We are a subscription service crafted to assist every facet of the journey into motherhood.
Business overview
| Location | Winchester, United Kingdom |
|---|---|
| Social media |
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| Website | forthecreators.co |
| Sectors | Clothing & Accessories Digital Mixed B2B/B2C |
| Company number | 12914205 |
| Incorporation date | 29 Sep 2021 |
Business highlights
- Year-to-date revenue is up 310% YoY *
- Revenue scaling 30% MoM on average *
- AOV up 157% YoY at £150 with 5:1 LTV:CAC
- Featured by BBC Breakfast, The Times, The Guardian
Learn more about convertible campaigns.
Idea
Introduction
”Such a great concept, why hasn’t anyone thought of this sooner.” – Forbes Contributor
At a time when women should feel their most powerful, pregnancy and early motherhood often leaves women feeling lost and disconnected from their own identities, which contributes towards 1 in 3 women suffering from mental health issues during pregnancy and postpartum
400,000 women give birth globally every day, each of us in desperate need of answers, support and products that serve our new reality. And yet, we believe that there's no single destination exists that combines the personalised content and product they crave at this pivotal life-stage in a single multi-brand platform.
* based on unaudited management accounts.
FTC is poised to become the world's leading destination for maternity fashion, beauty and wellness. We’re on a mission to unlock an estimated $90 billion global market in desperate need of love and attention.
Our multi-channel/multi-brand commerce and content experience enables women to access the personalised content and product they crave tailored to their motherhood stage without worrying about the cost to their bank balance or the environment.
Substantial accomplishments to date
FTC was founded in 2020 by Global marketer Lyndsay Mason, a first-time mum on maternity leave who was frustrated by how difficult it was to source the products and services she needed and appalled by the amount of clothing waste that was being produced.
Here’s what we’ve achieved in the past 3 years.
1. Proven Business Model: Women can choose to shop in whatever way suits their needs and means offering rental, retail, resale and subscription services.
2. Robust and scalable operations: In partnership with the EU Circular Fashion provider ACS to provide reliable and scalable fulfilment across all commerce channels.
3. A loyal and high-value customer base: With customers joining us in their first trimester and continuing to consume into subsequent pregnancies with a CLV:CAC ratio of 5:1.
4. We have a highly experienced, female-founded team. chaired by the Former CEO of Hobbs Meg Lustman
5. Community-led Strategic Partnerships: FTC aims to establish partnerships and is already in discussions with reputable institutions such as the NHS and Bugaboo to drive cost-efficient and sustainable customer acquisition
6. Contextual commerce: Our Chief Medical Officer has built a team of industry experts across all facets of early motherhood to provide our community with the much-needed evidence-based support they need.
7. Featured on BBC Breakfast and in The Guardian, The Times, The Telegraph and Sheerluxe
Monetisation strategy
We generate revenue in four ways:
1.Subscription: 50% of our revenue comes from our community subscribing to a monthly rotating wardrobe where they receive 2,4 or 6 items per month.
2.One-Time Rental: At FTC, women rent clothing on a one-off basis, normally for an event for a shorter rental period, either 5 or 8 days.
3.Retail: We sell clothing, accessories, beauty wellbeing products.
4.Resale: We enable our community to buy and sell to each other, taking a transaction fee on every purchase.
Over the next 12 months we will be building out our gifting (both corporate and consumer) retail arm producing beautiful gift boxes suitable to different stages of motherhood.
Use of proceeds
Your investment will support us in expanding our team, with a particular focus on growth partnerships, customer service, and finance. It will also enable us to further develop our subscription and marketplace products, aiding our growth efforts.
Key Information
Convertible Key Terms
Investments in this Campaign will be made under an Advanced Subscription Agreement (“ASA”). Under an ASA, investments convert into shares upon the occurrence of a future specified trigger (at a price dependent on the type of trigger). Please also refer to the “Key Terms” document attached to this Campaign in the Documents section for more detailed information.
• Discount: 10%
• Valuation Cap: N/A
• Default share price: the lower of:
a) Share price based on a valuation of: £5,500,000 divided by fully diluted equity; or
b) The lowest conversion price of any investor investing on these ASA terms
• Trigger Events: Qualified Financing Round, IPO, or change of control
• Long Stop Date: 21/03/2024
• Qualified Financing Round: an equity financing round of no less than £500,000
The ASA will automatically convert into Ordinary Shares, either:
(1) on completion of a Trigger Event, at the lower of:
• a 10% discount to the average share price issued or sold as part of the Trigger Event; or
• the lowest conversion price at which shares are issued to any investors investing under these ASA terms.
(2) on an insolvency event or on the Longstop Date, at a price per share equal to the Default share price.
Debt
The company has the following outstanding loans:
1. £13,350 directors loan from Lyndsay Mason at an interest rate of 0% per annum. The loan is to be repaid from the company's free cash flow upon becoming profitable.
2. £13,350 directors loan from Jacob Mason at an interest rate of 0% per annum. The loan is to be repaid from the company's free cash flow upon becoming profitable.
3. £20,000 loan at an interest rate of 0% per annum. The loan was received on the 1st of June 2021 and is to be repaid from the company's free cash flow upon becoming profitable.
The funds raised from this investment round will not be used to repay these loans.
Convertible Loans
The company has outstanding Advance Subscription Agreements from 7 investors of a total amount of £113,035.30. These have the same terms set out below, but with different long stop dates:
• Discount: 10%
• Valuation Cap: N/A
• Default share price: Share price based on a valuation of £5,500,000 divided by fully diluted equity;
• Trigger Events: Qualified Financing Round, IPO, or change of control
• Long Stop Date: 6 months from signing the Advance Subscription Agreement (between the dates of 05/11/2023 - 03/01/2024)
• Qualified Financing Round: an equity financing round of no less than £500,000
The ASA will automatically convert into Ordinary Shares, either:
(1) on completion of a Trigger Event, at:
• a 10% discount to the average share price issued or sold as part of the Trigger Event; or
(2) on an insolvency event or on the Longstop Date, at a price per share equal to the Default share price.
Direct Investment
The £55,654.25 investment reflected in the campaign has earlier longstop dates than the Seedrs investment, but the longstop is within the same month of March 2024. Other than the longstop date, terms are the same as the Seedrs investment.
A £5,000.00 with a longstop date of 06/03/2024.
A £5,000.00 with a longstop date of 07/03/2024.
A £30,654.25 with a longstop date of 12/03/2024.
A £15,000.00 with a longstop date of 21/03/2024.
Investor Perks
Join the FTC Family and help us to transform early motherhood for good. Here's what's in it for you:
Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.
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If you successfully purchase a share lot of this business, you will be granted access.
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