Criteria

User 1

User 2

User 3

User 4

User 5

Name

Sanchari

Shweta

Fathima

Harpreet

Geetha

Age

28

31

23

29

19

Medical condition

PCOS

Normal periods

PCOS

Endometriosis

Normal periods

Lifestyle

Highly stressful,

Demanding Job,

Highly social

Moderately stressful

currently job hunting

less social

Moderately stressful

demanding job

less social

Highly stressful

demanding job

extremely social

Low stress

academic -normal

moderately social

Demographics

(refer the table below)

Female,

above 5L (CTC),

PhD Scholar, Economics,

4 in household,

Single

Currently staying in US,

Indian,

Young professional,

Public transport

Female,

no income (currently),

Designer, Fashion &Design, Lifestyle industry,

4 in household,

Single,

Bangalore - urban,

Indian,

Young professional,

Public transport.

Female,

no income (currently),

Doctor, Medicine, Healthcare,

6 in household,

Married,

Bangalore - Urban area,

Indian,

Young professional,

private transport

Female,

above 15 L (CTC),

CEO, Investment, VC,

4 in household,

Single,

Mumbai - Urban area,

Indian,

Young professional,

private transport.

Female,

no income,

Student, Engineer,

4 in household,

Single,

Chennai, Semi-Urban area,

Indian,

Student,

public transport.

Need

Reduce physical pain, able to do tasks/work on time, feel comfortable, enhance mood, feel normal

Faster pain relief, Reduce physical pain, feel normal and comforted, safe solutions, with no harmful sie-effects

reduce pain, physical discomforts, continue work/daily activities, feel better.

Reduce discomforts, normalize periods into daily routine, able to do tasks/work.

Reduce physical discomforts of pads, reduce staining, feel good , reduce mood swings.

Pain Point

absenteeism, physical challenges due to pain, need something easy to carry which can be used at work place

physical challenges due to pain for 2 days

physical distress due to pain on the first day that paralyzes her from doing anything

absenteeism, physical challenges due to pain, work getting affected, feel normal

physical challenges, emotional and sensitive feeling which affects personal life.

Solution

our Gel that starts reducing discomforts within just 15 seconds and is 300% stronger completely reducing pain, and secondary symptoms like mood swings, anxiety, bloating ,nausea,and others.

our Gel that starts reducing discomforts within just 15 seconds and is 300% stronger without causing any side-effects and is completely saf eto be used for lifetime.

our Gel that starts reducing discomforts within just 15 seconds and is 300% stronger, making one feel completely normal within just 30 minutes.

our Gel that starts reducing discomforts within just 15 seconds and is 300% stronger, making one feel completely normal within just 30 minutes.

our Gel that starts reducing discomforts within just 15 seconds and is 300% stronger completely reducing pain, and secondary symptoms like mood swings, anxiety, bloating ,nausea,and others.

Behaviour

(refer the table below)

1.brand loyalty depends on perceived value vs cost,

2.influencers to purchase,

3.frequent buyer,

4.heavy usage,

5.quality & convenience both reqd,

6. decision- making stage,

7.active on social media,

8.positive perception towards the product,

9.Early adopter,

10.prioritizes quality time/socializing,

11. looking for efficient-cost-effective products,

12. values healthy lifestyle and sustainability.

1.brand loyalty depends on functionality promised,

2.influencers to purchase,

3.frequent buyer,

4.heavy usage,

5.quality & convenience both reqd,

6.decision- making stage,

7.active on social media,

8.positive perception towards the product,

9.early adopter,

10.prioritizes self-care, painiting.,

11.looking for efficient-cost-effective products,

12.values healthy lifestyle and sustainability.

1. brand loyalty depends on functionality promised,

2.influencers to purchase,

3.frequent buyer,

4.heavy usage,

5.quality & convenience both reqd,

6.decision- making stage,

7.active on social media,

8.positive perception towards the product,

9.early adopter,

10.fitness enthusiast,

11.looking for efficient-cost-effective products,

12.values healthy lifestyle.

