Investor Briefing · Business Model Canvas v2.0 · June 2026

Rich & Plain Studio

From Tehran to Sydney — building the world's most human approach to learning

Rich & Plain Studio is a unified creative-education company launching in Sydney, Australia, carrying seven years of proven operational experience from Sadeh Sazan Sokhan Elm (Iran). Three subsidiaries — Bio-Club, QeseTo, and the new Mobile Lab — deliver immersive science discovery, story-based writing, and outreach education, anchored by the philosophy: simplify to illuminate.

Launch MarketSydney, NSW · Australia

Operating HistoryIran, 2017–present

First VenueFarm / Rural Property (Phase 0)

Company StructurePTY LTD + 3 Subsidiaries

ModelStart Small · Scale Gradually

Company Mission

"Simplify the complex. Make learning feel like discovery, not duty."

Rich & Plain Studio — making science and storytelling accessible to every human, at every age.

7+Years Iran

20+Programs

3Subsidiaries

2Founders

Who We Are

🏢

The Parent Company

Rich & Plain Studio PTY LTD is the unified Australian entity housing all operations, investor relationships, licensing, and brand identity. Operationally inherited from Sadeh Sazan Sokhan Elm, founded in Iran in 2017, which earned national government recognition for its creative pedagogy.

🤝

The Founders

Operations Director leads operations, curriculum, and educational design as salaried director during the build phase. Australian Partner brings Australian licenses, investor capital, psychology expertise, and access to a rural property — the zero-cost Phase 0 launch pad for weekend camps.

🧭

Core Philosophy

Every program is built on one principle: don't transfer information — awaken curiosity. Inspired by the DIKW hierarchy (Data → Information → Knowledge → Wisdom), programs guide participants from facts toward genuine insight via storytelling, hands-on experiments, and emotional engagement.

🌱

Start Small, Scale Wisely

Phase 0 launches at Australian Partner's rural property — zero rent, minimal overhead. Weekend immersive camps test market fit and build community before any lease commitment. This mirrors the original Tehran operation's growth: one proven step at a time.

🧠

Psychology & Emotional Intelligence

A strong background in psychology and emotional awareness training adds a fourth pillar: EI education for children and adults. Programs integrating self-awareness, empathy, and emotional regulation — absent from the Sydney STEM-camp landscape and directly differentiated from competitors.

🚐

Mobile Lab Innovation

Drawing from a proven mobile laboratory project in Iran, a fitted-out van or bus brings Bio-Club to schools, regional NSW, and multicultural community hubs — eliminating the venue dependency entirely and dramatically expanding reach at low marginal cost.

Our Three Subsidiaries

Bio-Club

Science discovery centre for kids & families

Bio-Club brings biology to life through hands-on stations, live organisms, microscopes, DNA extraction, fossils, and scenario-based learning. Originally at Bagh-e-Ketab in Tehran (130 sqm), it earned Iran's national "Creative Badge".

Hands-on ScienceSTEAMFamily ProgramsSchool ExcursionsTake-home Kits

QeseTo

AI-mentored writing & story-building platform

QeseTo is an online writing mentorship platform where AI acts as a thinking partner, not a ghostwriter. In Australia: writing workshops for schools, narrative therapy for adults, and corporate communication simplification.

AI Writing MentorNarrative TherapySchool ProgramsCorporate Workshops

Mobile Lab

Outreach science van

A converted van/bus equipped with portable Bio-Club stations, visit schools, remote areas, and community hubs. Based on a successful mobile lab concept adapted for NSW. Grants-eligible, low-cost, high-impact.

School OutreachRegional NSWMulticultural HubsGrants-Eligible

Rich & Plain Studio · Sydney Launch · BMS v2.0 · June 2026. All financial figures in AUD, indicative only for investor discussion. Actual figures subject to local feasibility validation before capital deployment.

