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After Six
After Six · 1-year business plan · ESTIMATE

The first twelve months

Month-by-month P&L and cash flow in three scenarios, built on the one-page plan's own economics file, plus the marketing plan, unit economics, risks and the first 90 days.

Every figure an ESTIMATEBase year 1: £37,114 revenue£15,291 profitNo customers yet

Read this first. After Six is pre-revenue. There are no customers, reviews or results, and this plan invents none. Every number is an ESTIMATE from audit/plans/model_1y.py, which imports the one-page plan's own build/lib/econ.py, so price, costs, churn and CAC match the one-page business plan and the listing exactly. New assumptions are listed where they are used. Facts carry a source and the date we read it. Month 1 is the first month after a buyer completes the purchase and launches. The bot team is set out in the bot team plan.

1. Executive summary

After Six sells a working evening: ten questions, a matched side business with a name, brand, one-page site, first offer and a dated 30-day plan, then a weekly coach. It costs £19 a month or £149 a year, and the reveal is free. It never promises earnings. Instead it sells a 14-day test that can say no.

Year 1 in three scenarios (ESTIMATE):

Scenario (one-pager name) Subs at M6 Subs at M12 Year-1 revenue Year-1 profit M12 revenue M12 profit First profitable month Cash break-even (after £400 start-up) Lowest cash point £4,250 ask repaid
Cautious (Cautious) 60 110 £12,071 £3,179 £1,873 £982 M6 M9 −£1,453 not in year 1
Base (Middle) 180 340 £37,114 £15,291 £5,788 £3,415 M5 M7 −£1,558 M9
Strong (Hopeful) 400 690 £77,379 £35,071 £11,747 £7,264 M5 M6 −£1,868 M7

2. Problem, customer and market

The problem. Many employed people want a second income or a project of their own but do not know what to start, and evenings are short. Generic advice and AI chat give lists, not a decision and a plan that fits two free evenings.

The customer. UK adults in work with one to four free evenings a week, who have a skill people already ask them for, and who would pay £19 to stop dithering. They are not people looking for a get-rich scheme, and the product's honesty is designed to turn those away.

Market facts (sourced):

Fact Figure Source (accessed)
GB adults who said they had a side hustle, January 2026 46% Finder / Censuswide, 2,000 GB adults, 3 to 6 Jan 2026 (22 October 2026)
Named the cost of living as the main reason 28% same survey
Had used AI for side-hustle advice 18% same survey
People in employment in the UK, June to August 2026 34.58 million ONS, Employment in the UK, October 2026 (23 October 2026)
People with second jobs (a narrower measure than side hustles) 1.294 million, 3.7% of people in employment same ONS bulletin
Trading allowance: first £1,000 of trading income a year is tax-free £1,000 GOV.UK trading allowance (22 October 2026)

How much of the market the plan needs. The Base path needs 340 paying subscribers by month 12. That is about 0.001% of the 34.58 million people in work. We give no top-down market size in pounds: the survey and ONS figures measure different things, and multiplying them would make a number we cannot check. The plan's risk is not market size. It is whether paid channels can find these customers at about £30 each.

3. Competitors and positioning

Alternative What it gives Price (source, accessed) Where After Six differs
Durable (AI website builder) An AI website Launch $25 a month (Durable pricing, 22 October 2026) After Six picks the business first, then gives the site, offer, plan and coach for less (£19).
Looka (brand kit) Logo and brand kit Brand Kit $96 a year; Brand Kit Web $129 a year (Looka pricing, 22 October 2026) Brand only; no matching, plan or coach.
General AI chat assistants Lists of ideas on request Free tiers exist No decision, no test, no weekly accountability, no UK rules checking.
Free GOV.UK guidance and blogs Rules and inspiration Free After Six links to GOV.UK for every rule and does not try to replace it.
Side-hustle courses and coaches Courses and community Varies; not priced here Courses tend to sell income. After Six is barred from doing that and sells the test instead.

