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: NaturVention

NaturVention logoNaturVention has developed a fully automated living green wall that cleans the indoor air from multitude of harmful substances exactly the way nature does, by using living plants. Even more so, they’ve come up a way to make the process 100 fold more efficient. Furthermore the system naturalizes indoor air breaking harmful chemicals, increasing the amount of natural chemicals and oxygen in the air and ensuring healthier humidity levels. By doing this they have been able to eliminate many of the indoor air quality related problems, for instance reducing sick leaves in many occasions, not to mention the improved quality of life for people involved. The market opportunity is simply put huge, there are billions of people suffering of bad quality indoor air on daily bases, especially in Asia.

Greenwall in a lobby

Greenwall naturalizes the indoor air using living plants. It does it by breaking harmful chemicals, increasing the amount of natural chemicals and oxygen in the air and ensuring healthier humidity levels.

Prior to Butterfly’s investment NaturVention had developed the first product with over 98 % test to purchase conversion and >500k€ worth of revenue. Their customer base is very satisfied. They had also filed international patent application for the key parts of the technology involved.

“According to WHO unhealthy indoor air is one of the biggest health challenges of the world today. While the original idea of plants purifying air in enclosed ecosystems is based on NASAs research from 1970s, we took the initial ideas to the next level, and were able to solve a bunch of technological challenges that made the actual active green wall possible. We wanted Butterfly along, as they have great international networks, action-oriented way of operating as well as plenty of needed knowledge of scale-up and marketing. Furthermore they had an excellent reputation among their portfolio companies.” (Aki Soudunsaari, Co-Founder & COO of Naturvention)

Butterfly invested into NaturVention because of their ability to solve a problem with huge, tens of billions, market opportunity. The team has done excellent job while addressing many of the challenges related into such complex product combining living plants, mechanics, hardware and software as well securing the first satisfied customers. Furthermore Butterfly saw a clear opportunity to bring in added value to the case in the areas of marketing, market requirements, business models and international networks. Butterfly’s investment will be used for releasing a more scalable product version, as well as preparing for international scale-up.

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.