With support from JPMorganChase and Newable through the Founders Forward Perfect Pitch programme, MaOma Cosmetics receives bespoke support to elevate its pitch deck to become investor ready.
The programme, launched by JPMorganChase in 2023, offers a valuable opportunity to connect women-owned businesses in London with mentoring opportunities from JPMorganChase employees.
As the delivery partner, we at Newable are committed to understanding and supporting the unique journeys of these businesses. By helping them build their goals, the programme aims to enhance their pitching skills, expand their networks and secure funding to support their investment plans.
The below case study demonstrates how Ifeoma Ekwobi, Founder of MaOma Cosmetics benefited from the Founders Forward Perfect Pitch programme.
MaOma Cosmetics: Nourishment for Skin and Soul
MaOma Cosmetics is a natural skincare brand rooted in purpose, passion and personal experience.
Their range is focused on using natural, plant-based ingredients because Ifeoma truly believes they offer the best nourishment for both skin and hair. MaOma is for all skin types, and every formula is crafted to be gentle, effective and deeply restorative.
What makes MaOma unique is that it’s not just a brand—it’s built on 28 years of Ifeoma’s own experience formulating products that make a real difference. The journey began when she was diagnosed with cancer. During treatment, Ifeoma struggled to find skincare and haircare products that were gentle enough for her sensitive skin but still effective in addressing issues like hair breakage, dryness, scarring and more.
That’s when Ifeoma started formulating products for herself. Natural solutions that could support and heal her skin and hair during one of the most vulnerable times. What started as a personal need soon became a calling.
Ifeoma commented: “I knew I had to share these products and this knowledge with others facing similar struggles, whether due to medical conditions, sensitive skin or just wanting a more natural, nourishing approach to beauty.”
Navigating Challenges and Embracing Support
In November 2023, Ifeoma came to participate in the programme through direct contact with a Newable Business Adviser who believed in her vision.
Ifeoma added: “From then until now, the support has been ongoing and absolutely invaluable—from helping me understand how to build a business that investors can believe in, to giving me the tools to pitch with clarity and confidence.”
Before embarking on the transformative journey with the Founders Forward Perfect Pitch team, Ifeoma encountered a few challenges.
- Despite possessing a robust product range and in-depth formulation expertise, Ifeoma struggled to position her business in a manner that would resonate with potential investors and stakeholders.
- The hurdle of securing capital loomed large, impeding efforts to scale production, enhance packaging quality and expanding their marketing reach.
- Navigating the intricate world of investor pitching proved daunting, with the concept of a pitch deck initially shrouded in mystery and unfamiliarity.
Ifeoma’s Journey of Growth with the Programme
Embracing the programme proved to be a pivotal moment for Ifeoma. It enabled her to construct a compelling pitch deck from the ground up, a process that was not only a significant learning curve but also profoundly empowering. With newfound skills, she was able to present her business with clarity and confidence, honing a skill set that had previously eluded her.
Furthermore, she was able to forge connections with a dynamic community of founders, whose stories and insights served as a wellspring of inspiration. The programme also offered Ifeoma invaluable insights into the mindset of investors and helped her discern what truly captures their attention and interest.
A standout moment in this transformative journey was the honour of being named a finalist in the pitch competition. This recognition was a real moment of pride and validation.
Ifeoma said: “The programme has truly been a game-changer. It emerged as a beacon of guidance, equipping me with the structure, tools and confidence needed to surmount these barriers and propel my business forward.”
Empowering Milestones
Since completing the programme, Ifeoma had reached some incredible milestones.
She proudly hosted her first ever event, The Crown Collective, a carefully curated pop-up that spotlighted female-led, purpose-driven brands. More than just a sales opportunity, it was a platform for building community, sharing stories and celebrating diverse voices in beauty and wellness. This gathering not only amplified MaOma’s presence but also provided exposure for other underrepresented brands.
Their online sales have experienced remarkable growth, accompanied by a significant increase in customer engagement and loyalty.
Ifeoma has received interest from retailers who are eager to stock their product range, indicating a promising expansion for MaOma.
Ifeoma mentioned: “Engaging in conversations with investors is a significant achievement, something I once felt unprepared for prior to this programme.”
With the unwavering support of the programme, Ifeoma has achieved the following for her business growth journey:
- Constructed a complete, investor-ready pitch deck and financial plan.
- Fine-tuned the messaging and packaging to directly resonate with ideal customers.
- Successfully launched The Crown Collective, establishing meaningful connections and exposure for women-led brands.
- Enhanced its digital marketing and storytelling, resulting in a stronger, more engaged online community.
- Taken steps to scale its production, backed by a well-defined strategy.