THE DIGITAL COACH FOR PARENTS - Grow F Demo Day x FamilyPunk - Female Founders

THE DIGITAL COACH FOR
 PARENTS

Grow F Demo Day x FamilyPunk

 Dr. Jutta Merschen &
 Janet Thiemann-Zwinzscher
 Founders & Managing Directors
 founders@familypunk.com
 +49 1525 9679426

FamilyPunk is the audio coach for parents: we are developing an
 app that will support parents to raise their kids while staying sane.
 With a paid membership parents get quick and easy access to our
 curated parenting content and parenting coaches.

 Our content is snackable, bite-size and ”to-go”: we hand-
Executive summary produce audio content, based on research in parenting, cognitive
 science, positive psychology and learning experience design. We
 validate it with internal and external experts from the field.

 We have tested our audio content with over 500 parents. We
 will go to market with V1 of our audio platform in Q1/21 and are
 ready to raise a first funding round to finance go-to-market.

 2

Our mission

To empower parents everywhere
to pursue their lives with greater
joy, serenity and a little bit of
sass.

Parenting is one of the most rewarding and one of the toughest jobs

 3 out of 4 parents find …and are looking for But: Finding suitable
 parenting challenging… guidance. guidance is a pain

 80%
 „I bought all these books and
 never read them.“

 „I don’t even want to listen to
 the advice my family gives
 me.“
 of parents actively
 search for parenting „I cannot trust the content I find
 support online, and the judgmental
 comments really stress me.“

Source: Survey of over 1.500 parents in November 2019 and October 2020 and 20+ telephone interviews with parents 4

We empower parents to be the best version of themselves

 Our solution

 Knowledge Strategies Mindset
 • What are the stages of • What parenting • How do I see my child?
 child development? strategies really work? • How do I view myself?
 • What does my child • How can I influence the • How do I regard other
 need? mood in my family? parents and how do
 • Why do my kids behave • How do I implement they regard me?
 the way they do? new strategies? • How can I become more
 • What is my role as a • What role can routines resilient as a parent?
 parent? play? • Why is gratitude key?
 • … • … • …

 Everything we do is based on the latest theories on developmental psychology, positive psychology and non-violent communication. FamilyPunk
 is deeply rooted in the belief that relationship and connection are the most important tools we as parents have for raising capable adults. 5

Our product offers premium content via a paid membership model
 FamilyPunk- The audio coach for parents

 Einfach loslegen…

 Audio
 content
 (1-5 mins) Personal
 coaching
 (50 mins)

 Our content is produced internally
 by psychologists, child development
 experts, childcare practitioners and
 experts from related academic
 Short texts disciplines. We work with learning
 experience designers and our
 (2-3 mins) signature audio courses are
 reviewed by external experts.

 6

The FamilyPunk app provides curated, easy-to-access parenting content

 Home screen Deep-dive navigation for “Konfliktlösung in Zimmerlautstärke”

 Einfach loslegen…

 Get personal Read quick-win strategies, Learn about the benefits Listen to bite-size audio
 recommendations for curated listen to our intro audio or of the audio course and content, whenever,
 content. Search for parenting start the audio course decide if it’s right for you wherever. FamilyPunk is
 topics. Book a coach. “Konflikte entschärfen”. and your family situation. your audio coach.
 7

Where we stand 8 months after incorporating

Content
 30+ 60 1
 audio sessions blog posts with paid parenting
 produced parenting tips Webinar

Community 550+ 1.2k 2.3k
 parents tested our subscribers to our Instagram followers
 audio content weekly FP Letter

Company
 18 1 3
 interns worked with author collaboration parenting coaches in
 us to date negotiated our network

 In the last few months, we focused on producing and testing content and building our community and reach.
 8
 Building the app as the method to delivery our content to parents is the next right step.

A small collection of letters from parents

“ “ “
 FamilyPunk Letter Audio course Instagram channel
 Heute wollte ich endlich mal Liebe Familienpunks Danke für die interessanten
 DANKE sagen. Danke für Euren ich finde eure Idee super. Ich bin Artikel...Ich hab u.a. 10 Min.
 tollen Tips, die mir Woche um erst am Anfang, aber habe den MAMA-LALE Zeit
 Woche helfen, Selbständigkeit ausprobiert...nach so kurzer Zeit
 Eindruck, das ist genau das
 und Familie unter einen Hut zu richtige für mich. ist sie viel entspannter. Heute
 bringen. Danke für Deinen stets hat sie sogar ihren Bruder vor
 lustig-leichten aber dennoch Ich finde es schade, dass ihr einem anderen Kind beschützt...
 tiefgründigen Stil zu schreiben. beiden Autorinnen den ich bleib am Ball vielen Dank
 Audiokurs nicht selbst sprecht.
 Bitte macht unbedingt weiter für Eure Arbeit
 Ansonsten alles gut!

