I N N O V A TBI LOONO ML GAUBA R D

05.04.2024

BLOOMGUARD

BRENDA SALAZAR ◆ CESAR LORINO ◆ EMILY O’CONNOR ◆ GINEVRA PAPI ◆ KARMEN ELLER ◆ MARCELA GOMEZ 1
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B2B2C Fertility Care

Platform & Benefit
Provider Company

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R E C A P O F H Y P O T H E S E S P R I O R I T I Z AT I O N

W E B E L I E V E ( D ) T H AT …

1. 53% of the top 15 insurance providers (8 out of 15) in selected markets offer no or limited coverage for fertility
services (feasibility)
2. Companies in the US and UK demonstrate a significantly higher interest in employer-sponsored fertility benefits
compared to companies in France and Germany (desirability & feasibility)

3. Among mid-sized & large companies (100+ employees) currently offering health insurance benefits, at least 60% will
express an interest in learning more about BloomGuard’s fertility care platform after a brief presentation (desirability)

4. When presented with a tiered pricing model for BloomGuard based on employee headcount and service packages
VA LU E

(basic vs. premium), 50% of HR professionals from mid-sized & large companies will indicate a monthly or yearly budget
allocation is possible within their current benefits structure (viability)

5. 70% of employees at mid-sized medium and large companies considering fertility services are feel comfortable using
HIGH

a secure and confidential B2B2C platform like BloomGuard, compared to traditional methods of contacting clinics
directly (desirability)

6. 80% of employees in mid-sized and large sized companies interested in fertility services will rate BloomGuard's
combined medical, emotional, and financial support options as “valuable” or “very valuable” (desirability)

HIGH RISK
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WEEK 1 A CTION PLA N

• Demographic analysis of the region's population

• Conduct market analysis for the fertility market in US, UK,
22nd - 27th March
France & Germany
• Conduct market segmentation and analysis for target
group (employers & employees)
• Research market trends in the US, UK, France & Germany

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TES T CA RD #2

TEST CARD #2 TEST CARD #2

We bel i eve tha t We bel i eve tha t
• Companies in the US and UK demonstrate a
• The UK demonstrate a significantly higher potential
significantly higher interest in employer-sponsored
in employer-sponsored fertility benefits compared
fertility benefits compared to those in France &
to other countries in Latin America
Germany

To veri fy tha t, we wi l l To veri fy tha t, we wi l l

• Conduct market analysis for the fertility market in 4

countries
• Demographic analysis of the region's population
• Conduct market segmentation and analysis for
From target group (employers and employees) To
• Research market trends in the 4 countries.
• Friendly startup markets or business
• Country risk
• Conduct market analysis for the fertility market
• Infertility rates

And mea s ure And mea s ure

• The market size available • The most suitable market for us

We are right if We are right if

• We target the US and UK market • We target the UK market

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TES T CA RD #2

F r i e n d l y s t a r tu p m a r k et o r t o s t a r t b u s i n e s s

UK Brazil & Mexico

2019

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TES T CA RD #2

Co u n t r y r isk

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TES T CA RD #2

Fer t ility mar k et

UK Brazil & Mexico

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TES T CA RD #2

I n f e r t il i ty r a t es

Hig h est

Lowest

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TES T CA RD #2

M a i n t a k e a wa ys

UK Vs . B raz i l & M e xic o

Friendly startup markets or business

Country risk

Fertility market

Infertility rates

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W E E K 1 A C T I O N P L A N ( C O N T I N UE D )

• Research top 15 insurance companies and

22nd - 27th March plans available to businesses
• Research existing insurance plans available to
employees

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TES T CA RD #1

TEST CARD #1 TEST CARD #1

We bel i eve tha t We bel i eve tha t
• 53% of the top 15 insurance providers in
selected markets offer no or limited coverage • 53% of the top 10 insurance providers in US and UK
for fertility services offer no or limited coverage for fertility services

To veri fy tha t, we wi l l To veri fy tha t, we wi l l

• Research top 15 insurance companies and • Research top 10 insurance companies and plans

plans available to businesses available to businesses

• Research existing insurance plans available • Research existing insurance plans available to

to employees employees
From To
And mea s ure
And mea s ure
• The coverage of the insurance plans
• The coverage & cost of the insurance plans
• Usability of the benefit i.e. access to virtual
• Usability of the benefit i.e. access to
clinics.
virtual clinics, access to counselling

We are right if
We are right if
• There is an opportunity to provide
• There is an opportunity to provide more
more comprehensive coverage for fertility
comprehensive coverage for fertility benefits to
benefits to employers and employees
employers and employees

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TES T CA RD #1

TEST CARD #1 R ES ULTS

We bel i eve tha t
• 53% of the top 10 insurance providers in US and
UK offer no or limited coverage for fertility
services
To veri fy tha t, we wi l l
• Research top 10 US and UK insurance
companies and plans available to businesses
• Research existing insurance plans available to
employees
And mea s ure
• The coverage of the insurance plans
• Usability of the benefit i.e. access to virtual
clinics.
TOP 5 UK i ns ura nce
compa ni es
• 60% of the top 5 insurance providers in UK offer
no or limited coverage for fertility services. 3/5
don’t cover or don’t offer fertility benefits.
• There's an opportunity to provide more
comprehensive coverage for fertility benefits in
the UK.
TOP 5 US i ns ura nce
compa ni es
• 100% of the top 5 insurance providers in US offer
coverage for fertility services.
• No opportunity in the US, as we won't be able to
compete with insurance companies.

