Confidential — Ryan & Justine Baker · May 2026 · Final Version
Every number sourced from your actual payslips, bank statements, P&L, share plan, budget tracker and financial planner ROA. This is the complete, corrected picture.
01 — Where you actually stand
All confirmed numbers from source documents. Net worth is real — the challenge is liquidity right now.
Home equity + super + vehicles + businesses. Mostly illiquid.
~$12k in account is Jo's. Ryan's Friday pay (~$5,529) will bring it to ~$17,600 shortly.
Corrected from both fortnightly budget sheets. Lower than initially estimated.
$1.8M home minus $954,438 mortgage. Real backstop — not needed yet.
| 🏡 Family Home — Daisy Acres | $1,800,000 |
| 🏦 Super — Ryan (AustralianSuper + REST) | $152,134 |
| 🏦 Super — Justine (Hostplus) | $76,626 |
| 🚗 Mazda BT-50 Ute (Ryan — paid cash) | $45,500 |
| 🚗 Kia Sorento GT-Line (Justine) | $80,000 |
| 🏠 Household Contents | $25,000 |
| 📈 MRL Shares (Pending Savy Wealth review) | $23,667 |
| 🏢 Your Niche (business value est.) | ~$60,000 |
| 📦 Lil Foodee apron/hat stock (467 units @ retail) | ~$30,815 |
| 📦 Lil Foodee brand + IP + Fan tooling/design | ~$10,000 |
| Total Assets | ~$2,303,742 |
| 🏠 Mortgage (ANZ) | $954,438 |
| 🚗 Kia car loan (finance) | ~$55,000 |
| 👩 Jo — personal gap to repay (no deadline) | $39,923 |
| 📦 Sourci final payment (Lil Foodee co.) ⏰ | $22,253 |
| 📦 Fan packaging (Lil Foodee co.) ⏰ | $3,366 |
| 🚢 Fan shipping (Lil Foodee co., est. Jun/Jul) | TBC |
| 🧾 Next ATO instalment (est. Jun 2026) | ~$4,500 |
| 💳 Qantas points credit card | ~$1,700 owing ($15k limit) |
| Total Liabilities (excl. TBC) | ~$1,081,180 |
Zero personal cash, Sourci due this week, Kia loan $55k, Jo gap $39,923 (no deadline). Ryan's Friday pay brings immediate relief.
72% stress. Elevated but not a crisis. The Sourci invoice is the only genuinely time-sensitive pressure point right now.
02 — Real money in vs. real money out
Confirmed from both fortnightly budget sheets. All corrections applied — Starlink removed (Your Niche cost), BK and daycare corrected to fortnightly amounts.
| Ryan — net salary (payslip confirmed) | $11,980 |
| Justine — Your Niche drawings | $3,600 |
| Total Monthly In | $15,580 |
🗓️ Ryan's Friday pay (~$5,529) arriving shortly brings the account to ~$17,600 — first real breathing room this week.
| 🏠 Mortgage ($3,034 × 2 fortnights) | $6,068 |
| 💰 Splash — discretionary account ($800 × 2) | $1,600 |
| 🍔 Food & Fuel ($750 × 2 fortnights) | $1,500 |
| 🏥 Bills & Medical ($700 × 2 fortnights) | $1,400 |
| 👶 Daycare ($405 fortnightly × 2.167) | ~$878 |
| 🏀 BK High Flyers ($112 fortnightly × 2.167) | ~$243 |
| 👶 Jo Daycare ($200 × 2 fortnights) | $400 |
| 🚗 Kia car loan (monthly) | $438 |
| 🛡️ Bupa + RAC + Car insurances | ~$545 |
| 📱 Zurich IP + Trauma | ~$268 |
| 📱 Telstra + Spotify + kids allowances | ~$348 |
| Total Monthly Out | ~$13,688 |
Before Jo repayment contributions or Lil Foodee. Real surplus every month.
Splash spending can be temporarily reduced to create breathing room
This is your family flexibility account, not pure excess spending. Rather than eliminating it entirely, a temporary reduction from ~$1,600/month to ~$800–1,000/month for 60–90 days would still create meaningful breathing room while remaining realistic for a household with children.
💡 What if Ryan can't work for 3 months?
