Strategic Navigator
Interactive Roadmap to the Cheer TV Partnership Offer| Focus Area | Full Offer Definition | Action |
|---|---|---|
| Executive Overview | Multi-Layer Partnership Acceleration Plan | Navigate to Sec 1 |
| Cheer TV Snapshot | Macro Silver Economy Analysis & Valuations | Navigate to Sec 2 |
| Partnership Structure | Five Coordinated Strategic Workstreams | Navigate to Sec 3 |
| Investment Support | GBP 1.5M Seed Participation & Sizing | Navigate to Sec 4.1 |
| GTM Execution | 7 Exhaustive Strategy Deliverables | Navigate to Sec 4.3 |
| Treasury Commitment | USD 5,000,000 Milestone-Controlled APXCoin | Navigate to Sec 4.4 |
| Facilities Credit | USD 2,000,000 Production Line Access | Navigate to Sec 4.5 |
| Commercial Scope | Full Retainer & Performance Alignment | Navigate to Sec 9 |
1. Executive Overview
| Strategy Focus | Complete Commitment & Rationale |
|---|---|
| The Proposal | APX Group (the "APX") proposes a structured, multi-layer partnership with Cheer TV (the "Company") to accelerate the UK launch, expand into priority EU markets, and build a defensible category-leading platform for the Silver Economy. This offer combines capital support, institutional-grade strategy and marketing execution, a milestone-controlled token escrow mechanism, and production capability through APX facilities. The intent is to align incentives, reduce execution risk, and increase velocity. The package is designed so that Cheer TV can move from pilot validation to scaled distribution with disciplined governance, investor-grade reporting, and a clear narrative for partners and capital providers. |
| APX Commitments |
|
| Platform Rationale | Cheer TV addressing structural gaps: social isolation, lack of engagement, and family concerns around wellbeing and safety. APX views this as a high-conviction category creation opportunity: a fast-growing, underserved demographic with predictable macro tailwinds, and a product thesis that converts passive viewing into interaction, community, and measurable wellbeing outcomes. |
2. Cheer TV Snapshot and Strategic Fit
| Market Variable | Validated Performance & Year 5 Forecasts |
|---|---|
| Market Positioning | Interactive media and community platform purpose-built for adults aged 65+ and the broader Silver Economy. Addresses the loneliness epidemic and safety through engagement. |
| Funding Ask | Currently seeking GBP 1.5 million in convertible notes to fund national rollout and platform optimization. APX is prepared to lead or anchor this raise. |
| Pilot Traction | Validated pilot revenue of approx. GBP 120,000. Key anchor partners include Age UK and several leading UK housing associations. Pilot demonstrated high user retention and strong engagement metrics in communal living settings. |
| Viewership Targets | 18-month UK target: 100,000 active monthly viewers. Year 5 UK target: 1.2 million viewers. Year 5 EU+UK target: 4.4 million viewers total platform penetration across primary silver economy clusters. |
| Valuation Scenario | Illustrative Year 5 valuation based on SaaS and media multiples: Approx. GBP 150 million (UK only scenario) and GBP 470 million (UK + EU expansion scenario). These figures assume successful partner activation and consistent engagement metrics. |
| Core Components | AI companion (voice-first interaction), interactive live content (games, wellbeing, social), virtual community layer (local interest groups), and Creator Academy (empowering older creators). |
3. Proposed Partnership Structure
| Strategic Workstream | Comprehensive Definition of Priority Focus |
|---|---|
| Workstream A | Capital formation and investor relations: Orchestrating the current seed round and preparing for Series A. Includes term sheet negotiation, investor syndication, and narrative hardening. |
| Workstream B | Strategy, positioning, and business model hardening: Refining unit economics, revenue prioritisation, and scaling the commercial offer for B2B and B2B2C channels. |
| Workstream C | Marketing acceleration and go-to-market execution: Scaling the acquisition engine for UK and EU rollout. Focus on brand architecture, channel mix, and partner activation playbooks. |
| Workstream D | Token escrow mechanism and community utilities: Building the blockchain accountability layer via USD 5M APXCoin allocation. Designing utility and reward frameworks. |
| Workstream E | Content pipeline acceleration: Utilizing the APX facilities line of credit (USD 2M) for broadcast-grade production, post-production, and interactive show format development. |
4. APX Commitments
Investment and Advisory Board
| Engagement Pillar | 100% Binding Term Detail |
|---|---|
| Investment Participation | APX is prepared to participate as a lead or anchor partner on the Company's next financing round. Investment may be structured as a convertible note or other mutually agreed instrument designed to align with the Company's existing round design. APX is prepared to support sizing up to the full GBP 1.5 million seed raise, either through direct investment or APX-led syndication. Release will be in staged tranches tied to objective milestones: product readiness, partner signings, user acquisition targets, and reporting cadence. Economics will include a valuation cap and discount customary for seed-stage rounds. |
