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Goby

Modern Oral Care, Delivered

Goby is accepting investments for an Offering under Regulation D. The contents of the Highlights, Term Sheet sections have been prepared by SI Securities, LLC (“SI Securities”) and shall be deemed broker-dealer communications subject to FINRA Rule 2210 (the “Excluded Sections”). With the exception of the Excluded Sections noted above, this profile contains offering materials prepared solely by Goby without the assistance of SI Securities, and not subject to FINRA Rule 2210 (the “Issuer Profile”). The Issuer Profile may contain forward-looking statements and information relating to, among other things, the company, its business plan and strategy, and its industry. These statements reflect management’s current views with respect to future events based on information currently available and are subject to risks and uncertainties that could cause the company’s actual results to differ materially. Investors are cautioned not to place undue reliance on these forward-looking statements as they are meant for illustrative purposes and they do not represent guarantees of future results, levels of activity, performance, or achievements, all of which cannot be made. Moreover, no person nor any other person or entity assumes responsibility for the accuracy and completeness of forward-looking statements, and is under no duty to update any such statements to conform them to actual results.


Company Highlights

  • Notable investors include Lerer Hippeau, Brand Foundry Ventures, Red Sea Ventures, Correlation Ventures, and BBG Ventures
  • Quarterly brush head revenue has grown at a 54% CAGR since the first quarter of 2017. Recurring revenue from dental office reorders has grown at a 125% CAGR since the third quarter of 2017. Dental office reorder revenue is on track to increase 3x in Q3-18 compared to Q2-18
  • Active subscribers have increased 10x over the last 18 months
  • Unique network effect enabled by selling directly to consumers and dental professionals
  • Goby has received favorable press from publications like The New York Times, GQ, Vogue, Cool Hunting, and Business Insider

Fundraise Highlights

  • Total Amount Raised: US $1,697,800
  • Total Round Size: US $1,750,000
  • Raise Description:  Seed
  • Minimum Investment:  US $10,000 per investor
  • Security Type:  Convertible Note
  • Valuation Cap:  US $10,000,000

"I didn't think it was possible to get excited about a toothbrush until I got a Goby." The New York Times


Oral care and hygiene is a pervasive issue plaguing much of the US.  ~90% of infections start in the mouth and nearly 50% of people over the age of 30 have some form of gum infection.  Your toothbrush is the first line defense, and electric toothbrushes have consistently shown to be more effective than a standard manual toothbrush.  Despite that, less than 20% of consumers in the US use an electric toothbrush.  The low adoption is driven by overpriced products, stale brands, and design, and topped off with a horrible customer experience.  These market dynamics are a result of the current duopoly, whereby 90% of the market is controlled by two large CPGs.

Goby set out to fix those common issues in a number of ways.  First and foremost, Goby delivers an award-winning electric toothbrush. Second, we've built a brand that consumers can get excited about and a design that consumers love. Third, Goby provides consumers with unparalleled convenience and a super customer experiences. Finally, we sell Goby at a discount to major brands, making premium oral care more accessible and affordable.

The electric toothbrush is the first in a line of products we'll be releasing in the near future.  Our customers today are actively asking for us to release additional oral care products.  The goodwill we've built with our consumers provides the permission to expand into the broader oral care category.

Product & Service

Overview

At Goby, we sell an award-winning electric toothbrush, paired with a brush head subscription service, sold at a fraction of the price of the competition. We sell both directly to consumers and to dental professionals.

Consumer Channel

Consumers can purchase Goby online at Goby.co.  They have the option to purchase their Goby with our without a brush head subscription.  The vast majority of consumers choose to purchase Goby with a brush head subscription because of the value-added nature of the subscription.  On average, consumers typically change out their brush heads every 9 months, 3x longer than you're supposed to use a brush.  With the Goby subscription, our customers are changing their brush heads every 2-3 months, ensuring they're never using worn out, ineffective bristles.  Love for the product has resulted in one-year subscriber retention of 65%.  The strong subscriber retention has driven a 10x increase in active subscribers over the last 18 months.

