. Final supplier decision pending pricing.
Pathogens tested:
• Chlamydia trachomatis
• Neisseria gonorrhoeae (gonorrhoea)
Sample: 1 × Colli-Pee urine sample (same device as VivaFem)
Pages: Chlamydia · Gonorrhoea
Pathogens tested:
• Chlamydia trachomatis
• Neisseria gonorrhoeae (gonorrhoea)
• Bacterial Vaginosis (Gardnerella, Atopobium, Megasphaera)
Sample: 1 × Colli-Pee urine sample (same device as VivaMen)
Pages: Chlamydia · Gonorrhoea · BV
Both suppliers can deliver a Colli-Pee-based STI kit. The dual engagement is a pricing and packaging exercise; the underlying clinical component is settled.
| Supplier | Status | Notes |
|---|---|---|
| RDI Health | Pricing pending | Already the lead supplier for blood test kits via the Tasso device infrastructure; established commercial relationship. Could match the Colli-Pee specification if requested. STI panel pricing expected within days. |
| CoVertec | Pricing early next week | Originator of the Colli-Pee proposal and scoping eco-friendly outer packaging around it. If pricing competitive, likely the supplier of choice for STI kits. |
VivaMen: FBC, Lipid Profile, Glucose & HbA1c, Liver, Kidney, Iron, Vit D, Folate, B12, CRP, Thyroid, Magnesium, Calcium, PSA — £164 w/ Randox Laboratories
VivaFem: Same minus PSA — £141 w/ Randox Laboratories
Not yet confirmed. Decision needed on whether to offer.
Cost to us per test — four lab partners evaluated.
| Lab | Male Test | Female Test | FBC from Capillary? | Notes |
|---|---|---|---|---|
| The Doctors Laboratory (TDL) | £46.00 | £46.00 | Yes | Strongest option. Red Top microtainer. UKCA/MHRA registered kits. |
| TFI Biomedical | £36.00 | £28.00 | Needs Testing | Cheapest. Half of male cost is FBC — could offer with/without. |
| Randox Laboratories | £68.14 | £59.30 | No | Cannot run FBC from capillary. Most expensive. |
| Nationwide Pathology | £75-85 | £55.50 | Not Confident | Pricing needs confirming. |
| Component | Female Hormone Kit | Male Testosterone Kit |
|---|---|---|
| Lab analysis (TDL) | £46.00 | £46.00 |
| RDI Tasso kit | £22.50 (single) | £36.00 (double + branded sleeve) |
| Return postage / admin | ~£5.00 | ~£5.00 |
| Total cost | ~£73.50 | ~£87.00 |
| Sell price | £119.99 | £169.99 |
| Margin | £46.49 (39%) | £82.99 (49%) |
Costs based on confirmed quotes from The Doctors Laboratory and RDI Health as of April 2026.
• Tasso device: single use only — using twice not tested
• Male: double Tasso kit £36 (includes 2 microtainers EDTA+SST + custom branded sleeve)
• Female: single Tasso kit £22.50 (includes microtainer)
• RDI Health — confirmed pricing April 2026
• Return packaging: UN3373 certified
RDI Kit Catalogue:
• KT10019 — Double Tasso (Gold+Lavender) = SST+EDTA
• KT10017 — Tasso + Red (no additive)
• KT10009 — Tasso + Lavender (EDTA)
• KT10008 — Tasso + Gold (SST)
• KT10024 — Tasso + Grey (Fluoride/EDTA)
• All use UN3373 packaging (primary + kPa bag + rigid outer)
Royal Mail 1st Class
Tasso — at home
UN3373 prepaid envelope
The Doctors Laboratory
Returned to us via lab — shared with patient through Viva backend
Every test kit must carry a unique identifier (box-level barcode) that is associated with a specific patient at dispatch, and re-scanned at the lab on receipt so the result is automatically attributed back to the correct patient record. Without this, manual reconciliation introduces risk of misattributed results — which would be unacceptable from a clinical and regulatory standpoint.
