Our Mission
To empower people trying to conceive and optimise fertility outcomes
Our Unique Selling Proposition
Fertility Circle focuses on the holistic and emotional health of people trying to conceive, an often overlooked area in the fertility journey but integral to how you experience fertility struggles and your chances of success at conceiving a child. Fertility Circle is changing how people approach their fertility journey by helping them feel calmer and more positive, more connected, more in control, and more confident in their choices.
The Problem
96% of people hope to have a family one day, but one in six couples will struggle with fertility issues.
Among people struggling to conceive, 50% do not seek medical or professional help and are left alone with only well-meaning advice from family and friends.
Even for those that seek help, it’s a very confusing, stressful and lonely experience. It feels like the whole world is pregnant, and you’re being left behind. It impacts their mental health, relationships and plans for the future.
People struggling to conceive lack expert advice, reliable information and emotional support at all stages of the path to parenthood.
Market Opportunity
The fertility market is valued at $25bn today but is expected to grow to $41bn in the next 5 years.
Trends
All the trends point in the right direction for this market and Fertility Circle is well placed to capitalize on these trends.
The Solution
The Fertility Circle app supports the holistic and emotional health of people trying to conceive. Supporting users to navigate their fertility journey and make their next right move holding their hand every step of the way.
We also offer stand-out brilliant basics, including education, community, access to experts and events for our app users. All in an easy to use and sensitively designed way, helping users feel more connected, in control, and confident in their choices.
Revenue Model
App subscriptions form the core of our business model where we have two customers – individual app users and fertility clinics who will purchase the app to support on behalf of their patients.
Fertility Circle offers clinics an easy and cost effective way to provide holistic emotional support tailored to a patient’s IVF journey. There are an estimated 450,000 IVF cycles per year in the US and UK alone and approaching 2.5m globally (and growing every year).
Our B2B offering is a cheap, scalable and sustainable route to market, giving us the edge on B2C competitors. And it is an easily scalable model bringing new users year after year. Ultimately, we aim to be the provider of choice for clinics to support their patient’s emotional health.
Go-To-Market Strategy
B2C
To acquire B2C customers, we’ll be leveraging our expert and partner networks; and utilising digital advertising and social media.
Initial testing of ads in the App Store has driven downloads and in a short time, we’ve greatly improved our organic ranking. Within the app store, we sit at number 2 for fertility support and number 6 for infertility.
We’ve tested our pricing with customers and ran a paid subscription model test where we saw a 10% conversion rate which we think can easily be improved.
We will also offer paid events primarily as a customer acquisition strategy and look at a commission model in the future for bookings made with our experts via the app.
B2B
We plan to use account-based marketing to target a portion of the 450,000 cycles in the UK and US by partnering with larger fertility clinics in densely populated areas. Our pricing model has been tested with clinics, and we also have optional add-ons such as fertility counseling or therapy tele-health consultations.
Competitive Analysis
There are various fertility offers out there, including content platforms, community offers, fertility testing, and cycle tracking apps. Fertility Circle is the only platform to focus on the emotional health of fertility hopefuls. This is especially important given the proven impact of the mind-body connection in the fertility experience.
Traction
We’re excited with our progress to date, with more than 5000 app downloads in the first 5 months and an average growth rate of 46% month-on-month.
Apple reached out after we launched to say they loved the app and believe we’re operating in an underserved market. We’re working with them to improve our app, grow and monetize, and we’ve already been featured in Apple’s ‘Hot Right Now’ picks.
In addition, we are working with 6 leading clinics in the UK to to trial offering our app direct to thousands of their patients as part of their on-boarding process.
We also partner with more than 50 world-leading fertility experts who actively support users in the app – with everything from answering questions, sharing content and hosting events to offering content.
We’re also part of three highly competitive accelerators – M Accelerator in the US, and FemTech Lab and Virgin Startup in the UK.
Our Team
We’re an experienced and ambitious team impassioned by our own journey to parenthood. Between us, we have more than 15 years experience in investment banking, 5+ years in healthcare management consulting, 10 years in business development, and 15+ years in design, sales and marketing.
Amongst other things, we’ve launched and scaled our own ventures, built and expanded client bases, set up a fellowship for social entrepreneurs, founded and run a profitable consulting company, designed and marketed products, and sold into Calvin Klein and DKNY.
Company Information & Investment Opportunity:
Ask – £350k GBP
We’re bootstrapped to date, and we’re now raising £350k for 15% equity . Funds will be used for platform development, customer acquisition and key hires. We’d love to invite you on the journey with us as an investment partner.