| Advisory Board Role | Adi Cohen will join the Company's Advisory Board for the duration of the engagement and for an agreed term thereafter. Scope includes: capital formation strategy, investor introductions, strategic partnerships (health, insurance, senior living, telco, retail), narrative positioning, and governance discipline. Adi will provide high-level mentorship to the leadership team and help navigate complex partner negotiations. The engagement includes quarterly sessions plus ad hoc support during active fundraising and major partner negotiations. |
Strategy and Marketing Execution Package (Full Scope)
| Deliverable Workstream | 100% Comprehensive Detail & Operational Scope |
|---|---|
| Operating Principles | Single narrative across all stakeholders: customers, families, care partners, investors, and regulators hear the same coherent story, adjusted only for audience. Dignity-first execution: all messaging and experiences avoid patronising framing and focus on wellbeing, connection, safety, and agency. Evidence-led growth: campaigns and partnerships are run as measurable experiments with explicit hypotheses, KPIs, and post-mortems. Compliance and reputational risk discipline: prioritizing trust, clarity, and transparency in all communications and partner activations. |
| 1) Category Narrative & Brand | Define the category and the wedge: what Cheer TV is, what it is not, and why it wins in the Silver Economy versus generic streaming, generic social, and generic wellbeing apps. Messaging framework for each stakeholder group: users 65+, adult children and family, care operators, housing associations, charities, NHS-adjacent partners, insurers, telcos, and retailers. Brand pillars and proof points: wellbeing outcomes, engagement outcomes, safety outcomes, community outcomes, plus a clear articulation of how these are measured. Tone of voice, content guardrails, and trust language: dignity-first phrasing, accessibility considerations, and avoidance of fear-based marketing. Competitive map and differentiation: direct and indirect competitors, substitute behaviours, and the unique value proposition Cheer TV owns. |
| 2) Business Model Hardening | Revenue stream prioritisation: partner subscriptions, licensing, sponsorship, distribution fees, affiliate commerce, and premium services, ranked by speed, margin, and strategic fit. Pricing architecture: pilot pricing, launch pricing, and scale pricing, including partner pricing tiers for care homes, housing groups, and community organisations. Unit economics model: CAC, payback, retention, engagement, and contribution margin assumptions, plus a sensitivity view for key drivers. Commercial offer design: one-page commercial offers for each target partner vertical, with clear terms, activation steps, and success metrics. |
| 3) GTM & Acquisition Plan | Segmentation and targeting: define priority cohorts (age, mobility, living situation, social isolation risk, interests) and map them to channels that actually reach them. B2B2C funnel design: partner lead generation, qualification, contracting steps, activation playbooks, and renewal mechanics. D2C awareness and trust building: content-led and community-led tactics that respect the audience while still driving acquisition. Channel plan with budgets and owners: paid social, search, YouTube, linear and connected TV opportunities, PR, partnerships, community groups, and referral loops. Conversion assets: landing pages, partner decks, partner one-pagers, explainer content, onboarding sequences, and retention sequences. |
| 4) Partnership Strategy | Priority partner shortlist: care and housing groups, charities, veterans networks, insurers, pharmacy chains, telcos, device manufacturers, and retail partners, with rationale for each. Outreach sequencing: warm intro strategy, cold outreach scripts, follow-up cadence, and meeting preparation packs. Deal structure templates: pilot-to-rollout commercial templates, co-marketing templates, and data-sharing principles that protect user trust. Activation playbooks: what happens in Weeks 1 to 2, Weeks 3 to 6, and Month 2 onwards after a partner signs, including training, content calendar, and KPI reporting. Measurement: partner-level dashboards tracking adoption, engagement, retention, and qualitative feedback loops. |
| 5) Execution & Content | Campaign calendar: 90-day and 6-month plan covering themes, formats, distribution, and measurement, aligned to launch milestones. Creative direction: core creative concepts, ad and content briefs, messaging variants, and visual guidelines suitable for older audiences and family audiences. Content pipeline: formats for live interactive shows, short clips, testimonials, wellbeing stories, and partner content modules. PR and communications: launch narrative, founder story positioning, partner announcements, and a press engagement plan designed for credibility and trust. Community and referrals: community ambassador concept, family sharing mechanics, and referral incentives structured to avoid anything that feels speculative or predatory. |
| 6) Fundraising Readiness | Equity story: a disciplined narrative connecting macro tailwinds, category creation, product wedge, traction, unit economics, and scalable distribution. Investor materials: deck refinement, teaser, KPI appendix, and a diligence-ready narrative that anticipates investor objections. Data room blueprint: index, document request checklist, commercial and technology evidence pack, and a clean reporting cadence to support diligence. Q&A preparation: management talking points, risk register framing, and quantified milestones for the next financing tranche. |
