◎ Company overview
Redefining work-life balance for women.
The Breaker Collective is a women’s only club, thoughtfully curated to support its members success and wellbeing. Breaker offers a holistic environment where women can work and rejuvenate. It is a space that caters to the every need, helping women to thrive both personally and professionally, aiming to create a space where women can balance work, self-care and motherhood, without compromise. They believe in redefining the expectations of work-life balance and providing women with the room to breathe, create, express, and grow.
The Problem
The Breaker Collective is addressing the problem of the lack of support and resources for women who want to pursue their careers while also being mothers and taking care of themselves. Currently, women are having to choose between personal ambition, personal identity, their career or family.
86% of mothers who work flexibly are facing discrimination. Post pandemic, globally, more than 2 million women left the workforce to take up the carer role at home. It’s time for a paradigm shift, to break the barriers. It’s time to redefine work life balance.
New analysis by the Centre for Local Economic Strategies (CLES) and The Women’s Budget Group (WBG) has found that the barriers to paid work encountered by women means that £88.7bn GVA is lost to the economy in England, Scotland and Wales annually – equivalent to the contribution of the entire financial services sector in the UK-.
The Solution
The Breaker Collective aims to provide a comprehensive suite of services designed to support, inspire, and empower women, including co-working spaces, childcare, health & fitness facilities, beauty treatments, therapy & counselling, and farm-to-table food options. By providing these services, The Breaker Collective aims to help women balance their work and personal lives, reduce stress, and improve their overall well-being.
Our flagship location will be located in the Test Valley, Hampshire, England. Situated to the east of Winchester, Test Valley offers a picturesque and idyllic countryside setting with rolling landscapes that provide a peaceful retreat from the bustling city life.
BLUEBELL LODGE, WHERWELL, HAMPSHIRE SP11 7AW
- Secured first premises: beautiful premises- £2.3m in the Test Valley, totalling 6796 square feet, in a private, countryside setting.
- Growing waiting list: had 100+ women within the first week of promotion. (potential customers, willing to pay).
- Great founding team: with 20+ years of working careers between them, the founders are both professional women who have experienced the lack of support necessary to balance work, family and personal life.
- Great founder-problem fit: both founders are working mums, Gemma, mum of 2, has 12 years experience as an owner of childcare business. Caroline, mum of 3, experienced biz dev, Chair of Governors at her kids primary school.
- Big market: Global attainable market for just coworking is £24.95B. The UK market is projected to increase to £83.3m by 2026. With Breaker’s growth plan to add additional sites across regional UK cities, the potential Serviceable Obtainable Market is approximately £25m.
- Property value increase: The property value is expected to increase significantly after refurbishment, 82% of round is to purchase and improve the asset.
- Growing demand: The demand for amenity rich, flexible, hybrid working patterns are skyrocketing. Post pandemic, people don’t want to commute into the city. This is why regional coworking hubs are in demand. Post pandemic, as workers return to the office, businesses are deploying less capital into real estate and employees have come to expect more choice over how and where they work.
- ◎ Company overview
- 🏡The Venue
- 🎯Go to Market plan
- 🌍 Market size
- 🌍 The Membership
- 💸 Investment opportunity
- 📊 Financial overview
- 🥷🏽 Competitors
- 💬 Testimonials
- 👭 Why this team
🏡The Venue
Built in 2000 to a high specification, this exceptionally appointed property has been designed to provide light and spacious accommodation with an additional two bedroom self-contained converted stables, totalling 6796 square feet, in a private, countryside setting.
The main property will be renovated to a high specification to provide multi-functional and flexible work spaces including; floating and fixed desks, sound proof booths, informal and formal meeting rooms, a large function room, café providing delicious food and drink where women can work and socialise together, a self-care suite for holistic beauty and therapy sessions, showers, toilets and kitchenette.
The stables will be expanded to create stimulating spaces with a nurturing atmosphere for all the children’s care and educational needs. The children’s hub is situated within an extensive outdoor space to emphasise rich nature based learning experiences with designated play areas, pathways, clearings, raised plant and vegetable beds and wooded areas where children can experience enchantment and adventure, discovering all that nature has to offer. Gardening and the care of our animals will provide hands on connections and develop an appreciation for the world around them.
When the health & fitness centre will be built, it will accommodate an indoor/outdoor pool, sauna, jacuzzi, gym and a studio for invigorating & relaxation classes. All designed to provide this unique blend of experiences for women. This will add an additional 3000 sqft of usable space increasing the overall value £ per sqft.
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🎯Go to Market plan
The Breaker Collective can effectively reach its target audience and grow its customer base in the Hampshire UK area. The company will leverage social media platforms, partner with local organisations, offer corporate packages, and create targeted ads to attract women looking for work-life balance solutions.
