Acquisition project | Elvie Health
Elvie your partner for your little secret
Breaking taboos and redefining the conversation around women’s health, Elvie combines technology, elegance, and functionality to create products that are discreet, easy to use, and deeply impactful. Elvie's mission is to help women take control of their health and live boldly, comfortably, and confidently at every stage of life.
Elvie Trainer: Level Up Your Pelvic Floor Game 💪✨
Alright, ladies, it’s time to get real about pelvic floor health—and no, it’s not boring anymore. The Elvie Trainer is like having a tiny, personal fitness coach… for your pelvic floor. 🏋️♀️ It’s sleek, app-connected, and makes strengthening your core feel like leveling up in a game 🎮 (bonus: no sweat required).
💡 Here’s how it works:
Pop it in, open the app, and boom—you’re tracking progress with real-time feedback. It's like turning your pelvic floor workout into a chill 5-minute TikTok session. Plus, the app even gives you fun challenges! #GamifyYourHealth 👏
✨ Why care?
No more leaks during sneezes, laughs, or jumps. Bye, awkward moments. 👋
Better core strength = more confidence in the gym AND out.
Post-baby recovery? Consider this your secret weapon. 🍼🦸♀️
Seriously, this thing is like self-care meets tech goals. 🌈 Forget boring exercises—this is how you boss up your body AND feel unstoppable. 💃💥
P.S. Your pelvic floor will thank you later. #GlowUpFromWithin 😏
Elvie Pump: Lack of Mother's milk is no more a taboo. With Elvie make it Simple, Silent, and Smart.
Elvie Pump: Lack of Mother's milk is no more a taboo. With Elvie make it Simple, Silent, and Smart.
The Elvie Pump is a game-changer for modern moms, offering a hands-free, silent, and wearable breast pumping experience. Designed to fit seamlessly into your bra, Elvie Pump allows you to pump anytime, anywhere—whether you're at work, running errands, or spending time with family.
With its compact, lightweight design and no cords or noise, the Elvie Pump puts you in control. The smart app lets you track your pumping sessions, monitor milk volume in real time, and switch between modes, making it the most convenient and discreet pumping solution.
Say goodbye to bulky machines and noisy interruptions—Elvie Pump gives you the freedom and flexibility to pump on your terms while embracing the moments that matter most. It’s not just a pump; it’s a revolution in how motherhood fits your life.
Understanding Elvie's ICP
Elvie's Health operates under a hybrid business model that encompasses both D2C (Direct-to-Consumer).
| Criteria | Emily | Lisa | Rachel | |
|---|---|---|---|---|
Name | Emily | Lisa | Rachel | |
Age | 25-40 | 30-45 | 28-38 | |
Demographics | Urban, Semi-Urban, Suburban | Urban | Suburban, Semi-Rural | |
Need | Portable breast pump | Quiet breast pump | Lightweight solution | |
Pain Point | Lack of privacy | Louder devices | Time-consuming process | |
Solution | Hands-free, wearable pump | Silent pump | Compact pump design | |
Perceived Value of Brand | Premium, innovative | Reliable, premium | High-quality | |
Goals | Discreet pumping anytime | Pump efficiently at work | Easy on-the-go pumping | |
Frequency of Use Case | 4–6 sessions daily | 3–5 sessions daily | 4–6 sessions daily | |
Average Spend | $300-$400 + $50 accessories | $300-$400 | $300-$400 | |
Value Accessibility | High | High | Medium |
Choosing Emily and Lisa as high potential customer for breast pump, lets do a market size.
Market Size on Breast Pump
Total Available Market :
Total US Births: Assuming a population of around 330 million,
we can estimate roughly 5.6 million births per year.
330 million * 1.7 births/woman = 5.6 million
Service Addressable Market :
Breastfeeding Rates: Assuming a conservative estimate of 50% of mothers choose to breastfeed.
5.6 million/50% = 2.8 Million
Service obtainable Market :
Urban Population : Taking 10% of the urban population from SAM
2.8*10% = .28 Million
Elvie Trainer
| Criteria | Summer | April | Diana | |
|---|---|---|---|---|
Name | Summer | April | Diana | |
Age | 20-35 | 25-40 | 35-50 | |
Demographics | Urban, Semi-Urban | Urban, Semi-Urban | Urban, Suburban | |
Need | Pelvic disorder solution | Postpartum recovery | Urinal incompetence fix | |
Pain Point | Incontinence discomfort | Weak pelvic floor | Frustration in rehab | |
Solution | Wearable rehab device | Elvie’s connected devices | App-based exercise | |
Perceived Value of Brand | Innovative and modern | Reliable and efficient | Useful but pricey | |
Goals | No more incontinence | Pelvic strength recovery | Easy rehab sessions | |
Frequency of Use Case | 30 mins daily | 20-30 mins daily | 20 mins thrice a week | |
Average Spend | $150–$200 + $50 therapy | $150–$250 | $150–$200 | |
Value Accessibility | High | Medium | Medium |
Choosing Summer and April as a high potential ICP, lets do the market sizing.
TAM:
- Target Population: Women aged 25-55 experiencing pelvic floor dysfunction.
