Full year target — everything we build either moves this or it doesn't
01 · Outcomes product is seeking to deliver
Growth
Fix the front of the funnel. For good.
The back of the funnel works — Add Trip, Trip to Bid, Bid to Sale are all green. The front is where we're losing people. First-session drop-off from 25% to 10%. Onboarding completion to 82%. A user who understands Seatfrog in the first 60 seconds is a user who stays.
Enterprise
Revenue intelligence TOCs can't get anywhere else.
Dynamic pricing live across instant upgrades and milestones. Intelligence in the hands of 5+ operators by end of H1. Revenue growth they can see, trust, and attribute directly to Seatfrog. No commercial rail partner on earth is offering this right now.
02 · The big problems we're solving
😰
Anxiety is the root cause. Not confusion.
15 A/B tests and 8 structured learning goals pointed to the same answer. Users aren't confused about what Seatfrog does. They're not sure it's real. They're not ready to commit before they've experienced it. The home screen overwhelms because it doesn't reduce anxiety. Onboarding fails because it explains rather than reassures. Fix the anxiety and the funnel fixes itself. That's not an optimisation insight. That's a design brief.
🎫
93% of upgrade buyers buy their ticket elsewhere.
60% of ticket searches end the moment users see the price. We believe price is the reason. Split tickets and price comparison are the test. If price is the barrier — we fix it and earn the right to own the whole journey. If it isn't — we learn what actually drives ticket attach and we pivot. Early data: +20% attach for users who don't currently buy a ticket with Seatfrog.
📊
TOCs are drowning in data. Making decisions from spreadsheets.
Seatfrog has accumulated years of cross-network data — pricing signals, capacity patterns, bidding behaviour — that no individual operator and no competitor can replicate. We've never properly acted on it. Intelligence changes that. Not dashboards. Answers. What's happening, why, and what to do about it. When the first partner said "we should have been doing this years ago" — that's the reaction you get when something shifts from useful to necessary.
⚡
Dynamic pricing was live in theory. Unproven in the wild.
The milestone model was working. The question was whether making it dynamic — responding to real-time auction signals — moves the number that actually matters. Dynamic instant upgrades and milestones are now live. Limited rollout while we watch infrastructure and yield impact. First results land this week. Dynamic reserves follows.
03 · Priority order — and why
01
Fix the experience so value lands in the first session
Everything else is built on this. A user who doesn't experience value in the first minute won't be there for anything else we ship. New home screen live. Dummy auction onboarding in build. Google SSO on Android fixed — already showing +8% sign-up improvement.
02
Prove dynamic pricing moves yield — not just impressions
Dynamic Instant Wins and Milestones shipped in careful, limited rollout. This is real-time decision-making touching our most profitable mechanic. We protect the base while proving the new model. First yield delta results this week.
03
Get Intelligence into daily operator use
V0 drops week 2 of April. The measure is not a demo — it's whether a revenue manager opens it instead of a spreadsheet. Weekly active use by 2+ operators without prompting is the bar.
04
Honour commercial commitments — they are not roadmap items
XC Secret Fare, TMC Partner Portal, TPE traction on Train Swap. These have operator commitments attached. Everything else sequences around them if capacity forces a call.
05
Validate price comparison as the next growth surface
Not a launch — a prototype sequence. Best time to book first, then a web-based surface across 20 routes. Early signal is +20% attach. We prove demand before we build the platform.
04 · What moves the needle in the next 90 days
Growth
Dummy auction onboarding live and measurable — does experiencing the product before committing remove the anxiety?
New home screen results read — simplified, search-first, trust signals front and centre.
Price comparison prototype on 20 routes — does beating the market on price unlock the full journey?
Secret Fare dead ends eliminated — Avanti live, XC integration complete, anywhere search shipped.
Enterprise
Dynamic Milestones yield delta confirmed — limited rollout verdict this week determines pace of wider release.
Intelligence V0 in hands of a TOC partner — week 2 of April. First real proof point in the room.
XC Secret Fare and TMC Portal — sequencing call made before Q2 opens. Capacity risk surfaced and resolved.
Product V2MOM · H1 2026
Vision & Values
Our mission is to create undeniable value for travellers and partners. Both sides must get value or neither does.
Vision
For travellers, Seatfrog becomes the place that makes rail finally work the way it should. They find the right journey, pay a fair price, travel better than expected, and come back — not because we reminded them, but because we earned it.
For partners — operators and distribution platforms — Seatfrog becomes the intelligence layer they can't run their ancillary business without. We grow revenue they couldn't unlock alone, give them clarity instead of data, and bring new customers to rail they couldn't reach themselves.
The flywheel connects both. More travellers create more transactions and richer data. Partners get more revenue and better intelligence. They expand supply and invest in integration. Travellers get better availability and pricing. If we create real value, the business outcomes follow. If we don't, nothing else matters.
Values
01
Customer delight, trust & retention
No more small tweaks. Design experiences that create magic moments and remove friction ruthlessly. Set a new bar for UX and lifecycle.
02
Understand our data, act on it in real-time
Everyone acts on real-time insight. Accurate, automated, accessible data powers UX, pricing, CRM, and partner value. This is our superpower.
03
Focused, high growth
Choose impact over activity. Momentum and validated learning over perfect planning. Focus on initiatives that improve marketplace economics.
