It should be easy to find the right help, services and products for women's health and well-being. The Femillo hub is aiming to become the obvious choice in its niche. Now the company is taking its offering to the next level, preparing for the 2024 edition of the acclaimed Femillo Awards.
With a background as an entrepreneur and Swedish expert on Amazon, it was with deep insights into e-commerce that Anna Nordlander, together with Hanna Nordenö, started Femillo, a hub for services and products in women's health and well-being. The company's journey began as an app under the About Mom brand with the goal of identifying problems and finding help with postpartum care. But the team quickly realized that the needs were much broader than just childbirth.
- In our focus groups, it kept coming up that it's the same with, for example, climacteric or PCOS, that it's difficult to identify and get the right help. So we decided to take a holistic approach to women's health.
It was a classic 'pivot', when the business model is turned in a new direction. In connection with this, the founding team was also supplemented with sales and marketing manager Abelone Brander.
Throughout much of the journey, Femillo has been supported by BizMaker's incubator program, where business advisors and specialist consultants support startups as needed to move their idea forward.
- We have received support from our business advisor Cecilia Nordlund who has been a very good sounding board. BizMaker has helped us structure the business idea, questioning when needed, support in press and marketing. We have also received consulting help in law. GDPR and data management has been a very important issue right from the start," says Anna Nordlander.
Today, Femillo is a one-stop shop for everything in women's health and wellbeing, with the aim of becoming a one-stop shop in its niche. Around 5,000 providers in everything from gynecology to physiotherapy and psychology are searchable on the site, and going forward the idea is to increase the exposure of selected, paying providers. In the process, Femillo has broadened its offering to include wellness, exercise and products aimed at the target group.
- "The business model is a classic marketplace, you could say. It is our overall picture of the needs in women's health that is Femillo's great strength," says Anna Nordlander.
The launch in early 2023 was a major milestone. In the fall, the company also launched the Femillo Awards, an award ceremony for the best actors in women's health and well-being, which received a lot of media attention and helped to raise the issue.
- It was almost the best beta test we ever did - the interest was huge! The first weekend we received over 1,000 votes from the public, without any paid promotion. We are now planning for this year's edition, which will take place in the fall.
In parallel, development work is underway to refine Femillo from a user perspective and gradually expand the service. Among other things, the company is working to expand its knowledge center - after all, that's where it all started, in the search for information about problems that can sometimes be difficult to identify and find help with.
So far, the company has chosen not to raise external capital, but Anna Nordlander is not closing any doors. The ambitions are high and the goal is set.
- In three years, we will be the obvious choice when it comes to women's health and well-being," says Anna Nordlander.
Contact
Anna Nordlander, Femillo
hello@femillo.com
