Dunwell Group — Business Packages

Confidential · Internal Use
◈ Aptly
Lucro
Invio
Graft
Tacet

Aptly

AI resume editor & scorer. The red pen, reimagined.
SaaS · B2C · Pay-once
tryaptly.app
In Beta
Strategy
One-Pager
Pricing
Progress

Positioning

Aptly is the AI resume editor that gives job seekers an unfair advantage — instant scoring, targeted rewrites, and editorial precision in a pay-once model that respects the user's budget.

Target Audience

  • Active job seekers (entry to mid-level)
  • Career changers needing repositioning
  • New grads entering competitive markets
  • Professionals updating after 5+ years

Competitive Angle

Most competitors are subscription-based and bloated. Aptly is pay-once, fast, and focused purely on the resume — no career coaching upsell, no monthly fees, no fluff.

Revenue Model

  • Free tier — basic scoring only
  • $15 — full edit + score + export
  • $25 — unlimited edits + all features
  • No subscription. One-time purchase.

Growth Strategy

  • SEO — resume tips, job market content
  • LinkedIn + Twitter organic content
  • Word of mouth via job seeker communities
  • Product Hunt launch post-beta

Key Risks

  • AI resume tools becoming commoditized
  • Pay-once limits recurring revenue
  • LLM API costs scaling with usage
  • Trust barrier — sharing resume data

The Problem

"Most resumes don't fail on content. They fail on presentation, keywords, and clarity."

Job seekers spend hours on resumes that get filtered before a human ever reads them. ATS systems, hiring managers with 6-second attention spans, and vague rejection feedback leave applicants guessing.

The Solution

Aptly scores your resume against the job description, identifies exactly what's missing, and rewrites it — in your voice. The editorial red pen, powered by AI.

AI Scoring
Instant match score against any job posting
Smart Rewrite
Section-by-section edits in your voice
ATS Optimization
Keyword alignment for automated screening
Pay Once
No subscription. Yours to keep.

Why Now

Job markets are more competitive than ever. AI tools are proliferating but most are generic — Aptly is purpose-built for the single most important document in a job search.

Traction

Built solo — 9,600-line JS application. Currently in beta at tryaptly.app. Payment flow in development for public launch.

TierPriceWhat's IncludedModel
Free
$0
Basic resume score, limited suggestionsFreemium
Standard
$15
one-time
Full AI rewrite, score, ATS optimization, PDF exportPay-once
Pro
$25
one-time
Everything in Standard + unlimited edits, multiple job targets, priority processingPay-once

Note: No subscription model. Revenue per user is finite. Volume is the growth lever.

Milestones

2024
Concept + initial build — 9,600-line solo JS application
✓ Done
2025
Beta launch at tryaptly.app — fully functional, no payment
✓ Done
Q3 2026
Payment flow integration + pricing page — exit beta
In Progress
Q3 2026
Product Hunt launch + LinkedIn organic content push
Next
Q4 2026
Social presence (LinkedIn + Twitter/X) content engine
Planned
2027
V2 — cover letter tool, LinkedIn optimizer
Planned
Beta
Current Stage
$0
Revenue
Payment not live yet
$15–25
ARPU Target
Per conversion
SaaS
Model
Pay-once · no churn

Lucro

Personal finance clarity. Know where you stand.
SaaS · B2C · Subscription
getlucro.ca
Waitlist / Pre-launch
Strategy
One-Pager
Pricing
Progress

Positioning

Lucro is the personal finance app that gives individuals a clear, beautiful view of their financial life — net worth, budgets, and spending in one place. Built for people who want clarity, not complexity.

Target Audience

  • Millennials 25–40 building wealth
  • First-time budgeters overwhelmed by options
  • Dual-income households tracking goals
  • Canadians underserved by US-first tools

Competitive Angle

Mint shut down. YNAB is complex. Lucro is the approachable middle ground — clean design, Canadian-first, no overwhelming features. The finance app that doesn't feel like work.

Revenue Model

  • Free tier — basic budgeting + net worth
  • $8/mo — full suite, goal tracking
  • $79/yr — annual plan (save 18%)
  • Future: premium insights, advisor connect

Growth Strategy

  • Canadian finance communities (Reddit, FB)
  • TikTok + Instagram personal finance content
  • SEO — "Mint alternative Canada" etc.
  • App Store optimization post-launch

Key Risks

  • Bank connection APIs (Plaid costs)
  • User trust with financial data
  • Competition from big banks' own tools
  • Subscription fatigue in the market

The Problem

"Most people don't know their net worth. Most apps make it harder to find out."

Mint is gone. YNAB requires a course to understand. Spreadsheets fall apart by February. Canadians have been underserved by personal finance tools built for the US market.

The Solution

Lucro brings net worth, budgeting, and spending clarity together in a single, beautiful view — designed from the ground up for Canadians.