How orders get fulfilled, GP communication, and what keeps us legal
| System | What It Does | When | Status |
|---|---|---|---|
| ID Verification (Yoti / LexisNexis) | Patient identity & age verification (KYC) | Pre-consultation | Provider TBC |
| SignatureRx | Electronic prescribing & e-signatures | Clinical review | Specified |
| TitanPMR | Pharmacy management & dispensing | Dispensing | Specified |
| Royal Mail | Shipping labels, tracking, delivery | Dispatch | Specified |
| Stripe | Payments, subscriptions, refunds | Checkout | Specified |
Status: We have an OSD code via the NHS — now applying for NHS Mail + MESH registration.
End state: Programmatically send GP letters through MESH to all England GP practices. Gold standard for pharmacy-GP comms at scale.
Workaround: Collect GP email from patient at consultation. Build our own practice email database to automate notifications via email rather than post.
Requirement: GP notification letter must be sent for every dispensed prescription — non-negotiable under GPhC.
• Age verification — every order
• ID check — LexisNexis before clinical review
• POM controls — prescriber sign-off
• Repeat limits — 7-day flag, 6-month hard cutoff
• Audit trail — immutable clinical decisions
• GP notification — every dispensed order
• Safety net — subscription consent for health changes
• Where: On-site pharmacy dispensary
• Packaging: Discreet, unbranded outer
• Shipping: Royal Mail Tracked 24/48
• Cold chain: Not needed at launch
• Returns: Meds can't be returned (GPhC)
• Test kits: UN3373 certified return via RDI Health
• Alt packaging: Daklapack, Co-vertec
White-label Mounjaro & Wegovy fulfilment for external clinics and Nurse Independent Prescribers across Scotland
The pharmacy operates — at least on an interim basis — as a white-label dispensing partner for external private clinics and NIPs across Scotland who prescribe Mounjaro and Wegovy from their own clinic but do not have the infrastructure to dispense. The external prescriber retains the patient relationship, consultation revenue, and clinical responsibility. MyPharmacy365 manages the regulated supply chain, cold-chain logistics, and monthly fulfilment.
The model removes the operational and regulatory burden of holding stock from clinicians who want to offer weight loss treatment but cannot justify becoming a dispensing pharmacy themselves — while allowing them to set their own patient-facing markup.
| Step | Who | What |
|---|---|---|
| 1 | External Clinic / Prescriber | Consults the patient, completes BMI assessment, issues private prescription |
| 2 | External Clinic | Sends prescription to MyPharmacy365 via e-signature workflow |
| 3 | MyPharmacy365 | Verifies prescription, dispenses from stock |
| 4 | MyPharmacy365 | Delivers via tracked Royal Mail cold-chain to the patient |
| 5 | External Clinic | Continues monthly patient consultations; repeat prescriptions filed via portal |
| 6 | MyPharmacy365 | Fulfils repeat orders monthly |
A volume-based discount tier may be introduced for clinics consistently exceeding a defined monthly order threshold — reviewed at the start of Year 2.
The B2B GLP-1 fulfilment partner space is genuinely small — only a handful of UK businesses explicitly offer this model today. There is no Scotland-based, GLP-1-specialist dispensing partner in the market. We are the only credible local alternative for the 100+ private clinics and NIPs mapped across Glasgow, Edinburgh, and the surrounding area.
| Service | Model & Positioning | Threat Level |
|---|---|---|
| Phlo Pharmacy (via Faces) | Dominant player. Previously integrated with the Faces aesthetics CRM (178k+ practitioners). Markets directly as “your trusted Pharmacy Partner in Weight Management.” 70k patients, 9.9k deliveries/month. | High — structural incumbent |
| Pharmalyfe | Glasgow-based aesthetic supply pharmacy with weight loss in catalogue. Positioned as “Premium Aesthetics Supply Partner.” Wholesale + dispensing hybrid. | Medium — broad, not GLP-1 focused |
| Healthxchange / Wigmore / Church / Fox / Aspire | Multi-product aesthetic pharmacies. Weight loss is one product among many. | Low — not GLP-1 specialists, mostly London/Midlands based |
| Segment | Estimated Size (Scotland) |
|---|---|
| Doctor-led / independent clinics | ~360–385 services (estimated) |
| Nurse Independent Prescribers | ~7,600 (10% of 76,227 nurses/midwives on the NMC register, March 2025) |
| Pharmacist Independent Prescribers | 2,685 (March 2025) |
Faces, the CRM many aesthetic NIPs use, lists multiple pharmacy vendors of varying locations and prices. We win by targeting clinics that do not use Faces (private GPs, doctor-led clinics, multi-site groups) and by offering enough differentiated value (Scottish locality, GLP-1 specialism, regulatory robustness) that Faces-using clinics manually choose us.
