FitMate’s Second Wind: Reinventing the Narrative to Raise Bigger

Service Provided

Fundraising Support

Duration

3 Months (Initial Engagement) + Second Engagement after 6 Months

Deliverables

• Market Research Report
• Financial Model
• Investor Journey Map
• Business Plan
• Investment Teaser
• Investor Pitch Deck
  
  

Project Overview

FitMate is a gym-aggregator startup founded by experienced professionals in the fitness industry. Their innovative vision was to revolutionize access to fitness facilities through a unified subscription model. Initially, FitMate engaged Ontik Advisory to develop investor-ready materials to secure early-stage institutional capital. However, six months later, FitMate completely redefined its business model. Recognizing the need for an entirely refreshed narrative and investor logic, they re-engaged Ontik Advisory. Our team then rebuilt every deliverable from scratch to fully capture the new strategy and market positioning. This second engagement ultimately paved the way for FitMate to raise a significant amount of institutional funding.

Project Scope

Ontik Advisory was responsible for:

• Conducting comprehensive market research, including trend analysis, TAM/SAM/SOM estimation, and competitive benchmarking to produce a detailed Market Research Report.
  
  
• Building a financial model that projected business outcomes across three different growth scenarios, accounting for revenue streams, costs, and capital needs—with a second version delivered after four months to reflect updated strategy and market conditions.
  
  
• Mapping out the investor journey, including investment type, return expectations, and a long-term exit strategy aligned with institutional investor standards.
  
  
• Creating a strategic business plan articulating FitMate’s vision, solution architecture, monetization strategy, and operational execution roadmap.
  
  
• Designing a concise investment teaser summarizing all key business metrics and projections for quick investor consideration.
  
  
• Developing a high-impact investor pitch deck, tailored to institutional investors, highlighting market opportunity, product-market fit, and the strength of the founding team.

Project Workflow

1. Strategic Discovery (Phase 1 & 2):

• Held initial strategy sessions to clarify FitMate’s vision, business model, and investor targeting.
• After 6 months, facilitated new workshops to redefine their business model, strategy, and market fit.
  
  

2. Market Research & Opportunity Mapping:

• Delivered the initial market analysis for the gym-aggregator model.
• After the pivot, a completely new market analysis was done to reflect the new customer segments, industry trends, and competition.
  
  

3. Financial Modeling & Advisory:

• In Phase 1, built an initial scenario-based financial model with key assumptions.
• After the pivot, the entire model was rebuilt to reflect new pricing structures, sales funnels, and updated financial assumptions.
  
  

4. Investor Journey & Structuring:

• Defined an initial investor journey and funding structure based on early-stage needs.
• The second iteration included updated funding instruments, capital utilization strategies, and a refreshed exit plan.
  
  

5. Document Creation & Reinvention:

• Developed initial business documents including the business plan, teaser, and pitch deck.
• After the pivot, all documents were rebuilt from the ground up, ensuring they reflected the new business model and future vision.

Result

• FitMate successfully raised a significant amount of institutional funding, giving them the financial runway to expand operations and enhance platform development.
  
  
• Gained a refined understanding of their business and funding roadmap through iterative advisory.
  
  
• Their investor materials met international standards, making them highly presentable to VCs and institutional funds.
  
  

Final Output

A complete, investor-grade documentation (two versions) package:

– Market Research Report
– Financial Model
– Investor Journey Map
– Business Plan
– Investment Teaser
– Investor Pitch Deck

FitMate now continues to grow with strategic clarity, investor backing, and professional-grade assets to support future funding rounds.