We are right if

• There is an opportunity to provide more

Our research suggests that
comprehensive coverage for fertility benefits
to employers and employees
the UK is a promising market.

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R ES ULTS FURTHER RESEARCH

TOP 5 UK i ns ura nce TOP 10 La ti n Ameri ca n

compa ni es i ns ura nce compa ni es

• 60% of the top 5 insurance providers in UK offer
no or limited coverage for fertility services: 3/5
don’t cover or don’t offer fertility benefits
• There is an opportunity to provide more
comprehensive coverage for fertility benefits in
the UK
• None of the top 3 insurance providers in Mexico
offer no or limited coverage for fertility services.
• None of the top 3 insurance providers in Brazil
offer no or limited coverage for fertility services.
• None of the top 3 insurance providers in
Colombia offer no or limited coverage for fertility
services.

TOP 5 US i ns ura nce

compa ni es

• 100% of the top 5 insurance providers in US offer

coverage for fertility services.
• No opportunity in the US, as we won't be able to
compete with insurance companies. Mexico, Brazil
& Colombia also emerge
as potential target
Our research markets.
suggests that the UK is a
promising market.

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WEEK 2 A CTION PLA N

• Create guide for HR & employee interviews

• Create survey questions for HR & employees 28th March -
• Create surveys on Google Forms 6th April
• Conduct interviews

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WEEK 3 A CTION PLA N

• Keep conducting interviews with HR professionals

• Keep collecting survey answers
7th - 12th April
• Analyze qualitative and quantitative data
collected

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TES T CA RD #5 & #6
TEST CARD #5
We bel i eve tha t
• 70% of employees at mid-sized medium and large
companies considering fertility services are feel
comfortable using a secure and confidential B2B2C
platform like BloomGuard, compared to traditional
methods of contacting clinics directly.
To veri fy tha t, we wi l l
• Research data about telemedicine usage
• Conduct a survey
• Conduct 3 interviews with target group
And mea s ure
• Their willingness to use a platform for sensitive
fertility care services
• Their usage of telemedicine and health technology
already
We are right if
• Our online platform addresses the target groups
needs and pain points
TEST CARD #6
We bel i eve tha t
• 80% of employees in mid-sized and large sized
companies interested in fertility services will rate
BloomGuard's combined medical, emotional, and
financial support options as “valuable” or “very
valuable”
To veri fy tha t, we wi l l
• Conduct a survey
• Conduct 3 interviews with target group
And mea s ure
• How interested the target group would be in our
services
• What are the most important services that the
employees needs in regard to their fertility care
We are right if
• We have identified the correct jobs that the target
group is trying to complete
• We have identified the right services that the target
group needs
• We have identified the pain points of the target
group needs
BLOOMGUARD
PROGRESS
TEST CARD 5
• Telemedicine & hybrid care model trend: widely
accepted as a legitimate & convenient mode of
healthcare delivery (Day et al., 2022; Siwicki,
2024)
• Global telehealth market size is projected to grow
exponentially to USD 55.6 billion by 2025 from
USD 25.4 billion in 2020 (Gupta, 2024)
• Human connection/touch very much valued by
interviewees
• Data protection and confidentiality valued by
interviewees & 64% of survey respondents
TEST CARD #6
• 50% of survey respondents have considered or
sought out fertility care support and services
• 45,5% of survey respondents rated
comprehensive fertility care support as
"valuable" & 14% as "very valuable"
• Educational & emotional support valued the
most by interviewees
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TES T CA RD #3 & #4

TEST CARD #5 T ETSETS TC AC RA DR D# 6# 4 PROGRESS

We bel i eve tha t
• 60% of mid-sized & large companies (100+
employeees) offering health insurance will
express an interest in BloomGuard after a short
presentation
We bel i eve tha t
Ins i ghts s o fa r…
• 50% of HR professionals presented with a tiered
pricing model for BloomGuard will indicate a
monthly or yearly budget allocation is possible • Trend of equalizing health benefits across all
within their current benefits structure. employee levels for fairness & satisfaction.

• Customized benefits packages can be more costly

but yield greater benefits for companies.

To veri fy tha t, we wi l l To veri fy tha t, we • Increasing interest in mental health support,

• Conduct 5 interviews with HR professional within
mid-sized and large businesses
stress management, and work-life balance.
• Conduct 5 interviews with HR professionals within
• Importance of family planning and support for
medium and large sized businesses
employees in benefits packages.
• Create a survey for HR professionals
• Budgeting for benefits is influenced by market
surveys and the need to remain competitive.

And mea s ure And mea s ure • Budget typically includes a total sum per person
for health insurance, events, training, etc.
• If they are interested in Bloomguard services and • Willingness to pay a monthly/yearly fee per
ready to try our Pilot employee to access the fertility benefit
• The price range they are willing to pay
Da ta tri a ngul a ti on

• Market surveys suggest that mid-sized and large

companies are increasingly offering employee
We are right if We are right if benefits and are focusing on a mix of traditional
and high-deductible health plans, health care
• We are addressing the right customer segment • Our value-based pricing strategy is correct spending accounts, and voluntary benefits.
and pain points

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N EXT S TEP S

1. Complete data collection and analysis.

2. Refine idea to address specific needs and concerns identified by HR professionals & by employees.

3. Refine Business Model Canvas & Value Proposition Canvas.

4. Test different pricing models and service packages to optimize market fit.

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T H A N K S

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