Net Worth
Assets + liabilities at a glance
Budgeting
Set budgets, track spending in real time
Goal Tracking
Emergency fund, down payment, vacation
Canadian-first
CAD, TFSA, RRSP, Canadian banks

Traction

Fully functional app built as FinanceFlow Pro — now rebranding to Lucro. Domain registered (getlucro.ca). Waitlist open at launch site. Redesign in progress.

TierPriceWhat's IncludedModel
Free
$0
Net worth tracker, basic budgeting, 2 accountsFreemium
Lucro+
$8
per month
Unlimited accounts, goal tracking, spending insights, exportSubscription
Annual
$79
per year · save 18%
Everything in Lucro+ at a discountAnnual sub

Milestones

2025
FinanceFlow Pro built — fully functional personal finance app
✓ Done
Jun 2026
Rebranded to Lucro — domain registered (getlucro.ca)
✓ Done
Jun 2026
Marketing site live at getlucro.ca — waitlist form active
✓ Done
Q3 2026
App redesign under Lucro brand identity
In Progress
Q4 2026
Beta launch to waitlist — payment integration
Planned
2027
Bank connection API (Plaid) integration
Planned
Pre-launch
Stage
$0
Revenue
Not yet live
$8/mo
Target ARPU
Sub
Model
Recurring · scalable

Invio

Stop the bleed. Inventory + P&L + cost variance for small business.
SaaS · B2B · Subscription
tryinvio.ca
Early Stage
Strategy
One-Pager
Pricing
Progress

Positioning

Invio gives small business owners real visibility into their true margins — tracking inventory, COGS, and P&L in one place. Built for businesses that lose money because they don't know where it's going.

Target Audience

  • Small retail businesses (1–20 employees)
  • Food & beverage (cafes, restaurants)
  • Product-based ecommerce sellers
  • Service businesses with cost-of-delivery tracking

Competitive Angle

QuickBooks is overkill. Spreadsheets break. Invio is purpose-built for the specific problem of inventory bleed and margin visibility — not a full accounting suite, just the part that stops the bleeding.

Revenue Model

  • $29/mo — single business, full access
  • $249/yr — annual plan
  • $79/mo — multi-location (up to 3)
  • Future: accountant/bookkeeper partner tier

Growth Strategy

  • Direct outreach to local small businesses
  • LinkedIn B2B content — inventory insights
  • Partner with bookkeepers and accountants
  • Google Ads — "inventory management small business"

Key Risks

  • Competitive with large, established tools
  • SMB churn is high
  • Data entry burden on users
  • Integration requirements (POS, ecom)

The Problem

"Most small businesses don't know their true margin until tax season. By then, the bleed is done."

Inventory shrinkage, untracked spoilage, and opaque COGS erode margins silently. Most owners rely on gut feel — Invio gives them real numbers.

The Solution

Invio connects inventory to P&L in real time — so you always know what things cost, what they sold for, and where the gap is.

Inventory Tracking
Stock levels, reorder alerts, variance
P&L Dashboard
Revenue, COGS, margin in real time
Cost Variance
Spot where margin is being lost
Simple Interface
No accounting degree required

Traction

Early prototype built as "The Vaults." Domain registered (tryinvio.ca). Marketing site live. App redesign under Invio brand in progress.

TierPriceWhat's IncludedModel
Starter
$29
per month
1 location, inventory tracking, P&L dashboard, cost varianceSubscription
Annual
$249
per year · save 28%
Everything in Starter at annual rateAnnual sub
Multi-site
$79
per month
Up to 3 locations, consolidated reporting, team accessSubscription

Milestones

2025
"The Vaults" early prototype built
✓ Done
Jun 2026
Rebranded to Invio — domain registered (tryinvio.ca)
✓ Done
Jun 2026
Marketing site live — waitlist form active
✓ Done
Q3 2026
Full app redesign under Invio brand
In Progress
Q4 2026
Beta launch — payment integration
Planned
2027
POS integrations (Square, Shopify)
Planned
Early
Stage
$0
Revenue
Not yet live
$29/mo
Target ARPU
B2B
Model
Lower churn than B2C

Graft

Digital services for local businesses. Forge your presence.
Agency · B2B · Project-based
getgraft.ca
Live
Strategy
One-Pager
Pricing
Progress

Positioning

Graft is the digital agency for local businesses that need to look like they mean business. Websites, business cards, brand identity — built with craft, delivered at fair price.

Target Audience

  • Trades (electricians, plumbers, contractors)
  • Hospitality (restaurants, cafes, caterers)
  • Retail boutiques and specialty shops
  • Professional services (law, accounting, clinics)

Competitive Angle

Wix/Squarespace is DIY and generic. Big agencies are too expensive. Graft is the premium-quality local solution — real craft, real presence, without enterprise pricing.