Monthly shortfall: ~$11,980. But Ryan's OnePath IP pays $8,922/month with a 30-day wait — that covers most of the gap after just one month. The household is much better protected than most families in this situation. See the Insurance section for full details.
03 — No deadline, structured plan
Jo knows the situation. There's a contract in place. No deadline pressure — but you want it repaid. This is a separate funding problem from Lil Foodee. Lil Foodee revenue reinvests into the business.
$44,000 gap minus $15,577 Lil Foodee Deposit #2 (company's debt, not personal). Contract in place.
Relationship is intact. Not a creditor with legal pressure. A structured monthly plan is the right approach.
Funded from Ryan's salary surplus — separate from Lil Foodee revenue which reinvests into the business.
| Monthly Payment | Repaid In | Source | Assessment |
|---|---|---|---|
| $1,000/month | ~40 months (3.3 yrs) | Ryan surplus | Slow but safe |
| $1,500/month ⭐ | ~27 months (2.2 yrs) | Ryan surplus | Recommended |
| $2,000/month | ~20 months (1.7 yrs) | Ryan surplus | Stretches budget |
| $1,500 + lump sums | ~12–18 months | Surplus + windfall | Best case |
⭐ Recommended: $1,500/month baseline. If Lil Foodee has a strong month and throws off unexpected profit, consider a lump sum top-up. At $1,500/month + 2–3 lump sums of $2–3k = paid off in under 2 years.
Keep Lil Foodee revenue separate — it reinvests into the business
Lil Foodee revenue funds the next inventory order, marketing spend and business growth. Jo repayment comes from Ryan's salary surplus — a completely separate stream. This protects the business from being drained before it's established, and gives Ryan's income a clear purpose beyond household costs.
🎯 The milestone that changes everything
At $1,500/month, Jo is below $30,000 by month 7 and below $20,000 by month 14. Once she's under $20,000 the psychological pressure drops significantly and the repayment feels manageable rather than overwhelming. That $20k mark is the target to aim for in 2027.
04 — The profitable engine
Stronger than the P&L shows. Strip out $13,783 of Lil Foodee costs and the true underlying profit is ~$50k. The business is working.
What the P&L shows. 46% margin on $78,883 revenue.
Add back ~$13,783 Lil Foodee costs coded to YN. Real business health.
$5,581 in bank + $3,146 invoiced out and due soon. GST already paid ✅
3 ATO instalments + GST. All paid on schedule. Next instalment ~Jun 2026.
| Sourci prototype + sampling | $944.90 |
| Stickerflex labels | $167.00 |
| Lil Foodee liability insurance | $1,035.00 |
| GS1 Australia barcodes | $55.83 |
| IP Australia trademark | $800.00 |
| DHL + Stanley + gift packaging | ~$1,039 |
| Shopify subscriptions | ~$276 |
| Heapsgood | $269.30 |
| Alibaba sourcing | $536.07 |
| Mailbox + Mogul Methods course | $5,172.80 |
| Backdrop (personal a/c) | $121.99 |
| Total | ~$10,417 |
Note: Fan packaging $3,366 is a Lil Foodee company liability — not included above as it's not yet paid by YN.
Your Niche has no business insurance — worth reviewing
Lil Foodee has liability insurance ($1,035 paid). Your Niche — your primary income asset — has none. Professional indemnity and business interruption cover for a marketing agency is worth a quick conversation with Janean at the next review.
05 — The startup
Separate company. $100k+ committed. Two product lines: the existing apron/hat range (live but dormant) and the Foodee Fan (launching). The launch gap needs to be funded this week — separately from the Jo plan.
Sourci $22,253 + Fan packaging $3,366 + Shipping est. $2,000. Due imminently.
YN $5,581 + receivables $3,146. Ryan's pay adds ~$5,529 Friday → total ~$14,256 shortly.
