Too much information
Search, social media and AI can offer conflicting advice at the moment parents have the least energy to evaluate it.
Seed investment · 9 October 2026
Big feelings.Little people.A calmer way.
Expert parenting guidance shaped around your child, your family and the moments that matter. A practical plan, one step at a time.
Our ambition: ages 2–17. Initial beta: ages 3–7, starting in Croatia.
Every family has its own story.Guidance shaped around the people in it.
Support that fits everyday family life.
When a child is overwhelmed, a parent needs a next step they can actually use. General advice still leaves the hardest work to the family: making it fit.
The moment cannot wait
Professional support matters. Everyday struggles also happen between appointments, at the supermarket, during pickup and before bed.
One size rarely fits
The child’s temperament, family dynamics and parenting style all change what a useful response looks like.
Why this moment matters.
Three shifts create an opportunity for practical, accessible parenting support.
Digital is already part of family life
Parents use apps to manage health, learning and daily routines. Parenting support can become part of that everyday toolkit.
Personalization can be practical
Expert decision rules can guide the choice of advice, while AI adapts the language to the family’s context.
Emotional resilience has a place at home
Harmonia builds on in-person workshops and a focus on children’s emotional development.
One family. A plan that fits.
A structured family profile connects the child’s needs, parenting style and everyday challenges. Expert rules rank the goals, then a ten-day plan helps the family work on one priority.
Around 20 intake questions across the child, family and parenting style establish the starting point. Age, temperament, triggers and goals shape the profile.
Choose the situation and structured follow-up answers. Expert rules connect the challenge to the family profile.
Receive concrete guidance on what to say and do, selected from an expert-defined knowledge base.
Follow a 10-day plan and log what worked, what did not, when and with whom. Parent observations help refine the next suggestion.
Product concept · illustrative previews
01 / 04Know the family
9:41
Family profile
How old is your child?
A little context helps us find a useful starting point.
02 / 04Understand the moment
9:41
What brought you here?
Choose what feels most important for your family today.
03 / 04Try a clear next step
9:41
Your plan is ready
Small steps, at a pace that fits your family.
OUR FOCUSA calmer evening routine
THIS WEEK- Introduce a four-step evening routine
- Turn off screens 30 minutes before bed
Try the steps, notice what happens and tell us how it felt.
04 / 04Notice what changes
9:41
DAY 10
Let’s check in
Your observations help shape the next step.
How often did you try the recommendations?
How does it feel compared with the start?
Support for the whole day.
Proactive reminders are designed around the family’s routines. Parents choose when to hear from Harmonia.
07:30 / Mornings
A calmer start, before the rush begins.
“Yesterday was a tough morning. Try preparing the two choices before breakfast.”Illustrative experience, not a user testimonial.
15:45 / Transitions
A little preparation for a big change.
“Pickup is in 15 minutes. Try the countdown that helped last Tuesday.”Illustrative experience, not a user testimonial.
17:00 / Play & boundaries
Practice the boundary, then reflect.
“How did it go when you held the boundary during play today?”Illustrative experience, not a user testimonial.
20:00 / Bedtime
Recognize the pattern. Adjust the routine.
“Was tonight calmer? Let’s note what felt different.”Illustrative experience, not a user testimonial.
After missed check-ins, the app can ask whether the plan or timing should change. Silence is not evidence that a strategy worked.
When the moment feels too big.
The “Red Button” offers short, reviewed steps for familiar, high-stress parenting situations. A small amount of useful guidance, when attention is limited.
- Psychologist-reviewed response library
- 2–3 second response target for known situations
- Offline access planned
Educational parenting support. Serious or urgent concerns need appropriate professional help.
A clearer picture for the specialist.
A structured summary brings together situations, triggers, parent observations and strategies tried. Families can share that picture with their pediatrician or psychologist.
01Situation & context
02Patterns over time
03What we tried
04What changed
Planned feature. Parents decide what to share.
