Nurturey

Idea

Introduction

Health outcomes among children are falling short of expectations. 20% are overweight by age-5; 38% suffer sleepless nights from the effects of tooth decay; 8.8% miss critical immunisations.

Experts agree that data-driven health management during the early years is the key, as a large amount of growth potential is achieved in the first 6 years of life.

NHS response:

Every parent knows the Redbook, a 20-year-old paper-book that's 82 pages thick filled with complex charts/tables. It's really a black hole, as a lot of information goes in, but no information comes out.

The system is crying for a disruptive change.

Concept:

Nurturey is a smart digital guide - to manage children’s development from pregnancy to childhood

We aim to become the default guide for NHS and UK parents, aiming to ultimately scale the model overseas.

It's built on three pillars: it digitally tracks development indicators; builds insights to identify emerging needs; and, guides parents with algorithmically targeted information.

Intended impact

"Child Obesity is an NHS Time Bomb"

"UK loses its measles free status"

Such headlines are becoming common in the UK and globally.

Parents are anxious as millions go online on social websites looking for help, only to drow in a sea of info. We believe the innovation has been marginal - simply the blogs and chatroom content has become mobile-friendly, as well as desktop-friendly.

Nurturey aligns itself with NHS' 2020 vision and priority on digital child health. Nurturey's benefits:

* Better health outcomes for our children: by connecting parents with the child's development information scattered across health service providers, and helping them stay on top of all requirements.

* Assist GPs who currently call/send letters to parents to remind checkups/immunisations.

* Assist NHS' in tackling the intangible late-stage treatment costs related to dental treatments, obesity problems etc.

* Help policymaker create better development benchmarking data.

Substantial accomplishments to date

a) We have received approval from NHS to integrate with its tech systems. Parents will be able to securely login through Nurturey to manage their child's interactions with their GP (immunization, checkups etc). We aim to go live by Oct/Nov'19.
b) We have signed an MoU with Bromley by Bow health, St Andrews Health centre to pilot Nurturey app with parents registered with the clinic. The objective is end-to-end testing of functionalities such as automated immunisation/check-up reminder, appointment booking through the app, and parents' ability to view records updated by the doctor on Nurturey app.

c) A well functioning product is available globally on the Appstore, Playstore, web, and Alexa. Over 60,000 downloads, globally.

d) Already have active Subscription-fee paying users primarily in the UK and India.

e) Over 160,000 FB fans globally

f) Blog page with 500,000 unique visitors making 4.5million visits

Monetisation strategy

1) Subscription: a freemium model; free limited access AND paid subscription for full access. Pricing: £1.49/month or £9.99/year

A small number of users are already paying the subscription fee, which demonstrates Nurturey's product-market fit and product maturity required from a B2C app.

However, Subscription is not YET a significant channel of revenue, as we are still solving how to scale sustainably.

2) Payment by a third party:

We aim to find intermediaries, such as NHS or Insurance companies to pay for the subscription/product fee, while the end-user (parents) enjoy Nurturey's services for free.

3) Sales revenues:

Today on Nurturey app, users click through algorithmically recommended product links to other websites; however Nurturey isn't able to book revenues in most cases.

Our next step is to work on building capabilities to sell parenting-related products.

Use of proceeds

The PRIMARY theme of current fundraise is to prepare Nurturey to become the default guide in the UK, subsequent to appropriate backing from NHS. This requires us to undertake a series of activities across various functional areas - over the next 6-9 months.

1) 10%: Implementation of various NHS driven standards, functionalities and features. The task is already underway.

2) 10%-15%: Pilots with GP partnerships.

3) 30%: General product improvements

4) 30%: Marketing

5) 20%: Admin and other overheads

We aim to scale our business as a result of this fundraise. Our ambition is to be the default guide, which would be a major booster towards that journey