Emily Levy | Tory Burch Foundation
Company description... Mighty Well transforms the patient experience through innovative products and community. The medical apparel indus...
Sarah Dame, 22, living with Ehlers Danlos Syndrome and Gastroparesis. Thanks to her Mighty Wrap, Mighty Pack, and Mighty Tank, she can conceal and secure her feeding tube and IV port in her chest and no one has to know, all while looking stylish and confident.
That inspired us to launch our first product, the PICCPerfect® PICC Line Cover, while students at Babson College. Mighty Well® was started once we began to grow beyond our proof of concept.
We have created a brand platform that goes beyond the needs of a single market and instead focuses on the needs of the $40B global market opportunity that we are penetrating.
Our First Product, PICCPerfect® PICC Line Cover. Patent Pending.
*PICC Line: Peripherally Inserted Central Catheter used for long-term IV treatment
Mighty Well’s® first collection of Wearable Wellness™ focuses primarily on the following patient populations: Cancer patients, diabetics, and those needing long-term vascular access with PICC lines, ports, and feeding tubes.
Thus, customers have to compromise and resort to cheap throwaways, unstylish options, or product hacks that they see on YouTube.
Carmen, 3, Leukemia Fighter Wearing PICCPerfect®
Mighty Med Organizer: Organize diabetic supplies, holds Epi-Pen®, inhaler, and 7 daily pages to organize medications and supplements. The hard exterior shell protects and disguises as tech/cosmetics.
Mighty Pack: Insulated compartments to keep food or medication cold, converts from backpack to tote, fits over a wheelchair, easy to clean separate compartments to keep tech, medical supplies, and personal objects separate. Designed in mind for those with feeding tubes/enteral nutrition.
Mighty Everyday Tank (Women's): Antimicrobial and moisture wicking for the life of the garment, free flowing outer layer with a fitted interior layer to hide feeding tubes, ports for chemo, and pockets to conceal medical supplies, such as an Epi-Pen®, inhaler, and/or diabetic supplies.
Mighty Everyday Tee (Unisex): Antimicrobial and moisture wicking for the life of the garment, bonded seams for comfort, easy access to chest port for chemo or feeding tube, with a pocket to conceal medical supplies such as an Epi-Pen®, inhaler, and/or diabetic supplies.
Mighty Wrap Jacket: Smart and easy way to layer, conceal, and access medical devices, and/or stay cozy in and out of hospital rooms. Run chemo infusions without taking the jacket off.
*These are first run samples from our manufacturing partner.
Mighty Well’s® first product, PICCPerfect®, has been sold in:
Mighty Well® is primarily direct to consumer with select wholesale accounts, and ample ability to expand with increased product offerings and funding.
Phase 1 (September ‘16-current):
Phase 2 (2018):
Phase 3: (Q4 ‘18- 2019):
There are other brands applying athletic fabrics to the healthcare market; however, the established players are focused on healthcare professionals. There is a lack of competitors in the direct to consumer space, with just smaller, niche-focused brands to fill the void.
Send our finalized tech pack designs to production and bring fully developed product to market
Invest in systems and operations that will allow us to increase our operational efficiencies and revenues
Implement compelling and consistent digital marketing
If we reach our stretch goal of $250,000, your investment will allow us to:
2. $40K invested by Co-Founders while seniors in college
MassChallenge, Draper University, WIN Lab, and Babson College's Summer Venture Program
Our leadership team comes from top athletic, fashion, and medical global brands. Check out the Mighty Well Team section below for our bios!
The mission of Mighty Well® is to help patients and their caregivers turn sickness into strength. We are leading the global charge that changes the perception of patients from victims to fighters.
By talking to peers about their experiences in and out of the hospital, we found a new source of strength: each other.
Mighty Well® is just as much a place for friends, families, and caregivers as it is for patients. We believe we’re all in this together. We’re all a Friend in the Fight.
