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7363 東証マザーズ(サービス業)

ベビーカレンダー

新規上場会社紹介レポート

(公開日 2021.04.13)

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baby calendar(7363 TSE Mothers)

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Favorable business performance is expected to continue with the increased value of the “Baby Calendar” as a media

Mainly Operating Information Media Concerning Pregnancy, Childbirth and Childcare
As its core business, baby calendar operates “Baby Calendar,” an information media concerning pregnancy, childbirth and childcare, and also conducts a business that provides solutions for obstetrics and gynecology facilities as well as a web marketing business. Its media business, which is the core business, accounts for around two-thirds of net sales and generates a large portion of the company’s profit.

The company released a service that packages a bedside system for obstetrics and gynecology facilities in 2008, and thus the current business for obstetrics and gynecology was started. The current business composition was created after the company became an affiliate of Cookpad (2193 TSE First Section) in 2015, changing its trade name to Cookpad Baby and succeeding the pregnancy/childbirth site of Cookpad. In 2017, it conducted a management buyout and changed to its current state.

Media Business
In the media business the company operates Baby Calendar, an information media concerning pregnancy, childbirth and childcare, and accompanying apps.

The core content of Baby Calendar is daily medical information that provides information on daily concerns and information needed based on the growth of the baby, up to 645 days from pregnancy, childbirth to the first birthday, in a daily pad calendar format. In addition, it also provides services such as daily distribution of news related to baby topics, recipes for diets during pregnancy and baby food that meets the safety standards supervised by registered dietitians, and consultation of specialists which enables the unlimited consulting of specialists free of charge.

Users in pregnancy, childbirth and childcare can use all of the contents free of charge. The company gains revenue from advertisers that recognize the value of Baby Calendar as a media and willing to conduct promotions utilizing Baby Calendar.

Business for Obstetrics and Gynecology
The business for obstetrics and gynecology, positioned as the base business, provides solutions as a “babypad” series for attracting patients (patient acquisition) and streamlining operations, which are the two management issues of obstetrics and gynecology, by using IT.

Web Marketing Business
This is a business that was newly added in the fiscal year ended December 2020 through an M&A. Targeting medical facilities, it supports web marketing through website creation, SNS advertisements, production of graphic designs, etc.

概要(レポートから抜粋)

ベビーカレンダー(以下、同社)は、妊娠、出産、育児に関する情報メディア「ベビーカレンダー」の運営を中核事業としつつ、産婦人科施設向けにソリューションを提供する事業も行っている。

08年に産婦人科施設向けベッドサイドシステムをパッケージ化したサービスをリリースして現在の産婦人科向け事業が始まった。その後、15年にクックパッド(2193東証一部)の傘下に入ってクックパッドベビーに商号変更するとともに、クックパッドの持っていた妊娠・出産サイトを譲り受け、現在の事業構成となった。17年にMBOを実施し、現在に至っている。

同社の事業は、メディア事業と産婦人科向け事業に20/12期から加わったWebマーケティング事業の合計3つのセグメントで構成されている。高利益率のメディア事業が全売上高の約3分の2を占め、全体の利益の多くを稼ぎ出している。

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