- US Population: Approximately 330 million
- Percentage of Women: Roughly 50%
- Percentage experiencing pelvic floor dysfunction: Approximately 35% (a conservative estimate)
- TAM Calculation: 330M * 50% * 35% = 57,750,000
SAM:
- Consider factors like:
- Awareness of pelvic floor health issues
- Willingness to use wearable technology
- Willingness to pay a premium for a discreet and effective solution
- Estimated SAM: 57,750,000 * 50% (assuming a 50% market penetration) = 28,875,000
SOM:
- Considering factors like:
- Brand recognition and reputation
- Marketing and distribution channels
- Product features and benefits
- Pricing strategy
- Competitive landscape
- Estimated SOM: 28,875,000 * 20% (assuming a 20% market share) = 5,775,000
Marketing Pitch - Elvie trainer✌🏼
You deserve to feel confident and unstoppable, no matter what life throws at you. At Elvie Health, we understand how urinary incontinence can steal your peace and productivity. Our intelligent wearable helps in progress tracking to help you regain control of your pelvic health. Imagine saying goodbye to lost workdays, uncomfortable moments, and the fear of the unknown. With just 30 minutes a day, Elvie Health is here to help you reclaim your freedom and live life on your terms.
Marketing Pitch for - Elvie Pump💪🏽
Empowering modern mothers to nurture and succeed, Elvie Breast Pump is designed to give you freedom and flexibility. Say goodbye to noisy, clunky pumps and hello to quiet, hands-free, wearable innovation. Whether you're in a meeting, traveling, or spending precious moments with your baby, Elvie makes pumping effortless. It's time to prioritize your comfort and confidence as a mother while achieving all that you set out to do.
Understanding Core Value Proposition
Why Elvie?
- Stealth Mode: Super discreet, no one will even know you're using it.
- Tech Wiz: Smart tech that tracks your progress and gives you real-time feedback.
- Level Up: Targeted exercises to strengthen your core and pelvic floor.
- Pump It Up: Hands-free pumping that's quiet, comfy, and efficient.
Basically, Elvie's got your back (and your pelvic floor & breast feeding) so you can crush your day, no matter what.
"Breast Pump now anywhere and dance like beyonće" this is how they market to their customers who are Busy work schedule, Working moms, Urban lifestyle
"Your secret companion" Elvie trainer is for suffering a long time, short time, uncomfortable from incontinence, rehab difficulties and pelvic disorders.
Lets see how people pursue elvie
Elvie, a pioneering femtech brand, has garnered significant attention for its vigorous paid advertising campaigns that aim to destigmatize women’s health and promote its wearable products. Through bold, creative, and high-impact campaigns, Elvie has successfully positioned itself as an industry leader.
1. ‘Smart Bodies’ Campaign
In March 2022, Elvie launched the global ‘Smart Bodies’ campaign in collaboration with Mother London. This campaign reframed the narrative around women’s bodies by celebrating their strength and intelligence. Featuring a music video with artist Eva Lazarus, the campaign was widely promoted across digital and social media platforms, highlighting Elvie’s innovative wearable products.
Times Square Billboard
In 2024, Elvie illuminated Times Square with a striking billboard addressing postpartum taboos. A high-profile out-of-home (OOH) campaign was complemented by digital ads, a podcast episode, and articles on its website.
"With Elvie its now possible to dance like Beyoncé whilst pumping for your child"
Elvie’s advertising strategy effectively uses creative storytelling, humor, and bold visuals across diverse media channels to engage audiences and drive awareness for women’s health. This shift from organic methods to a paid advertising approach allowed Elvie to enter mainstream conversations, gain media coverage, and significantly boost its customer base, showcasing the tangible impact of its marketing efforts.
A strategic partnership between Elvie Health and the NHS could address these challenges and provide numerous benefits:
1. Improved Women's Health Outcomes:
- Early Intervention: By providing early access to pelvic floor health devices, the NHS can prevent long-term health issues.
- Enhanced Breastfeeding Support: Elvie's innovative breast pumps can improve breastfeeding rates and duration, leading to better infant health.
- Personalized Care: By leveraging data-driven insights, the NHS can offer tailored treatment plans for women.
2. Reduced Healthcare Costs:
- Preventative Care: Early intervention and preventive measures can reduce the need for more expensive treatments in the future.
- Efficient Resource Utilization: By providing effective at-home solutions, the NHS can optimize the use of healthcare resources.
3. Enhanced Patient Experience:
- Discreet and Convenient Care: Elvie's products offer a discreet and convenient way for women to manage their health at home.
- Empowered Patients: By providing access to innovative technology, the NHS can empower women to take control of their health.
A simple 2 step acquisition by a expanding into d2c to G2C
Before NHS integration, cost of acquisition is extremely high and people want to have trust on the healthcare product they use. Look out the steps involved in a D2C. 
Customer Touch Points - in website on the landing page.
SHARE ELVIE - GRAB ON AMAZON FOR 20 DOLLARS
Money and fame is their motivation to share the app.
Instagram influencers, mommy bloggers, insta celebs, twlibs are the attracting factor for the customer to share the product.
Company shows rapid progress in moving from early scaling to matured scaling.
GOOGLE TRENDS
Elvie has rapidly gained prominence in the breast pump market, often appearing as a top search result. This increased visibility is due to its innovative approach to breast pumping, combining technology with comfort and discretion.
A giant leap of Elvie to put its leg in UK
Referral and discounts
Channel Name | Flexibility | Effort | Speed | Scale |
|---|---|---|---|---|
Organic | Low | High | Low | Slow |
Paid Ads | Low | Paid | High | Fast |
Referral Program | Medium | High | Low | Medium |
Product Integration | High | Medium | High | Fast |
Content Loops | Low | High | High | Medium |
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