WoW Woman in FemTech | Lesley Salem, founder of Over The Bloody Moon
Interview by MarijaButkovic
Lesley Salem is a charismatic founder who has spent over 20 years identifying market opportunities, conducting market research and developing innovation for global leading brands. She is now putting her skills to good use as the founder of Over The Bloody Moon. At 48 years, she is going through perimenopause herself and has identified an education gap for women to learn how to navigate this transition, so they feel informed, equipped and empowered to take charge of their change.
Her market research background means Lesley has been methodical and rigorous in her gathering of accurate facts. She shares scientific (evidence-based) ways women can self-care from leading British Menopause accredited clinicians, private wellness practitioners, health & confidence coaches and midlife authors around the UK and globe. This learning has been carefully packaged into 1-hour Symptom Fix workshops, and a 6-module program called Take Charge of Change where women can learn with others or individually at their own pace. By joining the community, women can get practical tips to put straight into practice to enhance their physical, mental, social and sexual wellness. Women who have been on the program have described it as 'game-changing', kick-starting cornerstone habits that will benefit them not just now but also set them up for their later years.
To add to the hormone mix, Lesley has three teens at home, along with her hubby who is a talented chef for the family and friends. Whilst life is busy and full of socialising and entertaining, in her own time, she enjoys therapeutic, reflective activities. She is an avid reader, a nature-lover who enjoys walking with her dog as well as baking.
Lesley, what is the idea behind your project / product and how did you come up with it?
Over The Bloody Moon is a community and enterprise that informs, equips and empowers women through perimenopause. Over The Bloody Moon was born out of my own frustration at how tricky and overwhelming it can be to work out how best to manage perimenopause symptoms – especially when one can’t afford private, specialist advice. As a woman whose career background is Innovation, I’ve spent many hours running market research groups and workshops, so my comfort zone is when I’m surrounded by others. I wanted to find a group environment to learn about the changes happening to my body and mind but also an opportunity to share and listen to stories and get support from other women going through a similar experience. I started googling to find workshops or a course on perimenopause but couldn’t find anything. It was a Eureka moment! There were forums but personally I found them more of a moaning session and the advice was hearsay and not based on science. Meanwhile information available on websites was so conflicting. You’d read one article and it would say black cohosh is great for hot flushes and then another would say the herb is toxic and leads to liver failure. I wanted to get the facts and discover different ways to enhance my wellness. My early project idea was coined as Wise Women to educate women about perimenopause, by giving them access to the wisdom and knowledge from leading female clinicians, menopause specialists, wellness practitioners and authors, so they have a toolkit of evidence-based self-care tips to try out.
When did it all start and do you have other members in your team?
I first got the idea in September 2019 when I was in a very low place, triggered by hormone imbalance. I was so frustrated by the lack of science-based education around perimenopause that I decided "Right. I'm going to set something up!" There are no paid members in my team but I do have an amazing Advisory Team. Given I don't have a medical background, I needed to tap into other's expertise. Creating this team has meant that I have acquired credentials across every aspect of perimenopause. Our Advisors all appear in a filmed interview with me, chatting about their discipline, sharing ways women can take back control of a particular problem and supplying tips based on science and practice that feature inThe House, a curated research space where women can discover different ways to manage perimenopause. We support each other across social media, cross-promote events and they are on hand if I have any questions that arise from the community that I can't answer! I am also lucky in having a bunch of inspiring buddies to bring fresh perspectives, as I’m on a 9-month Fellowship program with The School for Social Entrepreneurs. I’m really enjoying that experience as it has created a new network of enthusiastic entrepreneurs with opportunities for peer-led learning.
How long did it take you to be where you are now?
I’ve been working on the project full time since November 1st, 2019. I spent the first month exploring the market and creating a business plan, the next 3 months researching, interviewing leading menopause experts to generate a bank of content. Then 2 months developing, pilot testing and evaluating face-to-face courses. The last quarter was spent migrating the business to online (ripping up the original business plan!) and rolling out a range of services for all women, wherever they are in the UK and in their perimenopause journey. Through my SSE Fellowship program, I’m also returning back to basics to ensure my business is sustainable and user-centric.