Personal means the everyday details, too.
Interests and familiar places can turn a general idea into something a child wants to try. Optional environmental context helps the suggestion fit the day.
A child who loves dogs might enjoy a dog-themed activity at a familiar park. Poor air quality can prompt an indoor alternative.
01
Favorite animals, nature and outdoor play
02
Water, a favorite park or playground
03
Weather, pollen, air quality and UV
04
Optional location while the app is in use
Roadmap scope. Optional inputs, clear consent and a manual location alternative.
Expert knowledge at the centre.
Psychologist-authored rules guide the choice of goals and strategies. AI adapts the language and examples to the family’s situation.
Understand the family
Structured questions capture the child’s development, family dynamics, priorities and the parent’s capacity.
Choose the right next step
Safety checks and expert rules select age-appropriate goals and strategies from a reviewed library.
Learn from everyday experience
Daily check-ins inform practical adjustments. Every ten days, the plan is continued, changed or referred for professional support.
Product in development. Internal simulated cases and independent expert review precede wider family access.
Expert experience. A product to validate.
10+ years
of work with children and families
Tihana Starčević100
families planned for the app pilot
Three cohorts: 20 + 30 + 50Founder-funded
beta planned before the seed round
Own resources and partner contributionsTeam-reported experience includes SOS Children’s Village and Osijek University Hospital. Workshops reached 100+ children; app validation begins with the planned family pilot.
The first 100 families.
The beta is planned before the round, funded through the team’s own resources and partner contributions. The seed finances validation and the first acquisition campaigns.
Beta and internal testing
Test simulated family situations against the expert framework and prepare the beta for the first families.
20 + 30 families
The first two cohorts test guidance and repeat use without billing. The third cohort begins in month four.
50 families and a decision
The third cohort tests real payment after the trial. Campaigns begin in May; the full 100-family programme informs the June decision.
Acquisition and market testing
Acquisition starts in May alongside the pilot. May–July is the learning phase; the optimized funnel starts in August. DACH interest testing follows in September–December, then DACH and UK/Ireland tests in H1 2028.
What the first 18 months must establish
M18 target: at least one in four trial families reaches two payments. Renewal, useful activity and acquisition cost will show whether that translates into a sustainable subscription.
Management validation targets, not achieved results. M1–M18: January 2027–June 2028. Targets apply to cohorts with enough follow-up; feasibility must be tested.
| Measure | By M12 | By M18 |
|---|---|---|
| Trial → two payments | ≥20% of started monthly trials | ≥25% of started monthly trials |
| First payment / first monthly renewal | ≥35% of trials / ≥60% of first payers | ≥40% of trials / ≥65% of first payers |
| Cumulative paid retention | Report the first three renewals | ≥40% after 3rd renewal; ≥25% after 6th |
| Parent-reported usefulness | ≥70% ratings of 4–5/5; ≥70% response | Same target; include families that cancel |
| Meaningful use before renewal | Establish the baseline | ≥50% of renewers active in the prior 15 days |
| Refunds of initial charges within 30 days | Track counts and reasons | ≤3%; investigate above 5% |
| Croatian channel CAC / observed payback | ≤€25 as a learning milestone | About €18 or less; payback within 9 months |
| Active paid base and MRR | Monthly new, renewed and lost subscriptions; MRR | About 1,200 active payers; validate in a monthly model |
Activation supports the pilot
The pilot’s main usage measure remains ≥40% active on day 20. The existing ≥60% activation threshold means reaching the first daily check-in, not proving benefit. Track profile, plan, check-in, attempted application and reported usefulness separately, including timing in the first seven days. Test their link to D20 and renewal; there is no new 48-hour target.
Keep targets and the financial base distinct
The financial base keeps its conservative 10% conversion assumption. Operational targets of 35–40% do not automatically increase the revenue forecast. The existing 1,201-payer ambition still needs monthly cohort validation.
