Go Potty

Go Potty, legally known as De Pot Op in its native Netherlands, is a digital health company targeting the $71 billion disposable diaper industry by promoting earlier potty training. Founded in The Hague in 2022 by Elianne Leeffers, the company aims to revert the average potty-training age from the current three years back to around 18 months, a common practice in the 1940s. The founder's journey began after the birth of her third child, which sparked a desire to reduce her family's environmental impact, leading her to identify disposable diapers as a major source of non-recyclable waste. Leeffers, who has a corporate background specializing in behavioral change, developed the Go Potty method based on her personal success in training her own children early, combined with scientific insights.

The company's core offering is the Go Potty mobile application, which operates on a freemium model. Users can download the app for free to access a readiness test for their child. Full access to the platform's features requires a Premium membership, which unlocks the complete step-by-step program for a six-month period. This premium service provides customized instructions and daily tips tailored to the child's age and personality, progress tracking charts, e-guides, and access to a community forum. A key feature of the premium offering is one-on-one coaching from a team of qualified professionals, including child psychologists, pediatric nurses, and educationalists. Revenue is generated through these premium subscriptions.

Go Potty's business model extends beyond individual parents to serve childcare organizations and municipalities. For these institutional clients, the company provides e-learning modules for staff and a dedicated portal for managers to monitor the program's progress, including potty-training success rates and savings on diapers and CO2 emissions. In late 2024, the startup secured €350K in a pre-seed funding round led by the Dutch venture capital fund YoV Capital. This capital infusion is intended to further develop the technology and scale the platform to reach a broader audience of parents and organizations.

Keywords: potty training, parenting app, child development, environmental impact, disposable diapers, early childhood, digital health, childcare solutions, sustainable parenting, behavioral change, freemium app, parent coaching, toddler health, urotherapy, pediatric physiotherapy, educational technology, CO2 reduction, waste reduction, nursery support, municipal services