The market for Wearables is expected to increase globally by 40% (units) over the next three-year period. Interest in health applications has exploded and the technology industry is looking at the health sector. But, surveys indicate that purchases don´t always lead to use due to an overly technical product and that appearance doesn´t match the customer's style.
We see a globally scalable business model combined with high margins as the reason for a unique opportunity to create profitability in the segment we have identified. We see an investment not only in a future industry, but also in women's increased well-being.
The newly issued shares are B shares with 1/10 voting right of the A shares.
The problem this product solves
There exist many more or less advanced products that can be used for measuring activity and steps. Because they have a technical look they don't entirely meet the demand of our customers. The customer has a focus on fashion, health and lifestyle.
Several American articles describe that people who bought very technically advanced products don't use them since neither the function or appearance matches their need or image.
We spend more time than ever sitting still with a number of lifestyle diseases as a result. We need to be more active and be aware of our level of activity.
How the product solves it
Fliplife of Sweden is made by women for women. By combining function from technology with elegant design and fashion, jewelry for a healthier lifestyle is created.
Our product makes the target group inspired to everyday activity, which avoid lifestyle diseases and increase their health. Our products are based on needs and behaviors that our clients already have - a fashion, health and lifestyle interest together with a desire to match and vary depending on style, purpose and daily mood.
Equally stylish as a traditional bracelet, but with an added value for a healthier lifestyle!
Fliplife has designed and produced a beautiful jewelry combined with an activity tracker. The bracelet consists of a sensor that measures steps/activity which is integrated and concealed by details on the bracelet. This means that it doesn´t appear as a pedometer, but the customer can still check the activity on both the jewelry and in a mobile application.
The bracelet is a designed jewelery without a technical appearance!
New models, materials and products are being launched continuously so that the customer can mix and match, and adapt to their personal style.
Product use cases
By combining the function of an activity tracker with elegant design and fashion, Fliplife offers jewelry that can be worn during the day, at the office and in the evening. Women that choose to wear our bracelets want to be made aware of their level af activity and might be interested in comparing and sharing results with freinds. The importance is to keep track of activity rather than measuring performance.
Anne Danell Founder
Anne has an incredibly driven personality, a strong communicative ability, she is creative and completely fearless. She engages others and through her drive take both companies and processes to the next level - she never gives up. Anne has a BA degree from Linköpings University with more than 20 years ... See more
Anne has an incredibly driven personality, a strong communicative ability, she is creative and completely fearless. She engages others and through her drive take both companies and processes to the next level - she never gives up. Anne has a BA degree from Linköpings University with more than 20 years of experience in banking and finance. Anne is today an entrepreneur who has started several companies and has launched the world-famous brand Bobux in Scandinavia. See less
Malin Marken CEO and founder
Malin is driven, highly communicative and trustworthy. Malin has a broad background from international and complex environments. She can easily adopt to new situations, while she at the same time has the ability to create structures and processes. Malin has studied marketing and communication at Uppsala University. She started her ... See more
Malin is driven, highly communicative and trustworthy. Malin has a broad background from international and complex environments. She can easily adopt to new situations, while she at the same time has the ability to create structures and processes. Malin has studied marketing and communication at Uppsala University. She started her career within HR at Apple Sweden, then became Marketing Manager for Apple in Oslo, but also has experience from the advertising industry. She has a strong background within HR and has for the last 10 years worked as a Senior HR consultant and started and sold several companies within the retail sector. See less
The market for wearables traded more than 100 million units sold in 2017, of which 40% consisted of traditional activity trackers. Only in the US, 20% of the population use some type of wearable. A certain decrease in use has been noted among early adopters (18-35 years), but in the group >36 years there is a increase in use. Calculations indicate that the number of units sold will reach 162 million by 2020 worldwide.
At the same time, the use of healthcare applications has increased by 330% over the last years, which indicates a continued high level of health focus.
The market consists of a number of brands and companies with a varied focus on training, technology and time. In training, you find brands like Garmin and Fitbit, focusing primarily on measuring exercise results. Among companies that have a technical profile there is for instance Apple that has driven mobile phone development for many years. They are now developing so called smart watches with built-in functionality linked to some activities. In one way these are not in fact competitors, they have a technical starting point, and not design. But, they are the “wearables market” today.