What was the biggest obstacle?
Time – as it’s just me, I have to think really carefully about how to best use my hours. It’s really easy, especially in lockdown to find the working day stretch and so I have to be disciplined to build in time for daily exercise and mental wellbeing activities, as well as for my family. It makes me nervous not having funding, as I’m restricted in the way I’d like to develop my services but it also makes me creative and focused on where to invest my resources.
What are your biggest achievements to date?
Community building. I make sure I speak to 5 new people a week. They might be health experts, founders, women experiencing perimenopause, or other champions for women’s wellness. With each connection, I learn a new nugget, get an interesting lead and it fuels my motivation to keep going.
What are the challenges of being an entrepreneur in the niche you are in? How about being a female founder/entrepreneur?
It’s an industry where I have no credentials, but I do have personal experience of going through perimenopause, so my voice is authentic and allows me to be empathetic to the needs of my community. I love being a female founder, operating in a female-dominated industry of health and wellness. I have learned that the female way of doing business is more collaborative. The biggest challenge is my prospect members who despite being in distress, find it hard to make time to prioritize their own needs or difficult to justify spending money on their wellness.
What are the projects you are currently working on?
Recruitment for my September workshops and courses and marketing of The House – our newest service offer. The House is our digital self-care platform with everything women need to know about perimenopause under one roof. Rooms are curated with expert videos & workouts, self-care tips based on science (so they actually work), home practice exercises to cultivate positive habits, downloadable fact sheets, recipes and even meditation tracks. The content across our services is always being updated as I regularly interview new authors, clinicians, and female role models that are embracing change positively. I’m excited next month to be chatting to Tova Leigh, author of F*cked at 40 and comedian, along with the founder of a dermatology skin clinic and hair specialist.
Is the #WomenInTech movement important to you and if yes, why?
Absa-bloody-lutely! It’s so important to have female role models and mentors in this space that’s traditionally male-dominated. #WomenInTech gives us an opportunity to learn, share and support one another.
What is the most important piece of advice you can give to all female founders and female entrepreneurs out there?
Sell your dream, not the plan. We all love to be part of something that's driven with a strong sense of purpose and designed to achieve impact. I've learned the importance of nuancing language so it's persuasive. I know I wouldn't have got the same response if I'd told people what I was planning. That's a future ideal, not a reality. To make things happen, there needs live momentum & energy.
Here’s a link to the full article with my top tips!
What will be the key trends in the health tech industry in the next 5 years and where do you see it heading?
Menopause: brands, products, apps and services are starting to spring up
Personalised & individualised health programs: based on big data
More natural self-treatment versus clinician treatment: with the right tools women want to feel in the driving seat of their health using natural interventions
Apps & wearable tech: designed with feedback & notifications to embed healthy habits
Virtual consultations: More affordable access to specialist care online
Who are your 3 inspirational women in health tech?
I would have to say you - Marija Butkovic for founding WoW and bringing together female global brains and partnership in femtech. Whilst a new member, having the support, network and news that WoW provides are going to be invaluable.
I know she’s been quoted before on WoW but Dr. Indra Joshi, Clinical Lead for NHS England’s Empower the Person Portfolio who is charged with bringing digital initiatives into the NHS – a hugely exciting role which will radically reshape the way we control our health in the UK.
Tania Boler and Alexander Asseily, founders of Elvie, who secured the largest to date funding in their Series B round. Their breast pump and pelvic floor trainers are beautifully & intuitively designed for women’s needs. Both Tania and Alexander are tackling taboo areas and trailblazing the way for femtech.
Website: www.overthebloodymoon.com
Insta & FB: @overthebloodymoon.com
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship and diversity. Follow Marija on Twitter @MarijaButkovic.