Business Model Canvas — Rich & Plain Studio

1Key Partners

Who enables us

Australian Partner — licenses, capital, property, psychology network
NSW Schools & P&C Associations — excursions, incursions, term programs
UNSW / USyd / UTS — content credibility, guest scientists, student placements
Powerhouse Museum, Australian Museum, Questacon — cross-promotion, not competition
Local Councils & Libraries — venue access, community grants
Psychology & Therapy Networks — EI program referrals
Multicultural Community Groups (Persian, Chinese, Indian)
CSIRO / Inspiring Australia — STEM grants & credibility
Kit & Van Equipment Suppliers
B2B Tech Startups & Operational Businesses — strict contracted service provider (no equity model)

2Key Activities

What we do every day

Story-based biology workshops (Bio-Club)
Writing mentorship & narrative therapy (QeseTo)
Emotional intelligence workshops for children & adults
Mobile Lab school visits & community outreach
Produce & sell take-home science kits
Train & manage educator team
Weekend camps at partner property (Phase 0)
Content marketing — "weird biology" + writing prompts
Grant applications (STEM, Arts NSW)
B2B Agency Services: Full-stack web development (Firebase/Firestore), UI/UX, branding, and comprehensive social media management

3Value Proposition

Why people choose us

For families & children: Lab-grade biology, live organisms, DNA experiments, and story-driven discovery schools can't provide.
For teens & adults: EI programs and narrative writing mentorship that build self-awareness alongside academic skills.
For schools: Curriculum-aligned excursions, incursions, and teacher PD — now deliverable by Mobile Lab anywhere in NSW.
For remote/regional NSW: Mobile Lab brings premium STEM and EI programs to communities currently underserved.
For investors: 7+ years of proven history, 20+ tested programs, lean launch via existing property, grants-eligible Mobile Lab.
End-to-End Digital & Creative Services for B2B: Empowering operational startups to launch premium digital identities without in-house tech teams. Example: Full branding, landing page, and tech infrastructure for property platform NexoKep ("What's Next? Well Kept.").

"Biology isn't for memorising — experience it." · "QeseTo doesn't write for you — it helps you find your words." · "The Mobile Lab brings the lab to you."

4Customer Relationships

How we keep people coming back

Membership / Season Passes — recurring family access
School Term Partnerships — term-long agreements
Community Content Loop — "weird biology" + writing prompts social series
Weekend Camps — low-commitment acquisition touchpoint
Birthday Parties — word-of-mouth engine
Take-home Kits — brand inside the home
QeseTo Subscriptions — monthly digital retention

5Customer Segments

Who we serve

Families with children 3–12 — weekend camps, birthday parties, venue visits
Primary & Secondary Schools — excursions, incursions, Mobile Lab visits, term programs
Pre-teens / Teens 10–17 — Scientist Chef, Future Pharmacist, QeseTo writing
Adults & Professionals — EI workshops, narrative writing, corporate comms
Homeschool Families — kits + virtual sessions
Regional / Remote NSW Schools — Mobile Lab visits (underserved, grants-eligible)
Multicultural Communities — Persian, Chinese, Indian
Online Kit Buyers — national, venue-independent revenue
B2B Clients & Tech Startups — SaaS companies and international operations outsourcing digital/creative needs

5bKey Resources

What we rely on

Proven curriculum library — 20+ programs tested in Iran
Founding team: biology, educational management, psychology
Partner's rural property (Phase 0, zero rent)
Partner's existing licenses & regulatory knowledge
QeseTo digital platform (live at qeseto.com)
Kit IP & production scripts (fossil, terrarium, water-filter)
Mobile Lab van — high-ROI, grants-eligible asset

6Channels

How we reach people

Direct bookings (richandplain.com / qeseto.com)
School excursion booking platforms
Online store for kits — national reach
Instagram / TikTok — biology + writing content
School holiday program directories
Multicultural community networks & cultural centres
Local councils, libraries, family centres
CSIRO STEM partnerships, Inspiring Australia network

7Cost Structure

Where money goes

Phase 0 (zero-rent camps): Kits $5–10k · Insurance $2–4k · Facilitation & transport $3–6k · Marketing $3–6k → Total AUD 15–30k
Mobile Lab vehicle fit-out: AUD 80–150k (converted bus/van, portable stations, safety compliance). Partially grants-eligible via STEM Community Grants ($20–100k available)
Phase 1 venue (120–180 sqm suburban Sydney): Fit-out $80–150k · Rent $90–150k/yr · Equipment $30–60k · Compliance $5–10k · Marketing $10–25k
QeseTo platform: Hosting & content $7–14k/yr
Staffing (Phase 1): 2–4 educators + coordinator + founder draws (see Financials tab)
ASIC registration: $611 one-off · Annual review fee $329/yr · Accountant & legal AUD $5–10k/yr