• GPhC-registered pharmacy (registration 9011356)
• Superintendent Pharmacist
• Premises in Partick, Glasgow (49–51 Crow Road)
• Cold-chain logistics, compliant packaging, tracked Royal Mail dispatch
• Wholesaler accounts for Mounjaro and Wegovy
• Marketing & outreach support at a later stage (cold email infrastructure, LinkedIn, NIP/aesthetics event sponsorship). Y1 outreach can be handled in-house.
• Baseline positive cash position of at least £15k to absorb the maximum drawdown of approximately −£11,724 in August 2026.
• Clinic-facing portal for prescription submission and tracking. Approval / e-signature workflow modelled on competitor implementations such as Pharmalyfe.
• Estimated monthly fixed costs ~£600/month (PMR, GPhC fees, insurance).
• Staff cost ~£7,000/month (full-time Dispenser + full-time Superintendent, on a total cost-to-company basis).
| Option | Cost | Profile |
|---|---|---|
| Known developer | $2,000 — fixed, milestone-based | Trusted contact. Quoted to deliver the full B2B web app to specification, paid in milestones against KPIs to ensure delivery. Bounded, low-risk financial commitment. |
| Competitor's developer | Reference: ~$7,000 (built the competitor's platform at this level). Has indicated they would charge us less; final pricing to be negotiated. | The developer who built one of the established competitor platforms end-to-end. Brings direct, pre-existing intelligence on the functionality, workflows, and edge cases — would compress build time and replicate proven mechanics. |
Either path is viable. The known-developer route is the lowest-cost confirmed option at $2k. The competitor-developer route is likely higher (reference ~$7k, negotiating downward from there) but trades cash for de-risked functionality drawn directly from a working competitor build. Decision once final pricing is agreed.
A working prototype of the proposed clinic-facing web app is already live for review.
Note: this prototype was put together by Amit using Claude (vibe-coded for illustration of the workflow and concept), not built by a developer. The production build delivered by the chosen developer may look visually quite different and will be production-grade.
Clinic-pays-wholesale. The clinic purchases each pen at our agreed clinic-side rate, then sets and collects its own patient-facing price (typical clinic markup applies). MyPharmacy365 never sees the patient's payment. This delivers a higher margin to the clinic, a lower but reliable margin to us, and is materially easier to sell into clinics that already have established patient billing.
Staffing capacity: the existing pharmacist + dispenser team has sufficient capacity to absorb projected Year 1 dispensing volume, which is why fixed OpEx remains flat through Year 1.
Pen volume follows an S-curve growth pattern. Mix assumption: 12% / 12% / 14% / 25% / 17% / 20% across 2.5mg, 5mg, 7.5mg, 10mg, 12.5mg, 15mg respectively.