1. brand loyalty depends on functionality promised,

2.influencers to purchase,

3.frequent buyer,

4.heavy usage,

5.quality & convenience both reqd,

6.decision- making stage,

7.active on social media,

8.positive perception towards the product,

9.early adopter,

10.fitness enthusiast,

11.looking for effective products,

12.values healthy lifestyle.

1. brand loyalty depends on perceived value vs cost,

2.influencers to purchase,

3.frequent buyer,

4.heavy usage,

5.quality & convenience both reqd,

6.decision- making stage,

7.active on social media,

8.positive perception towards the product,

9.early adopter,

10.prioritizes quality time/socializing,

11.looking for efficient-cost-effective products,

12.values healthy lifestyle and sustainability.

Perceived Value of Brand

This gel provides faster and effective relief, imporves mood, easy to use, and is easy to carry.

faster and effective pain relief, with no side-effects, is affordable and is completely safe

faster, effective relief, helps to continue their day-to-day tasks without any hassle.

This gel provides faster and effective relief, imporves mood, easy to use, and is easy to carry. Makes feel completely normal within just 30 minutes

faster and effective pain relief, with no side-effects, is affordable and is completely safe

Marketing Pitch

this plant-based patented pain-relief solution starts working within just 15 seconds and is 300% stronger than any existing pain-killers, allowing you to continue with your work without any breaks.

this plant-based patented pain-relief solution starts working within just 15 seconds and is 300% stronger than any existing pain-killers, without any side-effects, completely safe for lifetime usage.

this plant-based patented pain-relief solution starts working within just 15 seconds and is 300% stronger than any existing pain-killers, helping you feel completely normal within just 30 minutes from application.

this plant-based patented pain-relief solution starts working within just 15 seconds and is 300% stronger than any existing pain-killers, helping you feel completely normal within just 30 minutes from application.

this plant-based patented pain-relief solution starts working within just 15 seconds and is 300% stronger than any existing pain-killers, without any side-effects, completely safe for lifetime usage.

Goals

​Relieve pain faster, stabilize mood swings (starting from PMS), avoid taking chemical pills (pain killers or hormonal pills), avoid staining, their symptoms not being dismissed by doctors.

​Relieve pain faster, stabilize mood swings (starting from PMS), avoid taking chemical pills (pain killers or hormonal pills).

​Relieve pain faster, stabilize mood swings (starting from PMS), avoid taking chemical pills (pain killers or hormonal pills).

​Relieve pain faster, stabilize mood swings (starting from PMS), avoid taking chemical pills (pain killers or hormonal pills).

​Relieve pain faster, stabilize mood swings (starting from PMS), avoid taking chemical pills (pain killers or hormonal pills), stainless and comfort with pads (which doesn't move much - pads).

Frequency of use case

monthly

monthly

monthly

monthly

monthly

Average Spend on the product

upto 2k

upto 2k

upto 2k

upto 5k

upto 1k

Value Accessibility to product

easily accessible, affordable and easy to use

easily accessible, affordable and easy to use

easily accessible, affordable

easily accessible with functionalities delivered as promised

easily accessible, affordable

Value Experience of the product

appreciates good texture, non-stickiness, pleasant fragrance, doesn't want intense burning sensation, easy to use.

appreciates good form factor, colors, packaging design, some personalized notes.

want a working solution, easy to use and good packaging design.

appreciates good texture, non-stickiness, pleasant fragrance, doesn't want intense burning sensation, easy to use, packaging design, some personalized notes.

want a working solution, easy to use and good packaging design.

Notes

1. Value conscious

2. Career-oriented

3. Prefers affordable solution

4. appreciates sustainability

5. highly stressful

6. Highly social

​1. Need faster relief.

2. Will avoid any solution that will lead to side-effects. - health conscious.

3. chooses comfort.

4. prefers sustainability.