Bridged by: MRL shares ~$2,700 + pre-orders + July shares ~$7,200. Tight but workable.
| Source | Amount | When | Status |
|---|---|---|---|
| YN cash + receivables | ~$8,727 | Now | Available |
| Ryan's Friday pay (net of household) | ~$2,000 | This week | Available |
| MRL shares — available now (est. after tax) | ~$2,700 | This week | Pending accountant |
| Pre-orders (target) | $10,000–$15,000 | Launch target 27 May | Launch needed |
| MRL July shares (est. after tax) | ~$7,200 | 1 Jul 2026 | Pending accountant |
| Total potential (best case) | ~$30,627 | Covers gap ✅ |
⚠️ This only works if Sourci grants the extension AND the pre-order launch is built properly for the realistic 27 May target. The next two weeks need to be used for UGC, launch content, landing page readiness and audience warm-up. One without the other leaves a gap.
| Item | Amount | Status | Who Pays |
|---|---|---|---|
| Phase 1 + Deposit #1 | $9,972.60 | ✅ Paid | Personal |
| Deposit #2 | $15,577.10 | ✅ Paid | Jo Rose |
| Prototype + C-Tick + Sampling | $1,509.20 | ✅ Paid | YN + Personal |
| Packaging Design | $1,000.00 | ✅ Paid | Lil Foodee |
| Final Payment (Sourci) | $22,253.00 | ⏰ ~7 days | Lil Foodee |
| Fan Packaging | $3,366.00 | ⏰ ~7 days | Lil Foodee |
| Fan Shipping | TBC | Est. Jun/Jul | Lil Foodee |
Call Sourci today — request a 30-day extension. This is the #1 action.
Every invoice paid on time. Loyal customer. Days from launch. Most suppliers extend for reliable customers. Pre-orders launching this week demonstrates you're actively generating revenue. Without the extension the gap can't be filled this week.
05b — Existing range
Five active SKUs on Shopify. Marketing paused due to personal capacity. The stock is sitting — and the recent sales numbers tell the honest story.
467 units across 5 SKUs. Capital tied up in inventory not currently being marketed.
10 Shopify payouts, Nov 25 → Mar 2. Roughly $560/month with zero marketing spend.
At current pace, $30k of stock would take years to clear. Not a viable hold without action.
| Product | Units in Stock | Variants | Retail Price | Retail Value |
|---|---|---|---|---|
| Classic Apron | 114 | 12 | $80.00 | $9,120 |
| Frill Apron | 81 | 9 | $80.00 | $6,480 |
| Puff Apron | 79 | 9 | $80.00 | $6,320 |
| Everyday Apron | 74 | 9 | $80.00 | $5,920 |
| Chef's Hat | 119 | 9 | $25.00 | $2,975 |
| Total | 467 units | 48 variants | — | $30,815 |
Note: Retail values shown. True cash recovery depends on margin (unit cost), discounting strategy and channel. Treat $30,815 as the optimistic ceiling, not a guaranteed number.
The apron and chef hat range generated approximately $1,970 in Shopify sales over roughly 3.5 months with minimal to no active marketing support. Sales slowed significantly once social media, advertising and content creation paused for personal capacity reasons.
The data suggests the range responds directly to active promotion and visibility, rather than indicating product failure or market rejection.
06 — Unit economics & category position
The pressure is real and immediate — but the underlying economics are the part worth slowing down on. Premium positioning. No direct competitor identified in any market. 47% sell-through recovers every dollar invested in the project to date. Reorder economics improve materially after Run 1.
🎯 Why this product, why now
The category gap. Every parent of a 6mo–4yo child has lived this problem — hot food, hungry toddler, the awkward parental blowing-on-the-spoon routine. To the founder's knowledge, there is currently no purpose-built handheld or hands-free fan designed for cooling baby and toddler food on any market — Australian or global. The closest substitutes are generic mini-fans not designed for food, or blowing manually.
The product & IP. Hands-free design, food-safe materials, C-Tick certified, AU-compliant packaging, original product design. Foodee Fan™ trademark secured. The Lil Foodee brand, audience foundations, and retail relationships are already built around it.
The investment to date. ~$53,678 already paid for tooling, sampling, certification, packaging design, stock deposits and final payment (full Sourci ledger). Plus ~$2,000 shipping due on arrival — total project commitment ~$55,678. Stock arrives July 2026. The product is built — this is the final-mile cashflow window before launch.
The timing. 3,400 units land July 2026. Pre-orders open 27 May. The window between now and stock arrival is the launch runway. First-mover positioning in an unclaimed category is the prize.
Fan $11.90 ex GST (MOQ 3,400) + Packaging $0.99 + Shipping est. $0.59. Run 1 only — Run 2 onwards drops with higher MOQ.