Positioning line: "Ten questions, then the side business you keep putting off: tested in 14 days, not promised." We win on the decision plus a working kit at a low monthly price, and on honesty. Our weak point is that nobody has heard of us, and there is no proof yet.

4. Product and roadmap by quarter

The listing says plainly what is not built yet: accounts, payments, a database, live AI calls, sending the Monday email, publishing customer sites, the Claims guard and the Owner digest, and a trade mark check. The roadmap builds those first.

Quarter Product Bots Done when
Q1 (M1 to M3) Supabase accounts and auth; Stripe Checkout and Billing; live Kit Writer with Claims Guard; Monday email via Postmark; trade mark and Companies House check on the name Chief of Staff, Site Watch, Finance Clerk, Claims Guard, Kit Writer, Monday Coach, Support Desk First paying subscriber served end to end with no manual steps; the month-3 keep, re-price or pivot decision taken
Q2 (M4 to M6) Publish each customer's one-page site to a real subdomain; runner-up switch; annual-plan upgrade flow; account page with one-click cancel + Growth Writer, Lifecycle Mailer, Analyst, Library Keeper Week-4 retention measured; churn at or under 10%
Q3 (M7 to M9) Library from 40 to 60 ideas; local-idea pages; referral link Standing approvals reviewed CAC by channel known; one channel under £30
Q4 (M10 to M12) Renewal reminders and cooling-off flow for the 2027 subscription rules; April tax refresh prepared; careers-services test only if the month-3 review chose it All 11 Year-2 plan written from real data

5. Pricing

Plan Price Notes
Reveal Free Rules-based matcher, so each reveal is cheap. The one-pager budgets £60 a month for about 1,500 reveals at about 4p.
Launch, monthly £19 a month 70% of subscribers (ASSUMPTION, one-pager)
Launch, yearly £149 a year (£12.42 a month) 30% of subscribers

Prices are VAT-inclusive in effect. The business is not VAT-registered and stays under the £90,000 threshold in all three scenarios in year 1 (GOV.UK VAT registration, accessed 23 October 2026). In the Strong case, rolling 12-month turnover would reach about £90,000 early in year 2 (ESTIMATE). If registered, one-sixth of each £19 would go to HMRC unless prices rise. That decision is listed in section 15. Overseas services bought under the reverse charge (OpenAI, n8n, Plausible and others) also count toward the threshold (same GOV.UK page).

EU customers. The UK threshold does not help with EU consumers: digital services sold to them are taxed where they live, and a UK business must register for the Non-Union scheme in one EU country or for VAT in each, from the first EU sale (GOV.UK digital services VAT, accessed 23 October 2026). This plan assumes UK customers only (ASSUMPTION).

6. Go-to-market and marketing plan by month

Funnel assumptions (ESTIMATE): 25% of visitors finish the ten questions. Of those, 3% (Cautious), 4% (Base) or 5% (Strong) become paying subscribers. Marketing spend is new subscribers × £30, the one-pager's CAC. The £250 capped test-ad budget in the start-up costs is counted on top, which is the cautious choice.

Scenario Visitor → finished reveal Reveal → paying M6 visitors M6 reveals M6 new paying M12 visitors M12 reveals M12 new paying
Cautious 25% 3% 2,720 680 20 2,187 547 16
Base 25% 4% 5,400 1,350 54 5,380 1,345 54
Strong 25% 5% 11,120 2,780 139 8,400 2,100 105

Base plan by month:

