Key Facts:

Mission

Our mission is to help women live happier lives by connecting mental health with FemTech. We do this by building fun, effective, and motivating products that make happiness an accessible and teachable concept based on the science of positive psychology.

Website: https://www.happythings.app/

Team

Problem

Unhappiness is rising globally - negative emotions have been increasing around the world, up by 37% from 2010 to 2022
- In the US, 89% of adults experience work-related burnout, 75% report a physical or mental symptom of stress, and 32% report symptoms of anxiety
A recent study found that 43% of women rate their overall mental health as average, poor, or very poor, compared to just 15% of men
- Life events, as well as physical, biological, and hormonal changes, can affect women’s mental health differently at different stages of life
Women-targeted mental health is still behind in innovation and funding - existing mental health consumer products are generic, offering a one-size-fits-all experience

Solution

Happy Things is a personal happiness assistant - a mobile app that offers bite-size, scientifically proven daily activities, helping users practice happiness as a skill
It’s like Duolingo, but for happiness - practice just 5 minutes a day
The activities are tailored to each user’s preferences, behavior, as well as their reproductive journey so that they get the right activity at the right time
The result is an easy-to-use, on-the-go guide that helps women improve their happiness skills in an accessible, fun, and motivating framework

Product Stage

MVP is available on both App Stores, including:
- 100+ science-based daily activities covering a wide variety of topics
- Progress tracking, journaling & gamification elements
- Weekly happiness check-ins
Generating revenue
- Subscription-based - Monthly ($8) / Annual ($60), following a 7-day free trial
Next steps:
- First data-based activity recommendation model - Coming soon!
- Cycle-syncing: tailored recommendations based on the user’s menstrual cycle stage and symptoms
- Integrating external data sources for deeper personalization (wearable devices, HealthKit, calendar, weather, sleep tracking apps, etc.)

Traction

1,000+ paying users
Conversion rate, Download > Pay = 4%
5 weekly app sessions per user
Retention rate > 2X the market average
Our users experience a significant increase in their happiness scores, measured using an in-app happiness questionnaire:

Revenue

Total revenue generated to date: $33,434

81% of users purchased an annual subscription vs. a monthly one
Prices have increased gradually since the launch, from $30 to $60 for the annual subscription and from $4 to $8 for the monthly subscription

GTM

Market size - The global mental wellness market is expected to reach $160.3B in 2023, growing at a compound annual growth rate (CAGR) of 8%. This includes consumer spending on activities, products and services for self improvement, meditation, mindfulness, sleep and more.

Through our MVP (which was designed for the general population), we identified our ICP -

80% of Happy Things users are women in the U.S.
Busy, on-the-go women: students, mothers, young professionals
Looking for simple, practical ways to increase and maintain their happiness

For stage 1 (cycle-syncing), we are targeting women in the U.S., in menstruating ages (18-50).

Our GTM strategy includes two phases:

Direct channels (B2C) - digital marketing, social media, content marketing, influencer marketing, WOM and referrals.
B2B2C - partnerships and collaborations with universities, mental health centers, health & fitness centers, and complementary apps & products.

Fundraising

Raised $375K, pre-seed

Pitch Deck

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Product Demo

https://youtu.be/Spn-jZIuEhU?si=rrpoWWf33eXxgNEX

Contact Info

Name and Role: Talia Soen, CEO

LinkedIn: https://www.linkedin.com/in/taliasoen/

email: talia@happythings.app

Happy Things