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The ideal customer is a working mom who needs help balancing her career and family responsibilities. She values services like childcare and wellness that save her time and reduce stress. She highly regards networking, to talk to people, have a coffee and to collaborate; she appreciates the culture the space will bring.
She has the means to pay the membership fees for access to The Breaker Collective's offerings. And she lives/works near enough to utilize the space on a regular basis.
The company's value proposition of a family-friendly coworking community tailored to working moms resonates strongly with this target demographic particularly as there is nothing else like this within a 30 mile radius that provides this unique blend of experiences for women.
🇬🇧 Geographic Focus
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📃 Grow Waiting list
Offer incentives such as early access to the club, discounted membership fees, and exclusive events to those who sign up for the waiting list.
👩🏽💻 Social Media ads
Continue social media ads targeting women in the area and offer Free 1-day trials and Referral rewards program.
🤰🏼NCT Groups
Offer the 100 NCT groups in area the opportunity to use The Breaker Collective's spaces for their meetings, events and to socialise. Group referrals to join.
🏦 Corporate clients
Create a corporate package for companies now affected by the recent Flexible Work Bill to create a smoother return-to-work transition.
Value proposition: Flexible coworking space | Premium childcare | Wellness and family services | Community for working moms
Metrics from 1st ad campaign (30 days)
Results after 30 days
- Ad outreach: 7565
- Post impressions: 158 (2.1% conversion)
- Clicks: 136
Wishlist: 106 signups: 84 are interested and 16 want more info
Cost per click: £0.42
🌍 Market size
- First mover advantage in regional markets outside major cities.
- Leverages fragmentation across the underlying markets.
- Opportunity to become the leading brand for women-focused flexible workspaces.
By combining the strengths of these high-growth markets in a comprehensive offering tailored for women, The Breaker Collective is distinctly positioned to capture significant share. The timing aligns well with post-pandemic demand for flexibility.
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👩🏽🍼 Childcare
- Steady 1-3% growth annually driven by demand from working parents. Highly fragmented with mix of nursery chains, independents and childminders. Consolidation also occurring as corporate chains acquire smaller operators
The Breaker Collective occupies a unique positioning as a regional women's network blending co-working, childcare, and wellness in one holistic experience. No other player offers this breadth of integrated amenities tailored specifically to serving working mums.
👩🏽💻 Coworking
- Rapid growth as flexible working gains popularity post-pandemic, 15%+ CAGR. Shifting from traditional leases to flexible memberships and enterprise clients. Consolidation as some providers acquire smaller flexible office operators. Market highly fragmented - opportunity for differentiated offerings
🏋🏽♀️ Gyms
- Steady growth around 5% annually, bouncing back after COVID closures. Rise of boutique fitness and digital workout options disrupting traditional gym. Consolidation also occurring as national chains acquire independents and studios. High fragmentation as well - rare for providers to offer both fitness and office space
👩🏼💼 Women's Clubs
- Newer market but seeing rapid growth as concept gains awareness. Limited competition so far especially in regional areas outside London. Appeal of communal spaces and amenities just for women
Potential indirect economic benefits of increased flexible working that the Bill could facilitate:
- Currently around 1/3 of the UK workforce has some kind of flexible working arrangement.
- The Bill extends the right to request flexible working to all employees from day one.
- If flexible working rose to 50% of the workforce:
- Increased GDP of £12 billion per year
- Reduction in unemployment of 300,000
- An additional 500,000 women in the labor force
- Increased tax revenue of £2.2 billion per year
The Bill itself does not have a direct value, its potential enabling impact on the economy if flexible work increased could be in the range of £10-15 billion annually in GDP growth, tax revenue, employment gains, and other economic benefits.
TAM, SAM, SOM (the bottom up approach)
TAM
Target Segments: Childcare market, Coworking market & Women's clubs market
- Childcare:
- Potential customers in UK: 5 million (children under 5)
- Average revenue per customer: £150 per week
- Total revenue: 5,000,000 x £150 x 52 weeks = £39 billion
- Coworking:
- Potential customers in UK: 5 million
- Average revenue per customer: £300 per month
- Total revenue: 5,000,000 x £300 x 12 months = £18 billion
- Women's clubs:
- Potential customers in UK: 5 million
- Average revenue per customer: £100 per month
- Total revenue: 5,000,000 x £100 x 12 months = £6 billion
Total TAM = £39B + £18B + £6B = £63 billion
SAM
Target Segments: Childcare market & Coworking market
Population within 50 miles of Wherwell: ~2 million
- Childcare:
- Potential customers: 100,000 (5% of population)
- Average revenue per customer: £150 per week
- Total revenue: 100,000 x £150 x 52 weeks = £780 million
- Coworking:
- Potential customers: 50,000 (2.5% of population)
- Average revenue per customer: £300 per month
- Total revenue: 50,000 x £300 x 12 months = £180 million
Total SAM = £780M + £180M = £960 million
SOM
Target customers: members with an projected annual spending at TBC: - membership: £2100 - childcare: £5000 - extra: £1200 Total: £8000 Targeted number of potential clients within 30mies radius of property: 17,750 Total potential revenue: £142m SOM: £142m
🌍 The Membership
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Product | Amount |
Basic Monthly Membership (annual) | £ 2,100.00 |
One time Joining Fee | £ 200.00 |
Guest Day passes | £ 25.00 |
NCT Membership (annual) | £ 1,200.00 |
Online membership | £ 60.00 |
Fixed Office (monthly) | £ 1,000.00 |
Fixed Desks (monthly) | £ 50.00 |
Add-ons
🏋🏽♀️Gym | 💄Beauty services | 🛋 Counselling | 🤸🏼 exercise classes
The Services
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💸 Investment opportunity
The Breaker Collective is a solid investment opportunity for investors looking to invest in a company that addresses the growing demand for work-life balance solutions for women in the UK. The company has secured a property worth £2.3m, which will be worth £4.5m after refurbishment.
