DORMIA

COMPANY DESCRIPTION

II. Company Description

This section explains the basic elements of your business. Include each of the below:

1. Company mission statement

We exist to make quality sleep accessible and prioritized helping people improve their way of living and daily well-being

2. Company philosophy and vision

We believe that better sleep leads to a better life. Our philosophy is to provide trustworthy and reliable sleep tracking solutions that empower people to understand, improve, and transform their daily well-being.

Trust and reliability simplicity and accessibility continuous improvement user-centered design

3. Company Goals:

Short-term goals (first 12 months):

Establish Market Presence — Position the company as an emerging solution in the digital sleep-health industry.
Reach a minimum 4.5 app store rating through continuous user feedback implementation.
Achieve the first 1,000–10,000 downloads.
Establish departments of at least main dedicated members overseeing development, marketing, operations and IT.
Fix bugs and improve feedback.

Long-term goals (3 to 5 years):

Add multiple revenue lines, one in which we launch a physical product that also improves and regulates sleep (like a watch, a pillow, a mattress, sound product that helps users sleep better).
To become accredited by reliable professionals,who will refer clients to our app when they want to track sleep and improve wellness, these professionals will also get a user discount if they work side by side with us and we add a commission to the referrals.
Expand product offerings to include integrated sleep-support products (I.E., wearable compatibility, sleep accessories like pillows and table lamps)
Host international events over the importance of sleep in different countries, this will also shed advertising on our brand by adding QR codes for individuals to download.

DORMIA

TARGET MARKET & INDUSTRY

Target Market
& Industry

4. Target market

Dormias target market consists of individuals and companies that are seeking solutions to better sleep quality, regulate patterns of sleep and enhance all in all well being. Main users include young professionals and university or graduate students that experience irregular schedules, high level stress and sleep disturbances due to demanding lifestyles. The platform also targets shift workers and employees with non traditional work hours who face problems with maintaining consistent sleep routines and circadian alignment. Dormia also supports individuals managing anxiety or wellness related problems who are actively seeking tools for sleep tracking and self improvement. Beyond individual consumers the company aims to serve employers and educational institutions interested in improving productivity, reducing absenteeism, and promoting healthier lifestyle habits among their members.

Primary Target Market:

Ages 18 to 35 years old as these individuals have high levels of sleep disturbances linked to stress and screen exposure. This target group is highly engaged in technology and mobile applications hence they are more likely to adopt solutions that will aid overall self improvement and wellness programs.

Secondary Target Market:

Employees working nontraditional shifts (I.E: nurses, pilots and rotational shift employees). Employers and educational institutions seeking to improve productivity and wellbeing.

5. Industry

The digital sleep market has expanded rapidly due to:

The rising prevalence of sleep disorders among young adults.
Increased use of technology and mobile phones.
Increasing adoption of wearable health technologies among people.

These Industries can be listed into three main segments:

Sleep tracking applications.
Meditation and relaxation platforms.
Clinical digital therapeutics.

At present, there is a noticeable gap between applications that simply track sleep data and solutions that actively guide users toward long-term behavioral change. Many existing platforms provide users with statistics and insights however they do not offer structured frameworks that help individuals build sustainable sleep habits.

Dormia seeks to address this gap by combining behavioral science principles with digital tracking tools in a way that supports real habit formation. Instead of only presenting information, the platform is designed to help users understand their sleep patterns and make practical adjustments to improve them.

By focusing on personalization, preventative wellness, and user-centered design, Dormia aims to establish a strong position within the growing digital sleep-health market while clearly differentiating itself from applications that focus solely on meditation content or passive data monitoring.

Dormia positions itself within the Digital Health and Digital Therapeutics (DTx) industry, a growing sector influenced by rising awareness of mental well-being, ongoing technological innovation and the demand for more personalized health solutions. This positioning allows Dormia to contribute to a modern approach to sleep and wellness management.

DORMIA

COMPETITIVE EDGE & LEGAL

Competitive
Advantage

6. Competitive Advantage:

Dormia differentiates itself structurally and strategically making it more personalized rather than cosmetically.

Sleep applications that individuals already use are listed under these categories:

Passive Sleep Tracking (I.E, Sleep Cycle).
Meditation & Relaxation Applications (I.E, Calm and Headspace).
General Wellness Monitoring Tools.

Dormia's competitive advantage lies in its integration of three components, we will use these aspects with the help of AI tools to make the experience more personalized for users:

Sleep tracking analytics.
Structured behavioral guidance
Habit formation mechanism focused on the circadian rhythm alignment.

Unlike competitors that stop at awareness, Dormia is made to guide users through actionable adjustments based on their chronotype, daily schedule and stress patterns. The platform emphasizes long-term behavioral change rather than short term relaxation, with that said - we also strongly believe that we will never run out of business because sleep is a need, not a want.

7. Legal structure

Dormia is established as a Limited Liability Company (LLC). The LLC structure was chosen because it:

Protects the owners personal assets from business liabilities.
Provides operational flexibility suitable for startups.
Allows future investment and partnership opportunities.
Simplifies taxation and management compared to corporations.

Ownership Structure:

Faisal Shurafa – Co-Founder – 33.3% ownership
Jude Shaheen – Co-Founder – 33.3% ownership
Rahaf Al-Bishawi – Co-Founder – 33.3% ownership

Ownership is equally divided among the three founders that reflect shared responsibility in decision making, operations and strategic development of the company.

            After reading the Company Description, the reader should have a basic understanding of your business's mission and vision, goals, target market, competitive landscape and legal structure.
        

Use the Company Description worksheet on the next page to help you complete this section.

Worksheet

DORMIA

COMPANY DESCRIPTION WORKSHEET

Company
Description
Worksheet

Business Name	Dormia
Company Mission Statement	We exist to make quality sleep accessible and prioritized helping people improve their way of living and daily well-being
Company Philosophy/Values	We believe that better sleep leads to a better life. Our philosophy is to provide trustworthy and reliable sleep tracking solutions that empower people to understand, improve, and transform their daily well-being.
Company Vision	We empower better nights to unlock better days.
Goals & Milestones	Establish Market Presence Position the company as an emerging solution in the digital sleep-health industry. Reach a high rating on app stores ,improve feedback and fix bugs Achieve the first 1,000–10,000 downloads.
Target Market	Young Professionals Academic Students Employees with non traditional working hours Clients who face anxiety or who are overthinkers Employers and educational institutions
Industry/Competitors	Calm Sleep Cycle Headspace Pzizz Sleepio
Legal Structure/Ownership	Faisal Shurafa – Co-Founder – 33.3% ownership Jude Shaheen – Co-Founder – 33.3% ownership Rahaf Al-Bishawi – Co-Founder – 33.3% ownership Ownership is equally divided among the three founders that reflect shared responsibility in decision-making, operations and strategic development of the company.

DORMIA

PRODUCTS & SERVICES

III. Products & Services

This section expands on the basic information about your products and services included in the Executive Summary and Company Description. Here are some items to consider:

1. Product Overview

Dormia offers a digital sleep health platform designed to help individuals improve their sleep quality through personalised tracking, behavioural improvements, and circadian rhythm alignment. The service will be delivered as a mobile application available on both iOS and Android devices.

Unlike traditional sleep applications that focus primarily on passive sleep tracking, Dormia combines sleep data analytics with structured habit-formation strategies to promote long-term sleep improvement. The application analyses users' sleep patterns and daily routines in order to generate personalised recommendations that help regulate sleep cycles and support overall well-being.

Dormia will be distributed through mobile application stores, allowing users to easily download and access the platform. The development of the application will involve software developers, cloud storage providers for secure data management, and potentially partnerships with wearable technology companies in the future to enhance tracking accuracy.

Our core product features will include the following:

1. Sleep Tracking Dashboard
Provides users with a clear overview of sleep duration, bedtime consistency, and circadian rhythm alignment. The dashboard will use phone-based inputs such as motion detection, bedtime logs, screen usage, and ambient light to estimate sleep patterns without requiring wearable devices.
2. Chronotype Onboarding
During the initial setup, users complete a short assessment that identifies their chronotype (e.g., night owl or early riser) and lifestyle habits. This allows the system to tailor sleep recommendations according to the user's natural sleep tendencies and daily schedule.

DORMIA

CORE FEATURES

Core Features
& Habit Building

3. Habit Plan Builder
Dormia generates a structured habit plan designed to gradually improve sleep behaviour. Examples include consistent wake-up times, caffeine cut-off reminders, reduced late-night screen exposure, and optimised bedtime routines.
4. Daily Check-In System
Users can log factors that influence sleep quality, such as stress levels, caffeine intake, late-night device usage, naps, and exercise timing. These inputs allow the system to refine recommendations and personalise behavioural suggestions.
5. Weekly Progress Review
The application summarises weekly sleep performance using indicators such as sleep consistency score and circadian alignment score. These metrics help users monitor improvement and maintain long-term sleep habits.

Future Product Expansion and Development Roadmap:

Dormia's development will follow a phased product roadmap to ensure that the core mobile platform is validated before expanding into additional products.

Phase 1 – Mobile Application (Initial Launch)

The first stage will focus on launching the Dormia mobile application using phone-based tracking and behavioural habit-formation tools. This phase will prioritise sleep tracking, personalised recommendations, habit-building features, and circadian rhythm analysis.

DORMIA

FUTURE EXPANSION

Phase 2 & 3
Wearable & Accessories

Phase 2 – Wearable Device Integration

Once the platform gains user traction, Dormia may expand to integrate with wearable technologies such as smartwatches and fitness trackers. Wearable integration would allow more precise sleep tracking and enhance the accuracy of sleep analytics.

Phase 3 – Optional Sleep Accessories and Partnerships

In the longer term, and based on validated user demand, Dormia may explore partnerships with sleep-product manufacturers to offer optional accessories such as smart pillows or sleep-monitoring devices. These products would complement the digital platform and expand Dormia's sleep-health ecosystem.

This phased approach ensures that the core application is fully developed and validated before introducing additional hardware or accessory-based solutions.

Market Analysis

DORMIA

THE ROOT PROBLEM

2. The
Root Problem

Sleep disruption is a growing issue among young adults, particularly university students and early-career professionals aged 18–30 who often experience academic pressure, irregular schedules, and high levels of digital device use. Research shows that around 70% of college students report insufficient sleep, while many also experience daytime fatigue and difficulty maintaining alertness during the day.

In addition, studies indicate that 40–60% of college students experience significant sleep problems, including irregular sleep schedules and reduced sleep duration. These disruptions can negatively impact students' academic performance, mental health, and overall well-being. Sleep deprivation has been linked to reduced concentration, impaired memory, and decreased productivity in both academic and professional environments.

Despite growing awareness of sleep health, many existing applications in the digital health market focus mainly on passive sleep tracking or short-term relaxation methods such as meditation. While these tools help users become aware of their sleep patterns, they often lack structured systems that guide users toward meaningful behavioural change.

Dormia aims to address this gap by converting sleep data into actionable behavioral strategies. The platform helps users improve their sleep through structured habit-formation mechanisms such as consistent wake-time scheduling, caffeine cut-off reminders, reduced late-night screen exposure, and daily routine tracking that monitors factors such as stress levels, exercise timing, and sleep consistency. By focusing on behavioural change rather than awareness alone, Dormia helps users gradually align their circadian rhythm and build sustainable sleep habits over time.

Competitive Strategy

DORMIA

DIFFERENTIATION & DEFENSIBILITY

3. Differentiation
& Defensibility

At the current stage of development, Dormia does not hold an issued patent or patent-pending technology. However, the platform's competitive advantage lies in its structured behavioral framework that integrates sleep analytics with personalised habit-formation mechanisms designed to support long-term sleep improvement.

Unlike many existing sleep applications that primarily focus on passive sleep tracking or relaxation content, Dormia is designed to actively guide users through behavioral change using data-driven recommendations and structured habit plans. The platform differentiates itself through three key mechanisms:

1. Personalization Logic

Dormia generates personalised recommendations by analysing multiple behavioural variables that influence sleep quality. These variables include the user's chronotype, daily schedule, stress indicators, sleep consistency patterns, and adherence history to previous recommendations. By combining these factors, the system produces individualised guidance that adapts to each user's lifestyle rather than offering generic advice.

2. Structured Habit Programs

The platform builds progressive sleep-improvement plans that guide users through gradual behavioural adjustments. These plans may include consistent wake-time targets, caffeine cut-off reminders, reduced late-night screen exposure, and optimised bedtime routines. Each programme is organised into incremental weekly goals, allowing users to improve their sleep habits gradually while monitoring adherence and progress over time.

