Business Plan
Revenue model, go-to-market strategy, and 3-year financial projections for Scenery's seed round.
Executive Summary
Scenery is seeking €1.5M in seed funding to build and launch the first cinema discovery marketplace that connects film scenes to products, music, and culture. Unlike traditional platforms, Scenery does not host content — it maps it. Films become explorable cultural territories. Commerce and discovery follow naturally from that exploration.
The platform generates revenue through shop scene placement fees, IP licensing on merchandise, streaming referral commissions, and music affiliate links. The Scene Graph — the platform's core data asset — grows in value as more films are indexed and more commercial curators enrich it. The graph is the moat.
Revenue Model
2.1 Revenue Streams
| Stream | Description | Pricing | Year 3 Mix |
|---|---|---|---|
| Shop Scene Placement | Retailers pay to place products at specific film timestamps | CPC €0.05–0.20 + 3–5% rev share |
~35% |
| IP Licensing Fee | 8–12% on merchandise sales of film-associated products, routed via CineCore | Variable per transaction |
~30% |
| Streaming Referral | Commission on rent/buy clicks via CineCore integration | 5–8% of rental price |
~20% |
| Music Affiliate | Commission on Spotify, Deezer, Apple Music referral clicks | €0.001–0.01 per action |
~10% |
| Shop Subscription | Monthly SaaS fee for advanced analytics and priority placement | €49–€199/month |
~5% |
2.2 The Self-Funding Curation Model
The key commercial insight is that the Scene Graph curation cost is funded by commercial incentives. Shops that want to sell the Drive jacket are highly motivated to correctly tag it at the right timestamp. Their revenue depends on it. This means Scenery's primary data asset — the Scene Graph — is enriched at zero marginal cost to the platform as the retailer network grows.
Go-to-Market Strategy
3.1 Phase 1 — Indie Catalogue Months 1–12
- Launch with a curated catalogue of 200 indie films from Belgium, Netherlands, and France
- Self-curate Scene Graph for top 50 films using AI pipeline + editorial team
- Onboard 30 indie filmmakers as platform ambassadors via festival relationships
- Launch filmmaker self-onboarding portal — filmmakers tag their own films
- Open shop registration for fashion, design, and lifestyle retailers with film connections
- PR strategy: film blog coverage, filmmaker interviews, "what's in this scene" editorial content
3.2 Phase 2 — Commerce Activation Months 12–24
- Launch paid shop placement at timestamps — open the scene real estate market
- Activate IP licensing fee routing via CineCore for all product placements
- Mobile app launch (iOS/Android) with offline scene exploration
- Expand catalogue to 1,000 films; launch editorial "Film Obsession" features
- Partnership with 2–3 European fashion/lifestyle brands for sponsored scene explorations
- Expand to French and Dutch language film communities
3.3 Phase 3 — Scale Months 24–36
- Pan-European catalogue: 10,000+ films across all major European markets
- Launch brand campaign tools: custom scene exploration for marketing budgets
- API access for third-party developers to build on the Scene Graph
- Explore Series A (€5M–€8M) for US market entry and data licensing
Financial Projections
4.1 Revenue Projections
| Metric | Year 1 (2026) | Year 2 (2027) | Year 3 (2028) |
|---|---|---|---|
| Films in catalogue | 200 | 1,500 | 10,000 |
| Registered shops | 50 | 400 | 2,000 |
| Monthly active users | 15,000 | 120,000 | 650,000 |
| Shop Placement Revenue | €12,000 | €210,000 | €1,400,000 |
| IP Licensing Revenue | €8,000 | €140,000 | €1,100,000 |
| Streaming Referral | €15,000 | €140,000 | €800,000 |
| Music Affiliate | €5,000 | €55,000 | €380,000 |
| Shop Subscriptions | €6,000 | €80,000 | €280,000 |
| TOTAL REVENUE | €46,000 | €625,000 | €3,960,000 |
4.2 Cost Structure
| Category | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Engineering (2 FTE → 7 FTE) | €180,000 | €480,000 | €840,000 |
| AI Pipeline & Infrastructure | €24,000 | €72,000 | €180,000 |
| Content / Editorial | €20,000 | €60,000 | €100,000 |
| Marketing & Community | €25,000 | €100,000 | €250,000 |
| Legal & Compliance | €20,000 | €35,000 | €50,000 |
| G&A | €12,000 | €35,000 | €70,000 |
| TOTAL COSTS | €281,000 | €782,000 | €1,490,000 |
| NET PROFIT / (LOSS) | (€235,000) | (€157,000) | €2,470,000 |
4.3 Funding Use of €1.5M Seed
| Category | Amount | % | Purpose |
|---|---|---|---|
| Product Engineering | €650,000 | 43% | 3 engineers + 1 designer, 18 months |
| AI Pipeline & Data | €200,000 | 13% | ACRCloud, Rekognition, Neo4j, infra |
| Content & Editorial | €150,000 | 10% | Scene Graph seed curation, 200 films |
| Marketing & Community | €200,000 | 13% | Festival presence, filmmaker outreach |
| Legal & IP | €100,000 | 7% | GDPR, retailer agreements, CineCore contract |
| Working Capital | €200,000 | 13% | 6-month operational buffer |
Key Milestones
| Timeline | Milestone |
|---|---|
M+2 | Scene Graph data model complete; Neo4j schema deployed; AI pipeline operational |
M+4 | Platform beta: 50 films indexed, film pages, timeline UI, product/music panels live |
M+6 | Shop onboarding open; first 20 retailers placing products at timestamps |
M+8 | CineCore IP licensing integration live; first IP licensing fees processed |
M+12 | 200 films, 50 shops, 15,000 MAU, €46K ARR |
M+18 | Mobile app launched; 400 films, 200 shops, 60,000 MAU |
M+24 | 1,500 films, 400 shops, 120,000 MAU, €625K ARR |
M+36 | 10,000 films, 2,000 shops, 650,000 MAU, €4M ARR, Series A |