Given the nature of our product, the average customer is buying >1 Goby electric toothbrush at the initial sale.  After the initial sale, Goby customers come back and buy additional Goby electric toothbrushes, driven by further penetration into the household, new product launches, and holiday gifting.  e.g. Search for electric toothbrushes double over the holidays.

Dental Channel

We launched selling directly to consumers, but driven by strong inbound interest from the dental community, we quickly expanded to selling directly to dental professionals.  Dental professionals are attracted to Goby because of our modern brand and design, affordable price point, ability to customize Goby for their offices, and the tools we provide them to help grow their practice.

We provide dental offices with a unique dental portal that allows them to invite their patients to sign-up for our brush head subscription.  The dental channel serves as a way to build our awareness, scale up our sales and drive additional subscribers.  In addition, dentists place ongoing reorders, providing a second stream of recurring revenue.  This results in a unique business model whereby recurring revenue (dental reorder revenue) drives additional recurring revenue (brush head subscriber revenue).

Network Effect

Selling directly to consumers and dental professionals provide Goby with unique, unfair advantages relative to the large incumbents.  We have utilized our consumer channel to drive warm leads for our dental channel by encouraging our consumers to let us know who their dentist is.  We have also been able to drive our consumers to our Goby dental partners by showcasing them to our consumers.  This unique network effect will continue to grow and become more valuable as we further scale up these channels.

Awards / Press Coverage

"Best Online Toothbrush Subscription" - Wirecutter

"2017 Men's Health Grooming Award" - Men's Health

"Best Affordable Electric Toothbrush" - Men's Journal

"Finally, the uncomplicated electric toothbrush we've been waiting for" - Apartment Therapy

"I didn't think it was possible to get excited about a toothbrush until I got a Goby" - NYTimes

Customer Reviews

"Best Investment I Ever Made!" - Arthur G.

"Never Thought I Would Love A Toothbrush!" - Shanquez

"My teeth have never felt so clean for the whole day outside of when I leave the dentist! I feel like it cleans my teeth super well without me having to scrub at them with a normal toothbrush." - Katherine Z.

"My teeth have never felt cleaner. Holds the charge a long time. Stylish. Good value for quality of toothbrush" - Amy S.

Media Mentions

Team Story

Goby was born out of our own personal frustrations with electric toothbrushes that cost too much, replacement brush heads that were even more egregiously priced, and brushes that broke frequently.  We knew there must be a better way.  Looking to solve these issues, we set out with a simple goal - Make premium oral care more accessible and affordable.

After assembling a world-class team of product experts and spending nearly two years in developing the product, we launched in October 2016 with our first product, the Goby Electric Toothbrush.  Right from the start, we've been blown away by the reception of Goby from our customers.  As a team, we aim to deliver an unrivaled experience for our customers.  To ensure we hit that goal, we've scaled the team today to 7 full-time employees.  As a team, we're constantly evolving to ensure we can stay one step ahead and deliver on that promise of a superior customer experience.

Founders and Officers

Ben Goldberg

Founder & CEO

Founder & CEO

Ben graduated from Arizona State University with a dual degree in Finance and Economics.  After graduating, Ben began working at the investment bank Moelis & Co.  After three years at Moelis, Ben moved to the investing side, joining a late stage credit fund called Crescent Capital, where he invested out of there $3.5 billion mezzanine fund.

Outside of work, Ben is an avid soccer player, rock climber, and the occasional triathlete.

Ben Goldberg

Founder & CEO

Founder & CEO

Ben graduated from Arizona State University with a dual degree in Finance and Economics.  After graduating, Ben began working at the investment bank Moelis & Co.  After three years at Moelis, Ben moved to the investing side, joining a late stage credit fund called Crescent Capital, where he invested out of there $3.5 billion mezzanine fund.

Outside of work, Ben is an avid soccer player, rock climber, and the occasional triathlete.


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Key Team Members

Corey Schwitz

Head of Dental Partnerships

Lucas Lappe

Mechanical Engineer

Michelle Slattery

Brand Partnerships

Ushma Shah

Customer Experience and Operations

Q&A with the Founder

  • Please detail your product/platform and its key use cases.

