Team name : ninty nine

K . SRINIDHI
IIM SIRMAUR
Business name : Hylee healthy
contact number : 8189899888
Email id – srinidhi2028@gmail.com

Real life situations
• In an IT company a team had 10
members out of which 3 women
were pregnant. In the spur of time
all three of them faced
miscarriages.
• A Pregnant woman lost her parents
during her pregnancy followed by
which she faced many problems
which pushed her to depression.
And because of continuously
weeping, baby born is unable to
speak even after 3 years.
• A married is planning to conceive
but has no knowledge regarding the
essentials of pregnancy.
• Being a victim, issues like thyroid,
pcos/pcod and anemia are
prominent now. The direct affect of
this is unable to conceive or
infertility.
• Maternity essentials are not easily
available at affordable cost.
Possible reasons
Woman should not sit for longer hours
as that is not good for their ovaries.
Exposure to high level radiation or
other toxic radiations.
Lack of maternity immunity.
There is no attention to mental health
during pregnancy.
As the body prepares itself for
pregnancy, research says that mood
swings are mostly experienced in the
first trimester and third trimester.
Still intimacy and other knowledge
required is not discussed in open
platform
These are lifestyle diseases. Lack of
awareness of dietary intake, physical
exercise is the major reason.
Maternity fashion has just began and
there is limited choices or accessibility
for this segment.
VALUE PROPOSITION
Hylee Healthy is an application that aims in helping and
educating women in the journey of their pregnancy period.
Short term goal
to develop an application that educates women about
pre-natal pregnancy, maintain healthy lifestyle, breast
feeding basics, dietary intake during pregnancy,
conducting activities to cope with mood swings during
pregnancy through live workshops, personalized
sessions which will be conducted by the expert
individuals' starting in English and Hindi
Long term goal
to make a unified platform, connecting mothers of
the world and solves their problem to make a
memorable journey for every woman going through
their motherhood period in many languages.
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PRODUCT/SERVICE DESCRIPTION HYLEE HEALTHY

To create awareness For mental health, For Parenting, For Comfort, Pregnancy games for
To Be Mom & Mom Dopamine Gala Package To be Mom & Dad Package Maternity store leisure
Package The store will include
In order to cope with mood swings we As Pregnancy is a matter all essentials that will This help woman to
Introduction of courses , will be conducting relaxing events like of two people, Men required by woman in stay active also get
live workshops related Yoga, physical exercise, sweater making, should also be aware of pregnancy times like used to our
to Pre, pregnancy and baby soap making, paintings and other all the Problems/needs of maternity apparels platform.
post pregnancy like relaxing workshops as both live and woman and child to offer and accessories.
exclusive guidance recorded sessions which will lead to them help. Listing Nearby Baby
about maternal health, secretion of happiness hormone Delivary Hospitals
This package will contain In addition, we will be
maternity problem and dopamine. (As per science, depression
6 parenting sessions. collaborating with No one knows when a
general awareness that occurs because lack of chemicals in our
existing maternity child will be born. So
is to be known. brain).
The will be conducted product wear and list of hospitals that
The sessions will be by experts in the field through care sellers to sell in women can refer for
conducted only by trained The sessions will be conducted live sessions only and our e-commerce pregnancy period will
doctors, nutritionists and by experts in the field.
recordings will be available. platform. be curated.
other experts in the field. Duration of each session : Duration of each session : Community Channel
Duration of each 1 hour 1 hour
session : 1 hour Here woman can add Baby kick counter
Cost : Rs 199/- per their pregnancy / pcos/ Contraction Tracker
Cost : Rs 999/- for 6
Cost : Rs 199/- per session tyroid kind of journey Pregnancy record wallet
sessions
session for others to gain Weight Tracker
information from them. Vomit Recorder
Pregnancy package: Starting at Rs 4999/-
for 9 months which includes accessibility to videos, workshops and discount coupons
for maternity store. 3
CUSTOMER/MARKET ANALYSIS Maternity Product and Apparel Market Analysis: Key Driving factor :

