This Unique is a sustainable startup, that breaks the menstrual taboo by offering fully customized products: 100% certified organic cotton, biodegradable, free from fragrance & synthetic materials, and eco-friendly. Their aim is to fill the gender gap by bringing into the market an eco-friendly & organic menstrual product and normalizing topics for long considered as a taboo.
Ludovico Grassi (co-founder and CMO of This Unique), alongside Lisa Iannello, Vincenzo Mansi, and Alice Carbonara are on a mission to create a recognizable and high-performance brand. They founded their eCommerce to have a platform that gave a new experience of periods while working on creating awareness around the social and cultural stigma of menstruation. They say: “We don’t just sell pads: we want to spread adequate education to bridge the gender gap, promote better health and greater awareness in managing their cycle.”
We celebrate digital companies that make an impact on people and society (and in this case, our real friends), and we highlight the success factors behind the growth of these businesses.
This Unique Customers
This Unique distributes an innovative product, hypoallergenic and with a low environmental impact that fits with the needs of Millennials and Gen Z, who have the need to have a more transparent and conscious experience with a product.
Unlocking new marketing potential
Viceversa’s revenue-based and non-dilutive financing supported them in line with their trends and expectations of online revenues. Before the seed round, cash was running out and traditional finance wasn’t supporting them enough. With Viceversa, they increased their runaway and could close a great investment round, having more time in their hands. With Viceversa’s team willing to grow the brand, This Unique grew their revenues from €121K to €600K this year.
Growing a loved brand
The secret for This Unique was to build an effective strategy, and most of all, analyzing and tracking the results as much as they could.
An effective marketing strategy helps us in every area, but after you have built the strategy, it is also crucial to analyze the results. That’s how startups work, you have to constantly test and analyze.
At the beginning, we faced a challenge: make investors aware of the need to break the gap in the hygiene products market. Another challenge has been to create the team and the strategy to start spreading our brand.Ludovico Grassi, CMO
What are some challenges you faced?
Ludovico reveals the secrets behind the growth of This Unique.
A leader needs to have both technical and personal characteristics. When you are creating a startup, you really know what you are doing only when you analyze the outcomes. So you have to be bold, especially in Italy which is lagging behind in the innovation field compared to other countries.Ludovico Grassi, CMO
How did Viceversa’s RBF help?
Ludovico Grassi got in touch with Viceversa’s team.
Before the seed round, the cash was running out and traditional finance wasn’t supporting us enough.Ludovico Grassi, CMO
With Viceversa, we have increased Lifetime Value and raised €700k during the pre-seed round.
Getting the capital needed was the right choice?
Ludovico started the onboarding process through the Viceversa platform. The team of This Unique received growth capital in 3 days, right in line with their needs.
The team has been very helpful, giving advice about financial management and more. Its strength is in the business model, a smart solution for a startup that needs flexibility on the capital repayments. Highly recommended. Professional and friendly service. In the coming months, we will collaborate together to grow and be even closer to our community.Ludovico Grassi, CMO
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