3. Adaptive Feedback Loop

Dormia continuously evaluates user progress through sleep-tracking data and behavioural inputs. If a user struggles to follow recommended habits, the system adjusts the plan by simplifying goals, modifying timing, or reducing behavioural friction. This adaptive feedback system helps maintain user engagement and increases the likelihood of long-term habit adoption.

Over time, Dormia intends to develop proprietary algorithms that analyse sleep consistency and circadian rhythm alignment. For example, early platform versions may introduce metrics such as a sleep consistency score and a circadian alignment score, which could later form the foundation for intellectual property protection or patent applications as the technology evolves.

Another factor contributing to Dormia's defensibility is the integration of onboarding assessment, habit-formation systems, and sleep analytics into a single behavioural workflow. During onboarding, users provide information about their chronotype, schedule, stress levels, and lifestyle habits. Over time, Dormia collects behavioural data related to sleep consistency, daily routines, and habit adherence. This allows the platform to gradually build a dataset focused on the sleep behaviours of university students and young professionals. As this dataset grows, the platform's recommendations become increasingly personalised, creating a system that becomes more effective with usage and more difficult for competitors to replicate quickly.

Additionally, Dormia may pursue future partnerships with wearable technology providers to enhance sleep-data accuracy and platform functionality. While these partnerships would not initially be exclusive, they could strengthen the platform's technical capabilities and competitive positioning in the digital sleep-health market.

Therefore, although Dormia does not currently rely on patents or exclusive supplier agreements, its defensible advantage lies in the integration of personalised behavioural guidance, structured habit programmes, and adaptive feedback systems within a single sleep-improvement platform.

Business Model

DORMIA

PRICING & PACKAGING

Pricing and
Packaging Strategy

Dormia will operate using a freemium pricing model, which is commonly used in digital health and wellness applications. The basic version of the application will be available for free and will include core features such as sleep tracking, basic sleep insights, and limited habit-formation tools. For example, users in the free version may track their sleep patterns, view simple sleep summaries, and set a limited number of habit reminders.

Premium features will be offered through a monthly subscription estimated at $6–$10 per month. This pricing range is competitive compared with other wellness and sleep applications. For example, Calm and Headspace both offer premium subscriptions at approximately $12–$13 per month, making Dormia slightly more affordable while still offering advanced features.

The premium subscription will provide access to enhanced functionality, including advanced sleep analytics, personalised habit-building programmes, expanded habit tracking, wearable device integration, and more detailed sleep insights.

This freemium structure allows Dormia to attract users through the free version while encouraging upgrades for users seeking deeper personalisation and more advanced sleep-improvement tools. The model also supports early user acquisition and market penetration among the platform's primary target market of university students and young professionals.

Include any product or service details, such as technical specifications, drawings, photos, patent documents and other support information in the Appendices.

After reading the Products & Services section, the reader should have a clear understanding of what your business does, what problem it solves for customers, and the unique selling proposition that makes it competitive.

Use the Product and Service Description Worksheet on the next page to help you complete this section.

Worksheet

DORMIA

PRODUCT & SERVICE DESCRIPTION

Product & Service
Description Worksheet

Business Name	Dormia
Product/Service Idea	Dormia is a digital sleep health platform developed to help individuals better improve their sleep quality through personalised tracking, behavioural guidance and circadian rhythm alignment. The application merges sleep data analytics with structured habit formation tools to support long-term sleep improvement rather than short-term relaxation. The platform mainly aims to bridge the gap between passive sleep monitoring and actionable behavioural change.
Special Benefits	Promotes a sustainable sleep improvement through structured habit formation Align users' circadian rhythm according to their personalized sleep patterns Supports an individual with anxiety, irregular schedules, and generally digital overexposure Increases productivity, mental clarity, and general well-being Offers preventative wellness support as opposed to reactive support
Unique Features	Personalized sleep improvement plans based on user behavior Circadian rhythm alignment guidance Habit tracking system with emphasis on consistency and routine Behavioral prompts and recommendations based on sleep data Integration capability with wearable devices (future expansion) Structured progress monitoring rather than passive tracking Dormia sets itself apart from the competition by applying behavioral science principles in tandem with digital monitoring tools to drive measurable results for sleep improvement.
Limits and Liabilities	Dormia does not replace medical diagnosis and treatment of clinical sleep disorders The effectiveness of Dormia depends on user consistency and engagement. The accuracy of data depends on the quality of input from wearables/devices. Regulatory approval is required if it is to be classified as Digital Therapeutics (DTx).
Production and Delivery	Dormia will be designed as a mobile application that will be available for iOS and Android platforms. The service will be provided electronically via the app stores. Continuous updates will be made based on user feedback and system improvements. Future expansion of production will include the integration of physical sleep support items and wearable technology
Suppliers	App development platforms and software developers Cloud storage and data management providers Wearable technology integration partners but future stage Digital marketing and distribution platforms
Intellectual Property Special Permits	Trademark registration for the Dormia brand name and logo Copyright protection for application content and interface design Data privacy compliance under applicable digital health regulations Potential regulatory considerations if positioned under Digital Therapeutics (DTx)
Product/Service Description	Dormia is a digital sleep health application created to address the increasing problem of irregular sleep patterns among young adults. Unlike other sleep-tracking applications, Dormia is designed not only for monitoring sleep patterns but also for incorporating behavioral strategies and techniques for developing sleep habits. Dormia is created for users who want to know more about their sleep cycles and circadian rhythm, and who want to create a sustainable sleep routine at night. Using a user-centric approach, Dormia is designed to improve sleep quality and increase productivity.

DORMIA

MARKETING PLAN

IV. Marketing Plan

Market Research

Primary Research Findings:

Demographics of Respondents

The majority of respondents fall within the 18–22 age group (58.2%), followed by 23–26 (18.9%), indicating that the survey primarily represents young adults and university students, which aligns with Dormia's target market. In terms of gender distribution, 63.6% of respondents were female and 36.4% male, providing a balanced perspective on sleep habits across genders. Additionally, 63.9% of respondents were undergraduates, while 30.3% were postgraduate students, confirming that the survey effectively captures the sleep challenges faced within academic environments.

Prevalence of Sleep Problems

The survey results indicate that sleep issues are highly common among the target demographic.

59% of respondents reported experiencing sleep problems, such as difficulty falling asleep or maintaining consistent sleep schedules.
An additional 31.1% reported experiencing sleep problems sometimes, meaning that over 90% of respondents experience sleep issues at least occasionally.

This finding highlights the strong need for tools that support better sleep habits and routines.

Key Factors Affecting Sleep

Respondents identified several major factors influencing their sleep quality. The most common factors include:

These results show that sleep disruption among young adults is often linked to lifestyle habits, stress, and academic demands, which supports Dormia's focus on behavioral habit formation and routine management.

Market Research

DORMIA

CURRENT USE & FEATURES

Current Use &
User Preferences

Current Use of Sleep Applications

Despite the prevalence of sleep issues, the majority of respondents reported not currently using sleep-related applications:

73.8% do not use sleep apps
Only 9% currently use sleep-related applications

This indicates a significant opportunity for new solutions that better meet user needs.

Among those who do use sleep tools, common options include:

Smartwatches or wearable devices Sleep Cycle Calm Phone-based sleep tracking

Features Users Want in Sleep Apps

Respondents expressed strong interest in features that go beyond simple sleep tracking, such as:

These findings support Dormia's positioning as a behavior-focused sleep improvement platform rather than a passive tracking app.

Market Research

DORMIA

WILLINGNESS TO PAY & DEMAND

Willingness to Pay
& Market Demand

Willingness to Pay

When asked about willingness to pay for a premium sleep app:

A smaller percentage indicated willingness to pay higher subscription fees.

This suggests that a low-cost freemium model with affordable premium features would be suitable for the student market.

Interest in the Proposed Solution

The survey results also show strong interest in a sleep app focused on personalized habits and routines.

This indicates that over 90% of respondents show some level of interest, suggesting strong potential demand for a solution like Dormia.

Overall, the survey results confirm that sleep problems are highly prevalent among students and young adults, while existing applications do not fully address users' needs for personalized guidance and habit-building tools. This creates a clear opportunity for Dormia to provide a more comprehensive and behavior-focused sleep improvement platform.

Market Research

DORMIA

SECONDARY MARKET FINDINGS

Secondary
Market Findings

Growth of the Digital Health Industry

The digital health industry has experienced rapid growth in recent years due to increased smartphone usage and rising awareness of personal health management. According to Statista, the global digital health market was valued at approximately $330 billion in 2022 and is expected to exceed $650 billion by 2030. This growth reflects increasing consumer reliance on mobile applications and wearable technologies to monitor and improve health outcomes.

Source: https://www.statista.com/topics/2404/digital-health/

Prevalence of Sleep Problems

Sleep deprivation is a widespread issue globally, particularly among young adults. According to the Sleep Foundation, approximately 35% of adults report sleeping fewer than the recommended 7 hours per night. Poor sleep quality has been linked to increased stress, reduced academic performance, and lower productivity.

Source: https://www.sleepfoundation.org/how-sleep-works/how-much-sleep-do-we-really-need

Sleep Problems Among Students

Research indicates that university students are particularly vulnerable to sleep disruption due to academic stress, irregular schedules, and digital device usage. Studies show that over 60% of college students experience poor sleep quality.

Source: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7447398

Market Research

DORMIA

SECONDARY MARKET FINDINGS

Market Growth
& Implications

Growth of Sleep Technology and Wellness Apps

The sleep technology market including sleep tracking apps, wearable devices, and digital wellness platforms continues to expand as consumers seek tools to improve sleep habits. According to Grand View Research, the global sleep technology market is projected to grow significantly due to increasing awareness of sleep health and the adoption of digital monitoring tools.

Source: https://www.grandviewresearch.com/industry-analysis/sleep-tech-devices-market

Implications for Dormia

Both primary and secondary research indicate that sleep problems are widespread among young adults and students, while demand for digital wellness solutions continues to grow. These trends support the development of Dormia as a platform designed to provide personalized sleep improvement tools and habit-building strategies that address the needs of this demographic

Total Size of the Industry

The global digital health market has experienced rapid growth in recent years due to increasing smartphone use and growing awareness of mental and physical wellness. According to market research reports, the global digital health market was valued at over $330 billion in 2022 and is expected to continue growing significantly in the coming years. Within this industry, sleep technology and wellness applications represent an expanding segment as more individuals seek solutions to improve sleep quality.

Market Research

DORMIA

INDUSTRY TRENDS & TARGET MARKET

Industry Trends
& Target Market

Industry Trends

The digital wellness and sleep health industry is growing rapidly - driven by several key trends, such as:

Increased awareness of the importance of sleep for mental health and productivity.
Rising use of mobile health applications.
Growing interest in personalized health tracking and data-driven wellness tools.
Integration of wearable technology and AI-powered health analytics.

These trends indicate a strong and growing demand for digital solutions that help users manage sleep patterns and improve overall well-being.

Size of the Target Market

Dormia's primary target market consists of university students and young professionals aged 18–30 who experience irregular sleep patterns due to academic pressure, work schedules, and digital overexposure. This demographic represents a large global market, as millions of young adults rely heavily on smartphones and wellness applications. Because sleep problems are common among students and early-career professionals, Dormia has the potential to attract a significant number of users within this segment.

Trends in the Target Market

Customer preferences in the wellness industry are shifting toward personalised and technology-driven solutions. Many users are no longer satisfied with simple sleep tracking and are looking for tools that provide actionable recommendations and behavioural guidance. As awareness of mental health and productivity continues to grow, demand for sleep improvement applications is expected to increase. This creates an opportunity for Dormia to provide a platform that goes beyond passive tracking and supports long-term behavioural change in sleep habits.

Market Entry Strategy

DORMIA

BARRIERS TO ENTRY

1. Barriers
to entry

As a digital health startup entering the competitive sleep and wellness application market, Dormia may face several barriers to entry. However, strategic planning and partnerships can help minimize these challenges.

1. High Development Costs

Developing a reliable mobile application with sleep analytics, habit-tracking algorithms, and secure data systems requires significant investment in software development and cloud infrastructure.

How Dormia will address it: Dormia will initially launch a minimum viable product (MVP) focusing on core features such as sleep tracking and habit guidance. This allows the company to control development costs while gradually expanding functionality as user adoption grows.

