The menstruating part of the world's poupulation is roughly 25%. You do the math - the sky is the limit!
This company truly makes a difference, so we have made the decision to invite you to become shareholder in MonthlyCup Partners AB (publ).
As an investor you will help us make the world a better place, and as a thank you from us we will give you 20 % discount on all of our products on our websites for a whole year.
This investment is made in MonthlyCup Partners AB (publ), and not in MonthlyCup AB (the holding company). MonthlyCup Partners AB (publ) will after this issue purchase shares in MonthlyCup AB. The lead investment of 842.000 SEK, are made from 102 people and represented only by 1 investor in this campaign.
The problem this product solves
Do you menstruate? If not, we’re sure that you know someone who does. Menstruation can be tricky. And surrounded by taboos (and not that fun at all to be honest).
On average, you´ll use 12.000 tampons/pads during your lifetime. Meaning that you constantly have to buy them – and carry them around. And find them when you need them. And dispose of them. And be held back by them. And dried out by them. The list goes on and on.
So, in short - single use products contribute to a lot of waste and are expensive.
How the product solves it
A menstrual cup solves the majority of those issues. You'll only need 1 - for 5 whole years. You can swim (OH YES!), sleep, exercise and do what ever you want regardless of your period. Remember, we told you that you need 12.000 tampons/pads during a lifetime? Compare that to 7 menstrual cups.This means that each cup saves this planet 1.600 tampons. Imagine what a difference this will do for the environment. And your wallet. And most important of all (sorry if we sound a little bit "Bravehearty") FREEDOM!
MonthlyCup’s menstrual cups have FDA clearance and follow ISO 13485 for medical devices. In the US, period protections are classified as medical devices and this demands a great deal of responsibility from the producer, which generates safety for the consumer.
This means, among other things, that our products are traceable from raw-material to end product and each step in manufacturing and distribution are closely monitored. We have done rigorous tests on the cups to make sure they are safe for the body. That results in a product that the customer can feel confident about and safe to use.
Product use cases
Our customers find it important to make conscious choices – for their body, their economy and our environment. In our studies, we have found that customers who have been using their menstrual cup for more than 3 months, 91,8 % didn't want to got back to traditional protections. This makes them eager to tell others about us, which gives us a natural opportunity for exponential growth.
Lisa Perby CEO and founder
Our eminent leader! Not afraid to stand up for what she believes in against the big giants - the pad and tampon companies. With passion, she motivates and engages the whole team and has lead us towards our success (market leading in her own homeland in only 3 years does ... See more
Our eminent leader! Not afraid to stand up for what she believes in against the big giants - the pad and tampon companies. With passion, she motivates and engages the whole team and has lead us towards our success (market leading in her own homeland in only 3 years does say a lot). Never thought that she would work with menstrual cups, but we sure are happy that she does! Our Superwoman! See less
Erika Boström Vice President
Erika has been working with us since 2015 and was one of our first employees. At first, she worked only 10 % with social medias, but has now taken on a completely different role as Quality Manager (yes, we follow the legislation for medical devices) and handles our Quality Management ... See more
Erika has been working with us since 2015 and was one of our first employees. At first, she worked only 10 % with social medias, but has now taken on a completely different role as Quality Manager (yes, we follow the legislation for medical devices) and handles our Quality Management System. Besides that, she is our Vice President. Indispensable is the word! See less
Martin Perby Co-founder
Co-founder and a technical genius. Martin have built our website and ensures that it works smoothly for our customers. He fixes all technical concerns, whether it being about a power outlet, broadband or web pages.
Cecilia Lindberg Social media manager
Cecilia takes care of our social medias (and we have quite a nice group of followers, only on Facebook around 20.000 for example) and has a fantastic creative ability! She creates awesome pictures and movies for all our accounts; Facebook, Instagram etcetera. In short, Cecilia is simply amazing!
Karl Forssman Board member
This amazing guy has helped us a lot! He has had executive positions in several large companies such as Bonnier,Trelleborg and MSA, amongst others. His most valuable knowledge for MonthlyCup comes from his experience as Marketing Manager for the tampon brand OB at Mölnlycke. Nowadays, he thinks that the menstrual ... See more
This amazing guy has helped us a lot! He has had executive positions in several large companies such as Bonnier,Trelleborg and MSA, amongst others. His most valuable knowledge for MonthlyCup comes from his experience as Marketing Manager for the tampon brand OB at Mölnlycke. Nowadays, he thinks that the menstrual cup is the greatest invention ever. That even includes tampons. Unexpected, but so appriciated! See less
Josefin Börgesen Costumer service
Josefin's lovely voice (that she is from the North of Sweden does not make matters worse!) is what you hear when you call us. She answers all your questions via e-mail, phone and on social medias. Even when the mailbox is overflowing, Josefin takes her time to get all in ... See more
Josefin's lovely voice (that she is from the North of Sweden does not make matters worse!) is what you hear when you call us. She answers all your questions via e-mail, phone and on social medias. Even when the mailbox is overflowing, Josefin takes her time to get all in order – organized is a mild way to put it. She is also the one handling all of our logistics. You'd be surprised how difficult it is to ship things to Norway (so close but sooooo far away! EU countries are a lot easier). Josefin is our star! See less
Ewa Norrmén Warehouse manager
Responsible for the warehouse. Everything from cups, to envelopes, to pallets. A woman with a big heart, who makes sure that all customers and resellers get their products in time! One of our two heroes at the warehouse.