8Revenue Streams

How we make money

Weekend Camps (Phase 0): $350–550/child, 15–30 participants → $5–16.5k/event
Mobile Lab School Visits: $500–900/half-day visit, 2–4/week → $4–7k/week
General Admission (Phase 1 venue): $15–25/person, 600–800/month → $12–18k
School Excursions / Incursions: $12–18/student, 4–8 sessions/month → $6–12k
Term Programs & Workshops: $150–300/term/child → $6–18k/month
Psychology / EI Workshops (adults): $80–150/session → $2–6k/month
Take-home Kit Sales: $25–45/kit, 200–400 units → $5–15k/month
QeseTo Subscriptions: $15–35/month/user — growing recurring
Project-Based B2B Contracts: High-margin project fees for branding, UI/UX, and site development
Ongoing B2B Retainers: Monthly recurring revenue for social media management and tech maintenance

Indicative Phase 1 steady-state monthly revenue: AUD 40,000–85,000. Mobile Lab + term programs are highest-margin and most scalable. QeseTo subscriptions lowest marginal cost at scale.

All figures indicative for investor discussion. Not contracted revenue. Independent feasibility validation recommended before Phase 1 capital commitment.

Detailed 18-Month Implementation Roadmap

Pre-Launch

Months 0–1

Phase 0 Camps

Months 1–6

Phase 1 Setup

Months 6–12

Operations

Months 12–18

This roadmap outlines every major step from company registration on Day 1 through to Phase 1 venue opening and beyond. It is designed as a feasibility-first approach — each phase gate requires real-world validation before committing capital. Costs shown are per-period estimates. All costs in AUD. Founder draws are modelled conservatively and grow only when revenue justifies.

Founders: Operations Director (salaried from Month 1) · Managing Director (draws begin Month 3 as business starts generating revenue).

Pre-Launch Company Formation & Legal Foundation Months 0–1 ▼

Day 1–7Week 1

Register Rich & Plain Studio PTY LTD via ASIC Business Registration Service (business.gov.au) — $611 ASIC fee. Company name search first ($0, online).

Obtain ABN (Australian Business Number) — free, applied simultaneously via Business Registration Service. Used for all tax & invoicing.

Australian Partner obtains Director ID via myGovID — required for all company directors before registration. Free.

Open business bank account — both founders as signatories. Recommended: NAB Business Everyday or Westpac Business One.

~$700Registration

Week 2–3

Engage a commercial lawyer — draft Shareholders' Agreement (equity split, IP ownership, decision-making, exit clauses). Critical before any capital contribution.

Engage an accountant / tax advisor — set up Xero or MYOB, establish payroll for founders' salary, model GST registration (register once turnover expected >$75k/yr).

Confirm visa & work rights — confirm visa category allows salaried employment in the company (subclass 482, 186, or investor visa pathway via partner's role).

Draft initial Proposal / Feasibility Report — this document, plus initial cash flow model, to be shared with potential angel investors or family offices.

$3–6kLegal & Accounting

Week 3–4

Working With Children Checks — both founders + all planned educators. NSW: free for volunteers, $80 for paid workers. Allow 4–6 weeks.

Public Liability Insurance — $1,500–3,000/yr. Required before first program. Get quotes from CGU, Allianz, or specialist providers via NIBA.

Secure domain, hosting, update richandplain.com — add Australian presence, booking system (Calendly or Acuity), contact details.

Research STEM grants — map open grants: Inspiring Australia, CSIRO, NSW Education Department STEM Grants. Calendar upcoming application windows.

$2–4kInsurance & Setup

Phase 0 Rural Property Camps + Mobile Lab Prep Months 1–6 ▼

Month 1–2First Camp

Founders' draws begin: Co-founders each draw AUD $4,000/month, funded by initial investment. Both are paid from the very first month of operation.

