ezyWill: Road to 10,000 Paid Subscribers ($1M ARR)

The Math

Target: 10,000 paid subscribers at $99/yr = $990,000 ARR

Conversion funnel assumptions (conservative):

Website visitor -> Free account: 4%
Free account -> Paid subscriber: 20%
Overall visitor-to-paid: 0.8%
Need ~1.25M total website visitors to generate 10,000 paid subscribers

With optimisation over time (realistic):

Visitor -> Free: 6% (better landing pages, social proof)
Free -> Paid: 30% (better onboarding, vault value)
Overall: 1.8%
Need ~555,000 total visitors

Monthly targets to hit 10,000 in 12 months:

Quarter	Monthly Visitors	Conv Rate	New Paid/Month	Cumulative Paid
Q1 (M1-3)	15,000	0.8%	120	360
Q2 (M4-6)	35,000	1.2%	420	1,620
Q3 (M7-9)	60,000	1.5%	900	4,320
Q4 (M10-12)	80,000	1.8%	1,440	8,640

This gets to ~8,600 in 12 months. To hit 10,000 you either need to push harder in Q3-Q4 or accept a 14-month timeline. The charity partnerships (launching in Q2-Q3) could add 1,000-2,000 subscribers outside this funnel.

Churn assumption: 15% annual churn on subscriptions. At $99/yr with digital vault + executor notification, churn should be low (people don't cancel their will storage). Budget for replacing ~1,500 churned subscribers over the year.

The 5 Growth Engines

ENGINE 1: Paid Acquisition (50% of new subscribers)

Goal: 5,000 paid subscribers from ads Budget: $150,000-250,000 over 12 months

Google Ads (Primary — start immediately)

Already have accounts set up. This is the fastest path to subscribers.

Search campaigns:

Campaign	Keywords	Est. CPC	Monthly Budget	Expected Paid/Month
Brand	ezywill, ezy will	$0.50	$500	Defensive — protect brand
High Intent	make a will online, online will australia, create will online	$4-8	$5,000	50-80
Cost	how much does a will cost, cheap will online	$3-6	$3,000	30-50
Competitor	safewill alternative, willed vs, gathered here	$2-5	$2,000	20-40
Life Event	will after divorce, will for parents, will after marriage	$2-4	$3,000	40-60
POA	power of attorney online, enduring power of attorney	$3-6	$2,000	20-30

Target CPA: $25-40 per paid subscriber (LTV of $300+ at 3yr retention makes this very profitable)

PMAX campaign: Run alongside search targeting will-related audiences. Feed it the life-stage pages as landing pages.

Remarketing: Tag all free-tier users. Run display + YouTube remarketing pushing them to paid. Budget $1,500/month. This is the cheapest conversion source — people who already signed up but didn't pay.

Bing/Microsoft Ads (You're setting this up)

Mirror the Google Search campaigns exactly
Bing CPCs are typically 30-40% lower than Google in AU
Older demographic skews toward will-making audience (55+)
Budget: $3,000-5,000/month
Expected: 15-25% of Google's volume at better CPA

Meta Ads (Facebook + Instagram)

Instagram account being created. Facebook likely already exists.

Campaign structure:

Campaign	Audience	Creative	Monthly Budget
TOF - Awareness	AU, 30-65, life events (new parent, married, divorced, retired)	"64% of parents don't have a will" stat cards, video testimonials	$3,000
TOF - Content	Lookalike of existing users, interest in finance/legal	Blog content promotion (will cost, online will legal)	$2,000
MOF - Retargeting	Website visitors (7-30 days)	"You started but didn't finish" + free tier reminder	$1,500
BOF - Conversion	Free tier users who haven't upgraded	Vault demo, executor notification, "your will isn't stored safely"	$1,500

Creative angles that work for wills (tested across competitors):

Fear/urgency: "If something happened to you tonight, who gets your kids?" (parents)
Stat shock: "52% of Australians don't have a will. Are you one of them?"
Price anchor: "A solicitor charges $600+. ezyWill is $99/year."
Speed: "15 minutes. Legally valid. All states."
Life event trigger: "Just married? Your old will is void." / "Separated? Your ex still inherits."