Month Focus Marketing budget, Base (new × £30) Visitors target Finished reveals New paying Paying subs (end)
M1 Week-one playbook done; first 100 free reveals from your own circle and communities £240 800 200 8 8
M2 Capped £250 test ads (start-up budget) on two channels; first paying subscribers £534 1,780 445 18 25
M3 Month-3 review: keep, re-price or pivot (one-pager); double down on the best channel £975 3,250 812 32 55
M4 Search articles live; first creator partnership £1,365 4,550 1,138 46 95
M5 Annual-plan offer to month-3 subscribers (by consented email) £1,635 5,450 1,362 54 140
M6 Referral ask in the Monday coach (no reward that implies earnings) £1,620 5,400 1,350 54 180
M7 Runner-up switch push to reduce churn £1,500 5,000 1,250 50 212
M8 Second creator partnership; retarget finished reveals (consent-based) £1,536 5,120 1,280 51 242
M9 New-year content push (ASSUMPTION: January suits fresh starts; test it, do not bank on it) £1,566 5,220 1,305 52 270
M10 Library to 60 ideas; local-ideas landing pages £1,560 5,200 1,300 52 295
M11 Re-price test if conversion < 3% £1,575 5,250 1,312 52 318
M12 Year review, year-2 budget £1,614 5,380 1,345 54 340

Paid channel split (Base, from month 3):

Channel Share of paid budget from month 3 (ASSUMPTION) Base year-1 £
Owner network, communities, Reddit/Facebook groups (organic) 0% £0
Paid social tests (Meta, TikTok) 50% £7,860
Search ads (high-intent "side hustle ideas UK") 20% £3,144
Creator and newsletter partnerships (fixed fee, no earnings claims) 20% £3,144
Content and SEO tooling 10% £1,572
Start-up test ads (months 1 and 2, in the £400 start-up) £250

Every ad and post passes the Claims Guard and then the owner. No earnings figures, ever (CAP Code 20.4 and 20.7). Organic channels cost time, not money.

7. Funnel and conversion assumptions

Step Assumption Why What would change it
Visitor → starts questions about 40% (ASSUMPTION) the hero leads straight into the questions slow first screen; mismatched ads
Starts → finishes (ten questions) about 60%, so 25% of visitors overall (ASSUMPTION) four minutes, progress saved on refresh question fatigue
Finished reveal → ticks marketing consent about 35% (ASSUMPTION) unticked box, clear value PECR wording
Finished reveal → paying 3% / 4% / 5% by scenario (ASSUMPTION) the printed reveal is the share moment; the kit is behind the paywall price, kit quality
Monthly churn 10% (one-pager) a 30-day plan has a natural end runner-up switch and coach keep people

8. Operations and suppliers

Supplier Used for Cost basis Source (accessed)
Supabase Database, auth, storage Pro from $25 a month incl. $10 compute credit (inside the one-pager's £22 hosting line) supabase.com/pricing (23 October 2026)
Stripe Card payments, subscriptions 1.5% + 20p standard UK cards; 2.5% + 20p international; £20 disputes; Billing 0.7% pay as you go stripe.com/gb/pricing, stripe.com/gb/billing/pricing (23 October 2026)
OpenAI Kit and coach wording; ops bots gpt-5-mini $0.25 / $2.00 per million tokens OpenAI pricing (23 October 2026)
Postmark Transactional and coach email Basic $15 a month for 10,000 emails (inside the one-pager's £15 line) postmarkapp.com/pricing (23 October 2026)
Google Workspace Support mailbox Business Starter £5.90 per user a month annual, £7 flexible (inside the £8 domain and email line) Google Workspace help (23 October 2026)
MailerLite, Plausible, Buffer, n8n Bot team tools see the bot team plan, section 9 supplier pages (23 October 2026)
ICO Data protection fee £52 a year, tier 1 ICO fee (22 October 2026)
Accountant Year-end accounts and Self Assessment £50 a month allowance (ASSUMPTION, not quoted) none

The owner works 3 to 8 hours a week (section 1). There are no staff, and the bot team does the repeating work.

9. The bot team

11 bots in four crews under a Chief of Staff bot. See bot-team-plan.html for each bot's job, tools, tasks, KPIs, permissions, handoffs and escalation rules. In the P&L below, Bot extras is the bot team's own tooling: £40.40 a month in months 1 and 2, £56.90 from month 3. It is a separate line so that the one-pager's costs stay as they were.