First weekend camp at partner's property — 10–20 participants. Invite personal networks, community friends, test 2–3 Bio-Club programs + 1 EI workshop. Charge $200–300/child for pilot pricing (below market, feedback-gathering focus).

Build mobile kit boxes — assemble portable versions of 3 Bio-Club stations: materials sourced from Scienceworld (AU), educational suppliers, eBay. Target $5,000–8,000 total.

Apply for first STEM grant — Inspiring Australia Community STEM Grant (up to $100k). Application requires: project description, team credentials, community impact statement. The previous mobile lab precedent is a strong differentiator.

Register as QeseTo AU entity — ensure Australian tax treatment. Set up Stripe for subscription payments.

$8–12kSpend (net)

Month 2–3Camp #2–3

Run Camp #2 — increase capacity to 20–30 participants. Raise price to $350/child. Target: AUD $7,000–10,500 gross revenue.

Managing Director's ongoing involvement — she actively co-facilitates adult EI workshops while continuing her $4,000/month draw.

Run Camp #3 — add adult EI half-day workshop ($80–120/person, 10–15 participants → $800–1,800 additional revenue). Test separate billing.

Begin Mobile Lab vehicle research — get 3 quotes for used bus/van ($30–60k). Research fit-out specialists in Sydney. NSW vehicle registration for commercial use: $800–1,200/yr.

Contact 5 local schools — Managing Director leads outreach to primary schools within 15km of property. Offer a free 30-min demonstration session to get feedback and expressions of interest.

$6–9kSpend | $8–12k Revenue

Month 3–5Mobile Lab

Purchase Mobile Lab vehicle (if grant approved) or defer 3 months (if no grant). Budget AUD 30–60k vehicle + $40–80k fit-out. Target grant offset of $20–60k.

NSW DPI biosecurity compliance — for transporting live specimens (insects, small organisms). File for appropriate transport permits. Legal advice recommended: $500–1,000.

Hire first casual educator — science communication background, casual $300–400/day. Working With Children check required. Advertise via Seek, Indeed, university job boards.

Kit product launch — list 2–3 kit types on website + Etsy/Shopify: fossil kit, terrarium, water filter. Target $25–40/kit. Run Instagram/TikTok campaign: 3x/week "weird biology" content.

Validate school interest — convert at least 2 schools from "interested" to "committed" (signed booking, or paid deposit). Go/No-Go trigger for Phase 1 venue.

$70–140kMobile Lab invest.

Month 5–6Phase Gate

Phase 0 review — Go/No-Go decision for Phase 1 lease: ≥5 camps, ≥50 families, ≥2 school bookings, camp revenue covering operating costs, clear venue waitlist.

Begin venue search — if Go: engage a commercial real estate agent (Colliers, JLL, Ray White Commercial). Target suburban Sydney: Parramatta, Burwood, Hurstville, Strathfield corridors. Budget: $600–900/sqm/yr for 150 sqm = $90–135k/yr.

Quantity surveyor engagement — get formal fit-out quote before committing to lease. Expected: $80–150k for boutique science centre. Compare with Mobile Lab-only model (lower risk, lower revenue ceiling).

Mobile Lab pilot school visits — run first 4–6 paid school visits. Refine 45-min session format. Gather teacher testimonials for grant applications and marketing.

$5–8kResearch & planning

Phase 1 Setup Venue Lease, Fit-out & Pre-Opening Months 6–12 ▼

Month 6–7Lease Signed

Sign venue lease — 2–3 year term with option to renew. Negotiate: 2-month rent-free fit-out period, landlord contribution to fit-out ($10–30k is common for good tenants), personal guarantee from Australian resident.

Commission fit-out — appoint builder/shopfitter with science centre experience. Milestone-based payment: 30% deposit, 40% midway, 30% on completion. Weekly site visits.

Order equipment — microscopes (Celestron, Levenhuk), biological models, custom joinery for 3 stations. Lead times: 4–8 weeks for custom items.

Apply for NSW DoE Approved Provider status — required to market to public schools. Application requires: WWCC for all staff, public liability ≥$20M, risk management plan, sample program outlines. Timeline: 3–6 months. Apply immediately.