| Line Item | Jun 26 | Jul 26 | Aug 26 | Sep 26 | Oct 26 | Nov 26 | Dec 26 | Jan 27 | Feb 27 | Mar 27 | Apr 27 | May 27 | YEAR 1 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Pen Volume | 80 | 160 | 280 | 420 | 580 | 720 | 830 | 910 | 970 | 1,010 | 1,030 | 1,040 | 8,030 |
| Revenue | £18,536 | £37,072 | £64,876 | £97,314 | £134,386 | £166,824 | £192,311 | £210,847 | £224,749 | £234,017 | £238,651 | £240,968 | £1,860,551 |
| Cost of Goods Sold | (£15,796) | (£31,592) | (£55,286) | (£82,929) | (£114,521) | (£142,164) | (£163,884) | (£179,680) | (£191,526) | (£199,424) | (£203,374) | (£205,348) | (£1,585,524) |
| Gross Profit | £2,740 | £5,480 | £9,590 | £14,385 | £19,865 | £24,660 | £28,428 | £31,168 | £33,222 | £34,592 | £35,278 | £35,620 | £275,028 |
| Postage & Packaging (variable) | (£1,036) | (£2,072) | (£3,626) | (£5,439) | (£7,511) | (£9,324) | (£10,748) | (£11,784) | (£12,562) | (£13,080) | (£13,338) | (£13,468) | (£103,988) |
| Fixed OpEx | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£7,600) | (£91,200) |
| EBITDA | (£5,896) | (£4,192) | (£1,636) | £1,346 | £4,754 | £7,736 | £10,079 | £11,783 | £13,061 | £13,913 | £14,339 | £14,552 | £79,839 |
| Tax (19%) | £0 | £0 | £0 | (£256) | (£903) | (£1,470) | (£1,915) | (£2,239) | (£2,482) | (£2,643) | (£2,724) | (£2,765) | (£17,397) |
| Net Profit / (Loss) | (£5,896) | (£4,192) | (£1,636) | £1,090 | £3,851 | £6,266 | £8,164 | £9,544 | £10,579 | £11,270 | £11,615 | £11,787 | £62,442 |
| Cumulative Net | −£5,896 | −£10,088 | −£11,724 | −£10,634 | −£6,783 | −£517 | £7,647 | £17,191 | £27,771 | £39,040 | £50,655 | £62,442 | — |
Fixed OpEx includes PMR system, GPhC fees, pharmacy insurance, and staff costs. Maximum cumulative drawdown is reached in August 2026 at −£11,724; the operation is cumulative cash-positive from December 2026 onward.
| Metric | Year 2+ (Capacity) |
|---|---|
| Revenue | £2,891,616 |
| Cost of Goods Sold | (£2,464,176) |
| Gross Profit | £427,440 |
| Net Profit | £141,445 |
| Gross Margin % | 14.8% |
| Net Margin % | 4.9% |
| Risk | Mitigation |
|---|---|
| GPhC enforcement against the dispensing pharmacy for prescriptions issued under inappropriate consultation processes | Onboarding due diligence on every prescriber. Written compliance agreement with audit rights. Documented refusal SOPs. Sample audits of partner consultation records. |
| Phlo / Faces integration locks out aesthetic NIPs | Target Faces-free segments first (private GPs, doctor-led clinics). Build a value proposition strong enough that Faces users select us manually. |
| Clinic captures dispensing in-house | Small clinics will not invest in cold-chain infrastructure for sub-100 patient lists. Our value is removing the burden, not undercutting them. |
| Mounjaro price increases reducing demand | Demand has continued growing despite the September 2025 +170% price hike. Patients are price-sensitive but committed. |
License the V/V platform build as a turn-key product to UK mid-market pharmacy chains (5–100 stores) launching private online services. Same engineering investment, two revenue streams.
~100 UK mid-market pharmacy groups in target range; ~50 realistically addressable; ~10–12 named owner-operator groups in Scotland (priority opening market). Only one direct competitor (Pharmacy Mentor's UPW — ~60+ customers; WooCommerce-based). DSP closure (23 June 2025) + GLP-1 boom = unusually strong macro tailwind.
Tier 1 (5–15 stores): £18–25k upfront + £4–6k/yr. Tier 2 (15–40 stores): £30–45k + £8–12k/yr. Tier 3 (40–100 stores): £50–80k + £15–25k/yr. Defensible against UPW floor and dental/vet chain SaaS comparables.
| Year | Cumulative customers | Total revenue | Net contribution (excl. dev amortisation) |
|---|---|---|---|
| Year 1 | 4 | £108k | ~£78k |
| Year 2 | 12 | £272k | ~£197k |
| Year 3 | 24 | £492k | ~£382k |
3-year cumulative revenue: ~£872k. Year 3 ARR: ~£156k. Three developer options under evaluation; milestone-based contract with KPI'd payments protects financial downside — max cash exposure at any point is one milestone (~15–25% of total contract).
Full plan including competitive landscape, named target list, GTM phases, full sensitivity analysis and risk register: see the Online Pharmacy Platform Business Plan.
What pages live where — updated to reflect all decisions as of March 2026
vivamen.co.uk vivafem.co.uk5-year financial model — overview below, full interactive model one click away
Click any section to see what's inside. For live numbers, open the full model above.