10. Month-by-month P&L and cash flow

How to read the tables:

Cash is modelled on the same basis as revenue. Yearly plans are paid up front, so real cash would arrive earlier than shown. Leaving that out is the cautious choice.

Base (one-pager: Middle)

Month Paying subs (end) New Revenue COGS Card fees Gross margin GM % Marketing Tools Bot extras Accountant VAT Profit Cumulative cash
M1 8 8 £136 −£8 −£4 £124 91% −£240 −£119 −£40 −£50 £0 −£326 −£726
M2 25 18 £426 −£26 −£13 £386 91% −£534 −£119 −£40 −£50 £0 −£357 −£1,083
M3 55 32 £936 −£58 −£29 £850 91% −£975 −£119 −£57 −£50 £0 −£351 −£1,435
M4 95 46 £1,617 −£100 −£49 £1,468 91% −£1,365 −£119 −£57 −£50 £0 −£123 −£1,558
M5 140 54 £2,384 −£147 −£73 £2,164 91% −£1,635 −£119 −£57 −£50 £0 £303 −£1,255
M6 180 54 £3,064 −£189 −£94 £2,782 91% −£1,620 −£119 −£57 −£50 £0 £936 −£319
M7 212 50 £3,609 −£223 −£110 £3,277 91% −£1,500 −£119 −£57 −£50 £0 £1,550 £1,231
M8 242 51 £4,120 −£254 −£126 £3,740 91% −£1,536 −£119 −£57 −£50 £0 £1,978 £3,209
M9 270 52 £4,597 −£284 −£140 £4,173 91% −£1,566 −£119 −£57 −£50 £0 £2,381 £5,590
M10 295 52 £5,022 −£310 −£153 £4,559 91% −£1,560 −£119 −£57 −£50 £0 £2,773 £8,363
M11 318 52 £5,414 −£334 −£165 £4,915 91% −£1,575 −£119 −£57 −£50 £0 £3,114 £11,476
M12 340 54 £5,788 −£357 −£177 £5,255 91% −£1,614 −£119 −£57 −£50 £0 £3,415 £14,891
Year £37,114 −£2,289 −£1,133 £33,693 91% −£15,720 −£1,432 −£650 −£600 £0 £15,291

Cautious

Month Paying subs (end) New Revenue COGS Card fees Gross margin GM % Marketing Tools Bot extras Accountant VAT Profit Cumulative cash
M1 3 3 £51 −£3 −£2 £46 91% −£90 −£119 −£40 −£50 £0 −£253 −£653
M2 8 5 £136 −£8 −£4 £124 91% −£159 −£119 −£40 −£50 £0 −£245 −£898
M3 16 9 £272 −£17 −£8 £247 91% −£264 −£119 −£57 −£50 £0 −£243 −£1,141
M4 28 14 £477 −£29 −£15 £433 91% −£408 −£119 −£57 −£50 £0 −£201 −£1,343
M5 44 19 £749 −£46 −£23 £680 91% −£564 −£119 −£57 −£50 £0 −£110 −£1,453
M6 60 20 £1,021 −£63 −£31 £927 91% −£612 −£119 −£57 −£50 £0 £89 −£1,364
M7 70 16 £1,192 −£74 −£36 £1,082 91% −£480 −£119 −£57 −£50 £0 £376 −£988
M8 80 17 £1,362 −£84 −£42 £1,236 91% −£510 −£119 −£57 −£50 £0 £500 −£488
M9 89 17 £1,515 −£93 −£46 £1,376 91% −£510 −£119 −£57 −£50 £0 £639 £151
M10 97 17 £1,651 −£102 −£50 £1,499 91% −£507 −£119 −£57 −£50 £0 £766 £917
M11 104 17 £1,771 −£109 −£54 £1,607 91% −£501 −£119 −£57 −£50 £0 £880 £1,797
M12 110 16 £1,873 −£116 −£57 £1,700 91% −£492 −£119 −£57 −£50 £0 £982 £2,779
Year £12,071 −£744 −£368 £10,958 91% −£5,097 −£1,432 −£650 −£600 £0 £3,179

