STARTING.HEALTH
01 / 12

Investment opportunity

A holding company for modern direct-to-patient health brands.

Starting.Health builds brands that combine clinical rigor, at-home diagnostics, telehealth, pharmacy fulfillment, and recurring treatment programs — beginning with StartingGLP.

$56.2M

24-month model revenue

$15.1M

24-month contribution profit

Sources: Starting.Health site; StartingGLP site; management model outputs.

People first

Proven founders. Consumer-first healthcare. Built to scale.

Bryan Lenett

Founder

Additional leadership to be announced.

Bryan Lenett is a three-time exited entrepreneur with experience building and scaling technology-driven businesses across healthcare, digital commerce, and online marketplaces. He founded PharmacyBenefits, one of the first real-time pharmacy benefits platforms in healthcare, serving major clients including CVS and UnitedHealthcare. He later co-founded TreatMD, a telemedicine company acquired by GlobalMed, and Boatzon, a digital marine marketplace sold to MarineMax (NYSE: HZO).

Across his ventures, Bryan has focused on identifying fragmented industries and building consumer-first technology platforms that simplify complex transactions and services. At Starting.Health he is applying that experience to build a scalable consumer healthcare platform spanning GLP-1 treatment, peptides, TRT, diagnostics, and longitudinal health monitoring.

Sources: StartingGLP site messaging; management analysis.

Market setup

Why now: a decade-long metabolic health tailwind.

40.3%

U.S. adult obesity prevalence, 2021–2023

25M

J.P. Morgan estimate of Americans on GLP-1s by 2030

$190B

Morgan Stanley global GLP-1 market forecast by 2035

$95B

Goldman Sachs global anti-obesity market forecast by 2030

The GLP era is opening a larger direct-to-patient category: medication access is increasingly commoditized, but trusted clinical onboarding, diagnostics, monitoring, retention, and expansion into adjacent protocols remain under-built.

Sources: CDC NCHS Data Brief 508; J.P. Morgan obesity drugs insight; Morgan Stanley GLP-1 forecast; Goldman Sachs anti-obesity market forecast.

Customer problem

The gap: medication-first telehealth is easy to copy.

Medication-first websites

  • Short questionnaire becomes the primary front door
  • Price competition around the same medication category
  • Limited pre-treatment data for future comparison
  • Weak reason to stay after initial prescription

Starting.Health thesis

Build brands where the customer journey begins with clinical signal: labs, history, physician review, and ongoing monitoring — not just access to medication.

Sources: StartingGLP site messaging; management analysis.

Holding company model

One operating engine, multiple brands.

Shared infrastructure

  • 01At-home diagnostics and lab logistics
  • 02Telehealth physician network and protocols
  • 03Pharmacy fulfillment coordination
  • 04Payments, subscriptions, refunds, and lifecycle messaging
  • 05Compliance, content, customer support, analytics

Each new brand plugs into the same engine, creating operating leverage as the portfolio expands.

Sources: Starting.Health site: clinical-first, shared infrastructure, built-to-endure approach.

Brand 01

StartingGLP is the beachhead.

Most GLP-1 brands start with a quiz. We start with your blood.

  • Free GLP baseline lab test included with treatment plan
  • Physician consultation and medication if medically appropriate
  • Full refund if not medically eligible for treatment
  • Follow-up health monitoring at 3, 6, and 12 months

$189/mo

entry plan

$499

3-month plan

$899

6-month plan

Commercial design

  • Core treatment plans drive recurring and prepaid revenue
  • Free labs differentiate the brand and increase trust
  • Health monitoring upsell raises AOV and retention
  • Bundles create ARPU expansion without a new acquisition funnel

Sources: StartingGLP site product/pricing; management revenue model.

Lifecycle

The customer journey turns a transaction into a relationship.

01

Choose plan

M2M, 3-month, or 6-month treatment plan

02

Lab-first onboarding

At-home GLP lab and health questionnaire

03

Physician review

Labs, medications, health history, goals

04

Treatment

Prescription and fulfillment if medically appropriate

05

Monitoring

3-, 6-, and 12-month follow-up labs

06

Expansion

Nutrition, bundles, peptide and TRT roadmaps

Why it compounds

Prepaid plans improve cash flow

Monitoring creates repeat touchpoints

More data improves personalization

Brand trust expands into adjacent protocols

Sources: Management go-to-market model.

Revenue ladder

Multiple revenue paths from the same acquired patient.

  • 1Core GLP treatment$189/mo, $499/3 mo, $899/6 moPrimary engine
  • 2Health monitoring$149 / $280 / $450 add-onAOV + retention
  • 3BundlesGLP + NAD+, sermorelin protocolsARPU expansion
  • 4Nutrition / coachingFuture $29–$49/mo add-onRetention + outcomes
  • 5Adjacent brandsStarting Peptide, Starting TRTSame infrastructure

Use treatment to acquire the customer, diagnostics to differentiate, monitoring to retain, and shared infrastructure to launch the next brand.

Sources: StartingGLP site pricing and product bundling; management planned upsells.

24-month projection

Operating leverage appears in year two.

RevenueContribution profit

Year 1

$14.8M / $3.1M

Year 2

$41.4M / $12.0M

24M total

$56.2M / $15.1M

$56.2M

24-month revenue

$15.1M

24-month contribution profit

21.9K

Month 24 active treatment members

26.9%

24-month contribution margin

Model uses current assumptions in the latest 24-month workbook and excludes corporate overhead, taxes, and financing costs.

Sources: StartingGLP 24-month model v2 corrected free-labs workbook; unaudited management projection.

Model quality

Key assumptions are visible and adjustable.

Demand and retention

Marketing CPA
$200 / lab customer
Lab-to-treatment conversion
65%
Plan mix
50% M2M / 25% 3M / 25% 6M
M2M churn
7% monthly
3M / 6M renewal
80% / 65%

Cost and platform actuals

Initial lab cost
$70
Initial physician consult
$25
Medication COGS
$50 / active month
Beluga fees
$15 lab + $15 pharmacy ship
Platform / payment
1% Care Portals + 2.5% Stripe

Diligence focus: verify sustainable CAC, medical eligibility conversion, medication cost, prepaid renewal, and month-3 / month-6 retention by cohort.

Sources: Management model assumptions.

Portfolio expansion

Starting Peptide and Starting TRT plug into the same rails.

StartingGLP.com

Metabolic health

Live / first brand

StartingPeptide.com

Recovery, performance, longevity

Q2 2027

StartingTRT.com

Energy, strength, focus

Q4 2027

Sources: Starting.Health site portfolio and roadmap; management execution plan.

Use of funds

Fund the operating engine, not a single campaign.

Capital sought

$750K

For 10% equity. Flexible structure to fit the investor: equity, SAFE / convertible note, or strategic growth capital.

Primary use of proceeds

StartingGLP is built and ready to scale.

The platform, clinical network, lab, pharmacy, and patient workflow are already in place. — 0%

  • Patient acquisition for StartingGLP — 80% of proceeds
  • Clinical, lab, pharmacy, compliance, and customer support operations — 20% of proceeds

Milestone objective: prove CAC, treatment conversion, retention, and monitoring attach rate before scaling the brand portfolio.

Sources: Management planned capital use.