As patients and caregivers ourselves, we know there’s room for improvement. We know how cold a hospital room can get and how awkward it is to pull out a massive pillbox in class or at the office.
It’s why we started Mighty Well®.
We create the products we wish we’d had: functional and stylish apparel and accessories that you can wear with confidence-and content that can help you get through the good times and the bad. We are calling it, Wellness You Can Wear™!
With your investment, we can bring dignity and confidence back into the lives of patients and their loved ones.
(Mighty) Well Wishes,
Emily, Yousef, Maria + Team
The smallest investment amount that Mighty Well is accepting.
Mighty Well needs to reach their minimum funding goal before
the deadline. If they don’t, all investments will be refunded.
The Crowd SAFE is an agreement for future equity in the startup,
meaning that it can convert to equity in the future.
The Crowd SAFE is an agreement for future equity in the startup, meaning that it can convert to equity in the future.
$25,000 – $500,000
Mighty Well needs to raise
before the deadline. The maximum amount Mighty Well is willing
to raise is $500K.
Different illnesses present different set of challenges to patients. The market of chronically ill patients alone is very large, encompassing as many as one-third of the global population. However, the market as a whole is fragmented into submarkets, ex Cancer patients, Vascular access, diabetics, and many more, and as a result, each group requires some specialized products. In order to take advantage of the market as a whole, we need to develop multiple product lines to tackle individual submarkets.
Mighty Well’s goal is to be acquired either by a healthcare or athletic company that sees the opportunity to have a consumer facing patient oriented brand. Large medical companies, such as Johnson & Johnson, already create consumer goods for the healthcare market, but they do not have an apparel brand. Alternatively, athletic companies already have the infrastructure and raw materials in place to expand into the medical market, but it would be easier for them to acquire a brand that has authentic roots in the healthcare community.
1. Send our finalized tech pack designs to production and bring fully developed product to market
2. Invest in systems and operations that will allow us to increase our operational efficiencies and revenues
3. Implement compelling and consistent digital marketing
If we reach our stretch goal of $250,0000, your investment will allow us to:
1. Accelerate product development and expand into apparel for medical professionals
2. File select products as Class One medical devices for expanded hospital distribution
3. Build our online platform for patients and caregivers, and increase partnerships for expanded distribution
4. Build out our patient data collection platform on Amazon Web Services (AWS)
Breakaway invested at 2mm and Mighty Well was just beyond the idea stage at that time. Since then, we have recruited some of the top people in the industry, expanded our vision, sold into some of the top hospitals in the country, and have an entire product line on the way.
Emily Levy: Hello everyone. My name is Emily Levy and I'm the C.E.O. and co-founder of Mighty Well and I'm on a mission to turn sickness in to strength. I was undiagnosed for seven years with Lyme disease and I was told that I need a long term I.V. known as a pick line, to administer my antibiotics treatments but the worst part about this, was my doctor told me to wear a cut sock on my arm to protect my line. In my dorm room at Babson College, my team and I came up with our first product, PICCPerfect. The only medical device that allows you to conceal without showing your bandage and still access your medical device. As we got into the market and I became an influencer in the patient community, we realized that the larger opportunity is to create a consumer brand for the 133 million Americans who face one or more chronic conditions.
As we started going around the country and I became a public speaker, we found that each patient has a network of loved ones, caregivers, family and support people who are looking for active ways to help them and show their support. They're researching on Facebook communities, going to support groups, and giving people things like flowers, edible arrangements and teddy bears. This is where Mighty Well comes in. We're creating the first consumer brand for patients and caregivers the products that we wish we had. I've recruited a rock star team, including a design team that used to work with Nike, Reebok and Adidas. Our first product line focuses on those who have pots, feeding tubes and who have to carry around medication. I'm an alumn of Jeffer University, and in the six months since leaving, we've exceeded the milestones that we set for ourselves.