2. Brand recognition challenges

Dormia is entering a market with established competitors such as Calm, Headspace, and Sleep Cycle, which already have strong brand recognition and large user bases.

How Dormia will address it: Dormia will differentiate itself through behaviour-based sleep improvement strategies, targeting students and young professionals specifically. Marketing efforts will focus on social media campaigns, university communities, and student ambassador programmes to build early brand awareness. In addition to that, individuals will even support the idea more since it's a local application – rather than an international and foreign one.

3. High Marketing and User Acquisition Costs

Digital applications often require significant marketing investment to attract and retain users.

How Dormia will address it: Dormia will utilize cost-efficient digital marketing strategies, including influencer partnerships, campus promotion programmes, and referral incentives to encourage organic user growth.

4. Need for specialised technology and Expertise

Developing accurate sleep analytics and behavioral recommendation systems requires expertise in data analytics, behavioral science, and mobile app development.

How Dormia will address it: Dormia plans to collaborate with sleep researchers, data analysts, and software developers, while also forming partnerships with technology providers and wearable device platforms in later development stages.

5. Data Privacy and Health Regulations

Because Dormia collects user health and sleep data, it must comply with data protection and digital health regulations.

How Dormia will address it: Dormia will implement strong data privacy policies, encrypted data storage, and compliance with international digital health standards to ensure user trust and regulatory compliance.

To better understand the external factors that may influence Dormia's development and market entry, a PESTEL analysis was conducted. This framework examines the political, economic, social, technological, environmental and legal factors that may impact the digital sleep health industry and the future growth of Dormia.

Strategic Analysis

DORMIA

THREATS & OPPORTUNITIES

6. Threats and
opportunities

Once your business surmounts the barriers to entry you mentioned, what additional threats might it face? Explain how the following could affect your startup:

Changes in government regulations
Changes in technology
Changes in the economy
Changes in your industry

Use the SWOT Analysis Worksheet on the next page to identify your company's weaknesses and potential threats, as well as its strengths and the potential opportunities you plan to exploit.

Opportunities

One of the main opportunities for Dormia is the growing awareness of sleep health and mental well-being, especially among students and young professionals who often experience irregular sleep patterns due to academic stress, screen exposure, and demanding schedules. This increasing awareness creates a favorable environment for digital solutions that help users improve their sleep habits.

The continued growth of the digital health and wellness industry also provides opportunities for Dormia to expand its services. As mobile health applications and wearable devices become more widely used, Dormia may benefit from future integrations with wearable technology to improve sleep tracking accuracy and provide more personalized insights.

Additionally, Dormia has the opportunity to build partnerships with healthcare professionals, wellness organizations, and universities, which can strengthen the platform's credibility and support user growth. As discussed in the barriers to entry section, strategic collaborations and gradual product development can help Dormia overcome challenges such as limited brand recognition and early-stage development resources.

Finally, the platform may attract startup funding or investment as the demand for digital health technologies continues to grow globally.

Threats

Despite these opportunities, Dormia may face several external threats. One major challenge is the strong competition from established sleep and wellness applications, such as Calm, Headspace, and Sleep Cycle, which already have strong brand recognition and large user bases. This competition increases the barrier to entry and may make it more difficult for Dormia to gain market share in the early stages.

Another potential threat is the rapid pace of technological change, which requires continuous platform updates and improvements. As mentioned in the barriers to entry section, maintaining and developing new features may require ongoing investment in technology and skilled developers.

Dormia may also face changes in data privacy regulations and digital health policies, particularly when handling user health and behavioral data. Compliance with these regulations is necessary to maintain user trust and avoid legal challenges.

Additionally, economic conditions and user behavior may affect the platform's revenue model. Since Dormia operates under a freemium subscription model, some users may prefer free alternatives, which could impact premium subscription conversion rates.

Strategic Analysis

DORMIA

SWOT ANALYSIS WORKSHEET

SWOT Analysis
Worksheet

Category	Strengths	Weaknesses	Opportunities	Threats
Product/Service Offering	Offers detailed sleep pattern analysis and tailored recommendations for improved sleep quality. unique features like AI sleep coaching and real-time analytics	Users must use their phones before sleep Some features unlock when users first pay a subscription fee	Partnerships and Collaborations Strategic alliances with healthcare institutions and tech firms enhance credibility	intense competition User may switch to another free alternative
Brand/Marketing	24/7 customer support available Soothing design and colors that help building relationships with users	Questioning the trust and accuracy of AI-driven Building a brand may takes time High market saturation	Viral social media campaigns about sleep emerging economies	Fast changing trends Sleep app requires strong user loyalty High investment costs
Staff/HR	Founders understand target users Agile and flexible startup team Multidisciplinary knowledge base	Limited early-stage team size Dependence on external developers Limited hiring budget initially	Collaboration with sleep experts Recruitment of AI/data specialists Introduce student ambassador program	Competition for skilled developers Limited early-stage funding Rapid technological change
Finance	Low digital distribution costs Scalable subscription model Freemium user acquisition strategy	High initial development costs Dependence on subscription conversion Ongoing cloud and maintenance costs	Growing digital health market Corporate wellness partnerships Potential startup funding or investment	High user acquisition costs Strong competition from major apps Subscription fatigue among users
Operations/Management	Simple digital platform Low operational costs Small flexible team Easy updates and feature improvements	Limited technical resources Small development team Dependence on app performance	Partnering with health and wellness experts Adding new sleep tracking features Integration with wearable devices	Technical issues or app bugs High development costs Data privacy concerns
Market	Growing awareness about sleep health Large global user base Increasing demand for wellness apps	New brand with low recognition Need to gain user trust Competitive wellness app market	Growth of digital health industry Partnerships with health organizations Expansion to international markets	Strong competition from existing sleep apps Rapid technology changes Market saturation in wellness apps

Can any of your strengths help with improving your weaknesses or combating your threats? If so, please describe how below.

Yes. Dormia's simple digital platform, low distribution costs, and scalable subscription model help address financial and operational weaknesses during the early stages of development. Because the product is digital, the company can update features quickly and improve the app based on user feedback, which helps reduce risks related to technical limitations and changing market trends. Moreover, the founders understanding of the target users allows Dormia to design solutions that directly address real sleep problems faced by students and young professionals. This user-centered approach can help the platform compete with established sleep apps and build stronger user trust despite limited brand recognition in the early stages.

Strategic Planning

DORMIA

GOALS & NEXT STEPS

Immediate &
Long-term Goals

Based on the information above, what are your immediate goals/next steps?

The immediate goals for Dormia include developing the initial version of the mobile application, focusing on core features such as sleep tracking, habit-building tools, and personalized recommendations. The team will also begin testing the platform with a small group of users, particularly university students to gather feedback and improve functionality. Additionally, Dormia aims to establish partnerships with health experts and technology developers while building early brand awareness through digital marketing and social media campaigns targeting young adults and students.

Based on the information above, what are your long-term goals/next steps?

In the long term, Dormia aims to expand its user base and strengthen its position in the digital health market by continuously improving its sleep analytics and personalization features. Future development might include integration with wearable technology and advanced data analysis to provide more accurate sleep insights. The company may also explore partnerships with health organizations, corporate wellness programs and international markets to scale the platform and reach a broader audience. Over time, Dormia could expand its ecosystem by offering additional sleep-related products or services, strengthening its role in the digital wellness industry.

Product Strategy

DORMIA

FEATURES & AFTER SALES

7. Product/service
features and benefits

Describe all of your products or services, being sure to focus on the customer's point of view. For each product or service:

Describe the most important features. What is special about it?
Describe the most important benefits. What does it do for the customer?

Product and Service Feature	Customer Benefit
Sleep Tracking Dashboard	Helps users understand their sleeping habits and identify patterns affecting their sleep quality.
Personalized Sleep Improvement Plans	Allows users to follow structured guidance to improve sleep routines and overall well-being.
Stress and Routine Monitoring	Enables users to recognize triggers affecting their sleep and make better lifestyle adjustments.
Weekly Sleep Progress Reports	Motivates users by showing measurable improvements in sleep quality and consistency.
Mobile App Accessibility	Allows users to easily access sleep insights anytime and manage their sleep routines conveniently.
Ongoing Updates and Support	Ensures continuous improvement of the platform and provides assistance when needed.

In this section, explain any after-sale services you plan to provide, such as:

Product delivery
Warranty/guarantee
Service contracts
Ongoing support
Training
Refund policy

After Sales Services:

Dormia will provide several after-sales services to ensure a positive user experience and continuous improvement of the platform.

Product Delivery: Dormia will be delivered digitally through mobile application stores (Apple App Store and Google Play Store). Users will be able to download the application directly to their smartphones and create an account to begin using the platform.

Warranty / Guarantee: Dormia will ensure that the application operates reliably and securely. Regular software updates and bug fixes will be implemented to maintain functionality and improve performance.

Service Contracts: Dormia will operate under a freemium subscription model. Users can access basic features for free, while premium services such as advanced sleep analytics and personalized sleep improvement plans will be available through a monthly subscription.

Ongoing Support: Users will have access to in-app customer support and help resources, including FAQs and troubleshooting assistance. Continuous updates will also be provided to enhance features and improve user experience.

Training: Dormia will provide in-app guidance and onboarding tutorials to help users understand how to track their sleep patterns, use habit-building tools, and interpret sleep reports effectively.

Refund Policy: Users who subscribe to the premium plan will have the option to cancel their subscription at any time. A 7-day refund period will be offered for new premium subscribers to ensure customer satisfaction.

Customer Analysis

DORMIA

TARGET CUSTOMER

8. Target
customer

Describe your target customer. (This is also known as the ideal customer or buyer persona.) You may have more than one target customer group. For instance, if you sell a product to consumers through distributors, such as retailers, you have at least two kinds of target customers: the distributors (businesses) and the end users (consumers). Identify your target customer groups, and create a demographic profile for each group that includes:

For consumers:

Age
Gender
Location

For businesses:

Industry
Location
Size

Target Customer

Income
Occupation
Education level
Stage in business (startup, growing, mature)
Annual sales

Dormia primarily targets individuals who experience irregular sleep patterns and are looking for digital tools to improve their sleep habits and overall well-being. The platform focuses on young adults who are highly engaged with mobile technology and interested in improving their lifestyle and productivity.

Dormia primarily targets young adults who experience irregular sleep patterns due to academic pressure, stress, and digital overuse. Based on our survey results, most respondents fall within the 18–26 age group, many of whom are university students, making them the most relevant users for the application. These individuals are already comfortable using mobile apps and are interested in improving their productivity, health, and daily routines.

In addition to individual users, Dormia also considers organisations such as universities, wellnessprogrammes, and companies as potential secondary customers. These institutions may adopt the platform to support student or employee well-being initiatives. By addressing both individual users and organisations, Dormia can expand its reach while promoting healthier sleep habits within the wider community.

Competitive Analysis

DORMIA

KEY COMPETITORS

9. Key
competitors

One of the biggest mistakes you can make in a business plan is to claim you have "no competition". Every business has competitors. Your plan must show that you've identified yours and understand how to differentiate your business. This section should:

List key companies that compete with you (including names and locations), products that compete with yours and/or services that compete with yours. Do they compete across the board, or just for specific products, for certain customers or in certain geographic areas?

Also include indirect competitors. For instance, if you're opening a restaurant that relies on consumers' discretionary spending, then bars and nightclubs are indirect competitors.

Use the Competitor Data Collection Plan on the next page to brainstorm ways you can collect information about competitors in each category.

Competitor Data Collection Plan

Competitors

Competitors	Calm	Headspace	Sleep Cycle
Price	Free + $70/year premium	Free + $70/year premium	Free + $40/year premium
Benefits/Features	1. Sleep stories, 2. Meditation, 3. relaxing sounds	1. Guided meditation, 2. mindfulness programs, 3. sleep content	1. Sleep tracking smart alarm, 2. sleep analysis
Size/profitability	Large global user base leading wellness app	Global platform used by individuals & companies	Widely used sleep tracking app worldwide
Market strategy	Focus on relaxation & stress reduction	Focus on mental health & mindfulness	Focus on sleep tracking & data insights

Competitive Analysis Worksheet

For each factor listed in the first column, assess whether you think it's a strength or a weakness (S or W) for your business and for your competitors. Then rank how important each factor is to your target customer on a scale of 1 to 5 (1 = very important; 5 = not very important). Use this information to explain your competitive advantages and disadvantages.

