Informational only. Not an offer to sell or a solicitation to buy any security. Any investment is made only through formal SAFE documents, which supersede this page. Figures marked Estimate or Target are the founder's projections and assumptions, not results. Keystone has no revenue and no paying customers yet.
Where the company stands
- Live: free assessment and the planning workspace (plan, dashboard, actions, finance) running in the browser.
- Built, not yet switched on: accounts and team roles, QuickBooks Online sync, email summaries, AI explanations checked against the product's own figures.
- Not built: Keystone's own peer benchmark dataset, further integrations.
- Customers: none paying. Seeking the first design partners.
The problem
Owners of service businesses doing roughly $500K to $3M a year make their biggest decisions without a current plan to weigh them against. Plan-writing software produces a document frozen on day one. Financial planning tools are built for finance teams these owners will never hire.
About half of new U.S. business establishments are no longer operating after five years, and about one in three are still operating after ten: 34.7% of establishments opened in 2013 were operating in 2023. Exits include sales and retirements as well as failures. Source: U.S. Bureau of Labor Statistics, Business Employment Dynamics.
The product
A living operating plan: goals with numbers, owners and deadlines; a monthly check against the plan; issues raised automatically and tracked to a verified result; and finance tools (budget, forecast, 13-week cash, decision testing) that keep revenue, profit and cash apart. Benchmarks today come from published industry studies with named sources. A proprietary peer dataset is the long-term plan, not a current asset.
The round
Use of funds: complete the build, onboard the first three to five design partners, and run a 60-day validation sprint before any spend on growth.
Market Estimate
Unit economics Target
Year 2 to 3 targets, not results: $175 a month average revenue per customer, 85%+ gross margin, about $1,100 to acquire a customer, payback under 6 months, lifetime value over 3x acquisition cost, net revenue retention over 100%.
Trajectory Estimate
Base case about $22M ARR in five years. Most likely exit: a strategic acquisition at $12M to $25M ARR in years 4 to 6. These are scenarios, not forecasts of value.
The case against
- Unvalidated. No paying customers. Five core assumptions are untested; spend on growth waits for the validation sprint.
- Incumbents. Intuit could add a version of this to QuickBooks.
- Solo founder. A technical co-founder or head of engineering is planned by year 2.
- High variance. A realistic range of outcomes includes losing the whole investment. Size the check accordingly.