Acquisition project | Hyivy

Elevator Pitch

Elevator Pitch :

What if we told you the secret to crushing pelvic area pain that every 1-in-3 women undergo isn’t a doctor, a pill, or a gym—but a tiny, smart device that fits in your pocket?
So discreet that, even your best friend won’t know you’re using it!

Hyivy packed as a wearable & connected app offers an effective solution to strengthen pelvic muscles and eliminate pain without the hassle of clinics or invasive treatments. With proven results like 60% pain reduction and an 85% improvement in quality of life, our gamified solution addresses the unique needs of every Indian women. Affordable, comfortable, and privacy-focused, it includes AI-driven progress tracking and a multilingual app tailored to Indian lifestyles which you can use anywhere anytime!

Join our waitlist today @ https://hyivy.com/ and take the first step toward better pelvic health for yourself or someone you care about.

Understand the user

In a survey conducted to across 22 people coming from different conditions of pelvic pain here's an overview of the results & opinions. Almost 18 people said they've suffered from this pain at least once and they never knew that there's a resort to end the suffering. Amongst all the groups of ICPs, I'm selecting people who're up for Labor as the high priority ICP.

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Understanding my ICP

B2C Table

Criteria	ICP 1	ICP 2	ICP 3
Sample from Survey Name	Nive	Vibu	Vijayalakshmi
Profiling	Working Women - Pre & Post Partum Care	Working Women - Chronic conditions & Painful Intimacy	Menopausal Women
Age	20-45	20-45	45-60
Salary	10-45LPA	20-50LPA	20+ LPA
Demographics	Tier 1 + Tier 2 Cities	Tier 1 Cities	Tier 1 Cities
Marital Status	Married	Single	Married
Social Presence	Instagram, Linked In	Instagram, Linked In, Dating Apps, Mindful Apps	Instagram
Need	pain free labor, Recovery from Leaks post pregnancy, Ability to have a pain free child bearing	Recovery from Leaks & resuming intimate life like before the condition had hit without having to scoop extra time & attention.	Recovery from Weakness related Pain, Leak & Discomfort.
Pain Point	No Awareness & Guidance	Taboo a topic to find solution & accommodate in regular & busy lives	Already mentally frustrated due to hormonal changes & physical strength is also dropping down.
Solution	Hyivy's connected wearable offers strengthening solution to support & reduce labor pain. The connected software allows her to track the progress which in turn gives her confidence and motivation to continue her strengthening journey.	The connected wearable can be used even in her travel reducing time and effort, that offers Vaginal Tightening/Dilations depending on her real time requirement & strengthened pelvic muscles.	The connected wearable provides a solution for Strengthening pelvic muscles by visually showing the changes happening which provides confidence mentally & motivates them to come by the situation better.
Similar Products Purchased	Motherhood care groups memberships, fitness trackers, Baby Monitors	Sexual Wellness Group Memberships, Sensual Products like Vibrators.	Fitness Trackers.
Average Spend on Similar Products	~9K	~12K	~4K
Marketing Pitch	Ever wondered how women cross the pain of natural labor with grace? It's by having strong pelvic floor muscles. Reduce your pain visibly by increasing your pelvic muscle strength with your pre-partum efforts! - Not with Hyivy anymore. --New Mom & Leaks are inseparable ! - Enhance your urinal competency by strengthening your floor muscles.	--"Managing Leaks at an office meeting?" --"Are you a frequent visitor to the loo?" --"Not able to pee peacefully?" -- Sex is painful more than being a pleasure? Not with Hyivy anymore.	Everyone will say - Happy that it's all ending but we understand how painful this must be. Use our wearable to strengthen your pelvic area and end your menopause with grace!
Goals	Strong, Pain free, smooth labor & returning back to intimate & regular life sooner.	Sneeze freely, pee freely, pain free intimacy, reduce lost work days, attend meetings with grace.	Reduced frustration, stronger posture to overcome the physical pain.
Frequency of use case	3rd Trimester (3 months)/ & Postpartun care 9 - 12 months	Required across all days of life as this is a chronic condition and affects the quality of life.	Weekly 3 days usage across 5 years of the menopause period

B2B Table:

