The team runs the work
Plan, coordinate, publish, reply and report.
HeyMark
Social media management that actually knows your brand.
Investment Committee, July 2026
Companies are publishing more every year
More content means someone has to run it as an operation.
Who runs that operation
The social media lead (community manager) is the person who coordinates all of that work. In smaller teams they also execute every one of those tasks themselves.
Social media lead
Plan the month
Brief the designer
Chase the approval
Publish to each network
Answer comments and DMs
Report the numbers
Fragmented workflows and context
Plans, approvals, creative files, published content, conversations and performance data live across different tools, networks and people. For every new task, the social media lead has to rebuild the brand context and pass it to everyone involved. Each task creates more history, but no system turns it into context for what comes next.
Social media lead
Solution
A social media management platform that reads posts, transcribes videos and connects content, comments, messages and performance, so the team can manage what comes next with the full brand context.
HeyMark builds the context
Read posts, transcribe videos and connect content, comments, messages and performance.
The product uses it
Store that knowledge in one shared layer that every feature and agent can use.
Existing platforms split the brand's history across separate features
Plan
Write
Publish
Reply
Report
Dates and approvals
The current prompt
The finished post
The conversation
Performance metrics
The social media lead has to carry the full brand context from one task to the next.
One layer, and everything is built on it
Plan
Write
Publish
Reply
Report
One context layer
Everything the brand published, what was in it and how it performed
For incumbents, shared context is a product rewrite, not a new feature
Incumbents built calendars, inboxes, analytics and AI as separate tools, each designed around an isolated task. Moving to shared context means changing the architecture underneath the product and redesigning every workflow so it contributes to and uses the same brand history, without breaking how existing customers already work.
That same layer gives agents the context they need to work alongside the team
CalendarInboxAnalytics
Agent
Each agent has to be given context again for every feature and task.
Brand context
Agent
Agents connect once and work from the same brand context as the team.
Our big ambition
To become the standard way brands manage social media in the age of AI.
And where we begin
Content management. The calendar, the coordination, the approvals and the performance of every piece.
The product
One platform where the social media lead can run the entire content operation. HeyMark keeps the context behind every plan, approval, post, reply and result, then uses it to help with the next task.
Product demo
assets/demo.mp4
This is already a paid category
The category is already paid for
Annual revenue
Sprinklr$857M
Sprout Social$458M
Hootsuite~$350M
Buffer$25.6M
Metricool~$18M
And the new direction is already being paid for
Annual revenue, run-rate
Postiz
~$1.8M
8× in five months, ~5,000 subscriptions
Post Bridge
~$530K
from a standing start in 2024, 1,656 subscriptions
Sprinklr FY2026 and Sprout Social FY2025 from SEC filings. Buffer from its live public metrics dashboard. Metricool reported €17M at acquisition by team.blue. Hootsuite is a third-party estimate and is not audited. Postiz and Post Bridge are annualized from the latest month on their public dashboards.
Market size
~$30B
category spendTotal Available Market
~4.6M
serviceable brands across Spanish and English-speaking marketsIncludes a preliminary estimate of ~3.0M US-general brands
1,900
paying brands to reach $1M ARR, ~0.04%Share of Market
Category size from Fortune Business Insights, all segments and geographies, software and services. The 1.6M base across Spanish-speaking Latin America, Spain and US Latino is built from official company counts and HeyMark serviceability filters. The additional ~3.0M US-general estimate is preliminary. The ~0.04% share is measured against the combined serviceable market, not the category.
Roadmap
Feb to Jun 2026
Built too much
$4.9K MRR, 17 customers
July
Shut it down
Rebuilt around the social media lead
Now
Run the closed beta in small cohorts
20 social media leads, small cohorts, weekly releases
~3 weeks
Pick the ICP and pricing
Four profiles, using usage and willingness-to-pay evidence
Next 2 months
Build the best planner for that ICP
Start charging cohort users while we build
Then
Open self-serve and prove paid retention
Conversion and retention before expansion
After
Expand across the workflow, then adjacent teams
A preliminary model based on today's pricing
The current projection uses $29 Pro and $99 Business subscriptions per brand. The pilot will determine the primary pricing axis and packaging.
Paying brands
1,900
×
Avg per month
$44
×
Months
12
=
ARR
~$1M
Pricing may ultimately combine brands, seats, additional agents and enterprise permissions.
How we get to 1,900 paying brands
By month 18, assuming 5% monthly churn.
If signup to paid is
We need signups per month
2%
~7,900
4%
~3,900
6.5%
~2,400
8%
~2,000
Two conversion paths we will test at launch
Freemium
Lets every brand experience the core product before choosing a paid plan.
Reverse trial
Starts every account with the complete experience, then lets the user decide what to keep.
