Acquisition project | Hyivy Health

Elevator Pitch

Hyivy Health is an intelligent wearable designed to support women with pelvic disorders, offering auto-dilation, thermal therapy, and progress tracking for effective rehabilitation. This innovative solution provides comfort and care for various pelvic health challenges.

Imagine Claire, a professional in a high-pressure job, struggling with urinary incontinence or PTSD from pelvic trauma, losing workdays and confidence. Or someone experiencing dissatisfaction in their intimacy due to poor dilation. By using Hyivy Health for just 30 minutes a day, she can regain control, avoid lost pay, and rediscover joy in her life. Hyivy Health is here to empower women with holistic pelvic care.

Understand the user

Understanding Hyivy's ICP

Hyivy Health operates under a hybrid business model that encompasses both B2C (Business-to-Consumer) and B2B (Business-to-Business) strategies.

B2C Table

Criteria	User 1	User 2
Name	Claire	Emma
Age	20-35	35-45
Demographics	Urban, Semi Urban	Urban, Semi Urban
Need	A solution for her pelvic disorder (urinal incompetence)without affecting her work schedule.	Looking for solutions (poor dilation, Bartholin’s gland) to enhance her personal and intimate life.
Pain Point	Discomfort, frustration in everyday lives, never ending long doctor waiting cues.	Embarrassment, loss of motivation for exercises and lack of emotional support.
Solution	Hyivy's connected wearable devices helps in rehab journey without taking much of her time. Tracking progress and need based intervention by her doctor at her own comfort.	Hyivy's wearable comes with auto dilation which eases her problem on the go. Tracking her progress makes her feel motivated to use everyday which provides awareness, education and support in her entire journey.
Behaviour
(refer the table below)
Perceived Value of Brand	Funky, talks about growing problems, Website is missing with clinical trials results.	My therapist can know my progress without any embarrassment in the clinic to witness intimate organs.
Marketing Pitch	You deserve to feel confident and unstoppable, no matter what life throws at you. At Hyivy Health, we understand how urinary incontinence can steal your peace and productivity. Our intelligent wearable combines auto-dilation, soothing thermal therapy, and 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, Hyivy Health is here to help you reclaim your freedom and live life on your terms.	Intimacy should be a source of connection, not discomfort. If you’re facing challenges with dilation, Hyivy Health is here to help. Our intelligent wearable provides gentle auto-dilation and thermal therapy, offering relief and progress tracking to support your journey. With just 30 minutes a day, you can take control of your pelvic health, restore comfort, and gradually rebuild confidence in your intimate life. Hyivy Health is here to guide you toward a more fulfilling and comfortable experience, helping you feel like yourself again.
Goals	Sneeze without fear of urine leakage. Work without discomfort and unnecessary frequent urination.	To enjoy intimacy with joy. Reduction in painful boils and foul smell.
Frequency of use case	Healthy bladder is basics of human life. Its more than daily.	It varies from 3-5 days a week.
Average Spend on the product	Around 150-200 and 50 dollars for every therapy checkups.	Around 150 - 300 dollars as visiting therapist are very pricy
Value Accessibility to product	High	High
Value Experience of the product	Moderate	Moderate
What could be added more for the value experience	Websites can contain more of success stories, apart from founder story.	more customer awareness on the sexual wellness and not to be in hush hush.

B2B Table:

Criteria	ICP1	ICP2
Name	tia health	Walk In GYN Care
Company Size	10-50	1-10
Location	Urban	Urban
Funding Raised	$100 million Series B	$40000/ Month only in consultation (assumption)
Industry Domain	Women Health	Women Healthcare
Stage of the company	Mid- Size Scaling	Early Scaling
Organization Structure	Private Limited	Private Limited
Decision Maker	Chief Medical Officer	Doctors, therapists
Decision Blocker	Finance head	Chief doctor
Frequency of use case	Dedicated to women health	Dedicated to women health
Products used
in workplace	All types of surgical, pharmacy products and computers for EHR and Telehealth platforms	Surgical, pharmacy products and computers for EHR and Pelvic floor biofeedback devices.
Organisational	Practise management solutions	Practise management solutions
Goals	To introduce pelvic health with Hyivy wearable as they are widely spreading on women health divisions.	Though they are small, they are looking for innovative solutions to have better patient outcomes.
Preferred Outreach Channels	Scale Tia Community, social media, SMO	Reviews, google search, referral.
Conversion Time	Moderate	High
GMV	Very high, as it covers wide range of consulation, diagnosis, membership fee, different departments of women care.	High, as it is focused for women health in pelvic, bladder and connected devices as it is specific for pelvic disorder.s
Growth of company	Exponential	Early Scaling
Motivation	To become a household in women health.	To provide better care, expand their customer base.
Organization Influence	Influenced for more inflow of patients.	Influenced for more inflow of patients.
Decision Time	Moderate as there is more hierarchy	Immediate as the decision authority is easy to reach.

