In this strategy interview, I speak with Jackie Leuer-Hingsen, Co-Founder of newma care - the first provider of hygiene and care products for modern postpartum moms.
Jackie founded Cali Eats in 2017 - the first healthy food and bowl gastro offering in Düsseldorf. After three very successful years, she ventured into the next startup together with Cornelia Dingendorf and newma care saw the light of day.
The idea for the company came from Jackie's own experience after giving birth: there are hardly any solutions on the market for "midwife" products. But it's in the weeks after birth that mothers need to recover from exertion and injury. With an all-in-one strategy, newma care offers solutions to the related problems, which are the same all over the world.
In the early stages, part of the go-to-market strategy was to participate in Die Höhle der Lö wen. While no deal was struck, the TV appearance proved to be a very effective marketing tool for newma care. In the meantime, the products are available not only in the company's own web store, but also in Müller drugstores, pharmacies and, in some cases, on Amazon.
As a working mother, Jackie finds the balance between day-to-day operations, strategic work and family life by learning to focus to the maximum. She takes advantage of energy boosts and creative moments, and by sharing the work with Cornelia, the business can be managed well, especially since e-commerce brings a lot of flexibility.
Currently, talks with investors are taking place, as the demand is there and the feedback from customers is very good. The next steps are to manage the retail inquiries well and to increase the marketing budget, to expand the DACH region, to add more products to the range and to build up the team. All signs point to scaling.
Looking back, Jackie says she did a lot from experience and gut instinct. Products were tested in soft launches in the market and quick decisions were made. The motto at newma care is to just do it, test what helps customers with small solutions, and go with the flow.
Jackie gives founders the following advice: Just get started! Maybe even on a small scale first. It will soon become clear whether it works or not.