By: Sharon Segal
CEO
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Momsense

Momsense is a wearable device that measures a baby’s milk intake during BF. The company has already proven its economic feasibility and has sold tens of thousands of units to date. When investing in Momsense, you are investing in a life-changing solution

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Minimum investment: $8,000
Type:Equity   
Stage:Seed
Category:Healthcare
•  Overfunding - Over 100%    
  • Campaign Highlights
  • Pitch
  • Team
  • Financial data
  • The Deal
  • Documents
  • Disclosures
  • Investors 7
  • Updates

Campaign Highlights

Proven Economic Feasibility and Strategic Partnerships with Market Leaders

Momsense has proven its economic feasibility and has generated great demand for the product. The company has sold tens of thousands of units to date, as a pilot in Israel as a cooperation with the "Shilav Group" – Israel's largest baby-product chain, which was also among the first investors in the company, and with sales in the United States within the biggest retail stores TARGET, BABYSRUS and BUY BUY BABY, and to date the majority of the supply ran out, with only few hundreds of units available online. In addition, an agreement was recently signed with a strategic partner in China for the marketing of 10,000 additional units which are waiting for additional production to commence., and at this stage, negotiations are being held with a leading Israeli pharmaceutical company to distribute the product exclusively in Israel, and with a few European distributors.

 

Innovative, Patented Technology

Momsense has developed an innovative sensor-based technological solution to one of the most common fears among new mothers – a lack of confidence in knowing how much their baby has actually nursed. . The Smart Breastfeeding Meter is a simple and easy to use device that provides nursing mothers with real-time information and peace of mind, anywhere and anytime, with the goal of enhancing and prolonging the natural BF process. The company has two registered patents for its technology (patent approved and patent pending).

 

Worry that their baby is not getting enough milk is key reason mothers stop BF

Over 135M newborns are born worldwide each year. Breastfeeding (BF) rates of newborns are high, exceeding 80% in most developed countries. Yet, 50% of moms stop BF after 4-6 weeks! The reason: Worry that their baby is not getting enough milk is key reason mothers stop BF

 

A Huge Global Market

Momsense operates in the baby monitor market - a huge and growing market valued at tens of billions of dollars each year. The company's innovative development is unique in this market, as it is the first to provide a real solution to 135 million newborns and some 54 million nursing mothers a year - a number that has been growing steadily as global awareness of the importance of breastfeeding increases.

 

Approved for Marketing in the US and Europe

The company has CE approval for marketing its device in Europe and is authorized to market it in the United States without FDA approval who has confirmed the product to be a non-medical device, therefore it does not need to go through the regulatory processes). The product is completely safe to use and has passed all the most stringent safety testing. The sensor is connected to the baby by means of a hypoallergenic adhesive suitable to its sensitive skin. It is not invasive in any way and has no side effects.

 

Proven Economic Feasibility and Strategic Partnerships with Market Leaders

Momsense has proven its economic feasibility and has generated great demand for the product. The company has sold tens of thousands of units to date, as a pilot in Israel as a cooperation with the "Shilav Group" – Israel's largest baby-product chain, which was also among the first investors in the company, and with sales in the United States within the biggest retail stores TARGET, BABYSRUS and BUY BUY BABY, and to date the majority of the supply ran out, with only few hundreds of units available online. In addition, an agreement was recently signed with a strategic partner in China for the marketing of 10,000 additional units which are waiting for additional production to commence., and at this stage, negotiations are being held with a leading Israeli pharmaceutical company to distribute the product exclusively in Israel, and with a few European distributors.

The World's Largest Big-data Source for Infant Feeding Patterns

Momsense offers the “data” element behind the technology as well. Momsense sits on a data point where very little data is available (time of breastfeeds, length, quality, etc.) and is the first in the world to follow the eating patterns of many infants over time. This data is crucial for the baby-nutrition/formula companies, as well, for nursing mothers, for various reasons, often switch to other feeding choices.

Through more advanced assimilation of artificial intelligence (AI) and Machine learning (ML) analysis on breastfeeding, the company will be able to offer researchers, health professionals, Obstetrician-gynecologists and more, data that is not available to them anywhere else.


By creating a community of nursing mothers with common interests and needs, with access to an advanced log that will cover, among other things, the addition of bottle feeding and milk pump management, alerts and notification of doctor appointments, Vaccination or medication; monitoring of measurements such as head size, weight, and In particular, access to direct online counseling with professionals such as lactation consultants or pediatricians to address the distress or question of breastfeeding and the development of the baby.


All data collected can be used both for research and to offer complementary products or services.

Pitch

The idea

Over 135M newborns are born worldwide each year. It is recommended by the world’s health organizations that Infants should be exclusively breastfed for the first 6 months to achieve optimal growth, development & health. As a result, breastfeeding (BF) rates of newborns are high, exceeding 80% in most developed countries. Yet, 85% of moms don't BF for the recommended time span. Worry that their baby is not getting enough milk is key reason mothers stop BF (CDC, NIH, WHO).

