Private Placement · Limited Allocation
PLANET 5
Investment Memorandum
Two proven markets. One customer. Recurring revenue plus high margin. One platform.
01
Investment Thesis
A Luxury Lifestyle Platform
Fine art for your walls. Specialty coffee for your morning. Expeditions for your calendar. From the mountains we help protect.
"This is the art of being there."
Planet 5 is an AI-native luxury platform built at the intersection of two proven markets and one of the fastest-growing consumer shifts in a generation: values-driven spending. The luxury buyer is moving from status to meaning. Planet 5 captures that transition with real products, real margin, and AI-native operations that scale without headcount.
Two proven markets. One customer. Recurring revenue plus high margin. The platform is built and the partnerships are forming. We are raising $3.5M to scale.
$51M Y5 revenue. 31% EBITDA margin. 45% base case IRR.
This round is for scale.
The Advantage
Post-Build. Pre-Scale.
The platform is built. The supply chain is secured. AI-native infrastructure is ready to scale.
02
Market Analysis
Why Coffee + Art
Same customer. Different purchase cycles. Compounding lifetime value.
The Insight
The affluent, values-driven consumer who buys museum-quality photography is the same person who pays premium for single-origin coffee. Art delivers high margin. Coffee delivers recurring revenue. Together, they create a flywheel: coffee builds the habit, art builds the value, membership locks in retention.
Why Now
Art has gone digital. 72% of high-net-worth collectors purchased directly from dealer websites in 2024. 51% bought via Instagram. Online is no longer a pandemic anomaly; it is the new baseline.
Coffee is at a 14-year high. 46% of Americans drank specialty coffee yesterday. The subscription segment is growing at 12.1% CAGR, reaching $2.26B by 2033.
Values drive decisions. 80% of millennials cite sustainability as a purchase driver. 77% of Gen Z will pay more for sustainable products. Planet 5 captures this shift with real products, not charity appeals.
Planet 5 does not require large market-share assumptions. Small penetration of enormous markets creates a highly valuable business.
03
Three Proven Playbooks
Integrated Revenue Engine
Revenue
Engine
04
Exit Pathways
Proven Models
We are not inventing a new category. We are combining two proven business models with established exit pathways.
Online Art: A Validated Market
Online fine art has moved from pandemic experiment to permanent channel. Fine Art America generates $234M annually selling photography prints online. The market has proven exits at 4-5x revenue for growth-stage platforms.
| Company | 2024 Revenue | Valuation | Multiple |
|---|---|---|---|
| Fine Art America | $234M | Private | Validates model |
| Artsy (private) | Est. $40-60M | $275M | ~5x |
| Saatchi Art (acquisition) | $3.8M | $17M | 4.5x |
| 1stDibs (NASDAQ: DIBS) | $88M | $99M mkt cap | 1.1x |
Sources: ECDB 2024; Grips Intelligence May 2025; Company filings
Specialty Coffee: Premium Exits
Mission-driven coffee brands command premium valuations. Laughing Man (celebrity founder + cause model) provides direct precedent for Planet 5's positioning. Brand storytelling drives multiples well above commodity coffee.
| Company | Exit Value | Multiple | Relevance |
|---|---|---|---|
| Blue Bottle Coffee | $700M | ~15x | Nestlé; premium positioning |
| Black Rifle Coffee | $1.7B | ~4x | SPAC; mission-driven brand |
| Laughing Man Coffee | Undisclosed | Strategic | Celebrity + cause model |
| Liquid Death | $1.4B | ~5x | Brand storytelling premium |
| Philz Coffee | $145M | N/A | Cult brand; PE acquisition |
Sources: PitchBook; Company filings; Daily Coffee News; TrendTrack 2025
Why 2.5x Is Conservative
Art platforms exit at 4-5x revenue. Coffee brands exit at 2-4x revenue. Our base case uses 2.5x, the floor of both ranges. This is intentionally conservative. Upside exists if we execute.
The Synergy
Coffee and art seem unrelated until you see the customer journey. Someone who spends $30 on specialty coffee is a future $1,350 art buyer. Coffee creates frequency and habit. Art creates margin and aspiration. The preservation mission unifies both.
The combination creates a flywheel no single-category competitor can replicate. Art delivers 62% margin. Coffee delivers monthly touchpoints. Membership locks in retention. Together, they compound lifetime value.