Instagram-specific (you're creating this):

Carousel posts: "5 things your will should include" educational content
Reels: 30-60s "did you know" format — short, punchy will facts
Stories: polls ("Do you have a will? Yes/No") driving to landing pages
Collab posts with financial advisors, family lawyers, parenting influencers

TikTok Ads (You're setting this up)

AU TikTok has strong 25-45 demographic now (not just teens)
Will content goes viral when it triggers emotional response
Creative format: "Things I wish I knew about wills" talking-head style
Hook patterns: "Your super isn't in your will." / "Marriage voids your will." / "If you're separated, your ex still inherits everything."
Budget: $2,000-3,000/month
Expect higher CPMs but strong engagement — good for brand building + retargeting pool
Link to free tier (low friction for TikTok audience)

Paid Acquisition Summary

Channel	Monthly Budget	Expected Paid Subs/Month (Mature)
Google Search	$15,000-18,000	200-300
Google PMAX + Remarketing	$3,000	50-80
Bing/Microsoft	$4,000	40-60
Meta (FB + IG)	$8,000	80-120
TikTok	$2,500	20-40
Total	$32,500-35,500	390-600

Ramp up over Q1-Q2 as you find winning campaigns. Don't spend $35K/month from day 1 — start at $10-15K and scale what works.

ENGINE 2: SEO & Content (25% of new subscribers)

Goal: 2,500 paid subscribers from organic search Investment: Content creation time (mostly free via Claude Code)

This is the highest-ROI channel but takes 3-6 months to compound.

Immediate priorities (Month 1-2):

Build the comparison hub (/compare/) — targets "best online will service australia" (highest commercial intent keyword). Plan already exists in compare-hub.md.
Publish the top 5 blog posts:
- "How Much Does a Will Cost in Australia" (3-5K searches/month)
- "What to Do When Someone Dies" (2-4K searches/month)
- "Are Online Wills Legal in Australia" (1-2K searches/month)
- "Do You Need a Lawyer to Make a Will" (1.5-3K searches/month)
- "Superannuation and Your Will" (1.5-2.5K searches/month — first-mover)
Launch 2 life-stage pages:
- /wills/parents (largest audience, highest emotional urgency)
- /wills/after-divorce (strongest urgency hook — "your ex still inherits")

Month 3-4:

Build remaining 4 life-stage pages (couples, blended families, business owners, retirees)
Publish blog posts #6-10 from the blog plan
Build individual compare pages (Will Hero, Gathered Here, State Trustees)
Build the charities landing page and directory

Month 5-8:

Publish blog posts #11-20
Create state-specific POA guides (NSW, VIC, QLD — 3 high-volume pages)
Target programmatic SEO: /wills/{state} pages already exist, add /poa/{state} pages

Month 9-12:

Scale to 40+ blog posts
Target long-tail keywords identified from GSC data
Build topical authority — Google starts rewarding the domain

Expected organic traffic growth:

Month	Monthly Organic Visitors	New Paid from SEO
1-3	2,000-5,000	20-50
4-6	8,000-15,000	100-180
7-9	20,000-35,000	250-450
10-12	40,000-60,000	500-750

ENGINE 3: Charity Partnerships (15% of new subscribers)

Goal: 1,500 paid subscribers via charity referrals Investment: Partnership management time

Plan already exists in charities.md. This is the highest-leverage play because each charity is a distribution channel with an existing audience.

The flywheel:

Charity promotes free will-writing to supporters
Supporters create free will via co-branded page, optionally include bequest
20-30% upgrade to Premium for digital vault + ongoing storage
Charity gets bequest tracking + dashboard
Success attracts more charities

Execution timeline:

Phase	Actions	Target
Month 1-2	Build `/charities` page, co-branded template, referral tracking	Infrastructure
Month 2-3	Approach 15 Tier 1 charities with free partnership. Lead with RSL, Surf Life Saving, Bush Heritage, Cat Protection Society	5-8 signed
Month 4-5	Launch first partners. Marketing support for their campaigns	200-400 free accounts
Month 6 (Sep)	Include a Charity Week push — PR, co-marketing with all partners	500-1,000 free accounts
Month 7-12	Scale to 30-50 partners. Approach Tier 2 charities	3,000-5,000 free accounts

Conservative math: 50 charity partners x 100 wills/year each = 5,000 free accounts. At 30% Premium conversion = 1,500 paid subscribers.

