Restore & Relaunch · Working Model

The clinic didn't fail on demand.
It failed on price and overhead.

Verified research on what the market actually pays, what a room actually costs, and what the regulatory position actually is. Every figure below is sourced. Nothing here is a projection dressed up as a fact.

Compiled 19 July 2026 · For Ade Whetton and Dr Gemma Lewis only · Not for circulation

01 The pricing gap

This is the single most important finding. DoctoriumGP charged £99. The doctor-led market rate in this catchment is £245–295.

£99

DoctoriumGP charged

£245–295

Doctor-led market rate

£81,354

Actual lifetime turnover

~£200,000

Same volume at £245

Read that again. Roughly 820 consultations were delivered. Priced at the market rate the same clinical work would have turned over about £200,000 instead of £81,354. The overhead was the second problem. The price was the first.

What everyone else charges

Provider	Where	Initial	Follow-up	Notes
DoctoriumGP	Derby	£99	—	No published price on site today
Your Local GP	Burton	from £80	—	20 min; £50 phone/video
The Vesey	Sutton Coldfield	£90 or £260	£90 / £180	Site contradicts itself — verify
Gynacare	Derby, 2 miles	£190	£140	Consultant gynaecologist. £150 online
The Health Suite	Leicester	£195	£105	Inc body-comp scan
Spire	Nottingham	£200	—	One-stop package £495
The Repton Clinic	DE65 — your postcode	£245	£175	BMS-accredited GP. Rx included
Simply Menopausal	Leicester	£245	£130	Bloods £95
The Menopause Consortium	Nottingham	£275–325	£180–225	Tiered by seniority
Health in Menopause	Nottingham	£285	£190	60 min inc first Rx
Newson Health	Stratford	£295	£230	£195 nurse / key worker
Menopause Care	National	from £295	from £225	Subscription £79–99/mo

The pattern. Local independents do not undercut Newson on the initial consultation — Nottingham providers sit at or above it. The undercutting happens on follow-ups, which is where recurring revenue lives. Follow-up prices run at 60–65% of initial across the whole market.

Two revenue lines that were being left on the table

Repeat prescription fees — £33–37, near-universal. Newson £37, My Menopause Centre £35, Menopause Consortium £35, Health in Menopause £33. Recurring, near-zero marginal cost.
Blood panels — excluded everywhere, £63–162. Every serious provider charges separately. Newson £95–155, Repton from £85, Simply Menopausal £95.
Subscription is the least crowded position. Only Menopause Care (£79–99/mo) and Stella have moved off the per-consult model.
Key-worker pricing is unclaimed locally. Newson runs a £195 key-worker rate. Derby's NHS employment density makes that relevant — and nobody local is doing it.

02 Rooms cost a fraction of what we assumed

The working assumption was £100/day. The real range is £12/hour to £65/day, with purpose-built clinical rooms minutes from the house.

ORA Wellbeing — Willow House Call first

Willowpit Lane, Hilton DE65 5FN · same postcode district as home

16 purpose-built clinic rooms. Sinks in every room, air con, secure entry, free parking. Day rates with multi-day discounts, paid by standing order. A third-party directory lists them as CQC-registered — verify directly, it materially affects prescribing use. Price not published; enquiry form only.

WellBeing Clinics — Vernon Gate Call first

1 Wentworth House, Vernon Gate, Derby DE1 1UR · your existing courtyard

Four rooms (3× 5m×3m, 1× 4m×3m ex-X-ray, lead-lined, enhanced soundproofing). Examination couch with paper rolls, changing cubicles, panic buttons, hand sink, air con, hearing loop, keyless doors, free parking, reception support. Markets to "surgeons, doctors and all medical professionals". Hourly, half day, full day, extra-long day. 01332 224820 · roombookings@wellbeingclinics.co.uk

Venue	Where	Price	Clinical fit
Clear Space	Tutbury Mill Mews DE13 9LU — 5 min walk from Hatton station	£12/hr flat	4 rooms, 2 take a therapy bed. Soundproofed, waiting area, ambulant WC, 7am–10pm 7 days
Venue33	270 Osmaston Rd, Derby DE23 8LD	£10/hr · £35 half · £65 day	Treatment rooms, receptionist, kitchen, parking, wheelchair access. Monthly discount, min 3 months
Ashbourne osteopathy clinic	Ashbourne DE6 — attribution needs confirming	£30 half · £50 day	Couch space, large waiting room, WC, ground level. 07746 381432
Clinic / beauty room	Derby DE1 (street not published)	£50 day · £70 aesthetics	Treatment tables, waiting area, disabled access, parking
Vernon St treatment room	Vernon St, Derby DE1 1UQ	£400–650/mo inc bills	Listing states CQC-registered. Sink, waiting area, allocated parking, 24/7 access
Wilson Street Natural Health	Wilson Street, Derby DE1	£35–85/week	10 rooms, converted offices, city centre
Natural Healthcare Centre	9 Main St, Stapenhill, Burton DE15 9AP	Not published	5 consulting rooms, electric couches, reception/diary/payment handling 42 hrs/wk. 01283 516444
Cedar Tree Chiropractic	Tutbury Mill Mews — 5 min from Hatton station	Not published	Purpose-built wellness centre, hourly and monthly
Soothe Uttoxeter	15 Market St, Uttoxeter ST14 8JA	Not published	3 refurbished rooms, electric couches. Actively seeking practitioners. 01889 567 999
NHS Open Space	National NHS estate, 1,500+ rooms	PAYG, no lease	Genuine consulting, treatment, examination and minor-op rooms. Hourly/sessional/daily. Prices visible only after free registration. 0808 196 2045

