FORMA
SHEET 00 · INVESTOR PACKAGE · OCT 2026
Sell the land by showing what it can become.
Forma Designs turns vacant land listings into buyer-ready development packages, produced by in-house software for under $1.50 each.
Ryan Chase, Founder · formadesigns.framer.ai
Prepared for a private investor meeting · Confidential
SHEET 01 · SNAPSHOT
Where Forma stands today: early, cheap to run, unproven at scale.
$1,230
Revenue to date, across 4 paid clients
$949
Current price; +$1,000 website add-on
<$1.50
Production cost per package (Drafted)
90%+
Of agents reached on a call show interest
20
Active prospects; 372 agent contacts in CRM
1
Person. Founder runs Forma part-time.
Source: Forma CRM, Oct 22 2026. All 4 paid clients bought at legacy $200–$500 pricing; no order has completed at $949 yet.
SHEET 02 · THE PROBLEM
Buyers don’t buy dirt. They buy what can be built on it.
The typical land listing
- Photos of an empty lot and a plat map
- Buyers guess at layout, zoning and numbers
- A concept from an engineering firm costs thousands and takes weeks
- Days on market climb while developers pass
A Forma listing
- A conceptual site plan on current zoning and setbacks
- A 3D rendering buyers can picture
- A due diligence summary: costs and returns
- Delivered in 7 days for a flat $949
Agent pays; the package is a marketing tool, not a stamped plan. Not for permitting or construction.
SHEET 03 · THE PRODUCT
One package per listing, plus an optional property website.
01
Site plan
A strong use of the lot against zoning: coverage, setbacks, parking, access.
02
3D rendering
A realistic view of the finished project so buyers see the potential.
03
Due diligence
Estimated development costs and potential returns, framed for developers.
+ ADD-ON
Property website
Interactive scroll-through of plan, render and package. +$1,000.
$949 flat, or $159/mo up to 6 payments
$0 charged until delivery
6-month guarantee: next property free
Pricing as published at formadesigns.framer.ai, Oct 2026.
SHEET 04 · THE ENGINE
Drafted, Forma’s in-house software, turns a property description into a finished package.
1
Input
Property description; parcel, zoning, LiDAR topo
2
Base sheet
Aerial, property line, setbacks
3
Concept
Layout fit to buildable area and parking code
4
Render
3D model, photoreal image
5
Package
Due diligence PDF, optional website
<$1.50
AI and compute per package
Minutes
Not the weeks a firm takes
Live
Description in, finished package out
Stack: Claude, image generation, Supabase, Modal workers. Cost figure is founder-reported.
SHEET 05 · UNIT ECONOMICS
Every sale keeps about 97 cents on the dollar.
| Order | Price | Production | Stripe fee | Contribution | Margin |
|---|---|---|---|---|---|
| Package, today | $949 | $1.50 | $27.82 | $919.68 | 96.9% |
| Package + website, today | $1,949 | $6.50 | $56.82 | $1,885.68 | 96.8% |
| Package, after price move | $1,899 | $1.50 | $55.37 | $1,842.13 | 97.0% |
| Package + website, after | $3,899 | $6.50 | $113.37 | $3,779.13 | 96.9% |
What this leaves out: the real cost is acquisition. Today that is founder calling time; funded, it is SDR salary, ads and email tooling. Fixed costs run under $100 a month.
Stripe at 2.9% + $0.30. Website production assumed at $5 (hosted free on GitHub Pages). Payment-plan defaults not included here.
SHEET 06 · PRICING PATH
Price is up nearly 5× in a month. The plan is to double it again by April.
LATE SEPT 2026
$200
Agents said it was too cheap. 3 sold.
EARLY OCT 2026
$500
1 sold. Website upsell added.
NOW
$949
+$1,000 website. Agents now say “maybe”.
TARGET · APR 2027
$1,899
+$2,000 website. Still far under an engineering firm.