5. Moderately social

1. Body-conscious, high sensitivity to pain.

2. chooses comfort over sustainability.

3. culturally very sensitive towards menstrual concept.

4. Not very social/ cultural inhibitions from family

1. Hates the noise around periods that doesn't provide any solution.

2. Heavily biased towards solution that can help feel normal during periods.

3. Career-driven.

4. Deeply researches about solution and its impact

5. Extremely social/influencer

1. Heavily influenced by peers.

2. chooses comfort.

3. Value conscious

4. Moderately social

Criteria

Adoption Rate

​Appetite to Pay

Frequency of Use Case​

​Distribution Potential

TAM ( users/currency)​

Sanchari

High

High

High

High

20 users

Shweta

High

High

High

Moderate

10 users

Fathima

Moderate

High

High

Low

2 users

Harpreet

High

High

High

High

30 users

Geetha

Moderate

Low

Moderate

Low

3 users

Factors

Nua, azah, peesafe, sirona, Reset (heat patches, roll-ons, drink mixes)

Pain-killers

TENS machine

What is the core problem being solved by them?

containing menstrual flow + attempt to relieve pain + sustainability

Pain-relief

Pain relief

What are the products/features/services being offered?

Roll ons - burning/cooling sensations

Self-heating patch

pain-relief within 30 minutes but lasting for 2 -3 hours

pain-relief through vibrations (transcutaneous)

Who are the users?

women with moderate pain

women with severe pain

women with moderate pain

GTM Strategy

1. D2C - online with lot of visibility in social media.

2. Celeb collaborations/funding (brought in more visibility and credibility)

3. Quick commerce

1. Doctors/hospitals collaboration

2. Deep distribution network - hospitals/clinics.

3. Retail pharmacy stores.

4. Online pharmacy

1. D2C - online with social media presence.

What channels do they use?

social media - instagram, website, marketplace, quick commerce

medical retail, online medical store

social media - instagram, website; marketplace

What pricing model do they operate on?

subscription and pay per product

pay per product

pay per product

How have they raised funding?

VC funding

existence since long-time

VC funding

Brand Positioning

premium, appealing to tier 1 cities and online users

affordable to mass, easily accessible.

premium, appealing to tier 1 cities and online users

UX Evaluation

No proper relief obtained, however burning/heating sensation distracts from pain for short time period.

1. Positioned as premium products that focus on comfort, eco-friendliness, and safety

2. Cost vs value delivered is not aligning with some customers’ needs.

has worked and is consumed during severe pain having no other option to deal with it. however resistance due to the side-effects.

1. Many customers feel comfortable using painkillers because of their familiarity and effectiveness

2. Easy to purchase OTC

3. side-effects and not opting for this.

1. Non-invasive, drug-free was very attractive to some consumers.

2. Impractical to wear always, especially during meetings, etc.

3. cost vs value delivered -high churn rate.

What is your product’s Right to Win?

1. Function and effectivity- real solution delievered without any bluff of heating/burning.

2. Pleasant experience with form factors.

3. Fast relief (within just 15 seconds)

1. Function and effectivity faster than pain killers.

2. No side-effects. completely safe for lifetime usage.

1. Function and effectivity without having to attach any device to body.

2. Easy to carry and use.

3. Inexpensive solution (affordable to mass)

What can you learn from them?

1. Communication and brand connect with customers (engaging activities)

1. Distribution and reach to doctors.

​1. understand user mindset and JTBD before providing a solution.

their strengths

1. Positioned as premium brands

2.Personalized customer experience - subscription services, convenience for repeat users.

3. Emphasis on customer engagement - social media.

4. community connections.

5. Patches - currently being used as it helps distract from pain, even though temporary.

1. Easy to purchase

2. OTC - has become first go-to

3. Low cost

4. wide distribution

1. high-tech solution

2.Used multiple times- long-term value & reduce reliance on consumables like pills.

their weaknesses

1. Higher price points.

2. Product cost vs value (may create dropouts)

3. overpromise on comfort or benefits -but no differentiation beyond sustainability.