“ “
 so!
 Viele Grüße

 “
 Ich finde deinen Newsletter “Eure Posts sind so wunderbar
 klasse – und er hat jetzt, wo er Die Denkanstöße, die ihr im und tun der Seele sooooogut”
 wöchentlich statt täglich Kurs mitgebt sind Gold wert.

 “
 erscheint, nochmal einen Gerade auch, dass man sich
 Sprung gemacht. Du hast eine bewusst Situationen vorstellen
 klasse Art, die Dinge mit soll oder Listen anfertigen soll. Wow! Was für ein tolles Profil
 Abstand betrachtet in Worte zu Hier könntet ihr vielleicht noch . Witzig und inspirierend!
 fassen und gleichzeitig durch gestaltete Karten anbieten für Danke
 deine Zitate so konkret zu die Formulierung von Gedanken.
 werden.

 9

Enormous market opportunity as millennials are becoming parents

 €50 bn 120m 9m
 Estimated market size of Families with children Babies born every year
 US ParentTech market

There is nothing quite like FamilyPunk in ParentTech

Curated FamilyPunk USPs
content
 • Expertise-based
 *
 • Quick’n’easy
 access
 • “To-go” content:
 Secret
Community/ audio and sauce
services snackable

 Baby/child focus Parent focus

* Most comparable competitor from the US, acquired Jul 2020 by Maven Clinic 11

We make money through a B2C membership model
B2C prices, pre-tax

 Membership Pay-per-Coaching

 €6,66 / month
 based on annual payment €90 / 50 minutes
 All plans include Bundles of 3 sessions
 7 or 14-day free trial available for €240

 Three different billing plans will be available: monthly, quarterly Coaching offer is only available for members.
 payment and annual payment at €12,90, €7,30 and €6,66 per month.

 12

Parents are already spending money for parenting content

 Product Monetarization
 1.5 hours live Webinar with 39,90€ one-time payment, 8 tickets sold w/o
 parenting expert, Nov 26 paid marketing

 App with short, swipeable 50k+ downloads, subscription €5,49/month,
 parenting tips (text-based) sold to Maven Clinic in Jul 2020

 Collection of parenting 41k in Gold premium Facebook group, cost:
 videos $350 one-time payment
 App offering child >500k monthly users, $100k MRR,
 development content subscriptions range from $3.7-10.5/month,
 Chez Mama Blog with parenting and DIY 480 supporters via Steady, fee ranging from
 Poule tips €54-€420/year. Estimated income €30k/year

 Parenting books, e.g., by Geschwister als Team: 45k sold, €18 each
 Nicola Schmidt Erziehen ohne Schimpfen: 60k sold, €18 each
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Roadmap 2020/21
 2020 2021
 1st half 2nd half Q1 Q2 2nd half

 Product-
 Problem-
 Reach Launch V1 channel- Growth
 solution fit
 market fit

• Incorporation • V1 of first audio course • Finalization of Go-To- • Validation of hypotheses • Focus on KPI-based
• MVP of first audio course tested with 500+ parents Market strategy for channel and market measurable growth
 tested with 50 parents • Tested marketing channels • Launch of new audio • Testing of assumptions on • Invest in operational
• WhatsApp channel test (FB, IG, cooperation and formats unit economics excellence for content
• Daily parenting newsletter Influencer marketing) • Launch of audio platform • Hiring of key people creation and marketing
 launched • Launch of Telegram • Closing of seed round • Expansion of the web • Expansion to other
 channel platform geographic markets
 beyond DACH

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We are an experienced team that really wants to solve this problem

 Dr. Jutta Merschen, 3 kids Janet Thiemann, 2 kids Daniel D'Angelo R. Barros, 2 kids
 Co-Founder & MD Co-Founder & MD Tech Advisor
 • 12+ years experience • 15+ years experience • 15+ years experience
 • Ex-McK consultant and digital • Parenting expert • Full-stack developer and dev ops
 product manager • Ex-MD of a social startup for expert
 • Focus areas: marketing, parent education • Focus areas: tech vision, tech
 finance, UX • Focus areas: product, content, oversight
 coaches

Supporters Partners in ParentTech

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We are looking for angels

THE FUTURE.
To help create a more empathic, positive and diverse society.
 ALL CHILDREN
 ARE BEAUTIFUL.

TOGETHER.
Looking for angel investors who believe in audio content and want to
reinvent parenting. Together. M O M , W HAT
 DOES ACAB
 STAND FOR?

NOW.
Raising 200k € to fund content production, market launch and salaries.

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THE DIGITAL COACH FOR
 PARENTS

Reinvent parenting with us.

 Dr. Jutta Merschen &
 Janet Thiemann-Zwinzscher
 Founders & Managing Directors
 founders@familypunk.com
 +49 1525 9679426