Elevator Pitch :

Leaking when you sneeze? Pelvic pain stealing your intimate joy? Stuck in a society where pelvic health feels taboo? Is this you?

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's Floora, 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.

​

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.

Understanding my ICP

B2C Table

B2B Table:

​

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

​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.

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)

Designing Acquisition Channel

At the current state, Hyivy utilizes below channels for customer acquisition:

1. Organic Research using SEO - Online webinars and seminars, Blogs, Keyword uses
2. Attending offline events (booths)
3. Partnerships (High subscriber Youtubers, Doctors, Government Organisations, Private women wellness communities)
4. Referral Programs

Stage of the product & acquisition goals :

Our product is unique. Unlike other products, our product is not widely searched directly as a product because people aren't aware of it & it's need in the form factor it's currently sold. Along with PMF, we need to make masses understand the use of the product before being able to scale the product.

For which reason, we need to invade the existing methods of the problem being currently solved in the market which is Referral, Product Integrations & Organic Listing. Content Loops parallelly help in creating brand equity for the product.

Organic Listing : Understanding the right reasons why product will be bought/sold along with relevant content that adds value in credibility. Though the feedback is slow, ability to gain individual credibility is very basic for a health product.

1. Customers don't directly search for the floora device, rather they only to know list their problem and identifying the problems is very important to let our device come on top for listing.
2. Publishing relevant blogs to the problem statements listed on reddit, quora and other keywords helps people discover Hyivy's Floora which they can only use as a validation and not as a ranking heirarchy.

Product Integrations : Building trust via someone else's already built in trust, accessing masses in one equation, ability to build controlled groups & immediate feedback.

1. Product Partnerships with - You-tube influence tutorials for kegels / smart pelvic floor exercises over 1lakh views/subscribers to say this device is extremely useful.
2. Product Partnerships with - government women health organisation communities which takes care the responsibility of conducting awareness campaigns to the masses in urban and rural locations.
3. App partnership with ideal ICP - Partum care, PCOD/PCOS care, sexual wellness apps where there is a directly utility sharing for users.
4. Gynaecology & sexual wellness hospitals where the primary requirement for vaginal tightening patients is all driven at one place looking for a solution.

Referral Programs : Designed via influencers of the product allows a way to reach the right customer segment without having to worry about the right ICP as the need is verified via referral programs & is highly feedback driven via a 1st person touch.

1. Most of the customers would be discovering their need in a much more personalised form because of the 1st person in use which removes the need for complicated understanding of the product.
2. Goal oriented programs allows people to share their goals while inviting the next set of people which satisfies the personal and social goals of the user.

Organic Channel

Primary Kerywords that people are searching for today in India :

1. Kegel Exercises
2. Pelvic Floor Exercises
3. Vaginal Tightening
4. Postpartum Vaginal Care
5. Urinary Inctontinence Solution
6. Pelvic Floor Rehabilitation

Customer Journey Today :

Step 1 : Feel problem for a long time

Step 2 : Look out for solutions on the internet

Step 3 : Land on 1000s of you tube videos & materials

Step 4 : Get confused on what to use and what not use.

Step 5 : Find our product on the internet

Blogs & backlinking :

1. Write content blogs on the topic and back link it on the highly answered questions on the internet like quora, reddit & women health forums.

Educational Content (Awareness and SEO)

1. "What Is Pelvic Floor Health and Why Should You Care?"
2. • Explains pelvic health, its importance, and common issues.
   • Keywords: pelvic floor health, pelvic health issues, women’s health.
3. "10 Signs You Need Pelvic Rehabilitation: Are You Ignoring the Red Flags?"
4. • Lists symptoms that indicate the need for pelvic rehabilitation.
   • Keywords: pelvic pain, urinary incontinence, postpartum recovery.
5. "How Pelvic Floor Exercises Can Transform Your Postpartum Recovery"
6. • Highlights how strengthening the pelvic floor can aid in faster recovery.
   • Keywords: postpartum recovery, Kegel exercises, pelvic strengthening.

Device-Focused Content (Product Awareness)

4. "5 Ways Our Smart Wearable Redefines Pelvic Rehabilitation"
5. • Showcases how your device stands out with technology and innovation.
   • Keywords: pelvic rehabilitation devices, smart wearable technology.
6. "Step-by-Step Guide: Using [Device Name] for Pain-Free Pelvic Strengthening"
7. • Provides an easy guide for first-time users to set up and use the device.
   • Keywords: how to use pelvic devices, pelvic floor exercises.
8. "The Science Behind Hyivy: How It Supports Women's Pelvic Health"
9. • Explains the technology and research behind the device.
   • Keywords: smart pelvic devices, pelvic health technology.

Problem-Solution Content (Address Pain Points)

7. "Dealing with Urinary Incontinence? Here’s How Technology Can Help"
8. • Focuses on how your device addresses urinary incontinence.
   • Keywords: urinary incontinence solutions, bladder control devices.
9. "Why Traditional Kegel Exercises Alone Might Not Be Enough"
10. • Explains the limitations of Kegel exercises and the need for devices like yours.
    • Keywords: Kegel exercise alternatives, advanced pelvic strengthening.

Content Loop

(Keep it simple and get the basics right)

1. 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.

2. 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.

​

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

Step 2 → Use the selection framework

Wireframes/live pages where Hyivy placement makes complete sense to both product parties on use level.

Wireframe/live placement of where to place product integration for both parties.