FACTOR	Dormia	Competitor A	Competitor B	Competitor C	Importance to Customer
Products	4	5	5	4	5
Price	5	3	3	4	5
Quality	4	5	5	4	5
Selection	3	5	5	3	4
Service	4	5	5	4	4
Reliability	3	5	5	4	5
Stability	3	5	5	4	4
Expertise	3	5	5	4	4
Company Reputation	2	5	5	4	5
Location	5	5	5	5	2
Appearance	4	5	5	4	3
Sales Method	5	5	5	5	4
Credit Policies	5	4	4	4	3
Advertising	3	5	5	3	4
Image	3	5	5	4	4

Strategic Positioning

DORMIA

POSITIONING & NICHE

11. Positioning/
Niche

Now that you've assessed your industry, product/service, customers and competition, you should have a clear understanding of your business's niche (your unique segment of the market) as well as your positioning (how you want to present your company to customers). Explain these in a short paragraph.

                A behaviour-driven sleep solution that helps users build long-term sleep habits, not just track or relax.
            

Dormia is positioned as a personalised sleep improvement platform that goes beyond traditional sleep tracking and relaxation apps by focusing on behavioural change and circadian rhythm alignment. While competitors such as Calm and Headspace emphasise meditation and relaxation, and Sleep Cycle focuses mainly on tracking, Dormia targets a niche of young adults—especially university students and early professionals—who struggle with irregular sleep patterns due to stress, academic pressure, and digital overuse. The platform combines sleep data analytics with habit-building tools to help users develop sustainable routines and long-term improvements in sleep quality.

By offering an affordable, user-centred, andbehaviour-driven solution, Dormia positions itself as a practical and results-orientated alternative within the digital sleep health market.

Dormia's Competitive Advantage:

Dormia's competitive advantage is built on elements that become stronger and harder to replicate over time.

Scaling Advantage:

Dormia's advantage strengthens over time as more users generate data, improving personalization and making the platform increasingly valuable and difficult for competitors to replicate.

Marketing Strategy

DORMIA

HOW YOU WILL MARKET

10. How you will
market your product/service

In this section, explain the marketing and advertising tactics you plan to use.

Advertising may include:

Online
Print
Radio
Cable television
Out-of-home

Which media will you advertise in, why and how often?

Marketing may include:

Business website
Social media marketing
Email marketing
Mobile marketing
Search engine optimization
Content marketing
Print marketing materials (brochures, flyers, business cards)
Public relations
Trade shows
Networking
Word-of-mouth
Referrals

What image do you want to project for your business brand?

What design elements will you use to market your business? (This includes your logo, signage and interior design.) Explain how they'll support your brand.

Dormia will adopt a campus-first marketing strategy, focusing on university students as the primary entry point into the market. The strategy begins by building strong traction within universities through student ambassadors, peer influence, and real user validation before expanding to broader digital channels.

This approach allows Dormia to:

Target a high-need segment (students with sleep issues).
Build trust through peer communities.
Validate the product early before scaling.

1. Primary Channel (User Acquisition)

Campus ambassadors
University partnerships
Student communities.

2. Supporting Channels (Awareness + Engagement)

Social media (TikTok, Instagram).
Influencer content.
Educational sleep content.

3. Scaling Channels (After Validation)

Paid ads (Meta + TikTok).
Referral programs.
App store optimization.

Reach (Build Awareness)

Dormia will focus on digital channels to reach its primary target market of university students and young professionals. This includes:

Social media marketing (Instagram, TikTok) with short-form content about sleep habits.
Influencer collaborations with student creators and wellness pages.
Paid ads targeting users interested in productivity, health, and lifestyle improvement.
University-based promotion (student ambassadors, campus events).

Reach (Build Awareness)

Dormia will focus on digital channels to reach university students and young professionals, using platforms such as Instagram and TikTok. Content will center around sleep improvement, stress management, and daily routines.

Marketing decisions are based on key user insights:

High stress and poor sleep quality → Messaging will focus on stress reduction, better sleep, and improved daily performance.
Low awareness of sleep optimization tools → Content will be simple and educational, explaining how better sleep impacts productivity.
Low app commitment → Dormia will emphasize a smooth onboarding experience with immediate value (e.g., quick sleep tips and tracking).
Price sensitivity → A freemium model will be highlighted before introducing paid features.

Tactics include influencer collaborations with student creators, paid ads targeting wellness and productivity, and university-based promotions like campus ambassadors.

Unit Economics & Performance Metrics

Customer Acquisition Cost (CAC): Estimated at 2-3JOD per user, driven by social media ads and influencer marketing.
Lifetime Value (LTV): Estimated at 15–20 JOD per user, based on subscription usage and retention.
Payback Period: estimated 1–2 months, meaning acquisition costs are recovered quickly after conversion.

This model supports sustainable growth, as Dormia focuses on delivering early value to users and converting them into paying customers over time.

Dormia Marketing Funnel (Monthly Estimate)

Stage	Users	Conversion Rate
Reach	10000	-
Act	3000	30%
Downloads	1000	33%
Paid Users	80	8%
Retained Users	500	50%

Campus Strategy:

The Campus Ambassador Program is an exciting opportunity for students to develop their marketing skills while promoting a brand they believe in. By engaging in content creation and promotional activities, ambassadors will play a vital role in expanding our reach on campuses. With attractive incentives like commissions and free premium access, we aim to foster a motivated and enthusiastic group of ambassadors who can effectively represent our brand.
We look forward to building a strong community of campus ambassadors and achieving great success together!

Marketing Strategy

DORMIA

ACT & CONVERT

Act & Convert

Act (Encourage Interaction)

Dormia will encourage users to engage with the brand before downloading:

Educational content (sleep tips, routines, productivity hacks)
Interactive polls and quizzes on social media
Landing page with app previews and benefits
Free tools like "sleep score preview" or habit tips

Convert (Drive Downloads & Subscriptions)

Dormia will convert users through:

Freemium model (free basic features + premium upgrade)
App store optimization (ASO) for visibility
Limited-time premium trials or student discounts
Clear value proposition: "Dormia transforms sleep data into real behavior change, helping users build lasting sleep habits instead of just tracking or relaxing".

Dormia uses a freemium model with clear upgrade triggers:

Free Version	Free Version	Conversion Triggers
Basic sleep tracking	Full personalized plans	After 7 days of usage
Full personalized plans	Advanced analytics	When users hit limited insights
Basic Reminders	Weekly reports and habit optimization tools	When they want personalized plans

Dormia drives conversion by allowing users to experience value during the first week through basic tracking and insights. Once users begin to see patterns in their sleep, they encounter limitations such as restricted access to advanced analytics and personalized habit plans. These limitations are intentionally introduced at key moments to encourage users to upgrade once they recognize the app's value.

Dormia's conversion is triggered at key behavioral moments:

After 7 days of usage: after using the app consistently for one week, users begin to understand their sleep patterns and experience the basic value of tracking. At this stage, Dormia introduces premium features (such as advanced insights and personalized plans), encouraging users to upgrade once they are already engaged.
After users see first improvement: after using the app consistently for one week, users begin to understand their sleep patterns and experience the basic value of tracking. At this stage, Dormia introduces premium features (such as advanced insights and personalized plans), encouraging users to upgrade once they are already engaged.
When insights become limited: when users notice a positive change in their sleep habits (e.g., better consistency or improved sleep quality), their trust in the app increases. This moment reinforces the effectiveness of Dormia, making users more willing to invest in premium features to continue improving.

Engage (Retention & Loyalty)

Dormia will focus on keeping users engaged long-term:

Personalized notifications and habit reminders
Weekly progress reports and sleep insights
In-app rewards for consistency (gamification)
Email/push updates with tips and improvements
Referral programs (invite friends = unlock features)

Dormia aims to present a calm, trustworthy, and modern wellness brand that focuses on improving daily life through simple and practical solutions. The brand will emphasize balance, productivity, and mental well-being, making it relatable to students and young professionals.

Dormia ensures long-term engagement through:

Daily reminders
Weekly progress reports
Habit streak tracking (gamification)
Personalized insights
Push notifications

Marketing Strategy

DORMIA

GROWTH LOOPS

Growth Loops

In today's competitive landscape, relying solely on ads and ambassadors for growth can limit a company's potential. This document explores the implementation of growth loops—specifically referral, social, and habit loops—to create a sustainable growth model. By integrating these loops, businesses can foster organic growth, enhance user engagement, and ultimately drive conversions.

Referral Loop

Concept: the referral loop incentivises existing users to invite new users by offering rewards. This can create a cycle where each new user has the potential to bring in more users, amplifying growth.

Implementation:

Incentives: Offer users a compelling reason to invite friends. For example, "Invite 3 friends → unlock premium features." This not only encourages sharing but also provides immediate value to both the referrer and the new user.
Tracking: Implement a tracking system to monitor referrals. This can be done through unique referral links or codes that users can share.
Communication: Promote the referral program through in-app notifications, emails, and social media to ensure users are aware of the benefits.

Benefits:

Cost-Effective: Reduces reliance on paid advertising by leveraging existing users.
Quality Leads: Referrals often lead to higher-quality users who are more likely to engage and convert.
Community Building: Encourages a sense of community as users invite friends to join

Social Loop

Concept: The social loop focuses on leveraging user-generated content and social sharing to attract new users. By encouraging users to share their experiences, businesses can tap into their networks for organic growth.

Implementation:

Shareable Content: Create features that allow users to easily share their achievements, such as a "sleep score" or other metrics. For instance, "Share your sleep score on social media to attract new users."
Social Media Integration: Integrate social media sharing options within the app, making it seamless for users to post their achievements.
Engagement Campaigns: Run campaigns that encourage users to share their experiences, perhaps through contests or challenges that reward sharing.

Benefits:

Viral Potential: Users sharing their experiences can lead to exponential growth as their networks see and engage with the content.
Authenticity: User-generated content is often perceived as more authentic, which can enhance trust and credibility.
Brand Awareness: Increases visibility and awareness of the brand among potential users.

Habit Loop

Concept: The habit loop focuses on creating a cycle of daily engagement that leads to higher retention and conversion rates. By encouraging users to engage with the app regularly, businesses can foster loyalty and increase the likelihood of conversion.

Implementation:

Daily Engagement Features: Introduce features that encourage daily use, such as reminders, daily tips, or challenges that users can complete each day.
Gamification: Incorporate gamification elements, such as badges or rewards for daily engagement, to motivate users to return.
Feedback Mechanism: Provide users with feedback on their progress, reinforcing the habit of daily engagement. For example, showing improvements in their sleep score can encourage users to keep using the app.

Benefits:

Increased Retention: Regular engagement helps to keep users invested in the app, reducing churn rates.
Higher Conversion Rates: Users who engage daily are more likely to convert to premium features or subscriptions.
User Loyalty: Fostering a habit can create a loyal user base that advocates for the brand.

Budget & Metrics

DORMIA

PROMOTIONAL BUDGET

11. Promotional budget

How much do you plan to spend on the marketing and advertising outreach above:

Before startup (These numbers will go into your startup budget)
On an ongoing basis (These numbers will go into your operating plan budget)

One-Time Startup Costs:

These are initial investments required before launching the application:

Branding & Design (app identity, UI consistency): Estimated Cost: 150–300 JOD
App Store Optimization (ASO) (keywords, screenshots, descriptions): Estimated Cost: 100–200 JOD
Initial Influencer Campaign (launch phase, 3–5 micro-influencers): Estimated Cost: 200–400 JOD

Total one-time cost: 450 to 900 JOD

Dormia's promotional budget of 850–1,550 JOD/month is expected to generate:

500–1,500 new users/month (early stage)
Low CPA due to campus-first approach
Higher conversion due to personalized value proposition

Monthly Marketing Expenses

These are recurring costs to maintain growth and user acquisition:

Paid Advertising (Meta + TikTok Ads): 50–300 JOD / month
Content Creation (Reels, Posts, Short Videos): 50–100 JOD / month
Referral & Affiliate Program: 250–400 JOD / month

Total monthly marketing cost: 450 to 800 JOD

Dormia KPIs & Metrics (Marketing)

Metric	Target / Estimate	Explanation
User Acquisition	1,000 – 10,000 downloads	Initial goal based on campus-first launch strategy
Conversion Rate	5% – 10% (Free → Premium)	Percentage of users upgrading after experiencing value
Retention Rate	40% – 60% monthly active users	Measures how many users continue using the app over time
Cost per Acquisition (CPA)	0.5 – 1 JOD per user	Low cost due to campus ambassadors and organic growth
Referral Rate	20% – 30%	Percentage of users who invite others to the app

Labor Costs (Monthly)

Social Media Manager (Part-Time): 150–250 JOD / month
Content Creator / Video Editor: 100–200 JOD / month
Customer Support Representative (Part-Time): 150–300 JOD / month

Total labor cost: 400 to 750 JOD

Overall Budget Summary

Initial Startup Budget: 450 – 900 JOD
Total Monthly Operating Marketing Budget: 850 – 1,550 JOD / month

Dormia's promotional budget focuses on cost-efficient digital marketing strategies, including social media, influencer marketing, and referral programs. This approach aligns with the target audience of students and young professionals, who are highly active on digital platforms. The budget is designed to maximize reach and engagement while maintaining affordability during the early stages of the startup.