Definitions, cohort sizes and financial context ↗Croatia first. A global ambition.
We begin with Croatian families raising children aged 3–7. The plan connects the number of children to the households they live in, with one subscription per family.
~175k
children aged 3–7
Business-plan estimate~140k
target households in Croatia
Children × 0.80 household factor1
subscription per family
Siblings share a family planManagement planning estimates. Detailed household assumptions and the wider opportunity are in the investor review.
Croatian Bureau of StatisticsGlobal category context · USD
$1.94bn
2025 market estimate
$6.02bn
2035 forecast
12.0%
publisher’s stated CAGR
Roots Analysis, Parenting Apps Market, retrieved 2 October 2026. A broad third-party category estimate including pregnancy, baby tracking and co-parenting; it is not Harmonia’s serviceable market or evidence of obtainable share.
First: ages 3–7
Big emotions, boundaries, sleep, daycare transitions and starting school.
Later: ages 7–12
Motivation, screens, friendships, confidence and emotions.
Later: ages 13–17
Autonomy, communication, trust and age-appropriate mental-health support.
Initial marketing persona: digitally engaged mothers aged 25–45. The product serves parents and primary caregivers; institutions offer a later distribution route.
A detailed family profile. Guidance that keeps adapting.
Harmonia combines child development, family dynamics and parenting style in one structured profile. Expert rules and daily feedback shape a continuing plan, with AI adapting everyday guidance at scale.
| Product | Approach | Trade-off | Harmonia’s planned advantage |
|---|---|---|---|
| Good Inside | Dr. Becky’s expert method, content library, parent community and GiGi AI chat with voice. | Chat guidance starts with a parent’s question and the context they provide. | Deep family profile: structured answers about the child, family dynamics and parenting style inform a continuing plan. |
| Joy | Expert-trained AI plus 24/7 access to certified parent coaches. | Live coaching involves expert time; service capacity must support demand. | Software-led delivery: expert-authored rules guide everyday plans. Initial focus: ages 3–7, with broader coverage planned. |
| MissPoppins | Marketplace for one-to-one coaching sessions and packages, also offered through employers. | Each booked session requires a coach’s time and availability. | A daily plan: ten-day cycles, check-ins and referral when specialist support is needed. |
| Harmonia | Planned family profile, daily check-in and ten-day review: continue, adjust or refer. Planned HR price: €8.99/month. | Beta in development. Usefulness, retention and delivery costs will be tested in the pilot. | One continuing process: structured intake, expert decision rules and family feedback in a software-led plan. |
Competitor descriptions follow official product sources checked on 9 October 2026. Trade-offs are our assessment of the published service models. Harmonia features and advantages are planned and will be tested in the pilot.
Subscriptions first. More ways to reach families.
Planned pricing is €8.99 per month in Croatia and the region. A 20-day trial covers two ten-day plans, with clear renewal terms, a reminder three days before billing and an easy way to cancel.
Croatia & region
€8.99per month · including assumed HR VATDACH & English-language markets
€19per month · planned test priceB2C subscriptions
Monthly and annual premium plans. Annual pricing to be validated.
Institutions
Licensed access through daycares, schools and clinics.
Employee wellbeing
A benefit for employees who are parents.
Programs & consultations
Themed content and one-to-one video consultations.
Validate locally, then expand with evidence.
Croatia & region
Validate with Croatian families. Acquisition starts in May 2027; optimize after the learning phase and the June review.
Austria & Germany: interest test
A €1,500 German landing-page and waitlist test checks demand. German localization (€6,500) follows a positive signal.
Compare DACH with UK & Ireland
€7,000 for the DACH test and €2,500 for a UK/Ireland signal test. Measure acquisition cost, conversion and retention.
Scale the market with stronger evidence
DACH is the base case; UK/Ireland can take priority if results are better. Parallel English-language tests cover the Nordics, Netherlands, Singapore and UAE.