I've sold over 2,500 units and gotten into the top hospitals in the Boston, New England area. I then found a team member who can help to lift us up. I've recruited the former CEO and Roefler & Footwear to join our team. She's in office with us two days a week working on product, marketing, branding to help us to scale. I also got the former CMO of Reebok to invest a quarter of a million dollars. So everyone, we're raising $2 million in our seed round and we'd like your help to help us to have patience to live mighty well.
Tim: All right.
Jess: That's great.
Bill: Thank you.
Tim: Emily, why don't you come take a chair and we'll ask some questions. Terrific. Great to have you here, Emily.
Emily Levy: Thank you.
Tim: Emily was the winner of the Draper Smith Business Plan competition. As a result, she got a free ride to Draper University, and she won that competition.
Emily Levy: I did.
Tim: Congratulations. Great that you've made that kind of progress.
Emily Levy: I think that going to DU, it helped us to think x1,000, whereas before we were thinking x100. We really started out of my need and I am the consumer, and I know this market better than anyone else. As we start talking to more and more people, you encourage us to go out there and get in front of people, and that's exactly what we've done in the six months since.
Tim: My question is, how big can this get? How big is the market for all of those people who want to cover up, and then where do you take this from there? How do you become Air Maze brand, or what happens?
Emily Levy: That's a good question. Our vision is that you can go from chemo to Starbucks and no one knows that you've just gone through treatment. A recent New York Times article valued the medical fashion industry globally at $40 billion. It's a huge opportunity and it's an unbranded space. The way the Under Armour changed the game with one t-shirt for football players, and then Life is Good put words on a shirt that made you smile. We're combining those two to create a lifestyle brand for family and caregivers. But what we also want to do is have this be a community for patients and their networks, because they feel so alone during this process. We see us being integral in the patient networking community so that we have brand ambassadors; people who are breast cancer survivors and type two diabetics who understand the process in our Mighty Well brand ambassadors to scale this business.
Bill: I have a question.
Emily Levy: Sure.
Bill: My wife has Parkinson's and she's right now going to the doctor this afternoon to talk about a feeding tube because she's been losing weight, can't swallow as well. Feeding tube, you mentioned feeding tube as one. I don't see how that would cover up anything. That's already covered up.
Emily Levy: This is one of the products that we're working on. We want everything to look very athleisure, which is a huge trend right now, and the designers that we've hired have deep knowledge in fabric enclosure technologies. A lot's been developed for the athletes and we're transpiring that into the patient and caregiver setting. The designs which I have right here and I can pull up on the screen, basically, it's a bonded seam, which means there's no sow and you can slip the feeding tube out-
Bill: I see.
Emily Levy: -and slip it back in and no one would know.
Bill: I see.
Emily Levy: There's also carrying pouch on the back so she could keep her feeds in. So have they decided if it's a pork, pick line, feeding tube?
Bill: Pick line, I think, is what they're talking about.
Emily Levy: Well, we have a product for her.
Joti Benson: How many products do you have like this?
Emily Levy: Our first product on the market, developed out of our dorm room, we've been on the market for just about a year now. Then with our designers, we signed on for a five-piece capsule collection and we just sent everything to manufacture. Part of the money we're raising is so that we can produce and then market and have the talent acquired needed to scale.
Jess: What are your margins?
Emily Levy: Currently, we produce in Rhode Island, that's where I'm from. We have no minimums, and right now for this product, it's $8, London. Then we found a new manufacturer. There are design partners and they're South Korean owned in Vietnam, and they'll be able to get our cost of good sold landed at $4. But we think we can actually bring this down to $2 if we invest in the fabric instead of necessarily the designs.
Tim: Then you sell it for 18?
Emily Levy: We sell this for $30 currently. We definitely want to be attainable because the market is so large, and people are really just going to at sea and then watching YouTube videos to cut things up. We want this to be a brand that everyone can wear. You Live Strong was able to do on just a wrist band. There's so much opportunity that it's an unbranded space, and because I am the consumer, I know this better than anyone.
Jess: What are you doing direct to consumer?