Founders' draws continue: Both founders maintain $4,000/month draws as the business prepares for Phase 1.

$80–150kFit-out start

Month 7–9Fit-out

Fit-out continues — 3 Bio-Club stations: Molecular Lab, Cellular & Organisms Room, Anatomy & Health Corner. EI workshop space (flexible, double as QeseTo writing room evenings).

Hire 2 casual educators — science communication background. Train on existing program scripts. First training: 3-day intensive program (scripts, equipment, safety, inclusive teaching).

Build school outreach pipeline — Managing Director personally contacts all primary schools within 10km of venue. Goal: 10 school bookings confirmed (excursion or incursion) before opening day.

Launch pre-sales — sell term programs, birthday party packages, and membership passes before the venue opens. Builds cash flow and confirms demand. Target: $15,000–25,000 in pre-sales.

Media outreach — press release to local papers (Parramatta Sun, Sydney Morning Herald community section), cultural media (Persian-language media, multicultural radio SBS). Leverage "Iranian science educator brings award-winning biology club to Sydney" story.

$30–50kEquipment & Staffing

Month 9–11Soft Launch

Soft opening — invitation only: 3–4 weekend sessions for existing community (camp alumni, school contacts, cultural community). Gather feedback, refine flow, test booking system.

Mobile Lab fully operational — target 2–3 school visits/week from this point. Revenue: $4,000–9,000/week from Mobile Lab alone.

QeseTo Australia launch — Australian pricing ($29/month), onboarding first 20–50 subscribers via writing workshop attendees and social media campaign.

First EI adult workshop in venue — Managing Director leads. Half-day format ($120/person, 12 participants → $1,440). Collect testimonials, refine format.

$8–15kMarketing & ops

Month 11–12Grand Opening

Grand Opening event — invite local council members, school principals, community leaders, press. Free 2-hour taster session. Target 100+ attendees. Budget: $3,000–5,000 for event costs. Goal: 50+ social media posts, 2+ press articles.

Full operating schedule begins: Tuesday–Friday school bookings, Saturday family sessions, Sunday adult EI workshops. Mobile Lab on weekdays in parallel.

First term program cohort — Little Scientist (5–9yo, 8-week term, $180/child). Target 15–30 enrolments. Revenue: $2,700–5,400 per cohort per program per term.

Founders' draws continue: Both founders maintain $4,000/month while scaling venue operations.

Apply for ASIC annual review ($329 fee due). File first BAS (Business Activity Statement) with accountant. Review financial model vs. actuals.

$8–12kLaunch & programs

Phase 1 Operations Venue Operating, Mobile Lab Scaling, Revenue Ramp Months 12–18 ▼

Month 12–14Ramp up

Optimise school booking pipeline — target 6–8 excursion/incursion sessions per week across venue + Mobile Lab. Hire 1 additional casual educator.

Launch birthday party packages — $400–600/package including scientist-led activity + take-home kit. Aim: 8–12 parties/month, revenue $3,200–7,200.

Kit online sales push — Facebook/Instagram ads targeting Sydney parents. Budget $500–1,000/month initially, scale based on ROAS. Target 150–300 kits/month online.

NSW DoE Approved Provider status confirmed — opens access to direct school procurement system. Add to online excursion directories (Incursions.com.au, ExcursionDirectory.com.au).

First regional Mobile Lab circuit — Blue Mountains or Hunter Valley, 5-day trip, 4–6 school visits. AUD $3,500–6,000 revenue, strong PR story, potential council co-funding.

$25–35kMonthly operating cost

Month 14–16Diversify

Launch teacher PD workshops — $100–150/teacher, 1-day format. Target 10–20 teachers/session × 2 sessions/term. Revenue $1,000–6,000/quarter.

QeseTo corporate workshops — Managing Director leads outreach to 3–5 corporate clients (SMEs needing communication training). $2,000–5,000/day workshop. One client per month minimum target.

Founders' draws increase to $5,000/month — consistent with revenue reaching $50,000+/month. Both founders now draw equal increased wages.

Superannuation begins for both founders — 12% of ordinary time earnings (AUD super guarantee). Set up with AustralianSuper or HostPlus.