Use the Marketing Expenses Strategy Chart on the next page to help figure out the cost of reaching different target markets.

Marketing Expenses Strategy Chart

	Target Market 1	Target Market 2	Target Market 3
One-Time Expenses	Branding & Design app identity, UI consistency Estimated Cost:150–300 JOD	app store optimization Keywords, descriptions, screenshots Estimated Cost:100–200 JOD	Initial Influencer Campaign (Launch Phase) micro-influencers (3-5) Estimated Cost: 200–400 JOD
Monthly or Annual Expenses	Paid Advertising (Meta + TikTok Ads) Estimated Cost:150–300 JOD / month	Content Creation (Reels, Posts, Short Videos) Estimated Cost:50–100 JOD / month	Referral & Affiliate Program Costs Estimated Cost: 250-400 JOD / month
Labor Costs	Social Media Manager (Part-Time) Estimated Cost:150–250 JOD / month	Content Creator / Video Editor Estimated Cost:100–200 JOD / month	Customer Support Representative (Part-Time) Estimated Cost: 150–300 JOD / month

Download the Annual Marketing Budget Template. Using the information you've gathered, create your annual marketing budget.

Pricing Strategy

DORMIA

PRICING

12. Pricing

Category	Details
Pricing Strategy	Value-based: focuses on quality, personalization, and science-backed sleep solutions rather than being the cheapest option.
Model	Freemium — Free basic version & paid premium subscription.
Free Version	Basic sleep tracking and general sleep tips.
Premium Version	Advanced analytics, personalized plans, expert recommendations.
Positioning Alignment	Reflects Dormia's image as a high-quality, reliable, and effective sleep solution. Competes on value, not price.
Competitor Comparison	- Slightly higher than basic trackers - Similar or slightly lower than premium coaching apps. Combines technology + expert knowledge → strong differentiation.
Importance of Price	Price is secondary to results and health improvement; users are willing to pay for reliable, effective solutions.

Price Breakdown & Justification

Key Value Drivers:

Trust: A 7-day free trial allows users to experience the "science-backed" claims before paying.
Convenience: 24/7 in-app support and a "cancel anytime" policy reduce "buyer's remorse".
Acquisition: The Family Plan significantly reduces the Customer Acquisition Cost (CAC) by bringing in 4 users for the marketing effort of one

Plan Type	Duration	Total Price	Monthly Equivalent	Discount %	Strategic Logic
Basic	1 Month	4.99 JOD	4.99 JOD	—	Psychological pricing; stays below the 5.00 JOD barrier.
Basic	3 Months	12.99 JOD	4.33 JOD	~13%	Encourages short-term commitment with a low barrier to entry.
Basic	6 Months	23.99 JOD	4.00 JOD	~20%	Rewards mid-term retention and provides predictable revenue.
Basic	12 Months	44.99 JOD	3.75 JOD	~25%	Maximum long-term lock-in; improves upfront cash flow.
Family	1 Month	9.99 JOD	2.50 JOD*	~50%**	Designed for up to 4 users; massive incentive for group adoption.

Pricing Strategy Worksheet

Business Name: Dormia

Which of the following pricing strategies will you employ? Circle one.

Cost Plus - The costs of making/obtaining your product or providing your service, plus enough to make a profit

Value Based - Based on your competitive advantage and brand (perceived value)

Other:

Provide an explanation of your pricing model selection.

Dormia adopts a value-based pricing strategy because it focuses on delivering measurable improvements in users' sleep quality, mental health, and daily productivity.

Unlike cost-plus pricing, which only considers development and operational costs, value-based pricing allows Dormia to price its services based on the perceived value to the user, such as:

Better sleep quality
Reduced stress and fatigue
Improved daily performance

Users are more willing to pay for solutions that directly impact their health and lifestyle, making this strategy more profitable and scalable.

Additionally, Dormia differentiates itself through:

Personalized sleep recommendations
User-friendly experience
Continuous tracking and insights

These features increase the perceived value, justifying subscription-based pricing.

Operational Plan

DORMIA

LOCATION

13. Location or
proposed location

Dormia will initially operate as a remote startup; this fact will enable the startup to work from different locations and reduce operational costs during the earliest stages of the business. Users can access the service from anywhere without the need for a physical location.

However, as the company grows, Dormia will look to set up a small office location located in business park preferably one that is located in a technology-orientated area in Amman, Jordan, such as King Hussain Business Park, which is considered one of the leading business parks for technology and innovation in Jordan.

The reasons for choosing that location are that this area is known to provide a platform for startups, technology companies innovation centres, which can be a major factor for a startup, which creates opportunities for collaboration, networking, and partnership. Being surrounded by other technology-driven businesses can help Dormia build connections with developers, investors, and entrepreneurs

In addition, business works in Amman are typically located near major roads and public transportation routes making them easily accessible for employees and visitors. The surrounding environment usually includes modern office spaces, co-working facilities, cafés and services that support productivity and professional networking.

Furthermore, the location is close to several universities and educational institutions, which allows their media to connect with students and researchers who may contribute to the development and promotion of the application

Overall choosing a business work and a technology-focused area will provide with a strategic environment, that supports innovation, collaboration, and future growth

Operational Plan

DORMIA

DISTRIBUTION CHANNELS

14. Distribution
channels

Dormia prioritises campus ambassadors and university partnerships as the primary acquisition engine during early stages due to low cost and high trust. Social media and influencer content support awareness and engagement, while paid advertising is introduced later once the model is validated and scalable.

Dormia will distribute its service primarily through digital channels, which are the most effective methods for mobile applications.

The main distribution channel will be a mobile app marketplace, such as the Google Play Store or the Apple App Store. These platforms allow users around the world to easily download and install Dormia.

Dormia will also use direct sales through its official website and digital platforms through the company website and social media channels. Potential users will be able to learn about the app, explore its features and subscribe to premium services. This direct connection allows the company to build relationships with users and provide personalized support.

Another Important distribution method will involve direct partnership with universities and student communities since students are a kid target market for Dormia. The company plans to promote the app through student, ambassador programs, campus, wellness campaigns, and online students communities

In the future, Dormia may also explore OEM-style partnerships with wearable technology companies and health platforms by integrating the application with sleep tracking devices and smart watches. Dormia can expand its reach and improve the accuracy of sleep data and recommendations.

By focusing on digital distribution and strategic partnerships, Dormia can reach a large audience efficiently while maintaining low operating costs.

If you haven't yet finalized your distribution channels, use the Distribution Channel Assessment Worksheet on the next page to assess the pros and cons of each distribution channel you are considering.

Distribution Channel Assessment Worksheet

	Distribution Channel 1 Mobile App stores	Distribution Channel 2 University Sleep Awareness Programs	Distribution Channel 3 Smart Device and Wearable Integration
Ease of Entry	Medium Requires app store approval and compliance with guidelines	Medium Requires partnerships with universities and student organizations	Hard Requires technical integration and partnerships with wearable tech companies
Geographic Proximity	Global reach – users can download the app worldwide instantly	Initially local (universities and campuses) then expandable internationally	Global – accessible wherever wearable devices and health platforms are used
Costs	Low distribution cost but app stores charge a 15–30% commission on subscriptions	Low to moderate cost (events, campus campaigns, educational workshops)	Higher cost due to development and integration with external technology platforms
Competitors' Positions	Major competitors like Calm and Sleep Cycle operate through app stores	Few competitors focus directly on university sleep programs	Some competitors integrate with wearables but few combine behavioral habit formation with tracking
Management Experience	Team has strong understanding of mobile apps and digital user behavior	Founders are university students who understand the academic environment and student lifestyle	Requires collaboration with external technology specialists and developers
Staffing Capabilities	Small team needed (developers, support staff, marketing)	Requires student ambassadors, campus representatives, and social media coordinators	Requires specialized developers and data analysts for integration
Marketing Needs	App Store Optimization (ASO), digital ads, influencer partnerships, social media campaigns	Campus events, sleep-awareness campaigns, workshops, and peer ambassadors	Co-marketing with wearable brands and health-tech companies

A typical Dormia user journey begins with discovering the app through campus ambassadors or social media content (Reach). The user then engages with educational content or interactive tools such as sleep quizzes (Act), which encourages them to download the app. After onboarding and experiencing personalized insights, users are prompted to upgrade through feature limitations or trial offers (Convert). Long-term engagement is maintained through habit tracking, reminders, and progress reports, which encourage continued usage and referrals (Engage).

Operational Plan

DORMIA

SALES FORECAST & PRODUCTION

15. 12-month
sales forecast

This 12-month sales forecast is based on two primary scenarios: the best-case scenario and the worst-case scenario. The best-case scenario assumes strong market demand, effective marketing performance, and smooth operational execution, leading to higher sales growth. In contrast, the worst-case scenario reflects potential challenges such as slower customer acquisition, increased competition, or operational constraints, resulting in lower sales performance. These projections are estimates and may vary depending on market conditions and business performance throughout the year.

V. Operational Plan

This section explains the daily operation of your business, including its location, equipment, personnel and processes.

1. Production

How will you produce your product or deliver your service? Describe your production methods, the equipment you'll use and how much it will cost to produce what you sell.

Dormia is a digital wellness platform that helps individuals improve their sleeping habits and overall well-being by accessing the company's services via the mobile application.

The production method used by Dormia involves software development and system improvement rather than the conventional production method because the company offers a digital service rather than a product.

The production of the Dormia mobile application is the first step in the production process. The team of developers has planned the user experience and the user interface of the application and created the application user interface, which is referred to as the application user interface planning in this phase.

Once the design stage is completed, software developers build the application using modern programming languages and development frameworks suitable for both iOS and Android devices. The development process includes creating the application interface, constructing the backend infrastructure, and including algorithms that monitor user habits and sleep patterns.

The application collects important data from users, including daily routines, bedtime routines, and sleep schedules that may impact the quality of their sleep.

Dormia uses cloud-based infrastructure for storing users' data. The platform allows managing large amounts of data, maintaining reliable performance, and scaling efficiently as the number of users grows.

The equipment and technological tools required for the production process include high-performance computers used by software developers, mobile testing devices for application testing, programming software and development tools, and cloud hosting platforms that support data storage and system performance

The cost of reducing the service mainly consists of software development expenses, cloud hosting and server costs, system maintenance, security systems, and ongoing application updates. Unlike typical companies that rely on raw materials and manufacturing equipment. Technology development and digital infrastructure are the main sources of Dormia's production costs

Dormia can manage to provide its services effectively while having flexibility and scalability because of this digital production methodology. The application can grow without the need to make significant changes to the infrastructure as the user base grows.

Technical Architecture

DORMIA

SYSTEM ARCHITECTURE

System
architecture

Frontend (Mobile Application)

The frontend is the mobile application that users interact with to track and improve their sleep.

Framework:

Flutter (recommended for cross-platform) or
React Native

Responsibilities:

User registration and login
Input sleep data (sleep time, wake-up time, habits, caffeine intake, screen time)
Display sleep insights and recommendations
Show sleep history and progress tracking

2. Backend (APIs and Server)

The backend manages logic, processes user data, and generates recommendations.

Technologies:

Node.js or Django

Responsibilities:

Handle API requests from the frontend
Store and manage user sleep data
Process sleep patterns
Run the recommendation engine
Provide personalized sleep advice

3. Database

The database stores all user and sleep-related data.

Options:

MongoDB (JavaScript-based handle server requests and connect the mobile app with the database)
PostgreSQL (Python-based secure APIs.)