The investment round has been divided into tranches:
- Tranche 1 for £280k being used to pay the deposit, start on the planning permission for construction, and sales and marketing.
- Tranche 2 for £4m to purchase the property, complete refurbishment and extra add-ons.
- Tranche 3 for £450K to cover OPEX for the first 12 months.
- Reach member acquisition of 150 members (£315k ARR)
- Member retention 90% after 12 months
- 100% fixed desk, 50% flexi-desk capacity
- NCT contracts
📊 Financial overview
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Year 1 | Year 2 | Year 3 | |
OPEX | £ 341,960 | £ 356,840 | £ 394,900.00 |
CAPEX | £ 4,110,600 |
Add-on services
Service | Amount | |
Childcare | between £7-12 per hour | |
Venue Hire | £1500 - £8000 | |
Beauty Services - i.e. hair/massage/nail services/acupuncture | 30% of turnover (external service providers) | |
Therapy/Counselling | 30% of turnover (external service providers) | |
Exercise Classes | 30% of turnover (external service providers) |
🥷🏽 Competitors
Competitive analysis
Location
- Most competitors concentrated in London or major cities
- The Breaker Collective has first mover advantage in regional areas
Price
- Annual membership £1800-£2400 vs £2000-£3000 for premium London clubs
- Day passes £25 vs £30-£50 for upmarket clubs
- Fixed desks £450-£1000 p.m. vs £600-£1200 for premium operators
- Very competitive pricing especially for regional markets
Additional Services
- Gym, beauty services, counselling, exercise classes
- Most competitors offer only coworking or basic gym
- No other regional providers bundle holistic wellness amenities
- The Breaker Collective provides the full ecosystem for working moms
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The Breaker Collective occupies a unique positioning as a regional women's network blending co-working, childcare, and wellness in one holistic experience. No other player offers this breadth of integrated amenities tailored specifically to serving working moms.
With membership prices up to 25% below premium operators, plus a wider array of integrated wellness services and amenities tailored to women, The Breaker Collective maintains clear competitive advantages from both a price and offering perspective.
💬 Testimonials
Katie, Stockbridge
👭 Why this team
Info about team
Caroline and Gemma first met 4 years ago on the school run, with 6 children aged from 5 to 13 between them they soon became firm friends and having found homes close by (by accident!)- they are now neighbours.
They soon realised that they had the same views on women, work, wellness and family and the struggles of balancing these. They are both passionate about making lives better for women.
Founder-Market Fit
Caroline and Gemma are mothers who know the struggle of raising children, managing a home, and carving out a career. They started The Breaker Collective because they know the challenge of balancing the energy given to families while having the time to remember who they want to and can be. They know the isolation, frustration, loss of identity that can happen especially after having children. It is their support networks that continue to help provide the strength and bandwidth to succeed. They want to share that with other women. Their philosophy is based around supporting women just like them, which is the market they are targeting with their business.
Complementary Skill Sets
Caroline and Gemma have complementary skill sets that make them a great founding team. Caroline has experience in operations, managing multi-million pound projects and business development where she has leveraged her experience to raise millions of pounds for education and humanitarian projects across East Africa. Gemma has 10 years commercial background in human resources collaborating with businesses to harness investment in their people, has owned an established childcare business for over 10 years evolving nurseries from OFSTED needs improvement to outstanding and is a qualified Early Years Teacher. Collectively, they can utilise their strengths to build and scale The Breaker Collective.
Shared Vision
Caroline and Gemma share a vision of creating a space where women can balance work, self-care and being a mother without compromise. They are passionate about supporting women and providing them with the resources and services they need to thrive both personally and professionally. This shared vision is critical to the success of The Breaker Collective.
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Disclaimer: This memo and all documents presented and attached here is confidential and intended for Fundie Ventures and its affiliates. It is strictly forbidden to share any part of this document with any third party, without a written consent.
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update: 08.08.2023