What is Womco's primary value proposition?

Womco provides personalized nutrition plans specifically designed to manage female hormonal health. By analyzing a user's menstrual cycle, symptoms, and mood, the app generates expert-crafted recipes and nutritional insights intended to reduce the 45 different symptoms associated with hormonal imbalances.

How does Womco plan to make money?

The company uses a freemium model. The 'Standard' version offers 6 weekly recipes and basic tracking for free. The 'Premium' tier costs £20.99 per month and includes hormone testing, 1-to-1 nutritionist consultations, and full access to all app features.

What is the background of the founding team?

The team is led by CEO Annabel de Gheldere (MBA/MSc), CTO Jacopo Gabrielli (Ph.D. in Bioengineering), and CPO Micol Hafez (MSc in Bioengineering and food influencer). This combination provides a mix of technical scientific expertise and business sustainability knowledge.

Who are Womco's main competitors according to the deck?

Womco identifies competitors across two axes: Women's Health and Nutrition Personalization. Key competitors listed include Flo, Clue, and Hormona on the health side, and Noom, HelloFresh, and ZOE (implied by the 'Nutrition Personalization' axis) on the food side.

What are the funding requirements and status?

Womco is seeking £500K in investment. The deck notes that they are EIS/SEIS approved, which offers tax incentives for UK investors. According to the catalogue facts, they previously raised $11.5K from Initiator VC.

Womco Pitch Deck (2023): 19-Slide Pre-Seed Deck

See all 19 slides of the Womco pitch deck — a 2023 Pre Seed deck — with a slide-by-slide teardown of what the deck does well and where it falls short.

Womco’s 19-slide pitch deck presents a compelling case for the intersection of hormonal health and nutrition. Seeking a £500K investment, the company highlights that 85% of women suffer from hormonal imbalances. The deck effectively uses scientific grounding—citing 20 years of research—to support its personalized recipe and tracking app. While the initial business model is a £20.99/month freemium consumer play, the roadmap reveals a strategic shift toward B2B digital therapeutics by late 2024. The team is technically strong, featuring Ph.D. and MSc backgrounds in bioengineering. However, the…

Key takeaways

The problem is quantified by stating 85% of women suffer from hormonal imbalances and 50% regularly use painkillers for menstrual relief (Slide 2).
Womco positions itself as the first science-based personalized nutrition app for women, bridging Health tech and Femtech (Slide 5).
The product features a cycle analysis tool that syncs symptoms and mood to a personalized nutrition platform (Slide 6).
The revenue model is a freemium structure, with a premium tier priced at £20.99 per month including hormone testing and nutritionist consultations (Slide 11).
The total addressable market (TAM) for UK Femtech is estimated at $10bn, with Womco targeting a $300M market share (Slide 13).
The founding team includes a CTO with a Ph.D. in Bioengineering and a CEO with an MBA and MSc in Business Sustainability (Slide 15).
User validation data shows that 82% of beta users expressed a willingness to buy a premium membership for hormone testing (Slide 18).
The company is seeking £500K in funding and is EIS/SEIS approved (Slide 19).

The Hook: Addressing the Hormonal Imbalance Epidemic

Slides 1-3: Problem and Complexity

Womco opens with a clear, high-contrast title slide (Slide 1) featuring the tagline "female fitting food." This immediately establishes the niche: the intersection of diet and female biology. Slide 2, "The Problem," uses three heavy-hitting statistics to justify the company's existence: 85% of women suffer from hormonal imbalances, 64% experience symptoms that disturb daily life, and 50% regularly use painkillers for menstrual relief. These figures are cited to academic sources, providing immediate credibility.

Slide 3, "The Hormones Complexity," uses a visualization of FSH, LH, Estrogen, and Progesterone levels across a 28-day cycle. This slide serves to educate the investor on why a generic nutrition app is insufficient for women. It notes that up to 45 different signs and symptoms are associated with these fluctuations, setting the stage for a personalized solution.

