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Qoali AB

#BestHugInTheWorld

Studies show that 30 to 35% among adults have some form of sleep disorder. This is usually associated with stress and anxiety, which is considered a worldwide health problem. By sleeping with a Qoali blanket that weighs approximately 10-20% of your body weight, the body stimulates to produce serotonin that elevates your mood, which in turns naturally into melatonin and makes your body rest. By introducing Qoali into the market, we have helped hundreds of people suffering from sleep disabilities, stress, anxiety since the beginning of the year. Together we can help more people who hasn't discovered Qoali yet!

Investor proposal

Four different plans to become owner in Qoali:
  • 5 shares (950 kr): Gift card 700kr.
  • 27 shares (5130 kr): An optional Qoali blanket.
  • 50 shares (9500 kr): Two optional Qoali blankets + 20% during 1 year.
  • 250 shares (47,500 kr): Three optional Qoali blankets for you or anyone you think needs a boost in everyday life + 20% during 1 year.
We reserve the right to send out premiums by Q1-19. This is to ensure stock status for future holidays.The offer relates to Class B shares with a voting value corresponding to 10% of the voting rights of Class A shares.
You have the opportunity to invest in a niche product, but however appeals to an audience consisting of about 30% of the global population. The monetary component in Europe alone is estimated at SEK 60-70 billion. With an annual growth rate of about 6.2%. In Scandinavia, we have about 3,000,000 individuals who could have a better everyday life. Since February, we have helped hundreds of people in Sweden get better sleep, but with your help we can increase customer acquisition at an even higher rate.

Product

The problem this product solves

Sleep is the basis for healthy health. Sleep disorders, Depression and anxiety disorders are worldwide health problems. 30-35% among adults have some form of sleep disorder and in Sweden mental illnesses are the most common health problems. Doctors prescribe drugs too lightly before testing other non-medical options. The reason is that both Doctors and patients are often unaware of weighted blankets and that the aid is too expensive to purchase from the County Council. Assortment has been narrow and the patient has been able to borrow the blanket a limited period and also too expensive to purchase on their own.

How the product solves it

Studies show that weighted blankets is a good aid for people suffering from sleep disorders, stress anxiety and other neuropsychiatric diagnoses. All those who participated indicate that sleep has changed for the better since treatment. The sleep hours increases and the number of awakening decreases when using the blanket. Qoali contributes with a new technology and design to the assortment, as well as a competitive price that will allow more county councils and end users without referral to know the good effects that the Qoali blankets provides. We also have an effective strategy to build awareness to the aid.

Product features

The Qoali quilts are mainly handcrafted with exclusive materials, high quality and Swedish design. The product is designed to have a smart distribution of the weight to give maximum effect. We have listened to our customers and worked out a design that also minimizes the sound which is a common issue. You can choose from many different designed covers that gives you that extra comfort and feeling but also makes the Qoali blend in as a cool and exclusive interior in your home.

Product use cases

The blankets are a good solution to solve stress, anxiety , sleep disorders etc, and it is so recognized that Swedish county council (Landstinget) orders it for hundreds of millions each year. However, they are expensive and there is great development potential for increasing comfort. The Qoali blanket fits both adults and children. You can use it during daytime and night. The product is classified as a medical device, but our vision is to let all people benefit from the health benefits that result from improved sleep and recovery.

Team

Joel Johansson avatar
Joel Johansson Sales/Chief Marketing Officer
Joel is the Chief Marketing Officer of the company with a Bachelor of Science in Business and Administration. He has an entrepreneurial background in the Swedish energy sector and been involved in several startups over the past years with extensive B2B/B2C sales and digital marketing experience in a lead role. ... See more
Joel is the Chief Marketing Officer of the company with a Bachelor of Science in Business and Administration. He has an entrepreneurial background in the Swedish energy sector and been involved in several startups over the past years with extensive B2B/B2C sales and digital marketing experience in a lead role. He is an experienced sales coach and trainer with excellent business acumen. In his previous role at Universal Avenue, he has trained over a thousand Brand Ambassadors in digital products such as Google, Shopify, iZettle, Bambora, Spotify, ResQ, Bokadirekt etc. See less
Magnus Forshufvud avatar
Magnus Forshufvud Board Member
LL.M. Master of Laws from Lunds University. Entrepreneurial background with extensive experience of building sales organization on several markets. Skilled in digital marketing and involved in several successful startup companies.
Safin Roozbayani avatar
Safin Roozbayani Board Member
Safin started his first business right after high school, and quickly realized that the greatest competitive advantage of small and medium-sized companies is to provide the best service and to always have the customer in mind. Safin has since been a founding and developed company and has trained and inspired ... See more
Safin started his first business right after high school, and quickly realized that the greatest competitive advantage of small and medium-sized companies is to provide the best service and to always have the customer in mind. Safin has since been a founding and developed company and has trained and inspired thousands of salespeople and leaders to conduct ethical and customer-oriented sales over the years. See less
Evelina Johansson avatar
Evelina Johansson VD
Evelina is the founder of Qoali. She has worked as a medical nurse in various hospitals in the past. She is also an experienced entrepreneur, with 5-6 years experience managing restaurants and hotels. Evelina is responsible for creating corporate identity, business strategies and designing the features of the Qoali weighted ... See more
Evelina is the founder of Qoali. She has worked as a medical nurse in various hospitals in the past. She is also an experienced entrepreneur, with 5-6 years experience managing restaurants and hotels. Evelina is responsible for creating corporate identity, business strategies and designing the features of the Qoali weighted blankets. She is a highly creative and driven individual but also a dreamer and visionary who believes she can reach her full potential with the right support from the team she works with. Evelina will be managing the business relationships with suppliers and distributing companies and other external operations of the company. She is an individual with an exceptional ability to turn theories into solid plans and transforming those plans into actions. Among other things, she highly values knowledge, competence, and structure. She thrives positively by being a long-term thinker with a high expectation for performance. See less
Anja Forshufvud avatar
Anja Forshufvud Board Member/ST-Läkare
PhD in Medicine from Tübingen university in Germany. Five years of experience been working in Sweden as a resident physician at BUP (child & adolescent psychiatry) and is currently working as a general practitioner.

