Seeking investors who align with our mission to create long-term mental health impact.
Our purpose
Connecting people to the care they deserve.
BringPeace.in –
Mental Health Care Platform
Team Members:
Khalil Joshi, Manoghna kotapothula
Mentor Name:
Paras Rughani - Brand Consultant
Department: MBA (BA)
Title of Innovation:
BringPeace.in - A Digital Platform for Mental Wellness
Problem Statement
Mental health issues are rising, but access to therapy is limited due to stigma, cost, and resources.
Our Solution
Early detection:
Expert assessments + screening tools.
Safe community:
Forums & peer groups for open, stigma-free support.
Accessible care:
Affordable therapy with certified professionals.
Integrated programs:
SAP, EAP, HBMHS & public solutions.
Continuous care:
Follow-up and sustained wellbeing support.
Business Model Canvas
Customer Segments
✔ Students & institutions
✔ Employees & corporates
✔ Hospitals
✔ General public
Channels
✔ Website & app
✔ Direct partnerships
✔ Campaigns & workshops
✔ Referral network
Customer Relationships
✔ Personalised support
✔ Subscription & pay-per-use
✔ Confidential communication
✔ Long-term institutional ties
Revenue Streams
✔ Therapy commission
✔ Client subscriptions
✔ Therapist subscriptions
✔ Institutional contracts
✔ Workshops & training
Cost Structure
✔ Platform & tech
✔ Marketing & outreach
✔ Operations & admin
✔ Team salaries & professional fees
Traction
✔️ The platform is in the alpha stage and positioned for pre-seed funding.
✔️ We have a growing therapist pipeline, — 40 Interested Applicants
✔️ Early surveys show strong interest from students and employees.
✔️ Our online and offline awareness campaigns are ready to launch once funding is secured.
Financial Ask —
We are seeking ₹45 Lakhs in funding to cover fixed operational costs (~₹38
Lakhs/year) and provide a growth buffer for: 12-15 months of runway
detailed breakdown
Salaries (BDEs + Support + PF) – ₹18,81,600
- Partnerships / BDEs (4 × ₹20k) = ₹80,000
- Support Team (4 × ₹15k) = ₹60,000
- Total Salaries = ₹1,40,000/month
- = ₹16,80,000/year
- Employer burden (PF/benefits @12%) = ~₹2,01,600/year
- Total HR cost = ₹18,81,600/year (~₹18.8L)
Marketing – ₹12,00,000
- Goolgle ads
- Meta ads
- Other tools
- Pamphlet distribution
Tech & Software – ₹4,40,000
- Hosting & Domain = ₹10,000
- Zoom (annual) = ₹2,70,000 (Pro + Storage)
- CRM / other tools = ₹1,60,000
Ops/Admin/Utilities – ₹3,60,000
- Utilities & internet = ₹1,20,000
- Insurance / Legal / Accounting = ₹1,20,000
- Miscellaneous = ₹ 1,20,000
Market analysis
TAM
SAM
SOM
Our Year 1 goal of ₹41.4 Lakhs to prove our model
Scaling to a 5-year target of ₹7-10 Crores in annual revenue.
Projections
(Quarter-on-Quarter Growth)
Quarter 1: Testing & Baseline (Months 1-3)
- Focus: Testing online ad channels (Facebook, Google) and initial offline pamphlet distribution.
- Monthly Target: 10,000 leads at an average CPL of 10rs.
- Projected Sessions (at 3% conversion): 900 sessions (300/month)
Projected Revenue (at 400/session): INR3,60,000
Quarter 2: Optimizing & Learning (Months 4-6)
- Focus: Scaling successful online ads and launching Student/Employee Assistance Program partnerships.
- Monthly Target: 20,000 leads as our CPL drops to 5rs.
- Projected Sessions: 1,800 sessions (600/month)
Projected Revenue: INR7,20,000
Quarter 3: Scaling Community (Months 7-9)
- Focus: Ramping up low-cost community marketing (guerilla campaigns, college partnerships) which massively lowers our blended CPL.
- Monthly Target: 35,000 leads at an average CPL of ~2.85rs.
- Projected Sessions: 3,150 sessions (1,050/month)
Projected Revenue: INR12,60,000
Quarter 4: Hitting Target Run-Rate (Months 10-12)
- Focus: Operating at our optimized goal. Our community channels are now generating the bulk of our leads.
- Monthly Target: 50,000 leads at our target CPL of 2rs.
- Projected Sessions: 4,500 sessions (1,500/month)
Projected Revenue: INR18,00,000
Year 1 Summary
- Total Marketing Spend: INR21,60,000
- Total Leads Generated: 3,45,000
- Total Sessions Booked: 10,350
Total Projected Revenue: INR41,40,000 (41.4 Lakhs)
KPI's
We Will Track
Cost Per Lead (CPL): Our primary measure of marketing efficiency. (Goal: < 2rs)
Lead-to-Client Conversion Rate: Our measure of platform effectiveness. (Goal: 3%)
Customer Acquisition Cost (CAC): Our measure of platform effectiveness. (Goal:< 210rs)
Session Capacity Utilized: The % of our 1,560 sessions/month capacity being used. (Goal: 96% by Q4) (Based on 10 psychologists, 6 sessions/day, 6 days/week)
Client Retention Rate: (Goal: 40% by Q3-4)
LTV: 1200-1500rs(Projected average revenue per client, based on 40% retention for 5 sessions)
GO TO MARKET STRATEGY
- Our Strategy: Use a hybrid B2C and B2B model. Our GTM goal is to capture our full 1,560 session/month capacity with a balanced 40% (B2C), 30% EAP, and 30% SAP (B2B) client mix.
- B2C Ignition (Q1): Launch online (Google/FB) and offline (“guerilla”) ad campaigns to acquire our first individual clients.
- B2C Goal: Quickly establish our baseline KPIs (like the 3% conversion rate), build local brand awareness, and “warm up” the market.
- B2B Foundation (Q2-Q3): Deploy our 4-person BDE team to secure EAP (corporate) and SAP (college) contracts.
- B2B Focus: We will target 5-10 high-density partners (large universities, and mid-sized companies) to maximize leads per contract
- The Flywheel Effect: As our B2B contracts go live, we gain access to thousands of students and employees, who become a massive, low-cost lead pool.
- The CPL Drop: This influx of B2B leads dramatically drops our blended CPL (Cost Per Lead) from ₹10 in Q1 down to our target of < ₹2 by Q4.
- The Result: This efficient, scalable model is how we will achieve our Q4 goal of 50,000 leads and 1,500 sessions per month.
Team
Khalil Joshi
Founder & Sole Proprietor.
Digital Marketing Manager
Manoghna Kotapothula
Social Media Marketing Specialist
