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Killing Kittens

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A female empowerment brand leading a global movement through its world-famous events and social platform.

161%
 - 
Funded 11 Sep 2019
£300,003 target
£490,408 from 566 investors
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Business overview

Location London, United Kingdom
Social media
Website wearexapp.com/
Sectors Entertainment Mixed Digital/Non-Digital B2C
Company number 07613827
Incorporation date 26 Apr 2011
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Investment summary

Type Equity
Valuation (pre-money) £10M
Equity offered 4.61%
Tax relief

EIS

Idea

Introduction

Killing Kittens is a female empowerment brand, promoting positivity for women of all ages and sizes. We do this by creating extraordinary experiences - both online and offline.

Our social network app is home to over 120,000 liberated members, who use our platform to connect with like-minded people, brands and content. Our world-famous events are held in over 12 countries, where we partner with top brands to deliver unforgettable experiences the world over. Whether it’s our inspiring workshops, fun socials or our renowned parties, we deliver experiences at all stages of the sexual liberation and empowerment journey.

We employ a female-first attitude in everything we do. We put women in control and encourage integrity, respect, confidence and body positivity for all. Up until now, KK has remained an underground movement, but we are ready and determined to take KK to the world, enabling the total fulfilment, freedom, expression and safety of millions of women globally.

Intended impact

Female inequality is dominating the media. We believe the world is changing and we’re on the verge of seeing social, economic and sexual equality. KK was formed in 2005 with the vision of a female-first future and we’re now part of the millennial female-empowerment movement, which has since swept social media and popular culture, including female-first dating apps like Bumble, and the #TimesUp campaign.

Created in response to demand from young, independent women and couples who needed something more, we created exclusive and decadent events that are fully focused on the pursuit of female pleasure - where women are in control. We set out to create a safe and fun environment, where the stigma of sexual expression was left at the door.

Since 2005, Killing Kittens has moved beyond just events and has grown a loyal online community of women, gentlemen and couples – connecting and meeting all over the world.

Substantial accomplishments to date

2005: Killing Kittens is founded.
2005: Emma Sayle named in London's Most Influential Movers and Shakers by Time Out.
2009: KK expands globally to Ireland and Australia by popular demand.
2012: New party concepts launched.
2014: First version of the KK social platform launched.
2017: £1m annual turnover for the year to April 2018 20% increase in revenue YOY (Based on unaudited management accounts).
2017: Social platform generates over $350,000 in subscription revenue (Based on unaudited management accounts).
2018: 120,000+ users on KK social platform (30% increase).
2018: Safedate app launched - 5,000 downloads.
2018; Fundraised over £580,000 on Seedrs majority from own KK community.
2019: Socials and Workshops Events launched.
2019 Q2: Sistr app launched.
2019 Q2: Sold rights to the KK origin story to Production Company X.
2019 Q2: Phase 1 of the KK social network launched.

Monetisation strategy

Offline - we generate revenue through ticket sales for our events held around the world. Ticket buyers must be members of the KK social platform in order to purchase tickets. Eligibility rules apply for certain events e.g. for KK Parties, once they are members, females and couples are eligible to purchase tickets, however single males must be invited by a female or couple.

The future will see us expand on brand alliances, sponsorships and retail revenue from brand apparel.

Online - The KK web app is free to use for the basic membership with a nominal sign-up fee, but users must pay a monthly subscription in order to use some of the premium features on the platform.

Use of proceeds

We intend to use the funds raised in the following proportions:

45% Growth Marketing - We intend on increasing brand awareness to grow our community. This involves a fully specced marketing activation campaign in the UK and US.

45% Product innovation - With our new technology already being built, we aim to increase online revenue and retention from new and existing subscribers.

5% Hiring - Talent acquisition to build out from the core team.

5% Operations - Maintain running costs of online and offline operations.

This is all to prepare KK to enter into a full series A growth round.

Key Information

Debt

Please note, the company currently has an outstanding loan balance of £29,949 with Funding Circle as of June 2019, which is paid back monthly in instalments of £1,581.38.

Proceeds from this fundraise will not be used to repay this loan.

Capital Structure & Further Share Issuance

The company currently has 1 existing share class in issuance, Ordinary Shares.

However, the company has put in place a further 4 classes of growth shares, collectively referred to as "Hurdle Shares". These are; Hurdle A Shares, Hurdle B Shares, Hurdle C Shares, and Hurdle D Shares.

Hurdle Shares are non-voting and each class only participates in capital redistributions alongside ordinary shareholders when the total assets of the company reach the relevant hurdle amount.

These hurdle amounts are as follows:

Hurdle A Shares have a hurdle amount of £10m,
Hurdle B Shares have a hurdle amount of £15m,
Hurdle C Shares have a hurdle amount of £20m, and
Hurdle D Shares have a hurdle amount of £30m.

It is proposed that in future the company will issue to current employees, in aggregate:

(i) 137,500 Hurdle A Shares;
(ii) 110,000 Hurdle B Shares;
(iii) 80,000 Hurdle C Shares; and
(iv) 40,000 Hurdle D Shares.

The impact of issuance of these shares (dilution) has not been included in share price calculations for this fundraise.

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

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 Killing Kittens has been approved by Seedrs Limited (trading as Republic Europe) ("Republic Europe", "us" or "we"), as of 9 July 2019 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 £10,011,998

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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Learn more about pitch type on Seedrs

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).

Learn more about investing and pre-emption rights.

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