Beta Byte: WeMothers

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WeMothersBeta Byte is a series underwritten by Bust Out Solutions for that early stage tech found somewhere between idea and reality. Equally exciting as it is raw.

Are you in this phase?

What is the name of the company? Where is it found online?

WeMothers, LLC is a new online community for moms and expecting moms that will enable moms to find, bond with, offer support to and receive support from like-minded moms.

The beta version maps the emotions of moms across the USA & Canada and enables moms to share their feelings (anonymously), track their own emotions over time and see how other mothers are feeling right now. The full version will enable moms to find, bond with, offer support to and receive support from like-minded moms.

What problem does this solve?

WeMothers solves 2 major problems, one for moms, one for marketers:

Problem 1: 9 out of 10 moms want to connect with moms that are going through similar experiences as they are seen as being the most able to provide the desired emotional support. Yet 8 out of 10 moms wish they would have known more moms like them after the birth of their first child and every second mom (that’s potentially 40 million moms) finds it difficult to find other moms to share feelings and experiences with.

WeMothers addresses this need by making it real easy for moms to find and bond with “like-minded” moms.

Problem 2: 60% of moms feel that marketers are ignoring their needs, and 73% feel that advertisers don’t really understand what it’s like to be a mom. (M2Moms 2012).

A better understanding of moms’ moods and emotional eco-system, which WeMothers will provide, will enable marketers to better and more effectively connect with them.

Bust Out Solutions

What is the full launch/release date planned?

Beta has been released in 10/2012, full launch planned for early 2013.

Who is on the team?

Mark Simmons, co-founder, President

Ulli Appelbaum, co-founder

David Levi, co-founder, CTO

What is the specific technology or combination of technologies, framework, languages, etc. that makes this thing run? Is there any IP?

Ruby on Rails, MySQL, MongoDB, HTML/HTML5, CSS/CSS3, JavaScript, jQuery, AJAX, GoogleMaps, OpenStreetMaps, AmazonAWS (EC2, RDS, Route53)

IP will be built over time, primarily in form of algorithms.

Is there a revenue model? How big is the market?

In the US alone there are 80 million moms who influence $2 trillion in spending power. The industry spends around $7 billion in advertising to reach moms online. We see 3 source of revenue:

1. Advertising revenue
2. Revenue through e-commerce & affiliate programs
3. Subscription based monitoring services (social monitoring and listening tools) for marketers

What is your greatest strength?

Most mommy sites function as content publishers that focus on providing information to satisfy an important rational need moms, especially new moms, have.

WeMothers instead focuses on the relationships between moms and on moms’ even more important needs for emotional support and validation.

What is your biggest weakness?

Tight resources.

What is one resource you could use that would take this to the next level?

We need more RoR programmers.

Is there anything else you would like to add?

We built a fan-base on Facebook of over 6,000 mothers in just a few short months prior to launching the beta, a great early indication of the potential attraction for moms of a community created with them in mind. We also tapped into this community to test various iterations of the concept and the site.

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