~$5,806 non-recurring dev (Phase 1, Prototype, Sampling, C-Tick, Packaging Design) + ~$47,872 stock production + ~$2,000 shipping est. Every dollar in the project.
47% of stock @ $34.95 recovers every dollar invested. Less than half the run pays back the entire project. Units 1,594–3,400 are profit.
At $34.95 DTC, 3,400 units sold, gross of GST (~$10.8k GST flows to ATO). Before operating costs and ad spend.
What "break-even" actually means here
Total invested in the Foodee Fan to date is ~$55,678 — broken into ~$5,806 of one-time development costs (paid once, never again) and ~$47,872 of stock production for 3,400 units (paid in instalments via Sourci), with ~$2,000 of shipping due on arrival. At a $34.95 retail price, selling 1,593 units (47% of stock) generates enough revenue to recover every dollar spent on the project from day one. Each unit sold beyond that contributes ~$21.47 of gross margin. If the full run sells through, net profit (revenue less all costs ever paid) is ~$63,000 before operating overheads, ad spend and GST. Run 2 onwards inherits a paid-for brand, owned IP, established audience, and zero non-recurring costs.
| Retail Price | Margin/Unit | Margin % | Project Break-Even* | Full Run Revenue | Full Run Gross Profit |
|---|---|---|---|---|---|
| $24.95 | $11.47 | 46% | 2,232 (66%) | $84,830 | $38,998 |
| $34.95 ⭐ Recommended | $21.47 | 61% | 1,593 (47%) | $118,830 | $72,998 |
| $39.95 | $26.47 | 66% | 1,394 (41%) | $135,830 | $89,998 |
| $44.95 | $31.47 | 70% | 1,239 (36%) | $152,830 | $106,998 |
*Project Break-Even = units of revenue needed at that price to recover the total ~$55,678 invested in the Foodee Fan to date (development + stock production + shipping est.). At $34.95 this means less than half the stock needs to sell to recover every dollar.
Recommended: $34.95 DTC on Shopify
Strong premium positioning with project break-even at roughly 1,593 units sold — about 47% of the run. At this price, selling 2,000 units (~59%) generates ~$42,940 of gross profit, comfortably above all project costs. Leaves room for ad spend of $3–8 per acquisition without destroying margin. Clean, accessible price point for a kitchen/kids product.
If selling through retailers: price at $39.95–$44.95
Retailers generally need 40–50% margin. At $39.95 retail, wholesale would likely sit around $20–24. At $44.95 retail, wholesale would likely sit around $22–27. With an estimated landed cost of ~$13.48 per unit, both options can work, but direct-to-consumer at $34.95 keeps more margin in the business and gives you more room for ads, UGC, bundles and future promos.
| Units Sold | Revenue | Gross Profit | What It Covers |
|---|---|---|---|
| 1,500 units (44%) | $52,425 | ~$32,205 | Approaching project break-even |
| 1,593 units (47%) | $55,675 | ~$34,201 | Project break-even — every dollar invested recovered |
| 2,000 units (59%) | $69,900 | ~$42,940 | ~$14k net of every project cost |
| 2,500 units (74%) | $87,375 | ~$53,675 | ~$32k net of every project cost |
| 3,400 units (100%) | $118,830 | ~$72,998 | Full Run 1 — ~$63k net profit after every cost |
⚠️ GST note: revenue and gross profit figures shown above are gross. At $34.95 retail, ~$3.18 per unit is collected as GST and flows through to the ATO — net revenue is ~$31.77/unit. The MOQ scenarios in the next block are calculated on GST-exclusive net revenue for cleaner comparison.
Of the ~$55,678 invested in Run 1, ~$5,806 was one-time non-recurring development that doesn't repeat on Run 2 — and per-unit production cost drops with higher MOQ. The shape of the business is fundamentally different from Run 2 onwards.
