From Bootstrapped Luxury to Shoppable Streaming Commerce
A profitable D2C engine funding a patent-led platform upside
The Problem: Building for the Luxury Consumer While Bootstrapping
Founder Context
Daniel Diyepriye founded a luxury brand serving African and minority luxury buyers — a historically underserved segment with disproportionate spending power.
Market Reality
- Global luxury: ~£300–£350bn annually
- Minority consumers: ~25–30% of luxury spend
- US Black spending power: $1.6 trillion annually
Key Insight:
Minority consumers spend like a majority — but are rarely built for as one.
£2M
Revenue generated
2020–2024 (paused)
The Numbers
- AOV: ~£500
- Cost per unit: ~$50
- Gross margin: ~80%+
- Repeat rate: ~15%
On paper, it worked.
Orders were large. Margins were strong. Demand was real.
As featured in
The Problem
Growth required significant upfront investment in inventory, production, and acquisition.
As a bootstrapped founder: the business was profitable, but growth was capital-constrained.
DDB: A Self-Sustaining Growth Engine
20% MoM Growth
Compounding through Meta ads + repeat purchases - its costs us £14 to acquire a customer every £1 spent on meta we make £3.9 3X ROAS!
£10 → £350
Beauty unit economics
£40 → £500
Fashion unit economics
4 in 10
Beauty customers buy £500+ fashion
DDB is both:
- Cash engine funding profitably acquiring customers
- Customer acquisition funnel for fashion
Organic UGC & Influencer Validation
BUT CONVERSION RATES ARE STILL CAPPED AT 10%….
BEHAVIOURAL PROOF
How do ecommerce owners get more people to convert from the audience they already have,.
What we discovered during our fashion show …
a 40% conversion rate
Self-funded live fashion show, Ghana
The Bottleneck
- eCommerce conversion: 2–5% ceiling
- Revenue capped regardless of product quality
The Pilot
- Self-funded fashion show in Ghana
- Livestreamed on YouTube
- Real-world buyer behavior test
The Results
- ~40% conversion rate from viewers to buyers
- £275 average order value
- Purchases during and immediately after viewing
- 4× higher conversion vs baseline
The Insight
Conversion is not a demand problem — it's a context problem.
When emotion, scarcity, and timing align, people buy immediately.
The behaviour exists before any platform.
MARKET VALIDATION
The Behaviour Already Exists: In-Video Commerce at Scale
Amazon proves inevitability, not possibility
What Amazon Already Does
Amazon Prime Video: In-video purchase overlay
What this proves:
- Viewers buy while watching
- Commerce can be native to video
- The frictionless model works at scale
Why Amazon can do this:
It owns:
- The commerce layer
- The checkout
- The attribution
When Commerce Is Native, Shows Convert
Savage X Fenty distributed via Amazon Prime Video with embedded commerce.
Commercial Outcomes:
- $100M in sales (first 40 days)
- ~$570M revenue (year one)
- ~$72M earned media value (launch month)
The Difference:
The show didn't just create hype — it converted attention into revenue in real-time.
The Limitation: Only Amazon can do this today — because it owns the commerce layer.
The Opportunity: When the commerce layer exists, in-video buying becomes normal behaviour.
PROOF OF DEMAND
Spectacle Creates Intent — But Value Is Lost Without Native Commerce
Victoria's Secret proves demand exists in the moment
The Traditional Model:
Victoria's Secret Fashion Show
Historically used as a top-of-funnel acquisition engine.
What the show does:
- Global spectacle → massive attention spike
- Product exposure embedded in entertainment
- Drives traffic back to retail/eCommerce later
Measured Impact (2024 return):
+5,000%
social mentions
+57,000%
video engagement spike
The Gap:
The show creates purchase intent — but conversion happens later because commerce isn't native.
The Integrated Model:
Savage X Fenty (via Amazon)
Commerce embedded into the viewing experience.
The Result:
$100M
in 40 days
$570M
year one revenue
Intent → conversion in real-time
DISTRIBUTION BOTTLENECK
Demand is created in the moment. Value is lost after — unless commerce is native.
High-intent demand captured — then lost
1
YouTube Pilot
40%
conversion
Stream ends
Audience lost
3
Back to Baseline
2-5%
conversion
The Bottleneck
The YouTube pilot broke the conversion ceiling.
But when the stream ended, the audience disappeared.
But when the stream ended, the audience disappeared.
High-intent demand was created — then lost.
