Sleep stories
for insomnia.
We help people with overactive minds fall asleep using human-narrated, curious stories and non-fiction explorations with an approach we call Cognitive Diversion — a simple but effective way to divert users' minds away from whatever is keeping them awake at night.
~$1.50
Returned per $1 of acquisition spend, North America
+50%
MRR growth in the last 90 days
~3×
App Store conversion vs the iOS average
30–40%
Trial-to-paid conversion
TL;DR
- The product: human-narrated sleep stories that quiet racing minds through Cognitive Diversion — owning a niche within a multi-billion dollar sector.
- The machine is working: ~$1.50 back for every $1 spent in North America, MRR up 50% in 90 days, ~3× App Store conversion, 30–40% trial-to-paid — on under $20K of ad spend.
- The plan: scale paid acquisition ~6×, layered with low-cost B2B distribution and referral growth. Three-year ambition: 50,000 paid subscribers.
- The raise: up to $1M CAD at $5M pre-money — the same terms as existing investors. *Note: BC investors get a 30% refundable tax credit (EBC).
How WikiSleep works
Overactive minds can't fall asleep because they won't stop processing. Silence, rain sounds and meditation leave the mind free to spiral. Cognitive Diversion brings an inverse approach: an engaging story, narrated by a real human, gives the restless mind something just interesting enough anchor onto but calm enough to allow for sleep. People stop looping — and usually fall asleep before the story ends.
The listener picks a story from a 250+ episode library — biography, history, mythology and more.
The story gives the restless mind something to follow, so it stops racing and lets go.
Users fall asleep naturally — often before the story ends — and come back the next night, building a routine.
That nightly habit is the whole product — a mechanism people actually feel working, night after night. Here's a just a small sample of the library:
The opportunity
Unit Economics That Scale
Over the past six months, we stopped guessing and built a growth engine — and it's humming. In the last 90 days MRR jumped 50%. WikiSleep's App Store conversion sits around 13.7% (roughly 3.5× the iOS average) and trial-to-paid runs a solid 32%. And our North American channels now return about $1.50 for every dollar we put in with tons of room to grow — and we figured all of this out on under $20,000 of ad spend. This isn't a hope or a maybe. It's a working machine and it's ready to scale.
~2.34xforecasted CAC to LTV over the next 12 months; WikiSleep is a high margin business.
What we've done — the last 6 months
We treated this as the validation phase — proving the machine works before pouring fuel on it. There was a lot that went into building a scalable product, including:
- Rebuilt the product (V2) with proper attribution, so every dollar of growth, every interaction, every behaviour is now measurable
- Built the team: Armon on data and unit economics, Connor on paid acquisition, Mon on growth ops, plus a stronger developer bench
- Dialled in the funnel to the point where we know exactly which channels reliably scale
- Worked on B2B relationships and defining our place within the multi-billion dollar sleep sector
"We spent this year building a machine and learning to run it — testing every channel, refining the funnel and putting the right team in place. That work is done. It's no longer a question of whether WikiSleep can grow. We know it can...and we're here to scale it."
Adrien Sala · Founder & CEO, WikiSleep
The forecast — path to 50,000
With a fully realized $1M in funding, we can run paid acquisition at roughly six times our current pace and layer B2B distribution and referral growth on top. The result is a credible three-year path to 50,000 paid subscribers — resulting in an MRR of $500,000 with room to grow. We don't see this as a lifestyle business. We see WikiSleep as a serious player in the league of Calm or Headspace, making us a very appealing acquisition play.
- Paid acquisition at ~$30K/month as the raise deploys, on the improving cost-per-acquisition trend we're already seeing
- B2B distribution as an engine — a significant number of subscribers on this path are expected to come from partnerships, reaching ~1.5M people at very low cost through channels like Good Morning, GoodLife and employer benefit programs
- Referral and optimization compound, and as the groundswell takes hold, more people use and love the product and tell a friend
Modelled on ~6% blended monthly churn — the aggression is in growth inputs, not wishful retention. The biggest sensitivity is whether B2B lands at scale and acquisition costs hold as spend grows.
Distribution beyond paid ads
B2B partnerships are low-cost, high-intent distribution the incumbents pay full freight for — and they're starting to land.
Therabox — subscription boxes
7,000 boxes mailing Aug 24, each carrying WikiSleep access as an insert on a six-month free trial designed to build the habit and convert at the end.
Good Morning — parent of five DTC mattress brands in Canada
Active conversations after a cold outreach turned into a warm meeting — reaching mattress buyers at the moment they care most about sleep.
GoodLife Fitness — member benefit
Rollout in progress with in-gym activation planned, positioning WikiSleep as a recovery and wellness perk.
The raise
Fuel for a proven engine.
We paused fundraising in January to get the fundamentals right rather than sell a story. That work is done, so we are now leaning back into the financing.
Raising up to $1M CAD at a $5M pre-money valuation
These are the same terms our existing investors came in on — to scale the proven acquisition engine and accelerate B2B distribution. Rather than inflating things, we see staying at this valuation as a way to affirm our orginal intent and keep the opportunity appealing to new or follow-on investors. We will revalue for the next raise.
- Use of funds: scaling paid spend on proven North American channels, professional ad and marketing creative, product and content, and key hires
- Instrument: common shares, priced round
- Existing investors: current terms reward early conviction — the last chance to add at this price before we step up next round
For BC-based investors: WikiSleep is EBC-certified — a 30% refundable BC tax credit on any investment, stackable with RRSP contributions.
Built in Victoria, BC — a scrappy indie taking on the behemoths, one bedtime story at a time.