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use this ICP prioritization table)

Criteria	ICP 1	ICP 2
Adoption Curve	Medium	High
Appetite to Pay	High	Medium
Frequency of Use Case	High	High
Distribution Potential	High	Medium
TAM	$18.82 billion (Women Healthcare)	$2.2 billion (Pelvic Health disorder market in US)

Understand the product

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)

Understanding Core Value Proposition

Hyivy Health empowers women experiencing pelvic disorders—from discomfort, painful intimacy, post-pregnancy challenges leading to frustration and lost working days due to urinary incontinence—by providing a compassionate, innovative solution. Through automatic dilation, thermal therapy, remote monitoring, and progress tracking, Hyivy delivers personalized care to restore confidence, comfort, and well-being in every aspect of their lives

Understand the market

(Let's begin by doing a basic competitor analysis)

Factors	Elvie	Perifit	Go Yeda	Leva Therapy
What is the core problem being solved by them?	Elvie focuses on empowering women by addressing traditionally underserved aspects of women’s health with sleek, tech-driven, and user-friendly solutions. They are discreet, comfortable, and practical while fostering confidence and breaking taboos around topics like pelvic floor health and breastfeeding.	Perifit focuses on gamifying pelvic floor health, making it engaging and interactive to encourage consistent and effective pelvic floor training. By combining biofeedback technology with fun, game-like exercises, Perifit transforms a clinical task into an enjoyable experience, helping users strengthen their pelvic floor with precision and motivation.	Goyeda’s core value is built around offering personalized, discreet, and effective pelvic floor training using advanced technology that ensures precision and measurable progress. They ensure correct training through scientifically-backed biofeedback and integration into the user’s lifestyle.	Leva Therapy provides a clinically proven, biofeedback-driven solution for pelvic floor health, helping women improve conditions like urinary incontinence and pelvic organ prolapse. The device offers discreet, at-home design and real-time feedback to ensure effective exercise execution, empowering women to take control of their health.
What are the products/features/services being offered?	Products Pelvic trainer Breast Pump (6 variations) Key Features Guided pelvic floor exercises and progress tracking. Real-time biofeedback via a mobile app. Sleek, discreet, and ergonomic design. Tracks progress over time and sets goals.	Products Pelvic Trainer Breast Pump Key Features Gamified exercises that make training fun and interactive. Packaging of products into 3 categories and selling accessories. Progress tracking through a mobile app. Comfortable and easy-to-use device that can be used at home.	Product Pelvic Trainer Key Features Personalized pelvic floor training with biofeedback for proper exercise execution. Discreet design for privacy during use. Focus on pelvic floor health, incontinence management, and postpartum recovery.	Product Pelvic Trainer Key Features Biofeedback technology for correct exercise execution. Clinically proven and FDA approved results for pelvic health. Privacy focused, portable design that can be used at home and tracks progress Offers support for insurance coverage and reimbursement.
Who are the users?	Women in between 20-50 years old, looking for pelvic floor health and new mothers.	Primarily women in their 20s to 50s, including pregnant women, new mothers, and those experiencing early signs of pelvic floor dysfunction.	Women with 30+ years of age pelvic health concerns such as incontinence, pelvic pain, and postpartum recovery.	Middle-aged women with 30-50 years of age with urinary incontinence or other pelvic floor disorders, including postpartum women.
GTM Strategy	Elvie's GTM strategy centers around creating awareness, building a community, and positioning the product as a lifestyle-enhancing wellness device for pelvic health.	Perifit is positioned as a fun, interactive, and educational device that helps women improve their pelvic health through biofeedback and game-like exercises.	Goyeda strategy highlights comprehensive care with a focus on long-term health management and clinical efficacy.	Leva positions itself as a clinically proven, medical-grade solution for pelvic floor dysfunction, targeting women with specific health concerns such as urinary incontinence and postpartum recovery.
What channels do they use?	Elvie follows a D2C e-commerce strategy, selling via its website and also through high-end retailers, online partnerships.	D2C e-commerce strategy, selling on amazon.	Not yet released in the market.	B2B2C using doctors to prescribe the product and D2C also contribute a little.
What pricing model do they operate on?	$ 170	$150-300	Not released	$1200
How have they raised funding?	$157 million in total via VC's	Not Available	Not Available	$10 million in total via VC's
Brand Positioning	Premium lifestyle product that emphasises empowerment and self-care	Fun, game-like exercises, and educational device for women health.	Emphasis itself as medical grade product with comprehensive solution for pelvic health.	Clinical graded, FDA approved, insurance reimbursable.
UX Evaluation	Moderate as it is not attractive for D2C	High with more information	Low on information	Moderate as navigation is not user friendly
What is your product’s Right to Win?	Hyivy has bypasses the limited features of Elvie. Rather than being an off the shelf device, hyivy comes with doctor prescription building trust.	Hyivy has more features as thermal therapy, auto dilation. Having Hyivy has a medical graded product or FDA clearance will make users more trust among the product.	Users don't get any information on the website. Clinical trials results are not available. Clinical trial results of hyivy builds a early adoptor base strong which helps in forming a community.	Bringing the price down to 300-500 dollars will make hyivy as premium among other products and less pricy than Leve therapy.
What can you learn from them?	Getting more user stories and packaging of products makes the user accessible to personalised therapy.	Gamification is an interesting factor which invites patients of all ages with an enjoyable engagement throughout the journey.	Wearable looks simple and easy to use. Their tagline welcomes the user easily as it resonates with women. Could use something like that for Hyivy.	Making the product's advocate as doctors is an important factor. Among the competitors and many products, patients can easily trust this product and it comes along with FDA clearance. Covering it under health insurance bypasses the financial blocker to the user.

