Business Model

The goal is to make Tandem less necessary—but for members to stay because it matters.

Tandem operates on a membership model, priced at $12.99 per month, with a $6.99 launch price during Pride Month to encourage early adoption while supporting long-term sustainability.

Accessible & Intentional: Roughly the cost of two coffees

Supports the Model: Funds operations, moderation, and community impact

Includes Value: Everyday co-presence + contribution to LGBTQ+ causes

01
Everyday Activities

Create or join everyday activities in your area, with flexible timing and no requirement to interact.

02
Partner Locations

Members receive 12 passes each month, with unused passes rolling over up to a total of 20, to use at partner locations for perks like discounts or small upgrades.

03
Keepsakes

Limited merchandise created with partner locations—small, everyday objects.

04
Built-in Impact

15% of membership revenue is pooled and directed to LGBTQ+ organizations selected by members. Regular transparency reports are shared with the community.

Tandem keeps acquisition costs low through partner locations, Instagram, Twitter, and word of mouth. Retention depends on real-world use, not time spent in the app. Using it more than once, in places people already go, drives continued use.

Customer Acquisition

Estimated at $10–25 per user
Primary channels include Instagram, partner locations, and word of mouth
Discovery often starts through friends or social platforms and is reinforced in familiar, everyday environments

Churn

Highest in the first 1–2 months
Decreases after initial real-world use, such as joining an activity or visiting a partner location
People are more likely to stay once they move from hearing about Tandem to using it in places they already go
Continued use is driven by a sense of belonging, low-stakes connection, everyday perks, and the causes they support
Churn increases when users do not use Tandem again in their daily routines

Partner Value

Partners offer small perks such as discounts or upgrades
Gains include steady, everyday foot traffic rather than one-time visits
No revenue sharing or operational changes required
Performance is strongest in locations with consistent, everyday traffic

SVA MFA Design / Designer as Entrepreneur Program

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