WoW Woman in FemTech I Sarah Cottee, founder of IMMI
Sarah Cottee, founder of IMMI, has been making things from an early age. She spent 6 years in Southeast Asia working in Philanthropy before moving into the tech space, first working at a biometric hardware company before inventing the first digital watch that can track menstrual cycles without an app or smartphone.
IMMI’s vision is that every girl knows what day of her cycle she’s on and what that means. Starting with a low-tech menstrual tracking product that can learn to track and monitor your menstrual cycle without an app or smartphone, IMMI envisions creating products made for girls so they can tune in to their bodies and emotions from an earlier age. Their products also cater to those who want autonomy over their data, as IMMI collects no user data. Their vision is to be the ‘must-have product’ for teens and create a range of form factors and accompanying products to expand the range of options that women and girls have when it comes to managing your month.
Tell us a bit about your background and your projects so far.
For six years, I worked in Southeast Asia in the philanthropic sector, focusing on implementing healthcare and education projects. This experience allowed me to collaborate with remarkable individuals dedicated to creating solutions for everyday challenges. The need for creativity and simplicity was crucial, and I learned firsthand the success of developing 'fit for purpose' solutions rather than attempting to address numerous issues with a single project or product. After this, I transitioned to the tech and hardware industry, bringing with me a wealth of knowledge and a passion for impact and innovation.
I’ve always made things. My mum taught me how to sew from an early age and if my sisters or I ever wanted something, she’d say, ‘Why don’t you just make it?’, (which was slightly annoying at times!). With this background, I’m not too surprised that I’ve naturally gravitated towards work where I can problem solve and create solutions that respond to the real needs I’m seeing.
How did you get into this industry? Has it been an easy industry to get into, or have you had many challenges?
IMMI straddles hardware and female health, and we don’t collect any user data, so we’re kind of out here on our own! Our product is very important to our users, who either don’t have access to mobile internet or who are worried about their data privacy, so although the industry has been hard to crack into, especially because we don’t collect user data, our focus on making something that expands the choice that consumers have keeps us moving forward. In the wake of RoevWade being overturned, the privacy-first aspect of IMMI became even more important. The fact that your data is all stored locally and you can wipe it at any time are features that ensure the safety of millions of women, which I never could have predicted.
How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?
I came up with the idea for integrating menstrual tracking into a digital watch six years ago when it occurred to me that this is simply another measurement of time; why do I know what day of July it is? I don’t know what day of my month it is. I’d come off hormonal birth control and tried to use the apps, but I kept forgetting to enter my data. I wanted something smarter than a paper calendar that could do the calculations for me, but that was simple and low-lift.
Designing a low-tech consumer product while everyone else was connected to devices and apps was a challenge but a fun one. There’s so much you can do with seemingly basic hardware! We figured out that by increasing the memory, we could then implement an algorithm that would store each month's data and calculate a three-month rolling average. This means that IMMI learns your unique average cycle length, making the period predictions more accurate over time, and calculates the due date of your next period. The data input required by the user is much less than the apps, making it an easier option.
What are your biggest achievements to date?
In December 2023, we won an iF Social Impact Design Award, which was an amazing achievement. Manufacturing during COVID-19 was also quite an achievement when I look back on it! Hearing how IMMI has impacted girls' mental health has been particularly inspiring - they’ve spoken about how they have less anxiety now that they always know what day they're on and when their next period is due to start. Being a physical product, it feels safer or more ‘real’ somehow. We’ve also had girls say that through wearing IMMI, they were able to open up to their mum about this topic, which had previously been taboo.
What are the projects you are currently working on?
We’re building the IMMI Tracker, which I always say is like a Tamagotchi that warns you when your period is due! We’ve got some amazing colors and designs and really want to position this as something you get when you start your first period, so you start tracking from an early age, but in a fun, gadgety way! We’re also making some really cute accessories (think bags/purses) which I’m very excited to launch in a few months!
Is the #WomenInTech movement important to you, and if yes, why?
Yes - I always try and encourage girls I'm mentoring to build something - it doesn’t have to be super deep tech, I just believe it’s important to have a diversity of products out there. I feel lucky to be on the tailwinds of movements like #womenintech, which has led us to be able to be open and experimental.
What will be the key trends in your industry in the next five years and where do you see them heading?
I speak to a lot of mums, especially in the US, who are becoming more and more worried about data privacy, especially for their daughters in the current political climate post-RoevWade. There is definitely a trend back to pen and paper, which seems crazy, but I think the concern with data coupled with ‘app fatigue’ is driving this - I believe we’ll see more smart yet offline products in the future that will cater to all consumers and allow them to have a choice in the method they use to monitor and track different aspects of their health.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
It really depends on your starting point, but I think surrounding yourself with great people is always good. With a few entrepreneur friends, we do a ‘skills exchange’ where we help each other out for free, knowing that our skills are complementary. You also have to believe in what you’re building…but that’s an obvious one!
Who are three inspirational women in your respective industry that you admire?
Kelly Newton, founder of Nixi Body, is such an inspiration; she’s so generous with her time and support to founders like me whilst building a product and being a mum to 6 kids!!
Cheuk Laam (Kara WONG) is doing amazing things at Looop Can. They’ve made a ‘Can’ that acts as a mini washing machine to clean menstrual pads using minimal water and a buoyancy force, effectively cleaning pads for those in water-scarce regions.
I also love what Kitty Liau is doing at SMILE; she’s developed a low-tech, user-friendly vaccine cooler for use in last-mile settings.
It’s so good to see more women in the innovative hardware and non-connected product space.
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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. Connect with Marija on LinkedIn.