Market

Target Market

Market for sleeping aids 2017-2025 is estimated at SEK 300 billion globally. The European which is in near time, is valued at approximately SEK 60-70 billion.
 
Qoali sells its products in Sweden and Norway and chooses to divide the market into two components, public and private. The direct available target group are approximately 3 million individuals (Scandinavia). A typical Qoali customer is a woman between 18-55 years, who struggles with insomnia. We need to serve about 0.33% to reach the budget 2018-2020. This is a fairly careful forecast. With an investment we could have a more optimistic plan. 


Competitive landscape


Name, Product Type, Price, Coverage, Turnover (SEK):
Somna, filling chains, 4000-8000 SEK, 40-50 million . Works almost exclusively against the Landstinget. Minimal digital presence on social media.
 
Kom i kapp, filling plastic balls, 4000-7000 SEK, 36 million. Getting started works almost exclusively against the Landstinget. Minimal digital presence on social media.
 
Novista, fibertäcke and kultäcke, SEK 3 500-6000,18 million. Works almost exclusively against the Landstinget. Minimal digital presence on social media.
 
Octean, Prescription Free Medicine, 40 million. Available online and in health stores.
 
None of the above have user friendly e-commerce as well as digital review platform.

Unique differentiator from competitors

Qoali contributes with a new technology and design to the assortment, as well as a competitive price that will allow more Landsting and end users without referral to know the good effects that the Qoali blanket provides. We strive for 100% Customer Success, which we are in line with (5/5 Trustpilot). By using reviews, we include our customers and allow them to develop the world's best product within their category. We also have a strong digital presence as well as user and conversion-friendly e-commerce to help customers.

Company revenue streams

The most important revenue streams are coming from our own e-commerce. We predict that within the next three years, other important stream will be Landstinget, B2B and physical stores.

Distribution of revenue:
E-commerce: 30 %
B2B: 20%
Landstinget: 30%
Physical stores: 20%

Product/service distribution

Our main sales channel to end-consumers is through our own e-commerce platform Qoali.com, Instagram and Facebook. The market is growing rapidly. The second is Landstinget. We also have the B2B market where we have started to get traction on specific industries competitors haven't worked on.

Execution

Previous milestones/traction

  • Mars-Oct 2017 Trying and testing all blankets we could get our hands on.
  • Nov 2017 Created Qoali Blanket 1.0
  • Jan 2018 Reformed Enskildafirma to AB
  • 2th Feb 2018 Launched our e-commerce
  • 3rd February first sell through adwords
  • April 2018 First B2B customer
  • May 2018 500,000 SEK Turnover
  • June 2018 Launched Qoali Blanket 2.0
  • June 2018 CE-mark
  • July 2018 Launched Trustpilot, 5/5
  • August 2018, 1000 followers on Instagram
  • August 2018 Launched e-commerce Norway (First sale, week 2)
  • August 2018 Qoali Blanket 3.0 in stock

Next key objectives

2018
  • 150 Trustpilot reviews.
  • 1200 orders.
  • Presence Sweden, Norway and Finland.
  • Employment nr1, sales / support
  • Launch new product.
  • Employment nr2, sales / support / occupational therapist
  • Patent / CE marking new product.
  • Store (Pop-up).
 
2019
  • Replace e-commerce platform.
  • Q1 First public procurement
  • Employment nr3 sales / support / marketing.
  • Q1 Get the first completely Swedish-produced Qoali blankets.
  • Germany, France, Italy, Spain.
  • In store (Sthlm, Gbg, Malmö)
  • Employment nr4, Sales / Support / Marketing.
  • Swedish production on site. Handles 30% of the total.
  • 100 B2B customers.
  • Q3 Other public procurement.
  • 500 reviews Trustpilot.

2020
  • Wider international marketing strategy.
  • 50-70% of production in Sweden.
  • Available as 5-10 county councils.
  • Top three in the industry in the European market.




Previous Financing

We started the company by bootstrapping, keeping costs low and the company lean. A small boost with own equity around 200k. Recently we applied for check kredit (SEK 450,000) from our bank which they granted.

Partnerships

Qoali is currently available on Sweden's largest cash back platform, Refunder. In the fall we will be at The Pavillion (Stureplan), which gives us an opportunity to be seen as a premium brand on a highly buzzy street that fits our target group.

Use of funds

The investment will be used to move production to Sweden in order to further ensure the quality, but also to ensure higher control.
Production / Product Development / Logistics 40%:Part of the product line needs to be developed and corrected in order to meet the County Council's requirements. In this section we also expect patent costs.
Recruitment / Recruitment 35%: Expand within sales but also an occupational therapist needed to process the public area. This area includes costs for procurement within the County Council.
Marketing and Website Development 25%: Need to move platform to meet the global market.


Industry Certifications/Awards


Return on Investment

A likely exit is a business acquisition agreement, which would mean a potential ROI of between 300-900% within 3-5 years.

Risk Analysis

The biggest risk is if products with equivalent quality reach the market. However, we choose to focus on what we can influence, which is always to strive for the market's best product, customer service, and to be a step ahead in our marketing strategies and to work with quality assurance.
 
One part of this is to move the entire production to Sweden as well as to patent applications for our future, additional product lines and to strengthen Qoali as a trademark in general. It can also be a risk in itself, we minimize the risk by working with several factories.