The honest read: demand at $949 is not yet proven. The model assumes the April doubling cuts close rates by about 40%, which still roughly lifts revenue per dial.
A $3,500 premium tier is planned as a price anchor. Dates of earlier prices are approximate.
SHEET 07 · MARKET
Hundreds of thousands of land listings, each one a possible order.
427k
Land listings for sale on Realtor.com, Q1 2026
300k
Empty lots of 5 acres or less on Zillow, June 2026
1.44M
NAR members, June 2026: the pool of buyers
Illustrative sizing, not a forecast
If 5% of listed land is developable and worth packaging, that is roughly 21,000 listings on the market at any time: about $20M at $949, or $40M at $1,899. Forma’s base case needs about 0.1% of that pool per month.
Sources: Realtor.com land report (Apr 2026); Zillow Research (Jul 2026); NAR via HousingWire (Jun 2026). Listing counts are a stock, not annual volume.
SHEET 08 · TRACTION
Agents want it on the call. The leak is after the call.
372 agent contacts in CRM
since Sept 22
155 tied to a land listing
scraped and matched
20 prospects
interested, examples or proposal sent
4 paid · 1 open checkout
paid at $200–$500; checkout at $1,956
90%+ of agents reached by phone express interest. The cold-call script gets praised by agents.
About 3% of all dials (no-answers included) closed at $200–$500. At $949, none have closed yet.
Source: Forma CRM (contacts, orders), Oct 22 2026. Interest and dial-close figures are founder-tracked, not logged per call.
SHEET 09 · GO TO MARKET
Every channel works for this product. Only one has been tried.
| Channel | Status | How it works for Forma |
|---|---|---|
| Cold calls | Proven | Call agents on specific land listings; only channel with closed sales |
| Cold email | Built, small | Free plan + render of the agent’s own listing, sent from a scraper |
| Paid ads | Untested | Meta, Google, LinkedIn aimed at land and commercial agents |
| In person | Untested | Brokerage sales meetings, land agent groups, office drop-ins |
| Repeat / referral | Early | Agents and brokerages with several land listings at once |
The free concept is itself the ad: Drafted makes a sample for a listing for under $1.50, so every outreach can show the agent their own property finished.
Status per founder and CRM. Instantly and a listing scraper are already set up.
SHEET 10 · STRENGTHS
What is already working.
Margins
About 97% contribution per sale; fixed costs under $100 a month.
Own software
Drafted produces in minutes what firms bill weeks for.
Founder fit
Civil engineering and land development background, plus builds the software himself.
Instant clarity
Agents get it in one sentence; 90%+ interest when reached.
Pricing power
Objection moved from “too cheap” to “maybe” as price rose.
Low friction offer
No deposit, charged on delivery, 7-day turnaround, guarantee.
Interest and objection data are founder observations from calls.
SHEET 11 · THE HOLES
What an investor should worry about.
Tiny revenue base
$1,230 from 4 clients. Zero sales at today’s price.
One part-time founder
Runs Forma alongside a day job. No team.
No measured CAC
Only cold calling has run. Ads and email are unproven.
Leads go cold
Strong calls, weak follow-up. No system closes after the call.
No outcome proof
No tracked data yet that packages sell listings faster.
Thin infrastructure
Framer subdomain and a Gmail sender.
Offer liabilities
Payment plans can default; the guarantee owes free work.
Copyable
AI tools lower the bar for firms and rivals to do the same.
SHEET 12 · RISKS
Each risk has a plan, and a point to pull back.
| Risk | Likelihood | Response |
|---|---|---|
| $949 doesn’t convert | Medium | 60-day test; hold price if it misses, delay the April increase |
| Founder bandwidth | High | First hire is a caller; delivery is already automated |
| Paid channels too costly | Medium | Small test budgets with a CAC ceiling of ~$400 per sale |
| Payment-plan defaults | Medium | Card on file, auto-charge, plans capped at 6 payments |
| Copycats, AI tools | Medium | Speed, agent relationships, developer network, Drafted SaaS |
| Error or liability claim | Low | “Not for construction” terms, revision round, E&O cover |
| Land market slows | Medium | Slow listings raise the need; sell to engineers too |
Likelihood ratings are estimates for discussion. E&O insurance is not yet in place.