The Industry Reality
Brands rent attention — and pay repeatedly to reach the same customers:
- 30–50% of revenue goes to paid media
- 70–80% of ad spend is used re-engaging existing customers
- 2–5% conversion rates, even for profitable brands
- CAC rises year-on-year as platforms capture more margin
Industry Benchmark:
DTC fashion and beauty brands generating £5–15M in annual revenue spend approximately £1–3M per year on paid customer acquisition (2022–2023).
Conversion spikes are real — but temporary.
Why This Doesn’t Compound Without Capital
Without audience ownership:
- CAC only resets by spending more
- Conversion gains require constant reinvestment
- Growth depends on continuous reacquisition
Compounding is possible —
but only by injecting more capital into the same cycle.
but only by injecting more capital into the same cycle.
The Insight
The problem isn’t video.
It’s distribution without persistence.
DressingRoom.TV — Powered by ShopSync™
The missing commerce layer for shoppable video (Patent pending UK Patent Application GB2518836.8)
Watch: ShopSync™ in Action
See the sub-300ms commerce experience that's converting at 40%
2 minute overview
DE-RISKED EXECUTION
Execution at Speed: OTT Infrastructure Already Contracted
Enterprise OTT deployed with in-app commerce via Muvi
Muvi is an enterprise-grade, all-in-one OTT (Over-the-Top) platform that allows you to launch your own white-labeled video or audio streaming service—essentially a "Netflix in a box."
Unlike platforms like YouTube or Twitch where you host on their site, Muvi gives you the tools to build your own branded website and apps for mobile and Smart TVs without needing to write any code.
Key stats/credentials:
- 1,000+ OTT apps built globally
- Enterprise-grade infrastructure
- Proven at scale
Core Capabilities
1
Platform Coverage
iOS, Android, Apple TV, Roku, Fire TV
2
Content Delivery
Live + VOD supported
3
Commerce Ready
Payments + identity integrated
4
ShopSync™ Layer
Commerce layer powered by ShopSync™
Implementation Timeline (Contracted)
1
Week 0–2
Platform configuration & branding
2
Week 3–4
Commerce + ShopSync™ integration
3
Week 5–6
App deployment & store submission
The Takeaway: This doesn't need to be built — it needs to be switched on.
The Market Already Exists — £5M in Annual Spend Looking for Better ROI
African luxury
8–10 luxury brands i have relationships with.
Today's Reality for Luxury Brands
150M online visibility
luxury consumers reached
£5M
spent annually on CAC
2–5%
conversion ceiling today
Independent luxury brands already pay to reacquire the same customer.
Brands already give away 50–65% of revenue to:
- Paid acquisition
- Inventory risk
- Markdowns
- Platform fees
With DRTV + ShopSync™:
- CAC → £0
- Inventory → Made-to-order
- Conversion → Up to 40%
- Cash cycle → 14–28 days
- Net result:
- £400–800K/year better off
- — even after our 33% take.
What This Means (Infrastructure Framing)
Revenue model:
- 30% DRTV platform
- 3% ShopSync™ protocol
- 67% brand retains (better than today)
The audience exists. The spend exists. The only missing piece is infrastructure.
Market Expansion Context
SOM (Today):
£5M+ Proven Demand
- 8-10 independent luxury brands
- 1.56M high-intent consumers reached
- Same customer, same spend behavior
This is the spend we are reallocating.
SAM (12-24 Months):
Independent Brands on Social/Video
- Instagram, YouTube, TikTok
- £250K-£2M annual CAC spend
- Same economics, broader category
No new behavior required.
TAM (Infrastructure Play):
Protocol Opportunity
- OTT platforms enabling in-video commerce
- Sports, live events, creators
- Every platform without a commerce layer
This is a protocol TAM, not a brand TAM.
Why £500K Captures Disproportionate Value
Capital Efficiency:
- £500K unlocks £5M in reallocatable spend
- 10:1 accessible capital ratio
- Year 1: £1.65M gross revenue accessible = 3.3× return
vs. Traditional Platforms:
- Competitor build cost: £50M-£200M
- Our build cost: £50K (infrastructure contracted, behavior proven)
- 1,000×–4,000× capital efficiency
The Arbitrage Window:
- Instagram Shopping: Shut down
- TikTok Shop: 30%+ take rate
- Netflix/Disney+: Exploring, no solution exists
- Patent filed now. Window closing.
At Protocol Scale:
5 enterprise OTT licenses at £10m a year each = £50M annual recurring revenue + DRTV Creates the industry fomo+ multi year deals.