Margaretha Jepson Key Account Manager
Margaretha is our eminent seller who has made sure that we are present at over 1.400 (!) resellers! With confidence and knowledge, she guides our resellers with all their questions. Outstanding is just her first name!
Ann-Louise Andersson (Anne) Warehouse employee
Anne is our second warehouse member! When orders come in hundreds, Anne keeps calm and grazes them methodically so everyone gets what they have ordered. Our other warehouse hero!
Michael Cavallin CFO
Michael always sees possibilities and solutions - in every situation. Handles everything that has to do with our economy. A great person to have in your corner! Simply, a genious.
You can find our products all over Sweden, at ICA, Coop, CityGross and eco stores etc. In total over 1.400 resellers. Our plan is to continue to grow and become one of the biggest menstrual cup companies in the world. We are market leading in Sweden and have only taken about 3 % of the market. We aim for the same domination in Norway. In the US, there are 100.000 searches made for "menstrual cup" each month. We own the domain menstrualcup.com.
Our target group is everyone who menstruates - roughly 25 % of the population. Prior target age: 25-35.
There are a few bigger menstrual cup companies in the world but there is definitely room for one more. World leading Diva Cup (not so well known in Sweden), doubles their sales each year. However, the real competition is the giants – the pad and tampon companies. Such as Tampax, Essity and Procter & Gamble. We are working very hard to show that menstrual cups are the modern choice, the environmentally friendly choice and the caring option from all perspectives.
Unique differentiator from competitors
MonthlyCup have FDA clearance and are ISO 13485 compliant, which very few feminine hygiene companies are. We have a better design with a smart ball stem (for easy use). Best in test by the magazine Amelia. Made with love in Sweden – fair conditions all the way (MonthlyCup is actually made in Skåne!).
According to journalists, you'll spend 50-80.000 SEK on tampons/pads during a lifetime - compare that to about 2.100 SEK if you only use menstrual cups. So, in short - good for you, good for your body and good for our environment. Braveheart again: FREEDOM (in a cup!)
Company revenue streams
Revenue is generated by selling menstrual cups and applicable add-on products through Direct-2-Customer selling via our websites, as well as through resellers. Historically, our own webpages have generated the highest sales frequencies.
Revenue 2015/16 1,1 Milj SEK
Revenue 2016/17 3,1 Milj SEK
Revenue 2017/18 7,6 Milj SEK
Our big international colleagues double their revenue each year. Our goal is to do the same.
- Central agreements with ICA, Coop and CityGross in Sweden
- Central agreement with Life Norway
- Resellers in 10 countries in Europe - for example: Germany, Switzerland, Austria, Italy and Romania
- Direct-2-Customer sales through our own domains:
All together, we have around 1.400 resellers!
- Sold 150.000 menstrual cups in total since 2014
- Central agreements with Ica, Coop, CityGross and Gekås Ullared, just to mention a few
- FDA-clearance 2017
- Subsidized over 5.000 menstrual cups to girls in developing countries
- 2019, our first central agreement outside of Sweden – Life Norway
- Doubled revenue each year
- Market leading in Sweden
Next key objectives
- Launch of several new products (sorry - can't say more now. Stay tuned for the first one in May 2019!)
- Expand our product range at our resellers
- Increase brand recognition by fiercer social media advertising
- Increase our recognition in Norway and USA
During the period September 1st to November 30th 2018 we did a crowdfunding campaign trough our own websites. We raised nearly 6 million SEK and gained 1.500 new shareholders. Thanks to this, we have been able to go deeper into USA and Norway. Besides that, we have been focusing on product development.
We consider all of our resellers as partners, thanks to them we are able to broaden our clientele and educate more people about menstruation, normalizing periods and breaking taboos.Through our growing network we have come in contact with various organizations and kind enthusiasts. Amongst them are the Swedish Child Mission, Wash United, Mensen.se and Care Mahila. Together, we have so far subsidized over 5.000 menstrual cups and participated in educating girls, young women and also men about menstrual health and female anatomy in, for example, Nepal, Kenya, Tanzania and Gambia.
Use of funds
- Marketing: to enter new markets and strengthen existing ones.
- Systems development: development of websites for increased efficiency and expansion.
- Seller: to hire experienced sales representative for export markets.
- Product development: increase our product assortment.
- Elected “Best in test” by Amelia magazine 2017
- Nominated to "This Year’s Marketer" in Halland 2017
- Winner of the “David mot Goliat” award from the magazine Driva Eget 2018
- Winner of "Draknästet" in Varberg 2018
- Invited and present at Prins Daniels Entrepreneurs Day 2019
- Award from Centerpartiet & Centerkvinnorna Halland 2019
- We have had over 100 mentioning’s in magazines such as: Hallandsposten, Vamé, Aftonbladet, Kamille.no to mention a few.
- Examples of digital press are Breakit, Dagens Nyheter, Almi and Västsvenska Handelskammaren.
An investment in MonthlyCup is expected to yield a good return in the long term, and should not be seen as a short-term investment. We expect to be able to repay the investment in dividend over a five-year plan.
A possible exit-strategy could be a public listing.
Competetive brands, cheapies and knock-off products enter the market. We aim to change the standards regarding feminine hygiene. This would take out any competition that's unsafe and don't have the customer's best interest at heart.
MonthlyCup is a young company that has grown rapidly. Expanision at this rate is very expensive - but oh, so much fun! We are also looking at ways to speed up production when needed.