Founder Mariah: “Ten years ago, menstrual products made of organic cotton were only available in organic stores or other specialty stores. As a result, this alternative option was completely unknown to many women. That’s a shame, because organic cotton offers more comfort, it’s better than a top layer of plastic that doesn’t breathe and it’s also better for the environment. That unfamiliarity bothered me. Under the motto: ‘you can complain as long as you also come up with a solution’, I founded Yoni in 2014.”
CEO Deniz: “Yoni wants to break the menstrual taboo and put women’s health more firmly on the map. That’s why we work with organizations like the Armoedefonds or Neighborhood Feminists to combat menstrual poverty. For example, many girls don’t go to school during their period because they don’t have access to menstrual products. So that’s where we want to make a social impact with Yoni.”
Impact vs. Growth
“Yoni’s mission fits very well with the social SDGs that we want to work for with ROM InWest,” says Isabel van Nesselrooij, Fund Manager at ROM InWest. “That’s why we’re investing in Yoni.” Yoni welcomes the contribution from ROM InWest. Because setting up a company that improves society based on a certain commitment? “Yes, that’s a great goal of course,” says Deniz. “But it’s also a continuous balancing act. We want to make an impact, but at the same time we also need to grow. Doing business based on a mission means that you sometimes need more time before you’re profitable. The contribution from ROM InWest gives us that time.”
“We see that starting companyfen, and certainly those with a social motivation, often become confronted of An negative burn rate. When eandn investment is being picked up, is this usually enough to last for several months. That is why it is an intenseief process of finding the right investments at the right time”, tells Olivier, that as independent financial expert was involved in the financing by Yoni. “Together of Yoni we are creative went looking to solutions. Van crowdfunding platforms, bank financing to sting investors. Hit's a matter of continuous contact to lay and the lines with potential investors keep short.”
Supply and demand reform
“Mission-driven to undertake or not, all companies are subject to the dynamics of supply and demandd. Making a social impact is sometimes equivalent to starting in an industry without An specific market demand. As a company, you have to determine that yourself to develop.
Mariah: “This also applies to YoniWe are . still the only fem care brand in the Netherlands that is transparent about the composition of its products. With this want we big brands challenge to do the same. Major providers have known the possibilities of bio cotton menstrual products, but they didn't do anything with it because there is no question was from the marketWe have that with Yoni first have to create. This process requires well the necessary time. Large companies such asls Procter & Gamble focus on the bottom line. Mand An subject like menstruation you can't only from demand to work. Therefore it must be you as mission driven dare to act as a company challenger. Only this is how you can to bring about real behavioral change. Bee Yoni is this to a large extent in our communication. We use the word vagina, talk about menstruation and put on the box what is in it. That seems obvious, but in this industry is that taboo breaking.”
Mission and business plan aligned
A company stands or falls with a good business plan. Who also strong inzet on social impact, is confronted with extra issues. "The mission determines after all the priorities, the cash flow and new customers that are necessary for a successful enterprise”, gives Deniz On. “A clear business plan that is in line with your mission, gives you An Good image of what you need to grow. With the help of ROM InWest we have last summer us business plan down to the last detail worked out. We had not yet managed to make a profit, but thanks to this business plan where everyone behind stbelow, we could on search for investors who wanted to support our mission. This resulted in a select number of Dutch parties that targeted companies from a certain impact financing. In addition helped us with our business plan to get loans from financial institutions who also behind it our vision stands.”
Patience as the key
What has a mission driven entrepreneur further needed? “Patience!” says Mariah direct. “You can have a dream and a mission, but making it concrete simply takes time. And sometimes more time than you would actually like. A clear business plan is essential, especially if you want the right financing find and organize. That is why a collaboration like Yoni now has with ROM InWest so important.”
As for the future for Yoni? “Realizing international ambitions. Originally, we are a North Holland brand, but we want to expand our success to other countries such as Germany so that as many women as possible can benefit from our products. In addition, we want to continue to commit to making menstrual products available for free in public places, such as schools, offices or restaurants. It is as essential as soap and toilet paper. These actions remain necessary to normalize menstruation.”
