ML
Monthlies
Validating and launching a menstrual care brand to the EU market.
MVPGTMShopifyHealthD2C2022 - 2023
The challenge
Period pain is a huge problem, but the menstrual care industry is stuck in the past.
- No effective natural alternatives for period pain
- Hidden harmful ingredients in menstrual products
- Multiple products needed for complete pain relief
- Marketing that ignored women's real concerns
My role
As venture architect and project lead:
Concept validation
- Built a multilingual store to survey 800+ women across Europe while doing presales, invalidating our initial concept
- Iterated through 5 different value propositions to find what actually resonated
Developing & scaling (7 months)
- Partnered with health experts while leading a team of 8
- Rolled out to UK and Germany with refined messaging and offers
- Developed business model leading to continued seed funding (undisclosed)
Results
800+
Women surveyed
1
Succesful pivot
2M+
Seed funding
Customers
Conversion rate
Churn rate
Key wins
Gathered health data from 800+ women securely
Tested concepts in real Shopify stores before launch
Pivoted from subscription box to effective supplement
Helped raise €2M+ seed funding on strong validation data
Technologies
ShopifyReChargeKlaviyoOctane AIGoogle AnalyticsFigmaMiro