Case: Selqee

logo-selqee-1280Despite of the fact that training programs are in the very core of fitness training, the tools to prescribe and deliver them are far from optimal. Strength training programs are mainly a bare list of prescribed movements without an explicit and systematic plan for personally optimized weight, repetitions and resting time. There’s no real time feedback nor analysis based on actual training session for the trainee or personal trainer. This applies even into mobile app based training programs, only exception being perhaps heart rate driven cardio training apps, which however, are not optimal for strength training. The challenge has been both receiving the training program and collection of training session feedback without requiring too much fiddle from the end user. To get best training outcome the program should be created and updated based on each actualized training performance. Selqee’s Repmax does exactly that. It’s a mobile app that allows personal trainer or trainee to set a certain goal, like gain muscle mass or increase strength endurance, after which the app creates a training program which changes in real time based on actual training performance. All this with excellent user experience.

Repmax is not just a tool for personal trainer to design and deliver personalized training programs to their customers, but also a tool for the end user to get the real time feedback based on training performance. Repmax automatically adjusts the training program during the training and allows in-depth analysis of the training performance after it.

Repmax is not just a tool for personal trainer to design and deliver personalized training programs to their customers, but also a tool for the end user to get the real time feedback based on training performance. Repmax automatically adjusts the training program during the training and allows in-depth analysis of the training performance after it.

Prior to Butterfly’s investment Selqee had bulk of the Repmax-product development ready as well as a number of well know personal trainers lined up for piloting the product.

“The health apps are one of the largest segments in app business. Yet, at the same time it’s very challenging to provide real, tangible added value while keeping the user experience at the top level. Based on feedback by top personal trainers, such as Jaana Kotkansalo, we’ve succeeded here. Butterfly has been very helpful from the beginning. We value particularly their coaching type of attitude and the frank, to the point, relations with them. Also, we are pleased of their great networks and ‘been there, done that’ experience in this segment. Already prior to the investment we went through numerous discussions that helped us to clarify the idea and business model” (Juuso Nissilä, CEO of Selqee)

Butterfly invested into Selqee because of founder team with plenty of both domain and startup experience, their deep insight into sports science as well as physiology and a product idea that addresses most of the end user issues in current gym training applications. Butterfly’s investment will be used to finalize and launch the first product version, validating the end user traction and securing the first few paying customers.

Case: Fjuul

Fjuul LogoFjuul is a mobile app that turns everyday activities into meaningful exercise. It provides guidance for changing daily behavior and building healthy routines to feel energized and keep in shape. Unlike most of the existing apps and gadgets the Fjuul technology has a strong scientific foundation. It translates daily, casual movement into a new measurement unit called Fjuul Points – a universal “currency” of healthy activities. They measure the intensity of movements and related energy consumption (in medical units called METs). In other words, instead of just counting the steps one takes, with Fjuul users can realize the difference of the daily choices they make, such as taking the stairs instead of using the elevator – they can now learn how the mix of intensities impact their exercise levels. This makes an excellent platform for bringing more value to the millions of mainstream users.

Fjuul offers great user experience and it has been globally featured numerous times.

Fjuul offers great user experience and it has been globally featured numerous times.

Prior to Butterfly’s investment Fjuul had released a second version of its top rated mobile app, which had been globally featured by Apple frequently, secured pre-install deal of the demo app with Apple retail stores as well as being hand-picked as one of the few partners during the Apple Watch launch.

“We appreciate the open communication we have had from day one with the Butterfly team and quickly learned that we get a lot of ideas and expertise on our business model, the proper metrics, and how we could jointly move Fjuul towards our set monetization schemes. In particular, we feel that we get ‘out of the box’ thinking, a down to earth partnership, and a creative approach for further value creation, including some synergetic options within the current portfolio investments and related learnings.” (Sascha Wischek, CEO of Fjuul)

Butterfly invested into Fjuul because they have been able to package the value beyond the steps into a great user experience that could appeal even to the mainstream user groups that aren’t interested of traditional testosterone packed sports tracking applications. This is also confirmed by their strong relationship with Apple. In addition, Fjuul shows very promising metrics and extraordinarily active core user group. They have a great experienced team that has demonstrated their execution capability as well as V3 plans with an appealing value proposition. Butterfly’s investment will be used to develop and launch the V3 product suite and test the new business model and value proposition.

