MonBe Pitch
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MonBe
"See your baby feed."
Breastfeeding is the best way to ensure a baby's health and development. Yet millions of parents face overwhelming anxiety about whether their baby is getting enough milk, leading to premature cessation of breastfeeding. MonBe delivers the world's first consumer-accessible, multi-sensor breast-mounted monitoring system that eliminates this uncertainty through clinical-grade feeding insights.
TL;DR
Before we dive into the full story, here's a quick TL;DR answering the five questions investors ask most often:
Market Analysis Deep Dive
Regional Market Data:
• US: 4M annual births, 3.3M start breastfeeding
• Western Europe: 80-98% initiation rates
• Israel: ~90% initiation, strong Tipat Halav integration
• Canada: 94% smartphone penetration among millennial mothers
Healthcare Economics:
• 194 babies per lactation consultant in US
• 68% of feeding records have missing/contradictory data
• 5-7 minutes wasted per clinical visit reconstructing history
• $9,300-$23,380 annual baby spending per family
The Problem
Breastfeeding is the gold standard for infant nutrition, yet parents face crippling anxiety about milk consumption that drives premature cessation.
This challenge is particularly acute for preterm infants and vulnerable babies, where every drop of milk matters for survival and development. However, all parents share the same fundamental fear: "Is my baby eating enough?" This uncertainty affects 80-90% of breastfeeding mothers, who must rely on indirect behavioral cues to assess milk intake.
35-44% of mothers stop breastfeeding early due to "insufficient milk supply" concerns - often based on incorrect perceptions rather than actual feeding problems. The inability to objectively measure milk consumption creates a cycle of fear, anxiety, and premature cessation that undermines the best start for babies.
Current solutions are inadequate: weighing scales disrupt natural feeding, nipple shields can cause rejection, and wrap-around devices interfere with bonding. Only 2 companies offer genuine milk intake monitoring during nursing despite a $2.31 billion market opportunity.
Specific Pain Points Our Products Address:
Early Nursing Phase (0-3 months): New mothers need real-time milk intake data but have no non-invasive way to measure it during direct nursing.
Combination Feeding Period (3-6 months): Mothers introducing formula or other milk substitutes cannot accurately track how much breast milk versus formula their baby consumes, making nutritional planning and feeding decisions extremely difficult.
Night Feeding Challenges (6-12 months): 90%+ of mothers continue night feeding but can't distinguish nutritive eating from comfort sucking, making weaning decisions difficult.
Healthcare Provider Inefficiency: Healthcare providers waste 5-7 minutes per appointment reconstructing incomplete feeding histories instead of providing targeted care.
Public Breastfeeding Monitoring: Mothers need discrete feeding monitoring when nursing in public spaces but lack appropriate privacy solutions with integrated tracking capabilities.
Our Solution
MonBe transforms breastfeeding uncertainty into confidence by providing real-time, objective data about milk consumption without disrupting the natural feeding experience.
MonBe is a gentle, smart sticker that listens to your baby's sucking, swallowing, and breathing to deliver precise feeding insights. This passive, multi-sensor breast-mounted patch captures comprehensive feeding data and provides AI-powered insights through smartphone integration.
As the only true breast-mounted multi-sensor patch available commercially, MonBe eliminates guesswork with post-session NFC data transfer and zero manual logging required. Parents finally get the clarity they need to continue breastfeeding with confidence.
Complete Product Ecosystem:
MonBe Daily: Standard daytime monitoring with real-time intake measurement and latch quality assessment.
MonBe Nightie: Sleep-optimized night feeding classification distinguishing eating, comfort sucking, and sleep states.
MonBe Care: Clinical integration platform providing automated reports for healthcare providers and lactation consultants.
MonBe To-Go: Discrete breastfeeding cover with tetra design, noise sealing technology, and integrated patch compatibility for public feeding monitoring.
