title: Homepage PRD + Copywriting Pass source_agent: pm:write-prd + copywriting created: 2026-04-09 status: research

Homepage PRD

Problem Statement

Current src/pages/index.astro is a generic workspace index (grid of target folders + rules links). It does not express the strategic thesis from VISION.md, and it does not surface the headline verdict, score, valuation, or fit-to-vision per target. To move from internal analysis to deal acceleration, we need a vision-first landing page.

Target Users

  • Robert (operator): single-page reference on mission, thesis, and what Soulfire is buying
  • Target sellers (JOYclub, SDC, Amateri, SpicyMatch execs if shared): evidence this acquirer understands the couple-first mission, not chasing hookup monetization
  • AI agents / internal team: quick navigation to VISION, filters, rubric

Goals

  1. Communicate couple-first mission clearly (distinguish vs. typical adult-app acquirers)
  2. Articulate why we're buying (pre-existing audience, cash flow, trust infrastructure — not strip & flip)
  3. Surface the 8 evaluation filters (couple ratio, stability signal, community depth, EU footprint, trust/safety, payment rails, price/EBITDA, tech debt) as the decision framework

Non-Goals

  1. Convince everyone — target is serious sellers and mission-aligned reviewers, not viral reach
  2. Hide the adult/swinger market context — front and center, unapologetic, research-backed
  3. Replace internal docs — link them, don't embed; this is a doorway, not a museum

Success Metrics

  1. Seller reaches homepage → reads thesis → books a call (conversion)
  2. Internal team uses it as repeatable intro for pipeline development
  3. Evaluation criteria map visibly to prose (rubric is the spine)

Content Blocks (9 sections per plan)

  1. Hero — Czech manifesto quote + English + thesis
  2. Success Definition strip (LOI OR defensible-no)
  3. Target Leaderboard (4 cards ranked by weighted score)
  4. Cross-target comparison table
  5. Rollup Thesis panel (combined €39M revenue, €10–13M EBITDA, €46.8M FV)
  6. Acquisition Filters strip (8 pills)
  7. Non-Goals strip (6 explicit non-goals)
  8. How Agents Use This Document (5 numbered cards)
  9. Governance & Method footer

Risks & Open Questions

  • Will sellers trust a semi-public M&A page? (Mitigate: NDA + private data room)
  • How much of the evaluation rubric should be public? (Show structure, keep scoring private)
  • Does the page accidentally signal desperation? (Keep tone strategic, not hungry)

Copywriting Pass

Hero Headline Alternatives

  1. CZ: "Kupujeme komunity párů, ne aplikace na sex bez závazku" EN: "We're buying couples' communities, not casual-sex apps"
  2. CZ: "Už existuje. Změníme jen filozofii." EN: "It already exists. We're changing the philosophy."
  3. CZ: "Stabilní vztahy, sdílené dobrodružství. Nejde o hookup." EN: "Stable couples, shared adventure. Not hookup culture."

Sub-Hero Thesis

"We acquire couple-heavy platforms in Central Europe, retrofit them with graduality-first trust architecture, and build the Soulfire mission at scale instead of starting from zero."

Target Card Micro-Headlines

  1. JOYclub — "DACH couple-community moat, TÜV-certified, 6M members"
  2. SDC — "Premium travel vertical + 27-yr brand, paid-couple intent"
  3. Amateri — "CEE/CZ anchor, 22-yr brand, multi-processor + crypto"
  4. SpicyMatch — "19-language long-tail, bolt-on only"

Success Definition (rewritten, ≤30 words per card)

  • Card 1: "Signed LOI on a target that demonstrably accelerates Soulfire vs. build-from-scratch."
  • Card 2: "OR: Defensible, evidence-backed decision NOT to acquire — intelligence for our own build."
  • Tagline: "Both outcomes validate the process. A well-argued 'no' is worth as much as a 'yes'."