Stored Data:

User profiles
Sleep logs (bedtime, wake-up time, interruptions)
Daily habits (caffeine, screen time, exercise)
Recommendations history

4. Data Flow

The user inputs sleep-related data into the mobile app (e.g., bedtime, habits).
The frontend sends this data to the backend via API.
The backend processes the data and analyzes sleep patterns.
The recommendation engine generates personalized suggestions (e.g., "sleep earlier", "reduce screen time").
The backend retrieves relevant data from the database.
The results are sent back to the frontend.
The app displays insights and recommendations to the user.

Recommendation Engine

Rule-based logic (initial version):

If sleep < 6 hours → suggest increasing sleep duration
High caffeine intake → suggest reducing intake before bedtime
Irregular schedule → suggest consistent sleep routine

Future enhancement:

AI-based personalized recommendations based on user behavior over time

Technical Architecture

DORMIA

AI/PERSONALIZATION ENGINE

AI/personalization
engine

The personalization engine is responsible for generating tailored sleep recommendations based on user behavior and input data.

Type of Model

The system initially uses a rule-based model, with the potential to evolve into a machine learning-based model in future versions.

Rule-based (current version): Predefined logic and conditions are used to generate recommendations.

Machine Learning (future enhancement): The system can learn from user behavior over time to provide more accurate and personalized insights.

Data Inputs

The recommendation engine relies on multiple user inputs, including:

Sleep duration (hours of sleep)
Bedtime and wake-up time
Sleep consistency (regular vs irregular schedule)
Daily habits (caffeine intake, screen time before sleep, physical activity)
Sleep interruptions or quality

How Recommendations Are Generated

The system analyzes user data and applies logic such as the following:

If sleep duration is less than 6 hours → suggest increasing sleep time
If high screen time before bed → recommend reducing device usage
If irregular sleep schedule → suggest a fixed sleep routine

Future Enhancement (AI Integration)

In future versions, a machine learning model can:

Identify patterns in user sleep behavior
Predict sleep quality
Provide highly personalized recommendations based on historical data

This personalization engine is a key differentiator of Dormia, as it transforms raw sleep data into actionable and user-specific insight

Development Roadmap

DORMIA

FUTURE ENHANCEMENT & TIMELINE

Future Enhancement
& Development

Future Enhancement (AI Integration)

In future versions, a machine learning model can:

Identify patterns in user sleep behavior
Predict sleep quality
Provide highly personalized recommendations based on historical data

This personalization engine is a key differentiator of Dormia, as it transforms raw sleep data into actionable and user-specific insight

Development Timeline

Phase	Timeline	Activities
Phase 1: UI/UX Design	Month 1–2	Design app interface, user flows, and overall user experience
Phase 2: MVP Development	Month 3-5	Build core features such as sleep tracking, basic analytics, and onboarding
Phase 3: Testing & Launch	Month 6	Conduct testing, fix bugs, and launch initial version

Development Tools & Technologies

Category	Tools and Technologies
Programming Language	Swift (iOS), Kotlin (Android), or cross-platform tools (Flutter / React Native)
Cloud Provider	AWS or Google Cloud for hosting and data storage
Database	Firebase or cloud-based database solutions
Analytics Tools	Firebase Analytics, Google Analytics
Design Tools	Figma, Canva, Adobe

Development Approach

Dormia will begin with a Minimum Viable Product (MVP), focusing on essential features such as sleep tracking, basic insights, and user onboarding. This approach allows the team to test the product with real users, gather feedback, and improve the app before expanding features.

Cost Structure

DORMIA

COST STRUCTURE & SCALABILITY

Cost Structure
Breakdown

Dormia's cost structure is designed to remain scalable and efficient. Initial costs are focused on developing the minimum viable product (MVP), while ongoing costs are primarily related to cloud hosting, maintenance, and third-party tools.

As the user base grows, server costs will increase proportionally; however, the cost per user remains low due to the scalability of cloud infrastructure. This allows Dormia to maintain a sustainable cost structure while supporting growth.

Scalability

Cost per User Over Time

In the early stage, the cost per user is relatively higher because the infrastructure is still small and serving fewer people. But as more users join, the same system is shared across a larger base, so the cost per user drops significantly.

Around 1,000 users:

The monthly cost is roughly $150–$250, which makes the cost per user about $0.15–$0.25.

Around 10,000 users:

The system becomes more efficient, with total costs around $500–$800, and cost per user dropping to about $0.05–$0.08.

Around 100,000 users:

Even though the system is bigger, it becomes much more optimized, with costs around $2,000–$3,000, and cost per user going down to just $0.02–$0.03.

So basically, the more Dormia grows, the cheaper it becomes per user.

How the System Scales

Dormia is designed to grow step by step instead of all at once:

Early stage (0–1K users):

A simple server setup handles everything, with a basic database and no complex infrastructure.

Growth stage (1K–10K users):

The app starts using multiple servers and a load balancer to distribute traffic, so performance stays smooth.

Scale stage (10K+ users):

The system becomes fully cloud-scaled, meaning it can automatically expand when traffic increases. It also uses tools like distributed databases and faster content delivery to keep everything responsive.

Server Load Assumptions

We assume users won't be active all the time — mostly just before sleep.

Average usage: 5–10 minutes per day per user

Peak activity: about 10–15% of users online at the same time

For example, with 10,000 users, the system would need to handle roughly 1,000–1,500 active users at peak time, which is manageable with auto-scaling cloud services.

Maintenance & Updates

After launch, Dormia will follow an ongoing improvement cycle:

Regular bug fixes and performance updates
Continuous feature enhancements based on user feedback
Integration of new technologies (e.g., wearable devices)

Cost Analysis

DORMIA

COST PER USER & SCALING CURVE

Cost per User
& Scaling Curve

In the early stages, Dormia has a higher cost per user due to limited scale. However, as the user base grows, infrastructure costs are distributed across more users, leading to a significant decrease in cost per user.

1,000 users: Total cost: $150–$250 → $0.15–$0.25 per user
10,000 users: Total cost: $500–$800 → $0.05–$0.08 per user
100,000 users: Total cost: $2,000–$3,000 → $0.02–$0.03 per user

This creates a declining cost scaling curve, where costs increase in total but decrease per user, improving profitability as Dormia grows.

How the System Scales

Dormia follows a gradual scaling model:

Early stage (0–1K users): Single server with a basic database setup.
Growth stage (1K–10K users): Introduction of multiple servers and load balancing to handle increased traffic.
Scale stage (10K+ users): Full cloud-based auto-scaling with distributed databases and optimized content delivery for high performance.

Server Load Assumptions

Dormia usage is not constant and is concentrated around sleep times:

Average usage: 5–10 minutes per day per user
Peak concurrency: 10–15% of users active simultaneously

Example:

At 10,000 users, 1,000–1,500 concurrent users
At 100,000 users, 10,000–15,000 concurrent users

This behavior makes Dormia efficient to scale, since demand is predictable and can be handled using auto-scaling cloud infrastructure without over-provisioning.

Quality Assurance

DORMIA

QUALITY CONTROL

5. Quality
control

How will you maintain consistency? Describe the quality control procedures you'll use.

Dormia really cares about keeping its services quality and consistent. This is important because the Dormia application is going to help people improve their sleep quality. So it needs to be accurate and reliable.

The application will be thoroughly tested before it gets updated or a new version is released. This testing will check if everything works properly, if it is easy to use, and if it works well with gadgets and operating systems.

Dormia will also keep an eye on the application all the time to see how it is performing. This is done using tools that help find problems, like bugs, slow responses and server issues. When these problems are found, they can be fixed right away.

Dormia will let users give their feedback and suggestions. Users can also report any problems they have while using the application. This helps to make sure the application is quality. By listening to what users have to say, Dormia can make the application better. Give users a good experience.

Dormia will make sure that user information is safe and private. To do this, user information will be stored securely using encrypted cloud technology and authentication. This way users can trust Dormia with their information.

Operational KPI's:

App Performance & User Engagement Metrics

KPI	Target/Estimate	Purpose
Daily Active Users (DAU)	30% – 50% of total users	Measures daily engagement and app usage
Retention Rate (Day 1, 7, 30)	Day 1: 60% Day 7: 40% Day 30: 25%	Tracks how many users continue using the app over time
Feature Usage Rate	50%+ use habit-building tools	Measures how many users actively use key features
Session Frequency	1–2 times per day	Indicates how often users interact with the app
Churn Rate	<5% monthly	Tracks user drop-off and retention effectiveness

Dormia monitors operational KPIs to ensure the app delivers consistent value and maintains user engagement. Metrics such as daily active users, retention rates, and feature usage provide insights into user behavior and help guide product improvements.

These indicators allow the team to identify areas for optimization, improve user experience, and ensure long-term sustainability of the platform.

Operational Plan

DORMIA

LOCATION DETAILS

6. Location

Where is your business located? You briefly touched on this in the Company Overview. In this section, expand on that information with details such as:

The size of your location
The type of building (retail, industrial, commercial, etc.)
Zoning restrictions
Accessibility for customers, employees, suppliers and transportation if necessary
Costs including rent, maintenance, utilities, insurance and any buildout or remodeling costs
Utilities

Dormia is a digital business, so it does not need a big physical office. The company will work from a small commercial office in Amman, Jordan. where the founders and the main team will work together to run Dormia.

The office will be located in a technology-orientated place in Amman that's good for technology companies. It is close to universities and many startups. This means Dormia can find skilled people to work with and meet technology companies and build connections with other businesses and innovation networks.

The office will be around 40 to 60 metres; this is a size for a small team like Dormia during the early stages of the business. The office will have desks for the team, an area for meetings and fast internet that is needed for the work Dormia does.

The building where the office is will be a place that is allowed to be used for businesses under the rules in Amman. This means Dormia can work as a technology company in a setting.

It is important that the office is easy to get to. The people who work at Dormia and the partners should be able to get around easily using public transportation. There are also services nearby. Since Dormia does its work through an app, customers do not need to come to the office.

The costs of running the office will include rent, electricity, internet, taking care of the office, insurance and basic equipment. Because Dormia is a digital business, these costs are not too high compared to other types of businesses.

This location allows Dormia to maintain a professional working environment while keeping operational expenses efficient because it lets the company have a workplace without spending too much money when it is just starting out.

Legal Framework

DORMIA

LEGAL ENVIRONMENT

7. Legal
environment

Dormia operates as a digital technology business in Jordan and will comply with all legal and regulatory requirements applicable to software and mobile application companies. Since Dormia provides digital wellness services rather than physical products, its legal environment mainly focuses on data protection, intellectual property, and business registration.

Dormia will be registered as a legal business entity in Jordan under the appropriate category for technology startups. The company will obtain all required licenses from the relevant authorities, such as a commercial registration and any necessary permits to operate as a digital service provider. These licenses ensure that Dormia operates legally within the Jordanian market.

As a technology-based platform, Dormia will prioritize intellectual property protection. The company name "Dormia" and its logo will be registered as trademarks to protect the brand identity. In addition, the application's code, design and content will be protected under copyright laws to prevent unauthorized use or copying.

Data privacy and security are critical aspects of Dormia's legal responsibilities. The company will comply with applicable data protection regulations by ensuring that users' personal information is collected, stored and processed securely. Dormia will implement clear privacy policies and terms of service that explain how user data is used and protected. Encryption technologies and secure authentication methods will be applied to maintain user trust and confidentiality.

Dormia will also obtain the necessary insurance coverage to reduce operational risks. This may include general liability insurance and cybersecurity insurance to protect against potential data breaches or system failures. These measures help ensure business continuity and protect both the company and its users.

In terms of workplace regulations, Dormia will follow local labor laws in Jordan, including employment contracts, working conditions, and employee rights. Since the company operates in a digital environment, there are minimal environmental regulations; however, Dormia will still comply with general business and office-related standards.

Overall, Dormia is prepared to operate within a well-structured legal framework by securing the required licenses, protecting its intellectual property, ensuring data privacy and complying with all relevant business and employment regulations. This approach supports long-term sustainability and builds trust with users and partners.

Operations

DORMIA

PERSONNEL & INVENTORY

8. Personnel
& Inventory

8. Personnel

This section outlines the current team structure, detailing the roles and responsibilities of each member, as well as a future hiring plan to support the growth and development of the team. Understanding these roles is crucial for effective collaboration and achieving our organizational goals.

Each team member takes ownership of a core function, ensuring that product development, marketing, and operations are aligned. This structure allows Dormia to operate efficiently while maintaining clear accountability.

