A Vision for Growth: Creating a Scalable Business Plan for an App Founder

Impact LabSmall BusinessClient Success Story

Apr 17

A Vision for Growth: Creating a Scalable Business Plan for an App Founder

This entrepreneur refined her strategy and set TodosX up for success through Mission Edge’s Impact Lab program for small business owners.

Paola Castro is the co-founder of TodosX, a payment management app designed to help dance companies streamline transactions and keep their finances in check. She’s passionate about supporting studios, dancers, and instructors by simplifying their financial processes—so they can focus on what they love: dance.

But like many entrepreneurs, Paola knew that having a great product wasn’t enough—she needed a strong sales strategy and financial structure to turn interest into sustainable revenue.

the challenge

When Paola started working with us, TodosX was gaining traction, but sales were inconsistent. She was reaching out to potential clients through Instagram DMs, but her approach focused on the product rather than the problems it solved. Without a structured sales pipeline, it was difficult to track and convert leads.

On top of that, TodosX didn’t have a clear financial model, making it tough to forecast revenue and plan for growth. While the app was beyond the minimum viable product stage, it needed a structured strategy to scale.

where mission edge came in

One of the first things our finance expert, Jeff, worked on with Paola was refining her sales messaging.

Instead of leading with product features, she shifted her approach to addressing customer pain points—helping her connect with potential clients more effectively.

We also worked on:

Sales Strategy & Lead Generation

Revised her Instagram outreach script and tested it with new leads.
Created a Loom video script to add a personal touch to her sales process.
Helped her develop a structured sales pipeline in Trello to track and follow up with leads efficiently.

Financial Planning & Business Model Development

Built a base financial model so Paola and her co-founder, Samm, could track revenue.
Worked on forecasting sales for 2024 and 2025 and explored pricing strategies.
Discussed a potential freemium model to increase user adoption.

Optimizing Client Experience & Operations

Developed a mock client reporting system in Excel, with plans to integrate it into the app.
Helped Paola refine her pitch for an upcoming conference, ensuring she could clearly communicate TodosX’s value.

the results

After working with us, Paola has a clear game plan for scaling TodosX. She now has:

✅ A refined sales process that focuses on client needs, making outreach more effective.
✅ A structured pipeline to track leads and close deals faster.
✅ A financial model that gives her a clear roadmap for revenue growth.
✅ A concrete sales goal of how many dance company clients she needs to reach financial sustainability.
✅ Confidence in her pitch, allowing her to sell TodosX with clarity and conviction.