Revenue Model

  • Foundation — $799 one-time (basic website)
  • Forge — $1,499 one-time (full brand identity)
  • Embers — $299/mo (ongoing support + updates)
  • Custom projects quoted on scope

Growth Strategy

  • Cold-sell model — direct business outreach
  • Google Business presence in Langley/Fraser Valley
  • Referral incentives for existing clients
  • Instagram portfolio showcasing local work

Key Risks

  • Time-intensive service delivery
  • Client revision cycles eating margin
  • AI web builders commoditizing the low end
  • Scaling requires contractors or team

The Problem

"Great local businesses lose customers every day to competitors with better websites."

Most local business owners know they need a better digital presence but don't have the time, budget, or contacts to make it happen. Template builders produce generic results. Agencies charge enterprise rates.

The Solution

Graft delivers premium web + brand work at local business prices — with fast turnaround and a no-nonsense process.

Websites
Fast, mobile-first, Google-ready
Business Cards
Print-ready, premium design
Brand Identity
Logo, colors, type, voice
SEO Foundation
Google Business, local search setup

Traction

Site live at getgraft.ca. Siteforge internal web builder tool built. Cold-sell model ready to activate. Portfolio images in place.

PackagePriceWhat's IncludedTimeline
Foundation
$799
one-time
5-page website, mobile-first, contact form, Google Business setup2 weeks
Forge
$1,499
one-time
Everything in Foundation + full brand identity, business card design, social media templates, SEO, 30-day support3 weeks
Embers
$299
per month
Ongoing updates, content changes, performance monitoring, priority supportOngoing

Milestones

2025
Siteforge internal web builder tool built
✓ Done
Jun 2026
Graft brand + website built, getgraft.ca registered + live
✓ Done
Jun 2026
Portfolio images, forge video hero, niche cards complete
✓ Done
Q3 2026
First client acquisition — cold-sell outreach begins
Next
Q3 2026
Real portfolio photos replacing generated images
Planned
Q4 2026
Instagram portfolio active, referral program launch
Planned
Live
Stage
$0
Revenue
No clients yet
$1,499
Target per client
Forge package
Service
Model
Project + retainer

Tacet

Media company. Photography, video, live streaming, social.
Media · B2B/B2C · Service
tacet.ca
Live
Strategy
One-Pager
Pricing
Progress

Positioning

Tacet is the full-production media company for businesses that need to look current and competitive. Photography, video, live streaming, live commerce, and social — all under one roof.

Target Audience

  • Small-medium businesses needing content
  • E-commerce brands wanting live commerce
  • Event organizers needing live coverage
  • Local businesses building social presence

Competitive Angle

Most photographers don't do video. Most videographers don't do live. Tacet is the complete production unit — one relationship, full capability, premium quality at accessible price.

Revenue Model

  • $800 per shoot (Essential)
  • $1,800/mo retainer (Presence)
  • $2,500 per live event (Live)
  • Custom quotes for large productions

Growth Strategy

  • Instagram + TikTok portfolio content
  • Referrals from Graft clients (natural cross-sell)
  • Local business networking + cold outreach
  • MemoryMate (sports photo tool) as lead gen

Key Risks

  • Highly time/capacity limited (in-person service)
  • Equipment costs (camera, streaming gear)
  • Seasonal demand variance
  • Reputation dependent on output quality

The Problem

"Businesses know they need content. Most don't have the time, gear, or expertise to produce it consistently."

Phones have made everyone a content creator but professional-quality visual content still requires skill, equipment, and direction. One bad photo shoot sets back a brand for months.

The Solution

Tacet is the deliberate pause before you go live — expert production that makes your brand look current, competitive, and credible.

Brand Photography
Dramatic, intentional imagery
Video Production
Cinematic brand films + social reels
Live Streaming
Multi-camera live events + broadcasts
Live Commerce
Shoppable live sessions on your platforms

Traction

Site live at tacet.ca — full redesign (v2) completed June 2026. Service spreads with real portfolio imagery. Booking form active. MemoryMate sports photo tool in development under Tacet umbrella.

PackagePriceWhat's IncludedModel
Essential
$800
per shoot
Half-day shoot (4 hrs), 20 edited photos, 1 edited video reel, 48hr turnaroundPer project
Presence
$1,800
per month
Monthly content shoot, social media management, 4 platform-ready reels/mo, strategy callRetainer
Live
$2,500
per event
Multi-camera live production, streaming setup + management, full event coverage, highlight reelPer event

Milestones

2025
Tacet brand concept + initial site built
✓ Done
Jun 2026
tacet.ca deployed with full brand system
✓ Done
Jun 2026
Tacet v2 redesign — editorial magazine layout, real portfolio imagery
✓ Done
Q3 2026
Social presence — Instagram + TikTok + YouTube active
Next
Q3 2026
First client acquisition — shoot booked
Planned
Q4 2026
MemoryMate launch under Tacet umbrella
Planned
Live
Stage
$0
Revenue
No bookings yet
$1,800
Target ARPU
Monthly retainer
Service
Model
Project + retainer