Question 1 (10 marks) (1) Identify with brief details five (5) factors in the environment from both the macro/institutional and market/industry level, that have led to the viable opportunity for the establishment of amma.family (10 marks). Question 2 (15 marks) (1) Analyse with details the value proposition of the product/service offered by amma.family to its customers (10 marks).(2) Identify and explain amma.family's target customers and their profile(s) (5 marks). Question 3 (15 marks) (1) Identify amma.family's three (3) unfair advantages and explain how they lead to amma.family's success in the market (9 marks).(2) Recommend a new value proposition that amma.family can offer to its current/prospective customers, while enhancing the social impact to society in the future (6 marks).
amma. family is a platform that provides pregnancy information and advice from professional obstetricians and gynecologists for pregnant women and their families. The company's product is amma Pregnancy Tracker which offers an international mobile service and community for pregnant women and their families. The platform allows mothers to track key changes during pregnancy and recelve medical advice from specialists for supporting pregnant women physically and emationally. It was founded in 2019 and is based in Hong Kong. Amma. family is an Al-powered ecosystem of parenting applications that support women during the planning, pregnancy, and baby- care period. The key product is the amma pragnancy tracker, which is one of the most popular pregnancy trackers in the world with 1.5 million monthly active users and 10 million annual downloads. It provides clear, evidence-based pregnancy information, health tracking tools for every week of pregnancy, and personalized advice from obstetricians, gynecologists, psychotherapists, nutrition experts, and more. Within 2 years, amma pregnancy tracker's monthly active audience has reached 1.5 million users around the world, 10 million annual downloads (which covers approx. 7% of pregnant women worldwide), MRR of $ 250k. The app is localized in 10 languages. What's the Vision for amma? "When my (the entrepreneur's) wife was pregnant with my daughter, | went to pregnancy classes. After that experience, | found the information presented on the web was sparse and often unreliable. | created the Amma Pregnancy Tracker with a strong focus on reducing the stress and anxiety of expecting families. \\We now have a team of over 20 obstetricians, gynecologists, doctors, lawyers, fitness trainers, providing access to evidence-based, practical information, translated into the 10 most popular languages of the world and adapted to take into account the legal and socio-cultural characteristics of each country and region.\" Thanks to numerous studies, interviews, and constant communication with the user, in the first year the service was created, the amma pregnancy tracker was downloaded by 1 million organically - without a marketing budget. Today over 10 million pregnant women worldwide download the Amma Pregnancy Tracker every year. This is a confirmation that the company is creating a valuable and useful product that provides emotional and informational support to pregnant women and their families around the world. This is a reason for our teamn to be proud. What's the future for amma? Several directions for development. First of all, the further development of the amma. family ecosystem to help families from conception to the first years of childhood with amma period tracker, amma pregnancy tracker, and amma baby tracker. The development of the ecosystem will allow us to increase the users' lifetime value from the existing 7 months to 5 years. This strateqy will also allow us to expand the total addressable market up to 1.1 billion people. The business also continues to explore new regions. The focus is on developing countries, which, according to forecasts, will become the main markets for the FemTech industry soon. At the moment, it is among the top 3 leaders in the markets of Eastern Europe, Central Asia, and Latin America. Following the successful completion of the Chin-accelerator in 2021, it will focus next on China, India, and the countries of Southeast Asia, a region with more than 4 billion population. Amma Pregnancy Tracker helps to solve all 3 problems. With content created by a professional medical and journalistic team, it provides informational and emotional support to families. Thanks to family accounts, Amma enable partners and relatives of pregnant women to follow the development of pregnancy and be more involved. Thanks to the advertising magnetization model, unlike most other pregnancy trackers, it provides access to the service for free, and encourages advertisers to place advertisements in the form of discounts and promations to solve the problems of falling income and growing expenses for families
