Sweden is proof of concept. This document covers what the network looks like at European and global scale, and what that means for investors in the Find Your Place holding company.
Hitta Ditt Sverige is not a product looking for a market. It is a working platform, built and deployed in one of the most sparsely populated counties in Sweden, solving a real problem for real communities. Before any global story is credible, the Swedish story has to be true. It is.
Find Your Place (FYP) is the holding company that sits above the country subsidiaries. It owns the platform, the playbook, and a 51% majority stake in each country operation. Each country is run by a local co-founder who holds the remaining 49%.
Europe has approximately 90,000 municipalities. The HDS model targets small and medium rural communes — those with the digital infrastructure gap and without the budget for enterprise solutions. The priority markets are those with strong rural development programme infrastructure (EU cohesion funds, Leader), established local government structures, and significant rural depopulation pressure.
TAM figures represent full market potential at current pricing assumptions. Realistic 10-year penetration of priority markets is 1–3%. Projections below use conservative figures.
FYP earns through three distinct streams. The first is its 51% stake in the net income of each country subsidiary. The second is cross-country data licensing — a revenue stream that exists only at the FYP level, not within any individual country. The third, in time, is findyourplace.com itself as a traffic and aggregation asset.
FYP's majority stake in each country subsidiary's profits. As each country matures — more communes, higher ARR, operational costs absorbed — the flow up to FYP grows. Early years are low; Year 4–5 per country is where the numbers become meaningful.
A pan-European rural data asset — field-verified businesses, routes, events, accommodation — is worth substantially more than the sum of national datasets. Licensing to pan-European tourism bodies, EU rural development programmes, cycling route operators (EuroVelo), and travel platforms generates revenue at FYP level that no individual country can generate alone.
As the global navigation and aggregation layer, findyourplace.com builds traffic and SEO value across every active country. In time this becomes an advertising and partnership asset in its own right — but it is not modelled in the projections below. Treat it as upside.
These projections cover FYP's consolidated income from subsidiary stakes and cross-country data licensing. They do not include individual country P&Ls (those are in each country's own pitch). All figures in EUR. Conservative scenario only — a growth scenario exists but is not the basis for this discussion.
| Year | Countries live | Sweden communes (of 290) | Network ARR (all subsidiaries) | FYP income est. | Data licensing |
|---|---|---|---|---|---|
| 2026–27 | 1 (Sweden) | 1–4 communes | €120–300k | €35–90k | — |
| 2028 | 2–3 | ~8 communes (~€360k) | €400–500k | €120–150k | — |
| 2029 | 4–5 | ~15 communes (~€700k) | €900k–1.1M | €270–330k | €20–40k |
| 2030 | 6–8 | ~30 communes (~€1.4M) | €2–2.5M | €600–750k | €50–80k |
| 2031 | 9–11 | ~60 communes (~€2.5M) | €4–5M | €1.2–1.5M | €100–150k |
| 2032–33 | 12–15 | ~120 communes (~€3M) | €7–9M | €2.1–2.7M | €200–300k |
| 2035 | 18–22 | ~290 communes — full coverage (€4M) | €12–16M | €3.6–4.8M | €400–600k |
FYP income = 51% of net subsidiary income, estimated at approximately 30% of gross network ARR (89% gross margin less operating costs). Network ARR = sum of all country subsidiaries' gross annual recurring revenue. Sweden reaching full coverage (all 290 communes, 45M SEK / ~€4M ARR) is the 10-year target. Data licensing excluded from 2026–28 as insufficient cross-country data exists to license at that stage.
| Scenario | FYP income (Year 10) | 8x income multiple | Network asset premium | Indicative FYP value |
|---|---|---|---|---|
| Conservative Sweden full + 10 small/medium countries |
€3.6M | €28.8M | €10M | ~€39M |
| Mid-case Sweden full + 15 countries incl. Germany, France |
€5.5M | €44M | €16M | ~€60M |
| Growth Sweden full + 20+ countries, global phase beginning |
€8M+ | €64M+ | €25M+ | ~€89M+ |
FYP income = 51% of net income from subsidiaries + data licensing. Network asset premium reflects the value of consolidated cross-country data, the findyourplace.com platform, and the co-founder network — assets that exist only at FYP level and are not captured in subsidiary P&Ls. Municipal SaaS infrastructure typically trades at 8–12x recurring income; we use 8x. These are illustrative, not guaranteed.
European expansion is the priority for the next decade. Global expansion beyond Europe is directionally clear but not financially modelled here. The same rural discovery problem exists in the following markets — each a candidate for a local co-founder as the platform matures.
"Furusato" (rural hometown) revitalisation is active national policy. Depopulating rural regions receive direct government support. Local government structure (shi, machi, mura) maps closely to the commune model. Japan has 1,700+ municipalities with significant rural communities.
Rural tourism is a major economic driver and a national policy priority. Regional councils are well-funded and digitally sophisticated. The bush, outback, and wine regions have clear discovery gaps. English-language platform with no localisation overhead.
Rural and remote communities account for roughly 20% of the population. First Nations tourism, nature tourism, and agricultural heritage are significant verticals with no unified discovery platform. Provincial and federal rural development funding is active.
Small country with outsized rural and Māori tourism economy. English-language. High per-visitor spend. Rural communities are a core national identity asset and a government priority.
Poland, Czech Republic, Slovakia, Hungary, and the Baltic states all have significant rural depopulation and access to EU structural funds for rural digital infrastructure. Larger opportunity, higher complexity, right for Year 7+.