Slides 4-5: The Science and the Opportunity

Slide 4 bridges the gap between the problem and the solution by citing "20 years of research on nutrition for menstrual health." It also includes a crucial piece of internal validation: 80% of women surveyed (850 respondents) would adapt their nutrition to improve hormonal health. This proves intent before the product is even fully detailed. Slide 5 then officially introduces Womco as "The First Science-Based Personalised Nutrition App, for Women," categorizing it as a hybrid of Health tech and Femtech.

The Product: A Data-Driven Nutrition Platform

Slides 6-10: Solution and Features

The solution is broken down into four distinct pillars. Slide 6 focuses on "Cycle Analysis," showing a UI mockup where users log symptoms and mood. The app predicts the user's current phase (e.g., Luteal Phase) and syncs this data to the nutrition engine. Slide 7 and 8 detail the "Personalised Nutrition" and "Science-Based Recipes." The deck emphasizes that recipes are "expert-crafted" and include nutritionist insights, such as how specific ingredients (like tofu for iron and calcium) support energy levels during specific cycle phases.

Slide 9 introduces "Continuous Tracking," which allows users to see their symptom history over time. This is a standard feature in many period trackers, but Womco differentiates it by linking it directly to nutritional interventions. Slide 10 is a transition slide that reinforces the "Solution" branding, though it adds little new information beyond visual consistency.

Slide 11: Business Model

Womco presents a classic freemium model. The "Standard" tier is free and includes 6 weekly recipes and basic tracking. The "Premium" tier is priced at £20.99 per month. This is a relatively high price point for a consumer health app, but Womco justifies it by including high-cost services: hormone testing and 1-to-1 nutritionist consultations. This suggests the company is positioning itself as a premium health service rather than just a utility app.

Market Dynamics and Competition

Slides 12-13: Market Size

The market opportunity is framed globally and then narrowed to the UK. Slide 12 notes the Global FemTech market was $50.6bn in 2022 with a 13% CAGR. It also highlights that women are 75% more likely to use digital health tools. Slide 13 provides a traditional TAM/SAM/SOM breakdown. They estimate the UK Femtech Market (TAM) at $10bn, the Hormonal Health Subsector (Target Market) at $2bn, and aim for a 15% market share, which they value at $300M. While the $10bn TAM for just the UK seems aggressive, the subsector focus is more realistic.

Slide 14: Competitive Landscape

The competition matrix (Slide 14) uses "Women's Health" and "Nutrition Personalisation" as its axes. Womco places itself in the top-right quadrant (high on both). Competitors like Flo and Clue are high on women's health but low on nutrition. HelloFresh and Noom are high on nutrition but low on specific female health focus. This is a standard but effective way to show a "white space" in the market.

The Team and Strategic Partners

Slide 15: Founders and Advisors

The team slide is a strong point for a pre-seed company. CTO Jacopo Gabrielli holds a Ph.D. in Bioengineering, and CPO Micol Hafez holds an MSc in Bioengineering. CEO Annabel de Gheldere brings the business side with an MBA. The presence of two bioengineers suggests the "science-based" claim is backed by internal expertise. The advisor section includes the CMO of Lumen and several certified nutritionists, further bolstering their medical/nutritional authority.

Slide 16: Partnerships

Slide 16 uses a Venn diagram to show partnerships across Suppliers (Waitrose, Tesco, Sainsbury's), Community (Equinox, Third Space), and Platform (Natural Cycles, Flo). It is unclear if these are active, signed partnerships or "target" partners, as the slide doesn't specify. If these are active integrations, it represents a significant moat.

Traction and Future Roadmap

Slides 17-19: Go-to-Market and The Ask

Slide 17 provides a timeline from June 2022 to June 2023. Key milestones include winning the Initiator VC Accelerator and launching a private beta in December 2022. Slide 18, "User Validation," provides the most important traction metrics: 250+ private beta users, an 80% recommendation rate (4 out of 5 users), and 82% expressing a willingness to pay for the premium tier. These are strong early signals of product-market fit.