4 . creates burning/extreme heat/cooling that distracts and not really provides real relief.

1. long-term side-effects - growing awareness of this.

2. doesn’t work for long.

3 requires additional dosage during intense pain

4. at-least takes 30 mins to start working.

5. increased psychological dependency

1. high initial investment compared to others.

2. external device attached - not feasible always to wear.

3. long-term exposure can damage skin.

4. Requires high education among users.

1. Awareness

Social media, friend recommendations, blogs, ads

Curious but skeptical - “Does this really work?”

Real-life testimonials, reassurance

Share stories, highlight unique benefits (natural, safe, pain-free)

2. Interest

Website, FAQ, reviews, social media

Cautiously hopeful - “If it’s as good as they say, I’d love to try it.”

Clear answers about effectiveness and safety

Offer testimonials, comparisons, and a first-time discount to ease the decision

3. Consideration

Product pages, educational content, chat support

Leaning toward buying but hesitant - “Will it really work for me?”

Clear, reassuring info on results and side-effect-free benefits

Offer educational content, smooth checkout experience, and follow up with helpful tips and guides

4. Purchase

E-commerce checkout, shipping updates, welcome email

Excited but uncertain - “Hope it arrives fast!”

Seamless purchasing experience, quick shipping

Fast, hassle-free checkout, personalized email with usage tips

5. First Use

Product unboxing, applying the gel, instructional guide

Hopeful but cautious - “Will I feel relief soon?”

Reassurance, clear instructions

Provide clear instructions, and offer customer support if needed

6. Adoption

Monthly use, ease of application, customer support

Relieved and happy - “It works! Finally, relief without meds!”

Reliable, consistent results

Continue engagement with follow-up tips, encourage reviews and feedback

7. Advocacy

Sharing experiences with friends, reviews, social media posts

Proud and loyal - “I found something that really works – I need to share this!”

Recognition, encouragement to share story

Show appreciation, offer referral incentives, and provide easy ways to share their experience

Stage

Emotional State

Description

What She Needs

Discovery

Excitement & Curiosity

Intrigued by a natural solution – hopeful it’s different

Real-life stories, product differentiators

First Application

Hope & Hesitation

Excited to try but cautious about results

Reassurance through instructions and follow-up communication

Consistent Use

Relief & Confidence

Feels empowered with each use, relieved to find a non-medicated solution

Ongoing tips to optimize usage, support from the brand

Sharing Experience

Pride & Advocacy

Proud to share a solution that has genuinely helped her

Recognition, support to share her story and reviews

Experiment 1: Content Creation (Organic - social media)
Hypothesis: Engaging and educational content highlighting the functionalities, technicalities, product's benefits will drive awareness, engagement, and ultimately conversions from women seeking period pain relief solutions.

Plan
Goal: Creating content to educate and engage potential customers about the unique pain-relief benefits of our product, and measure the impact of content marketing on customer acquisition.
Content Types:
Educational Blogs/Articles: Writing about period pain, its impact, and how our product offers a solution. Incorporating SEO-friendly keywords.
Social Media Posts (Instagram/Facebook): Quirky, relatable posts, stories, and reels showcasing a day in the life of a woman using our product.
Testimonials/Case Studies: User stories highlighting the positive experience of real customers (especially pain relief).
Video Content: Short, engaging explainer videos or animations detailing how the product works and why it’s different from existing solutions.
Influencer Collaborations (non-sponsored): Partner with micro-influencers (e.g., health or wellness bloggers) who can authentically promote the product.
Channels: Publish content on our website blog, social media (Instagram, Facebook), and via newsletters.

Metrics:
1. Engagement metrics: Clicks, likes, comments, shares, video views.
2. Traffic to the website from content pieces.
3. Conversion rate from content engagement to purchases.
4.Time spent on page (especially educational blog content).

