Submit offer Paywall, Subscription, and Business Model Optimization Workshop for a Fertility Matchmaking Platform

1. GENERAL INFORMATION 

Title of tender: Paywall, Subscription, and Business Model Optimization Workshop for a Fertility Matchmaking Platform

Company name: Y factor ApS

Address: Suomisvej 4, Frederiksberg C

CVR nr.: 44690934

Date: 10th June 2026

Deadline for tender: 15th July 2026 

Contact for questions: Sofie, Karine

Phone and e-mail: sofie@yfactor.app, karine@yfactor.app

2. PRESENTATION OF COMPANY 

Y factor is a two-sided fertility matchmaking platform that connects future parents with private sperm donors. The platform is delivered as a mobile application, available on iOS and Android.

Y factor currently operates across many countries, with the biggest user bases in the United Kingdom, Germany, Spain, Italy and the United States. The platform is growing and serves a sensitive user base that requires the highest standards of privacy, data protection, and regulatory compliance. Having already established a foundational subscription framework, the platform is looking to scale revenue, optimize user retention, and introduce a high-value premium tier while maintaining the highest standards of user trust.

The company is an early-stage, bootstrapped startup with a team of 8 people. Y factor is part of the Beyond Beta accelerator programme.

https://yfactor.app/en

3. DESCRIPTION OF THE TASK: 

Y factor seeks expertise for a workshop focused on improving subscription health, paywall performance, and business model scalability. Following an initial value proposition validation since launching our subscription earlier this year, the purpose of this deep-dive workshop is to improve Y factor's monetization architecture. We are looking for expert guidance to optimize our current paid plan and build out a robust strategy for a secondary "Premium" subscription tier. We require specific, actionable recommendations for our niche business, focusing on:

A: Current Subscription Optimisation 

● Pricing: Evaluation of current pricing, how we optimise to maximise revenue.

● Feature Mapping: Which features belong in freemium vs. the basic paid tier (e.g., building full profiles, ID verification, advanced filtering, full profile views, liking, matching, chatting - where should the limits be?)

● Churn: Identifying and mitigating churn - users naturally leave the platform after pregnancy, but we see churn before matching and chatting.

● Reason to Stay: Strategies for improving the Lifetime Value (LTV) of both donors and future parents - model to maintain revenue relevance after a "match" is achieved (e.g., community or "Mother Group" subscriptions).

● Paywalls: Guidance on designing high-converting paywalls - placement and messaging to drive conversion without damaging user trust.

● Balancing the user segments: How to balance monetization across a two-sided marketplace (e.g., pricing dynamics for future parents vs. donors), to create a sustainable ecosystem where monetisation of one side doesn't create a liquidity crisis on the other.

B. New Premium Tier 

● Feature Mapping: Identifying which advanced features belong in the basic paid tier vs. the new premium paid tier (coming features include shared match space, personalised journeys, onboarding call, and health vault to store tests)

● Willingness-to-Pay: Testing price elasticity for the new premium offering.

● Balancing the tiers: Optimising the balance between basic and premium subscriptions. Advice on "bundling" human-led services (coaching, mother groups, donor groups) with technical features.C: Other revenue generators 

● Competitor Benchmarking: Analysis of monetisation models from direct competitors (e.g., Modamily, PrideAngel, Just a Baby) and adjacent high-trust apps (e.g., Calm, Flo) to identify "best-in-class" revenue triggers.

● Peer inspiration: Analysis of monetisation models from other peers to identify potential revenue streams - can we monetise freemium users (90%)?

4. TASK OBJECTIVES AND SUCCESS CRITERIA: 

The objective is to receive actionable commercial architecture and strategic frameworks that enable Y factor to optimise current subscription revenue and confidently launch its new premium tier.

Success is expected to result in:

1. Current Subscription Optimisation Strategy: A critical review of our existing subscription flow, identification of friction points, and clear, written recommendations to improve conversions from free to paid tier and retention.

2. CLV Expansion Roadmap: Recommendations for "Beyond the Match" features that can extend the average length of a paid subscription.

3. Premium Tier Strategy: Recommended features and value proposition split between the freemium, basic paid tier and the new premium tier.

4. Pricing & Localisation Strategy: A recommended pricing model across our key active markets.

5. A Practical Implementation Checklist: A step-by-step commercial framework suitable for our team to implement in coming months.

5. BUDGET AND SPECIFICATION OF AN OFFER: 

The indicative budget for this tender is up to 30.000 DKK eks. VATT (including preparation, workshop delivery, and a brief written summary of key strategic findings)

We expect a written offer to include at least:

● Date of submission of offer

● A brief presentation of the bidder, stating the CVR/company registration number and contact details

● Relevant case references (specifically experience with subscription apps, two-sided marketplaces, health tech, or premium pricing strategies)

● Bidder's proposal for solving the task, including proposed workshop methodology

● Specification of the price for solving the task (total fixed fee)

● Discount, if relevant

● Timeframe and end date for delivery of postworkshop written summary

● Conditions for the offer, if any

6. BACKGROUND FOR THE TENDER: 

Beyond Beta is subject to a number of requirements for good, healthy financial management, including documentation that the agreed price for external purchases is an expression of the market price. This tender is part of these requirements. We emphasise that the bidder must only make an offer on the requested task. Services of an executing or implementing nature cannot be approved. The winning bid is chosen based on an assessment of the best correlation between price and quality.