Unique differentiator from competitors
Our product is unique and the only pedometer based on design and fashion, instead of technology. Products focusing primarily on measuring results and physical impact of exercise, such as heart rate and GPS are aimed to a target group that is highly physically active and the appearance of these products reflect an extremely sporty and competitive lifestyle.Smart watches are also relatively large and have a technical appearance because the applications require this. Most of the advanced smart watches are quite expensive, Fliplife bracelets on the other hand are affordable and for everyone.
Company revenue streams
Initially, the company's primary income is the sale of products through our Webshop directly to the end customer.
In a second phase, the products will be sold through selected retailers and strategic partners.
The products are in a middle-price segment, the bracelet is sold for 1099 kr, but the goal is to have bracelets between 599-799 kr. The gross profit on the jewelry (without technology) is currently 85% directly to end customer, a very good opportunity for great profitability.
We believe it is important to establish the brand and get a position before we start strategic partnerships with retailers.
Fliplife's sales strategy is a combination of direct sales and through retailers. Initially we will reach end customers online, both in Sweden and internationally, and hereby follow the trend that more and more purchases are made online. The strategy is also in line with our goal to communicate and market the products directly to end customers. Relevant store collaborations in Sweden could be Boozt, Nelly and Åhléns, where we already have strong relationships. Independent retailers that our target group visit may also be of interest.
2017 - Company Start-up
2017 - An important parameter was finding reliable partners with the right environmental focus.
2017 - Development of the first prototype of the jewelry.
2017 - The first bracelets were sewn and assembled in our own studio in Stockholm.
April 2017 - Initiates collaboration with the PR agency EditK.
June 2017 - Launched the website of Fliplife together with TextTalk.
Summer 2017 - Different techniques are being tested to adjust the design.
August 2017 - Cooperation begins with a factory in Romania for all the sewing details for the bracelets.
Next key objectives
February 2018 - Crowdfunding campaign via FundedByMe with the aim of adding SEK 1.5 million.
February 2018 - Malin closes her involvement in Citronelles Agentuer and works 100% with Fliplife.
Q2 2018 - Full focus on developing the next jewelry collection.
Q3 / Q4 2018 - Market campaign, focus on sales and entering strategic alliances.
2018 - Anne Danell works 50% in the company and reduces her other commitments in the spring, will work 100% at Fliplife as of August 1st.
Q3 2019 - Hire Customer Service/Order/Warehouse Employee.
Q3 2019 - International expansion.
Q2 2020 - Delivering positive results.
The company is fully financed internally until the launch campaign and the company has no external lenders.
We strongly believe that in order to be successful we need to have reliable business partners. We have chosen small factories allowing us to be flexible and to produce small quantities with short lead times. Partners for the manufacturing of jewellery in China, the sewing factory in Romania and the leather supplier in Italy are all family owned-businesses.
We have extensive experience working with retail and have established close relations with several of the large online stores, bigger chains and department stores in Nordics. We see this as a major advantage and a key success factor going forward.
Use of funds
Our goal is to use the capital we are asking for mainly for product development and marketing. Approximately 20% refers to product development (product and mobile app) year 1 and the remaining 80% on marketing year 1 (Sweden) and year 2 (USA / Europe), mainly in social media.
Fliplife of Sweden has been present on the market since mid 2017. We have had a lot of attention in media, not only social media but also in traditional magazines (both printed and online). For further reference, see attached Press Clippings.
We commit ourselves to make Fliplife a highly profitable investment. We predict that the highest growth will occur after 2020 and we intend to pay dividend to our shareholders after 2021.
We also offer you to buy back the shares by factor 1.5 if we reach budget year 3, which corresponds to 12 million in sales, 30,000 sold bracelets.
An investment in Fliplife is not only an investment opportunity - it is an investment in women’s health.
There is of course a risk that technology is changing more rapidly than we have predicted.
Another risk is that the product is copied. In order to minimize this risk, it is key to rapidly create brand awareness. Competition would also increase if any of the high-tech companies is moving its position towards the fashion segment.
If new health directions are being presented that contradicts the WHO recommendations it would have a bad impact on the whole businness idea.