# TrueCV UK Market Strategy - Complete Package ## Overview This directory contains the complete product strategy and implementation plan for launching TrueCV with a UK-only focus. The documents provide market analysis, feature prioritization, technical implementation details, and go-to-market strategy. --- ## Document Hierarchy ### 1. **EXECUTIVE_SUMMARY.md** ⭐ START HERE **Audience:** Executives, Product Leadership, Investors **Purpose:** 5-minute overview of opportunity, market sizing, and financial projections **Key Sections:** - Market problem (£4.2B annual cost) - Competitive advantage (only player integrating HEDD) - Revenue projections (£113K-226K Year 1) - 30-day action plan **Read Time:** 5 minutes --- ### 2. **UK_FEATURE_PRIORITIZATION.md** **Audience:** Product Managers, Engineering Leads **Purpose:** Detailed feature prioritization ranking detection value × implementation feasibility **Key Sections:** - Fraud patterns & detection rates - Available UK APIs & accessibility - Ranked feature list (8 features across 3 phases) - Implementation timeline & examples - Success metrics per feature **Read Time:** 20-30 minutes --- ### 3. **PHASE1_TECHNICAL_IMPLEMENTATION.md** **Audience:** Backend Engineers, QA Engineers **Purpose:** Complete technical specifications for Phase 1 (8-week) delivery **Key Sections:** - Architecture diagrams - 7 complete code examples (interfaces, services, models) - Database schema updates - Test coverage requirements - Configuration & environment setup - Deployment checklist **Read Time:** 30-40 minutes (skim for reference) --- ### 4. **UK_MARKET_STRATEGY.md** **Audience:** Product Team, Marketing, Sales **Purpose:** Comprehensive market analysis and go-to-market strategy **Key Sections:** - Market sizing (£2.8B UK screening market, £3.3M TrueCV TAM) - Competitive landscape analysis - 3-phase product roadmap (Q1-Q3 2026) - GTM strategy (4 sales channels) - Customer personas (3 types) - Unit economics & financial projections - Long-term vision (2-3 years, international expansion) **Read Time:** 30-40 minutes --- ### 5. **API_RESOURCES_AND_CONTACTS.md** **Audience:** Engineering + Product (implementation phase) **Purpose:** Practical guide to accessing UK APIs and vendor partnerships **Key Sections:** - 11 detailed API integration guides (HEDD, GMC, NMC, Companies House, etc.) - Contact information for each service - Integration methods (API vs. scraper alternatives) - Timeline for access approval - Vendor recommendations (DBS, HMRC) - Email template for API requests - Compliance checklist **Read Time:** 20-30 minutes (reference document) --- ## Quick Navigation ### By Role **Executive / Decision-Maker:** 1. Start: EXECUTIVE_SUMMARY.md (5 min) 2. Then: UK_MARKET_STRATEGY.md - Market & GTM sections (10 min) 3. Decision: Approve Phase 1 go-ahead **Product Manager:** 1. Start: EXECUTIVE_SUMMARY.md (5 min) 2. Then: UK_FEATURE_PRIORITIZATION.md (full read) 3. Then: UK_MARKET_STRATEGY.md (full read) 4. Then: Reference PHASE1_TECHNICAL_IMPLEMENTATION.md & API_RESOURCES_AND_CONTACTS.md as needed **Engineering Lead:** 1. Start: EXECUTIVE_SUMMARY.md (5 min for context) 2. Then: PHASE1_TECHNICAL_IMPLEMENTATION.md (full read) 3. Then: API_RESOURCES_AND_CONTACTS.md (full read) 4. Reference: UK_FEATURE_PRIORITIZATION.md for feature specs **Investor / Analyst:** 1. Start: EXECUTIVE_SUMMARY.md 2. Then: UK_MARKET_STRATEGY.md - Market size & financials sections 3. Reference: UK_FEATURE_PRIORITIZATION.md for technical validation **Sales / Marketing:** 1. Start: EXECUTIVE_SUMMARY.md 2. Then: UK_MARKET_STRATEGY.md (GTM + Personas) 3. Reference: UK_FEATURE_PRIORITIZATION.md for talking points --- ## Key Metrics at a Glance ### Market Opportunity - **TAM (Total Addressable Market):** £3.3M - **SAM (Serviceable Available Market):** £200-300K (Year 1) - **Year 1 Revenue Target:** £30-240K (conservative to growth) - **Break-even Customers:** 24-30 paying customers - **Expected Timeline to Break-even:** Month 6-7 ### Phase 1 Deliverables (8 weeks) | Feature | Impact | Effort | Timeline | |---|---|---|---| | HEDD Degree Verification | 9.5/10 | 2-3 weeks | Weeks 1-3 | | Healthcare Register Checks | 6.5/10 | 1 week | Weeks 2-3 | | Enhanced Timeline Analysis | 7/10 | 1 week | Weeks 1-2 | | Company Director Verification | 7.5/10 | 1-2 weeks | Weeks 2-4 | ### Success Metrics - **Adoption:** 500+ signups in first month - **Engagement:** 10%+ weekly active check rate - **Satisfaction:** 85%+ feature satisfaction (NPS >40) --- ## Fraud Detection Coverage | Fraud Type | Detection Rate | Phase | |---|---|---| | Fake degrees | 90%+ | Phase 1 | | Employment date falsification | 80%+ | Phase 1 | | Job title inflation | Partial (manual) | Phase 1 | | Exaggerated qualifications | 85%+ | Phase 2 | | Professional registration fraud | 95%+ | Phase 2 | | Directorship false claims | 95%+ | Phase 1 | --- ## Competitive Moat **Why no competitor offers this:** 1. **HEDD Integration** - Only dedicated CV tool integrating degree verification API 2. **UK-Specific Stack** - GMC/NMC healthcare registers + Companies House directors 3. **Timeline Fraud Detection** - Cross-linking education/employment boundary analysis 4. **Vertical Focus** - Healthcare recruiting niche dominance (GMC/NMC) 5. **First-Mover Advantage** - Market gap unexploited until now **Defensibility:** - Deep integrations hard to replicate (HEDD, Companies House, professional bodies) - Network effects once established (more data = better fraud detection) - Compliance/audit trail = switching costs for enterprise customers --- ## Critical Path Dependencies ### Week 1 Actions (Do Now) - [ ] Email HEDD (partnerships@hedd.ac.uk) requesting API access - [ ] Email GMC requesting verification API access - [ ] Allocate 2 engineers to Phase 1 development - [ ] Recruit 3-5 beta partner agencies ### Week 2-3 - [ ] HEDD credential delivery (or scraper fallback) - [ ] Companies House enhancement development starts - [ ] Healthcare register scraper development starts - [ ] Timeline analysis enhancement starts ### Week 4-8 - [ ] Beta testing with agency partners - [ ] Public beta launch - [ ] Feedback iteration - [ ] GA release --- ## Financial Summary ### Year 1 Projections (Conservative Scenario) **50 Customers by end of year:** - 30 × Professional tier (£49/mo): £1,470/mo - 15 × Enterprise tier (£199/mo): £2,985/mo - 5 × API/Platform (£1,000/mo): £5,000/mo - **Total MRR (Dec 2026):** £9,455 - **Annualized Run Rate:** £113,460 **Operating Costs:** - Engineering (2 FTE): £150K/year - Infrastructure/APIs: £20K/year - Sales/Marketing: £30K/year - Operations: £20K/year - **Total:** £220K/year **Result:** Break-even at 24 customers; profitable at 50+ customers ### Year 2 Projections (Growth Scenario) **150 Customers:** - MRR: £28,000+ - Annualized: £336K+ - Gross Profit: 75% = £252K+ --- ## Risk Mitigation | Risk | Probability | Severity | Mitigation | |---|---|---|---| | HEDD API access delayed | Medium | Medium | Use web portal integration fallback | | GMC/NMC scraper blocked | Low | Low | Request official API proactively | | Market adoption slow | Medium | High | Focus on healthcare vertical first | | Regulatory gatekeeping | Low | Medium | Partner with established vendors early | | Competitive response | Medium | Medium | Maintain first-mover advantage + deepen integrations | --- ## Next Steps (30-Day Plan) ### Days 1-3: Preparation - [ ] Finalize HEDD compliance/consent workflows - [ ] Identify recruitment agency beta partners - [ ] Set up development environment - [ ] Brief engineering team on Phase 1 scope ### Days 4-7: API Access Requests - [ ] Email HEDD, GMC, NMC with API access requests - [ ] Register on beta platforms where available - [ ] Prepare scraper fallbacks for development ### Days 8-21: Development (Parallel Tracks) - **Track 1:** HEDD integration (lead engineer) - **Track 2:** Healthcare registers (secondary engineer) - **Track 3:** Companies House enhancement (tertiary) - **Track 4:** Timeline enhancement (parallel) ### Days 22-28: Beta Testing - [ ] Deploy to test environment - [ ] Onboard beta partner agencies - [ ] Collect feedback on UX/value - [ ] Iterate on flag messaging ### Days 29-30: Preparation for Public Launch - [ ] Final testing & QA approval - [ ] Marketing assets prepared - [ ] Pricing finalized - [ ] Customer support workflows documented --- ## Recommended Reading Order **For executives/investors (20 minutes total):** 1. EXECUTIVE_SUMMARY.md (5 min) 2. UK_MARKET_STRATEGY.md → Market Opportunity + Financials sections (10 min) 3. UK_FEATURE_PRIORITIZATION.md → Overview + Ranked Feature List (5 min) **For product/engineering teams (90 minutes total):** 1. EXECUTIVE_SUMMARY.md (5 min) 2. UK_FEATURE_PRIORITIZATION.md (30 min - full read) 3. PHASE1_TECHNICAL_IMPLEMENTATION.md (40 min - full read) 4. API_RESOURCES_AND_CONTACTS.md (15 min - reference) **For detailed implementation (3-4 hours for engineers):** 1. PHASE1_TECHNICAL_IMPLEMENTATION.md (40 min - detailed read) 2. API_RESOURCES_AND_CONTACTS.md (30 min - full read) 3. Code examples in PHASE1_TECHNICAL_IMPLEMENTATION.md (60-90 min - study) 4. UK_FEATURE_PRIORITIZATION.md → Implementation Examples (30 min) --- ## Questions & Decision Points ### For Product Leadership 1. **Commitment:** Can we allocate 2 engineers full-time for 8 weeks? 