Forth
Postpartum
Client - Self-Initiated
Challenge - How to provide parents with a supportive and healing environment after birth.
Outcome - A detailed business plan, brand, and pitch.
Scope - Business Plan I Design Strategy I User Research I Market Research & Sizing I Business Model I Financial Forecasting I Innovation I Road Mapping I Idea Generation I Iterative Experimentation
Team - Erica Ales, Juan Hernandez, Jinney Kho, Luke Rolka
Role - Design Strategy, Financial Planning
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01 Introduction
A Strategic Vision for Postpartum
In collaboration with a team of strategists and designers, I developed a business plan for a postpartum service concept called Forth. Our team took a holistic approach to business design, with consideration to user research, integration of services and experiences, market competition, financial viability, operations, and social sustainability. Strategic research and design methodologies reflected our focus on birthing parents' well-being.
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Forth is a postpartum retreat situated in the Bay Area that seeks to revolutionize the often-neglected "fourth trimester" experience for new parents.
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Contribution
Each team member contributed to research and decision-making across all elements of the business, dividing tasks and individual areas of oversight according to our relative strengths and interests. As the financial specialist, I led the creation of financial projections and models to inform structure and services and demonstrate the feasibility of the business plan. With support from team members, I set and managed construction cost breakdowns, booking economics, and budgets for staffing, marketing, and other operational expenses. This role extended to market sizing, focusing on the Bay Area and the target demographic of privately insured millennials of birthing age.
02 Context
Bridging Gaps in Postpartum Support
In the United States, the postpartum journey can be a lonely one. Unfortunately, the transition to parenthood is often plagued by fatigue, uncertainty, and emotional distress. As a result, new parents report feeling unprepared and under-supported during this vulnerable period.
Inspired by successful postpartum care models worldwide, we aimed to create a tailored approach for the United States. Noticing the popularity of postpartum centers in South Korea, where 80% of new mothers enroll for a two-week stay, we researched the cultural preferences in California.
Having identified fragmented support, lack of education, and the alarming rates of postpartum depression in the United States, our team set out to design Forth for Californians.
03 Approach & Research
Shaping a Holistic Experience
To understand the postpartum landscape in the US, we delved into the stories of many expecting and birthing parents in the Bay Area. We gathered insights through dozens of qualitative interviews and 40+ quantitative surveys. Their unique perspectives and experiences became the compass guiding our journey to redefine postpartum support.
Through numerous interviews with industry professionals, health professionals, and the exploration of secondary sources, we further enriched the team's understanding, ensuring a holistic perspective.
Stories and Insights That Define Support
Four key insights uncovered during our research stage have become the guiding principles for Forth's core services and business model.
Armed with these valuable insights, we set out to shape Forth. Our goal was to provide comprehensive support that fills the gaps identified by parents, creating a seamless and holistic postpartum experience. By combining the knowledge gained from our research with a deep understanding of the financial and legal aspects involved, we developed a solution that addresses the specific needs of parents during this critical time.
The interviews and research insights highlighted a compelling opportunity to reimagine the fourth-trimester experience in the US. Drawing upon social impact, hospitality, and design, our team is focused on rethinking the postpartum journey.
04 Output
Setting Sail to a Care-Driven Future
This project resulted in the successful pitch of a comprehensive and detailed business plan to multiple investors, and acceptance in a pre-seed accelerator program. This output made evident the credibility and potential impact of Forth in the postpartum care landscape.
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Throughout the project, we created several essential business deliverables. These included a comprehensive market solution that underwent rigorous analysis, a polished verbal and visual pitch to showcase our concept, a financial report, and a fully developed professional business plan. Our efforts resulted in a practical and innovative solution, leveraging design and innovation theory to address realistic business opportunities.
In parallel, we developed a detailed go-to-market plan. This included precise financial projection statements, and a roadmap covering key aspects such as legal approvals, construction, team recruitment, and marketing strategy. This strategic plan aimed to ensure a smooth launch, aligning with our commitment to providing a seamless and holistic postpartum experience for new parents.