Product pricing, order volumes, delivery income, price inflation
Medication wholesale, packaging, payment fees, wastage
Staff, tech, compliance, insurance, marketing, rent, utilities
Superintendent, Dispenser/Admin, Prescriber — auto-scales with volume
Ad budget ramp, CPC, conversion rate, paid vs organic split, LTV
Annual & monthly P&L, balance sheet, cash flow, debt modelling
Per-product wholesale cost, packaging, Stripe fees (2%), wastage
Phased: Supr 1.0 + Disp 0.75 from M1; Prescriber 0.25 from M9; CP scales from Y2
Rent, insurance, TitanPMR, ID verification, hosting, GPhC fees
Ad spend ramping from £1k/mo to £10k cap by Y1 M6, then growing 1.5×/1.5×/1.3×/1.2× Y2-Y5
Auto-synced from the live Financial Model on every page load. Numbers reflect current data.js values, ad ramp profile, and all model assumptions. …
| Year | Revenue | Gross Profit | Ad Spend | Staff | Total OpEx | EBITDA | Margin % |
|---|---|---|---|---|---|---|---|
| Loading live numbers from Financial Model... (typically takes 3-5 seconds) | |||||||
Y1 small loss is normal — slow ad-spend ramp + phased staffing scaling alongside volume. Capital required (cumulative cash floor): …. See Financial Model's Dashboard tab for full trajectory + ⚡ Capital Calculator tab for ad-ramp sensitivity.
| Input | Default Value | Notes |
|---|---|---|
| Projection start | 1 Jun 2026 | 5 years; products launch Jun 2026 (project start = launch) |
| Annual price inflation | 2% | Applied to product pricing Y2+ |
| Delivery income | 2.5% of product revenue | Adjustable |
| Payment fees (Stripe) | 2% of total revenue | Standard Stripe rate |
| Ad conversion rate (CVR) | 2.5% | Click to consultation completion |
| Cost per click (CPC) | £0.80 | Blended across channels |
| Implied CAC | £32 | CPC / CVR |
| Paid vs organic split (Y1 → Y5) | 100/95/88/80/72 | Conservative — based on Hims & Hers, Pharmacy2U benchmarks |
| Annual growth multipliers (Y2-Y5) | 1.5× / 1.5× / 1.3× / 1.2× | Conservative — slower than Numan/Manual |
| 5-year compound growth | 3.51× by Y5 | Y5 ad spend & patients vs Y1 baseline |
| Subscription churn | 8.33% per month | ~12-month average customer lifespan |
| Ad budget ramp (Y1) | £1k / 3k / 5k / 7k / 9k / 10k×7 | Caps M5-M16 of projection only |
| Corporation tax rate | 25% | UK standard rate |
| Packaging & delivery cost | 50% of delivery revenue | Royal Mail tracked rates |
How we project income across both brands
Variable costs that scale with order volume
Fixed and semi-variable overheads
| Expense | Monthly Cost | Annual Increase |
|---|---|---|
| Rent — Office | £500 | 25% |
| Pharmacy / Business Insurance | £135.08 | 25% |
| Titan PMR | £333.33 | 25% |
| ID Verification (LexisNexis/Yoti — TBC) | £100 | 25% |
| Webhosting & website maintenance | £166.67 | 25% |
| GPhC subscription fee | £21.42 | 25% |
G&A annual increase defaults: Y1 15%, Y2 15%, Y3 10%, Y4 7%, Y5 7% (configurable year-by-year). Additional expenses, one-time setup costs, and custom OpEx items can all be added in the full model.
Who we need and when — auto-scales with order volume
| Role | Salary | + Employer NI | Total Cost | Starts | Y1 FTE | Auto-Scale (from Year 2) |
|---|---|---|---|---|---|---|
| Superintendent Pharmacist | 50,000 | 7,000 | 57,000 | Month 1 | 1.0 | Fixed at 1 — does not scale |
| Checking Pharmacist | 43,000 | 6,000 | 49,000 | Month 13 | 0 | 1 FTE Y2-Y3, scales to 2 FTE Y4-Y5 |
| Dispenser / Admin | 28,000 | incl. | 28,000 | Month 1 | 0.75 | Scales to 1.0 FTE from Y2 (incl. customer service) |
| Prescriber | 48,628 | incl. | 48,628 | Month 9 | 0.25 | Scales to 1.0 FTE from Y2 (parent-shared in Y1) |
Bare minimum total cost = salary + employer NI only (no pension). All roles have 2% annual raise. The financial model uses total cost to company figures.