Emily Levy: Right now Amazon Prime is actually our largest at 60% of our sales.
Jess: How do you get customer information from that?
Emily Levy: We started doing Amazon campaigns just two months ago and we saw our sales grow by 25%. We actually hired a developer team. On our news site, you're going to be able to … Say you want to get a gift to your grandmother, you'll put in she's 85 years old, being treated for Parkinson's, she's being treated here, and we'll have a list of gifts that are attainable for her.
S5; That's through Amazon or through your [crosstalk 01:06:40].
Emily Levy: That's through our website right now-
Jess: Okay, good.
Emily Levy: -and we learned that by doing targeted ads, that's a way that we want to go.
Jess: And you are selling on Amazon as well?
Emily Levy: Yes.
Jess: I think it's really important that you own your customer information, because I think that will give you a huge advantage in this space.
Emily Levy: I totally agree, and we see a huge opportunity in the gift-giving space. The vision is, when someone gets sick, you think of Mighty Well, and you come to our site. Whether that's for gifts, support items, appropriate apparel. We see a lot of opportunity in that area.
Tim: Wait. So you're going to do gifts for people who [inaudible 01:07:18].
Emily Levy: Appropriate gifts-giving.
Tim: But it's not going to be tied to your fashion?
Emily Levy: Just like your heard your mother is going to get a feeding tube, Mighty Well, we have apparel for that, but whether it's super cozy-
Tim: So it will be gift apparel?
Emily Levy: It can be gifted. Beautiful brand of gift packs.
Tim: It's not going to be balloons and flowers.
Bill: Are you going to keep the inventory of all those gifts?
Emily Levy: That's what we're trying to figure out right now. Our current factory has more than once-
Bill: I'd try not to.
Emily Levy: Exactly. What we want to be able to do is customize things to a certain extent. Say it's a beautiful, cozy wrap and it comes in a gift box and it's for Ellen, you can say, “Get well Ellen, and it would just be sown right in and then a handwritten note.” We've found that because you'll able to have that touch on the patient, just something simple as a card or a live chat on our website makes people feel like they're not alone, because it's a very lonely process no matter what you have, and it's confusing.
Jess: Well, let's see your designs.
Emily Levy: Sure. I have one for each of you.
Jess: Should we pull it up on the-
Emily Levy: If you think that's best, it would be the third slide.
Joti Benson: How many products have you sold so far?
Emily Levy: We've sold 2,500.
Joti Benson: How many of that every month?
Emily Levy: Last month we did 350 units.
Joti Benson: Are people coming back and buying more?
Emily Levy: We have a 15% customer return rate. We found that with the covers, they're starting with black and then they're coming back for the patterns, and we just launched hats and they've been adding those on as well. I can walk you through or is there any questions?
Bill: What does that mean in dollars?
Tim: Interesting. [crosstalk 01:09:01]. What happened last month in dollars?
Emily Levy: Last month we did 5,500, this month we'll do 7,500. We're also marketing Emily as a product. I'm now a paid public speaker. We envision that I'm the face of this brand and getting other people to talk about chronic illness, to talk about the things that are facing their families and being someone who's elevated.
Jess: I love this. I think this is really cool and you're bettering the world and making people a little happier while you do it. I work with a great athleisure company called Carbon 38.
Emily Levy: Love them.
Jess: Yeah, they're great. I'm happy to make that introduction to you-
Emily Levy: Thank you.
Jess: -and get you to sell on their site. I think that could be really a great fit, and I love these designs too.
Bill: Are you the designer?
Emily Levy: I wish. I recognize where my talents lie. Elizabeth, her firm is called Maggery & Sons, award winning sports designers out of Boston. Her mother's had breast cancer three times, so she really understands what her family's gone through. We also did a beta of a brand ambassador program. Our goal was to sign up five people in three months and we signed up 20. So then, we brought those people into our design sessions because I recognize I only have one medical device. We want the patients to be a part of this design process.