04
A-Players & ownership
Every initiative has a clear owner. Exec sponsors act as enablers. High accountability, meaningful contribution — progress, clarity, no passengers.
05
Finish the job
Done is not when something ships — it's when the impact is real. Measure outcomes, growth loops, and follow through relentlessly.
06
Protect the moat
Long-term exclusive relationships. Product strategies that increase market reliance on Seatfrog, strengthen network effects, lock in defensibility.
Measures · Full Year
£8.8M
Net revenue target · 60% YoY growth
1.7M
Transactions on platform · 2.6% → 4.5% monthly transacting users
25%→10%
New users searching without activating
5+
TOC operators live on Intelligence 1.0 by end H1
99.9%
Data infrastructure quality · lineage tracking complete
>60%
SDI on top 20 routes by year end
Q1 · January – March 2026
Methods & Initiatives
Q1 is about attacking what breaks trust earliest. Fix the first-session drop-off. Ship dynamic pricing carefully. Get Intelligence into engineering hands.
Methods
01
First-session value for travellers
Every search leads somewhere valuable. No dead ends. Demonstrate tangible benefit in the first minute — before they consider leaving. Travellers should understand what we offer and why it matters immediately.
02
Intelligence that drives partner decisions
Not dashboards — answers. Partners should see what's happening and know what to do. Proactive recommendations, not data exports. V0 in hands of an operator by week 2 of April.
04
Dynamic pricing at scale — carefully
ML-driven, service-level, real-time. Every train priced intelligently. Prove yield improvement in controlled trials before expanding. Revenue partners can see, trust, and attribute results to us.
Initiatives
Growth
Redesign the first 60 seconds
25% drop before registration completes. 35% never search. Nine learning goals pointed at home screen overwhelm and value that never landed. New home screen ships. Dummy auction onboarding follows.
+10% onboarding-to-search conversion
Fix Secret Fare dead ends
Users hitting no-availability screens and leaving. Anywhere search, station broadening, and advance ticket fallback give us somewhere to go when we can't give them what they searched for.
Dead end exit rate measurably reduced
Enterprise
Dynamic pricing — live, limited, measured
Instant Wins shipped January. Milestones shipped February in limited rollout — real-time decision engine touching our most profitable mechanic. First check-in results land Monday. Dynamic Reserves model in build with analytics.
Yield delta vs control — first read end of Q1
Intelligence — prototype to engineerable
AI-native prototype handed to engineering. Scoped hard to V1 — Dashboard, Ask LLM, Routes & Capacity. Rail Intelligence Graph (Brain) is the explainability layer underneath. V0 drops week 2 of April.
V0 in operator hands — wk2 April
Trip Model — foundation work
Smarter Inventory and Accurate Loads shipped. Per Journey Inventory Check carries into Q2. The foundation that powers intelligent pricing across the network.
~50% Q1 scope delivered — rest carries to Q2
Q2 · April – June 2026
Methods & Initiatives
Q2 is where the Q1 bets pay off — or we find out they didn't. Intelligence goes live with operators. Price comparison gets validated. Commercial commitments land.
Methods
01
Price comparison — validate before you build
Start with best time to book as the prototype. Move to a web-based surface validated across 20 carefully selected routes. The goal is to prove demand for comparison before committing to the full platform build.
02
Intelligence that earns daily use
V0 in market with operators. The measure is not a demo — it's whether a revenue manager opens it instead of a spreadsheet. Weekly active use by at least two operators without prompting.
03
Honour commercial commitments first
XC Secret Fare and TMC Partner Portal are not roadmap items — they are operator commitments. Everything else sequences around them if capacity forces a decision.
04
Dead ends as a continuous quality standard
Not a project — a bar. Every quarter the product should feel more magical when there's nothing to show. Train Swap improvements are a commercial signal to TPE as much as a UX priority.
Initiatives
Growth
Price comparison prototype sequence
Best time to book first. Then a web-based prototype across 20 routes. Deliberately constrained — we're proving demand, not launching a product.
Prototype live · 20 routes validated
Dead ends — continuous
Ongoing UX quality theme. Every iteration should reduce the number of moments where users hit a wall. No single launch — a standard.
Dead end exit rate below 10%
Train Swap — swap grades & flexible tickets
Commercial risk. Loss of Cross Country makes TPE visibility critical in Q2. Swap grades and flexible ticket use cases can't slip to H2 without a direct conversation about what that means commercially.
Swap grades live · TPE traction demonstrated
Enterprise
Intelligence V0 in market
V0 live with first operator. Feedback loop active. Rail Intelligence Graph continues to build the explainability layer that makes answers trustworthy beyond the demo.
Weekly active use by 2+ operators
Revenue management tooling — sequenced
Window extension fix comes first — it's a blocker. Then V1 analyst tool for reserve creation and editing. The path to TOC self-serve reserve editing opens in Q3.
Window extension fixed · analyst tool V1 live
XC Secret Fare + TMC Partner Portal
Hard operator commitments — not optional scope. XC integration is a dependency. TMC estimate still outstanding. Capacity risk is real and the sequencing call needs to happen before Q2 opens.
Both live by end of Q2
Delivery Plan · H1 2026
What we're building. When it lands.
Run this against the team — not the board. The V2MOM is for strategy conversations. This is for execution.
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