05
Infrastructure
Technology Platform
AI-native from day one. While other companies are retrofitting AI onto legacy systems, Planet 5 was built with AI at the core. Enterprise-scale marketing and operations running 24/7 at a fraction of traditional headcount cost.
Fully Automated Stack
End-to-End Integration
Orchestration
The AI Advantage
AI Operations Team
The equivalent of a 30-person team running on less than $1K/month in AI costs.
This is not a future roadmap. The AI infrastructure is live and operational today.
06
Distribution Strategy
Go-to-Market
Three revenue lines. One integrated strategy. Each reinforces the others.
Collect Art
Limited edition photography released through monthly drops. Email drives conversion. Drop scarcity creates urgency. 62% gross margin funds early growth.
Experience Coffee
Single-origin specialty coffee launches alongside art. Auto-ship subscriptions create monthly recurring revenue. Daily ritual becomes daily brand presence.
Journey With Us
Guardian membership is the connective tissue. Partners distribute Explorer tier to their audiences. Members upgrade as engagement deepens. Origin Expeditions reward top-tier collectors.
Distribution Strategy
B2B2C partnerships drive volume at low CAC. Paid DTC remains gated until unit economics are proven. This is disciplined capital allocation.
B2B2C Partner Channel
Partners provide Hero membership free to their members. Planet 5 covers the cost as CAC. Members get discounts, early access, and preservation status. Partners get revenue share on attributed sales.
DTC (Gated)
$150K Y1 budget. Spend only on channels with measured attribution. Scale only on proven ROAS.
Email (150K List)
Warm audience from day one. Drop announcements, preservation stories, cart recovery. Owned channel, zero CAC.
18-Month Milestones
07
Path to Profitability
Financial Projections
Profitability in Year 2. Strong EBITDA margins at scale. 112% compound annual growth.
| Metric | Y1 (2026) | Y2 (2027) | Y3 (2028) | Y4 (2029) | Y5 (2030) |
|---|---|---|---|---|---|
| Partner Activations (EOY) | 48K | 150K | 358K | 702K | 1.16M |
| DTC Spend | $70K | $140K | $700K | $1.2M | $2.0M |
| Total GAAP Revenue | $1.2M | $5.1M | $13.3M | $28.3M | $50.9M |
| EBITDA | ($468K) | $725K | $3.4M | $8.3M | $15.8M |
| EBITDA Margin | — | 14% | 26% | 29% | 31% |
What Has to Be True
Key Assumptions
Inputs based on industry benchmarks with room for outperformance. Each assumption can be stress-tested against comparable businesses.
B2B2C Partner Channel
Direct to Consumer
Art Commerce
Membership & Retention
08
The Opportunity
Investment Terms
Use of Funds
Infrastructure is already built. This capital funds phased go-to-market execution with disciplined unit economics validation.
09
Return Analysis
Investor Returns
Based on $10M post-money cap, 20% discount, 50% dilution to exit (additional fundraising), and 5-year exit horizon. Base Case IRR: 45%.
$1M → $3.8M (3.8x)
$1M → $6.4M (6.4x)
$1M → $10.2M (10.2x)
| Investment | Conservative ($76M) | Base Case ($127M) | Upside ($204M) |
|---|---|---|---|
| $500K | $1.9M (3.8x) | $3.2M (6.4x) | $5.1M (10.2x) |
| $1M | $3.8M (3.8x) | $6.4M (6.4x) | $10.2M (10.2x) |
| $3.5M (Full Round) | $13.3M (3.8x) | $22.2M (6.4x) | $35.7M (10.2x) |
5-year horizon · Base Case IRR: 45% · Assumes 50% dilution to exit · 2.5x revenue multiple conservative vs. art platform comps (Artsy ~5x, Saatchi 4.5x)
10
Founder
Proven Track Record
Dirk Collins
Co-founder of Teton Gravity Research, the iconic adventure media brand that defined an industry and remains the gold standard 30 years later. Emmy-nominated filmmaker with work spanning seven continents.
His archive of over 750,000 professional images represents an irreplaceable content library built through relationships that took decades to establish. Trusted by Disney, Rolex, National Geographic, and the world's most recognized brands.
Dirk brings the same playbook that built TGR to Planet 5: authentic content, premium positioning, and deep community engagement. This is not a first-time founder learning product-market fit.
Trusted By
A Legacy of Brand Partnerships
11
Considerations
Risk Factors
All early-stage investments carry significant risk. The following factors should be considered alongside the opportunity.