Mamamade is a leading parenting brand and global community offering products, tools and support services.
Business overview
| Location | London, United Kingdom |
|---|---|
| Social media | |
| Website | mamamadefood.com/ |
| Sectors | Food & Beverage Digital B2C |
| Company number | 11495394 |
| Incorporation date | 1 Aug 2018 |
Business highlights
- Backed by 300 Seedrs investors & founders of Heights, allplants
- Community of 70k online with a super-fan customer base
- £1.2 million ARR - more than double in 12 months*
- Featured in the Telegraph, Evening Standard, Grazia, Daily Mail
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Idea
Introduction
At Mamamade, we’re building a connected ecosystem of innovative tools that make parenting easier, more fun, fulfilling & healthier - offering straightforward solutions with straight-talking support.
Parenting is more demanding than ever, and we’re here to help parents show-up for themselves & their kids - because we believe that a happy healthy parent raises happy healthy kids.
Our community has always been at the heart of everything we do. Which is why we’re now inviting our community to become involved in a meaningful way - by investing in Mamamade.
Substantial accomplishments to date
From what started in Sophie’s kitchen, here’s what we’ve built in under three years:
- Annual Recurring Revenue of £1.2m* - that’s more than double revenue in less than 12 months.*Based on annualised September gross revenue and unaudited accounts.
- A loyal and highly engaged community of 70,000 Mamamates, interacting with each other on a daily basis and benefitting from our personalised coaching sessions, online courses, and downloadable guides - driving sustainable, aggressive growth.
- Helped at over 500,000 mealtimes, with our flash-frozen, organic meals for ages 6 months - 5 years.
- Expansion of our range from mealtime accessories to 1:1 digital consultations and online courses - and that's just the beginning.
-Loved and promoted by influential and celebrity mums, including Louise Thompson, Milie Mackintosh, Lucy Mecklenburgh, Rochelle Humes.
- Partnered with Gorillas across London, offering support in under 10-minutes.
*Based on annualised September gross revenue from unaudited accounts.
Monetisation strategy
Our focus is on building a highly-engaged digital community, and we do this by generating high-quality, impactful and inherently shareable content across email, blog, podcast and social channels.
We generate revenue by our community subscribing to and purchasing products at mamamadefood.com. With 45 unique plant-based meals and a gut health supplement launching this quarter, we support families with children from birth up to 5 years.
We also generate revenue from offering 1:1 consultations, online courses, and downloadable guides.
Moving forward, utilising data and feedback from our community, we’ll be focusing heavily on developing more online content and support services to help our community - and to penetrate new markets.
Use of proceeds
The foundations are all in place. We have a service that parents in the UK are truly 'grateful for,' a strong brand, and a team that is experienced, passionate and focussed.
Your investment will go towards four main areas to further our brand to the leading parenting brand in the UK and a well-known brand worldwide:
- Building out our marketing and sales functions to reach even more people to power our mission;
- Product innovation and developing new ambient ranges and online resources
- Improving our digital and offline experience; and
- Rolling our digital resources and supplements out across Europe and the Middle East.
There’s never too many cooks - come join the family. Here’s what’s in it for you:
Key Information
Convertible Key Terms
This investment round is being raised by way of a convertible equity investment structure, in this case, an "advanced subscription agreement".
The key terms that apply to the Company’s advanced subscription agreement are set out below. See also attached Key Terms document for further details.
Conversion is triggered by ("Trigger Events"):
- An Equity Fundraise – defined as the Company raising bona fide equity investment of at least £500,000 from one transaction or a series of transactions, in exchange for the company issuing equity shares;
- A Change of Control of the company (transfer of more than 50% of the share capital); or
- An IPO – being a listing of the company’s shares on a recognised stock market or secondary market.
On the occurrence of a Trigger Event, your investment will convert at the lower of:
- A 20% discount to the valuation set by a Trigger Event; and
- A valuation cap of £8.5 Million
Longstop Date is 6 months from the date of the advance subscription agreement. If conversion has not been triggered by the Longstop Date, shares will be issued on the longstop date at the Default Share Price, which is the lower of:
- the lowest price of any shares issued after the date of this Agreement; and
- a price per share based on a pre-money company valuation of £6.7 Million on a fully diluted basis.
The convertible would also convert to equity at the Default Share Price in the event of winding up or liquidation of the company.
Debt
The company has the following outstanding loan:
- £35,000 Founder's loan with no interest rate attached. The loan is not due to be repaid before 2024.
The funds raised from this investment round will not be used to repay these loans.
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