The following outlines a program designed to help The Postpartum Doc develop, understand, and implement a strong business foundation that will create a thriving company in the space of women’s wellness.
The program, which is built on the foundation of the lean testing model, will move through 10 sections designed to explore, test, and implement all the components a start-up needs to find product-market fit.
These sections include:
- Section 1: Self Evaluation
- Section 2: Market & Industry Research
- Section 3: Problem Identification
- Section 4: Vision & Mission Development
- Section 5: Brand Strategy Development
- Section 6: Product Development
- Section 7: Product Positioning
- Section 8: Marketing Plan Development
- Section 9: Business Model, Operations, and Financial Model Development
- Section 10: Product Testing and Validation
The program will consistent of:
- A 12-week business development sprint with each week covering one of the sections mentioned above. The two additional weeks will be used to develop a deeper understanding where necessary.
- Each week will consist of 1 x 1.5 hour on-zoom session, at the same time each each.
- Weekly structured programming will be provided in between sessions to further development and to ensure time together is maximize.
In-Depth Project Overview
Section 1: Self Evaluation
Before we dive into building your company, we need to understand who you are, why you are starting this company, and how it will serve your larger mission in life. This helps us determine your North Star and acts as a guide for all the decisions we will make going forward. This section includes self-assessments, vision and goal mapping, and a whole lot of self-exploration.
Section 2: Market & Industry Research
In this section, we explore the current state of the market. We will gather and analyze information about what products and services are currently offered, what gaps exist, and get a deeper understanding about your potential customers. This section includes researching the industry, finding similar companies, talking with people who fit your possible customer models, and determining the needs of your target market.
Section 3: Problem Identification
In this section, we drill down into the numerous problems we’ve discovered that need to be solved from our market and industry research. We begin to map out the various opportunities in the market and the different solutions you can offer. This gives us an idea of what opportunities exist and which are best to solve, all based on metrics we determine matter most to you. It also lays the groundwork for what your product offering and marketing will look like.
Section 4: Vision & Mission Development
Next, we develop your vision and mission for your company. After we understand the market and the problems that exist, we want to understand what you stand for and how it fits into the macro industry. Your mission and mission are the overarching goals you want to achieve and understanding it will help set up your future vision. A lot of this will build on the work we completed in Section 1 and ultimately act as the guardrails for what you will and won’t do as a company.
Section 5: Brand Strategy Development
Once we understand the market and your vision, we begin to lay the foundation of what you want your brand to be, look like, feel like, and stand for. This will develop throughout the rest of the program as we learn more about your product offering and its positioning and gain a deeper understanding of market. By the end of this section we will understand what you are, what you aren’t, how to position yourself in the market, and how you will differentiate your potential product offerings.
Section 6: Product Development
After defining your vision and mission and outlining your brand strategy, we dive into your product offering. This includes the potential ways you can create value in the market, the unique value proposition of each, who needs your product and services, what competitors already exist in that space, and how your company will go about delivering this offering. All of this section is based off of making educated guesses and then setting up tests to see how the market responds.
Section 7: Product Positioning
Once we understand what your product offerings are, we determine how best to position them in the market. Different products will resonate differently across the various target markets and by developing a product positioning strategy, we know how best to go after who and who is the most likely to adopt your product.
Section 8: Marketing Plan Development
In this section, we develop a marketing plan. This is largely based off product position and will ensure we get your product offering in front of customers. Your market plan development will involve understanding where your audience lives digitally, what the best way to reach them is, which platforms to use, and what mechanisms you can use to grow your audience size. This will be the foundation of the testing section.
Section 9: Business Model, Operations, and Financial Model Development
In this section, we understand how your business actually operates. This includes understanding the different areas that will need attention and focus as you grow, how each operates, the mechanics between them, and how it all adds up to become a sustainable venture. We also develop a financial model based to ensure we understand how much we can invest, what our return on investment will be, and ensure profitability on the right time horizon.
Section 10: Product Testing and Validation
This is where the magic begins. Once we have a strong understanding of how your business will operate – both internally (operations) and externally (product offering and marketing) – we dive into testing. This involves taking the assumptions we made about the product offering and testing it with customers to see what resonates and sticks. This is an iterative section that builds on itself and is where it all comes together
Based on the Program Structure, the project will require an investment of $3,250 per month for the duration of the program,. The program is currently set to be three months but can be increased or decreased if necessary.