| 7) KPIs & Dashboarding | Define a KPI tree that connects top-level outcomes (viewers, engagement, retention, revenue) to controllable levers (content cadence, partner activation, onboarding completion, referral actions). Monthly board-style pack: cash runway, partner pipeline, acquisition performance, retention and engagement, product stability, risks, and next-month priorities. Weekly operating cadence: short weekly progress update with decisions required, blockers, and a rolling two-week plan. |
| Strategic Recap | A complete, ready-to-run GTM system: messaging, channels, partner funnel, and measurement. Partner execution support: outreach tooling, deal templates, activation playbooks, and ongoing performance reporting. A marketing and content engine: calendars, briefs, creative direction, and asset requirements that a production team can action immediately. Investor readiness: materials, narrative, and reporting that make fundraising less chaotic and materially improve close probability. A governance layer: weekly and monthly cadence, dashboards, and accountability that protect execution quality and valuation. All deliverables will be delivered in practical formats: editable documents, templates, dashboards, and action checklists. Where Cheer TV already has assets in place, APX will improve and consolidate them. |
Treasury and Facilities
| Support Pillar | Exhaustive Strategic Commitment |
|---|---|
| APXCoin Treasury (USD 5M) | APX will allocate USD 5,000,000 equivalent in APXCoin from its treasury as a structured commitment to Cheer TV. High-level purpose: Milestone-based support for marketing and partner activation initiatives where token utility is appropriate. Incentive and reward frameworks that drive engagement and referrals without undermining user trust or dignity. Strategic alignment signal to co-investors and partners. Optional liquidity planning support for a future token-enabled feature set, only if appropriate and compliant. This allocation is not a substitute for operational cash and will be deployed only through a controlled escrow mechanism. |
| Facilities Credit (USD 2M) | APX will provide a USD 2,000,000 equivalent line of credit in APX production and post-production facilities, specifically for Cheer TV content development, production support, and post workflows that accelerate launch readiness and quality. Eligible uses (illustrative): Format development and pilot packages for interactive shows and live programming. Post-production services: edit, audio, grading, finishing, delivery packages, localization. Packaging of content series for partner channels and distribution negotiations. Creation of marketing assets and campaign creatives at broadcast-level quality. |
5. Token Escrow Mechanism
| Design Principle | Full Governing Logic & Accountability Framework |
|---|---|
| Milestone Gating | Tokens release only on objective triggers (for example: partner contracts executed, reporting delivered, campaign KPIs hit). This ensures that token release is tied directly to value creation. |
| Dual Control | Release approvals require both APX and Company sign-off (or an agreed independent escrow agent). No tokens can be released unilaterally by either party, protecting the integrity of the escrow. |
| Transparency | A simple, auditable ledger of releases and remaining balances will be maintained throughout the engagement to ensure platform integrity and co-investor visibility. |
| Security | Best-practice key management and, where relevant, smart contract audit. APX will oversee the technical implementation to ensure standard institutional security protocols are met. |
| Compliance | Deployment will only occur in jurisdictions and structures that avoid regulatory pitfalls for the Company and its users. APX will provide guidance on compliant utility design. |
| Utility Focus | Focus on access, rewards, governance, or transactional use cases that reinforce the platform rather than speculative dynamics. If appropriate, a compliance-first utility framework will be designed. |
6. 6-Month Execution Plan
| Phase | Exhaustive Critical Path & Delivery Objectives |
|---|---|
| Month 1: Foundation | Deep-dive discovery, KPI baseline, and investor narrative refinement. GTM segmentation: B2B partner tiers, D2C messaging, channel priorities. Fundraising readiness: draft deck narrative, data room checklist, diligence map. Mobilisation of core APX advisory team and kickoff sessions. |
| Months 2-3: Momentum | Investor outreach pipeline build and first wave meetings, with structured follow-up and CRM discipline. Partner activation playbooks and outreach to anchor partners in health, senior living, and veterans networks. Marketing launch plan, creative direction, and initial campaign pilots. Token escrow build and governance setup (milestones, controls). |
| Months 4-6: Scale & Close | Active diligence management and term negotiation support for financing round. National UK marketing and partnerships expansion based on verified unit economics. Content pipeline acceleration via facilities line of credit, aligned to audience engagement data. Operational cadence: reporting, governance, and preparation for EU expansion planning. |
7. & 8. Governance and Due Diligence
| Theme | Full Institutional Standards & Verification Scope |
|---|---|