We have generated this volume before
All of it through organic content distributed on channels we own and created primarily for the Chilean market.
1M
monthly views on HeyMark's own channels, across Instagram, TikTok, YouTube and LinkedIn
4M
monthly views on the founder's personal account, on top of that
1,000
new waitlist signups a month, before the product existed
The conversion plan needs around 2,400 signups a month. We have already produced a meaningful part of that through organic content alone.
The new strategy starts with international, bilingual organic content, then tests paid acquisition against CAC and payback targets set by the pilot.
The team
Full-time since January 2026, bootstrapped. We are six.
$300K to prove the repeatable system
OpenThe public self-serve product
ChooseThe ICP, with evidence
ProveSignup-to-paid conversion and retention
BuildThe first repeatable acquisition engine
Thank you
To become the standard way brands manage social media in the age of AI.
HeyMark, 2026
Appendix
Choose a question to go deeper
Linear and HeyMark start from the same structural opening
Linear
Linear entered a paid project management software category estimated at approximately $12B in 2025. Software teams coordinated work across Jira, Asana, documents and chat, while broad, configurable systems fragmented the project history. Before each decision, someone had to reconstruct the context. Linear chose issue tracking as a narrow wedge and rebuilt the workflow around speed and focus.
- Paid categoryProject management
- Narrow wedgeIssue tracking
- New systemOpinionated software workflow
- ExpansionTeam, company, enterprise
HeyMark
HeyMark enters a paid social media management software category estimated at approximately $32B in 2025. Brand teams coordinate work across Hootsuite, Sprout, documents, creative tools and chat, while task-specific systems fragment the brand history. Before each task, the social media lead has to reconstruct the context. HeyMark starts with content management and rebuilds the workflow around one shared brand record.
- Paid categorySocial media management
- Narrow wedgeContent management
- New systemShared brand context
- ExpansionBrands, teams, modules, enterprise
Both are multi-billion-dollar paid categories with the same structural pain: the operator reconstructs fragmented context before moving work forward.
2025 market estimates: project management software $11.91B; social media management $32.48B. Sources: Fortune Business Insights, project management and social media management. Structural precedent, not economic equivalence.
Linear validates the logo scale, not our timeline
paid business customers
Linear crossed this scale in year seven by entering an existing category with a focused product and expanding into larger teams.
paying organizations
Against a serviceable market of approximately 4.6 million brands, this represents approximately 0.43% of the market.
Twenty thousand paying organizations is a credible scale reference. It does not prove when HeyMark reaches it or how much each organization pays.
Source: Linear at 7. The HeyMark percentage is illustrative because the serviceable market counts brands, while the long-term model counts paying organizations. The ~3.0M US-general estimate is preliminary.
Logo scale alone creates a $10.6M company
1
Operating milestone
~$1M
1,900 paying brands at $44 per month
The current model reaches approximately $1M ARR.
2
Same entry economics, larger logo base
$10.6M
20,000 organizations at $44 per month
Customer scale alone produces a meaningful business.
3
Venture outcome
~$100M
20,000 organizations at $417 per month
The missing variable is revenue per organization.
The first step is the month 18 operating plan. The other two are long-term illustrations, not forecasts.
Expansion changes the unit from brand to organization
The $44 brand subscription is the wedge. The long-term account includes the portfolio, the people and the workflow around it.
- StartOne brand workspacePaid retention
- PortfolioMore brand workspacesBrands per organization
- TeamCollaborators, approvals and permissionsActive collaborators per organization
- ProductModules and AI usageAttach rate and usage
- ScaleSecurity, support and enterprise requirementsOrganization NRR and enterprise demand
Illustrative mix of 100 organizations
40Solo
$44
$44
35Team
$299
$299
25Agency or enterprise
$1,199
$1,199
Illustrative blended monthly revenue
$422
20,000 organizations × $422 × 12 = $101.3M ARR
We do not need to validate $422 today. We need to validate the sequence: retention first, then account expansion.
A2
Sensitivity
Change the assumptions and see the monthly acquisition volume required to reach 1,900 paying brands by month 18.
Fixed target
1,900 paying brands
Month 18
$
$29 Pro$99 Business
%
0%54% retained after 12 months12%
%
1%12%
%
1%20%
1,900 paying brands
× $44 per month
× 12 months
$1.00M ARR
$528 annual revenue per paying brand
~48,500visitors
→
~2,400signups
→
~158new paying brands
→
1,900active paying brands at month 18
Constant monthly cohorts, same-month conversion and no expansion revenue. Visitor to signup is illustrative until the self-serve funnel is live. Views are not treated as website visitors.
Where the 6.5% conversion assumption sits
ChartMogul surveyed 200 B2B software products in January 2026. The median product converts 8% of free signups into paying customers within six months. We plan below that median.