◉The increasing media exposure and awareness ◉Increasing rate of pregnancy

Maternal Heathcare market :
amongst women has added the popularity and ◉A shift in trend towards usage of organic
◉ Maternal health is the health of women in growth for maternity product market in the country. products during maternity owing to safety
the period of pregnancy & childbirth. It
consist of the health care dimensions of ◉Maternity products segmentation includes
concerns is one the driving factor.
preconception, family planning, prenatal maternity apparels like tops, bottoms, dresses, ◉Women are more literate than ever, with 68%
and postnatal care. tunics, nightwear, maternity accessories, pillows, now able to read and write. So, lack of awareness
cushions and others. about pregnancy will enable them to gain the
◉ The Indian mother and childcare
market is valued at US$ 2.3B in 2018 ◉ In 2017, the maternity wear industry in India had
relevant knowledge.
and is expected to grow at an average been estimated at 2,000 crores growing at a CAGR of◉There is push of government to meet the unmet
annual rate of 15% in the near future. 15-17% per annum. of needs of parents for the woman and childcare
market.
Pregnancy personal care market :
Indian Government has consistently emphasised on ◉ Increasing awareness regarding Potential Consumer:
maternal health. Some of schemes that includes : use of quality products during
pregnancy and high necessity of With the rise working women, nuclear family
◉ The Chiranjeevi Yojana in Gujarat and the
comfort are driving the market. and financial enchancement of family our
Thayi Bhagya Yojana in Karnataka, aims at
initial focus will be on women in tier-1 and
improving maternal health, especially among ◉The global pregnancy tier –2 cities.
women living below the poverty line care products market size is
expected to reach USD 33.22
◉ Navjat Shishu Suraksha Karyakram is a 2-day
million by 2025 at a 5.1% CAGR
training program for health personnel in basic
during the forecast period, Potential Market Share :
newborn care and resuscitation, which has been
according to a new report by Grand
launched to address care at birth issues i.e.
View Research, Inc. ◉Hylee Healthy aims to address all the
prevention of hypothermia, infection, early problems & needs related to
initiation of breastfeeding and basic newborn pregnancy. So we aim to capture 10% of
resuscitation the market within 5 years. 4
GO TO MARKET STRATEGY Phase 1 will be focused on first 7 months of operation. Maternity product selling
through e-commerce platform like amazon.
Prototype phase : Product Cost Total cost Selling Estimated Revenue
Initially, we are going to make use of structure for price sales
other e-commerce platform like estimated
amazon. sales
We will be selling maternity products Maternity Rs 700 Rs 140000 Rs 1499 200 / Rs
like maternity pillows, footers and Pillow month 2,99,800
other accessories in this platform.
Maternity Rs 250 Rs 25000 Rs 499 100/month Rs 49900
Why this will be first move ? footer
On research a simple u-shaped Maternity Rs 250 Rs 75000 Rs 699 300/month Rs,
maternity pillow generates a sales of dress 209700
2000 pillows at the cost of Rs 2000
per pillows. Total Rs Rs 559400
2,40,000
This phase will help us generate
revenue that will be required to Capital investment: Rs 2.5 Lakh
expnad the business. Profit generated: Rs 309400

Website and application development :

In the process, An application which will contain the blogs and related will be
developed.

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Phase 2 is focused after 6 months of operation. Without significant capital, Motherhood app relies on Zero-cost Inbound Marketing and
Partner Marketing to drive customer awareness.

Particulars Initial spend

Revenue Streams: maternity store andSubscription plan registered by the customer
Search Engine optimization Rs.10,000/Mon for live workshops and master classes will be the revenue stream for the firm.
E-mail Marketing Rs. 10,000/Mon
Referral Program - Particulars Year 2 Revenue
Promotion Rs.10,000/Mon Customers acquired 27000
via marketing
YouTube marketing Rs. 10,000/Mon
Total Product Sale
Webinars with health Rs. 40,000/Mon
experts Workshop (Rs.199) 25000 Rs. 4,975,000
Video & Affiliate marketing Rs.20,000/Mon Parenting package 9000 Rs. 8,991,000
(Rs.999)
Total Cost Rs.1,00,000/Mon
Motherhood package 3000 Rs. 14,997,000
(Rs.4999)
Estimating to reach minimum of 2.5 lakhs people
with conversion rate of 25,000 potential Maternity Store 1000 Rs. 3,600,000
audience who could enroll in our program products/Mon at
min cost of 300
Total revenue Rs. 32,563000

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COMPETITOR ANALYSIS :
◉ Baby Chakra
Founded in the year 2014
The company is an e-commerce
platform that sells baby products
which has recently expanded there
business model into a parenting
platform, conducting live sessions
with doctors.
The firm claims to have 25 million
families as there users
On analysis, the company also
claims to have users from tier-2 and
tier-3 cities.
Recently, it has been acquired by
myglamm where the firms will
collaborate to expand their business
in south asia in the mother and
healthcare industry.
◉ The Moms Co
Founded in the year 2016
An e-commerce platform that sells
baby and mom care products.
◉ FirstCry.com
Founded in the year 2010
An e-commerce platform that sells
baby and mom care products and
now has expanded for parenting
◉ Analysis
All of these ventures are primarily
baby focused and started as baby
care products as an e-commerce
platform.
The mental health of woman are not
addressed.
How we are different ?
◉ Being woman centric
Our primary focus will be woman and
their maternal health.
◉ Focusing on mental health
The live events which we will conducting for
woman. Once they started gaining the
happiness in live events, this will develop a
sense of satisfaction and trust about
Hylee app in the mindset of our customers.
◉ Adding features like pregnancy
games
The purpose of these online games is to bring more
audience for apps so that they can get used to our app
despite the othet benefits they get.
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Management team: Year 1

Team Number of executives Min. Experience required

Marketing team 8 2-5 years

Finance managing team 4 2– 5 years

IT infrastructure 13 1- 5 years

HR management 4 3-5 years

Industry experts 10 5-10 years

THANK YOU