Business Model & Product Vision
Target Users
| Tier | Persona | Need | Willingness to Pay |
|---|
| Retail | John Citizen / Owner-Builder | Single address lookup | $10-50 |
| Small Dev | Mum & Dad investor | Feasibility on 1-3 sites | $100-500 |
| Mid-Tier | Boutique developer | Portfolio search, scenario modeling | $500-5K |
| Enterprise | Mirvac, Stockland | Predictive tools, bulk data, API | Custom |
Key Insight: The tool serves both citizens AND developers — just at different price points.
The Funnel
┌─────────────────────────────────────────────────────────────────┐
│ TIER 1: SEARCH (Free / $10) │
│ • Address lookup, zoning, FSR, height, constraints │
│ Hook: "See what you COULD build" │
└─────────────────────────────────────────────────────────────────┘
↓ $10-50
┌─────────────────────────────────────────────────────────────────┐
│ TIER 2: DEEP SEARCH ($50-100) │
│ • Easements, DP, title search, utilities, boundaries │
│ Hook: "See what's actually on title" │
└─────────────────────────────────────────────────────────────────┘
↓ $100-500
┌─────────────────────────────────────────────────────────────────┐
│ TIER 3: FEASIBILITY ($200-500) │
│ • Cost modeling, carry costs, ROI, required reports │
│ Hook: "Know what it costs before you commit" │
└─────────────────────────────────────────────────────────────────┘
↓ $2K-10K
┌─────────────────────────────────────────────────────────────────┐
│ TIER 4: ECI ($2K-10K) │
│ • Concept designs, value engineering, DA-ready package │
│ Hook: "DA-ready with firm pricing" │
└─────────────────────────────────────────────────────────────────┘
↓ Referral %
┌─────────────────────────────────────────────────────────────────┐
│ TIER 5: DELIVERY (Referral) │
│ • Matched with vetted contractors, we take 1-3% │
└─────────────────────────────────────────────────────────────────┘
Strategy: Progressive cost gateways exploit sunk cost psychology. Each tier hooks into the next.
Revenue Streams
| Stream | Model | Example |
|---|
| Basic membership | $100/year or $10/month | Access to free search tier |
| Per-search fees | $10-50 per deep search | Title/easement lookups |
| Feasibility reports | $200-500 each | Full cost modeling |
| ECI packages | $2K-10K | Concept designs + DA prep |
| Contractor referrals | 1-3% of build cost | $10-30K on a $1M build |
Key Messaging
For Retail: "See exactly what you can build on your block — zoning, costs, and returns — for $10."
For Developer: "From search to DA-ready in one platform. We handle feasibility, you handle the build."
For Contractors: "Get in front of qualified leads who are ready to build. Free profile, pay only on referral."
Competitive Analysis
Market Landscape
| Category | Players | Focus |
|---|
| Site Discovery + Feasibility | Archistar, Landchecker | Find and assess development sites |
| Feasibility Modeling | Feasly, Aprao, EstateMaster | Financial modeling for projects |
| Property Data | CoreLogic/RP Data, PropTrack | Valuations, sales history |
| Document Searches | InfoTrack, GlobalX | Titles, plans, company searches |
Direct Competitor Comparison
| Competitor | Pricing | Strengths | Weaknesses |
|---|
| Archistar |
$95-595/mo |
3D AI design, mature product, govt relationships |
Expensive, complex, overkill for simple checks |
| Landchecker |
Free-$199/mo |
Clean UI, document searches, good in VIC |
No feasibility modeling, no cost data |
| Feasly |
$49-149/mo |
AU-specific, detailed financial modeling |
No site discovery, no planning data, manual entry |
| Aprao |
$549/mo + setup |
Sophisticated modeling, portfolio mgmt |
UK-centric, expensive, no site discovery |
| EstateMaster |
~$4,000+ setup |
Industry standard, detailed financials |
Excel-based, PC only, expensive |
Feature Comparison
| Feature | Propertee | Archistar | Landchecker | Feasly |
|---|
| Entry Price | $0 | $0 | $0 | $49/mo |
| Paid Price | $49/report | $95-595/mo | ~$99/mo | $49-149/mo |
| Site Discovery | ✅ | ✅ | ✅ | ❌ |
| Planning Data | ✅ | ✅ | ✅ | ❌ |
| Feasibility Modeling | ✅ | ✅ | ❌ | ✅ |
| 3D Design | ❌ | ✅ | ❌ | ❌ |
| Pay-per-use | ✅ | ❌ | Partial | ❌ |
Our Strategic Position
Where we win: Price (10x cheaper), simplicity, pay-per-use model, retail-friendly, integrated workflow
Where we lose (for now): No 3D design, no enterprise features, NSW only, no RP Data
Target segments: Owner-builders, first-time developers, mum & dad investors, buyer's agents, boutique developers
Pricing Strategy
| Their Tier | Their Price | Our Response |
|---|
| Archistar Basic | $95/mo | $49 one-off report |
| Archistar Pro | $345/mo | $99 deep search (per-use) |
| Landchecker Standard | ~$99/mo | Free search + $49 report |
| Feasly Lite | $49/mo | $49 one-off (no subscription) |
Key insight: Competitors assume monthly commitment. We offer per-use pricing for the long tail of occasional users.