Spotify
39%
Slack
~30%
Duolingo
9%
Median
8%
HeyMark plan
6.5%
Each of these limits the free experience exactly where the user already depends on it. Slack caps message history and integrations, Spotify limits control and adds ads, Duolingo limits pace. For HeyMark the equivalent is the brand context a workspace accumulates while the team works in it.
Published bands for the two mechanics we plan to test: freemium is 3-5% good and 8-12% great, reverse trial is 4-6% good and 8-12% great. Our 6.5% sits inside both, and the previous slide runs the model from 2% to 8%.
ChartMogul, SaaS Conversion Report, January 2026, 200 B2B software products, measured within six months of signup. Spotify: 263M premium subscribers over 675M monthly active users, December 2024. Duolingo: about 9% of monthly active users, 2025 annual report. Slack is a third-party estimate and is not disclosed by the company.
↑ Back to appendix
A3
Four ICPs, one operating job
Each profile plans, publishes, coordinates feedback and reviews performance. The paid cohorts will determine where pain, activation and willingness to pay are strongest.
In-house social media lead
- Where
- Inside one company, usually across one brand or brand family.
- Buyer
- The employer.
- Approval path
- Manager, leadership or legal.
- Sharpest pain
- Workload, internal approvals and reporting.
- Expansion surface
- Teammates, roles and permissions.
Freelance community manager
- Where
- Independent, across several client brands.
- Buyer
- The freelancer.
- Approval path
- Each client.
- Sharpest pain
- Context switching, scattered feedback and competing deadlines.
- Expansion surface
- More brands and client workflows.
Agency community manager
- Where
- Inside an agency, across several client brands.
- Buyer
- The agency owner or director.
- Approval path
- Internal review, then the client.
- Sharpest pain
- Double approval, coordination and lost brand knowledge when people change.
- Expansion surface
- Brands, seats, permissions and white-label.
Content creator
- Where
- Across their own audience, channels and personal brand.
- Buyer
- The creator.
- Approval path
- Self, sometimes a sponsor.
- Sharpest pain
- Publishing consistently and learning from a growing content archive.
- Expansion surface
- Channels, collaborators and agents.
Same core workflow, different buyer, approval path and expansion surface. The pilot selects the beachhead and the primary pricing axis.
A4
How the serviceable market is calculated
Bottom-up serviceable base
Official company counts by country
Each market starts with its national business census.
Filter for consumer-facing sectors and active social operations
Chile example: 409K companies × 63% consumer-facing × 50% active social = approximately 130K active social brands.
~1.0MMexico
~0.6MSpain
~0.4MArgentina
~0.4MPeru
~0.3MColombia
~0.13MChile
Apply the serviceability ratio
Chile provides the reference: 50K serviceable brands divided by 130K active social brands, approximately 38%. The 50K is a central estimate triangulated from three independent signals, each of which shows brands with a managed content operation and proven willingness to spend.
~3K to 5Kalready pay for a social media tool, prorated from Buffer and Metricool
~20KShopify stores in Chile, Transbank 2025
~17Ke-commerce pure players, SII and CCS 2025
Add US Latino
Approximately 600K brands that operate or sell in Spanish or bilingually.
>1.6M serviceable brands across Spanish-speaking Latin America, Spain and US LatinoAdd US-general
A preliminary estimate of approximately 3.0M brands in the English-speaking US market.
~4.6M serviceable brands across Spanish and English-speaking marketsThis is an estimated serviceable population, not a census of software buyers. The company counts are official. The operating, social activity and serviceability filters are HeyMark estimates. The ~3.0M US-general estimate is preliminary and has not been reconciled for possible overlap with US Latino.
Professional creators with a monetized brand are counted as brands. They are not added again as a separate population.
Sources: INE and Chile's Ministry of Economy, INEGI, Confecámaras and DANE, INEI, AFIP and SIPA, INE and DIRCE, and US Census ABS and NES-D. Full methodology and bibliography.
Three market numbers, three different questions
1
What the category bills today
~$30B
All segments and geographies, software and services
Evidence that the category exists and is paid for. We calculate nothing from it.
2
The self-serve slice we sell into
~$4.5B
Software without services, SMB share, self-serve half
Our own top-down estimate. Around $225M of it sits in Spanish-speaking markets.
3
The bilingual serviceable market
~4.6M
Brands across Spanish and English-speaking markets
The 1.6M base across Spanish-speaking Latin America, Spain and US Latino, plus a preliminary ~3.0M US-general estimate.
Reaching $1M ARR requires winning existing buyers and turning brands that run social media without a paid tool into new buyers of the category.
1,900 paying brands is approximately 0.04% of the ~4.6M serviceable market across Spanish and English-speaking markets. The ~3.0M US-general component is preliminary.
