A 5-year plan to take a Long Island idea — that no one should face cancer alone — to every state in America.
Mildred DeMolfetto raised three daughters and lost her own fight to breast cancer in 2003. Mondays was built so other women — and their daughters — would never sit through treatment without a community holding them up.
— Rachel, Cynthia & Karla
We have proof of concept. We have product-market fit. We have a 21-year operating history. What we don't yet have is reach.
Cancer's psychosocial burden is well-documented and severely under-served. Mondays is the only national-ready model that meets women weekly, in their own communities, at no cost.
Headquartered in Sayville, NY. ~15 charter salons across Long Island, NYC metro, NJ & CT. Anchored by Racine Salon & Spa (Islip), Rachel's 30-year flagship.
Free head shaving, wig fitting & styling, post-mastectomy bra sizing, cosmetics, skincare, massage, yoga, meditation, peer support — every Monday, every week.
9th Annual Long Island Beauty Ball · Apr 2026
6th Under the Stars Gala · Aug 2026
3rd Pink Pumpkin 5K · 400+ runners
NY Cancer & Blood Specialists · Northwell Health · Pfizer Oncology Together · Bristol Myers Squibb · Gilead Sciences · Macy's
Honest read: we are a New York charity that works. We are not yet a national brand.
A 25× growth from the platform we already have. Built the same way Rachel built Racine: partner by partner, Monday by Monday.
A local charter salon donates one Monday a month (their dark day). Mondays-certified stylists volunteer their craft. The Foundation provides wigs, supplies, training and brand standard. Patients arrive free — referred by partner hospitals.
No real estate cost. The salon is the venue.
No payroll model. Stylists volunteer; HQ funds program ops.
Recurring weekly community. Patients return; stylists deepen craft; salons gain reputation.
Capital-light franchise dynamics without franchise fees or commercial obligation.
One chapter in every state. 200+ charter salons. 50,000 women served every year. A $25M operating budget — and a $50M endowment campaign launched to make it permanent.
First international pilots: Toronto and London. A model born on Long Island, now portable to any country with a salon and a hospital.
| Year | Lead revenue layer | Why this year | Operating budget | Endowment |
|---|---|---|---|---|
| 2026 | Major-donor cultivation (5 × $250K+ anchor gifts) | Brand readiness + Rachel's network | $2.2M | — |
| 2027 | Foundation grants (Komen · ACS · LIVESTRONG · V Foundation) | National footprint qualifies us | $5.0M | — |
| 2028 | Corporate partnerships & royalty deals (beauty brands) | National brand & media moment | $12M | — |
| 2029 | Healthcare contracts & reimbursement pilots | Clinical evidence base ready | $18M | — |
| 2031 | Endowment campaign launches · planned giving · all prior layers compound | Permanent institutional base | $25M | $50M target |
Each year unlocks the next. The endowment is not a Year 1 ask — it's the natural culmination of five years of credible execution.
Every senior hire is recruited against the institutions Mondays needs to belong to: major health systems, top-tier foundations, beauty corporates, payer networks.
Look Good Feel Better — single-session makeup workshops in hospitals. We are weekly, community-based.
Cancer Support Community — counseling and support groups. We start with the body and build the relationship from there.
LIVESTRONG & Komen — research and policy. We are the local Monday hand-on-shoulder.
The chair, not the room. Weekly recurring presence in a beauty environment — not clinical, not solemn. Patients return because it feels like life, not treatment.
The salon network as channel. 600,000+ US salons exist. We don't compete with anyone for real estate.
The founder story. A daughter's promise. Unrepeatable.
| KPI | 2026 | 2027 | 2028 | 2029 | 2031 |
|---|---|---|---|---|---|
| Charter salons | 25 | 60 | 100 | 150 | 200+ |
| States active | 4 | 12 | 25 | 40 | 50 |
| Women served / yr | 2,500 | 6,500 | 15,000 | 30,000 | 50,000 |
| Operating budget | $2.2M | $5.0M | $12M | $18M | $25M |
| Cost per woman served | $880 | $770 | $800 | $600 | $500 |
| Patient NPS | 80+ | 80+ | 80+ | 80+ | 80+ |
Cost per woman served improves as the model matures — fixed HQ cost amortizes across a larger network without burdening salons.
Rachel is the brand. Hiring a CEO too late stalls scale; too early dilutes story.
Mitigation — CEO search begins Year 2, hire by mid-Year 3. Rachel remains President & Chair. Roles are publicly co-signed.
Free, fast salon onboarding becomes uneven quality nationwide.
Mitigation — Mondays Certification Program (Year 2) is the prerequisite. Quarterly mystery-patient audits. Charter status revocable.
Over-reliance on a few anchor donors or one corporate partner.
Mitigation — Five-layer funding stack. No single donor >15% of revenue by Year 3. Endowment from Year 5 buffers cycles.
As we move into hospital systems and reimbursement, the scrutiny rises.
Mitigation — Chief Medical Advisor hire (Year 3). Outside counsel. Mondays is psychosocial support, not medical care — never blur the line.
The daughter. Rachel was 41 when Mildred died. Mondays was her promise.
The operator. 30+ years building Racine into a flagship salon. She knows the unit economics, the staffing, the customer.
The convener. 15 salon partners, 23 years of relationships, no scandal. Long Island knows her.
The story. National media will pay attention to a founder telling her mother's story. They will not pay attention to a hired CEO.
"With Mondays at your side,
you are never alone.
We say it every week to one woman.
Now we say it to every woman."
— Rachel DeMolfetto · 2026
Formally elect Rachel as President at the next board meeting. Approve the FY26 budget of $2.2M and the bylaws update expanding the board from 6 to 9.
Five anchor gifts of $250K+ in 2026 — each naming a phase, a region, or a program. We will publish your name on every chapter you fund.
Beauty corporates, health systems, foundations — sign the multi-year letter of intent for 2027 program launches. We will close those rounds first.
There is no national brand for integrated weekly community-based psychosocial cancer support delivered in a beauty environment.
There are $100M+ players in adjacent categories — counseling, makeup, research, fundraising. None of them are us. None can become us without giving up their current business.
First-mover, defensible. The window is open for one organization to define this category nationally. Mondays goes first or it does not happen.
2026 — 2031 · Rachel DeMolfetto, President-Designate
Mondays Cancer Care Foundation