The final slide (Slide 19) outlines the future. The roadmap is ambitious: launching hormone tests in Sept 2023, expanding to pregnancy and menopause by Dec 2023, and transitioning to a B2B "Digital Therapeutic" by Sept 2024. The slide concludes with the ask: £500K in investment, noting they are EIS/SEIS approved.

What Womco Does Well

Scientific Authority: By leading with bioengineering founders and citing 20 years of research, Womco avoids the "wellness fluff" that often plagues the nutrition app space. They frame hormonal health as a biological data problem, which appeals to sophisticated investors.

Clear Differentiation: The competitive matrix clearly identifies why existing giants (Flo, Noom) aren't solving this specific problem. The focus on the "food-hormone connection" is a unique and defensible niche.

High-Value Monetization: Instead of relying on $4.99/month subscriptions, Womco goes for a high-ticket £20.99/month model by bundling physical goods (hormone tests) and professional services (consultations). This significantly increases the potential LTV (Lifetime Value) of a user.

What is Missing from the Womco Deck

Unit Economics: There is no mention of Customer Acquisition Cost (CAC) or the margins on the £20.99 premium tier. Given that this tier includes hormone tests and 1-to-1 consultations, the COGS (Cost of Goods Sold) will be high. Investors need to know if this model can scale profitably.

B2B Strategy Details: The roadmap mentions a shift to B2B Digital Therapeutics by 2024, but the deck provides zero information on how they will sell to enterprises or insurance providers. Since the catalogue facts list them as a B2B company, the lack of a B2B sales strategy slide is a notable omission.

Partnership Clarity: Slide 16 lists major retailers like Waitrose and Tesco. Without labels like "In Discussion" or "Signed Agreement," these logos can be misleading. Clarifying the nature of these relationships is essential for due diligence.

What Other Founders Should Copy

The Problem-Complexity-Science Sequence: Womco does an excellent job of explaining why the problem is hard before showing the solution. Founders in complex regulated spaces should follow this flow: quantify the pain, explain the biological/technical complexity, and then present the science-backed solution.

Validation of Intent: Even without massive revenue, Womco proved that 82% of their beta users would pay for a specific feature (hormone testing). Surveying your beta users on their willingness to pay for specific tiers is a powerful way to de-risk the business model for early-stage investors.

Advisor Alignment: Their advisors aren't just random names; they are specifically chosen to fill gaps. Having the CMO of a successful metabolic health company (Lumen) and GTM experts for menopause/pregnancy shows they are thinking about the next three steps of their roadmap.

Frequently asked questions

What is Womco's primary value proposition?: Womco provides personalized nutrition plans specifically designed to manage female hormonal health. By analyzing a user's menstrual cycle, symptoms, and mood, the app generates expert-crafted recipes and nutritional insights intended to reduce the 45 different symptoms associated with hormonal imbalances.
How does Womco plan to make money?: The company uses a freemium model. The 'Standard' version offers 6 weekly recipes and basic tracking for free. The 'Premium' tier costs £20.99 per month and includes hormone testing, 1-to-1 nutritionist consultations, and full access to all app features.
What is the background of the founding team?: The team is led by CEO Annabel de Gheldere (MBA/MSc), CTO Jacopo Gabrielli (Ph.D. in Bioengineering), and CPO Micol Hafez (MSc in Bioengineering and food influencer). This combination provides a mix of technical scientific expertise and business sustainability knowledge.
Who are Womco's main competitors according to the deck?: Womco identifies competitors across two axes: Women's Health and Nutrition Personalization. Key competitors listed include Flo, Clue, and Hormona on the health side, and Noom, HelloFresh, and ZOE (implied by the 'Nutrition Personalization' axis) on the food side.
What are the funding requirements and status?: Womco is seeking £500K in investment. The deck notes that they are EIS/SEIS approved, which offers tax incentives for UK investors. According to the catalogue facts, they previously raised $11.5K from Initiator VC.