    At Goby, we sell an award-winning electric toothbrush, paired with a brush head subscription service, sold at a fraction of the price of the competition. We sell both directly to consumers and to dental professionals.

  • Please detail your market opportunity.

    Today’s electric toothbrushes are overpriced, poor design, and paired with a terrible customer experience. We’re going after a multi-billion market in the US.

  • Please describe your typical customer/user profile.

    We have a broad customer base given the nature of our product. With that being said, ~40% of our customers are 25-34 year olds. We sell >1 electric toothbrush at a time driven by the fact that an entire household can use our product.

  • Please detail your competitive advantages.

    We have a brand and product that consumers love (NPS of 72 in June), paired with a brush head subscription, sold at half the price of the competition.

    Selling directly to consumers and dental professionals enable unfair advantages we leverage.  This drives a network effect that becomes more valuable over time.

  • Please detail your month to month user growth.
    Our active consumer subscribers grow ~10% month to month. 

    Our dental reorder revenue has doubled from Q1 to Q2 of 2018 and has recently picked up speed as we’ve put more focus on the onboarding process (e.g. July dental reorder revenue increase >2x compared to July).

  • The Q&A with the Founder is based on due diligence activities conducted by SI Securities, LLC. The verbal and/or written responses transcribed above may have been modified to address grammatical, typographical, or factual errors, or by special request of the company to protect confidential information.

    Term Sheet

    Fundraising Description

  • Round type:
    Seed

  • Round size:
    US $1,750,000

  • Raised to date:
    US $1,697,800

  • Minimum investment:
    US $10,000

  • Target Minimum:
    US $1,415,000
  • Key Terms

  • Security Type:
    Convertible Note

  • Conversion discount:
    20.0%

  • Valuation Cap:
    US $10,000,000

  • Interest rate:
    6.0%

  • Note term:
    24 months
  • Additional Terms

  • Investor Proxy Agreement

    All non-Major Purchasers will be subject to an Investor Proxy Agreement ('IPA'). The IPA will authorize an investment Manager to act as representative for each non-Major Purchaser and take certain actions for their benefit and on their behalf. Please see a copy of the IPA included with Company's offering materials for additional details.


  • Closing conditions:
    SI Securities, LLC has the authority to prevent a closing from occurring if it determines, in its sole discretion, that this investment is no longer suitable at the time of the closing, which includes, but is not limited to, the Company raising at least US $1,415,000 in connection to the current round.

  • Use of Proceeds

    Investor Perks

    First 25 Investors - Receive $250 in credit redeemable at Goby.co

    >$25k Investment - All the above plus early access to new product launches

    >$50k InvestmentAll the above plus  monthly 1-on-1 calls with management to discuss strategy and platform build-out

    It is advised that you consult a tax professional to fully understand any potential tax implications of receiving investor perks before making an investment.

    Market Landscape

    Within the >$2 billion US toothbrush market, the electric toothbrush market is the only segment consistently growing year-over-year.

    "Electric toothbrushes provide true value for the money spent, which makes the purchase that much easier to justify.  Even for those who are still watching their budgets, the recession taught many people that regular preventative care can be much more affordable than costly medical visits." - Euromonitor Report

    The electric toothbrush market is dominated by two large incumbents, who own a combined 90% market share.  

    The main startup competitor we come across is quip.  The primary difference between Goby and Quip is that Goby is a rechargeable electric toothbrush.  The comparable electric toothbrushes are the >$100 Oral-B and Sonicare toothbrushes of the world.  Quip is a replaceable battery toothbrush, similar to the $5 Oral-B pulsar you can buy at CVS.  When comparing the two, The Wirecutter had this to say "We prefer the Goby over the weaker Quip subscription brushes, which only vibrate softly like inexpensive Oral-B Pulsar disposables"

    A breakdown of additional differences between Goby and quip can be found here -  http://try.goby.co/goby-vs-quip

    Risks and Disclosures

    The Company’s cash position is relatively weak. The Company has approximately $134,000 in cash as of July 31st, which equates to one month of runway. The Company could be harmed if it is unable to meet its cash demands, and the Company may not be able to continue operations if they are not able to raise additional funds.