Based on per-order time analysis, NHS Drug Tariff dispensing benchmarks (2,000-3,499 items/month = 40 hrs/wk for 1 FTE), and the business plan workload model. Our items are simpler than a typical NHS pharmacy (same SKUs, mostly 1 item per order, no CDs, no paper scripts), so capacity sits at the upper end of each band.
| Role | Task Per Order | Time/Order | Orders/FTE | Why This Threshold |
|---|---|---|---|---|
| Superintendent | Governance, suppliers, compliance, marketing, video consults | Varied | Fixed at 1 | Business oversight role — doesn't scale. Handles clinical checking in Y1 at low volume. |
| Checking Pharmacist | Clinical accuracy check of dispensed items | ~1-1.5 min | 5,000 | Lighter than dispensing — reviews what dispenser prepared. No picking/packing. Kicks in when Superintendent is maxed. |
| Dispenser / Admin | Label, pick, pack, courier prep, stock, admin | ~3 min | 3,300 | NHS Drug Tariff baseline adjusted for simpler items. Physical handling = the bottleneck role. |
| Prescriber | Review consultation, approve/deny, video consults, clinical notes | ~1.9 min + video | 4,000 | Lower than Checking Pharm due to video consults (15-20 min each), mandatory denial notes, heavier clinical decisions. |
Year 1 uses a phased headcount that grows alongside order volume. From Year 2, all clinical roles ramp to 1.0 FTE and Checking Pharmacist begins scaling.
| Monthly Orders | Superintendent | Checking Pharm | Dispenser / Admin | Prescriber | Total FTE | Monthly Cost |
|---|---|---|---|---|---|---|
| Year 1 — Jun-Aug 26 (M1-M3, <230 orders) | 1.0 | — | 0.75 | — | 1.75 | 6,840 |
| Year 1 — Sep-Jan 27 (M4-M8, 375-1,000 orders) | 1.0 | — | 0.75 | — | 1.75 | 6,840 |
| Year 1 — Feb-May 27 (M9-M12, 1,000-1,400 orders) | 1.0 | — | 0.75 | 0.25 | 2.0 | 7,853 |
| Year 2 (1,500-3,000 orders/mo) | 1.0 | 1 | 1.0 | 1.0 | 4.0 | 15,523 |
| Year 3 (3,000-5,500 orders/mo) | 1.0 | 1 | 1.0 | 1.0 | 4.0 | 15,834 |
| Year 4 (5,500-8,000 orders/mo) | 1.0 | 2 | 1.0 | 1.0 | 5.0 | 17,956 |
| Year 5 (8,000-11,000 orders/mo) | 1.0 | 2 | 1.0 | 1.0 | 5.0 | 16,474 |
Monthly costs at Year 1 base rates (pre-raise). Financial model applies 2% annual raise and uses total cost to company. All thresholds configurable in the Staffing tab.
CAC model, ad budget ramp, and LTV analysis
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6+ |
|---|---|---|---|---|---|
| £1,000 | £3,000 | £5,000 | £7,000 | £9,000 | £10,000 cap |
Slow ramp from £1k to £10k/mo over 6 months — gives time to optimise creative and audiences before scaling spend. Hits cap from M6 onwards. All caps configurable in the full model.
| Year | Paid % | Organic % | Implication |
|---|---|---|---|
| Year 1 | 100% | 0% | All patients from ads |
| Year 2 | 95% | 5% | SEO starting to contribute (conservative) |
| Year 3 | 88% | 12% | Content & backlinks paying off |
| Year 4 | 80% | 20% | Brand recognition growing |
| Year 5 | 72% | 28% | Significant organic base — based on Hims, Pharmacy2U benchmarks |
The full financial statements — annual and monthly views