Prepare Phase 2 investor deck — based on 12 months of real operating data. Present to 3–5 angel investors or impact investors in education. Target: AUD 500k–1M for Phase 2 expansion.

$28–38kMonthly operating cost

Month 16–18Phase Gate 2

18-month business review — compare actuals to financial model. Validate Phase 2 readiness: ≥$40k/month revenue, positive cash flow, 2+ school partnerships secured, Mobile Lab generating ≥$6k/month.

Phase 2 planning — if metrics met: begin search for second venue OR expansion of current venue (400–800 sqm). Engage commercial property agent again. Consider Parramatta CBD or Western Sydney near new Powerhouse.

Second Mobile Lab vehicle research — if Mobile Lab revenue exceeds $10k/month, ROI on second van is <12 months. Begin procurement process.

International outreach — begin conversations with UAE (Dubai), NZ, or UK Persian community diaspora organisations about Bio-Club licensing or QeseTo partnerships.

Apply for R&D Tax Incentive — QeseTo AI development may qualify for 43.5% R&D tax offset. Engage R&D specialist accountant.

$30–40kMonthly operating cost

Timelines assume the Managing Director is based in Sydney with existing licenses in place and the Operations Director's visa/work rights are confirmed by Month 1. Any delays in visa processing will shift Phase 0 start by the same duration. All cost figures indicative; engage qualified local advisors before committing.

Financial Forecasts — 18 Months

$700ASIC Registration (AUD)

$15–30kPhase 0 Total Budget

$150–300kPhase 1 Capital Required

$40–85kTarget Monthly Revenue (Ph.1)

Phase 0 Start-up Costs

Item	AUD
ASIC PTY LTD Registration	$611
Lawyer — Shareholder Agreement	$2,000–4,000
Accountant setup (Xero, payroll)	$800–1,500
Public Liability Insurance (yr 1)	$1,500–3,000
Working With Children Checks (×3)	$240
Mobile kit materials (3 stations)	$5,000–10,000
Website + booking system	$1,500–3,000
Marketing launch (social + print)	$2,000–4,000
First camp facilitation + catering	$1,500–3,000

Phase 0 TotalAUD 15k–30k

Phase 1 Capital Investment (Venue)

Item	AUD
Venue fit-out (120–180 sqm boutique science centre)	$80,000–150,000
Annual rent (suburban Sydney, ~150 sqm)	$90,000–135,000/yr
Lab equipment (microscopes, models, specimens)	$30,000–60,000
Initial kit production (500–1,000 units × 3 types)	$10,000–20,000
Compliance (NSW DPI biosecurity, WWCC, DoE)	$3,000–7,000
Marketing & launch event	$8,000–18,000
3 months working capital buffer	$30,000–50,000

Phase 1 TotalAUD 150k–300k

📊 18-Month Revenue & Cost Forecast (AUD/month)

Revenue Stream	M1	M2	M3	M4	M5	M6	M7	M8	M9	M10	M11	M12	M13	M14	M15	M16	M17	M18
Weekend Camps	2,500	5,000	7,500	7,500	7,500	5,000	—	—	3,000	5,000	5,000	5,000	7,500	7,500	7,500	5,000	5,000	7,500
Mobile Lab School Visits	—	—	2,000	4,000	6,000	6,000	6,000	6,000	8,000	8,000	10,000	10,000	10,000	12,000	12,000	12,000	14,000	14,000
General Admission (venue)	—	—	—	—	—	—	—	—	—	3,000	8,000	12,000	14,000	15,000	16,000	17,000	18,000	18,000
School Excursions/Incursions	—	—	—	—	—	—	—	—	—	2,000	5,000	8,000	9,000	10,000	10,000	11,000	12,000	12,000
Term Programs	—	—	—	—	—	—	—	—	—	—	3,000	6,000	8,000	10,000	12,000	14,000	15,000	16,000
Take-home Kit Sales	500	1,000	1,500	1,500	2,000	2,000	2,000	2,500	3,000	4,000	5,000	6,000	7,000	8,000	9,000	10,000	11,000	12,000
Psychology / EI Workshops	—	—	800	1,200	1,500	2,000	2,000	2,500	3,000	3,500	4,000	4,500	5,000	5,500	6,000	6,000	6,000	6,000
QeseTo Subscriptions	—	200	400	600	800	1,000	1,200	1,400	1,600	1,800	2,000	2,500	3,000	3,500	4,000	4,500	5,000	5,500
Birthday Parties	—	—	—	—	—	—	—	—	—	1,500	3,000	4,000	4,500	5,000	5,000	5,500	5,500	6,000
TOTAL REVENUE	3,000	6,200	12,200	14,800	17,800	16,000	11,200	12,400	18,600	28,800	45,000	58,000	68,000	76,500	81,500	85,000	91,500	97,000

