EDITION F | Summary

This investment carries considerable risks and may lead to a complete loss of the capital invested. More


EDITION F is the leading business and lifestyle platform for women. We are the first digital home base for career-oriented women and modern men as we provide incisive articles in our online magazine, career-enhancing contacts in the community, exciting companies and jobs in the job market as well as interesting business products in our affiliate shop. 

Career-oriented women are an extremely well-funded target group who are more than relevant to advertising.

More and more women are graduating from university and are including career and professional fulfillment in their life goals. The share of female graduates increased from 39% in 1992 to 51% in 2009. According to a study published by executive search firm Egon Zehnder International, every third new managerial position in Europe is occupied by a woman. In Germany, 41% of top jobs went to women. 

These women represent a well-funded customer base that is extremely relevant to advertising - and companies are beginning to place them in the limelight. In other words, companies that are able to tailor their products and services to this particular target group will break into a market segment with an enormous sales potential.

Needs of Women in Germany

 

A strong product for a large market

EDITION F caters to exactly this group. We focus on career oriented women who prioritize professional fulfillment and a modern lifestyle. According to Nielsen, a market research institute, this target group now makes 80% of all global purchase decisions.

Companies, employers and advertisers have so far not had the opportunity to reach this target group directly. We want to change that.

 

EDITION F founders Susann Hoffmann und Nora-Vanessa Wohlert (Credit: Jennifer Fey)

 

Experienced founders and members of the target group

As the founders of EDITION F, we, Nora and Susann, are not only end users ourselves but also extremely experienced in the start-up, media and advertising sector. At our last job with German start-up magazine Gründerszene, we realized that we are an effective and complementary team.

In the past, women were typically targeted with stereotypical topics such as fashion, beauty, gossip and dieting. The moment talk turned to economics, business or careers the tone became suspiciously masculine. What we needed was a space where business and lifestyle topics overlapped.

EDITION F creates exactly such a space and is the leading business and lifestyle platform for women: incisive and personal articles in our online magazine, networking opportunities and the chance to exchange ideas with the community, direct links to companies and new job perspectives in the job market, as well as business attire and products for a modern business lifestyle in the affiliate shop.

 

First five-figure turnover in November

The fact that companies are looking for opportunities to access this relevant market is evidence of our rapid development. Bookings for company profiles and job advertisements, as well as premium cooperation, were the main reasons we were able to generate a five-figure turnover for the first time in November. We even generated initial commissions on the market place during the test phase.

 

Renowned customers for advertising, the job market and premium partners in the online shop

Since the job market was launched in October 2014, we have already won over renowned companies from various sectors for charged premium company profiles: the Axel Springer media house, car rental company Sixt, Deutsche Telekom accelerator Hubraum, the international photo community Eyeem as well as Factory, the center of the Berlin start-up scene. All these companies have recognized the potential behind our continuously growing community.

We work with major customers such as the auditing company KPMG, successful start-ups including Mädchenflohmarkt and new companies such as Descape in the field of premium cooperation/advertising.

We also entered into strategic and long-term partnerships with our network partners Tracdelight and Rewardstyle, premium shops such as Net-a-Porter and MyTheresa and brand stores including Topshop, Asos and Zalando for our affiliate shop.

 

We have successfully attracted renowned customers for all EDITION F fields

 

Strong partners with a wide reach for content

In the first months, we attracted strong cooperation partners such as Manager Magazin, Impulse, Capital, Huffington Post, SisterMagazin and TheChanger as content partners. In addition, EDITION F already has a network of more than 50 expert authors who provide quality content allowing us to continuously increase the frequency in which articles are published and providing us with the opportunity to reach a broader audience

Partners with a broad reach cooperate with EDITION F

 

Visits double each month

The amount of monthly visits to our site is our most important growth criterion. Since our launch in May 2014, we have doubled these visits each month. More than 55,000 women (78%) and men (22%) accessed EDITION F in October.

 

Renowned Business Angels and Investors

In March 2014, EDITION F concluded its first Business Angel financing round worth EUR 150,000. In November, another financing round followed. Our investors include, amongst others, the venture capital company Vogel Ventures and West Tech Ventures as well as well-connected business angels who assist us in terms of strategy and content. These are, for example, Factory founders Simon Schäfer, Jan Honsel, former publishing director Gruner + Jahr Wirtschaftsmedien and current Pinterest DACH manager and TV producer Michael Heiks.

 

Extensive media feedback prior to launch

Our innovative concept and business model received a lot of interest from the media prior to the launch and it keeps increasing. High-circulation media is approaching us proactively and is publishing positive reports.

There has already been a lot of media coverage of EDITION F

 

Nominations and awards

  • EDITION F won the largest independent silver media award, the Lead Award 2014, in the category "Online Independent of the Year".
  • EDITION F currently features in "Promising Start-Ups: Look out for these 25 founders", published by Wirtschaftswoche and Handelsblatt.
  • EDITION F founder and editor-in-chief Nora was named one of the "Top 30 under 30 Journalists of the Year 2014" by Medium Magazin. 

EDITION F has been awarded prizes in renowned competitions 

 

The next step: In cooperation with Companists

We want to broaden EDITION F's reach and improve our turnover in the coming years as well as increasing brand awareness in cooperation with you.

760

Companists

255,330 €

Invested

14.55 %

Share offered

Contact Details
EDITION F GmbH
Brunnenstrasse 142
10115 Berlin
Germany

Email: investor-relations@editionf.com
Website: www.editionf.com
Please note
The acquisition of this asset involves considerable risks and can lead to the complete loss of the assets used.

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Source: Own research. Based on data from the German Private Equity and Venture Capital Association - BVK, among others.
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