MonBe Pitch
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The End of Uncertainty.
"We are solving the feedback loop for the most critical biological process in human life."
We are building the infrastructure of infant health, starting with a simple sticker that turns breastfeeding from a black box into a clear signal.
TL;DR
Before we dive into the full story, here's a quick TL;DR answering the five questions investors ask most often:
Understanding Our Market Opportunity
The lactation market ($32.7B) is massive but fragmented. Not all of it is addressable by technology. Here's how we think about market sizing:
Why $6.6B, not $32.7B?
- Entrenched Hardware Players (40%): Medela, Spectra, traditional pumps control $13.1B through established distribution
- Pure Labor Services (30%): Consultant salaries, hospital staff time ($9.81B) won't be fully displaced by technology
- Already-Served Segments (10%): Basic apps, hospital EMR modules already capture $3.27B
- MonBe's Addressable: $6.6B — Segments underserved by integrated technology (consumer + professional + hospital)
The "Black Box" Problem
Every year, 140 million babies are born. 90% of mothers start breastfeeding. Within 3 months, 40% quit—not because they want to, but because they have no objective data.
The question "Is my baby eating enough?" has no answer. Mothers are told to trust their instincts, count diapers, and watch the clock. Meanwhile, hospitals discharge newborns without any baseline feeding data. The entire system runs on guesswork.
The Cost of Guessing:
- $2.31B wasted on accessories that don't solve the core problem.
- 68% of medical records contain flawed feeding data.
- Maternal Anxiety is the #1 driver of formula supplementation.
Best Minimal Mother Pay Product
Our pre-seed strategy: Build the simplest version of MonBe that mothers will actually pay for. No bells and whistles. Just core value—objective feeding data that answers "Is my baby eating enough?"
What's included in BMMPP:
- Core reusable sensor device ($100-200)
- Disposable sensor patches ($20-50/month)
- Mobile app with feeding insights
- Basic AI analysis of swallow patterns
What's NOT included (comes later): FDA approval, hospital integrations, EMR connectivity, RPM billing. We prove consumer demand first, then scale to regulated markets.
Complexity, Abstracted.
We took defense-grade bioimpedance sensors and hid them in a sticker.
Step 1: Apply
Passive sensor patch. No wires. No cameras. No disruption to bonding.
Step 2: Feed
We track swallowing patterns, not just time. Real physiological data.
Step 3: Sync
NFC transfer to phone. Zero radiation near baby during feeding.
The "Stripe" of Nutrition Data
Investors often mistake us for a hardware company. Hardware is just the API key.
By solving the user interface problem (a passive sticker), we unlock the Milk Graph—the world's first longitudinal dataset connecting maternal physiology, milk intake, and infant development.
The B2B Engine: Hospital Sales
Investors often ask: "Where does the real revenue come from?" Answer: Hospitals. Here's how we scale B2B.
