SoGo Investor Memo

Company: Some Good People, Inc.

Product: SoGo — a social dining platform that removes decision fatigue when groups choose where to eat

Raise: $1,500,000 SAFE

Stage: Active Beta (Chicago & Charlotte)

The Problem

Choosing where to eat in a group is broken.

There are over 700,000 restaurants in the U.S., yet most restaurant discovery tools are designed for individuals, not groups. Plans get fragmented across Google, Yelp, text threads, OpenTable, and calendars — creating decision fatigue that delays or kills the outing altogether.

Over 80% of Americans struggle to decide where to eat. This friction compounds in social settings, where preferences, dietary needs, budgets, and timing collide.

Our Solution

SoGo removes decision friction for groups.

SoGo is a social dining platform that:

1. blends individual preferences into a shared group context
2. recommends restaurants based on real-time situational inputs (time, vibe, location, group makeup)
3. coordinates the plan end-to-end (recommendation → reservation → calendar → experience log)

Instead of forcing users to sift through lists, SoGo acts as a concierge layer on top of existing restaurant data and reservation systems.

Why Now

Restaurant discovery is fragmented, and AI-driven recommendations are finally capable of understanding context, not just ratings or proximity.

At the same time:

1. dining spend remains strong despite macro pressure
2. group dining is underserved by existing platforms
3. incumbents optimize for transactions, not decisions

SoGo is built for the decision moment — not delivery, not search, not reviews.

Business Model

SoGo monetizes the behaviors behind dining decisions through three revenue streams:

1. Premium Subscriptions (Users)
2. Enhanced features, advanced personalization, social tools
3. In-App Advertising (Merchants)
4. High-intent, context-aware placements during decision moments
5. Merchant Insights & Data Products
6. Aggregated, anonymized behavioral insights to improve operations and marketing

Initial focus is on validating subscription attachment and merchant willingness to pay before scaling advertising.

Market Opportunity

1. User TAM: ~18M restaurant-going consumers in initial launch states
2. Merchant TAM: ~47K restaurants in initial markets
3. Expansion: National and international restaurant discovery

This is a large market with repeat usage and strong network effects once social graphs form.

Traction

1. Active beta in Chicago and Charlotte
2. Hundreds of early users and testers
3. Multiple beta iterations completed
4. CX leadership onboarded to refine product experience
5. Strong inbound interest from diners and restaurant operators

Current focus is not vanity growth, but learning velocity.

Use of Funds — Why $1.5MM

This raise is designed to answer the most important question:

Can SoGo reach product-market fit efficiently?

The $1.5MM will fund ~12–18 months of runway to:

1. Validate core engagement and retention metrics
2. Prove subscription attachment and early revenue signals
3. Refine onboarding and group decision flows
4. Test merchant value propositions and pricing
5. Reach defined user and merchant milestones that unlock a larger seed round

This is a bridge to proof, not a bridge to hype.

What Success Looks Like

By the end of this raise, we aim to demonstrate:

1. strong repeat usage in group scenarios
2. clear signals of willingness to pay
3. a defensible wedge in social dining behavior
4. a credible path to a larger institutional seed round

Team

SoGo is built by a founding team with backgrounds in finance, product, engineering, and UX — united by a long-term vision to build meaningful social technology.

We are intentionally product-first, learning-driven, and disciplined with capital.

Why Invest

SoGo sits at the intersection of:

1. AI-driven personalization
2. social coordination
3. a massive, habitual consumer market

We are not trying to replace incumbents — we are building the missing decision layer they never solved.

If you believe social decisions are the next frontier of consumer tech, we’d love to have you join us.