SPARK
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SPARK
GTM Playbook v7.8 · FINAL

Bangkok + Singapore
Go-To-Market Playbook

A data-driven offline-first acquisition strategy for SPARK — the curated dating app connecting Bangkok's 1.28M singles aged 25–45 through premium social experiences.

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Bangkok Launch: Apr 2026Singapore Expansion: Q3 2026Seed StageConfidential
01

Base Case — Month 1 Model

All figures derived from the bottom-up monetisation model. Not benchmarked.

Monthly Installs
0+
Paid + organic + events
Activated Users
0
18% of installs
Spark Buyers
0
15% of activated
Monthly Revenue
$0
Base case Month 1
Blended ARPU
$3.73
Per activated user/month
LTV (Base)
$31.08
At 12% monthly churn
Blended CAC
$34
60% events / 40% paid
SG Base Revenue
$3,357
900 activated × $3.73

Revenue Composition (Base Case)

  • Spark Packs
  • Booking Commission

Spark packs dominate at launch; booking commission grows over time

Scenario Comparison — Month 1

Conservative
$2,325/mo
$1.55 ARPU
Base
$6,705/mo
$3.73 ARPU
Aggressive
$27,782/mo
$7.72 ARPU
Spark revenue formula: Buyers × Packs/mo × Pack price
Base: 270 × 2 × $12 = $6,480
02

Conversion Funnel

From install to Spark buyer — three scenario comparison

InstallsActivatedChattersBookersSpark Buyers05000100001500020000
  • Conservative
  • Base
  • Aggressive

Note: Aggressive bookers = 626 (rounded from 2,088 × 30% = 626.4)

Installs
10,000
100%
Activated
1,800
18%
Chatters
900
50%
Bookers
180
20%
Spark Buyers
270
15%
03

Revenue Model

Monthly revenue projection across three scenarios (Apr–Sep 2026)

AprMayJunJulAugSep$0k$55k$110k$165k$220k
  • Conservative
  • Base
  • Aggressive
Conservative
150 buyers × 1.5 packs × $10
Spark rev: $2,250
Total rev: $2,325
ARPU: $1.55
Base
270 buyers × 2 packs × $12
Spark rev: $6,480
Total rev: $6,705
ARPU: $3.73
Aggressive
720 buyers × 2.5 packs × $15
Spark rev: $27,000
Total rev: $27,782
ARPU: $7.72
04

User Growth Scenarios

Cumulative activated users — Apr to Sep 2026

AprMayJunJulAugSep0k20k40k60k80k
  • Conservative
  • Base
  • Aggressive
05

Performance & CPI Benchmarks

Cost per install by channel — Thailand and Singapore markets

$0$30$60$90$120LINE Ads(TH)TikTok(TH)GoogleUACMeta (TH)TikTok(SG)Meta (SG)
Blended CAC
60% events + 40% paid
$34
Event CAC
Offline event acquisition
$15–$20
Paid CAC
Digital channels
$45–$75
Payback Period
At base ARPU $3.73
~9 months
06

Competitive Positioning

SPARK vs Tinder, Bumble, Hinge — indexed scores across 5 dimensions

ARPPURetentionEngagementLocal FitOffline UX0255075100
  • SPARK
  • Tinder
  • Bumble
  • Hinge

SPARK's key differentiators: Local market fit (95) and Offline UX (90) — categories where global apps score 20–40

07

Singapore Expansion

Q3 2026 — same model, half the install base, same ARPU

SG Installs
5,000
Half of Bangkok base
SG Activated
900
18% activation rate
SG Spark Buyers
135
15% of activated
SG Monthly Revenue
$3,357
900 × $3.73 ARPU
Singapore Spark Revenue Formula
135 Spark buyers × 2 packs × $12 = $3,240 Spark revenue
+ 90 bookers × $25 × 5% = $117 booking revenue
= $3,357 total monthly revenue
Booking value of $25 used for model. $40–$50 booking value to be validated post-launch.

Full GTM Playbook

29 slides · v7.8 FINAL · Last updated March 2026 · Confidential — Investor Use Only

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