Why Hospitals First
- ✓ High ACV: $85K-250K/year (vs. $270 consumer)
- ✓ Multi-Year Contracts: 5+ year retention
- ✓ Revenue Efficiency: 1 hospital = 500+ mothers
- ✓ Expansion Revenue: 120%+ NRR (additional use cases)
- ✓ Network Effect: Hospital adoption validates product for consultants/consumers
Hospital ROI (Why They'll Buy)
- 💰 Readmission Prevention: $50K-500K saved per prevented NICU admission
- 💰 RPM Billing: $112K-216K NEW annual insurance revenue per 200-dyad hospital
- 💰 Staff Efficiency: Reduce manual follow-up calls by 60%
- 💰 Compliance: Auto-documentation for Baby-Friendly accreditation
- 💰 Payback Period: 4-8 months (ROI is immediately clear)
Hospital Pricing by Size
Hospital Go-to-Market (By Funding Stage)
Pre-Seed / Series A
- ✓ 3-5 hospital pilots (unpaid, data-gathering)
- ✓ Target: Baby-Friendly designated hospitals (mandate = adoption)
- ✓ Focus: Small hospitals (faster adoption, less IT friction)
- ✓ Metric: 90%+ pilot satisfaction, 3+ letters of intent for Series A
Series A / Series B
- ✓ 50-100 paying hospital customers
- ✓ RPM billing integration (insurance reimbursement)
- ✓ Hire VP Sales (healthcare B2B expert)
- ✓ Target: $60M+ of $150M Year 5 revenue from hospitals
⚡ The RPM Billing Lever: 2-3x Revenue Multiplier
This is the game-changer. Remote Patient Monitoring (RPM) isn't new, but applying it to lactation is. Here's why hospitals will self-fund MonBe through insurance reimbursement:
Medicare/Insurance Reimbursement
- CPT 99457: $47.87/month per patient monitored
- CPT 99454: $43.02/month per patient (additional)
- Total: $90-180/month per monitored dyad
Hospital Math (Typical Medium Hospital)
- Monitored Dyads/Month: 200 (typical med. hospital)
- Revenue Generated: $18K-36K/month
- Annual Revenue: $216K-432K/year
- Minus MonBe Cost: -$80K/year
- Net Profit: $136K-352K/year
The Insight: Hospitals don't pay for MonBe. Insurance pays for MonBe through RPM billing. This changes hospital acquisition calculus from "cost saving" to "revenue generation." Payback period: 2-3 months.
Why Competitors Can't Replicate This:
Requires three things simultaneously: (1) FDA clearance for medical device, (2) Deep hospital integration (not just software), (3) Insurance credibility. No other startup has all three. We'll be 18-24 months ahead.
Unit Economics
- Hardware Kit $150 - $250
- Recurring Patches $30 - $50 / mo
- Software Subscription $5 - $15 / mo
- CAC (Customer Acquisition) $50 - $75
- Gross Margin Target 65%+
Why Now?
Launch as consumer wellness product first (fast, no FDA delays). Use real-world data and traction to accelerate hospital/FDA path later.
Millennial parents track everything. The "black box" of breastfeeding is the last blind spot. Parents will pay for clarity.
Sensor commoditization + favorable patent landscape + AI maturity. Foundational IP has expired. We filed provisional patent Aug 2025.
Financial Projections: Year 1-5
We model two scenarios: Conservative (consumer-focused, slower hospital adoption) and Aggressive (balanced growth + RPM billing). Here's the path to $150M-$200M ARR:
| Metric | Year 1 | Year 2 | Year 3 | Year 4 | Year 5 |
|---|---|---|---|---|---|
| Consumer Users | 5K | 30K | 80K | 120K | 150K |
| Consumer ARR | $1.4M | $8.1M | $21.6M | $32.4M | $40.5M |
| Hospital Customers | 5-10 | 50-75 | 150-200 | 300-350 | 500-600 |
| Hospital ARR | $0.6M | $4.5M | $18M | $37.5M | $80M |
| TOTAL ARR | $2M | $12.6M | $39.6M | $69.9M | $120.5M |
| Gross Margin | 60% | 65% | 68% | 70% | 72% |
| Series Funding | Series A $3-5M |
Series B $12-15M |
Series C $25-35M |
Series D $40-60M |
Exit $1.0B-$1.2B |
Conservative Case: If hospital adoption is slower (200 hospitals by Year 5), Year 5 ARR is ~$40-60M (lower growth, lower exit). Aggressive Case: With RPM billing + strong hospital penetration (500+ hospitals), Year 5 ARR is $120M+ (path to $1.5B+ valuation). Our target: $150M-$200M by Year 5 (middle-to-aggressive scenario).
Market Opportunity
Market Breakdown by Segment
Hospital Services
$11.8B (36%) — 10,700 hospitals in USA
Primary Care Clinics
$10.3B (31%) — 70,000+ clinics
Private Consultants
$4.95B (15%) — 54,500 IBCLCs
Hardware & Consumer
$3.0B (9%) — Consumer products
Key Insight: The lactation market is fragmented (no player >15% share) and growing 6-8% CAGR. MonBe's integrated platform (consumer + professional + hospital) captures value across the entire ecosystem. B2B hospital sales drive 75-85% of revenue with high margins and multi-year contracts.
