Understanding the investment opportunity
Tot-em is a digitally native brand that creates unique jewelry with voice, connecting its customers with the people they love, and allowing them to wear the voice of their loved ones on their skin.
The best-selling products are voice, stars and coordinates.
Founded in 2015, it spent 5 years self-financing its growth and in 2020 closed its first round of investment with Cabiedes as lead investor. The goal was to accelerate its international growth and currently more than 50% of sales are international, the main markets are: Spain, Italy, Germany and France.
They closed 2020 with 1.1 million euros of turnover and already have their own workshop in Madrid which allows them to have a higher margin and send customized products within 2-5 days.
It has an online community of 106k followers on Instagram and 75k followers on Facebook.
CEO de Tot-em
Javier Pérez Arranz
CPO de Tot-em
Ana Requena Izard
Previous: Zara Home, Edmmond Studios, Mr. Boho
Previous: Pompeii, Cabify, Oysho, The Cocktail
Ismael Gil (CTO)
Previos: Vaughan, Antevenio
Cabiedes and Partners
Google for Startups
Reasons to invest View more data
- Turnover and CAC evolution.
Every year they have improved their turnover while at the same time optimizing their recruitment expenses. In 2020, despite the health crisis, they managed to increase their turnover by 94%, and based on the evolution of the current year, they expect to close 2021 with a turnover of €1.7M, which would represent an increase of 53%. With regard to acquisition, they acquire 50% of their customers organically and the remaining by paid average. They have a CAC (Customer Acquisition Cost) of €13 in 2021, making each customer profitable from the first purchase.
- Validated business model and expansion
Tot-em is a digital native brand of personalized jewelry with voice. They started with an initial investment of €800 and in 2020 they have invoiced €1.1M, growing 100% compared to 2019. The forecast for 2021 is to reach €1.7M. Historically they have had positive EBITDA the first 5 years, the reason for seeking private financing has been none other than to accelerate their growth. They are already selling in four European markets (Spain, Italy, Germany and France) and plan to continue with international expansion.
Combining talent and experience. Several team members come from startups like Cabify, Pompeii, Mr. Boho, Meller or Edmmond studios, jewelry companies like Unode50 and large companies like Inditex, Banco Santander and Ikea. They are also supported by mentors who are former executives of Aristocrazy and investors such as Cabiedes & Partners, Jesús Alonso and David Tomás, among others.
High growth potential
Tot-em has a great potential for growth and they plan to carry it out as follows:
- International expansion: Tot-em has demonstrated the ability to enter new markets and intends to continue its expansion in Europe. It also sees great potential in the United States..
- Momenti: This product launched in April 2021 enables several growth drivers for the company.
- Wholesale expansion: As it is not a customized product, Tot-em has the ability to sell in online and offline wholesale channels. El Corte Inglés, Fnac, Zalando...
- Digital subscriptions: User retention of the application is 25% after 5 months, the company is considering developing a premium plan that would increase the lifetime value of Momenti customers..
Increased recurrence: Tot-em is developing collectible jewelry and periodic product launches to increase the recurrence of the brand's existing customers..
Who is the reference investor?
Mentores de Seedrocket
About Mentores de SeedrocketGrupo inversor liderado por Jesús Monleón para invertir en la startup Tot-em. Jesús Monleón es cofundador de Seedrocket, Seedrocket 4 Founders, eMagister, Offerum, Glamourum y además participó en el equipo inicial de Trovit. Jesús posee más de 20 inversiones entre las que están Captio, Tiendeo, Redbooth, Mailtrack, Uncomo, Coverfy, Tripuniq, Woom, Instamaki, Tviso, Tenvinilo o Cuidum.
- Experience investing:14 years
- Total amount invested:+1.5M
‘We invested in Tot-em because of its potential to become a benchmark brand in the jewelry sector. It is a company with several years of turnover and continuous growth, during which they have demonstrated: Great capacity for innovation in their products, the creation of a community around the brand, the feasibility of an international expansion and have good unit economics.’
It has also invested in...
Opportunity analysis Last update Sep 13, 2021 11:09:48 AM
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