The coined word "FemTech (Femtech)" is a combination of "Female (female)" and "Technology". Although services have appeared a little bit overseas, the current situation is that there are still few cases in Japan. So the startup support company Vitamin and the pilot boat co-hosted an event named FemTech Insight. (Note that for the purpose of sharing information of FemTech, the Facebook group of the same nameFemTech InsightOperate ")

(関連記事)【解説】FemTechの6ジャンルと、国内外の代表的スタートアップ #femtechjp

 

At this event, first of all, CEO of Totomi of pilot boat and CEO of Takamatsu vitamin, introduced an overview of FemTech and an example of FemTech. The slides for the day are published below.

After the two speakers, Mr. Kojima Miyoshi, President of Ashlyn Co., Ltd. (Ashrin), Mr. Aya Aya Tanaka, CEO of HERBIO (Harbio), and Mr. Takamatsu (moderator), a vitamin panel, gave a panel discussion It has been expanded. In the following I would like to look back on the discussion in transcript form.

Looking for a companion to start a business

Takamatsu:
Could you tell me the details of the business and the reason for trying to develop the business?

Kojima:
Japan's first non-wire bra specialty brandBELLE MACARONOperate. While working hard, I wanted to develop a comfortable non-wire bra, and I was new to apparel, but I started making it.

Tanaka:
It is Tanaka of HERBIO. We are developing a wearable that measures basal body temperature. Originally I had PMS (premenstrual syndrome) and I could not go to the company. I did not fit my body even if I took a pill, and I tried to measure the basal temperature, but it was bothersome and the accuracy was also doubtful. I had a friend who was similar to my friend, and I thought it would be possible to create something that could be easily measured while wearing it while sleeping. So I started business with the researchers.

Takamatsu:
Were you acquainted with the researcher?

Tanaka:
I do not know at all (lol)

I wanted to make a wearable that measures basal body temperature, but I didn't have any knowledge about hardware, so I jumped into a hardware venture. So the knowledge of development came, but there is no knowledge about the basic body temperature of the heart. Therefore, I researched who is studying women's basal body temperature and put it on the present CRO (Chief Reserch Officer). From there I stalked Facebook (laughs) and asked if I would do it together.

Takamatsu:
On the contrary, Mr. Kojima is alone, right?

Kojima:
I am alone as an employee. We make a project and team up as needed when developing products. In particular, designers are those who are involved in the development of bras and non-wire bras in companies that represent Japan.

Takamatsu:
How did you get to know them?

Kojima:
I'm also involved in the process of starting a company ....

First of all, I was an SE, and I had no knowledge of apparel. The company was not set up yet, so I called the sewing factory with the personal name "I'm Kojima I want to make bra" (laughs), but it's Mamon prepayment. While approaching not only factories but also apparel-related trading companies, a little bit of realization came along. In the process, there were people who told the designer, and they introduced me.

Challenge is overcome with motivation

Takamatsu:
I think the negotiations on the lack of knowledge of apparel was so tough. What is the motivation for that?

Kojima:
It is an item that I really want to wear a bra that is comfortable to wear but that has a pretty design, and I feel very uncomfortable that it is not in the world. I knew that there were a lot of people who were asking me the same thing even though I was hearing around, and I was able to do my best because I was convinced that this was a product that could be a success even from a business perspective.

Takamatsu:
Thank you very much. With regard to HERBIO's development of IoT, I think that there is a hardship in that sense as well.

Tanaka:
As you can not do it by yourself, teaming is necessary first. At HERBIO, I am in charge of the business side, and CRO measures core temperature, researches and develops algorithms. CTO is in charge of system construction and design.

There are various things, such as development personnel and interactions with OEMs, for example, but the biggest issue in advancing business is "regulation" as well. Devices that measure basal body temperature are medical devices and must be certified. That's why the hurdles for ventures are high.

Takamatsu:
What kind of motivation is also driving Mr. Tanaka?

Tanaka:
It may sound a bit disappointing, but in fact, basal body temperature may be able to avoid the death of the baby. The third most common cause of baby death is Sudden Infant Death Syndrome (SIDS), which is said to be due to depression. This is what a baby suddenly dies while sleeping. It's so sudden that mothers don't even notice. In recent years there are many people who are treating infertility, but it is very painful that they will suddenly die even if they have children.

But there is a possibility that body temperature can be used for the prevention. There is no effective solution at this time, but using HERBIO technology may prevent sudden death not only for women but also for babies. So I would like to work in that field in the medium to long term.