📉 Cost & Cash Flow Forecast (AUD/month)

Cost Item	M1	M2	M3	M4	M5	M6	M7	M8	M9	M10	M11	M12	M13	M14	M15	M16	M17	M18
Rent (Phase 1 venue from M9)	—	—	—	—	—	—	—	—	7,500	11,250	11,250	11,250	11,250	11,250	11,250	11,250	11,250	11,250
Operations Director's Draw (+ 12% super)	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	5,600	5,600	5,600	5,600
Managing Director's Draw (+ 12% super)	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	4,480	5,600	5,600	5,600	5,600
Casual Educators (×1–3)	—	—	1,200	1,200	2,400	2,400	2,400	2,400	3,600	4,800	4,800	4,800	6,000	6,000	6,000	7,200	7,200	7,200
Kit & Materials (COGS)	500	800	1,200	1,200	1,500	1,500	1,500	1,800	2,000	2,500	3,000	3,500	4,000	4,500	5,000	5,500	6,000	6,500
Mobile Lab (fuel + maint.)	—	—	500	800	1,000	1,000	1,000	1,000	1,200	1,200	1,200	1,200	1,200	1,200	1,200	1,200	1,200	1,200
Insurance + Admin + Legal	2,000	500	500	500	500	500	1,000	1,000	1,000	1,000	1,000	1,500	1,000	1,000	1,000	1,000	1,000	1,000
Marketing & Content	1,000	800	800	800	1,000	1,500	2,000	2,000	3,000	2,500	2,500	2,000	2,000	2,000	2,000	2,000	2,000	2,000
TOTAL COSTS	12,460	11,060	13,160	13,460	15,360	15,860	16,860	17,160	27,260	32,210	32,710	34,330	34,410	34,910	37,650	40,470	39,850	40,350
NET CASH FLOW	-9,460	-4,860	-960	+1,340	+2,440	+140	-5,660	-4,760	-8,660	-3,410	+12,290	+23,670	+33,590	+41,590	+43,850	+44,530	+51,650	+56,650

Founders' Draw Schedule

Operations Director

Operations Director · Iran Operations Transfer

Months 1–14 (Startup & Camps)$4,000/mo

Months 15–18 (Phase 1 scaling)$5,000/mo

Superannuation (12%)added on top

18-Month Total Draw~$76k

Managing Director

Managing Director · Australian Partner · Investor

Months 1–14 (Startup & Camps)$4,000/mo

Months 15–18 (Phase 1 scaling)$5,000/mo

Superannuation (12%)added on top

Note: The investing partner also earns return on investment via company equity distribution when profitable—

18-Month Total Draw~$76k

Note: Draws are structured as salary payments (PAYG withholding applies). Both founders must comply with National Employment Standards as employees of their own PTY LTD. Superannuation (12% SGC) is payable on ordinary time earnings. The investing partner's primary financial return from the company is via equity dividends when profitability is achieved, separate from her director draw. All compensation arrangements must be documented in board minutes and the shareholders' agreement.

Market context: Australia's K-12 STEM education market was valued at USD 1.36 billion in 2024, projected to reach USD 3.59 billion by 2030 (CAGR 17.2%). National family spending on extracurricular activities is approximately AUD 4.7 billion annually. The trend toward incursions over excursions due to transport cost pressures directly benefits the Mobile Lab model.