Cover slide of the Womco pitch deck — Pre-Seed 2023 — Womco pitch deck, slide 1 (2023)

Womco pitch deck: the facts

Company: Womco
Year: 2023
Stage: Pre-Seed
Slides: 19
Sector: Healthcare

Womco pitch deck PDF

The full Womco deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Womco pitch deck was used for

This is Womco’s 19‑slide pre‑seed pitch deck from 2023, used to raise approximately $11.5K according to the deck library’s healthcare overview. The deck markets Womco as a science‑backed personalised nutrition and hormonal health platform for women, initially launched as a direct‑to‑consumer app and later repositioned toward a B2B digital therapeutic model for employers. It focuses on cycle‑synced nutrition, blood‑test‑driven insights, and expert consultations to address hormonal imbalances affecting women throughout their lives.

Business model: B2B digital hormonal health clinic and personalised nutrition app offered primarily through employers to support women’s hormonal health from reproductive age through menopause.

Round: Pre‑Seed
Year: 2023
Raised: $11.5K
Founders: Annabel de Gheldere, Micol Hafez, Ilyas Jaan
Headquarters: London, United Kingdom.
Industry: FemTech / Digital Health / Healthcare.

What happened after the Womco deck

Following the 2023 pre‑seed deck, Womco launched its personalised nutrition app, expanded into at‑home hormone and nutrition testing with expert consultations, received an industry award for hormonal health, and began positioning itself as a B2B digital hormonal health clinic for employers, though no major institutional funding rounds have been publicly documented.

Launch of the Womco app in March 2023 providing personalised weekly recipes tailored to hormonal phases, symptoms, and d
Introduction of at‑home hormone and nutrition test kits combined with 1‑to‑1 consultations as part of the service offeri
Recognition with a World Future Awards Application for Hormonal Health 2023 for its personalised nutrition solution.
Development of a B2B positioning as a digital hormonal health clinic for employers, including corporate‑focused offering

What the Womco deck got right

Strong, problem‑led framing with clear pain points. The deck presents a clear and sizeable problem by highlighting that a very high proportion of women suffer from hormonal imbalances, experience daily‑life‑disturbing symptoms, and frequently rely on painkillers for menstrual pain, which establishes urgency and market size early in the narrative.
Cohesive product story from data collection to behaviour change. Womco’s solution slide sequence—cycle analysis, personalised weekly recipes, smart grocery lists, and continuous tracking—articulates an end‑to‑end user flow that shows how the product integrates into daily life and closes the loop between data, recommendations, and outcomes.
Differentiated, science‑backed positioning beyond simple tracking apps. The deck and associated teardown communicate a differentiated product that combines science‑backed personalised nutrition, hormone testing, and 1‑to‑1 expert consultations, positioning Womco beyond a basic tracking app and into a more clinically relevant, higher‑value offering.
Clear subscription pricing and monetisation structure. By highlighting a freemium model with a clearly priced premium tier (£20.99/month) that includes additional services, the deck gives investors a tangible sense of pricing, monetisation, and potential lifetime value per user.
Thoughtful evolution toward B2B employer proposition. The transition from an initial consumer app to a B2B digital hormonal health clinic offered via employers is explicitly articulated in later commentary around the deck, signalling strategic flexibility and a path to higher‑value, recurring revenue relationships.
Credibility anchored in expert and research backing. Founder and profile content around the deck emphasise involvement of expert gynaecologists and nutritionists and reference 20 years of research on food‑hormone connections, which bolsters credibility for a health‑focused product in a sensitive domain.