Criteria	ICP4	ICP5
Name	Rainbow Hospital (Larger Hospital)	Aishwarya Fertility Clinic (Private Gynac Focused Clinic)
Company Size/Bed Size	150+ Bedded Hospitals	~20
Walk in Patient/day	100	30
Location	Tier 1 Cities	Tier 1 Cities
Average consultancy fee	>1000 INR	~500
Industry Focus / Speciality	Multi Specialty	Birthing/Gynac/Urology/Women Health
Decision Maker	Doctor	Doctor
#doctors	~20	~5
Influencer	Bio-Med Engineer	Doctor
Decision Blocker	Hospital Management / Finance Head	Chief Doctor
Frequency of use case	On every Patient with relevant complaint ~ 10 per day	On every walk in patient
Partnered Products	Motherhood Wellness Programs, Rehabilitation Programs	Motherhood Wellness Programs, Rehabilitation Programs
Goals	Optimum care & complete recovery	Optimum care & complete recovery. Promote word of mouth via patients.
Organisational Structure	In house full time doctors report to the hospital management & Freelancers who use the hospital for only workplace purpose.	One Chief Doctor --> Managing 4-5 freelancers
Tools/ Products utilised in workplace	Hospital Management Systems, EHR systems	Hospital Management Solutions, Tele health solutions.
Conversion Time	3-6 months (based on an initial trial basis)	1 month (smaller trial period)

ICP 1(Partum Care) & ICP 5(Smaller Hospitals/Women health focused hospitals) would be the primary focus groups.

Criteria	ICP 1 (Partum Care)	ICP 2 (Intimacy Recovery & Condition Specific)	ICP 3 (Menopause)	ICP 4 (Hospitals)	ICP 5(Private Clinics)
Adoption Curve	High	Low	Low	Medium	High
Appetite to Pay	High	High	Medium	High	Medium
Frequency of Use Case	Medium	Medium	Medium	Medium	High
Distribution Potential	High	Medium	Medium	Low	Medium
TAM (Users)	25 Million users	43 Million users	43 Million users	43000 hospitals# (private)	200000 Gynac#
Priority Order	1	3	5	4	2

Understand the product

Understanding Core Value Proposition

For women who suffer from pelvic pain & weakness, our Hyivy wearable device is a personal wellness solution that restores pelvic strength, alleviates discomfort, and improves overall well-being with a convenient, affordable, and private approach.

Understand the market

Factors	Elvie Kegel Trainer	Emy Kegel trainer	Kegel 8 ultra V2	Yarlap
What is the core problem being solved by them?	Track & monitor the strengthening of the pelvic floor muscle via execises	Track & monitor the strengthening of the pelvic floor muscle via exercises	Stimulates pelvic floor muscle via e-stimulation (TENS therapy)	Stimulates pelvic floor muscle via e-stimulation (TENS therapy)
What are the products/features/services being offered?	Products : 1. Breast Pump (Multiple variations) 2. Elvie Trainer Key Features : 1. Connected wearable, mobile app with a prebuilt, gamified exercise list. 2. Sleek Design, ergonomic fit, ease of use. 3. Gamified interface with ease of motivation.	Products : 1. Breast Pump 2. Elvie Trainer Key Features : 1. Low power Connected wearable, that long lasts in power and reduces risk of electric shock. 2. mobile app with an prebuilt exercise list focusing on conditions.	Products : 1. Pelvic Muscle Stimulator & trainer. Key Features : 1. Connected wearable, mobile app to operate the levels of stimulation on a real time basis. 2. FDA cleared. 3. Unlike others, just a sit-on device that's suitable for both men and women.	Products : 1. Pelvic Stimulator & trainer. Key Features : 1. Connected wearable, mobile app & admin app for clinicians to stay connected real time. 2. More focus on pain management via TENS therapy.
Who are the users?	Pregnant Women, Pelvic area related conditions (IC, PBS..)patients, menopausal women.	Pregnant Women, Pelvic area related conditions (IC, PBS..)patients, menopausal women.	Pregnant Women, Pelvic area related conditions (IC, PBS..)patients, menopausal women.	Pregnant Women, Pelvic area related conditions (IC, PBS..)patients, menopausal women.
GTM Strategy	e-commerce, cross selling, awareness campaigns that builds a health educated community.	Women wellness marketplace partnerships, awareness campaigns	Market places, awareness campaigns, Referral - world wide shipping.	Market places, awareness campaigns, Hospital Partnerships, Referral - world wide shipping.
What channels do they use?	Organic, Paid Ads, Referral	Paid Ads, Referral	Paid Ads, Referral, Product Integrations	Paid Ads, Referral.
What pricing model do they operate on?	One time fee on device + Subscription for Software	One time device cost + Subscription for Exercise Prescription	One time device cost	One time Device Cost + recurring gel cost.
How have they raised funding?	First mover advantage	Only Seed at idea stage.	Close to the FDA journey	First Mover Advantage in the US region
Product Costing (Device)	$199	$199	$159	$299
Brand Positioning	Women Empowerment, Building Confidence in women to go beyond the feminine restrictions that the body imposes.	Women Health Upskilling in a more fun and interactive manner.	An medical graded product most trusted by clinicians to use which inturn makes people buy the product.	Multiproduct women wellness products.
UX Evaluation	Gamified & made the taboo topic much more simpler. Great for users.	NA	Simple and easy for clinicians but very difficult for regular end users to understand & do the next steps. Not goal driven which undermines efforts of users.	NA
What can you learn from them?	Simplified & gamified approach on the user experience that makes the user go through a discreet but private utility.	NA	More focused on clinics which means the UI needs to be mapped with the existing Hospital management systems.	NA

