Fully Baked #30: Home Health

💡 An idea about the building you're (probably) sitting in right now

🔬 We validated this idea - here's what we found

🚀 The go-to-market playbook for this product

🤑 What do the unit economics look like?

⚔️ How the competitive landscape looks

❓ Our verdict: is this a go or no-go idea

Last month, Packy McCormick posted that his house had been making him dumber. High CO2 levels, high RF levels, high levels of small particulate matter (whatever that is, sounds gnarly).

And let’s face it, this is a problem we all face. Our houses are full of mold that makes us sick, LEDs that destroy our sleep, and occasionally relatives that really kill the vibe.

We all have all of this data on our own health, but we have no idea how healthy our homes are. Here's the idea.

Launch a service that provides affordable home health assessments and makes recommendations to make a person’s home “healthier”.

A rep from the company spends half a day on site testing air, water, lighting spectrum, mold and EMF, then sends a report ranking every finding by how much it actually matters.

You sell the diagnosis and recommendations on products that could solve these problems through software that tracks these key metrics over time. Then retest annually. The trend is worth more than the snapshot, and it's the difference between a one-off purchase and a subscription.

Somebody is already doing this properly. Lightwork Home Health runs half-day visits, lab tests and a 40-plus page report, charges $3,000-15,000 depending on square footage, and just bought Universe Health to get into London.

The category is forming around them fast - Goodhome's tests are now HSA/FSA eligible, MoldCo is scaling protocols, Ultrahuman's Home device is integrating with its blood tests. Indoor air quality monitoring alone is about $4.3bn in 2026, growing 11.9% a year.

We split the test list, because this category has a pseudoscience problem and your credibility is the product. CO2 and cognition, PM2.5, mold, evening light and sleep - all well evidenced, all fine.

EMF is the weak leg, and it's the one everyone leans on hardest. The WHO's position is that there's no evidence low-level EMF exposure harms human health. IARC files it under possibly carcinogenic, meaning a link can't be ruled out but can't be established either.

The honest framing is precaution, not danger. Measure it, report the number plainly, say the evidence is unsettled. Sell EMF as a hazard and you're a wellness brand, not a diagnostics company.

Build a waiting list and offer a limited number of free assessments to people who want them, get them to document their findings, use that as content to get your next batch of customers.

Go to clinicians. Longevity clinics, functional medicine practices and concierge doctors all have patients with unexplained symptoms and no environmental data. Lightwork has built referrals with exactly these, and a doctor who can't explain the fatigue is very motivated to hand it to someone who measures things.

SEO on symptoms, not services. Nobody searches "home health assessment". They search "why am I always congested at home" and "tired every morning". Barely contested.

Gift assessments to big influencers, get them to create content around their findings. Simple.

Standard assessment ($600-900): two to three hours, the science-backed core, a clear report. A quarter of Lightwork's entry price, because the concierge tier is taken and the middle is empty.

Annual re-test ($250): the recurring line. You have the baseline, the visit is faster, and the trend is the bit people renew for.

Revenue per job: at $750, with ~$120 of lab costs and three hours of technician time, you clear $450-500 per assessment. One technician doing two a day, four days a week, is roughly $300,000 a year.

Affiliate Revenue: you could earn affiliate revenue on products recommended after assessments, you just want to be careful that it doesn’t come off as too salesy. There should be a clear line between assessments themselves and any remediation recommendations internally in the business.

Target CAC: $80-150. Referral and organic do the work, and clinician partnerships convert far better than paid because the trust is borrowed.

The number that decides it: kit payback. Particulate counters, spectrometers, EMF meters and lab contracts all have to be bought before your first customer exists. Work out how many assessments clear that spend, and treat it as the bar for opening each new city.

Lightwork ($3,000-15,000): the category leader and the one to study. Proprietary exposure indexes, clinician referrals, and a deliberate policy of never profiting from remediation.

Mold inspectors: a long tail of certified individual operators. Deep expertise, wildly variable quality, no brand, and reports that read like engineering documents rather than health advice.

The DIY alternative: a $50 CO2 monitor and a decent purifier fixes a good chunk of what any assessment finds. This is the real competitor.

There's a $3,000 concierge product and a $50 gadget, and nothing in between. Every homeowner who's read one of these threads, got a bit worried, and doesn't have five grand has nowhere to go.

Have an idea you want feedback on? DM me to discuss it or book in for Office Hours here.

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