ManagingDebt.com.au Business Plan

Tagline: Take control of your financial future with confidence.

Description: Imagine a trusted online hub where Australians find clear guidance, tools and support to manage debt and achieve financial wellbeing.

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Executive Summary

ManagingDebt.com.au is set to become Australia’s leading digital platform dedicated to empowering individuals and households to manage debt proactively and sustainably. By integrating clear educational content, decision-support tools, and access to vetted financial professionals, we address a widespread consumer pain point: lack of accessible, unbiased debt management resources. The platform will drive engagement through a mix of free and premium services, professional partnerships, and a focus on measurable outcomes for users.

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Problem

• Pervasive Debt Stress: Over 30% of Australian households report financial stress, with debt as a leading contributor (ABS, 2023).
• Fragmented Advice: Australians encounter scattered, often sales-driven or outdated debt advice online.
• Stigma & Inertia: Shame and confusion deter many from seeking early intervention or support.
• Lack of Personalisation: Existing resources rarely offer tailored, actionable pathways based on individual circumstances.

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Solution/Product

ManagingDebt.com.au will be a comprehensive, user-centric platform offering:

• Personalised Debt Health Check: Secure online assessment generating tailored action plans.
• Interactive Tools: Budget calculators, repayment simulators, and scenario planners.
• Curated Content: Up-to-date articles, explainers, and guides vetted by finance professionals.
• Access to Support: Directory and booking system for accredited financial counsellors and debt specialists.
• Community Forum: Moderated peer support and expert Q&A.
• Premium Resources: Deep-dive workshops, templates, and 1:1 virtual financial coaching (subscription model).

Key Differentiators:

• Unbiased, ad-free experience prioritising user interest.
• Partnership with certified professionals (AFCA, FCA).
• Data privacy and security as a core value.

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Market & Audience

Target Market:

• Australians aged 25–55 with unsecured debts (credit cards, personal loans, BNPL, etc.).
• Households experiencing or at risk of financial stress.
• Professionals seeking proactive debt management.

Market Size:

• 8M+ Australians carry consumer debt (ASIC, 2023).
• ~2.5M seek debt help/advice annually.
• TAM (Total Addressable Market): ~A$1bn in annual spend on debt solutions, financial advice, and related services.

Competitor Landscape: | Competitor | Focus | Gaps addressed by MD.com.au | |-------------------|------------------------|---------------------------------------| | MoneySmart (ASIC) | General guidance | Lacks personalisation, interactivity | | Private Debt Firms| Product sales | Biased, fee-driven advice | | Forums (e.g. Reddit)| Peer stories | No professional moderation |

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Monetisation

1. Premium Subscriptions:

- Tiered memberships for exclusive content, advanced tools, workshops, and 1:1 coaching. - Pricing: $9.95–$29.95/month.

1. Lead Generation Fees:

- Commission-based referrals to accredited financial advisers and debt specialists. - Strict vetting to ensure quality.

1. Corporate Programmes:

- B2B partnerships with employers and member organisations (e.g. EAPs, unions) for staff/ member access.

1. Sponsored Content (Selective):

- Only from non-conflicted, regulated entities (e.g. not lenders).

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Go-To-Market

• Brand Positioning: Trusted, stigma-free, Australian-first resource.
• Digital Marketing:

- SEO-optimised content hub targeting high-intent queries. - Google/Meta ads targeting demographics with unsecured debt. - Partnerships with influencers (finance, mental health).

• Partnerships:

- Collaboration with financial counsellor networks, not-for-profits, and employee wellness providers.

• PR & Advocacy:

- Media outreach on debt trends, leveraging data insights. - Thought leadership via webinars and guest columns.

• Referral Programme:

- Incentivise user referrals with free premium trials.

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Operations

Core Team (Year 1):

• Founder/CEO (strategy, partnerships)
• Product Manager (platform, tools)
• Content Lead (editorial, resources)
• Marketing Lead (user acquisition)
• Community Manager (forum, moderation)
• Part-time finance/legal advisers (compliance, quality)

Key Partners:

• Tech agency (initial build and ongoing dev ops)
• Licensed financial counsellors/advisers (service delivery)

Tech Stack:

• Secure, scalable CMS (e.g. Webflow, custom React front-end)
• Cloud hosting (AUS-based servers for privacy compliance)
• API integrations for calculators, booking, CRM
• Stripe for payments

Customer Support:

• In-platform chat (during business hours)
• Email ticketing system

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12-Month Roadmap

| Quarter | Milestones |
|---------|-------------------------------------------------|
| Q1 | Platform MVP launch, core content live |
| Q2 | Debt Health Check tool, lead gen system live |
| Q3 | Community forum, premium content + subscriptions |
| Q4 | B2B corporate pilots, mobile optimisations |

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Risks & Mitigations

| Risk | Mitigation |
|--------------------------------|--------------------------------------------|
| Regulatory compliance | Ongoing legal review, AFCA/FCA partnership |
| User trust & privacy | Transparent policies, AUS data hosting |
| Slow user adoption | Early partnerships, targeted paid ads |
| Quality of adviser network | Strict vetting, user feedback loops |
| Revenue concentration | Diversify income streams |

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KPIs

• Monthly Active Users (MAU): 10,000 by month 12
• Conversion Rate to Premium: 3–5% of active users
• Lead Referrals: 100+ quality referrals/month to partners
• NPS (Net Promoter Score): >50
• Churn Rate (Premium): <6% monthly
• Content Engagement: Avg. 3+ pageviews/session
• B2B Contracts: 2–3 signed by year end

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ManagingDebt.com.au is poised to fill a critical gap in financial wellbeing for Australians. By delivering unbiased, actionable support and leveraging digital innovation, we will enable users to navigate debt confidently and build lasting financial resilience.