Future Hiring Plan:

The first priority hire will be a developer to ensure the app is stable, scalable, and continuously improving. Once the product is validated, Dormia will invest in marketing talent to accelerate growth and user acquisition

6. Inventory

If your business requires inventory, explain:

What kind of inventory will you keep on hand (raw materials, supplies, finished products)?
What will be the average value of inventory (in other words, how much are you investing in inventory)?
What rate of inventory turnover do you expect? How does this compare to industry averages?
Will you need more inventory than normal during certain seasons? (For instance, a retailer might need additional inventory for the holiday shopping season.)
What is your lead time for ordering inventory?

Aspect	Dormia's Approach
Type of Inventory	No physical inventory; relies on digital assets such as app features, user data, and content
Average Inventory Level	No fixed inventory level; scalable digital platform based on user demand
Inventory Turnover	Not applicable; digital content and features are continuously updated
Seasonality	No additional inventory needed; user demand may increase during exams or high-stress periods
Lead Time	No lead time; updates and new features can be deployed instantly

Operations

DORMIA

SUPPLIERS & CREDIT

9. Suppliers
& Credit Policies

9. Suppliers

List your key suppliers, including:

Names, addresses, websites
Type and amount of inventory furnished
Their credit and delivery policies
History and reliability
Do you expect any supply shortages or short-term delivery problems? If so, how will you handle them?
Do you have more than one supplier for critical items (as a backup)?
Do you expect the cost of supplies to hold steady or fluctuate? If the latter, how will you deal with changing costs?
What are your suppliers' payment terms?

In addition, Dormia does not rely on physical suppliers and therefore does not face traditional inventory shortages or delivery delays. However, potential risks include service disruptions or pricing changes from digital providers.

To mitigate these risks, Dormia will:

Use multiple service providers where possible (backup systems)
Monitor costs and switch providers if needed
Ensure compliance with platform policies to avoid disruptions

Costs for digital services may fluctuate depending on usage, but the company will manage expenses through scalable plans and careful monitoring of resource consumption

10. Credit policies

If you plan to sell to customers on credit, explain:

Whether this is typical in your industry (do customers expect it)?
What your credit policies will be. How much credit will you extend? What are the criteria for extending credit?
How will you check new customers' creditworthiness?
What credit terms will you offer?
Detail how much it will cost you to offer credit, and show that you've built these costs into your pricing structure.
How will you handle slow-paying customers? Explain your policies, such as when you will follow up on late payments and when you will get an attorney or collections agency involved.

Dormia intentionally does not offer traditional credit to its users, as this decision aligns with both industry standards and the company's strategic priorities.

First, within the digital application and subscription-based industry, it is standard practice to operate on a prepaid model, where users pay upfront for access to premium features. Customers in this market do not expect credit, as services are delivered instantly and continuously rather than as one-time physical products.

Second, avoiding credit allows Dormia to maintain a low-risk and cost-efficient business model. Offering credit would introduce financial risks such as delayed payments, defaults, and the need for credit evaluation systems, which are not suitable for an early-stage startup. By requiring upfront payments, Dormia ensures predictable cash flow and reduces administrative complexity.

Additionally, Dormia's freemium model already reduces the need for credit. Users can access basic features at no cost and experience the app's value before deciding to upgrade. This approach serves as a low-risk alternative to credit, allowing users to "try before they pay" without financial commitment.

From an operational perspective, eliminating credit simplifies the payment process, improves efficiency, and allows the company to focus on product development and user experience rather than financial management of receivables.

Finally, this model supports scalability. As Dormia grows, a prepaid system ensures that revenue scales directly with usage, without exposure to payment delays or collection issues.

Operations & Management

DORMIA

CREDIT POLICIES & MANAGEMENT

Credit Policies
& Management

Dornia Credit Policies

Aspect	Details
Industry Practice	Subscription-based apps usually require prepaid payments.
Credit Policy	Dormia does not offer credit to users.
Payment Model	Monthly subscription system with optional free trial.
Creditworthiness Checks	No need to evaluate financial reliability.
Credit Terms	Credit terms are not applicable.
Cost of Credit	No credit-related costs.
Handling Late Payments	Automatic retries and temporary suspension.

After reading the Operational Plan section, the reader should understand how your business will operate on a day-to-day basis.

VI. Management & Organization

This section should give readers an understanding of the people behind your business, their roles and responsibilities, and their prior experience. If you're using your business plan to get financing, know that investors and lenders carefully assess whether you have a qualified management team.

1. Biographies

Short Span of Control – Wide Chain of Command

Dormia adopts a short span of control with a wide chain of command, meaning that each leader manages a relatively small number of team members while maintaining clear reporting lines across the organization. This structure allows founders and team leaders to give more attention, guidance, and support to individuals, ensuring higher quality work and better communication.

At Dormia, the chain of command is centered around the three co-founders, each leading a core function of the business. Instead of a rigid hierarchy, the company follows a collaborative leadership model where responsibilities are clearly divided but decisions are made jointly when needed.

Faisal Shurafa oversees strategy, business development, and overall direction of the company. Jude Shaheen is responsible for execution and operations, ensuring that plans are implemented effectively across all areas. Rahaf Al-Bishawi leads human resources and customer experience, focusing on team development and understanding user needs.

Each founder manages their respective area with a short span of control, allowing close supervision and strong communication with team members. At the same time, the coordination between the three founders creates a wide but connected chain of command, ensuring that all departments work together smoothly.

This structure allows Dormia to remain flexible, fast in decision-making, and aligned with its goals, while still maintaining clear accountability.

Management

DORMIA

GAPS & ADVISORS

2. Gaps &
Advisors

2. Gaps

While the Dormia team has strong capabilities in operations, customer experience, and partnerships, we recognize some gaps that will be addressed strategically.

For financial management, we plan to outsource accounting to a certified accountant in the early stages, with the option to hire an in-house financial manager or CFO as the business grows.

In terms of technical development, we will rely on freelance developers or a development agency to build and maintain the platform, and later transition to an in-house tech team led by a CTO.

Finally, for legal matters, we will work with a legal advisor on a consulting basis to ensure proper contracts and compliance.

This approach allows Dormia to stay cost-efficient early on while building the right team for future growth.

Gap Area	Challenge	How Dormia will Address It
Technical Development (Advanced)	Limited in-house experience in full-scale app development and infrastructure	Work with external developers and technical consultants during early stages; hire a full-time developer as the first priority
Legal & Compliance	Lack of expertise in contracts, data privacy, and regulations	Engage an external attorney to handle legal requirements and ensure compliance
Financial Management (Advanced)	Limited experience in financial forecasting and long-term planning	Utilize accounting tools and consult with a professional accountant for guidance
Marketing Scaling	Limited experience in large-scale marketing campaigns	Start with campus-based growth strategy, then hire a marketing specialist as the business grows
Data & AI Capabilities	Limited experience in advanced data analytics and personalization systems	Plan to hire a data/AI specialist in later stages to enhance personalization features

Dormia's approach to addressing these gaps is based on a lean startup model, where the team focuses on core strengths while outsourcing or delaying non-essential functions until the business grows.

In the early stage, Dormia will rely on external experts (developers, legal advisors, consultants)
In the growth stage, the company will prioritize hiring key roles such as developers and marketing specialists
In the scaling stage, Dormia will invest in advanced capabilities such as data analytics and AI

6. Advisors

List the members of your professional/advisory support team, including:

Attorney
Accountant
Board of directors
Advisory board
Insurance agent
Consultants
Banker
Mentors and other advisors

Management

DORMIA

BOARD & INTERNAL FUNCTIONS

Board of Directors
& Internal Functions

If they have experience or specializations that will increase your chances of success, explain. For instance, does your mentor have experience launching and growing a similar business?

Dormia's board of directors consists of the founding team, each responsible for overseeing a key functional area:

Name	Role	Responsibility
Faisal	Operations and Financial Lead	Oversees accounting, financial planning, and operational execution
Rahaf	HR Lead	Manages team structure, hiring, and people management
Jude	Product & Customer Experience Lead

Oversees app experience, user satisfaction, and customer journey

This structure was intentionally designed to align each founder's role with their strengths and prior experience:

Faisal has hands-on experience in operations as he works in one of the leading Jordanian networking mobile operators, making him well-suited to oversee financial and operational aspects of the business
Rahaf has a strong interest in human resources and people management, positioning her to lead team development and organizational culture
Jude brings experience in app-based environments and customer-facing industries (such as Uber and hospitality), enabling her to focus on user experience and satisfaction

2. Internal Functions

The following functions are handled internally by the founding team:

Accounting & Financial Oversight (Led by Faisal)
Human Resources (Led by Rahaf)
Product & Customer Experience (Led by Jude)

This division ensures that each critical function of the business is managed effectively from the early stages.

Role	Type	Purpose
Attorney	External	Legal compliance, contracts, and company formation
Insurance Agent	External	Risk management and business insurance
Consultants	External	Strategic advice (technology, marketing, scaling)
Banker	External	Financial services and funding support
Mentors & Advisors	External	Guidance, industry insights, and business growth support

Management

DORMIA

ADVISORY BOARD & WORKSHEET

Advisory Board
& Management Worksheet

3. Advisory Board

Dormia plans to establish an external advisory board as the company grows, consisting of industry experts in digital health, technology, and business strategy.

This board will:

Provide strategic guidance
Support decision-making
Help scale the business through experience and connections

7. Organization Chart

Develop and include an organization chart. This should include both roles that you've already filled and roles you plan to fill in the future.

After reading the Management & Organization section, the reader should feel confident that you have a qualified team leading your business.

Use the Management Worksheet and Organization Chart on the next two pages to highlight your management team.

Management Worksheet

Bio/s

Dormia was started by three people who founded the company together. They each own one third of Dormia. They all work together to make big decisions and run the company.

Faisal Shurafa – Co-Founder: He is in charge of planning for the future, finding business and making sure everything runs smoothly.
Jude Shaheen – Co-Founder: she makes sure everything gets done and carries out the plans. Helps all the different parts of the company work together.
Rahaf Al-Bishawi – Co-Founder: She is in charge of human resources and people management, to lead team development and organisational culture, making sure customers are happy and understanding what Dormia users need, students and young people.

The team at Dormia works in a way that's flexible and can change easily. They are in charge of the parts of the company: making new things, marketing, operations and computer systems.

Management

DORMIA

GAPS & ADVISORS

Gaps in Management
& Advisors

Gaps in Management or Experience

The team at Dormia is small. They lack all the technical skills they need.
They have to work with people outside of Dormia to develop the app and do analysis.
Dormia has not run a company before, and they do not know how to expand quickly.
They need to find people who are experts in intelligence data analysis and sleep science to help them.
A small team that starts a company may only have a few and this can be tough. These few people have to make all the decisions, which can take a time.
The team may not know much about marketing. They may not know how to get in user acquisition, branding, and growth strategies.
Team may also not know much about Financial. They may not be good at making budgets or forecasting. This can slow down the company.
It is easy to manage a number of users like 1,000.. It is hard to manage a big number of users like 10,000 or more. The team may not know how to do this.
Team may not know how to find and hire people. When you need to hire someone it can be tough if you do not have experience with this. lack of experience in resources and hiring the right people can make things difficult, for the company. The team needs to learn about leadership, marketing, money and hiring to make the company successful.

Advisors

Dormia plans to work with people outside of the company who're experts in their fields. This will help Dormia to be better att what they do.

They will work with sleep experts to make sure the advice they give is correct.
They will work with data analysts and artificial intelligence specialists to make the app more personal and to analyze data better.
They will work with technology companies and developers to help them make the app and to make sure the systems run smoothly.

Management

DORMIA

ORGANIZATION CHART

Organization
Chart

Financial Plan

DORMIA

STARTUP EXPENSES & CAPITALIZATION

VII. Startup Expenses & Capitalization

In this section, detail the expenses involved in opening for business and how much capital you'll need. (Do not include ongoing expenses after your business opens; those are listed in the Financial Plan.) Estimating startup expenses as accurately as possible helps you gather enough startup capital.

1. Start-Up Expenses

Download and complete the Start-Up Expenses template. In working on this Business Plan, you should already have gathered most, if not all, of the information you need. In the body of this section, be sure to explain all of the assumptions behind the figures. How did you come up with these expenses? If you've secured or expect to secure loans, explain the source/s, amount/s and terms. If you've secured or expect to secure investors, explain how much each investor will contribute and what percentage of ownership each receives in return.

The startup budget is allocated across several key areas, including capital equipment and technology infrastructure such as computers, servers, and cloud services, as well as administrative and operational expenses including salaries, legal consultations, HR support, and marketing activities. Additional funds are reserved for contingencies and operational flexibility to ensure smooth execution during the early growth stages of the business.