When Hyivy hits the indian market:

TAM (Total Addressable Market)

Understanding: The overall potential market if there were no constraints.
Data Links, Assumptions & Calculations:
- Total female population of India (2024 estimate): ~700 million.
- Prevalence of pelvic floor disorders: ~30% of adult women globally, similar trends in India (e.g., incontinence, prolapse, postpartum weakness)
- Applicable age group: 20–65 years (~50% of female population).
Potential TAM: (700 million×30%)*50% = ~105 million women.
Product Pricing - 5000 INR

TAM = 105Million * 5000 = 525 Billion INR

SAM (Serviceable Available Market)

Understanding: The market segment your product can realistically target, considering factors like income, urban/rural divide, and access to healthcare.
Data Links, Assumptions & Calculations :
- Focus on urban and semi-urban areas (~35% of India's population).
- SAM: (105 million×35%)≈37 million
- Product Pricing = 5000 INR

SAM = 37 Million * 5000 = 185 Billion INR

SOM (Serviceable Obtainable Market)

Definition: The portion of the SAM you can realistically capture within a defined timeframe (e.g., 5 years), considering competition and your market entry strategy.
Assumptions:
- Women in higher income brackets or with access to healthcare (~20% of urban female population)
- SOM : (37 Million x 20%) = 7.4 Million
- Product Pricing = 5000 INR

SOM = 7.4 Million * 5000 = 37 Billion INR / ($462 M)

If your product is in Product Market Fit stage

Designing Acquisition Channel

Product stage : Pre PMF stage calls for high flexible, low effort and low cost routes namely - Referral, Product Integration & content loops.

Channel Name	Cost	Flexibility	Effort	Speed	Scale
Organic	Low	Low	High	Low	Medium
Paid Ads	High	Low	Low	Low	High
Referral Program	Low	High	Low	High	Medium
Product Integration	Low	Medium	Medium	High	High
Content Loops	Medium	Medium	Medium	Medium	Medium

Detailing Organic Research

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

Detailing Content loops

Content Loop

(Keep it simple and get the basics right)

Content Loop 1 : User Driven
Hook : Share images of (Baby Bump + Goal Reports + Game Level) --> Custom made as a frame via Hyivy's app as they go closer to their goal post of strengthened pelvic floor muscle.

Creator : Every mom in their pre-partum journey who's getting ready for labor.

Distributor : Pregnancy Communities example - Mompresso, Mylo + Social Media + closed family groups on whatsapp where the users can flaunt their readiness.

Content Loop : Hyivy Driven

Hook : Gifs about being Pregnant / Getting into labor / Dealing menopause with grace.

Creator : Hyivy Team via 1st group of customers, urging the second group of customers to create and share.

Distributor : Giphy Platform & urging the initial group of users to use on whatsapp and many more reference areas.

Detailing Product integrations

Step 1 → Complementary products used by ICP : pre & post partum women |Tier 1| 20-45|

Product	Mylo (Partum Care)	Healthify Me(Healthy Eating)	Practo (Telemedicine)	Cult (Fitness)	First cry (Baby Products)
Frequency of interactions	High	Medium	Low	High	Medium
Importance of interactions	High	High	Medium	High	Low
Value Addition	High	Low	High	High	Low
Customer #	High	Low	Medium	Medium	Low

Step 2 → Use the selection framework

Channel Name	Time to go live	Tech Effort	New users we can get (monthly)	New Users we can get in Month 1	New Users we can get in Month 2	New Users we can get in Month 3
Mylo - Pregnancy to Motherhood (10Million+ users)	Low	Low	500
Cult - Premium Women Fitness Programs	Medium	Low	300