MoonRise Pitch Deck: Slide-by-Slide Breakdown

Executive Summary: The Creator Economy Meets FemTech

MoonRise enters the market at the intersection of two massive trends: the creator economy and the underserved women's health sector. By rebranding from Womencycles.com, the company signals a broader ambition beyond menstrual health, targeting chronic conditions that affect 180 million women across major Western markets. The deck is a masterclass in showing, not just telling, that a B2C wellness platform can have SaaS-like margins and sustainable unit economics.

Slide 1: Title and Rebranding

The cover slide introduces MoonRise Health and clearly notes the transition from their previous identity, Womencycles.com . The imagery is bright and aspirational, featuring a woman in the target age demographic (45+), which aligns with the 'willing and able' customer profile mentioned later in the deck. It establishes the round as a Seed Investment Round.

Slide 2: The $400B Opportunity

MoonRise frames the problem through the lens of a 400B$ chronic health market . They highlight three key pillars: a 40% higher multi-morbidity rate in women than men, a 26% CAGR in alternative medicine, and their solution—a creator platform for practitioners. This slide does a good job of connecting macro-economic trends (regulation changes and patient demand) to their specific business model.

Slide 3: The Pain Point

This slide uses social proof via headlines from the New York Times and BBC to validate the claim that women's chronic issues are overlooked. The most striking figure here is the claim that they have discovered 4932 symptoms that are currently ignored. They categorize the current failure of the medical system into three buckets: denial of symptoms, one-size-fits-all solutions, and expensive surgery as the only option.

Slide 4: The Platform Mechanics

MoonRise defines itself as an evidence-based health and healing platform . They provide the tools for certified practitioners to digitize their knowledge through pre-recorded video. Key metrics revealed here include 25 practitioners onboarded and a 78%+ gross margin after payouts . This high margin is a critical data point for a Seed stage company, suggesting the platform is highly scalable without linear cost increases.

Slide 5: The Product Experience

The deck gets specific about the first product: a $349 12-week program focusing on pelvic issues (incontinence, prolapse, pelvic pain). The product is delivered through three channels: personalized programs, follow-along videos, and a one-on-one chat. The inclusion of a WhatsApp-style chat screenshot suggests a high-touch, community-driven approach to healing.

Slide 6: Traction and Unit Economics

This is arguably the strongest slide in the deck. It shows two charts: revenue vs. ad spend and CAC vs. LTV. Revenue is shown growing sharply from Q2 21 to Q1 22, reaching approximately $40,000 while ad spend stays significantly lower (around $15,000). The CAC is trending down (from ~$650 to ~$180) while LTV is trending up (reaching ~$400). They claim a 2.2x payback on the first buy and an 80% renewal rate , which are exceptional metrics for a B2C health app.

Slide 7: Social Proof and NPS

Rather than standard quotes, MoonRise presents 'Love Stories.' They report an NPS of 50 . The slide includes a survey result showing that 30.8% of their users have suffered from symptoms for more than 5 years, emphasizing the 'chronic' nature of the problem they are solving. Video testimonials and Facebook group screenshots add a layer of authenticity to the claims.

Slide 8: Future Pipeline

The company outlines its roadmap for 2022, targeting symptoms like Diastasis-Recti, Thyroid Challenges, Menopausal Symptoms, and PCOS . They aim to onboard 100 practitioners and reach 200+ symptoms within 18 months. They also mention a transition from manual to AI-personalization , which is a common pitch for scaling a service-heavy business into a tech-heavy one.

Slide 9: The Billion Dollar Path

MoonRise identifies four value drivers to build a 1B$ business : cross-selling, a MasterClass-style influencer model, localization into EU languages, and creator-led growth hacking. This slide is intended to show investors that the founders are thinking about the long-term scale and network effects, not just a single-product success.

Slide 10: Market Expansion

The TAM (Total Addressable Market) is broken down into a 15B$ core market (180 million women, 20% of whom can afford out-of-pocket expenses). They also point to adjacent markets: a 100B$ online health education market, 60B$ for the digitalization of naturopathy, and 70B$ for DTC natural supplements. They note their current LTV is $395 .

Slide 11: Competitive Landscape

The competitive matrix places MoonRise in the top-right quadrant (Personalised + Coaching). They name competitors like Belly Rebuild, Block Therapy, Kindbody, Natalist, Parsley Health, and Elvie . The slide argues that most competitors are either not personalized or lack the coaching element that drives MoonRise's high retention.

Slide 12: The Team

The team slide is strong on relevant experience. Filippa Odevall is a founder of Nordic's largest yoga network in schools and a published author. Mahesh Kumar is a co-founder of FitnessCollection, which was sold to Classpass in 2019 . The presence of institutional investors like Angellnvest, Auxxo, and Calm/Storm VC on the right side of the slide provides immediate credibility for a Seed round.

Slide 13: Why Now?

The 'Why Now' slide focuses on the aging demographic (Women 45+) who have the 'money, time, and drive' to solve chronic issues. They also cite the cultural shift toward 'detabooing' women's health issues, driven by media like the BBC and Netflix.

Slide 14: The Ask

The deck concludes with a clear, unambiguous ask: Raising 2M EUR for 20% Dilution . They summarize their five key strengths: market size, scalable creator platform, 2.2x payback, expansion room, and a proven team. This level of transparency regarding valuation and dilution is rare in public decks but very helpful for filtering the right investors.

Slide 15: Appendix

The final slide lists what is available in the appendix: financial snapshots, unit economics, cash needs, and long-term vision. It invites deeper due diligence for interested parties.

What MoonRise Does Well

The MoonRise deck is exceptionally disciplined regarding unit economics. By showing the CAC/LTV crossover on slide 6, they answer the most important question for any B2C platform: can you acquire customers profitably? Most wellness decks focus on the 'mission' and 'vibe,' but MoonRise leads with the math. The 78% gross margin is another standout figure that justifies their 'platform' rather than 'service' categorization.

Furthermore, the team slide is excellent. Having a founder with a previous exit to a major player like Classpass significantly reduces the perceived execution risk for Seed investors. They also do a great job of defining their 'wedge'—pelvic health—before showing a clear path to expansion into broader categories like thyroid and menopause.

What is Missing from the MoonRise Deck

While the deck is strong, it is light on regulatory and clinical validation . In the healthcare space, 'alternative medicine' and 'natural healing' can be red flags for certain VCs due to the risk of medical liability or FTC/FDA crackdowns on health claims. While they mention 'evidence-based' credentials, they don't detail the specific clinical protocols or studies that back their 12-week programs.

The deck also omits a detailed use of funds breakdown. While they ask for 2M EUR, they don't specify how much will go to R&D (the AI personalization mentioned), marketing, or practitioner recruitment. Investors usually want to see a rough percentage split to understand the company's immediate priorities.

Founder Takeaways: What to Copy

Be transparent with your ask: Stating '2M EUR for 20% Dilution' sets a clear frame for the conversation and saves time for both the founder and the investor. · Show the unit economics trend: Don't just show a snapshot of CAC. Show that it is trending down while LTV is trending up. This proves you are learning how to optimize your marketing. · Use a 'Wedge' strategy: MoonRise doesn't try to solve every women's health issue at once. They start with pelvic issues, prove the model, and then show the 'symptom pipeline' for expansion. · Leverage the Creator Economy: If your business involves experts, frame it as a 'creator platform.' This suggests higher scalability and better margins than a traditional clinic or coaching business. · Social Proof beyond quotes: Using screenshots of Facebook groups and survey data about how long users have suffered makes the problem feel more urgent and the solution more community-validated.