Iteration Based on Feedback:
1. If engagement is low: Experimenting with different content formats (e.g., video vs. blogs) and tweak messaging to better resonate with the audience (e.g., focus on specific pain points like cramping or bloating relief).
If conversion rates are low: Adjusting content’s call to action (CTA) or create clearer, more direct messaging about how to purchase.
If specific content types (e.g., testimonials) perform well: Double down on that format and create similar stories to maintain momentum.

Experiment 2: Partners - Corporates & Doctors
Hypothesis: Collaborating with corporates offering menstrual leave and doctors who regularly consult women on menstrual health will lead to higher trust and adoption of our product through professional recommendations.

Plan
Goal: Leverage partnerships with corporates and doctors to boost product awareness, credibility, and customer acquisition.

Corporate Partners:
1. Partner with corporates that provide menstrual leave or wellness benefits to employees. Offer to set up pilot programs where employees can try our product.
2. Provide educational sessions or workshops on menstrual health in partnership with HR teams, educating on various menstrual health impact, and highlighting product’s benefits.
3. Offer discounted corporate packages for their female employees, bundling our products with other wellness offerings like our comprehensive services that include gynec, psychologist, nutritionist consultations.

Doctor Partnerships:
1. Approach gynecologists, general practitioners, and wellness clinics to promote the benefits of our product.
2. Provide free samples to doctors to give to their patients.
3.Setting up partnerships where doctors in ER also recommend our product to women who come with the problem of dysmenorrhea (period pain).

Metrics:
1. Number of partnerships formed (corporates, doctors).
2.Number of users acquired through these partners.
3.Conversion rate of corporate/doctor-led trials to repeat purchases.
4.Customer retention rate from corporate/doctor referrals.

Iteration Based on Feedback
1. If corporate uptake is low: offering more attractive incentives (e.g., free trials or deeper discounts) or improving the pitch to emphasize how the product supports productivity and wellbeing.
2. If doctors are hesitant to recommend the product: Gather more testimonials, clinical study data, or even endorsements from well-known medical professionals to increase credibility.
3. If the conversion from samples to purchases is low: Consider adding follow-up communication with trial users (e.g., email offers) to encourage them to buy after trying the product.

Experiment 3: Referrals
Hypothesis: Women purchasing our product for pain relief will refer friends and family, helping us acquire new customers through word-of-mouth at a lower cost than paid acquisition.

Plan
Goal: Implement and test a referral program to encourage existing customers to spread the word about the product.

Referral Structure:
1. Offer a straightforward incentive: “Refer a friend and get 50% off on your 1 favourite purchase per referral (Refer 3 andone product free worth Rs 299 + free shipping for 3 months (Rs200) + 1 complimentary consultation (Rs399) while referred get Rs. 50 off on their first purchase”More laddering details on referral section
2. Make it easy for customers to share: Provide them with a unique referral link or code that they can send via Whatsapp, SMS, email, or social media.
3. Promote the referral program at key touchpoints: on our website, in post-purchase emails, and in social media posts.

Nurturing Referrals:
1. After a customer makes a referral, we send a follow-up email encouraging the referred customer to complete their first purchase with an exclusive offer.
2. Track and analyze if referred customers are as engaged as direct customers (e.g., do they make repeat purchases?).

Metrics:
1.Number of customers participating in the referral program.
2.Number of new customers acquired via referrals.
3.Conversion rate of referred customers (first purchase, repeat purchase).
4.Customer Lifetime Value (CLTV) of referred customers vs. other acquisition channels.

Iteration Based on Feedback
1. If few customers are participating: Understanding and simplifying the process, making the referral incentives clearer, and test different rewards (e.g., a free product instead of a discount).
2. If referrals lead to many low-value customers: Consider adjusting the incentives to attract more serious buyers (e.g., offer higher-value discounts for high-spending customers).
3.If referred customers aren’t converting: Focus on improving the onboarding and nurturing process, such as personalized welcome emails or tutorials explaining the benefits of our product.