 

The Need

“Infants should be exclusively breastfed for the first 6 months of life to achieve optimal growth, development, and health” (WHO)

 

Unlike bottle-feeding, where the amount of milk consumed is measured accurately, breastfeeding does not have an effective and immediate way of knowing how much the baby has eaten.

Mothers fear of not providing enough breast milk is documented as the #1 reason for mothers giving up breastfeeding early.

Resulting, 80% of Moms do not breastfeed for the recommended time span, and 50% of moms quit breastfeeding within 4-6 weeks

 

The Solution

Momsense is a Patented Technology to a Real Challenge, assisting mothers to prolong the breastfeeding phase, using a smart, easy-to-use monitor that lets mothers know a baby’s exact milk intake during breastfeeding.

Momsense Smart breastfeeding Meter is a simplified companion for nursing moms, giving them a digital outlet for keeping track of how much their baby breastfeeds. 

A consumer product & app including patented technology tracks the baby’s unique physiological swallowing patterns and measures a baby’s breast milk volume intake while nursing.

The device contains an embedded baby safe sensor, connected to a set of earphones, allowing mom to identify her baby’s swallows in real time. The app provides reports as well as creates a feeding diary with nursing patterns over time, volume & weight progress, detailed breastfeeding tips, and a unique vocal album.

Momsense offering is the “data” element behind the technology as well. Momsense sits on a data-point where very little data is available (time of breastfeeds, length, quality, etc.) – and this data is crucial for the baby-nutrition/formula companies as mothers switch to other feeding choices. Momsense is designed to improve a mother’s natural intuition and gain confidence for a prolonged and successful nursing period.

 

Technology

The Smart Breastfeeding Meter is a patented technology that follows the baby’s unique physiological swallowing patterns and measures a baby’s breast-milk volume intake while nursing. A wearable device that contains an embedded baby safe sensor, connected to a set of earphones, accompanies this technology, in the form of a consumer-based application. The application provides real-time nursing data and reports as well as creates a feeding diary with nursing patterns over time, volume & weight progress, detailed breastfeeding tips and a unique vocal album. The product is designed to improve a mother’s natural intuition and allow her to identify with her baby’s swallow patterns, and in turn, gain the confidence she deserves while nursing.

 

 

How It Works

 

Plans - Second-generation Product

  • Improved background (shield) noise algorithm using advanced active noise cancellation technology
  • A wireless product that includes a Bluetooth sensor and wireless headphone will be tested

+ The Momsense application will become the mother's ultimate solution for baby care:

By creating a unique community of breastfeeding mothers with common interests and needs, and access to an advanced diary that will cover, among other things, the addition of bottle feeding and milk pumping management, alerts and notification of doctor appointments, vaccination or medication, monitoring measurements such as head size, And, of course, statistics for development according to the various percentages, and in particular, a quick indication of nursing problems, where the mother will be able to consult directly with professionals such as lactation consultants or pediatricians to address the distress or question on breastfeeding and the development of their baby.

Through the advanced integration of artificial intelligence (AI) and Machine learning analysis (ML) on breastfeeding from the information collected and updated 24/7, the company will be able to offer researchers, health professionals,obstetricians-gynecologists, and others data not available to them anywhere else, and in addition offer Mothers complementary products or services.

Team

Sharon Segal
CEO
Biography
An experienced business woman, with over 20 years of diverse experience in Entrepreneurship, Management, Strategic Partnerships and Marketing, serving as founding member and management of some innovative hi tech start-up companies.

  • Key Employee
Izhak Nakar
Chairman and Founder
Biography
A serial entrepreneur and a successful businessman. Founded several international technology companies, including Top Image Systems (Nasdaq: TISA), e-Mobilis, TopGuard, ANIR Vision & NIR 4 You. Served in the Israel Defense Forces for 17 years and was awarded the "Israel Security Prize." Elected in 2018 among the 50 most influential people in cyberspace in Israel.

  • Founder
  • Chairman of the Board
Eduard Rudyk
VP R&D
Biography
MScEE, MBA. Over 15 years in research and development of complex multi-disciplinary products, expertise in signal processing and machine learning. Main application areas in diagnostic and prognostic systems.

  • Key Employee

Financial data

Investors 7

Anonymous Investor
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Anonymous Investor
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Anonymous Investor
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Anonymous Investor
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Investments

Updates

Currently there are no updates in this pitch

The Deal

Documents

Disclosures

The financing rounds made through the ExitValley platform are in accordance with a model of statutory exemption from publishing a prospectus pursuant to sections 15A(A)(1) and 15A(A)(7) to the Israeli companies law - 1965.
Under our model, the disclosure of detailed information on the company and information about the investment in each round of financing are limited to not more than 35 investors which are not qualified investors and the round of financing in not in the format of an offering arrangement ("רכז הצעה") as defined in the securities law
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