Aggressive scenario: If a major charity (RSL, Make-A-Wish) promotes heavily, a single partner could drive 1,000+ wills. 3-4 major partners could hit the 1,500 target alone.

ENGINE 4: Social & Community (5% of new subscribers)

Goal: 500 paid subscribers from organic social Investment: Content creation time

Instagram (You're creating this)

Post 4-5x/week: mix of educational carousels, Reels, and Stories
Content pillars: will myths, life event triggers, product features, customer stories
Target: 10K followers in 6 months
Collab with: financial planners, family lawyers, parenting accounts, divorce coaches

TikTok (You're creating this)

Post 3-5x/week: short "did you know" videos about wills
Hook-driven content: shocking will facts, inheritance horror stories (anonymised), myth-busting
Target: 5K followers in 6 months, 2-3 viral posts driving traffic spikes

Reddit (r/AusFinance, r/AusLegal, r/australia)

Be genuinely helpful in will-related threads
Post the comparison hub as a community resource
"I compared all online will services in Australia" — Reddit loves this format
Don't spam — build reputation first

Whirlpool Forums (Finance section)

Similar to Reddit — be helpful, share the comparison as a resource
Whirlpool threads rank well in Google and drive ongoing traffic

Facebook Groups

Join parenting groups (parents are the #1 audience)
Financial planning groups
Divorce support groups
Share helpful content, not ads

ENGINE 5: Referral & Retention (5% of new subscribers)

Goal: 500 paid subscribers from referrals + reduced churn

Referral Program

"Give your partner a free will" — couples are a natural referral pair
Offer: refer a friend, both get 1 month free on Premium
Or: refer 3 friends, get 1 year free
Word-of-mouth is the most trusted channel for financial/legal products

Retention Levers (Reduce churn to maximise net growth)

Annual reminders: "It's time to review your will" email (keeps product relevant)
Vault engagement: Encourage users to store more documents (increases switching cost)
Life event triggers: "Recently married? Your will may need updating" emails
Executor notification value: "Your executor has been notified" — tangible proof of value
Anniversary emails: "Your will has been securely stored for 1 year"

Email Marketing

Drip sequence for free users: Days 1, 3, 7, 14, 30 pushing to complete + upgrade
Content newsletter: monthly will tips + legal updates (keeps brand top of mind)
Seasonal campaigns: EOFY, New Year resolutions, Include a Charity Week

Priority Execution Roadmap

MONTH 1: Foundation

Launch Google Search campaigns (high-intent keywords)
Publish comparison hub page (/compare/)
Publish blog post #1: "How Much Does a Will Cost"
Publish blog post #3: "Are Online Wills Legal"
Build /wills/parents landing page
Set up Instagram account with 10 initial posts
Set up TikTok account with 5 initial videos
Set up Bing Ads (mirror Google campaigns)
Install conversion tracking across all channels
Set up free-to-paid email drip sequence

MONTH 2: Scale Paid + Start Partnerships

Scale Google campaigns based on M1 data
Launch Meta (FB + IG) ad campaigns
Launch TikTok ads
Launch Bing campaigns
Publish blog posts #2, #4, #5
Build /wills/after-divorce landing page
Build /charities page + co-branded template
Begin charity outreach (15 Tier 1 charities)
Post consistently on Instagram (4x/week) and TikTok (3x/week)

MONTH 3: Optimise + Content Velocity

Optimise ad campaigns — kill losers, scale winners
Launch remarketing campaigns
Publish blog posts #6-8
Build remaining life-stage pages (couples, blended families, business owners, retirees)
Sign first 5 charity partners
Launch referral program
First Reddit/Whirlpool comparison post