Expand where the tests support entry
English-market expansion in the base case, plus markets that meet the conversion threshold and the DACH CAC benchmark.
Japan & South Korea
Entry requires a separate localization budget and a local partner.
Later expansion is conditional on measured demand, acquisition economics and funding. The 2029 parallel tests are outside the current seed period.
The updated 18-month growth plan
17,645
new registrations targeted
€107,350
marketing budget · includes fractional CMO and social media
€35,650
paid media: regional + DACH and UK/Ireland tests
10.41%
planned registration-to-paid conversion
Campaigns begin in May 2027. The first three months fund channel learning. Targets: 7,750 registrations in 2027 and 9,895 in H1 2028. The early DACH waitlist is not counted as app registrations.
Learning first. Better economics as channels mature.
The plan budgets for an expensive start. HR warm-up CAC is €37 per payer across channels; the later HR phase targets €17.92. DACH and UK/Ireland tests measure demand and acquisition cost.
41224
€20.14HR contribution LTV
€17.92HR channel CAC · after warm-up
1.12×Illustrative LTV / CAC
At €8.99 including assumed 25% VAT and a 70% contribution margin, four paid months produce €20.14 LTV. Against €17.92 HR channel CAC, that is 1.12×. These are planning inputs.
Three acquisition phases, three different expectations
Warm-up HR: 0.54× reported LTV/CAC. Later HR: 1.12× using the HR price consistently. DACH and UK/Ireland tests: about 0.2×. These tests buy evidence before larger commitments.
The HR ratio applies to optimized regional acquisition. Channel CAC excludes staffing, fractional CMO and founder time. The investor review distinguishes warm-up, expansion tests and whole-seed economics.
A positive ratio for one campaign phase does not establish company profitability. Retention, conversion and full acquisition cost must be measured in live cohorts.
The €350,000 seed plan
The updated plan targets 17,645 registrations, 1,201 premium subscribers at June 2028 and €95,635 in revenue across 18 months.
Planned total revenueRound allocation, including reserve
Long-range management scenario. Annual total revenue and operating costs; separate from the 18-month seed period.
Original total revenueOriginal operating costs
1,201
premium subscribers targeted · June 2028
€95,635
total planned revenue · 18 months
€350,000
seed funding sought
Revenue comprises €78,893 in subscriptions and €16,742 in other services. All figures are projections from business plan.
Business-plan figures and definitions
| Period | New users | Premium at close | Subscriptions | Other services | Total revenue |
|---|---|---|---|---|---|
| 2027 | 7,750 | 775 | €33,443 | €4,650 | €38,093 |
| H1 2028 | 9,895 | 1,201 | €45,450 | €12,092 | €57,542 |
Targets follow the business plan. Subscriber and revenue calculations use period-level assumptions; the investor analysis explains the monthly timing still to reconcile.
The seed covers January 2027–June 2028. Follow-on fundraising is planned from November 2027. A possible €1 million growth round for 2029 is separate and is not included in seed cash.
How the seed capital is allocated over time
| Quarter | Allocation incl. reserve | Reserve | Spend excl. reserve |
|---|---|---|---|
| Q1 2027 | €52,482 | €1,580 | €50,903 |
| Q2 2027 | €58,649 | €1,580 | €57,069 |
| Q3 2027 | €55,076 | €1,580 | €53,496 |
| Q4 2027 | €63,392 | €1,580 | €61,813 |
| Q1 2028 | €59,551 | €1,580 | €57,972 |
| Q2 2028 | €60,849 | €1,580 | €59,270 |
Allocation includes a €9,478 reserve. It is held for approved contingencies and is not ordinary operating expenditure.
€350,000 to validate and reach the first families
01€143,17240.9%
Founders
€143,172 for two full-time founders over 18 months, including the planned meal allowance.