| Reporting Cadence | Monthly management reporting: cash runway, revenue, CAC, retention, engagement, partner pipeline, product stability metrics. Quarterly board-style package: strategy updates, risks, staffing, budget vs plan. Consent rights (indicative) for material deviations: new debt, significant capex, material changes to token strategy, major related-party transactions. Weekly operating cadence for blockers and decisions. |
| Due Diligence Scope | Corporate: incorporation and cap table validation. IP: confirmation of platform ownership, trademarks, and contributor assignment agreements. Commercial: verification of pilot revenue, contracts, and renewal expectations. Team: verification of key leadership credentials. Technology: platform architecture review and security posture. Regulatory: review of any token-related design for user safety and compliance. |
9. Commercial Terms and Alignment
| Model Component | Exhaustive Fixed and Performance-Based Terms |
|---|---|
| Standard Integrated Model | Retainer: GBP 17,000 per month for 6 months (GBP 102,000 total), inclusive of Adi Cohen's Advisory Board participation fee. Success fee: a negotiated percentage of capital raised through APX-led introductions. Equity: advisory and execution equity or warrant component aligned with value creation. Pre-approved at-cost expenses for travel or specific campaign assets. |
| Advisory Oversight | Adi Cohen appointment; Monthly structured sessions plus ad hoc support during active fundraising and partner negotiations; Guidance on investor terms, partner contracts, brand strategy, and executive-level decisions impacting valuation. Targeted introductions (investors, strategic partners, distribution) subject to suitability. Mentorship and category leadership development for founders. |
| Fundraising & IR | Equity story & investment narrative; Investor materials build (pitch deck edits, short teaser, KPI and traction framing, Q&A prep); Data room architecture & diligence coordination; Investor target strategy & pipeline management (tiered lists, outreach sequencing, meeting follow-up); Term negotiation support. Coordination with legal counsel on closing mechanics. |
| Strategy & Planning | GTM segmentation & positioning (target audiences, partner verticals, buyer personas); Business model hardening (revenue streams, unit economics, product packaging); KPI architecture for growth and retention; Roadmap & operational prioritisation (90-day and 6-month milestones). Competitive analysis and defensive strategy build. |
| Marketing & Comms | Brand narrative & messaging framework (brand pillars, proof points, tone of voice); Campaign launch plan (channel mix, paid/organic, themes, PR narrative); Creative direction & asset plan (briefs, quality standards); Partner marketing (co-marketing concepts & activation playbooks for care homes, housing, health). Press release drafts and press list management. |
| Partnership Dev | Partner shortlist & outreach scripts; Structured follow-up for priority partners in UK and EU; Commercial structuring support (offer design, pricing to partners, term outlines); Contracting support on commercial terms (coordination with counsel). Activation workflows for signed partners. |
| Token & Facilities | Milestone framework & release schedule design; Escrow documentation pack (term logic, governance, reporting); Technical specification; Content slate planning (prioritised list, budgets, timelines); Draw approval & utilisation reporting (scope statements, monthly reports); Rights alignment (usage, distribution, IP). |
| Execution Ops | Weekly operating calls, biweekly workstream reviews, and monthly board-style reporting (progress, risks, next steps); KPI dashboard definition (runway, revenue, CAC, retention, engagement) and monthly tracking; Working plan management. Decision log maintenance and resource allocation guidance. |
Annex A: Milestone Release Schedule
| Milestone | Exhaustive Verification Trigger |
|---|---|
| Milestone 1 | Kickoff complete, baseline KPIs agreed, reporting cadence live, escrow documentation executed. Team alignment session finished. |
| Milestone 2 | Investor materials and data room readiness complete; first wave investor meetings initiated. Refined narrative tested. |
| Milestone 3 | Two anchor B2B partners signed or in final contracting, with activation plans approved and timelines locked. |
| Milestone 4 | UK launch marketing pilots executed with KPI report and iteration plan. Baseline unit economics verified. |
| Milestone 5 | Financing round in active diligence with term negotiation underway. Board and management prep for diligence meetings. |
| Milestone 6 | Close readiness achieved: partner pipeline scaled, content plan locked, EU expansion playbook drafted. Series A roadmap defined. |
Annex B: Milestone Release Schedule
| Governance Theme | Full Operational Definition and Scope |
|---|---|
| Project Approval | Each draw requires a brief scope statement, timeline, and budget approval. USD 2M provided as in-kind production and post-production services. Focus on high-impact interactive formats. |
| Deliverables | Clear delivery specifications (formats, versions, language requirements, rights, and usage). Quality control checks by APX senior production team before final hand-off. |
| IP Rights | Company retains rights to its underlying IP; APX retains its pre-existing tools and templates. Clear separation of core platform IP and content-specific assets. |
| Reporting | Monthly utilization report against the facility credit balance. Quarterly review of content impact on user engagement and retention metrics. |