    The Company forecasts project roughly 250% growth in revenue from 2018 to 2019. If its assumptions are wrong, and its projections regarding market penetration are too aggressive, its financial projections may overstate its viability. In addition, the forward-looking statements are only predictions. The Company has based these forward-looking statements largely on its current expectations and projections about future events and financial trends that it believes may affect its business, financial condition and results of operations. Forward-looking statements involve known and unknown risks, uncertainties and other important factors that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements.

    The Company’s business model is capital intensive. The amount of capital the Company is attempting to raise in this Offering is not enough to sustain the Company’s current business plan. In order to achieve the Company’s near and long-term goals, the Company will need to procure funds in addition to the amount raised in the Offering. There is no guarantee the Company will be able to raise such funds on acceptable terms or at all. If the Company are not able to raise sufficient capital in the future, it will not be able to execute its business plan, its continued operations will be in jeopardy and it may be forced to cease operations and sell or otherwise transfer all or substantially all of its remaining assets, which could cause a Purchaser to lose all or a portion of his or her investment.

    The Company’s expenses will significantly increase as they seek to execute their current business model. Although the Company estimates that it has enough runway until end of year, they will be ramping up cash burn to promote revenue growth, increase payroll, further develop R&D, and fund other Company operations after the raise. Doing so could require significant effort and expense or may not be feasible.

    The Company’s success depends on the experience and skill of the board of directors, its executive officers and key employees. In particular, the Company is dependent on Benjamin Goldberg. There can be no assurance that they will continue to be employed by the Company for a particular period of time. The loss of our key employees or any member of the board of directors or executive officer could harm the Company’s business, financial condition, cash flow and results of operations.

    Industry consolidation may result in increased competition, which could result in a loss of customers or a reduction in revenue. Some of our competitors have made or may make acquisitions or may enter into partnerships or other strategic relationships to offer more comprehensive services than they individually had offered or achieve greater economies of scale.

    The Company has not filed a Form D for its  prior offering from 2016. The SEC rules require a Form D to be filed by companies within 15 days after the first sale of securities in the offering relying on Regulation D. Failing to register with the SEC or get an exemption may lead to fines, the right of investors to get their investments back, and even criminal charges. There is a risk that a late penalty could apply.

    General Risks and Disclosures

    Start-up investing is risky. Investing in startups is very risky, highly speculative, and should not be made by anyone who cannot afford to lose their entire investment. Unlike an investment in a mature business where there is a track record of revenue and income, the success of a startup or early-stage venture often relies on the development of a new product or service that may or may not find a market. Before investing, you should carefully consider the specific risks and disclosures related to both this offering type and the company which can be found in this company profile and the documents in the data room below.

    Your shares are not easily transferable. You should not plan on being able to readily transfer and/or resell your security. Currently there is no market or liquidity for these shares and the company does not have any plans to list these shares on an exchange or other secondary market. At some point the company may choose to do so, but until then you should plan to hold your investment for a significant period of time before a "liquidation event" occurs. A "liquidation event" is when the company either lists their shares on an exchange, is acquired, or goes bankrupt.

    The Company may not pay dividends for the foreseeable future. Unless otherwise specified in the offering documents and subject to state law, you are not entitled to receive any dividends on your interest in the Company. Accordingly, any potential investor who anticipates the need for current dividends or income from an investment should not purchase any of the securities offered on the Site.

    Valuation and capitalization. Unlike listed companies that are valued publicly through market-driven stock prices, the valuation of private companies, especially startups, is difficult to assess and you may risk overpaying for your investment. In addition, there may be additional classes of equity with rights that are superior to the class of equity being sold.

    You may only receive limited disclosure. While the company must disclose certain information, since the company is at an early-stage they may only be able to provide limited information about its business plan and operations because it does not have fully developed operations or a long history. The company may also only obligated to file information periodically regarding its business, including financial statements. A publicly listed company, in contrast, is required to file annual and quarterly reports and promptly disclose certain events — through continuing disclosure that you can use to evaluate the status of your investment.

