Stix – A discreet and accessible D2C marketplace for pregnancy tests

Stix – A discreet and accessible D2C marketplace for pregnancy tests


Name: Stix

Legal Name: Get Stix, LLC

Location: New York City, New York

Founded: 2018

Founders: Jamie Norwood and Cynthia Plotch


Social Media Following: 413 likes on Facebook,  2005 followers on Instagram, 20 Followers on LinkedIn

Industry: Women’s Healthcare

Size: $39.3B in 2018 (Source: Grand View Research)

Projection: $54.6B by 2026 (CAGR of 4.2%) (Source: Grand View Research)


Stix was born out of the feedback from thousands of women and the personal experiences of the founders when purchasing pregnancy tests. Stix is a two-pack pregnancy test delivered free of cost and comes with subscription plans as well. The results take five minutes and are easy to follow. 

The Product

Stix uses proven, tested, and FDA-approved pregnancy detection technology. The two tests come with clear and easy to follow instructions. Stix has proven 99% accuracy and the pink-dye results are quick and easy-to-read. After sampling hundreds of tests, Stix is the result of the founders wanting to make the process of buying a pregnancy test easier for all women, trans, and non-binary people.

The stick detects hCG at 20mIU/hCG, or about 7 to 10 days after ovulation. To achieve the best results, it is recommended to take the test at least three days before a missed period or 19 days after you’ve had sex. Experts at Stix say since your hCG levels increase every day, the longer you wait to test, the stronger the results will be. And if you are testing early, it is advised to do it first thing in the morning, before drinking any water.

To ensure privacy, the product is delivered in a plain envelope with no return address printed. Its small size (4X6) also ensures that it easily fits into the mail slot.

Origin and Founding Team

The idea for Stix came about when Jamie Norwood and Cynthia Plotch had awkward experiences buying over-the-counter pregnancy tests. As they learned about how many women faced similar situations, the duo studied how pregnancy tests work and found that over 30% of periods are irregular. Thus, leading to stress among women who are trying to conceive and have to buy tests every month. When they realized drugstore prices are unnecessarily high, they founded Stix to ensure better access to pregnancy tests at a fair price. 

In order to perfect the highly private pregnancy test purchasing experience, Stix ensures discreet delivery and offers confidential payment options too. 

Performance and Trends

In June 2019, Stix was selected to be a part of the Summer 2019 class of the Entrepreneurs Roundtable Accelerator, and received a seed funding of $100k as a part of the program.

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