02€61,50017.6%
Product development, localization and servers
€45,000 for a Full stack dev & AI expert at 50% capacity, €4,000 for English localization, €6,500 for German localization after a positive demand signal and €6,000 for servers. Ivan leads technology.
03€107,35030.7%
Marketing and acquisition (including fractional CMO)
€107,350 includes fractional CMO €23,400, acquisition staff €27,000, social media €7,200, HR paid media €24,650, DACH and UK/Ireland tests €11,000 and supporting channels €14,100.
04€5,0001.4%
Quality validation
Independent review, pilot support, supervision and analysis across the 100-family programme.
05€10,2002.9%
Legal and data protection
Privacy, subscription terms, contracts, IP and company documentation.
06€13,3003.8%
Operations and closing costs
Accounting, tools, travel, banking and closing costs.
07€9,4782.7%
Unallocated reserve
€9,478, or 2.7% of the round. The revised market tests and localization reduce the previous reserve by €3,550. Total funding remains €350,000.
Allocation follows the Harmonia business plan. The founder-funded beta precedes this budget; its final contribution amount is still being reconciled.
Family expertise. Business experience. Technical depth.
Professional expertise and family experience across childhood and adolescence.
SŠR
Sven Špehar Rajević
CEO · Co-founder
Economist with 20+ years in business development, marketing and project management, including eight years in IT, mainly SaaS. Has piloted Harmonia emotional-resilience workshops with 100+ children. Mother of one. Licensed Relax Kids trainer.
TS
Tihana Starčević
Chief Clinical Officer · Co-founder
Psychologist with 10+ years working with children and families, including SOS Children’s Village and Osijek University Hospital. Training in CBT psychotherapy; author of Steps Through the Storm. Mother of one. Stepmother of three.
IL
Ivan Lozančić
CTO
Co-founder and CEO of Gauss: 60+ engineers, clients in 20 countries and platforms including Gauss Box and ORKA ERP. Deloitte Technology Fast 50 CE recognition. Owner of Gaudeamus private gymnasium. Leads engineering and AI architecture. Technical leadership is distinct from the funded day-to-day engineering role. Father of three.
Advisors
Krešimir Vrhovčak
20+ years in business analysis, software development and team leadership. Software architect with experience preparing and managing R&D projects.
Ante Magzan
Founder of Afekt; co-founder of Iskon, T-portal, MAXtv and HUB385. Mentor at Nuqleus.
Roles and biographies supplied by the Harmonia team. The Full stack dev & AI expert role will take over all beta refinements, including bug fixes and AI integration, under Ivan’s technical leadership.
Trust is part of the product.
Reviewed guidance
Expert-authored content, independent scenario testing and clear limits for unfamiliar or serious situations.
Minimum necessary data
Minimize identifiers sent to AI. Define access, retention and deletion for family records.
Parent control
Optional context and reminders. Parents can correct profiles and choose what to share.
Evidence before claims
Validate usefulness and safety, and review actual privacy and regulatory requirements before launch.
These are product and launch requirements, not a statement of certified compliance or proven clinical effectiveness.
Seed investment · 9 October 2026
Help families find their calmer way.
We are seeking €350,000 for an 18-month programme: validate guidance with 100 families, establish regional acquisition and compare demand in Austria, Germany, the UK and Ireland.
Let’s talk€350k
18 monthsFunded programme100 familiesPlanned pilot
18 months · 100 families
Funding target from the updated €350k business plan. Equity and valuation terms will be agreed with the investment partner.
Pitch deck
Download the Harmonia pitch deck in your preferred language.
Sources and planning basis
Financial projections and budgets are based on the Harmonia business plan. Product strategy and team biographies are supplied by the founders.
Good Inside · official product Joy · official app listing MissPoppins · official product DZS · Natural change in population 2024 Roots Analysis · Parenting Apps 2035 Apple · Introductory offers Apple · Small Business Program
Financial figures are projections. The investor analysis explains the assumptions and calculation methods. Product illustrations show the planned experience.