Female menstrual app Venture Sample: "Aunt?" groping commercialization

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"Aunt" founder Rauschecker

"Aunt" basic function is the user can record their menstrual cycle, sex, physical signs and other information, the application will be based on the different physiological stages of the user to push the relevant maintenance knowledge.

Sina Science and Technology Shen Yunfang

Rauschecker, 27 years old, sex male, menstrual cycle app "Big Aunt" founder, be Friends ridicule as "the most understand ' big Aunt '", people send nickname "Uncle". As the female period app's entrepreneurial model, "big aunt" is already thinking about how to cash in the huge flow.

The man who knows most about his aunt

Entrepreneurship nearly four years later, "returnees" Rauschecker's third Entrepreneurial project, "big aunt" finally achieved a "phased victory." "Big aunt," the slogan is "We know the most," the online also less than a year of menstrual cycle record application, has accumulated 6.8 million registered users. If you think about it by popularity, "great aunt" is undoubtedly the most successful app in this subdivision area. Last year, Xiaoping became "Aunt" angel investors. Recently, "Aunt" completed a round of financing, the specific amount and valuation is unknown.

"Aunt" before, Rauschecker has done a healthy vertical community "friend le Live" and massage class question and answer application "where", both ended in failure. For these two projects, Rauschecker's summary is this: "People are sick after all is a low frequency of things, so the health community and question and answer class applications are not particularly needed." At that time, many of Rauschecker's friends also reminded him of the problem.

"You this question and answer and massage is what just need ah, such as girl's menstruation, one months to once, that is called just need." "An entrepreneurial Exchange in July 2011, a friend of Rauschecker said so casually." As we all know, female menstruation is not so high frequency, but at least more frequent than sick. This careless words point through the Rauschecker, also became "aunt" born inspiration. Two months later, Rauschecker decisively stopped friends and "click where" These two projects, began to develop "big aunt".

Rauschecker's father was a professor of ancient medicine at the university and a pharmaceutical company. Rauschecker, this is the reason he has always insisted on entrepreneurship in the field of health. However, in order to do a good job "Aunt", university major in operational management professional Rauschecker also need to "open plug" self-study female menstrual knowledge. In an interview, he often mentions a number of professional gynecological terminology, such as "luteal period" (refers to ovulation after the day before menstruation before the time period) and "spontaneous abortion." He was laughed at by his friends as "the country most understand the ' great aunt '", and therefore has the "Big uncle" title.

Rauschecker, "Aunt" female editors also need to spend about 20% of the time to learn "dry goods": go to the hospital to hang gynecological number, and then talk to the doctor all kinds of menstrual problems. "We hope that the contents of the app are not copied from the Internet," he said. ”

This year, "Aunt" will also be online a new website, around the menstrual problem to create a menstrual knowledge base.

"Aunt" to make money

Good start, Rauschecker also in the "Great aunt" on the hope of seeing commercialization. In his vision, the first direction of commercialization is advertising, and the second is value-added services. As a huge number of users of the app, advertising is the easiest way to realize the best understanding, and value-added services of this road, it is clearly difficult to pass.

At present, "Aunt" has signed a 500,000-yuan advertising orders, advertising is expected to be launched in July or August, the bottom of the navigation bar form. The future, "Aunt" may also be with the electrical business, in the application set up sales promotion and other content. This is not actually Rauschecker received the first advertisers, as early as last year, there are some Japanese enterprises to find rauschecker, hope to buy out the application of various positions in the form of advertising and "big aunt" cooperation. Considering that the buyout form is too much of a constraint on the content, Rauschecker not accept it.

Let Rauschecker worry is the value-added services this mode of change. This model is probably the idea: "Aunt" and manufacturers to cooperate in the app to provide specific products in the use of a guide (of course, more specific than the product specification) or other personalized advice. Users who happen to be using the product or are interested in the content can pay for subscriptions.

"The main obstacle now is how to combine these services with the content of ' big aunt ' itself so that users can accept it." "Rauschecker said. The previous project's "where" experience tells him that users will be very low on the issue of paying for health services. "WHERE" 2011 has accumulated 160,000 registered users, but in the test paid questions and answers, few users buy.

But this step to go sooner or later, not to mention "Aunt?" the current operating indicators are better than "where". If it's not an accident, "Aunt?" the attempt at value-added services could take place by the end of the year.

Four years of alternative survival

The vertical community "friend le Live" and "where" did not give the Rauschecker team a penny income, but the total cost of spending about 1.4 million. For four years, the entire team has been working to help others make their own web sites and apps to keep them afloat.

From 2010 to the present, Rauschecker's team has probably received 15-20 sites and app-making outsourcing jobs, and each live payment is 5.1 million yuan. "About one and a two months, one months running water about seventy thousand or eighty thousand, enough for us to pay, hahaha." "Talking about the embarrassment of entrepreneurship, Rauschecker obviously very open-minded." A round of financing, Rauschecker and the other two partners monthly salary is 2500 yuan, after the financing of their own reward, the monthly salary mentioned 8000 yuan.

But not everyone can endure hardships's entrepreneurial state. 2011 years ago, Rauschecker's team was the strongest when it was 18 people, watching the "Happy Living" and "where" commercialization of the foreseeable future, most people chose to leave, eventually only four people left. In the second half of 2011, "Aunt" 3 months quickly obtained 250,000 registered users. At that time, although the team had been able to rely on outsourcing to stay afloat, members ' expectations of financing and of their own rights were already strong. Ultimately, 6 core employees without clear financing information and equity guarantees left "big aunt".

This team turmoil is also rauschecker so far regret things, in the financing of this matter, he always feel "aunt" should not early financing, but should be in possession of higher bargaining power to introduce. For the second question, Rauschecker's reflection is that the employee's shareholding rights should be clarified earlier. As a result, when Xiaoping's Angel was invested last year, Rauschecker took out his 15% per cent stake as a pool of employee options.

"Before financing, we dare not run, can not tough." For example, big companies do one, and then very high marketing costs to promote, casually may kill us. After financing, we have at least tough foundation, this year in the promotion of the cost will increase. "Like all entrepreneurs, financing at least gives Rauschecker a sense of security.