SHEET 13 · FORECAST
Monthly revenue, next 24 months, by scenario.
$80k
$60k
$40k
$20k
$0
Nov 2026
Apr 2027: price doubles
Oct 2028
Funded upside
$595k yr 1 · $895k yr 2
Funded base
$362k yr 1 · $522k yr 2
Funded downside
$178k yr 1 · $252k yr 2
Bootstrap, no capital
$66k yr 1 · $105k yr 2
Forecast model, Oct 2026. Every scenario rests on assumed close rates; none has been observed at $949. See next sheet.
SHEET 14 · SCENARIOS
The whole bet is one number: sales per dial.
| Scenario | Close / dial | Y1 sales | Y1 revenue | Y1 EBITDA | Y2 revenue |
|---|---|---|---|---|---|
| Bootstrap, no capital | 1.0% → 0.6% | 41 | $66k | $62k | $105k |
| Funded upside | 1.5% → 1.0% | 355 | $595k | $468k | $895k |
| Funded base | 1.0% → 0.6% | 220 | $362k | $243k | $522k |
| Funded downside | 0.5% → 0.3% | 108 | $178k | $65k | $252k |
| Stress: price stalls | 0.2% → 0.12% | 40 | $66k | −$44k | $90k |
Volume: bootstrap 300 dials/mo; funded 1,200 founder dials plus a caller ramping 800–1,500, ads $1.5–2.5k/mo at $150 a lead and 5% close, small email lift.
Mix and costs: 15% add a website; 40% pay monthly with 10% default; funded opex $9.6–10.6k/mo incl. $4k founder draw and $3k caller base.
Observed reference: ~3% of dials closed at $200–$500. EBITDA before tax.
SHEET 15 · THE PLAN FOR CAPITAL
Delivery is automated. Selling is the bottleneck.
THE BOTTLENECK
Drafted turns a description into a finished package with no manual work. Every sale still depends on one person’s calling hours, and interested agents go cold after the call.
01 · IMMEDIATELY
Close the leak
Follow-up system, payment link on every call, real domain and email setup, E&O cover.
Unlocks: more of today’s interest turns into orders.
02 · MONTH 1–2
Add selling hours
Founder goes full-time. First dedicated caller on the proven script.
Unlocks: dials go from ~300 to 2,000+ a month.
03 · MONTH 2–6
Open channels
Paid ads to land agents, brokerage visits, email at volume, each held to a CAC ceiling.
Unlocks: sales that don’t depend on phone time.
04 · MONTH 6+
Scale what works
More callers on the channel that converts, regional field sales, Drafted pilot with engineering firms.
Unlocks: growth past one team.
Each stage is measured monthly from the CRM before the next one starts.
SHEET 16 · NEXT SIX MONTHS
Milestones an investor can hold Forma to.
NOV 2026
First sales at $949. Follow-up and payment link on every call. Real domain.
DEC 2026
Day-60 check on $949. Founder full-time if funded. Hire a caller.
JAN–MAR 2027
CAC measured per channel. 20+ sales a month. Days-on-market tracked per listing.
APR 2027
Price to $1,899 if close rate holds.
Pull-back point
If $949 closes fewer than 1 in 300 dials after 60 days, cut spend, hold the hire, and re-test price and offer before going further.
FORMA
A 97% margin product looking for its channel.
The software works and agents want it. Capital decides how fast Forma finds out what it costs to sell.
Ryan Chase, Founder
(978) 346-5818
support@formadesigns.io
formadesigns.framer.ai