Be sure to include extra capital for unexpected expenses. Opening a new business almost always ends up costing more than expected, and you need to be prepared. List this figure in the Start-Up Expenses template under "Reserve for Contingencies." How much should you set aside for contingencies? You can talk to other business owners in your industry to get a ballpark figure. If you can't come up with a figure this way, a good rule of thumb is to set aside 20% to 25% of your total startup costs for contingencies.

2. Opening Day Balance Sheet

Download and complete the Opening Day Balance Sheet. Use it to detail the expected state of your business finances on opening day. As with the Start-Up Expenses sheet, be sure to explain the assumptions behind the figures.

Dormia’s opening day balance sheet reflects a strong initial financial position supported by founder investment and external financing. The company begins operations with key assets including cash in bank, contingency reserves, and technology-related equipment, which are essential for supporting app development, infrastructure, and day-to-day operations.
Liabilities primarily consist of the bank loan used to fund startup and operational expenses, while owners’ equity reflects the direct investments made by the founding team. The balance sheet demonstrates Dormia’s ability to maintain sufficient liquidity, safeguard financial stability through reserves, and invest in the technology required for early-stage operations and future growth.

3. Personal Financial Statement

If you are using the business plan to seek financing, include personal financial statements for each owner and each major stockholder. The personal financial statements should detail each person's assets and liabilities outside of the business and their personal net worth. Investors and/or lenders typically expect business owners to use personal assets to finance a startup, and they'll want to see how much capital you have available from your personal finances.

After reading the Startup Expenses & Capitalization section, the reader should know how much money is needed to start the business and how well capitalized you are.

Financial Plan

DORMIA

FINANCIAL PLAN

VIII. Financial Plan

Your financial plan is perhaps the most important element of your business plan. Lenders and investors will review it in detail. Developing your financial plan helps you set financial goals for your startup and assess its financing needs. Include the following:

1. 12-month profit & loss projection

Also known as an income statement or P&L, the 12-month profit and loss projection is the centerpiece of your business plan. Download the 12-Month Profit and Loss Projection and fill in your projected sales, cost of goods sold and gross profit. (Refer to the Sales Forecast you created in Section IV). Then list your expenses, net profit before taxes, estimated taxes and net operating income. Be sure to explain the assumptions behind the numbers in your P&L. Keep detailed notes about how you came up with these figures; you may need this information to answer questions from potential financing sources.

Dormia’s 12-month profit and loss projection outlines the company’s expected financial performance during its first year of operations. Revenue is primarily generated through subscription-based plans, including monthly and family packages, reflecting the app’s freemium-to-premium model.
Expenses are carefully structured to cover salaries, marketing, cloud services, maintenance, and operational costs required to support the platform’s growth. The projection demonstrates a steady increase in revenue over time, driven by user acquisition and retention strategies, while maintaining controlled expenses.

2. Optional: 3-year profit & loss projection

A three-year profit and loss projection is not essential to a business plan. However, you may want to create one if you expect your business's financials to change substantially after the first year, or if investors or lenders require it. Download the 3-Year Profit and Loss Projection template, and use it to create your projection.

3. Cash flow projection

The cash flow statement tracks how much cash your business has on hand at any given time. Once your business is up and running, you'll want to keep close tabs on your cash flow statement. For now, however, you're creating a cash flow projection. Think of the cash flow projection as a forecast for your business checking account. It details when you need to spend money on things such as inventory, rent and payroll, and when you expect to receive payments from customers and clients. For example, you may make a sale, have to buy inventory to fulfill the sale, and not collect payment from the customer for 30, 60 or 90 days. The cash flow projection takes these factors into account, helping you budget for upcoming expenses so your business doesn't run out of money. Download the 12-Month Cash Flow Statement and use it to create your projections.

Dormia’s 12-month cash flow projection demonstrates the company’s expected cash movement throughout its first year of operations. The statement tracks incoming cash generated primarily from subscription-based revenue alongside outgoing cash required for operational, marketing, technology, and administrative expenses. The projection reflects careful financial planning by allocating funds toward salaries, cloud infrastructure, software tools, advertising, maintenance, and contingency reserves while maintaining positive cash balances throughout the year.
Overall, the cash flow statement indicates that Dormia is expected to maintain sufficient liquidity to support daily operations, manage growth-related expenses, and sustain business stability during its early stages of development.

4. Optional: 3-year cash flow statement

Depending on your needs and the purpose of your business plan, you may also want to include a 3-year cash flow statement. If so, download the 3-Year Cash Flow Statement and use it to create your projections. This is a much simpler document than the 12-month cash flow statement, but can still be useful in making plans.

5. Projected balance sheet

A balance sheet subtracts the company's liabilities from its assets to arrive at the owner's equity. You already created an opening day balance sheet in Section 1. Now, download the Balance Sheet (Projected), and create a projected balance sheet showing the estimated financial condition of your business at the end of its first year. The major difference between the two is that the projected balance sheet includes any owner's equity resulting from the business's first year in operation. Lenders and investors may want to see this projection.

Dormia’s projected balance sheet provides an overview of the company’s expected financial position at the end of its first year of operations. The statement reflects growth in total assets driven by increasing cash balances, contingency reserves, and sustained operational performance, while also accounting for equipment depreciation and outstanding loan obligations.
The balance sheet demonstrates that Dormia is expected to strengthen its financial position over time through retained earnings generated from subscription-based revenue. Additionally, the reduction in long-term liabilities alongside the increase in owners’ equity indicates improved financial stability, stronger liquidity management, and long-term scalability for the business.

Financial Plan

DORMIA

BREAK-EVEN & CAPITAL USE

Break-even &
Use of Capital

6. Break-even calculation

The break-even analysis projects the sales volume you need in order to cover your costs. In other words, when will the business break even? Download the Break-Even Analysis template and, using your profit and loss projections, enter your expected fixed and variable costs. Adjust the categories to reflect your own business.

You can even create a couple of different break-even analyses for different scenarios. For example, your payroll costs will vary depending on whether you hire full-time employees or use independent contractors. Creating different break-even analyses can help you determine the best option.

Dormia’s break-even analysis estimates the level of sales required for the business to cover all operating expenses and reach financial sustainability. The analysis is primarily based on fixed operational costs, including salaries, marketing, cloud services, maintenance, utilities, and administrative expenses required to support the platform during its early stages. Since Dormia operates as a digital subscription-based application, the business maintains relatively low variable costs compared to traditional product-based businesses. The break-even projection demonstrates that as user subscriptions and recurring revenue increase, Dormia can efficiently scale while maintaining controlled operational expenses.
Overall, the analysis indicates that achieving consistent subscription growth and user retention will enable Dormia to recover its operating costs and move toward long-term profitability.

7. Use of capital

If you're using the business plan to seek financing from lenders or investors, provide a breakdown of how you will the capital and what results you expect. For example, perhaps you will use the money to buy new equipment and expect that to double your production capacity.

After reading the Financial Plan section, the reader should understand the assumptions behind your financial projections and be able to judge whether these projections are realistic.

A SCORE mentor can help you complete your Financial Plan tailored for your business. Find a SCORE mentor.

IX. Appendices

Don't slow your readers down by cluttering your business plan with supporting documents, such as contracts or licenses. Instead, put these documents in the Appendices, and refer to them in the body of the plan so readers can find them if needed.

Below are some elements many business owners include in their Appendices:

Agreements (Leases, contracts, purchase orders, letters of intent, etc.)
Intellectual property (trademarks, licenses, patents, etc.)
Resumes of owners/key employees
Advertising/marketing materials
Public relations/publicity
Blueprints/plans
List of equipment
Market research studies
List of assets that can be used as collateral

Appendices

DORMIA

Appendices

Appendix A: Survey charts/results

Appendix B: website screenshots

Appendices

DORMIA

Appendices

Appendix C: marketing funnel

Appendix D: campus strategy visual

Appendices

DORMIA

Appendices

Appendix E: Growth loop visuals

Appendix F: KPI Table

Appendices

DORMIA

Appendices

Appendix G: Organizational Chart:

Appendix H: Competitive Advantage visual

Appendices

DORMIA

Appendices

Appendix I: Development Timeline

Appendix J: References and Sources:

Market Research & Sleep Industry Sources

Sleep Foundation — https://www.sleepfoundation.org
National Institutes of Health (NIH) — https://www.nih.gov
World Health Organization (WHO) — https://www.who.int
Statista (sleep app market & wellness trends) — https://www.statista.com
PubMed Research Database — https://pubmed.ncbi.nlm.nih.gov

Competitor Research

Calm — https://www.calm.com
Headspace — https://www.headspace.com
Sleep Cycle — https://www.sleepcycle.com

Technical & Development Research

Google Firebase — https://firebase.google.com
AWS Cloud Services (NIH) — https://aws.amazon.com
Google Analytics — https://analytics.google.com
Apple App Store Guidelines — https://developer.apple.com/app-store/guidelines
Google Play Console— https://play.google.com/console

Design & Visualization Tools

Canva — https://www.canva.com
Napkin AI — https://www.napkin.ai
Google Forms — https://forms.google.com

These resources were used to support Dormia’s market analysis, operational strategy, competitive positioning, and marketing development throughout the business plan. Artificial intelligence tools such as ChatGPT were used to support brainstorming, organization, formatting, and refinement of written content throughout the business plan. All strategic decisions, assumptions, and final outputs were reviewed and developed by the Dormia team.
Lastly, we would like to acknowledge the valuable contribution of PSUT accounting alumni who assisted us in developing and refining the financial section of the business plan. Their support truly reflects the exceptional learning environment and high academic standards fostered by the university.

Table ofContents.

I. Executive Summary

Our Story.

II. Company Description

Target Market& Industry

CompetitiveAdvantage

CompanyDescriptionWorksheet

III. Products & Services

Core Features& Habit Building

Phase 2 & 3Wearable & Accessories

2. TheRoot Problem

3. Differentiation& Defensibility

Pricing andPackaging Strategy

Product & ServiceDescription Worksheet

IV. Marketing Plan

Current Use &User Preferences

Willingness to Pay& Market Demand

SecondaryMarket Findings

Market Growth& Implications

Industry Trends& Target Market

1. Barriersto entry

6. Threats andopportunities

SWOT AnalysisWorksheet

Immediate &Long-term Goals

7. Product/servicefeatures and benefits

8. Targetcustomer

9. Keycompetitors

11. Positioning/Niche

10. How you willmarket your product/service

Act & Convert

Growth Loops

11. Promotional budget

12. Pricing

13. Location orproposed location

14. Distributionchannels

15. 12-monthsales forecast

Systemarchitecture

AI/personalizationengine

Future Enhancement& Development

Cost StructureBreakdown

Cost per User& Scaling Curve

5. Qualitycontrol

6. Location

7. Legalenvironment

8. Personnel& Inventory

9. Suppliers& Credit Policies

Credit Policies& Management

2. Gaps &Advisors

Board of Directors& Internal Functions

Advisory Board& Management Worksheet

Gaps in Management& Advisors

OrganizationChart

VII. Startup Expenses & Capitalization

VIII. Financial Plan

Break-even &Use of Capital

Table of
Contents.

Target Market
& Industry

Competitive
Advantage

Company
Description
Worksheet

Core Features
& Habit Building

Phase 2 & 3
Wearable & Accessories

2. The
Root Problem

3. Differentiation
& Defensibility

Pricing and
Packaging Strategy

Product & Service
Description Worksheet

Current Use &
User Preferences

Willingness to Pay
& Market Demand

Secondary
Market Findings

Market Growth
& Implications

Industry Trends
& Target Market

1. Barriers
to entry

6. Threats and
opportunities

SWOT Analysis
Worksheet

Immediate &
Long-term Goals

7. Product/service
features and benefits

8. Target
customer

9. Key
competitors

11. Positioning/
Niche

10. How you will
market your product/service

13. Location or
proposed location

14. Distribution
channels

15. 12-month
sales forecast

System
architecture

AI/personalization
engine

Future Enhancement
& Development

Cost Structure
Breakdown

Cost per User
& Scaling Curve

5. Quality
control

7. Legal
environment

8. Personnel
& Inventory

9. Suppliers
& Credit Policies

Credit Policies
& Management

2. Gaps &
Advisors

Board of Directors
& Internal Functions

Advisory Board
& Management Worksheet

Gaps in Management
& Advisors

Organization
Chart

Break-even &
Use of Capital