Visualization of true+ anonymously listening during pharmacy checkout and consultation, then giving translation, consultation and add-on product suggestions.

Vision 2027

We will become the AI standard for pharmacies across Europe.

From back office to sales consultation. More knowledge, revenue and margin.

* Before AI, this speed was impossible. Now true+ can learn, adapt and ship pharmacy-specific surfaces faster than established players can build an AI strategy. For every strategic player, this transaction is a question of timing. Understand true+ in 1 minute

Outlook 2027 Privacy-first assistance at the pharmacy counter. Legal review is running, pilot planned for Q3 in DE/DACH.

The build-out steps

From back office to consultation: true+ helps pharmacies grow revenue and margin in daily work.

true+ starts in the back office and structures QMS, SOPs, PDFs and internal pharmacy knowledge.

Step 1 Start in the back office. QMS, SOPs, PDFs and team knowledge become the operational knowledge base.

true+ anonymously listens during checkout and consultation, translates if needed and suggests relevant add-on products.

Step 2 Anonymous counter assistance. true+ translates, detects needs and suggests relevant add-on products during the conversation.

true+ supports shelf-side consultation with multilingual and cultural context.

Step 3 Activated at the shelf. Multilingual, culturally better-fitting advice directly in the product situation.

true+ accompanies customers at home for questions, usage and repurchase.

Step 4 Support at home. Follow-up questions, usage, satisfaction and repurchase remain connected to the pharmacy.

Young male customer receives AI-assisted advice from a drugstore employee at a micronutrient shelf with a tablet on a slim stand. — **Shelf consultation: acne** A realistic vision for pharmacy and drugstore aisles.

Go-to-market starts inside the pharmacy

The daily reason to open true+: management, margin and guidance.

For pharmacy owners, true+ must answer operational questions, not only store knowledge: How healthy is my pharmacy? Are staff costs in line with gross profit? Can I afford another hire? Where does consultation create margin today?

Owner cockpit

Health of the pharmacy, revenue, gross profit, staff cost and affordability of new hires become visible in one operating layer.

Guided daily work

true+ is not an empty prompt box. It proactively guides owners and teams through recurring pharmacy workflows.

Repeatable use cases

Back office, internal questions, training, assortment, shelf and counter create usage patterns that can be rolled out branch by branch.

Scalable sales motion

Pharmacies buy the operating benefit first; manufacturer modules and product training can scale on top of proven daily usage.

Merger story

true+ and Frag die Apotheke become one strategic line.

Frag die Apotheke brings visible consumer consultation demand, pharmacist credibility and an existing public advice surface. true+ brings the AI-native operating layer for pharmacies. Together, this becomes a stronger category story: from pharmacy operations to patient questions and back into assisted consultation.

External positioning: clear merger case. Strategic structure: true+ holds a call option on the whole company.

Steffen Kuhnert CEO Frag die Apotheke | CEO Global true+

Consumer demand

Frag die Apotheke already makes patient questions visible and gives true+ a route from public advice into pharmacy-owned follow-up.

Pharmacist credibility

The brand stands for qualified pharmacy advice, not generic health content. That strengthens trust for AI-assisted consultation.

One operating loop

Questions from home, shelf and counter can flow into the same knowledge and workflow layer that true+ builds for pharmacies.

Why true+ is hard to copy

Six reasons why true+ is difficult to replicate.

Since 2022 Built intensively with pharmacists and partners, not from generic AI assumptions.

Regulatory depth Built for safety, traceability and controlled knowledge use.

Protected position Pharmacy specialization creates harder-to-copy execution depth.

AI-native since Jan 2023 Early OpenAI developer know-how in Europe, combined with real pharmacy product depth.

Team Product, engineering and market understanding already combined.

Know-how Learning, cost and implementation advantage that cannot be bought quickly.

The moat is four years of pharmacy product learning plus AI-native execution since January 2023. This combination is not catchable on a short M&A timeline.

01 / The shift

AI will reorder the operating layer of the pharmacy.

Pharmacies lose time today through scattered knowledge, staff shortages and rising consultation demands. AI turns that pressure into a systems shift: knowledge becomes accessible, decisions become faster and standards become scalable.

02 / true+

true+ is the AI system for everyday pharmacy work.

true+ brings QMS, PDFs, websites, training, expert knowledge and team know-how into one structured knowledge and workflow platform. Not a toy for one-off prompts, but an operating layer for the business.

03 / The daily lever

The owner needs decisions, not another knowledge box.

The strongest entry point is management visibility: pharmacy health, cost versus return, staff cost versus gross profit, hiring capacity, assortment and margin signals. This is where true+ becomes daily leadership software, not only AI with expert knowledge.

04 / System break

Primary systems provide data. true+ generates every surface.

true+ connects to inventory and primary-system data without becoming one itself. The gamechanger is UI on demand: from the same data layer, true+ can generate the exact interface a user needs right now, for consultation, search, training, assortment, workflow or margin decisions. Once every role can ask for its own surface in real time, static software becomes yesterday’s operating model. Key point: true+ does not replace inventory systems. It turns their data into any usable interface the pharmacy needs.

05 / The market

Who owns pharmacy context now sets the standard.

The market will not wait for ten parallel AI systems. The platform that wins trust, data structure and daily usage early becomes the reference point for cooperations, manufacturers, pharmacy groups and pharmacies.

06 / Strategic chance

true+ is an acquisition target with standard potential.

