rule midlife is a tech-enabled, education and behavior change platform providing women in with science-based, prescriptive lifestyle solutions for menopause and beyond.
THE ISSUE
Women are not informed of the impact of hormone decline. For example:
- Estrogen loss reduces a woman’s ability to process carbohydrates. As such, a woman is at her highest risk of diabetes at age 45.
- Estrogen loss causes faster muscle decline, leading to reduced metabolism and increased body fat > increased chronic illness
- Today, 80% of women 55+ have 1 of 6 chronic conditions (cancer, COPD, heart disease, diabetes, asthma, arthritis – CDC)
- Much occurs because women are not informed that change begins in their early 40s, not at 52 when (on average) menopause occurs.
By 2030, 25% of the US workforce will be women in some phase of menopause; which impacts on average, 40 years of a women’s life (including post-menopause).
THE SOLUTION
rule midlife™ is a science-based, prescriptive, personalized diet, fitness, supplementation and mindstate platform that incorporates the three elements required for success in behavior change:
1) education
2) support
3) a precise plan for her
The program is supported by a technology platform that provides her with real-time feedback to help her track and shift behaviors and includes high-energy live group meetings and a community forum led by menopause coaches and experts.
The results have been great: 50% of polled program participants report weight loss, enhanced energy and increased strength. Customer testimonials available.
Unique Qualities of the Solution:
1 ) A unique app, rule meno, that personalizes a macronutrient nutrition plan for each woman, then tracks her in real time so that she knows where she stands with regard to our 40/30/30 (Carb, Protein, Fat) program, including a “front load” of calories before dinner. The app also includes a personalized fitness program.
2) Live weekly meetings with dietitians, trainers and menopause coaches.
3) A specific personalized nutrition program with sample meal plans, recipes and a unique grocery filter for shopping help as she searches for new foods to try.
4) Team-based fitness training programs to promote long-term accountability and fun in fitness
5) Expert education via on-demand videos and curated content with menopause & midlife expert coaches
6) A community platform for private and group discussion
TARGET
1) Self-insured corporations through Corporate Wellness providers like Virgin Pulse, Gallagher, Everside and Burnalong
2) B2B2C companies like fitness chains, grocery retailers and health coaching institutes
TEAM
Anissa Buckley, Founder. 2 successful health & wellness exits including a visit to the White House for consultation. 15 years Fortune 500s including Procter & Gamble, Sprint, Xerox, Reebok
Linda Porter-Cox, COO, 17-year P & G veteran. Founded consumer insights agency. Great at operations and market research
Annette Maggi, CSO, well-known in dietetic circles. Formerly with General Mills, Pillsbury and Target corporations.
Christopher Langhoff, CFO. Chris spent many years in finance at Pepsi, including time as treasurer, then held positions as CFO and CHRO in various companies before moving to executive search where he now presides. Chris brings an extensive network of contacts.
TRACTION
Strong Unit Economics with Clear Plan to Scale - At $70 CAC, the projected 12-month revenue per customer is expected to exceed $300 on average. Conservative estimates suggest 97,000 users and $28 million in revenue by 2027.
200 women have completed the signature 6-week program with clear results including weight loss, increased strength and enhanced energy.
Solid media coverage with Wall Street Journal, AARP, Ageist and other venues
Pilot conversations in progress with 4 Corporate Wellness service providers, 3 corporations and 2 B2B2C companies
Partnered with Telegenixx peptide company for promotion in March.
In discussions with Second Bloom menopause company, founded by Dr Mache Seibel of Harvard.
Note: the app was upgraded in November and December and re-instituted in January.
FUNDING USE
The funding will be used for:
1) Staffing: Hiring a program manager and marketer (& marketing media)
2) App upgrade
3) A marketplace buildout for supplements, gear and ongoing team-fitness training programs