2. **Partnerships:** Will we sponsor API access requests to HEDD, GMC, NMC? 3. **Revenue Model:** Approve tiered pricing (Free/Pro/Enterprise)? 4. **Timeline:** Can we launch beta by Week 5? 5. **International:** After UK success, should we expand to Ireland/Australia? ### For Engineering 1. **Resources:** Do we have backend capacity starting immediately? 2. **Technical:** Any concerns with HEDD/GMC/NMC integration approach? 3. **Alternatives:** Any preference on API vs. scraper approach for health registers? 4. **Testing:** Do we have QA capacity for Phase 1 scope? ### For Sales/Marketing 1. **Positioning:** Are we confident "degree verification" is primary differentiator? 2. **Channels:** Should we prioritize direct sales or partnerships? 3. **Pricing:** Does £49/Professional tier feel right for target market? 4. **Beta:** Can we identify 3-5 recruitment agency beta partners by Week 2? --- ## Success Criteria (End of Phase 1) ### Must-Haves - ✅ HEDD integration live (real-time + manual review tracking) - ✅ Timeline fraud detection enhanced - ✅ Companies House director verification working - ✅ GMC/NMC healthcare checks live - ✅ 500+ public signups - ✅ 10%+ weekly active check rate ### Nice-to-Haves - ✅ 85%+ user satisfaction score - ✅ Media/analyst coverage - ✅ 5+ paying customers (revenue: £2-5K MRR) - ✅ Documented case studies ### Failure Indicators (Red Flags) - ❌ <100 signups after public launch - ❌ HEDD/GMC access denied with no scraper backup - ❌ >5% API error rate - ❌ <50% feature adoption --- ## File Manifest ``` /mnt/d/Git/TrueCV/ ├── EXECUTIVE_SUMMARY.md (5-page exec overview) ├── UK_FEATURE_PRIORITIZATION.md (30-page detailed prioritization) ├── PHASE1_TECHNICAL_IMPLEMENTATION.md (60-page technical specs + code) ├── UK_MARKET_STRATEGY.md (40-page market + GTM strategy) ├── API_RESOURCES_AND_CONTACTS.md (20-page API integration guide) └── README_UK_STRATEGY.md (this file - navigation guide) ``` --- ## Version History **v1.0 - January 2026** - Initial UK market strategy & implementation plan - 4 comprehensive strategy documents - Phase 1 technical specifications - API integration guide - Ready for Q1 2026 execution --- ## Contact & Support **For questions about this strategy:** - Product Lead: [Name] - Overall strategy & market analysis - Engineering Lead: [Name] - Technical feasibility & architecture - API Integration: [Name] - HEDD, GMC, NMC coordination **For strategy updates:** These documents will be updated quarterly with: - Market feedback from beta partners - API integration progress - Competitive landscape changes - Revised financial projections - Phase 2 feature updates --- ## Appendix: Key Definitions **HEDD:** Higher Education Degree Datacheck - UK's official degree verification service (140+ universities) **GMC:** General Medical Council - UK regulator for doctors (~250K registered) **NMC:** Nursing and Midwifery Council - UK regulator for nurses/midwives (~700K registered) **Companies House:** UK company registration authority - maintains register of 3.4M companies + directors **Timeline Fraud:** Employment/education date inconsistencies (overlaps, gaps, sequential issues) **TAM:** Total Addressable Market - theoretical maximum revenue if 100% market capture **SAM:** Serviceable Available Market - realistic segment we can target **SOM:** Serviceable Obtainable Market - Year 1 revenue target **CAC:** Customer Acquisition Cost - avg. cost to acquire one paying customer **ARPU:** Average Revenue Per User - avg. monthly/annual revenue per customer **LTV:CAC:** Customer lifetime value to acquisition cost ratio (healthy SaaS: >3:1) --- ## License & Confidentiality This strategy document is internal to TrueCV and contains commercially sensitive information including: - Market sizing & financial projections - Competitive positioning - Product roadmap - API integration details **Distribution:** Product team, engineering, leadership only --- END OF DOCUMENT **Last Updated:** January 20, 2026 **Next Review:** April 1, 2026 (Post-Phase 1 Launch)