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Pendulum has created an entirely new product category that is foundational to the emerging field of 'Healthspan' and is now changing healthcare globally. To successfully launch an all-new category based on products that offer the effectiveness of pharmaceuticals with the safety and accessibility of probiotics, Pendulum executed a two-pronged go-to-market strategy. We developed a network of doctors and registered dietitians (Healthcare Providers - HCPs) with expertise in the human microbiome who serve as trusted caregivers, driving adoption and influencing others in the field. Simultaneously, we introduced these highly-effective, medical-probiotics in the direct-to-consumer (DTC) market. This strategy has proved to be highly synergistic, with 10% of new consumers hearing about Pendulum from their HCP, and 35% of new HCP leads coming from consumer marketing and consumers. As a result, Pendulum is going through explosive growth with exponential revenue expansion. In the next few years, we must enter the retail market, expand internationally, continue our global influence around the development of this new healthcare paradigm, and prepare for an IPO. While Pendulum has done an excellent job of building a domestic DTC brand with key influencers like Halle Berry and HCP's, our next steps in the business require a highly experienced, sophisticated communications executive to help lead our transformation from an enormously successful startup into a public, global leader in the Healthspan market.