What could have been stronger

Key problem statistics are not referenced or evidenced in the slides. The deck cites statistics such as “85% of women suffer from hormonal imbalances” and “women regularly use painkillers for 50% menstrual pain relief” on its problem slide, but does not reference specific clinical studies, sources, or methodologies for these figures, which could raise evidence and credibility questions.
Business model economics around testing and consultations appear under‑developed. While the deck and teardown describe a freemium model with a £20.99 per‑month premium tier including hormone testing and nutritionist consultations, the deck (as summarised) does not clearly break down unit economics, gross margin assumptions, or how often expensive tests are included, leaving profitability and scalability assumptions under‑specified.
Competitive differentiation and defensibility are not deeply articulated. The deck positions Womco as a first‑of‑its‑kind science‑backed personalised nutrition app for hormonal health but, based on available summaries, does not systematically compare its approach, features, or evidence base to existing menstrual or hormone‑focused apps and digital clinics, which may leave investors unclear on defensibility.
Lack of clearly presented clinical validation or regulatory pathway. Available coverage emphasises strong scientific backing and expert involvement but does not mention large‑scale clinical validation, published outcomes, or regulatory status in relation to the deck, which could be a concern for investors evaluating a product that borders on a digital therapeutic.
Limited external funding traction evidenced in connection with this deck. The deck library notes only a modest pre‑seed raise of around $11.5K associated with this deck and does not reference named institutional investors, which may signal that the deck was used for a small initial or pilot round rather than a fully subscribed pre‑seed round, potentially limiting external validation at that stage.

How an investor would read this deck

What draws attention

The deck highlights a very large addressable problem by citing high prevalence of hormonal imbalances and the impact on women’s daily lives, which directly supports a big‑market narrative aligned with the broader FemTech opportunity.
Womco’s solution combines cycle analysis, nutrition, blood testing, and expert consultations, creating a more integrated and potentially higher‑value offering than simple tracking apps and suggesting opportunities for recurring revenue via subscriptions.
The B2B positioning as a digital hormonal health clinic for employers taps into growing employer interest in women’s health benefits and workplace wellbeing, which can offer higher willingness to pay and more predictable contracts than purely consumer models.
Founders highlight 20 years of scientific research into the food‑hormone connection and involvement of gynaecologists and nutritionists, which can resonate with investors who prioritise evidence‑based health products.

Risks that stand out

Execution risk in shifting from a consumer app to a B2B digital clinic model, which requires different sales capabilities, longer sales cycles, and employer‑level integrations.
Dependence on laboratory testing, expert consultations, and personalised meal creation may create operational complexity and cost structures that hinder margin expansion and scalability if not tightly managed.
The space for menstrual and hormonal health apps is increasingly crowded, and without clear IP, data moats, or unique clinical evidence, Womco may face significant competitive pressure.
Regulatory and clinical‑validation expectations for digital therapeutics and health apps are rising, and insufficient evidence or compliance could limit partnerships with employers, payers, or healthcare systems.

Questions this deck invites

Can the company provide specific peer‑reviewed studies or clinical data supporting the claim that its nutrition protocols significantly reduce hormonal symptoms, and what endpoints or biomarkers have been validated?
How frequently are blood tests and 1‑to‑1 consultations included in subscription tiers, what are the direct costs of these services, and how do these costs impact gross margins at scale?
What traction has Womco achieved with paying users or employer clients (e.g., number of active users, retention, pilot results, B2B contracts) since launching the app in early 2023?
How does Womco navigate regulatory requirements (e.g., medical device or digital therapeutic rules, lab testing regulations) in the UK and EU, and does the product make any claims that might trigger stricter oversight?
Who are the closest competitors in menstrual, fertility, and hormonal health apps or digital clinics, and what is Womco’s defensible advantage in terms of data, IP, partnerships, or distribution channels?

What founders can take from the Womco deck

Anchoring the problem slide in large, relatable statistics about women’s hormonal imbalances and painkiller use makes the burden immediately tangible and connects directly to productivity and quality‑of‑life impacts.
Demonstrating an end‑to‑end journey—from cycle analysis to personalised recipes, grocery lists, continuous tracking, and consultations—helps investors visualise how a digital health product becomes embedded in a user’s daily routine and data loop.
Pairing a freemium app experience with a premium tier that includes testing and expert consultations shows how to layer higher‑value clinical services on top of a scalable digital product.
Repositioning an initially consumer‑focused product as a B2B digital clinic for employers illustrates how founders can adapt their go‑to‑market to align with buyers who have clearer budgets and stronger incentives to pay for health outcomes.
Using a clear science narrative—20 years of research on the food‑hormone connection and expert‑designed questionnaires—shows how early‑stage health startups can build credibility even before large clinical trials are completed.
Focusing on a specific underserved segment (women’s hormonal health across the lifecycle) demonstrates how thematic focus in FemTech can differentiate a startup and make the deck compelling despite relatively small initial funding.

