By 31.03.2022, we will take our first step into the US market to explore opportunities and find ways to build a startup of the desired scale. The main goal of this step is to identify one or several options that can potentially grow into a high-value, large-scale startup. The key indicator of this potential is the demand and excitement from the target audience, reaching a product-market fit where demand exceeds supply and our capabilities.
Therefore, the primary focus will be on testing the "positioning + target audience" combination. The key KPI should demonstrate that we invested minimal effort and gained many users at a significantly lower cost than the market average or even for free.
We must also show investors why we are shifting our focus to the US market: it's more effective now to target the US rather than the CIS market, as it's challenging to persuade people to buy in the CIS, whereas in the US, this behavior is more ingrained.
Therefore, the primary focus will be on testing the "positioning + target audience" combination. The key KPI should demonstrate that we invested minimal effort and gained many users at a significantly lower cost than the market average or even for free.
We must also show investors why we are shifting our focus to the US market: it's more effective now to target the US rather than the CIS market, as it's challenging to persuade people to buy in the CIS, whereas in the US, this behavior is more ingrained.
Target Audience
For the first step in the US market, we have chosen an audience we currently find easier to work with: female students (women aged 18-22). These women have chosen self-realization over motherhood at this point in their lives, focusing on education or other forms of self-fulfillment rather than marriage and childbirth.
Their primary concern is avoiding pregnancy now but preserving the possibility for the future. They face a subconscious conflict between self-realization and motherhood, manifesting in everyday situations.
Their primary concern is avoiding pregnancy now but preserving the possibility for the future. They face a subconscious conflict between self-realization and motherhood, manifesting in everyday situations.
Positioning Variants
The app should be like an older sister, a trusted and relatable authority, rather than a mother, who may be more judgmental and distant. Unlike other women's health projects, we consider women's health in conjunction with other life aspects, not in isolation. We aim to help women manage their health to support all life aspects, not just prepare for pregnancy.
Our emphasis is on those who currently do not want to become pregnant. We acknowledge that social life changes faster than the body and mind can adapt. Women now compete with men socially while still needing to bear children, which creates significant pressure. We aim to help women adapt mentally to this changing world and manage their health accordingly.
Our emphasis is on those who currently do not want to become pregnant. We acknowledge that social life changes faster than the body and mind can adapt. Women now compete with men socially while still needing to bear children, which creates significant pressure. We aim to help women adapt mentally to this changing world and manage their health accordingly.
KPIs
- Ensure more than 50% of traffic is free, proving demand for the solution.
- 20-30% of active users should ask questions in chat conferences.
- At least 1% of active users should purchase services in the app.
Key App Functionality
The app's core functionality includes a health calendar and diary where women can log symptoms and choose to consult or plan pregnancy based on the data. This observation step helps women understand their bodies' patterns.
Testing Positioning Variants
Indicators of successful positioning will be virality and support from potential partners and public figures. If they embrace the idea, we've successfully "sold" our positioning. Lack of response means we haven't.
User Acquisition Ideas
- Distribute branded sanitary pads in restaurants and bars with caring messages and app download prompts.
- Create TikTok or Reels videos with real student stories about difficult gynecologist visits.
- Organize a contest for designing a new gynecological chair to make visits less embarrassing.
- Partner with famous women or bloggers to share how health impacts their goals.
- Establish a creative workshop providing health support and resources for women's creative projects.
- Collaborate with recording studios and public figures for support.
- Launch an ambiguous ad campaign creating curiosity and demand, followed by a clear follow-up.
- Offer free university lectures on avoiding pregnancy-related dilemmas, presented engagingly by fertility experts.
- Develop TikTok and Reels content addressing health-related surprises and useful facts for women.
- Organize contests for paid check-ups, concerts by female musicians, and interesting collaborations.
- Distribute quirky gifts like avocado-flavored condoms to bloggers.
- Create referral programs and satirical videos focusing on practical, humorous tasks.