Mother of Fact- Meet Your Baby-Feeding Goals
The Problem
It is estimated that only 40% of mom’s meet their baby feeding goals and over four million US moms each year are sent home isolated, unsure, and overwhelmed by baby feeding. Globally, the economic cost of poor infant feeding care is $1 billion/day. Within the healthcare system today, referrals to maternal nutrition guidance is lacking technology, affordability, accessibility, and timeliness. In fact, less than 10% of moms who qualify for insurance reimbursable nutrition help actually receive that help.
What The Company Does
Mother of Fact’s on-demand, HIPAA-secure mobile app supports any mom as they navigate all baby feeding needs, serving the fragmented $14 billion market for pregnancy and baby care. This evidenced-based mobile platform provides access to nutrition tracking, preventative monitoring, and daily coaching from licensed dietitians.
Market
Considering there are 4 million babies born in the US each year, their total addressable market is $2.3 billion, assuming 1 year of subscriber revenue per pregnancy. Within that, their target market is the 36% of births that are classified as middle/low income, totaling $824 million/year.
Business Model
Mother of Fact puts new moms in control of their maternal and baby nutrition by offering a freemium level of access for every new mom to access tailored nutrition information, gain confidence, and build trust in their care. For additional support, they offer premium access for $14/week, 1:1 texting with an assigned registered dietitian “best-feeding friend” and a personalized nutrition portal. On-demand 1:1 Telehealth clinical care consults can be covered by their insurance. This initial DTC launch plan will allow them to continue to gather evidence and outcomes data that further strengthen their strategy & increase initial market penetration. As the platform evolves, MoF will target small and midsize OBGYN clinics for a B2B contract with clinical systems at a rate of $35 dollars per patient per month. In return, clinical systems have the opportunity to double their nutrition service revenue per patient, improve patient satisfaction scores, and improve nutrition-related health outcomes for the most at-risk populations.
Traction
Mother of Fact piloted a service prototype with 42 moms under a grant-funded research study as well as achieved early revenue as a monthly subscription service for new moms with 20 paying customers. The team has established early software build traction with UI/UX design, wire-framing and have built their technical team complete with dedicated investments to minimize build costs. Mother of Fact is preparing to officially launch in Q4 2022 with established partnerships from 5 industry leaders. Mother of fact placed first in Founder’s Live Boston Pitch Competition in 2021 and is one of five companies selected for the gener8tor gBETA Medtech Spring 2022 Cohort.
Founding Team Background
Founder and CEO, Emily Sylvester, is a Registered Dietitian, Board Certified Lactation Consultant, and mom of three with 10+ years of clinical experience helping 1000s of families grow healthy babies. Emily has built a strong leadership and advisory team that includes current CEOs, infant feeding experts, medical sales and marketing executives who have launched more than 10 products and founded over 6 companies. Combined, Mother of Fact’s advisory team has achieved $500M of revenue and investments over the last decade. Their advisory network is experienced in e-commerce platforms, branding, UI/UX design, Medtech & consumer devices, and maternal / infant healthcare.
What They Need Help With
Mother of Fact is looking to fill in the remainder of their pre-seed raise with investors that have a passion for using technology to improve healthcare for the most vulnerable populations. Connect with the Mother of Fact team.
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