Strong (one-pager: Hopeful)

Month Paying subs (end) New Revenue COGS Card fees Gross margin GM % Marketing Tools Bot extras Accountant VAT Profit Cumulative cash
M1 15 15 £255 −£16 −£8 £232 91% −£450 −£119 −£40 −£50 £0 −£428 −£828
M2 50 36 £851 −£52 −£26 £773 91% −£1,095 −£119 −£40 −£50 £0 −£532 −£1,360
M3 110 65 £1,873 −£116 −£57 £1,700 91% −£1,950 −£119 −£57 −£50 £0 −£476 −£1,836
M4 190 91 £3,235 −£200 −£99 £2,937 91% −£2,730 −£132 −£57 −£50 £0 −£32 −£1,868
M5 290 119 £4,937 −£304 −£151 £4,482 91% −£3,570 −£155 −£57 −£50 £0 £651 −£1,218
M6 400 139 £6,810 −£420 −£208 £6,182 91% −£4,170 −£171 −£57 −£50 £0 £1,735 £517
M7 460 100 £7,831 −£483 −£239 £7,110 91% −£3,000 −£139 −£57 −£50 £0 £3,863 £4,380
M8 515 101 £8,768 −£541 −£268 £7,960 91% −£3,030 −£140 −£57 −£50 £0 £4,683 £9,063
M9 565 102 £9,619 −£593 −£294 £8,732 91% −£3,045 −£141 −£57 −£50 £0 £5,440 £14,503
M10 610 102 £10,385 −£640 −£317 £9,428 91% −£3,045 −£141 −£57 −£50 £0 £6,135 £20,638
M11 650 101 £11,066 −£682 −£338 £10,046 91% −£3,030 −£140 −£57 −£50 £0 £6,769 £27,407
M12 690 105 £11,747 −£724 −£358 £10,664 91% −£3,150 −£143 −£57 −£50 £0 £7,264 £34,671
Year £77,379 −£4,772 −£2,361 £70,245 91% −£32,265 −£1,659 −£650 −£600 £0 £35,071

How this ties back to the one-page plan

Scenario Subs One-pager steady-state month (net) Same subs in month 6 of this ramp Why different
Cautious (Cautious) 60 £628 £89 The ramp is still buying growth (new subscribers × £30) and carries the bot extras and accountant.
Base (Middle) 180 £2,123 £936 The ramp is still buying growth (new subscribers × £30) and carries the bot extras and accountant.
Strong (Hopeful) 400 £4,863 £1,735 The ramp is still buying growth (new subscribers × £30) and carries the bot extras and accountant.

The one-page plan's figures are a steady month: the subscriber count is flat and marketing only replaces leavers. This plan's month 6 is still growing, so it spends more on marketing in that month. Both use the same per-subscriber, churn, CAC and fixed-cost figures.

11. Unit economics, break-even and funding

Measure Value (ESTIMATE) How it is worked out
ARPU (blended) £17.02 70% × £19 + 30% × £149 / 12 (one-pager)
Variable cost per subscriber £1.57 card + Stripe Billing £0.52, AI £0.75, site £0.25, email £0.05
Contribution per subscriber £15.46 ARPU − variable cost
Gross margin 91% contribution / ARPU
CAC £30 one-pager assumption, all channels blended
Monthly churn 10% one-pager assumption
Average life 10 months 1 / churn
LTV (contribution) £155 contribution / churn
LTV : CAC 5.2 : 1
CAC payback 1.9 months CAC / contribution
Steady-state break-even 18 subscribers (fixed £119.33 + bot extras £56.90 + accountant £50) / (contribution − churn × CAC)

Funding needed (ESTIMATE):

Scenario Lowest cumulative cash (after £400 start-up) Plus the £4,250 purchase Suggested buffer Total a buyer should have ready
Cautious −£1,453 −£5,703 −£1,000 −£6,703
Base −£1,558 −£5,808 −£1,000 −£6,808
Strong −£1,868 −£6,118 −£1,000 −£7,118

The business needs no outside funding in any scenario. The money needed is the purchase price, the £400 start-up costs, and early marketing ahead of revenue.