Tim: I see. So you have patients come to your designers?
Jess: Can I see your different design … Can I see this?
Emily Levy: Sure. This is what we started with at Babson. Our kids one actually comes with fabric markers so they can color them in.
Jess: that's so cool.
Emily Levy: It's an antimicrobial sportswear fabric.
Jess: Wow. So this is the kids' one?
Emily Levy: Yes. Currently we have six sizes and we're doing very classic shapes and silhouettes so can fit a young person who's 18 going through chemo, up to someone who's 75.
Tim: Do you have your patients or customers, do you have them help your designer with what might be a … might improve this kind of design or-
Emily Levy: Yes.
Tim: I know you can give her feedback for that, but for the pill case or-
Emily Levy: Exactly.
Emily Levy: those brand ambassadors, we brought-
Emily Levy: -them into our design meetings, and the ones who are across the country, we've Skyped them in. We've also had them sign up to try our samples and prototypes once they come in, and part of what we're developing like the pill organizer, now this is also for someone who is training for a half marathon, is taking vitamins and supplements. This can be in a target, a GNC. We wanted to make sure that we go broad enough where it's not just specific medical devices.
Bill: So, this is we'll sell individual pill-page [inaudible 01:11:51]. Now what does that mean?
Emily Levy: These pill-pages, it's a binder system. Say you're traveling for a week, you had organized your medication at the beginning of the week, and then for the day you would just take out the page that you need. It will come with seven different pages.
Bill: So [Filal Facts 01:12:05] is some other company that I should know about?
Emily Levy: They're like from pre-computer, I would say.
Jess: How does this work? It goes through?
Emily Levy: I have this in me 24/7 since September.
Jess: I was wondering how you get it in here.
Tim: She has a hole right there.
Jess: Oh, there's a hole. I see. I didn't see the hole.
Emily Levy: Yep. Two slits, and then you thread it through. Then we worked with nurses at Boston Children's Hospital to work on the design and we've continued to bring them in throughout the entire design process.
Tim: That's very cool. That's great.
Emily Levy: Thank you.
Bill: So you loop it through twice?
Emily Levy: For me, I have-
Bill: I was just seeing how comfortable it is and how tough it is.
Joti Benson: Do you need to get some approval from [inaudible 01:12:52] approvals or anything like that?
Emily Levy: When we started at Babson, we thought initially we're going to be the best at selling pick line covers and we're going to go to hospitals and distributors. Then as we started talking to more people, they were like, “Well, I need this. I need that. How soon can you get it to me?” We realized that the best play was going direct to consumer because of its immediate cash in the bank. We can see a division of this company later down the line, products that are class one medical device sold directly to hospitals. For example, the largest cancer hospital in the state of Rhode Island, they're buying these as goodwill items because so much about health care now is about patient satisfaction and remittance rates. We can see that down the line, but that's not our immediate focus.
Tim: How much longer do you need to wear your-
Emily Levy: My pick line?
Tim: Is that a forever pick like?
Emily Levy: We're not sure, because I was undiagnosed for seven years, so it caused a lot of nerve damage, so I can't often feel the right side of my body. I do anywhere between one to five IV treatments every day, but this hasn't slowed me down and it just helps with my health. I'm going to have it as long as I need it, but it's also good because it gives validation, and our customers are like, “She's real.”
Bill: I have a young man that lives in our house and he has Kawasaki disease, which required him to have blood thinner and he was getting injections all over his body rather than all in one place. But if that … That could have just been something he could have used to just have the entry in the same place every time.
Emily Levy: Exactly, and that's part of the reason I chose a pick because I didn't want to be stuck with needles five times a day. But that was a decision my doctor made.
Bill: Yeah, good.
Jess: that's great.
Emily Levy: Thank you.
Jess: Well, great.
Tim: Are you enjoying yourself doing this?