Independent of consumer performance.
Defensibility: The Commerce Layer Video Has Been Missing
UK Patent Application GB2518836.8 — 55 Claims Filed
Filed by Jigsaw IP Holdings Ltd · Reviewed by Mathys & Squire (patent counsel)
What We're Actually Protecting:
We are patenting commerce orchestration:
– moment-based checkout
– cross-device continuity
– platform-agnostic attribution
– transaction timing and synchronisation
– moment-based checkout
– cross-device continuity
– platform-agnostic attribution
– transaction timing and synchronisation
UK Patent Application GB2518836.8.
Filed by Jigsaw IP Holdings.
Reviewed by Mathys & Squire — confirmed novel, enforceable, licensable.
55 Claims
Patent library, not single feature
4
Novel Systems
Blocking rights over in-video commerce orchestration
Independent Patent Counsel:
Mathys & Squire LLP
Confirmed:
- Novel claims
- Technically defensible
- Broad licensing scope
This is infrastructure IP — not a UI patent.
Investor Takeaway: Even if shoppable video becomes inevitable — ShopSync owns the commerce rails.
The Moat
How protocol companies create unavoidable value
This section demonstrates the viability of the protocol licensing model.
ARM: The Precedent
Arm Holdings is the British semiconductor IP company whose patented chip architecture became the global standard for mobile devices.
The Patent-to-Valuation Timeline:
1990
ARM architecture patents filed
Valuation: Early stage
1998
IPO (Patents established as blocking rights)
£600M
2000
Architecture becomes mandatory standard (24 months later)
£9B
15× growth in 24 months
Once manufacturers couldn't build around the patents, licensing became mandatory → valuation exploded
Why it happened:
ARM stopped building hardware and started licensing the rails.
Once ARM became unavoidable, valuation exploded.
Key Insight:
If you wanted battery efficiency, you had to license ARM.
The ShopSync Parallel
ARM
Licensing chip architecture
ShopSync
Licensing commerce infrastructure
The Opportunity:
Building a patent library to create blocking rights over native in-video commerce orchestration.
Enterprise OTT Licenses
£5–10M
per year
Protocol Valuation
£150–300M+
on licensing multiples, independent of consumer revenue
Why This Structure Wins: The team
DDB Funds Growth Regardless
DDB acquires DRTV customers profitably using paid media. £500K MRR is achieved with ~£140K/month in paid spend at a proven 3× ROAS.A 20% repeat customer rate adds ~£83K/month in incremental revenue at zero CAC.
At scale, repeat customers replace ad spend as the growth engine.
Platform Accelerates Upside
DRTV monetises each user across subscription + in-app purchases + platform fees, lifting LTV 3–5× versus ecommerce alone.
That incremental revenue then self-funds further acquisition, pushing CAC toward zero and closing the loop.
That incremental revenue then self-funds further acquisition, pushing CAC toward zero and closing the loop.
IP Compounds Valuation
ShopSync's patent portfolio creates blocking rights over in-video commerce across OTT platforms and streaming environments.
Tier-1 platforms (£1B+ revenue) where commerce becomes material. Pay £10M annually versus £50M+ to rebuild or risk infringement. ARM chip architecture licenses establish this precedent at £10M+ per manufacturer.
With 10-20 addressable platforms, this supports £100-200M annual licensing revenue. If granted within 18 months, these blocking rights support a standalone strategic IP value of £200-600M based on credible licensing economics—independent of platform execution.
IP BET.
Current Market Gap: 15 OTT platforms generating £100M+ ARR currently operate without native commerce infrastructure. Only Amazon has built it proprietary.
Total Addressable Licensing Revenue:
- Tier 1: 5-7 platforms × £10M = £50-70M annually
- Tier 2: 8-13 platforms × £1-2M = £8-26M annually
- Combined: £58-96M annual recurring revenue
If patent is granted with in the next 18- 24 months, these blocking rights support a standalone strategic IP value of £200-600M based on credible licensing economics (3-6× ARR multiples)—independent of platform execution.
This is downside protection with asymmetric upside—exactly what experienced operator-investors look for in early-stage opportunities.
The Team
Execution credibility matters as much as the opportunity itself
ShopSync is led by founders who have built and scaled real businesses, not theorised about infrastructure plays. The team combines brand-building, operational execution, and platform deployment expertise.
Without the platform, the patent is theoretical.Without the patent, the platform is copyable.Without the cash engine, this becomes VC-burn-led R&D.