Category size from Fortune Business Insights. The self-serve slice and the serviceable base are HeyMark estimates. Full methodology and bibliography.
Cash and runway
The floor, at zero revenue
16 months
$300K divided by our month-one fixed burn of $18,750. It assumes we never sell anything.
The plan
Month 14
Cash-flow positive, four months before the $1M ARR milestone at month 18.
Lowest point
~$97K
Minimum cash, reached in month 13. It climbs from there.
Both numbers run on the same clock. Month 1 is August 2026, month 14 is September 2027 and month 18 is January 2028.
The 16 months are a floor calculated at month-one burn with no revenue. The plan reaches breakeven before that floor is ever tested.
What the $300K buys
The round
$300K
Enough to reach breakeven and prove the acquisition engine.
Consumed by month 13
$203K
Net cash burned before the plan turns cash-flow positive.
Still in the bank
~$97K
Cash at the lowest point, in month 13, before it climbs.
Founders
$117K
Current team
$83K
Reserve
$50K
New hires
$39K
Paid growth
$30K
Tools and AI
$27K
Company
$18K
Operating spend through month 13 is $364,597. Revenue covers $161,452 of it, so the round funds the bridge to breakeven rather than the whole operation.
The reserve is unallocated on purpose. It covers what a first launch always needs and cannot be scheduled in advance: extra engineering for a new network integration, design and content help at launch, onboarding support for the first paid cohorts, or AI compute if usage spikes. The model gives it no revenue uplift, which keeps the plan conservative.
No sales team, no enterprise build and no office expansion. Paid growth and the reserve are gated at month 7 and can be cut without touching the product. Founders are three at $3,000 a month, dropping to $1,000 at that gate. Figures are the base case, cumulative from month 1 to month 13.
The same plan under three scenarios
Month reaching $1M ARR run-rate, with the cash position behind each case.
Pessimistic
After 24
Cash-flow positive after month 24. Minimum cash $52K, protected by a month-7 gate that cuts paid acquisition, trial spend, every hire that has not started and founder salaries.
Base
Month 18
Cash-flow positive at month 14. Minimum cash $97K.
Optimistic
Month 11
Cash-flow positive at month 10. Minimum cash $205K.
The pilot will replace the model's key assumptions with measured inputs before we scale acquisition and hiring.
Each scenario moves conversion, growth, activation and churn together. All three end month 24 with cash in the bank.
Demand exceeded capacity, and the first cohort is activating
The closed beta started last week with limited access. More than 200 people requested a spot organically, while the first cohort progressed through the complete setup flow.
208
Organic access requests
Demand generated through HeyMark's Instagram before opening access broadly.
Step-to-step conversion
90%converted
92%converted
75%converted
72%converted
Active brands are already doing real work
Early activity is concentrated in the product's core workflows and in Mark, the product agent.
Product activity
118
Product actions
9.1
Actions per active brand
Mark usage
88
User messages to Mark
21
Mark conversations
4.2
Messages per conversation
$0.0027
Cost per turn
↑ Back to appendix
1
2
Reddit
Indexed
Indexed
Indexed
Indexed
Owned
3
A7
A product-led engine in three motions
One motion lives inside the product, one earns the AI recommendation, one reaches the community manager directly. All three are measured by attributed signups, not reach.
Click each motion to see how it works
1
Inside the product
The link and report the CM shares carry HeyMark.
+
The approval link and monthly report the CM shares carry HeyMark. A clean one signals a serious operator, so it gets shared by default, and the person who opens it is the one who approves the spend. Whether sharing is free or inside a paid plan is the same freemium versus reverse trial lever the pilot decides. The one motion that compounds on its own.
2
Marketing to agents
We become the answer AI models give the CM.
+
We publish where the models read. Humans interact with it there, and that engagement is what makes the model treat us as the answer it gives the community manager.
We publishwhere the models read
→
Humans interacttheir engagement ranks it
→
Models cite itas the answer
→
The assistantshows it to the CM
The media we use, and what each is for
Real user consensus and high-intent questions.
Review sites: G2, Capterra, TrustRadius
The shortlist models read for "alternatives" queries.
YouTube
Demos and tutorials the models surface.
LinkedIn and X
Professional and real-time discussion, entity authority.
Our blog and docs
Our own source of record, and where signup happens.
3
Direct to the community manager
Creators who show it, and our own accounts in their feed.
+
We reach the CM at every media touchpoint they already have. The creators and educators they follow, in their communities on Slack, Discord and Skool, use HeyMark and show the work built with it. And we distribute directly on Instagram, TikTok and YouTube in two lines: product accounts under heymark.ai, and building in public under heymark.tv.
We reach the community manager from every angle: when they learn in their communities and channels, when they scroll their feed, and when they ask for a content management solution.