| Cost line | Amount | Recurs on Run 2? |
|---|---|---|
| Phase 1 (product development) | $3,296.70 | No — sunk |
| Prototype | $220.00 | No — sunk |
| Sampling Fee (refundable on production) | $724.90 | No — refundable |
| C-Tick Testing & Certification | $564.30 | No — one-time |
| Packaging Design (artwork) | $1,000.00 | No — owned |
| Non-recurring development costs | ~$5,806 | Permanently saved |
| Order quantity | Est. unit price (ex GST) | Discount vs. Run 1 | Landed cost* | Margin @ $34.95 net | Margin % |
|---|---|---|---|---|---|
| 3,400 (Run 1) | $11.90 | — | $13.48 | $18.29 | 58% |
| 5,000 (Run 2) | ~$10.50 | ~12% | ~$11.99 | ~$19.78 | 62% |
| 10,000 (Run 3+) | ~$9.50 | ~20% | ~$10.94 | ~$20.83 | 66% |
*Landed cost includes per-unit packaging (~$0.99) and shipping (~$0.45–0.59). Margin calculated on GST-exclusive net revenue ($31.77 from $34.95 retail). MOQ pricing illustrative — pending Sourci confirmation. Higher MOQ typically attracts 8–20%+ unit-cost reductions in this category.
Conservative
~$95k–$125k
Full Run 1 sell-through (3,400 units, ~$73k gross profit) plus partial Run 2 reorder (~1,000–2,300 units sold of a 5,000 MOQ at $34.95 DTC). All project investment recovered within Run 1.
Realistic
~$140k–$180k
Full Run 1 + most of Run 2 sold within 12 months (~6,300–8,000 units total). Mix of DTC at $34.95 and early retail/wholesale relationships forming.
Stretch
~$230k–$310k
Run 1 + Run 2 fully sold + Run 3 (10k MOQ) underway. Retail uptake (Big W, Baby Bunting, boutiques) at $39.95+ price points, gift market activation, international interest.
These are illustrative ranges based on confirmed Run 1 economics and standard volume-discount curves — not forecasts. Actual outcomes depend on launch execution, ad efficiency, retail uptake and reorder cadence. The point is the structural shape: every dollar of development is already paid, and Run 2+ inherits a built brand, owned IP, established audience, and lower per-unit costs.
The honest read
The product is built, the trademark is secured, ~$53,678 of project investment is already paid, stock lands in eight weeks. The only thing standing between launch and a category-defining product is a short-term cashflow pinch in the final mile before stock arrival — and the marketing capacity to land the launch properly. A capital partner introduced at this stage would meaningfully de-risk the Sourci window, fund a stronger launch push, and accelerate the move into retail and higher-MOQ reorders. The unit economics already work; the gating factor is execution capacity, not viability.
08 — Confirmed from the March 2026 ROA
Ryan's cover is comprehensive. Justine has solid life and trauma cover but her income protection has a gap worth noting.
| Policy | Benefit | Key Detail |
|---|---|---|
| OnePath IP — Outside Super ⭐ Main Policy | ||
| Income Protection | $8,922/mo | 30-day wait · To age 65 · Level premium |
| OnePath Life/TPD — Inside Super | ||
| Life + TPD | $1,281,407 each | Any occupation TPD |
| Income Protection | $8,922/mo | 30-day wait · To age 65 |
| AustralianSuper | ||
| Life Cover | $580,000 | $400k stepped + $180k fixed |
| TPD + IP | $53k / $3,000/mo | IP: 60-day wait, 2 years |
| REST Super | ||
| Life + TPD | $374k / $71,500 | Any occupation |
| Income Protection | $2,125/mo | 60-day wait · 5 years |
Total Life Cover: ~$2.24M · Total IP: ~$14,047/mo combined ✅
| Policy | Benefit | Key Detail |
|---|---|---|
| Hostplus — Inside Super | ||
| Life + TPD | $1,109,000 each | Any occupation |
| Income Protection | $2,100/mo | 90-day wait · 2 years only ⚠️ |
| OnePath Trauma — Outside Super | ||
| Trauma/Critical Illness | $142,619 | Comprehensive cover ✅ |
Justine's IP has a meaningful gap
$2,100/month, 90-day wait, only 2 years. If Justine can't work, the household loses $3,600/month drawings and only receives $2,100 after 90 days — for 2 years maximum. Worth discussing with Janean.
Note: Ryan's OnePath IP excludes mental health claims
Stress, anxiety, depression, PTSD and related conditions are excluded. In a high-pressure period, a claim arising from burnout would not be covered under this policy.
09 — What if...
Plan for realistic. Design a buffer that can handle worst. Don't assume best case.
