Beddit, the sleep pattern and wellness tracker Indiegogo campaign came to an end last week, when they announced that they have raised a whopping $503 472. This makes them the most successful reward-based crowdfunding campaign coming out of Finland.
The concept is simple, you put a thin film of sensors between your bed sheet and the bed and it does the rest. It is so sensitive that it can detect your heartbeat, breathing patterns, movements and then use the data to display it all in the app.
To consumers HeiaHeia seems like a consumer product - you see friends sharing their runs and workouts through the service, and the product feels like a social B2C product. But as we wrote last summer, HeiaHeia's business model is targeted towards companies and organizations that wish to proactively lower their healthcare and insurance costs by encouraging more active lifestyles.
For companies like HeiaHeia that have some sort of B2C angle but are doing B2B sales, Raisanen says is important to understand that is that a lot of the things that work on the B2C side doesn't apply to B2B. It's a tricky situation to be in. The service they provide is very dependent on the individual getting excited about it, but at the same time it's a B2B purchasing decision.