Womco pitch deck: common questions

What is Womco and what does it do?

Womco is a London‑based FemTech and digital health startup that provides a personalised nutrition and hormonal health platform for women, combining cycle tracking, symptom assessment, blood tests, and expert consultations to improve hormonal balance and reduce related symptoms.

How much did Womco raise with this pitch deck and at what stage?

According to a healthcare pitch‑deck library summary, Womco used this 19‑slide deck in 2023 at the pre‑seed stage and raised about $11.5K with it. No separate press or funding announcement detailing investors or valuation could be located.

How does Womco’s product work in practice?

Womco’s product analyses a woman’s menstrual cycle, symptoms, mood, and lifestyle through questionnaires and, in some cases, blood tests, then generates personalised weekly recipes and nutrition guidance tailored to each hormonal phase, supported by hormone testing and 1‑to‑1 nutritionist consultations for premium users.

Is Womco a consumer app or a B2B solution?

The deck (and subsequent coverage) describe an evolution from a consumer app focused on menstrual‑cycle‑synced nutrition to a B2B solution offered via employers as a digital hormonal health clinic for female employees, aiming to improve wellbeing and workplace productivity.

Who is Womco’s target market and what conditions does it address?

Womco targets women experiencing hormonal imbalances and related symptoms across their lifespan, initially focusing on menstrual health for women aged roughly 18–40, with plans to expand into pregnancy, fertility, and (peri)menopause segments and to roll out to corporate clients in the UK and later Europe.

Sources

Funding and outcome facts on this page were researched on 2026-08-21 from the pages below.

Womco pitch deck slides

Womco pitch deck slide 1 of 19 — Womco pitch deck — slide 1 of 19

Womco pitch deck slide 2 of 19 — Womco pitch deck — slide 2 of 19

Womco pitch deck slide 3 of 19 — Womco pitch deck — slide 3 of 19

Womco pitch deck slide 4 of 19 — Womco pitch deck — slide 4 of 19

Womco pitch deck slide 5 of 19 — Womco pitch deck — slide 5 of 19

Womco pitch deck slide 6 of 19 — Womco pitch deck — slide 6 of 19

What each slide of the Womco pitch deck says

Slide 2

The Problem 85% Women suffer from hormonal imbalances 64(y Women experience symptoms that disturb O heir daily lives (V) Women regularly use painkillers for 50% menstrual pain relief *

Slide 3

The Hormones Complexity ovuLaTion ® : w PERIOD * o % 28 -— FSH -— | H mmm Estrogen mm Progesterone Up to 45 different signs and symptoms may be associated with hormonal imbalances iia 0M

Slide 4

The Opportunity ears 80% on nu(nhqn for Women would adapt their trual health - nutrition to improve their udvcncung the foodhormonal health * hormone connection ' e te

Slide 5

Vy The First Science-Based a Personalised Nutrition App, we for Women. J Health tech x Femtech ¥

Slide 6

My daiy insights O vew © ey [ Solution Cycle Analysis We analyse and predict the user's cycle, current phase, symptoms and mood, which is then synced to our personalised nutrition platform

Slide 7

Discover your weekly personalised recipes Solution Nutrition, Personalised We provide weekly personalised recipes based on user and expert nutritionist data, with a smartgrocery list and meal-planning features.

Slide 9

Solution Continuous Tracking We track menstrual health and progress in real-time to empower women to take an active role in their health and live in harmony with their menstrual cycles.

Slide text above is read directly from the Womco deck PDF embedded on this page.