Competitive moat: Thin. Anyone could build this. We win on execution speed and customer acquisition in underserved segments. The contractor marketplace (Tier 5) is our potential differentiator.
Gap Analysis
Status by Tier
| Tier | Status | What's Missing |
|---|
| Tier 1: Free Search | 85% | Real topography, more suburbs |
| Tier 2: Deep Search ($50) | 20% | Easements, DPs, titles (need InfoTrack) |
| Tier 3: Feasibility ($300) | 70% | Carry costs, accurate land values |
| Tier 4: ECI ($5K) | 0% | Architect partners (not just code) |
| Tier 5: Delivery | 0% | Contractor marketplace |
Critical Gaps (Blocks Revenue)
| Gap | Effort | Cost | Priority |
|---|
| InfoTrack/LRS integration (easements, titles) | 2-3 days | $500/mo + per-search | HIGH |
| User accounts + Stripe | 3-4 days | $0 | HIGH |
| More suburb coverage | 2 hrs/suburb | $0 | HIGH |
Important Gaps (Improves Conversion)
| Gap | Effort | Cost |
|---|
| Carry cost calculator | 1-2 days | $0 |
| Lot boundary visualization | 2-3 days | $0 |
| CDC vs DA logic | 2-3 days | $0 |
| Comparable sales (scraped) | 2-3 days | $0 |
| Real topography | 4-6 hrs | $0 |
Recommended Build Sequence
| Phase | Time | Monthly Cost | Revenue Potential |
|---|
| 1. Free Search (5+ suburbs) | 1 week | $0 | $0 (leads) |
| 2. Paid Deep Search | 2 weeks | ~$500 | $50/search |
| 3. Feasibility Reports | 1 week | $0 | $200-500/report |
| 4. Contractor Network | 4-6 weeks | $0 | 1-3% referrals |
Key Decision: InfoTrack integration is the gate to Tier 2 revenue. Without it, we can't deliver easements/titles/DPs. Cost is ~$500/mo + ~$40/search pass-through. Break-even: ~12 paid searches/month.
Current State & Roadmap
Live Now
Features Built
Map Platform
- ✅ Interactive map (Leaflet) with zone-colored markers
- ✅ Property data: zone, FSR, height, min lot size
- ✅ Filter by zone, FSR, height, TOD proximity
- ✅ Heritage filter (exclude heritage sites)
- ✅ Transport layer (210 train/light rail stations)
- ✅ Amalgamation detection (adjacent small lots)
- ✅ Mobile responsive
Data Layers
- ✅ Heritage items + conservation areas
- ✅ Acid sulfate soils
- ✅ Tree canopy %
- ✅ Bushfire prone land
- ✅ Flood planning area
Feasibility Wizard
- ✅ 5-step wizard flow
- ✅ Auto-pull planning controls
- ✅ Required reports logic (11 types)
- ✅ Editable cost estimates with disclaimers
- ✅ Full cost calculator breakdown
- ✅ ROI + rental yield analysis
- ✅ PDF export
- ✅ Market context (suburb medians)
- ✅ DA approval rates by type
Not Built Yet
| Feature | Effort | Dependency |
|---|
| Easements & DPs | 2-3 days | InfoTrack API ($500/mo) |
| Title searches | 1 day | InfoTrack API |
| User accounts | 2-3 days | None |
| Payments (Stripe) | 1 day | User accounts |
| More suburbs | 2 hrs each | None |
| Contractor marketplace | 6-8 weeks | User accounts |
| Accurate land values | 1 week | RP Data ($5-20K/yr) |
Data Sources
Free APIs (Currently Using)
| Data | Source | Cost |
|---|
| Zoning, FSR, Height, Heritage | NSW ePlanning API | FREE |
| Lot boundaries, area | NSW Cadastre API | FREE |
| Train/light rail stations | OpenStreetMap | FREE |
| Geocoding | Nominatim | FREE |
Paid APIs (Needed for Tier 2+)
| Data | Source | Cost |
|---|
| Easements | NSW LRS via InfoTrack | $15-25/doc |
| Deposited Plans | NSW LRS via InfoTrack | $15-25/doc |
| Title searches | NSW LRS via InfoTrack | $20/search |
| Accurate valuations | RP Data / CoreLogic | $5-20K/yr |
| Historical sales | RP Data | Included above |
Key Insight: NSW ePlanning API provides all the planning data for FREE. This is the same data Archistar resells for $20K+/year. Our advantage: we can offer Tier 1 at zero marginal cost.