Sensitivity (Base path):

Base path, if… Year-1 revenue Year-1 profit Cash break-even Lowest cash
Base as planned £37,114 £15,291 M7 −£1,558
Churn 15% £37,114 £12,502 M7 −£1,690
CAC £45 £37,114 £7,431 M9 −£3,630
Churn 15% and CAC £45 £37,114 £3,262 M11 −£4,232

12. KPIs and milestones

KPI Month 3 target (Base) Month 6 Month 12 Owner bot
Paying subscribers 55 180 340 Analyst
Finished reveals a month 812 1,350 1,345 Analyst
Reveal → paying 4% 4% 4% Analyst
Monthly churn ≤ 10% ≤ 10% ≤ 10% Finance Clerk
Blended CAC ≤ £30 ≤ £30 ≤ £30 Analyst
Earnings claims published 0 0 0 Claims Guard
Uptime ≥ 99.5% ≥ 99.5% ≥ 99.5% Site Watch
Monthly profit −£351 £936 £3,415 Finance Clerk

Milestones:

13. Risks and mitigations

Risk Likelihood / impact Mitigation
CAC above £30 Medium / high The capped £250 test in month 2 shows it early. Sensitivity in section 11. Shift spend to organic and partners. Re-price at month 3.
Churn above 10% after the 30-day plan High / medium Runner-up switch, Monday coach, annual-plan offer at month 3.
An earnings claim slips into an ad or kit Low / high Claims Guard on every line plus owner approval for anything published (CAP 20).
Regulated ideas (food, childcare, pets, driving) Medium / medium GOV.UK link per idea; Claims Guard blocks kits that lack it.
Tax content goes out of date Certain each April / medium Library Keeper's April refresh; labelled as an ESTIMATE; accountant check.
AI cost or quality Low / medium Rules-based matcher; gpt-5-mini for wording; spend caps; template fallback.
Supplier price changes Medium / low Costs are small against contribution; review quarterly.
VAT registration in the Strong case Medium in year 2 / medium VAT watch at £75,000 rolling; price decision before crossing (section 15).
Name conflict ("After Six" is a working name) Unknown / medium Trade mark and Companies House check in week 1, as the listing says.

15. 90-day action plan and decisions needed

When Actions Owner / bot
Week 1 Week-one playbook: domain, Supabase, Stripe (test mode), Postmark, ICO fee, name check. Write the approved templates and the Claims Guard rules. You; Site Watch and Finance Clerk set up
Week 2 Kit Writer in shadow mode; read 20 test kits; Stripe live; first real reveal-to-paid run You; Kit Writer, Claims Guard
Weeks 2 to 4 100 free reveals from your circle and communities; Monday Coach live with daily reading You; Monday Coach, Support Desk
Month 2 Capped £250 ad test on two channels; consent-based welcome emails; Analyst's first funnel report Growth Writer, Lifecycle Mailer, Analyst
Month 3 Keep, re-price or pivot decision; choose the main channel; switch on Library Keeper You

Decisions needed from the buyer:

  1. Sole trader or limited company. This decides tax and the name on Stripe.
  2. Keep the name "After Six" after the trade mark check, or rename.
  3. Monthly ad cap for months 3 to 12. Base path: about £1,310 a month on average.
  4. Whether to self-host n8n (free) or pay for n8n Cloud.
  5. How much standing approval to give the Growth Writer from month 4.
  6. Month 3: keep, re-price or pivot (one-pager).
  7. Strong case only, before rolling turnover passes £90,000: raise prices to absorb VAT, or keep £19 and accept a lower margin.
  8. EU customers: sell to UK customers only at launch (the plan's assumption), or register for EU VAT under the Non-Union scheme before taking EU sign-ups.