For a strategic buyer, true+ is not just software. It is access to pharmacy AI infrastructure: recurring usage, pharmacy context, manufacturer monetization, knowledge logic and a product that fits directly into daily work.

Why this matters for buyers

The strategic value is in the category, not only in the product.

true+ can become the operational AI layer between pharmacy teams, manufacturer knowledge, assortments and consultation workflows. This layer will be needed before others define it.

Convince pharmacies first through measurable operating value: time, margin, staff capacity and management visibility.
Use daily pharmacy adoption as proof before scaling manufacturer modules, product data and training revenue.
Connect pharmacies, cooperations and manufacturers on one shared knowledge layer.
Integrate primary systems without being trapped in old UI and checkout logic.
Turn consultation, training, assortment and processes into scalable platform logic.

Why sell at all?

Because our AI know-how can scale faster with the right partner.

Kay, Jonathan and Hagen have built multiple AI projects, created network, budget and market access, and proved that true+ can scale on its own. The next lever is partnership: not every project has to be scaled to the end by the founders if a strategic player can open markets faster with us.

For buyers, true+ is more than a pharmacy use case: a team with deep AI know-how, market access and the ability to help catch up on open AI homework across healthcare and commerce.

Kay Klindwort Founder / pharmacist

Jonathan von Gratkowski Founder / product and AI

Hagen Schulze CTO / founder

Proven AI execution

Multiple AI projects built, learned and shipped.

Market access created

Network, budget and access are already in place.

AI homework

A strategic buyer gains speed, know-how and market understanding.

Market and 2028 outlook

Low entry price. Large market. Early standard position.

true+ starts at 119 € per month for the main pharmacy and 19 € per month for each additional branch. The licence proves repeatable usage in pharmacies; the larger value pool appears when manufacturer modules, product data, training and consultation context run on the same AI layer.

140,000 pharmacies in the EU

EU-only model assumption based on national pharmacy markets and PGEU country profiles.

200m € theoretical base TAM p.a.

140,000 pharmacies x 119 € x 12 months, excluding branch discounts, add-ons or partner revenue.

10.0m € ARR at 5 % penetration

2028 scenario: 7,000 active pharmacies x 119 € x 12 months.

Revenue line 1: pharmacy SaaS

119 € monthly base licences create recurring revenue and prove that the core use case is used regularly, not only tested.

Revenue line 2: manufacturer modules

Pharma can pay for structured product data, indication logic and better vectorization inside the pharmacy consultation context.

Revenue line 3: training distribution

Product training moves from webinars into the workflow, measurable by team usage and connected to assortment, shelf and counter.

24-month roadmap

24 months from knowledge layer to revenue interface.

Less project plan, more inevitability: true+ starts where pharmacies lose time today, adds management visibility for owners and moves toward assisted consultation that increases basket value, margin and customer loyalty.

Jun-Aug 2026 0-3 months Knowledge becomes interface
QMS, SOPs, PDFs and team know-how turn into searchable, usable Brains.
Sep-Nov 2026 3-6 months Data becomes context
Primary-system and inventory imports enrich assortment, item and branch context.
Dec 2026-Feb 2027 6-9 months Owner cockpit emerges
Health, costs, gross profit, staffing and margin questions become daily management signals.
Mar-May 2027 9-12 months Usage becomes habit
Browser, mobile, training and internal questions become daily operating rhythm.
Jun-Nov 2027 12-18 months Revenue signals emerge
Counter and shelf situations trigger add-on logic, combinations and margin impulses.
Dec 2027-May 2028 18-24 months Platform gravity builds
Manufacturer modules, product trainings and follow-up support scale on proven daily usage.

Target picture: true+ is not the inventory system. true+ becomes the intelligent surface above it.

End 2027 valuation window 30-80m € enterprise value as a realistic upside corridor.

Model assumption: 3-8m € ARR by the end of 2027 from pharmacy licences, branches, pharma modules and training. With strategic relevance and strong growth, healthcare SaaS platforms can roughly be valued at 8-12x ARR; a strategic buyer also values data position, distribution and category leadership.

Sources/assumptions: EU-only model based on national pharmacy markets; PGEU describes Europe as a network of roughly 160,000 community pharmacies, while true+ models conservatively with 140,000 EU pharmacies. Pharma market: EFPIA Key Data 2025 reports Europe at 22.7% of worldwide pharmaceutical sales and 295bn € market value in the EFPIA area. Valuation: internal scenario based on 119 €/month per pharmacy and market SaaS/healthcare SaaS revenue multiples. Sources: PGEU, EFPIA.

Executive summary

The true+ case at decision-maker speed.

Product: operating AI layer for knowledge, workflow, management and consultation.
Pricing: 119 € per month for the main pharmacy, 19 € per additional branch.
Core GTM: convince pharmacy owners through daily operating value before manufacturer scale.
Management layer: pharmacy health, gross profit, staff cost and margin signals.
2028 case: 5 % EU penetration creates approx. 10.0m € ARR from base pricing.
Repeatability: back office, internal questions, training, assortment, shelf and counter.
Data strategy: interfaces and imports from primary and inventory systems, no replacement.
Vision 2027: privacy-first counter and shelf assistance with translation and cross-selling.
Founder reason: true+ needs a strategic owner for the next scale phase; Kay and Jonathan can support the transaction.
Merger case: Frag die Apotheke adds consumer demand, pharmacist credibility and Steffen Kuhnert as CEO Global.

In short

This shift is coming anyway. The question is who now claims the standard position in everyday pharmacy work.

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