Case: Laturi

Laturi logoThe first step for a Personal Trainer with a new client is always to start with a fitness assessment. Traditionally this time consuming process requiring heavy and expensive equipment limits the number of clients personal trainers can serve. Laturi has designed a way to carry out fitness assessment quickly and efficiently. With the Energy Test, one personal trainer is able to test up to 400 people in just a week, the improvement is several folds compared to traditional means. The web based Energy Service and the Energy Test equipment is easy to carry, inexpensive and highly mobile. As a result of the Energy Test person gets an Energy Index, which tells the time that peak energy output can be experienced, whether at work, performing routine chores or engaging in recreational activities. Energy Index tells the benefit of being fit in such a way that gets people excited about taking care of their well being.

Laturi's web application tells in very understandable and motivating way about your fitness. In addition to Energy Index itself, it also breaks the results into sub-categories that visually show your strengths and help pinpoint the possible problem areas.

Laturi’s web application tells in very understandable and motivating way about your fitness. In addition to Energy Index itself, it also breaks the results into sub-categories that visually show your strengths and help pinpoint the possible problem areas.

Prior to Butterfly’s investment Laturi has filed methodology patent, launched the service, sold the Energy Test to over 20 businesses providing fitness assessments and as a result gathered validation for their business model.

“Realizing the benefits of improved employee’s fitness, American businesses invest over 20 Billion dollars annually in their efforts to help employees increase their level of physical activity. We have been seeking for an investor who shares our belief in the growing health and fitness market and can provide support for our plans to create a scalable international business. We are truly excited that we get to work with Butterfly and get concrete and committed support along the way.” (Vesa Tornberg, Founder of Laturi)

Butterfly invested into Laturi because of the extremely positive user experience of the service, Laturi’s strong and committed team with superlative industry expertise and balanced skill set. There is a fast growing market worth of hundreds of millions for Laturi’s product and Laturi has a solid plan for the distribution model. Furthermore the business model already has validation. Butterfly’s investment will be used for international growth, enhance the business model and establish the required metrics to leverage the valuation up for follow-on financing rounds.

Case: CaddieON

CaddieOn LogoProfessional athletes use all available information to improve their performance. In golf, collecting the data requires a load of statisticians who follow the players and record each shot. Amateur golfers would love to have the same means to improve their performance as well. However, all the prior solutions either require too much concentration on manual data collection or one needs to pay big money for a live caddie to do the job. CaddieON allows automated golf data collection. The patent pending product enables the round events to be recorded shot by shot, shared and broadcasted in real time. Even better, player can compare his performance with other players and compete in all game details, not only with total round score. Instead of gadgets, you get to focus on game and play better. Now, that’s a strong value proposition for a golfer.

The CaddieOn wristband automatically detects the strokes and the club used for it. There's no easier way to keep track of your golf game play.

The CaddieOn wristband automatically detects the strokes and the club used for it. There’s no easier way to keep track of your golf game play.

CaddieON has launched the product and starting the sales in Finland during summer 2013. Prior to investment it has already announced cooperation with half a dozen golf courses in Finland and collected crowd funding from Finnish golfers worth 13 thousand euro.

”There are 60 million golfers in the world. CaddieON will lead the way in giving the golfers most value for their golf and making golf more rewarding, enjoyable and interesting than ever. The international market potential is worth several hundred millions. We wanted to have an investor who can help us with business models as well as finding the right partners. Butterfly was our best choice and shares our passion for lean customer driven development.” (Tuomo Lalli, CEO of CaddieON, Inc.)

In addition to automatically created golf game play record the CaddieOn mobile app has all the features you would expect from a golf app and there's many more coming up.

In addition to automatically created golf game play record the CaddieOn mobile app has all the features you would expect from a golf app and there’s many more coming up.

Butterfly invested into CaddieON because the patent pending product concept allows superior ease of use and thus stronger value proposition for golfers in a market worth of several hundred millions. Furthermore the business model offers several avenues for monetization. The CaddieON team has shown both the ability and commitment. Finally their ongoing crowd funding campaign has already gained significant traction among their future customers. Butterfly investment will be used to validate value proposition and establish the required metrics to leverage the valuation up for follow-on financing rounds.

Case: WhileOnTheMove

While On The Move logoThe first product of WhileOnTheMove is Daisy – a complete day care solution. Daisy includes mobile applications to day care employees and child-minders, mobile/web service to day care management and mobile/web service to parents. Real life tests have shown that in a city of 100 000 habitants Daisy can relocate over 65 000 hours of manual paperwork into more important tasks; taking care of the children. Furthermore a single 24/7 daycare unit can save up to 180 000€ a year by deploying Daisy to allow parents easily inform their weekend day care needs. This value proposition together with the fact that Europe alone represents over 100 million euro market potential for such product clearly makes the case.

Before the investment WhileOnTheMove has launched their product, secured several major customers, such as cities of Oulu and Jyväskylä as well as partnered with market leading distributor in France, who has already made the first sale there.

”From the very beginning WhileOnTheMove has targeted to international markets. Today we have closed our first international partner agreements and deals. The next step is to boost even more on international sales. To achieve the goal we need both funding and guidance. We see Butterfly as a perfect partner helping us in both.” (Kari Kivistö, CEO of WhileOnTheMove)

Butterfly invested into WhileOnTheMove because their product offers good fit to market requirements that are changing and clear cost saving value proposition. The product is launched; gaining traction; and already agreed sales provide significant and relatively long term revenue. Furthermore, the WhileOnTheMove team has shown significant personal commitment and demonstrated their ability to deliver. Butterfly investment will be used to speed up the sales, especially internationally.