The Architect.
Eitan Halfon | Electrical Engineer & Economist
"I don't believe in 'hope' as a strategy. I believe in physics and economics—and building with love."
Ex-SolarEdge (NASDAQ: SEDG). I spent my career building complex hardware systems that scale. I'm not here to build a gadget. I'm here to build the standard of baby care.
Background: BSc in Electrical & Computer Engineering, MSc in Global Financial Economics. Deep expertise in analog/digital systems, embedded development, and multidisciplinary product development.
The Ask: $600K Pre-Seed
Build BMMPP (Best Minimal Mother Pay Product) and launch consumer pilot with 5K-10K paying mothers. Prove product-market fit before scaling to hospitals and FDA approval.
Current Traction
We're in pre-seed validation mode. Here's what we've de-risked:
✓ Product Validation
- Provisional patent filed (August 2025)
- Multi-sensor prototype complete
- Alpha testing with 20+ mothers
- 99%+ sensor reliability achieved
- NFC transfer mechanism validated
✓ Market Validation
- 500+ interested mothers (waitlist)
- 3-5 hospital pilot LOIs in progress
- Clinical advisors engaged
- Pediatrician endorsement in progress
- Survey: 78% of mothers want supply tracking data
Pre-Seed Milestones (Next 12 Months)
Months 1-6
- ✓ Finalize consumer BMMPP
- ✓ Launch beta: 500 mothers
- ✓ Validate product-market fit
Months 7-12
- ✓ Scale to 5K-10K consumers
- ✓ Secure hospital pilot partnerships
- ✓ Plan Series A raise
Series A Entry Criteria: 10K+ paying consumers, 90%+ retention, 3-5 hospital pilot partnerships, clear path to RPM billing integration.
Use of Funds ($600K Pre-Seed)
Goal: Build BMMPP (Best Minimal Mother Pay Product) + Launch Consumer Pilot with 5K-10K paying mothers
Expected runway: 18 months | Burn rate: ~$35K/month | Series A entry: Month 15-18
45% Hardware & Software
$270K for core product development
- ✓ Complete BMMPP hardware design & manufacturing
- ✓ Disposable patch sourcing & tooling
- ✓ iOS + Android mobile app development
- ✓ AI algorithm development (swallow detection)
- ✓ Security/encryption/HIPAA compliance
- ✓ Hire: 2 firmware engineers (months 1-6)
30% Consumer Launch & Pilot
$180K for go-to-market & validation
- ✓ DTC marketing (Facebook, Instagram, TikTok)
- ✓ Customer acquisition: 500→5K→10K mothers
- ✓ Beta testing & customer support
- ✓ Clinical data collection & analysis
- ✓ Hospital pilot outreach & coordination
- ✓ Hire: Growth/marketing lead + Customer success
25% Team & Operations
$150K for team building & overhead
- ✓ Salaries: Founder + 4 initial hires (18 months)
- ✓ Office/lab space (seed-stage lean setup)
- ✓ Legal/IP/regulatory consulting (FDA pathway planning)
- ✓ Insurance, accounting, operational overhead
18-Month Timeline
Months 1-6
Product finalization
Beta: 500 moms
Months 7-12
Scale: 5K-10K consumers
Hospital pilots
Months 13-18
Series A readiness
Hospital partnerships
Series A Entry Criteria (Month 15-18)
- ✓ 10K+ paying users
- ✓ 90%+ monthly retention
- ✓ $3M+ ARR (consumer)
- ✓ 65%+ gross margins
- ✓ 3-5 hospital pilots active
- ✓ Clinical validation partnership signed
- ✓ MVP hospital software complete
- ✓ Clear path to FDA + RPM billing
This is inevitable.
In 10 years, guessing a baby's intake will seem as archaic as navigating without GPS. We are building the map.
$32.7B market. $6.6B addressable. Clear path to $150M-$200M ARR.
Join us in building the infrastructure of infant health.