Community-based rural tourism is a growing segment in Thailand, Vietnam, and Indonesia. Local government infrastructure varies. Highest-complexity, longest-horizon. Not modelled; flagged for completeness.
The figures below show what the platform generates at theoretical full coverage across progressively larger geographies. These are ceiling figures, not projections — they represent what the network is worth if every addressable commune in each market is active and paying at Sweden's per-capita revenue rate. Population scaling (€380k ARR per million people, derived from Sweden's 45M SEK ARR across 10.5M people) is used as a consistent, conservative proxy across markets.
| Coverage tier | Population | Countries | Network ARR at full coverage | FYP income (est. 30% of ARR) | FYP value at 8x income |
|---|---|---|---|---|---|
| Sweden only Baseline — all 290 communes |
10.5M | 1 | €4M (45M SEK) | €1.2M | ~€10M |
| Sweden + 5 European countries Germany, France, Ireland, Norway, Finland |
179M | 6 | €68M | €20M | ~€160M |
| Full Europe EU27 + UK + EFTA + Western Balkans |
~550M | ~30–35 | €209M | €63M | ~€500M |
| Europe + North America Europe + USA + Canada |
~925M | ~33–38 | €352M | €105M | ~€840M |
Population-scaling methodology: Sweden at full maturity = 45M SEK ARR (~€4M) across 10.5M people = €381k ARR per million people, rounded to €380k. Applied uniformly across geographies. This is a simplification — rural commune density, pricing power, and government willingness to spend vary materially by country. Germany and France may exceed the population-scaled figure due to higher pricing power; smaller or lower-GDP markets may fall below it. North America figures cover USA (335M) and Canada (40M) only; Mexico excluded from this table. These are theoretical maximums at current pricing, not projections.
Mitigation: The aspiration map (the world map CTA mechanism) surfaces self-selected candidates who already want this to exist. Warm referrals from the existing Swedish network — commune coordinators, Leader programme contacts, rural development officers — are more reliable than cold outreach. The right co-founder is not being sold on the idea; they already believe it. The question is whether they have the standing and capability to execute in their country. Early conversations are discovery, not sales.
Mitigation: Language localisation of the platform is a known engineering task. Legal structure (local entity incorporation, GDPR equivalents) is the co-founder's responsibility with FYP advisory support. Payment methods and local data sources vary by country — this is captured in the country-specific playbook chapter that the Swedish rollout populates. No country starts from zero; they start from where Sweden finished.
Mitigation: Each country brand is in the local language (Hitta Ditt Sverige, Finde Dein Deutschland, etc.). FYP brand standards govern quality and product integrity without imposing a single consumer brand. The 51% majority is the enforcement mechanism. A co-founder who diverges materially from platform standards can be bought out.
Mitigation: FYP's income is back-weighted by design. This is not a risk to mitigate — it is the nature of the model. Investors in FYP are buying a long-duration compounding asset. If early income is the priority, the HDS Sweden investment (detailed in the companion pitch) is the more appropriate vehicle.
Mitigation: The playbook does not need to be a finished document before expansion begins. It is built in real time as the Swedish rollout progresses — Piteå documents one chapter, the second commune documents the next. By the time the first non-Swedish co-founder is engaged, two or three Swedish commune rollouts will have built most of the operational documentation as a natural byproduct of doing the work.
Mitigation: FYP parent entity needs to be incorporated before any franchise agreement is signed. Jurisdiction TBD (Ireland and Sweden are both viable; Ireland has advantages for EU holding structures). Co-founder agreements, IP licensing terms, and data rights need to be formalised with legal counsel before the first non-Swedish subsidiary is established. This is a pre-condition, not a risk that can be mitigated during expansion.
An investment in FYP is structurally different from an investment in HDS Sweden. Sweden is a near-term, grounded, specific opportunity with concrete 3-year projections. FYP is a 7–10 year network-building investment with a much larger ceiling. Both are real; they suit different investors.
Piteå live. First commune contracted. Playbook chapter 1 written. The story that makes every co-founder conversation credible exists.
Two Swedish communes live proves the model is repeatable, not one-off. FYP parent company incorporated. Co-founder agreement template drafted. First non-Swedish conversations begin (warm referrals from Swedish network).
Ireland or Norway most likely first. Co-founder identified, agreement signed, subsidiary incorporated. Platform localised. First non-Swedish commune targeted within 12 months of signing.
Sweden, Ireland, Norway, Finland, Denmark all active or in progress. FYP subsidiary income becoming meaningful. Cross-country data licensing first deals. findyourplace.com live as a real navigation layer.
Larger, higher-complexity markets entered with co-founders. These are the markets where FYP's income becomes substantial: Germany alone at Year 5 could be €400–800k per year to FYP.
European network largely built. First non-European co-founder conversations (Japan, Australia, Canada). FYP ARR approaching €2M+. Valuation event possible.
Every village that doesn't show up when you search. Every rural business with no online presence. Every community that knows it has something worth sharing but has no way to share it. That is not a Swedish problem. It is the same problem in every country where rural communities are being left behind. Find Your Place is the infrastructure that changes that — one country at a time, each run by someone who already knows why it matters.
Contact: patch@hittadittsverige.se
Read alongside: HDS Sweden Investor Pitch v2 (the companion document)
Growth Strategy → · Country Co-Founder Page →