If HERBIO does not work in this area, one person may die or one may not be born. Such sense of mission also leads to motivation.

Communication with experts at FemTech

Takamatsu:
Both of them are more than just a type of strategy in the market, where the original experience is alive in business. In your team, do you call yourself your role, or do you have something in mind?

Kojima:
As BELLE MACARON does product development and sales, I think there are two lines of sight. One is consumer perspective. I think that if you have too much knowledge of apparel and patterns, you may not be able to reach the consumer perspective. That's why I leave that expertise to the designers and patners, and I am aware of issues that I can not say in the industry. In terms of sales, I am originally an engineer, and I do everything for coding sales sites myself.

Takamatsu:
Isn't it hard to communicate with experts?

Kojima:
The same is true for experts, especially developing with male members. More about the bras under development for men, this is a sample task, but men usually don't wear bras, so they don't communicate well. So I made my best in lingerie, and in the presence of male members, I directly told how to move and wear the chest.

If this is clothes or shoes, you may know the actual feeling of use, but because lingerie is female, it is not easy for men to sympathize. Many companies will prepare fitting models, but I am the manager, and if I could make a good product with that, I was actually fitting myself and making improvements with the patternner. As a result of doing so, the product has really improved. It was good to make the most of it.

Takamatsu:
In the sense of being an expert, Mr. Tanaka may have a difficult time talking with researchers, right?

Tanaka:
Generally speaking, researchers are logical. There is a dissertation such as the dissertation of prior research, and there is a reason that it is useless only in the sense to argue, and a proper explanation is necessary.

However, it is my own strength, and what I have to do is to go through, "If you can cross this with this, you can do it?" While understanding the language of the researcher, I am hitting the worldview I want to make.

Especially HERBIO is a healthcare company. As I mentioned earlier, there are regulations, etc., and we need a strategy that looks 5 or 10 years ahead. Of course, communication with the outside is also important, of course.

In the women's market, raising awareness is necessary

Takamatsu:
Could you tell us about your activities in the future?

Tanaka:
In Japan, we will promote business development while complying with the Pharmaceutical Affairs Law. Initially, it will be developed as a device to measure the basal body temperature for women, but in the future we will also manage the physical condition of babies and menopausal patients.

Takamatsu:
I am particularly excited about the possibilities for children. In terms of facing children who can not speak words, IoT devices seem to be compatible.

Tanaka:
It may be usable not only in Japan but also overseas. There are devices to manage health from deep body temperature at home and abroad, but in my sense it is not at a level that can be measured without discomfort. Of course, it is difficult to respond to overseas regulations.

Takamatsu:
What kind of form will Kojima develop in the future?

Kojima:
Currently we are selling "24h bra". It's a design similar to a wire bra, but it's a product development that you can sleep at night as a night bra. However, the current problem is how to get it understood and whether you want it to be desired.

Kojima:
Actually I have experienced crowdfunding twice. As a result, although it succeeded, the first crowdfunding staff also asked about the severity of marketing. "Most men are the ones who think that it's interesting" and crowdfunding products that no one has ever made or sold. It is true that women feel that they are a brand and tend to identify products firmly. Therefore, it is necessary for the service for women to infiltrate products not only with novelty, but to make it one of the options. This is also common to FemTech in general.

Takamatsu:
It is important to expand the level of awareness.

Kojima:
Bras are from the western fashion culture and were originally created from the concept of fixing the body like a corset, making a good shape, making a good proportion. So it's an image of "fixing your body firmly" rather than saying that it wraps up and supports. That's why I use wires, and as the expression "I put up my chest," it is also a product that includes a line of sight that makes the chest easy to be liked by men.

Well then there are some who are not, of course, women wanting to keep the shape of their chest 365 days. However, it has become common sense to say that existing bras are commonplace and wires are in it. Rather, I would like to spread comfortable items from the perspective of women.

Takamatsu:
Finally, could you give a message to people who are interested in FemTech?

Kojima:
I think that women's voice will be gradually reflected in the market and products as more women start socially and start working. Consumers also think that it will increase when they choose what they buy by themselves rather than because the media are doing in commercials or because they are famous. With such a background, FemTech will not grow from now on.

Tanaka:
I myself did not originally think about entrepreneurship at all. But if you want to change society, you should raise your voice or think and act. I don't know if it's a start-up, but I want you to go ahead with confidence. I think that such a person should increase.

Takamatsu:
Thank you both while you are busy.

A social gathering is also held after the event. Not only the speakers but also the amount of communication among the participants was impressive.