Connect Derby ruled out for clinical use. £25–50/hr across six buildings, but the five bookable rooms are meeting rooms — TV screen and flipchart, no couch, no sink, no clinical fit-out. Friar Gate Studios is explicitly aimed at creative industries. Usable for talking consultations only.

Vernon Gate landlord does not do day rates. The scheme lets on full repairing and insuring leases, "rent on application". Joint agents Milner Commercial (01332 734734) and Innes England. The way to keep the Vernon Gate address without a lease is through WellBeing Clinics, who are already on the courtyard — not through the landlord.

03 The economics, with real numbers

Fixed cost becomes variable cost. If the day isn't booked, the day isn't paid for. That single change is the difference between this and the last three years.

Room — full day at Venue33 (worst realistic case)−£65

6 initial consultations @ £245+£1,470

Margin, one clinic day£1,405

£1,405

6 patients/day · net of room

£670

3 patients/day · net of room

£180

1 patient/day · still profitable

£130

Total weekly downside, 2 days

Two days a week, half full — three patients a day at £245 — is roughly £5,800 a month gross. Against a fixed exposure of £130 a week that can be stopped at any time. Follow-ups at £175 and repeat prescriptions at £35 land on top of that, and both recur.

Not modelled above, and must be: private indemnity (£1,000–3,000/yr — CNSGP does not cover private work), CQC annual fee £1,867, prescribing and phlebotomy costs, card processing, marketing, and Gemma's own time at its opportunity cost against a locum session. This is a gross-margin illustration, not a P&L.

04 The regulatory position — better than expected

The CQC registration was never cancelled. It is still live on the public register today.

Registration still active Verified today

Provider 1-20709112574 · Treatment of disease, disorder or injury

Nothing triggers CQC on a strike-off. Cancellation under s.17(1) is discretionary, and the "not carrying on the activity for 12 months" ground cannot bite until around May 2027. Because it was never cancelled, restoration under s.1028 — which deems the company to have continued as if never dissolved — should simply reconnect the legal person to an undisturbed entry. Nothing needs reviving.

The live risk is the fee, not the dissolution Act now

Reg 6(1)(b), CQC (Registration) Regulations 2009

CQC can cancel at any time for unpaid annual fees. If they do that before the RT01 completes, s.1028 will not undo it — a cancellation is a discretionary regulatory act, not an incident of corporate status. The remedy would be a tribunal appeal or a fresh 3–6 month application. Pay the £1,867 and file the RT01.

Two open questions only Ade and Gemma can answer

Has any patient been seen or prescription issued since 5 May 2026? On dissolution the company ceased to exist, so whoever carried on the activity was not the company. HSCA 2008 s.10 makes carrying on a regulated activity unregistered a criminal offence and the exposure falls on individuals. If the answer is no, that is the strongest sentence available in the CQC letter. If yes, it goes to the solicitor before it goes to CQC.
Has Mounjaro or any weight-reduction medicine been prescribed? The registration covers Schedule 1 paragraph 4 only. Weight-reduction prescribing is paragraph 12 — slimming clinics, expressly including "the prescribing of medicines for the purposes of weight reduction". Para 4(3)(d) excepts slimming services from para 4. If Mounjaro was prescribed under this registration, there is a gap to close.

Structural rulings

Do not set up a NewCo to take the registration. CQC's change-of-legal-entity process assumes an active outgoing provider still delivering services and able to sign. A dissolved company cannot execute a transfer. Restore first.
A landlord's CQC registration transfers nothing. CQC's own worked example is a hospital renting out theatres — the tenant still registers if operating independently. Do not accept "we're CQC-registered" from any venue as cover.
Registration is location-specific. Woburn House is on it. Moving means varying the registered location — and CQC will want to see real management control over the space. A monthly room with 24/7 access and your own signage is a far stronger candidate than ad-hoc day hire.
Gemma's personal exemption is the fallback, not the plan. Schedule 2 para 3 exempts a doctor who is on the performers list and works at a registered provider — CQC's own Example 4 matches her almost exactly. But it fails if a company with staff is involved, and excludes all remote consultation. Keep it in reserve.

