Flex

Periods are uncomfortable because of period products. We have been using the same period products (tampons, pads, cups, reusable garments) for nearly 100 years without question. Traditional period products are making our lives miserable with leaks, cramps, bloating, frequent changes and infections. Instead of looking for better products, we've chosen to blame our own bodies and accept misery and discomfort for one week each month-- nearly a quarter of our adult lives. We believe that periods are natural and healthy. We believe that with better products, women would not dread their periods. We believe that if women did not dread their periods, every woman would love her body every day of the year and live her life without limits. CATEGORY CREATION The Flex Company has established an entirely new category of period product: the menstrual disc. We have named our category but have not yet clearly articulated the problem to the broader market. I believe that we are in a critical moment in which we must seize the category by establishing brand familiarity with our target customer. If we clearly articulate the problem that women don't realize that they currently have in the market, and widely establish our brand in the market before competitors, we will become the category winner. In order to do this, we must do the following: Make a product that's at least 10x better than the alternatives Be first to market Deeply understand our customers Build a brand that people love that's synonymous with the category Clearly articulate the problem Articulate our core value proposition in every customer touchpoint Hire the best talent Create data infrastructure and process to drive customer insights Distribute our products in every channel -- where period products are sold today and in places period products have never been sold before Conduct defensible research to defend our claims Remove barriers to product adoption (education, usage, channel, price, etc.)