Medium

High

Medium

Medium

High

Low

High

Low

Medium

Medium

Medium

Medium

High

Low

Medium

Low

High

Medium

High

High

Low

High

Medium

High

High

Type of search

Keyword

Search volume (avg monthly)

Difficulty to rank on seo

Avg cost

per click (INR)

Projected Click through rate

Cost per website/app land

Website land to conversion rate

Use case

Period Pain Relief

16500

31/100

7.5

to be tested

to be tested

to be tested

Period Pain gel

1500

13/100

0.2-0.3

to be tested

to be tested

to be tested

Meftal Spas for period

50

2/100

0.2-0.3

to be tested

to be tested

to be tested

Competitor

sirona pain relief rollon

less than 20

31/100

2

to be tested

to be tested

to be tested

Your product

periodt. pain relief gel

0

0

0

0

0

0

Your brand name

periodt. products, pamawel products

0

0

0

0

0

0

Targeting 35 years and below
Spread the love challenge - users who have reduced their pain and loved the period experience can spread the love for this experience to create awareness about pain free periods

Pain Relief Gel user

Social Media, (Instagram, Facebook, tagging brand social media, tagging brand youtube, the same content published on our website

Targeting 20 years and below
Complete the love challenge - half of the heart design on monocarton, with the other half to be completed by the user and post it

Pain Relief Gel user

Social Media, (Instagram, Facebook, tagging brand social media, tagging brand youtube, the same content published on our website

All users - Testimonial, video format

Pain Relief Gel user

Social Media, (Instagram, Facebook, tagging brand social media, tagging brand youtube, the same content published on our website

All users - video - how to relieve menstrual pain safely in 15seconds

Pamawel

Social Media, (Brand Instagram, Facebook, website, youtube)

All users - video - how to have normal periods without moodswings, pain, bloating ?

Pamawel

Social Media, (Brand Instagram, Facebook, website, youtube)

Answer, all the questions related to period pain relief on quora which mostly is unanswered and looks broken

Pamawel

Quora

Answer, all the questions on quora which remain unanswered and looks broken

Pamawel

Quora

Create a question from one of friends/family about the brand, and answer from official brand account

Pamawel

Quora

Share your story - " From One Woman to Another - How Did You #OwnYourDay with Periodt?"

Pain Relief Gel user

Social Media, (Instagram, Facebook, tagging brand social media, tagging brand youtube, the same content published on our website

LTV

1000

CAC

40

LTV : CAC Ratio

1:25

ICP

Sanchari

Advertising Channels

Instagram, Facebook, Google Search, Linkedin ads

Channel Name

Cost

Flexibility

Effort

Speed

Scale

Google Search

Rs 28 after 3 months per acquistion

High

Medium

High

High

Google Youtube

Rs 28 after 3 months per acquistion

High

Medium

Medium

High

Facebook

Rs 40 after 3 months per acquisition

High

Medium

Medium

High

Instagram

Rs 40 after 3 months per acquisition

High

Medium

High

High

Amazon ads

Rs 60 per acquistion

High

Medium

High

Medium

Platform Currency :

Referrer (to get after a successful purchase)

Total benefit

Referee (on first purchase)

For 1 referral

1a. 50% discount on next purchase (upto 150 off)

Rs 150

1a. Rs 50 off on first purchase

or 1b. Rs 100 off on next purchase

Rs 100

1b. Rs 50 off on first purchase

For 3 referrals

one product free worth Rs 299 + free shipping for 3 months (Rs200) + 1 complimentary consultation (Rs399)

Rs 900

Rs 50 off on first purchase

For 5 referrals

1 products free worth Rs 299 + free shipping for 6 months (Rs400) + 6 complimentary consultations/group therapy (Rs2400)

Rs 3100

Rs 50 off on first purchase

For 10 referrals

2 products free worth Rs 599 + free shipping for 12 months(Rs800) + 12 complimentary consultations/group therapy (Rs4800)

Rs 6100

Rs 50 off on first purchase