If it’s 5% equity it’s straight forward. They get 5% of the business and any owner’s draw they get 5%. I’m assuming this isn’t a very small business (under lets say 500k), because they wouldn’t be accounting for owner’s/managers salary. For that investment you should be netting around 300k (after reasonable owner/manager salary), growing every year, etc. I say net, because these types of service businesses usually sell for 2X EBITDA. Look at similar businesses for sale or even talk to a business broker (or a few) to get a better idea. Tell them you’re interested in selling your business and want a valuation. That usually includes owner/manager salary – this is the reasonable rate if you were to hire someone to manage the business.
It always depends on how the contract is written, but purchasing 5% equity is usually straight forward. Alternatively, he could want 5% of revenue, profits before any distributions, etc. A lot of possibilities for how the contract is written.
If he’s looking for for 5% there are a lot of other ways that aren’t as risky as investing in your business. There are a lot of angel groups he could join and invest in 1 or 2 of the startups (normally min is 20k). Those are more risky, but usually have a higher multiple return if they’re successful.
It’s still too much. 200k items in a database is nothing. I’m familiar with elasticsearch as well.
What size server are you running? Are you sure you needed an EC2 instance? Why not lightsail instead?
Are you using RDS? Redundancies? LB with multiple servers – doesn’t look like it.
Zoho for email was a good choice – are you using the free tier?
Your bill for your infrastructure and what is needed is high.
Now onto the revenue. Even at $7 you would barely be able to pay for a lightsail instance and break even. Though, it could buy you some time with the 3 mo free.
Your traffic is decent. But, your offering is near impossible to find. Are you referring to Patron?
How many of your users are on mobile vs desktop? On mobile it looks confusing. How many are repeat users? I read some, but percentage? Why do they return? Is what you’re offering for the $5 worth it to them or how did you decide on the “perks”?
When you talked to your users what did they say?