MONTH 4-6: Compound

Content hitting 15-20 blog posts
SEO starting to rank for long-tail keywords
10-20 charity partners live
Paid acquisition CPA optimised and scaling
Free-to-paid conversion rate improving with onboarding optimisation
Instagram at 3-5K followers
Target: 1,500-2,000 cumulative paid subscribers

MONTH 7-9: Accelerate

Include a Charity Week (September) — major push
30+ blog posts, organic traffic compounding
30-40 charity partners
Scale paid budget to $35K+/month on proven channels
PR push: "Best online will comparison" content for media
Target: 4,000-5,000 cumulative paid subscribers

MONTH 10-12: Sprint to 10K

40+ blog posts, strong organic base
50 charity partners
Paid acquisition at full scale
Seasonal push (New Year = "get your affairs in order" intent spike)
Referral program compounding
Target: 8,500-10,000 cumulative paid subscribers

Budget Summary

Category	Monthly (Mature)	12-Month Total
Google Ads	$18,000-21,000	$180,000
Meta Ads (FB + IG)	$8,000	$70,000
Bing Ads	$4,000	$35,000
TikTok Ads	$2,500	$22,000
Content/SEO	$0 (Claude Code)	$0
Charity partnerships	$0 (free tier)	$0
Tools/tracking	$500	$6,000
Total	$33,000-36,000	$313,000

Unit economics:

Total spend: ~$313K
Revenue at 10K subscribers: $990K/yr
CAC (blended): $31.30
LTV (3yr avg retention): $297
LTV:CAC ratio: 9.5x (excellent)

Note: Budget ramps up over time. Month 1 spend is ~$10-15K, scaling to $35K+ by Month 7.

Key Metrics to Track Weekly

Metric	Tool
Website visitors (total + by source)	GA4 (property 525716018)
Free account signups	Product analytics
Free-to-paid conversion rate	Product analytics
Cost per acquisition by channel	Google/Meta/Bing/TikTok dashboards
Organic keyword rankings (top 20)	GSC (sc-domain:ezywill.com.au)
Charity partner signups + wills created	Internal dashboard
Churn rate (monthly)	Billing system
MRR / ARR	Billing system

Biggest Risks and Mitigations

Risk	Impact	Mitigation
Google Ads CPA too high	Paid channel uneconomical	Start with exact match keywords only. Test landing pages. Optimise to free signups first, then nurture via email.
Free-to-paid conversion too low	Need 2x more traffic	Improve onboarding. Add vault value props in-app. Time-limited Premium trials.
Charity partnerships slow to sign	Miss 1,500 sub target	Start outreach immediately. Lead with completely free offer. Build mockups before approaching.
SEO takes longer than expected	Organic doesn't compound in time	Compensate with more paid spend. Focus on lower-competition keywords first.
Competitor price war	Margins compressed	ezyWill at $99/yr is already the cheapest subscription. Free tier is the moat. Don't compete on price — compete on value (vault, executor notification).
Churn higher than 15%	Net growth slower	Invest in vault engagement, annual review reminders, and life-event triggered re-engagement.

The One Thing That Changes Everything

If you could only do ONE thing: build the charity partnership program.

Here's why:

Each charity is a distribution channel with thousands of supporters
The charity does the marketing for you (they promote it to raise bequests)
Free tier means zero friction for charity-referred users
30%+ include a bequest = emotional investment = higher Premium conversion
Safewill built 250+ partnerships and 100K+ users primarily through this channel
It's a compounding flywheel — more charities = more credibility = more charities

Everything else (ads, SEO, social) is important. But charity partnerships are the multiplier.

Quick Wins (This Week)

Set up Google Ads campaigns — you already have the account. Target "online will australia", "make a will online", "will for parents". Send to existing pages.
Publish the comparison hub — the plan is ready, just needs to be built. Highest-intent SEO page.
Write and publish "How Much Does a Will Cost" — the #1 blog post. Targets the #1 conversion objection.
Set up Instagram — you're already doing this. Post the first 10 pieces of educational content.
Set up Bing Ads — you're already doing this. Mirror Google campaigns. Lower CPCs.
Email your first 5 charities — use the outreach template in charities.md. Don't wait for the page to be perfect.

10K Subscribers Growth Plan