Emily Levy: Tim, this is why I wake up every morning. I explain it to people that it's like the seven stages of grief. I've been down in the trough of sorrow when I was in college and people stopped inviting me to parties. Then as I started engaging with people on social media and started being open with my story, people have said, “Hey, that's my story too,” and it gave me the power to speak for myself and to speak for others who are not at that point yet. I want to be an inspiration for them, and every single day, we're getting texts, direct messages, even handwritten thank you cards how our first product is making a difference in their lives.
Jess: That's so great.
Bill: wonderful. Thank you.
Emily Levy: Thank you. [crosstalk 01:15:33].
Tim: Great to have you here.
Jess: How much were you looking for, and what is that for, valuation-wise?
Tim: $2 million.
Emily Levy: We're seeking $2 million. We've raised 250 on a 500 convertible note. This is to increase product branding. So, the people I told you about, like Leslie and the design team, I can afford them at two days a week. They're willing to come on five days a week. We want to scale, be first to market and really just get the word out there through digital marketing and brand ambassadors.
Tim: What's the valuation?
Emily Levy: We're valuing the company currently at 4.6 million.
Tim: Fantastic. [crosstalk 01:16:08]. We've got the crowd out there. This is a big opportunity to fund Mighty Well.
Jess: Fund Mighty Well. You can vote for her if you can't fund her.
Tim: Vote up, down-
Jess: Up, down-
Tim: -or fund her.
Jess: -side to side, or fund her.
Emily Levy: Fund me.
Bill: Votes don't mean too much in your business.
Jess: Thank you. What do you guys think? This is a tough one because she's doing something so amazing, but then you also want to look at the business and make sure that the market is big enough.
Tim: I think she's wonderful.
Joti Benson: I really loved that. I think she seemed to me like a true entrepreneur. The first thing to me is they want to bet on the entrepreneur. The entrepreneur, she definitely has everything. She talks about the people she want to bring in, she understands what the … the gap she has. She had brought in really rock star people. She is passionate about the cause, she's passionate about the customer, she's thinking about the business in very straightforward thinking, so I liked everything about her. The concern one is the market big enough? It sounds like it is, and it also sounds like it could go into adjacent areas over time once the brand is built, so I liked everything about it.
Jess: That's great. Very great.
Tim: I was thinking that the business was limited because she was just doing the arm band and then maybe some other protections of the body, but then I saw the pill box and I saw the little box for the blood glucose test and I started to think, “Oh boy! This is sort of designer for every single medical opportunity.” Anybody who's got any problem, they are going to want the nicest-looking thing to carry around with them, and I think that's going to be really-
Bill: A big part of it is going to be building the brand, because the brand is meant to sell the pill box and the bandage and whatever else she makes. I liked her very much. She's a real entrepreneur. She explained it very well, she was clear, she was intelligent. She's had a good record already in winning competitions. I would say thumbs up for her.
Jess: Yeah, I think she's absolutely incredible and I do think the market's bigger than … You'd have to think beyond just those arm bands because you think about people going through chemo or getting any dialysis. They're cold and they want to wear long jackets and maybe she gets into something, some of those designs where you unzip the sleeves and I think it's so much bigger than we even understand. Then she has an interesting distribution plan. Also the marketing strategies are just endless. Like she brought up Michael [Koras 01:18:54], she brought up all of these people who want to get involved and she could do special designs with, and I think everyone wants to help this problem.
Tim: I also really loved the answer where I asked why is she doing it or how is she liking doing this, and she says, “It's why I wake up in the morning.” You could see this like-
Tim: -amazing energy. Nothing's going to stop her. She's a winner.
Jess: That's what you want. She's a winner.
Tim: She's a winner. She's just terrific.
Jess: She's a winner, for sure. Shall we vote?
Jess: Okay. Thumbs up, thumbs down, thumbs all around.
Tim: All up.
Jess: All up.
Joti Benson: All up. How do I invest?
Jess: Fund her. I think that we saw some incredible entrepreneurs today. Thank you so much Joti for coming and participating. What did you think?
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