Case: Pint Please

Pint Please logoMicrobrewery phenomena has opened ever expanding number of options for beer drinkers, but how to choose what to drink and where to go to? Pint Please is a mobile application that makes it easy, it recommends the beer based on ones’ taste and shows the availability on pubs. In essence, Pint Please is leveraging the long tail phenomena, where people’s tastes are dividing into smaller segments and at the same time creating a need for personally tailored information. Beer industry, including the pubs, is a huge industry involving hundreds of millions consumers and xx of marketing money. While Pint please offers a convenient marketing channel for beer industry and pubs, it also allows the consumers easily find what they like. It’s a true win-win for both.

Pint-Please-3-in-one

Pint Please makes it easy to find the beer you like and the venues selling it. Pint Please recommends the beer according to your previous taste.

Prior to Butterfly’s investment Pint Please had made a test launch in Finland with promising metrics, acquired several paying customers and secured the key partnerships for UK launch.

“We love the beer and Pint Please is in the heart of one of the biggest trends in the world, the long tail. Traditional marketing has been just push, push, push -type, whereas Pint Please is really about the ones taste and allowing pubs and breweries to meet the taste. Everyone wins; we, beer lovers get better beer, breweries will know what kind of beer they should brew and pubs know what they should offer. At the same time, it’s a hundred million market opportunity. We’ve kept the Butterfly guys in the loop from the very beginning. The ongoing dialogue with them has helped us along the way a lot for instance with the business model. It seemed just natural to bring them in, when we had initial market proof and felt we’re ready for going international.” (Juha Karppinen, CEO of Pint Please)

Butterfly invested into Pint Please because of very promising business model with huge market that has shown to be able to generate significant revenue early on, already without millions of users they’re aiming at. This type of monetization capability is very rare among mobile applications. Furthermore the team represents excellent mix of technological and marketing talent as well as enthusiasm towards beer. The communication and co-operation has been easy. Butterfly’s investment will be used for UK launch and further development of the application as well as securing the first major international customers.

Case: CreateTrips

CreateTrips logoPeople want to plan their trips together with family and friends. Furthermore they want to have the travel planning, tips and advices available offline without data roaming charges when they travel. CreateTrips is a social trip planner for the smart traveler. It allows users to draw information from sources such as Foursquare, Instagram and others into a digital map sheet and package it into downloadable travel plans that can be shared with fellow travelers. CreateTrips is not just another trip planner; in addition to already excellent product they have loads of differentiating features under development as well.

CreateTrips app allows easy travel planning together with the people they're traveling with, best of all you can package the travel plan, including the maps and directions into a offline accessible package and thus avoid the roaming charges.

CreateTrips app allows easy travel planning together with the people they’re traveling with, best of all you can package the travel plan, including the maps and directions into a offline accessible package and thus avoid the roaming charges.

Prior to investment CreateTrips had released the first version of their app in Apple’s New Zealand App Store which made it into Top 10 app there just in five days. Global launch is a matter of a few weeks.

”First of all, we can’t be any happier. Seed round – split between Butterfly Ventures and Rkapital – allows the three of us to continue working on CreateTrips full time. We’re building CreateTrips because this is what we love doing – building things that make it easier to do travel planning with friends. Butterfly Ventures offers us an opportunity to have a unique international connections and business development knowledge that is very rare to find from Finnish investors.” (Juha-Petteri Kukkonen, Founder of CreateTrips, Inc.)

Butterfly invested into CreateTrips because the team has excellent background for such venture, including app development, marketing and travel industry knowledge. The market potential is hundreds of millions and there’s clever business model with re-occurring revenue stream, as well as network effects that both ease up the distribution through virality and provide some long term protection from the competition. Butterfly investment will be used to validate the customer acquisition path and business model, as well as establish the required metrics to leverage the valuation up for follow-on financing rounds.

CreateTrips was founded by Juha-Petteri Kukkonen, Jarkka Salminen and Jesse Luoto. Juha-Petteri Kukkonen has been working as a strategist and director for Mindshare Worldwide and Grey Global before quitin’ his day job. Jarkka Salminen is a former rapper and independent game developer. Jesse Luoto was a developer at Activeark JWT before joining the CreateTrips team.