Product: How It Works
5-sensor fusion system:
- Acoustic microphone (swallow detection)
- Micro-vibration sensor (jaw motion)
- Temperature sensor (milk letdown)
- 4-electrode bioimpedance array
- Pressure sensor (suction patterns)
Clinical accuracy target: <±5% for final product
User Flow:
1. Apply daily patch (30 seconds)
2. Feed naturally (no disruption)
3. Tap phone to sync (<3 seconds)
4. View AI insights instantly
Traction & Validation
Current Status:
• Provisional Patent: Filed August 2025
• Concept Design: Complete product concept and architecture finalized
• Market Research: Comprehensive patent & competitive analysis
Timeline Upon Investment & Team Building:
Months 1-6: First working MVP development
Months 7-10: Pilot testing with 50+ mothers
Months 11-16: Consumer launch preparation
Months 17-20: Direct-to-consumer launch
Competition Analysis
| Solution | Price | Limitation |
|---|---|---|
| Infant Thrive | $299+ | Clinical focus only |
| Coro Shield | $199 | Nipple shield rejection |
| Hatch Scale | $149 | Disrupts feeding |
| MonBe | $150-250 | None - best of all |
Go-to-Market Strategy
Customer Acquisition:
• Digital Marketing: Social media, parenting forums, influencer partnerships
• Healthcare Partnerships: Lactation consultants, pediatric practices
• Retail Channels: Buy Buy Baby, Amazon, Target
• Direct Sales: Company website, subscription model
Launch Timeline:
Phase 1: Israel soft launch
Phase 2: US direct-to-consumer
Phase 3: EU expansion
Phase 4: Healthcare integration
Business Model
Razor & Blade Model with Software Layer:
Revenue Streams:
• Reusable Core: $50-100 (multi-month lifespan)
• Daily Patches: $30-50/month (subscribe & save)
• Software Tiers: Freemium + premium analytics ($5-15/month)
• Healthcare Integration: Clinic MonBe bulk licensing
Distribution Strategy:
Phase 1: Direct-to-consumer (consumer wellness device)
Phase 2: Healthcare integration (lactation consultants, pediatrics)
Phase 3: Medical device transition (FDA 510k pathway)
Phase 4: International expansion (EU, Canada, Israel)
Team & Expertise
Founding Team:
CEO/Founder: Electrical & Computer Engineering background
• Hardware development expertise
• Multi-sensor integration experience
• Embedded systems and IoT development
Key Advisors & Partners:
• Clinical Advisor: Certified lactation consultant
• Regulatory Advisor: FDA pathway expertise
• Manufacturing Partner: Medical device contract manufacturer
Hiring Roadmap:
Q4 2025: Hardware Engineer, Software Engineer
Q1 2026: Product Designer, Manufacturing Consultant
Q2 2026: Clinical Affairs Manager, Marketing Lead
Detailed Financials & Funding
Funding Needs:
Pre-Seed Round: $600K
• R&D + Team: $500K (83%)
• Regulatory & IP: $100K (17%)
Seed Round: $3-5M
• R&D: $1.5M (50%)
• Regulatory: $0.5M (17%)
• Team: $1M (33%)
Path to Profitability:
Break-even: Month 30
Gross Margin: 60-70%
Monthly Burn: $200K peak
Runway: 24+ months
Use of Funds Breakdown:
Product Development (50%): Hardware prototyping, software development, clinical validation
Team Expansion (33%): Key hires across engineering, product, and clinical affairs
Regulatory & IP (17%): FDA pathway, patent filings, quality systems
Market Opportunity (IL/US/EU Focus)
Phase 1 Launch Markets: Israel, United States, European Union
Market Breakdown:
Israel: ~162,000 mothers initiate annually (90% rate)
United States: ~3.3M mothers initiate annually (83% rate)
European Union: ~3.3-3.9M mothers initiate annually (80-95% rates)
Addressable Market Sizing:
TAM: $2.31B global breastfeeding accessories
SAM: $600-800M IL/US/EU monitoring segment
SOM: $100-200M premium tech adoption
Competitive Advantage
Key differentiators:
• Only breast-mounted multi-sensor patch available commercially
• Post-session analysis (no RF during feeding for baby safety)
• Complete ecosystem (Daily/Nightie/Care/To-Go variants)
• Patent protection: Provisional patent filed August 2025
• Northwestern University bioimpedance validation
IP & Technology Position:
Favorable Patent Landscape: Critical foundational patents have expired (capacitance-based monitoring, NFC integration, smart garment concepts), creating substantial freedom to operate.
Our Protection: Provisional patent application filed August 2025 covering our multi-sensor fusion approach, modular hardware design, and night classification algorithms.
Why MonBe Will Succeed
Long-Term Vision & Impact
5-10 Year Vision:
Transform MonBe into the universal standard for breastfeeding support, ensuring every parent can confidently provide the best nutrition for their baby. Expand globally to support WHO breastfeeding goals and eliminate the anxiety that drives premature cessation worldwide.
Why Now?
• Post-COVID emphasis on disposable medical devices
• Accelerating digital health adoption
• Increased focus on maternal health outcomes
• Breakthrough bioimpedance research validation
• Favorable patent landscape with expired foundational IP
• Modern mothers increasingly demand digital solutions that provide detailed feeding insights and data
• Advanced sensor technology and AI capabilities have matured to enable accurate, consumer-ready monitoring solutions
Global Impact Potential:
Support the 140+ million mothers who give birth globally each year by eliminating the fear and uncertainty that drives premature breastfeeding cessation. Provide objective data that empowers parents to give their babies the best possible start in life, particularly crucial for preterm infants and vulnerable babies where every drop of milk matters.
Join us in transforming breastfeeding through intelligent monitoring technology.
Contact Us Today
Founder & CEO — Eitan Halfon, MonBe
Husband to Mai and proud dad to twin girls, Yam and Lenny, Eitan Halfon combines deep technical expertise with financial insight. His background spans BSc in Electrical & Computer Engineering, a Global MSc in Financial Economics, and extensive experience in full-cycle product development across hardware, embedded systems, software, and project management.
Eitan served as an officer in the military, where he developed leadership skills and resilience that continue to guide his professional and entrepreneurial journey. He has also worked in industry roles, including at SolarEdge, gaining hands-on expertise in system architecture, embedded development, hardware design, and multidisciplinary product development.
At his core, Eitan is driven by curiosity, problem-solving, and a deep commitment to building solutions that make a real difference for people and families.
Eitan's vision is simple:
To bring light to the darkness of parental uncertainty, and help families see their baby feed.