All projections are indicative planning estimates for investor discussion. Actual results will vary. An independent accountant's review and local feasibility study are strongly recommended before committing Phase 1 capital. ASIC annual review fee: $329/yr. GST registration required once annual turnover exceeds $75,000 AUD.

What We Know & What Needs Validation

✅ Already Proven (from Iran Operations)

Curriculum for 20+ programs across ages 3–adult — fully drafted, field-tested, scripted
Government recognition: Iran VP Science & Technology "Creative Badge"
Working instructor scripts for all hands-on stations and take-home kits
Previous Mobile Laboratory project at Royan Institute — operational precedent for the Mobile Lab model
Differentiated brand philosophy — "simplify to illuminate" — successfully competing vs. traditional science educators in Iran
QeseTo digital platform live and functional (qeseto.com)
Rich & Plain Studio brand identity and bilingual web presence (richandplain.com)
Partnership confirmed: Australian co-founder with licenses, capital, property, and psychology background

Key Risks & Mitigations

⚖️ Regulatory & Compliance

NSW biosecurity/animal ethics for portable live specimens in Mobile Lab — requires DPI permit
Working-with-children checks for all educators — allow 4–6 weeks
NSW DoE approved-provider status — 3–6 month process; apply Month 7
Psychology / EI facilitation — APS-aligned qualifications required for therapeutic framing
PTY LTD registration, ABN, PAYG withholding, GST registration timeline
Operations Director's visa/work authorisation — must be confirmed before Month 1 spending

📍 Market & Pricing

Pricing sensitivity vs. established Sydney attractions — Phase 0 camps test willingness to pay
School procurement timing — excursion budgets set Jan/Feb; Mobile Lab must be school-ready by Term 1
Transport distance from partner's rural property — affects Phase 0 camp attendance
STEM grant competition — Inspiring Australia grants are competitive; strong application required
Multicultural community channels — must identify most effective reach for Persian, Chinese, Indian families

🏗️ Operational

Mobile Lab fit-out complexity — few specialists in AU for science vehicle conversions; lead time 8–16 weeks
Educator recruitment — bio-science communication skills + simplified teaching approach is rare combination
Kit supply chain — local vs. import; quality consistency, lead times for seasonal kit demand
QeseTo Australian cultural/language calibration — AI prompts need AU English adaptation
Exact Sydney venue cost — estimates are market benchmarks, not signed leases

💰 Financial

Phase 0 must become cash-flow positive by Month 3 — covered by camp revenue before Phase 1 capital draw
Mobile Lab vehicle purchase timing — only after grant outcome confirmed (Month 4–6)
Phase 1 venue lease requires personal guarantee from the Australian partner
Founder draws must not outpace revenue — draw schedule tied to revenue milestones
18-month cash flow shows negative months M7–M10 (venue ramp-up) — working capital buffer of $30–50k required

Mitigation Strategy

How We De-Risk Each Stage

Risk	Mitigation
Market demand uncertainty	Phase 0 camps at zero-rent property validate demand with real data before Phase 1 lease.
Mobile Lab regulatory uncertainty	NSW DPI biosecurity consultation in Month 1–2, before any vehicle purchase. Adjust live-specimen plan if required.
Capital overrun	Phase 0 budget capped at $30k. Phase 1 fit-out only after QS quote and investor sign-off. Grant offset reduces Mobile Lab net cost to $0–40k.
Revenue concentration	8 revenue streams from Day 1: kits, camps, Mobile Lab, EI workshops, QeseTo, admissions, schools, birthday parties.
Founder visa/work rights	Operations Director employed under AU PTY LTD. Visa advice sought in Month 1 from registered migration agent.
Negative cash months (M7–M10)	$30–50k working capital buffer included in Phase 1 capital raise. Mobile Lab & camp revenue continues during venue fit-out gap.
Competition	Differentiation via Mobile Lab outreach (no competitor does this), psychology/EI pillar, multicultural community focus, and unique Tehran-proven curriculum IP.

Risk assessment reflects known market conditions as of June 2026. Specific regulatory requirements must be verified with NSW DPI, NSW DoE, Fair Trading, and independent legal counsel before operational launch. This document is for investor discussion only and does not constitute legal, financial, visa, or tax advice. Engage qualified Australian professionals before committing capital.