05 The demand case

Stronger than assumed, and structurally rising in this exact catchment.

31 wks

UHDB gynae, first outpatient, 8 in 10

~69 wks

Worst-case full pathway

84%

Not diagnosed when first sought help

81%

Not referred after seeing GP

+17.9%

East Staffs 50–64 growth, 2011–21

~12,600

Women 50–64, East Staffs alone

No gynaecology at Queen's Hospital Burton at all. UHDB lists all gynaecology at Royal Derby — East Staffordshire women must travel.
Derbyshire has no operational women's health hub. What exists is a training resource library for clinicians, plus 40+ lay volunteer "champions". As of June 2025 the programme was still at report stage.
National hub funding is being withdrawn. £595k per ICB across 2023/24–2024/25 and nothing beyond. RCOG went public with "deep concern" in January 2025. The April 2026 renewed strategy doesn't mention hubs at all.
Derbyshire ICB is in deficit and rationing. Vasectomy referrals paused ~12 months from June 2025 on a 1,196 backlog. Now in a cluster ICB with Lincolnshire and Nottinghamshire, which dilutes local commissioning attention further.
Healthwatch Staffordshire, 304 women, June 2026. Women reported being told symptoms were "normal", being passed between services, or having to pay privately to be taken seriously.
743,312 women on national gynaecology waiting lists at Dec 2025, down only 3% while referrals rose 24%.
South Derbyshire is the fastest-growing district found — +13.3% to 107,200. Derbyshire's median age is 45.8.
doctoriumgp.com already ranks in Derby menopause search results — with no published price, sitting in the same "contact us" bucket as the private hospitals. That is a free asset currently doing nothing.

06 What happens next

In order. The first three protect an asset that took two years to build.

#	Action	Why	Who
1	Pay the CQC annual fee — £1,867	Removes the reg 6(1)(b) cancellation ground. This is the live risk, and the one thing s.1028 will not undo	Ade / Gemma
2	File the RT01	Restores the legal person. Needs Crown / bona vacantia consent under s.1025(3)	Ade
3	Answer the two open questions	Activity since 5 May, and Mounjaro. Both change what the CQC letter can safely say	Ade / Gemma
4	Send the CQC status enquiry	Gets the registration position in writing before restoration completes. Draft ready	Gemma
5	Ask the accountant about s.455	Repaying the director's loan relieves the charge under s.458 — this is what makes restore-and-repay beat both remortgage and insolvency	Ade
6	Three calls: ORA Hilton · WellBeing Vernon Gate · NHS Open Space	Prices the entire new model. Under an hour's work	Ade
7	Instruct the insolvency solicitor	£1,500–3,000 on four guarantees and the Clause 8 vs 9 termination routes. Highest-return spend available	Ade
8	Reprice to £245 / £175 and publish it	The site already ranks. A published price is itself a differentiator locally	Ade
9	Three indemnity quotes — MDU, MPS, MDDUS	Private GP, menopause/HRT, ~2 sessions/week, face-to-face, no IV or cosmetic	Gemma
10	Trade mark DoctoriumGP — after restoration, with Gemma's written consent	Filing before the RT01 risks a permanent bad-faith defect. See section 07	Ade

07 Trade mark & locum — verified

Both carry a trap that changes the sequence.

The name is clear — but do not file yet

"DoctoriumGP" — zero hits on the register Clear

UK IPO, all statuses, 1876–19 July 2026

Nothing exists for "Doctorium" or "DoctoriumGP". Also confirmed: s.216 Insolvency Act 1986 does not apply — the five-year prohibited-name ban catches insolvent liquidation only. DoctoriumGP was struck off, not liquidated. The name is free to use.

DOCTORIA is the obstacle Opposition risk

UK00003769123 · Doctoria Ltd, Leeds · registered June 2022

Class 42 SaaS/PaaS and class 44 telemedicine services — sitting directly over both the clinic and the dashboard, two letters different. The IPO will not refuse on relative grounds, but it will notify Doctoria, who then have two months to oppose for £125. An opposition adds 12–18 months and real legal cost.

Sequencing — this is the trap. On dissolution the goodwill in "DoctoriumGP" vested in the Crown as bona vacantia (s.1012 CA 2006). Filing personally now creates a bad faith vulnerability under s.3(6) TMA 1994 — which invalidates a mark with no time limit — plus passing-off exposure under s.5(4)(a). The RT01 revests the goodwill in the company automatically and for free. Restore first. File second.

