Adguard Store [2021] -

| Revenue Stream | Year 1 (est.) | Year 2 (est.) | |----------------|---------------|---------------| | Hardware (AdGuard Home devices) | $400,000 | $1.2M | | Routers (partner margin) | $150,000 | $600,000 | | Subscription bundles | $250,000 | $800,000 | | Merchandise | $50,000 | $150,000 | | | $850,000 | $2.75M | | COGS & OpEx (hardware, pop-ups, logistics) | -$600,000 | -$1.8M | | Net Profit (before tax) | $250,000 | $950,000 |

By controlling both the software and the hardware retail experience, AdGuard can become the —for those who want to block ads, trackers, and surveillance at every layer. This paper is a conceptual analysis and does not represent an official plan by AdGuard Software Limited. All financial estimates are illustrative.

Note: Physical pop-ups operate at a small loss in Year 1, treated as marketing expense. The AdGuard Store —starting as an online hardware boutique with strategic physical pop-ups—offers AdGuard a credible path to expand beyond software. It addresses a genuine user need (turnkey privacy hardware), generates new revenue, and strengthens brand loyalty. The risks are manageable through phased testing and low-capital pop-ups rather than permanent retail.

Proceed with Phase 1 (online store + merchandise) immediately. Conduct a user survey to prioritize hardware features. After 6 months, if pre-orders exceed 500 units, launch a single pop-up at a major European tech event (e.g., Chaos Communication Camp, Web Summit).