Build a $12M ARR European business unit for the tiles industry.

What we're asking the board to approve

• 1Launch Tiles IT Solutions as a dedicated business unit — not a sales department.
• 2Commit ~£3.5M in Year 1 and a gated ~£6–7M net envelope over three years.
• 3Target $12M ARR by December 2028, with a hard ~$5.6M gate at end-2027.

Own a vertical, not a service line

The tiles industry is large, fragmented and structurally under-digitised. A partner that speaks its language — batches, shade lots, ranges, trade counters, container imports — commands enterprise, recurring relationships a generic IT firm never will.

No incumbent owns "digital transformation partner for tiles." The category is open.

Where the enterprise accounts actually are

The UK alone can't supply 100 enterprise accounts — the whales are Italian & Spanish manufacturers.

Three changes that make the number real

• →Pan-European from Day 1 (UK · Italy · Spain) — not UK-first-then-expand.
• →A tiered offer to monetise the whole pool, not a flat $10k price.
• →Hold the ambition; sequence it to Dec 2028 with a real 2027 gate.

You can't have $12M and Dec 2027 and 100 pure-enterprise UK logos. This keeps the revenue and the enterprise positioning.

Three tiers, one partner

Enterprise stays the headline and ~half of ARR; the mid-tier builds early MRR and reference logos.

A back-loaded path to $12M ARR

Explore the live model & flex the assumptions in the Financial Model.

A business unit, not a sales team

The AE hire is the real gate — 3–6 months to hire, 6+ to ramp. Start the MD & AE searches first.

~£6–7M net, released in gated tranches

• T1£1.0M at launch — foundation, team, packaging, Top-150.
• T2£1.3M after the Q1 review — full commercial team, first proof.
• T3£1.2M after Q2 validation — completes ~£3.5M Year 1, opens scale.
• →~£3M net across 2027–28, largely revenue-funded; self-funding H2 2028.

Events as a pipeline machine

Pre-booked meetings, 48-hour follow-through, reported ROI per event. ~£250–350k Year 1.

Phased and gated

• Q1'26Foundation — team, offer, Top-150, ABM live.
• '26Proof & pan-EU pilot — ~$1.0M ARR run-rate.
• '27Pan-European scale — to the ~$5.6M ARR gate.
• '28Compound to $12M ARR — self-funding from H2.

Capital protected by evidence, not optimism

Honest about what could go wrong

• •Finite market — mitigated by tiering + pan-EU footprint.
• •Long enterprise cycles — mitigated by a foundation quarter, events & mid-tier MRR.
• •Costly, slow UK hiring — mitigated by pre-launch searches & partner-flexed delivery.

Approve the launch & the Year-1 tranche

Approve Route B, release Tranche 1 (£1.0M), and start the MD and first two AE searches now. The Q1 and Q2 gates give the board a real off-ramp before the scale capital is ever committed.

• ✓Full detail in the Strategy, Financial Model & Reality Check.
• ✓Track it live on the CEO Dashboard.