Governance — do not skip. Gemma is the 100% shareholder. A director registering the company's trading name personally engages s.175 and s.172 CA 2006 (exploitation of company property, conflict of interest). The fix costs a signature: a documented assignment with her informed consent as sole shareholder, on the record, before Ade's name goes on a TM3.

Costs — fees rose 1 April 2026

Route	Up front	Total	Why
Right Start, 4 classes	£215	£430	The rational choice here. You see the examiner's report — including the DOCTORIA citation — before committing the balance. If it looks bad you walk away £215 down, not £385
Standard online, 4 classes	£385	£385	£205 first class + £60 each additional. Cheaper if unopposed, all-or-nothing
Class 44 only	£205	£205	Protects the clinical core, where the goodwill actually is
Record the licence (TM50)	£60	£60	Optional but advisable once licensed to the company under s.28 TMA 1994

Class correction. Suggested set is 44 (medical services) + 42 (SaaS) + 41 (training) + 35 (retail/consultancy). The Health Dashboard is browser-delivered, so it is class 42, not class 9 — class 9 covers downloadable software only. Timescale unopposed: 3–4 months.

Locum rates — and the pension trap

A limited company forfeits the NHS Pension entirely. Verified independently across NHSBSA, PCSE and the BMA. NHSBSA: "You cannot pay into the NHS Pension Scheme if you're a limited company." PCSE: "Neither agencies nor limited companies are eligible." Sole trader is the only pensionable route for practice locum work. Direct-booking platforms are the exception — work via Lantum is pensionable.

Source	Location	Rate	Basis
MedicoPartners	Burton-on-Trent DE14	£79/hr weekday · £84/hr weekend	Live advert — the best local hard number
MedicoPartners	Stafford	£79–84/hr	Live advert
ProfDoc	Leicestershire	£80–100/hr	Long-term locum, SystmOne
Locum GNC	Nottingham	£600–800/day	Live advert
MCG survey 2024	Derbyshire	£650–700/day	Down from £700–750 in 2023
MCG survey 2024	Staffordshire	£600–700/day	Among the three lowest-paying counties in England

A session is 4 hours 10 minutes — and it is 1/9th of a full-time week, not 1/10th. Nine sessions × 4h10m = 37.5 hours under the BMA model contract. Quoting tenths understates a session by ~11%. Realistic session rate £330–420.
The 90/10 rule. Only 90% of gross locum earnings are pensionable; 10% is a fixed deemed-expenses allowance. Non-negotiable.
Forms A and B within 10 weeks. PCSE says "no exceptions", including medical leave. Contributions must reach PCSE by the 7th of the following month. Invoicing at month end keeps both comfortable.
Employer contribution is 14.38% on the pensionable 90% — roughly 12.9% of the headline invoice. That is why practices resist above £350/session, and why it must be built into any quoted rate.
IR35. Every standalone GP practice in the region is a "small" company, so the determination and the liability sit with the contractor, not the practice. DHU, trusts and large federations are not small — they make the determination, and shift-based OOH work is commonly deemed inside IR35.
Out of hours — DHU Health Care CIC is the confirmed Derbyshire and East Staffordshire provider, CQC "Outstanding", free indemnity, paid induction after three shifts. Rates are genuinely unpublished — four channels checked. 0300 1000 410 option 2, or dhutalentacquisition@dhuhealthcare.nhs.uk. Comparable urgent-care GP rates elsewhere run £56–100/hr.
Do not repeat two circulating claims: there is no "BMA Sessional GP Pay Tracker" and no BMA-recommended £100/hr floor. The BMA is barred by competition law from setting locum rates and publishes no figures at all.

Verify before relying on: Derbyshire Medical Chambers may be dormant — its LMC page is gone, the indexed URL 404s and the task force site is down. Check via ddlmc.office@nhs.net. North Staffordshire GP Federation runs a locum bank but the page 404s. No county-level locum rate data newer than September 2024 exists publicly.

Still outstanding and unrelated to the above: seven Manus-hosted investor pages remain live, publishing "5X ROI / Guaranteed Return" for a dissolved company. That is a probable s.21 FSMA issue and nobody but Ade can take them down.

Gaps in this research, stated plainly

Derbyshire Live, Derby Telegraph and BBC all block automated access — local press coverage is unassessed, not absent.
ORA's CQC registration is asserted in a third-party directory, not on ORA's own site. Confirm on the call — it materially affects whether a prescribing clinic can run there.
The Ashbourne room is from an archived listing; the venue attribution is inferred and needs confirming.
Exact female-only 45–59 population counts need a manual Nomis pull.
The Vesey's own site gives two contradictory prices. Not resolved.
Woburn House lease PDF is a scan with no extractable text — rent and dilapidations exposure still unknown.