Sourci Refuses + Slow Launch
Extension + Steady Launch
Strong Pre-Orders + Fast Sales
10 — What to actually do
Two separate tracks running in parallel: launch funding track and Jo repayment track. They don't compete — they use different money.
Source: YN cash + receivables + MRL shares + pre-order revenue
Source: Ryan's monthly salary surplus only. Separate from Lil Foodee.
🔴 Next 30 Days
TODAY
Call Sourci — request 30-day extension
Every invoice paid on time. Loyal customer. Days from launch. Pre-orders going live this week. This call is the single most important action right now.
This week
Launch Lil Foodee pre-orders
Launch target realistically around 27 May 2026. Use the 5 sample fans for UGC creators before pre-orders open to build trust, social proof and conversion momentum. Target $10–15k in 3 weeks. Every pre-order reduces the launch gap and validates demand before you spend the final $25k.
Week 2
Accountant — MRL shares tax treatment
Get the per-tranche acquisition price. Confirm the net proceeds after tax. Then sell the available $5,102 tranche. Proceeds go to launch funding — not Jo.
Week 2
Set up $1,500/month Jo repayment
Automate $1,500/month transfer from Ryan's salary account to Jo. Starting next pay cycle. This runs quietly in the background regardless of what Lil Foodee is doing.
Week 3
Reduce Splash spending temporarily
Rather than fully pausing spending, reduce the Splash account from ~$1,600/month to ~$800–1,000/month for 60–90 days. This still creates breathing room without removing all family flexibility and day-to-day spending.
Month end
60-day pre-order review
If pre-orders are tracking toward $10k+, proceed to full launch. If underwhelming, reassess price point and marketing strategy before committing the full Sourci payment.
🟡 60–90 Days
Month 2
Full Lil Foodee launch
Once Sourci is funded. Set a 60-day ad spend review — if ROAS isn't tracking, reduce spend before burning more cash. Revenue reinvests into next order.
1 July 2026
Sell July MRL tranches (~$7,200 net)
Goes to Sourci balance or shipping costs — whatever launch-related gap remains. If launch is self-funding by then, consider a lump sum to Jo instead.
Month 3
Consolidate Ryan's REST super
~$6,058 in REST paying ~$103/year in duplicate fees. Roll into AustralianSuper. Free, simple, immediate saving.
🟢 6–12 Months
Month 4–6
Stabilise — small emergency buffer
Target: $5,000 personal buffer, Lil Foodee covering its own costs, Jo at $1,500/month running. Return Splash to full level once buffer hits $5k.
Month 6–9
Business structure review
Two profitable businesses — talk to accountant about whether a family trust or company structure makes sense for tax. Do this when you're not in crisis mode.
Month 12–18
Jo under $20,000
At $1,500/month, Jo is under $20k by month 14. That's the milestone that shifts the psychological pressure from "we owe a lot" to "we're nearly there." Celebrate it.
11 — Bottom line
The full picture — strengths, concerns, and the final recommendation.
Final CFO Recommendation
You are not in a crisis. You're in a high-pressure window with a clear exit path. Your Niche is profitable. Ryan's income and insurance are strong. The fan economics work — every dollar invested recovered at 47% sell-through, in a category with no direct competitor identified in any market. The key insight is that Lil Foodee and Jo are separate problems funded by separate money. Launch funding comes from shares, pre-orders, and — if the right partner emerges — external capital. Jo repayment comes from Ryan's salary surplus at $1,500/month, quietly and consistently, regardless of what Lil Foodee is doing. Run both tracks in parallel. Don't let one block the other.
💬 What the CFO panel would do right now
Today: Call Sourci. Request 30-day extension. Mention pre-orders launching this week as evidence of active revenue generation.
This week: Open Lil Foodee pre-orders. Call accountant about MRL shares. Set up the $1,500/month Jo transfer starting next pay cycle. Reduce Splash to ~$800–1,000/month for 60–90 days.
July: Sell the July share tranches. Direct to whatever launch gap remains. If Lil Foodee is already covering costs, redirect to building a $5k emergency buffer instead.
The mindset shift: Stop thinking of Jo as a crisis to solve urgently. She knows the deal. Make the $1,500/month transfer automatic and stop worrying about it. The crisis is Sourci and the launch — that's where the focus goes.
📋 Still Needed for the Complete Picture