October marks Breast Cancer Awareness Month, a topic Suzanne Sinatra, Founder and CEO of Private Packs, knows too well. In fact, her journey healing from breast cancer and her entrepreneurial path are closely intertwined. The symptoms she experienced during treatment made it clear for this founder that the market for her product was even bigger than she anticipated.
Most women suffer from vaginal pain or discomfort at some point in their lives. For some, it’s a daily battle. For others, it’s a part of their monthly cycle, postpartum recovery, or an occasional occurrence after intercourse. Even though women’s wellness is finally trendy, the subject of privates still remains a taboo.
Private Packs makes wearable, reusable therapy packs that comfort pain down there. By applying hot and cold therapy directly to the vulva, it helps alleviate the symptoms of UTIs, yeast infections, waxing, childbirth, and many others. Their patented ergonomic design uses gel technology to match your body’s natural movements, so you can keep up with your lifestyle pain-free, whether it’s going to yoga or taking a meeting.
Suzanne Sinatra, CEO and Founder of Private Packs
Private Packs has launched their crowdfunding campaign and reached 100% of their minimum goal just in a week. The campaign is still open until they hit 100,000.
The Difficult Journey Of The Entrepreneur
Sinatra candidly tells the story of how a crippling bikini wax that left her unable to sit inspired the creation of a hot and cold pack that would not just be more functional than existing solutions, but also designed for the modern woman -a statement about owning your vaginal health.
However, the road was rockier than she expected. A couple of years after that incident, as she was preparing to launch in 2017, she started feeling extremely tired. She was the epitome of the “hustle porn” that Gary Vee, investors and entrepreneurs preach about on social media, so she didn’t make much of it, initially. “It was getting extreme so I went to the doctor. She said the three words no one wants to hear: You have cancer,” Sinatra explains. “My breast cancer journey is what gave me the purpose to make Private Packs bigger than a therapy pack. During my many days in the hospitals, none of my seven doctors told me that my treatment and subsequent menopause induction would affect my vagina.”
Suzanne Sinatra, CEO and Founder of Private Packs
Sinatra’s own health journey not only made her an incredibly resilient founder, it also informed many product decisions (materials, design), as well as the branding and narrative. “Women are embracing and discussing topics that were once considered impolite and embarrassing. I didn’t realize the power of my product until I was sitting in that patient’s chair suffering from the worst vaginal dryness of my life,” adds Sinatra.
A Problem That Affects Over 75% Of Women But It’s Not Discussed
Sinatra initially focused heavily on mothers, as some degree of vaginal tearing, pelvic floor inflammation and vulvar discomfort after birth are common and symptoms extend during the postpartum period. However, as she continued her research she realized she was tackling a much larger market opportunity.
As many as 14 million women in the United States have chronic vulvar pain suggestive of vulvodynia; around 75% of women will experience pain during sex at some point, and the same percentage will have at least one episode of yeast infection during their lifetime. Symptoms such as itching, burning, irritation, among others, account for approximately 10 million physician office visits annually. If you don’t have insurance coverage for a gynecologist, your visit is around $125. Multiply that for the number of annual visits due to related causes.
“What happens when we have horrible cramps or even just a bad bikini wax? We suffer in silence. We waddle around with ice packs taped to our pants. We deserve better,” emphasizes Sinatra. With more women speaking up about sex, consent, and responsibility, comes a greater interest in the companies supporting our bodies and pleasure. “FemTech companies have made it their mission to make better products for women, using technology and innovative materials and offering the transparency that women want today,” she added. This is why this industry has already been (under-)estimated at $50 Billion.
Doctor of Physical Therapy and Pelvic Floor Specialist, Dr. Rachel Gelman, PT, DPT, says: “Patients benefit from heat and ice to relieve their symptoms, so Private Packs is a great option for a variety of issues, but in particular, it fills the need for a non-medical alternative to pelvic floor pain and discomfort.”
Private Packs
Private Packs’ Indiegogo crowdfunding campaign is set at a minimum $10,000, but this founder is aiming for $100,000 to cover production. The campaign will be available until October 16. The relentless entrepreneur has surrounded herself with female industry leaders in the Sextech, Femtech and investment communities, including investor and thought leader Monique Woodard (investor, formerly 500 Startups), and entrepreneurs Claire Courtney (Lovability) and Holly Rockweiler (Madorra).
Prevailing Against All Odds
When she started this company Sinatra knew the numbers were not on her side: She is an immigrant and a woman of color. “Women like me get less than 0.02% of VC funding. Plus, I am a Femtech founder, which means increased difficulty and censorship. That is why I’m turning to the public. Crowdfunding uses technology to support entrepreneurship and innovation, and I’m grateful that Indiegogo openly invites products of our nature,” says Sinatra, who plans to seek investment this winter following a successful crowdfunding.
“My health has been an undeniable setback but also a catalyst for our growth. Now, with a healthy body, a strong team, and a product ready for production, I know it is the right time to move forward,” concludes Sinatra, who wants to help the millions of women with chronic pain, impact the gender leadership gap and to inspire little black girls to think “if she can do it, I can do it.”
Private Packs will be available exclusively via Indiegogo during the campaign and on PrivatePacks.com after that. Put the chickpeas back in the freezer, your privates deserve better.