    Investment in personnel. An early-stage investment is also an investment in the entrepreneur or management of the company. Being able to execute on the business plan is often an important factor in whether the business is viable and successful. You should be aware that a portion of your investment may fund the compensation of the company's employees, including its management. You should carefully review any disclosure regarding the company's use of proceeds.

    Possibility of fraud. In light of the relative ease with which early-stage companies can raise funds, it may be the case that certain opportunities turn out to be money-losing fraudulent schemes. As with other investments, there is no guarantee that investments will be immune from fraud.

    Lack of professional guidance. Many successful companies partially attribute their early success to the guidance of professional early-stage investors (e.g., angel investors and venture capital firms). These investors often negotiate for seats on the company's board of directors and play an important role through their resources, contacts and experience in assisting early-stage companies in executing on their business plans. An early-stage company may not have the benefit of such professional investors.

    Representatives of SI Securities, LLC are affiliated with SI Advisors, LLC ("SI Advisors") Representatives of SI Securities, LLC are affiliated with SI Advisors, LLC ("SI Advisors"). SI Advisors is an exempt investment advisor that acts as the General Partner of SI Selections Fund I, L.P. ("SI Selections Fund"). SI Selections Fund is an early stage venture capital fund owned by third-party investors. From time to time, SI Selections Fund may invest in offerings made available on the SeedInvest platform, including this offering. Investments made by SI Selections Fund may be counted towards the total funds raised necessary to reach the minimum funding target as disclosed in the applicable offering materials.

    Frequently Asked Questions

    Making an Investment in Goby
    How does investing work?

    When you complete your investment on SeedInvest, your money will be transferred to an escrow account where an independent escrow agent will watch over your investment until it is accepted by Goby. Once Goby accepts your investment, and certain regulatory procedures are completed, your money will be transferred from the escrow account to Goby in exchange for your securities. At that point, you will be a proud owner in Goby.


    What is the difference between preferred equity and a convertible note?

    Preferred equity is usually issued to outside investors and carries rights and conditions that are different from that of common stock. For example, preferred equity may include rights that prevent or minimize the effects of dilution or grants special privileges in situations when the company is sold.

    A convertible note is a unique form of debt that converts into equity, usually in conjunction with a future financing round. The investor effectively loans money to a startup with the expectation that they will receive equity in the company in the future at a discounted price per share when the company raises its next round of financing.

    To learn more about startup investment types check out “How to Choose a Startup Investment” in our academy.


    What will I need to complete my investment?

    To make an investment, you will need the following information readily available:

    1. Personal information such as your current address and phone number
    2. Employment and employer information
    3. Net worth and income information
    4. Social Security Number or passport
    5. ABA bank routing number and checking account number (typically found on a personal check or bank statement)

    What if I change my mind about investing?

    Until a closing occurs, you may cancel your investment at any time, for any reason. You will receive an email when the closing occurs and your securities have been issued. If you have already funded your investment and your funds are in escrow, your funds will be promptly refunded to you upon cancellation. To cancel your investment, please go to your portfolio page.


    After My Investment
    How can I sell my securities in the future?

    Currently there is no market or liquidity for these securities. Right now Goby does not plan to list these securities on a national exchange or another secondary market. At some point Goby may choose to do so, but until then you should plan to hold your investment for a significant period of time before a “liquidation event” occurs. A “liquidation event” is when Goby either lists their securities on an exchange, is acquired, or goes bankrupt.


    How do I keep track of this investment?

    You can return to SeedInvest at any time to view your portfolio of investments and obtain a summary statement.


    Other General Questions
    What is this page about?

    This is Goby's fundraising profile page, where you can find information that may be helpful for you to make an investment decision in their company. The information on this page includes the company overview, team bios, and the risks and disclosures related to this investment opportunity.


    What are the risks of this investment?

    This investment is highly speculative and should not be made by anyone who cannot afford to risk the entire investment amount. In addition to these risks, you should carefully consider the specific information and risks disclosed in Goby’s profile.