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

TAM
Having 50% population of US as Women which is 106 million out of 332 million.
32 million*$500 = $53.12 billion (approx)

SAM
92% of US consumers own or use personal tech, with wearables gaining mainstream usage for health monitoring. - Mintel Store
About one in four consumers surveyed (24%) say they would be willing to switch doctors if virtual visit options aren’t offered - Deloitte.
15%* $53.12 billion= $7.97 billion

SOM
Having Elvie has market leader in pelvic wearables, Elvie's revenue had grown to $65.9 million in 2024, where the global femtech market is valued at $50.97 billion. Its Market share is 0.1% approx. Hyivy aims towards reaching 1% of SAM in 5 years.

$7.97 billion*1% = $79.7 million

If your product is in Product Market Fit stage

Designing Acquisition Channel

My company hyivy is in pre-pmf stage. It requires all efforts taken in pmf as clinical trials show good results.
Top 3 channels are
Organic
Referral
Content Loops

Channel Name	Cost	Flexibility	Effort	Speed	Scale
Organic	Low	High	Medium	Medium	High
Paid Ads	Not applicable as it is pre pmf	Not applicable as it is pre pmf	Not applicable as it is pre pmf	Not applicable as it is pre pmf	Not applicable as it is pre pmf
Referral Program	Low	High	Medium	Medium Results	High
Product Integration	High	Low	High	Low Results	Low
Content Loops	High	Medium	High	Medium Results	High

Detailing Organic Research

Organic Channel

Since Hyivy is in pre pmf stage, organic channel would be the best take to work on it.

Understanding ICP.png

Top Keywords Listed are

Pelvic floor exercise
Easy pelvic floor exercise
How to dilate vagina
How to stop urine leakage
Painful sex

Failure of Hyivy wearable is it does not use the right keyword to land in hyivy. As a behaviour pattern observed from keywords, hyivy does not have informational and educational videos where the customers are more interested. Hyivy ranks low as it is not optimised.

relative keyword.png

Apart from keywords, what could hold back the customer

Limited Market Awareness: Despite their efforts, there may still be a lack of awareness among potential users about pelvic health issues and available solutions.
No data on Clinical trial results : As they got funding and 2 years of Clinical trial, no user stories and success stories are promoted.
What is the perks of joining the waitlist : They encourage customers to sign up for the free trials, but there no perks on it, users might be unaware of what do they get back.

Optimising of Hyivy will be better keywords, educational videos on causes on pelvic disorder, how to manage it and how to cure it. They have to create value to the customer on their problem they are looking for.

Future Organic Channel Strategy:
Hyivy Health could employ a multifaceted organic marketing strategy primarily focused on educating potential customers about pelvic health issues and promoting their innovative product, the Floora™ Pelvic Health Vaginal Wand. Here are the key elements for the strategy:

Content Marketing:
- Hyivy providing educational resources on pelvic health through blog posts and articles, aiming to raise awareness about pelvic health issues that affect a significant number of women.
- Emphasises patient stories and testimonials to build trust and connect emotionally with their audience.
Community Engagement:
- Actively recruiting patients for focus groups and clinical trials, involving them in the product development process. This not only helps in refining the product but also fosters a sense of community and loyalty among early adopters.
Partnerships with Healthcare Institutions:
- Collaborations with hospitals and research institutions (e.g., Women’s College Hospital, McMaster University) enhance credibility and provide access to a wider audience through clinical studies.

Detailing Content loops

Content Loop

(Keep it simple and get the basics right)

My product is pre-pmf, writing for what is present now

Content Creator - Confidence and Privacy
Content distributor - Community, Word of mouth, social media

The specific focus is on educating women about pelvic health issues, which are often stigmatized or overlooked. This creates an emotional connection and urgency for users to seek information and solutions.

Health Experts and Community Members

Content can be generated by healthcare professionals, pelvic health specialists, and satisfied customers sharing their experiences with the Floora™ device. This can include blog posts, video testimonials, expert interviews, and user-generated content.

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