Photo - Flora Maternity (former Umenoki)
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Flora Maternity (former Umenoki)

An interactive health-tracking app for pregnant women

Japan
Market: Internet and IT, Medicine, Artificial Intelligence
Stage of the project: Prototype or product is ready

Date of last change: 19.10.2020
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Idea

Flora Pregnancy App - an app that supports and guides pregnant women in the daily life of a woman through interaction with a little animated baby character in the app.

Current Status

We have successfully carried out a crowdfunding campaign and raised over 1 million yen in under a week. The campaign available here
https://readyfor.jp/projects/umenoki
The beta version of the product will be available in October 2020.

Market

The overall femtech market, which covers all of these things and more, is set to be worth $50bn by 2025. Statistically, the potential market size reaches 900,000 pregnant women in Japan, 3,000,000 in Brazil.
We conducted a survey of 100 pregnant women both in Japan and Brazil. 95% of them experienced stress and anxiety during pregnancy and 91% would use an interactive and personalized pregnancy app to guide them. That makes it up to 3,549,900 potential users in these countries.

Problem or Opportunity

What kind of images come to your mind? Do you think of smiles? Happiness? Pure excitement?
Something like stress, anxiety, morning sickness, back pain, pregnancy complications or depression are some secondary associations, maybe they don’t even come to mind.
But that is completely wrong. Even with the help of modern medicine, pregnancy is tough. And it is tough not only physically, it is a great emotional challenge as well.
Pregnant women are often overwhelmed with the responsibility of eating well, staying healthy and emotionally positive. But at the same time, are constantly bombarded with some really general information that does respond to their specific needs. Moreover, when everyone expects women to be happy during this time, it is especially challenging for them to share their worries and anxieties with others, be it their partners, family, friends or coworkers.

Solution (product or service)

To solve this problem, we developed the Flora Pregnancy App - an app that supports pregnant women and improves their well-being.
Our services include a health-tracking algorithm, based on the novel AI/ML approach, that can monitor women’s biological data, providing personalized insights related to a woman’s emotional stability, symptoms, exercise, stress, and sleep levels, and give advice for improving well-being. Based on this data, we also generate a recommended pregnancy-specific menu for up to 7 days.
All of this is done in one app specifically for pregnant women, to create and cherish the sense of community and mutual support. Moreover, we encourage the participation of the woman’s partner during the whole pregnancy period by sending notifications and advice on what kind of support is needed.
Finally, all of the features are gamified and connected with a little baby character, who grows and develops as a woman’s body changes.
The normal nutrition balance and normal health status were defined together with the Gynecology and Obstetrics Department of Kyoto University, in accordance with which the app helps pregnant women to maintain a healthy lifestyle and keep their physical indicators in the normal range. Our app turns the difficulty of following pregnancy health guidelines into a beautiful and simple gamified experience, thus taking care of both physical and mental aspects of health for expecting mothers.

Competitors

Currently, there is no pregnancy app that would track health and give personalized advice. Apart from that, there is no app that takes care of mental health during pregnancy or establishes an interactive communication with the woman.

Advantages or differentiators

1. We give personalized advice to pregnant women on how to improve their well-being
2. We use interaction to turn worrisome health guidelines into an enjoyable experience.
3. We nurture a sense of community among pregnant women
4. We send notifications and suggestions to their partners to encourage their involvement.

Money will be spent on

We are seeking investment to marketize our MVP and to develop the advanced features of the app (animated baby, health, and nutrition insights)

Team or Management

Incubation/Acceleration programs accomplishment

Participation in the Phoenixi Incubation Program in Kyoto

Won the competition and other awards

Finalist of the Japan Business Model Competition
3rd place in the International Entrepreneurship Competition in Osaka

Photos

Photo 1 - An interactive health-tracking app for pregnant women

Product Video

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Idea
Current Status
Market
Problem or Opportunity
Solution (product or service)
Competitors
Advantages or differentiators
Finance
Invested in previous rounds, $
Business model
Money will be spent on
Offer for investor
Team or Management
Mentors & Advisors
Lead investor
Risks
Incubation/Acceleration programs accomplishment
Won the competition and other awards
Invention/Patent
Photos
Product Video