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BabyWatcher

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The Babywatcher creates a joyful experience by visualising your unborn child at home.

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Funded 11 Sep 2017
€100,002 target
€514,622 from 0 investors
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Business overview

Location Heerlen, Netherlands
Social media
Website www.mybabywatcher.com
Sectors Entertainment Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 57850739
Incorporation date 1 Apr 2015
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Investment summary

Type Equity
Valuation (pre-money) €1.9M
Equity offered 5.01%
Tax relief N/A

Idea

Introduction

When Raymond Bergs’ wife got pregnant, Raymond’s inquisitive mind led him to develop the Babywatcher. During the pregnancy he found it fascinating to see the Echo of his unborn child during checkups at the clinic.

Hence, would it not be fantastic if they could see their baby-to-be at home, when they felt like it? After three years of research and seed investment, he came up with a compact echo-scanner specifically for the consumer market. The kit is simple to use and lets pregnant women make scans safely, store the pictures and share them with family and friends.

In February 2017, the Babywatcher won the Dutch Baby Innovation Award 2017 as most innovative baby product in 'baby care'.

Intended impact

We heard many times the great feeling customers get by making their own-self-made ultrasound.

Recent quotes from our customers: “seeing what I feel during my pregnancy makes me really happy", "what a fantastic invention. Very easy to use", "in just a few steps I have a clear 2D video that I can share with my family and even my friends abroad!” We envision many uses for the Babywatcher for pregnant consumers as well as for B2C. We at BabyWatcher believe that the Babywatcher is the future and that it has the potential to have an impact on unique entertainment during pregnancy. We currently have two retail partnerships in place.

Substantial accomplishments to date

January 2016:
Funded through investment and loans by LIOF, Rabobank and Sofes Holding BV, totalling € 470k.

May 2016:
Launch of Babywatcher in the Benelux. International and national press and media reported extensively over BabyWatcher's market introduction.

July 2016:
The independent authority Dutch Consumer Association has tested the Babywatcher with positive results.

October 2016:
BabyWatcher has been ranked as number one undiscovered Dutch Start-Ups out of a total of 3,000 start-ups.

January 2017:
BabyWatcher was chosen as one of 30 startups selected to participate in the CES (Consumer Electronic Show) at Las Vegas USA. 68 interested companies from US, Canada, UK, UAE, China and Middle East have been in contact with BabyWatcher for launching the product in their country.

February 2017:
Babywatcher wins the Dutch Baby Innovation Award 2017.

February 2017:
BabyWatcher presents the device at the Baby Trade Show in Amsterdam.

March 2017:
More than 10.000 ultrasounds have been successfully made using BabyWatcher. From our own research, we found that the majority of the users recognise the 2D Images and videos, and we have had no reports of the usage leading to requesting additional medical consults. Our Facebook followers rank Babywatcher at 4.5 out of 5. 96% of users would recommend the Babywatcher.

Monetisation strategy

The earnings model is based on the online rental of scanners via the website www.mybabywatcher.com. Traffic from the target group is generated online and offline through partners such as specialist baby shops, maternity care organisations, and baby care retail outlets.

Renting for one week costs € 79, two weeks is € 99 and 3 weeks is € 119. In comparison, it costs approximately € 90 to make one fun ultrasound. In addition to directly hiring the Babywatcher, family and friends can buy gift vouchers via BabyWatcher's web shop and via third-party web shops and, in the future, via bricks and mortar shops. Finally, a Windows tablet can also be hired as an extra service.

Use of proceeds

The raised money will be invested in extending the sales-channels in the Benelux and building the international network in Europe. To achieve these goals we will:
- invest in online and offline marketing campaigns.
- invest in man-power to activate the list of 50 leads (Benelux) and international leads.
- invest in current IT-portal including management reporting.
- invest in Apple Based platform to adapt the Babywatcher.

Please note that the company has two outstanding loans totalling EUR 147,000. None of the proceeds of this round will be used to repay these loans.

Market

Target market

Annually, there are over 5 million pregnancies in Europe. In the Benelux this amounts to approximately 290,000 per year.

The target market is:
direct -> pregnant between week 14 and week 34.
indirect -> international retailers in baby-care (one contract with AS Watson).

Characteristics of target market

Current size amounts 290,000 pregnancies in the Benelux. We are also planning for BabyWatcher to launch in Germany as well as the UK. Both countries each have on average 670,000 pregnancies yearly.

We have one central inhouse handling centre in Heerlen, Netherlands. The handling process is well managed via our own designed and implemented IT-portal. 2x a day the carrier DHL Parcel Services is picking up the parcels and returning the inbound parcels. Each Babywatcher is tested and cleaned before delivering to a customer.

Marketing strategy

BabyWatcher’s marketing mix consists of omni-channels focused on online and offline marketing campaigns. Campaigns specifically aimed at the following target groups: pregnant women, family & friends, midwives / maternity care, medium to large-sized retailers and online pregnancy platforms (for instance, 'Ouders van Nu' and 'Wij Jonge Ouders'). We plan for offline campaigns to include in-store events, demo days, vouchers in pregnancy gift boxes, press and media presentations. We have partnered with one famous Dutch actress who is promoting the Babywatcher.

Competition strategy

BabyWatcher is one of the first companies providing a home baby-ultrasound scanner at a price level of € 3,30 per ultrasound. To our knowledge, based on this price, no competition exists.

Other unique buying points for a customer:
- make ultrasounds at home.
- easy to use.
- Anywhere and whenever you want.
- unlimited pictures and videos to be store and shared from local computer.

BabyWatcher has signed a contract with a retailer with international marketing and sales channels. The retailers are not allowed to do business with potential competitors for at least 1 year after starting the cooperation.

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This campaign for BabyWatcher has been approved by Seedrs Limited (trading as Republic Europe) ("Republic Europe", "us" or "we"), as of 28 April 2017 as a financial promotion. Republic Europe is authorised and regulated by the Financial Conduct Authority with firm reference number 550317. In approving this campaign, Republic Europe has concluded that the information, taken as a whole, is "fair, clear and not misleading." This means that for factual statements we have reviewed evidence of their accuracy, and that for aspirational statements we believe they are phrased appropriately in light of their speculative nature. You should note that in the case of factual statements, the evidence we review is provided by the business, and we do not audit it, which means that we may not be able to identify forged or altered evidence. You should further note that in the case of aspirational statements, the nature of the type of businesses presented on the Republic Europe platform is such that they are likely to have high ambitions, and we may approve statements that convey those ambitions even where we do not believe, or we do not have a view on whether it is likely, that they will be fully realised. The pre-money valuation and investment sought in the campaign are those set by the business: they are not reviewed or established by us, and the valuation is not an independent view of what the business is worth. Given the nature and type of businesses presented on the Republic Europe platform, it is possible that the business has very little cash remaining prior to receiving this investment, and the investment sought may be necessary for the business's on-going existence.

Republic Europe does not make investment recommendations to you. No communications from Republic Europe, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Republic Europe does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Republic Europe, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from €1,896,000

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

Pitch type

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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